DEMAND SIGNALING AND SCREENING IN CHANNELS OF DISTRIBUTION

被引:126
作者
CHU, WJ
机构
关键词
DISTRIBUTION CHANNELS; SIGNALING; SCREENING; SLOTTING ALLOWANCES; ASYMMETRIC INFORMATION;
D O I
10.1287/mksc.11.4.327
中图分类号
F [经济];
学科分类号
02 ;
摘要
This paper examines two ways channel members at the manufacturing and retail ends deal with asymmetric information in the context of new product introduction. A manufacturer who has private information that demand for a new product will be high can differentiate itself from a manufacturer less confident of demand by undertaking high levels of pre-launch advertising and offering a high wholesale price. A retailer, for its part, can screen potentially high demand from potentially low demand products by stipulating a take-it-or-leave-it slotting allowance, the assumption being that the offer will be accepted only by manufacturers confident of sufficient demand to recover the high initial cost of slotting allowances. It is shown that manufacturers prefer to signal demand through advance advertising and wholesale price, retailers to screen demand through slotting allowances. It is shown that, unless advance advertising is sufficiently effective slotting allowances yield higher total channel profits and higher social welfare.
引用
收藏
页码:327 / 347
页数:21
相关论文
共 21 条
[11]   CHANNEL DOMINATION AND COUNTERVAILING POWER IN DISTRIBUTIVE CHANNELS [J].
ETGAR, M .
JOURNAL OF MARKETING RESEARCH, 1976, 13 (03) :254-262
[12]   THE THEORY OF POWER AND CONFLICT IN CHANNELS OF DISTRIBUTION [J].
GASKI, JF .
JOURNAL OF MARKETING, 1984, 48 (03) :9-29
[13]   OLIGOPOLISTIC ENTRY DETERRENCE UNDER INCOMPLETE INFORMATION [J].
HARRINGTON, JE .
RAND JOURNAL OF ECONOMICS, 1987, 18 (02) :211-231
[14]  
Jeuland A. P., 1983, MARKET SCI, V2, P239, DOI DOI 10.1287/MKSC.2.3.239
[15]  
KREPS D, 1987, OUT EQUILIBRIUM BELI
[16]  
LAFONTAINE F, 1990, GSIA199019 CARN MELL
[17]   NEW PRODUCT DISTRIBUTION - ANALYSIS OF SUPERMARKET BUYER DECISIONS [J].
MONTGOMERY, DB .
JOURNAL OF MARKETING RESEARCH, 1975, 12 (03) :255-264
[18]   MANAGING CHANNEL PROFITS - COMMENT [J].
MOORTHY, KS .
MARKETING SCIENCE, 1987, 6 (04) :375-379
[19]  
MOULIN H, 1986, GAME THEORY SOCIAL S, P47
[20]   IMPLICIT UNDERSTANDINGS IN CHANNELS OF DISTRIBUTION [J].
SHUGAN, SM .
MANAGEMENT SCIENCE, 1985, 31 (04) :435-460