Consumers favor retailers that save them time and energy. By understanding a retail experience from drive in to check. out, you can maximize the speed and ease of shopping and build lasting customer relationships.

Although specific retailing subjects related to marketing have been extensively researched and presented in academic literature, the overall topic of marketing in retailing has received little attention. This paper identifies and discusses some principal marketing in retailing issues that warrant empirical assessment. Research attention to the questions raised in this paper will provide strategic Guidelines to retailers seeking to improve the marketing performance of their organizations.

Presently, more and more business educators are relying on computer and video technologies to complement their teaching effectiveness. This article argues for a literary approach to teaching marketing principles that can be used as an effective complement to the video and computer-aided lectures to enhance student interest. Personal selling principles are illustrated through use of passages from Shakespeare's Julius Caesar.

Drawing from the mental ability framework and information processing theory, two studies embedded within the B2C retail setting investigate the role of the sales manager's ability-to-perceive-emotions in the complex non-linear relationships between salespeople's customer and selling orientations on one side, and its outcomes (sales performance and customer re-purchase intention) on the other. Using multilevel data from salespeople and their managers, Study 1 tests a theoretical model of salesperson orientation and performance, while Study 2 further verifies the results of Study 1 from the customer's perspective. Both studies find strong empirical support for a curvilinear, inverted U-shaped effect of a salesperson's customer orientation on sales performance and customer re-purchase intention. This effect is, however, reversed for the link between selling orientation and performance/re-purchase intention, where results indicate a U-shaped curvilinear relationship. Furthermore, we show that the sales manager's ability to perceive emotions facilitates the effect of salespeople's customer orientation on sales performance.

(1986). The communication effects of animation. Journal of Applied Communication Research: Vol. 14, No. 1, pp. 59-65.

Abstract Affectively-valenced television commercials for supermarket products were used as treatment stimuli in a laboratory test of the role of the attitude toward the ad construct. Results show that affect generated by TV commercials does influence attitude toward the advertised brands. However, the lack of support for hypotheses designed to rule out alternative mechanisms which might account for this linkage leaves the proposed classical conditioning mechanism open to question.

Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands.

(1983). An Information-Processing Perspective on Recent Advertising Literature. Current Issues and Research in Advertising: Vol. 6, No. 2, pp. 39-75.