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Zur Charakterisierung von Preisspielräumen

Author

Listed:
  • Wolfgang Gaul

    (Universität Karlsruhe)

  • Michael Löffler

    (Dr. Ing. h.c. F. Porsche AG im Bereich Marketingplanung/Marketingstrategien tätig)

Abstract

Summary This article presents an approach how consumer-specific latitudes of reduced price sensitivity can be incorporated into a theoretically well founded price response function. Based on threshold parameters included in the response function these latitudes of reduced price sensitivity can be described and hints concerning price variations within the product category under consideration can be derived. Taking into consideration competitive price settings the price distribution of a selected brand can be optimized and possibilities how profit-maximizing pricing decisions can be designed are discussed.

Suggested Citation

  • Wolfgang Gaul & Michael Löffler, 1999. "Zur Charakterisierung von Preisspielräumen," Schmalenbach Journal of Business Research, Springer, vol. 51(11), pages 1056-1074, November.
    • Handle: RePEc:spr:sjobre:v:51:y:1999:i:11:d:10.1007_bf03371611
    DOI: 10.1007/BF03371611
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    References listed on IDEAS

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