Marketing Science articles from July 2007

Marketing Science archives from July 2007

It's the findings, stupid, not the assumptions.(Editorial)
July 1, 2007... Observing reality is especially valuable. However, without models, every situation at every time on every variable would be unpredictable. Assumptions allow models and theories to assert constancy. Assumptions distill and simplify reality by...

The influence of product variety on brand perception and choice.
July 1, 2007... We propose that the variety a brand offers often serves as a quality cue and thus influences which brand consumers choose. Specifically, brands that offer a greater variety of options that appear compatible and require similar skills tend to be...

Retail-price drivers and retailer profits.
July 1, 2007... What are the drivers of retailer pricing tactics over time? Based on multivariate time-series analysis of two rich data sets, we quantify the relative importance of competitive retailer prices, pricing history, brand demand, wholesale prices,...

How does free riding on customer service affect competition?
July 1, 2007... The free-riding problem occurs if the presales activities needed to sell a product can be conducted separately from the actual sale of the product. Intuitively, free riding should hurt the retailer that provides that service, but the author...

Mapping the bounds of incoherence: how far can you go and how does it affect your brand?
July 1, 2007... Consumers often have to evaluate products comprising a combination of attributes that is not expected by them, given their beliefs about how attributes normally co-vary in the product category. Such an attribute combination implies that the...

Embedded premium promotion: why it works and how to make it more effective.
July 1, 2007... In this paper we define an embedded premium (EP) as an enhancement that involves a social cause added on to a product or service. We characterize EP as a sales promotion strategy and juxtapose it with traditional approaches, such as discounts...

Greedoid-based noncompensatory inference.
July 1, 2007... Greedoid languages provide a basis to infer best-fitting noncompensatory decision rules from full-rank conjoint data or partial-rank data such as consider-then-rank, consider-only, or choice data. Potential decision rules include elimination by...

Special section introduction: the 2005 ISMS Practice Prize Competition.(The 2005 ISMS Practice Prize Competition)(Informs Society for Marketing Science)
July 1, 2007... We report on the finalists from the 2005 Informs Society for Marketing Science (ISMS) Practice Prize Competition, representing the best examples of rigor plus relevance that our profession produces. Key words: marketing science practice;...

Customer Equity and Lifetime Management (CELM) Finnair case study.(The 2005 ISMS Practice Prize Winner)(Case study)
July 1, 2007... The Customer Equity and Lifetime Management (CELM) solution is based on a decision-support system that offers marketing managers a scientific framework for the optimal planning and budgeting of targeted marketing campaigns to maximize return on...

Quantifying and improving promotion effectiveness at CVS.(Practice Prize Report)(CVS Corp.)(Company overview)
July 1, 2007... We quantified the net unit and profit impact of each promotion offered in 2003 by CVS, a leading U.S. drug retail chain, and analyzed the key drivers of variation in this net impact. We used this analysis to identify the least effective...

An assortmentwide decision-support system for dynamic pricing and promotion planning in DIY retailing.(Practice Prize Report)
July 1, 2007... The main objective of this report is to describe a decision-support system for dynamic retail pricing and promotion planning. Our weekly demand model incorporates price, reference price effects, seasonality, article availability information,...