Selling to the moneyed masses

Over the past decade, the distribution of household incomes has shifted so much that a much larger proportion of consumers now earn significantly higher-than-average incomes--while still falling short of being truly rich. As a result, what used to be a no-man's-land for new product introductions has in many categories become an extremely profitable "new middle ground." How can marketers capitalize on this new territory? The key, say the authors, is to rethink the positioning and design of offerings and the ways they can be brought to market. Take, for instance, how Procter & Gamble redefined the positioning map for tooth-whitening solutions. A decade ago, dental centers were popularizing expensive bleaching techniques that put the price of a professionally brightened smile in the 400 dollars range. At the low end, consumers also had the choice of whitening toothpastes that cost anywhere from 2 dollars to 8 dollars. P&G wisely positioned itself between the two ends, successfully targeting the new mass market with its 35 dollars Whitestrips. In product categories where it's clear the middle ground has already been populated, it's important for companies to design or redesign offerings to compete. An example is the Polo shirt. How do you sell a man yet another one after he's bought every color he wants? Add some features, and call it a golf shirt. Here, marketers have introduced designs based on the concept of "occasional use" in order to stand out. Finally, companies wishing to reach the "almost rich" can change how they go to market. Perhaps no mass retailer has made a stronger bid for the mass affluent than Target Stores, which has pioneered a focus the company itself characterizes as upscale discount. The strategy has made Target an everyday shopping phenomenon among well-heeled urbanites and prosperous professionals.     

Emerging competency methods for the future

Competency‐based applications have gained a foothold in HR practice worldwide; however, changes in the business environment and the structure of work itself are challenging the value of traditional competency methods in achieving strategic organizational benefits. The key question facing HR executives and practitioners today is how to leverage existing competency practices to greatly increase the impact of competency development on business results. The authors identify five emerging trends in the evolution of competency methods, identify the implications for HR practice, and propose several new directions for the application of competency methods to improve organizational learning and business performance. © 1999 John Wiley & Sons, Inc.     

Where can obesity management policy make the largest impact? Evaluating sub-populations through a microsimulation approach

Background: There is a critical need to focus limited resources on sub-groups of patients with obesity where we expect the largest return on investment. This paper identifies patient sub-groups where an investment may result in larger positive economic and health outcomes.

Methods: The baseline population with obesity was derived from a public survey database and divided into sub-populations defined by demographics and disease status. In 2016, a validated model was used to simulate the incidence of diabetes, absenteeism, and direct medical cost in five care settings. Research findings were derived from the difference in population outcomes with and without weight loss over 15 years. Modeled weight loss scenarios included initial 5% or 12% reduction in body mass index followed by a gradual weight regain. Additional simulations were conducted to show alternative outcomes from different time courses and maintenance scenarios.

Results: Univariate analyses showed that age 45–64, pre-diabetes, female, or obesity class III are independently predictive of larger savings. After considering the correlation between these factors, multivariate analyses projected young females with obesity class I as the optimal sub-group to control obesity-related medical expenditures. In contrast, the population aged 20–35 with obesity class III will yield the best health outcomes. Also, the sub-group aged 45–54 with obesity class I will produce the biggest productivity improvement. Each additional year of weight loss maintained showed increased financial benefits.

Conclusions: This paper studied the heterogeneity between many sub-populations affected by obesity and recommended different priorities for decision-makers in economic, productivity, and health realms.     

U.S. insurance trade

The U.S. has had significant trade deficits in insurance for several years. This paper examines the reasons for such big annual deficits. A large home market, a low reinsurance capacity, and the conservative attitude of U.S. insurers toward foreign markets are identified as the primary contributors to such deficits. The paper also addresses the issue of how U.S. insurers can improve their international competitive position. By expanding their operations abroad, particularly in Mexico and Latin America, and by actively participating in the fast-growing Asian markets, American insurers have their greatest chance to accomplish that objective.     

Buyer search and price dispersion: a laboratory study

We study markets with costly buyer search in which sellers simultaneously post prices. Buyers costlessly observe one or (with probability 1−q) two of the posted prices, and can accept one or pay to search again. The experiment varies q, the search cost, and the number of buyers. Equilibrium theory predicts a unified very low (high) price for q=0 (q=1) and predicts specific distributions of dispersed prices for q=1/3 and 2/3. Actual prices conform closely to the predictions in some treatments. Buyers’ reservation prices are biased away from the extremes, however, and sellers’ prices have positive autocorrelation and cross-sectional correlation.     

Introduction to the symposium: The discipline of applied general equilibrium

Summary The use of general equilibrium models in applied research imposes a discipline in which model structures can easily be compared and contrasted and model results can be interpreted using a well understood and rigorously developed theoretical framework. These features allow researchers to compare results across modeling efforts and to build on the experience of others in deriving results and formulating questions. This paper first presents a brief critical history of applied general equilibrium analysis. It then summarizes the contributions of eight other papers in this issue.We are grateful to Gary Hansen, Ellen McGrattan, and Richard Rogerson for helpful discussions of this paper. We also want to thank the members of the Applied Theory Workshop at the University of Minnesota, who helped referee and edit the papers in this issue: Fernando Alvarez, Raphael Bergoeing, Betsy Caucutt, Ricardo Cavalcanti, Antonia Diaz, Ron Edwards, Andres Erosa, Terry Fitzgerald, Ron Gecan, Doug Gollin, Karine Moe, François Ortalo-Magne, and Marcelo Veracierto. The views expressed herein are those of the authors and not necessarily those of the Federal Reserve Bank of Minneapolis or the Federal Reserve System.     

INTERFAMILY TRANSFERS AS ALTERNATIVES TO GOVERNMENT TRANSFERS TO PERSONS*

How have government transfers altered the distribution of income, the level of work effort, and the rate of personal saving? Most scholars approach this question by comparing the current level of government transfers with the unrealistic counterfactual of a zero-transfer situation. This method overlooks the fact that nongovernment transfers existed before government transfers and the possibility that private transfers might have grown more if government transfers had grown less. This paper explores the significance of one private alternative to government transfers-namely, direct interfamily giving of cash, food, and housing. Fragmentary evidence suggests that such interfamily transfer was quantitatively more important than governmental transfer for these purposes thirty years ago, but is now only half as great. If current government transfers are conversions of, or substitutes for, interfamily transfers, then it follows that some of the benefits of government transfer “slide” over to “secondary beneficiaries,” i.e. those who would have made the private transfers. Further, it follows that the effects of government transfers are not much different from those of the private transfers which they replace.     

Spurious Regressions in Financial Economics?

Even though stock returns are not highly autocorrelated, there is a spurious regression bias in predictive regressions for stock returns related to the classic studies of Yule (1926) and Granger and Newbold (1974) . Data mining for predictor variables interacts with spurious regression bias. The two effects reinforce each other, because more highly persistent series are more likely to be found significant in the search for predictor variables. Our simulations suggest that many of the regressions in the literature, based on individual predictor variables, may be spurious.