THIRD EDITION VOLUME 9. Edited by. Nick Lee and. Andrew M. Farrell. Aston University

Transcription

1 WILEY ENCYCLOPEDIA OF MANAGEMENT THIRD EDITION VOLUME 9 MARKETING Edited by Nick Lee and Andrew M. Farrell Aston University Previous Editors: Barbara Lewis and Dale Littler 1997; Dale Littler 2005 WILEY

2 Contents Preface About the Editors List of Contributors xxi xxiii xxv Above-the-line 1 Account manager 1 Acculturation 1 Adaptation 2 Adaptive strategy 3 Adoption process 4 Advergaming 5 Advertising 5 Affect 7 Affective stage 9 Agency 9 AIO (activities, interests, and opinions) 10 Ambient marketing (guerrilla/street) 10 Anti-consumption 13 Artificial neural networks in marketing 14 Arts marketing 19 Atmospherics 20 Attachment 21 Attention 22 Attitudes 22 Attribution theory 25 Autoethnography 27 Awareness 29 B2B 31 BCG matrix 31 Behavioral decision theory 33 Behavioral perspective 35 Behavioral pricing 36

3 viii Contents Below the line 38 Benefit segmentation 38 Bivariate analysis 39 Black Marketing 40 Blog 41 Boundary spanning 42 Brand 43 Brand communities 45 Brand equity 46 Brand extension 47 Brand heritage 48 Brand image 49 Brand loyalty 49 Brand personality 51 Brand values 51 Brand vision 52 Branded entertainment 53 Bundling 54 Business-to-business marketing 54 Buy-feel-learn model 57 Buyer behavior models 57 Buyer behavior theories 60 Buyers 60 Buying center 62 C2C/C2B 65 Call planning 65 Case study 66 Causal modeling in marketing 67 Causal research/causation 68 Cause-related marketing 69 Celebrity endorsement 70 Channels of distribution 73 Click-through 75 Cluster analysis 76 Codes of practice 77 Cognitive stage 77 Commitment 77 Commoditization 80 Communications mix 80 Communications objectives 81

4 Communications research Competitive advantage Competitive strategy Comprehension Conative stage Confidence intervals Conjoint analysis Conspicuous consumption Construct equivalence Consumer acculturation Consumer knowledge structures Consumer marketing Consumer panels Consumer perceptions Consumer protection Consumer resistance Consumer-brand engagement Consumerism Contingency planning Continuous Innovation Coproduction (services) Corporate branding Corporate reputation Corporate social responsibility Cosmopolitanism Cost leadership strategy Cost per thousand Counterfeiting Coupons Creative consumers Crisis marketing CRM design CRM strategy Cross-tabulations Cue Culture Culture and behavior Culture and social identity Culture and societal behavior Customer compliance/customer control

5 x Contents Customer engagement 129 Customer equity 130 Customer expectations 130 Customer experience 132 Customer lifetime value 133 Customer orientation 136 Customer portfolios 138 Customer satisfaction 139 Customer Service 147 Customers 149 DAGMAR model 151 Dark marketing 151 Database 152 Database marketing 153 Decision making 154 Demarketing 155 Demographics 156 Depth Interviews 157 Derived demand 158 Descriptive statistics 158 Deviant/dysfunctional customers 159 Differentiation strategy 160 Diffusion process 160 Digital marketing 161 Direct mail 162 Direct marketing 163 Direct-to-consumer advertising 163 Directional matrix 164 Discontinuous Innovation 164 Discourse analysis 165 Discretionary income 166 Discriminant analysis 166 Disintermediarization 167 Disposable income 167 Diversification 168 E-governance 169 marketing 170 E-retailing 170 Economic environment 171 Electronic commerce 171

6 Contents xi Electronic data interchange (EDI) 172 Emergent strategy 173 Emotion 173 Emotional contagion 174 Emotional dissonance 175 Empirical generalization in marketing 176 Employer branding 177 End users 178 Entrepreneurial strategy 178 Equivalence 179 Esthetics 181 Ethnocentrism 182 Etic emic dilemma 182 Evoked set 183 Evolutionary consumption 184 Exchange 189 Exchange models 189 Exhibitions 190 Experience curve 191 Experimentation 191 Export market orientation 194 Exporting 197 External audit 199 Factor analysis 201 Factorial experimental design 201 Fair trade 203 Family life cycle 204 Fashion marketing 205 Feel-buy-learn model 205 Feminism 206 Field sales force 207 Financial services retailing 207 Focus groups 208 Focus strategy 210 Forecasting 210 Formative (measurement) 212 Franchising 216 Free sample 218 Frequency 218 Frontline employees 218

7 xii Contents Galton's problem 221 Generic strategies 221 Geodemographics 222 Global marketing 224 Global strategy 225 Globalization 226 Graphical representation 227 Green marketing 228 Grey marketing (gray marketing) 229 Growth models 230 Growth vector matrix 231 Guarantees 231 Habitual buying behavior 233 Halo effect 233 Hazard models 234 Hedonic consumption 235 High street retailing 235 Historical analysis: marketing 236 Hope 237 Horizontal Integration 238 Human-computer interface in marketing 238 Hypermedia 240 Hypothesis testing 241 Identity 243 Impact 243 Implementation 244 Impulse purchasing 245 Inbound communications 246 Indirect communications 246 Inductional marketing 246 Innovation 247 Innovation-adoption model 248 Innovators 248 Integrated brand marketing 248 Integrated marketing communications 250 Internal marketing 252 International Channel management 255 International joint ventures 256 International market entry (modes) and development Operation strategies 257 International marketing 260

8 Contents xiii International marketing culture 262 International marketing environment 263 International marketing Organization 265 International marketing research 267 International organizational structure 268 International pricing policy 270 International product adaptation 272 International product standardization 273 International retail 274 International Strategie alliances 275 Internet marketing 277 Interpersonal communications 278 Interpretive research 279 Jaycustomer 281 KDD/data mining 283 Latent demand 285 Learn-feel-buy model 285 Learning Organization 285 Legal system 286 Licensing 286 Logistics 288 Loyalty (brand loyalty) 289 Luxury marketing 299 Machiavellism 301 Macro marketing 302 Macroenvironment 302 Mail order 303 Market 303 Market demand 305 Market manager 305 Market orientation 305 Market penetration 306 Market potential 306 Market segmentation 306 Market share 315 Marketing 316 Marketing accountability 318 Marketing Channels 325 Marketing communications 327 Marketing concept 328

9 xiv Contents Marketing control 329 Marketing decision Support systems 329 Marketing environment 330 Marketing ethics 330 Marketing financial services 331 Marketing Information systems 333 Marketing intelligence 334 Marketing intelligent systems 335 Marketing management 335 Marketing metrics 337 Marketing mix 338 Marketing Organization 339 Marketing Performance 340 Marketing planning 341 Marketing process 347 Marketing strategy 347 Markets 350 Mass media 350 Matched sampling 351 Measurement and scaling 351 Media planning 354 Media schedule 354 Megamarketing 354 Meta-analysis 355 Micro environment 357 Mission Statement 358 Mobile marketing 359 Monte Carlo/Monte Carlo Markov Chain method 360 Motivation 361 Multi-level modeling 362 Multidimensional scaling 363 Multivariate methods (analysis) 364 Mystery Shopping 365 Netnography 367 Network 367 Network theory 370 Neuromarketing 371 Niche marketing 373 Noise 374 Not-for-profit marketing 374

10 Contents xv Observation 375 Off the page 376 Offering 376 One-step flow model 377 Online consumption 377 Organizational buying behavior 377 Organizational learning 380 Organizational segmentation 381 Orientations in marketing 382 Outbound communications 384 Own branding 385 Panel data 387 Pareto's rule 387 Partial least squares 388 Perceived risk 389 Perceived value (service evaluation) 391 Perceptual mapping 392 Personal selling 393 Personality 394 Pester power 395 Place marketing 396 Flanning style 397 Point of purchase 397 Political marketing 398 Portfolio analysis 402 Positioning 402 Posters 404 Postmodern marketing 404 Price bundling 405 Price image 406 Price promotions 407 Primary data 407 Primary research 407 Principal component analysis 408 Product differentiation 409 Product portfolio 409 Product/service profit center 409 Profit impact of marketing strategies (PIMS) 410 Projective techniques 411 Psychographics 411

11 xvi Contents Public relations 413 Publicity 414 Push/pull marketing strategy 414 Pyramid selling 415 Qualitative research 417 Quasi-experiment 419 Questionnaire design 422 Radio frequency identification (RFID) 425 Rasch model 426 Reach 427 Realizable demand 427 Regionalism 427 Regression and correlation 429 Relationship marketing 430 Reliability 434 Resource-based view (RBV) 435 Retail buying 437 Retail distribution Channels 438 Retail franchises 439 Retail hierarchy 440 Retail image 441 Retail location 441 Retail merchandising 443 Retail positioning 444 Retail pricing 445 Retail product ränge 446 Retail promotion 446 Retail security 447 Retailing 448 Retailing evolution 450 Reward/loyalty cards 451 Sales call cycle 453 Sales force 453 Sales force control 454 Sales management 455 Sales promotion 456 Sales territory 456 Salience 457 Sampling 458 Search engine marketing 462

12 Contents Secondary data 463 Segmentation variables 464 Selective exposure 467 Selective retention 467 Self-concept 467 Self-service technology 468 Selling orientation (SOCO) 469 Semiotics 470 Sensory marketing 471 Service characteristics 471 Service delivery 473 Service design 474 Service distribution 474 Service encounters 475 Service environment 476 Service failure(s) 477 Service guarantees 477 Service models 478 Service price 478 Service process 480 Service product 481 Service promotion 482 Service quality 482 Service quality gaps 485 Service quality measurement 487 Service recovery 489 Service Separation 491 Service-dominant logic 492 Services marketing 493 Services sector 494 Servicescape 494 SERVQUAL 495 Shape 496 Shopper typologies 496 Shopping centers 497 Signaling theory 498 Social exchange (theory) 498 Social identity theory 501 Social learning theory 503 Social marketing 506 xvii

13 xviii Contents Social responsibility 507 Social web marketing 508 Societal marketing 508 Source effect 509 Sponsorship 510 Stakeholder theory 517 Standardization 519 Statistical package for the social sciences 520 Statistical sources 521 Stickiness (Website) 521 Store choice 522 Store design 522 Strategie business units 524 Strategie control 524 Strategie decisions 525 Strategie group (analysis) 526 Strategie marketing 527 Strategie objectives 527 Strategie planning 528 Strategie styles 529 Strategy 530 Structural equation models 531 Supply chain 531 Survey research 532 Sustainability 534 Sustainable competitive advantage 535 SWOT analysis 538 Symbolic consumption 538 Symbolic interactionism 539 System dynamics 539 Systems marketing 540 Target market 543 Technological environment 543 Telemarketing 543 Television-based home Shopping 544 The critical incident technique 544 The marketing of higher education services 545 The sales-marketing interface 546 The service-profit chain 547 Total quality management 551

14 Contents xix Trade journals 552 Transaction 552 Transaction cost analysis 552 Transformative consumer research 554 Trust 558 Two-step flow model 558 Types of measure 559 Umbrella strategy 561 Uncertainty 561 Unintended consequences of marketing 562 Unique selling proposition 563 Univariate analysis 564 Utility 564 Validity 567 Value (perceived) 568 Value chain 568 Vertical Integration 569 Viral marketing 569 Virtual reality 570 Virtual world 570 Vision Statement 571 Wealth 573 Wheel of retailing 573 Wholesalers 574 Word-of-mouth communications 574 Subject Index 577