共查询到20条相似文献,搜索用时 31 毫秒
1.
ABSTRACT This article looks at an international weight loss service company known as Weight Watchers and evaluates the promotional effectiveness of their social event focused business. Secondary research highlights their approach to the marketing mix and the significance of perception within this particular market and the marketing mix per se. Research of their traditional social event based business is reported in terms of the effect of the promotional tools used by Weight Watchers, influences on consumer decision making, consumer behavior, and internal and external factors which influence marketing decisions. The conclusions drawn are that there are significant issues for Weight Watchers to consider in terms of their future approach to the weight loss market. Firstly, the need for Weight Watchers to differentiate themselves further from their competitors and, secondly, to ensure they have distinct differentiation strategies for their social event and online businesses. 相似文献
2.
ABSTRACTWith the advent of ‘big data’, the purpose of this empirical study was to take the opportunity to rethink conventional market segmentation strategies. This is particularly relevant for the automotive industry which is going through a period of rapid change with advanced technologies such as electric powered and autonomous vehicles, creating increased concerns as to how this complexity is communicated effectively.A mixed methods approach was utilised to collect data from multiple sources, incorporating in-depth discussion groups, semi-structured interviews, an online survey, and data collection of communication processes through the attendance of new car product launches.The results suggest that marketing departments should rethink their data capture methods to collect more relevant consumer information, not the contemporary trend of needs, attitude, and motivation variables that are difficult to identify and collect, but basic information on their level of familiarity with products through previous experience and exposure. The basic dimensions identified are characterised by a consumer’s expertise, involvement, and familiarity with a product. The findings are synthesised into a theoretical framework to define differing levels of product complexity, which would enable manufacturers to provide more closely defined market segmentation strategies when communicating new product information. 相似文献
3.
ABSTRACTSocial media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Though tremendous opportunities via social media are alluring, businesses are still finding it hard to penetrate the clique of consumer interactions that are largely personal in nature. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in diverse fields, this study demonstrates how retailers can build customer-based brand equity using social media-based brand determinants. Using seemingly unrelated regression technique, this study examines how retailer brands can leverage consumer characteristics on social media to successfully integrate and capitalize on social media marketing activities. This research study has important implications for both marketing theory and practice. 相似文献
4.
ABSTRACT Rice consumption per capita in many Asian countries decreased, but it is consumed more in non-rice-eating countries. This study aimed to investigate consumer preferences and attitudes toward Jasmine rice among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Factor analysis of consumers' buying decision criteria yielded four factors: marketing activities (explained variance 26.8%), quality (13%), price (10.5%), and country of origin (7.7%). Discrimination analysis was performed to investigate differences in buying criteria between traditional rice-eating and non-rice-eating countries (p?=?0.000). Marketing activities, price, and country of origin were the best discriminators, whereas quality was a poor discriminator. Rice was not a substitute to other staple foods due to price change. Product quality, differentiation, and price play an important role. Building a reputation by using a clear statement on the country of origin should be a priority for Thailand. On the basis of their preference, consumers were segmented into three groups and marketing strategies were proposed. 相似文献
5.
Michael Saren Elizabeth Parsons Christina Goulding 《Consumption Markets & Culture》2013,16(5-6):475-485
ABSTRACTThis positioning paper explains and develops the concept of marketplace exclusion, which has received little attention to date in the field of marketing and consumer research. Essentially the concept refers to the mechanisms through which certain individuals and communities are barred from the resources and opportunities provided by the market. Participation in the market and the accompanying rights and responsibilities that allow individuals to act as legitimate consumers is essential for social cohesion and social relations. However, one consequence of consumer culture has been a shift away from values of community and citizenship towards those of materialism and competition. Marketplace exclusion encompasses big questions of poverty, sexism and racism to individual consequences such as isolation and alienation. The paper examines various causes and types of exclusion and discusses key research questions and methodological issues in studying this topic. Finally, it introduces the papers included in this special issue of CMC. 相似文献
6.
Laurel A. Steinfield Catherine A. Coleman Linda Tuncay Zayer Nacima Ourahmoune Wendy Hein 《Consumption Markets & Culture》2019,22(4):406-429
ABSTRACTGlobal gender asymmetries in marketing and consumer behavior were recently exemplified by the Transformative Gender Justice Framework (TGJF). The TGJF, however, lacks an explicit reference to power – an aspect that becomes apparent when it is used to assess a consumer phenomenology. In this article we augment the TGJF by building out the power logics and by empirically testing it through an assessment of the reproductive market in Uganda. We capture macro-, meso-, and micro-level power asymmetries, and explore how bio-power and control over resources melds with local gender relations and agentic practices that (i) leave social marketing efforts misaligned with embodied realities, and (ii) result in dichotomies and tensions in the reproductive health market as the North–South strive to define the modern-traditional, medical-pleasurable, and women-men nature of contraceptives. 相似文献
7.
Victoria K. Wells 《Journal of Marketing Management》2014,30(11-12):1119-1158
AbstractPsychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology – namely, behaviourism – on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matching and foraging theories, amongst other frameworks, during the past 50 years. This article provides a review of research and applications of behavioural psychology in the area, as well as a brief introduction of behavioural psychology for scholars unfamiliar with the area. The article also suggests avenues for further research examining the potential development of behavioural psychology approaches for both consumer and marketing researchers. 相似文献
8.
AbstractThis paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies. 相似文献
9.
《非赢利和公共部门市场学杂志》2013,25(1-2):55-82
SUMMARY The North Carolina Division of Public Health has employed traditional marketing concepts to increase the capacity of its programs to use the social marketing process. A Robert Wood Johnson Foundation Turning Point grant enabled this capacity building. During a three-year period there has been over a two-hundred-percent increase in programs attempting to use social marketing in the division. This article describes the division's application of social marketing concepts, reviews other theories useful to the incorporation of a social marketing approach in a social-change organization, makes suggestions for their application, and presents lessons learned. 相似文献
10.
AbstractIn the case of visual artists, the product they create is inextricably linked to their identities, personalities and career histories in terms of how the art is produced, presented, consumed and positioned and valued in the market. Although artists’ branding initiatives are considered relevant to branding and marketing theory, identifying how these are constructed and managed and identity negotiated through this process is an area that needs further development. This research therefore uses a multi-stakeholder approach to branding theory to examine contemporary artists’ careers to understand how value is added to their ‘product’. Qualitative analysis of artists’ biographies and career histories in the London art market illustrates how value is co-constructed through relationships in a temporal manner that must be strategically managed. 相似文献
11.
Julia E. Carins Sharyn R. Rundle-Thiele Justin J. T. Fidock 《Journal of Marketing Management》2016,32(11-12):1083-1102
ABSTRACTThe purpose of formative research in social marketing is to understand the target audience to generate consumer insight, which informs the planning, development and initial implementation of social marketing programmes. Focus groups, interviews or surveys, all of which are self-report methods, are the most commonly reported methods employed in formative research. Reliance on a relatively narrow range of methods may constrain understanding and insight gained during formative research. This paper challenges social marketers to mix methods or use multiple methods and research perspectives to generate a broader understanding of the consumer and the context in which they behave. A case study is used to demonstrate how mixed methods were used in a formative research study to inform the development of a social marketing programme designed to change eating behaviour. Challenges of mixed methods are detailed along with recommendations for future research. 相似文献
12.
Multilevel trust in international marketing of healthcare services: A five-country comparative study
《International Business Review》2021,30(6):101895
PurposeThis research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services.Design/Methodology/ApproachA comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong.FindingsThe research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context.Research implications/limitationsThis study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors.Practical implicationsManagers should consider multilevel trust to boost relationships and achieve local acceptance.Originality/ValueThis research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing. 相似文献
13.
Amanda J. Broderick Rene D. Mueller Gordon E. Greenley 《International Review of Retail, Distribution & Consumer Research》2013,23(5):533-557
Abstract This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework. 相似文献
14.
AbstractThe mobile phone has increasingly become a channel for providing access to formal financial services. There is a need to understand how financial service offerings, increasingly accessed through mobile phones, impact marketing interactions, specifically marketing exchange activities and social network relationships, to enhance consumer well-being (CWB) in subsistence marketplaces. Through interviews and contextualised observational research in rural Cambodia, findings reveal that the impacts of mobile money services on marketing interactions in relation to CWB can be categorised at two distinct levels. The first-level impact is the actual physical money transfer transactions as part of the marketing exchange activities which leads to the second-level impact on the social network relationships at interpersonal, social group and cultural levels. Drawing from these insights, policy-makers and industry stakeholders can formulate strategies and develop innovative service offerings through mobile phone technology to enhance CWB in subsistence marketplaces. 相似文献
15.
Egor Krivosheya 《Journal of Promotion Management》2020,26(5):634-653
AbstractThis study identifies the determinants of consumer benefits values in the retail payments market. Using a mix of quantitative (nation-wide representative survey of 1500 individuals) and qualitative inputs (8 focus groups and 32 in-depth interviews), this study finds robust evidence which supports the importance of internal and external user characteristics for the benefits value explanation. Other factors exhibit partial or no correlation with benefits values. Total welfare is efficiently distributed across the market. Findings imply new factors affecting consumer behavior in the retail payments market and suggest a basis for the reassessment of marketing and regulatory strategies. 相似文献
16.
Mohammadali Zolfagharian Atefeh Yazdanparast 《Journal of Marketing Management》2017,33(15-16):1304-1335
ABSTRACTThis study extends the nascent stream of research that investigates the contributions of mobile and virtual technology to consumer misbehaviour and dark side of consumer life. Using a qualitative approach, the present research explores the nature of consumer–technology relationship, specifically virtual and mobile technology, at the level of lived experience. The findings reflect eight important facets of technology-related dark-side consumer behaviour that, in one way or another, cause harm to the individual user, other consumers or society at large. These themes showcase human entrapment in mobile and virtual technology. The findings have significant implications for marketing managers as well as consumer well-being. 相似文献
17.
Anshu Saxena Arora 《Journal of Promotion Management》2019,25(4):476-499
The study synthesizes research in emerging social media marketing domains by analyzing published articles on social media marketing in the Journal of Promotion Management published since 2007. We utilized interpretation and synthesis based assessment for examining the usage of social media marketing concepts with a focus on social media, social networking sites' utilization by firms, social media metrics and social media measurement, consumer decision making, consumer perceptions, and utilizing social media marketing across countries and cultures. We found a fair balance of application of social media variables across studies, even though most of these studies were quantitative. After studying the gaps presented in social media based studies of recently published articles, we present emerging social media marketing themes, new research foci and directions, and tried to build on research implications for both theory and practice. 相似文献
18.
《Journal of Relationship Marketing》2013,12(1):3-16
Abstract Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline. 相似文献
19.
ABSTRACTPurpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets. 相似文献
20.
Abstract Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation's population. Prior research suggests marketers need to consider the nontarget market (consumers who perceive themselves not to be the target of an advertisement) as well as the target market. Further, researchers have called for a more meaning-based approach to understanding advertising and consumer behavior. The authors therefore explore the meanings created by target and nontarget viewers of advertising targeting black, white, and gay / lesbian cultures. Their results show that asymmetries in cultural expertise, power, distinctiveness, and stigmatization among those cultural groups influence the meanings created by target and nontarget viewers of ads targeting those groups. 相似文献