Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited
Article Type: Editorial From: Journal of Consumer Marketing, Volume 25, Issue 5
Many times companies have been less than satisfied with the results of their marketing efforts, in terms of being able to attract and maintain consumers in the marketplace. Yes the global marketplace is changing, but is the consumer that difficult to understand so that we can truly “understand” what motivates them? In a word – yes. Every culture is different, but we have seen some interesting commonalities, as it pertains to both the intrinsic and extrinsic factors, that may affect a consumer’s decision to make a purchase. The more valid and useful information that we can ascertain, as it relates to the purchase/use of products and services, the more accurate we can become as it relates appealing to our consumers.
Johnson examines commonly relied upon product sampling strategies (direct-to-consumer and event sampling) to determine which method can deliver the greatest return on investment in a variety of situations. The author identifies and segments different types of products and method by which the products are most effectively implemented into trial and sampling programs.
Yang and Jolly examine the differences in adoption of mobile data services between two age cohorts – gen Xers and baby boomers. The elements in the extended Technology Acceptance Model (perceived usefulness, perceived ease of use and perceived fun) were used to identify the differences in adoption of mobile data services for the two age cohorts. Their results indicate that baby boomers perceived mobile data services as more difficult to use than gen Xers. Mobile data service marketers should focus on mobile data service usefulness when they are targeting the baby boomer cohort.
Pickett-Baker and Ozaki investigate if marketing and branding techniques can help establish green brands and introduce greener patterns of consumption into contemporary lifestyles in the current context where environmentally friendly products are increasingly available. The results show a correlation between consumer confidence in the performance of green products and their pro-environmental beliefs in general.
Myers and Lumbers examine the shopping behavior and needs and wants of the over 55s market. Retail organizations have been most concerned with targeting the young, but the growing importance of the 55+ segment now dictates that retailers must increasing be able to effectively communicate with older shoppers. As populations age, the outlook and lifestyles of older consumers are likely to continue to change with successive generations.
Torres-Moraga, Vásquez-Parraga and Zamora-González introduce a typology underscoring the pursuit of satisfaction and development of loyalty in three conditions of product versus brand presence, that is, product alone, brand alone and product and brand combined. The relationship satisfaction-loyalty starts with the product, includes the product-brand, and culminates with the brand. The authors determine that this process is significantly more important regarding innovative products, such as electronics, as compared to traditional products such as wine.
In this issue, you will also find a most interesting case study, our Misplaced marketing section, book reviews, and the latest computer currency.
Richard C. Leventhal