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- Type of Document: Ph.D. Dissertation
- Language: Farsi
- Document No: 55833 (01)
- University: Sharif University of Technology
- Department: Industrial Engineering
- Advisor(s): Modarres Yazdi, Mohammad; Aslani, Shirin
- Abstract:
- Sales promotion plays an important role in increasing the profit, attraction, and retention of consumers. Temporary discounts are a popular promotional tactic that is applied in diverse situations. In this study, we examine some situations to determine optimal decisions. In the first scenario, promotions are implemented during predetermined periods, and the seller determines optimal pricing to achieve two separate objectives: maximizing profit and managing demand (clearance sales). We propose generalized inverse optimization models that determine discounted prices to make the given promotion timing as close to optimal as possible. The efficacy of our approach is demonstrated through numerical examples. Next, we explore optimal or near-optimal sales promotion timings and discounted prices, taking into account the influence of Word-of-Mouth (WOM) marketing. We develop a mathematical programming model and an agent-based simulation optimization framework that considers consumers’ purchase decisions, influenced by price history, product availability and satisfaction, and WOM marketing. We show that incorporating WOM marketing while determining the promotion plan can significantly increase net present value. Finally, we investigate the impact of a negative demand disruption on trade promotion strategy, where suppliers offer discounted prices to online supply chain retailers. To this end, a Stackelberg game model is developed to determine the optimal pricing for both manufacturers and retailers, as well as the optimal order quantity for retailers during such negative demand disruptions. Results obtained from the study demonstrate that the implementation of a sustainable trade promotion policy could lead to increased profits for members of the supply chain in varying scenarios. Furthermore, a new strategy is proposed whereby manufacturers provide support to retailers by contributing to delivery costs. Lastly, a comparison of trade promotion strategies is carried out to identify the approach that results in the highest profit amidst different intensities of negative demand disruption
- Keywords:
- Discount ; Inverse Optimization ; Demand Disruption ; Simulation Optimization ; Sales Promotion ; Sustainable Trade Promotion ; Word of Mouth Marketing
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