Linda J. Morris

The changing role of middlemen in the distribution of personal computers

Abstract Channels of distribution evolve over time in response to changes in the business environment. The internet has emerged as a new channel system and, as E-commerce unfolds, new business models replace traditional ones. In this new channel system, the consumer has attained greater power over traditional channel intermediaries. New cybermediaries have emerged to perform some of the traditional channel functions, and are better able to provide the consumer with greater value through cost efficiencies, timely information, and a broader choice of products/services offered in a worldwide marketplace. Traditional channel intermediaries must now either adjust or face elimination according to the intermediation–disintermediation–reintermediation (IDR) cycle. The purpose of this article is to review the IDR cycle in the personal computer (PC) industry and to discuss some of the new business models that have emerged.

A design taxonomy for eliciting customer requirements

Abstract The concept design phase of the new product development process represents a high cost of delay in achieving time-to-market. This article introduces an improved method for eliciting customer requirements through the use of a design taxonomy.

Introducing Quality Function Deployment in the Marketing Classroom

Today, product-oriented businesses focus on shortening the time to market, reducing costs and increasing product quality in the design and manufacture of new products. Quality function deployment (QFD) is one means to achieving these product development objectives. Central to the QFD process is the voice of the customer to drive design. Cross-functional product teams consisting of design engineers, operations management experts, and marketing researchers work closely to ensure that the customers’ needs are included in the design process. The House of Quality exercise described in this article represents the initial step in the QFD process and emphasizes marketing’s role in the voice of the customer research.

The Changing Manufacturing Environment: Implications for Marketing

Considers the response of US firms to the recent decline in productivity, growth etc and the subsequent adoption of just in time manufacturing pioneered by Japanese industry. Examines the concentration on the reduction in time and costs of the early stages of the product life cycle and the flexibility this allows the subsequent pricing strategies. Highlights the emphasis placed on distribution scheduling and the consolidation of transportation services. Concludes that US firms have accepted that JIT and cost and time reduction programs have been necessary in order to compete in the 1990s.

Eliciting and managing information for product definition

Abstract In recent years there has been considerable research in understanding and automating the overall design process, with a common goal of improving the quality of the end product. This project describes the methodology and validation processes for eliciting and managing product information for redesign of a whitewater cataraft Game. The customer information elicited from two groups of users-commercial and recreational-provide the product specifications for the redesign. Two iterations of the cataraft frame are demonstrated via use of a design database and the improvements in product quality and design time is experimentally validated.

The Impact of Computerized Test Banks as a Study Aid in an Introductory Marketing Course

This article reports the results of an empirical study assessing the effectiveness of a Computer-Assisted Instruction (CAI) tutorial program for an introductory marketing course. The results indicate examination performance was enhanced by the CAI study tool, but level of question difficulty did not affect test performance.