Developing a Continuous Improvement Philosophy in a Marketing Organisation: An Examination of Key Events

This paper examines the process of quality improvement in a service and marketing organisation. This commenced with a number of disparate quality initiatives before the strategic business planning process indicated the need for a more structured approach. This two stage approach and the difficulties it caused are described. The company has faced a number of problems in the introduction of TQM, including a lack of senior management understanding of TQM and involvement, departments failing to follow through agreed actions and objectives, lack of support to teamwork and a failure to match up improvement projects to the skills and resources in the project teams.     

The Search for a Good Measure of Magazine Readership: The TGI-Simmons Controversy

Magazine readership has been important to the advertising field for a long time. Interested parties have included agencies, clients and the magazines. With the introduction of Target Group Index (TGI) the routine use of W. R. Simmons and Associates syndicated services has been questioned as well as what “readership” really means.

This project attempts to accomplish three objectives: (1) develop a few normative standards for measuring magazine readership. (2) compare TGI and Simmons in terms of their performance against these standards, (3) develop some reasoning for where there are, in some cases, substantial discrepancies between results that are designed to measure the same construct. The authors wish to thank Dr. Alan D. Fletcher of the Department of Advertising, University of Tennessee, for his helpful comments.     

Addendum: Are Supermarket Advertisements Designed to Deceive Consumers?

This study builds upon previous research by assessing the magnitude and incidence of experimentally-determined deceptive advertising decisions in supermarket advertisements. In essence, it illustrates the logical second step in a viable approach to estimating the potential for deceptive advertising in other communities and for other types of products.     

Replicating the Effect of Advertised Specials at Regular Price on Food Shopper Price Evaluation

This study verifies a previous finding that food shoppers can correctly identify the advertised price level for items featured at the regular price in the context of a newspaper ad. Morever, advertising regular-priced items in prominent positions did not materially affect their price accuracy scores.     

The Impact of Program Environment on Recall of Humorous Television Commercials

This study investigated the possible effect of television program types on the recall performance of humorous television commercials. An experimental design was developed to test the relative performance of the same humorous and non-humorous ads in three different contextual environments—situation comedy, action/adventure, and documentary. The findings indicate that the recall performance of commercials and of the product or service promoted are both affected by the program environment within which the ads appear.     

Shutting up shop: understanding the international exit process in retailing

Internationalisation is a much-studied phenomenon. Exit from international markets has been less analysed. Where it has been studied, most work has been on motives and causes, with relatively little on processes. This article explores the process of international exit in a retail context. It examines the run-up to, announcement of and fall-out from the decision by Marks and Spencer (one of Britain's leading retailers) to close its French stores. The article concludes that understanding the process of market exit is at least as important both for theoretical and practical reasons as understanding the decision to exit or divest. Further research needs to be undertaken on market exit and the processes involved, in order to contribute further to the theory and practice of internationalisation.     

Managerial Selection Decisions in Multinational Corporations: Teaching International Business Using Problem-Based Learning

Companies face many challenges as they staff managerial positions in overseas operations, including decisions on whether to staff using expatriates, host-country nationals, or third-country nationals. We developed an exercise—designed to help students understand the differences between these three groups of employees—that requires students to develop a set of criteria that would form the basis for choosing the candidate they deem to be the best one. In addition, the exercise can serve as a springboard to discussion of the different training and compensation requirements for each of the three different types of employee. The steps involved in the exercise are presented together with suggestions for debriefing the exercise.