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-4 votes
1 answer
81 views

Why manufacturers release countless variants of the same product?

I guess that the question is quite simple and clear. To avoid any potential confusion, I will give two examples. Automotive OEMs release countless variants of each of their cars. Pretty much, for ...
virolino's user avatar
1 vote
0 answers
47 views

Is Theodore Levitt's concept of 'marketing myopia' flawed?

Theodore Levitt's article published in Harvard Business Review says that people do not want quarter-inch drills, they want quarter-inch holes. This line of thought probably emerges from a line of ...
Aditya Prakash's user avatar
1 vote
1 answer
92 views

Help finding the right term - Behavioural Finance / Pricing jargon

There is a phenomenon used in Economics(?)/Marketing/Pricing/Psychology when selecting the right price for your product. Within a certain price range, the customer is insensitive to changes in the ...
afora377's user avatar
  • 111
2 votes
1 answer
156 views

Is marketing a field of economics?

I would argue that the marketing (or de-marketing as in the example of a recall) of goods and services is an implementation of knowledge and experience in microeconomics as it deals with the practical ...
George's user avatar
  • 23
1 vote
0 answers
44 views

What is the proper academic term for "realizing sales from online traffic"?

Realizing sales form traffic is one of the major concerns for firms in a digital economy. To my knowledge, online marketing methods (such as SEO) usually generate traffic but not necessarily profits. ...
High GPA's user avatar
  • 1,916
2 votes
1 answer
33 views

Which market category does this sustainable product belong to?

I'm currently working on an assignment, which is making an export plan for a product aimed at Asia. However I can't define the market of my product. My product is basically an artificial riverbank; ...
Timber Fedor's user avatar
1 vote
1 answer
62 views

Calculating expected tenure of a customer

In his How To Project Customer Retention, Fader computes the expected tenure of a customer according to $$E = \sum_{t=0}^{\infty}S(t)$$ where $S(t)$ is the Survival Function. From a purely ...
user20783's user avatar
2 votes
1 answer
588 views

What am I doing wrong in the derivation of Bass diffusion model?

I've been deriving Bass diffusion model and keep consistently finding a different result than Bass' original answer. To make things worse, every single link in the Google results page just copies the ...
Ravshan S.K.'s user avatar
1 vote
2 answers
84 views

What are "the fundamental categories of economics"?

I had an introductory class in marketing last week, and the professor wanted to test our previous knowledge of economics (we are juniors). He asked us this simple question: "What are the fundamental/...
Quant's user avatar
  • 135
0 votes
1 answer
27 views

Question related to conjoint analysis [closed]

I am studying for an exam in marketing, and there's the following sample question: The main reasons that people choose products in category X is: 1. Brand 2. Price. Where the importance ranking is 50%...
Andrew Blitz's user avatar
0 votes
1 answer
31 views

What does "survey of panel" mean?

In one of my marketing slides it says: The diagnostic potential of micro test market is low because no survey of panel possible; the diagnostic potential of simulated test market is high. I think the ...
Aqqqq's user avatar
  • 392
0 votes
1 answer
227 views

What does pilot price mean in the context of marketing?

In my lecture slide, it is said to be one of the competition-based price determination. When I searched online, I was unable to find anything relevant.
Aqqqq's user avatar
  • 392
1 vote
1 answer
404 views

How product leaks before announcements affect a company economically?

It happens specially for well known companies (e.g. Apple, Garmin, etc.) that some features of their products leaks into the media before the announcement. I was wondering what are the economical ...
Didami's user avatar
  • 111
4 votes
3 answers
196 views

Loss leader item definition

I've recently encountered the term "loss leader" for items. The definition is pricing an item at a discount for the purpose of increasing overall revenues. One example is Sony selling the PS4 at a ...
somethingstrang's user avatar
2 votes
1 answer
356 views

What are the current economic theories of product advertising?

Are there any well known economic theory references about advertising? It seems you could think of advertising as imposing a negative externality on other producers or on consumers in that it takes up ...
Fix.B.'s user avatar
  • 2,668
1 vote
0 answers
21 views

How to consolidate data for "single customer view", what models to use for representing customer? [closed]

There is trend to arrive at "single customer view" - combine all the available quantitative and qualitative data about single customer. How to organize those data for using in prediction and anylsis? ...
TomR's user avatar
  • 435
1 vote
0 answers
48 views

The mathematical model of integrated marketing communications

I am trying to generalize the media buying problem, the first steps are to use media buying approach to several advertising channels at once. But there should be next steps as well. Are there works ...
TomR's user avatar
  • 435
3 votes
2 answers
103 views

Large consumer goods companies not using advertising, and what their reasons are

Recently I've learned that Inditex (owner of Zara brand) is the biggest fashion group in the world and it's using almost no advertising at all. I would like to know more examples of such big ...
Joe Jobs's user avatar
  • 982
0 votes
1 answer
72 views

Isolating single campaign effects over a sales series

I'm trying to wrap my head around the concept of advertising effectiveness and hit a wall when I tried to measure the quantitative effect of an advertising campaign on the sales tendency of a business....
toku_mo's user avatar
6 votes
4 answers
1k views

Are billboards beneficial for the economy? Why?

Billboards cost money to make and don't really seem to significantly benefit anyone other than billboard-makers. A company c putting up billboards presumably increases profits from the resulting ...
Kelmikra's user avatar
  • 195