nep-mkt New Economics Papers
on Marketing
Issue of 2012‒05‒02
ten papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Consumer attention to advertising. By Pieters, R.; Wedel, M.
  2. The emergence of diverse organic consumers: Who are they and how do they shape demand? By Thomas Bøker Lund; Laura Mørch Andersen; Katherine O’Doherty Jensen
  3. The strategic interplay between bundling and merging in complementary markets By Andrea Mantovani; Jan Vandekerckhove
  4. Marketing and sales: Successful peacekeeping By Rehme, Sarina; Rennhak, Carsten
  5. How consumers pay: adoption and use of payments By Scott Schuh; Joanna Stavins
  6. How Consumer Information Curtails Market Power in the Funeral Industry By Thierry BLAYAC; Patrice BOUGETTE; Christian MONTET
  7. Cause-Related Marketing By Kienzle, Stephanie; Rennhak, Carsten
  8. French e-grocery models: a comparison of deliveries performances By Durand Bruno; Jesus Gonzalez-Feliu
  9. Direct-to-Consumer-Marketing in der Pharmaindustrie By Abdelmoumene, Ahmed
  10. Retail Price Stickiness, Market Structure and Distribution Channels By Matsuoka, Takayasu

  1. By: Pieters, R. (Tilburg University); Wedel, M.
    Date: 2011
  2. By: Thomas Bøker Lund (Institute of Food and Resource Economics, University of Copenhagen); Laura Mørch Andersen (Institute of Food and Resource Economics, University of Copenhagen); Katherine O’Doherty Jensen (Institute of Food and Resource Economics, University of Copenhagen)
    Abstract: This study uses qualitative and quantitative data as well as household panel data regarding actual purchases of organic food in order to examine organic consumer profiles and recent developments of organic demand in Denmark. Six different segments of Danish households are identified, of which three are either indifferent or negative towards organic foods. Three distinct positively minded segments are also identified. These positively minded segments hold a very high share of all organic food sales on the Danish market and are also driving demand forward. This market can thus be said to be highly polarised. It can also be said to have matured insofar as positively oriented segments that differ in their food involvement, shopping behaviour and levels of ethical concern have appeared, while marketing and distribution strategies have co-developed with these trends. We discuss the current relevance of segmenting organic consumers in mature markets with a view to improving strategies of production, distribution and marketing of organic foods.
    Date: 2012–02
  3. By: Andrea Mantovani (University of Bologna & IEB); Jan Vandekerckhove (Maastricht University)
    Abstract: In this paper, two pairs of complementors have to decide whether to merge and eventually bundle their products. Depending on the degree of competitive pressure in the market, either both pairs decide to merge (with or without bundling), or only one pair merges and bundles, while rivals remain independent. The latter case can very harmful for consumers as it brings surge in prices. We also consider the case in which one pair moves first. Interestingly, we find a parametric region where first movers merge but refrain from bundling, to not induce rivals to merge as well.
    Keywords: Bundling, merger, strategic interaction, antitrust
    JEL: D43 L13 L41
    Date: 2012
  4. By: Rehme, Sarina; Rennhak, Carsten
    Abstract: Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match the company's sales target followed by financial success. The focus of this paper lies on defining the necessary terminology to analyze the subject matter, identifying the role of marketing and sales along the corporate value chain, understanding and modeling marketing and sales interfaces, identifying potential marketing-sales conflicts and suggesting resolution strategies taking a process-oriented approach. The topic is investigated from a theoretical perspective. Based on an in-depth review of the available body of literature a meta-analysis is conducted. First, an introduction to the theoretical foundations of marketing and sales in general is given. The terms marketing and sales are defined and it is outlined in which context they are used. Following, a literature review is given on the status of marketing and sales interaction in companies and an evaluation of the actual research status. Marketing and sales interaction is classified in two conceptual models to identify methods of addressing the status and characteristics. In a next step potential areas of conflicts between the two functions are identified and then proposals for solutions of potential conflicts are given. The last step includes also identification of key marketing and sales processes. --
    Date: 2011
  5. By: Scott Schuh; Joanna Stavins
    Abstract: Using data from a nationally representative survey on consumer payment behavior, we estimate Heckman two-stage regressions on the adoption and use of seven different payment instruments. We find that the characteristics of payments are important in determining consumer payment behavior, even when controlling for demographic and financial attributes: setup and record keeping are especially important in explaining adoption, while security is important in explaining which methods consumers use for transactions. For the first time, we estimate the number of payment methods adopted by consumers conditional on having access to a bank account, as the unbanked consumers' payment choices are much more limited than those of consumers with bank accounts. This paper follows the analysis in Schuh and Stavins (2010), but with improved data, allowing us to estimate a better model of payment behavior. As in the previous study, cost is found to significantly affect payment use, indicating that the recent increase in the cost of debit cards issued by some banks may lead to a reduction in U.S. consumers' reliance on debit cards for transactions.
    Keywords: Payment systems
    Date: 2012
  6. By: Thierry BLAYAC; Patrice BOUGETTE; Christian MONTET
    Abstract: The purpose of this article is to show, based on the case of the French market, that consumer perception of different funeral service offers, along with new entry in a special storing facility service (“chambre funéraire”), can be sufficient to impose competitive pressures on the various suppliers, including the former monopolist. With a discrete choice experiment implemented in Lyon, France, we find evidence that, contrary to widely shared beliefs about this specific market, demand for funeral services seems characterized by relatively high price elasticities, at least as soon as consumers are fully informed about the opportunities open to them in this market. Consumer behavior has actually changed in favor of a better assessment of the different possibilities of services supplied and of their relative price. We then implement simulations in local markets and show that, with good consumer information, the market power of the supposedly dominant firm is much less important than it is generally believed. Furthermore, simulations stress the procompetitive effects of setting up a new storing facility by any businesses. We finally show that, if some improvements can still be brought to the functioning of this market, they should come from a better regulation of consumer information and of the entry of firms.
    Date: 2012–04
  7. By: Kienzle, Stephanie; Rennhak, Carsten
    Abstract: Um erfolgreich im Wettbewerbsfeld zu bestehen, wurde bereits vor mehr als 25 Jahren in den USA Cause-Related Marketing erstmals eingesetzt. Cause-Related Marketing soll die ökonomischen Ziele und die gesellschaftliche Verantwortung eines Unternehmens miteinander verbinden. Gleichzeitig ist dieses Marketing-Instrument ein ebenso wichtiger Bestandteil für das Fundraising von Non-Profit Organisationen. Umso erstaunlicher ist es, dass im Vergleich zu den USA Cause-Related Marketing in Deutschland noch in den Kinderschuhen steckt. Erst seit dem Start des Regenwaldprojekts von Krombacher im Jahr 2002, richtet sich die Aufmerksamkeit deutscher Unternehmen auf dieses Marketing-Instrument. In der Zwischenzeit kann man aber in Deutschland eine steigende Verwendung von Cause-Related Marketing erkennen. --
    Date: 2011
  8. By: Durand Bruno (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Université de Nantes : EA4272); Jesus Gonzalez-Feliu (LET - Laboratoire d'économie des transports - CNRS : UMR5593 - Université Lumière - Lyon II - Ecole Nationale des Travaux Publics de l'Etat)
    Abstract: This paper proposes a discussion of three scenarios related to French e-grocery developments, in order to identify and analyze the impacts of new forms of proximity deliveries on households' shopping trip flows. One of our objectives will be to consider logistics solutions adopted by online retailers. Firstly, we present the two basic models of B2C: order-picking on a dedicated site and in-store picking. Secondly, we evaluate three distribution systems adopted by French e-grocery retailers. We focus in particular on the impacts of these systems on consumer's purchasing trips and, to this end, we will use an empirical simulation approach to make a comparison of the systems studied.
    Keywords: e-Grocery, Warehouse-picking, Store-picking, Home Delivery (HD), Out of Home Delivery (OHD)
    Date: 2012–04–05
  9. By: Abdelmoumene, Ahmed
    Abstract: Seit Beginn des 21. Jahrhunderts hat sich das Bewusstsein der Konsumenten und potentiellen Patienten hinsichtlich der Gesundheit in Deutschland dramatisch verändert. Der individuelle Lebensstil der Menschen in der heutigen Gesellschaft fordert - unterstützt durch den rasanten Fortschritt von neuen Kommunikationstechnologien - immer mehr Informationen. Patienten beschäftigen sich heute intensiver mit Ihrer Erkrankung, interessieren sich mehr für Gesundheitsthemen und haben ein stetig wachsendes Informationsbedürfnis. Sie nutzen die neuen Kommunikationsmedien um sich selbstständig über Arzneimittel zu informieren und hinterfragen kritisch die Behandlungs- und Therapieentscheidungen der Ärzte. Die neue Generation aktiver Patienten mit hohem Informationsbedarf versteht sich als Kunden ihrer Ärzte und die Ärzte als ihre Dienstleister. --
    Date: 2011
  10. By: Matsuoka, Takayasu
    Abstract: Using Japanese scanner data of transaction prices and sales for more than 1,600 commodity groups from 1988 to 2008, we find a statistically significant negative correlation between the frequency of price changes and the degree of market concentration. We also find that structural factors of a distribution channel are significantly correlated with rigidity in retail prices. Decomposing the frequency of price changes into the frequency of intraday, sale, and regular price changes, we find that both inter- and intra-brand competition positively affect the frequency of sales. Inter-brand competition among manufacturers has a significant and positive effect on the frequency of regular price changes, whereas intra-brand competition among retailers has no such significant effect. We also document that the term of contracts between manufacturers and retailers has a significant and positive effect on price stickiness.
    Keywords: Market structure, Distribution channels, Sticky prices
    JEL: L11 E31 C41
    Date: 2012–03

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