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Bonus pack promotions:Perceptions of Controllers and CommercialManagers

  • Reinaldo Guerreiro

    (University of São Paulo)

  • Beng Soo Ong

    (California State University)

  • Ariovaldo dos Santos

    (University of São Paulo)

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    This paper compares the perceptions of controllers with those ofcommercial managers in industrial companies with respect to various aspects ofbonus packs promotions. The study is conducted on the premise that the economicresult of a price discount decision and that of a product quantity bonus decision areequal (when considering the same product quantity delivered to the client). Thisstudy uses data from two independent studies. In the first, 600 questionnaires weresent to commercial managers in companies selected from different sectors andregistered in the database of FIPECAFI-FEA-USP. In the second study, the same600 questionnaires were sent to the controllers of the companies. The resultsdemonstrate that the controllers and the commercial managers hold similar viewswith respect to the majority of the research questions. The points on which opinionsdiffer refer to the calculation of the product cost and the cost of product bonus unitsfor the company. Classification-JEL:

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    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 1 (2004)
    Issue (Month): 2 (June)
    Pages: 103-117

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    Handle: RePEc:bbz:fcpbbr:v:1:y:2004:i:2:p:103-117
    Contact details of provider: Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
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    1. Gurnani, Haresh, 2001. "A study of quantity discount pricing models with different ordering structures: Order coordination, order consolidation, and multi-tier ordering hierarchy," International Journal of Production Economics, Elsevier, vol. 72(3), pages 203-225, August.
    2. Maria Sophia Aguirre & Reza Saidi, 1998. "Evidence of forward discount determinants and volatility behavior," Journal of Economic Studies, Emerald Group Publishing, vol. 25(6), pages 538-552, October.
    3. Arcelus, F. J. & Shah, Nita H. & Srinivasan, G., 2001. "Retailer's response to special sales: price discount vs. trade credit," Omega, Elsevier, vol. 29(5), pages 417-428, October.
    4. Praveen K. Kopalle & Carl F. Mela & Lawrence Marsh, 1999. "The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications," Marketing Science, INFORMS, vol. 18(3), pages 317-332.
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