跳至主要内容

Which One of Standardization or Customization Works the Best When It Comes to Online Marketing?

Read  full  paper  at:
http://www.scirp.org/journal/PaperInformation.aspx?PaperID=53900#.VNsFUCzQrzE

ABSTRACT
Online marketing has influenced the consumers all around the world. This opens up a way for the small enterprises to enter the international market and enjoy the benefits like the MNCs located in different parts of the world. Advertising products and manipulating the customers to buy is one of the techniques used by the international companies. As a result some companies take standardization as an incentive to attract customers while some use customization or personalization to manipulate them. This as a result that has created a debate between different marketers to choose a beneficial way to satisfy by attracting different customers. This article focuses on various problems which marketers face in terms of online retailing as well as different obstacles encountered by consumers while making buying decisions for standardized or customized products through online Medium (Internet).
 
Cite this paper
Hossain, A. and Yazdanifard, R. (2015) Which One of Standardization or Customization Works the Best When It Comes to Online Marketing?. American Journal of Industrial and Business Management, 5, 45-52. doi: 10.4236/ajibm.2015.52006.
 
References
[1]Kiang, M.Y. and Chi, R.T. (2001) A Framework for Analyzing the Potential Benefits of Internet Marketing. Journal of Electronic Commerce Research, 2, 158-163.
 
[2]Constantinescu-Dobra, A. (2011) Standardization or Adaptation in Cosmetics Websites Marketing? An Empirical Study. Technical University of Cluj Napoka.
http://www.ceswp.uaic.ro/articles/CESWP2011_III2_CON.pdf
 
[3]Yuhmiin, C. (2009) An Exploration of the Standardization of Targeting Strategies and the Use of Promotional Disciplines on the Web: A Cross-National Study. Journal of Marketing Communications, 15, 327-343.
http://dx.doi.org/10.1080/13527260802481314
 
[4]Dinner, I.M., Van Heerde, H.J. and Neslin, S.A. (2014) Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising. Journal of Marketing Research (JMR), 51, 527-545.
http://dx.doi.org/10.1509/jmr.11.0466
 
[5]Ashraf, A.R., Thongpapanl, N. and Auh, S. (2014). The Application of the Technology Acceptance Model under Different Cultural Contexts: The Case of Online Shopping Adoption. Journal of International Marketing, 22, 68-93.
http://dx.doi.org/10.1509/jim.14.0065
 
[6]Edelman, B. (2014) Pitfalls and Fraud in Online Advertising Metrics. Journal of Advertising Research, 54, 127-132.
http://dx.doi.org/10.2501/JAR-54-2-127-132
 
[7]Yuhmiin, C. (2009) An Exploration of the Standardization of Targeting Strategies and the Use of Promotional Disciplines on the Web: A Cross-National Study. Journal of Marketing Communications, 15, 327-343.
http://dx.doi.org/10.1080/13527260802481314
 
[8](2010) International Management Conference Paper Abstracts. Academy of Management Annual Meeting Proceedings, 1-89.
http://dx.doi.org/10.5465/AMBPP.2010.54503734
 
[9]Edelman, B. (2014) Pitfalls and Fraud in Online Advertising Metrics. Journal of Advertising Research, 54, 127-132.
http://dx.doi.org/10.2501/JAR-54-2-127-132
 
[10]Knezevic, Jakovic and Strugar (2014) Potentials and Problems of Internet as a Source of Purchasing Information—Experiences and Attitudes of University Students in Croatia.
http://dx.doi.org/10.3846/bme.2014.10
 
[11]Vanzile, J. and Hosford, C. (2013) A Trip to Bountiful. Business to Business, 98, 34-35.
 
[12]Constantinides, E.E. (2006) The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 22, 407-438.
http://dx.doi.org/10.1362/026725706776861190
 
[13]Loukakou, M.D. and Membe, N.B. (2012) Product Standardization and Adaptation in International Marketing: A Case of McDonalds. Department of Economics and IT, University West.
http://hv.diva-portal.org/smash/get/diva2:543563/FULLTEXT01.pdf
 
[14]Meyer, E. and Bernier, I. (2010) Standardizing or Adapting the Marketing Mix across Culture: A Case Study: Agatha. Thesis in Marketing, 1-43.
http://hh.diva-portal.org/smash/get/diva2:326017/FULLTEXT01.pdf
 
[15]Spaulding, E. and Perry, C. (2013) Making It Personal: Rules for Success in Product Customization. http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx
 
[16]Voeth, M., Herbst, U. and Liess, F. (2013) We Know Exactly What You Want: The Development of a Completely Individualised Conjoint Analysis. International Journal of Market Research, 55, 437-458. http://dx.doi.org/10.2501/IJMR-2013-038
 
[17]Spaulding, E. and Perry, C. (2013) Making It Personal: Rules for Success in Product Customization. http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx
 
[18]Zhang, J. and Wedel, M. (2009) The Effectiveness of Customized Promotions in Online and Offline Stores. Journal of Marketing Research (JMR), 46, 190-206. http://dx.doi.org/10.1509/jmkr.46.2.190
 
[19]Adam, C. (2011) Influence of Adoption Factors and Risks on Ecommerce and Online Marketing. Proceedings of the International Conference Marketing—From Information to Decision, 4, 21-35.
 
[20]Lovelock, C. (1999) Developing Marketing Strategies for Transnationals Service Operations. Journal of Services Marketing, 13, 278-295. http://dx.doi.org/10.1108/08876049910282538
 
[21]Du, X.H., Jiao, J.X. and Tseng, M.M. (2006) Understanding Customer Satisfaction in Product Customization. International Journal of Advanced Manufacturing Technology, 31, 396-406.
http://dx.doi.org/10.1007/s00170-005-0177-8
 
[22]Franke, N., Keinz, P. and Steger, C.J. (2010) Customization: A Goldmine or a Wasteland? GfK Marketing Intelligence Review, 2, 26-33.
 
[23]Dimitrova, B. and Rosenbloom, B. (2010) Standardization versus Adaptation in Global Markets: Is Channel Strategy Different? Journal of Marketing Channels, 17, 157-176.
http://dx.doi.org/10.1080/10466691003635127
 
[24]International Management Conference Paper Abstracts. (2010) Academy of Management Proceedings, 2010, 1-89. http://dx.doi.org/10.5465/AMBPP.2010.54503734
 
[25]Mishra, S. and Misra, M. (2012) An Assessment of ROI in Online Perspective Leading to a Critical Review and Framework Development towards Standardization of ROI Practices. Journal of Internet Banking & Commerce, 17, 1-18.
 
[26]Wong, H. and Eyers, D. (2011) An Analytical Framework for Evaluating the Value of Enhanced Customisation: An Integrated Operations-Marketing Perspective. International Journal of Production Research, 49, 5779-5800.
http://dx.doi.org/10.1080/00207543.2010.519738
 
[27]Davies, A., Brady, T. and Hobday, M. (2006) Organizing for Solutions: Systems Seller vs Systems Integrator.
 
[28]Duray, R. (2002) Mass Customization Origins: Mass or Custom Manufacturing? International Journal of Operations & Production Management, 22, 314-328.
http://dx.doi.org/10.1108/01443570210417614
 
[29]Baalbaki, I. and Malhotra, N. (1995) Standardization versus Customization in International Marketing: An Investigation Using Bridging Conjoint Analysis. Journal of the Academy of Marketing Science, 23, 182-194.
http://dx.doi.org/10.1177/0092070395233003               eww150211lx
标签：

评论

发表评论

此博客中的热门博文

Does Immigration Promote the Investment of the Monopolistic Firm?

In the present paper, we examine the effect of increasing uncertainty of immigrants’ growth on the optimal timing of investment of a firm that has a monopolistic power over the labor market. It is revealed that when the uncertainty of immigrants’ growth is more than a threshold level, increasing uncertainty of immigrants’ growth accelerates the optimal timing of firms’ investment and enhances the economic growth, even if the uncertainty of immigrants’ growth is formulated by the geometric Brownian motion, which is in sharp contrast to the standard result that an increase in the uncertainty postpones the optimal timing. With an increase in the immigrants over the past ten years, workforces in the host countries have been growing significantly to the extent that the immigrants represent 70% of the increase in the workforce in Europe, and 47% in the United States as OECD indicates. In the present paper, we attempted to investigate the effect of increased uncertainty caused by the growi...
发表评论
阅读全文

Education Policy Implementation: A Mechanism for Enhancing Primary Education Development in Zanzibar

Education is one of the fundamental rights of individuals; therefore, the government of a country needs to develop and strengthen educational policy and quality as well as to ensure that everyone has equal access to basic education. The improvement of access and quality of education in the world is becoming as an essential factor in development, whereas the basic education (primary school), is acknowledged as a foundation of the higher educational development for every country. To fulfill this goal, governments introduce several policies and procedures; however, it requires some reforms and participation from the politician, policymakers, and other stakeholders to re-examine educational policy so that it can lead to multiplication and betterment of the reforms. Educational reforms actually focus on accountability. A positive educational development and reform is very challenging and needs more effort and strategy on how to use and utilize the resources effectively as such it can achie...
发表评论
阅读全文