|   |   | 

Numărul 4/2011 (octombrie-decembrie)

1. Consumers and Internet Gambling Advertisements in Spam E-mail
Rezumat:Spam e-mail can contain online gambling marketing messages. Among 200 college students, 12.5% opened/read and 8% purchased the gambling product advertised in the spam e-mail. Significant variables associated with opening/reading were previous response to fraudulent e-mail offer, greater interest in learning more about online gambling, and greater trust that the Internet provides accurate information about online gambling. Also, greater interest in learning more about online gambling had a significant association with purchasing. In locations where Internet gambling is legal, marketers should consider ethical e-mail approaches to target interested consumers. E-mail and online gambling website content should include online gambling information.
Autor(i):Joshua FOGEL
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2815
2. Impact of Order of Entry on Firm Performance. Comparison between Service and Manufacturing Firms in an Indian Context
Rezumat:Very few researches have been conducted that compare the impact of order of entry on firm performance between service and manufacturing firms in the context of a developing market. Hence the present study compares such a difference by taking into account 44 banks (service firms) and 50 pharmaceutical companies (manufacturing firms) in India. The moderating impacts of firm level variables like firm size and marketing intensity are also considered. By using regression analysis, the findings are drawn which suggest that first mover advantages exist for manufacturing firms but such advantages do no get translated for service firms. Likewise, moderating effects of firm size and marketing intensity are found to exist only for manufacturing firms. Limitations of the study and provisions for future research are also given.
Autor(i):Tathagata GHOSH
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2816
3. Duality, asymmetry and the placebo effect of the sale price. The relationship between the perceived prices and perceived value of products in the marketing literature
Rezumat:The perceived value can be defined as the difference between the perceived benefits by the client and the sacrifices he has to made in order to obtain the product.In this article I discussed the correlation between the value perceived by the customer and the selling price of the product. The price generates more mental shortcuts to the product utility and affects in a negative way the intentions of acquisition. The price can also have an informative part that can lead to favorable perceptions concerning the quality of the product.
Autor(i):Costinel DOBRE, Anca DRAGOMIR, Florin Lucian ISAC
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2817
4. Case Study Research: CRM best practices in a Foreign Bank in India
Rezumat:The current paper studies the deployment of CRM best practices in the context of Indian retail banking, specific to a very prominent foreign bank situated in the country. The paper lists 29 CRM best practices culled from recent literature. Further, the research elaborates how well the best practices have been deployed in the selected bank. The study reveals that, excepting a few, many of the best practices are actually very well-deployed. The case study report will definitely guide other lagging Indian banks and even other non-banking service sector firms to go for comprehensive deployment of CRM best practices.
Autor(i):Kallol DAS, Renuka GARG
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2818
5. A Study on the effectiveness of Relationship Marketing practices with existing customers in banking industry
Rezumat:The purpose of this study is to find out the effectiveness of customer retention strategies from theperspectives of the existing customers of a bank in Dehradun (India). The literature suggests that the retention is based on four levels namely financial bonds, social bonds, structural bonds and customization bonds. The questionnaire survey was responded by 108 existing customers of a leading private sector bank. Chi-square test revealed that the effectiveness of retention strategies is independent of demographic variables except education. The factor analysis indicated the grouping of the seventeen variables into three factors namely: Bonds, services and benefits. Finally, a multiple regression analysis revealed that the factors extracted in factor analysis are significant in determining the effectiveness of customer retention strategies.
Autor(i):Niraj Kishore CHIMOTE, Ankita SRIVASTAVA
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2819

Contul meu Rosetti