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1.
John Bowen 《Journal of the Academy of Marketing Science》1990,18(1):43-49
A theme emerging in the services marketing literature indicates that services marketers should look beyond their own industry
boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However,
none of these conceptualizations have been studied empirically.
This article presents an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services.
The results of the study offer several insights into strategic marketing for service marketers. 相似文献
2.
Jerry Yoram Wind 《Journal of the Academy of Marketing Science》2009,37(1):28-34
Just as Peter Drucker pointed out the importance of assessing whether a company’s “theory of business” is relevant, marketers
need to consider whether the current “theory of marketing” still fits in a world of rapid change. The author examines how
Drucker challenged the theory of business at financial services firm Edward Jones, helping to identify new market opportunities.
For example, he urged the company to move into metropolitan areas, which now account for 60 percent of the firm’s business.
The article then considers how the field of marketing needs to reexamine its own mental models. Finally, the article considers
how Drucker’s seminal insights on marketing, particularly his emphasis on an interdisciplinary approach, might point the way
to new approaches. 相似文献
3.
The study presented in this article is an application of “futures research.” One objective is to identify some of the more
pressing future world-wide problems that require the combined effort of both the government and the private sector to reach
a solution. A second objective is to suggest ways in which marketers can become more involved in the solution of them. Prominent
problem clusters of particular importance to marketers, including “Social Values,” “Social Institutions,” and “Resources”
were uncovered by this research. The authors hope that this article will stimulate marketing research in each of these areas. 相似文献
4.
Saul Sands Ph.D. 《Journal of the Academy of Marketing Science》1979,7(1-2):117-134
The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational
marketing strategy. A majority view among international marketers is that each national is unique, and thus each must be treated
as a separate and independent operation. This “localized” strategy view is examined first. A growing number of international
marketers however, are finding that by standardizing various elements oftheir marketing strategy across national borders,
cost savings and/or increased revenues to be realized can yield greater profits. The second, and major, part of the paper
examines the opportunities for and potential benefits of standardization of product, packaging, advertisting, and pricing. 相似文献
5.
Pamela L. Kiecker Shelby D. Hunt Lawrence B. Chonko 《Journal of the Academy of Marketing Science》1991,19(2):77-82
This research explores empirically a socioeconomic/equity issue that has been extensively investigated in many areas, but
never marketing—the so-called “earnings gap.” Specifically, the study investigates income differences between men and women
in marketing, while controlling for differences in business experience, level of education, corporate level, type of industry,
and size of firm. The research focuses on three areas in marketing: (1) marketing management, (2) marketing research, and
(3) advertising agency management. Findings indicate that there is an “earnings gap” for marketers. Importantly, however,
the data show that a substantial portion of the gap can be explained by variables other than sex. 相似文献
6.
Daryl O. McKee P. Rajan Varadarajan John Vassar 《Journal of the Academy of Marketing Science》1990,18(2):131-141
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. 相似文献
7.
The Journal of the Academy of Marketing Science was started 40 years ago, at a time when “marketing in society” issues were capturing much attention from marketing scholars.
Since that time both the field and this journal have grown and matured, but the marketing in society area has become somewhat
removed from the dominant perspectives of marketing scholarship. This paper provides an historical perspective on these developments
and offers an examination of the fundamental role of societal interests in our field. Six basic topics are explored: (1) the
hundred years of history of marketing thought development, as reflected in the “4 Eras” of marketing thought; (2) the ebbs
and flows of attention to marketing in society topics during these 4 Eras; (3) two illustrations of difficulties brought about
by this area’s move to sideline status in the field; (4) our concept of the “aggregate marketing system” as a basis for appreciating
the centrality of this research area for the field of marketing; (5) the nature of marketing in society research today; and
(6) a discussion of several research challenges and opportunities for the future. 相似文献
8.
Donald P. Robin D.B.A. 《Journal of the Academy of Marketing Science》1978,6(3):228-238
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. 相似文献
9.
10.
Richard A. Lancioni 《Journal of the Academy of Marketing Science》1973,1(2):128-131
For a number of years the practioners and scholars of fashion have held different views of the consumer. Fashion designers
and marketers have traditionally regarded consumers as followers who automatically accept the style dictates and purchase
products without any resistance. In contrast, fashion historians and scholars held just the opposite view. To them the consumer
is a free individual whose needs must be examined and considered before a new style is introduced. In this article the ideas
of such historians as Paul Mystiom, Flaccus, and Tarde are examined. While writing in the early 1900’s, their observations
and theories are remarkably similar to the “marketing concept” so often mentioned in the more contemporary marketing literature. 相似文献
11.
Relationship marketing in consumer markets: Antecedents and consequences 总被引:19,自引:0,他引:19
Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and
marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates
consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer
in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers
engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers
reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming
tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological
comfort. They also engage in relational market behavior because of family and social norms, peer group pressures, government
mandates, religious tenets, employer influences, and marketer policies. The willingness and ability of both consumers and
marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers
abuse the mutual interdependence and cooperation.
He has published more than 200 books and research papers in different areas of marketing. His bookThe Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has recently published two scholarly books:Marketing Theory: Evolution and Evaluation (1988) andConsumption Values and Market Choices (1991). He is on the editorial boards of at least a dozen scholarly journals in marketing, international business, and quantitative
methods; he is also series editor ofResearch in Marketing (JAI Press).
Prior to joining Emory, he was an associate professor of marketing at XLRI Jamshedpur in India. He received his M.B.A. and
Ph.D. from Banaras Hindu University, India. He has authored a number of articles in the area of international marketing, business
alliances, and environmental marketing. He is coeditor ofResearch in Marketing (Annual Series, JAI Press) and serves on the editorial review board ofInternational Marketing Review. 相似文献
12.
13.
Pride feelings and processes have been under-studied in marketing and consumer research although they have major consequences
for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings
of a qualitative interpretive study on soccer fans’ possessions. Four types of pride are put into light, i.e., introspective,
vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial
implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty,
increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value. 相似文献
14.
O. C. Ferrell Ph.D. Mary Zey-Ferrell Ph.D. 《Journal of the Academy of Marketing Science》1977,5(4):307-314
The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult
if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries
to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching
and the practice of marketing. 相似文献
15.
Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are
compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews
the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental
elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions
are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and
procedures are identified for debiasing such judgments. 相似文献
16.
Database marketers often use a scoring model to predict the likely value of contacting customers based on their purchase histories
and demographics. However, when purchase history has been a partial result of the firm’s own contacting efforts, these contacts
should also be accounted for in the scoring model. The current work extends the existing literature to account for the firm’s
contacts by focusing on each customer’s most recent purchase. Contacts prior to that purchase are designated “prior contacts”
and those after that purchase “recent contacts.” A new latent variables formulation of the customer’s propensity to respond
is used to predict the likelihood and time of response as well as the relationship to the independent variables. The methodology
also addresses the statistical problems of “selection bias” and “endogeneity,” which have been largely ignored in most customer
scoring models. An application to the database of a charitable organization confirms that, in this case: (1) the effect of
the firm’s customer contact efforts is associated with a stronger propensity to respond than is the case for the included
demographics; (2) the firm’s “recent contact” efforts are associated with larger returns in customers’ propensity to respond
than the “prior contact” efforts; and (3) the “recent contact” efforts are associated with an at-first increasing but then
diminishing propensity to respond up to a point beyond which actual decreasing returns are observed with further contacts.
Clearly, too much contacting can alienate would-be donors. The proposed model is general enough to calibrate such impacts
in other database marketing applications where the relative effects might be different.
相似文献
Subom RheeEmail: |
17.
18.
James Wills A. Coskun Samli Laurence Jacobs 《Journal of the Academy of Marketing Science》1991,19(1):1-10
The U.S. trade deficit brings to question the effectiveness of international marketing strategies of American firms. Multinational
corporations must develop better international products and improve their performance in their international marketing efforts.
They must know when to globalize or localize their marketing practices. This article incorporates learning, involvement, diffusion/adoption
and culture context as dimensions of a global product and marketing strategy development decision model. The model developed
is “be global, act local.” The interrelationship of consumer behavior models in the context of a multinational product development
decision is emphasized. This article raises research issues which need to be addressed for future success in multinational
and/or multicultural markets. 相似文献
19.
Saul Sands Ph.D. Kenneth M. Warwick Ph.D. 《Journal of the Academy of Marketing Science》1976,4(1-2):527-538
The present situation is marketing is characterized by rising costs and increasing prices. In an article in Business Week,
a commentator has stated that “...... marketing and distribution are where industry must make up a lot of the costs of doing
business today” (13). Pooled marketing is a viable alternative to the marketing practices which have, along with inflation
and other factors, contributed to the present situation. In addition to the cost savings that can emerge from pooling programs,
the cooperative sharing of resources makes it possible to capitalize on opportunities that a firm would not have been able
to seize on its own. 相似文献
20.
This paper examines the early contributions of women to marketing thought with particular emphasis on marketing's evolving
interest in the consumer. The emergence of marketing and home economics in the beginning of the present century provides a
background for development of consumer theory and the relationships between these two disciplines. In addition, the contributions
of women more closely aligned with mainstream marketing thought in the first half of the century are described and the significance
of the “feminine perspective” and unique understanding of the consumer is demonstrated. 相似文献