Journal of Consumer Marketing: Volume 2 Issue 3

DO‐IT YOURSELF CONSUMERS: SEGMENTATION INSIGHTS FOR RETAILERS

John M. Browning, Noel B. Zabriskie

Over the last 40 years Do‐It‐Yourself (DIY) consumers have evolved from relative obscurity to a major multibillion dollar per year market. Research findings based on 403 DIY cases…

TELEVISION'S NEW TECHNOLOGY: HARDWARE PLUS SOFTWARE EQUAL SEGMENTATION RESEARCH

Teresa J. Domzal, Jerome B. Kernan

The necessity to assess television programming as programming (rather than merely as a vehicle to deliver advertising audiences) is discussed against the background of commercial…

FLAWED PRODUCTS: CONSUMER RESPONSES AND MARKETER STRATEGIES

Philip Kotler, Murali K. Mantrala

In a story called “The Birthmark,” Nathaniel Hawthorne tells about an extraordinarily lovely woman whose beauty was perfect except for a small birthmark on her cheek. This flaw…

RISK IN MARKETING DECISIONS

Roger Dickinson, Myron Gable, Anthony Herbst

Risk is indigenous to decision making. Marketing decisions in particular are associated with high risk. This article defines risk, offers insights on how marketing managers may…

TWO QUESTIONS ALMOST EVERYONE FORGETS TO ASK THEIR ADVERTISING AGENCY

Thomas W. Hizar

Principles cannot improve a creative product. Only increased creativity can improve a creative product. Adherence to certain principles can, however, help increase creativity and…

THE DEVELOPMENT AND MARKETING OF NEW CONSUMER PRODUCTS: SOME SUCCESSES AND FAILURES

William D. Smithburg

New products are the life blood of a consumer products company, and The Quaker Oats Company is in the midst of accelerating the pace of new product introductions. For example…

PRICE INELASTICITY: NOT ALL THAT MEETS THE EYE

Alfred S. Boote

Managers often do research to help them determine the optimum price for a new product. Several different price‐points are ordinarily tested in order to determine the impact of…

COMPARATIVE ADVERTISING'S DILEMMA: HOW TO ATTACK THE COMPETITION WITHOUT ALIENATING HIS CUSTOMER

William J. Byer, Ernest F. Cooke

Although many advertisers are reluctant to use Comparative Advertising, it is obviously increasing in popularity. One difficulty with comparative advertising is that the intended…

THE STRATEGIC CONSUMER

Claudia E. Marshall

A growing body of evidence suggests a fundamental shift in American social priorities with consumers becoming more pragmatic and hard‐headed. On the basis of business research and…

TIMING—THE KEY TO MARKET ENTRY

Robert J. Thomas

Increasing rates of change in technologies, markets, and other environmental factors make time a valued resource in marketing decisions. When decisions are made and implemented…

MARKETING CULTURES AND PRE‐CULTURES

Howard Bratches

With the talk in recent years of “corporate culture,” it may be useful to reflect on marketing styles from this point of view. There are, after all, enormous variations in how…