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| Author: | Kopalle, P. Rao, A. Assucano, J. |
| Title: | Asymmetric reference price effects and dynamic pricing policies |
| Journal: | Marketing Science
1996 : VOL. 15:1, p. 60-85 |
| Index terms: | MARKETING PRICING MODELS |
| Language: | eng |
| Abstract: | The authors consider a group of frequently purchased consumer brands which are partial substitutes and examine two situations; the first where the group of brands is managed by a retailer, and the second where the brands compete in an oligopoly. The authors assume that demand is a function of actual prices and reference prices, and develop optimal dynamic pricing policies for each situation. In addition to researchers studying pricing strategy , these results may interest retailers choosing between hi-lo pricing and an everyday low price, and manufacturers assessing whether to whether to follow Procter & Gamble lead and replace a policy of funding consumer price reductions through trade deals with a constant wholesale price. |
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