Preliminary tests of a marketing communications model

Two experimental tests of a previously published marketing communications model are reported in this paper. Data from both experiments are interpreted as supporting basic relationships suggested in the model. Negative linear, inverted U-shaped, and positive linear self-esteem/persuasibility relationships appearing in the data are very similar to those suggested in the oroginal model. Similar relationships between communication discrepancy and persuasibility also appeared in the data as predicted. Even though the reported experiments are of a preliminary nature and are not intended to be conclusive, the resulting data are interpreted as substantiating the validity of the proposed model and as lending additional credibility to the model's use as a marketing decision tool.     

Development of models for marketing decisions

Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building are provided and illustrated with examples.     

Analyzing interpersonal communications in industrial marketing negotiations

Given the importance of analyzing interpersonal communications is marketing negotiations, a multidimensional content analytic coding system is presented. First, specific tests of the instrument’s validity and reliability are provided. Then, in an application of the scheme in a controlled environment, insights are provided regarding what types of interpersonal communication strategies and tactics are used by marketing negotiators.     

Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

Although word-of-mouth (WOM) activity has been studied as an outcome variable of other constructs such as satisfaction, less attention has been given to the antecedents and moderators of WOM when considering WOM as a central construct. Hence, we propose a model of WOM antecedents and moderators using a meta-analytic review. The results show that all antecedents have significant effects on WOM activity, with customer commitment showing the strongest effect. The following hypotheses are also supported: (1) WOM valence is a significant moderator, (2) cross-sectional studies show a stronger influence of satisfaction and loyalty on WOM activity than longitudinal studies, and (3) studies of WOM behavior show a weaker link between loyalty and WOM activity than studies of WOM intentions. In addition, we show that satisfaction has a stronger relationship with positive WOM than loyalty, whereas (dis)loyalty has a stronger relationship with negative WOM than does (dis)satisfaction. We discuss this finding based on the different natures of positive and negative WOM. This article is based on the first author’s dissertation.     

Factors affecting the use of information in the evaluation of marketing communications productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. This study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. The information used in this context originates from a wide range of internal and external sources. On the basis of organizational theories of information processing, the authors develop and test a conceptual framework explaining the use of information to evaluate marketing communications productivity. Collected survey data indicate that information quality, organization formalization, task complexity, market turbulence, rationality of decision style, and group involvement are all positively related to the use of information in assessing marketing communications productivity. Moderating relationships involving formalization, complexity, decision style, and the degree of group involvement are also found. Implications for managing market knowledge and future research in information use are discussed. George S. Low is an associate professor in the Marketing Department of the M. J. Neeley School of Business at Texas Christian University in Fort Worth, Texas. His Ph.D. in marketing is from the University of Colorado-Boulder. He also received an M.B.A. from the Ivey School of Business, University of Western Ontario, and a B.A. in advertising from Brigham Young University. He spent 4 years as a media planner with MacLaren McCann Advertising (Canada). His research focuses on integrated marketing communications and brand management, and has been published in theJournal of Marketing Research, theJournal of Retailing, theJournal of Advertising Research, theEuropean Journal of Marketing, and theJournal of Product and Brand Management, among others. He is the recipient of four research grants from the Marketing Science Institute. Jakki J. Mohr is an associate professor of marketing and the Ron and Judy Paige faculty fellow at the University of Montana. She received her B.B.A. from Boise State University, her M.S. in marketing from Colorado State University, and her Ph.D. in marketing from the University of Wisconsin-Madison. Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard’s Personal Computer Group and Tele Video Systems. Her research has been published in theJournal of Marketing, theStrategic Management Journal, theJournal of Public Policy and Marketing, theJournal of Retailing, theJournal of High Technology Management Research, Marketing Management, andComputer Reseller News. She has recently authored a book,Marketing of High-Technology Products and Innovations. Her research interests lie primarily in the area of marketing of high-technology products and services.     

营销中的新产品基本扩散模型

扩散模型基本结构主要是对新产品扩散的未开发市场、潜在市场和当前市场中的消费者数进行建模研究。而新产品扩散模型的发展则是建立在根据转化机制描述这三部分市场中消费者流动情况的基础上的,不同的转化机制和特殊的市场组成部分导致了模型间的差异。新产品扩散的代表模型有Bass模型、Fourt-Woodlock模型以及Mansfield模型等基本扩散模型,对这些基本模型的探讨可为研究更为柔性的扩散模型提供基础。     

When customers disappoint: A model of relational internal marketing and customer complaints

The objective of this study is to examine internal marketing relationships and their influence on salesperson attitudes and behaviors in retail store environments. The authors investigate the moderating role of customer complaining behavior on the nature of these relationships. Specifically, they examine the relationship between organization-employee and supervisor-employee relationships and their association with salesperson job motivation and commitment to customer service. Customer complaints are expected to have differential moderating effects on the relationship between organizational and supervisory support and these salesperson outcomes. Our hypotheses were tested using a sample of 392 retail employees within 115 stores of a national retail organization. The model was partially supported. Theoretical and managerial implications are explored.     

以产业为核心的区域营销模式

从市场的角度着手,结合区域营销理论,将区域营销系统化,构建出以产业为核心的区域营销模式。该模式包含以产业为核心的区域定位、产品组合、产品形象推动策略等内容,以及地方政府、企业界、非营利组织三者联动的营销主体结构。     

Modifying a marketing communication model with the sleeper effect

The purpose of this paper is to modify a marketing communications model published earlier by the authors. In the original model, self-esteem, source credibility, and communication discrepancy are shown to affect the persuasibility of message receiver. However, after modifying this model to accommodate a time lag phenomenon called the sleeper effect, it is apparent that the independent variables may have considerably different effects on persuasibility within a few weeks after the transmission of a marketing communication. These changed relationships may be important to the effectiveness of advertising, personal sales and other marketing communications.     

微商营销模式在贵州市场的可行性分析

随着社会的进步和我国移动互联网的快速发展,网络已经在很大程度上影响着人们的生活,衣食住行因为互联网的不断深入,而变得更加便捷。特别是对于年轻人来说,互联网已经成为他们获得最新资讯和社交的主要方式,移动社交的蓬勃也为新型的营销模式——微商,带来了发展的契机。而这种影响力巨大、发展前景广阔的营销模式却正因为缺乏监管而变得市场混乱,它所面临的挑战更受到人们的关注。本文将通过了解微商、对比微商与传统电商的区别、分析微商的优势与劣势,并结合贵州市场的现状,探讨微商这种新型营销模式在贵州市场的可行性,为使用微商的营销者提出合理化建议。     

Directions for marketing knowledge development: Opinions of marketing research managers

If future academic research is to make a meaningful contribution to marketing practice, we must know more about the strengths and gaps in our existing marketing knowledge base. This article reports the findings of a survey of marketing research managers employed by firms serving both consumer and industrial markets. Data were collected on researchers' perceptions of (1) importance of decision making areas, (2) need for additional knowledge accumulation, and (3) type of additional knowledge development. Survey results suggest that some decision areas are perceived to be in far greater need of further study than others, and that academic research output does not always correspond to the information requirements of marketing practitioners. General Electric Company     

Salesforce decisions: A Markovian approach

This paper reports on the development, application, and evaluation of a Markov model used for macro sales force planning and control. The model portrays the succession of levels of sales force members from application to join the sales force, through all possible states, including possibilities of termination due to promotion, firing, and voluntary departures. The impact of several decision states such as recruiting, promotion, and training are then assessed, and the implications are evaluated through the use of the data from two large pharmaceutical firms. Several uses of the model are illustrated and the impact of managerial decisions on costs and profits are shown. The uses of the model for sales force design are also discussed.     

Distribution decisions for public services

A systematic approach formulating public sector distribution decisions is suggested. The approach starts with an audit to identify who is getting how much of a service. When the existing allocation pattern is known, then objectives are set which amend or perpetuate this pattern in accordance with the agency's preferred distribution model. A distribution strategy plan is developed which establishes what will be done to implement the objectives. The plan consists of the following four main sets of decisions: (1) the channel of distribution; (2) intensity of distribution; (3) selection of site locations; and (4) schedule of service delivery.     

Societal marketing: A strategic view of the marketing mix in the 1970's

The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.     

Elevating marketing: marketing is dead! Long live marketing!

Marketing must be elevated to a higher level of consciousness. A consciousness that grows beyond solving small, immediate problems to addressing long-term, large problems that goes beyond individual customer satisfaction and short-term financial performance to encompass the total value creation system. The discipline, in theory and practice, must move beyond a narrow focus on customers to a broader concern for them as citizen-consumers. This necessitates a recommitment of marketing to its fundamental purpose in society, which is improving the standard of living for all citizens by co-creating value at all levels within a socio-economic system. An elevated (systems) concept of marketing must focus on micro, meso and macro systems with an understanding of the purpose and shared vision for each system, a clear identification of responsibilities, and a focus on resource effectiveness and efficiency.     

市场营销

什么是市场营销?简单讲就是通过调查市场、创造需求、引导生产、销售商品、协调关系的过程使企业的产品满足顾客的需求.……     

Revealed reader preference for marketing journals

In this paper we assess the reading preference for marketing journals by deriving a journal utility scale based on click responses to table of contents postings to the ELMAR virtual community. Use of ELMAR data provides a unique window into journal importance, allowing us to look at table of contents reading behavior rather than citing behavior or attitudinal constructs as has been the case in previous studies. At the time of the study, there were more than 5,100 ELMAR subscribers, easily making this the largest journal ranking study ever undertaken. The external validity of our sample is high since ELMAR subscribers include a high percentage of the population of those interested in scholarly research in marketing. Our results are based on actual choice behavior of subscribers as they simply decide what tables of contents to read. The list of journals included in the study contains 165 different titles posted during the study period, which spanned a year. During that period there were multiple issues posted of these 165 journals, resulting in a replicated field study with high reliability. In fact, our journal reading utility measurement yielded a model with an R² value of .95. We use this model to suggest ways that researchers might come to a richer understanding of the journal consumption process.     

Financial institution branching decisions: A macro-heuristic

The changes which have taken place in the competitive arena for financial institutions recently have brought both opportunities and problems. One area of increasing interest is the branching decision, particularly as statewide branching and interstate banking are likely occurrences in all states. The article proposes the use of a macro-level decision process which uses publically available data as a means of reducing the costs of developing branching data. Rather than submit all areas to a micro-level examination, the heuristic eliminates locations with little potential, so that branching decision makers can use limited research resources for areas where potential exists.     

市场营销专业“定单式教育”培养模式初探

市场营销专业人才是社会主义市场经济建设的生力军 ,如何对其进行培养 ,采用何种模式培养是关系到社会主义市场经济发展的关键。文章从该专业不同层次人才培养目标与规格出发 ,对学校与企业联合培养的“定单式教育”进行了初步探讨 ,提供了该专业人才培养的新型模式