using pims data to estimate market share growth and sales response models

摘要

abstract: in order to achieve a higher degree of generalization of the results obtained by estimating market response models, one of the scientific databases of the pims project is analyzed. the two market response measures used are growth rates of market shares and sales of business units. single-equation covariance models are determined by ols. a simultaneous equations model of sales response gives evidence to the hypothesis of two-way causation between current sales and current marketing expenditures. on the whole, the simultaneous equations model provides lower (absolute) values for sales elasticities of marketing instruments than single equation models. results on the effects of different elements of marketing mix on market response are compared to those of related studies using pims data.;