Showing papers in "European Journal of Marketing in 1969"
TL;DR: In this article, the product life cycle is defined as the graphically presented history of the sales and profit performance of a product from its development and market introduction, to its decline and discontinuation.
Abstract: Shows how decision making can be improved in such areas as programming the technical development and market launch of new industrial products. Declares that the concept of the product cycle is well known in the field of consumer goods marketing. Contends that the product life cycle is the graphically presented history of the sales and profit performance of a product from its development and market introduction, to its decline and discontinuation. Backs up the statements within using comprehensive figures and diagrams. Summarises that, in attempting to extend product life cycles, attention may have to be devoted to a marketing strategy based on changing the image, or value ascribed to a product by the customer through advertising and pricing policy.
35 citations
TL;DR: In this article, the generic advertising campaign for tea conducted under the auspices of the Tea Council (UK) between 1965 and 1968 was examined and concluded that this innovation had a statistically significant effect on the trend of tea consumption, but was insufficient to halt the overall decline.
Abstract: Examines the generic advertising campaign for tea conducted under the auspices of the Tea Council (UK) between 1965 and 1968. Contends that this innovation had a statistically significant effect on the trend of tea consumption, but was insufficient to halt the overall decline – this is attributed to the demand for coffee. Purports to investigate, as far as possible, the impact of this generic campaign on the demand for tea. States the analysis is concerned with the period from 1958 onwards and is based on quarterly data. Concludes that it seems unlikely that tea has been broadly competing with all drinks in any effective sense over the period studied.
13 citations
TL;DR: In this article, the authors define some of the problems arising from the development of international business within the constraints of political geography, using evidence from published research and informed opinion, and conclude that international regulation in some form of the multinational is essential to enable operations to be reconciled and co-ordinated nationally.
Abstract: Attempts to define some of the problems arising from the development of international business within the constraints of political geography, does this by using evidence from published research and informed opinion. Looks at the growth of international business, its effect on national economies, plus possible erosion of national sovereignty. Discusses how policies of international business and national governments, in a number of fields, conflict. States, although political boundaries and the existence of nation‐states are to some extent outdated by modern technology and from obstacles to trade and development, there may be serious disadvantages in reducing political constraints to enable the multinationals to operate more freely. Finalises that international regulation in some form of the multinational is essential to enable operations to be reconciled and co‐ordinated nationally.
12 citations
TL;DR: In this paper, a theoretical model study based on the results of an empirical study, which relates brand shares to price differences in a fully quantitative fashion, is presented, which is applicable to the analysis of markets largely dominated by two brands.
Abstract: Presents here a theoretical model study based on the results of an empirical study, which relates brand shares to price differences in a fully quantitative fashion. Posits in its present form that it is applicable to the analysis of markets largely dominated by two brands. States that the model is simple to use and provides an eminently practical technique for market research and pricing decisions. Uses figures to emphasise the distribution function.
12 citations
TL;DR: In this paper, the authors suggest that rather than segmenting a market by one or two criteria, cluster analysis enables segmentation to be made on many dimensions simultaneously, and the scope for marketing initiative is widened by this powerful segmentation procedure.
Abstract: Suggests that segmentation technology has become increasingly sophisticated in recent years and the role of multi‐dimensional techniques in marketing analysis is increasingly being recognised. Proposes that rather than segmenting a market by one or two criteria, cluster analysis enables segmentation to be made on many dimensions simultaneously. Concludes that the scope for marketing initiative is widened by this powerful segmentation procedure.
9 citations
TL;DR: This article conducted a two-year research project sponsored by the Consumer Council into the nature of consumer complaints and found that most unsatisfactory items are not ignored by the buyer, frivolous complaints are rare, and those involved are not specific for certain areas.
Abstract: Discusses frequency of complaints and the fact that very few unsatisfactory items are not complained about. States also that frequency of purchase does not stereotype complainers as middle‐class, middle‐aged women. Documents, as part of a two‐year research project sponsored by the Consumer Council into the nature of consumer complaints, the research project questionnaire sent to a nationally representative sample of housewives. Responses indicate that most unsatisfactory items are not ignored by the buyer, frivolous complaints are rare, and those involved are not specific for certain areas. Concludes that valuable insights could be obtained of the differential use of the available channels for expressing dissatisfaction.
6 citations
TL;DR: In this article, the authors present a study by Manchester City Transport (MCT) which attempts to break away from conventional methodology involving merely traffic engineering and cost of reduction schemes, and demonstrates that even for an area predominantly populated by business executives, a significant demand can exist for public transport innovations, specifically designed to meet consumer needs.
Abstract: Concerns a study by Manchester City Transport (MCT) which attempts to break away from conventional methodology involving merely traffic engineering and cost of reduction schemes. Indicates that even for an area predominantly populated by business executives, a significant demand can exist for public transport innovations, specifically designed to meet consumer needs. Represents part of a wider marketing study sponsored by MCT. Concludes that this study has thrown some light on to those and other questions, but as it has already been recognised, time and financial constraints have limited its scope.
6 citations
TL;DR: In this paper, the authors trace and characterise the origins of what is sometimes termed motivational research and claim that motivational research, complementing formal market research, arises in economic conditions of competitive mass-production associated with relative affluence.
Abstract: Offers the results of an attempt to trace and characterise the origins of what is sometimes termed motivational research. Proclaims that motivational research, complementing formal market research, arises in economic conditions of competitive mass‐production associated with relative affluence and herein is an historical guide to the part played by psychology in modern marketing. Maintains that research effort prior to the introduction of motivational research was concerned with defining markets and developing survey techniques, especially in relation to sampling, questionnaire design, structured interviewing, etc. Concludes that the treatment of many matters of interest here, have had to be relatively condensed but a future article proposes to adjust this.
5 citations
TL;DR: In this article, the authors argue that the understanding of market structures can be greatly enhanced by marketing executives thinking in terms of continuums, as the models described here, and that it is only through perceiving the whole that industrial marketing executives will be able to do justice to the differences.
Abstract: Attempts to demonstrate the shallowness of any approach that attempts to show that industrial marketing is wholly different from any form of marketing. Posits that, on the other hand, there are some clearly definable differences, but it is only through perceiving the whole that industrial marketing executives will be able to do justice to the differences. Concludes that the understanding of market structures can be greatly enhanced by marketing executives thinking in terms of continuums, as the models described here.
4 citations
TL;DR: In this paper, the authors show that a variety of motivations govern consumer actions and concentrates on the grocery trade for its information, however their findings and reasoning have some pertinence for all retail business.
Abstract: Endeavours to show that a variety of motivations govern consumer actions and concentrates on the grocery trade for its information – nevertheless its findings and reasoning have some pertinence for all retail business. States the study is based on a particular study carried out in the Liverpool area in 1967 and highlights problems of differentiating between motivations and goals. Proposes that in the grocery trade consumer motivations be examined with great emphasis on the findings of a study. Believes general problems of differentiating between motivation and goals may lead into a testable hypothesis. Concludes that developments await the results of basic research into fields such as buyer behaviour, but lack of knowledge may invalidate general measurement.
4 citations
TL;DR: In this paper, the authors argue that much of marketing analysis must be satisfaction-oriented rather than optimisation-oriented and thus a considerable proportion of measurements observed are concerned with effectiveness rather than efficiency and must be recognised as such.
Abstract: Proposes that marketing efficiency is an area of enquiry that is both simultaneously ignored by marketing researchers, yet frequently referred to by implications. Reviews the existing measure of evaluation relating to a total assessment of the company in the marketplace. Concludes that much of marketing analysis must be satisfaction ‐ rather than optimisation‐oriented and thus a considerable proportion of measurements observed are concerned with effectiveness rather than efficiency and must be recognised as such.
TL;DR: In this paper, the authors argue that marketing executives are too ready to accept consumer panel data without thinking to question their validity or usefulness, and suggest that as industry becomes more cost-benefit conscious, so marketing activities will undoubtedly come under close scrutiny.
Abstract: Posits the question: are marketing executives too ready to accept consumer panel data without thinking to question their validity or usefulness? Asks also whether consumer panels are to play an increasingly important role in the future? States that as industry becomes more cost‐benefit conscious, so marketing activities will undoubtedly come under close scrutiny. Maintains that changing information needs will dictate some reorientation of the traditional marketing research functions. Discusses also the problems with regard to operating panels, these are argued and the significant difficulties isolated. Concludes that it seems likely that in the case of panels for recording household goods purchases the move will be towards more involvement of research staff in the information recording processes.
TL;DR: The authors discusses ecology and marketing, showing that while ecology may not provide a methodology for marketing, spatial science and systems theory provide findings which may prove to be of importance with regard to marketing.
Abstract: Discusses ecology and marketing, showing that while ecology may not provide a methodology for marketing, spatial science and systems theory provide findings which may prove to be of importance with regard to marketing. Maintains that ecology is criticised both for its hazy definition and its approach of argument by analogy. Explains that emerging patterns can give clues to the multi‐dimensional environmental processes affecting human decisions. Documents that the relevance of geography to marketing may, therefore, be great even though that of ‘human ecology’ as traditionally defined may be just an illusion.
TL;DR: In this paper, the authors argue that the important point here is not being applied to social systems, but rather it is parallel principles of cause and effect, which may be utilised, to facilitate the comprehension of these forces affecting behaviour in social systems.
Abstract: Discusses how behavioural scientists have produced a multitude of data on complexities of consumer motivation – but states the sheer diversity of approach is making it difficult for decision‐makers to draw meaningful conclusions. Submits that the correct line of advance lies with a systems perspective. Examines Newton's Law of Motion to demonstrate how physics may be used to draw generalisation about activity in consumer systems. Purports that the important point here is that physics is not being applied to social systems, but rather it is parallel principles of cause and effect, which may be utilised, to facilitate the comprehension of these forces affecting behaviour in social systems. Concludes that what is needed to analyse available knowledge applicable to consumer motivation is a conceptual scheme which can serve as a frame of reference for marketing decision makers.
TL;DR: In this article, the authors argue that the course of academic thought has been diverted from anatomical thinking, a penchant of looking at an operation in terms of the parts, to wholeness thinking, an overview emphasizing an identity separate from and greater than its parts.
Abstract: Maintains that the course of academic thought has been diverted from anatomical thinking, a penchant of looking at an operation in terms of the parts, to wholeness thinking, an overview emphasising an identity separate from and greater than its parts. Describes novel methods of finding new agents, together with details of a formal type of arrangement designed to provide effective and lasting co‐operation between the home company and its representatives abroad. States that a systems perspective might well be the most prudent method of rationalising the vast amounts of data on consumer behaviour that has been created by behavioural scientists. Concludes that harmony of interest between principals and agents is a vital key to success initiating and expanding overseas markets.
TL;DR: In this article, the authors present some preliminary findings emerging from a research study discussing some of the factors affecting the adoption of planning in various large engineering groups and conclude that the companies who have introduced product planning still face considerable difficulties in restructuring their organisation to accommodate the product planning function.
Abstract: Presents some preliminary findings emerging from a research study discussing some of the factors affecting the adoption of planning in various large engineering groups. Chronicles that product planning embraces both the planning of changes in the product range by adding new products, discontinuing or modifying unprofitable or obsolete products, and also the evolution of a strategy for marketing the ever‐changing range of products. Sums up that the companies who have introduced product planning still face considerable difficulties in restructuring their organisation to accommodate the product planning function.
TL;DR: In this paper, the authors present a survey, spread over three years, which attempts to provide a more scientific approach to this crucial marketing problem, concluding that profitability was key throughout.
Abstract: Argues availability of research into how industrial advertising media compares unfavourably with that of its consumer counterpart. Discusses the survey, spread over three years, which attempts to provide a more scientific approach to this crucial marketing problem – profitability was key throughout. Evaluates the leading marketing and advertising journals stating that research as to ‘profitability’ of placing adverts in any specific media seems to be a subject that is relatively ignored, or is not readily available to the marketing or sales manager. Uses figures for added emphasis and lists the media involved in this survey at the end. Concludes that, this survey possibly does not really tell us much more than is already known, but that a few misconceptions may have been clarified, and it is hoped food has been provided for further thought.
Abstract: Describes the results of a survey conducted by the University of Bradford Management Centre on behalf of KLM Royal Dutch Airlines. Deals with the route decisions of air‐transit passengers, attempting to determine the relative importance of a wide range of factors. Reports on an investigation of route decisions by a sample of passengers of Leeds‐Bradford Airport in the UK. Discusses comparative perceptions regarding other airports, primarily Schiphol (Amsterdam) and Heathrow (London). Concludes that most air‐transit passengers are interested in reaching their destination as quickly as possible after that time at which they personally wish to leave.
TL;DR: The authors discuss criteria for finding a microcosmic town, or group of towns, which can provide a reasonable resemblance to the national market and conclude that available information for the setting up of test markets in the UK is somewhat unreliable.
Abstract: Discusses criteria for finding a microcosmic town, or group of town, which can provide a reasonable resemblance to the national market. Determines that available information for the setting‐up of test markets in the UK is somewhat unreliable. Describes and analyses exercises in town groupings designed to give more meaningful data. Concludes that the intention here has been to sketch some of the applications of a major breakthrough in numerical taxonomy to certain aspects of market ecology.
Abstract: Concerns itself with the growth prospects for the West African fishing industry, decides that attempts to reform marketing in isolation from the system of financing will be unsuccessful. Wonders what can be done to identify constraints to trade, and this involves more than a mere understanding of economic processes. Attempts to show the response of marketing institutions to technical innovations and economic growth in the hope that it will provide some empirical data to modify Western economic concepts that are generally applied to developing economies. Concludes that generalisation for all developing economies are not possible.
TL;DR: In this paper, the major developments in methodology and analysis applied to location by geographers in recent years and reviews the literature on this topic are summarized and suggested some possible lines for follow up by marketing analysts.
Abstract: Outlines the major developments in methodology and analysis applied to location by geographers in recent years and reviews the literature on this topic – assessing the principal contributions and suggesting some possible lines for follow up by marketing analysts. Concerns itself with retail location, transportation and manufacturers spatial behaviour. Examines the range of geographical considerations of location and special attention is given to retail studies, transportation and the spatial behaviour of manufacturers. Summarises that published work on the locational and spatial aspects of product or customer distribution is rare.