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- Volume 7, Issue 1, 2011
International Retail and Marketing Review - Volume 7, Issue 1, 2011
Volume 7, Issue 1, 2011
Author Michael C. CantSource: International Retail and Marketing Review 7 (2011)More Less
The world economy has not been in so much turmoil for many years. The year has started with signs of economic recovery worldwide but was then dampened by major economic crises in Greece and Italy and a few others. Fears of a second recession have emerged and many economists believe that we are already in a second recession - that will be even more severe than the first. In South Africa the approval of the Massmart and Wall Mart deal has led to mixed reaction with fears of large scale retrenchments and the closure of many smaller retailers the order of the day. This has led government to once again intervene in the workings of the market and asked for a re-evaluation of the approval of the deal. As in any country interventions of this sort by government does not bode well for building confidence in the market.
Source: International Retail and Marketing Review 7, pp 1 –15 (2011)More Less
The staggering growth of online social networking and the potential of Social Networking Sites as marketing channels has become an issue of attention and interest by commercial organizations. This explorative study provides the basis for understanding the nature and behaviour of users of these sites. Based on a national sample, this paper investigates the demographics, profiles and behaviour of participants of Social Networking Sites in The Netherlands. The paper compares the online behaviour of users and non-users of SNS and reveals that the first category of networked citizens is much more active on most types of online activities. Furthermore the study identifies the profile of the average participant in online social networks, identifies preferences and reveals ways that online citizens are engaged with this particular form of social media. The findings provide a better understanding of the importance of the Social Networks for the digital citizen and present useful facts to marketers eager to integrate these media into their marketing approaches and strategies; they also present researchers of human behaviour with interesting insights on the role of the online social networks as platforms of social interaction and communication.
Author Piyush KumarSource: International Retail and Marketing Review 7, pp 16 –37 (2011)More Less
A brand that successfully extends from its parent category into a new extension category often faces a counterextension by a brand from the extension category back into its own parent category. However, there is little guidance available on how brand extension strategies should be adjusted to mitigate the risk to the parent brand from counterextensions. This research examines the differential impact of cobranded versus solo-branded extensions on customer evaluations of brand counterextensions. It demonstrates that customers evaluate a counterextension less favorably if the preceding extension by the focal brand is cobranded than if it is solo branded. The findings suggest that cobranding not only improves the attribute profile of a brand's own extension but also helps protect the brand against counterextension.
Source: International Retail and Marketing Review 7, pp 38 –53 (2011)More Less
This article presents a marketing communications process that uses customer relationship management ideas for multichannel retailers. The authors describe and then demonstrate the process with enterprise-level data from a major U.S. retailer with multiple channels. On the basis of the results, the authors develop an initial marketing communications strategy for the retailer
Marketing in the PVR Era - an exploratory study into changes in viewing habits and brand recognition of young adults in South AfricaSource: International Retail and Marketing Review 7, pp 54 –72 (2011)More Less
The Personal Video Recorder (PVR) appears to be having a profound effect on the viewing habits of young South African adults between 16 and 34 years of age. This exploratory study investigates the effect this technology is likely to have on the consumption of television content by considering both programming and advertising. If advertising becomes shunned, it may be more difficult for marketers to promote their brands through this mass media channel. The two main motivations to use PVR were found to be the desire for more control over one's television viewing, and the desire for instant gratification. Whilst the study found that respondents were very enthusiastic about 'zapping' advertisements, every cloud has a silver lining. The level of advertising awareness still remained high during fast-forwarding, therefore leading to brand recall. If the actual content within the advertisement is important, advertisers are advised to air their commercials during programming which is typically not recorded (e.g. news broadcasts or soap operas) or to strategically place their message at the start or end of the ad break. Nonetheless, it was found that new products and brands stand at a disadvantage in terms of gaining exposure within the PVR environment.
Determining the relationship between job satisfaction and customer service levels at a small retailer in South AfricaAuthor Neil LilfordSource: International Retail and Marketing Review 7, pp 73 –79 (2011)More Less
Customer service is an integral part of doing business today. Customer service providers must have adequate preparation to interact effectively with the customer. The preparation is a result of a commitment to increase understanding of the customer service industry, the knowledge of current trends, the ability to interpret those trends and the development of the fundamental skills necessary to achieve excellence. The aim of this is to analyse perceptions of job satisfaction levels at a small retailer in South Africa and establish whether there is a relationship between job satisfaction and customer service levels.
It is evident from the research that the majority of respondents 43 percent strongly disagree with the statement that employee attitude is commendable, a view that is disputed by management. Management is of the impression that it is doing enough to address customer satisfaction problems. The research also established that the customer's perception is that there is little empowerment to the frontline staff. The leadership is perceived as management style, which do not allow for people empowerment with the majority of 52 percent strongly disagreeing that employees are empowered to make decisions. 5 percent were non-committal whilst the next larger group had not observed any employee empowerment. The research established that a lot of investment has been made into upgrading the systems leading to better quality of service as compared to other utilities.
The research conducted, confirmed that training, motivation and empowerment are an essential component of high work because an organization's success relies on front line employees' skill an initiative to identify and resolve problems, to initiate changes in work methods, and to take responsibility for quality customer service.
The research confirmed that there is a relationship between job satisfaction and customer service levels. It is therefore, important to motivate, reward and empower its employees to provide an environment in which employees are happy to work in and feel they are appreciated and have room to contribute.
Data mining techniques in CRM : Inside customer segmentation, K. Tsiptsis & A. Chorianopoulos : book reviewAuthor L.A. TucciSource: International Retail and Marketing Review 7, pp 87 –88 (2011)More Less
The increased access to large data bases containing information on customer transactions and characteristics offers a major opportunity for marketers. It is possible to explore these data and discover customer buying patterns and use this information to make effective marketing decisions. This book presents an overview of the methods that are used in the data mining process. The work is positioned as offering a reasonably comprehensive overview of the topic for the non-specialist. The mathematical requirements are a knowledge of basic statistics. The bulk of the text presents analytical techniques in clear prose with a minimum of equations.
Author H. NienaberSource: International Retail and Marketing Review 7 (2011)More Less
Research is important because it contributes to knowledge generation, which benefits a nation's wealth creation ability. Furthermore, in a marketing context it will ensure that the organisation provides the products and services that their customers desire, at a reasonable return for their shareholders and satisfaction to their community. This should ultimately lead to satisfied stakeholders. Marketing Research, edited by Adele Berndt and Danie Petzer (2011) is a peer reviewed marketing research text which is published by Heinemann.