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Book A Theory of Consumer Promotions: The Model (Classic Reprint)

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A Theory of Consumer Promotions: The Model (Classic Reprint)

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    Available in PDF - DJVU Format | A Theory of Consumer Promotions: The Model (Classic Reprint).pdf | Language: ENGLISH
    Leigh McAlister (Author)

    Book details


Excerpt from A Theory of Consumer Promotions: The Model

Consumers who react to a promotional offer might switch from their preferred brand to the promoted brand, they might stockpile the promoted brand, or they might switch the stockpile. We model the implications of such consumer responses for manufacturer's profit. Conditions under which a profit maximizing manufacturer should promote its product are then inferred from the aggregated response functions. It is never profitable to promote to consumers who only stockpile in response to a promotion. A sufficient number of consumers must switch to the promoted brand to make promoting profitable. Stockpiling behavior on the part of those consumers who switch to the promoted brand will, however, enhance profitability. The paradigm provides further insights which run counter to prevailing theory. Promotion is shown to be more likely to benefit small, rather than large, share brands. And we conjecture that there should not be a pronounced trough in market level sales following a promotional sales peak.

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This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully: any imperfections that remain are intentionally left to preserve the state of such historical works.
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Book details

  • PDF | 92 pages
  • Leigh McAlister (Author)
  • Forgotten Books (27 Sept. 2015)
  • English
  • 4
  • Business, Finance Law

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