Can Retail Sales Volatility be Curbed Through Marketing Actions?
研究使用多变量波动性模型，分析品牌自身及竞争品牌的营销组合与销售之间的协波动性，发现销售的条件方差会随时间变化，为营销经理提供了新的战略与战术启示。
For many years, marketing managers have used dynamic sales response models to compute expected sales conditional on the available information. These models fail to recognize that the volatility (conditional variance) of sales can vary over time. Moreover, the covolatilities (conditional covariances) between sales and marketing-mix variables can be time varying. Both concepts introduce a new range of strategic and tactical considerations for product and brand managers. Using a multivariate volatility model, we investigate the covolatility of sales and the marketing mix of a focal brand and competing brands in the market. We also examine carryover effects from a volatility perspective. The methodology is applied to six product categories sold by Dominick’s Finer Foods. The results reveal valuable implications for marketing managers. Data and the online appendix are available at https://doi.org/10.1287/mksc.2016.1013 .