A new geographical pricing model within the principle of geomarketing-mix

Jérôme Baray () and Martine Pelé
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Jérôme Baray: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This article introduces a new model which aims at spatially optimizing the price of a product or service by considering supply and demand features, including their geographical location. Introducing the concept of a geomarketing-mix, factorial analysis and fuzzy clustering can be employed to automatically detect business and strategic opportunities. The method is applied to the French secondhand car market. By so doing, it is possible, first, to identify geographic areas that are typical of a certain supply and, second, to specify the optimal prices and types of vehicles for sale in these areas in view of a given marketing strategy.

Keywords: algorithm pricing; artificial intelligence; big data in marketing; geomarketing-mix; geopricing; morphological analysis; optimized location models; pricing strategy; spatial clustering (search for similar items in EconPapers)
Date: 2020-09-01
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Published in Recherche et Applications en Marketing (English Edition), 2020, 35(3) 29– 51

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02970995

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