Chapter 12 Sales promotion models

Publisher Summary Modeling has a place in the understanding and planning of sales promotion, and much progress has been recently made. However, there are still many unanswered questions, even regarding some of the areas that have been thoroughly researched. In addition, one should begin to see a shift toward prescriptive models and hopefully an increase in managerial use of models. The potential need is there, and so is the technology. If it is successful, this chapter, by summarizing the field, helps to accelerate progress in the development and implementation of sales-promotion models.

[1]  Robert C. Blattberg,et al.  Database Models And Managerial Intuition: 50% Model + 50% Manager , 1990 .

[2]  Robert C. Blattberg,et al.  How Promotions Work , 1995 .

[3]  Bruce G. S. Hardie,et al.  Modeling Loss Aversion and Reference Dependence Effects on Brand Choice , 1993 .

[4]  S. Neslin,et al.  The effects of retailer and consumer response on optimal manufacturer advertising and trade promotion strategies , 1995 .

[5]  Scott A. Neslin,et al.  A Model for Evaluating the Profitability of Coupon Promotions , 1983 .

[6]  R. M. Prentice,et al.  The relationship between advertising and promotion in brand strategy , 1975 .

[7]  Naufel J. Vilcassim,et al.  Modeling Purchase-Timing and Brand-Switching Behavior Incorporating Explanatory Variables and Unobserved Heterogeneity , 1991 .

[8]  Robert C. Blattberg,et al.  Price-Induced Patterns of Competition , 1989 .

[9]  L. Lodish.  A Marketing Decision Support System for Retailers , 1982 .

[10]  Scott A. Neslin,et al.  A Market Response Model for Coupon Promotions , 1990 .

[11]  Joel Huber,et al.  Brand experience as a moderator of the negative impact of promotions , 1991 .

[12]  Leonard M. Lodish,et al.  An Implemented System for Improving Promotion Productivity Using Store Scanner Data , 1993 .

[13]  Pradeep K. Chintagunta,et al.  Investigating Heterogeneity in Brand Preferences in Logit Models for Panel Data , 1991 .

[14]  R. Lal.  Price Promotions: Limiting Competitive Encroachment , 1990 .

[15]  Wayne D. Hoyer,et al.  Promotion Signal: Proxy for a Price Cut? , 1990 .

[16]  R. Walters.  Assessing the Impact of Retail Price Promotions on Product Substitution, Complementary Purchase, and Interstore Sales Displacement , 1991 .

[17]  D. Wittink,et al.  Diagnosing competitive reactions using (aggregated) scanner data , 1992 .

[18]  Alfred A. Kuehn,et al.  Consumer Response to Promotions , 1976 .

[19]  Ronald W. Ward,et al.  A Pooled Cross-Section Time Series Model of Coupon Promotions , 1978 .

[20]  Peter S. Fader,et al.  Estimating Nonlinear Parameters in the Multinomial Logit Model , 1992 .

[21]  Rajiv Lal,et al.  Manufacturer Trade Deals and Retail Price Promotions , 1990 .

[22]  William C. Gaidis,et al.  Behavioral Learning Theory: Its Relevance to Marketing and Promotions , 1981 .

[23]  Leonard M. Lodish,et al.  Promoter: An Automated Promotion Evaluation System , 1987 .

[24]  James D. Hess,et al.  A Theory of Channel Price Promotions , 1991 .

[25]  Imran S. Currim,et al.  Consumer Perceptions of Promotional Activity , 1991 .

[26]  Manohar U. Kalwani,et al.  A Price Expectations Model of Customer Brand Choice , 1990 .

[27]  C. Narasimhan.  Competitive Promotional Strategies , 1988 .

[28]  L. Krishnamurthi,et al.  A Model of Brand Choice and Purchase Quantity Price Sensitivities , 1988 .

[29]  Chakravarthi Narasimhan,et al.  Dealing-Temporary Price Cuts-By Seller as a Buyer Discrimination Mechanism , 1985 .

[30]  Sunil Gupta.  Impact of Sales Promotions on when, what, and how Much to Buy , 1988 .

[31]  Stephen J. Hoch,et al.  EDLP, Hi-Lo, and Margin Arithmetic , 1994 .

[32]  Peter E. Rossi,et al.  Quality perceptions and asymmetric switching between brands , 1991 .

[33]  Steven C. Wheelwright,et al.  Forecasting methods and applications. , 1979 .

[34]  Steven T. Berry,et al.  Automobile Prices in Market Equilibrium , 1995 .

[35]  Robert C. Blattberg,et al.  A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables , 2007 .

[36]  Pradeep K. Chintagunta,et al.  Investigating Purchase Incidence, Brand Choice and Purchase Quantity Decisions of Households , 1993 .

[37]  J. M. Jones,et al.  Removing Heterogeneity Bias from Logit Model Estimation , 1988 .

[38]  Dominique M. Hanssens,et al.  The Persistence of Marketing Effects on Sales , 1995 .

[39]  J. Chiang.  A Simultaneous Approach to the Whether, What and How Much to Buy Questions , 1991 .

[40]  Gary J. Russell,et al.  A Probabilistic Choice Model for Market Segmentation and Elasticity Structure , 1989 .

[41]  L. J. Thomas,et al.  Dynamic Models for Sales Promotion Policies , 1973 .

[42]  Robert C. Blattberg,et al.  Interactive Marketing: Exploiting the Age of Addressability , 1991 .

[43]  Developing Models for Planning Retailer Sales Promotions: An Application to Automobile Dealerships , 1987 .

[44]  Robert C. Blattberg,et al.  Sales promotion: The long and the short of it , 1989 .

[45]  Russell S. Winer,et al.  A reference price model of brand choice for frequently purchased products. , 1986 .

[46]  C LittleJD,et al.  BRANDAID:マーケティング・ミックス・モデル,第1部:構造 | 文献情報 | J-GLOBAL 科学技術総合リンクセンター , 1975 .

[47]  Robert P. Leone,et al.  Measuring the Effect of Retail Store Promotions on Brand and Store Substitution , 1988 .

[48]  John W. Keon.  The Bargain Value Model and a Comparison of Managerial Implications with the Linear Learning Model , 1980 .

[49]  Pradeep K. Chintagunta,et al.  On Using Demographic Variables to Determine Segment Membership in Logit Mixture Models , 1994 .

[50]  Donald G. Morrison,et al.  Making the Cut: Modeling and Analyzing Choice Set Restriction in Scanner Panel Data , 1995 .

[51]  P. Fader.  Integrating the Dirichlet-multinomial and multinomial logit models of brand choice , 1993 .

[52]  J. Quelch,et al.  Consumer Promotions and the Acceleration of Product Purchases , 1985 .

[53]  Robert P. Leone,et al.  Implicit Price Bundling of Retail Products: A Multiproduct Approach to Maximizing Store Profitability , 1991 .

[54]  G. Kalyanaram,et al.  Empirical Generalizations from Reference Price Research , 1995 .

[55]  Aradhna Krishna,et al.  The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior , 1992 .

[56]  Alice M. Tybout,et al.  Impact of Deals and Deal Retraction on Brand Switching , 1978 .

[57]  David J. Reibstein,et al.  Factors Affecting Coupon Redemption Rates , 1982 .

[58]  Peter E. Rossi,et al.  Determinants of Store-Level Price Elasticity , 1995 .

[59]  Robert P. Leone.  Forecasting the effect of an environmental change on market performance: An intervention time-series approach , 1987 .

[60]  Leigh McAlister,et al.  Promotion Has a Negative Effect on Brand Evaluations—Or Does It? Additional Disconfirming Evidence , 1992 .

[61]  H. Theil.  Principles of econometrics , 1971 .

[62]  Ronald C. Curhan,et al.  Factors influencing grocery retailers' support of trade promotions , 1986 .

[63]  Scott B. MacKenzie,et al.  A Structural Equations Analysis of the Impact of Price Promotions on Store Performance , 1988 .

[64]  Robert C. Blattberg,et al.  Sales Promotion: Concepts, Methods, and Strategies , 1990 .

[65]  R. Bucklin,et al.  Reference Effects of Price and Promotion on Brand Choice Behavior , 1989 .

[66]  J. Little.  Decision Support Systems for Marketing Managers , 1979 .

[67]  John F. Magee,et al.  Customer Behavior As a Markov Process , 1961 .

[68]  John D. C. Little,et al.  BRANDAID: A Marketing-Mix Model, Part 1: Structure , 1975, Oper. Res..

[69]  R. Lal,et al.  The Effects of Brand Loyalty on Competitive Price Promotional Strategies , 1990 .

[70]  R. Walters,et al.  An empirical investigation into retailer response to manufacturer trade promotions , 1989 .

[71]  Robert W. Shoemaker,et al.  The Effects of a Direct Mail Coupon on Brand Choice Behavior , 1987 .

[72]  H. Varian.  A Model of Sales , 1980 .

[73]  Robert C. Blattberg,et al.  Modelling the Effectiveness and Profitability of Trade Promotions , 1987 .

[74]  Peter S. Fader,et al.  Accounting for Heterogeneity and Nonstationarity in a Cross-Sectional Model of Consumer Purchase Behavior , 1993 .

[75]  John Saunders,et al.  The Lead Effect of Marketing Decisions , 1985 .

[76]  Fred S. Zufryden,et al.  Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why? , 1995 .

[77]  Greg M. Allenby.  A Unified Approach to Identifying, Estimating and Testing Demand Structures with Aggregate Scanner Data , 1989 .

[78]  Robert C. Blattberg,et al.  Shrinkage Estimation of Price and Promotional Elasticities: Seemingly Unrelated Equations , 1991 .

[79]  Jerald F. Lawless,et al.  Statistical Models and Methods for Lifetime Data. , 1983 .

[80]  Gary L. Lilien,et al.  Application of a Modified Linear Learning Model of Buyer Behavior , 1974 .

[81]  Sunil Gupta,et al.  Stochastic Models of Interpurchase Time with Time-Dependent Covariates , 1991 .

[82]  Richard B. Maffei.  Brand Preferences and Simple Markov Processes , 1960 .

[83]  Imran S. Currim,et al.  A Taxonomy of Consumer Purchase Strategies in a Promotion Intensive Environment , 1991 .

[84]  M. Ben-Akiva,et al.  Discrete choice analysis , 1989 .