nep-mkt New Economics Papers
on Marketing
Issue of 2013‒02‒08
four papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Quantitative versus qualitative in neuromarketing research By Berca, Monica Diana
  2. La linea commerciale Vivi Verde Coop : andamenti, diffusione e prospettive future By Cristina Brasili; Aldo Marchese; Lucia Barducci;
  3. Product development capability and marketing strategy for new durable products By Sumitro Banerjee; David A. Soberman
  4. Intertemporal Pricing with Unobserved Consumer Arrival Times By Philippe Choné; Romain De Nijs; Lionel Wilner

  1. By: Berca, Monica Diana
    Abstract: Marketing research methods continuously develop and over the last decade technology offered solutions to improve this area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how consumers process marketing messages, understanding of cognitive responses to advertisements have always been a challenge in methodology. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behavior and evaluating successes or failures of advertising messages. In this context, this study aims to analyze relatively new alternative techniques in neuromarketing research, from quantitative and qualitative perspectives. After presenting the common space between quantitative research and neuromarketing research, respectively between qualitative research and neuromarketing research, the study will conclude on whether neuromarketing research is closer to a quantitative approach, or to a qualitative one.
    Keywords: neuromarketing; quantitative research; qualitative research; marketing research
    JEL: M31 M30 D87
    Date: 2013–02–02
  2. By: Cristina Brasili (Università di Bologna); Aldo Marchese (Università di Bologna); Lucia Barducci (Università di Bologna); (Università di Bologna)
    Abstract: Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation of food demand led to deep innovations in consumers priorities and choices: consumption behaviors are now more focused on food safety (search for secure, healthy and even biological food) rather than food security (the problem of food scarcity no longer affects the developed countries). Food producers and distributors, in particular large scale distribution, gradually adapted their strategies to meet the emerging consumers’ preferences. In this paper we analyze the brand management strategy ViviVerde” pursued by Coop and, with an analysis of the demand elasticity of the food products sold with the ViviVerde label (eggs, milk, fresh cheese, pasta, fruit juices) from January 2010 to May 2012.
    Keywords: Brand Management, Elasticita’ Della Domanda, Marketing, Biologico, Comportamento Del Consumatore Brand Management, Elasticity Of Demand, Marketing, Organic, Consumer Behaviour
    Date: 2013
  3. By: Sumitro Banerjee (ESMT European School of Management and Technology); David A. Soberman (Rotman School of Management, University of Toronto)
    Abstract: Our objective is to understand how a firm’s product development capability (PDC) affects the launch strategy for a durable product that is sequentially improved over time in a market where consumers have heterogeneous valuations for quality. We show that the launch strategy of firms is affected by the degree to which consumers think ahead. However, only the strategy of firms with high PDC is affected by the observability of quality. When consumers are myopic and quality is observable, both high and low PDC firms use price skimming and restrict sales of the first generation to consumers with high willingness to pay (WTP). A high PDC firm, however, sells the second generation broadly while a low PDC firm only sells the second generation to consumers with low WTP. When consumers are myopic and quality is unobservable, a firm with high PDC signals its quality by offering a low price for the first generation, which results in broad selling. The price of the second generation is set such that only high WTP consumers buy. A firm with low PDC will not mimic this strategy. If a low PDC firm sells the first generation broadly, it cannot discriminate between the high and low WTP consumers. When consumers are forward looking, a firm with high PDC sells the first generation broadly. This mitigates the “Coase problem” created by consumers thinking ahead. It then sells the second generation product only to the high WTP consumers. In contrast, a firm with low PDC does the opposite. It only sells the first generation to high WTP consumers and the second generation broadly.
    Keywords: product development, marketing strategy, durable goods, quality, signaling game
    Date: 2013–01–28
  4. By: Philippe Choné (CREST); Romain De Nijs (CREST & UC Berkeley); Lionel Wilner (CREST-INSEE 104 rue de la Convention 75015 Paris Tél : 06 22 82 56 26)
    Abstract: We examine optimal selling mechanisms with ex-ante commitment for a nondurable good when the seller does not observe the times at which strategic consumers arrive on the market and how much they are willing to pay for the good. Assuming consumer risk neutrality, we demonstrate in this two-dimensional screening problem that stochastic mechanisms are suboptimal. In practice, this means that quantity rationing and behavior-based price discrimination do not improve the profit compared to a simple time-dependent price schedule. We explain how the optimal profit may be achieved with a first-come first-served policy
    Keywords: Intertemporal pricing, Strategic consumers, Arrival dates, Heterogeneous cohorts, two-dimensional screening
    JEL: D11 D42 D82
    Date: 2012–10

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