یادداشتی بر روی تخصیص بودجه برای تحقیقات بازار و تبلیغات
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44142||2015||5 صفحه PDF||سفارش دهید||4880 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : International Journal of Production Economics, Volume 166, August 2015, Pages 85–89
Firms that introduce new products often conduct market research to reduce the substantial uncertainty in demand. When a fixed budget is assigned to marketing-oriented activity, investments in market research must be balanced against other advertising expenses. We characterize a firm׳s optimal marketing and production decisions for a new product. The larger a firm׳s production cost, the higher is the cost associated with unsold products. Market research increases the forecast accuracy and thus reduces the risk of overage. As a consequence, one might expect that a firm׳s investment in market research should be higher if it faces higher production costs. Interestingly we find that an increase in the production cost may sometimes lead to a decrease in the optimal investment in market research, even when the marketing budget is not restrictive.