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Markets & Marketing

The Commitment-Trust Theory Of Relationship Marketing

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Abstract

Examined the nature of relationship marketing (RM) and 2 key characteristics associated with the success of RM: commitment and trust. Commitment and trust were modeled as key mediating variables (KMV) in successful RM, and the KMV model was tested among 204 automobile tire retailers. Ss completed measures of focal constructs, antecedents of relationships commitment (RSC) and trust (RST), and consequences of RSC and RST in their organization. The KMV model was tested and compared with a rival model that did not allow RSC and RST to function as mediating variables. All hypothesized paths from the antecedents to RSC and RST were supported. RSC and RST also had considerable influence on variables that were theorized to be important for RM success. Goodness of fit measures showed acceptable fit for the KMV model and the rival, but when parsimony was corrected, the overall fit of the rival was less than half that of the KMV. (PsycINFO Database Record (c) 2016 APA, all rights reserved)

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Feasibility Study of Marketing Channels in the Music Industry

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Abstract

Feasibility Study of Marketing Channels in the Music Industry Joseph C. Terry

The Feasibility Study of Marketing Channels in the Music Industry examines the current relationship between recording artists, and the television networks as compared with the relationships that they once had with networks before the digital revolution an the resulting ability to have media at your fingertips. The concept of a record label signing an artist, producing a record and using television for promotional purposes to reach maximum exposure has essentially become an obsolete business model. The digital revolution provides opportunities for businesses looking to capitalize on the availability and user-friendly nature of new media, and this revolution also provides the artist with a relatively simpler and cost-effective way of distributing their work.Through an analysis of the onset of this new media revolution...

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Integrated Marketing Communications 1: Mass Communications Techniques

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For many small and medium-sized firms, marketing communications planning involves little more than assessing how much the firm can afford to spend, allocating it across some media and, in due course, looking at whether sales levels have increased or not. It is clear that to avoid wasting valuable organizational resources, marketing communications should be planned and evaluated carefully. The various stages involved in doing this are outlined in Figure 9.2.

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Time on Camera: An Alternative Explanation of NASCAR Tournaments

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ABSTRACT:

NASCAR’s reward structure for rank order tournaments has been considered the exception to the rule in tournament theory due to the linear payout structure. We suggest that the rewards for drivers are nonlinear when you take into consideration the value of sponsorship time on camera and sponsor mentions during a race on TV. Given the importance of corporate sponsorship in NASCAR, we suggest that performance in a race provides additional benefits that are not captured in traditional tournament payments.

Introduction

Often sporting contests are used as a labor market laboratory to empirically test the implications of labor economics such as tournament theory (Kahn 2000). In sports, nonlinear payment structures are found in rank order tournaments such as golf (Ehrenberg and Bognanno 1990, and Melton and Zorn 2000) and marathon running (Frick 2003). Auto racing provides an exception to the...

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Discrete Choice

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Abstract

Discrete choice modeling is a popular technique in marketing research, transportation, and other areas. It is used to help researchers understand people’s stated choice of alternative products and services. We discuss designing a choice experiment, preparing the questionnaire, inputting and processing the data, performing the analysis, and interpreting the results. Most of the discussion is on designing the choice experiment.

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Industry Views on Beverage Alcohol Advertising and Marketing, with Special Reference to Young People

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Introduction

1. Both leading beverage alcohol producers and WHO recognize that alcohol abuse and alcohol dependence are significant public health problems. Although differences certainly exist in views about the relative importance of the health benefits of moderate drinking or the definitions of what might be called harmful drinking, there is agreement that irresponsible and excessive alcohol consumption can lead to adverse health and social consequences, both in the short and long term. A key area of common concern relates to alcohol consumption by young people, which has been perceived in developed and developing countries as an important problem.

2. There are two distinct aspects of this problem. The first relates to the consumption of beverage alcohol by those under the minimum legal drinking age, however that is defined in any particular country. The other is a pattern of drinking by

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Identifying Two-Sided Markets

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A two-sided market can create value by simplifying and accelerating transactions, as well as lower their cost for the parties it connects. As a two-sided network grows, successful platforms are able to scale. Users, seeing a larger potential marketplace, will then pay a higher price to access the platform. Two-sided marketplaces have an advantage over traditional one-sided markets (often found in service or manufacturing-oriented businesses), which at some point experience diminishing returns on market growth (customer acquisition).

A two-sided market is often defined by the relationship the intermediary has with the external groups or agents on its platform. This relationship is seen in pricing in particular. Those that oversee platforms must maintain equilibrium between both sides of the network, sometimes subsiding the more price-sensitive side a...

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