Research

inquiry PAPER zero(prenominal) 1794 Determinants of Customers Responses to Customized Offers: conceptual Framework and query Propositions Itamar Simonson march 2003 RESEARCH PAPER SERIES RESEARCH PAPER NO. 1794 DETERMINANTS OF CUSTOMERS RESPONSES TO CUSTOMIZED OFFERS: abstract FRAMEWORK AND RESEARCH PROPOSITIONS Itamar Simonson frame in 2003 Itamar Simonson is the Sebastian S. Kresge Professor of Marketing, graduate teach of Business, Stanford University, Stanford, CA 94305-5015 (itamars@stanford.edu). The paper has bene flouted from the comments of Dan Ariely, joke Deighton, and Thomas Kramer.  twitch everywhere the past decade, grocery storeers have been challenged by proponents of individual market (e.g., one-to-one marketing, mass customization, personalization) to shift from a focus on market segments to making individually customized achieve outs. Specifically, marketers should develop learning relationships with their customers, be able to predict the customers wants, and snub their offerings to those preferences.

Building on in vogue(p) knowledge regarding the bearing in which customer preferences are constructed, the show in inquiry examines the staple premise of these new approaches and, specializedally, the manner in which customers evaluate and reply to offers that are customized to their wants. A conceptual manikin and a series of research propositions are presented regarding tombstone determinants of customers responses to customized offers, including (a) the characteristics of customers preferences, (b) cues provided by the offer regarding its fit with the customers preferences, (c) customers receptivity to offers seen as customized to their preferences, and (d) the specific customized offers subject matter and format. The theoretical and practical implications of the exemplar and research propositions are discussed. 1 everywhere the past decade, marketers have been challenged to transform their old, unable ways and take advantage of new...If you want to add up a full essay, send it on our website: Orderessay

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