This is the fourth comprehensive register of current research in marketing to appear in this Journal. It is hoped that it will prove useful as a source of information to all those…
Abstract
This is the fourth comprehensive register of current research in marketing to appear in this Journal. It is hoped that it will prove useful as a source of information to all those with interests in the subject. The projects listed do not include research work undertaken by commercial organisations or studies conducted in educational institutions where the results are not intended to be generally available. Otherwise, every effort has been made to obtain basic information from research workers willing to discuss their efforts with other interested individuals.
R.G. Wyckham, P.T. Fitzroy and G.D. Mandry
Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be…
Abstract
Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.
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The ideals of total quality view contradicts with the traditional prevention‐appraisal‐failure (PAF) model. The PAF model, based on the “higher quality‐higher cost” notion, fails…
Abstract
Purpose
The ideals of total quality view contradicts with the traditional prevention‐appraisal‐failure (PAF) model. The PAF model, based on the “higher quality‐higher cost” notion, fails to explain the “higher quality‐lower cost” premise of total quality. The purpose of this study is to examine the behaviour of quality costs and investigate the two contradicting views.
Design/methodology/approach
Based on the literature, a generic descriptive model is developed to examine the dynamics of quality costs and quality level over time. Through illustrative examples, the behaviour of quality costs is demonstrated and relevant implications are highlighted.
Findings
The proposed model supports continuous improvement regardless of the effectiveness of the firm's quality improvement programs. When the quality improvement program is highly effective, the “higher quality‐lower cost” phenomenon is observed; whereas, in a less effective quality improvement program, the authors observe the “higher quality‐higher cost” phenomenon, which still calls for increased improvement effort necessary for quality sustainability.
Research limitations/implications
The proposed model explains well the dynamics of quality costs, however, it can be further enhanced by incorporating the dynamics of the effectiveness of the firm's quality improvement program and its relation to quality level and quality costs.
Practical implications
The proposed model is a useful tool especially for quality improvement planning and budgeting decisions.
Originality/value
Balancing between the two contradictory views of quality costs, this study provides a deeper understanding of the relationship of quality costs and quality level.
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Andrea Schiffauerova and Vince Thomson
This paper aims to present a survey of published literature about various quality costing approaches and reports of their success in order to provide a better understanding of…
Abstract
Purpose
This paper aims to present a survey of published literature about various quality costing approaches and reports of their success in order to provide a better understanding of cost of quality (CoQ) methods.
Design/methodology/approach
The paper's approach is a literature review and discussion of the issues surrounding quality costing approaches.
Findings
Even though the literature review shows an interest by the academic community, a CoQ approach is not utilized in most quality management programs. The evidence presented shows that companies that do adopt CoQ methods are successful in reducing quality costs and improving quality for their customers. The survey shows that the method most commonly implemented is the classical prevention‐appraisal‐failure model; however, other quality cost models are used with success as well.
Originality/value
The paper shows that the selected CoQ model must suit the situation, the environment, the purpose and the needs of the company in order to have a chance to become a successful systematic tool in a quality management program.
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Looks at the marketing literature on the subject of multi‐attribute utility models. Reviews the multiple objective and multi‐dimensional preference models within the framework of…
Abstract
Looks at the marketing literature on the subject of multi‐attribute utility models. Reviews the multiple objective and multi‐dimensional preference models within the framework of multiple attribute utility theory. Suggests that much of the research in this area has been information‐ rather than decision‐oriented and, as a result, this has not been integrated successfully into the field of strategic marketing policy‐making.
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Editors' Note In this short article the authors briefly review and comment on the most commonapproaches used by companies or proposed by specialists for setting the budgets to…
Abstract
Editors' Note In this short article the authors briefly review and comment on the most common approaches used by companies or proposed by specialists for setting the budgets to be spent on advertising in an organisation.
Trevor Watkins and Robert Blackburn
When small manufacturing businesses are formed, they are often based on a particular skill of the founder. This is often craft based. The need for a wide range of business skills…
Abstract
When small manufacturing businesses are formed, they are often based on a particular skill of the founder. This is often craft based. The need for a wide range of business skills is usually essential to the success of the small business. This article quantifies the types of marketing skills which are available in small businesses in the electrical engineering industry in Dorset. These marketing skills are then used as independent variables in an attempt to discriminate between successful and unsuccessful firms measured in a variety of ways. This is an attempt to measure the importance of marketing skills to small businesses.
A COQ model plays an important role in the total quality cost survey. Based on the methodology of continuous quality improvement, a dynamic COQ model for different quality level…
Abstract
A COQ model plays an important role in the total quality cost survey. Based on the methodology of continuous quality improvement, a dynamic COQ model for different quality level is developed in this paper. A quality level is defined by Six Sigma level that can be measured by two indicators. The relationships among the four major quality costs are analyzed. Finally, the curves of total quality costs for different quality level are presented.
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Stresses the necessity of systematic design of services. Asserts that systematic design is a necessary pre‐requisite for service quality. Describes how the Nordic School of…
Abstract
Stresses the necessity of systematic design of services. Asserts that systematic design is a necessary pre‐requisite for service quality. Describes how the Nordic School of Services has found that service quality is key to competitiveness and profitability. Asserts that gradually service design stands out as the master key. Introduces the concepts of servuction quality and design quality ‐ the two sources of service quality. Discusses techniques for service design and the relationship between profits, costs and quality. Concludes by summarizing a service design strategy.
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Mehir Kumar Baidya and Partha Basu
Budget allocation on individual marketing efforts is a complex issue for managers. The purpose of this paper is to estimate the elasticities of individual marketing efforts to…
Abstract
Purpose
Budget allocation on individual marketing efforts is a complex issue for managers. The purpose of this paper is to estimate the elasticities of individual marketing efforts to allocate budget by taking into consideration two brands in India.
Design/methodology/approach
Historical data on physical sales and various marketing efforts (advertising, sales force, promotion, distribution and price) have been collected for two brands. Double‐log regression model has been fitted on data to estimate the elasticity of sales to each effort. Subsequently, the estimated elasticities have been used to allocate budget on the individual marketing efforts in question.
Findings
Various interesting results have been observed, such as the sales force claimed the highest amount of budget for both the brands. Further, managers of both the brands are under‐spending on all the efforts except for advertising in the case of second brand.
Practical implications
The findings will provide insight into allocation of budget on individual marketing efforts objectively instead of subjectively, which dominates in the field of marketing.
Originality/value
This research captures the real‐world situations (rather than small scale lab‐studies or theoretical modeling) and will definitely add some value in marketing literature.