Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

Find in Worldcat

ContentsFRONT MATTER

Title Pages
Dedication
[UNTITLED]
Foreword
Foreword
Preface
I Financial Tools Necessary for Understanding the Marketing-Finance Interface
- 1 Choosing Marketing Policy in the Short Run
- 2 Choosing Marketing Policy in the Long Run
II Defining the Market
- 3 What is the Impact on Strategy?
III Understanding Market Shares
- 4 Should the Firm Pursue Market Share?
- 5 Should the Multiproduct Firm Use the Market Share Metric?
IV Strategies and Pricing Policies for New Products and Product Bundles
- 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
Part V Integrating Marketing Strategy and the Supply Chain
- 10 Channels of Distribution
Part VI Marketing Policy and Consumer Behavior
- 11 How Does Consumer Behavior Affect Marketing Policy?
Part VII How to Choose Advertising and Promotion Strategies
- 12 Coordinating Advertising Strategy, Branding, and Positioning
- 13 Determining the Advertising Budget
- 14 Measuring Advertising Productivity
VIII How to Choose Compensation Plans
- 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?
IX How to Allow for Competitive Reaction
- 18 How to Make Marketing Decisions When Competitors React: A Game-Theoretic Approach
X Other Applications of Fusion for Profit
- 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
END MATTER
Glossary
Index

Text size: A
A

Choosing Strategies for New Products Using Market-Level Data

Chapter:: (p. 112 ) 7 Choosing Strategies for New Products Using Market-Level Data
Source:: Fusion for Profit
Author(s):: Sharan Jagpal (Contributor Webpage)
Publisher:: Oxford University Press

DOI:10.1093/acprof:oso/9780195371055.003.0007

This chapter shows how the firm can coordinate its new product designs, production processes, and pricing strategies when only secondary (market-level) data are available. In particular, it examines the conditions under which firms should use price or other market signals (e.g., product warranties) when they introduce new products into the marketplace.

Keywords: barriers to entry, barriers to exit, hedonic pricing, law of one price, market segments, multiproduct firms, new products, signals

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .

Select your specializations: Select All / Clear Selections

Recently viewed (1)

Sharan Jagpal and Shireen Jagpal

Subject(s) in Oxford Scholarship Online

Choosing Strategies for New Products Using Market-Level Data

Sharan Jagpal (Contributor Webpage)