Wilson Dale

Wilson, R. Dale

Background:

R. Dale Wilson is Professor of Marketing at Michigan State University. His research interest covers a variety of marketing topics like advertising, marketing strategy, segmentation, new product innovation, and shopping behavior.

Abstract:

Wilson, R. Dale (1986). "Segmentation and Communication in the Industrial Marketplace." Journal of Business Research, 14, 487-500.

Prior to this paper, market segmentation literature mainly deals with consumer markets. This paper illustrates how market segmentation can be applied to and implemented in a industrial marketing situation. Adopting a hierarchy segmentation approach, the study first identifies various macrosegmentation variables, namely (1) prior familiarity with the designated supplier, (2) size of the buying firms, and (3) location of the buying firms. Then the study attempts to relate these macro variables to various market response variables, including (1) buyer’s interest in the supplier’s ability to meet the needs of the buyer; (2) buyer’s willingness to receive an impersonal communication from the supplier; and (3) buyer’s willingness to receive an personal communication from the supplier. The result of the empirical studies shows that macrosegmentation variables are effective in stimulating buyer response to a supplier’s marketing effort at least in some industrial markets.

References:

Taylor, C. R., Miracle, G. E., and Wilson, R. D. (1997). "The impact of information level on the effectiveness of U.S. and Korean television commercials." Journal of Advertising, 26(1), 1-18.

Wilson, R. D. (1996). "Research Design: Qualitative and Quantitative Approaches." Journal of Marketing Research, 33(2), 252-255.

Broach, V. C. Jr. , Page, T. J. Jr., and Wilson, R. D. (1995). "Television programming and its influence on viewers' perceptions of commercials: The role of program arousal and pleasantness." Journal of Advertising, 24(4), 45-54.

Taylor, C. R., Wilson, R. D., and Miracle, G. E. (1994). "The impact of brand differentiating messages on the effectiveness of Korean advertising." Journal of International Marketing, 2(4), 31-52.

Rutledge, D. P., and Wilson, R. D. (1994). "Evaluating strategy with internal and environmental effects: A response elasticities approach." Journal of Business Research, 31(1,2), 213-224.

Kotabe, M., Duhan, D. F., Smith, D. K. Jr., and Wilson, R. D. (1991). "The Perceived Veracity of PIMS Strategy Principles in Japan: An Empirical Inquiry." Journal of Marketing, 55(1), 26-41.

Duhan, D. F., and Wilson, R. D. (1990). "Prenotification and Industrial Survey Responses." Industrial Marketing Management, 19(2), 95-105.

Wolter, J. F., Bacon, F. R., Duhan, D. F., and Wilson, R. D. (1989). "How Designers and Buyers Evaluate Products." Industrial Marketing Management, 18(2), 81-89.

Machleit, K. A., and Wilson, R. D. (1988). "Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familiarity and Repetition." Journal of Advertising, 17(3), 27-35.

Wilson, R. D. (1986). "Segmentation and Communication in the Industrial Marketplace." Journal of Business Research, 14(6), 487-500.

Mahajan, V., Muller, E., Sharma, S., Blackburn, J., Clancy, K., Claycamp, H. J., Dodson, J., Doughty, N., Dodson, J. A. Jr., Golanty, J. L., Pringle, L. G., Wilson, R. Dale and Brody, E. I. (1984). "An Empirical Comparison of Awareness Forecasting Models of New Product Introduction/Comment/Reply." Marketing Science, 3(3), 179-206.

Holman, R. H., and Wilson, R. D. (1982). "Temporal Equilibrium as a Basis for Retail Shopping Behavior." Journal of Retailing, 58(1), 58-81.

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