Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving goods in...

The major issues in, and influences on, the determination of marketing strategy across the personal financial services sector are examined. Recent changes in the competitive environment emphasise the eed to see banks in the context of the sector as a whole. New survey evidence is discussed which...

The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process. A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms...

A particular aspect of bank marketing is considered — that of service provision for customers. It is postulated that an investigation of ways of minimising the total cost of provision, including the cost of lost customers, can be made using computer‐based simulation techniques. An example of...

The marketing strategy of banks requires much thought and careful planning so as to address the constituent segments of the market. In particular, the issue of increasing customer sophistication versus demands for convenience needs to be approached, and this does not appear to be a clear‐cut...

Increasing deregulation in personal financial services in the UK raises important issues about the future of banks. This survey attempts to quantify the major trends in the personal financial services market, particularly from a bank perspective. A postal survey by the Nottingham Institute for...

Some evidence on the use made by UK insurance companies of various forms of information technology (IT) in their sales and marketing activities is presented. Some views on the trends in this developing use of IT in the next two years are presented – a period when the full implications of the...

This article investigates the pre‐planning of consumer purchasing for a low‐involvement product group. Evidence is presented from the field of chocolate confectionery on consumer intentions to purchase two new brands and on their actual reported purchases. Previously a very high level of...

When small manufacturing businesses are formed, they are often based on a particular skill of the founder. This is often craft based. The need for a wide range of business skills is usually essential to the success of the small business. This article quantifies the types of marketing skills...