Planned obsolescence and marketing strategy
Planned obsolescence and marketing strategy
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计划报废和营销策略
DOI：
10.1002/mde.1007
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发表时间：
2000
影响因子：
2.2
通讯作者：
Atsuo Utaka
中科院分区：
文献类型：
--
作者：
Atsuo Utaka
通过使用一个两阶段模型的耐用品垄断者，我们调查的营销活动，在过去的一段时间内已经售出的产品有过时的影响。我们假设垄断者可以通过营销活动刺激消费者对第二阶段产品的需求，并且不仅分析营销水平在第二阶段确定的情况，而且分析营销水平在第一阶段预先确定的情况。结果表明，不仅在前一种情况下，市场均衡水平高于市场效率水平，而且在后一种情况下，如果过时效应不是很大，市场均衡水平也高于市场效率水平。版权所有© 2000约翰威利父子有限公司。
By using a two-period model of a durable goods monopolist, we investigate marketing activities that have an obsolescence effect on products already sold in the past period. We assume that the monopolist can stimulate consumer demand for second-period products by marketing activities, and analyse not only the case where the level of marketing is determined in the second period, but also the case where it is determined in advance, namely, in the first period. It is shown that the equilibrium level of marketing becomes higher than the efficiency level not only in the former case, but also in the latter case if the obsolescence effect is not so large. Copyright © 2000 John Wiley & Sons, Ltd.