bluuebunny/crossref_metadata_2025 huggingface dataset:
Industrial Risk Reduction in the Purchase of Microcomputers
by Small Businesses
Authors: Mitchell Vincent‐Wayne
Published: July 2002

The theory of perceived risk, despite its obvious explanatory
power, has been little used in industrial buying behaviour. This article
attempts to reawaken interest in the theory by bringing together
established and more recent articles on industrial perceived risk, and
applying the ideas to a rapidly changing and growing market, namely
microcomputers for small businesses. Several factors have been
identified from the literature which affect the degree of risk present;
these include the risk type, buy type, decision‐making unit, buyer
differences, size of the company, product characteristics and
customer‐supplier interaction among others. A specific set of these
factors will produce a certain degree of purchase risk, which buyers
attempt to reduce using some of the following strategies: source
loyalty, choosing a leading company, using approved supplier lists,
considering more suppliers and visiting the suppliers′ operations. The
purchase of microcomputers by small businesses is particularly prone to
risk because of the short product life cycles of microcomputers, small
businesses, lack of experience and expertise, and the (not
insignificant) financial outlay. As well as the general risk‐reducing
strategies the purchase of micro‐computers has its own additional set.
This includes hiring a consultant, seeing demonstrations, ensuring
maintenance back‐up and using industry norms. This highlights the
product‐specific nature of risk perception and reduction. The article
concludes by discussing several practical marketing implications, e.g.
the development of salespeople as “para‐consultants”, the
importance of stimulating relationships with trade associations, and the
need for future product compatibility.
The Marketing‐Finance Interface
Authors: Ratnatunga J. , Hooley G.J. , Pike R.
Published: July 2002

A literature review on interface development between marketing and
finance precedes the report of a study exploring attitudes towards and
the organisation of this interface in the Australian food industry. The
study was a questionnaire survey following preliminary in‐depth
interviews with senior executives in 21 companies. The existence of
relevant functional titles pointed to companies taking steps to bridge
gaps in the interface. Location of offices in proximity to each other
was another positive factor. Only in areas of knowledge and
understanding of each other′s function was there dissonance between
marketing and finance.
Some Exploratory Models for Assessing Small Firms′
Marketing Performance (A Qualitative Approach)
Authors: Carson David
Published: July 2002

Small businesses, usually under owner/ manager control, can suffer
through a lack of knowledge and understanding of marketing planning
practices. Often practices, if they exist at all, are founded on
traditional industry practices and experiences which may not be suitable
when translated into use with small businesses. Often the result is
inadequate marketing and business failure. The need exists to increase
the awareness of small firms to the importance of a planned approach to
marketing and how marketing planning can be improved. From this, the
monograph is concerned with the practical implications of how small
firms actually plan their marketing. To do this, consideration is given
to the characteristics of small firms, descriptions of marketing
planning and the impact on marketing practice. Appropriate marketing
technology transfer is also considered and three levels of transfer
– self‐help information transfer, appreciation‐level marketing
education input, and in‐depth marketing specific to the company used
with small firms are discussed. From this, marketing models are
developed to assess small firms′ marketing planning capability and
performance; and three case examples used to illustrate actual marketing
performance using the models. Conclusions are drawn on these issues from
information gathered from 80 small firms.
Marketing Planning in the Public and Non‐profit Sectors
Authors: Cousins Laura
Published: July 2002

Most studies of marketing planning focus on the private sector. A
study of marketing planning in 79 organisations in the UK public sector
and non‐profit sectors, part of a larger study of marketing planning in
the UK, is reported on. Trading public sector organisations were
significantly more likely to produce an annual marketing plan than
companies in the private sector, while organisations in the non‐profit
sector were about as likely to do so as companies in the commercial
sector. The public sector plans were broadly similar to those of private
sector firms while the non‐profit plans showed a different orientation.
Despite these differences, the main overall finding is that in neither
the private sector nor in the public or non‐profit sectors are
comprehensive plans the norm.
Barriers to Trade with Japan: A Socio‐cultural Perspective
Authors: Samiee Saeed , Mayo Adam
Published: July 2002

The relationship between cultural and social elements in Japan and
the presence and maintenance of trade barriers is examined. The European
Community and the US had $23 billion and $60 billion
deficits with Japan in 1988, respectively. In particular, the US has
experienced a trade deficit with Japan since 1969. Understanding the
social and cultural influences is the first step in unravelling the hidden barriers – buyer behaviour, channel relationships,
oligopolistic competition, government procurement, regulation and
standards, custom valuation codes, intellectual property rights, and
industrial targeting. Visible tariff and non‐tariff barriers are
also discussed. Strategies for bypassing these barriers are discussed
and several examples of how European and American companies have
overcome them are offered.
Marketing Concepts and Actions: Implementing Marketing‐led
Strategic Change
Authors: Piercy Nigel
Published: July 2002

Focuses on the problems for marketing executives of the
implementation, rather than just those of the generation, of marketing
strategies, and the inevitable associated organisational change
involved. Conceptually, the focus is on the impact of the
“corporate environment” on the marketing decision‐making
process, as a variable influencing both the strategic choices which are
made by managers, and most particularly the problems which are faced in
implementing marketing strategies. These issues are closely related to
the emerging area of research concerned with the importance of culture
in corporate “excellence”, but the approach here differs in
perspective. While the “excellence” literature has attracted
much interest, one of its shortcomings is that it offers no remedy for
the most immediate problems which it uncovers. Similarly, the marketing
literature offers no conceptual framework, and few practical tools for
managing organisational culture as a variable significant to marketing
implementation and change. This frame of reference issued to identify an
agenda for management to address in implementing marketing strategies,
and concludes with an examination of some of the practical diagnostic
devices developed to support the confrontation of these issues in
marketing. The article concludes with the identification of a
preliminary research model of the variables to be tested empirically.
Retail Buyers and their Fresh Produce Suppliers: A Power or
Dependency Scenario in the UK?
Authors: Knox Simon D. , White Helen F.M.
Published: July 2002

This article extends the IMP interaction approach into
horticultural marketing in the United Kingdom. Firstly, the stages in
the development of retail buyer‐supplier relationships are categorised,
secondly, the principal characteristics of the interaction elements are
highlighted and, thirdly, the concept of demand and supply portfolios
are introduced to explain the strategy adopted by both parties.
International Issues in the Advertising of Health‐related
Products
Authors: Baudot Barbara
Published: July 2002

The advertising of processed foods and beverages, pharmaceuticals,
tobacco and alcoholic beverages is highly controversial. Contentions
stem from allegations of negative impact on health, personal values and
economic decisions, particularly in developing countries. Perpetuating
controversy are three open questions concerning the impact of
advertising on demand, societies′ susceptibilities to advertising, and
“truth” in advertising. While these questions remain
unanswered, consensus on the issues is not possible. Clarification of
issues requires insights from theoretical, historical and economic
perspectives. Although governments have adopted numerous remedial
measures, variations of the same issues repeatedly emerge in national
and international forums. The earliest restrictions on advertising,
aside from interdictions on fraud, were health‐oriented and product
specific. Since the 1970s, tobacco, alcoholic beverages, food and drug
specific, and infant formula advertising have also come under government
scrutiny in national and international settings.
Selecting a Broker or a Brokerage Firm: Segmentation of
Investors in the Hong Kong Stock Market
Authors: Chan Robert , Chan Y.K. , Yau Oliver H.M.
Published: July 2002

For the purpose of this research investors are treated as consumers
and criteria are established for their selection of particular brokers
or brokerage firms, thereby providing criteria on which investors in the
stock market can also be segmented. This information should aid a better
understanding of investor behaviour and requirements and improve the
quality of services offered by brokers or brokerage firms. Conversely
improved services should encourage more investment. The research
included a study of investors′ selection criteria, for example prompt
and efficient service, integrity and experience. Initially a sample of
200 investors and 25 brokerage firms were used and interviews and
research by questionnaire was undertaken. From this, four segments
emerged for types of investor, indicating that they seek different
benefits according to their demographic and psychographic backgrounds.
These could provide target markets and guidelines for attracting new
customers.
Marketing Control: Reconceptualization and Implementation
Using the Feedforward Method
Authors: Tadepalli Raghu
Published: July 2002

Feedback control in marketing involves measuring the outputs (results) of marketing decisions, comparing these results to goals,
and then taking corrective action so as to meet these goals. Feedforward
control on the other hand, involves monitoring inputs (the
information base on which marketing decisions are made) in order to
ascertain whether goals will be attained. If forecasts show that goals
are not attainable, the inputs or even the process are changed in order
to ensure that goals are met. While feedback control is useful for
evaluating performance, feedforward control appears to be more useful
for monitoring the marketing planning and implementation processes.
Discusses the applicability of feedforward control for product and
distribution planning and proposes directions for future research.
A Profile of UK Manufacturers and West German Agents and
Distributors
Authors: Moore Richard A.
Published: July 2002

Reports on research conducted during 1988 into the channel
relationships of UK manufacturers and German agents and distributors.
Develops a profile of UK exporting manufacturers and German agents and
distributors. Examines the geographic area of representation by agents
in Germany together with the methods used by UK manufacturers to recruit
their agents and distributors and methods of motivating agents and
distributors both from the manufacturers′ and the agents′ points of
view. Discusses satisfaction with the channel relationship. Finds some
agreement between both the manufacturers′ and agents′ and distributors′
views for improving the sale of British products in Germany. A notable
difference was in the ranking of better quality; German agents and
distributors thought that quality was more important than did UK
manufacturers.
Identification and Management of Key Clients
Authors: Pels Jaqueline
Published: July 2002

Based on the research work conducted by the IMP group and its
publications, explains how to identify and handle key clients. Uses a
systematic approach to link relationship variables with the
decision‐making unit and the firm′s (un)certainties. Aims to help the
selling firm to define the marketing team who should deal with each key
client and its members′ tasks. Discusses a case study to illustrate how
firms may use this model to manage defence and attack strategies.
Developing Combinations of Message Appeals for Campaign
Management
Authors: Davies Mark
Published: July 2002

Suggests that some of the most difficult decisions facing
advertising managers are in planning creative tasks such as message
appeals. Presents a multicriteria decision model to manage diversity and
potential conflict by achieving an effective balance across a
multiplicity of creative options. Justifies the suitability of using an
analytical hierarchy process, or AHP, to derive an effective combination
of advertising objectives and creative strategies for a given campaign.
The results reinforce the storyboard and indicate the model is a
practical addition for advertising design. Suggests that extensions to
the hierarchy, such as media planning, could occupy future research.
Integration and Effectiveness of Marketing Information
Systems
Authors: Sääksjärvi Markku V.T. , Talvinen Jari M.
Published: July 2002

In marketing literature the popular and commonly used concept of
marketing information systems (MkIS) seems to be based on an assumption
that, in order to improve the effectiveness of marketing, the MkIS must
be the integrated totality of its major components. Separates the
concept of functional integration of marketing activities from the
technical integration of the components of marketing information
systems, and argues that technical integration alone is not enough for
marketing organizations to improve effectiveness. Based on analysis of
the relationship between the breadth of usage, and perceived
effectiveness of marketing, it was evident that both technical and
functional integration are vital in the context of marketing information
systems. From the effectiveness point of view, functional integration of
MkIS seems to be even more important, and systems designers should be
better aware of ways to integrate the marketing work processes in new,
innovative ways.
Market Development Using New Products and New Customers: A
Role for Perceived Risk
Authors: Mitchell V‐W. , Boustani P.
Published: July 2002

Analyses the breakfast cereal market as a basis on which to conduct
a study of risk in new product development. Argues that the main
alternatives for increased consumer demand, namely, product development,
converting non‐users and encouraging existing users to use more, have
associated risks in the consumer′s mind. The hypothesis that
non‐purchases will perceive more risk than purchasers was tested and
accepted; financial risks were particularly important. Suggests that a
reduction of these risks through changes in the marketing mix might be
more cost effective than developing new products to stimulate consumer
demand, since breakfast cereal consumers are highly brand loyal with 48
per cent never changing their cereal and 69 per cent saying that they
were not really bothered about trying a new cereal. Non‐purchasers were
found to consider low price and trial sizes as more useful risk reducers
than purchasers. Unfortunately, consumers stated that the most useful
ways to reduce risk for a new product was past experience with the brand
name. This suggests that only those companies already in the breakfast
cereal market stand any chance of developing successful new products.
Importance‐Performance Analysis and the Measurement of
Service Quality
Authors: Ennew Christine T. , Reed Geoffrey V. , Binks Martin R.
Published: July 2002

The intangibility of services presents a number of problems for the
measurement of quality and customer satisfaction. Proposes a simple
index which can be applied to ordinal or cardinal data and will provide
a convenient aggregate summary of the extent to which a product or
service meets consumer expectations. The index, though simple, is
robust, and is applied to the problem of analysing the quality of
banking services provided to small firms in the United Kingdom.
The Perceived Usefulness of Export Information Sources
Authors: McAuley Andrew
Published: July 2002

The gathering of information is an important part of the exporting
process. Identifies sources of information which exporters use and also
distinguishes those sources which they find most useful. Based on a
postal survey of the 1989 winners of the Queen′s Award for Export
Achievement. Shows that, while all the firms required similar
information when exporting, it appears that different providers are used
based on the length of exporting experience. Developed a model which
stresses the evolving role of information use and information provision.
Niche Marketing Revisited: Concept, Applications and Some European Cases
Authors: Dalgic Tevfik , Leeuw Maarten
Published: July 2002

The mass markets of previous decades have splintered into smaller market
segments or niches, in which companies could be safer from cut‐throat
competition and explore new market opportunities. Although part of a
positioning strategy, niche marketing may be used as a deliberate
marketing strategy to create “safe havens” and business opportunities for
many companies. Aims to analyse the concept, basic issues and different
methods of applying this marketing strategy.
Domain‐specific Market Segmentation
Authors: Fred van Raaij W. , Verhallen Theo M.M.
Published: July 2002

Proposes domain‐specific market segmentation as a promising approach as
compared with segmentation based on general or on brand‐specific
variables. Treats product differentiation and positioning as the
counterpart of market segmentation. The link between market
segmentation, on the one hand, and product differentiation, on the other
hand, is the product benefit. The product benefit is the interaction of
the product and the consumer.
Marketing in a postmodern world
Authors: Fuat Firat A. , Dholakia Nikhilesh , Venkatesh Alladi
Published: July 2002

Begins with the premiss that we are living through an epochal change from the modern to the postmodern era and that marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly. Following a brief discussion of the themes of postmodernity, explores some of the key assumptions of modern marketing that are challenged by the transformation to postmodernity. Finally, presents the implications of postmodern culture for marketing, arguing that consumers are not driven by needs but have needs which are driven by external forces, that consumers have become customizers, that marketing organizations′ offerings will increasingly become processes rather than finished products, and that consumers who will increasingly become integrated into the production systems will have to be conceptualized as producers. Concludes by re‐emphasizing that marketing and post‐modernity are greatly intertwined, arguing that consumers are not driven by needs but have needs which are driven by external forces.
An investigation into the targeting of UK export assistance
Authors: Crick Dave
Published: July 2002

Discusses the results of an empirical study undertaken in the UK
using a modified six‐stage version of the Bilkey and Tesar model to
investigate the usefulness of the internationalization process as a
method of categorizing firms for the targeting of export assistance. The
findings suggest that a although statistical differences exist between
firms in the six stages of the model, many similarities are present in
the major firm characteristics under study. Consequently, the results
indicate that in pragmatic terms the UK government is correct in using a
three‐stage model of the internationalization process to target export
assistance.
Marketing high‐tech products: the emerging themes
Authors: Meldrum M.J.
Published: July 2002

Although the marketing of high technology has attracted a number of
writers over the 1980s and 1990s, there is, as yet, no shared agreement
as to the critical issues marketing managers must address to be
successful in this area. Based on observation and experience, suggests a
framework of six emerging themes which regularly appear when examining
marketing in the high‐technology arena and which are closely –
related to the key characteristics of high‐tech products. Each of the
themes identified has implications for the marketing task facing
marketing managers of high‐tech products – they reinforce the need
to address both internal and external marketing issues and the
importance of further research to develop paradigms appropriate to
successful commercial activities in high‐technology industries. Includes
the “softer” problems of technology seduction and the
usefulness of concepts such as the technology life cycle, and also
covers the need to focus on credibility, standards, positioning and
infrastructure, all of which impact on the way marketing managers will
orchestrate the marketing mix. The themes in no way replace standard
marketing approaches, but do provide a background for the formulation of
marketing strategy and a basis for further development in this area.
Global strategy: a review and an integrated conceptual framework
Authors: Zou Shaoming , Tamer Cavusgil S.
Published: July 2002

A review of the literature reveals that global strategy is characterized by diverse perspectives and lack of a unified theory. Identifies gaps in the literature as the contributors to its current state: lack of integration of the diverse perspectives and domination by the industrial organization (IO) theoretical view. Attempts to integrate the diverse perspectives of global strategy into a six‐dimension global strategy construct, and to integrate the IO‐based theory with the resource‐based theory of strategy and competitive advantage. Presents an integrated conceptual framework of global strategy which helps reduce the ambiguity and confusion in the global strategy literature, and that serves as a theoretical foundation for future research. Discusses the managerial implications.
Relationship marketing and imaginary organizations: a synthesis
Authors: Gummesson Evert
Published: July 2002

Explores the dependency between relationship marketing (RM) and new developments in organization theory. In RM, relationships, networks and interaction are in focus. The primary role of marketing is to connect suppliers and customers but RM also includes relationships with other stakeholders, both inside and outside the organization. Presents a theoretical discourse based on two recent developments in Nordic research. One is RM and its emergence from traditional marketing, services marketing, the network approach of industrial marketing, and quality management. The other is research concerning imaginary organizations, in which the organization consists of a network of relationships between suppliers, customers, subcontractors, competitors, authorities and others, rather than being a structure with clear boundaries. The synthesis of RM and imaginary organizations leads to the concept of complete marketing equilibrium, where not only the market but also the organization and society are included in a network of interactive relationships.
Social propaganda and social marketing: a critical difference?
Authors: O’Shaughnessy Nicholas
Published: July 2002

Suggests that although social marketing has long been seen as the modern way of communicating social agendas, it may be displaced by a more polemical and manipulative paradigm, social propaganda, and that this rivalry is intimately connected with the rise of single issue pressure groups and concomitant decline in conventional political participation. While this thesis is not proved in any rigorous sense, does attempt to achieve a secondary objective, that of sorting out a very real conceptual confusion between social marketing and social propaganda, establishing their boundaries and nuancing the subtleties of each by comparison with a conceptually distinct other.
Marketing politics to voters: late deciders in the 1992 British election
Authors: Hayes Bernadette C. , McAllister Ian
Published: July 2002

The proportion of British voters who delay making their voting choice until the general election campaign is under way now make up nearly one quarter of the electorate. This large and electorally volatile group have the potential to determine the election result. However, because late deciders are less politically aware and less committed than other voters, they are notoriously difficult to influence. Using the 1992 British Election Study survey, shows that the Liberal‐Democrats made a slight net gain in votes from late deciders, but that for all three of the major parties the proportions of conversions were cancelled out by defections. Overall, the results suggest that political marketing strategies would be more cost effective if they targeted voters who made up their minds in the one or two years prior to the election, using precampaign marketing techniques.
Political marketing: an information‐economic analysis
Authors: Bauer Hans H. , Huber Frank , Herrmann Andreas
Published: July 2002

Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved. Concentrates on an analysis of party membership as a form of system transaction, in the light of the sharp decline in the membership of the major parties.
Consumer decision‐making styles: a multi‐country investigation
Authors: Lysonski Steven , Durvasula Srini , Zotos Yiorgos
Published: July 2002

Argues that profiling consumer decision‐making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such profiles has been problematic. Reports the application of an instrument known as the consumer style inventory (CSI) to measure these profiles for samples of consumers from Greece, India, New Zealand and the USA. Indicates, from the results, that the instrument seems more applicable to higher income countries than to developing ones. Discusses implications regarding use of the instrument and cross‐cultural issues.
Responses to different charity appeals: the impact of donor characteristics on the amount of donations
Authors: Schlegelmilch Bodo B. , Love Alix , Diamantopoulos Adamantios
Published: July 2002

Posits that, at a time when demand for charity services is increasing and donations to charity are remaining static, careful administrative use of funds and accurate targeting of likely donors are vital for charities’ survival. Utilizes empirical data from a nationwide survey of donating behaviour to identify whether different characteristics of donors affect the levels of donation to various methods of prompted giving. Also provides suggestions as to how these characteristics may be utilized in streamlining future fund‐raising strategies.
Eschatology, promise, hope: the Utopian vision of consumer research
Authors: Woodruffe Helen R.
Published: July 2002

Explores the idea of the Utopian vision of consumer research through eschatology, which seeks to establish a new version of reality of consumers and which exposes existing inadequacies in our knowledge and understanding. Promise and hope depict an orientation to the future implicit in the exegesis of eschatology. The discussion is predicated on this optimistic and liberating view of eschatology as a break in the past, rather than the end of all things. Explores our understanding of what is meant by consumption and the influences which have shaped what is viewed as our knowledge base, especially with regard to the role and experience of women as consumers. Examines the possibility that consumer research is in crisis and that the new reason must prevail in order to overcome the inadequacy of existing theory and seeks new directions.
Conceptualizing total quality orientation
Authors: Mohr‐Jackson Iris
Published: July 2002

The academic marketing literature reflects remarkably little effort to conceptualize total quality orientation, which is key to understanding customer satisfaction. The author synthesizes extant knowledge on the subject and provides a foundation for future research by delineating the domain of the total quality orientation construct and providing an operational definition. The author draws on academic and practitioner writings from multiple disciplines, and 50 in‐depth interviews with corporate executives in a broad spectrum of manufacturing and service organizations.
On‐line focus groups: conceptual issues and a research tool
Authors: Montoya‐Weiss Mitzi M. , Massey Anne P. , Clapper Danial L.
Published: July 2002

Explores the potential effects of computer technology on the traditional structure and functioning of focus groups. On‐line focus groups are purported to be cost‐effective, enable the inclusion of dispersed participants, and result in broad and honest responses on the part of participants as a result of system anonymity. However, many of these claims have not been carefully examined. It is essential that the unique qualities of on‐line environments form the theoretical grounding for on‐line research efforts. Drawing on insights from research in the computer‐mediated communication field, we propose some conditions in which on‐line focus groups may broaden current applications and provide a useful complement to traditional face‐to‐face approaches. Considering these insights, we developed an Internet tool, called Internet Focus Group or IntFG ‐ to enable future empirical exploration of on‐line focus groups. The main motivation for the development of the IntFG tool is that it is a necessary element of a systematic research program in this area.
Reconstructing Maturana – Metaphysics and method
Authors: Dougall Colin
Published: July 2002

Considers some of the puzzles and inconsistencies associated with Maturana’s metaphysics. We argue that such puzzles and inconsistencies largely arise out of difficulties of method and that the clue to their resolution is to be found in Aristotle’s solution to the same problem. Maturana’s claims are reconstructed in this light and in a way which does not materially affect their underlying theoretical grounds, i.e. autopoiesis theory, and dissolves the puzzles and inconsistencies referred to.
Requisite holism, isolating mechanisms and entrepreneurship
Authors: Rebernik Miroslav , Mulej Matjaz
Published: July 2002

Holism is a familiar concept, but it lacks a coherent definition in either theory or practice. This impedes common understanding and realistic observation and action. At the heart of the problem is the inevitability of human specialisation, which tends to be accompanied by a lack of cooperation, especially of an interdisciplinary nature. False holism may result in unpleasant surprises due to oversights. People who are able to avoid them tend to employ, even though tacitly, the law of requisite holism. This article seeks to explain this phenomenon by associating it with the practice of entrepreneurial management.
Aluminium tripolyphosphate pigments for anticorrosive paints
Authors: Deyá M. , Vetere V.F. , Romagnoli R. , del Amo B.
Published: July 2002

The efficiency of two anticorrosive pigments containing aluminium polyphosphate was studied. Pigments were analysed by current analytical techniques and characterised by FT‐IR spectrometry. The anticorrosive properties of the selected pigments were evaluated following the electrochemical behaviour of a steel electrode in pigments suspensions. In a second stage, solvent‐borne paints with 30 and 10% v/v of the pigment and PVC/CPVC (pigment volume concentration/critical pigment volume concentration) ratio 0.8 were formulated. Three resins were chosen as film forming materials: an alkyd, an epoxy and a vinyl. The performance of the resulting anticorrosive paints was assessed by accelerated (salt spray cabinet and humidity chamber) and electrochemical tests (corrosion potential, ionic resistance and polarisation resistance). The anticorrosive performance of the tested paints was closely related with pigment composition. The nature of the resin was also of importance; in this sense, epoxy paints showed the best anticorrosive performance. Good correlation has been obtained between accelerated and electrochemical tests.
HIV/AIDS: state police training practices and personnel policies
Authors: Edwards Terry D. , Tewksbury Richard
Published: July 2002

Reports on a US survey of state police (and highway patrol) training academies concerning policies for dealing with AIDS. Finds that although a majority of these organizations have implemented training, fewer agencies have adopted policies informing officers how to deal with HIV/AIDS sufferers, despite the existence of national standards and model policies. Finds that even fewer agencies have policies addressing the employment of staff with HIV/AIDS.
Varieties of citizen review: the implications of organizational features of complaint review procedures for accountability of police
Authors: Walker Samuel , Wright Kreisel Betsy
Published: July 2002

Citizen review of complaints against police officers is an important new aspect of policing which takes many different forms. Explains the reasons leading to the usage of this term in preference to similar terms. Analyzes official documents related to the 65 citizen review (CR) procedures currently in force in the USA. Highlights the problematic relationship between the goals of CR and administrative features. Finds that existing procedures do not always guarantee an independent review of complaints. Suggests additional research on procedures, more critical assessment of the assumptions underlying CR, and rigorous comparative evaluations of complaint review systems, also of the relationship between CR and other innovations such as community policing.
An investigation into whether complaining can cause increased consumer satisfaction
Authors: Nyer Prashanth U.
Published: July 2002

Marketers agree that consumer complaints are useful sources of information that help marketers identify sources of dissatisfaction, and therefore should be encouraged. However, does complaining have a more direct beneficial effect? Can consumer complaining by itself cause increased satisfaction by allowing dissatisfied consumers a chance to vent their anger and frustration? An experiment was conducted on real consumers to test what effects complaining may have on changes in the consumers’ satisfaction and product evaluations over a one‐week period. It was found that consumers who were encouraged to complain reported greater increases in satisfaction and product evaluation compared to consumers who were not explicitly asked to complain. The changes in satisfaction and product evaluations were found to be related to the complaining intensity. The effect of complaining on actual purchasing behavior was also studied.
The association endorsement and consumers’ intention to purchase
Authors: Daneshvary Rennae , Schwer R. Keith
Published: July 2002

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework.
Social class influences on purchase evaluation criteria
Authors: Williams Terrell G.
Published: July 2002

This article investigates social class, income and gender effects on the importance of utilitarian and subjective evaluative decision criteria over a variety of products considered more and less socially significant. Variations in attitude, motivation and value orientations associated with differences in occupational opportunities and demands, childhood socialization patterns and educational influences may lead consumers to vary in many of their purchase behaviors across social classes. It was found here that social class is a significant predictor of evaluative criterion importance for a number of products. The influence was moderated by the objectivity of the criterion and the social sensitivity of the product. Because of its link to choice limitation in decision making, income was expected to be an influence on evaluative criteria. A greater number of utilitarian criterion importance ratings for socially non‐significant products were related to income, and utilitarian criteria importance, in general, was negatively associated with income for low social value products. Application of relative class income levels led to a substantially greater number of significant relationships compared with income or social class alone. The gender of respondents was found to relate to the observed associations, with women generally attaching more importance to virtually all evaluative criteria and exhibiting different relative importance levels for criteria across class and income levels.
Misplaced marketing Training book for the new store clerk: “Go and be charming!”
Authors: Rotfeld Herbert Jack
Published: July 2002

Notes that even large organizations report reductions in time or budgets allocated to employee training. Points out that, as a result, customer‐contact people do not acquire a marketing perspective of satisfying different groups of customers and are often only able to serve effectively the smaller group of people just like themselves. Considers various situations where differences in race can lead to unsatisfactory customer service and concludes that charm does not compensate for insensitive actions.
Effectiveness of Brand‐related 15‐second Commercials
Authors: Ward Scott , Oliva Terence A. , Reibstein David J.
Published: July 2002

While 15‐second commercials appeared to have peaked at 40 percent in
terms of network usage in the US, it appears that the commercial format
is here to stay. A recent development has been the use of
“book‐end” configurations of such commercials, where the 15‐second
commercials are separated by other advertising. Looks at a variation of
this approach where self‐contained but related 15‐second commercials are
used in a single one‐minute pod. Results show that pod configuration
matters in terms of copy point recall for the 15‐second commercial. In
short, pod configuration matters when using 15‐second related and
unrelated commercials in conjunction with other longer commercials.
Defensive marketing’s use of post‐purchase telecommunications to create competitive advantages: a strategic analysis
Authors: Eric Boyd D.
Published: July 2002

Considers the impact of defensive marketing on a firm’s competitive ability in the marketplace. Examines telecommunications as an important means through which many companies are creating several competitive advantages for themselves through a defensive marketing strategy. Defines defensive marketing in the context of its counterpart, offensive marketing. Discusses several competitive advantages resulting from defensive marketing and its use of telecommunications and provides case examples to support each identified competitive advantage. Examines several issues of concern which marketing managers should consider before undertaking a defensive marketing strategy using telecommunications technology. Highlights the importance of opening communication lines with the customer, using customer‐friendly technology to facilitate customer‐business communication, and the need for a balanced marketing strategy combining both defensive and offensive marketing strategies as major implications resulting from the discussion.
The telecommuting innovation opportunity
Authors: Chevron Jacques , Primeau Margaret
Published: July 2002

Discusses and attempts to anticipate the changes in consumer attitudes and behaviors which may result from the growing importance of digital information technology. Based on a survey conducted among early adopters of the technology, the “telecommuters”, finds a high incidence of pet ownership among telecommuters, rejection of some forms of computer shopping, and long working hours interlaced with long breaks, etc. Suggests the need to further investigate ways to capitalize on these future trends for the businesses of: banking, finances, travel, video rental, pet supply, grocery and retail trade.
Brand origin: conceptualization and review
Authors: Thakor Mrugank V.
Published: July 2002

Argues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many brands ‐ the origin cues that they contain ‐ has received little or no attention. Reviews current research in the country‐of‐origin area related to branding, as well as the work done by other researchers on brand personality and brand image. Distinguishes brand origin from country of origin, and shows how this concept could be valuable in resolving a methodological problem with some country‐of‐origin studies. Surveys ways in which brand origin is used in practice, both implicitly and explicitly, and discusses the relationship between brand origin and the concept of the global brand. Finally, highlights potential problems associated with the use of brand origin, draws managerial implications relating to its use, and suggests areas where research is needed.
A psychographic study of the elderly and retail store attributes
Authors: Oates Barbara , Shufeldt Lois , Vaught Bobby
Published: July 2002

The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and opinions (AIO) questionnaire from 386 respondents provided data to identify five distinct groups of elderly shoppers. Significant differences were found among the five clusters with regard to the perceived importance of various retail attributes which sell over‐the‐counter drugs: quality of store and personnel, store characteristics, and use of coupons and discounts.
Is the athlete’s sport important when picking an athlete to endorse a nonsport product?
Authors: Martin James H.
Published: July 2002

Businesses will spend millions of dollars associating their products with athletes through product endorsements. Finding the “best” athlete to make the endorsement is a crucial decision. Several theoretical perspectives suggest that the sport from which the athlete comes may be an important factor in producing a favorable consumer response. In a study conducted to investigate the effects of the type of sport on endorsement evaluations, results indicated that the image of the sport, independent of the athlete, can contribute significantly to the consumer’s response to an endorsement. The image of the sport can enhance, or detract from, the effects of the personality and appearance of the athlete making the endorsement. These findings suggest the managers should consider the sport, as well as the athlete carefully, when picking a product spokesperson.
Conceptualizing self‐monitoring: links to materialism and product involvement
Authors: Browne Beverly A. , Kaldenberg Dennis O.
Published: July 2002

The relationship of self‐monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands among a sample of 387 young adults. Constructs were measured with Snyder’s Self‐Monitoring Scale, the Material Values Scale, the Consumer Involvement Profile, and a scale measuring market alienation. Self‐monitoring was positively related to materialism, to clothing involvement, and to interest in marketplace events and brands. Discusses implications for the meaning of self‐monitoring and the use of personality in explaining consumption behavior. Suggests implications for marketing strategy.
Anger, catharsis, and purchasing behavior following aggressive customer complaints
Authors: Bennett Roger
Published: July 2002

This study employed the responses of 237 subjects to questions regarding the emotions they experienced while complaining about products or organizations to test a neo‐Freudian catharsis hypothesis concerning the consequences for repeat purchasing of angry customer complaints. Aggressive complaining frequently led to the psychologically gratifying relief of frustration, and hence to higher post‐complaint levels of regard for the product or supplying firm. Identifies sub‐groups of customers possessing specific personal characteristics (extreme type‐A, type‐B personalities, low self‐esteem, guilt‐propensity); examines disparities in the patterns of complaining behavior of the various categories; and assesses the implications of the differences observed. Of the respondents who reported having complained angrily, 82 percent continued to buy the products (or use particular suppliers). Some even increased purchasing levels. Concludes that firms should actively encourage assertive complaining by customers so that the beneficial consequences of catharsis may be obtained.
Time and companionship: key factors in Hispanic shopping behavior
Authors: Nicholls J.A.F.
Published: July 2002

Examines the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods. The Hispanic shopper (which would also include a large segment of immigrants) makes the (shopping) trip worthwhile by travelling with companions, consummating a purchase while at the mall, and buying food or beverage during the visit. The Hispanic shopper also spends more time at the mall and visits more stores while there. This is an example of how marketers have become increasingly interested in the extent to which situational factors influence immigrants’ purchase behavior.
It’s not simply “change,” it’s “evolution”
Authors: Krubski John
Published: July 2002

Takes a humorous look at the relationship between the consumer and the product since the 1920s. Asserts that marketing consists of the conscious effort to invade, inveigle and influence the relationship between “me and my stuff”. Concludes that the new millennium is here and it belongs to the consumer.
Household cost effects on purchase timing decisions: do demographics matter?
Authors: Vakratsas Demetrios
Published: July 2002

Previous research has rarely considered purchase acceleration as a measure of consumer deal‐proneness. Also recent studies have found that the effect of demographics either on brand choice or purchase timing is marginal. Examines the effects of demographics on household propensity to accelerate. Selects demographic variables are selected based on theoretical arguments and the results show that their effect is significant. The study found the effects of female head employment status to be the most persistent, followed by income and household size effects. Also found demographics were also found to discriminate between deal‐only and price sensitive households, a difference observed in previous studies.