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| Author: | Chen, Y. Iyer, G. |
| Title: | Consumer addressability and customized pricing |
| Journal: | Marketing Science
2002 : SPRING, VOL. 21:2, p. 197-208 |
| Index terms: | Consumers Advertising Relationship marketing Direct selling Pricing Policy USA |
| Freeterms: | Data base marketing |
| Language: | eng |
| Abstract: | This is a research note. The increasing availability of customer information is giving many firms the ability to reach and customize price and other marketing efforts to the tastes of the individual consumer. This ability is labeled as consumer addressability. Consumer addressability through sophisticated databases is particularly important for direct-marketing firms, catalog retailers, credit card-issuing banks, and firms in the long-distance telephone market. The strategic implications of consumer addressability on competition between database/direct marketing firms is examined. The paper models competition btw. firms in a market where consumers differ on horizontal attribute of product differentiation. Consumer addressability creates two effects that govern the competition btw. firms: a "surplus extraction" effect and a "competitive". |
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