bluuebunny/crossref_metadata_2025 huggingface dataset:
Probability Sampling
Authors: Fox Richard J.
Published: December 2010

Sampling involves the selection of a subset from a population, and making inferences pertaining to the population based on information from the sample. Probability sampling refers to sampling methods in which chance or randomness is involved in the sample selection process. Each element in the population from which the sample is to be selected has a positive probability of being included in the sample. Probability sampling is the basis for the statistical calculation of the potential error associated with an estimate of a population parameter developed from sample data. Simple random sampling is the most basic form of probability sampling. A simple random sample of size
n
is selected in such a way that all subsets of size
n
are equally likely to be the sample selected. The probability that any single item is included in the sample when simple random sampling is used is the ratio of the sample size to the population size. This is the type of sampling that is typically assumed when making basic statistical calculations regarding the precision of sample estimates. For example, the typical 95% confidence interval associated with an estimate is based on the assumption that simple random sampling was used to select the sample. There are more sophisticated forms of probability sampling than simple random sampling, and different statistical calculations are required to determine the precision of estimates when these alternative forms of probability sampling are used. It is obviously important in practice to make sure that the statistical precision calculations are appropriate for the type of probability sampling used.
Projective Techniques
Authors: Price Linda L.
Published: December 2010

Projective techniques use stimuli to allow participants to articulate repressed or withheld feelings by projecting these onto another character or object. However, many researchers also use group enabling techniques in conjunction with projective ones. Enabling techniques are devices that allow the participant to find means of expressing feelings and thoughts they find hard to articulate, and in marketing the difference between the two techniques are blurred. Despite high variance, both techniques show distinct similarity in terms of the research stimuli, and the types of data elicited. Projective techniques rely on
indirect questioning
, and
ambiguous stimuli
, allowing for variations in informant responses, and can uncover
primary motives
as well as
latent motives
. Both techniques elicit data that is more
sensory
,
emotional
,
symbolic
,
metaphorical
, and
imaginative
, and both techniques are relatively
free of social desirability bias
: indirect questioning and ambiguous stimuli allow informants to express their true, deeper level concerns. Projective and enabling techniques differ both in the quantity of data they elicit and in their response modality, and the skill and experience of the researcher is paramount in constructing a trustworthy account. In deciding whether the use of these techniques will add value, researchers should consider consumer memory, communication, and self‐disclosure concerns.
Validity and Reliability
Authors: Winter Frederick
Published: December 2010

The reliability and validity of the measurements that we use in marketing research are crucial if we are to have meaningful results. Reliability is whether the individual measure taken is close to the true actual measure (precise) or if there is so much noise, variance, or deviation from the true measure that the measure that we take has no precision. Alternative ways to assess reliability are test–retest reliability where we correlate a second measure (retest) with an original measure. Split half reliability splits the sample into two subsamples and compares the correlation. Validity is concerned with whether the measure one takes really is measuring what one wants it to measure. There are alternative types of validity – face validity, construct validity, and criterion validity. Assessment of validity is a bit of an art, but researchers need to make a good effort to insure that their results have meaning. The absence of either reliability or validity makes marketing research either meaningless (in the case of validity problems) or not very precise and therefore unable to show differences the research might be trying to detect.
Social Desirability Bias
Authors: Grimm Pamela
Published: December 2010

Social desirability bias refers to the tendency of research subjects to give socially desirable responses instead of choosing responses that are reflective of their true feelings. The bias in responses due to this personality trait becomes a major issue when the scope of the study involves socially sensitive issues such as politics, religion, and environment, or personal issues such as drug use, cheating, and smoking. Whenever possible, it is desirable to measure the extent of the bias present in responses to a survey by incorporating a socially desirable scale in the survey. A number of methods to address this issue are suggested in the literature. Use of a well‐trained interviewer or collection of data through methods that do not require presence involvement of an interviewer can help avoid this bias to some extent. Properly identified options to questions vulnerable to social desirability effect is another means of tackling this issue.
Frequency Distribution
Authors: Dass Mayukh
Published: December 2010

In a frequency distribution, each variable in the study is considered separately and a response count along with their percentages and cumulative percentages are computed for all different values of the categorical variable. This information is presented in a table called as
frequency table
. A frequency table is not only effective to determine how the respondents have answered the questions but it is also useful in identifying cases of nonresponses or illegitimate responses in the dataset. Furthermore, frequency distribution is also useful in finding ways to recode the data for better analysis.
Nonparametric Test
Authors: Dass Mayukh
Published: December 2010

There are many instances where the scales used in a study are either nominal or ordinal in nature with measures having no clear numeric interpretation. For example, in a case of gender classification of customers, “male” or “female” (nominal scale) are just used as a labeling scheme. Similarly, in a different study, when customers provide a preference ranking of different brands of breakfast cereal, their responses (ordinal scale) include an order in which the brands are preferred, but not the difference in preference between them. In such situations, it is inappropriate to compute means, variances, and standard deviations of the variables as they do not provide any meaningful insights. Moreover, the assumption that the data are drawn from a particular distribution is also not valid. In such cases, a different set of analyses called
nonparametric analyses
can only be used to analyze the data. The tests used for hypotheses testing are called
nonparametric tests
. Like parametric tests, nonparametric tests are categorized into one‐ and two‐sample tests. Two‐sample tests are further classified into independent and paired‐samples tests.
Product Moment Correlation
Authors: Franke George R.
Published: December 2010

The Pearson product moment correlation coefficient is an index of the degree of linear relationship between two variables. For two variables
X
and
Y
the correlation
r
is computed where
r
can be interpreted as the predicted standard deviation difference in
Y
for two observations that are different by one standard deviation in
X
. Rules of thumb for interpreting
r
are that population values of
r
 = 0.1, 0.3, and 0.5 (positive or negative) can be viewed as small, medium, and large effects, respectively. The significance of
r
in a sample of
n
observations can be tested using values from Student's
t
distribution with
n
–2 degrees of freedom.

In general,
r
can range from −1 to +1. However, many factors can influence the magnitude of
r
, including nonlinear relationships, restrictions on the range of variables, dichotomization or unequal distributions of variables, outlying observations, and measurement error. Thus, while
r
is a useful summary of linear relationships between two variables, it may sometimes conceal more than it reveals. Creating a scatter plot of
X
and
Y
values is a useful tool to avoid misleading inferences from estimated correlation coefficients.
Stepwise Regression
Authors: Franke George R.
Published: December 2010

Stepwise regression
is both a general term and a specific method for choosing predictor variables from a larger pool of possible predictors in multiple regression. Related approaches include forward selection and backward elimination. All three procedures may identify different and suboptimal sets of predictors for a given sample of data. Some regression packages can identify the best possible one‐predictor model, two‐predictor model, and so on, according to the criteria specified by the user. This approach is computer intensive but is feasible with sets of at least 50 or 60 predictors. However they are selected, the best set of predictors in one sample will often not be the best in another sample or in the underlying population. Significance tests and
R

2

values may be far more liberal than their nominal values. Some of the estimated coefficients are also likely to be substantially overstated relative to their population values. Researchers using stepwise regression procedures will generally get better results when they have large samples of observations and relatively small sets of potential predictors; when they consider multiple procedures and criteria for selecting predictors; when they cross‐validate findings with new data or with random subsamples from the available data; and when they avoid self‐deception in interpreting the findings.
Logit Model
Authors: Arora Neeraj
Published: December 2010

Consumer choice is arguably the most important variable in marketing. Examples include brand choice in a grocery store purchase, selection of a kitchen appliance at a retailer, or choosing a health club from the available alternatives. Choice is a discrete variable (taking a 0–1 value) and therefore does not lend itself to a linear regression model, where the dependent variable is continuous. The logit model is of great value because it allows a manager to understand the link between marketing actions and consumer behavior. For example, the model can be used to conduct a “what if” analysis for a price change, an in‐store display, or a coupon drop. Two popular application areas for the logit model in marketing include household level panel data and choice‐based conjoint analysis. While enormously popular, the logit model has limitations. First, the distribution assumption for the error term is fairly ad hoc and results in an undesirable property called the
IIA
or
independence of irrelevant alternatives property
. A second limitation is the implicit assumption that consumers use a compensatory evaluation process in selecting an alternative. It is certainly plausible that consumers, in certain contexts, may use a noncompensatory evaluation process. Several solutions to both these problems have been proposed.
Consumer Memory Processes
Authors: Mercurio Kathryn R. , Forehand Mark R.
Published: December 2010

Consumer memory refers to the processes that allow us to record and later retrieve experiences and information related to products, services, and consumption experiences. Consumer memory can be represented as an associative network or a massive network of associated ideas and concepts. When learning about brands, the strength of association between the brand node and other nodes will depend on how often the brand node is linked to the category with which it holds membership. Retrieval in associative networks occurs through a spreading activation process where the activation of a single node spreads to the nearby nodes. Retrieval cues are thought to improve target item recollection if the cues activate network nodes that are linked to the desired information. We examine a variety of marketing controlled factors or categories at the time of encoding and retrieval that influence memory performance.
Online Consumption
Authors: Mazursky David , Vinitzky Gideon
Published: December 2010

On‐line shopping process possesses several unique characteristics that distinguish it from other forms of transactions. This article describes the research focusing on the effects of on‐line capabilities on consumers' experience, motivation to engage in the process, the unique process dynamics, and postconsumption behavior. The research on the unique characteristics originated from the improved interactivity and vividness associated with on‐line shopping. Some of these characteristics, such as telepresence and word‐of‐mouth were assessed mainly for the new opportunities and economic potential that they offer. In contrast, others, such as trust and immediate negative feedback, triggered research concerned more with the precautions needed in the emergence of on‐line shopping.
Impulsive and Compulsive Buying
Authors: Faber Ronald J.
Published: December 2010

Impulsive and compulsive buying are terms that are frequently confused for each other, but represent behaviors that differ greatly in their frequency, cause, outcome and severity. Impulsive buying is a more common and ordinary behavior. Almost everyone makes a purchase on impulse (without much deliberation) from time to time.

Impulse buying is defined as a sudden and powerful urge in the consumer to buy immediately. It occurs when desire for a product or brand outweighs one's willpower to resist. Research on impulse buying focuses on characteristic of individuals that make them more or less likely to engage in impulse buying. These include mood states, personality characteristics, and situational factors such as proximity and depletion in resources needed for self‐control.

Compulsive buying, on the other hand, is a psychological disorder where one experiences an uncontrollable urge to buy. Failing to act on this urge creates increasing tension that can only dissipate with buying. Frequently, this urge is triggered by negative events or feelings. Ultimately, this behavior leads to extreme negative consequences for the individual. Many compulsive buyers never use the items they purchase. Thus, compulsive buying appears to be more about obtaining short‐term relief from negative feelings than about a desire for specific goods.
Consumer Innovativeness
Authors: Tellis Gerard J. , Yin Eden
Published: December 2010

This article defines consumer innovativeness and describes its measurement, dimensions, and demographic and category correlates.
Opinion Leadership and Market Mavens
Authors: Goldsmith Ronald Earl
Published: December 2010

Opinion leadership refers to the role some consumers play by which they provide information and advice to other consumers. Opinion leaders can have a powerful influence on the sales of goods and services and so marketers are eager to encourage opinion leaders to spread positive word of mouth about their brands. Market mavens are a minority of consumers who are highly involved or engaged in the marketplace. They like to shop and buy, they are knowledgeable about brands and stores, and they actively engage with other consumers regarding their enthusiasms. Market mavens thus often play the role of opinion leaders for other consumers.
Marketing and Feminism
Authors: Hirschman Elizabeth C.
Published: December 2010

This article summarizes the research on feminism conducted by marketing scholars over the past two decades. Early work focused upon the use of feminist theory to understand marketing phenomena and feminist readings of marketing communications. Later work has broadened the perspective to include the global economic and social position of women, ecology, and social justice.
Habit in Consumer Behavior
Authors: Tam Leona
Published: December 2010

This article discusses habit in the context of consumer behavior. Specifically, examination of the formation and alternation of consumer habits and the underlying processes, and the comparison of habit and other related concepts such as low involvement decision making and brand loyalty are included.
Hedonism: Gratification is Value
Authors: Babin Barry J. , Griffin Mitch
Published: December 2010

Marketers use many ways to sum up the reasons why people buy and consume. A very simple approach contrasts hedonic value and utilitarian value. Hedonism reflects the immediate gratification derived from consumption. In this sense, hedonism may be thought of as an additional effect. However, hedonic value is by no means sufficient to understand how marketers create successful outcomes for customers.
Family Buying
Authors: Gentry James W.
Published: December 2010

The various types of households are discussed, many of which have received very limited coverage in consumer research. Similarly, the many stages of the buying process are discussed here, including changes in who does what within the family given the changing technology and social norms.
How Consumers Respond to Price Information
Authors: Monroe Kent B.
Published: December 2010

An important factor for understanding consumer behavior is learning how consumers use price information in their purchase decisions. In this article, we summarize knowledge that provides insights for understanding how consumers respond to price information. One of the prerequisites for knowing how consumers respond to price information is to understand how people perceive prices. An important extension of this knowledge concerns how customers form value judgments, given their price perceptions. It is these value judgments that determine the willingness of consumers to pay particular prices for the products and services they desire.

The traditional model of consumer behavior assumes that the decisions of what to buy and how much to buy depend on (i) the prices of all goods; (ii) the level of income or amount of purchasing power; and (iii) the tastes and preferences of the consumer. Assuming perfect information about prices, a fixed level of income, and knowledge about tastes and preferences, the consumer maximizes satisfaction by minimizing the price paid for each purchase. This assumption of “rational behavior” implies that consumers (i) have perfect information about prices; (ii) are capable of perfectly processing this information; (iii) are not affected subjectively by price information; and (iv) are perfectly aware of their tastes and preferences.

Assumptions (i), (ii), and (iv) are clearly not valid. Further, it would be expected that consumers' preferences or choices depend on how they evaluate the quality or benefits they receive from a product relative to the cost or sacrifice inherent in the price. Thus, consumers' perceptions of value represent a mental trade‐off between the quality and benefits they perceive in the product relative to the sacrifice they perceive by paying the price. Perceived value is positive when perceptions of quality and benefits are greater than perceptions of sacrifice. Willingness to buy is positively related to perceived value.
Consumer Behavior Analysis
Authors: Foxall Gordon R.
Published: December 2010

Consumer psychology is usually cognitive in orientation. Yet, there is a large volume of evidence to show that economic behavior is reliably sensitive to environmental contingencies. Specifically, the subdiscipline ofbehavioral economicsis concerned with the combination of experimental economics and operant psychology to elucidate economic relationships.Consumer behavior analysisis the application of behavioral economics to the sphere of human consumer choice, particularly in the context of advanced marketing‐oriented economies. The inclusion of marketing brings a further level of complexity to what is already a multidisciplinary exercise. There are considerations stemming from human marketing activity that are never encountered in the laboratory regardless of whether the subjects are human or nonhuman. The very concept of exchange, for instance, is either nonexistent in the nonmarketing environment or very much less complicated. Considerations of price, which are easily replicable in experiments, are compounded by those of advertising, distribution, and subtleties of product characteristics, as well as by issues of status consumption and interpersonal effects that are absent from behavioral economics work in nonmarketing environments. It is the aim of consumer behavior analysis to comprehend marketing‐led consumer choice in terms of behavior analysis: to understand how far the methods of behavioral economics can be transferred from their original contexts to the marketing sphere, to recognize differences in human marketing behavior that require behavioral economics to be modified, to arrive at the boundaries of a behavior analytical interpretation of complex human behavior.
Knowledge Accessibility
Authors: Wyer Robert S.
Published: December 2010

Knowledge is accessible in memory if it comes to mind quickly and easily. The determinants of both declarative and procedural knowledge accessibility, the processes that underlie it, the methodology used to assess it, and its effects at different stages of processing are reviewed
Consumer Decision Making
Authors: Yang Haiyang , Carmon Ziv
Published: December 2010

In a selective review of what is known about consumer decision making, we highlight ways in which consumers deviate from the classical economic model ofhomo economicus. We first consider how consumer preferences are influenced by characteristics of the decision task and context, such as choice set size, attribute quantity, option similarity and justifiability, presentation format, and response mode. We then review how the interplay of affect and cognitions affects consumer decision making, and how consumers misforecast their consumption experiences, cope with self‐control difficulties, and make poorer decisions as they try to choose well. Finally, we advocate using insights on consumer decision making to design choice settings helping consumers make better decisions.
Social Influence
Authors: Griskevicius Vladas , Cialdini Robert B.
Published: December 2010

Social influence involves the changing of a person's attitude or behavior through the doings of another person. Here we focus on the realm of consumer behavior and on the factors that cause one individual to comply with another's request. The starting point in ascertaining what are the most successful influence strategies was an investigation of the techniques that are most successful in professions dependent on their ability to induce compliance (e.g., salespeople, fund‐raisers, advertisers, political lobbyists, cult recruiters, negotiators, and con artists). What emerged from this period of systematic observation was a list of six principles on which compliance professionals base most of their successful influence attempts: (i) reciprocity – repaying a gift, favor, or service; (ii) consistency – acting consistently with prior commitments; (iii) social validation – following the lead of similar others; (iv) liking – accommodating the requests of those we know and like, (v) authority – conforming to the directives of legitimate authorities, and (vi) scarcity – seizing opportunities that are scarce or dwindling in availability. We provide a summary of the principles and the scientific evidence regarding how each principle functions to influence consumer behavior.
Consumer Neuroscience
Authors: Plassmann Hilke , Yoon Carolyn , Feinberg Fred M. , Shiv Baba
Published: December 2010

Consumer neuroscienceis a new, burgeoning field comprising academic research at the intersection of neuroscience proper, psychology, economics, decision theory, and marketing. Its main goal is to shed light on basic questions of consumer behavior by coupling traditional, experimental, and statistical research techniques with those developed by neuroscientists. This article presents an overview of the basic precepts of consumer neuroscience, some of its important early findings, and suggests how the field might develop over the next decade. Particular attention is paid to the use of functional magnetic resonance imaging (fMRI) as part of a multimethodology approach to resolving fundamental behavioral research questions. Specifically, the authors address three main topics: how neuroscience offers consumer researchers a powerful suite of methodological tools; ways in which neuroscience represents a source of theoretical insights in experimental behavioral research; and how consumer researchers, economists, and decision theorists can actively spur developments in the core discipline of neuroscience. The article concludes with a series of suggestions for future research directions in the discipline.
Consumer Information Processing
Authors: Deval Hélène , Kardes Frank R.
Published: December 2010

Marketing researchers and marketing managers spend enormous resources on predicting, understanding, and influencing consumer behavior. To this end, consumers are bombarded by marketing communications appearing in more traditional and new media (from television, radio, and print advertising to the Internet), as well as in various points of purchase. Nevertheless, to be effective, marketing communication entails an in‐depth understanding of the different stages involved in consumer information processing: attention, comprehension, evaluation, memory, and choice. Consumer judgment and decision making can virtually be influenced by any cue, attribute, or existing knowledge. Because selective processing is likely to have an impact on every stage of consumer information processing, acknowledging the impact of selective processing is crucial for understanding how consumers make judgments and decisions.
Consumer Behavior Across Literacy and Resource Barriers
Authors: Viswanathan Madhu
Published: December 2010

Our understanding of consumer behavior stems largely from studying literate consumers in relatively resource‐rich settings. Yet, a sizable proportion of individuals in the United States and even larger proportions around the world live across resource and literacy barriers. This article examines low‐literate, low‐income consumer behavior in the United States and subsistence consumer behavior in India. Our discussion elaborates on how such consumer behavior is qualitatively different from traditional consumer behavior and what the implications of our insights are for managers and researchers in marketing.
Business‐to‐Business Media Selection
Authors: Krueger Kyle , Soley Lawrence
Published: December 2010

Business‐to‐business advertising media selection consists of analyzing and selecting the appropriate media and vehicles for reaching workplace‐based prospects. The analysis is based on quantitative factors such as cost efficiency, and qualitative factors such as the appropriateness of the vehicle's editorial environment for the product or service being marketed.
Advertising Media Selection
Authors: Krueger Kyle , Soley Lawrence
Published: December 2010

Advertising media planning is part of the media planning process. It consists of selecting the appropriate media and vehicles that will carry the campaign advertisements. The decision making involved in media planning is quantitative and qualitative. Quantitative decisions include analyzing the vehicles' delivery to the target market and determining the cost efficiency of particular media and vehicles. Qualitative decisions include looking at the appropriateness of a vehicle's editorial environment for the product being advertised, and the attentiveness of prospects to that vehicle.
Emotional Intelligence
Authors: Peter Paula C.
Published: December 2010

Emotional intelligence is introduced in the field of advertising and marketing communications. An overview of the construct, in terms of its historical perspective, models and applications is provided, together with suggestions for future research.
Brand Extensions and Flanker Brands
Authors: Kim Youngseon , Lowrey Tina M.
Published: December 2010

Brandextensions are one of the most popular strategies for the introduction of a new product, used by companies that already have well‐established strong brands in the market. Brand extensions utilize the well‐established brand name for a new‐product offering when a company introduces a new product either in a totally different product category or in the same product category for a new market segment. In contrast, flanker brands (also called fighting brands) are the newcomers launched in the market by a company with an established brand in the same product category. They are designed to fight a competitor with a value offer or unique position, shielding the flagship brand from diluting its brand premium.

The role and business objectives of brand extensions are very different from those of flanker brands. Each of them is rooted in a different branding strategy in a company's brand architecture and portfolio. However, they are equally important in terms of protecting the brand equity that the company has achieved by bringing out greater customer share on the condition that they are well designed and implemented.
Customer Relationship Management and Integrated Marketing
Authors: Malthouse Edward C. , Calder Bobby J.
Published: December 2010

Customer relationship marketing, or CRM, can be used strategically for cost leadership or competitive differentiation if utilized in conjunction with databased marketing. The goal is to create a brand that appeals to a large segment of consumers but at the same time to find subsegments for whom marketing contacts can be customized to reflect how these consumers want to interact with the brand. In this way CRM becomes a way of allowing consumers to connect to the brand in a personal way.
Packaging and Brand Design
Authors: Calder Bobby J. , DuPuis Steven
Published: December 2010

The function of packaging is now subsumed under the strategic discipline of brand design. The goal of brand design is to enable consumers to immediately perceive the brand meaning or essence intended by the marketer. This is accomplished by the use of both verbal and visual cues. Marketers and designers must work together collaboratively to ensure that these cues convey the intended meaning. Every point of contact with the brand should be designed for this purpose. Brand design is thus distinct from product design and should be developed in parallel.
The Concept of Bundling: When the Package Contains More than Its Parts
Authors: Kamins Michael
Published: December 2010

In the marketing discipline, “bundling” has been defined as the sale of two or more separate products in one package. This article examines bundling from an in‐depth perspective discussing various characteristics of the concept inclusive of bundle forms and content. Taking a promotional perspective, the most impactful way to motivate the purchase of a bundle is revealed with a theoretical basis in mental accounting and prospect theory. The article concludes with suggestions for areas that are ripe for further research in the area of bundling.
Attitude Behavior Consistency
Authors: Baker William E.
Published: December 2010

Brand attitude play a central role in models of consumer behavior and advertising effects. Despite its use to assess the absolute and relative appeal of brands, its correlation to brand choice is highly conditional. Brand attitude – brand choice correspondence is most likely when the attitude is (i) accessible and stable, (ii) frequently repeated, (iii) formed on the basis of direct experience, (iv) formed in information environments highly similar to the choice environment and (v) formed in environments characterized by high involvement. All things considered, if brand choice is the ultimate variable of interest, then researchers are advised to measure it directly, not brand attitude as its surrogate.
The Role of Creativity
Authors: Panigyrakis George G. , Theodoridis Prokopis K.
Published: December 2010

Creativity in advertising is a manifold synthesis of patterns, rules, conventions, language, and symbols used to develop advertisements that are novel, unique, and relevant to the product and to the target audience. Despite the plethora of relative definitions, one can easily identify the common elements: novelty, divergence, and appropriateness. The role of creativity is clear as it has to result in an improvement in organizational and, more specifically, marketing objectives. Effective advertising must contain a unique idea that captures consumers' attention, attracts their interest, and stimulates them to have a positive reaction toward the product. Creative advertising should facilitate the product or service to discern itself from any other creation including those of competitors. When advertising effectiveness is discussed, the agency's creativity approach and the idea itself, the client's evaluation and screening procedure, and, finally, the reaction of the consumer who is the ultimate judge have to be integrated. While it is quite difficult to find a single approach or technique to create a successful ad, there are some approaches that can lead to creative teams developing an effective advertisement, such as using a unique selling proposition, creating a brand image, finding the inherent drama, and creating positioning. Finally, a paradigm of creativity and a methodical compilation of different advertising appeals aiming to create a successful advertisement are presented.
Marketing Functions on the Internet
Authors: Chiagouris Larry , Verniere Alexis
Published: December 2010

This article examines the manner in which functions central to the understanding and practice marketing have been conducted within an Internet environment. Recent developments in both scholarly research and marketing applications are reviewed.
Globally Integrated Marketing Communications
Authors: Okazaki Shintaro
Published: December 2010

This article addresses the concept of globally integrated marketing communications (GIMC). An increasing availability of global mega‐agencies enables firms to integrate and coordinate the marketing communication mix across borders. After introducing a conceptual definition, this article draws upon two primary theoretical frameworks for GIMC: global marketing strategy theory and global brand positioning theory. GIMC is viewed as an ultimate extension of global advertising standardization, leading to the creation of uniform brand image, the reduction of production costs, and the execution of common appeals to cross‐border segments that share similar preferences. The article provides a detailed description of primary factors that influence firms' decisions to adopt GIMC in international markets.
Consumer Rebates: Current Issues and Research
Authors: Silk Tim
Published: December 2010

Consumer rebates have become a popular price discrimination and promotional tool among retailers and manufacturers to increase sales on a wide variety of durable and consumer goods. Rebates are attractive to consumers because they offer discounts that are larger than those of other types of price promotions. Rebates are distinct from coupons and other forms of price promotion because the effort required to receive the discount occurs after rather than before purchase. This difference has important implications for consumer behavior and rebate redemption rates. Research has shown that foregoing a rebate can be a rational choice that does not disadvantage consumers. Research has also demonstrated that biases in judgment and decision making contribute to slippage, which occurs when consumers are attracted by a rebate to make a purchase but later fail to redeem the rebate. Many manufacturers and retailers have moved toward consumer‐friendly rebates in an effort to simplify the redemption process and encourage repeat patronage.
Regulating Advertising in theUnitedStates
Authors: Richards Jef I.
Published: December 2010

Advertising regulation around the world consists of a patchwork of laws, regulations, and policies. In the United States alone it consists of hundreds, or even thousands, of legal restrictions. There are dozens of laws at the federal level, and more in each state. And not every prospective transgression in advertising can be regulated because of boundaries established by the U.S. Constitution. This article explains those boundaries, and then provides an explanation of the most significant legal restrictions that exist in the United States.
Direct‐to‐Consumer (DTC) Advertising
Authors: Royne Marla B.
Published: December 2010

Direct‐to‐consumer (DTC) advertising ‐ the advertising of prescription drugs directly to the consumer ‐ continues to remain controversial. This article briefly discusses the nature of this controversy, and whether or not such advertising is beneficial for the consumer.
Product Placement
Authors: Russell Cristel Antonia
Published: December 2010

Product placement refers to the integration of branded communications in the content of entertainment programs. A historical perspective is provided and the current size and workings of the product placement industry are reviewed. Strategic issues regarding the role of product placement in the marketing communications mix are discussed.
Marketing Communication on the
I
nternet
Authors: Kim Youngseon , Lowrey Tina M.
Published: December 2010

Viral marketing refers to a marketing strategy or a marketing phenomenon that facilitates and encourages people to pass along a marketing message to other people. This relatively new marketing communication strategy received the label “viral” from its self‐duplicating processes, analogous to the spread of pathological and computer viruses. It has become an integral element in integrated marketing communications because of its power and cost‐effectiveness.
Product Design
Authors: Veryzer Robert W.
Published: December 2010

This article encompasses product design as both the process of creating a product or the embodiment of a created item (a “product design”). Product design fundamentally arises from a problem or difficulty to be solved or a need or desire to be met. It involves idea generation, concept development, and formulation that spans a number of considerations as well as knowledge or expertise domains – human needs, problem solving, synthesis of technology, ergonomics, manufacturing processes, environmental concerns/sustainability, market viability/acceptance, engineering, industrial design, marketing, and so on. In terms of specifying the product design, several dimensions are discussed such as the function of the product and how that functionality is to be safely delivered, constituent or essential parts, positioning inclusive of (product) identity, emotional appeal, and differentiation from other product offerings. Since the pursuit of marketplace objectives (e.g., profitability, market share, or solving a difficult or previously unsolved problem) beyond the pure function(ing) of a product can play a substantial role in shaping a design, several fundamental product‐design strategies that may be pursued in creating a product design are listed. Finally, a number of important considerations for product design and the product‐design process are presented.
Product Life Cycle
Authors: Golder Peter N. , Tellis Gerard J.
Published: December 2010

The product life cycle (PLC) is a central, enduring framework in marketing. The four stages of introduction, growth, maturity, and decline are appealing intuitively and are supported empirically in recent research. Here, we draw on several literatures to develop an integrated theory to explain the observed shape of the PLC. We present specific definitions and metrics for key events and stages of the PLC. On the basis of these definitions and metrics, we present generalizable results for many characteristics of the PLC based on a sample of 30 consumer durables. Results include duration of stages, sales volume, sales growth, price reductions, and penetration. There is a dramatic increase in sales at the transition from the introduction stage to the growth stage, and a sudden change from sales growth to sales decline at the transition from the growth stage to the maturity stage. Overall, the PLC is a useful framework for understanding and anticipating the sales growth of new consumer durables.
Portfolio Management
Authors: Edgett Scott J.
Published: December 2010

Portfolio management is critical to the way executives implement product innovation strategy. It ensures that strategic objectives are met and that resources are deployed for the best results. Portfolio management is both strategic and tactical. Strategic portfolio management links spending to projects that match the company's overarching strategy, while tactical portfolio management guides project selection and implementation.
Growth Strategies
Authors: Baker Michael J.
Published: December 2010

In competitive markets, the firm has to constantly adapt and update its offering to maintain its position. But, to improve its market share, it requires a growth strategy – the subject of this article. To begin with, we review Ansoff's growth‐vector matrix, which identifies
four
basic alternatives. Selection of the preferred course of action is largely determined by the stage reached in the product life cycle, which is analyzed next. The two concepts are then combined into the diagnostic “box” developed by the Boston Consulting Group as a basis for examining the options available to the firm at each of the major phases of the PLC.
Managing Mature Products
Authors: Hart Susan
Published: December 2010

Managing mature products and services can be seen as the core of marketing activities. The product/service portfolio categorization underlines the importance of mature products in underpinning the cash flow of the organization as well as the provision of both return to shareholders and the investment resource necessary for the development of new technologies, products, and services. It is vital, therefore, that the mature product is sustained in the market to provide this income for the organization and this article examines the basic alternatives for doing so; two groups of strategies are examined – the offensive and the defensive. These are not mutually exclusive, although may be differentially appropriate under various conditions of demand and competition.
Innovation Typologies
Authors: Chandy Rajesh K. , Prabhu Jaideep C.
Published: December 2010

The following questions concerning typologies of innovation are discussed (i) what types of innovations exist in the literature? (ii) what key dimensions underlie these varied types of innovations? We suggest that the many types of innovations described in the literature can be classified along two dimensions: (i) whether the basis of an innovation is the
concept
underlying the innovation, the
customers
who might buy the innovation, or the
company
that faces or implements the innovation and (ii) whether the innovation is exemplified by its
features
or by the
effects
it has on the status quo.
Service Innovation Management
Authors: Perks Helen M.
Published: December 2010

Although service innovation management is emerging as a distinct area of research, empirical investigations in this field remain limited and fragmented when compared to “product” innovation research. Service innovation can be defined in terms of newness of the service offering attributes or newness in the service process. We show how the distinct characteristics of services have specific consequences for service innovation management. We explore the substantive research on the nature of the innovation process in services and focus on the appropriateness and application in practice of a formal or unstructured approach to the service innovation. We synthesize empirical work on front‐end service opportunity creation and analysis and back‐end implementation activities. Service development is viewed from two perspectives; customer‐facing front‐office activities and back‐office operations. Efforts to align both perspectives are emerging. We discuss the limitations of empirical research investigating success factors for service innovation. This body of literature is dispersed and small compared to “product” innovation success‐factor studies. This is attributed to difficulties in developing meaningful metrics and common units of analysis. We suggest that a supportive organizational environment, active role of employees, and interaction with external actors are important emerging antecedents of service innovation success. Our conclusion proposes that service innovation management research is moving beyond replication of product innovation advances by drawing on new paradigms to offer fresh perspectives.
Quality Function Deployment (
QFD
)
Authors: Hauser John R. , Griffin Abbie , Klein Robert L. , Katz Gerald M. , Gaskin Steven P.
Published: December 2010

Quality function deployment (QFD) is a product‐development methodology that “deploys” the Voice of the Customer (VOC) throughout the product‐development process. A cross‐functional team implements QFD by creating a series of one or more matrices, the first of which is referred to as the
House of Quality
(HOQ). These matrices relate customer wants and needs to an extensive set of product features. A set of metrics is developed to measure how well sets of product features are meeting customer needs, and then the product's design specifications are identified and prioritized. QFD enables the entire product‐development team to prioritize their development activities in a systematic, analytical way. It helps them work together to achieve a common view of the relationship between customer needs and product design. It provides an “audit trail” that reminds people, both new and old to the project, as to why past decisions were made. The QFD process stretches the product‐development team's thinking as to which activities are most critical toward creating a winning product or service. It also improves communication among members of the product‐development team. The result is a product that is thoughtfully designed right from the beginning, cutting down the need for later rework and reducing development time and costs.
Creativity
Authors: Goldenberg Jacob , Mazursky David
Published: December 2010

Creativity is one of the most complex cognitive functions, and one of the main thrusts behind innovation. Creativity research is carried out in many fields, and there is still no coherent view as to whether creativity is an extraordinary event (sometimes even termed “divine spark”), or whether it can be based on day‐to‐day thinking. Methods to enhance creativity can be classified accordingly to randomness‐based methods (that focus on increasing the number of ideas through associations and analogical thinking) and systematic approaches (that focus on quality and originality of ideas). The first, known as the “divergent‐thinking” approach, is more commonly used, and is considered to be a more fluent and an easier process. The latter approach is more recent, and consists of more analytical processes. This article provides a review of both approaches.
Pretest Market Models
Authors: Di Benedetto C. Anthony
Published: December 2010

A manager, planning to commercialize a new product, requires market information to decide whether to launch the product and to make marketing‐mix decisions. Full‐scale test markets, in which the product is sold under real conditions for a length of time, are costly and risky. Many managers will begin with a pretest market method to obtain good quality information from customers in a relatively short period of time and at much lower cost. The pretest market filters out likely failures and allows the manager to focus on better market opportunities. While there are several variants, a typical pretest market involves simulating the customer's purchase behavior in a controlled setting. The customer usually takes the product home for trial, and likely repeat purchase rates are assessed. Here, we profile ASSESSOR and BASES, two of the most popular pretest market procedures. We conclude with a discussion of some of the newest trends in pretest markets, including the use of information acceleration in the forecasting of big‐ticket items such as automobiles, and a mention of the most common criticisms of pretest markets.