nep-mkt New Economics Papers
on Marketing
Issue of 2008‒12‒01
six papers chosen by
Joao Carlos Correia Leitao
Technical University of Lisbon

  1. Modelling smoothly the joint effect of several advertising media on sales in a homogeneous market By Annamaria Sorato; Bruno Viscolani
  2. Preferential Cattle and Hog Pricing by Packers: Evidence from Mandatory Price Reports By Ward, Clement E.
  3. The Effect of Mergers on Consumer Prices: Evidence from Five Selected Case Studies By Orley Ashenfelter; Daniel Hosken
  4. The Impact of Generic-Orange Juice Advertising By Brown, Mark G.
  5. Consumer preferences and labelling: an empirical analysis of the beef sector in Italy By Banterle, A.; Stanieri, S.
  6. Cost and Benefit Analysis of a Preconditioning Feeder Calf Program By Donnell, Jeri; Ward, Clement E.

  1. By: Annamaria Sorato (Department of Applied Mathematics, University of Venice); Bruno Viscolani (Department of Pure and Applied Mathematics, University of Padua)
    Abstract: Decision on the use of different advertising media is a critical issue in marketing. Drawing on some literature related to the dynamic Nerlove-Arrow model, we propose a nonlinear programming framework for discussing how different advertising media may jointly affect the demand for a good. Starting from the idea that different advertising efforts may not simply add (linearly) to produce the demand result, we examine a few special media combination mechanisms which can be represented by smooth functions.
    Keywords: Marketing, Advertising, Production, Nonlinear programming
    JEL: M37 M31 C61
    Date: 2008–11
  2. By: Ward, Clement E.
    Abstract: Preferential pricing was one of several concerns leading to mandatory price reporting. Seven years of €ܮew€ݠdata from mandatory reports are examined to determine if evidence exists of preferential pricing by packers for fed cattle and slaughter hogs. Weekly data show some alternative marketing methods track closer to cash market prices than others. Some differences can be explained, while others are not as clear. Evidence was found that cash prices lead prices for alternative marketing methods on rising markets but trail them on declining markets.
    Keywords: Alternative marketing arrangements, Cattle, Hogs, Marketing, Meatpacking procurement, Price discovery, Pricing, Livestock Production/Industries, Marketing,
    Date: 2008–06
  3. By: Orley Ashenfelter (Princeton University); Daniel Hosken (Federal Trade Commission)
    Abstract: In this paper we propose a method to evaluate the effectiveness of U.S. horizontal merger policy and apply it to the study of five recent consumer product mergers. We selected the mergers from those that, from the public record, seemed to be most problematic for the antitrust agencies. Thus we estimate an upper bound on the likely price effect of completed mergers. Our study employs retail scanner data and uses familiar panel data program evaluation procedures to measure price changes. Our results indicate that four of the five mergers resulted in some increases in consumer prices, while the fifth merger had little effect.
    Keywords: Horizontal Mergers, Merger Retrospectives, Antitrust, Consumer Products, Program Evaluation
    JEL: L1 L41 L66 L71 L73
    Date: 2008–02
  4. By: Brown, Mark G.
    Abstract: In this study, the impacts of Florida Department of Citrus (FDOC) orange juice (OJ) advertising on U.S., OJ demand and the price received by Florida growers are examined.
    Keywords: Florida orange juice, advertising impacts, Agribusiness, Demand and Price Analysis,
    Date: 2008–05
  5. By: Banterle, A.; Stanieri, S.
    Abstract: Within the framework of European food safety measures, Reg. 1760/2000 and 1825/2000 have introduced mandatory traceability and relevant labeling into the beef sector. The paper analyses whether information on meat labels can be considered a useful instrument for consumers, facilitating the verification of quality. The purpose of the paper is, first, to evaluate if meat information is used during food purchase. Second, focusing on specific meat information, we assess the interest of consumer for some mandatory and voluntary information cues and identify the determinants affecting the use of them. Data were collected by a survey conducted in the Lombardy, region of the northern Italy, and employed a telephone questionnaire. The sample is composed by 1,025 consumers. We estimate 4 models based on the literature and for all the equations we used a binary logit model. The analyses revealed that meat label is widely used by Italian consumers in the formulation of their purchasing preferences. The use of the meat label is also positively connected to consumer attention towards quality signaling such as certification, expiry date and so on. The origin is confirmed to be an important information for a large part of interviewed. Among the voluntary information the system of cattle breeding is related to a consumer who pays particular attention in general to quality indicators whereas the cattle feeding seems to interest young consumers with high level of education.
    Keywords: traceability, meat, consumer preferences, logit, Demand and Price Analysis,
    Date: 2008
  6. By: Donnell, Jeri; Ward, Clement E.
    Abstract: Objectives were twofold: Determine key factors influencing preconditioning cost and returns; and determine the premium for age and source verified, preconditioned calves sold at a public livestock market. Data provided by the Samuel Roberts Noble Foundation show preconditioning returns depend significantly on number of days preconditioned, average daily gain, and cost of vaccinations, hay, feed, and mineral. Noble Foundation cooperators received a premium for age and source verified, preconditioned feeder cattle when sold at market. Significant coefficients averaged across five sales conclude that Noble Foundation management practices receive a $2.49/cwt premium when compared to all other cattle sold at market.
    Keywords: Cattle, calves, preconditioning, prices, costs, age and source verification, Marketing,
    Date: 2008

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