This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008094. When citing the article, please…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008094. When citing the article, please cite: Larry J. Rosenberg, John A. Czepiel, (1984), “A MARKETING APPROACH FOR CUSTOMER RETENTION”, Journal of Consumer Marketing, Vol. 1 Iss 2 pp. 45 - 51.
Larry J. Rosenberg and John A. Czepiel
Consumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace…
Abstract
Consumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace, however, customer retention increasingly joins customer getting as an important area of analysis and planning. Marketers can better cultivate relationships with existing customers in these ways: designing an optimal customer portfolio, formulating a special marketing mix, and modifying the marketing organization. The balancing of marketing efforts between winning new customers and holding onto old ones will prove instrumental in pursuing sales and profit growth in the 1980s.
Larry J. Rosenberg and Gregory J. Thompson
Huge US and Western European trade deficits with Japan indicate that Western firms are doing a worse marketing job in Japan than Japanese firms are doing in Western markets. One…
Abstract
Huge US and Western European trade deficits with Japan indicate that Western firms are doing a worse marketing job in Japan than Japanese firms are doing in Western markets. One critical difference: Japanese executives have figured out how Westerners basically think; by and large, Western executives have learned much less about the Japanese. This paper contends that neglecting Japanese cultural factors limits marketing success, and can even lead to failure. Key Japanese anthropological concepts are explained, for the purpose of revealing how they create opportunities or problems for Western firms. Implications are discussed with emphasis on how sensitivity to Japanese values can be integrated with marketing planning.
Given the dominance of energy costs in retailing and distribution, it would seem logical to turn our attention away from traditional methods of displaying goods in the shops and…
Abstract
Given the dominance of energy costs in retailing and distribution, it would seem logical to turn our attention away from traditional methods of displaying goods in the shops and look again at mail order. A recent Post Office study indicates that mail order distribution is a much more efficient use of our energy resources, and this could augur well for the growth of mail order.
This article attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other…
Abstract
This article attempts to position marketing as an academic and professional discipline. It discusses potential differences between the needs of marketing academics and other marketing professionals with respect to the definition of the subject matter of marketing. The politico‐ideological basis of marketing in a free market economy is seen as an external criterion, which can help to identify the most appropriate concepts for marketing theory building and applied marketing knowledge.
A trend has been developing in the United States towards the use of vertical marketing systems. Of the many types of vertical marketing systems, franchising has become one of the…
Abstract
A trend has been developing in the United States towards the use of vertical marketing systems. Of the many types of vertical marketing systems, franchising has become one of the most dominant. This is evidenced, in part, by the nearly one‐third of retail sales in 1973 that were through franchised retailers (US Department of Commerce, 1974). The success of the franchise form of distribution hinges upon franchisors and franchisees both contributing skills and resources, frequently however franchisees and franchisors become dissatisfied with the other's contributions and actions. This dis‐satisfaction in some cases leads to substantial friction. Although it is not clear that conflict (friction) will always decrease channel efficiency it is probably safe to assume that continued conflict would be dysfunctional in a franchise channel. It is therefore the purpose of this article to discuss and empirically test several propositions about the franchisee's satisfaction with his franchisor.
PHILIP B. SCHARY and BORIS W. BECKER
This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a discussion of…
Abstract
This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a discussion of the issues of implementation of the model within the context of marketing strategy. Thus, following an introduction, Part II begins with definition of the field and examines the position of physical distribution in relation to marketing. Part III discusses the relationship of physical distribution and macro‐marketing, and is thus concerned about the social, aggregative goals of logistics systems, including the costs of distribution. Part IV continues this argument, examining specifically the influence of physical distribution on channel structure. Part V then focuses on the assumptions underlying the customer service function, asking how physical distribution can influence final demand in the market place. Part VI presents a conceptual model of marketing‐logistics demand stimulation. The operational issues concerned with its implementation are shown in Part VII; and a summary of the relevant points is presented in Part VIII. The concern has been not with presenting either new computational models nor empirical data but with presenting a new perspective on the marketing‐logistics interface. There is a need to reduce the barriers between these fields and to present more useful ways for co‐operation.
R. Kenneth Teas, Rodney E. Evans and James F. Horrell
The purpose of this study was to examine the distribution channel interface between manufacturers of nationally branded canned food products and food brokers. In addition to the…
Abstract
The purpose of this study was to examine the distribution channel interface between manufacturers of nationally branded canned food products and food brokers. In addition to the generation of descriptive information about the food broker—food manufacturer channel dyad, hypotheses were tested concerning the degree of consensus between food broker and food manufacturer perceptions of (a) the reasons food manufacturers use food brokers to distribute nationally branded canned food products and (b) their respective roles in the marketing of nationally branded canned food products.
This article examines the structure of the Japanese distribution channels for consumer products. It highlights the unique characteristics of the distribution process on both the…
Abstract
This article examines the structure of the Japanese distribution channels for consumer products. It highlights the unique characteristics of the distribution process on both the wholesale and retail levels and shows how historical factors have contributed to these developments. Based on this information, recommendations are made to the importer of consumer products into Japan in order to aid in successful market penetration.
Considers the shift of marketing functions from the perspective ofthe wholesaler rather than from the traditional point of view of themanufacturer or retailer. Examines the…
Abstract
Considers the shift of marketing functions from the perspective of the wholesaler rather than from the traditional point of view of the manufacturer or retailer. Examines the vertical integration of marketing functions by manufacturers and the use of synergistic strategies which could cause a reallocation of marketing functions among wholesalers and manufacturers. Discusses the potential new roles of the small industrial distributor in an ever‐changing marketing environment characterized by functional shiftability.