Brien Ellis and Mary Anne Raymond
It is rarely acknowledged that salespeople occupy a unique positionas a contact between the customer and the firm, and therefore a plan forsalesforce quality can reap considerable…
Abstract
It is rarely acknowledged that salespeople occupy a unique position as a contact between the customer and the firm, and therefore a plan for salesforce quality can reap considerable benefits. Presents and discusses a framework designed to improve salesforce quality in specific areas and as a whole. Its dimensions include persistence, reliability, integrity, desire and empathy (PRIDE), teamwork, research, learning, change, leadership, and service. Concludes that once salesforce quality has been achieved, many of the same concepts can be applied throughout the organization.
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Mary Anne Raymond and Brien Ellis
Examines the existing literature and utilizes it along with inputfrom industry executives to identify the major factors in the successand failure of new consumer products and…
Abstract
Examines the existing literature and utilizes it along with input from industry executives to identify the major factors in the success and failure of new consumer products and services. Offers specific managerial implications and recommendations for firms and for marketing researchers to help improve the probability of success in the development and introduction of new products and services.
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Hae‐Kyong Bang, Mary Anne Raymond, Charles R. Taylor and Young Sook Moon
This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea.
Abstract
Purpose
This cross‐national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea.
Design/methodology/approach
Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea.
Findings
The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions.
Research limitations/implications
As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed.
Practical implications
Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy.
Originality/value
This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.
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Mary Anne Raymond and Jong Won Lim
This paper provides a case study comparing the international advertising strategy that Hyundai Motor Company, Korea, utilized when they introduced the Hyundai Santa Fe in Korea…
Abstract
This paper provides a case study comparing the international advertising strategy that Hyundai Motor Company, Korea, utilized when they introduced the Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's understanding of factors affecting standardization and adaptation decisions and possible negative country-of-origin effects, the case illustrates how Hyundai created a positive brand image with a local adaptation advertising strategy. A framework illustrating factors affecting the local adaptation decision, the advertising decisions that Hyundai made, and the effectiveness of those decisions is presented. Given the success of Hyundai's local adaptation advertising strategy and the Santa Fe, Hyundai announced plans to build a production facility in the United States.
Charles R. Taylor and Mary Anne Raymond
Many nations have restrictions on advertising in certain product categories. This paper examines product category restrictions on advertising in four large East Asian markets…
Abstract
Many nations have restrictions on advertising in certain product categories. This paper examines product category restrictions on advertising in four large East Asian markets: Japan, Taiwan, the People’s Republic of China, and South Korea. Product categories included in this study include alcohol, cigarettes, ethical drugs, contraceptives, personal hygiene products and undergarments. The authors describe regulatory policy in these categories and use Albaum et al.’s framework for assessing environmental factors in advertising to assess the logic behind the regulation. A wide range of regulations is found across the four countries and it is concluded that a complex web of factors underlies the regulations. Implications for managers are provided.
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Chris Hopkins, Charles Wood, Jennifer Siemens and Mary Anne Raymond
– This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities.
Abstract
Purpose
This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities.
Design/methodology/approach
A multi-method approach is undertaken, with Study 1 being qualitative in nature and Study 2 consisting of a quantitative experimental design. Study 1 consists of in-depth interviews with both newlyweds and empty nesters. Study 2 incorporates a survey design with 412 respondents; data is analyzed via structural equation modeling, multivariate analysis of variance (MANOVA) and post hoc multiple comparison tests.
Findings
Findings reveal that consumer appraisal of a transition event is a key predictor of response to marketing activities, and that consumers have an inverted-U shape response to advertising across three transition stages (anticipatory, liminal, re-established).
Practical implications
Because appraisal is not generally captured by market research, companies may be able to estimate appraisal by combining resource availability information with existing demographic data. Because resources are found to be a significant predictor of appraisal, by anticipating resource levels, a firm may be able to estimate appraisal and thus be able to forecast advertising responsiveness.
Originality/value
Researchers have not investigated how changes in the availability of time and other resources during life events affect consumers' appraisal of products, adaptation to new roles, or response to marketing efforts. As such, examining the influence of resources and transition stage on attitudes toward marketing activities during life transitions makes a meaningful contribution to the literature.
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Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are…
Abstract
Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.
The former colleague at University College of Raymond Irwin (1902–1976) and his obituarist here presents a fuller portrait of this unusual man.
On April 2, 1987, IBM unveiled a series of long‐awaited new hardware and software products. The new computer line, dubbed the Personal Systems 30, 50, 60, and 80, seems destined…
Abstract
On April 2, 1987, IBM unveiled a series of long‐awaited new hardware and software products. The new computer line, dubbed the Personal Systems 30, 50, 60, and 80, seems destined to replace the XT and AT models that are the mainstay of the firm's current personal computer offerings. The numerous changes in hardware and software, while representing improvements on previous IBM technology, will require users purchasing additional computers to make difficult choices as to which of the two IBM architectures to adopt.