Development of models for marketing decisions

Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building are provided and illustrated with examples.     

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Ohne Zusammenfassung

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Special offers and clustering under symmetric monopoly

A monopolist offerings variants on a Salop circle is analyzed with respect to his choice of product variants and prices. Although we assume a uniform distribution of tastes, the profit-maximizing pattern is not equidistant in variants and prices are not the same for all variants.Instead, under fairly general circumstances, there exists at least one cheap variant (special offer) around which the more expensive ones are clustered. This result depends on the assumption that the market size is not fixed as in most other models of this sort, but depends on prices in a straightforward manner.     

Wie motiviert man Unternehmertum in Deutschland?

Zwischen der Zahl der Unternehmensneugründungen und dem Wirtschaftswachstum besteht in Industriel?ndern ein deutlich positiver Zusammenhang. Welche Funktionen haben die Unternehmen im Wachstumsprozess? Was hindert bzw. f?rdert Unternehmertum in Deutschland? Wie kann die Politik die Unternehmer motivieren? Prof. Dr. Norbert Berthold, 55, ist Inhaber des Lehrstuhls für Volkswirtschaftslehre, insbesondere Wirtschaftsordnung und Sozialpolitik an der Bayerischen Julius-Maximilians-Universit?t Würzburg; Matthias Kullas, 29, Dipl.-Volkswirt, ist wissenschaftlicher Mitarbeiter am selben Lehrstuhl; Dr. Michael Neumann, 34, ist Mitarbeiter am Institut der deutschen Wirtschaft K?ln.     

Seeing Is Not Believing: Perceptions of Date Labels over Food and Attributes

ABSTRACT

This study investigates consumers’ perceptions of date labels (“Best by” and “Use by”) between different food items (spaghetti sauce and deli meat) and across different attributes (nutrition, quality, safety, and taste). We collected data from experimental auctions and a survey held in cities located in two different regions of the United States. Previous research suggests that confusion over date labels contributes to waste. Thus, we ask respondents to indicate the meaning of date labels for products over attributes. Overall we find that respondents have differing conceptions of date labels by product and over attributes, which reflects confusion over the date labels. However, the differences, while statistically significant, are not large enough to suggest a reversal of perception from agreement to disagreement in the meaning of the date label for specific attributes. The findings question the effectiveness of a two-date label regime to reduce food waste.