The effects of retailer and consumer response on optimal manufacturing advertising and trade promotion strategies

Article Abstract:

The impact of retailer and consumer responses on the optimal advertising and trade promotion strategies of manufacturers was investigated. Results showed that the optimal advertising and promotion plan is the byproduct of a significant interrelationship among benefits, short-term costs and long-term costs. The factors identified to foster steeper trade promotions were higher consumer response to retailer promotion, higher retailer passthrough lower consumer response to advertising, and higher retailer carrying costs. The model also identified the other factors that encourage a larger number of trade promotions, higher total spending on promotion, and higher total spending on advertising. The study also discovered the existence of a natural negative relationship between advertising and promotion spending, and between the steepness of trade promotion discounts and their frequency.

Retail Trade, All Other Miscellaneous Manufacturing, Manufacturing industries, not elsewhere classified, Manufacturing Industries NEC, Manufacturing industry, Manufacturing industries, Retail industry, Marketing, Beliefs, opinions and attitudes, Advertising, Consumers, Attitudes

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The effects of negotiator preferences, situational power, and negotiator personality on outcomes of business negotiations

Article Abstract:

The effects of negotiators' preference structures, situational power, and personality on outcomes of bargaining are studied using data generated with a contextually-rich simulation of an actual business situation. Subjects in the simulated situation were experienced and trained in business and were therefore able to relate to the highly realistic setting in which a contract was negotiated. The research differs from earlier research on the same topics in that it attempts to integrate the effects of a number of variables rather than study each separately, and it is able to do this while balancing internal and external validity. It is found that negotiator preferences are the direct determinants of bargaining outcomes, and that personality and power are mediated by the preferences.

Psychological aspects, Social aspects, Management, Collective bargaining, Personality, Personality (Psychology), Personality and situation, Situation-personality interaction

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The ability of Nash's theory of cooperative games to predict the outcomes of buyer-seller negotiations: a dyad-level test

Article Abstract:

A dyad-level technique is presented that can be used to decide whether the buyer-seller negotiations match the settlements made according to Nash's theory of cooperative games. The technique involves a multivariate statistical test whereby parameters are projected according to simulation. However, other parameters are furnished directly from the examination of the negotiator utility functions according to conjoint analysis. The technique is applied to the experiment whereby participants are active in a realistic role-playing exercise that duplicates the acquisition of television advertising time.

Methods, Management science, Decision-making, Models, Decision making, Analysis, Purchasing, Game theory

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