制药企业品牌价值与营销传播模式

由于药品的特殊性,人们在选择药品时很难直接判断药品的质量,只能凭借药品品牌去判断药品的质量。顾客感知品牌价值的线索很多,根据药品顾客对产品质量和价值的感知规律,进行整合营销传播并塑造理想的品牌形象是制定有效营销传播的关键。根据制药企业顾客品牌价值理论,分析制药企业顾客品牌联想的一般线索规律,提出制药企业塑造品牌的整合营销传播模式。     

网上银行信息安全产品服务定价策略研究

作为营销新观念,服务营销以客户需求为中心,以提供优质服务为手段和方式,除了向顾客提供满意的产品以外,还注重向顾客提供与之相关的各种服务。本文试图从服务营销中的顾客感知价值的角度出发,运用服务定价的基本理论,将顾客感知价值与网上银行信息安全产品的服务定价联系起来,从顾客感知价值的角度探讨网上银行信息安全产品的顾客服务与服务定价策略,不仅关注网上银行信息安全产品的销售,更加关注顾客的需求、顾客购买和使用产品全过程的感受,旨在通过取得顾客满意度、忠诚度,实现网上银行业绩的持续改善和长期增长。     

基于顾客价值的营销策略分析

顾客价值是感知利益和感知付出的比较,是购买产品能够带给顾客各个方面的好处,它具有因人而异、动态变化、比较、多元判断、实践习得等一系列特征。所以,企业应基于顾客价值特征,运用调查、细分、定位、沟通、综合等各种有效的营销策略和手段来增加顾客价值,促进顾客购买。     

顾客特征对饭店收益管理定价中顾客感知公平的影响研究

公平价格的感知对顾客满意度和行为有至关重要的影响,究竟收益管理定价将会如何影响顾客的感知公平,是否对所有顾客都会产生同样影响尚未有人做出研究。文章主要是探讨饭店收益管理定价策略实施中的顾客感知公平问题,特别是不同顾客特征对收益管理定价感知公平的影响问题,构建顾客特征与感知公平相互作用的多元回归模型,并通过实证研究对模型进行验证,分析不同的顾客特征对收益管理定价策略实施中的顾客感知公平的影响,探究其相互关系和作用机制,并进一步将研究结论应用到饭店收益管理定价实践,为针对不同顾客采取不同的定价策略提供逻辑思路和理论依据。     

基于顾客感知理论的医疗器械营销策略

顾客感知是顾客对消费产品预期和实际感知的一种对比或权衡。医疗器械行业是一个多学科交叉、知识密集、资金密集型的高技术产业,进入门槛高。在我国进行医疗体制改革的阶段,医疗器械行业具有广阔的发展前景,依据顾客感知理论进行医疗器械产品营销可以围绕产品研发设计、促销、定价等策略展开。     

USP策略在网络营销中的应用研究

USP策略是重要的营销理论之一,独特的营销方式的建立尤为重要。本文从USP策略出发,研究网络营销中USP策略与顾客购决策的关系,提出模型,并进行分析,得出：USP策略对顾客感知价值和购买决策有着正向影响,感知价值起到中介作用影响顾客购买。     

论顾客满意测度的动态性

顾客满意在市场营销研究中占有重要地位。对于什么是顾客满意、如何测度顾客满意 ,现有研究已提出了不少理论模型。在对现有研究进行回顾的基础上 ,认为现有理论框架对顾客满意概念的描述均属于静态模型。基于顾客对整体产品属性的认知是一个逐步感知过程的事实 ,可以肯定有些属性要在较长时间之后顾客才有机会去感知它。因此顾客满意应该具有随时间递进而演变的特性 ,并应以时间—事件模式为基础的顾客满意测度概念框架     

提升顾客资产价值的营销资源要素分析

随着市场竞争的日益白热化,企业的管理人员在面对种类繁多的营销策略选择时,如何在营销资源有限的情况下提高顾客资产价值,并使其最大化,需要深入研究不同营销资源要素对顾客资产的影响结果。故本文通过研究顾客资产、营销资源及二者之间的关系,从相关营销资源要素中确定可以较显著提升顾客资产价值的营销资源要素,从而为企业制定更加有效的营销方案提供决策依据。     

工业品营销中顾客感知价值分析

随着中国市场经济的快速发展,科技水平的提高,工业品市场竞争将更加激烈,而关于工业品营销理论研究较匮乏,现实又很需要工业品营销指导,文章把顾客感知价值引入到工业品营销中来,对工业品营销中顾客感知价值进行探讨,分析顾客感知价值对工业品营销策略的影响。     

基于顾客感知价值的天福集团营销策略分析

本文以"中国大陆茶业的第一股"天福集团为研究对象,先对顾客感知价值的定义、驱动因素和维度进行阐述,再分析天福集团的营销策略对顾客感知价值的应用情况,提出相应的营销策略建议。     

The impact of gender in marketing communications: the role of cognitive and affective cues

Turkey This paper explores the role of gender in the processing of the marketing communications messages of travel agencies operating in the Turkish domestic tourism market. The study focuses on the family holiday information search process and particularly investigates how wives and husbands respond to different marketing communications messages and why. By the use of focus group studies and interviews with tourists it is established that, although there are similarities between wives and husbands in terms of their responses to various advertisements, the underlining reasons are different. While husbands make their decisions through the use of heuristic devices, such as the credibility of the sender and the attractiveness of the sender and or message, wives make their decisions based on the content of the cognitive and affective cues provided in the marketing communications messages. The research also points out that there is a large potential for improving the marketing communications messages of travel agencies operating in the Turkish domestic tourism market.     

The Power of Consequential Product Sounds

Building on theory in sensory marketing, mental simulation, and cue diagnosticity, this research investigates when consequential product sounds, or ancillary sounds generated by the normal operation of a product, can impact customers’ perceptions and behavioral intentions. Across four studies, we demonstrate how consequential product sounds coupled with imagery and phrasing of products in use can encourage customers into a mental space in which they can clearly envision using the product, also known as a process mindset. This mindset allows customers to use the amplitude of the consequential product sound to make inferences about its power, and subsequently enhances their willingness to pay for louder products (versus quiet products or those with no sound). Effects are attenuated when customers are encouraged into an outcome mindset, or a mental space in which they only consider the end benefits of using a product. We provide clear theoretical and managerial implications and, based on our findings, propose that retailers should consider incorporating consequential product sounds into customers’ shopping experiences, as these auditory cues can help to encourage a process mindset and thereby, positively impact customers’ willingness to pay.     

The marketing message: Being broadcast loud and clear?

Communication lies at the very heart of marketing; but how well do marketers and marketing academics communicate? Academics, including those in marketing, have been criticized for putting their ideas across in a complex and unclear way. Marketing academics may have some valuable new ideas to “sell” to practitioners; but are they so product orientated that they are ignoring the communications needs of their potential customers? This paper tries to explore the importance of clear communications for academics and practitioners; and to survey how clearly we are communicating through the channel of marketing journals in particular.     

A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept

This article describes a pilot study testing some aspects of the integrated marketing communications concept. The study is timely and relevant to the field because it employs an empirical approach to addressing the heated controversy over the validity of the integrated marketing communications concept. This controversy is based upon doubt about the theoretical basis for integrated marketing communications and the lack of empirical research in the field identified in the integrated marketing communications literature. In an effort to address the conceptual validity controversy directly, the study adopted the first use of an experimental approach in the integrated marketing communications field. The results of the experiment suggest that messages employing some of the key aspects of an integrated marketing communications strategy (i.e. messages with a common theme that are executed across multiple media in a visually consistent manner) may prompt a stronger attitude towards the brand level than the same messages employing a more traditional strategy (executions with less visual consistency), although other dependent measures were not similarly impacted upon. The study is limited in its scope, but is intended to stimulate more empirical research in the integrated marketing communications field.     

When open-mindedness lowers product evaluations: Influencers to consumers’ response to religious cues in advertising

Prior research has examined response to Christian religious cues used in secular marketing messages but has inadequately explored the underlying reasons for such response as well as why religious cues may negatively influence product evaluations. These limitations are addressed in this research work through three studies utilizing religious cues. In Studies 1a and 1b, ads with a Christian or Muslim religious cue (no religious cue) were found to produce lower (higher) product evaluations. Studies 2–3 then examined why religious cues in ads can produce lower product evaluations to show that open-mindedness moderated this effect (Study 2), and priming open-mindedness also influenced this effect (Study 3). Most interestingly, open-minded consumers were more negative toward religious cues in marketing communications than close-minded consumers, and priming open-mindedness magnified this effect. These novel effects are discussed in relation to the literature on open-mindedness and value-based consumption. Additionally, implications for research and practice are discussed.     

Conceptualizing the Evolution and Future of Advertising

Technology has irreversibly changed the way that firms identify who is more likely to buy, what they are more likely to buy, when they are more likely to buy, why they are likely to buy, and how they are likely to buy, repurchase, and recommend. It is now easier than ever for firms to have a body of evidence in the form of actual insights, as opposed to having mere guestimates, on consumers' apparent intentions to buy. Power dynamics have changed in the marketing climate, and firms have to factor in not only aggressive competitors but also empowered customers with limited attention spans. In such a climate, what lies in the future for advertising? And how can marketing managers make the most of the changing climate and maximize their returns on advertising? How can academics advance research related to maximizing the effectiveness and efficiency of advertising? These are the questions that this article addresses via an integrated framework that expounds all the factors related to customers, firms, technological environment, and data resources, as well as the contextual factors, including product life cycle, customer life cycle, and so on, and their collective impact on advertising strategy, which includes advertising content, media selection, message, and targeting.     

Visual cues during shoppers’ journeys: An exploratory paper

The visual cues shoppers view at the point of purchase during the shopping process is vital to product selection and sales. We aimed to identify the intrinsic and extrinsic visual cues or touchpoints customers use to select a product (live plant) in retail stores. Eye-tracking technology (ETT) has enabled market researchers to conduct cost- and time-efficient studies. Few studies have been conducted in a retail setting to pinpoint how shoppers attend to visual cues in situ. Using ETT gave researchers insight into the cognitive processes leading to purchase. We recruited four retail greenhouses in Michigan to collaborate on the study, and researchers invited customers from the store’s email list to participate. Researchers used eye-tracking glasses to record eye movement during a <12-min shopping trip to purchase a $10 plant. We analyzed 150 useful videos to identify attention to marketing and non-marketing cues at the point of purchase (e.g., reading a sign, product interaction, cell phone use). Time spent in specific store areas (e.g., annuals, perennials, shrubs, etc.) was measured. For 67 shoppers who purchased an annual plant, we analyzed which cues and touchpoints influenced the shopping time spent. Results showed that the most frequently accessed cue/touchpoint was intrinsic: product interaction (looking at or touching a plant). Participants read, on average, 6.7 signs with price and 4.5 signs without price. Conversely, only 34% interacted with employees, and 19.4% used their cell phones. Building on this exploratory study, future research could investigate signage elements attracting attention and motivations for employee interaction and cell phone use.     

The influence of multi-channel pricing strategy on price fairness and customer confusion

ABSTRACT

Multi-channel retailers face the challenge of coordinating marketing variables across their channels. In this respect, one of the main issues arising is whether to differentiate or integrate prices. Our study examines the impact of three multi-channel price differentiation instruments on perceived price fairness, customer confusion, and their consequences. In a scenario-based online experiment, we use a 2 x 2 × 2 between-subjects design and manipulate product price differentiation, online promotion and online shipping fees. The results indicate that price differentiation has an impact on fairness evaluations and customer confusion. Product price differentiation and online promotion are perceived as more unfair and lead to more confusion than price parity. Price fairness perceptions of shipping fees depend on product price differentiation. Customers perceive shipping fees as fairer than no shipping fees when prices are cheaper online but perceive shipping fees as less fair when prices are integrated. These results suggest that customers expect a consistent consideration of channel cost advantages and disadvantages and that shipping fees might serve as a cue for customers to consider the retailer’s channel costs. We further show that price fairness and customer confusion mediate effects of pricing instruments (in particular online promotion) on attitudinal and behavioral consequences.     

The Cause Cue Effect: Cause‐Related Marketing and Consumer Health Perceptions

Many for‐profit companies (e.g., Kraft, Kentucky Fried Chicken, Keebler, 5‐Hour Energy) are partnering with health‐oriented nonprofits (e.g., Academy of Nutrition and Dietetics, Susan G. Komen for Breast Cancer Research, American Red Cross) to make purchase‐contingent donations. Companies use cause‐related marketing to improve brand image and goodwill for their food products and companies. Prior research has examined how food‐related cues can create consumer misperceptions; however, consumer perceptions related to corporate communications (e.g., the use of cause cues) has received little research attention. This research explores consumer reactions to cause cues and finds that adding a health cause to a food package significantly increases product health perceptions, and, usually, product attitude, and purchase intentions (i.e., the cause cue effect) in both a student sample (Studies 1 and 2) and an adult sample on Amazon's mTurk (Study 3). Implications for cueing and inference‐making literature, and for consumer health, and policymakers are discussed.