Success in social marketing

In a series of articles, Philip Kotler, first with Sidney Levy [11], then with Gerald Zaltman [12], and then singularly [8], has significantly broadened the scope of marketing management. Marketing strategy, according to Kotler, is pertinent in numerous areas in addition to its business application. This article is concerned with one particular area for the expanding application of the marketing concept— social marketing.The use of marketing strategy to achieve social objectives produces both similarities and differences to business applications. Comparing these similarities and differences should produce some insight about the potential success of social marketing.     

TESTING FOR INTEGRATION IN EUROPEAN COMMUNITY AGRICULTURAL PRODUCT MARKETS

The degree of spatial market integration in European Community agricultural product markets is investigated. The methodology is based on co-integration analysis. A two-step testing procedure is applied to test the existence of the ‘Law of One Price’ which should be in force if these markets are truly integrated. The results show that market integration has not been achieved in a number of cases even when MCAs are subtracted from the price series used.     

Risk analysis of new maize technology in Zaire: a portfolio approach

Risk associated with the adoption of new maize technology and the impact of mandatory cotton production on traditional farmers in the Kasai Oriental Region of Zaire are evaluated within a portfolio context using a quadratic programming model. Seasonal net returns for farm plans including four levels of maize technology in combination with staple food crops are evaluated, with and without mandatory cotton production. The results indicate that cropping systems that include new maize technology are risk-efficient relative to local maize varieties while mandatory cotton production is not risk-efficient at the prevalent price and yield levels in the farming system.     

Analysis of the Efficacy of Public Spending on Research and Development in State Programs

This paper presents an approach to assessing the efficacy of public spending on research and development in state programs. At present, there is a need to develop a unified approach to the analysis and evaluation of the efficacy of such spending from the perspective of participants in state programs (federal executive bodies). The proposed approach does not allow evaluating the efficacy of public spending on the development of research areas assigned to the authors.     

Modeling the Interdependence of the Economy and Power Industry Based on Multiplicative Two-Factor Functions

The paper has studied the change in the electric intensity of the Russian economy over the past 25 years. Equations have been constructed that correlate the electricity consumption with GDP (GVA for key economic sectors) and investment volume. The influence of structural changes and power consumption in particular sectors, as well as the modernization of the key economic sectors on the dynamics of the Russian economy electric intensity, has been identified.     

Market Interaction and Pro-Social Behavior: An Experimental Study

When actions generate negative externalities for third parties, incentives exist to pass these “morally costly” decisions to others. In laboratory experiments, we investigate how market interaction affects allocations when the right to divide a sum of money between oneself and a passive recipient is commoditized. Allocation to recipients is reduced by more than half when determined by subjects who purchase or keep the right to make the division as compared to a control where subjects are directly assigned the right. Sellers report accurate beliefs about recipient allocations and do not report feeling less responsible the more often they sell the allocation right. The market allocates the right to make divisions more frequently to buyers who allocate more to recipients, but sellers who allocate less to recipients tend to sell less often. Selection cannot solely explain the results, suggesting market interaction itself may directly impact behavior.     

Running the Numbers on Lotteries and the Poor: An Empirical Analysis of Transfer Payment Distribution and Subsequent Lottery Sales

State lottery revenues are shown to increase during the week transfer payments are distributed. The timing of the increase in lottery purchases suggests a portion of the transfer payments is used to purchase lottery tickets. In addition to providing information on the timing of lottery purchases, this study finds sales of Pick 3 and Pick 4 tickets increase during the period, while sales of Pick 5 and Pick 6 games do not, suggesting a general preference for the relatively higher probability, smaller jackpot games for the group.