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Reaktionsfunktionen im Marketing: Zum Problem der Quantifizierung von Nachfrager- und Konkurrenzreaktionen

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Marketing

Zusammenfassung

Der folgende Beitrag befaßt sich mit der Konstruktion ökonometrischer Marktreaktionsmodelle. Ausgangspunkt ist ein die Struktur des Modellierungsprozesses abbildendes Flugdiagramm. Diesem folgend werden die einzelnen Arbeitsgänge angefangen mit der Spezifikation der Modellvariablen, über die Wahl einer bestimmten Funktionalform bis zu den diversen statistischen und empirischen Modelltests behandelt. Dabei steht stets die Frage im Mittelpunkt, wie bestimmte absatzwirtschaftliche Tatbestände in ökonometrisch schätzbare Modellformulierungen übersetzt werden können. In einem Anhang wird versucht, einen möglichst vollständigen Überblick über die verschiedenen bislang im Marketing verwendeten Reaktionsfunktionen zu geben und sie auf Grund bestimmter Merkmale, wie Art der abhängigen Variable, Zahl und Struktur der Gleichungen, funktionale Gestalt der Gleichungen, Lagstruktur, Berücksichtigung des Einflusses der Konkurrenz, anzuwendendes Schätzverfahren, zu charakterisieren.

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Authors
  1. Berthold Schmidt
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  2. Edgar Topritzhofer
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Editors and Affiliations

  1. Institut für Quantitative Betriebswirtschaftslehre und Operations Research, Wirtschaftsuniversität Wien, Franz-Klein-Gasse 1, A-1190, Wien, Österreich

    Edgar Topritzhofer

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© 1978 Betriebswirschaftlicher Verlag Dr. Th. Gabler KG, Wiesbaden

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Schmidt, B., Topritzhofer, E. (1978). Reaktionsfunktionen im Marketing: Zum Problem der Quantifizierung von Nachfrager- und Konkurrenzreaktionen. In: Topritzhofer, E. (eds) Marketing. Gabler Verlag. https://doi.org/10.1007/978-3-322-93787-2_10

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  • DOI: https://doi.org/10.1007/978-3-322-93787-2_10

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-409-36071-5

  • Online ISBN: 978-3-322-93787-2

  • eBook Packages: Springer Book Archive

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