Marketing briefs

November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p4
The section presents updates on marketing in the U.S., as of November 2003. Researcher Jagdip Singh examined the question of why frontline quality suffers as a result of employee burnout, while productivity is insulated from such declines. To achieve positive consumer evaluations, say researchers Pamela Henderson and Joseph Cote, logos should be elaborate, symmetric, and natural and should evoke strong associations. They base their recommendations on a study that surveyed subjects on 195 real logos. Hoteliers need to better manage Internet distribution channels for their hotel rooms, according to a new study from Cornell University. Hoteliers can avoid losing room share to third-party Internet competition by replacing price as the main driver for booking hotel rooms with informed choice. A study from the NPD Group suggests that U.S. citizens are skipping desserts that are not conventional for them. A recent report from eMarketer Inc. cites two surveys, conducted in 2001 and 2003, showing that consumers prefer direct mail as a marketing tool. The 2003 survey, sponsored by marketing and advertising solutions provider Vertis Inc., found that direct mail was preferred by 31% of the 250 adult respondents in the sample.


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