haku: @author Hanson, W. / yhteensä: 2
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Tekijä: | Hanson, W. Kalyanam, K. |
Otsikko: | A cost-plus trap: pricing heurestics and demand identification |
Lehti: | Marketing Letters
1994 : JUL, VOL. 5:3, p. 199-209 |
Asiasana: | MARKETING PRICING HEURISTIC METHODS |
Kieli: | eng |
Tiivistelmä: | Cost plus pricing is a common pricing heuristic. The authors investigate whether a firm, following cost plus pricing in a simple environment, will eventually have enough information about demand conditions to switch to an optimization-based pricing approach. The authors also find that with unsophisticated statistical approaches this is unlikely, and even with a Bayesian decision theoretic approach there can be what we call a "cost plus trap". |
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