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Modeling and Measuring of Competitive Reactions to Changes of Marketing Mix at the Retail Level |
Since the methods of measuring consumer response to changes in
marketing mix have been improved successively in the last years, the problem of
analyzing and forecasting competitive reactions has become one of the most challenging topics for model-based scanner data analysis. In this paper a stochastic
model for the evaluation of competitive reactions is proposed. The adequacy of
this approach with respect to the analysis of data reflecting market competition
is exemplarily demonstrated by using point-of-sale scanner data. |
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Autor |
Prof. Dr. Ralf Wagner |
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Artikel | | Fachbereich | | Fachrichtung | 1999 | | Betriebswirtschaftslehre | | Marketing/Absatz |
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Schlagwörter |
Scanner Data, Competitive Reaction, Competitive Behavior, Brand Choice, Price Promotion |