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Predicting
the Adoption Rate of CRM Packages Among Corporates Using Discriminant
Analysis
- - S
Shajahan
A
study was conducted by the author among 100 corporate units
in Chennai, in April-July 2004, for portraying their varying
levels of awareness, interest and adoption of Customer Relationship
Management (CRM) packages in their business operations. To
control the response bias and increase the reliability of
the data, a structured pattern of questions was used during
the descriptive survey research. Statistical tests were employed
for the data analysis using Statistical Package for the Social
Sciences (SPSS). A discriminant function emerged out of the
study findings, explicitly taking a logistic form that was
typical of adoption behavior of new technology-based CRM services
in business operations. Furthermore, the discriminant function
designed by the author signified a shift in the `adoption
and push' behavior. This will further predict the group membership
among current users, future users and nonusers of CRM packages,
by gauging their level of interest and awareness status which
was measured on a five point scale. The study findings also
pointed out the need for a clear business strategy among corporate
units who are planning to implement CRM packages within 18
months, for quick business results. Finally, the study concluded
that awareness and interest levels were the two determinants
which separated the users from the nonusers of CRM packages
in Chennai.
©
2005 IUP. All Rights Reserved.
Impact
of Child Models in Advertising
- - N
V Sriranga Prasad and G V Bhavani Prasad
In
order to have a strong impact on consumers, advertisers use
different models such as sports personalities, professional
models, etc. Models are chosen in consonance with the type
of product, influence of the personality on consumers, usage
of slice of life situations, etc. In modern families, it is
observed that children play a dominant role in purchase decision-making.
Taking advantage of this, advertisers are using children more
often as models in advertisements. Earlier, children were
portrayed in ads only for products such as toffees, chocolates,
biscuits, health drinks, etc. But the current trend seems
to be assigning greater roles to children in the advertisements
for other products as well, not only for gaining parental
acceptance of the brand, but also for preparing the young
minds to be brand loyal when they enter the adult market segment.
Further studies in this area would strengthen this argument
and pave way for more creative use of child models, in order
to increase the impact of advertisements.
©
2005 IUP. All Rights Reserved.
Impact
of Multiplier Model on Advertising
- - B
Sashikala and Shafali Jain
In
today's competitive world, companies choose to advertise their
products in the print or electronic media, depending on the
type of products, to influence customers to purchase their
products. It is very important that it stays in the minds
of the consumers when they decide to purchase the product.
Advertisers and their agencies are demanding maximum returns
on the investment in advertising. Products can make their
presence felt in more than one media to effect a higher penetration
in the market. This paper discusses the impact of advertising
in more than one media, using the Impact Multiplier Theory.
©
2005 IUP. All Rights Reserved.
Memorization
of Advertisements: A Mathematical Inference
- -Saumen Ray
Advertisements
make an impact on the human mind. At the same time, continuous
promotion of products affects brand loyalty. So it is important
that advertisements are retained in the memory of the target
customers. Here, the concept of an advertisement multiplier,
which measures the benefit that a company receives after a
particular advertisement expense comes into play. Since advertisement
cost decays at a continuous rate, a company should determine
the decaying rate of a target customer as well.
©
2005 IUP. All Rights Reserved.
Trends
in Marketing
- - Suresh
Garimella
Ever
since economic surpluses were generated through efficient
production systems, marketing, as a social activity, has been
assuming proportions of relevance. The ever-changing behavior
of human beings is the prime reason for the dynamism in the
discipline of marketing. Marketing, after World War II, has
been changing faster than ever before and trends thereafter
have been of great interest for an observer. Borrowing, lending,
modifying, redefining and more, have been happening. The author
here attempts to portray some of the trends that may drive
the discipline of marketing in the era to come.
©
2005 IUP. All Rights Reserved.
Case
Study
BenQ
Corporation: Entering the Branded Cell Phone Market in China
- - Shahida
Kathawala
"We
believe we need to jump past the cost-down scenario, and move
into a value-added scenario. With a brand we can reach end
customers directly." -K
Y Lee, Chairman, BenQ Group
"Our
`hometowns' are in Taiwan and China. Much effort has been
placed to build this brand. We are also not a `me-too' brand.
We are a premier brand in terms of the product, the services
provided and the technology." -
Rick Lei, Vice-President and General Manager of sales operations,
BenQ Corporation
©
2005 IUP. All Rights Reserved. |
