Journal of Consumer Marketing: Volume 3 Issue 3

IS CHINA MOVING FROM MARX TO MASTERCARD?

Joseph O. Eastlack, Roberta Lucker

President Richard M. Nixon's historic trip to the People's Republic of China (PRC) in 1972 established a relationship between the United States and the PRC which was formalized…

DIMENSIONS OF THE MATURE MARKET

William Lazer

Misconceptions abound about the nature of mature market segments. Marketing to mature consumers does not mean marketing to the elderly, or to the poor. Our aging population is in…

THE CONSUMER COST MATRIX: A NEW TOOL FOR PRODUCT, SERVICE, AND DISTRIBUTION CHANNEL DESIGN

G. Ray Funkhouser, Richard Parker

The purpose of this article is to propose a new framework for examining the relationship between the consumer and the product, focusing not on the benefits the consumer seeks to…

DECISION SUPPORT SYSTEMS: ADVANTAGES IN CONSUMER MARKETING SETTINGS

Martin D. Goslar, Stephen W. Brown

Information technology has made possible the recognition, acquisition, organization, and controlled retention of data from sources virtually unavailable in the past. Terms such as…

THE PRODUCT ENTHUSIAST: IMPLICATIONS FOR MARKETING STRATEGY

Peter H. Bloch

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership…

LOW‐COST PRODUCT USE TESTING FOR R&D GUIDANCE AND EARLY MARKET EVALUATION

B.J. Kramer

The topic of “low‐cost product use testing for R&D guidance and early market evaluation” entails four different business concepts. It implies that the most successful path to…

SHOULD ADVERTISERS USE NUMBER‐BASED COPY IN PRINT ADVERTISEMENTS?

Alan J. Bush, Robert P. Bush

Recently it is becoming more common for advertisers to employ numbers and statistics in their print advertisements. However, there has been no published research that investigates…

NEW PRODUCTS — SIFTING THROUGH THE HAYSTACK

Rodger L. Derose

The generation of new products has often been described as looking for a needle in a haystack. To find the shining needle, you have to sift through a mountain of information and…