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Título: Optimal retail price promotions
Autor: Beltov, Tor
Jorgensen, Steffen
Zaccour, Georges
Editor: Ediciones Universidad de Valladolid
Año del Documento: 2006
Documento Fuente: Anales de estudios económicos y empresariales, 2006, N.16, pags.9-36
Resumen: The paper proposes a dynamic optimization model for a retailer's price promotions of two brands in a product category. There is no general concensus in empirical marketing literature on what are the impacts of a promotion on intertemporal consumer behavior. This paper will focus on three effects: (1) The immediate, and positive, impact of a price deal on the sales of a promoted brand; (2) Brand substitution, where some consumers switch from a nonpromoted brand to a lower priced promoted brand; and (3) Consumers stockpile a promoted brand during a deal period, which affects postpromotional demand. The paper characterizes the magnitude of discounts as well as the timing and durations of promotions. Optimal policies for a myopic and a forward looking retailer are identified. We also provide comparative statics that identify the dependence of discounts and durations upon key model parameters
Materias (normalizadas): Economía política
Economía de empresa
ISSN: 0213-7569
Idioma: spa
Derechos: info:eu-repo/semantics/openAccess
Aparece en las colecciones:Anales de estudios económicos y empresariales - 2006 - Num. 16

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