nep-mkt New Economics Papers
on Marketing
Issue of 2006‒12‒09
five papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. The strategic support of CRM in the governance of the relationships between data and knowledge: the Balanced Score Card approach. By Antonio Lorenzon; Luciano Pilotti; Peter Van Baalen
  2. "Be yourself or rather be your Brand"! care of the self as a control tool in a cosmetics firm By Dambrin, Claire; Lambert, Caroline
  3. Experts vs. discounters: consumer free riding and experts withholding advice in markets for credence goods By Uwe Dulleck; Rudolf Kerschbamer
  4. The success of “Made in Italy”: an appraisal of quality-based competitiveness in food markets By A. Ninni; M. Raimondi; M. Zuppiroli
  5. Europeans and services of general interest: where is the best quality perceived? By Paola Annoni

  1. By: Antonio Lorenzon (University of Milano); Luciano Pilotti (Department of Economics, Business and Statistics); Peter Van Baalen (RSM-Rotterdam School of Management)
    Abstract: The term CRM, Customer Relationship Management, is one of the most used word both in Marketing and IT literature and applications. This term is most of the time used as a replacement of a misleading narrow term: Relationship Management (RM). Operations, Customer Service, Sales, human resources, credit controls are essential ingredients in the customer satisfaction blender. So, as a matter of fact, we can conclude that the definition of CRM is also its objective: the development and maintenance of mutually beneficial long-term relationships with strategically significant customers. All this focus on customers and their needs comes from a shift from a mass marketing approach, through market segmentation, to an individualised marketing. This one-to-one marketing strategy is connected also with a more and more delocalised access to the markets from the logistics and distribution partners that implicates much more real-time expectations of the customers. So the market started to move from a product oriented structure to a customer oriented one but, unfortunately not all the companies haven't adapted their organization to the new requests of the new "customer centric era". This new approach is completely aligned with the strategic introduction of a Balanced Scorecard (Norton, Kaplan, 1999) solution where the customer management processes are one of four basic assets in the development of new business philosophy where the dynamic development of a company can't be measure with static indicator but it has to be conceptualized as a whole organizational growing where knowledge management is key capital factor.
    Keywords: Customer Relationship Management, Knowledge Management, Marketing, Balanced Score Card,
    Date: 2006–09–18
  2. By: Dambrin, Claire; Lambert, Caroline
    Abstract: Care of the self, a technique for governing the individual in society, proves to be equally a control technique for the individual in the firm. In a firm dedicated to the cult of beauty, there is a blurring of the lines between employee and consumer individual. This blurring makes care of the self a control tool whose rising power over individuals is all the greater because it is nurtured and maintained by the individuals themselves.
    Keywords: brand; marketing; individual behavior; human resources management
    JEL: D21 D23 O15
    Date: 2006–10–01
  3. By: Uwe Dulleck (Department of Economics, Johannes Kepler University Linz, Austria); Rudolf Kerschbamer (Department of Economics, University of Innsbruck, Austria)
    Abstract: This paper studies price competition between experts and discounters in a market for credence goods. While experts can identify a consumer’s problem by exerting costly but unobservable diagnosis effort, discounters just sell treatments without giving any advice. The unobservability of diagnosis effort induces experts to use their tariffs as signaling devices. This makes them vulnerable to competition by discounters. We explore the conditions under which experts survive competition by discounters and find that there exist situations in which adding a single customer to a large population of existing consumers leads to a switch from an experts only to a discounters only market. We also discuss whether vertical restraints can alleviate these inefficiencies.
    Keywords: Experts; Discounters; Credence Goods; Vertical Restraints
    JEL: L15 D82 D40
    Date: 2005–09
  4. By: A. Ninni; M. Raimondi; M. Zuppiroli
    Abstract: The role of quality is often stressed in explaining the Italian success in the international markets for consumption goods. Here the proxy for a quality led domain is a strong price rigidity of the demand in rich consuming countries for some food imports coming from Italy. Our analysis does not support this idea, as the usual price competition seems to be quite common also in very detailed food markets. It suggests that the quality image of Italian goods offers protection for some traditional products, but that this protection is not strong enough to counteract price competition. Then, the supposed incidence of the qualitatively superior Italian products on the total of the Italian products is probably overestimated.
    Keywords: Quality, Italian trade, food
    JEL: F14 L15 L66
    Date: 2006
  5. By: Paola Annoni (Dep. of Economics, Business and Statistics - University of Milan)
    Abstract: This paper aims to classify eighteen European regions on the basis of various criteria which reflect the overall performance of services of general interest, as perceived by consumers. The analysis is based on the Eurobarometer survey carried out in 2002, at the request of the European Commission, which collects citizens opinion about various political and social issues. The focus of the analysis is on public level of satisfaction about access easiness, cost, quality, information received and contracts of different services, such as telephone services, power (gas and electricity) providers, water and postal utilities, urban and rail transports. The final goal is the comparison of the overall erceived performance of public utility service providers among countries. The paper agrees with recent recommendations of performing multiple ranking, keeping indicators separated, in spite of conventional solutions based on composite indicators. To obtain a country ranking on services, satisfaction indicators are set up for each country and different innovative data-analysis methods are applied: a partial order methodology, based on Hasse diagrams and two dimensionality reduction techniques, POSAC method and Nonlinear PCA, particularly suitable to handle data of categorical type. As it frequently occurs, each method has its own advantages which are here explored and compared. Such evaluation has the aim of detecting prospective weak points within European areas. Results could be jointly used, mutatis mutandis, with typical Eurobarometer reports carried out regularly at request of the European Commission - Directorate of General Health and Consumer Protection, such as those specifically focused on services of general interest.
    Keywords: european services quality, multiple ranking, Hasse diagram, POSAC, Non-linear PCA,
    Date: 2006–07–26

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