John R. Hauser

Defensive Marketing Strategies

Анализируется ситуация появления на рынке нового конкурентного продукта. Рассматриваются необходимые действия фирмы по защите своих интересов: изменение маркетинговых (рекламных) расходов и цен на свои продукты. Цель статьи – дать менеджерам практически выполнимые рекоммендации относительно оборонительной стратегии фирмы.

Listening In to Find and Explore New Combinations of Customer Needs

By “listening in” to ongoing dialogues between customers and Web-based virtual advisers (e.g., Kelley Blue Books Auto Choice Advisor), the authors identify new product opportunities based on new combinations of customer needs. The data are available at little incremental cost and provide the scale necessary for complex products (e.g., 148 trucks and 129 customer needs in the authors’ application). The authors describe and evaluate the methodologies with formal analysis, Monte Carlo simulation (calibrated on real data), and a “proof-of-concept” application in the pickup-truck category (more than 1000 Web-based respondents). The application identified opportunities for new truck platforms worth approximately

Information Acceleration: Validation and Lessons from the Field

2.4 billion–

The Value Priority Hypotheses for Consumer Budget Plans

3.2 billion and

Metrics to evaluate R,D&E

1 billion–

Intensity Measures of Consumer Preference

2 billion, respectively.

Conjoint Analysis, Related Modeling, and Applications

Stable URL:http://links.jstor.org/sici?sici=0022-2437%28199702%2934%3A1%3C143%3AIAVALF%3E2.0.CO%3B2-MJournal of Marketing Research is currently published by American Marketing Association.Your use of the JSTOR archive indicates your acceptance of JSTORs Terms and Conditions of Use, available athttp://www.jstor.org/about/terms.html. JSTORs Terms and Conditions of Use provides, in part, that unless you have obtainedprior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content inthe JSTOR archive only for your personal, non-commercial use.Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained athttp://www.jstor.org/journals/ama.html.Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printedpage of such transmission.The JSTOR Archive is a trusted digital repository providing for long-term preservation and access to leading academicjournals and scholarly literature from around the world. The Archive is supported by libraries, scholarly societies, publishers,and foundations. It is an initiative of JSTOR, a not-for-profit organization with a mission to help the scholarly community takeadvantage of advances in technology. For more information regarding JSTOR, please contact support@jstor.org.http://www.jstor.orgSun Oct 21 14:33:01 2007

Assessment of Attribute Importances and Consumer Utility Functions: von Neumann-Morgenstern Theory Applied to Consumer Behavior

Based on the behavioral sciences and mathematical programming, we hypothesize that consumers rank durables by a value (or net value) priority approximated by utility per dollar (or utility minus price) and plan to choose items in that order up to a budget cutoff. This paper derives these hypotheses and develops a convergent linear programming procedure to estimate utility. Using primary field data on reservation prices, purchase probabilities, lottery orders, and combination prizes, we estimate utilities and compare the hypotheses to 215 actual budget plans. LISREL V analysis provides further support for the hypotheses.

Application of the “Defender” Consumer Model

OVERVIEW:Metrics affect research decisions, research efforts, and the researchers themselves. From a review of the literature, interviews at ten research-intensive organizations, and formal mathema...

Active Machine Learning for Consideration Heuristics

What is provided is an apparatus designated as a thermo-roto mixer which would provide a blood specimen mixer portion, comprising a plurality of test tube cradles for housing the test tubes containing blood, so that in the closed position, the test tubes are housed within the cradles within the mixing portion at a desired temperature. The mixing portion is fastened to a shaft supporting the test tube holder assembly, the shafts maintaining the assembly in an overall main frame. The assembly is rotated by the use of a motor pulley assembly, to impart general rotation on the test tube holder assembly.