Microeconomics · 免费预览
差异化、品牌与广告
企业在产品空间中选择自己的位置，广告可以传递信息或进行说服，而品牌建设可以通过一种只有优质产品才负担得起的方式烧钱来传递质量信号。
1. Choosing where to stand
Choosing where to stand
2. Advertising's two souls
Advertising's two souls
3. Burning money to prove quality
Burning money to prove quality
4. The module closes on structure
The module closes on structure
5. Minimum differentiation
Two ice cream vendors on a beach with fixed prices and swimmers spread evenly will each do what, and what is the welfare consequence?
6. Money-burning signals
Why can heavy brand advertising make a new product's quality claim more believable?
7. The signal's payoff
A firm spends 2 million dollars launching a product. If the product is good it earns 1 million per year forever, and if it is bad it earns nothing after the first year, when disappointed customers leave. Compute how many years of good-product earnings are needed to repay the launch spend, and write the number.
8. Where the carts end up
Two ice cream vendors sell at fixed prices on a beach with swimmers spread evenly. Where do they end up standing?
9. Burning money to be believed
Why can heavy brand advertising make a new product's quality claim more believable?
10. The signal's net payoff
A firm spends 6 million dollars launching a product. If it is good it earns 10 million in repeat sales, while a bad product earns nothing beyond the launch. Compute the good product's net gain from the launch spend, and write the number.