Review of Marketing Science最新文献_第10页

Vertical Control of Cournot Wholesalers in Spatial Competition: Exclusive Territories? Or Maximum Retail Price Stipulations? 空间竞争中古诺批发商的纵向控制:独占领域?还是最高零售价格规定?

Review of Marketing Science Pub Date : 2005-01-27 DOI: 10.2202/1546-5616.1032

Tatsuhiko Nariu, D. Flath

{"title":"Vertical Control of Cournot Wholesalers in Spatial Competition: Exclusive Territories? Or Maximum Retail Price Stipulations?","authors":"Tatsuhiko Nariu, D. Flath","doi":"10.2202/1546-5616.1032","DOIUrl":"https://doi.org/10.2202/1546-5616.1032","url":null,"abstract":"In this paper, we use a spatial competition model developed by Pal (1998) to analyze producer imposed retail price ceilings and producer assigned exclusive geographic sales territories. Two wholesale distributors are presumed to each have a single collection point respectively from which they supply retail outlets at many locations. Each wholesaler chooses the quantity to ship to each outlet and the retail prices attain market clearing levels. Given that the costs of shipping depend on distance, this system results in waste in that the products are not shipped exclusively from the nearest collection point. As pointed out by Matsumura (2003) this wasteful cross-hauling can be prevented if the manufacturer assigns exclusive geographic territories to the distributors. But the costs of administering an exclusive territory system may well outweigh any savings in shipping costs. In this instance a manufacturer stipulated price ceiling may be the preferred alternative. By controlling not only the manufacturer price but also the retail price at each location, the manufacturer can deter wasteful cross-hauling and expand the overall channel profit, while also conferring enlarged consumer surplus.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2005-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1032","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Long-term Profit Impact Of Integrated Marketing Communications Program 整合营销传播计划的长期利润影响

Review of Marketing Science Pub Date : 2004-10-06 DOI: 10.2202/1546-5616.1014

K. Raman, P. Naik

引用次数: 49

A New Approach for Capturing and Potraying the Competitive Structure of a Market: An Application To The Bush-Kerry-Nader Presidential Contest 捕捉和描绘市场竞争结构的新方法:在布什-克里-纳德总统竞选中的应用

Review of Marketing Science Pub Date : 2004-09-23 DOI: 10.2202/1546-5616.1020

Richard R. Batsell

引用次数: 1

Buyer Shopping Costs and Retail Pricing: An Indirect Empirical Test 购买者购物成本与零售定价:一个间接实证检验

Review of Marketing Science Pub Date : 2004-07-02 DOI: 10.2202/1546-5616.1017

S. Lee, I. Png

引用次数: 4

Holding Company Cost Economies in the Global Advertising and Marketing Services Business 控股公司成本经济在全球广告和营销服务业务

Review of Marketing Science Pub Date : 2004-06-01 DOI: 10.2202/1546-5616.1015

A. Silk, E. Berndt

{"title":"Holding Company Cost Economies in the Global Advertising and Marketing Services Business","authors":"A. Silk, E. Berndt","doi":"10.2202/1546-5616.1015","DOIUrl":"https://doi.org/10.2202/1546-5616.1015","url":null,"abstract":"We assess size and scope-related economies in the global advertising and marketing services business. A translog cost function is employed wherein a firms costs vary according to its scale and two dimensions of the scope of its operations. One dimension of firm scope relates to how its output is distributed across the global markets it serves (domestic vs. overseas) and the other to how its output is distributed across the line of services it offers (advertising-related vs. other marketing services). Parameters of the model are estimated via three stage least squares using annual data (1989-2001) for an unbalanced panel consisting of the eight largest holding companies in this industry.A firms total variable costs are affected by its scale, scope (mix of services and markets served), and by the interaction of the two dimensions of scope. The latter effect suggests that cost economies may accompany the dual diversification strategy of jointly offering advertising and marketing services globally. Estimates indicate that the industrys long-run cost function is subject to very slight economies of scale, i.e., total variable costs increase less than proportionally as outputs increase. Consistent with the presence of modest global scale economies, product-specific diseconomies of scale accompany growth in volume obtained by extending either breadth of service offerings or market coverage. Scope economies arise when cost savings can be realized by a single firm jointly producing several services or jointly serving multiple markets as compared to splitting up the firm into smaller, stand-alone entities, each one producing just one service or serving a single market. A small cost advantage, typically of approximately two percent, is uniformly associated with joint production of services for both the domestic and overseas markets. Cost savings of a similar magnitude arise consistently from the joint production of advertising as well as other marketing services.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2004-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1015","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68626698","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 20

Product Entry Timing in Dual Distribution Channels: The Case of the Movie Industry 双重分销渠道下的产品进入时机:以电影行业为例

Review of Marketing Science Pub Date : 2004-03-11 DOI: 10.2202/1546-5616.1008

A. Prasad, Bart J. Bronnenberg, V. Mahajan

引用次数: 64

The Relationship between Market Share and Information in a High-Tech Industry 高新技术产业市场份额与信息的关系

Review of Marketing Science Pub Date : 2004-01-27 DOI: 10.2202/1546-5616.1005

V. Theoharakis, D. Vakratsas, V. Wong

{"title":"The Relationship between Market Share and Information in a High-Tech Industry","authors":"V. Theoharakis, D. Vakratsas, V. Wong","doi":"10.2202/1546-5616.1005","DOIUrl":"https://doi.org/10.2202/1546-5616.1005","url":null,"abstract":"The role of information in high-technology markets is critical (Dutta, Narasimhan and Rajiv 1999; Farrell and Saloner 1986; Weiss and Heide 1993). In these markets, the volatility and volume of information present managers and researchers with the considerable challenge of monitoring such information and examining how potential customers may respond to it. This article examines the effects of the type and volume of information on the market share of different technological standards in the Local Area Networks (LAN) industry. We identify three different types of information: technological, availability and adoption. Our empirical application suggests that all three types of information have significant effects on the market share of a technological standard, but their direction and magnitude differ. More specifically, technology-related information is negatively related to market share as it demonstrates that the underlying technology is immature and still evolving. Both availability and adoption-related information have a positive effect on market share, but the former is larger than the latter. We conclude that high-tech firms should emphasize the dissemination of information, especially availability-related, as part of their promotional strategy for a new technology. Otherwise, they may risk missing an opportunity to achieve a higher share and establish their market presence.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2004-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1005","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68626277","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Durable Good, Extended Warranty and Channel Coordination 耐用品，延长保修和渠道协调

Review of Marketing Science Pub Date : 2004-01-27 DOI: 10.2202/1546-5616.1004

Preyas S. Desai, Paddy Padmanabhan

引用次数: 70

Assessing Heterogeneity in Discrete Choice Models Using a Dirichlet Process Prior 使用Dirichlet过程先验评估离散选择模型的异质性

Review of Marketing Science Pub Date : 2004-01-27 DOI: 10.2202/1546-5616.1003

Jin Gyo Kim, U. Menzefricke, F. Feinberg

{"title":"Assessing Heterogeneity in Discrete Choice Models Using a Dirichlet Process Prior","authors":"Jin Gyo Kim, U. Menzefricke, F. Feinberg","doi":"10.2202/1546-5616.1003","DOIUrl":"https://doi.org/10.2202/1546-5616.1003","url":null,"abstract":"The finite normal mixture model has emerged as a dominant methodology for assessing heterogeneity in choice models. Although it extends the classic mixture models by allowing within component variablility, it requires that a relatively large number of models be separately estimated and fairly difficult test procedures to determine the correct number of mixing components. We present a very general formulation, based on Dirichlet Process Piror, which yields the number and composition of mixing components a posteriori, obviating the need for post hoc test procedures and is capable of approximating any target heterogeneity distribution. Adapting Stephens (2000) algorithm allows the determination of substantively different clusters, as well as a way to sidestep problems arising from label-switching and overlapping mixtures. These methods are illustrated both on simulated data and A.C. Nielsen scanner panel data for liquid detergents. We find that the large number of mixing components required to adequately represent the heterogeneity distribution can be reduced in practice to a far smaller number of segments of managerial relevance.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2004-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1003","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68626078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 42

Competitive Entry and Pricing Responses to Product Innovation 产品创新的竞争性进入和价格反应

Review of Marketing Science Pub Date : 2003-08-07 DOI: 10.2202/1546-5616.1001

B. Bayus, Pradeep K. Chintagunta

引用次数: 5