A Structure of Operational Marketing Research

Abstract

Structures alternative methods used to determine marketing's quantitative pressure effects for retailing, consumer and industrial markets. Suggests manufacturers try to convince retail outlets that it should not only stock their products, but should also have them on prominent display. Proposes that both wholesalers and retailers will more likely stock products that are widely advertised believing that sales will be higher for heavily promoted products. States after‐sales service in some consumer markets (durables) might also be important so must be included, as it is likely to be more important even than advertising. Examines retailing's problems of trying to get customers to enter a shop and looks at ways and means of doing this. Uses a study of a chain of carpet shops using figures for emphasis. Discusses also consumer marketing and the various methods of doing this. Covers industrial marketing, giving worked example. Closes by stating there are differences between industrial and consumer marketing, though there are also similarities — such as use of effective salesforce deployment.

Citation

Mercer, A. (1978), "A Structure of Operational Marketing Research", European Journal of Marketing, Vol. 12 No. 2, pp. 139-157. https://doi.org/10.1108/EUM0000000004964