Template-type: ReDIF-Article 1.0 Author-Name: Luca Pellegrini Title: Alla riscoperta dei comportamenti d'acquisto Abstract: Classification-JEL: Keywords: Note: Pages:5-12 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32317&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Gianpiero Lugli Title: Il comportamento di acquisto nel marketing management Abstract: This article aim to develop a new framework for marketing management by connecting consumer behaviour at home while planning shopping trip with the actual choices in store and consumption habits. There are many reason to believe that a shopper marketing approach may open the way to create value from the manufacturer as well as from the retailer perspective. In fact, the article show that a great improvement in segmentation an targeting may come from combining basket analysis and shopping behaviour. After a review of the many reason to consider shopping behaviour in marketing, this paper present three different but complementary approach to study the consumer from a combined retailer-manufacturer Perspective; namely the consumer panel, the data mining of consumer basket and in store shopping observations. These three approach are then developed on empirical basis by four college of Parma University in this issue of Mercati e Competitivit?. Keywords: Shopper marketing, consumer behaviour, partnership, category, promotion, competitive set, data mining, store loyalty, brand loyalty.3 Classification-JEL: Keywords: Note: Pages:13-36 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32318&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Beatrice Luceri Title: Panel di insegna longitudinale. Possibile fonte del vantaggio competitivo Abstract: The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive assessment, the service quality, the communication and assortment effectiveness and the definition of retail mix policies. Keywords: Panel, primary data, retailers, marketing decision process, retail mix. Classification-JEL: Keywords: Note: Pages:37-60 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32319&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Andrea Cerioli Author-Name: Cristina Ziliani Title: La mappa degli stili di acquisto: un approccio alla segmantazione della clientela basato sui dati di carta fedelt? Abstract: This work is concerned with the proposal of a segmentation approach to the retail company customer base founded on behavioural variables collected via loyalty cards. Based on two company databases, for a total of 278.000 individual customer profiles, the resulting analyses and Map are limited in their validity by the number of available variables, but is aimed to serve as a decision making tool for retail marketing managers and partner vendors interested in exploring the complexity of their customer base along some relevant buying profiles, such as cherry pickers, private label buyers, value products buyers, profitable customers and others. Keywords: behavioural segmentation, loyalty cards, retail marketing. Classification-JEL: Keywords: Note: Pages:61-82 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32320&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Maria Grazia Cardinali Title: Le dimensioni degli acquisti programmati e d'impulso Abstract: This paper reviews the literature on impulse purchasing and various definitions and explanations of the phenomena are examined. On the background of economic recession, some hypotheses of changes in impulse purchasing were developed. These hypotheses were tested by developing and administering a questionnaire to a sample of consumers. The study shows how in store marketing levers are unable to influence the amount of purchasing but continue to influence brand and product choices. Theoretical and marketing implications are discussed. Keywords: shopping behaviour, planned and impulse behaviour, in store marketing, trade marketing. Classification-JEL: Keywords: Note: Pages:83-106 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32321&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Chiara Mauri Author-Name: Harry Timmermans Author-Name: Fabrizio Zerbini Title: La conformazione dei network fedelt?: un'analisi della relazione tra la sovrapposizione delle reti dei partner e l'efficacia dei programmi di fidelizzazione Abstract: During the last decade a lot of attention has been paid to instruments of relationship marketing (MR) aimed at retaining and developing customers. Among these, retail loyalty cards have received considerable attention. A wide body of research has focused on the effects of MR on customer purchasing behaviour. Notwithstanding such considerable research efforts, however, we still have mixed evidence about the effectiveness of MR, and scholars are debating about their future. In this paper, we intend to contribute to the current debate by pointing on the effects of inter-firm networks of marketing alliances which we label loyalty networks on the effectiveness of MR in retail settings. Previous research has focused mainly on stand alone MR, and has not considered the impact of collaborative structures on the outcomes of such programs; however some scholars have argued that networking strategies may improve the performance of MR. Drawing form previous research on inter-firm networks and complementarity, our hypothesis is that the degree of overlapping between partners? networks impact positively on the effectiveness of the MR at the store level, expressed in terms of share of active cardholders collecting points at the different partners? stores. Hypotheses are tested on a dataset of 52 stores of a primary retail chain in the region surrounding Milan (Italy), which has developed a partnership with a gas station chain located in the same area. The data shows a positive relationship between the overlap of the networks and the outcome of the loyalty program at the store level. Such evidence is discussed with reference to the existing research on MR, inter-firm networks, and marketing complementarity. Keywords: Network fedelt?; sovrapposizione tra reti; efficacia programmi di fidelizzazione; retail. Classification-JEL: Keywords: Note: Pages:107-130 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32322&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Maria Vernuccio Author-Name: Massimiliano Silenzi Title: La pubblicit? interattiva nella televisione digitale. Profili di un'innovazione tecnologica e comunicativa Abstract: Interactive advertising for digital television: the profile of a technology and communications innovation ABSTRACT: Advertising, the key tool of the communication mix, and Television, the main means for mass communication, are the major players of a media-morphosis driven by digitalization. Within the current digital evolution context, this study describes the radical change of Television advertising under a technological, communications and marketing point of view. This research first analyses the scenario of digital television, examining key aspects of the technological evolution and the resulting impact on communication models. In light of these dynamics and by integrating in depth interviews and case study analysis, the research outlines the new forms of interactive advertising also in terms of their innovative approach and their value added to marketing processes. Keywords: innovation, interactivity, digital television, communication models, interactive advertising. Classification-JEL: Keywords: Note: Pages:131-157 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32323&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: Il migrant banking Abstract: Classification-JEL: Keywords: Note: Pages:159-176 Volume: 2007/4 Year: 2007 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=32324&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-004008 Number: 8