nep-mkt New Economics Papers
on Marketing
Issue of 2010‒03‒20
six papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  2. Staple Food Consumption Patterns in Urban Zambia: Results from the 2007/2008 Urban Consumption Survey By Mason, Nicole M.; Jayne, T.S.
  4. Loyalty by Corporate Banking Customers By Fragata, Anabela; Muñoz-Gallego, Pablo A.
  5. Health Insurance Competition in Germany - The Role of Advertising By Bettina Becker; Silke Uebelmesser
  6. Matching corporate Leadership Discourse and Followers´ characteristics using Corporate Blogs By MARGARITA MAYO; JOSE MANUEL ESTEVES

  1. By: Andreea, Raluca Ion; Turek, Magdalena; Turek, Adrian
    Abstract: The purpose of this study is to describe the businesses of Romanian producers of agrofood traditional products traded to the Romanian Farmerâs Fair. The need of pursuing these issues is emerged from the changes happened on the market of agro-food products in those regarding the transitions to a healthier consumption, to ecological and/or traditional products, in the case of some consumers. Because of these, some producers identified opportunities of developing businesses with traditional Romanian products. In describing producersâ businesses, a qualitative marketing research is undertaken to the Romanian Farmerâs Fair, trying to identify future trends of the market of agro-food products.
    Keywords: Traditional products, Model of consumption, Agro-food productsâ market, Consumer, Agribusiness, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety,
    Date: 2009–12
  2. By: Mason, Nicole M.; Jayne, T.S.
    Abstract: After two decades of de-urbanization, Zambia is again becoming increasingly urban. While the urban share of the population fell to 35% in 2000 due primarily to the decline of the copper industry, over half of Zambiaâs people will be residing in urban areas by 2040. Given this urbanization trajectory, to be effective, policies to promote smallholder agriculture and improved urban food marketing system performance in Zambia will need to take into consideration the demand patterns of urban food consumers. Urban consumption patterns will increasingly determine the opportunities available to small-scale farmers. Accurate information on urban consumer preferences can also help identify key leverage points and investment priorities to improve the performance of the food marketing system.
    Keywords: agriculture, food security, africa, zambia, consumption urban, staple foods, survey, Community/Rural/Urban Development, Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, Food Security and Poverty, International Development, q19,
    Date: 2009–11
  3. By: Cejvanovic, Ferhat; Duric, Aleksandar; Vujic, Tatjana
    Abstract: This paper considers the essence, significance and necessity of application of the marketing approach, i.e. planning, organizing and control of marketing activities in tourist and rural tourist policy, intending to add to competitiveness of the tourism offer in Bosnia and Herzegovina. The paper elaborates theoretic and substantial aspects of marketing element in tourism and rural tourism, with a special view on importance and contribution of marketing approach in competitiveness of tourism and rural tourism offer in Bosnia and Herzegovina. The marketing approach in tourism and rural tourism, presented in this work, may serve as a basis for creating policy and developing marketing approach in B&H tourism and rural tourism.
    Keywords: marketing, tourism, rural tourism, conceptual model of tourism development, Bosnia, Herzegovina, Agribusiness, Community/Rural/Urban Development,
    Date: 2009–12
  4. By: Fragata, Anabela (Instituto Politécnico de Viseu); Muñoz-Gallego, Pablo A. (Departamento de Administración y Economía de la Empresa, Facultad de Economía y Empresa, Universidad de Salamanca)
    Abstract: We develop a model to analyse the relations between perceived service quality, customer satisfaction, loyalty and intention to increase utilization of banking services by medium/large corporate banking customers. We suggest that perceived service quality will have a positive indirect effect on bank loyalty via customer satisfaction; perceived service quality will have a positive effect on bank via customer satisfaction; perceived service quality will have a positive effect on bank loyalty will have a direct positive effect on intention to increase utilization of banking services. After validation of the measurement scales, the hypotheses are contrasted through Structural Equation Modelling (SEM)
    Keywords: Perceived service quality, customer satisfaction, bank loyalty, medium/large corporate banking customer
    Date: 2009–12
  5. By: Bettina Becker (Department of Economics, Loughborough University); Silke Uebelmesser (CES, University of Munich)
    Abstract: In the 1990s, competition among health insurance funds (‘sickness funds’) was introduced in Germany. As one means of competition, free choice of initial health funds and subsequent switching between them was made available to all insured. Since then, the number of funds has decreased substantially, and funds have had to engage in competitive strategies to remain in the market. In this paper, we want to analyse the funds’ advertising activities in the face of the changed competitive environment. This has not been possible to date due to a lack of data. We use two new datasets to get a first insight into the potential effects of competition on funds’ advertising strategies; one of the volume and cost of advertisements and one of their contents. Our results suggest that competition has been associated with an increase in the amount of advertising. As to the adverts themselves, we find that there was a decrease in the share of advertisements of a ‘general’ content in favour of advertisements of a more ‘fund-specific’ content. The data therefore indicate that once the market was open to switching of funds by the insured, funds’ advertising efforts changed to differentiating their own perceived strengths from those of competitor funds. These observations allow us to draw some tentative conclusions about the relevance of (attempts of) risk selection by health funds via advertisements and about the general success of the pro-competitive legislation.
    Keywords: Regulated competition; health insurance market; risk selection; advertising; Germany
    JEL: I11 I18 G22 M37
    Date: 2010–03
  6. By: MARGARITA MAYO (Instituto de Empresa); JOSE MANUEL ESTEVES (Instituto de Empresa)
    Abstract: Although some studies have analyzed corporate blogging, very little academic attention has been given to the phenomena of Corporate Blogs and their content from a leadership perspective. Based on posts and comments found in two Fortune 100 Corporate Blogs, I have used content analysis to obtain specific corporate leadership characteristics (analyzing posts) as well as to obtain followers´ characteristics (analyzing comments). Then, I have used correspondence analysis to identify relationships among them. Therefore, the aim of this study has been to analyze whether corporate leadership style shown in Corporate Blogs influences the kind of their followers.
    Keywords: Corporate leadership, followers characteritics, Fortune 100, Contentanalysis, Correspondence analysis
    Date: 2010–02

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