Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Author: Hongyan Shi
Publisher:
ISBN:
Category :
Languages : en
Pages :

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Book Description
This dissertation involves three essays, studying firms' decision-making on marketing mix variables. Specifically, the first essay (Chapter 2) studies the effects of distribution channels on firms' advertising content decision. In many markets, consumers may not have full information of product features and prices when they shop. While consumers can search to acquire such information, manufacturers and retailers often advertise price, product, or both types of information to help resolve consumers' uncertainty. This chapter studies manufacturers' and retailers' advertising content decisions in either a centralized channel or a decentralized channel, in a market where advertising affects consumers' search behaviors and purchase decisions. I show that in a decentralized channel, advertising may include more information than in a centralized channel. Specifically, when a retailer in a decentralized channel makes its advertising decision before the manufacturer and the retailer decide on prices, it prefers more price-product advertising than in a centralized channel; otherwise, it prefers more price-only advertising and more price-product advertising than in a centralized channel. I also show that in a decentralized channel where the manufacturer decides on product advertising and the retailer decides on price advertising, there will be more price-only advertising than in a centralized channel. Finally, I examine the consequent effects of advertising strategies in different distribution channels on channel members' profitability, consumer welfare and social welfare. The second essay (Chapter 3) studies the effects of channel structure and types of consumer heterogeneity on a manufacturer's product quality decision. I show that a manufacturer's product quality decision depends on both its channel structure and the type of consumer heterogeneity. When consumers are heterogeneous either vertically on their willingness-to-pay for product quality or horizontally on their transaction costs, a manufacturer will provide the same or lower product quality in a decentralized channel than in a centralized channel. However, when consumers are heterogeneous on both their willingness-to-pay for product quality and transaction costs, a manufacturer may even offer higher product quality in a decentralized channel than in a centralized channel under certain conditions, and consumers, as well as the distribution channel, can benefit from an increase of consumer transaction cost. The third essay (Chapter 4) studies how firms with high service quality (i.e. the high-type) can use tipping policy to signal their service quality and distinguish from firms with low service quality (i.e. the low-type) when consumers are comprised of informed and uninformed consumers. I characterize the conditions under which tipping policy together with complete information price can be effective signal device. In addition, I show that when the ratio of the informed consumers to uninformed consumers is low, if the high-type's optimal decision is to choose to have a tipping policy under complete information, it will signal with a tipping policy together with a distorted price. Furthermore, I show that even when the high-type's optimal decision is non-tipping policy under complete information, it might strategically adopt a tipping policy to signal its service quality.

Author: Erin Cavusgil
Publisher:
ISBN:
Category : Gastrointestinal agents
Languages : en
Pages : 260

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Author: Rakesh K. Sarin
Publisher: Springer Science & Business Media
ISBN: 1461531667
Category : Business & Economics
Languages : en
Pages : 490

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Book Description
In the fall of 1992 a conference honoring Elwood S. Buffa was held at the Anderson Graduate School of Management of the University of California, Los Angeles. This book is a collection of the work presented at that conference. The scholars who gathered to honor El are the prominent researchers in the field of Operations Management. Their collective work published in this book represents the richness of the field and provides the reader with valuable insights into its important issues and problems. While any grouping of the articles by these distinguished scholars will be arbitrary, I have organized the book in four sections. In the first section the articles dealing with the strategic issues in Operations Management are compiled. The articles deal with continuous improvement, quality, services, supply chain management, and creating value through operations. The articles that explore the interface of Operations Management with other functional areas, e.g. engineering and marketing, are grouped in the second section. The third section of the book contains articles that attempt to model some important planning problems that arise in the management of production and operations. Some of the papers in this section provide state of the art reviews of selected topic areas. Finally, the fourth section contains articles that deal with future directions for Operations Management. The authors offer several insights into the future evolution of the field. The book begins with the keynote address given by El Buffa at the start of the conference on November 2, 1991.

Author: Mariachiara Restuccia
Publisher:
ISBN:
Category :
Languages : en
Pages : 162

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Author: Kenneth Roger Weiss
Publisher:
ISBN:
Category :
Languages : en
Pages : 746

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Author: Charles A. Ingene
Publisher: Edward Elgar Publishing
ISBN: 0857938606
Category : Business & Economics
Languages : en
Pages : 608

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Book Description
Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.

Author: AMSHED A. MODI
Publisher: PHI Learning Pvt. Ltd.
ISBN: 8120353056
Category : Business & Economics
Languages : en
Pages : 402

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Book Description
Designing and controlling the process of production and redesigning business operations in the production of goods or services is what Operations Management is all about. This book is a concise volume on all those bare essentials of Operations Management. Authored with a practical approach, the book focuses on applications involved in Operations Management which are used to streamline the systems and functions of any organization. The chapters are well-supported with Cases, Solved Examples, and Numerical Problems. The book is also incorporated with Appendices on the Standard and Normal Distribution Table, the Poisson Distribution Table, and Linear Programming to make the calculations on statistics and mathematics easy. Designed as a text for the undergraduate students of Engineering (Mechanical) and postgraduate students of Management, the book is equally useful as a handy reference for Engineers, Operations Managers and Management Professionals.

Author: Qizhi Dai
Publisher:
ISBN:
Category :
Languages : en
Pages : 278

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Book Description

Author: Gordian Rättich
Publisher: Springer Science & Business Media
ISBN: 3834969001
Category : Business & Economics
Languages : en
Pages : 177

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Book Description
Gordian Rättich provides with his four essays on distinctive levels of International Entrepreneurship an answer on some of the most essential challenges by shedding light on how social groups, economic institutions and nations manage to overcome the challenges of internationalization and gain competitive advantages.