Presents a current overview of the issues and available knowledge regarding marketers understanding of how to reach older consumers. Presents contradictory beliefs about older consumers and various methods for marketing to them. Offers reasons for these contradictions, and presents a blueprint...

Argues that to design optimal product, promotion, pricing and distribution strategies, marketers of goods and services used by married couples must understand how spouses allocate shopping responsibilities. Assesses how married couples actually have altered their attitudes about the allocation...

Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information...

Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there...

Today′s high‐technology, global marketing environment has made consumer product information available across national boundaries. Explores how six multinational consumer product firms (Colgate‐Palmolive, Kraft GF, Nestlé, Procter & Gamble, Quaker Oats and Unilever) maintain, change or...

The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and...

Illustrates the importance of managing the brand in the future, much like managing other assets within the company (i.e. people, capital and machinery). This requires taking a different management discipline than has been used in the past and requires longer‐term perspectives by management....

Looks at the difference in the use of money‐off coupons between Anglo‐Americans and African‐Americans ‐ marketers today are currently being challenged to understand the complexities of ethnic markets as they grow in numbers throughout the USA and have an increasing interest in...

One‐stop shopping has been identified as a major goal of many contemporary shoppers in today’s society. One‐stop shopping tends to imply that all of a shopper’s needs can be filled in one step, all at one time, suggesting that the proper assortment in each store is a must, and a...

As consumer marketers have become increasingly disenchanted with traditional “shotgun” mass‐media approaches to reaching customers, database marketing has emerged as the answer to marketers’ woes. Despite its widespread use by direct marketers, database marketing is relatively new to...