Book•
Marketing: The Core
01 Jan 1986-
TL;DR: In this paper, the authors present an effective marketing plan to create customer relations and value through marketing and develop successful marketing and organizational strategies, and present a career in marketing as a marketing professional.
Abstract: 1.Creating Customer Relationships and Value through Marketing 2.Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan 3.Scanning the Marketing Environment 4.Ethical and Social Responsibility in Marketing 5.Understanding Consumer Behavior 6.Understanding Organizations as Customers 7.Understanding and Reaching Global Consumers and Markets 8.Marketing Research: From Customer Insights to Actions 9.Segmenting, Positioning and Forecasting Markets 10.Developing New Products and Services 11.Managing Products, Services, and Brands 12.Pricing Products and Services 13.Managing Marketing Channels and Supply Chains 14.Retailing and Wholesaling 15.Integrated Marketing Communications and Direct Marketing 16.Advertising, Sales Promotion, and Public Relations 17.Personal Selling and Sales Management 18.Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing
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TL;DR: In this paper, the authors provide a strategic analysis using a services marketing framework of three business models in the music industry: the traditional music industry, renegade peer-to-peer music file trading, and new, legitimate online downloading services.
Abstract: This article provides a strategic analysis using a services marketing framework of 3 business models in the music industry: the traditional music industry; renegade peer-to-peer music file trading; and new, legitimate online downloading services. Key recommendations are made on how new, legitimate services can succeed using convergent marketing strategies. Finally, a conclusion is provided addressing the future of the music industry and other media-related industries.
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124 citations
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TL;DR: In this article, the authors examined the effect of pricing strategies on the purchase of consumer goods and their effect on the informed purchase decision, and the extent to which online pricing informed customer purchase decision.
Abstract: This study examined the effect of pricing strategies on the purchase of consumer goods. Also examined in this research is the effect of internet (online presence) on informed purchase decision. The research intended to answer questions on the extent to which competitor's price affects purchase of products, how customers perceive the value-based pricing concept of firms and the extent to which online pricing inform customer purchase decision. This paper being descriptive and historical relied heavily on secondary sources of information. The research utilized a descriptive and historical method and relied heavily and solely on secondary instruments as sources of data. Findings from the data obtained indicate that consumers have a perception of value reflected in prices of firms' products. It also shows that competitors price affect the purchase of firm products and that online pricing informs and affects purchase decision. This study contributes to knowledge in series of issues associated with pricing strategies and purchase decision process. This research recommends that as much as firms should focus on communicating value to customers through prices, firms should also be on the watch for competitor's prices and examine how much it affects purchase of their products.
57 citations
TL;DR: In this article, the authors explore the ethical implications of creating committed customer relationships and find that customers' behaviors toward a brand change as they become committed to the brand and they shop less, consider fewer brands, and are willing to pay more.
Abstract: Purpose – This paper seeks to explore the ethical implications of creating committed customer relationships.Design/methodology/approach – The paper uses an empirical study to test a series of hypotheses concerning the impact of customers' commitment to a brand on their behaviors toward that brand. It then contrasts these behavioral changes with the assumptions of ethical frameworks.Findings – Customers' behaviors toward a brand change as they become committed to the brand. They shop less, consider fewer brands, and are willing to pay more. These changes violate assumptions of less stringent ethical frameworks. The result is that, as customer commitment increases, the ethical burden on the brand also increases.Research limitations/implications – This research is limited by the scope of the sample, automobile finance. Future research should explore customer commitment in other product and service categories to determine the extent to which commitment varies.Practical implications – The implications of these...
49 citations
TL;DR: In this paper, a multistep qualitative approach for evaluating service experiences, adapted from the emerging field of service design, in a theme park is proposed and applied, based on a multi-stage qualitative approach.
Abstract: This article proposes and applies a multistep qualitative approach for evaluating service experiences, adapted from the emerging field of service design, in a theme park. It is argued that service ...
49 citations
Cites background from "Marketing: The Core"
...Children and teenagers usually act as opinion leaders in their families regarding leisure activities (Baker, 2001; Botha et al., 2004; Kerin, 2008)....
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TL;DR: It is shown that it is possible to identify and rank factors affecting patient satisfaction using techniques employed by the hospitality industry, and such factors can be used to measure and improve the patient experience.
Abstract: The patient experience has moved to the forefront of health care-delivery research. The University of Texas MD Anderson Cancer Center Department of Diagnostic Radiology began collaborating in 2011 with the University of Houston Conrad N. Hilton College of Hotel and Restaurant Management, and in 2013 with the University of Nevada, Las Vegas, William F. Harrah College of Hotel Administration, to explore the application of service science to improving the patient experience. A collaborative pilot study was undertaken by these 3 institutions to identify and rank the specific needs and expectations of patients undergoing imaging procedures in the MD Anderson Department of Diagnostic Radiology. We first conducted interviews with patients, providers, and staff to identify factors perceived to affect the patient experience. Next, to confirm these factors and determine their relative importance, we surveyed more than 6,000 patients by e-mail. All factors considered important in the interviews were confirmed as important in the surveys. The surveys showed that the most important factors were acknowledgment of the patient's concerns, being treated with respect, and being treated like a person, not a "number"; these factors were more important than privacy, short waiting times, being able to meet with a radiologist, and being approached by a staff member versus having one's name called out in the waiting room. Our work shows that it is possible to identify and rank factors affecting patient satisfaction using techniques employed by the hospitality industry. Such factors can be used to measure and improve the patient experience.
33 citations