마케팅 행동학 연구와 마케팅 채널의 실증적 모델연구-논문요약

마케팅 행동학 연구와 마케팅 채널의 실증적 모델연구-논문요약 [마케팅] 행동학 연구와 마케팅 채널의 실증적 모델연구-논문요약.pptx 목차 Concept 게임이론 Introduction &Purpose 본문 Discussion 본문 1. Selecting the abundance of behavioral regularities is the most crucial 2. To explore the implication of thesefindingsfor the descriptive validity 3. To develop an agenda for better approaches to understanding the behavior of agents within channel networks Unbiased information is difficult to gather or might be deliberately obfuscated by channel members in order to strengthen bargaining positions Fairness & equality ->Can render implicit bonus contracts in sales force compensation superior to explicit incentive contracts Channel members ->Consider the case of traditional dyadicchannels wherechannel members careaboutthe fairnessor equality of profits. Manufacturers ->A simple contract where manufacturers set a simple wholesale price above marginal cost will do. 본문내용 a call for future research Concept Introduction &Purpose 본문 Discussion Concept 게임이론 1. Introduction 2. Game theoretic models of channel management and behavioral research - 2.1 What do players know? Behavioral evidence on common knowledge assumptions - 2.2 What is being optimized? Reference dependence, loss aversion, and social preferences - 2.3 Cognitive abilities of game players : Limits to