nep-mkt New Economics Papers
on Marketing
Issue of 2015‒05‒22
five papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Competition for advertisers and for viewers in media markets By Anderson, Simon P; Foros, Øystein; Kind, Hans Jarle
  2. Perceived Consumer Value towards new farmed fish species: A psychographic segmentation in top-five EU markets By Anonymous
  3. The conditions for development of e-commerce in Poland By Katarzyna Brendzel-Skowera; Helena Ko; Agnieszka Puto
  4. Consumer attitudes towards attributes of food and the use of digital media and smart technologies to inform and purchase food By Sanders, C.M.; Guenther, M.; Tait, P.R.; Daziel, P.C.
  5. Delegating Pricing Power to Customers: Pay What You Want or Name Your Own Price By Krämer, Florentin; Schmidt, Klaus M.; Spann, Martin; Stich, Lucas

  1. By: Anderson, Simon P; Foros, Øystein; Kind, Hans Jarle
    Abstract: Standard models of advertising-financed media assume consumers patronize a single media platform, precluding effective competition for advertisers. Such competition ensues if consumers multi-home. The principle of incremental pricing implies that multi-homing consumers are less valuable to platforms. Then entry of new platforms decreases ad prices, while a merger increases them, and ad-financed platforms may suffer if a public broadcaster carries ads. Platforms may bias content against multi-homing consumers, especially if consumers highly value overlapping content and/or second impressions have low value.
    Keywords: genre choice; incremental ad pricing; media bias; media economics; multi-homing; overlap
    JEL: D11 D60 L13
    Date: 2015–05
  2. By: Anonymous
    Keywords: Food Consumption/Nutrition/Food Safety, International Development, Marketing,
    Date: 2015–03
  3. By: Katarzyna Brendzel-Skowera (Politechnika Cz); Helena Ko (Politechnika Cz); Agnieszka Puto (Faculty of Management, Czestochowa University of Technology)
    Abstract: The aim of the paper is the presentation of the e-commerce sector in Poland. It is a dynamically developing sector which mainly consists of microenterprises. The authors pay attention to the most important problems connected with the development of e-stores in Poland. These are, most of all, the low average values of shopping carts and a small number of clients. The reason of this situation is, among others, inefficient use of the contemporary IT tools, e.g. social media are treated by e-commerce as another carrier of advertising. There is no knowledge or understanding that it is a tool enabling the development of more advanced marketing activities. The data from the reports presented in the paper indicate some trends in the behavior of Internet users, which are favorable for e-commerce. On their basis, there can be expected an increase in the amount and frequency of online shopping. However, for this to happen, it is necessary to introduce changes in the functioning of Polish e-commerce. Most of all, there is required sales optimization. In the paper, there will be presented the most important elements of the marketing strategy and basic tools of sales optimization.
    Keywords: e-commerce, age structure, value of the shopping cart, marketing activities, sales optimization
    JEL: L19 R10 L81
  4. By: Sanders, C.M.; Guenther, M.; Tait, P.R.; Daziel, P.C.
    Abstract: Understanding international consumer preferences and attitudes towards food is important for countries like New Zealand that depend heavily on food exports. New Zealand’s export focus has changed over the last few decades from almost all exports going to Europe, to more into Asian markets, in particular to China. It is therefore important that different cultures and preferences in these markets are considered and understood. This paper will present results from a pilot survey in six countries (UK, Korea, Japan, India, China and Indonesia) focusing on how consumers in different markets respond to different attributes and on how New Zealand producers can communicate those using smart technology and digital media in overseas markets. The results highlight the importance of food safety and health foods in these markets. In general, developing countries valued attributes more than developed countries. This included environmental quality in food which was also seen as key for underpinning food safety.
    Keywords: Consumer preferences, food products, smart media, New Zealand, developing countries, cross-country comparison, Consumer/Household Economics, International Relations/Trade, D120,
    Date: 2015–04
  5. By: Krämer, Florentin; Schmidt, Klaus M.; Spann, Martin; Stich, Lucas
    Abstract: Pay What You Want (PWYW) and Name Your Own Price (NYOP) are customer-driven pricing mechanisms that give customers (some) pricing power. Both have been used in service industries with high fixed capacity costs in order to appeal to additional customers by reducing prices without setting a reference price. In this experimental study we compare the functioning and the performance of these two pricing mechanisms. We show that both mechanisms can be successfully used to endogenously price discriminate. PWYW can be very successful if there is an additional promotional benefit to using PWYW and if marginal costs are not too high. PWYW is a very aggressive competitive strategy that achieves almost full market penetration. NYOP is a less aggressive strategy that can also be used if marginal costs are high. It reduces price competition and segments the market. Low valuation customers are more likely to use NYOP while high valuation customers prefer a posted price seller.
    Keywords: competitive strategies; consumer-driven pricing mechanisms; name your own price; pay what you want
    JEL: D03 D21 D22 D40 L11 M31
    Date: 2015–05

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