Research

RESEARCH PAPER zero(prenominal) 1794 Determinants of Customers Responses to Customized Offers: Conceptual Framework and query Propositions Itamar Simonson prove 2003 RESEARCH PAPER SERIES RESEARCH PAPER no(prenominal) 1794 DETERMINANTS OF CUSTOMERS RESPONSES TO CUSTOMIZED OFFERS: CONCEPTUAL FRAMEWORK AND RESEARCH PROPOSITIONS Itamar Simonson March 2003 Itamar Simonson is the Sebastian S. Kresge Professor of Marketing, grade School of Business, Stanford University, Stanford, CA 94305-5015 (itamars@stanford.edu). The paper has benefited from the comments of Dan Ariely, John Deighton, and Thomas Kramer.  nobble Over the then(prenominal) decade, marketplaceers 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 reach outs. Specifically, marketers should develop development relationships with their customer s, be able to predict the customers wants, and tailor their offerings to those preferences.

Building on up-to-the-minute knowledge regarding the manner in which customer preferences argon constructed, the fall in inquiry examines the basic premise of these reinvigorated approaches and, specifically, the manner in which customers evaluate and respond to offers that argon customized to their wants. A conceptual manikin and a series of research propositions are presented regarding key determinants of customers responses to customized offers, including (a) the characteristics of customers preferences, (b) cues provi ded 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 content and format. The theoretical and possible implications of the framework and research propositions are discussed. 1 Over the past decade, marketers have been challenged to change their old, unable ways and take profit of new...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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