Internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries. A developed model for export and international marketing of...

Internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries. A developed model for export and international marketing of...

This paper argues that professional selling within the cuntext of a marketing c,,rricula in a business school should be described and practiced in a manner compatible with the marketing concept, which emphasizes satisfaction of consumers' needs. The paper looks at textbook approaches to sales presentations to determine their congruency with the marketing concept and buyer behavior. Analysis of ...

165 minutes. Three pages of handwritten notes are allowed. 1. [5 pts] When choosing the name for a new company, one thing to consider is how easy it will be to keep the company's homepage at the top of the search results for a query on the company name. Which of the following would be best on this criterion, and why? El Paso Marketing Hernandez Marketing HrndzMktg Shark Bop Marketing Shark Bop ...

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied...

This conceptual article uses an appraisal theory perspective to define the construct of hope and describe its relevance to consumer behavior, marketing, and public policy in the domains of product evaluation and choice. Using the appraisal dimensions of hope, the authors identify a set of marketing tactics that are designed to stimulate hope. They posit that hope plays a moderating role in the ...

Materialism is defined as the importance an individual attaches to worldly possessions, which has been considered as an important construct in consumer behavior and marketing literature. There are two dominant perspectives on individual materialism in the marketing literature that focus on (1) personality traits or (2) individual personal values. However, several scholars have questioned the af...

SATISFACTION AS ANTECEDENTS ABSTRACT Purpose: This paper studies, from the perspective of relationship marketing, the loyalty behavior of industrial customers in the context of a cluster. Loyalty is a key variable for studying long term relationships between firms. Research implications: Recent advances in consumer and services marketing consider that perceived value and satisfaction are centra...

In this research we introduce a new class of multivariate probability models to the marketing literature. Known as “copula models”, they have a number of attractive features. First, they permit the combination of any univariate marginal distributions that need not come from the same distributional family. Second, a particular class of copula models, called “elliptical copula”, have the property...

INtrODUctION Since the early 1990s, relationship-oriented approaches to product and services marketing have gained increasing interest by research and practice. While the overall approach of managing customer interactions has been inherent to the ways of doing business ever since, the recent change from transaction-oriented to relationship-oriented marketing is typically considered as a major p...