Distinguishing market segments to assess price responsiveness

Economists and marketers have developed theoretical constructs which suggest that effective market segmentation can be used to identify differences in price sensitivity among market theory in the industrial marketing literature by using marketing research to distinguish market segments that are useful in industrial pricing decisions. Both macrosegmentation, using characteristics of customers (that is, end-use and usage level), as well as microsegmentation (using behavioral variables) were utilized in a survey of natural gas customers to determine if segments of the industrial market differ in price sensitivity.     

Measures of brand attitude: Are cognitive structure approaches really needed?

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands.     

Executive Stock Ownership After the Acquisition

How does a company, buying another company, replace the acquired company's executive stock options? This article details what companies are doing and examines the advantages and disadvantages of replacing these options. The authors propose that the success or failure of an acquisition can hinge on the resolution of these issues.     

Should all Choices Count? Using the Cut-Offs Approach to Edit Responses in a Choice Experiment

Should we give equal weight to all responses in a choice experiment? Previous Choice Modelling papers have considered the issue of the internal consistency of choices—such as the extent to which strictly-dominated options are chosen. In this paper, a different focus is employed, namely the extent to which people choose options which violate their stated upper or lower limits for the acceptable levels for individual attributes. Since hypothetical over-statement of WTP has been a focus in stated preference studies, we concentrate on violations of stated upper limits of WTP, and explore the effects of “editing” such choices using a variable censoring rule and alternative approaches to re-classifying choices. The empirical case study is a choice experiment on eco-tourists in Rwanda. Our main conclusion is that the suggested approach offers a useful way of imposing consistency on choices, and that editing choices in this manner has an appreciable impact on estimated willingness to pay. However, issues remain with regard to explaining why people apparently violate their stated maximum willingness to pay.     

The Marketing–R&D Interface: Do Personality Factors Have an Impact?

The marketing–R&D interface is generally regarded as the most critical functional interface in the new product development process. A great deal of discussion has recently taken place over which of these two areas should dominate product development. Only recently has the issue of how to foster a successful marketing—R&D interface been the topic of empirical investigation. George Lucas and Alan Bush present results of a study which addresses individual differences, in particular, personality differences, between the two areas as an influence on their integration and resultant new product success level. The results are largely consistent with findings from the occupational choice literature. These findings provide some preliminary suggestions for top management in its attempt to maximize positive outcomes from this critical business process.     

Macroprudential policy and the inward transmission of monetary policy: The case of Chile,Mexico, and Russia

This paper studies whether domestic macroprudential policy may attenuate the inward transmission of monetary policy shocks from the United States to domestic bank lending growth in three emerging market economies—Chile, Mexico, and Russia. Identification relies on banks’ heterogeneous exposure to prudential policies and the fact that foreign monetary policy shocks are exogenous from the perspective of these economies. After analyzing the effects of the aggregate domestic prudential policy stance, we focus on specific prudential policies targeting mortgage and consumer loans, as well as foreign‐currency deposits. Although our overall results are mixed, we find evidence that the strength of international monetary policy spillovers varies depending on the stance of domestic macroprudential policy. In particular, a tighter reserve requirement stance over foreign‐currency deposits in Chile dampens the effect of an international monetary policy shock on domestic local‐currency lending, but reinforces that on foreign‐currency lending, whereas in Russia, it dampens the effect on both local‐currency and foreign‐currency lending, although to different degrees. Prudential policies targeting the asset side of banks’ balance sheets, such as mortgage loans or consumer credit, are found to amplify international monetary policy spillovers in some cases and attenuate it in others, depending on the country context.