Pub Date : 2011-05-01DOI: 10.2478/GFKMIR-2014-0089
D. Dahl, K. Vohs, Jaideep Sengupta
Abstract An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.
{"title":"Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?","authors":"D. Dahl, K. Vohs, Jaideep Sengupta","doi":"10.2478/GFKMIR-2014-0089","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0089","url":null,"abstract":"Abstract An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"55 1","pages":"54 - 57"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86258558","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-05-01DOI: 10.2478/gfkmir-2014-0056
Sunil Gupta
Abstract Coke has been successful for the past 125 years and has constantly increased its business. How did one of the most famous companies in the world master the recent economic downturn? How are they handling increasing health consciousness and other trends in consumers’ lifestyles? Stan thanunathan answers these questions and describes how the Coca-Cola Company is facing the changing world of marketing.
{"title":"MIR talks to Stan Sthanunathan, Vice President of Marketing Strategy and Insights, Coca-Cola Company","authors":"Sunil Gupta","doi":"10.2478/gfkmir-2014-0056","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0056","url":null,"abstract":"Abstract Coke has been successful for the past 125 years and has constantly increased its business. How did one of the most famous companies in the world master the recent economic downturn? How are they handling increasing health consciousness and other trends in consumers’ lifestyles? Stan thanunathan answers these questions and describes how the Coca-Cola Company is facing the changing world of marketing.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"1 1","pages":"58 - 64"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74992350","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-05-01DOI: 10.2478/GFKMIR-2014-0054
Felix Eggers, H. Sattler
Abstract Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.
{"title":"Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments","authors":"Felix Eggers, H. Sattler","doi":"10.2478/GFKMIR-2014-0054","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0054","url":null,"abstract":"Abstract Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"98 1","pages":"36 - 47"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83597479","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-05-01DOI: 10.2478/GFKMIR-2014-0052
R. Iyengar, Christophe Van den Bulte, J. Eichert, Bruce J. West
Abstract Do word-of-mouth and other peer influence processes really affect how quickly people adopt a new product? Can one identify the most influential customers and hence those who are good seeding points for a word-of-mouth marketing campaign? Can one also identify those customers most likely to be influenced by their peers? A pharmaceutical company seeking to improve its marketing effectiveness by leveraging social dynamics among physicians set out to answer these questions. There is indeed evidence of social influence, even after controlling for sales calls and individual characteristics. Also, people who are central in the network and those who use the product intensively are more influential. Finally, people who view themselves as opinion leaders are less affected by peer influence, whereas people who others really turn to for information or advice are not differentially affected. This last finding suggests that self-reported opinion leadership captures self-confidence, whereas a central position in the social network captures true leadership. Since sociometric techniques identify true opinion leaders more effectively than self-reports do, word-of-mouth programs targeting sociometric leaders are expected to be more effective than programs targeting self-reported leaders
{"title":"How Social Network and Opinion Leaders Affect the Adoption of New Products","authors":"R. Iyengar, Christophe Van den Bulte, J. Eichert, Bruce J. West","doi":"10.2478/GFKMIR-2014-0052","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0052","url":null,"abstract":"Abstract Do word-of-mouth and other peer influence processes really affect how quickly people adopt a new product? Can one identify the most influential customers and hence those who are good seeding points for a word-of-mouth marketing campaign? Can one also identify those customers most likely to be influenced by their peers? A pharmaceutical company seeking to improve its marketing effectiveness by leveraging social dynamics among physicians set out to answer these questions. There is indeed evidence of social influence, even after controlling for sales calls and individual characteristics. Also, people who are central in the network and those who use the product intensively are more influential. Finally, people who view themselves as opinion leaders are less affected by peer influence, whereas people who others really turn to for information or advice are not differentially affected. This last finding suggests that self-reported opinion leadership captures self-confidence, whereas a central position in the social network captures true leadership. Since sociometric techniques identify true opinion leaders more effectively than self-reports do, word-of-mouth programs targeting sociometric leaders are expected to be more effective than programs targeting self-reported leaders","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"59 1","pages":"16 - 25"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85622866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-05-01DOI: 10.2478/gfkmir-2014-0055
Jonah A. Berger, Alan T. Sorensen, S. Rasmussen
Abstract Can negative information about a product increase sales, and if so, when? Although popular wisdom suggests that “any publicity is good publicity”, prior research has only revealed downsides to negative press. Negative reviews or word-of-mouth, for example, have been found to harm product evaluations and sales. This research flashlight (page 50) considers this matter from a fresh perspective. The authors examine contexts in which negative publicity about a product will have positive or negative effects.
{"title":"Common “Wisdom” Put to the Test: Bad News Can be Good News … Sometimes","authors":"Jonah A. Berger, Alan T. Sorensen, S. Rasmussen","doi":"10.2478/gfkmir-2014-0055","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0055","url":null,"abstract":"Abstract Can negative information about a product increase sales, and if so, when? Although popular wisdom suggests that “any publicity is good publicity”, prior research has only revealed downsides to negative press. Negative reviews or word-of-mouth, for example, have been found to harm product evaluations and sales. This research flashlight (page 50) considers this matter from a fresh perspective. The authors examine contexts in which negative publicity about a product will have positive or negative effects.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"36 1","pages":"48 - 53"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90097684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2011-05-01DOI: 10.2478/GFKMIR-2014-0053
Yany Grégoire, T. M. Tripp, Renaud Legoux
Abstract Customer revenge and avoidance in the context of online complaints by the public are hot topics. This article helps managers to understand the phenomenon and to prevent damage. Do online complainers hold a grudge-in terms of revenge and avoidance desires-over time? Results show that time affects the two desires differently: although revenge decreases over time, avoidance increases over time, indicating that customers hold a grudge. Then, we examine the moderation effect of a strong relationship on how customers hold this grudge. Indeed firms’ best customers have the longest unfavorable reactions. This is called the love-becomes-hate effect. Specifically, over time the revenge of strong-relationship customers decreases more slowly, and their avoidance increases more rapidly, than for weak-relationship customers. Further, we explore a solution to attenuate this damaging effect: the firm offering an apology and compensation after the online complaint. Overall, strong-relationship customers are more amenable to any level of recovery attempt.
{"title":"When Your Best Customers Become Your Worst Enemies: Does Time Really Heal all Wounds?","authors":"Yany Grégoire, T. M. Tripp, Renaud Legoux","doi":"10.2478/GFKMIR-2014-0053","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0053","url":null,"abstract":"Abstract Customer revenge and avoidance in the context of online complaints by the public are hot topics. This article helps managers to understand the phenomenon and to prevent damage. Do online complainers hold a grudge-in terms of revenge and avoidance desires-over time? Results show that time affects the two desires differently: although revenge decreases over time, avoidance increases over time, indicating that customers hold a grudge. Then, we examine the moderation effect of a strong relationship on how customers hold this grudge. Indeed firms’ best customers have the longest unfavorable reactions. This is called the love-becomes-hate effect. Specifically, over time the revenge of strong-relationship customers decreases more slowly, and their avoidance increases more rapidly, than for weak-relationship customers. Further, we explore a solution to attenuate this damaging effect: the firm offering an apology and compensation after the online complaint. Overall, strong-relationship customers are more amenable to any level of recovery attempt.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"2000 1","pages":"26 - 35"},"PeriodicalIF":0.0,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78539897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2010-11-01DOI: 10.2478/GFKMIR-2014-0058
G. Tellis, Eden Yin, Rakesh Niraj
Abstract In recent years, with some early entrants to a market commanding huge market shares, critics have wondered whether the best quality products win in the market place. Early entrants can gain a position of wide-spread acceptance among users. The fact that a critical mass already uses the product might prompt new consumers to snowball onto this early choice leading to consumer lock-in. Many economists fear that such “network effects” may enable inferior products to defend their entrenched positions even against higher quality alternatives. This article tests the validity of this premise in 19 high-tech markets including hardware, software, and services. Results indicate that contrary to the above fear, healthy market evolution occurs in most cases without regulatory intervention. Better quality entrants gain market dominance within three to five years of entry. The findings also show that it makes sense to invest in developing high quality products even if the market seems dominated by an entrenched industry leader and that network effects even increase market efficiency in some cases
{"title":"Does Quality Win? Competing Against an Entrenched Market-Leader in High-Tech Markets","authors":"G. Tellis, Eden Yin, Rakesh Niraj","doi":"10.2478/GFKMIR-2014-0058","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0058","url":null,"abstract":"Abstract In recent years, with some early entrants to a market commanding huge market shares, critics have wondered whether the best quality products win in the market place. Early entrants can gain a position of wide-spread acceptance among users. The fact that a critical mass already uses the product might prompt new consumers to snowball onto this early choice leading to consumer lock-in. Many economists fear that such “network effects” may enable inferior products to defend their entrenched positions even against higher quality alternatives. This article tests the validity of this premise in 19 high-tech markets including hardware, software, and services. Results indicate that contrary to the above fear, healthy market evolution occurs in most cases without regulatory intervention. Better quality entrants gain market dominance within three to five years of entry. The findings also show that it makes sense to invest in developing high quality products even if the market seems dominated by an entrenched industry leader and that network effects even increase market efficiency in some cases","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"99 1","pages":"8 - 15"},"PeriodicalIF":0.0,"publicationDate":"2010-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85192447","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2010-11-01DOI: 10.2478/gfkmir-2014-0059
Tripat Gill
Abstract It is very common to add diverse new functionalities to existing base products (e.g., adding mobile television to a cell phone or internet access to a personal digital assistant). These convergent products offer users a broad choice of potential applications. However, it is not clear what additions are actually valued by consumers, and therefore also make sense from a manufacturer’s perspective. The current research addresses this very issue. It investigates the role of three factors on the evaluation of such convergent products (CPs); namely, (1) the consumption goal (utility versus fun-oriented) associated with the base product and the added functionality, (2) the prior ownership of the base product, and (3) the quality of the brand introducing the new functionality. In three experimental studies, the author explores the effect of each of the above three factors in the evaluation of CPs. On the basis of the results he presents some guidelines on how to extend existing products to create more value for consumers and manufacturers
{"title":"“Call. Mail. Shoot. Listen. Play” But What Functionalities Add Real Value in Convergent Products?","authors":"Tripat Gill","doi":"10.2478/gfkmir-2014-0059","DOIUrl":"https://doi.org/10.2478/gfkmir-2014-0059","url":null,"abstract":"Abstract It is very common to add diverse new functionalities to existing base products (e.g., adding mobile television to a cell phone or internet access to a personal digital assistant). These convergent products offer users a broad choice of potential applications. However, it is not clear what additions are actually valued by consumers, and therefore also make sense from a manufacturer’s perspective. The current research addresses this very issue. It investigates the role of three factors on the evaluation of such convergent products (CPs); namely, (1) the consumption goal (utility versus fun-oriented) associated with the base product and the added functionality, (2) the prior ownership of the base product, and (3) the quality of the brand introducing the new functionality. In three experimental studies, the author explores the effect of each of the above three factors in the evaluation of CPs. On the basis of the results he presents some guidelines on how to extend existing products to create more value for consumers and manufacturers","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"2 1","pages":"16 - 25"},"PeriodicalIF":0.0,"publicationDate":"2010-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69208514","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2010-11-01DOI: 10.2478/GFKMIR-2014-0061
Jan U. Becker, Goetz Greve, S. Albers
Abstract This article discusses performance drivers of CRM projects and is particularly relevant for managers seeking to optimize their companies CRM efforts. Despite the billions of dollars that have been spent on the implementation of customer relationship management (CRM) systems, many of the adopting companies are unhappy with the results. This can be due to two reasons: first, either the CRM projects are poorly implemented and thus do not perform accordingly, or, second, companies expect too much from CRM systems. This research examines how technological and organizational implementations as well as internal support affect the objectives of CRM with regard to initiating, maintaining, and retaining customer relationships. The results indicate that internal support is an important factor for the performance of CRM implementation. Further, it helps to have a clear focus for a CRM system to specifically address diverse functions such as the acquisition, maintenance, and retention of customers and to tailor implementation effort to the needs of the major functions
{"title":"Left Behind Expectations - How to Prevent CRM Implementations from Failing","authors":"Jan U. Becker, Goetz Greve, S. Albers","doi":"10.2478/GFKMIR-2014-0061","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0061","url":null,"abstract":"Abstract This article discusses performance drivers of CRM projects and is particularly relevant for managers seeking to optimize their companies CRM efforts. Despite the billions of dollars that have been spent on the implementation of customer relationship management (CRM) systems, many of the adopting companies are unhappy with the results. This can be due to two reasons: first, either the CRM projects are poorly implemented and thus do not perform accordingly, or, second, companies expect too much from CRM systems. This research examines how technological and organizational implementations as well as internal support affect the objectives of CRM with regard to initiating, maintaining, and retaining customer relationships. The results indicate that internal support is an important factor for the performance of CRM implementation. Further, it helps to have a clear focus for a CRM system to specifically address diverse functions such as the acquisition, maintenance, and retention of customers and to tailor implementation effort to the needs of the major functions","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"37 1","pages":"34 - 41"},"PeriodicalIF":0.0,"publicationDate":"2010-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84149679","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2010-11-01DOI: 10.2478/GFKMIR-2014-0060
N. Franke, P. Keinz, Christoph J. Steger
Abstract Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing
{"title":"Customization: A Goldmine or a Wasteland?","authors":"N. Franke, P. Keinz, Christoph J. Steger","doi":"10.2478/GFKMIR-2014-0060","DOIUrl":"https://doi.org/10.2478/GFKMIR-2014-0060","url":null,"abstract":"Abstract Should firms invest in customization strategies? Customization is a “hot” topic advocated in many popular books and articles. On the other hand, spectacular failures in the recent past have raised doubts. We experimentally tested the value customization generates for customers in the diverse product categories of newspapers, fountain pens, kitchens, skis, and cereals. The findings are clear: customization by far outperforms the more traditional strategies of segmentation and mass marketing","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"3 1","pages":"26 - 33"},"PeriodicalIF":0.0,"publicationDate":"2010-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78792493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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