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- Do your research and your business will be poised to prosper. Procopio, Sarah // Las Vegas Business Press (10712186);6/1/2009, Vol. 26 Issue 22, pP31
The article identifies several major market research principles and their associated benefits. They include customer insights which can be gathered by conducting customer surveys intended to measure satisfaction levels, preferences and perceptions. Another principle is measuring employee...
- Using the Benefit Chain for Improved Strategy Formulation. Young, Shirley; Feigin, Barbara // Journal of Marketing;Jul1975, Vol. 39 Issue 3, p72
The article reports on the utilization of a marketing tool known as the Grey Benefit Chain. The author recommends using the market research tool as an alternative to qualitative devices such as focus groups or interviews often used in strategic planning. It is suggested that the benefit chain is...
- Has your brand lost its freshness? MANTERNACH, LYNN // Corridor Business Journal;1/19/2015, Vol. 11 Issue 26, p23
The article focuses on the importance of refreshing the brand of a business for its growth and development. It advices to focus on the reputation of the business among customers, redefine the vision of the business and communicate the refreshed brand through all channels and interactions. It...
- Rediscovering Satisfaction. Fournier, Susan; Mick, David Glen // Journal of Marketing;Oct99, Vol. 63 Issue 4, p5
The authors present a phenomenological and longitudinal investigation of satisfaction, as revealed through consumers' ownership experiences with technological products. The study seeks to serve a provocative role in this mature research area by stepping back from the historically dominant...
- A Method to Detect Specific Causes of Consumer Complaints. Namias, Jean // Journal of Marketing Research (JMR);Aug1964, Vol. 1 Issue 3, p63
This article shows how a statistical chart offers management a simple and economic fool for feeding back consumer complaint information. The method replaces haphazard trial-and-error procedures with a scientific, rational basis that indicates when and when not to conduct a search for specific...
- Prescriptions Will Foster Their Own Tripping Points. Neal, William D. // Marketing Research;Summer2005, Vol. 17 Issue 2, p43
This paper presents the author's opinion on the article The Tripping Point, by Stephen Brown, published in the Spring 2005 issue of Marketing Research. I found his criticisms of consumer product marketers right on, but not very germane to marketers in the business-to-business and service arenas....
- Sociomantic white paper: connect the dots for a 360-degree view. // Marketing Week (Online Edition);5/27/2014, p10
The article talks about a white paper on the importance of customers as the centre of everything a marketer or marketing professional does before they focus on how they can benefit from an all-around view of marketing and highlights the role of technologies to know a lot about customers and...
- La aplicación del marketing relacional en mercados masivos de América Latina: estudio de casos en el Perú. Wakabayashi, José; Oblitas, Haydeé // Universidad & Empresa;jul-dic2012, Vol. 23, p71
Relational marketing appeared as an attempt to overcome the constraints of transactional marketing, aiming to develop and preserve long term relations with clients by satisfying their needs and increasing value. In practice, however, there is no accurate understanding of the way the Relational...
- Satisfaction vs. Loyalty. Cusick, William J. // Conference Board Review;Jan2010, Vol. 47 Issue 2, p11
The article focuses on satisfaction surveys which the author claims that customers most often respond to with "satisfied" despite what they really feel. Mentioned as the simple but not logical reason for that typical customer response is because it is easier to indicate "satisfied." He explains...
