Showing papers in "Marketing Intelligence & Planning in 2001"

SME marketing in practice

Abstract: Acknowledges that SMEs (small to medium‐sized enterprises) cannot do conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision‐making practices in large companies. In this context the discussion focuses on SME characteristics and how these impact upon marketing characteristics within SMEs. In a search for “alternative” marketing approaches, the inherent existence of the owner/manager’s “network” in its various guises such as personal contact networks, social networks, business networks and industry and marketing networks and how these networks are used is considered. Some evidence from an empirical study carried out simultaneously in Northern Ireland and Australia is presented which illustrates how and why networking is used by SME owner/managers as a tool or approach for carrying out meaningful marketing.

Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction

Abstract: Previous research indicates that the self-image product image congruity (commonly known as self-image congruence) can affect consumers’ product preferences and their purchase intentions. Self-image congruence can also facilitate positive behaviour and attitudes toward products. This paper reports findings from a research study which was conducted to determine the effect of self-image congruity on brand preference and satisfaction in the precious jewellery market in the UK. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that self-image congruity was a very strong predictor of consumers’ brand preferences and a good predictor of consumer satisfaction. Respondents with higher levels of self-image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self-image congruity. The paper discusses the implications for brand managers so that they can position their brands in an effective way.

Customer satisfaction: contrasting academic and consumers’ interpretations

Abstract: The term satisfaction is a very important concept in marketing and is central to many definitions. This paper seeks to examine what this term means to the public at large. It explores the various definitions of satisfaction within the literature. The empirical results derive from individuals’ own interpretation and definition of the term satisfaction, as well as evaluation of their definitions. Finds that most people cited several definitions of satisfaction, illustrating that it is a multifaceted concept. The most common interpretations reflect the notion that satisfaction is a feeling which results from a process of evaluating what was received against that expected, the purchase decision itself and/or the fulfilment of needs/wants. It also finds that the particular interpretation is affected by contextual issues, such as whether it is a product or service under consideration. Implications for consumer satisfaction measurement and interpretation are discussed.

A measure of retail service quality

Abstract: Current measures of service quality for retail stores are scarce. A validated Retail Service Quality Scale is used to study the service quality delivery of a department store chain and its impact on consumption behaviour. It results in six dimensions; they are namely: personal interaction; policy; physical appearance; promises; problem solving; and convenience. The findings show that the impact of physical appearance and the policy are salient on the overall perceived service quality and the future shopping behaviour respectively. Among the six service dimensions, the physical appearance and policy have the greatest impact on the overall service quality and on future consumption respectively. The implications for practitioners and researchers are discussed.

Marketing research in the new millennium: emerging issues and trends

Abstract: Given the focus of the special issue, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include a redefinition of the marketing researcher, the on‐going nature of marketing research, qualitative research, quantitative research, international marketing research, Internet marketing research, and ethical issues in marketing research.

A qualitative research agenda for small to medium‐sized enterprises

Abstract: Considers an area of growing importance in marketing research. Small to medium‐sized enterprises (SMEs) are continuing to play an increasing role in the development of western economies. Puts forward the argument that existing approaches to conducting marketing research in SMEs are rooted in the big firm mindset and, therefore, in positivist thinking, tending to focus mainly on survey methods. Examines the various orientations that predominate in and shape the SME context. Develops a research position with a syncretised qualitative research methodology outlined and applied to a research project carried out by one of the authors into 57 small firms in the UK. All of the orientations of the SMEs appeared rooted, to a large extent, in one or more highly influential individuals who fashion the culture and direction of these firms. Argues for an approach to research in SMEs that recognises the various influencing orientations including the impact on marketing research and the role of the entrepreneurial individual.

Factors influencing market and entry mode selection: developing the MEMS model

Abstract: In the associated paper “Selecting overseas markets and entry modes: two decision processes or one?”, it was proposed that market selection and market entry mode selection be looked upon as two aspects of one decision process. Examines a wide spectrum of factor categories to be included in the proposed MEMS model and argues that an inclusive spectrum of analysis would make it a universally applicable model, capable of accommodating all business contexts and most relevant business practices.

Selecting international modes of entry and expansion

Abstract: Selecting a mode for entering or expanding in a foreign market is a crucial strategic decision for an international firm. This article identifies and compares the most influential factors that affect the international modes of entry and expansion decisions of US and Japanese firms. Using mail surveys, this is one of the first studies on this subject to collect data from top executives in both Japan and the USA. Findings reveal that the Japanese are particularly sensitive to external risk and other target market factors. For Americans, company factors, such as international experience, appear to be most important when selecting modes of entry. Joint ventures may be more appropriate for internationally‐experienced firms, than for inexperienced companies.

Timings and trade‐offs in the marketing of higher education courses: a conjoint approach

Abstract: The article reports results of a longitudinal survey, which assesses the importance of decision‐making attributes by potential higher education students. Conjoint analysis is applied to establish candidates’ utilities of identified key decision‐making attributes – course content, location and reputation – on two separate occasions over a 14 month period. The full profile approach is employed in order to capture all the alternative combinations present. The main contribution of this article is the assessment of changes in the weightings of the key attributes over the period. Findings indicate that in the early stages of the decision‐making process, prospective students view course content as the most significant factor, but that as the consumption process nears, location becomes increasingly important. Reputation is an exchangeable element throughout and is considered less important. Implications for the marketing of higher education courses are discussed.

Comparing respondents of e‐mail and mail surveys: understanding the implications of technology

Abstract: The utilization of the Internet and Internet marketing for marketing research has received considerable attention. Although there is a growing body of research devoted to this issue little has been done to explore the impact of Internet technology, e‐mail users’ on‐line skills and experience, on their choice of the new survey medium. This study is based on a sample of 122 responses from UK marketing executives using e‐mail and mail questionnaire surveys respectively. The research instrument included measures of respondents’ extent of e‐mail use, their general knowledge of online communications and their time of using the Internet. Some significant impact of these factors has been identified. The empirical evidence supports the hypotheses that the use of e‐mail survey methods is positively connected with high technology awareness and extensive e‐mail use. The findings imply that proper survey planning and administration are important for Internet‐based marketing surveys and suggest the existence of certain user patterns among different Internet user populations.

Selecting overseas markets and entry modes: two decision processes or one?

Abstract: Contrary to the prevalent theory approaches that treat market selection and market entry mode selection as two related but essentially separate decisions, this paper argues that these should most appropriately be looked on as two aspects of one decision process. It proposes that an exhaustive list of factors that can influence outcomes of such an integrated process be developed and argues that an inclusive spectrum of analysis would be able to accommodate all business contexts and most relevant business practice. It then presents a new market and market entry mode selection model (MEMS) which conforms to the proposed inclusive spectrum of the underlying decision process analysis.

The ethics and positioning of guanxi in China

Abstract: Guanxi has been a popular research topic but commentators do not have consensus on its ethical and positioning aspects. Attempts to tackle these two aspects and the problem of guanxi and favor according to a survey in a Sino‐Hong Kong business negotiation environment. Respondents perceived that there are four dimensions within the guanxi concept, i.e. opportunism, dynamism, business interaction, and protectionism. According to these four dimensions, they can be segmented into three clusters, i.e. the preserver, the wiser, and the braver. Different clusters have different psychological approaches to Sino‐foreign negotiation but there is no difference in their perceptions towards the relationship between guanxi and favor. Concludes that guanxi is basically ethical and it can be used as a positioning strategy in China. However, there is some evidence to suggest that guanxi and favor are sensitive and situation‐specific, but further research is needed to confirm these claims.

Opinion leaders as a segment for marketing communications

Abstract: Opinion leaders are important disseminators of information. Considers their relevance to the marketing of wine by assessing whether they are a reachable segment with respect to their demography and information needs. The importance of information from articles, books and television programmes is significantly associated with opinion leadership status. Furthermore, opinion leadership status is significantly associated with technical information on wines. This group, who tend to be the “heavy” buyers, is an important segment on whom producers should focus their attentions. Identifying them, however, cannot be undertaken demographically but, rather, they should be isolated by their information‐seeking behaviour. Targeting them by ensuring a constant flow of wine journalism of a more technical nature will feed their quest for information with which to impress and/or influence others.

Building customer relationships: an inventory of service providers’ objectives and practices

Abstract: A study of 205 US commercial service providers, representing 31 two‐digit SIC codes, identified companies’ customer relationship‐building objectives and practices. Of 42 possible relationship‐building objectives, the four rated as top priorities were: encouraging customers to think of the firm first when considering a purchase; providing better service; encouraging customers to speak favorably about the firm; and encouraging customers to trust the firm. Answers to open‐ended, exploratory questions revealed 18 categories of relationship‐building initiatives. The findings suggest that “customer relationship‐building” means different things to different people and that practices to build such relationships vary considerably. By inventorying the range of relationship‐building objectives, quantifying their priority levels, and identifying specific practices used to build customer relationships, a greater understanding of current practices was achieved. Thus, the findings promise to benefit researchers, practit...

A preliminary study of product nature and electronic commerce

Abstract: It may be logical to think that a firm offering products that can be delivered online will benefit more from Internet commerce. However, there is limited evidence to prove if this is entirely true. This paper reports a preliminary study that examines whether product characteristics have significant effect on Internet commerce benefit. The results indicate that product characteristics in isolation do not have a significant effect on Internet commerce benefit. No significant difference in experience of Internet commerce benefit is observed between those who offer physical goods and those who offer digital ones. Although the one‐sided result may have been sampling bias, it requires management to rethink their marketing strategy based not solely on product nature.

The export mode decision‐making process in small knowledge‐intensive firms

Abstract: The choice of export mode is a key decision for firms entering foreign markets. The channel management and internationalisation literatures provide rationales for the selection of channel modes but offer little insight into the nature of the decision‐making process itself. There is a paucity of research that answers questions such as how long does it take to make a decision, is a formal plan prepared, and is advice solicited from external sources? This paper reports the results of a disk‐by‐mail survey that collected information on the export mode decisions of Canadian software firms. Managers of the responding firms most frequently reported that they made their decision quickly and by intuition, without the benefit of formal studies or consultation with outside experts. Further, the characteristics of the decision process have no statistically significant association with channel performance. The implications of these results for the theory and practice of export marketing are discussed.

The use of marketing research and intelligence in strategic planning: key issues and future trends

Abstract: Many large companies in Asia are turning to market intelligence for input into their strategic management system and decision making. Conventional marketing research is increasingly viewed as being too narrowly focused on tactical and operational issues. It is characterized by an overriding concern with data rather than analysed information and the research is often conducted in response to an apparent market threat or opportunity rather than on an ongoing basis. This paper attempts to highlight the role of the Internet for market intelligence purposes. It proposes and demonstrates the marketing intelligence process, techniques and procedures, as illustrated by a case study on Creative Technology. Believes that the intelligent use of the Internet is strategically beneficial for both marketing research and intelligence.

International market development: new patterns in SMEs international market behaviour?

Abstract: In the changing market environment it is necessary even for small and medium‐sized companies to build long‐term relationships in order to survive and to be competitive in the marketplace. The process of building relationships is a demanding and complex task, especially if it is done in an international environment. As a result of greater international competition changes on the marketplace are occurring more rapidly and companies need to be able to react to the actual competitive situation. This require is different kinds of knowledge about international markets which might be another drawback for small and medium‐sized companies trying to build relationships in the local network.

The information-risk conundrum

Abstract: Information technologies have been deliberately targeted towards enhancing database access, analytical powers and the communications capacity of marketers. The justification for these efforts has been based on the premise that more and better quality information will result in reduced uncertainty and improved risk perceptions in decision situations. This premiss is examined in the context of decision maker behaviour, drawing on empirical research involving 50 managers undertaking strategic analysis and decisions. The research methodology employed a computer‐based simulation of a strategic decision situation, enabling the managers to access structured information databases to support their decision making. Concludes that the initial perceptions of uncertainty and risk relating to the decisions faced are unlikely to be modified irrespective of the quantity or quality of the information transmitted and processed by the decision maker. The evidence suggests that the decision maker may also construct their decision‐taking behaviour to constrain the opportunity for new information to alter the initial perceptions and choices made.

“Ba” as a determinant of salesforce effectiveness: an empirical assessment of the applicability of the Nonaka‐Takeuchi model to the management of the selling function

Abstract: Heads of business‐to‐business salesforces in 113 large companies based in Greater London completed mail questionnaires designed to investigate the role of social and other informal gatherings in the exchange of salespeople’s knowledge of specific customers, selling methods, sales leads, lessons learned from past activities, etc. Respondents’ perceptions of these matters were cross‐referenced with, inter alia, the natures of companies’ knowledge management systems, organisational factors such as bureaucracy and the degree of centralisation within a firm, innovativeness, and the ability to accommodate change. The purpose of the investigation was to assess whether the Japanese concept of “ba” was an influential factor facilitating the Nonaka/Takeuchi tacit‐explicit‐tacit knowledge spiral within the sample businesses. It emerged that all four of the ba categories associated with the Nonaka/Takeuchi cycle (externalisation, socialisation, internalisation and combination) exerted a significant impact on one or more key dimensions of salesforce management.

Patronage motives and product purchase patterns: a correspondence analysis

Abstract: Examines patronage motives and product purchase patterns within the context of a mall Specifically, determines: the relative importance consumers attach to a set of 24 patronage motives when choosing a place to shop; these shoppers’ purchase patterns of a set of 21 products; and inter and intra similarities/dissimilarities among motives and product purchase patterns Managerial implications for mall administrators are discussed Concludes that to enhance its appeal to variety seeking shoppers, the mall should monitor consumer buying trends and make necessary adjustments to its tenant mix Amenities and center quality also need to be considered Recommends further research of this type in other communities

Relationship marketing in an enterprise resource planning environment

Abstract: Retention of existing customers is a priority for businesses to survive and prosper. The high cost of acquisition of new customers in a mature market has pushed organizations into actively seeking to build and sustain long‐term relationships with customers. Such relationships are strong enough to provide a substantial barrier to switching business over to competition in most cases. The transition of a neutral or negative relationship into positive territory is based on changes in one or more of the cognitive, affective and behavioral dimensions of the relationship. Information exchanges between an organization and its customers play a significant role in such a change. The nature and scope of relationship with a customer changes, as the customer needs evolve in the course of the product life cycle in the customer’s industry. A framework merging the concepts of “customer relationship management” and “product life cycle” into “customer relationship life cycle” is proposed.

Behavioral approaches to marketing strategy implementation

Abstract: The development and reinforcement of context‐specific behaviors support the implementation of marketing strategy. Discusses the limitations of traditional strategy implementation pursuits and then proceeds to report the results of two independent but related studies that consider two methods of behavior management – market orientation profiling, and behavioral repertoires – and their effect on marketing strategy and organizational performance. Results indicate that these methods provide a context for the implementation of specific marketing strategies by serving as a moderator of employee behavior and can be used strategically by organizations to guide service applications. Concludes by providing prescriptive steps that managers can consider in efforts to adopt these approaches to marketing strategy implementation.

An investigation into UK firms’ use of trade missions

Abstract: This paper reports on a longitudinal investigation into two groups of UK firms’ use of trade missions in psychologically distant countries. Firms in the first group were “new” to the markets, that is, having never visited the markets under investigation prior to attending the trade mission (NEW). In comparison, the other group contained “experienced” firms, having at least limited experience in these same markets (EXP). The findings suggested that over the two years of the study, differences existed between the two groups’ strategies. Newcomers to the markets used their first visit to: establish market presence through agents; gain access to business networks; and obtain an understanding of the functioning of the market. For exporters who had already visited the market, these visits were a means to: expand the span of their activities in the market to new networks; and strengthen their presence in previously established networks. The longitudinal methodology employed offers a contribution to knowledge at the public policy/ international entrepreneurship interface by expanding on earlier studies that have been restricted to single timeframes.

Process benchmarking as a market research tool for strategic planning

Abstract: Process benchmarking partnerships are emerging as a research tool to help small firms to build a competitive advantage against larger rivals. Managers are now beginning to appreciate the need to benchmark the strategically relevant processes in their value chain. Process benchmarking begins with exploratory qualitative research to determine the core processes to be benchmarked. Quantitative research then follows, using an audit methodology and involving the collection of the costs of core processes from benchmark partners on a standardised computer spreadsheet. Each partner receives the results of statistical analysis comparing the firm’s own cost structure to the average of the benchmark partners in each core process. Strategic planning decisions can then be made about how to generate greater customer value by eliminating excess capacity, outsourcing and modifying existing processes. This paper describes a process benchmarking partnership conducted across four Australian building societies to illustrate the strategic benefits of this research methodology for firms in the new millennium.

Consumer perceptions of shopping bags

Abstract: Retail shopping bags are a form of secondary packaging, which are provided by retailers (free of charge) to customers as a means of transporting merchandise. In Hong Kong, the reuse of shopping bags is a common phenomenon. What are the important reasons for consumers to use and reuse shopping bags? What are the usage frequencies of different kinds of shopping bags? There are no published studies relating to shopping bags, therefore, this exploratory study aims to provide an initial insight toward consumer perceptions of shopping bags. After qualitative work, a survey consisting of a total of 200 personally‐administered questionnaires was conducted at a selection of Hong Kong’s Mass Rapid Transport (MRT) stations in Hong Kong. The target sample included males and females aged 15 or over, with an equal distribution of each gender. The findings indicated that the majority of interviewees would like to use and reuse paper shopping bags rather than plastic shopping bags. In addition, the interviewees desired different attributes from paper shopping bags when compared with plastic shopping bags. Finally, the relationship between the duration of keeping a shopping bag and the frequency of reusing the same bag is identified.

A typology of Web site objectives in high technology business markets

Abstract: Examines Web sites of firms in high technology business markets, and identifies three categories of sites: image building sites, sales assistance sites, and integrated sites. This categorisation is derived from a content analysis of the Web sites of 150 members of the American Electronics Association. The motives for establishing a Web site, site objectives, the Web site planning process and methods of evaluating site effectiveness were investigated through e‐mail interviews with the people responsible for the Web sites in 28 firms. The results reinforce the importance of links from objectives through implementation, control and effectiveness/performance assessment.

Evaluating the branding potential of Web sites across borders

Abstract: Presents the AIPD approach to the evaluation of commercial Web sites within or across borders Looks at firms in the software sector and uses the model’s benchmarking techniques to compare the informing, positioning, and delivering strategies of Web sites Shows how these factors boosted the branding potential of the Web sites In a comparison of the Internet strategies of Japanese and US software firms, results showed that US firms created more dynamic and innovative Internet environments Gives market, cultural and institutional differences for the contrasting approaches to Web design, information and service delivery

Throwing the baby out with the bathwater

Abstract: Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges some of the notions which appear to have grown up around the concept. In particular looks at a number of aspects of RM, which, despite the rhetoric, remain largely unsubstantiated. Examines the various claims of RM as a “new marketing paradigm”, whether it represents a united and cohesive force and if this is perceived as such by both academics and practitioners. Looks at the economic arguments underlying RM and whether they stand up to rigorous scrutiny and at consumers’ responses to relational strategies. Finally, questions the “satisfaction/loyalty/profit” hypothesis frequently suggested as the underlying model for RM.

The appeal of integration: managing communications in modern organisations

Abstract: Subjects the assumptions and prescriptions of the “integration” literature to critical scrutiny. Teases out the distinctive basis of its appeal compared with earlier communication management literature. Finds that, although perhaps not entirely new, issues of “integration” have because of social, market and technological developments become more salient and significant than before. Also illuminates the dark side of this project by drawing attention to uncritical acceptance of “integration” as a panacea for communication management in the twenty‐first century.