Marketing strategy and market volatility : a study of the effects of market volatility on the marketing-performance relationship /
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| Other Authors: | , , |
| Format: | Thesis Book |
| Language: | English |
| Published: |
1987.
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| Subjects: | |
| Online Access: | ProQuest, Abstract Link to OAKTrust copy |
| Abstract: | The research investigated the moderating effect of market volatility on the relationship between organization marketing effort and organization performance. The study hypothesized the existence of six variables (customer scanning, competitor scanning, product development, communications, and distribution intensity) relating to the organization's efforts to perceive and respond to the market. The study related these marketing variables to a single measure of the volatility of the organization's market, and three measures of organization performance. In addition, five variables were introduced to control for factors that were outside the domain of the immediate study but that were suspected of influencing performance. The study was conducted in the banking industry. The volatility of demand deposits in metropolitan bank markets within unit-banking states was measured and arrayed in order of volatility. After a pretest, the cities in the first, middle and last decile groups (in terms of volatility) were surveyed. This survey elicited useable responses from 333 banks, which produced a 59% response rate. Six hypotheses were tested; one for each of the marketing variables of the study. In each case, market volatility was hypothesized to moderate a relationship between the marketing variable and performance. There was no support for the hypotheses relating to customer scanning, competitor scanning or communications. There was limited support for the hypotheses relating to product development and pricing analysis. There was more substantial support for the hypothesis relating to distribution intensity. |
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| Item Description: | Typescript (photocopy). Vita. "Major subject: Marketing." |
| Physical Description: | x, 160 leaves : illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references (leaves 135-145). |