- 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
Choosing Strategies for New Products Using Primary Data
Choosing Strategies for New Products Using Primary Data
- Chapter:
- (p.124) 8 Choosing Strategies for New Products Using Primary Data
- Source:
- Fusion for Profit
- Author(s):
Sharan Jagpal (Contributor Webpage)
- Publisher:
- Oxford University Press
This chapter shows how the firm can choose new product designs and pricing strategies when primary data (i.e., intentions studies, conjoint experiments, auctions, simulated test markets, and test markets) are available. It shows how the firm can use the MCT methodology to quantify the effects of competitive reaction and measure cannibalization and market-growth effects when it introduces new products into the market. In particular, it shows how the firm can filter out response error in the data from conjoint and intentions studies to obtain unbiased demand and market share estimates for new products.
Keywords: auctions, choice models, competition-based pricing, conjoint analysis, intentions studies, law of one price, multiproduct firm, new product design, simulated test markets, STMs, test markets
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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