The Influence of Product Publicity on Product Sales in a Noncompetitive Environment

In an effort to more fully integrate publicity into the marketing and promotion mix, the present study examines the influence of product-related newspaper, television, and radiopublicity on Lotto sales in the state of Colorado. The results of the present study indicate that in addition to Jackpot size, television publicity has a statistically significant positive impact on Lotto sales, whereas newspaper and radio publicity do not. Consequently, in their efforts to generate favorable publicity, lottery managers should emphasize the dissemination of jackpot size information via the television medium. Moreover, considering the observed 90% duration interval of .8651 weeks for the influence of marketing variables on sales, a continuous media placement schedule is suggested. The neat and tidy divisions separating marketing and public relations are breaking down. It may be that the best way to solve a marketing problem would be through public relations activities (Kotler & Mindak 1978)

A CONTINGENCY THEORY APPROACH TO MARKET ORIENTATION AND RELATED MARKETING STRATEGY CONCEPTS: DOES FIT RELATE TO PROFIT PERFORMANCE?

With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to market orientation and marketing strategy that actually pay off in terms of objectively measured ROA. The pattern that emerges seems to suggest that if the goal is overall firm profitability as measured by ROA, then the recommendation may be to focus on more conservative strategies combined with lower levels of market orientation. Additionally, the total number of strategic alignments is also relevant to profit performance. It was shown that companies with a higher number of recommended “fits” between market orientation and their marketing strategies achieved a larger ROA.contingency theory, financial services, market orientation, strategic fits.

A Contingency Theory Approach to Market Orientation and Related Marketing Strategy Concepts: Does Fit Relate to Profit Performance?

With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to market orientation and marketing strategy that actually pay off in terms of objectively measured ROA. The pattern that emerges seems to suggest that if the goal is overall firm profitability as measured by ROA, then the recommendation may be to focus on more conservative strategies combined with lower levels of market orientation. Additionally, the total number of strategic alignments is also relevant to profit performance. It was shown that companies with a higher number of recommended “fits” between market orientation and their marketing strategies achieved a larger ROA

The Market Share Impact of the Fit between Market Leadership Efforts and Overall Strategic Aggressiveness

The current study takes a contingency theory approach to the relationship between market leadership and a variety of marketing strategy concepts making up a firm’s strategic profile, including a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and market orientation. The results of the study support this approach, showing that at least six of the seven strategic contingency combinations exhibit a significant relationship to market share. Utilizing a sample drawn from the financial services industry, it is found that firms possessing a recommended “fit”, as when market leader firms exhibit a more aggressive marketing strategy profile, tend to have higher levels of market share. The results of the study also reveal that a firm’s market share performance is related to the total number of strategic “fits” between the firm’s market leadership position and the various components of the firm’s strategic profile

A contingency theory approach to market orientation and related marketing strategy concepts: does fit relate to profit performance?

With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to market orientation and marketing strategy that actually pay off in terms of objectively measured ROA. The pattern that emerges seems to suggest that if the goal is overall firm profitability as measured by ROA, then the recommendation may be to focus on more conservative strategies combined with lower levels of market orientation. Additionally, the total number of strategic alignments is also relevant to profit performance. It was shown that companies with a higher number of recommended “fits” between market orientation and their marketing strategies achieved a larger ROA.contingency theory, market orientation, financial services, strategic fits.

An Investigation of Chronological Versus Cognitive Age Impact in the Kuwait Coffee Shop Market

Given the growing body of research dedicated to self-perceived age and the cognitive age construct, it is widely believed that one’s self-perceived age may actually be a better predictor of age-related psychological states or attitudes than mere chronological age. Extending the research on cognitive age, the current study examines the impact of both cognitive age and traditional chronological age on the behaviors of coffee shop users in Kuwait. The study finds that chronological age and cognitive age are highly correlated, both in age levels and in terms of consumer behavior. Nevertheless, a large portion of the sample perceived themselves to be younger than their chronological age. This is especially true of consumers aged 55 and over. The main findings that differentiate chronological age from cognitive age are that as Kuwaiti consumers become chronologically older, coffee drinks become more important to them. Also, as cognitive age increases, consumers are less likely to drink coffee with friends

Analyzing True Loyalty in the Middle Eastern Market: Brand Preference and Brand Insistence

The purpose of this study was to investigate loyalty profiles in among consumers of western-style coffee shops within the emerging market of Kuwait. The loyalty profiles were developed based on the typology presented by Dick & Basu (1994), where buyers can be truly loyal, spuriously loyal, latently loyal, or not loyal to a specific brand. Added to these four loyalty types are the inclusion of two specific true loyalty categories, preferent true loyalty and insistent true loyalty. The study presents evidence that a large proportion of customers fall into the true loyalty category. However, only about five percent of the market exhibits insistent true loyalty, where they are loyal to only one brand at the exclusion of all others. Instead, the vast majority of respondents exhibited the brand preferent form of loyalty, choosing to periodically switch their purchases between a small number of retailers

Assessing the Importance of Brand Equity in Health Services Marketing Through the Impact of Acquired Goodwill on Stockholder Returns

The growing importance of brand equity is widely recognized by researchers and business strategists alike. As such, creative new ways to capture the value of this intangible asset must be devised and tested. The current study uses acquired goodwill as a surrogate indicator of brand equity and looks at the importance of brand equity for firms in the health services industry by measuring the impact of acquired goodwill on stockholder returns. The findings indicate that acquired goodwill and stockholder returns appear to be significantly and positively related to each other. In addition, firms that have higher than average amounts of goodwill relative to total assets differ significantly in terms of stockholder returns than those that have relatively little investment in goodwill. Finally, the study indicates that the impact of goodwill on investor returns is highest for firms operating in one specific industry sub-sector, the market for home health services

The Integration of Computer Technology in Small Businesses

 In an effort to more fullv  understand the use of computers and information technology in the small business  sector, a survey was conducted of small business owners in the state of South Carolina. Based on this survey, the present study investigates  the extent of computer and information technology integration in small businesses, identifies the major computer applications used by small business, and explores the use of e-mail and Internet technology by small businesses. The authors conclude that small business owners do not sufficiently take advantage of computers and information technology  for  either  operational  or  strategic assistance,  or for   comunications  and promotion