Prof. Hugh Cannon (Wayne State University)

Programm

• Datum: 05.11.2008
  Zeit: 17:15 - 18:45
  Raum: Raum 024, Ludwigstr. 28/RG
  
  
  
  A Theory of Relationship Marketing
  
  This paper builds on the premise that the development of marketing and advertising practices over time is driven by evolving economic forces that change, both by industry and by the general evolution of market conditions. Until recently, the dominant marketing perspective might be characterized as the “product differentiation paradigm.” It presumes that the key marketing task is to create differentiated product offerings that command premium prices, and hence, economic profits. Over the past 20 years, we have witnessed the gradual emergence of a new “relationship marketing paradigm” that seeks economic profits by reducing transaction costs. The paper discussed the theoretical underpinnings of the paradigm, the forces contributing to its ascendancy, and various research propositions growing out of it.

• Datum: 06.11.2008
  Zeit: 9:00 - 11:00
  Raum: HS 102 1.OG, Richard-Wagner-Str. 10
  
  
  Marketing Strategy
  
  Following in the spirit of Colley’s (1961) classic DAGMAR approach for advertising planning, this lecture develops a hierarchy of strategy and objectives, where the strategy at one level provides the objectives for the next. It begins with “corporate” or “profit” strategy, then proceeding to marketing at promotional strategy. At each level, it considers normative decision rules for strategy formation. The hierarchical framework provides both a useful planning tool as a prelude to advertising strategy. It also provides a lens through which to view and frame research questions.
  
  
  
• Datum: 12.11.2008
  Zeit: 17:15 - 18:45
  Raum: Raum 024, Ludwigstr. 28/RG
  
  
  Understanding Consumer Ethnocentrism
  
  In a world characterized by falling barriers to trade, political and cultural tensions, competing economic philosophies, and rampant economic dislocations, consumer ethnocentrism has emerged as an important topic in international marketing. This paper presents the results of a five-country validation study of Shimp and Sharma’s (1987) CET scale. While the study supported the basic validity of the scale, the results were not as definitive as one might expect. The paper draws on a large body of literature regarding the consumer ethnocentrism construct to conclude that it may reflect a number of conflicting consumer patterns. It uses laddering theory to explore these possibilities, suggesting directions for future research.