A provider-cost patron-effort schema for classifying products
Since the commodity-oriented thinkers of marketing's early history, marketers have sought a valid schema for classifying products. Currently, the marketing literature is dominated by two types of schemata for classifying products: product-based and consumer cost-based. Despite marketing tenets such as 'exchange is the focal notion of marketing' and 'good marketing theory integrates the perspectives of firms and consumers,' non existing schema embodies either exchange or a dual firm consumer perspective. After reviewing the existing classificational schemata, one such schema is proposed and evaluated. The two classifying dimensions of this schema are providers' relative variable costs (PRVC) and patrons' relative effort (PRE). Crossing high and low levels of PRVC and PRE yields four product categories: low cost effort, patron-effort heavy, provider-cost heavy, and high cost effort. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Automatic Dialers Ring-Up Time and Cost Savings
Automatic dialers can save time and money for direct marketers. They can store numbers of frequently dialed numbers. Usually, automatic dialers are stand-alone devices, not connected to computers. Dialing speed, ease of installation and price are all considerations before buying. Competition and improved technology have reduced prices for automatic dialers substantially. Divestiture of AT&T is expected to increase the effectiveness of automatic dialing.
Publication Name: Telemarketing
The High Cost of Production
The cost of producing a television commercial continues to rise. Reasons for the rising prices are examined. Proper planning can help to keep costs down. Other methods to keep costs down are discussed.
Publication Name: Madison Avenue
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