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Zur Charakterisierung von Preisspielräumen

  • Wolfgang von Gaul
  • Michael Löffler
Preispolitik
  • 14 Downloads

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.

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Copyright information

© Schmalenbach-Gesellschaft.eV. 1999

Authors and Affiliations

  • Wolfgang von Gaul
    • 1
  • Michael Löffler
    • 2
  1. 1.Universität KarlsruheKarlsruheDeutschland
  2. 2.Dr. Ing. h.c. F. Porsche AG im Bereich Marketingplanung/Marketingstrategien tätigtätigDeutschland

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