The managerial implications of the service-dominant logic (SDL) of marketing are discussed in this article. In 2004, Vargo and Lusch outlined the SDL. That same year, the American Marketing Association (AMA) released a new definition of marketing based on the SDL. Because services are intimately tied to service providers (i.e., people), this paper focuses on how different types of people - customers, managers, scholars, and students – influence the SDL. Explained first is how these four groups contribute to defining marketing under the SDL. Then, the challenges employees will face as their firms adopt the SDL are discussed; managers at these firms must answer many difficult questions about how to structure their organizations. Third, the competitive dynamics of the SDL are examined; specifically, this article discusses how evolving market conditions will force the SDL to change. Last, propositions are offered that explain how the SDL is likely to change in the future.
Urban Senior Citizens' Versus Rural Consumers' Views of DTC Advertising: A Preliminary Investigation01/01/2009
This study examines direct-to-consumer (DTC) advertising by comparing the views of urban senior citizens to rural consumers; the study, therefore, compares two groups that frequently use prescription drugs. The findings reveal that older urban consumers are less likely to believe that DTC advertising accurately portrays side effects and risks or to go to a physician based on these advertisements as compared to their rural counterparts. Older urban consumers were more aware of the Medicare Part D drug insurance programme, but less satisfied with these programmes compared to rural residents who were also Medicare Part D participants. The paper closes with a discussion of the implications of these findings.
Consumer Attitudes Toward Pharmaceutical Direct‐to‐Consumer Advertising: An Empirical Study and the Role of Income06/01/2008
– The purpose of this paper is to examine consumer attitudes toward direct‐to‐consumer (DTC) advertising and whether consumer attitudes regarding these types of advertisements differ based on income.
– A sample of 168 consumers completed the survey on‐site at a pharmacy while waiting for their prescription(s) to be filled.
– The findings indicated that low‐income consumers were more likely than higher income customers to: report being persuaded by DTC advertising to ask for an advertised drug; go to the doctor based on symptoms described in DTC advertising; and to prefer branded medication over generic alternatives.
– The results provide useful information to policy makers and drug companies. The finding that these advertisements appear to impact lower income consumers to a greater extent than their higher‐income counterparts has both positive and negative implications. On the positive side, these ads appear to influence unhealthy, low‐income consumers to seek medical treatment. The negative implication concerns the effectiveness of DTC advertising in persuading low‐income consumer to prefer more expensive, branded drugs over generic alternatives.
– Limited research has been done on the relationship between consumer perceptions of DTC advertising and differences in consumer groups based on income.
Lotus-Eaters, Pilgrims, Seekers, and Accidental Tourists: How Different Travelers Consume the Sacred and the Profane01/01/2009
Travelers visit destinations that are associated with organized religion for a variety of reasons. Building on Cohen's (2003) work, we categorize visitors to “religious” travel destinations as: (1) seekers who intend to visit both religious and secular tourist sites, (2) lotus-eaters who intend to visit only secular tourist sites, (3) pilgrims who intend to visit only religious tourist sites, and (4) accidental tourists who intend to visit neither type of tourist site. We use these four types of tourists to accomplish three aims: (1) explain each type of traveler, (2) explain the interaction between religious and secular elements at travel sites, and (3) provide guidelines for attracting each type of traveler.