Author:
Bloom Paul N.,Pailin James E.
Abstract
Learning about whether target markets face search, experience, or
credence situations when assessing a company′s product or service can
help in formulating more effective marketing strategies. Depending on
the information situation of the targets, a company may want to vary the
information content and amount of its advertising, its use of brand
names and warranties, its emphasis on personal selling, and other
elements of its marketing program. Offers several propositions to guide
marketing decision making.
Subject
Marketing,Business and International Management
Reference14 articles.
1. Bloom, P.N. and Krips, J. (1982), “An experiment in the economics of advertising
”, Journal of Marketing and Public Policy, Vol. 1 No. 1, pp. 25‐42.
2. Bloom, P.N. and Pailin, J. Jr (1992), “A comparison of the marketing techniques of
surgical practices”, working paper, University of North Carolina.
3. Bloom, P.N. and Reve, T. (1990), “Transmitting signals to consumers for competitive
advantage”, Business Horizons, Vol. 33
, July‐August, pp. 58‐66.
4. Darby, M. and Karni, E. (1973
), “Free competition and the optimal amount of fraud
”, Journal of Law and Economics, Vol. 16,
April, pp. 67‐88.
5. Ford, G.T., Smith, D.B. and Swasy, J.L. (1990), “Consumer skepticism of
advertising claims: testing hypotheses from economics of information”, Journal of Consumer Research, Vol. 16, March, pp. 433‐41.
Cited by
33 articles.
订阅此论文施引文献
订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献