nep-mkt New Economics Papers
on Marketing
Issue of 2018‒07‒23
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Development of Managerial and Marketing Thinking in Georgia By BABULIA MGHEBRISHVILI
  2. Dynamic pricing for inventories with reference price effects By Chenavaz, Régis; Paraschiv, Corina
  3. Branded longevity's effect on processing fluency and brand familiarity By Anthony Moussa; Virginie De Barnier

  1. By: BABULIA MGHEBRISHVILI (Ivane Javakhishvili Tbilisi State University)
    Abstract: Commencement of the process of creation of the scientific theory of management and marketing, at the turn of the 19th and 20th centuries was the logical continuation of the practical experience gained by the mankind in this area. This process was initiated in the USA, though managerial and marketing thinking and practices were characteristic of almost all countries. This is natural as effective performance of entrepreneurial activities is possible only in case of proper management and orientation to the consumer needs. In this respect, Georgia is not exclusion. Georgian noblemen, merchants, craftsmen and peasants used to apply managerial approaches in their businesses and they also took into consideration the consumers? needs. In our opinion, the hired stewards, i.e. the ?managers? administered the households of the noblemen. The leaders of the shops of merchants and craftsmen and their deputies were the managers as well. When selecting the managers the attention was paid to their organization skills, smartness, required for achievement of the goals set by the members of the shop. The noblemen and the peasants used to buy the consumer goods from the proceeds gained as a result of sale of the excessive agricultural products or exchanged them for the required commodities. The leaders of merchants and craftsmen performed their activities based on the consumers? requirements. In many cases the craftsmen produced the goods ordered by the consumers. In our opinion, only managerial and marketing thinking can explain the fact that the Georgians have created numerous varieties of the agricultural crops from the ancient period up to present. For example, currently, in small Georgia that has permanently resisted the enemies? attacks, there are recorded about 500 strains of grapes, up to 200 strains of apples, over 150 strains and forms of wheat. With this approach, Georgian farmers met different demands of the consumers on one hand and on the other ? distributed the risks and prevented expected losses.
    Keywords: management, marketing, scientific theory, thinking, requirements.
    JEL: M31
    Date: 2017–07
  2. By: Chenavaz, Régis; Paraschiv, Corina
    Abstract: This article presents a dynamic pricing model of a retailer selling an inventory, accounting for consumer behavior. The authors propose an optimal control model, maximizing the intertemporal profit with consumers sensitive to the selling price and to a reference price. The optimal dynamic pricing policy is solved with Pontryagin's maximum principle with a structural (general) demand function. They obtain an original pricing rule, which explicitly accounts for the impact of price and inventory on future profits. The dynamics of price do not have to imitate the dynamics of the reference price. Instead, the dynamics of price are tied to opposing effects linked to this reference price. The authors also discuss managerial implications with regards to behavioral pricing policies.
    Keywords: dynamic pricing,inventory,reference price,behavioral pricing,optimal control
    JEL: C61 D03 D40 M21 M37
    Date: 2018
  3. By: Anthony Moussa (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Virginie De Barnier (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)
    Abstract: This research draws on fluency theory to examine consumers' response to branded longevity. It employs experimental methodology. Results demonstrate that branded longevity positively impacts processing fluency as well as brand familiarity under low involvement conditions. Contribution and future results are also discussed.
    Date: 2018–07–05

This nep-mkt issue is ©2018 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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