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• W1979081503 abstract "In the theory of price it is usually tacitly assumed that the firm sells directly to the consumers. In a few trades this may be realistic, but in most trades sales are transacted through one or more middlemen, for example, wholesalers and traders (Hawkins, 1950). Under conditions of imperfect competition, both the producer and the traders are advertising to inform and influence or persuade consumers. The producer may, however, fix the price both to the traders and to consumers, and hence also the traders’ margin. Having this control the producer may be in a better position to pursue a co-ordinated marketing policy. The aim of this paper is to define the “optimal” marketing policy and compare it with the actual policy of the three largest firms (responsible for well above 70% of total sales) producing passenger cars in Australia. The traders’ sales promotion efforts in the industry under consideration increase with the value of the margin. This paper aims to find out whether higher margins increase traders’ efforts (partly because the higher remuneration attracts more efficient people) or merely lead" @default.
• W1979081503 created "2016-06-24" @default.
• W1979081503 creator A5008306588 @default.
• W1979081503 date "1975-08-01" @default.
• W1979081503 modified "2023-09-27" @default.
• W1979081503 title "Optimal advertising and traders' margin: A case study" @default.
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• W1979081503 doi "https://doi.org/10.1016/0019-8501(75)90027-9" @default.
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