Modeling response to repetitive promotional stimuli

Article Abstract:

Marketers frequently include promotional stimuli which elicit some form of response from the recipient among the tactics used to market products or services. Print ads, including 800 numbers which allow consumers to respond and direct mail campaigns are examples of such activities. Promotions of this nature are often repeated a number of times, thus providing several opportunities to respond. Understanding consumer response to such campaigns is critical for more efficient design and use of these activities. A conceptual framework of response to repetitive stimuli is proposed, and stochastic models of alternative response patterns are developed. Alternative contexts in which such models are useful are also noted. Variations of the models are provided for those situations when only a fraction of the target population will ever respond. Estimation of model parameters is discussed, and data from actual campaigns are used to demonstrate how to apply the models. (Reprinted by permission of the publisher.)

Analysis, Advertising, Consumer behavior, Sales promotions, Conditioned response, Conditioned responses, Stimulus satiation, Advertising effectiveness

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An integrated model of buyer-seller relationships

Article Abstract:

Relationships in business markets are increasingly important in many companies' operating strategies. A five-stage framework integrates the constructs most often examined in empirical relationship research with the stages of relationship development (partner selection, defining purpose, setting relationship value, and relationship maintenance). The proposed model recognized that a variable may be active at certain stages and become latent in others. Research directions are proposed and managerial implications discussed. (Reprinted by permission of the publisher.)

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Market-focused strategic flexibility: conceptual advances and an integrative model

Article Abstract:

The importance of a flexible marketing strategy is discussed.

Administration of Marketing

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