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| Thước đo độ nhạy cảm về giá Van Westendorp× | Mô hình hóa Hỗn hợp Tiếp thị× | |
|---|---|---|
| Lĩnh vực | Tiếp thị | Tiếp thị |
| Họ | Process / pipeline | Process / pipeline |
| Năm ra đời≠ | 1993 | 2001 |
| Người khởi xướng≠ | Peter D. van Westendorp | David Hanssens, Leonard Parsons, and Randall Schultz |
| Loại≠ | Price perception measurement method | Econometric modeling methodology |
| Công trình gốc≠ | Van Westendorp, P. (1993). Price Perception Analysis. An Application to the International Car Market. International Journal of Research in Marketing, 10(2), 157-165. link ↗ | Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market Response Models: Econometric and Time Series Analyses (2nd ed.). Kluwer Academic Publishers. ISBN: 978-0792372158 |
| Tên gọi khác | Price Sensitivity Meter, PSM, Van Westendorp Method | MMM, Econometric Modeling, Attribution Modeling |
| Liên quan | 5 | 5 |
| Tóm tắt≠ | The Van Westendorp Price Sensitivity Meter is a market research method developed by Peter van Westendorp in 1993 for assessing consumer price perception and estimating willingness-to-pay ranges without directly asking customers their maximum price. The method uses four simple questions about price acceptability, yielding estimates of optimal price, acceptable price range, and price perception zones. | Marketing Mix Modeling (MMM) is an econometric methodology for estimating the impact of various marketing activities (advertising, pricing, promotions, distribution) on sales or other business outcomes. Developed through work by Hanssens, Parsons, and Schultz, MMM integrates time-series data on marketing spend, sales, and market factors to quantify the return on investment for each marketing channel and inform budget allocation decisions. |
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