Professor Of Marketing Research Articles

Marketers Understanding Engineers and Engineers Understanding Marketers: The Opportunities and Constraints of a Cross-Discipline Course Using 3D Printing to Develop Marketable Innovations

Marketers are criticized for not understanding the steps in the engineering research and development process and the challenges of manufacturing a new product at a profit. Engineers are criticized for not considering the marketability of and customer interest in such a product during the planning stages. With the development of 3D printing, rapid prototyping at a reasonable cost may help to overcome the “sound barriers” between the two disciplines. We report on how a cross-discipline class team, using the stage gate model taught by an engineering professor and a marketing professor, helped both groups of students acquire cross-functional knowledge of marketing and engineering design to hear the voice of the customer while creating and prototyping an innovative new product. We provide in detail the work students completed at each stage and explain how developing rough prototypes and testing customer reaction to them lead to 3D printing of an alpha prototype. With an alpha prototype, which looks and functions like a marketable product, students were able to get more authentic customer feedback about their new product.

Does the Social Value of a Brand Matter? An Empirical Investigation of the Impact of Brand Social Engagement on Firm's Financial Performance

Shan Lin is Assistant Professor of Marketing, College of Business, Lewis University, Romeoville, IL 60446 (phone: 815-836-5804, email: linsh@lewisu.edu) William T. Ross Jr. is Voya Financial Global Chair and Professor of Marketing, School of Business, University of Connecticut, Storrs, CT 06269 (phone: 860-486-8491, email: bill.ross@business.uconn.edu) Hongju Liu is Associate Professor of Marketing, School of Business, University of Connecticut, Storrs, CT 06269, (phone: 860-486-8397, email: hliu@business.uconn.edu)

The Effects of Design Attributes on Other Attributes and Product Evaluation

This study examines how consumers’ perceptions of a product’s design attributes influence their perceptions on other product attributes, and attitudes toward the focal product. This study explored image-related adjectives in order to analyze product attributes, which are categorized into design, symbolic, and functional factors. The empirical test results confirmed the mediating role of attitudes toward design, which indicate the overall preference about product design, between design attributes and attitudes toward product, while the hypothesis of the moderating role of design sensitivity was not supported. These findings revealed that design attributes have influences beyond the aesthetic value, as product design rouses symbolic value and delivers information about functions. Therefore, in the context of product development process, it would be effective to distinguish design elements that can strengthen advantages and * Corresponding author, Professor of Marketing, College of Business Administration, Seoul National University, #58-612, 1 Gwanak-Ro, Gwanak-Gu, Seoul 151-916, Korea. Email: profkim@snu.ac.kr, Phone: +82-2-880-6934 ** Doctoral candidate, College of Business Administration, Seoul National University, Email: muse710@naver.com *** Master student, College of Business Administration, Seoul National University, Email: yehahm@gmail.com 2 Seoul Journal of Business supplement weaknesses and to measure attitudes toward design that can be an important index of product evaluation.

Marketing on the couch

The purpose of this essay is to relate my experience with psychoanalytic thought, its application in my personal life, in my work as a consultant marketing researcher for management, and as a marketing professor. I was a student at the University of Chicago in the late 1940s and early 1950s when psychoanalysis was riding high as a theory of human behavior and a form of psychotherapy. As a doctoral student in the interdisciplinary Committee on Human Development, I had a course with Bruno Bettelheim on fundamentals of psychoanalytic theory. He was irritated by a woman knitting in class and said, ‘‘You must realize that knitting is symbolic masturbation.’’ She was not daunted and asserted, ‘‘Professor Bettelheim, when I knit, I knit, and when I masturbate, I masturbate!’’ This experience fed my interest in symbolic behavior that had already been spurred by reading in the field of general semantics and taught me to think about these matters in a discriminating way. Bettelheim’s book (1976), The Uses of Enchantment, is a wonderful example of thoughtful (Freudian!) analysis of the conscious and unconscious meanings of fairy tales. I found it a model of instruction in the application of psychoanalytic thinking to cultural phenomena and consumer behavior. It informed the article I wrote about the use of projective techniques called ‘‘Dreams, Fairy Tales, Animals, and Cars’’ (Levy, 1985). The Social Service Administration program on campus was psychoanalytically oriented. I took a class there also and wrote a paper about fire setting among children. I surveyed the literature and found no insights except in psychoanalytic studies. Most other comments were superficial, saying that children were attracted to fire because it is warm and active. I called this the theory of sheer delight. The most helpful article was by Freud (1932), titled ‘‘The Acquisition of Power over Fire.’’ I wrote:

Easy access: a case study on rural marketing

Subject area Marketing management and marketing strategy, rural marketing, sales and distribution. Study level/applicability Students of business schools specialising in the area of marketing or rural marketing. Case overview The case focuses on the rural market. It deals with the alternative distribution channels adopted for last mile distribution among rural consumers of underdeveloped Odisha (India). The case discusses key issues pertaining to rural marketing, business viability, social issues and public sentiment.Easy access is an entrepreneurial venture by an erstwhile intellectual marketing professor of a premier B-school. The objective behind this initiative is multiple, viz., rural marketing, developing alternative distribution networks, women empowerment, etc. The case highlights that the business of Easy Access started with noble social objectives like women empowerment and developing a cost effective distribution network so that rural customers would be benefited. The case also highlights that the practices adopted by Easy access was not good enough to track & forecast demand effectively as well as the supply chain to replenish stock was not proper.Since the particular market is a backward region and there are number of Govt. schemes and people are given many things for free. People thought Easy Access is result of one of such schemes. Also there were social issues of improper address and mismatch identity (as mentioned in the case) etc.So the issues of demand forecasting and supply chain management along with social issues resulted in financial loss and thus the viability of business venture (Easy Access) is a concern. The social objectives associated with this venture are also at stake or at danger because of financial loss. Expected learning outcomes The case provides insights into the marketing concepts like rural marketing, marketing strategy in emerging markets and sales and distribution. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Selling Services IS Different from Selling Soup – A Thought Leader Interview with Professor Leonard Berry

In this our fourth special issue based on service management papers presented at QUIS we changed the format of having an interview with a prominent service executive to interviewing a service thought leader. This change allows us to introduce leading contributors to service management from the academic world to readers of JAME. Thus we use this interview feature to introduce readers to Len Berry, not only a leading contributor to the theory and research on services marketing and management, but also an individual who helped develop the field of services marketing. Len has not only created some important tools for measuring service quality but has also expanded his early work in marketing to include the study of how management practices and systems influence service excellence. He has published three major books assessing the characteristics of service exemplars and written numerous articles in both marketing and management journals reporting the findings of his extensive field studies of these organizations. We are delighted to share his thoughts with you in this special issue and hope you are as intrigued with his ideas as we are.Authors: Thanks for taking the time to talk to us today. You have had a remarkable career and certainly can be considered one of the key pioneers responsible for developing the relatively new discipline of services marketing and management. Let us begin with an obvious question. What sparked your initial curiosity into the largely unexplored academic area that we now call 'services marketing?'LB: When I was a brand new assistant professor, 2 or 3 years after earning my PhD in marketing at Arizona State University in 1968, the phone rang one day and it was the American Bankers Association in Washington D.C. calling. Why they called me, I'll never know. They wanted to know if I would be interested in collaborating on a textbook on bank marketing. They had identified another marketing professor at the University of Kentucky, Jim Donnelly, who was interested and they wondered if I would also be interested in collaborating with Jim on this. field of banking did not have a marketing textbook at that time. American Bankers Association has an educational arm called The American Institute of Banking (AIB) which puts on various banking related courses in schools. And they needed a textbook for a new marketing course that they were going to offer through the AIB. So I said yes even though I didn't know Jim! We met, talked about it, and wrote our book. And the book was successful. That launched a mini career for Jim and me in that period of time in the 1970s. We spent considerable time traversing the country and giving seminars to state banking associations and other groups about bank marketing based on the research and marketing ideas from our book. I spent most of the 70s studying financial services marketing and interacting with bankers and then teaching bank marketing to big groups of bankers, which was totally unexpected when I had finished my doctorate and started my career. I was going along happily not really thinking what else I was going to do. I was not a strategic career planner at the time - I was a rookie professor. I was getting paid. I was getting published. It occurred to me in that period that what I was teaching in bank marketing, what was in our book, was quite different from what I learned as a PhD student in marketing. What I really learned in my classwork was manufactured goods marketing - services marketing is different. That time with the bankers and doing bank marketing, which extended into the early 80s, is what sparked my interest in services marketing.Authors: In your own career, was there a watershed moment/research project/consulting job/influential person that changed the direction of your thinking on service management?LB: One watershed moment was reading a book in 1975 by Stanley Marcus called Minding the Store (Neiman Marcus Stores). It was a beautifully crafted, compelling book about the service philosophy that separated Neiman Marcus from other retailers of its era. …

Advertisements Just Aren't Advertisements Anymore

<h3>ABSTRACT</h3> For this Speaker9s Box, we9ve asked three researchers and thought leaders for their views on the need for a more standardized typology for Internet advertising: Dr. Colin Campbell is a researcher who examines consumer-generated advertising, social media, and consumer engagement. In particular, he has a research and teaching interest in how the Internet affects consumer response to online advertising. Dr. Justin Cohen9s background with the Ehrenberg-Bass Institute brings a strong industry focus. Dr. Junzhao Ma completes the trio with his experience as—and insight into—big-data marketing analysis and research. In the words that follow, Drs. Campbell, Cohen, and Ma pool their intellectual-capital resources to explain the rationale for standardizing Internet advertising terminology and provide a number of useful best-practice examples. Douglas West Professor of Marketing, King9s College London Executive Editor, <i>Journal of Advertising Research</i>

Partnering for Growth in Emerging Markets

<h3>ABSTRACT</h3> C. Samuel Craig, the Catherine and Peter Kellner Professor of Marketing and International Business at New York University9s Stern School of Business, finds a number of challenges for advertisers in emerging markets. Professor Craig, in fact, has developed a distinguished body of work covering international marketing research and global marketing strategy. In the pages that follow, Dr. Craig argues that it is essential for global advertisers and agencies to establish a presence in emerging markets while, at the same time, embracing rapidly changing technology as it reshapes how they reach and influence consumers. <i>Douglas West</i> <i>Executive Editor</i>

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Hair-brained or great-hair business?: Assessing alternative markets and product-service designs for successful startups by small-retail entrepreneurs

Deborah Lunt had wanted to see a business building with her name on it since she was thirteen years old. She now wanted to build upon the reputation that she had earned through her twenty years in the hair-care industry. She decided to move from the upscale streets of Boston to the suburbs where she felt she could provide a more relaxed and personalized ambience. Deborah excels in hair cutting, color, styling, and her perceptiveness of what her clients want. She built her entire clientele through word-of-mouth and even after she relocated to the Boston suburbs, her clients continued to travel long distances to obtain her services. As Deborah sat in her office one day sipping mineral water between her appointments, she wondered how she could grow her client base. She started day dreaming and was suddenly brought back to the present with the “ding dong” at the door, and one of her clients and friend, a marketing professor at a nearby university, walked in for her monthly appointment. As Deborah cut and styled her client's hair, she shared her thoughts and dreams with her. The professor knew that Deborah was ambitious and hardworking, and that if she had a clear marketing plan, she could succeed in growing her business. The professor also knew that, although Deborah had left her job at an upscale hair salon in a high-end retailing location in the city (the most expensive street for shopping in Boston) to startup her own business, Deborah had done so without a written plan and only a vague vision for the future. The professor suggested to Deborah that she needed to put some effort into developing a viable written marketing plan.

Preordering School Lunch Encourages Better Food Choices by Children

Andrew S. Hanks is a Post-Doctoral Research Associate in the Department of Applied Economics and Management at Cornell University. Dr. Hanks is Corresponding Author. Address: 17 Warren Hall, Cornell University Ithaca, NY 14853. E-mail: ah748@cornell.edu. Phone: 607-339-6942. Fax: 607-255-9984. David R. Just is Associate Professor of Behavioral Economics in the Department of Applied Economics and Management at Cornell University. Brian Wansink is the John S. Dyson Professor of Marketing in the Department of Applied Economics and Management at Cornell University.

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Working with your expert on trade mark surveys

Gabriel Gelb is senior consultant at Gelb Consulting Group, Inc. Betsy Gelb is the Larry J. Sachnowitz Professor of Marketing and Entrepreneurship in the C.T. Bauer College of Business at the University of Houston. Paul Krieger is a partner at Morgan, Lewis & Bockius LLP and is an Adjunct Professor at the University of Houston College of Law. This article discusses the use of trade mark surveys from a US perspective. The authors advocate a partnership between attorneys and research experts in the design of a survey to be used in trade mark litigation or a critique of a survey submitted by the other side. Since recent changes in Rule 26 limit discovery of opinion drafts and experts’ communication with attorneys, the plus factors for more attorney-expert collaboration can now be given greater consideration. Those plus factors include attorney sophistication concerning the realities of the client's position, the intricacies of the Lanham Act, and the influence of the jurisdiction relevant for a given case. All three can influence survey design: defining the relevant universe for a survey, drawing a valid sample, showing a product as it is offered in the actual marketplace, and ensuring that the form of the survey does not introduce bias.

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Corporate Social Responsibility in Saudi Arabia

Middle East PolicyVolume 19, Issue 4 p. 40-53 Corporate Social Responsibility in Saudi Arabia Abbas J. Ali, Abbas J. Ali University Professor and Professor of Management and Director of the School of International Management, Indiana University of Pennsylvania.Search for more papers by this authorAbdulrahman Al-Aali, Abdulrahman Al-Aali Professor of International Business and Marketing, Department of Marketing, College of Business Administration, King Saud University, Riyadh, Saudi Arabia. *.Search for more papers by this author Abbas J. Ali, Abbas J. Ali University Professor and Professor of Management and Director of the School of International Management, Indiana University of Pennsylvania.Search for more papers by this authorAbdulrahman Al-Aali, Abdulrahman Al-Aali Professor of International Business and Marketing, Department of Marketing, College of Business Administration, King Saud University, Riyadh, Saudi Arabia. *.Search for more papers by this author First published: 11 December 2012 https://doi.org/10.1111/j.1475-4967.2012.00558.xCitations: 17 The authors extend their appreciation to the Deanship of Scientific Research at King Saud University for funding their work through the Research Group Project No. RGP-VPP-011. Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Citing Literature Volume19, Issue4Winter 2012Pages 40-53 RelatedInformation

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