From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

Relationship marketing is the development and outbreak of the combined theory of the traditional marketing,and it is a new idea.It puts more emphasis on the long-term and satisfying relation between enterprises and customers.and its success relies on some conditions.Its application in China has its own characteristics.

On relationship marketing

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma

From Marketing Mix to Relationship Marketing

This study uses a multidimensional unfolding approach to examine the preference patterns of U.K. consumers for domestic products and those originating from specific foreign countries for eight product categories. Results indicate that the observed variability in preferences is linked to consumer ethnocentrism. However, the latter's capability in explaining consumer bias in favor of domestic products is dependent both on the specific country of origin and the particular product category. Implications of the findings are considered and future research directions identified.

Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach

Country of origin (CO) is a potentially powerful image variable that can be used to gain competitive advantage in international marketing. However, deficiencies in the definition and measurement of its facets have contributed to ineffective and infrequent use of CO image as a competitive tool. The research reported in this article addresses these weaknesses through the use of confirmatory factor and incremental fit analyses. The findings reveal that CO image is a multifaceted construct and that its facets are clearly interpretable. The article concludes with a discussion of advertising implications and directions for future research.

Facets of Country of Origin Image: An Empirical Assessment

The effects of acculturation and assimilation are significant parts of consumer research. However, a void exists in cross‐cultural research with a near‐absence of assimilation studies involving country‐of‐origin (CO) images. The current study fills this void by examining the extent of assimilation of host country CO stereotypes. CO stereotypes are examined for immigrants, first generation and more rooted citizens. The results of confirmatory factor analysis of CO perceptions regarding two different products from two different source countries endorse the potential value of assimilation/acculturation as a segmentation dimension. Our findings also indicate that the assimilation process is more gradual than can be expected based on the melting‐pot theory.

Assimilation effects in country image research

Confirmatory Factor Analysis of a Country-Of-Origin Scale: Initial Results

Purpose – Manufacturer price reduction pressure on suppliers is an important contributor to helping a manufacturer maintain a strong competitive position by keeping costs low. The benefits of trusting supplier working relations also help strengthen a manufacturer's competitive position. The purpose of this paper is to determine if manufacturer price reduction pressure and trusting working relations with the pressured suppliers, typically considered to be mutually exclusive, can co‐exist.Design/methodology/approach – A structural equation modeling approach was used to analyze data covering 946 production buying situations involving 279 suppliers and six NA automotive OEMs.Findings – Manufacturer price reduction pressure and trusting working relations with the pressured suppliers, are not mutually exclusive, they can co‐exist.Research limitations/implications – The research found that it is not the pressure that impacts the manufacturer – supplier relations, but rather it is the manner by which the manufact...

Manufacturer price reduction pressure and supplier relations

Past efforts to model freight transport‐choice decision making as a behavioural process have resulted in the development of models which may not reflect the actual steps, activities, decision rules, and interactions in the typical freight transport‐choice decision process in the detail needed for various applications. Script‐theoretic research, which is based on the modelling of sequential activities, is proposed as an alternative approach for the study of this process. The methodology for empirical investigations and practical applications of script‐theoretic research is discussed.

R. Mohan Pisharodi

Papers

Facets of Country of Origin Image: An Empirical Assessment

Assimilation effects in country image research

Confirmatory Factor Analysis of a Country-Of-Origin Scale: Initial Results

Manufacturer price reduction pressure and supplier relations

The Transport‐choice Decision Process: The Potential, Methodology and Applications of Script‐theoretic Modelling