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Response Styles and how to Correct them 回应方式以及如何改正
GfK Marketing Intelligence Review Pub Date : 2009-11-01 DOI: 10.2478/gfkmir-2014-0077
Bert Weijters, Maggie Geuens, N. Schillewaert
{"title":"Response Styles and how to Correct them","authors":"Bert Weijters, Maggie Geuens, N. Schillewaert","doi":"10.2478/gfkmir-2014-0077","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0077","url":null,"abstract":"Abstract Cross-mode surveys are on the rise. Unfortunately, data obtained from different modes of data collection (e.g., telephone and online data) may not be comparable due to measurement bias, especially differences in acquiescence, disacquiescence, extreme and midpoint response styles. This article discusses a study that finds response style differences between data based on the same questionnaire, but obtained by different modes of data collection: paper-and-pencil questionnaires, telephone interviews, and online questionnaires. Similar problems may also occur in cross-national data. We propose a new method to measure response styles and correct for them: the representative indicators response style means and covariance structure (RIRSMACS) method","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"1 1","pages":"44 - 53"},"PeriodicalIF":0.0,"publicationDate":"2009-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208520","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: 0
MIR talks to Professor Dr. Klaus Wübbenhorst, CEO, GfK SE MIR采访了GfK SE首席执行官Klaus w<e:1> bbenhorst教授
GfK Marketing Intelligence Review Pub Date : 2009-11-01 DOI: 10.2478/GFKMIR-2014-0078
H. Diller
{"title":"MIR talks to Professor Dr. Klaus Wübbenhorst, CEO, GfK SE","authors":"H. Diller","doi":"10.2478/GFKMIR-2014-0078","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0078","url":null,"abstract":"Abstract For some years now, institutional market research has faced numerous and often serious challenges, which are becoming even more demanding in the present economic recession. In September 2009, MIR talked to the Chairman of the Board of GfK SE, the world´s fourth largest market research institute","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"25 1","pages":"54 - 60"},"PeriodicalIF":0.0,"publicationDate":"2009-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77559240","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: 0
Implementing profitability through a customer lifetime value management framework 通过客户终身价值管理框架实现盈利能力
GfK Marketing Intelligence Review Pub Date : 2009-11-01 DOI: 10.2478/GFKMIR-2014-0076
V. Kumar, R. Venkatesan, B. Rajan
{"title":"Implementing profitability through a customer lifetime value management framework","authors":"V. Kumar, R. Venkatesan, B. Rajan","doi":"10.2478/GFKMIR-2014-0076","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0076","url":null,"abstract":"Abstract Global CRM software spending was $7.8 billion in 2007 and is projected to reach $8.9 billion in 2008. Further, CRM software sales will touch $13.3 billion by 2012. These software and processes have made it possible for companies to gather and analyze large amounts of data on their existing and prospective customers. This article shows how customer-level data can lead to increased customer profitability through (a) selection of the right customers by using the Customer Lifetime Value (CLV) metric, (b) the nurturing of those right customers and, © re-allocation of resources to the profitable customers. Due to this approach profitable management of individual customers is the basis for growth in firm profitability. A case study will show how IBM used CLV as an indicator of customer profitability and allocated marketing resources based on CLV","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"17 5","pages":"32 - 43"},"PeriodicalIF":0.0,"publicationDate":"2009-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72465416","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: 11
Does Customer Satisfaction lead to an increased firm value? 顾客满意会增加公司价值吗?
GfK Marketing Intelligence Review Pub Date : 2009-11-01 DOI: 10.2478/GFKMIR-2014-0073
Aksoy Lerzan, B. Cooil, Christopher Groening, T. Keiningham, A. Yalçın
{"title":"Does Customer Satisfaction lead to an increased firm value?","authors":"Aksoy Lerzan, B. Cooil, Christopher Groening, T. Keiningham, A. Yalçın","doi":"10.2478/GFKMIR-2014-0073","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0073","url":null,"abstract":"Abstract Does customer satisfaction really lead to increased firm value? Traditionally, most financial valuation models do not include customer-related metrics such as customer satisfaction in the process. Studies in marketing, on the other hand, have consistently found that customer satisfaction improves the ability to predict future cash flows, long-term financial measures, stock performance, and shareholder value. This research examines the impact that customer satisfaction has on firm value by employing valuation models borrowed directly from the practice of finance. The data used in the analysis is compiled by merging publicly available customer satisfaction data from the ACSI (American Customer Satisfaction Index) with financial data from COMPUSTAT, and Center for Research in Securities Prices between 1996 and 2006. The results indicate that a portfolio of stocks consisting of firms with high levels and positive changes in customer satisfaction will outperform lower satisfaction portfolios along with Standard & Poor’s 500… Customer satisfaction does matter!","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"32 1","pages":"8 - 15"},"PeriodicalIF":0.0,"publicationDate":"2009-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89532337","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: 4
Preparing for the Adoption of the New Arrival 准备收养新来者
GfK Marketing Intelligence Review Pub Date : 2009-11-01 DOI: 10.2478/GFKMIR-2014-0074
Raquel Castaño, M. Sujan, Manish Kacker, H. Sujan
{"title":"Preparing for the Adoption of the New Arrival","authors":"Raquel Castaño, M. Sujan, Manish Kacker, H. Sujan","doi":"10.2478/GFKMIR-2014-0074","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0074","url":null,"abstract":"Abstract The emotional state of many expecting parents shifts from unbridled joy to anxiety as the reality of learning to care for a newborn and forsaking their current lifestyle sinks in. Similarly, consumers have different concerns when they first hear about a new product compared to the time when they consider buying it. If the buying decision is in the distant future, consumers are primarily concerned with the benefits derived from using the product, such as how the product performs and symbolic benefits of owning the new product. As the buying decision draws closer, consumers shift attention to cost-related issues, such as how long will it take to learn how to use the product or how much will it cost to maintain and use it. Executing a two-phased communication strategy by management that is synchronized with this shift in mental processes by first emphasizing new product benefits and features and later focusing on the practical aspects of using the innovation can have a beneficial impact on both organizational performance and consumer welfare","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"7 1","pages":"16 - 23"},"PeriodicalIF":0.0,"publicationDate":"2009-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82830832","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
Managing your Customer’s Tariff Choice: What to do when your Customers Pay too Much 管理你的客户的关税选择:当你的客户支付太多时该怎么办
GfK Marketing Intelligence Review Pub Date : 2009-05-01 DOI: 10.2478/GFKMIR-2014-0081
Anja Lambrecht, B. Skiera
{"title":"Managing your Customer’s Tariff Choice: What to do when your Customers Pay too Much","authors":"Anja Lambrecht, B. Skiera","doi":"10.2478/GFKMIR-2014-0081","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0081","url":null,"abstract":"Abstract Telecommunications companies traditionally offer several tariffs from which their customers can choose the tariff that best suits their preferences. Yet, customers sometimes make choices that are not optimal for them because they do not minimize their bill for a certain usage amount. We show in this paper that companies should be very concerned about choices in which customers pick tariffs that are too small for them because they lead to a significant increase in customers churn. In contrast, this is not the case if customers choose tariffs that are too big for them. The reason is that in particular flat-rates provide customers with the additional benefit that they guarantee a constant bill amount that consumption can be enjoyed more freely because all costs are already accounted for.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"3 1","pages":"16 - 23"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80959341","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: 0
Creating Shopping Momentum 创造购物势头
GfK Marketing Intelligence Review Pub Date : 2009-05-01 DOI: 10.2478/gfkmir-2014-0080
R. Dhar, Joel Huber, Uzma Khan
{"title":"Creating Shopping Momentum","authors":"R. Dhar, Joel Huber, Uzma Khan","doi":"10.2478/gfkmir-2014-0080","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0080","url":null,"abstract":"Abstract New research on consumer behavior throws light on what creates a mindset that leads customers to keep on shopping. What underlies shopping momentum is a shift from a deliberation mindset to one of implementation. In the deliberation mindset, the potential customer evaluates the pros and cons of a purchase, rather in the manner suggested by the theory of utility maximization. However, once they have shifted to the implementation mindset, they are focused on purchasing - and this is just what they do. When they make the shift to an implementation mindset, they will carry on shopping without engaging their evaluative capacity until something intervenes to break the momentum.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"33 1","pages":"8 - 15"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2478/gfkmir-2014-0080","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208529","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
How Companies Can Measure the Success of their Relationship Marketing Investments 企业如何衡量关系营销投资的成功
GfK Marketing Intelligence Review Pub Date : 2009-05-01 DOI: 10.2478/gfkmir-2014-0082
Robert W. Palmatier, S. Gopalakrishna, M. Houston
{"title":"How Companies Can Measure the Success of their Relationship Marketing Investments","authors":"Robert W. Palmatier, S. Gopalakrishna, M. Houston","doi":"10.2478/gfkmir-2014-0082","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0082","url":null,"abstract":"Abstract Firms invest heavily in different types of business-to-business relationship marketing in the belief that it bolsters their bottom line. How effective is this investment, and how can companies measure its success? This study analyzes the various aspects of business-to-business relationship marketing. Data from a matched set of 313 business customers covered by 143 salespeople employed by 34 selling firms indicates that investments in social relationship marketing pay off handsomely, financial relationship marketing does not, and structural relationship marketing is economically viable for customers serviced frequently.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"109 1","pages":"24 - 35"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74282207","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: 0
Mir Talks to Professor Hermann Simon 米尔与赫尔曼·西蒙教授谈话
GfK Marketing Intelligence Review Pub Date : 2009-05-01 DOI: 10.2478/gfkmir-2014-0085
H. Diller
{"title":"Mir Talks to Professor Hermann Simon","authors":"H. Diller","doi":"10.2478/gfkmir-2014-0085","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0085","url":null,"abstract":"","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"60 1","pages":"54 - 60"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89009090","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: 0
Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria DIY零售商动态定价支持系统——来自奥地利的案例研究
GfK Marketing Intelligence Review Pub Date : 2009-05-01 DOI: 10.2478/GFKMIR-2014-0084
M. Natter, Thomas Reutterer, A. Mild
{"title":"Dynamic Pricing Support Systems for DIY Retailers – a Case Study from Austria","authors":"M. Natter, Thomas Reutterer, A. Mild","doi":"10.2478/GFKMIR-2014-0084","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0084","url":null,"abstract":"Abstract Merchandise managers have long dreamt of automated dynamic systems to help them make well-informed pricing decisions. However, such systems have proved as elusive as the Holy Grail - until now, that is. The story of an Austrian DIY retailer shows often undetected opportunities to use valuable information, hidden in retailers’ data warehouses, on consumer reactions to previous price changes in order to make automatic pricing and promotion decisions.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"48 1","pages":"46 - 53"},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81505816","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: 6
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