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on Marketing |
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Issue of 2014‒03‒22
six papers chosen by Joao Carlos Correia Leitao Universidade da Beira Interior and Universidade de Lisboa |
| By: | Yüksekbilgili, Zeki |
| Abstract: | Guerrilla marketing is defined as an advertising strategy, in which low-cost unconventional means are used, employs various techniques which keep costs at a minimum, and is often adopted by small companies. In this research, 100 SME’s that are working on different sectors in Istanbul have been reviewed to understand if these companies are aware of this marketing strategy and if they have ever used these tactics in their marketing. Although in former studies guerilla marketing is said to be adopted by small companies, this research shows that most of the Turkish SME’s had never used or willing to use guerilla marketing in their past or future marketing plans. |
| Keywords: | guerilla marketing, turkish SME guerilla marketers, SME |
| JEL: | M31 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:54385&r=mkt |
| By: | Mahran Meskeh (UM1 - Université Montpellier 1 - Université Montpellier I - PRES Sud de France); Widiane Ferchakhi (Centre de Recherche Magellan - Institut d'Administration des Entreprises (IAE) - Lyon - Université Jean Moulin - Lyon III : EA3713) |
| Abstract: | L'objectif de cette recherche est d'explorer comment les hypermarchés français orientent et développent leur politique de communication au Moyen-Orient. Pour y répondre une étude qualitative a été menée auprès de vingt-deux directeurs d'hypermarchés et directeurs marketing et communication dans trois pays ; l'Egypte, l'Arabie Saoudite et les Emirats Arabes Unis. Les résultats ont montré que la standardisation et l'adaptation de la communication sont deux conditions nécessaires et complémentaires pour la réussite des hypermarchés français au Moyen-Orient. |
| Keywords: | Communication, marketing international, standardisation, adaptation, hypermarchés |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:hal-00954610&r=mkt |
| By: | Ludwig von Auer; Mark Trede |
| Abstract: | New and old products differ in two respects: quality and newness. Whereas a higher quality of a new product always benefits consumers, the newness itself benefits some consumers, but not others, and for some, it is even a disadvantage. We capture these features in a Hotelling model of OverLapping Innovators (HOLI model), entailing a sequence of static Hotelling games of horizontal product dirrerentiation (newness), that we extend by vertical product differentiation (quality). In this model, the firms compete on quality and price. Using advanced dynamic hedonic regression methods, we empirically investigate the pricing policy of firms in the German laser printer market. We show that their pricing corresponds to our model with the entrant acting as the Stackelberg follower. |
| Keywords: | Hotelling, vertical product differentiation, hedonic regression, Stackelberg, laser printer |
| JEL: | L11 L63 C23 |
| Date: | 2014–03 |
| URL: | http://d.repec.org/n?u=RePEc:cqe:wpaper:3014&r=mkt |
| By: | Ludwig von Auer; Mark Trede |
| Abstract: | New and old products differ in two respects: quality and newness. Whereas a higher quality of a new product always benefits consumers, the newness itself benefits some consumers, but not others, and for some, it is even a disadvantage. We capture these features in a Hotelling model of OverLapping Innovators (HOLI model), entailing a sequence of static Hotelling games of horizontal product differentiation (newness), that we extend by vertical product differentiation (quality). In this model, the firms compete on quality and price. Using advanced dynamic hedonic regression methods, we empirically investigate the pricing policy of firms in the German laser printer market. We show that their pricing corresponds to our model with the entrant acting as the Stackelberg follower. |
| Keywords: | Hotelling, vertical product differentiation, hedonic regression, Stackelberg, laser printer |
| JEL: | L11 L63 C23 |
| Date: | 2014 |
| URL: | http://d.repec.org/n?u=RePEc:trr:wpaper:201405&r=mkt |
| By: | Kevin J. Fox (School of Economics, Australian School of Business, the University of New South Wales); Iqbal A. Syed (School of Economics, Australian School of Business, the University of New South Wales) |
| Abstract: | Consumers are very responsive to sales, yet statistical agency practice typically under-weights sale prices in the Consumer Price Index (CPI), with some agencies excluding sale prices completely. Evidence is lacking on how this may impact on both the representativeness of prices included in the CPI and on estimates of in ation. We use high-frequency scanner data from US supermarkets to explore if there is any systematic directional impact. The key finding is that the exclusion of sales prices introduces a systematic effect. We also find that even when sales prices are included they are systematically under-weighted, but the under-weighting remains fairly stable over time so that in ation measurement is not significantly affected. |
| Keywords: | Cost-of-living, CPI, Regular prices, Retail sales, RYGEKS, Scanner data |
| JEL: | C43 E31 |
| Date: | 2014–01 |
| URL: | http://d.repec.org/n?u=RePEc:swe:wpaper:2014-05&r=mkt |
| By: | Rutger Daems (Planet Strategy Group); Edith Maes (Maastricht School of Management, Endepolsdomein 150, 6229 EP Maastricht, The Netherlands; maes@msm.nl) |
| Abstract: | Improving access to healthcare globally represents a pressing societal challenge requiring a comprehensive approach. Stakeholders will need to work together in their quest to finding sustainable solutions that promote universal access to care. In addition, there is a need to better define the distinctive roles of the different stakeholders in the area of global access to pharmaceuticals. While the main task of innovation-driven pharmaceutical companies is to develop high quality, innovative medicines that address unmet needs, they can through their pricing policies influence the affordability of these medicines. Given this responsibility and the impact this will have on society and public health, companies have to be conscious about designing affordable pricing strategies. Since pricing is an important factor in the mix of activities to enhance access, the role of industry in the wider public domain is to be a trustworthy partner. Yet, industry cannot be held solely responsible for securing ‘health for all’ which is considered the prerogative of government. To maximize industry’s contribution, we recommend using a differentiated, equitable pricing policy aimed at enhancing access. We developed a number of pricing scenarios to establish an optimal balance that would allow stimulating both innovation and access. |
| Keywords: | globalization, pharmaceuticals, access to medicine, pricing, equity. |
| Date: | 2014–03 |
| URL: | http://d.repec.org/n?u=RePEc:msm:wpaper:2014/05&r=mkt |