Larry J. Rosenberg

Consumer Satisfaction: Concept and Measurement:

In marketing management, consumer satisfaction may be clustered with such key goals as profitability and social responsibility. However undisputed its importance, its conceptualization and measurement have remained largely backward, severely limiting its value in determining marketing strategy. This article has raised issues and suggested guidelines for research and management thinking.

Word of mouth activity as information search: A reappraisal

Studies on the diffusion of new products show that word-of-mouth activity WOMA) is an important influencer of consumer acceptance. WOMA has usually been defined primarily as information seeking behavior aimed at risk reduction prior to the purchase decision. To test this hypothesis, data on a new milk additive brand were used from a 1,100 state-wide sample conducted longitudinally. The findings were consistent in rejecting the hypothesis, therefore casting doubt on the exclusive information search nature of WOMA. The main implication is to view WOMA as a multiform communication activity including conversation types other than information search.

Strategic planning: Fulfilling the promise

Abstract The cracks in the strategic planning framework have surfaced. Its time to change the design and modify the direction.

The collaborative approach to marketing

Abstract Conducting an all-out war with the competition is a more short-sighted and less productive strategy than collaborating with customers to develop long-term, mutually satisfying relationships.

Consumer Affairs Audits: Evaluation and Analysis

One of the major positive responses of corporations to the consumerism movement is the increasing attention to the consumer affairs functions of the organization. This article presents the concept of a consumer affairs audit as a formal, comprehensive and objective method by which to ascertain and evaluate the performance of consumer affairs. It focuses on the consumer affairs system as a relevant area to be measured and improved, and offers a specific methodology to plan, conduct, and report the audit to top management.

The Marketing Researcher as a Decision Maker: Myth or Reality?

A steady growth in the number of marketing research departments: over half of 1,121 respondent companies have such departments. An acceleration in the establishment of new marketing research departments in industrial products companies: 59%, compared with 70% of consumer products companies. An upward shift in the corporate reporting structure: approximately 40% of marketing research directors were found to be directly accountable to top management.1