Study: b-to-b purchase intentions data uneven

Article Abstract:

A meta-analytic study conducted by New York University's Stern School of Business revealed that purchase intentions do not accurately predict sales for supermarket products. The study, which incorporated a database of intended and actual purchases from 40 other studies, found that purchase intentions are better predictors for existing products and durable commodities. They are also found to be good indicators for specific brands as opposed to unspecified products in a category and for predicting penetration rates rather than overall sales.

Research, Analysis, Purchasing, Consumer behavior, Business-to-business market, Business to business market, Attitudes, Attitude (Psychology), New York University. Leonard N. Stern School of Business

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Global survey finds increasing emphasis on emotion in ads

Article Abstract:

A survey of 1,500 marketing and corporate executives of 24 different nationalities by the Paris branch of Saatchi and Saatchi Business Communications revealed that 67.7% are of the opinion that emotions are important in ads. Managers realize that in a highly competitive market environment, features of products are almost similar and therefore, they have to depend on emotions to make their products or services stand out of the rest.

Advertising Management, Psychological aspects, Usage, Advertising, Marketing management, Emotions

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How to offer successful internships

Article Abstract:

Marketing internships can be highly fruitful experiences for students. Successful marketing internship programs require planned, organized activities with hands-on marketing tasks in addition to the usual chores given to students. The program needs to be structured and to provide tasks and projects which are well thought out in advance. A manager should be assigned to an intern and be able to provide the student with mentoring.

Employee Training, Management, Internship programs, Apprenticeship, Apprenticeship programs

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