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Journal of Marketing Practice: Applied Marketing Science最新文献

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New product development at Pennine Bathrooms 奔宁卫浴的新产品开发
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-08-01 DOI: 10.1108/EUM0000000004559
Ian Wilson
{"title":"New product development at Pennine Bathrooms","authors":"Ian Wilson","doi":"10.1108/EUM0000000004559","DOIUrl":"https://doi.org/10.1108/EUM0000000004559","url":null,"abstract":"Based on experience working with a manufacturer of ceramic sanitaryware, whose Chief Executive has recognized the need to introduce more (some?) marketing orientation and more (some?) design skills into the organisation. A marketer and a designer were recruited simultaneously and tasked with bringing about the introduction of new models of bathroom suites. Designed to involve students in the kind of culture and interface issues which in real life often present challenges equal to those posed by the marketing environment itself. Verbatim comments from different functional areas illustrate departmental perspectives. The case also raises some issues relating to the organisation of the new product development (NPD) process, particularly to marketing research and branding.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"2014 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133920388","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Using focus groups as a consumer research tool 使用焦点小组作为消费者研究工具
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-08-01 DOI: 10.1108/EUM0000000004560
K. D. Threlfall
{"title":"Using focus groups as a consumer research tool","authors":"K. D. Threlfall","doi":"10.1108/EUM0000000004560","DOIUrl":"https://doi.org/10.1108/EUM0000000004560","url":null,"abstract":"Focus groups are an effective strategy in consumer research if conducted properly. Too often the meaning and origin of focus groups have been distorted by marketing and consumer researchers and the validity of retrieved data is questioned. By looking at the definition and evolution of focus groups, definitive advantages and disadvantages of the method emerge. Focus groups provide the collective insight of group dynamics while preserving individual preferences. If focus groups are contrived using true qualitative characteristics, this method may yield the strongest data for use by consumer and marketing researchers in truly identifying with customers today.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"140 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114430141","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 122
What we know about consumers’ color choices 我们对消费者颜色选择的了解
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-06-01 DOI: 10.1108/EUM0000000004565
Randi Priluck Grossman, Joseph Z. Wisenblit
{"title":"What we know about consumers’ color choices","authors":"Randi Priluck Grossman, Joseph Z. Wisenblit","doi":"10.1108/EUM0000000004565","DOIUrl":"https://doi.org/10.1108/EUM0000000004565","url":null,"abstract":"Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133994015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 324
Predicting behavioural intention in a small business context 预测小企业环境下的行为意向
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-06-01 DOI: 10.1108/EUM0000000004564
Keith E. Thompson, Paris Panayiotopoulos
{"title":"Predicting behavioural intention in a small business context","authors":"Keith E. Thompson, Paris Panayiotopoulos","doi":"10.1108/EUM0000000004564","DOIUrl":"https://doi.org/10.1108/EUM0000000004564","url":null,"abstract":"Investigates the proposition that reasoned action theory can be successfully applied in the small business (dairy farmers) domain. That proposition is supported by the outcome and, in common with many other studies, attitude was found to be the main predictor of behavioural intention. The normative component does not improve the efficacy of the model, possibly because of the routinised nature of the behaviour under scrutiny or the expertise of the decision makers concerned. It seems likely that the influence of other people may be greater in new‐buy situations, but that influence is unlikely to involve the element of social obligation that is behind consumers’ tendency to comply with the expectations and beliefs of salient referents. Some recommendations for further research into the stability and generalizability of the findings are made.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125528031","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 43
Service performance measurement using simple techniques actually works 使用简单技术进行服务性能度量实际上是有效的
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-04-01 DOI: 10.1108/EUM0000000004555
P. Murphy
{"title":"Service performance measurement using simple techniques actually works","authors":"P. Murphy","doi":"10.1108/EUM0000000004555","DOIUrl":"https://doi.org/10.1108/EUM0000000004555","url":null,"abstract":"Asserts that there is good evidence that service quality may be achieved and sustained in the same way as is currently achieved and sustained in manufacturing industry by using simple measurement techniques. Moreover, there is evidence to suggest that the opportunity for continuous improvement that exists in manufacturing is also available in service applications. A simple experiment, using a small sample, indicated positive signs of predictive validity. The methodology chosen measured the service performance through a self‐assessment technique. A fortuitous error in sampling enabled a de facto control group to be inferred that substantiated the existence of a continuous improvement component that was driven by the “measurement effect”.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"62 6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128724624","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 17
Negative evaluations of service quality ‐ a framework for identification and response 服务质量的负面评价——一个识别和应对的框架
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-04-01 DOI: 10.1108/EUM0000000004554
Jillian M. Dawes, J. Rowley
{"title":"Negative evaluations of service quality ‐ a framework for identification and response","authors":"Jillian M. Dawes, J. Rowley","doi":"10.1108/EUM0000000004554","DOIUrl":"https://doi.org/10.1108/EUM0000000004554","url":null,"abstract":"The management of the enhancement of the quality of service delivery is often primarily focused on minimising negative responses to product offerings, rather than maximising positive responses. To date there has been little debate on the negative aspects of quality. This paper reviews the origins and use of the concepts dissatisfaction, dissonance, disconfirmation and disaffection which are variously explored in a diverse collection of literature spanning service quality, the service experience and marketing. A framework is proposed that places these four concepts on a grid on the basis of whether the term applies to one incident, or many, and the action that is likely to be taken by customers as a result of experiencing each of these. This grid can be used to better understand the relationship between the various approaches that are used to provide organisations with feedback on customer perceptions of their service quality, such as complaints procedures, surveys, suggestion boxes, focus groups and representation and consultation.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125163589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 34
Approaches by hotels to the use of the Internet as a relationship marketing tool 酒店利用互联网作为关系营销工具的方法
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-02-01 DOI: 10.1108/EUM0000000004549
D. Gilbert, Jan Powell-Perry, Sianandar Widijoso
{"title":"Approaches by hotels to the use of the Internet as a relationship marketing tool","authors":"D. Gilbert, Jan Powell-Perry, Sianandar Widijoso","doi":"10.1108/EUM0000000004549","DOIUrl":"https://doi.org/10.1108/EUM0000000004549","url":null,"abstract":"Offers a study of the current use of the Internet, as a marketing tool, by the hotel industry. Such a study is timely given that the growth rate of the World Wide Web (WWW or the “Web”) is estimated at about 50 per cent per month, with the number of sites doubling every 53 days. Seeks to present an argument for the application of the relationship marketing (RM) model as a framework for the development of hotel Web sites. The authors believe that a successful Web presence depends upon more than just the technology used and the “look and feel” of the site. Hotels need a framework which can bridge the gap between simply connecting to the Web and harnessing its power for competitive advantage.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125222036","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 155
Relationship marketing and privacy: exploring the thresholds 关系营销与隐私:阈值探索
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1999-02-01 DOI: 10.1108/EUM0000000004548
G. Long, Margaret K Hogg, Mary Hartley, S. Angold
{"title":"Relationship marketing and privacy: exploring the thresholds","authors":"G. Long, Margaret K Hogg, Mary Hartley, S. Angold","doi":"10.1108/EUM0000000004548","DOIUrl":"https://doi.org/10.1108/EUM0000000004548","url":null,"abstract":"The advocacy to extend relationship marketing into the management of the exchange processes within retailing and consumer service markets has meant a growing interest in the opportunities which are offered by technology‐based systems of customer management. A prerequisite for the successful translation of the relationship marketing paradigm from organizational to retailing and consumer service markets is customer information. As the technology for collecting customer data has become more sophisticated, so marketing managers have witnessed an increasing concern among consumers about the impact of these new marketing management techniques on their private rights. Discusses different aspects of information privacy and reports an exploratory study of consumers’ different privacy thresholds. The results indicate different levels of involvement towards privacy issues, and different perceptions of the trustworthiness of service sector companies, among consumers. The implications for relationship marketing strategies are discussed.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"401 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1999-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114887228","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 54
The usage and portrayal of older models in contemporary consumer advertising 当代消费者广告中老模特的使用和塑造
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1998-12-01 DOI: 10.1108/EUM0000000004544
M. Carrigan, Isabelle Szmigin
{"title":"The usage and portrayal of older models in contemporary consumer advertising","authors":"M. Carrigan, Isabelle Szmigin","doi":"10.1108/EUM0000000004544","DOIUrl":"https://doi.org/10.1108/EUM0000000004544","url":null,"abstract":"As the population of North America and Europe continues to mature, marketers have started to recognise the consumer opportunity this represents. Given the current and potential importance of this affluent and discriminating group of consumers, one would expect advertisers to make substantial use of older people as models in order to present relevant and attractive appeals to this segment of the market. However, research in North America has found a significant under‐representation of older models in advertising. Assesses the extent to which 50+ adults are used as models in a sample of UK advertisements, and the manner in which they are portrayed. The results confirm the findings of previous US and Canadian studies supporting the view that the over‐50s are ignored by advertisers, although this study found that in the small sample of advertisements where older models are used, they are depicted favourably. Concludes by discussing the relevance of these findings and areas of future research.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1998-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129574900","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 59
Case study: Doing a market assessment for an unfamiliar product 案例研究:对一个不熟悉的产品进行市场评估
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1998-12-01 DOI: 10.1108/EUM0000000004543
J. Dawes
{"title":"Case study: Doing a market assessment for an unfamiliar product","authors":"J. Dawes","doi":"10.1108/EUM0000000004543","DOIUrl":"https://doi.org/10.1108/EUM0000000004543","url":null,"abstract":"Describes a real‐life market assessment study where the market and product were quite unfamiliar to the researcher. It shows the task to be an iterative, circuitous procedure under such circumstances. Describes several methods used to successfully overcome problems in obtaining information. It makes some contrasts between textbook recommendations and what was found in practice. A model of the process is created, based on observations made in the paper. Summarises by making four major points which may assist others undertaking such projects. These relate to (1) identifying secondary data sources, (2) tracking down industry experts for interview, (3) some methods that were used to overcome prospective respondents’ reluctance to be interviewed, and (4) how the research should seek to confirm information provided by other sources but also look for inconsistencies which can be a basis for further inquiry.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1998-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132524241","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
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