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A loss leader (also leader)〔(Leader ), ''The American Heritage Dictionary of the English Language: Fourth Edition'', Houghton Mifflin Company, 2000.〕 is a pricing strategy where a product is sold at a price below its market cost〔(Loss Leader ), ''The American Heritage Dictionary of the English Language: Fourth Edition'', Houghton Mifflin Company, 2000.〕 to stimulate other sales of more profitable goods or services. With this sales promotion—marketing strategy, a "leader" is used as a related term and can mean any popular article, i.e., one sold at a normal price.〔(Leader ), ''Random House Unabridged Dictionary'', Random House, Inc., 1997.〕 ==Strategy== One use of a loss leader is to draw customers into a store where they are likely to buy other goods. The vendor expects that the typical customer will purchase other items at the same time as the loss leader and that the profit made on these items will be such that an overall profit is generated for the vendor. "Loss lead" describes the concept that an item is offered for sale at a reduced price and is intended to "lead" to the subsequent sale of other items, the sales of which will be made in greater numbers, or greater profits, or both. It is offered at a price below its minimum profit margin—not necessarily below cost. The firm tries to maintain a current analysis of its accounts for both the loss lead and the associated items, so it can monitor how well the scheme is doing, as quickly as possible, thereby never suffering an overall net loss. Marketing academics have shown that retailers should think of both the direct and indirect effect of substantial price promotions when evaluating their impact on profit.〔Van den Poel Dirk, Jan De Schamphelaere, Geert Wets (2004), ("Direct and Indirect Effects of Retail Promotions," ) ''Expert Systems with Applications'', 27 (1): 53–62.〕 To make a very precise analysis one should also include effects over time. Deep price promotions may cause people to bulk-buy (stockpile), which may invalidate the long-term effect of the strategy. This is the association rule analysis.〔Vindevogel B., Dirk Van den Poel, and Geert Wets (2005), ("Why promotion strategies based on market basket analysis do not work?" ). Expert Systems with Applications, 28 (3): 583–590.〕 When automobile dealerships use this practice, they offer at least one vehicle below cost and must disclose all of the features of the vehicle (including the VIN). If the loss-leader vehicle has been sold, the salesperson tries to sell a more upscale trim of that vehicle at a slightly discounted price, as a customer who has missed the loss-leading vehicle is unlikely to find a better deal elsewhere. Loss leaders can be an important part of companies' marketing and sales strategies, especially during dumping campaigns. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Loss leader」の詳細全文を読む スポンサード リンク
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