Proceedings of the 1995 World Marketing Congress

Front Matter....Pages i-xi
Front Matter....Pages 1-1
11.2 The Olympics and the Marketing of Sports: Special Issues in Sponsorship....Pages 3-7
The Influence of Sponsorship on Product Recall and Image among Sport Spectators....Pages 8-12
Short Term Recall and Recognition of Advertising and Signage in Telecast Stadium Sporting Events....Pages 13-20
11.3 International Trade, Joint Ventures and Related Strategies: Issues in Joint Ventures....Pages 21-28
Conceptualization of Conflicts in Joint Ventures....Pages 29-39
The Nexus of Political and Economic Factors in International Relations : A Marketing Perspective....Pages 40-47
11.4 Macro/Environmental/Ethics/Quality-of-Life Marketing: Health Public Policy, and International Market Segmentation....Pages 48-48
Business Ethics as an Element of Competitive Marketing Strategy....Pages 49-54
Bad Blood between Countries: A Call for International Regulation of the Blood Industry....Pages 55-60
11.6 An Eclectic Approach to Marketing and Economic Development in Developing Countries....Pages 61-66
A Planning Model for New Business Opportunities....Pages 67-74
The Use of Neural Networks in Consumer Behaviour Analysis: An Application to Car Buyers....Pages 75-75
Strategies for International Advertising....Pages 76-81
Front Matter....Pages 83-83
13.2 Macro/Environmental/Ethics/Quality of Life Marketing : Marketing and the Environment....Pages 85-91
Pressure for Environmentally-Friendly Behavior: A Model of Corporate Response....Pages 92-97
Green Marketing Strategy: a Stakeholder Theory Approach....Pages 98-98
Consumption and the Ecological Crisis: Historical Roots....Pages 99-107
Regulating Environmental Marketing Claims: an International Perspective....Pages 108-109
13.3 Selling and Sales Management Issues : Strategic Issues in Sales Management....Pages 110-110
A Framework for Adapting Sales Management Functions to a Global Market....Pages 111-111
Front Matter....Pages 83-83
Bulletin Board System a New Approach in Sales Management....Pages 112-120
Toward the Development of Guidelines Regarding When Full-Disclosure is (is Not) Required in Selling....Pages 121-128
13.4 Cross Cultural Issues in Consumer Behavior : Special Topics....Pages 129-136
Linguistic Barriers to International Marketing: Information Overload In Non-Dominant Languages....Pages 137-141
Brand Loyalty and Brand Equity: Implications for Business Strategy and Brand Management....Pages 142-151
Assessing The Impact of Culture on the Adoption of High Involvement Products....Pages 152-152
A Cross National Assessment of Prospects’ Responses to Non-Comparative, Comparative, and Negative Comparative Print Messages....Pages 153-159
13.5 Developments in Marketing Research : New Directions in Marketing Research....Pages 160-167
The Quest for the Dependent Variable to Measure Marketing Information System Success: An Empirical Investigation....Pages 168-176
A fuzzy way to marketing focus....Pages 177-187
Network Theory’s Contribution to the Development of Marketing Research....Pages 188-196
13.6 Pricing and Countertrade (Pricing & Barter): Contemporary Issues in Pricing....Pages 197-204
A Model for Predicting Brand Choice from Price Expectations, Point of Purchase Price Comparisons, and Store Environment....Pages 205-214
Countertrade: A Review and Discussion....Pages 215-218
Pricing by Differences: A Retail Perspective....Pages 219-231
13.7 Services Marketing Track : Measurement Issues in Services Marketing....Pages 232-238
A Path Analytic Model of the Psychology of Service Commitment....Pages 239-242
Revised Personal Involvement Inventory for Services....Pages 243-249
Front Matter....Pages 251-251
14.2 Contemporary Issues in Asian/Pacific Markets....Pages 253-253
Global Exports SAARC Position and Pakistan’S Exports: Performance and Prospects....Pages 254-263
Front Matter....Pages 251-251
Vietnam: Tiger or Pussycat?....Pages 264-276
Influence Objectives as Antecedents to Influence Strategy Selection Within Distribution Channels....Pages 277-283
Changing Distribution Structures - On the Role of Intermediaries....Pages 284-293
Multilevel Marketing Plans: A New Channel of Distribution....Pages 294-300
Quantifying Differences in Product Attributes Perceptions: The Case of Washing Machines in the UK and Germany....Pages 301-309
American and French Industrial Services Buying Behavior : An Experimental Study....Pages 310-319
Gift-Giving Family Styles: A Cross-Cultural Study with Consumer Socialisation Implications....Pages 320-338
Cross-Cultural Differences in Consumer Response to Nutrition Labeling....Pages 339-346
14.5 Development in Marketing Research: Analytical Techniques: New Applications....Pages 347-353
Putting Correspondence Analysis to use with Categorical Data in Market Research....Pages 354-363
An Application of Item Response Theory to Consumer Judgment....Pages 364-368
Constructing Fuzzy Clusters for Marketing Research....Pages 369-375
Sex Differences in Relationship Management: An Exploratory Analysis....Pages 376-383
A Test of Four Service Quality Measurement Scales: The Case of the Australian Advertising Industry....Pages 384-391
From Transaction Marketing to Relationship Marketing: Profiling Activities Throughout the Customer Relationship Life Cycle of Top Advertising Agencies in Malaysia....Pages 392-396
Customer Satisfaction in Tourist Service Encounters....Pages 397-397
Front Matter....Pages 399-399
15.1 Challenges of Marketing and Economic Development: Contemporary Issues....Pages 401-406
Inter-Group Conflict In The Organizational New Task Buying Decision-Making Process - An Empirical Study In The Indian Environment....Pages 407-414
Consumer Productivity Framing Issues for Socio-Economic Development....Pages 415-419
Implications of Public Policy on Marketing Activities in Sub-Sahara African Region....Pages 420-427
Front Matter....Pages 399-399
15.2 Channels of Distribution, Strategic Alliances, and Direct Mkt : Building Strategic Alliances....Pages 428-436
International Corporate Alliances: How Strategic are they?....Pages 437-441
The Impact of Strategic Alliances on Regional Business....Pages 442-442
15.3 Cross Cultural Issues in Consumer Behavior: Regional Comparisons in Consumer Behavior....Pages 443-449
The Effects of Intrinsic and Extrinsic Cues and Consumer Characteristics on Product Evaluations and Choice: Australian Consumers....Pages 450-458
A Comparison of Australian and Canadian Consumer Evaluations of the Products and Countries of Eastern Europe....Pages 459-468
Perceived Attribute Importance in China: An Empirical Investigation of Consumption-Oriented Personal Values....Pages 469-487
15.4 Issues in International Retailing: Contemporary Issues in Retailing....Pages 488-494
Determinants of Retail Store Performance: A Partial Examination of Selected Elements of Retailer Conduct....Pages 495-504
Retail Greeting: Impact on Customer: Benefits to the Firm....Pages 505-512
15.5 The Olympics and the Marketing of Sports: Sponsorship....Pages 513-527
International Issues in Sponsorship....Pages 528-528
An Exploratory Investigation of Sport Sponsorship by Small Business in Australia....Pages 529-529
15.6 Relationship Marketing : a New Philosophy for Marketing or a New Function?....Pages 530-536
Towards a Processual Approach to the Study of Marketing: Reflections on International Project Business....Pages 537-546
An Exploratory Study of Marketplace Rumor Management....Pages 547-554