The purchase of a car is a highly involved process when compared with other retail experiences. Despite the range of purchase channels available and the increased level of accessible information, the majority of customers still choose to buy a car through a traditional dealer network. The sales process, which is often seen as adversarial, involves a high level of personal interaction and has remained relatively unchanged through the industry’s 100 year history. This paper examines the impact of the introduction of a computer assisted selling process on customers’ perceptions of the overall buying process. This pilot study was undertaken prior to the system’s global roll out and incorporated a range of research methods: CCTV observation, customer and staff interviews. The preliminary findings indicated that the computer assisted buying process was well received by customers.
Purpose -It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research and criticism suggest that modern segmentation strategies, aligning products with lifecycle typologies do not work. It is no longer possible to align consumers and products into neat and stable lifecycle segments. It is suggested that more importance should be attached to products having a familiarity fit with consumers -what they know and expect from a particular product. These views are moderated by a consumer's enthusiasm or involvement with the product as well as their level of expertise in understanding complex products. This paper aims to look at these issues. Design/methodology/approach -This research looks at consumer perceptions to the changes to two automotive models launched by one of the major manufacturers at the Frankfurt Motor Show, Germany, held in September 2005, to discover which changes had the most appeal and to identify correlations with consumer lifecycles. Findings -Results revealed that consumer lifecycles had no correlation with any of the data, whereas familiarity, expertise and product involvement will provide manufacturers with more accurate segmentation tools in the launch and marketing of new automotive products. Practical implications -These findings suggest that a customer's expertise, product involvement and familiarity with the product are likely to provide more appropriate market segmentation tools. Originality/value -This paper reveals useful information on consumer lifestyles and market segmentation tools.
Examines the role of strategic marketing in public sector services.
Looks at the strategic marketing planning process and identifies the
barriers which hinder the utilization of synoptic marketing planning in
library services. Concludes by putting forward an incremental model of
marketing planning which it proposes is more applicable to this sector.
The ability to innovate is a vital skill for firms wishing to compete in the global marketplace. The development of radical new products is important but much of the research has explored incremental innovation rather than more radical ones. The literature highlights the importance of relationships in the development process but suggests that the role played by relationships would be different for different types of innovation. The research was undertaken in partnership with industry and supported by the EPSRC. The aim of this paper is twofold: to develop an understanding of the issues pertaining to how relationships and networks are developed and managed to ensure the development of successful radical new products; and to build a research platform for future investigation based on some preliminary findings of dyadic interviews in the automotive industry. Issues arising show that relationships are important for NPD, however, significant differences are suggested between those that support incremental innovation and those that support the development of radical new products. The focus on understanding the relationships that lead to successful launches of radical innovations will enable all stakeholders to understand how to develop mutually beneficial relationships that create products with clear competitive advantage
Most studies of market development have concentrated on the private sector. This paper, in contrast, focuses on the not-for-profit sector by analysing market development in the British public library sector. This paper firstly presents a summary of the nature and extent of marketing develop ment in the library services sector. The paper continues by addressing the issue of why some local authorities under take a high level of marketing activity, while others do very little. A wide range of potential influences on the degree of marketing activity, both at the macro and micro level, was empirically analysed. This study concludes that the level of marketing activity is highly influenced by both the range of services offered by the local authority and the presence of a marketing function within a specific organisation.
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