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Business

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Differences between product and services television commercials

Article Abstract:

Intangibility, simultaneity of production and consumption, heterogeneity and perishability are four characteristics of services marketing which make it different from product marketing. These differences also imply dissimilarities between service and product advertisements. Content analysis of 760 television commercials for products, services and retail outlets was made to determine anydifference in advertising strategies. Comparison of the commercials was done using the hierarchy-of-effects model, the informational/transformational dichotomy and Hefzallah and Maloney's categories for television commercials.

Research, Advertising, Television advertising, Products, Services industry, Service industries

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The impact of outcome, competency and affect on service referral

Article Abstract:

Consumers would recommend a service provider according to the affect, competency, outcome, and courtesy encountered during a previous interaction. The concept of marketing through word-of-mouth communication is well understood. However, queries into the decision-making patterns consumers encounter when deciding for or against referring a service provider to another have been largely neglected. In view of this, a proposed customer referral behavior model was developed to consider the four aforementioned determinants in explaining the propensity of consumers to recommend.

Consumer Behavior, Customer Relations

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The Interface between marketing and finance: integrated management in an unstable world

Article Abstract:

The differences between marketing and finance departments can be exploited to realize common corporate objectives. Old management approaches such as treating the firm as distinct units are no longer viable, amid instabilities brought about by evolving technology and competition. New approaches such as total quality management, integrated marketing communications and the learning organizations can be applied to both marketing and finance functions.

Organization of the Marketing Function, Organization of the Financial Function, Usage, Marketing management, Financial management, Integrated marketing communications, Finance departments

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