Purpose -The purpose of this paper is to examine university applicants' choice processes using Kotler's five stage consumer buying process with a particular emphasis on the final stage of the process namely that of the purchase decision. Design/methodology/approach -Based on four focus groups with 22 students at one university in North-west England, post-enrolment. Findings -Applicants' choice processes are complex and not evenly supported by university departments. Using concepts from the field of services marketing, the student choice process as candidates progress through the Universities and Colleges Admissions Service system is critically interrogated. "Moments of truth" are seen to be critical in many students' decision to choose a specific university course. University personnel need to be mindful that the decision process is two way and takes place over an extended period of time.Research limitations/implications -This research has been conducted with respondents drawn from just one university and at one point in time. Practical implications -It is suggested that universities should refine and target their communications efforts, and pay close attention to the quality of the interactions with potential students throughout their relationship. In order to do this it is suggested that universities adopt a services marketing framework. Originality/value -Key themes from services marketing concepts are suggested to inform the analysis of what is and what could be done to maintain and enhance the university-applicant relationship as it progresses.
Town centre management as an activity has been in operation for over five years in the UK. A postal survey of town centre managers and local planning officers in northwest England and North Wales showed that few had any means of assessing the effectiveness of their schemes. Identifies reasons for failure to provide clear measurement criteria and outlines a three by three matrix to remedy this shortfall.
Much of the existing literature on location does not address the problems faced by retail organizations at a strategic level, largely because it has tended to concentrate on the technical and policy issues relating to the evaluation and development of new sites. The reason for this lies largely in the geographic origins of most previous work, and while marketing has borrowed many of these concepts and approaches, it has not yet fully developed additional ones appropriate for a strategic management audience. Reviews research in the geography and marketing traditions, and builds on recently published work to outline two new conceptual models which serve to link strategic and monadic (individual site) decisions. Discusses the development of a more holistic perspective which underlines the strategic role of retail location and emphasizes key areas for research relevant to many of the issues currently facing retail organizations.
Competitive pressures on retailers in the 1990s are leading to a closer consideration and use of location as a source of competitive advantage. Increasingly, locational decisions involve not only the evaluation of potential new sites, but also the management of existing ones. This paper takes stock of the range of locational decision-making activity being undertaken by retailers through an exploratory study of thirty-seven companies in the UK. The need for a strategic perspective for understanding locational decision-making activity is highlighted. A review and synthesis of work undertaken in the fields of strategic marketing and the geography of retailing leads on to the development of a conceptual framework for exploring the operational and strategic dimensions of location. The paper concludes with the identification of a 1 research agenda for further work in this area.
Purpose -The purpose of this paper is to provide an examination of the current state of local shopping provision (LSP) in the UK, identifying and evaluating approaches to maintaining its vitality and viability. Design/methodology/approach -The paper is based on a review and synthesis of secondary data and published work. Findings -In recent years, LSP has been under much pressure as retail trade has become increasingly concentrated. The recent recession and structural changes in the convenience sector have added to the pressures of change, but government is now recognising its social and economic importance. The analysis shows that the vitality and viability of LSP are very variable within and between regions and conurbations. A wide range of responses to maintaining the vitality and viability of LSP is identified, and a schema is posited which seeks to integrate elements of business and place management as the best way forward, concluding that sensitivity to local conditions is paramount and that local partnerships and champions have a key role to play.Research limitations/implications -The paper is based on secondary sources of data and extant literature only. Originality/value -The paper provides an up-to-date evaluation of issues in an important area of retail policy and practice, attempting to distil best practice approaches which will be of value to all stakeholders.
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