- Marketing Strategy
- Marketing Technology
- New Product Introduction
Terry Deutscher is a professor emeritus of marketing at the Ivey Business School.
- BSc.Eng, Alberta
- MBA, Stanford
- PhD, Stanford
Recent Refereed Articles
Barclay, D.W., Deutscher, T.H., Vandenbosch, M.B.,
2007, "Business Marketing in Master's Programs: A Part of the Fabric", Journal of Business-to-Business Marketing 14(1): 31 - 52.
Abstract: In response to the challenge issued by Narus and Anderson (1998) to rethink the role of business marketing in an MBA curriculum, we propose the rationale, methodology, and philosophy for integrating business marketing into the fabric of a graduate business program. There are many reasons for business marketing knowledge being important to MBA graduates, not the least of which is that the majority of them will work in firms whose primary customers are other organizations. In this article we demonstrate theoretical and marketplace rationale for repositioning business marketing in the MBA curriculum. We propose a template to guide the process including key business market and business marketing concepts that we believe should be part of the fabric. Finally, we detail the experiences of one school's journey in moving in this direction.
Deutscher, T.H., Marshall, J., Burgoyne, D.G.,
1982, "The Process of Obtaining New Accounts", Industrial Marketing Management, July 11(3): 173 - 181.
Abstract: Because of today's economic environment, many companies must look to new accounts in order to realize ambitious sales-growth expectations. The present study was conducted to compare the views and activities of sales managers and sales representatives about new account development and to determine how the process could be handled more effectively. Questionnaires were completed by 528 sales representatives and 401 sales managers from Canadian firms. The results of the study indicate that in the opinion of sales managers, sales representatives do not spend enough time on new accounts. There seem to be 2 major reasons for the sales representatives' shortfall: 1. failure to see the pay-off to themselves in new account development activities, and 2. lack of ability to perform these activities effectively. A model is presented for successful new-account development and a plan is suggested for correcting the major problems.
Day, G.S., Deutscher, T.H.,
1982, "Attitudinal Prediction of Choices of Major Appliance Brands", Journal of Marketing Research, May 19(2): 192 - 198.
Abstract: We have know for some time that brand attitudes can be useful predictors of subsequent brand choices, if the proper measures are used and there are few intervening events between attitude measurements and behavior (Liska 1974; Pinson and Roberto 1973). These lessons have been derived almost exclusively from studies of comparable research on low purchase incidence categories such as refrigerators, ranges, and washing machines, the service life averages more than 10 years and consequently only 8 to 11% of all households will make a purchase in any year (Dickinson and Wilkie 1978). Studies of major appliances therefore need large samples and long intervals between initial and followup interviews. Not only is this research costly and complex, but the decision process, in which the brand choice is but one in a series of decisions, is subject to much uncertainty. Most appliance Purchase plans are not fulfilled (Juster 1966; Kosobud and Morgan 1964; Pickering 1975) and many purchases are made in response to unanticipated events.
Hansen, R.A., Deutscher, T.H.,
1978, "An Empirical Investigation of Attribute Importance in Retail Store Selection", Journal of Retailing, Winter 53(4): 59 - 72.
Abstract: By building primarily upon the previous work of Jay Lindquist and using as a base 485 customers in a major metropolitan area, this presentation examines the relative importance of various aspects of retail image to different consumer segments. The idea of image is reconceptualized to include attributes (the narrowest, most specific constructs), components (aggregation of similar attributes), and dimensions (the most general constructs). Relative importance of different attributes is compared across department and grocery stores, indicating congruence. Lastly, segmentation analysis is applied to data on image attribute importance, thus providing a means of identifying major consumer 'benefit segments' in the population. Implications are important both for retailers and researchers.
Hansen, R.A., Deutscher, T.H., Berkowitz, E.N.,
1977, "Institutional positioning: A dynamic concept for retailing strategy", Journal of the Academy of Marketing Science, Summer 5(3): 185 - 194.
Abstract: Whether or not a retailer has specific objectives for the image of his store, it will necessarily have an image in the mind of each shopper who is aware of it. This image may be based on shopping experience or it may be based on an intuitive feeling. A consumer's impressions may be accurate or they may be inaccurate, but in either case, these feelings are an important determinant of how much shopping he does at a given store. Consumers face two basic types of decisions in the purchasing process for consumer goods: product decisions and store decisions. In other works, the consumer must decide what he needs and where to buy it. It is the aggregate effort of thousands of decisions of this second type by individual consumers that determines a retailer's profitability. This is the area that we will focus upon in this paper. The consumer's decision-making process as it relates to store choice has become increasingly important in the years since Martineau (1058) first introduced the concept of store personality or image. In the following discussion, image research is traced from its introduction by Martineau to the quantitative psychological work currently being done by marketing researchers and marketing strategists. Drawing on the available image research for a foundation, a new retailing concept called institutional positioning will be developed. This will be followed by suggestions for the direction of future research incorporating this dynamic image concept.
Day, G.S., Ryans, A.B., Deutscher, T.H.,
(forthcoming), "Data Quality, Level of Aggregation, and Nonmetric Multidimensional Scaling Solutions", Journal of Marketing Research, February 13(1): 92 - 97.
Abstract: As the relative emphasis in nonmetric multidimensional scaling research shifts from techniques to applications, increasing attention in being paid to the quality of the input data and the extent of aggregation of individual data for analysis purposes. The overall objective of this article is to explore the effect on the scaling solution of quality of input data as measured by the reliability of the individual respondent's similarity judgements and the extent of aggregation across respondents. A conceptual structure for understanding these issues is developed first. Data from five separate monmetric multidimensional scaling studies are used to illustrate the concepts. In conclusion some analysis procedures are suggested for coping with various combinations of stress and reliability in the data.
Brandt, W.K., Day, G.S., Deutscher, T.H.,
1975, " Information Disclosure and Consumer Credit Knowledge: A Longitudinal Analysis ", Journal of Consumer Affairs, Summer 9(1): 15 - 32.
Abstract: Early evaluations of Truth-in-Lending have observed impressive gains in consumer knowledge about interest rates. Contrary to original goals, consumers with more education, income, and debt experience have benefited far more than low-income and minority consumers. How will these results change over time as consumers gain credit experience with the aid of disclosure? Has disclosure improved consumer understanding about finance charges, and what factors beyond socio-economic status might have enhanced consumer knowledge of credit terms? These questions are addressed in this report of a large sample of California households surveyed at two points in time. The longitudinal analysis shows individual changes in knowledge, the effects of credit experience of learning.
- Western University, Ivey Business School. Professor; Director of Research 1981-86; Associate Dean of Human Resources 1987-92; Director of EMBA, Videoconferencing 1994-1999.
- IMD, Lausanne, Switzerland. Visiting Professor (1986-1987)
- Ohio State University. Assistant Professor (1973-1978)
- Cornell University. Visiting Assistant Professor (1976-1977)