Improving decision making by means of a marketing decision support system (Улучшение управленческих решений с помощью системы поддержки маркетинговых решений (СПМР)) [статья]
Опубликовано на портале: 04-12-2003Gerrit H. van Bruggen Management Science. 1998. Vol. 44. No. 5. P. 645-659.
Специалисты считают, что в последние десять лет произошла самая настоящая информационная революция в маркетинге. В результате менеджеры по маркетингу вынуждены оперировать со все большими объемами информации. Казалось бы, менеджеры должны стремиться инкорпорировать новую информацию в процесс принятия решений и, в целом, должны получать преимущества от использования все возрастающих объемов информации. Однако на самом деле в процессе принятия решений менеджеры имеют серьезные когнитивные ограничения. Системы поддержки маркетинговых решений (СПМР) предназначены для облегчения использования менеджерами доступной информации.
Leasing and Selling: Optimal Marketing Strategies for a Durable Goods Firm (Лизинг и продажи: оптимальные маркетинговые стратегии для изготовителя товаров длительного пользования) [статья]
Опубликовано на портале: 24-09-2003Preyas Desai Management Science. 1998. Vol. 44. No. 11. P. s19-s35.
The problems associated with marketing a durable through leases and sales are analyzed. Academic research in this area has argued that in a monopolistic environment, leasing dominates selling. Hence, leasing and selling should not co-exist and the firm should concentrate its efforts solely on leasing. It is shown that the relative profitability of leasing and selling hinges on the rates at which leased and sold units depreciate. In particular, it is found that leasing does not dominate selling in all cases; if sold units depreciate at a significantly higher rate than leased units, a monopolistic firm is better off by only selling its product. In addition, it is found that if leaded and sold products depreciate at different rates, then the optimal strategy for the firm involves a combination of both leasing and selling. The paper is concluded with an empirical analysis of the depreciation rates of leased and sold units of a popular car model. It is found that the depreciation rate of leased cars has been significantly lower than the depreciation rate of sold cars.
Опубликовано на портале: 26-01-2004David Besanko Management Science. 1998. Vol. 44. No. 11. P. 1533-1547.
Discrete choice models of demand have typically been estimated assuming that prices are exogenous. Since unobservable (to the researcher) product attributes, such as coupon availability, may impact consumer utility as well as price setting by firms, prices are treated as endogenous. Specifically, prices are assumed to be the equilibrium outcomes of Nash competition among manufacturers and retailers. To empirically validate the assumptions, logit demand systems are estimated jointly with equilibrium pricing equations for two product categories using retail scanner data and cost data on factor prices. In each category, statistical evidence of price endogeneity is found. It is found that the estimates of price response parameter and the brand-specific constants are generally biased downward when the endogeneity of prices is ignored. The framework provides explicit estimates of the value created by a brand, i.e., the difference between consumers' willingness to pay for a brand and its cost of production.
Опубликовано на портале: 25-09-2003Michael Alles Management Science. 1998. Vol. 44. P. 451-461.
Most research into cost systems has focused on their motivational implications. A different approach is presented by developing a model where two oligopolistic firms strategically select their cost-based transfer prices. Duopoly models frequently assume that firms game on their choice of prices. Product prices, however, are ultimately based on the firms' transfer prices that communicate manufacturing costs to marketing departments. It is for this reason that transfer prices will have a strategic component to them. Implications are derived for cost system choice and transfer pricing, including showing that firms may cross subsidize their products - a result consistent with the empirical evidence.