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on Marketing |
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Issue of 2014‒10‒13
eleven papers chosen by João Carlos Correia Leitão Universidade da Beira Interior |
| By: | Dirk Bergemann (Cowles Foundation, Yale University); Benjamin Brooks (Dept. of Economics, Princeton University); Stephen Morris (Dept. of Economics, Princeton University) |
| Abstract: | We analyze the welfare consequences of a monopolist having additional information about consumers' tastes, beyond the prior distribution; the additional information can be used to charge different prices to different segments of the market, i.e., carry out "third degree price discrimination." We show that the segmentation and pricing induced by the additional information can achieve every combination of consumer and producer surplus such that: (i) consumer surplus is non-negative, (ii) producer surplus is at least as high as profits under the uniform monopoly price, and (iii) total surplus does not exceed the surplus generated by efficient trade. |
| Keywords: | First degree price discrimination, Second degree price discrimination, Third degree price discrimination, Private information, Privacy, Bayes correlated equilibrium, Concavification |
| JEL: | C72 D82 D83 |
| Date: | 2013–05 |
| URL: | http://d.repec.org/n?u=RePEc:cwl:cwldpp:1896rrr&r=mkt |
| By: | Joëlle Barthel; Jean-Pierre Baeyens |
| Abstract: | Since its beginnings, the marketing discipline has been evolving through different stages and is further developing given the industry challenges such as globalization and technological impacts of the 21st century. Analyzing the attached evolution of consumer behavior and consumption patterns, this paper aims to define how the upcoming years will shape the marketing discipline. After a review of literature, a trend pyramid is established in order to define the most relevant changes from macro environmental, social, emotional and spiritual perspectives. In a two-round Delphi study, seven experts have been interviewed about their personal opinion on marketing evolutions. Finally, the study merges the key insights into four main streams resulting in managerial recommendations for marketers. |
| Keywords: | periodization of marketing; trend spotting; Delphi method; emerging marketing paradigms |
| JEL: | M30 |
| Date: | 2014–09–29 |
| URL: | http://d.repec.org/n?u=RePEc:sol:wpaper:2013/175780&r=mkt |
| By: | Sandro Shelegia; Chris M. Wilson |
| Abstract: | This paper presents a generalised framework to understand mixed-strategy sales behaviour with informative advertising. By introducing competition in the utility space into a clearinghouse sales model, we oer a highly tractable framework that can i) provide a novel welfare analysis of intra-personal price discrimination in sales markets, ii) characterise sales in a range of new contexts including complex market settings and situations where rms conduct sales with two-part taris or non-price variables such as package size, and iii) synthesise past research and highlight its key forces and assumptions. |
| JEL: | L13 D43 M37 D83 |
| Date: | 2014–09 |
| URL: | http://d.repec.org/n?u=RePEc:vie:viennp:1406&r=mkt |
| By: | C.J. Barnett |
| URL: | http://d.repec.org/n?u=RePEc:uwa:wpaper:84-01&r=mkt |
| By: | E.A. Selvanathan |
| URL: | http://d.repec.org/n?u=RePEc:uwa:wpaper:87-11&r=mkt |
| By: | Sihem DEKHILI; Mohamed Akli ACHABOU |
| Abstract: | This research explores the country of origin effect on the evaluation of ecolabelled products. Findings from experimentation indicate that the mention of a country of origin with favorable image in terms of sustainable development has a neutral effect on the evaluation of an ecolabelled product. However, the indication of a country with a negative image affects negatively the product’ evaluation. |
| Keywords: | consumer behaviour; country of origin; european ecolabel; sustainable development |
| Date: | 2014–09–30 |
| URL: | http://d.repec.org/n?u=RePEc:ipg:wpaper:2014-606&r=mkt |
| By: | E.A. Selvanathan |
| URL: | http://d.repec.org/n?u=RePEc:uwa:wpaper:87-06&r=mkt |
| By: | H. Theil |
| URL: | http://d.repec.org/n?u=RePEc:uwa:wpaper:82-15&r=mkt |
| By: | Anthony Samuel (University of Wales Trinity Saint David, UK) |
| Abstract: | This paper presents unique empirical insights into the marketing dynamics of the Fairtrade Towns Movement in the United Kingdom and specifically addresses the emergence of the movement’s ability to valorise sustainable consumption. From a comprehensive ethnographical application of grounded theory it theorises that the Fairtrade Towns Movement has generated a successful place based marketing dynamic that has valorised sustainable consumption. It explores Fairtrade Towns’ complex constructions, applications, functions and symbolic references to ‘validity’, building a conceptual overview of its purpose, relevance and application to valorising sustainable consumption. It argues that validity has played a key role in a number of ways that have transpired into aiding the mainstream success of Fair Trade marketing and the Fairtrade Towns Movement. Validity is presented in two distinct ways. Firstly validity is theorised as a condition that arises from symbolic associations with the products and processes of Fair Trade. Here several points of reference are used to theorise the importance of The Fairtrade Foundation, Fair Trade products and western consumers who’s symbolic significance are all recognised for their ability to valorise the marketing functions of a Fairtrade Town and sustainable consumption. Secondly validity is theorised as an outcome of symbolic interaction between individuals, organisation and places. The paper presents empirically evidence to suggest that individuals and organisations have gifted Fairtrade Towns with their social, intellectual and physical capital which has subsequently been developed into a marketing dynamic that is proven capable of valorising sustainable consumption. |
| Date: | 2013–09 |
| URL: | http://d.repec.org/n?u=RePEc:aes:icsrog:wpaper:41-42&r=mkt |
| By: | Signoret, Jose |
| Keywords: | Research and Development/Tech Change/Emerging Technologies, Research Methods/ Statistical Methods, |
| Date: | 2013 |
| URL: | http://d.repec.org/n?u=RePEc:ags:iats13:182497&r=mkt |
| By: | Archana Barua (Indian Institute of Technology, Guwahati, India) |
| Abstract: | A philosophical perspective on ethics, including issues related to corporate social responsibility, keeps room for a second order discourse on some such practices asking meta ethical questions such as is there a gap between “is” and “ought”, between facts and value, that makes it difficult to bridge the gap between existing corporate behaviour and its aspired ethical goal ? Is there scope for some kind of situated and context dependent variations in this regard that will make ethics more businesslike with its slogan for “Think Global Act Local”? Which way of imbibing social responsibility will bring back more dividends in return ? Is it the Chinese way, the Japanese way, the European way or the Indian way of imbuing value that will ensure that corporate remain humane to some extent? If philanthropy and charity is a dharma in the Indian context, so are silence and meditative thinking, and nature friendliness, virtues in a Chinese or a Japanese context. From such a meta ethical and a philosophical perspective the gap that exists between need for social responsibility in corporate may remain an unresolved issue because a dharmic or a religious or even a culture specific perspective will lead to a fact –value dichotomy to an extent that a holy river like the Ganges will remain a matter of worship but at the same time no one will own responsibility for cleaning its garbage. Taking an alternate stand and looking forward to a business perspective on ethical and social responsibility in corporations, this article will still address first order corporate responsibility issues from a second order meaning perspective, in order to explore if corporations can keep room for sustainable development projecting a ‘stake-holder balanced company’ image for its own, but also raising its brand image as with environment friendly consumer products bringing back more dividends in return, ensuring a lasting bond with its stakeholders and thereby adopting a market centric policy modification in light of its paradigm shift from charity and dependence to empowerment and partnership. |
| Date: | 2013–09 |
| URL: | http://d.repec.org/n?u=RePEc:aes:icsrog:wpaper:12-13&r=mkt |