nep-mkt New Economics Papers
on Marketing
Issue of 2011‒06‒25
eight papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. e-voicing an opinion on a brand By Claire Roederer; Marc Filser
  2. How do consumers react in front of individual and combined sustainable food labels? A UK focus group study By Sirieix, L.; Delanchy, M.; Remaud, H.; Zepedad, L.
  3. New product development in business to business marketing - a relational perspective. By Filip, Alina
  4. Der E-Commerce und seine Vergütungsmodelle in Bezug auf Affiliate-Marketing By Bielefeldt, Jonas
  5. Marketing und Vertrieb als erfolgsrelevante Faktoren eines Unternehmens By Lamine, Slim; Rohrer, Roland; Ruland, Moritz; Werner, Holger
  6. A study on influencers of total sales revenue of generic pharmaceutical companies in Indonesia By Simanjuntak, Destrina Grace; Tjandrawinata, Raymond R.
  7. Does Customer Relationship Management Matter in the Banking System? The Case of Iran By Dehghan Nejad, Omid
  8. Price Setting in a Leading Swiss Online Supermarket By Martin Berka; Michael B. Devereux; Thomas Rudolph

  1. By: Claire Roederer (HUMANIS - Université de Strasbourg); Marc Filser (LEG - Laboratoire d'Economie et de Gestion - CNRS : UMR5118 - Université de Bourgogne)
    Abstract: The development of social networks has tremendously expanding the potential for consumers to express opinions and ratings regarding brands. This research explores this phenomenon from the consumer point of view and suggests potential research themes for further investigation.
    Keywords: Internet; social networks; brands
    Date: 2011–06–16
  2. By: Sirieix, L.; Delanchy, M.; Remaud, H.; Zepedad, L.
    Abstract: A lot of sustainable food labels are now available. They may be complementary or add to the increasing competition of product information in consumers' minds. This paper investigates (1) two focus groups consumers' perceptions about sustainable labels versus other labels, such as origin or nutrition labels, and (2) consumers' reactions to combinations of different sustainable claims or labels. Overall, findings indicate that there is interest in combining different claims into a single label. However, the results also indicate the importance of familiarity, trust and, fit between combinations of labels as well as between a label associated with a brand. While the combination of certain labels can enhance the value of a food product, this study also indicates that other label combinations can detract from a label's value. ...French Abstract : De nombreux produits alimentaires avec des labels "durables" sont proposés aujourd'hui aux consommateurs. Ils peuvent être complémentaires ou à l'opposé augmenter la concurrence entre les différents éléments d'information dans l'esprit des consommateurs. Cet article étudie les perceptions qu'ont des consommateurs interrogés lors de deux focus groups au Royaume-Uni, des labels durables par comparaison à d'autres labels (nutrition ou origine), et leur réaction à des combinaisons de messages et de labels durables. De façon générale, les résultats indiquent qu'il est utile de combiner plusieurs messages sur un même label. Cependant l'étude montre aussi l'importance de la familiarité, de la confiance, de la cohérence perçue entre labels ou entre un label et une marque associée. Certaines combinaisons peuvent en effet faire perdre de la valeur à un label durable au lieu de lui en donner.
    JEL: D10 D80 M31 Q01
    Date: 2011
  3. By: Filip, Alina
    Abstract: Market position and long-term competitive advantages are dependent on companies’ ability to innovate and their capacity to launch new product or services. This paper aims to highlight the features of product development processes in business to business markets. The research method consisted of a documentary study in the literature and the results focus on the stages involved in the development and launch of a new product. In recent years, statistics have shown an increase in the rate of failure in launching new products on business markets. This has been caused by an inadequate planning and has negative consequences on both customer relationships and organizational economic performance. Given this reality, academics propose a sequential product development plan based on the following essential steps: identifying opportunities and generating ideas, selection of ideas with the highest chances of success, development of new product concept materialized in the form of a prototype, technical testing and acceptance testing, making the final changes to the product, establishing brand name, price level and other intangible elements of the product, legal protection of the product, placing the product into production and effectively lunching the product though a tactical marketing program. Practical experiences show that omission of one or more stages of this process can cause product failure, companies recording a low level of performance, below expected levels.
    Keywords: Product development; business to business relationships; planning; ideas selection; marketing tests; product failure.
    JEL: M31
    Date: 2011–03–17
  4. By: Bielefeldt, Jonas
    Abstract: --
    JEL: D49 M19
    Date: 2011
  5. By: Lamine, Slim; Rohrer, Roland; Ruland, Moritz; Werner, Holger
    Abstract: --
    JEL: M30 M31
    Date: 2011
  6. By: Simanjuntak, Destrina Grace; Tjandrawinata, Raymond R.
    Abstract: This paper empirically examines the influence of firms’ one-year lagged of total new products (t-1), one-year lagged profitability (t-1), and market share of new products to firms’ amount of sales revenue in pharmaceutical generic companies in Indonesia. The data used in this study was panel dataset, gathered from six large pharmaceutical generic companies in Indonesia, during the period 2006 to 2010. The regression analysis method uses fixed effect models, with generalized least squares (GLS) method. The result shows that firms’ one-year lagged of total new product (t-1), one-year lagged profitability (t-1), and market share of new products to be positive and affect significantly the firms’ sales revenue in the pharmaceutical generic companies in Indonesia.
    Keywords: Pharmaceutical Generic Companies; Profitability; New Generic Product; Market Share; Sales Revenue
    JEL: L21 C23 A10 G30 M21
    Date: 2011–06–17
  7. By: Dehghan Nejad, Omid
    Abstract: In the last few years, the Iranian banking system has consistently ignored customer-orientation and its fundamental. Therefore, the banking system has not been able to use recent modern marketing very well, because of various economic and social problems such as the governmental banking system and the excess of the demand rate over supply. People do not have any incentive to use Iranian banking system, because banking system do not pay attention to their priority values and needs and just present similar services in all branches of country’s banks. Therefore, the customers refer to the banks inevitably to satisfy their elementary needs, in other words it should said that, in the current situation the people serve the banks, not the banks serve people. Regarding the environmental changes that are front of us, the banks should emphasize on its equipping, recognizing the customer’s need and expectations and regard to market situation. Because every bank can recognize and secure these needs before rivals will success in the competition field. This study attempted to analysis the role of customer communication management in Iranian banks and its weakness, strengths and goals, in addition, its executing effects and the basic role of customer as a basic and critical element for remaining the banking system. Finally, some suggestions present for reforming and improving the quality of services in the banking system.
    Keywords: Customer Relationship Management, customer, satisfaction, services
    JEL: G2 O32 J53 J5
    Date: 2011–06–05
  8. By: Martin Berka; Michael B. Devereux; Thomas Rudolph
    Abstract: We study a newly released data set of scanner prices for food products in a large Swiss online supermarket. We find that average prices change about every two months, but when we exclude temporary sales, prices are extremely sticky, changing on average once every three years. Non-sale price behavior is broadly consistent with menu cost models of sticky prices. When we focus specifically on the behavior of sale prices, however, we find that the characteristics of price adjustment seems to be substantially at odds with standard theory.
    JEL: E3
    Date: 2011–06

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