Marketing research is an important element of the marketing process. Typical models of research explain research as an objective process. However, like any other process, marketing research has human elements. Hence, there are subjective elements that are inherent to the research process. We employ the sense making approach to delineate these subjective processes. Sense-making perspective as applied to the marketing research process is discussed.
..., (3) industrial marketing, (4) international marketing, (5) marketing research, (6) new-product...
The goal of this research is to examine how consumers' current and past brand-related behaviors affect their responses to nostalgic advertising. In general, the authors argue that nostalgia advertising influences consumers in different ways, depending upon their experiences with a brand. It is hypothesized that the effect of nostalgia is more pronounced for individuals who are current (frequent) users of a brand that was used during their childhood. The results of the current research support the prediction that nostalgia is intensely personal and that it works the best for current consumers who have lasting, personal attachments with the brand. The authors believe that these findings have practical implications for companies that are considering utilizing nostalgic themes in their comm...
RHINEBECK, N.Y., Sept. 17 /PRNewswire/ -- The Phoenix Affluent Marketing Service, a Phoenix Marketing International practice, announced today the number of penta-millionaires in the U.S. increased by 16% as of mid-year 2010. Phoenix's annual market sizing analysis and aggregate wealth rankings show that, while the overall number of affluent households increased by only 4% from mid-year 2009 to mid-year 2010, the number of Ultra High Net Worth (UHNW) households increased by double digits after two years of declines. Phoenix defines "affluent" as households with $250,000 or more in liquid wealth, or $150,000 or more in annual income, and "UHNW" as households with $5 million or more in liquid assets.
We re-evaluate modern segmentation assumptions and methods by referencing several postmodern characteristics of consumers in global markets. Drawing on contributions from sociology, political sociology, social theory, anthropology, philosophy, psychology, consumer behavior, and international marketing, we posit three research questions, discussion of which leads to the formulation of research propositions. Real-life consumer and marketing examples are quoted as evidence of the need to go beyond reliance on modern segmentation to incorporate postmodern thinking into consumer analysis as a necessary 'second step.' This paper invites reflection on how marketers should adapt to new, complex, and changing consumer realities, which are summarized as multi-dimensionality, unpredictability, inc...
We often consider only the connotations of colors in our own culture; however, colors carry various different - often strong - connotations in other cultures. What may be neutral in one country could carry sharp political connotations in another. What may be seen as positive in one culture may be negative in a neighboring country. For this reason, businesses will see greater success in international marketing when they research important color meanings and use those colors appropriately to reach their target markets. Orange, the brand name of France Telecom's mobile and Internet subsidiaries, ran an amazingly successful ad campaign in the 1990s using the slogan "The Future's Bright - the Future's Orange." However, the company reportedly had to alter its slogan for politically divided No...
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