Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits...

Offers a framework which can assist managers to carry out new product planning and development activities with an explicit focus on consumer value perceptions. Describes how consumer perceptions of benefits and sacrifices are related to value perception. Presents conditions for successes of each...

Considers reasons why consumer response has, at best, been mixed with regard to “Green” marketing. Proposes reasons why consumer response has not been overwhelmingly positive and then, based on a review of key research findings, presents guidelines for the development of three components of...

Marketing institutions emerge and evolve in response to changes in the marketing environment. Describes such changes in one of North America′s most vital areas of marketing – automobiles. One of the institutions that have evolved in response to these changes is auto auctions. Understanding...

Points out that numerous studies have attempted to understand the behavior of television viewers. Gone are the days when the entire family gathered around the television, paying rapt attention to the programming. Suggests that the television as “family hearth” has been replaced, as viewers...

Suggests that traditional approaches to the segmentation of international markets cluster countries according to discrete environmental macro factors. Instead, international markets need to be viewed on a continuum rather than as being entirely similar or dissimilar. Posits that the level of...

Manufacturers of consumer goods face various problems when they attempt to integrate environmental attributes into their marketing mix. In many cases the inclusion of environmental issues in the marketing mix is largely motivated by the organization′s desire to address consumers′ increasing...