息票
比较静力学
困境
结果(博弈论)
无礼的
业务
面板数据
微观经济学
产业组织
经济盈余
经济
营销
计量经济学
财务
福利
市场经济
认识论
哲学
管理
作者
Greg Shaffer,Zhongan Zhang
出处
期刊:Marketing Science
[Institute for Operations Research and the Management Sciences]
日期:1995-11-01
卷期号:14 (4): 395-416
被引量:374
标识
DOI:10.1287/mksc.14.4.395
摘要
With the advent of panel data on household purchase behavior, and the development of statistical procedures to utilize this data, firms can now target coupons to selected households with considerable accuracy and cost effectiveness. In this article, we develop an analytical framework to examine the effect of such targeting on firm profits, prices, and coupon face values. We also derive comparative statics on firms' optimal mix of offensive and defensive couponing, the number of coupons distributed, redemption rates, face values, and incremental sales per redemption. Among our findings: when rival firms can target their coupon promotions at brand switchers, the outcome will be a prisoner's dilemma in which the net effect of targeting is simply the cost of distribution plus the discount given to redeemers.
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