CONSUMER COMPLAINT HANDLING AS A STRATEGIC MARKETING TOOLGilly, Mary C.; Hansen, Richard W.
doi: 10.1108/eb008139pmid: N/A
Effective complainthandling by an organization can result in such benefits as consumer satisfaction, company brand loyalty, favorable wordofmouth publicity and decreased litigation. Therefore, organizations should consider the application of strategic marketing concepts when establishing complainthandling policies. Alternative strategies are proposed and a model for formulating a complainthandling strategy is described.
BEYOND SOCIAL TREND DATAFriedmann, Roberto; French, Warren
doi: 10.1108/eb008140pmid: N/A
In the first issue of this Journal, Florence Shelly states that the proper use of socialtrend data can help marketing managers in at least four areas by providing 1. a future outlook for specific business units 2. an input for brand product strategy 3. a basis for checking specific tactics and, 4. an enriched understanding of market segments. Perhaps, the major point of that article is not just what it says, but what it impliesthe need for a marketing philosophy of implementation based on anticipation. In conceptualizing this philosophy, the correct use of social trend data can be seen as the first step necessary in strategicmarketing planningthe tip of the iceberg. However, the strategies adopted by American marketers over the past two decades do not demonstrate that the levels of marketing myopia which Levitt discussed in the 60's have diminished. What is even more disconcerting is that the tools for reducing marketing myopia are not obscure trade secrets as a matter of fact, they can be found in most introductory marketing textbooks. Environmental scanning, the prime instrument available for this purpose, deserves a closer look in relation to its worth for managerial decision making.
INSTRUMENTAL LEARNING ITS APPLICATION TO CONSUMER SATISFACTIONBergiel, Blaise J.; Trosclair, Christine
doi: 10.1108/eb008141pmid: N/A
When modernday students of marketing turned from the economic explanation of consumer behavior, learning theory was one of the first resources in which they sought more useful alternative concepts. This was a logical move for two reasons because of the abundance of research conducted in psychology and social psychology and because learning is close to the central interest of many of those concerned with consumer behavior. However, marketing scholars have given little consideration to one of the most influential perspectives developed in psychologythe instrumentallearning approach stimulated by the work of B. F. Skinner. The purpose of this paper is to provide an overview of instrumental learning and demonstrate its application in a marketing situation.
READY FOR A TIME GUARANTEEFram, Eugene H.
doi: 10.1108/eb008142pmid: N/A
Marketing Myopiamisperceiving marketsis a wellknown marketing management problem, and most marketing executives are alert to it. However, the problem seems now to be reasserting itself concerning the guarantees that are offered with products or services. This is the conclusion of one hypothetical consumer, Jim Reed, a marketing executive, as he reports on the time it took to get a new suit properly altered. Jim's story ends as he was walking out of the store, and the store manager was apologizing for the difficulties. We are sorry that it took four fittings, but we have been having trouble in our alterations roomour head tailor has been going through a divorce. The next time you come in, I am sure that we will have the tailoring right on the first try. We always give our customers what they want, no matter how difficult the request. Jim just muttered, But you have stolen my time The comment meant nothing to the perplexed manager. However, Jim was angered over the loss of the business and personal time involved with the additional fittings.
THE VOLUNTARY SIMPLICITY CONSUMERShama, Avraham
doi: 10.1108/eb008146pmid: N/A
Most marketing executives are aware by now that some consumers believe that small is beautiful and less is more. Such executives may be surprised to find out that this type of voluntary simplicity consumer VSC is the fastestgrowing market segment in the U.S. Who the voluntary simplicity consumers are, how they came about, and how to cater to them profitably are the subjects of this article. The VSC is the outcome of a lifestyle trend toward voluntary simplicity VS, but unlike any other market segment, the VSC prefers a lifestyle of low consumption, ecological responsibility, and selfsufficiency. As a result, marketers are often puzzled as to how to market to the VSC.
WINNING THE BATTLE FOR YOUR CUSTOMERHendon, Donald W.; Williams, Emelda L.
doi: 10.1108/eb008147pmid: N/A
The competition for the consumer's mind involves broadening the scope tools used to reach that consumer. Conventional marketing wisdom is that marketing strategy planning consists of two stages 1. Determining the target markets and, 2. Determining the marketing mix to reach these target markets. Although the classic marketing mix of the right product, at the right place, at the right price, and with the right promotion is well known, it is target marketing that is the subject of this article. Through the use of three sophisticated concepts, the marketing manager can compete successfully for the consumer's mind. These three P's of marketing, which can be added to the wellknown four P's of the marketing mixProduct, Price, Place, and Promotioncan enable the marketingmanager to have an easytoremember mnemonic devicefor the business marketing plan. These three P's are 1. Personality, which became noticeable in the early 1980s 2. Psychographics, which first attracted attention in the middle to late 1960s and, 3. Positioning, which has been around since the early 1970s. These three P's lend themselves to presenting products to your customers in a language that speaks directly to their minds.
EXTENDED WARRANTIES, SERVICE CONTRACTS, AND MAINTENANCE AGREEMENTSA MARKETING OPPORTUNITYDay, Ellen; Fox, Richard J.
doi: 10.1108/eb008148pmid: N/A
AB Product warranties, in general, have not been employed by marketers as an important strategic tool, yet the business in extended warranties, service contracts, and maintenance agreements appears to be booming. But why This article examines current practices, discusses critical issues raised in prior studies and the authors' recent research, and presents suggestions for the marketing of service and maintenance agreements. There is evidence to suggest that the longterm market potential of many current offerings may be limited however, careful consideration in defining the prime target markets and designing new types of agreements can help ensure success. The purpose of this article is threefold first, to offer a brief review of current practices, which profiles the diversity of offerings and corporate philosophies second, to discuss critical issues raised in prior studies and in our research and finally, to present suggestions for the marketing of such offerings.