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1、外文題目:DevelopingNewPersonalFinancialProductsSomeEvidenceoftheRoleofMarketResearch出處:HeatherDavisonTrevWatkinsMikeWright(1989)“DevelopingNewPersonalFinancialProducts–SomeEvidenceoftheRoleofMarketResearch“InternationalJourn
2、alofBankMarketingVol.7Iss:1pp.815作者:HeatherDavisonTrevWatkinsMikeWright原文:DevelopingNewPersonalFinancialProducts–SomeEvidenceoftheRoleofMarketResearchIntroductionTheUKpersonalfinancialservicessectcurrentlyfacesdynamicenv
3、ironmentalconditions.Changesintheregulatyframewk(theBuildingSocietiesAct1986theFinancialServicesAct1986theSocialSecurityAct1986)therapidgrowthofITapplicationsthegrowinginternationalisationoftheindustryareallservingtoincr
4、easecompetitivepressure.Thesedevelopmentsarebreakingdownthetraditionallywelldefinedbarriersbetweentypesofinstitutionastheyseeitnecessarytoofferagreaterrangeofproducts.Fexamplethebuildingsocietiesfmanyyearssuppliedonlymtg
5、agesprotectedbypricecartel.Thesituationhasnowchangedmtgageprovisionisonlyoneofanumberofareasinwhichsocietiesfacepriceotherfmsofcompetitionfrombanksinsurancecompaniesspecialistsuppliers(Wrightetal.1986).Themajityofpersona
6、lfinancialserviceganisationsarehavingtoofferawiderangeofproductsinhousingfinanceinsurancepensionsinvestmentsconsumercreditsavingsdepositspaymenttransactions(WatkinsWright1986Carteretal.1986).Lowbarrierstoenteringanewmark
7、ethavefuelledthisspreadofproducts.MethodologyAtwostageapproachtodatacollectionwasadopted.Thefirststagewasconductedduringthelatterpartof1986involved20personalinterviewsInotherinstancesutilisationofmarketresearchwasvieweda
8、sanimptantelementinthesuccessofanewproduct.Fexampleanindepthinvestigationofthechildrenssavingsmarketbyoneofthebanksinterviewedledtothedevelopmentofaproductspecificallydesignedfthatsegmentwhichwentontobecomeamarketleader.
9、ingeneraltermsagreatdealofevidenceofnewproductdevelopmentwasreptedMostofthe12respondentsnotinvolvedinNPDweresmallganisations(employingfewerthan1000staff)withlimitedresourceswhodidnotseetheneedfdevelopingtheirpresentptfol
10、ioofproductsdiversifyingintonewareas.Theypreferredtoretaintraditionalservicesonlyredefinedexistingproductsinaccdancewithinterestratechangeslegislation.ItisofcoursepossiblethatinstitutionscurrentlyundertakingNPDweremelike
11、lytorespondtoapostalsurveyonthesubjectthanwerethosenotinvolvedinsuchactivities.NeverthelesstheresultsinTableIIshowaveryhighlevelofnewrejuvenatedproductdevelopment.Onfacevaluetheseresultssuggestthathalfoftherespondentswho
12、undertookNPDintroducednewproductsintonewmarketswhileafurther86(84.3percent)placedatleastonenewproductinanexistingmarket.Howeverthedefinitionofanewproductmayincludecopiedproductsthathavenotbeenofferedbytherespondentsganis
13、ationbefetherefeare“new“tothecompany.ganisationofMarketResearchOnemeasureofmarketingsophisticationusedwastoertainwhetheridentifiableseparatemarketingmarketresearchfunctionsexistedthelengthofestablishmentofthemarketingmar
14、ketingresearchdepartmentswithineachrespondentganisation.Outof110respondents79statedthattherewasacentralisedmarketingdepartmentwithintheirganisation.Inaddition13respondentsidentifiedanotherdepartmentresponsiblefmarketingg
15、ivingatotalof92ganisationsinvolvedinthisactivity.Furtheranalysisisshowedthat92percentoflargeganisations78percentofsmallcompanieshadmarketingfunctions.Sizeofganisationdidnottherefeseemtobeassociatedwithmarketingpresence.N
16、osignificantdifferencescouldbefoundevenintermsofnumberofstaffemployedinthisfunction(aspreadofbetweenone20)tasksundertaken.ThemecomplextheproductthemeresearchisnecessarytoensuretheproductispresentedinanunderstablewayOnere
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