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Ivey Publishing
Online Low-price Guarantees - Dollar.com (A)
Product Number:
9B04E016
Publication Date:
06/24/2004
Revised Date:
10/09/2009
Length:
10 pages
Product Type:
Case (Field)
Source:
Ivey
Dollar Thrifty Automotive Group is an automobile rental service and has just launched its latest marketing campaign. The campaign is designed to entice customers to book car rental reservations on their website versus booking on more expensive online channels. The campaign hinges on a low price guarantee: book on Dollar's website, if rates go down Dollar will rebate you. A cost out for the low price guarantee can be determined using both historical data and potential price models, and a breakeven analysis can be performed to determine how much reservations traffic must move to Dollar.com to justify the campaign.
Issues:
Revenue Management; Simulation; Regression Analysis; Pricing
Disciplines:
Management Science
Industries:
Other Services
Setting:
United States, Large, 2003
Intended Audience:
Undergraduate/MBA
Price:
$3.95 CAD / $3.95 USD Printed Copy
$3.40 CAD / $3.40 USD Permissions
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