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.     

Pricing and marketing communications: The noneconomic factors

Which noneconomic factors should be considered in pricing products and services? When and how can the pricing manager desensitize the consumer to price? These issues are examined and related to the economic factors in pricing decisions. Ten product, consumer, and psychological pricing questions are asked for the manager to answer.     

A useful scope for marketing

The debate over the nature and scope of marketing is far from settled, but the desire for change among marketers is apparent. It is urgent that marketers determine what the scope of their field should become as a necessary first step in developing an adequate definition. The effort so far has been somewhat haphazard with a variety of authors-extolling the virtues of their viewpoint. This article represents an attempt to add order to the search for a useful scope for marketing. To achieve this purpose, four norms are developed which seem suitable for testing the scope and definition of marketing. They include the level of abstraction norm, the norm of correspondence, the pragmatic norm, and the norm of simplicity. These four norms are first used to test two extreme positions and then to test a third compromise definition of marketing.     

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.     

A comparison of the relative importance of the marketing,financial, and asset management implications of strategic decisions

This study investigates the relative influence of marketing, financial, and asset management strategic decisions on profit performance. The aim of the paper is to assist managers who must determine how to evaluate the strategic alternatives available to them. The basis for the comparison comes from the PIMS research and the Strategic Profit Model. The findings presented suggest that asset management fails to make a significant contribution to explaining the variance in profitability independent of that explained by the other two variable sets. In addition, the study found debt, sales, market share, and cash flow management to be the key measures for predicting profit performance. The findings were also found to be reliable and to have acceptable validity.     

The marketing of hamburger buns: An improved model for prediction

The Spring 1974 issue of this Journal published a paper that presented a model for predicting sales of hamburger buns. This article evaluates the model on the bases of statistical reporting, model specification, and implications for production policy. In addition, using the same data used for the original model, an improved model is developed whereby there is a 50% increase in explained variance.     

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。     

A framework for conducting a services marketing audit

The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.     

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。     

ESSCA: A multidimensional analysis tool for marketing research

Multidimensional analysis techniques such as ESSCA (External Single-set Components Analysis) are useful for marketing researchers who want to estimate the dimensionality of a group of related measurement instruments. Here, the advantages and disadvantages of this procedure are illustrated through an investigation of four advertising recall measures. The ESSCA solution suggests that two dimensions of recall are actually being measured: favorable recall of stimulus features and brand name recall.     

A suggested taxonomy for marketing thought: The case of lacking applied development and research in marketing

An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help marketers identify critical need areas that might well result in unusually productive findings and advances important to all marketers. EDITOR'S FOOT-NOTE: Reviewers have agreed that marketing has no Taxonomy and needs one, but that a full study and statement would be a Herculean task. The paper published here is presented as a beginning and, as the author himself states, “in the hope to stir controversy, debate, and effort.”     

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     

A taxonomy of marketing planning styles

This study examines marketing planning styles among a sample of organizations in the health care industry. A taxonomy of marketing planning styles—limited marketing planners, constituency-oriented marketing planners, and comprehensive marketing planners—is derived and then related to the literature on planning. Differences among the marketing planning styles are tested based on hypotheses relating to planning comprehensiveness. The results suggest that: (i) marketing planning styles differ fairly distinctly in their attention to selected elements of the environment; and (ii) the marketing planning style employed is related to the level of competition and to organization size and complexity.