Advertising and exogenous interference in a segmented market

2011 ◽  
Vol 14 (1) ◽  
pp. 29-38 ◽  
Author(s):  
Luca Grosset ◽  
Bruno Viscolani
Keyword(s):  
Segmented Market

Optimal Duration of Promotion for Durable Technology Product in a Segmented Market

2016 ◽  
Vol 22 (5) ◽  
pp. 751-771 ◽  
Author(s):  
P. C. Jha ◽  
Sugandha Aggarwal ◽  
Anshu Gupta
Keyword(s):  
Optimal Duration ◽  
Segmented Market ◽  
Technology Product

ADVERTISING DECISIONS IN A VERTICAL DISTRIBUTION CHANNEL

2009 ◽  
Vol 11 (03) ◽  
pp. 273-284 ◽  
Author(s):  
BRUNO VISCOLANI
Keyword(s):  
Nash Equilibrium ◽  
Vertical Distribution ◽  
Distribution Channel ◽  
Joint Effect ◽  
Market Segments ◽  
Equilibrium Strategies ◽  
Optimal Decisions ◽  
Two Agents ◽  
Segmented Market ◽  
Nash Equilibrium Strategies

A manufacturer and a retailer are the members of a simple distribution channel for a particular product in a segmented market. The advertising efforts of the two agents have a joint effect on the goodwill of the different market segments and then on the demand. The channel members aim at maximizing their profits, by choosing suitable advertising media and efforts. We focus mainly on competition between manufacturer and retailer, obtaining Nash equilibrium strategies, in the contexts of linear and concave demand. We consider also the possibility of cooperation, obtaining the coordinated channel optimal decisions.

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