MARKET SHARE ANALYSIS: THE CASE OF THE BRITISH BREAKFAST CEREALS INDUSTRY
运用简单计量方法分析英国早餐麦片市场中品牌产品的市场份额模型，通过回归估计价格和广告系数，结合利润与市场份额最大化假设，评估企业的实际营销策略。
Abstract I n this paper the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market. Brand product price and advertising coefficients, as estimated by regression equations, are explored in the context of assumed profit and market share maximization, and an attempt is made to evaluate empirically firms' actual marketing strategies.