nep-mkt New Economics Papers
on Marketing
Issue of 2013‒11‒29
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior and Universidade de Lisboa

  1. Consumer flexibility, data quality and targeted pricing By Sapi, Geza; Suleymanova, Irina
  2. Corporate brand values perception gap analysis as an internal marketing management systemAssessment tool By Elena Panteleeva; Olga Oyner
  3. L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste By Fanny Thomas; Bruno Ferreira; Sonia Capelli
  4. Price Guarantees, Consumer Search, and Hassle Costs By Pio Baake; Ulrich Schwalbe
  5. Residential satisfaction in place market segments By Kirill Rozhkov
  6. A Theory of Agricultural Marketing Cooperatives with Direct selling By Maxime Agbo; Damien Rousselière; Julien Salanié

  1. By: Sapi, Geza; Suleymanova, Irina
    Abstract: We investigate how firms' incentives to acquire customer data for targeted offers depend on its quality. A two-dimensional Hotelling model is proposed where consumers are heterogeneous both with respect to their locations and transportation cost parameters (flexibility). Firms have perfect data on the locations of consumers while data on their flexibility is imperfect. When consumers are relatively homogeneous in their flexibility, in equilibrium both firms acquire customer data regardless of its quality. This increases profits but harms consumers. When consumers are relatively differentiated in flexibility, data acquisition incentives depend on its quality. Only if the data is sufficiently precise, both firms acquire it and their profits decrease, while consumers are better-off. Our model has particular relevance for location-based marketing such as in mobile telephony, where firms have near-perfect information on the proximity of customers but may have imperfect knowledge of other consumer characteristics. --
    Keywords: Price Discrimination,Customer Data,Market Segmentation
    JEL: D43 L13 L15 O30
    Date: 2013
  2. By: Elena Panteleeva (Associate Professor, Marketing of Firm Department, National Research University Higher School of Economics.); Olga Oyner (Full Professor, Marketing of Firm Department, National Research University Higher School of Economics.)
    Abstract: One of the major problems facing Russian companies is the problem of differences between brand promises and the experience of actual consumer interaction with that brand, resulting in image destruction and the customers’ refusal from repeat purchases. Having taken as the basis the idea of gap analysis in perception of corporate brand values by different stakeholder groups (owners/top managers, personnel and customers), we have developed and tested a methodology of internal marketing management system assessment, assuming that a significant gap between declared, shared, and perceived brand values is a consequence of absence or inefficient functioning of this system
    Keywords: internal marketing, internal marketing management system, employee engagement, corporate brand values, gap analysis, Russia.
    JEL: M12 M31
    Date: 2013
  3. By: Fanny Thomas (Centre de Recherche Magellan - Université Jean Moulin - Lyon III : EA3713); Bruno Ferreira (CRCGM - Centre de Recherche Clermontois en Gestion et Management - Université d'Auvergne - Clermont-Ferrand I : EA3849 - Université Blaise Pascal - Clermont-Ferrand II - École Supérieure de Commerce (ESC) - Clermont-Ferrand); Sonia Capelli (Centre de Recherche Magellan - Université Jean Moulin - Lyon III : EA3713)
    Abstract: In an increasingly competitive world, advertising strategies rely more and more on sensory marketing in order the message to be received by the target. Our paper focuses on the visual and tactile impact following exposition to advertising with embossed design. An experiment combining qualitative observations and quantitative measures is a way to evaluate the impact of the embossed design on the desire to touch, the brand memorization, the intention to buy and the realism of the product representation.
    Keywords: relief, envie de toucher, support publicitaire, réalisme, mémorisation.
    Date: 2013–09–27
  4. By: Pio Baake; Ulrich Schwalbe
    Abstract: The paper deals with the competitive effects of price guarantees in a spatial duopoly where consumers can search for lower prices but have to incur hassle costs if they want to claim a price guarantee. It is shown that symmetric equilibria with and without price guarantees exist but price guarantees will have no effect on prices if search costs are low, hassle costs are high and the number of uninformed consumers is small. However, when both firms use price guarantees, there also exist payoff-dominant equilibria where both firms use mixed pricing strategies in the form of "high-low" pricing schemes, provided that the search costs are sufficiently high.
    Keywords: Price Matching Guarantees, Search Costs, Oligopoly Pricing
    JEL: L11 L13 L15 L41
    Date: 2013
  5. By: Kirill Rozhkov (Higher School of Economics (Russia), Faculty of Management, Department of Company Marketing, professor)
    Abstract: The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify place market segments, and distribution of residents by the level of satisfaction as a result of specific place marketing policy for all the segments were hypothesized. The results of the empirical study partially confirm developed theoretical typologies. The paper also demonstrates, that driver forces of the place marketing differentiation are related to both current activities of place marketers and external factors. Using the results of the study, it becomes possible to choose a relevant form of differentiation of place marketing policy and interpret its results adequately.
    Keywords: residential satisfaction, place marketing, differentiation, place market segment.
    JEL: J19 M31 O18 R00 R10 R23
    Date: 2013
  6. By: Maxime Agbo (Granem - Groupe de Recherche ANgevin en Economie et Management - Agrocampus Ouest - Institut national de la recherche agronomique (INRA) : UMR49); Damien Rousselière (Granem - Groupe de Recherche ANgevin en Economie et Management - Agrocampus Ouest - Institut national de la recherche agronomique (INRA) : UMR49); Julien Salanié (GATE Lyon Saint-Etienne - Groupe d'analyse et de théorie économique - CNRS : UMR5824 - Université Lumière - Lyon II - École Normale Supérieure (ENS) - Lyon)
    Abstract: We build a theoretical model to study a market structure of a marketing cooperative with direct selling, in which many farmers are members of an agricultural marketing cooperative. They can sell their production either to the cooperative or on a local market. We show that the decision to sell to the cooperative induces an anti-competitive effect on the direct selling market. Conversely, direct selling may create a "healthy emulation" among farmers, leading to more production benefiting the cooperative.
    Keywords: marketing cooperative; direct selling; local market; competitive
    Date: 2013–11–20

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