Data lacking in service industry: study finds strategic marketing hurdles have not been addressed

Article Abstract:

A Nov.-Dec. 1996 fax study by Expertise Marketing on marketing decisionmakers revealed that they have tackled strategic issues in the past three years. However, approximately 75% of those surveyed admitted that they had failed to make an analysis of their competitors. Moreover, about 50% did not evaluate their marketplace positioning nor researched their pricing policies. Expertise Pres. Suzanne Lowe claims that marketing firms should thoroughly investigate their markets and the services which they can provide.

Marketing, Surveys, Marketing industry, Marketing executives

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Fitting motivation on the bottom line

Article Abstract:

Employee and customer motivation through incentives can increase company profits. The Oct. 1996 Motivation Show in Chicago, IL, stressed the importance of incentive programs in achieving company goals. To establish an incentive program, businesses must first decide the ideal behaviors to be reinforced, then select the proper incentives and finally develop a method to determine whether company objectives are accomplished.

Methods, Evaluation, Economic aspects, Employee motivation, Customer satisfaction

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Incentive industry faces challenge

Article Abstract:

A study on the provision of company incentives in incentive travel and merchandise industry was conducted. It was found that in every four companies that dominate the industry, only one gives incentives. Among the 26% corporations that utilize incentives, 65% provide it to the sales forces, 48% for the non-sales workers, 44% to business gifts and 205 for dealer motivation.

Merchandising

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