The Possibility and Expediency of Marketing Variability in the Conditions of a Scarce Market (the Case of the Market of Solid-rolled Wheels-957)

Irina V. Knyazeva, N. N. Zaikin, I. Bondarenko
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Abstract

The relevance of the study is due to the need to study the limits of the permissibility of business behavior of companies in the conditions of economic turbulence that has developed under the influence of various macro and microfactors. The disruption of logistics chains against the background of the first sanctions restrictions, the introduction of protective duties, a comprehensive system of state support for the industry (the “trade-in” program for changing the car fleet) led to new structural and behavioral models of the functioning of markets, which required understanding and selection of an adequate policy of state regulation. The purpose of the study is to consider the strategy of behavior of the dominant player with a pronounced differentiation in pricing policy in relation to different counterparties in a scarce market on the example of an antimonopoly case against a dominant economic entity in the market of solid-rolled wheels with a diameter of 957 mm within the borders of the Russian Federation (2018–2019). The objectives of the study are to consider how the implementation of three important elements of the company’s marketing strategies – price formation, market segmentation based on the Buchanan product concept and the selection of counterparties, as well as methods and technologies of discount policy in conditions of unsatisfied demand, can affect the functioning of a scarce market and affect price growth for two years. In the context of this study, the transformation of the mechanism of price discrimination in scarce markets is presented. It is noted that the behavior of the dominant entity regarding the establishment of a monopolistically high price in a scarce market looks economically unconditioned, the establishment of a differentiated final price for the sale of goods to various buyers at a level higher than the prices of the period preceding the shortage indicates price discrimination of the first and second degree. The analysis of various types of discounts shows that sales promotion is not a necessary marketing tool, as it reduces the monopoly profit of the seller and does not contain motivation for the formation of competitive initiations. The main gain of the consumer is not the volume of potential discounts, but the speed of searching for goods, contracting on any terms, the promptness of concluding transactions and obtaining maximum financial gain in conditions of uncertainty.
稀缺市场条件下市场变异性的可能性与权宜之计(以实轧车轮市场为例)
该研究的相关性是由于需要研究在各种宏观和微观因素影响下发展起来的经济动荡条件下公司经营行为的可容许性的极限。在第一次制裁限制的背景下,物流链的中断,保护性关税的引入,国家对该行业的全面支持系统(更换车队的“以旧换新”计划)导致了市场功能的新结构和行为模型,这需要理解和选择适当的国家监管政策。本研究的目的是考虑在稀缺市场中,与不同对手方相比,定价政策明显不同的主导企业的行为策略,以俄罗斯联邦境内(2018-2019年)直径为957毫米的实心轧制车轮市场上针对占主导地位的经济实体的反垄断案件为例。本研究的目标是考虑公司营销策略的三个重要要素的实施-价格形成,基于布坎南产品概念的市场细分和交易对手的选择,以及在需求未满足的情况下折扣政策的方法和技术,如何影响稀缺市场的运作并影响两年的价格增长。在本研究的背景下,提出了稀缺市场中价格歧视机制的转变。值得注意的是,在稀缺市场中,占支配地位的实体关于建立垄断高价的行为在经济上看起来是无条件的,在高于短缺前一段时间的价格水平上,为销售给不同买家的商品建立差异化的最终价格表明了第一和第二程度的价格歧视。对各种折扣的分析表明,促销不是一种必要的营销手段,因为它降低了卖方的垄断利润,并且不包含形成竞争动机的动机。消费者的主要收益不是潜在折扣的数量,而是寻找商品的速度,在任何条件下签订合同,及时完成交易,并在不确定的情况下获得最大的经济收益。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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