Differences between product and services television commercials
Article Abstract:
Intangibility, simultaneity of production and consumption, heterogeneity and perishability are four characteristics of services marketing which make it different from product marketing. These differences also imply dissimilarities between service and product advertisements. Content analysis of 760 television commercials for products, services and retail outlets was made to determine anydifference in advertising strategies. Comparison of the commercials was done using the hierarchy-of-effects model, the informational/transformational dichotomy and Hefzallah and Maloney's categories for television commercials.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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The impact of outcome, competency and affect on service referral
Article Abstract:
Consumers would recommend a service provider according to the affect, competency, outcome, and courtesy encountered during a previous interaction. The concept of marketing through word-of-mouth communication is well understood. However, queries into the decision-making patterns consumers encounter when deciding for or against referring a service provider to another have been largely neglected. In view of this, a proposed customer referral behavior model was developed to consider the four aforementioned determinants in explaining the propensity of consumers to recommend.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1998
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The Interface between marketing and finance: integrated management in an unstable world
Article Abstract:
The differences between marketing and finance departments can be exploited to realize common corporate objectives. Old management approaches such as treating the firm as distinct units are no longer viable, amid instabilities brought about by evolving technology and competition. New approaches such as total quality management, integrated marketing communications and the learning organizations can be applied to both marketing and finance functions.
Publication Name: Managerial Finance
Subject: Business
ISSN: 0307-4358
Year: 1997
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