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Summary Articles Marketing Management & Practice exam (Grade 92)
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Summary of the articles for Marketing Management (Pre-Master ) and practice exam.
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Article SummaryMarketing Management 2017-2018
1
,Table of Contents
Objectives ............................................................................................................................. 5
The Ultimate Marketing Machine. ......................................................................................... 6
Challenge .......................................................................................................................................... 6
Methodology .................................................................................................................................... 6
Findings ............................................................................................................................................ 6
Conclusion ........................................................................................................................................ 7
Marketing Doctrine: A Principles- Based Approach to Guiding Marketing Decision Making in
Firms. .................................................................................................................................... 8
Challenge .......................................................................................................................................... 8
Aim................................................................................................................................................... 8
Contributions .................................................................................................................................... 8
Methodology .................................................................................................................................... 8
Findings ............................................................................................................................................ 9
Theoretical Implications .................................................................................................................. 12
Managerial Implications .................................................................................................................. 12
Limitations and Further Research .................................................................................................... 12
The influence of business strategy on new product activity:The role of market orientation. . 13
Challenge ........................................................................................................................................ 13
Aim................................................................................................................................................. 13
Contribution ................................................................................................................................... 13
Conceptual Framework ................................................................................................................... 13
Hypotheses ..................................................................................................................................... 14
Methodology .................................................................................................................................. 16
Findings .......................................................................................................................................... 16
Discussion ....................................................................................................................................... 18
Implications .................................................................................................................................... 18
Limitations and Further research ..................................................................................................... 19
To Be or Not to Be Price Conscious—a Segment‐Based Analysis of Compromise Effects in Market‐
Like Framings. ..................................................................................................................... 20
Compromise Effects ........................................................................................................................ 20
Contribution ................................................................................................................................... 20
Research Qs .................................................................................................................................... 20
Hypotheses ..................................................................................................................................... 21
Methodology .................................................................................................................................. 21
Findings .......................................................................................................................................... 22
Implications .................................................................................................................................... 23
Limitations and Further Research .................................................................................................... 24
Using product and retail choice attributes for cross-national segmentation. ......................... 25
Challenge ........................................................................................................................................ 25
Purpose .......................................................................................................................................... 25
Contribution ................................................................................................................................... 25
Literature Review ............................................................................................................................ 25
Marketing Management Summary 2017-2018 2
Amber Plantinga
,Methodology .................................................................................................................................. 26
Findings .......................................................................................................................................... 27
Research limitations/implications.................................................................................................... 27
Practical implications ...................................................................................................................... 27
Are multichannel customers really more valuable? The moderating role of product category
characteristics. .................................................................................................................... 28
Challenge ........................................................................................................................................ 28
Research Qs .................................................................................................................................... 28
Contribution ................................................................................................................................... 28
Conceptual Framework ................................................................................................................... 28
Hypotheses ..................................................................................................................................... 29
Methodology .................................................................................................................................. 31
Analysis .......................................................................................................................................... 31
Findings and Discussion ................................................................................................................... 32
Theoretical Implications .................................................................................................................. 33
Managerial Implications .................................................................................................................. 34
Limitations and Further Research .................................................................................................... 34
The unhealthy = tasty intuition and its effects on taste inferences, enjoyment, and choice of food
products.............................................................................................................................. 35
Challenge ........................................................................................................................................ 35
Purpose .......................................................................................................................................... 35
Proposition ..................................................................................................................................... 35
Key Insights..................................................................................................................................... 35
Experiments .................................................................................................................................... 36
General Discussion .......................................................................................................................... 38
Theoretical Implications .................................................................................................................. 39
Managerial Implications and Public Policy ....................................................................................... 39
Limitations and Further Research .................................................................................................... 39
A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local
Products.............................................................................................................................. 41
Challenge ........................................................................................................................................ 41
Relevance ....................................................................................................................................... 41
Definitions ...................................................................................................................................... 41
Research Qs .................................................................................................................................... 41
Hypotheses ..................................................................................................................................... 42
Methodology .................................................................................................................................. 43
Results ............................................................................................................................................ 43
Academic Implications .................................................................................................................... 46
Practical Implications ...................................................................................................................... 46
Limitations and Further Research .................................................................................................... 46
What makes things cool? How autonomy influences perceived coolness. ............................. 47
Challenge ........................................................................................................................................ 47
Purpose .......................................................................................................................................... 47
Definition of Coolness ..................................................................................................................... 47
Autonomy....................................................................................................................................... 47
Marketing Management Summary 2017-2018 3
Amber Plantinga
, Hypothesis ...................................................................................................................................... 49
Experiments .................................................................................................................................... 49
General Discussion .......................................................................................................................... 52
Implications .................................................................................................................................... 53
Limitations and Further Research .................................................................................................... 53
The impact of different touchpoints on brand consideration. ............................................... 54
Touchpoint ..................................................................................................................................... 54
The Real-time Experience Tracking (RET) method ............................................................................. 54
Challenge ........................................................................................................................................ 54
Aim................................................................................................................................................. 54
Contribution ................................................................................................................................... 54
Conceptual Framework ................................................................................................................... 55
Methodology .................................................................................................................................. 55
Findings .......................................................................................................................................... 57
Practitioner Implications ................................................................................................................. 58
Limitations and Further Research .................................................................................................... 58
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. .......................... 60
Challenge ........................................................................................................................................ 60
Relevance ....................................................................................................................................... 60
Theoretical Development ................................................................................................................ 60
Research Qs .................................................................................................................................... 61
Hypotheses ..................................................................................................................................... 62
Methodology .................................................................................................................................. 62
Results ............................................................................................................................................ 62
Conclusion ...................................................................................................................................... 63
Academic Implications .................................................................................................................... 63
Managerial Implications .................................................................................................................. 64
Limitations ...................................................................................................................................... 64
Further Research ............................................................................................................................. 64
Drivers of consumer–brand identification. ........................................................................... 65
Challenge ........................................................................................................................................ 65
Conceptual Framework ................................................................................................................... 65
Hypotheses ..................................................................................................................................... 65
Results ............................................................................................................................................ 65
Practice Exam ...................................................................................................................... 66
Marketing Management Summary 2017-2018 4
Amber Plantinga
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