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Proposes the concept of “An exclusive Value Principle” as an explanation for the attainment of brandexclusivity. Argues that positioning a brand carefully with prestige pricing approach reinforces a positive, even exclusive, brand image in the mind of the customer. Presents relationships between an exclusive value, market price, margin, risk, and firm value. Identifies 17 marketing strategy alternatives for achieving favourable high‐price positioning.

Argues that “Green Marketing” is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing planning of the organisation.

Provides information on the largest consumer market in the world – China. Examines education, age, lifestyle and demographics of the Chinese population. Considers Chinese perceptions of US products. Concludes that US companies′ success in China depends on target marketing, marketing inexpensive products, pricing in line with income, and promotion of the US origin of the product.

This paper examined the relationships between national culture and strategic behavior in the banking industry in Jordan and U.S. The study first developed a strategic posture and secondly a cultural profile for the top management of the research domain. The strategic posture suggested the readiness for strategic response from managers. The degree of readiness was correlated with the constructed cultural profile of the managers and financial performance of the banks. The study found significant relationships between certain national cultural strategic characteristics, (risk propensity, time orientation, and openness to change, uncertainty avoidance and managerial perception of control over the environment) strategic behavior and financial performance.

The question of whether personalization increases or decreases mail survey response rates has not been completely resolved in the marketing literature. Also, few studies address the issue of whether the results of the personalization are worth the added cost. This study shows that different postage treatments in combination with different levels of cover letter personalization result in a significant difference in response rates to mail questionnaires. A cost/benefit analysis of the effectiveness of increased personalization is also presented.

The exclusive value principle is one important factor determining the value of the service to the customer. High margins often result from the customer′s perceptions of “exclusive value”. Success depends on understanding and making decisions within the context of the customer′s psychic domain. Provides a brief review of background information and the concept of exclusive value as well as “critical factors” in psychic space. Summarizes sample psychic factors of import in marketing. Relates and illustrates exclusive value to costs, margins and risks. Provides sample scenarios to illustrate the important points.

This research examines antecedents to consumer adoption of a popular form of online entertainment - fantasy sports leagues. Employing Davis' (1989) Technology Acceptance Model as a theoretical framework, the study found that attitude toward the televised sport (American professional football), perceived ease of using in relation to fantasy sports websites, perceived knowledge of the sport and subjective norms all played a role in explaining participants' attitudes and behavioural intentions towards playing fantasy football.

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.