Editorial

Citation

Leventhal, R.C. (2012), "Editorial", Journal of Consumer Marketing, Vol. 29 No. 4. https://doi.org/10.1108/jcm.2012.07729daa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 29, Issue 4

The marketplace as we know it is constantly changing to the degree that what might have been successful in one marketing campaign must be re-evaluated, and perhaps restructured, in terms of allowing for the further success of a product or a service. The global marketplace challenges marketers to learn as much as they can about their consumers, and then make every effort to learn even more, as factors that affect consumer attitudes and behaviors are in a constant state of flux. The changing external environment presents new opportunities and challenges that must be considered. As marketers, how we face these challenges may make the difference between success and failure.

Stanton, Wiley and Wirth examine the concept of “locavores” – people who prefer to consumer locally produced food, especially as it pertains to the purchase of fresh products. The authors profile this segment of the marketplace in terms of marketing relevant criteria, and discuss implications of the segment for the marketing of fresh products. Large differences were found between locavores and non-locavores on marketing relevant criteria, such as price sensitivity, outlet preferences, and media characteristics.

Le Serre and Chevalier examined the profiles of current senior travelers using accurate segmentation criteria based on ageing and behavioral tourism variables, shown to be useful in gerontology, marketing and tourism literature. The authors have identified four distinct segments, with each segment exhibiting differing sets of variables, including [consumer] behavior.

Valentin and Allred provide insight into gift cards as gifts and their place among gifts of cash and goods. The authors found that effective liquidity served largely as the basis for categorizing gift cards. The greater a card’s effective liquidity, the more the economic impact on the recipient resembles that of cash. Various factors that affect the purchase and use of gift cards are presented

Barber, Kuo, Bishop and Goodman, Jr examine consumers’ actual purchase behavior versus self-reported purchase intentions. Given the wide disparity between stated willingness to pay and actual price paid for expressing high purchase intentions, marketers should use caution when assessing their targeted group[s] for new product launches and potential price changes.

Munnukka and Järvi examine the formation of customer value of high-tech consumer products through application of intrinsic and extrinsic cues of product quality, and what the effect of the mental price category of the product has on the construction of customer value.

Silvera, Meyer and Laufer examine the differences between older and younger consumers in their reactions to a product harm crisis. The findings that the more physically vulnerable older population actually perceives themselves as less vulnerable to harm suggests that socially responsible companies should work harder to make older consumers aware of the risks created by product harm crises when dealing with this increasingly important target market.

In this issue you will also find our informative Book Review section.

Richard C. Leventhal