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Research papers

Information technologies and the new car marketing

In today's high-tech, high-speed markets, as organizations seek more effective ways to reach and hold increasingly unreachable and untenable customers, the application of information technologies (IT) to the processes of marketing has become an...

Catalogue: International Automotive Marketing Conference 1994
Author: Richard Brookes
June 15, 1994
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Citation

Brookes, R. (1994a, June 15). Information technologies and the new car marketing. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/information-technologies-and-the-new-car-marketing


Research papers

Image and soul

Our paper discusses the importance of image in the automobile industry. It begins by ascertaining how much money manufacturers typically spend in advertising, then other related communications disciplines. It is a substantial amount. We proceed to a...

Catalogue: International Automotive Marketing Conference 1994
Author: Philippe H. Defechereux
June 15, 1994
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Citation

Defechereux, P. H. (1994a, June 15). Image and soul. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/image-and-soul


Research papers

The mismeasure of satisfaction

Four areas of research pertinent to the measurement of Customer Satisfaction are examined. The four areas and the key findings from each are summarized below. 1. Theoretical Views Regarding Customer Satisfaction Satisfaction results from the...

Catalogue: International Automotive Marketing Conference 1994
Author: Murlidhar Rao
June 15, 1994
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Citation

Rao, M. (1994a, June 15). The mismeasure of satisfaction. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-mismeasure-of-satisfaction


Research papers

Is customer satisfaction really reflected in traditional customer satisfaction measures?

This paper questions some of the conventional approaches and ways that many manufacturers look at and use customer service research, in particular, Customer Service Monitors: The use of vague 'scales' to measure performance. The way the...

Catalogue: International Automotive Marketing Conference 1994
Authors: Ruth McNeil, Mark Carpenter
June 15, 1994
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Citation

McNeil and Carpenter (1994a, June 15). Is customer satisfaction really reflected in traditional customer satisfaction measures?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/is-customer-satisfaction-really-reflected-in-traditional-customer-satisfaction-measures-


Research papers

The role of prior decision constraints

When purchasing high involvement consumer durables such as new cars, consumers are assumed to progress through the following stages: Problem or Need Recognition; External Search; Alternative Evaluation; Purchase or Choice; Outcomes or Postpurchase...

Catalogue: International Automotive Marketing Conference 1994
Authors: Girish Punj, Richard Brookes
June 15, 1994
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Citation

Punj and Brookes (1994a, June 15). The role of prior decision constraints. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-role-of-prior-decision-constraints


Research papers

Measuring up to your own standards

BMW (GB) Limited has been conducting Customer Satisfaction studies among new car buyers in Great Britain for about eight years. The prime objective of these studies has been to assess the strengths and weaknesses of both the product and the service...

Catalogue: International Automotive Marketing Conference 1994
Author: Nigel Topping
Companies: BMW Group, KANTAR TNS Malaysia
June 15, 1994
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Citation

Topping, N. (1994a, June 15). Measuring up to your own standards. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/measuring-up-to-your-own-standards


Research papers

Determinants of brand disloyalty

The car market has a remarquably high proportion of loyal customers. About 50 % of new car buyers choose for their new car the same brand as for the previous one. However, the economic and competitive situation may iead to an erosion of this figure....

Catalogue: International Automotive Marketing Conference 1994
Authors: Eric Lapersonne, Giiles Laurent, Jean-Claude Vessilier
June 15, 1994
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Citation

Lapersonne, Laurent and Vessilier (1994a, June 15). Determinants of brand disloyalty. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/determinants-of-brand-disloyalty


Research papers

Research tools for business strategies

The paper highlights the commitment of General Motors to marketing research, not for the sake of doing research but as a tool for making decisions and taking actions on the marketing scene. It shows how research has paid off for General Motors and...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: Roy Rutherford, Peter Wise, Joseph Khoury
January 1, 1994
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Citation

Rutherford, Wise and Khoury (1994a, January 01). Research tools for business strategies. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/research-tools-for-business-strategies


Research papers

Development of the automobile industry in Eastern Europe

This research project focuses on the entry of western European auto makers into eastern European markets and economies. Its purpose is to examine evolving competitive circumstances in the manufacture and marketing of automobiles and to explore the...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Author: Cyril C. Ling
June 15, 1993
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Citation

Ling, C. C. (1993a, June 15). Development of the automobile industry in Eastern Europe. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/development-of-the-automobile-industry-in-eastern-europe