Frank G. Bingham

A Team Approach to New Product Development

Proposes a new product implementation process which is designed to reduce the risk inherent in new product introductions in consumer markets. Defines the stages of this process as idea generation, idea screening, conceptual development and testing, business analysis, product development, test market, and product introduction. Concludes that this process differs from previous models in suggesting a team be created to manage the development, speeding up the tasks in each stage.

A Cross-National Investigation of Student Intentions to Pursue a Sales Career

Previous studies related to student selection of a sales career indicate that their perception of sales as a career is generally negative. Numerous reasons have been offered for this negative view, including negative perceptions of attributes associated with sales jobs and salespeople. This study examines the perceptions of negative and positive attributes of sales jobs and salespeople held by students in three nations and the impact these perceptions have on their feelings about selling. The impact that their feelings have on their intentions to pursue a career in sales is also investigated. The examination of students’ intention to select sales as a career in the United States, Switzerland, and Turkey identified several underlying dimensions of sales jobs, salespeople, and their feelings about selling. Study findings indicate that perceptions of a sales job and of salespeople influence their feelings toward selling. As expected, students’ feelings toward selling are positively related to their intention to pursue a sales career. However, their career intentions are significantly affected by their enrollment in a sales course, nationality, gender, and academic major. Several explanations are offered for these differences, and educational and training implications are discussed.

Venture team application to new product development

Presents a new product implementation model which is designed to reduce the risk inherent in new product ventures in the industrial marketplace. Show that while there is debate over the number of failures, there is little debate that the new product failure rate is high. Describes a process that gives the industrial firm the ability to exert greater control over internal and external factors critical to the successful new product implementation. Concludes that the model is appropriate for many types of firms.

The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education

ABSTRACT This article reports on the results of a study of the price-quality relationship as it impacts consumers institution of higher education selection decisions. This study also investigates the effect that financial discounts in the form of financial aid have on the decision to attend an institution. Based upon focus group discussions and depth interviews, a set of quality attributes were developed. A survey of 303 potential college students and their parents indicates that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts are found to have little effect on the attendance decision. Implications of these results relative to the pricing strategies used by institutions of higher education are discussed.

A Response to “Beyond the Mission Statement: Alternative Futures for Today's Universities”

ABSTRACT Mission statements are critical elements in the long-term success of for-profit and not-for-profit organizations. In “Beyond the Mission Statement: Alternative Futures for Todays Universities,” Finley, Rogers, and Galloway (2001) identify a number of possible identities they believe Institutions of Higher Education should pursue in order to be successful. This article expands on their proposed “Futures” and examines the critical role that mission statements have in defining the role of the organization and establishing the framework for effective market strategy.

An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy

ABSTRACT Understanding the factors that influence alumni giving is a critical task of institutional marketers and development officers. To better understand the factors that influence alumni support, this research reports the results of a field experiment in which the effect that acknowledgement of alumni contributions has on their subsequent donation behavior is examined. Findings indicate that more elaborate acknowledgement programs that include personalized messages are most effective in increasing alumni donations. The age of alumni and their history of giving were also found to be related to giving behavior.

A Team Approach To New Product Development

This article presents a new product implementation process which is designed to reduce the risk inherent in new product introductions in consumer markets. This process describes methods that enable a firm to exert greater control over internal and external factors critical to successful new product introductions and to accelerate the pace of product development and implementation.

Sales Control Systems: An Exploratory Study

This paper studies salesforce control techniques utilizing information obtained from a series of focus group sessions with salespeople and sales managers. Recommendations are then condeveloped from a systhesis of this information which reflects an extension of current theoretical approaches.

A Model of the Buying Center Decision Making Process

This paper develops a series of descriptive models of the buying decision process utilized by organizational buying centers. An examination of previous formulations of the buying decision process is the basis for identifying influencing factors and developing the relationships between and among these factors. The decision process is portrayed as an informational flow, relating in an hierarchical fashion the influencing factors within the decision making process of the buying center. The nature of this information flow is examined as internal and external conditions change. Finally, suggestions for future research are presented.

An Enrollment Marketing Plan for Institutions of Higher Learning

The purpose of this paper is to present an enrollment marketing plan (or model) with alternative strategies and contingency plans so that institutional leadership may be in a position to act decisively and successfully during the difficult enrollment years ahead. This enrollment marketing plan exposes the user to an orderly transfer from one enrollment marketing stage to the next logical stage. It permits the user the ability to exert some control over both the internal and external environment, and should help the user to better understand the delicate interaction that exists between activities and components critical to the enrollment process.