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[마케팅] 행동학 연구와 마케팅 채널의 실증적 모델연구-논문요약에 대한 자료입니다.
목차
Concept
게임이론
Introduction
&Purpose
본문
Discussion
본문내용
1. Selecting the abundance of behavioral regularities is the most crucial
2. To explore the implication of these findings for 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 dyadic channels where channel members care about the fairness or equality of profits.
Manufacturers
->A simple contract where manufacturers set a simple wholesale price
above marginal cost will do.