A Probabilistic Dealing Strategy
作者:
Cynthia Fraser,
James Ginter,
期刊:
Decision Sciences
(WILEY Available online 1991)
卷期:
Volume 22,
issue 1
页码: 91-103
ISSN:0011-7315
年代: 1991
DOI:10.1111/j.1540-5915.1991.tb01264.x
出版商: Blackwell Publishing Ltd
关键词: Pricing;Product Management;Brand Choice;Marketing Management.
数据来源: WILEY
摘要:
A probabilistic dealing strategy is proposed which allows all premium brands in an established market to earn nonnegative profits without cooperation. Following the strategy, brands take turns attracting deal‐responsive customers. Relative to a reactive competitive strategy, the proposed strategy improves the positions of all premium brands. With use of the strategy, average deal sizes are positively related to a brand's market share, the proportion of quality conscious customers, the proportion of informed customers, the span of regular prices in a market, and the range of customers' acceptable price
点击下载:
PDF
(598KB)
返 回