nep-mkt New Economics Papers
on Marketing
Issue of 2011‒11‒14
eight papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  2. Linking marketing innovation and territorial resources: the example of Porcilin Saveurs en’Or a regional brand with nutritional attribute By Rakotonandraina Nalini; Sauvee Loic
  3. Consumer uncertainty and price discrimination through online coupons: an empirical study of restaurants in Shanghai By Zhang, Jie; Savage, Scott; Chen, Yongmin
  4. Marketing : comprendre l'origine historique By Pierre Volle
  5. Add-on Pricing, Naive Consumers, and the Hidden Welfare Costs of Education By Kosfeld, Michael; Schüwer, Ulrich
  6. Advertising exposures for a seasonal good in a segmented market By Daniela Favaretto; Luca Grosset; Bruno Viscolani
  8. Les enjeux de management associés à la montée en compétence marketing des distributeurs By Pierre Volle; Philippe Moati

  1. By: Alicia Barroso (Universidad Carlos III de Madrid); Gerard Llobet (CEMFI, Centro de Estudios Monetarios y Financieros)
    Abstract: This article proposes a novel approach to assess the dynamic effect that advertising expenditures have regarding which products consumers include in their choice sets. In a discrete-choice model consumers face choice sets that evolve according to their awareness of each product. Advertising expenditures have a dynamic effect in the sense that they raise consumer awareness of a product, increasing present and future sales. To estimate this effect the authors explicitly model the firms' dynamic advertising decisions and illustrate the model using data from the Spanish automobile market. The results show that the effect of advertising on awareness is dynamic and that accounting for it is crucial in explaining the evolution of product sales over its life cycle. Furthermore, we show that the awareness process can be significantly sped up by advertising. Thus there is a great heterogeneity in the awareness process among products depending on the level of advertising expenditures and it may range from one to six years.
    Keywords: Advertising, discrete choice models, consumer choice set, awareness process, new products.
    JEL: L13 L62 M11 M37
    Date: 2011–10
  2. By: Rakotonandraina Nalini; Sauvee Loic
    Abstract: Abstract This paper discusses development and marketing of local agri food products in a context of sustainable regional development. This is illustrated by the example of “The Porcilin Saveurs en’Or†(Le Porcilin) case, which is a marketing segmentation and innovative product differentiation based upon local resources and know-how. Porcilin Saveurs en’Or program is an interesting case of territorial food marketing which put together marketing innovation and regional development. Indeed, Porcilin Saveurs en’Or is a combination of two initiatives: The Porcilin brand a nutritional brand associated with a local product (pork meat) which means pork with linen; and Saveurs en’Or, a collective regional label developed to promote local agri food products and resources in the North Pas de Calais region in France. The Porcilin was initiated by a group of pork producers in the North Pas de Calais Region to secure market by developing product with a quality differentiation, specific attributes for pig meat in connection with the origin area (pigs were born, raised and processed in the region). The study identified that successful promotion of local products depends on several parameters including the mix-marketing strategy (product characteristics regarding its innovation, quality and safety specifications, therefore the valorisation of the product itself; price, place (distribution: the notion of proximity); promotion and communication in that depends the recognition of local consumers. An important parameter for the success of this strategy is the organization of the chain, in other words the chain governance through the different relationships of coordination and cooperation (partnerships, convention, trust, contractual agreements) between the various parties involved in the program. Another success factor is the supporting organization (institutional organization, association of promotion) that promotes the local industries and plays a significant role in the sustainable development of regional chains by coordinating collective action, training for local operators, managing funding, and grant. Keywords: Local agrifood product, sustainable regional development, Porcilin Saveurs en’Or, product differentiation, marketing, innovation, nutritional brand, pork meat, governance.
    Date: 2011–09
  3. By: Zhang, Jie; Savage, Scott; Chen, Yongmin
    Abstract: We use data from restaurants in Shanghai, China to conduct a new empirical analysis of prices and coupons. Our results show a positive relationship between prices and online coupons. Moreover, the price premium from couponing is higher for restaurants about which consumer values appear to be more uncertain. When consumer uncertainty is high, restaurants that offer coupons have an average price that is about 60 percent higher than similar restaurants that do not issue coupons. When uncertainty is low, restaurants that offer coupons have an average price that is about ten percent higher. These findings are consistent with online couponing in the restaurant industry being used for price discrimination and as a promotional device in the presence of higher uncertainty in consumer valuations.
    Keywords: consumer uncertainty; coupons; price discrimination; price promotion
    JEL: L66 L15 L86
    Date: 2011–11–07
  4. By: Pierre Volle (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)
    Abstract: Après avoir montré de quelle manière l'histoire officielle du marketing est actuellement remise en cause, le chapitre se donne pour objectif de mieux comprendre comment le marketing a évolué depuis près de deux siècles. Pour ce faire, nous exposons tout d'abord la controverse sur l'origine du marketing, puis nous présentons quelques pratiques et institutions caractéristiques du marketing moderne, au tournant du 20ième siècle. Pour finir, nous examinons les principaux mouvements internes au marketing qui peuvent expliquent son évolution sur longue période.
    Keywords: marketing; histoire
    Date: 2011
  5. By: Kosfeld, Michael (Goethe University Frankfurt); Schüwer, Ulrich (Goethe University Frankfurt)
    Abstract: Previous research shows that firms shroud high add-on prices in competitive markets with naive consumers leading to inefficiency. We analyze the effects of regulatory intervention via educating naive consumers on equilibrium prices and welfare. Our model allows firms to shroud, unshroud, or partially unshroud add-on prices. Results show that consumer education may increase welfare; however, it may also decrease welfare if education is insufficient to alter the equilibrium information and pricing strategy of firms. Educating consumers may do more harm than good and should thus only be considered if the regulator is sufficiently well informed about consumer and firm behavior.
    Keywords: bounded rationality, competition, regulation, welfare, consumer protection
    JEL: D40 D80 L50
    Date: 2011–10
  6. By: Daniela Favaretto (Department of Management, Università Ca' Foscari Venezia); Luca Grosset (Department of Pure and Applied Mathematics, University of Padua); Bruno Viscolani (Department of Pure and Applied Mathematics, University of Padua)
    Abstract: The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of additive advertising effects on goodwill evolution, the ideal situation in which the advertising process can reach selectively each segment and the more realistic one in which a single medium reaches several segments with different effectiveness.
    Keywords: Marketing; advertising; optimal control
    JEL: M37 M31 C61
    Date: 2011–11
  7. By: Carmen Echebarria; Jose M. Barrutia
    Abstract: This research contributes a new view of Policy Networks (PN) management. The research object is a successful PN practice in the Basque Country (BC) over an 8-year period, in relation to Local Agenda 21 (LA21) promotion. The Basque experience is studied using a qualitative and a quantitative approach. PNs are viewed as social marketing-driven collective intelligence systems built to have an effect on municipality commitment to LA21 (in terms of value, satisfaction and loyalty). The research concludes that by fostering the co-development ‘genome’ (a mix of co-decision, co-creation, love, glory and money ‘genes’) a commitment to the new tool is achieved.
    Date: 2011–09
  8. By: Pierre Volle (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX); Philippe Moati (LADYSS - Laboratoire dynamiques sociales et recomposition des espaces - CNRS : UMR7533 - Université Panthéon-Sorbonne - Paris I - Université Paris VIII Vincennes-Saint Denis - Université de Paris X - Nanterre)
    Abstract: Pendant les années 1990-2010, la mobilisation par les distributeurs des ressources attachées à la compétence marketing s'est principalement opérée par le recrutement de personnels qualifiés et la mise en place de partenariats. Cependant, notre étude montre que le cœur de la compétence marketing réside moins dans les ressources que dans l'adaptation des capacités organisationnelles. Cette adaptation se révèle comme un processus complexe et progressif, mettant en jeu des questions de culture d'entreprise et de transversalité des processus, notamment autour du management des catégories de produits. Cependant, le renforcement durable des compétences marketing dans la distribution passe sans doute par un profond changement du modèle d'affaires.
    Keywords: distribution; ressources et compétences; capacités organisationnelles; culture d'entreprise; management des catégories; modèle d'affaires
    Date: 2011

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