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- Volume 3, Issue 1, 2007
International Retail and Marketing Review - Volume 3, Issue 1, 2007
Volume 3, Issue 1, 2007
Author M.C. CantSource: International Retail and Marketing Review 3, pp VI –VII (2007)More Less
The retail landscape is dynamic and the only constant in this environment is change. Without change there will be no development and growth. Retailers and marketers are locked in fierce competition today and are looking at ways and means to differentiate themselves from competitors, and to have the edge in the business world. New methods of competing are constantly being pursued and it has been said that only those businesses that can adapt and secure a sustainable competitive advantage will survive. This approach can be successful if academia and business join hands and together focus on new opportunities and jointly strive to expand the retail and business landscape.
Source: International Retail and Marketing Review 3, pp 1 –14 (2007)More Less
This article represents the first of several editorials to appear in the Journal of Retailing designed to examine the nexus between retail practice and research, with the goal of stimulating further research. This essay on emerging trends in pricing discusses recent advances in retail pricing optimization. We begin with a review of how retailers typically make pricing decisions using time-honored heuristics and attempt to infer the optimal decisions. However, current methods are sub-optimal because they do not consider the effects of advertising, competition, substitute products, or complementary products on sales. Most fail to take into account how price elasticity changes over time, particularly for fashion merchandise, or how market segments react differentially to price changes. In addition, many retailers find it difficult to know how to price merchandise when their suppliers offer temporary 'deals'. They are also generally unaware of how their pricing strategy influences their overall image. As these issues demonstrate, optimal pricing is not a static problem. Retailers must be able to react quickly to changes in the environment or sales patterns. This paper also provides examples of the more sophisticated pricing techniques that are currently being tested in practice. Finally, we conclude with a discussion of the critical components that must be incorporated into retail pricing.
Author Sharyn Rundle-ThieleSource: International Retail and Marketing Review 3, pp 15 –27 (2007)More Less
This paper shows that, while researchers often measure loyalty as an intention to repurchase, there is value in considering loyalty more broadly. This paper reveals two main schools of thought in loyalty research, starting with the attitudinal and behavioural dimensions of loyalty, which underpin most of the research in this area. Based on previously published marketing and organisational behaviour research, additional dimensions - namely, resistance to competing offers and citizenship behaviours - are introduced for empirical testing using non-hierarchical models. The consideration of a wider range of ideas will assist retail marketers to manage and build loyalty and, hence, profits through improving their understanding of the ways that customers are, or are not, loyal.
Development of a conceptual model to alternative brand contact planning in the South African marketing and communications industrySource: International Retail and Marketing Review 3, pp 28 –41 (2007)More Less
This paper explores the nature, role and planning of the alternative brand contact. Based on the outside-in and zero-based planning philosophy of integrated brand contact management, the alternative brand contact is defined as 'a planned point of contact with the brand that is experienced by consumers as unexpected and unconventional'.
A qualitative exploratory research study was conducted in 2003-2004 to engage the opinions, attitudes and motivations of the South African marketing and communications industry on alternative brand contact planning. For motivated reasons, exploratory focus groups were conducted with senior account teams in a sample of integrated communications agencies. Two further phases of research were conducted, namely : semi-structured depth interviews with key clients of the senior account teams and semi-structured depth interviews with key players within the senior account teams.
The key research findings were employed in the design of a conceptual model to alternative brand contact planning. The model is the focus of this paper.
It is envisaged that those agencies and clients that are responsive to the explorative and experimental nature of alternative brand contact planning will find the proposed conceptual model to be of immediate strategic value.
Author Y. JordaanSource: International Retail and Marketing Review 3, pp 42 –53 (2007)More Less
While international studies show ample evidence of information privacy concerns, there is a lack of knowledge on South African consumers' opinion on information privacy and their shopping behaviour, especially within a direct marketing context. The objectives of the study included the dependency between age and level of education and knowledge about information protection practices; the privacy concerns of direct and non-direct shoppers; and the direct shopping behaviour of victims versus non-victims. A probability (systematic) sampling design was used to draw a representative sample of households with listed telephone numbers in the different provincial Telkom telephone directories. The sample units were randomly selected, after which 800 telephone interviews were conducted with adults from these households. Findings include that: the level of awareness of name removal procedures is not dependent on age or educational level; direct shoppers and nondirect shoppers differ in terms of their concern for solicitation practices and victims and non-victims differ in terms of their Internet shopping behaviour. The results from the study suggest that the ability to gather and maintain personal information does not necessarily imply that direct marketers are successful in establishing meaningful relationships with consumers. Direct marketing organisations need to be cautious of how they use consumers' collected information and attend to several privacy issues if they want to facilitate relational exchanges between themselves and consumers.
Customer-orientation behaviour : effects on annual income, sales target achievement and subjective evaluation of performance in the Malaysian life insurance industrySource: International Retail and Marketing Review 3, pp 54 –70 (2007)More Less
Customer-orientation behaviour, which refers to the degree to which salespeople practise the marketing concept by trying to help their customers make purchase decisions that will satisfy their needs, has been acknowledged as an important characteristic of high-performers. Although the utilisation of customer-orientation behaviour has been aggressively promoted by many organisations, a complete understanding of the process is presently lacking. The purpose of this study is to investigate the impact of customer-orientation behaviour on the performance of life insurance agents in Malaysia. By better understanding the link between this behaviour and sales performance, sales managers should be in a better position to encourage their sales agents to implement customer-orientation effectively in their selling activities. Hypothesised relationships were tested using survey responses from a sample of 445 life insurance agents in Malaysia. Sales agents' performances were measured using objective measures (namely, annual income and sales target achievement) and subjective evaluations of performance. Correlation and multiple regression analysis were used to analyse the data. Results revealed that a positive relationship exists between customerorientation behaviour and sales agents' annual income, as well as subjective evaluations of their performance. Despite the positive relationship, the variance explained was very small. On the other hand, customer-orientation behaviour was found to be unrelated to sales target achievement. Results are compared with earlier findings and implications for future research discussed.