nep-mkt New Economics Papers
on Marketing
Issue of 2007‒06‒11
six papers chosen by
Joao Carlos Correia Leitao
University of the Beira Interior

  1. Utilizarea observarii bazate pe echipamente in cercetarile de marketing / Mechanical observation in marketing research By Carmen Balan
  2. Measuring the Accountability of Advertising Expenses in the Presence of Sales Cost Inefficiency and Marketing Spillovers By Konstantinos Giannakas; Giannis Karagiannis; Vangelis Tzouvelekas
  3. Cómo mejorar una estrategia relacional By Renart, Lluis G.; Cabre, Carles
  4. Marketing Communication Strategies Focused on High School Graduates. Case Study: The Faculty of Marketing of the Academy of Economic Studies from Bucharest By Carmen Balan
  5. Erorile datorate operatorului de interviu in cadrul sondajelor / Survey errors generated by interviewers By Carmen Balan
  6. CONSUMER PREFERENCES FOR QUALITY CHARACTERISTICS ALONG THE COWPEA VALUE CHAIN IN NIGERIA, GHANA AND MALI By Fulgence Joseph Mishili; Joan Fulton; Mustafa Jamal; J. Lowenberg-DeBoer; Musa Shehu; Saket Kushwaha; Kofi Marfo; Alpha Chergna

  1. By: Carmen Balan (School of Marketing, Academy of Economic Studies)
    Abstract: The mechanical observation provides researchers with valuable information relative to aspects such as: the intensity of the flows of persons/objects; characteristics of the individual or group behavior; individual emotions; intensity of preference; physiological reactions; media audience; reading habits and the effectiveness of print advertising; the impact of advertising on sales. The paper presents various devices that may be used in order to collect data relative to the above mentioned aspects.
    Keywords: marketing research, observation, devices
    JEL: M30 M31 M39
    Date: 2006–05
  2. By: Konstantinos Giannakas (Department of Agricultural Economics, University of Nebraska-Lincoln, USA); Giannis Karagiannis (Department of Economics, University of Macedonia, Greece); Vangelis Tzouvelekas (Department of Economics, University of Crete, Greece)
    Abstract: This paper develops a tractable theoretical framework for analyzing the substitutability between different advertising media, the extent of marketing spillovers in the market, the allocative efficiency of advertising spending, and the sources of total advertising productivity and sales growth. Maintaining the separability assumption between sales and production technology, the proposed methodology relies on cost-function decomposition of total factor productivity and the duality between input distance and cost functions. Utilizing a flexible Translog advertising distance function, the methodology is applied to the advertising activity of meat processing firms in Greece during the period 1983-1997. Scale economies in advertising expenses turn out to be an important source of total advertising productivity changes in the Greek meat processing sector. Advertising spillovers are significant contributing to total advertising productivity observed. Our analysis also indicates that improvements in (technical and allocative) advertising efficiency are more important means of enhancing firm returns than improvements in advertising techniques.
    Keywords: Advertising productivity, advertising direct distance function, media substitutability, processed meats industry, Greece
    JEL: D24 L25 L66 M37
    Date: 2007–05–29
  3. By: Renart, Lluis G. (IESE Business School); Cabre, Carles (IESE Business School)
    Abstract: La introducción del concepto de Marketing Relacional por Berry (1983) ha supuesto un cambio paradigma dentro del Marketing (Sheth y Parvatiyar 2002). En las últimas décadas se han realizado un gran número de investigaciones con el fin de analizar el impacto de los programas de marketing relacional en la satisfacción y fidelización de la base de clientes. Sin embargo, los resultados alcanzados por bastantes de estos programas han sido escasos o nulos. Tras haber publicado diversos artículos y casos sobre el tema, el presente trabajo aspira a responder a la siguiente pregunta: ¿cómo puede seguir avanzando y mejorando su estrategia de marketing relacional una empresa que ya la ha puesto en marcha con cierto nivel de éxito?. Nuestra propuesta es que estas empresas pongan en marcha un proceso de mejora continua a cuatro niveles distintos y complementarios: primero, revisar y profundizar la misión, cultura y valores de la empresa; segundo, replantear y en su caso rediseñar la estrategia relacional; tercero, mejorar la gestión de cada una de las distintas actividades relacionales; y finalmente, revisar y en su caso mejorar la calidad de los medios y del equipo humano, la ejecución, y el buen gobierno de todo el proceso. La revisión sistemática de los cuatro niveles o caminos de mejora debería dar como resultado la generación y sostenimiento en el tiempo de relaciones comerciales de alta calidad (relationship quality).
    Keywords: Marketing relacional; fidelización cliente; calidad relación; confianza;
    Date: 2007–05–05
  4. By: Carmen Balan (School of Marketing, Academy of Economic Studies)
    Abstract: The major goal of the paper consists in designing new communication strategies for the School of Marketing of the Academy of Economic Studies from Bucharest, Romania. This strategic approach is focused on the communication strategies with the high school graduates who are the future candidates to the status of university student. The paper emphasizes the relationship between the university and the future high school graduates due to the fact that a real bond between these parties does not exist before the moment when the candidates enroll for the admission examination for the first year. In addition, another significant reason is the fact that high schools and their students represent important stakeholders from the perspective of a higher education institution.
    Keywords: marketing, communication strategies, survey, higher education
    JEL: M30 M31 M39
    Date: 2006–11
  5. By: Carmen Balan (School of Marketing, Academy of Economic Studies)
    Abstract: The interviewer is a major source of errors in surveys, besides the researcher and the respondent. This situation is specific to the types of surveys that rely on the abilities and the activities of the interviewer, such as the street/mall-intercept, the survey at the respondent’ home or the telephone surveys. The paper analyzes the sources of errors related to the interviewer activity as well as the alternative tactics to diminish such errors with the aim of reducing the total error of the survey.
    Keywords: marketing research, survey, interviewer, errors, field work
    JEL: M30 M31 M39
    Date: 2006–05
  6. By: Fulgence Joseph Mishili; Joan Fulton; Mustafa Jamal; J. Lowenberg-DeBoer (Department of Agricultural Economics, College of Agriculture, Purdue University, USA); Musa Shehu (Department of Agricultural Economics and Extension, Bayero University, Nigeria); Saket Kushwaha (Agricultural Economics and Extension Programme, Abubakar Tafawa Balewa University, Nigeria); Kofi Marfo (Crops Research Institute, Kumasi, Ghana); Alpha Chergna (Institute for Rural Economics, Mali)
    Abstract: The production and trade of cowpea (Vigna Uniculata), called “blackeyed peas” in the US, are a growing business for farmers and merchants serving the rapidly expanding urban areas of West and Central Africa. Cowpea fits the needs of the urban poor. It is an inexpensive source of protein that does not require refrigeration. A better understanding of consumer preferences for cowpea is essential to market development. The main objective of the study was to determine the cowpea grain quality characteristics that command a price premium or provoke a discount in Ghanaian, Malian and Nigerian markets. Specifically, the study looked at the impact of the grain size, texture, color, eye color, and bruchid-damaged grains on cowpea market prices. The data for the study were collected from six markets in Ghana; four markets were in the capital city of Accra and two markets in Kumasi. In Mali, two markets were surveyed, Marché de Sabalibougou and Marché Medine. In Nigeria three markets were surveyed, Iddo in Lagos; Monday, in Maiduguri; and Dawanau in Kano. Hedonic pricing methods provide a statistical estimate of premiums and discounts. The results of the study indicated that cowpea consumers in Ghana, Mali and Nigeria are willing to pay a premium for large cowpea grains. Cowpea consumers discount grains with storage damage from the very first bruchid hole. The impact of price on other cowpea quality characteristics such as skin color and texture, and eye color varies locally. Implications for development of the cowpea value chain include: 1) breeders and cowpea production researchers should identify cost-effective ways to increase cowpea grain size because larger grain size is almost universally preferred, and 2) entomologists and storage experts should develop and transfer improved storage technologies to reduce damage discounts, and 3) serving local markets requires a portfolio of grain skin color, eye color and skin texture combinations.
    Keywords: Cowpeas market chains, consumer preference, hedonic price analysis
    JEL: D12 Q13
    Date: 2007

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