nep-mkt New Economics Papers
on Marketing
Issue of 2011‒06‒04
four papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Marketing 2.0: A new marketing strategy By Consoli, Domenico; Musso, Fabio
  2. Kundenerfahrung als Forschungsgegenstand im Marketing - Konzeptionalisierung, Operationalisierung und empirische Befunde By Manfred Bruhn; Matthias Mayer-Vorfelder
  3. The Impact of the New York State Retail Milk Price Regulation on Farm-to-Retail Price Transmission and Supermarket Pricing Strategies in Metropolitan Fluid Milk Markets By Bolotova, Yuliya; Novakovic, Andrew
  4. The Psychological Underpinnings of the Consumer Role in Energy Demand and Carbon Abatement By McNamara, S.; Grubb, M.

  1. By: Consoli, Domenico; Musso, Fabio
    Abstract: The advent of Web 2.0 and its collaborative tools (forums, chat, blogs, wikis) simplified the interaction among various business subjects (company, customers, suppliers). A new model of Enterprise 2.0 communicates interactively with all stakeholders, cooperate with them, listen, create, share and capitalize knowledge. Web 2.0 enhances customer relationships and supports, fully, developments in the field of marketing: from advertisement to participation, from social networking to mobile communication. In this paper we talk about Marketing 2.0 that with interactive web 2.0 tools facilitates the relationships between enterprise and customer. The enterprise communicate with customer, by a bidirectional channel, during pre and post purchase. The customer affections sentimentally and emotionally to brand and company. The enterprise can know, in real-time, reviews of customers on product/service and the degree of satisfaction and behaves accordingly. Marketing 2.0 leds companies to reach business goals using technological tools and social media that exploit, in the interactive dialogue, the old power of word of mouth
    Keywords: marketing 2.0; user generated content; prosumer; enterprise 2.0; social media
    JEL: M31 O33
    Date: 2010
  2. By: Manfred Bruhn; Matthias Mayer-Vorfelder (University of Basel)
    JEL: M31 C30
    Date: 2011
  3. By: Bolotova, Yuliya; Novakovic, Andrew
    Abstract: The New York State Milk Price Gouging Law establishes that the retail prices of fluid milk products are not to exceed 200% of the prices that NYS milk processors py for Class I milk. The enforcement of this law significantly affected the nature of the Class I fluid milk price transmission process and the milk pricing strategies of supermarkets in the five largest cities in New York State: New York City, Albany, Syracuse, Buffalo and Rochester. During the pre-law period, supermarkets used a retail price-stabilization strategy, as evidenced by asymmetric Class I fluid milk price transmission. In contrast, supermarkets use a retail profit stabilization strategy during the law period. This variation of retail milk price control actually creates an institutional environment that facilitates cooperative conduct of supermarkets, acting in an oligopolistic market environment, which caused greater instability in retail milk prices. Differences in the competitive environments of each city impact the effects of the statewide law.
    Keywords: dairy, milk, price regulation, price transmission, asymmetric price response, food retailing, Agribusiness, Agricultural and Food Policy, Demand and Price Analysis, Industrial Organization, Marketing, Q11, Q13, Q18,
    Date: 2011
  4. By: McNamara, S.; Grubb, M.
    Abstract: While policy targeting carbon mitigation has become a priority, the consumer has been sidelined. Within the EU standards and a carbon is price at the industrial level dominate mitigation efforts. There is little room for consumer preferences. Labels on some products do draw a demand for efficient goods, though the messages relayed vary, and the role of embedded emissions often ignored. Once purchased, the energy requirements of various goods and their energy settings are poorly understood by many. In this paper we suggest with appropriately structured policy, providing information and a nudge, that consumers have a willingness and potential to significantly reduce carbon emissions.
    Date: 2011–02–24

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