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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049210035854. When citing the article, please cite: John H. Antil, (1992), “Are You Committing Marketcide?”, Journal of Services Marketing, Vol. 6 Iss 2 pp. 45 - 53.
States that many problems related to marketing suffered by an organization occur as a result of actions within the firm itself. Terms these problems as “marketcide”, arguing that they hamper organizational performance. Discusses ten common internal problems. Emphasizes that warning signs must be noticedand appropriate corrective action taken in order to maintain a more healthy organization.
Models of the new product adoption process have traditionally assumed that consumers move directly from product trial to adoption. Such an assumption essentially equates…
Models of the new product adoption process have traditionally assumed that consumers move directly from product trial to adoption. Such an assumption essentially equates product purchase with adoption. Is it advisable for the manager to assume that consumers who purchase a new product for the first time are adopters of the innovation? This article argues that viewing the adoption process in this manner not only may be misleading, but could be incorrect. It is proposed that the addition of two variables — direct product experience and product evaluation—between trial and adoption will more accurately reflect the consumer's new product decision process. Empirical results from an energy‐related innovation provide support for the suggested modifications.
The purpose of this study was to ascertain the existence and strength of the relationship between proactive environmental policies and brand equity for the winery. Results…
The purpose of this study was to ascertain the existence and strength of the relationship between proactive environmental policies and brand equity for the winery. Results of this study suggest that consumer perceptions about product quality, consumer trust, consumer perceptions about pricing, and positive expectations for the consequences of the winery's actions undertaking the pro‐environmental policies, all have strong, positive relationships with the winery's brand equity. Trust in the winery and brand equity for the winery increased significantly when the winery in this study adopted proactive environmental business policies.
This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as…
This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as moderator of purchase intention. Additionally, it examines consumer preferences for different products and consumption plans for the subsequent five years. The survey sample is drawn from a population of foreign product users from 34 cities in 18 provinces in China. Results provide evidence that brand sensitivity mediates the relationship between consumer ethnocentrism and purchase intention; product cues moderate the effect of ethnocentrism on purchase intention. As the first study to link consumer ethnocentrism directly to brand sensitivity and purchase intention, this research provides some managerial implications. Global marketers can offset the negative effect of ethnocentrism by emphasizing brand image of its products, taking advantage of specific product cues, or by providing more comprehensive after‐sale service to reduce the perceived risk of purchasing imports. Also, price is still a hurdle that prevents Chinese consumers from mass consumption of foreign products. Global firms should not overestimate the purchasing power of Chinese consumers. This study represents a “snapshot” of Chinese consumers’ decision making at a time when their economic system is undergoing rapid change.
Provides insight into the concept of quality in the service market by investigating possible influences on consumer expectations of quality and how these expectations may be better met. Reports on a study examining the effects of certain stimuli on expectations regarding different types of service. Discovers that significant differences were found regarding the nature of the expectations as the stimuli werevaried, differences which remained after involvement and the removal of personal need effects. Offers recommendations to service providers and includes an explanation of the methodology used in the study.
A relevant, timely issue in the professional services area is that of marketing. Should professional service providers actively market their services? And, if so, how…
A relevant, timely issue in the professional services area is that of marketing. Should professional service providers actively market their services? And, if so, how? Many professionals have already stepped into the marketing arena, but without first understanding the nature of their target market(s). This article concentrates on one area of the user market that should be known and understood by all professional service marketers: What level of consumer interest or perceived personal importance typifies the purchase of a professional service?
Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively…
Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.
This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political…
This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political decision-making by considering the influence of the consumer behaviour theory of involvement.
A thematic analysis was conducted to analyse the interviews within the two research questions: information seeking and decision-making.
Key themes within information seeking are the reach of the information available, the frequency of the information presented, the creativity of the message and one-way versus two-way communication. Key themes within evaluation are promise keeping/trust, achievements or performance and policies. Lower-involvement decision-making has the potential to be a habitual, limited evaluation decision. However, issues of trust, performance and policies may encourage evaluation, thereby reducing the chances of habitually voting for the same party as before.
This new area of research has implications for the application of marketing for organisations and political marketing theory. Considering voting decision-making as a lower-involvement decision has implications for assisting the creation and adaptation of strategies to focus on this group of the population.
The compulsory voting environment creates a unique situation to study lower-involvement decision-making, as these young adults are less likely to opt out of the voting process. Previous research in political marketing has not specifically explored the application of involvement to young adult voting within a compulsory voting environment.
The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related…
The purpose of this research was to examine the relative importance of socially responsible attitudes, along with catalogue shopping involvement and product‐related attributes, as predictors of consumers' intentions to purchase apparel. Data were collected through a mail questionnaire to randomly selected customers of an alternative trade catalogue; the 320 respondents represented a 67 per cent response rate. Data were analysed by a maximum‐likelihood estimation procedure using LISREL VII. The proposed model exhibited good fit to the data as evidenced by chi‐square, GFI, AGFI, and RMS measures. Social responsibility, desire for individuality in dress and shopping involvement were all positive predictors of intention to purchase apparel. Desire for individuality exerted the greatest influence, followed by attitudes toward social responsibility.