Denise D. Schoenbachler

Multi‐channel shopping: understanding what drives channel choice

Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or to retain their single channel model and risk becoming obsolete and left behind by new, multi‐channel competitors. The decision process and implementation of a multi‐channel strategy could be simplified if businesses understood what drives consumers to a single channel, multiple channels, and which channels are preferred. Outlines the key issues facing multi‐channel marketers, and encourages multi‐channel businesses to take a customer‐centric view rather than a channel focused view to work through the challenges unique to the multi‐channel marketer. A model of multi‐channel buyer behavior is proposed to help the multi‐channel marketer develop a customer‐centric view. Presents a series of propositions which serve to encourage and direct future research in this area.

Building brand loyalty through individual stock ownership

Building brand loyalty has become more important, yet more difficult to achieve in todays marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product – attracting individual investors in the brands corporate parent. A survey of over 500 individual investors revealed that individual investors do tend to buy brands from companies in which they hold stock, and investors may buy stock in a company because they have experience with the brand. In contrast with brand loyalty, where consumers will not buy competitive offerings, individual investors indicated they would buy competitive offerings, suggesting that stock ownership is more likely to lead to repeat purchase behavior, but not brand loyalty.

Reengineering and the marketing function: integration of theory and practice

One of the most popular topics in American business today is reengineering. Rarely has such a misunderstood term been embraced so widely in theory and in practice. Numerous definitions and lists of key components to successful reengineering have confused managers as to what reengineering is in theory and in practice. Brings together the diverse literature and identifies clearly the activities, questions and process changes theorized to be necessary in reengineering efforts. In addition, reports the results of a survey designed to assess which of these purported activities, questions and process changes are, in practice, part of reengineering efforts as perceived by marketing professionals. Over 200 marketing professionals revealed their perception of firms’ involvement in reengineering, and evaluated involvement in key activities, process changes and asking of fundamental questions. The results reveal interesting discrepancies between theoretical reengineering and reengineering in practice. Implies that reengineering may not be a black‐and‐white issue, but rather exist on a gray continuum.

Understanding consumer database marketing

As consumer marketers have become increasingly disenchanted with traditional “shotgun” mass‐media approaches to reaching customers, database marketing has emerged as the answer to marketers’ woes. Despite its widespread use by direct marketers, database marketing is relatively new to consumer marketers and, as such, leaves some consumer marketers confused as to why it works and how to implement a database program. Presents a managerially relevant introduction to database marketing. Defines database marketing, outlines its advantages and disadvantages and describes application examples. Provides managers with a practical approach to developing a database marketing program. Reviews some trends in database marketing to prepare the consumer marketer for changes in the database marketing program.

The new product development process: let the voice of the salesperson be heard

Purpose – The purpose of this research is to provide an empirical examination of the role of the salesperson in the new product/service development process.Design/methodology/approach – A survey was mailed to 2,650 sales managers representing US firms across the nation, and the resulting sample size consisted of 246 respondents with a response rate of 9.3 percent. The survey sample included firms with a business‐to‐business emphasis, and those with a minimum of 50 employees.Findings – The majority of the respondents reported that salespeople are indirectly or directly involved in the new product/service development process. In spite of this contribution, many firms do not directly reward salespeople for their involvement. Offering appropriate incentives could greatly increase their efforts to collect information for new product/service idea generation.Research limitations/implications – Suggested future research includes the perspectives of salespeople, new product development directors, etc. In addition,...

New product development: using the salesforce to identify opportunities

The development process for new products is critically dependent on customer‐generated new product ideas. Although several conduits exist for identifying and communicating these ideas, by far the most productive one is the organization’s salesforce. While the integral role of salespeople as the linkage between buyers and sellers is generally acknowledged by many researchers, little empirical evidence exists which explores this role. This paper explores the role of the salesforce as an information source in the opportunity identification phase of the new product development process. It presents results of an empirical study of 223 sales managers concerning actual use and effectiveness of the salesforce as a source of new product ideas and proposes specific recommendations concerning improved utilization of the salesforce as a source of new product ideas generated from customers.

Marketing information systems for consumer products companies: a management overview

Knowledge about the external environment is essential for an organization to remain competitive in the marketplace. To this end, a marketing information system (MKIS) can be used as a powerful tool for translating raw data into useful information to assist managers in making strategic and operational decisions. However, even with the vast technological advances of the past decade, research has found that current information systems, in many instances, still exist in rudimentary stages of development, exhibiting disappointing degrees of success. Focusses on examining reasons for this state of affairs and then proceeds to present the knowledge, in a managerially relevant and understandable format, needed to develop and implement an MKIS effectively. Presents applications of effective MKISs along with managerial implications.

Active and Passive Teaching Methodologies: Student Outcomes Over a Semester Course

Active teaching methodologies are often promoted as superior to the more passive lecture method and as the way of the future in marketing education. This manuscript reports the results of an experiment designed to evaluate active and passive teaching methods in a Principles of Marketing course. Over a semester-long period, one section of the course was taught using primarily active methods while another section was taught using a more passive lecture approach. No significant differences in knowledge (based on exam scores) or attitudes developed between the classes, suggesting that both methods have merit and that other factors besides teaching method may be more important in influencing student learning and interest.

Communication strategies for technology products in Singapore: a content analysis

As technology becomes a unifying force in the global economy, Transnational Corporations (TNCs) have increased their efforts to compete more effectively. In recent years, as markets in the Asia-Pacific have grown significantly, TNCs from the West have flocked to these markets. The Singapore market is particularly important in this region--economically and technologically it is very similar to Western markets and offers numerous opportunities for trade and investment. It has positioned itself as a technology leader in this region and serves as a gateway to many South East Asian nations, which increases its strategic significance even further. Culturally however, Singapore is very distinct from the West with roots in the Chinese value system. This research examines the nature of technology advertising in Singapore. Given Singapores unique economic, technological, and geographic significance, the results of the study can be used by marketers of technology and other products to better position their products in this market. The results suggest that while in some areas, advertising in Singapore resembles Western advertising, there are many distinctions that must be kept in mind if TNCs want to establish a stronghold in this country.

Consumer Advertising in India: An Analysis of the Information and Thematic Content

This study explores the information and thematic content of consumer advertising in India. The findings reveal that most consumer-oriented advertising contains some information. However, the typical ad has relatively few informational cues and is likely emotional as opposed to rational. Country-of-origin of the product did not influence the nature of the advertising themes used.