Marketing

Product Management, 4th ed., by Lehmann and Winer is a defining text that covers three major tasks facing today's product mangers: analyzing the market, developing objectives and strategies for the product or service in question, and making decisions about price, advertising, promotion, channels of distribution and service. Product Management utilizes the familiar Marketing Plan as the unifying framework for its lessons, and takes a "hands-on" approach toward preparing graduates to assume the position of product manager.

In Europe, Procter & Gamble and Henkel appear to follow significantly different brand positioning strategies for laundry detergents. Procter & Gamble tends to use pan-European brand positions while Henkel tends to use brand positions that vary by country. Why would Procter & Gamble and Henkel pursue different brand positioning strategies and both be correct? The answer is that their competitive situations differ and they would answer the questions posed in this article differently.

Recommendations often play a positive role in the decision process by reducing the difficulty associated with choosing between options. However, in certain circumstances recommendations play a less positive and more undesirable role from the perspectives of both the recommending agent or agency and the person receiving the recommendation. Across a series of four studies, we explore consumer response when recommendations by experts and intelligent agents contradict the consumer's initial impressions of choice options.

We study linguistic access in a mixed language context by integrating the Bilingual Interactive Activation model and the Language Differential Processing model. We show that highly proficient bilinguals, compared to less proficient bilinguals, activate phonological and semantic representations of the dominant as well as the non-dominant language, and engage in differential processing for different types of scripts (phonetic vs. logographic). For highly proficient bilinguals, language emphasis (Chinese vs.

This paper has three objectives. First, we develop an equilibrium pricing model in which consumers have incomplete information about both product qualities and prices. Specifically, manufacturers can use high prices to signal high quality to uninformed consumers. Furthermore, prices of any given brand can vary geographically across retail outlets. We show that previous models are special cases of our model. Specifically, the hedonic regression model assumes that consumers have full information about all product qualities and prices.

The telecommunications industry is a fragmented market, characterized by a tremendous amount of customer heterogeneity. This paper shows how such customer heterogeneity dramatically affects nonlinear pricing strategies: (i) First, if there are unbalanced calling patterns between different customer types, networks make larger profits on the least attractive customers. In addition, the nature of the calling pattern substantially affects how networks discriminate implicitly between different customer types.

Despite the obvious importance of understanding how business cycle fluctuations affect both individual companies and whole industries, not much marketing research focuses on the subject. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions generally do not have an equal impact on every industry, nor on all firms in any given industry.

Previous studies on international marketing have typically asked the question: "how is the demand characterized across countries?" Such analysis is then used to provide guidelines for firms to enter new markets and/or to allocate marketing resources across countries.