The antecedents and consequences of customer-centric marketing

Article Abstract:

Issues discussed concern the increasing reliance on customer-oriented marketing, focusing on the effective management of market segmentation. Topics addressed include marketing functions to fill the needs of individual consumers, pressure on businesses to increase productivity, and customer-centric marketing strategies.

United States, Methods, Management, Customer service, Market segmentation

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Channel evolution: a framework for analysis

Article Abstract:

This article proposes a comprehensive model for analyzing the environmental forces that affect channel length. The marketing literature regards channel length as a succinct, key measure of channel structure. Transactional cost analysis offers an integrative explanation of the seemingly contradictory phenomena and varied interpretations found in the channels literature. The central thesis of this article is that the developmental process alters the balance between performing channel tasks externally and internally and thereby channel structure. The article also interprets from a transactional cost perspective how selected cultural, political, and urban market concentration factors account for enduring differences in channel structure among nations at similar levels of development. (Reprinted by permission of the publisher.)

Environmental aspects, Distribution channels

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Revisiting marketing's lawlike generalizations

Article Abstract:

Since being recognized as a separate field of inquiry over 75 years ago, marketing has made enormous strides in terms of becoming a scholarly discipline. Marketing scholars have used scientific approaches to discover and document a number of regularities pertaining to consumer behavior and marketing exchanges. Many regularities that have been empirically validated have achieved the status of "lawlike generalizations. In this article, the authors first classify these generalizations into four categories: location centric, time centric, market centric, and competition centric. They then argue that each category is now being affected by at least one major contextual discontinuity that is likely to challenge the relevance, if not validity, of these well-accepted lawlike generalizations. The authors also identify important questions stemming from these discontinuities and issue a call for further research to discover new insights and paradigms. (Reprinted by permission of the publisher.)

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