Table of contents
BENEFIT SEGMENTATION –20 YEARS LATER
Russell I. HaleyDuring the more than twenty years since its inception the technique of Benefit Segmentation has become a familiar method of analyzing markets to discover segmentation…
THE MARKETING MIRACLE OF CHRYSLER: HOW A NEW “PARTNERSHIP” PHILOSOPHY HELPED RESSURRECT A DYING GIANT
Leo‐Arthur KelmensonThe economic pundits had all but signed Chrysler's death certificate when Lee Iacocca took the reins of this floundering cor‐porate giant in 1979. Now, with Chrysler's $1.2…
SELLING THE HARD GOODS THE SOFT WAY: AMERICAN VERSUS FOREIGN CARS
Robert L. ThorntonThis paper reports on research which compared consumers' stated reasons for buying foreign cars (gas mileage, price, quality) with their beliefs as to the kind of person who drove…
CHANGING DEMOGRAPHICS: STIMULUS FOR NEW PRODUCT IDEAS
Judith LangerIn their continuing quest for new product ideas, marketers are directed to the U.S. Census figures where they can identify shifting populations and newly emerging demographic…
A MARKETING APPROACH FOR CUSTOMER RETENTION
Larry J. Rosenberg, John A. CzepielConsumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace…
NEW PRODUCT DEVELOPMENT: A SYSTEMATIC APPROACH
Chester L. KaneThis articles proposes a method for marketers to get more successful new product ideas per dollar spent. Its premise is that money invested in idea generation is worth ten times…
IDENTIFYING NEGATIVE PRODUCTS: DO CUSTOMERS LIKE TO PURCHASE YOUR PRODUCTS?
Stanley Widrick, Eugene FramNegative products/services are seen by customers as an unpleasant buying necessity to avoid or reduce some disutility. The negative concept as it relates to products/ services is…
BRAIN WRITING FOR NEW PRODUCT IDEAS: AN ALTERNATIVE TO BRAINSTORMING
Arthur B. VanGundyAmong the many different methods used to generate new product ideas, group brainstorming has been one of the most popular. However, brainstorming has fallen into disfavor with…
EGO INVOLVEMENT AND BRAND COMMITMENT: NOT NECESSARILY THE SAME
Mark B. TraylorAlthough some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the opposite…
RETAILERS IN CONTROL: THE IMPACT OF RETAIL TRADE CONCENTRATION
Don E. Schultz, Robert D. DewarIncreasing trade concentration in retail fields, particularly in consumer products, poses several problems for manufacturers. Among the greatest are (1) increasing retailer…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel