nep-mkt New Economics Papers
on Marketing
Issue of 2008‒05‒17
nine papers chosen by
Joao Carlos Correia Leitao
University of the Beira Interior

  1. Demand Management Opportunities in E-fulfillment: What Internet Retailers Can Learn from Revenue Management By Agatz, N.A.H.; Campbell, A.; Fleischmann, M.; Nunen, J.A.E.E. van; Savelsbergh, M.W.P.
  2. Emergência do marketing nas instituições de ensino superior: Um estudo exploratório By Getulio Nunes; Edgar Lanzer; Fernando A. Ribeiro Serra; Manuel Portugal Ferreira
  3. A Study of Pricing Evolution in the Online Toy Market By Yang, Zhenlin; Gan Loo Geok, Lydia; Tang, Fang-fang
  4. Quality, Safety and Consumer Behaviour Towards Organic Food in Germany And Portugal By Maria Raquel Ventura-Lucas; Kerstin Röhrich; Cristina Marreiros; Rui Fragoso; Robert Kabbert; Ana Maria Clara; Inês Martins; Sascha Böhm
  5. Informational Benefits of International Environmental Agreements By Amihai Glazer; Vesa Kanniainen; Panu Poutvaara
  6. Advanced Purchasing, Spillovers, Innovative Pricing and Serendipitous Discovery By Eliasson, Gunnar
  7. Discriminatory prices, endogenous locations and the Prisoner Dilemma problem By Stefano Colombo
  8. How are Preferences Revealed? By John Beshears; James J. Choi; David Laibson; Brigitte C. Madrian
  9. Accès géographique au marché et effets du commerce sur la durée des cycles de production, la diversité des produits et la taille des établissements de fabrication au Canada, 1974 à 1999 By Baldwin, John R.; Brown, W. Mark; Gu, Wulong

  1. By: Agatz, N.A.H.; Campbell, A.; Fleischmann, M.; Nunen, J.A.E.E. van; Savelsbergh, M.W.P. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
    Abstract: In this paper, we explain how Internet retailers can learn from proven revenue management concepts and use them to reduce costs and enhance service. We focus on attended deliveries as these provide the greatest opportunities and challenges. The key driver is service differentiation. Revenue management has shown that companies can do much better than a one-size-fits-all first-come-first-serve strategy when selling scarce capacity to a heterogeneous market. Internet retailers have strong levers at their disposal for actively steering demand, notably the offered delivery time windows and their associated prices. Unlike traditional revenue management, these demand management decisions affect both revenues and costs. This calls for a closer coordination of marketing and operations than current common practice.
    Keywords: demand management;revenue management;home delivery;marketing-operations interface;E-fulfillment
    Date: 2008–04–25
  2. By: Getulio Nunes (Universidade do Sul de Santa Catarina); Edgar Lanzer (Universidade do Sul de Santa Catarina); Fernando A. Ribeiro Serra (UNISUL Business School); Manuel Portugal Ferreira (Instituto Politécnico de Leiria)
    Abstract: Este trabalho apresenta um estudo exploratório sobre o marketing nas universidades privadas e comunitárias brasileiras. Analisa o cenário competitivo do ensino superior brasileiro, para demonstrar que a utilização de estratégias de marketing é um fator crítico de sucesso para essas organizações. As barreiras contra o marketing nas universidades necessitam cair para fazer face a rápida mudança no ambiente competitivo, como a queda da demanda associada à multiplicação de novos concorrentes. Neste trabalho discutimos o cenário atual enolvendo as IES e estipulando como as estratégias de marketing poderão ser utilizadas. É feita uma revisão teórica sobre o marketing sempre em paralelo com a análise e contextualização para organizações universitárias.
    Keywords: Marketing de relacionamento, Marketing em instituições de ensino superior, Estratégia.
    JEL: M0 M1
    Date: 2008–05–12
  3. By: Yang, Zhenlin; Gan Loo Geok, Lydia; Tang, Fang-fang
    Abstract: We examine the pricing trends in the online toy markets by using panel data regression models with error components and serial correlation. Our results indicate that both online branch of multi-channel retailers (OBMCRS) and dotcoms charge similar prices on average, and that over time their prices move in tandem. Although the OBMCR retailers charge significantly different prices, the dotcoms do charge similar prices. Moreover, both retailer types demonstrate different magnitudes of price dispersion that move at different rates over time. Although the price dispersion of OBMCRS is higher than that of the dotcoms at the beginning, the gap narrows over time.
    Keywords: E-commerce, online pricing strategies, online toy market, price dispersion, pricing trends
    JEL: L11 L81 L86
    Date: 2008
  4. By: Maria Raquel Ventura-Lucas (Universidade de Évora); Kerstin Röhrich (IASP - Institut für Agrar- und Stadtökologische Projekte an der Humboldt-Universität zu Berlin); Cristina Marreiros (Universidade de Évora); Rui Fragoso (Departamento de Gestão de Empresas, Universidade de Évora); Robert Kabbert (IASP - Institut für Agrar- und Stadtökologische Projekte an der Humboldt-Universität zu Berlin); Ana Maria Clara (Undergraduation student, Universidade de Évora); Inês Martins (Undergraduation student, Universidade de Évora); Sascha Böhm (Undergraduation student, Humboldt-Universität zu Berlin)
    Abstract: Based on one project supported by the CRUP - Acções Integradas Luso Alemãs 2004 in Portugal and the Programm des Projektbezogenen Personenaustauschs (PPP) 20004 mit Portugal in Germany, the paper present the specific results of quality, safety and consumer studies developed under the progect. The goal of this paper is to analyse quality and food safety literature about organic food products (OFP) and to compare Portuguese and German consumer behaviour towards OFP. For this purpose, an extensive literature review was done and a consumer survey was implemented, with data collected by means of personal interviews in the capital cities of the two countries,. The data was analysed using descriptive statistics and a comparison of Portuguese and German consumers was made with the help of chi-square tests and ANOVA. The results show positive consumer attitudes towards OFP. However, its consumption is much lower than could be expected from these attitudes. Intentions to buy OFP are quite high, suggesting that these products might obtain a substantial market share in the future. This is an encouraging sign for prospective producers of OFP, who might compensate the likely increase in unitary production costs with an increase in total production.
    Keywords: Organic food products, consumer behaviour, Germany, Portugal.
    JEL: M31 Q13 Q56 I12
    Date: 2008
  5. By: Amihai Glazer (Department of Economics, University of California-Irvine); Vesa Kanniainen (Department of Economics, University of Helsinki); Panu Poutvaara (Department of Economics, University of Helsinki)
    Abstract: This paper develops a theory of consumer boycotts. Some consumers care not only about the products they buy but also about whether the firm behaves ethically. Other consumers do not care about the behavior of the firm but yet may like to give the impression of being ethical consumers. Consequently, to affect a firm's ethical behavior, moral consumers refuse to buy from an unethical firm. Consumers who do not care about ethical behavior may join the boycott to (falsely) signal that they do care. In the firm's choice between ethical and unethical behavior, the optimality of mixed and pure strategies depends on the cost of behaving ethically. In particular, when the cost is (relatively) low, ethical behavior arises from a prisoners' dilemma as the firm's optimal strategy.
    Keywords: Firm's ethical code; Consumer morality; Boycotts
    JEL: M14 D43
    Date: 2008–05
  6. By: Eliasson, Gunnar (Ratio)
    Abstract: Advanced products such as aircraft distinguish themselves by a number of characteristics. Products are complicated and produced under very complicated circumstances, but also have a very long life. The purchase price, therefore, is a small part of total user cost of the product. Product value, hence, increases the more of cost efficient maintenance that has been built into the product and the easier it is to service and modernize. Advanced products also distinguish themselves by featuring the additional collective characteristic of a “cloud of technology spillovers” available to external users in proportion to their competence to commercialize them. While the value of that cloud to society may be greater than that of the product itself the value to the user may be much smaller. The producer, therefore, faces a tricky pricing problem and the value he can capture depends on his ability to charge for the dual product. I discuss joint production of products with rich spillovers in the context of joint customership, i.e. public purchasing of both products and the collective value generated by spillovers. I demonstrate that a win-win situation might exist between the two that improves with the commercial ability of the local economy to capture the value of the spillovers. Industrial participation programs can be made part of a sale to support the receiver competence of local producers to capture the spillover rents. Part of marketing the product, therefore, involves the ability to present a credible case for the economic value to society of the spillovers and to design a method of charging for them (Innovative pricing). A well designed, mutually beneficial contract should make both parties to the trade winners. This latter form of innovative pricing should be particularly attractive for developing countries. The theoretical argument is illustrated with the case of downstream industrial business formation around Swedish Aircraft industry.
    Keywords: integrated production; competence blocs; joint customership; receiver competence; spillovers; organizational learning; technology diffusion
    JEL: D23 D24 L15 L23 L62 M13 O31
    Date: 2008–05–12
  7. By: Stefano Colombo (DISCE, Università Cattolica, Milan)
    Abstract: In the Hotelling framework, the equilibrium first-degree discriminatory prices are all lower than the equilibrium uniform price. When firms’ locations are fixed, price discrimination emerges as the unique equilibrium in a game in which every firm may commit not to discriminate before setting the price schedule. This paper assumes endogenous locations and shows that uniform pricing emerges as the unique equilibrium in a game in which every firm may commit not to discriminate before choosing where to locate in the market. Price discrimination still is the unique equilibrium outcome when firms may commit only after the location choice.
    Keywords: Price discrimination; Commitment; Location
    JEL: D43 L11
    Date: 2008–04
  8. By: John Beshears; James J. Choi; David Laibson; Brigitte C. Madrian
    Abstract: Revealed preferences are tastes that rationalize an economic agent’s observed actions. Normative preferences represent the agent's actual interests. It sometimes makes sense to assume that revealed preferences are identical to normative preferences. But there are many cases where this assumption is violated. We identify five factors that increase the likelihood of a disparity between revealed preferences and normative preferences: passive choice, complexity, limited personal experience, third- party marketing, and intertemporal choice. We then discuss six approaches that jointly contribute to the identification of normative preferences: structural estimation, active decisions, asymptotic choice, aggregated revealed preferences, reported preferences, and informed preferences. Each of these approaches uses consumer behavior to infer some property of normative preferences without equating revealed and normative preferences. We illustrate these issues with evidence from savings and investment outcomes.
    JEL: A11 B4 D01 D60 G11 H1
    Date: 2008–05
  9. By: Baldwin, John R.; Brown, W. Mark; Gu, Wulong
    Abstract: Au cours des trois dernières décennies, les obstacles tarifaires ont diminué de façon significative, ce qui a mené à une intégration plus grande des établissements de fabrication canadiens aux marchés mondiaux, et plus particulièrement le marché des États-Unis. On a accordé beaucoup d'attention aux effets de cette transition à l'échelle nationale, mais peu à la variation de ces effets d'une région à l'autre. Dans un pays de la taille d'un continent, il existe de bonnes raisons de croire que les effets du commerce varieront d'une région à l'autre. De façon plus particulière, l'emplacement a un effet significatif sur la taille des marchés auxquels les entreprises ont accès, et cela peut avoir des répercussions sur la mesure dans laquelle elles réorganisent leur production par suite de la diminution des obstacles tarifaires. À partir d'un fichier de microdonnées longitudinales sur les établissements de fabrication (1974 à 1999), la présente étude a pour but d'évaluer l'effet de l'accroissement du commerce entre les régions sur l'organisation de la production à l'intérieur des établissements. L'étude a permis de déterminer que des niveaux plus élevés d'intensité des exportations (exportations en proportion de la production) entre les régions comportent un lien positif avec des cycles de production plus longs, des établissements plus importants et une plus grande spécialisation des produits à l'intérieur de ces établissements. Ces effets sont les plus marqués en Ontario et au Québec, les deux provinces les mieux situées par rapport au marché des États-Unis.
    Keywords: Commerce international, Fabrication, Rendement des entreprises et appartenance, Adaptation et ajustement des entreprises
    Date: 2008–05–09

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