- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
-
1 Choosing Marketing Policy in the Short Run -
2 Choosing Marketing Policy in the Long Run -
3 What is the Impact on Strategy? -
4 Should the Firm Pursue Market Share? -
5 Should the Multiproduct Firm Use the Market Share Metric? -
6 Pricing New Products: Strategies and Caveats -
7 Choosing Strategies for New Products Using Market-Level Data -
8 Choosing Strategies for New Products Using Primary Data -
9 Bundling -
10 Channels of Distribution -
11 How Does Consumer Behavior Affect Marketing Policy? -
12 Coordinating Advertising Strategy, Branding, and Positioning -
13 Determining the Advertising Budget -
14 Measuring Advertising Productivity -
15 How Should the Firm Compensate Managers to Maximize Performance? -
16 How Should the Firm Compensate Its Sales Force? The Basic Model -
17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance? -
18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach -
19 Measuring and Building Brand Equity -
20 How Marketing Policy Affects Consumer Well-Being and Social Welfare -
21 Internet Marketing -
22 Mergers and Acquisitions -
23 How to Choose Optimal International Marketing Strategies - Glossary
- Index
Should the Firm Pursue Market Share?
Should the Firm Pursue Market Share?
- Chapter:
- (p.47) 4 Should the Firm Pursue Market Share?
- Source:
- Fusion for Profit
- Author(s):
Sharan Jagpal (Contributor Webpage)
- Publisher:
- Oxford University Press
This chapter examines the conditions under which firms should pursue market share as a goal. Specifically, it focuses on the factors that determine revenue- and volume-based market share, including cost dynamics, demand dynamics, competitive reaction, cost and technological uncertainty, process innovations, and demand uncertainty. In particular, it shows how the firm can use this information to coordinate its marketing, finance, and production decisions.
Keywords: Coase paradox, competitive reaction, cost dynamics, demand dynamics, experience curve, first-mover advantage theory, grim-trigger pricing strategy, learning curve, market share, technological uncertainty
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- Title Pages
- Dedication
- Epigraph
- Foreword
- Foreword
- Preface
-
1 Choosing Marketing Policy in the Short Run -
2 Choosing Marketing Policy in the Long Run -
3 What is the Impact on Strategy? -
4 Should the Firm Pursue Market Share? -
5 Should the Multiproduct Firm Use the Market Share Metric? -
6 Pricing New Products: Strategies and Caveats -
7 Choosing Strategies for New Products Using Market-Level Data -
8 Choosing Strategies for New Products Using Primary Data -
9 Bundling -
10 Channels of Distribution -
11 How Does Consumer Behavior Affect Marketing Policy? -
12 Coordinating Advertising Strategy, Branding, and Positioning -
13 Determining the Advertising Budget -
14 Measuring Advertising Productivity -
15 How Should the Firm Compensate Managers to Maximize Performance? -
16 How Should the Firm Compensate Its Sales Force? The Basic Model -
17 Model Extensions: How Should the Multiagent/Multiproduct Firm Reward and Measure Sales Force Performance? -
18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach -
19 Measuring and Building Brand Equity -
20 How Marketing Policy Affects Consumer Well-Being and Social Welfare -
21 Internet Marketing -
22 Mergers and Acquisitions -
23 How to Choose Optimal International Marketing Strategies - Glossary
- Index
