Endogeneity and Exogeneity in Sales Response Functions
AbstractEndogeneity and exogeneity are topics that are mainly discussed in macroeconomics. We show that sales response functions (SRF) are exposed to the same problem if we assume that the control variables in a SRF refl ect behavioral reactions of the supply side. The supply side actions are covering a flexible marketing component which could interact with the sales responses if sales managers decide to react fast according to new market situations. A recent article of Kao et al. (2005) suggested to use a class of production functions under constraints to estimate the sales responses that are subject to marketing strategies. In this paper we demonstrate this approach with a simple SRF(1) model that contains one endogenous variable. Such models can be extended by further exogenous variables leading to SRF-X models. The new modeling approach leads to a multivariate equation system and will be demonstrated using data from a pharma-marketing survey in German regions.
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Bibliographic InfoPaper provided by The Rimini Centre for Economic Analysis in its series Working Paper Series with number 21_10.
Date of creation: Jan 2010
Date of revision:
Sales response functions; stochastic derivative constraints; simultaneous estimation; MCMC; pharma-marketing; model choice;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-09-03 (All new papers)
- NEP-BEC-2010-09-03 (Business Economics)
- NEP-MKT-2010-09-03 (Marketing)
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- Wolfgang Polasek, 2011.
"Marketing Response Models for Shrinking Beer Sales in Germany,"
Working Paper Series
50_11, The Rimini Centre for Economic Analysis.
- Polasek, Wolfgang, 2012. "Marketing Response Models for Shrinking Beer Sales in Germany," Economics Series 284, Institute for Advanced Studies.
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