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18 produkter

Del 15 - Schriften zu Marketing und Handel

EDLP versus Hi-Lo Pricing Strategies in Retailing

Literature Review and Empirical Examinations in the German Retail Market

AvSabine El Husseini

Inbunden, Engelska, 2014

499 kr

Skickas inom 5-8 vardagar

Retail pricing strategy is seen as one of the priorities in retail management. There exist two main pricing strategies in retailing: the Every Day Low Price (EDLP) strategy and the High-Low (Hi-Lo) pricing strategy. Despite the importance of this topic, it has been given little attention in academic research. The author fills this gap in academic literature and examines the topic both from a theoretical and an empirical perspective. Based on a comprehensive conceptual examination of pricing strategies in retailing, the author conducted two large-scale empirical studies about the impact of the retailer’s pricing strategy and the price promotion activity on store performance and derives fruitful implications both for future research and for managerial action.

Del 16 - Schriften zu Marketing und Handel

Price Elasticity

Research on Magnitude and Determinants

AvEvelyn Friedel

Inbunden, Engelska, 2014

734 kr

Skickas inom 5-8 vardagar

Price is a fundamental profit driver. It is by far the most sensitive profit lever that managers can influence. Very small price changes translate into enormous changes in profit. Price elasticity indicates how sensitively consumers react to price changes. Not only the knowledge about the magnitude of price elasticity, but also the knowledge about the determinants influencing the price reaction is essential. It is crucial for the development of a successful marketing strategy to understand how price elasticities vary with market and product characteristics. Reflecting the academic and managerial need, the objective of the research is to gain a comprehensive understanding in two main areas, the magnitude of price elasticity and the determinants of price elasticity.

Del 17 - Schriften Zu Marketing Und Handel

Shopping Enjoyment

Determinanten, Auswirkungen und moderierende Effekte

AvEva Schuckmann,Martin Fassnacht

Inbunden, Tyska, 2015

770 kr

Skickas inom 5-8 vardagar

Del 18 - Schriften zu Marketing und Handel

Shopper Behavior at the Point of Purchase

Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice

AvToni Schmidt

Inbunden, Engelska, 2016

586 kr

Skickas inom 5-8 vardagar

This book explores two central aspects of shopper behavior at the POP: decision-making itself and how it is affected by in-store and out-of-store factors, with a focus on the role of in-store attention, post-decision choice satisfaction and its determinants. It empirically researches these aspects using data gathered in an eye-tracking field experiment. These data allow for a precise analysis of attention at the POP, as well as of many other important variables of in-store decision-making. Overall, the results show that retailers have less influence on in-store decision-making than manufacturers, despite having control over the POP, as out-of-store factors have a stronger impact on in-store decision-making than in-store factors.

Del 19 - Schriften zu Marketing und Handel

Marketing Luxury Goods Online

AvPhilipp Nikolaus Kluge

Inbunden, Engelska, 2016

939 kr

Skickas inom 5-8 vardagar

The marketing of luxury goods faces a fundamental challenge: balancing sales growth against exclusiveness. In today’s digital world, this trade-off has become even more challenging. A luxury brand’s fragile concept of exclusiveness is seemingly incompatible with the ubiquitous availability provided by the mass medium Internet. The author addresses this trade-off both conceptually and empirically. First, the author conceptually examines the specific marketing-mix for luxury goods in terms of product, price, communications, and distribution management. Second, this marketing-mix is applied to the online environment. Third, the author empirically tests the effects of the online accessibility of luxury goods on consumer perceptions of scarcity and desirability.