Jay U. Sterling

Long‐term Channel Member Relationships

The ability to nurture marketing channel relations is essential to long‐term corporate survival. This study empirically investigates how and why relationships between manufacturers and dealers in the office systems/furniture industry develop and how and why these relationships are maintained. The results demonstrate the benefits of considering the actions and reactions of channel partners when developing tactical and strategic marketing plans. These findings emphasise the importance of mutual dependency, behaviour and financial performance in creating effective working environments.

Customer Service Research: Past, Present and Future

Although significant advances have been made in customer service research, a majority of this research has concentrated on defining and measuring the importance of customer service in isolation from the other components of the marketing mix. In order to achieve a competitive advantage from customer service, it is necessary to establish service levels as part of the firm′s overall marketing strategy. This monograph reviews the development of customer service; evaluates past customer service research; presents a methodology for integrating customer service and marketing strategy, and provides some suggestions for future research.

Simulating the Financial Impact of Marketing and Logistics Decisions

Presents a fourth generation language computer simulation model which was developed for a major US manufacturing company. Suggests that marketing and logistics managers can benefit from business planning models that simulate the financial impact of their decisions. To be effective, models must have the ability to evaluate the impact of changes in the marketing mix on product and customer profitability. Sound business decisions follow from knowledge of the behaviour of expenses, especially those associated with logistics and for assets employed.

Decision support system for strategic logistics planning

Abstract This paper describes the design and subsequent development of a microcomputer-based Decision Support System (DSS) that utilizes heuristic simulation techniques to plan logistics and distribution activities at a strategic level, and to measure their impact on overall corporate profits. The system provides a deterministic tool to simulate multi-echelon networks composed of multiple product categories and transportation modes, involving both single and mixed product orders. These conditions may be analyzed under varying customer service levels. The system has been tested and validated by experts from industry.

Segmenting business‐to‐business markets: a micro‐macro linking methodology

Purpose – This paper aims to report a research methodology that is used to identify business buyer segments by relating demographic indicators to the needs of various market segments.Design/methodology/approach – The research was based on a survey in the office systems industry. The respondents were asked to evaluate the importance of marketing services that are used by dealers to select, evaluate, and retain vendors.Findings – Market segments were identified and categorized using demographic and need‐based data. Discriminant analysis was able to distinguish between demographic market segments and to identify these segments based on their market needs.Practical implications – This paper demonstrates a methodology to identify customer needs based on demographic data, lowering the cost of identifying the product and service needs of different market segments.Originality/value – Demographic and need‐based business segmentation methods are widely used, However, empirically based research that bridges the gap ...

Educators are Contributing to Major Deficiencies in Marketing Profitability Reports

For almost 30 years, contribution analysis has been recognized as the most meaningful method of measuring profitability. Recent research shows that the majority of marketers are using reports that contain significant measurement errors. A review of 25 college marketing texts revealed that educators are contributing to this lack of knowledge.

Corporate-Sponsored Research: An Opportunity for Educators

A recurring theme in many marketing and business journals is the need to integrate theory with practice. In the current economic environment, business is finding it exceedingly difficult to achieve corporate profit objectives. With tax revenues severely reduced or stagnant, many universities are experiencing substantial difficulty funding academic programs. The opportunity for joint practitioner/educator involvement has never been greater. This article describes the advantages and disadvantages of industry sponsorship of university research projects, as well as an actual example of this type of joint effort.