- 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 Multiproduct Firm Use the Market Share Metric?
Should the Multiproduct Firm Use the Market Share Metric?
- Chapter:
- (p.78) 5 Should the Multiproduct Firm Use the Market Share Metric?
- Source:
- Fusion for Profit
- Author(s):
Sharan Jagpal (Contributor Webpage)
- Publisher:
- Oxford University Press
This chapter examines the conditions under which the multiproduct firm should use market share as a metric for resource allocation. It distinguishes short- and long-run effects, analyze the effects of competition, and show how the discount rate affects the firm's revenue- and volume-based market shares. In particular, it shows how the firm can use marketing-finance fusion to choose the optimal performance metrics for managers so that they focus on maximizing long-run performance.
Keywords: BCG portfolio model, discount rate, economies of scope, market share, multiproduct firm, performance metrics, product-line pricing, resource allocation
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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
