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Pass-through timing

机译：通过时间

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摘要

Trade promotions are the most important promotional tool available to a manufacturer. However trade promotions can achieve their objective of increasing short-term sales only if the retailer passes through these promotions. Empirical research has documented that there is a wide variation in retail pass-through across products. However little is known about the variations in pass-through over time. This is particularly important for products with distinct seasonal patterns. We argue that extant methods of measuring pass-through are inadequate for seasonal products. We therefore introduce a measurement approach and illustrate it using two product categories. We find interesting differences in pass-through for loss-leader products versus regular products during high demand and regular demand periods. We find that retailers use a deep and narrow pass-through strategy (high pass-through on loss-leader products, but small pass-through on regular products) during periods of regular demand and broad and shallow pass-through strategy (smaller, but similar pass-through on both loss-leader and regular products) during periods of high demand. Loss leader products continue to obtain higher pass-through in high demand periods, if the category's high demand period is also a high demand period for other product categories as well.
机译：贸易促销是制造商可用的最重要的促销工具。但是，只有零售商通过这些促销活动，贸易促销活动才能达到增加短期销售的目的。实证研究表明，跨产品的零售直通交易存在很大差异。然而，关于随时间变化的变化知之甚少。这对于具有明显季节性特征的产品尤其重要。我们认为现存的测量通过量的方法不足以应对季节性产品。因此，我们介绍一种测量方法，并使用两个产品类别进行说明。我们发现，在高需求和常规需求期间，损失领先者产品与常规产品的传递方式存在有趣的差异。我们发现，在常规需求期间，零售商使用深度和狭窄的通过策略（亏损领导者产品的通过率较高，而常规产品使用的通过率较小），而广泛和浅部的通过策略（较小，但通过率较高）在需求旺盛的时期，类似的损失传递者和常规产品的传递）。如果该类别的高需求期也是其他产品类别的高需求期，则损失领先的产品在高需求期内仍将获得更高的通过率。

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