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2009 | nr 799 | 173-187
Tytuł artykułu

Kupon rabatowy i jego funkcja ekonomiczna

Autorzy
Warianty tytułu
The Discount Coupon and its Economic Function
Języki publikacji
PL
Abstrakty
Celem niniejszego artykułu jest przeanalizowanie funkcji ekonomicznej rabatu kupowanego z perspektywy przedsiębiorstwa, a w szczególności ustalenie, czy stanowi on narzędzie polityki promocyjnej z zakresu promocji sprzedaży, czy polityki cenowej. Rozstrzygnięcie tego problemu ma znaczenie nie tylko teoretyczno-poznawcze, ale również użytkowe, ponieważ wpływa na decyzje dotyczące strategii stosowania rabatu, a zwłaszcza jego horyzontu czasowego. (fragment tekstu)
EN
The discount coupon may be treated both as a promotional tool and as a price discrimination mechanism. Thanks to coupons acquired outside the place of sale, but available without formal restrictions, the autosegmentation of customers can occur. This form of price differentiation may be applied even in the case of completely different segments; it provides the company applying it with higher profits and, at the same time, significant protection against price arbitration. Of key importance to using discount coupons as a tool for price differentiation is the switching coefficient, which defines the propensity of clients with low price sensitivity to take advantage of discount coupons. If the value of this coefficient is stable or diminishing over time, then the discount coupon may be used as a strategy for differentiation without restriction. The danger that differentiation using coupons will be less effective than a uniform price occurs when the switching coefficient increases over time. This implies a decrease in the optimum size of the discount and a simultaneous decrease in profit. However, profit may fall below its uniform price level if the increase in revenues achieved thanks to price differentiation is lower than the cost of distributing coupons. In such cases, discount coupons should be treated as a promotional tool and their time horizon restricted. This will occur most frequently in relation to coupons that are printed in newspapers or distributed in the form of flyers. However, companies that distribute coupons via the Internet can reduce this risk to a minimum. In practice, when coupons are distributed on the Internet, the costs of printing them (i.e., variable costs) are transferred to the customer, and the company incurs only minor fixed costs related to expanding its website. (original abstract)
Rocznik
Numer
Strony
173-187
Opis fizyczny
Twórcy
  • Uniwersytet Ekonomiczny w Krakowie
Bibliografia
  • Ben-Zion U., Hibshoosh A., Spiegel U., Price Discrimination by Coupons Restriction, „International Journal of the Economics of Business”, Abingdon, November 2000, vol. 7, nr 3.
  • Bonnici J. et al., Consumer issues in Coupon Usage: An Exploratory Analysis, „Journal of Applied Business Research”, Winter 1996/1997, vol. 13, nr 1.
  • Dhar S.K., Hoch S.J., Price Discrimination Using in-store Merchandising, „Journal of Marketing”, January 1996, vol. 60, nr 1.
  • Gilbert D.C., Jackaria N., The Efficacy of Sales Promotions in UK Supermarkets: A Consumer View, „International Journal of Retail & Distribution Management”, Bradford 2002, vol. 30, nr 6/7.
  • Jackson R., Manufacturers’ Coupons and Pricing, Profits and Welfare, „The Journal of Business and Economic Studies”, Oakdale, Spring 2002, vol. 8, nr 1.
  • Kim H.M., Consumers’ Responses to Price Presentation Formats in Rebate Advertisements, „Journal of Retailing” 82 (4, 2006).
  • Kotler Ph., Marketing, Gebethner & Ska, Warszawa 1994.
  • Ndubisi N.O., Moi C.T., Awareness and Usage of Promotional Tools by Malaysian Consumers: The Case of Low Involvement Products, „Management Research News”, Patrington 2006, vol. 29, nr 1/2.
  • Simon H., Zarządzanie cenami, Wydawnictwo Naukowe PWN, Warszawa 1996.
  • Simon H., Dolan R.J., Price Customization, „Marketing Management”, Chicago, Fall 1998.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000167997146
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