The measurement and utility of brand price elasticities
Article Abstract:
Store-level research, field experiments and regression estimation were used to examine the price elasticity of 500 brands of consumer products. Store-level research is useful for trying out new products, however, other stores can copy the idea. Field experiments involve visiting homes to sell items at different prices, but this method is time consuming and expensive. Regression estimation involves collating sales and price information to decide which prices result in higher sales. The price elasticities produced by the different methods are discussed.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1997
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Fact and fallacy in retention marketing
Article Abstract:
A study on the assertions made about customer retention, in marketing, is presented. The fallacy about long-term customers being of more value than short-term customers is analyzed. The fact about reinforcing customer satisfaction leading to the increase in profit, thus valuing new customers, rather than through increased retention is also discussed.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2006
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The impact of loyalty programmes on repeat purchase behavior
Article Abstract:
The effects of loyalty programmes, based on the BehaviorScan single-source panel, on repeat purchase pattern are examined. The information shows that loyalty programmes do not substantially change market structures.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2006
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