Exploring the effectiveness of business gifts: a controlled field experiment

Article Abstract:

To measure the effectivenss of business gifts, a controlled field experiment was designed to isolate the attitudinal and behavioral intent effects of business gift giving by an actual company and its customers. Customers were randomly assigned to experimental groups (who received a business card file) and control groups (who received no business gift) according to a Solomon four-group design. Mail questionnaires were utilized to collect data on respondent attitudes toward four product attributes (price, quality, service, and delivery) across three product lines, and on customers' likelihood to contact the donor company versus the majority of its major competitors. Consistent with the reciprocal intent of business gift giving, the results indicate the ability of business gifts to work in synergy with the other elements of an organization's marketing communications program. (Reprinted by permission of the publisher.)

Research, Business gifts

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Macroenvironmental forces, marketing strategy and business performance: a futures research approach

Article Abstract:

A method of futures research is used to empirically test a structure-conduct-performance (SCP) model in a marketing setting. It is proposed that within the macroenvironment there exist varying levels of resource constraints and structural fluctuations which are positively correlated. Increased resource constraints and structural fluctuations, which are characteristics of a turbulent environment, are expected to increase the competitive intensity in an industry. This higher level of competitive intensity is hypothesized to result in increased use of nonprice marketing strategies. Nonprice marketing strategies are also expected to increase business performance because of the contingency relationship between conduct (strategy) and performance. The possible role of 'blind' luck or stochastic processes in determining success is also discussed. (Reprinted by permission of the publisher.)

Study and teaching, Forecasting

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Some strategy implications of a matrix approach to the classification of marketing goods and services

Article Abstract:

The effects of service marketing on the standard techniques of product classification are examined. The formulation of the traditional methods was uncovered, with the contributions being noted, especially those that are unique for the marketing of services. However, there is not one classification technique that can encompass the total range of combinations of products and services.

Usage, Product management, Services industry, Service industries, Consumer goods, Matrices, Matrices (Mathematics)

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