Mersmelstein, Ellen; Zid, Linda Abu-Shalback
November 2005
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p5
The article discusses two studies on marketing. In a study published in the July 2005 issue of the "Journal of Marketing," Thomas S. Gruca and Lopo L. Rego examined the impact of customer satisfaction on the operational cash flows of the firm, a key determinant of shareholder value. They found that customer satisfaction creates shareholder value by significantly increasing a firm's cash flow and reducing cash flow variability. In a study published in the August 2005 issue of the "Journal of Marketing Research," Arthur Jiwoong Shin explores the effect of selling costs on retailers' advertising strategies. The author found that advertising low prices to lure potential consumers can backfire. This is because attracting too many consumers who are less likely to purchase the retailer's higher-priced products, on the basis of vague promises, imposes unwanted selling costs but yields little extra revenue.


Related Articles

  • Emotions, attitudes and memorability associated with TV commercials. Mai, Li-Wei; Schoeller, Georgia // Journal of Targeting, Measurement & Analysis for Marketing;Mar2009, Vol. 17 Issue 1, p55 

    This paper aims to identify the effect of selected advertising on consumers by assessing their emotions, attitudes, understanding and memory. An online survey combined with experimentation design was conducted among people aged 20 or over. Four selected TV commercials were used in the...

  • Being an absolute fool, your biggest marketing flaw. Murtagh, Joe // Hudson Valley Business Journal;1/29/2007, Vol. 18 Issue 5, p6 

    The author offers his insights on how firms should effectively market their products and services to customers. According to the author, the biggest fault committed by marketers in communicating their offerings to consumers is failure to clearly articulate the qualities of their products. The...

  • The 70% Majority: Enduring Consumer Beliefs About Advertising. Calfee, John E.; Ringold, Debra Jones // Journal of Public Policy & Marketing;Fall94, Vol. 13 Issue 2, p228 

    Six decades of survey data consistently indicate that about 70% of consumers think that advertising is often untruthful, it seeks to persuade people to buy things they do not want, it should be more strictly regulated, and it nonetheless provides valuable information. Consumers also tend to find...

  • Ad for event misses the point.  // Advertising Age;8/1/2005, Vol. 76 Issue 31, p11 

    Criticizes the implications of the advertisement for Advertising Week which will be held in September 2005 for the image of the advertising industry in the U.S. Description and tag line of the advertisement; Objective of Advertising Week celebration; Information on the stereotypical view of...

  • As Dimensões da Atitude Frente à Propaganda de Medicamentos: uma Descrição no Brasil e Avaliação de Escala. Zuniga Huertas, Melby Karina; Urdan, André Torres // Revista de Administraçãao da UNIMEP;2009, Vol. 7 Issue 2, p138 

    The Brazilian Institute of Consumer Protection began in 2007 with the firm purpose of banning advertising of medicines. It's concerned with the increasing participation of drugs in intoxications and with the growth of pharmaceutical's sector advertisement investment. On the other side,...

  • How's your customers' customers' satisfaction? Donath, Bob // Marketing News;5/24/93, Vol. 27 Issue 11, p10 

    Suggests the need for marketers to not be content to rely on satisfying just their current customers' current needs but also to the satisfaction of their customers' customers. Advantages of anticipating the customer's customer; Tips for doing customer's customer analysis; Questions that...

  • Retailing -- an open book. Healy, Janis // Display & Design Ideas;Nov2005, Vol. 17 Issue 11, p82 

    The article states that retailing is a truly exhilarating business, mixing psychology, art, analysis and good old common sense. And yet, in this world of design exhilaration, there exists a certain flavor of philosophical "sameness." People start with the goal of giving the customer what they...

  • La contribution des différents éléments d'une grande surface alimentaire à la satisfaction du client. Lichtlé, Marie-Christine; Llosa, Sylvie; Plichon, Véronique // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);2002, Vol. 17 Issue 4, p23 

    This article aims to replicate in the context of retailing the results of the Tetraclass Model (Llosa 1996), which was used in other services. An empirical study showed that the elements of a retail store contribute differently to satisfaction: elements of atmosphere influence the global...

  • What is most important buying a bed?  // Cabinet Maker;11/26/2004, Issue 5416, p40 

    The article focuses on a survey related to the consumers and retailers perception of a bed. The consumer perception is comfort, but the retailers perception is price. Price counts much more highly than the consumers let on, and the figure is nearer 80 percent. Size of bed scored second on the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics