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COVER
STORY
Marketing
to Women
- - GVS Sreedhar
Nowadays,
marketers compete fiercely for every bit of the
market pie and conduct elaborate exercises in
segmentation to see if they can find a new consumer
segment. Therefore, it must have been astounding
for them to discover a relatively untapped segment
comprising half the worlds population. Women
today, have made their mark in every sphere of
activity. In the process, they have become empowered,
confident and knowledgeable consumers who know
what they want, and have the financial independence
to buy anything. This article looks at how this
transformation came about and what its implications
are for the marketers.
© 2006 IUP . All Rights
Reserved
COVER
STORY
The
New Indian Woman: Implications for the Marketer
- - Ratnaja Gogula and GVS Sreedhar
The multifaceted and multitasking New Indian
Woman (NIW) is driven not by money alone, but
by achievement as well. While globalization has
led to the evolution of the NIW in both urban
and rural India, in terms of exposure, it has
had an impact only on the new Indian urban woman.
Her consumption concerns arising out of her newfangled
roles, along with her exposure to new channels
of information such as the Internet, necessitates
marketers to address her needs separately. This
IT-enabled NIW is bound to be an opportunity for
marketers if their strategies are tailored accordingly.
© 2006 IUP . All Rights
Reserved
MARKETING
STRATEGY
Marketing
Strategy Failure: Diagnosis and Treatment
- - Melani Prinsloo, Leyland F Pitt and Pierre
Berthon
Many
well-formulated marketing strategies fail dismally.
Disappointed marketing executives who devise the
plans usually blame its formulation, yet there
is evidence to suggest that most plans and strategies
fail because of poor implementation. This article
reviews a well-known tool for the diagnosis of
marketing strategy implementation, and then identifies
a number of reasons why implementation of marketing
plans and strategies so often fail.
© 2006 IUP . All Rights
Reserved
PERSPECTIVE
Experiences:
the Heffalump of Our Time?
- - Bodil Stilling Blichfeldt
Consumers no longer buy products and services.
Instead, they buy experiences.This is how the
story told by the protagonists of the experience
economy goes. However, despite the importance
ascribed to consumers as experience-seekers, we
still need to define what consumer experience
is.
© 2006 IUP . All Rights
Reserved
BRAND
MANAGEMENT
Ancient
Philosophy: Commodity Branding
- - Tapan K Panda
Ideas and philosophies govern everybodys
life and destiny. The idea of business is always
presented as an antithesis to the philosophical
thoughts governing our life. The dichotomy comes
out of an assumption that philosophy is metaphysical
and business is about materialism. Philosophy
is about the `life next; whereas, business is
a `life vest. Here is an attempt to use the ancient
Daoist, Buddhist teachings, and Friedrich Nietzsches
philosophical filters to the subject of commodity
branding. The author shows how these teachings
and philosophies are relevant to the decisions
of commodity branding. This article attempts to
examine the successful commodity branding initiatives,
lists out critical success factors and finds consistency
in the way the results of this issue are understood,
through the understanding of ancient learning
and philosophical thoughts. A combination of old
philosophical musings and empirical findings explain
how a customer could be made brand loyal for a
commodity. A conceptual framework proposed by
the author tries to bring both the spiritual and
material thoughts together for commodity branding.
Finally, the author gives a set of recommendations
about the category of business that can use this
knowledge effectively.
© 2006 IUP . All Rights
Reserved
AD
STRATEGY
Guilt
in Advertising
- - Sampath Ranganathan,
Sandipan Sen and Balaji
C Krishnan
In
this article we review the literature on guilt
in advertising. We examine the role of responsibility
and involvement, and the religions impact towards
making people feel guilty. Guilt is proposed to
have a positive impact on altruism and behavioral
intentions, and a low impact on perceptions of
ad effectiveness. Here, the reasons behind these
are examined, and suggestions are provided to
make guilt an effective theme in advertising.
©2006 IUP . All Rights
Reserved
MEDIA
The
Demise of Network Television Model in the US:
Causes and Consequences
- - David Vinjamuri
A
huge shift is underway in the US as network television
content is suddenly becoming available over the
Internet from Apple iTunes, Google, Yahoo! and
others. This has created both chaos and opportunity
for advertisers. This article traces the causes
and consequences of this new development in the
world of media.
© 2006 David Vinjamuri. All Rights Reserved.
MEDIA
The
Marketplaces of Knowledge
- - Suresh Sood
In
this article, the author discusses how libraries
are reinventing themselves and how they will occupy
the central position for all future information
needs of advertisers and marketers for effective
marketing.
© 2006 IUP . All Rights
Reserved
AD
ETHICS
The
Marketing of Intent: False Claims, Guarantees,
and Thee
- - William S Lightfoot
This
article explores the marketing of intent, false
claims, and guarantees, and concludes with a discussion
on ethics and some recommended guidelines for
making sure that the claims do not cross the ethical
boundary.
© 2006 IUP . All Rights
Reserved
INTERNET
MARKETING
Personal
Determinants of Website Effectiveness in Internet
Marketing
- - Inés López
Over
the last few years, the Internet has registered
an unprecedented growth. Corporate websites have
become the main support for companies communication
activities through the Internet. Nevertheless,
little attention has been paid to the effectiveness
of websites and its determinants. This article
discusses and presents the three personal determinants
(self-efficacy, affect towards the Internet, and
product familiarity) that contribute to the formation
of consumers attitudes and purchase intention
online.
© 2006 IUP . All Rights
Reserved
RETAILING
Retail
Strategy, Store Design and Shopping Behavior:
The Watsons Way
- - Thomas Tan Tsu Wee and Adeline Kwan Li Feng
In
this article, the broad context for the study
of retail strategy, store design and shopping
behavior within a store environment is set out.
The authors chose `Watsons Your Personal Store,
to illustrate the use and the application of these
variables. Watsons is an international specialist
store that sells a broad range and assortment
of health and beauty products. This article seeks
to evaluate Watsons store layout and design variables,
and to examine each of these in line with the
companys overall retail strategy. It concludes
with some recommendations to further enhance Watsons
competitive advantages in the retail industry.
© 2006 IUP . All Rights
Reserved
CHANNEL
STRATEGIES
Innovation
in the Route to Market: The New Competitive Edge
- - Hugh Wilson and Malcolm McDonald
Technological
advances have changed the way the world does business.
For instance, banking once meant going to a bank.
Then along came ATMs, call centers, Internet,
interactive TV and so on, but branches of banks
did not go away. All that happened was that consumers
got greater control over the way they interacted
with banks. This article spells out some of the
implications of this new world of commerce.
© 2006 IUP . All Rights
Reserved
NEW
PRODUCT DEVELOPMENT
Knowledge
Product Development
- - Himanshu Dutt
This
article differentiates between conventional products
and knowledge products with emphasis on how knowledge
products suitably offer need gratification and
help a firm in gaining competitive advantage in
the marketplace. A distinct feature here is that,
knowledge products use some sensor technology,
which adjusts automatically to the changing conditions.
The article also outlines the process of knowledge
product development and chalks out a design for
the same.
© 2006 IUP . All Rights
Reserved
INSIGHT
Feminine
Buying Culture
- - Kavita Sashidharan
From time immemorial, women have been considered
either to have less or no effect in terms of purchase
decisions. This research insight dwells into this
aspect and aims to study the purchasing behavior
in women.
© 2006 IUP . All Rights
Reserved
CASE
STUDY
Changes
in the Global Advertising Industry: From Mass
Market Advertising to In-Store Advertising
- - Priti Krishnan and Sumit Kumar Chaudhuri
© 2006 IBS, Case Development
Center, Hyderabad. All Rights Reserved. |
