Showing papers in "European Journal of Marketing in 1972"

International market segmentation

Abstract: Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three‐fold purpose is: highlight the nature and importance of international segmentation; to suggest an operational approach; and to review briefly some of the possible bases for segmenting international markets. Concludes that research should be direct not only towards identifying the relevant country and customer characteristics but also towards evaluating cost and benefits anticipated from segmenting on a given base.

Ownership and acquisition of consumer durables: report on the Nottingham consumer durables project

Abstract: Examines a study carried out on the acquisition of consumer durables by a selection of English households. Reveals the class structure of ownership, the proportion of first acquisitions and replacements, and the reasons for timing. Presents an analysis based on the returns of 548 households successfully interviewed and extensive use of tables by way of explanation. Summarises that the data gathered demonstrated the method employed and the results indicate it was worthwhile.

International marketing presentations: some options

Abstract: Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.

Unit pricing: a positive response to consumerism

Abstract: Examines unit pricing of grocery products, a recent business response to the forces of consumerism in the USA, and its effects on the consumer, the retailer and the manufacturer. States that, as a pricing device, unit pricing is not entirely new, as products such as meats, dairy products and many fresh fruits and vegetables have been unit priced for years. Concludes that, before the full impact of unit pricing can be assessed, additional research questions need to be answered.

A descriptive theory of pricing for marketing

Abstract: Explores suitable ways of modifying cost‐plus pricing policies in the context of marketing based theory. Reports the findings of a research project concerned with the procedures followed in the pricing of consumer durables, and attempts to formulate an alternative statement of pricing behaviour to the cost‐plus theory. Recounts that an empirical study was made among 17 firms in the industry, ranging from smaller organisations manufacturing relatively simple electrical heating apparatus to the industry's larger firms manufacturing washing machines, refrigerators and spin dryers. Summarises that it is hoped the marketing approach to pricing, outlined there and in the accompanying table, will assist in developing sound marketing theory.

Psychological characteristics of innovators

Abstract: Reviews empirical studies examining psychological characteristics of innovation. States that the literature was delved into to analyse characteristics which are relevant. Evaluates and discusses the various literature sources and suggests various advantages and disadvantages therein. Concludes that, though difficult, the need for the future is: more studies using the same psychological inventory across many products; more studies on the same product using many psychological inventories.

Logistics in its marketing context

Abstract: Spotlights the total approach to logistics in companies and indicates how it can provide a valid basis for marketing improvement. Identifies what a total logistics approach can mean for corporate development. Chronicles that management theorists have tended to concentrate on one or other of these functions suggesting orientations and techniques whereby each of these functions may be more effectively managed. Maintains that herein is an attempt to summarise some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the‘science’category.

Market segmentation by factor analysis

Abstract: Examines potential for factor analysis in indicating desirable marketing strategies within the non‐alcoholic beverages market, indicates how to identify consumer choice criteria and advertising indicators. Outlines the fundamentals of factor analysis illustrating its usefulness in market segmentation studies through an examination of the market for non‐alcoholic beverages. Concludes that market segmentation by spatial models deserves its increased attention in the literature and that factor analysis should be recognised as a valid contribution to market segmentation.

Market analysis utilising cultural anthropological indicators

Abstract: Suggests that cultural anthropological analysis affords a neglected tool for new product design and product improvement and this helps to minimise complexity and improve market effectiveness. States there are three objectives herein: examines the type of market where economic data alone may not be enough to make a proper market evaluation; evaluates the sort of factors which might be germane to choosing alternative markets for the current product and skills available; and suggests how such a qualitative analysis may be quantified in terms of cost variances to complete the necessary analysis. Conclusions are that only a when a wider range of data is available can a comprehensive new market strategy be finalised.

The market development of new industrial products

Abstract: Explores the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics industries. Concerns itself with this critical functional area of the initial market development of new industrial products. Uses only two companies, one in the aluminium and the other in the steel industries, in the study. Concludes that the strong influence of financial considerations in several aspects of market development seem likely to mean only low funds will be needed compared with research and capital investment costs.

Economic implications of hypermarkets in Britain

Abstract: Argues that hypermarkets in the UK may not yield net benefits, as the price savings claimed are unlikely, and the impact of hypermarkets on other parts of the retail system is also considered in the light of continental experience. Discusses the economic justification for hypermarkets, as well as broader questions of the effects of hypermarkets generally on the retail system. Summarises that the development of hypermarkets, in economic terms, may well prove not to be the next wheel of retailing, but simply a form of the self‐service revolution which Britain experienced some 15 years ago, but which France largely missed out on at the time.

Some factors influencing the media decision

Abstract: Reports on an empirical study of media decisions: the findings show, not unexpectedly, that advertising agencies with a separate media department use more information and carry out more detailed selection processes. Decides to consider some of the factors that may influence the choice of media and believes the type of insight this approach could give might be of benefit to the parties involved. Considers advertising to be an effective weapon in competition – it is they who bear the advertising costs. Sums up that it is reasonable to assume that better media choice can be achieved by taking account of the conditions to which attention is drawn.

Model building in marketing: problems, developments and state of the art

Abstract: Examines some recent developments of the status of model building in marketing in the UK. Uses many examples from both the UK and the USA to emphasise developments, with Crawford, Koller and Little, with figures uses for extra emphasis. Investigates problems of modelling marketing processes and also recent development in marketing model building. Closes by discussing the present state of the art that involves literature and differences between the UK and USA in marketing and model building.

Agency selection in international advertising

Abstract: Isolates the importance of economic level and cultural level and cultural perceptions in influencing agency selection overseas by major US companies. Recounts that many study findings, relating particularly to the use of local or US‐based advertising agencies, are examined. Particular concern is to whether or not such factors as the advertiser's attitudes towards cultural factor importance and market area economic development, are considerations in the placing of preparing and placing non‐domestic advertising. Looks at the role of culture and statements to prove advantages and disadvantages in these. Concludes that if a firm uses either US‐based agencies for overseas representation or foreign‐based agencies, its management is displaying some concern for the cultural and other differences forced between markets.

Factors affecting newspaper choice

Abstract: Maintains that research in newspapers is mostly concerned with who reads a paper rather than why they make a particular choice. Believes that more emphasis should be given to the question‘why’ if development of marketing effectiveness is to be made. Specifies that increased competition between the various media and within each medium, combined with very rapid social change, has forced managements to take a much closer look at the reasons behind media choice. Concludes that it is apparent that the factors that affect newspaper readership and newspaper choice are many and complex.

Diffusion of innovation in the flour milling industry

Abstract: Analyses five major innovations in the flour milling industry and the variations in attitudes and adoption practices in group mills and individual plants. Advocates that it is important for research purposes that an industry is chosen in which technical innovation was high, and also where the total number of units in the country could be approached with regard to the very limited budget available for the research. The industry chosen was the flour milling industry. Discusses the choice of innovations and methodology. Sums up that much work still needs to be done with regard to sources of information and on the role of opinion leaders.

The effect of price cuts on perceived product quality in a grocery shopping simulation

Abstract: Suggests that housewives shift brand preferences when confronted with actual price differentials in a market and, irrespective of income or educational levels, react to price cues on low‐priced grocery items. Discusses and compares various studies conducted across varying price differences and consumer stereotypes in the UK and the USA. Reports results of an experiment designed to extend empirical evidence about the relationships among brand preference, perceived quality and price cues. Sums up that this study once again confirms the basic importance of price to housewives.

Compatibility analysis for the screening of new products

Abstract: Specifies that the case for formal analysis of new product proposals is founded on the assumption that, to a large extent, the current high rate of failure is attributable to lack of scientific new product planning. Subscribes to this assumption and develops its analysis in the context of the planning framework suggested earlier. Concludes that the method of lexicography is not without adequate and sound theoretical support.

The marketing of flowers in the United Kingdom

Abstract: Identifies a small market (flowers) in comparison with western Europe – one with growth potential and examines the particular problems of this commodity. Gives a realistic assessment of the possibilities for expansion. Highlights that flowers are costly to produce, fragile to handle, have a life of no more than a few days in most cases and are used mainly as expressions of sentiment and ornament rather than for more utilitarian purposes. Summarises that flowers have a special place in consumers' appreciation, but one that could easily be lost by the use of clumsy or over‐reaching tactics.

The Polish marketing scene

Abstract: Examines the contemporary line of thought about marketing in Poland, thereby emphasising the possibility of conceptual orientations. Acknowledges that, more or less, simultaneously with the theory of marketing there has developed in Poland another branch of the science called praxiology – the main purpose of which is to trace the general rules of any human activities and to work out useful principles of good, efficient work. Defines the three major types of authorities in Poland as: political; administrative; and territorial. Uses figures for emphasis and explains the Polish authorities role in marketing.

Examining the job attitude/salesman performance issue

Abstract: Questions the value of ‘morale boosting’ as a device for salesman improvement, concludes that attention to specific attitudes is likely to prove more rewarding. Specifies the improvement of sales‐force morale is often seen as vital to effective performance. Sheds light on the scarcity of research efforts and the inconclusiveness of available findings indicate the effects of job attitudes on sales performance are uncertain and, at best, are likely to be situation specific. Chronicles that this study was designed to contribute to a small but growing body of research efforts into the question of job attitudes and selling performance.

The marketing of placement services

Abstract: Explores the application of segmentation in this market and compares state with private provisions in the UK, states the state service cannot hope to match private provision. Accepts there is general acceptance that the concepts of marketing are as applicable to industrial as to consumer products. Reveals that the labour market suffers from lack of knowledge about vacancies, job opportunities and prospects, and about the differences in wages and salaries offered by employers. Proposes that in monetary terms, if people can be placed in work just one day earlier than at present this would save £21/2 million annually in unemployment benefits and raise national output by £10 million. Concludes that if sufficient finance could be provided by charging employers for the services of the state employment exchanges, then the introduction of necessary marketing techniques could take place much sooner.

Marketing strategy in socialist industrial enterprises

Abstract: Based on a number of samples taken in the Hungarian central organs of economic management. Describes interactions between national planning and market forces. Documents how Hungarian enterprises are interested in their annual profits and states that the three main features are, that efficiency: depends on economic productivity success; is characterised by the technical degree of productivity; can be expressed by the degree of long‐range competitiveness. Finalises that the results can be analysed from the enterprise's market strategy and these should be seen at the level of the enterprise and the national economy.

The time sequence of events B a basis for market segmentation

Abstract: Explores market segmentation strategies using direct mail garnering information on the baby care and motor car markets. Shows that the time sequence of certain events can be accurately predicted and that by the use of readily available records, the starting time for these sequences can be ascertained for individual consumers by name. Sums up that an approach to market segmentation has been presented based on the sequence over time of certain events.

A case study of production orientation: Malayan canned pineapple

Abstract: Analyses reasons underlying the decline in the Malayan share of the UK canned pineapple market and identifies a lack of effective sales and marketing policies. Attempts to explain the factors contributing to reductions in sales as owing to two factors: general decline in the share of the canned pineapple in the canned fruit market; and the lack of an aggressive sales policy by Malaysia. Concludes that unless Malaya revolutionises its marketing approach, its declining share of the UK pineapple canned market will continue tofall.

Statutory marketing in a developing economy

Abstract: Explores the role of boards and co‐operatives in the total marketing system and concludes they should be left to compete openly with the private sector. Examines this with regard to the open market in Africa and how it is still, to some extent, a social institution. States that there are three basic categories of tribal groupings in North America, Africa and the South Pacific, these are: individualist; competitive; and co‐operative, these are discussed and explained in detail. Concludes that the study has not questioned the existence of boards and co‐operatives, it has set out their roles in and contributions to, the marketing system, suggesting ways in which both can be made more effective.

Model building in marketing: a review of the British literature

Abstract: Makes a timely assessment of the specifically British contribution in the field of marketing models, which provides a useful basis for further development. Reviews UK writing on models of market behaviour, advertising models, distribution models, pricing models and new‐product models. Makes a distinction between macro‐ and micro‐models: a macro‐model does not require information about individual units in the market, such as households: micro‐models need data about individual units, therefore require much more information. Concludes that the findings give valuable insight into consumer purchasing patterns – providing early prediction of future success or failure.

Consumer durables: differentiation strategy and consumer response in relation to real and apparent risk

Abstract: Indicates the ways in which manufacturers can overcome resistance to new products and states that, in response to the risk which most consumer perceive in spending large amounts of money on an unfamiliar product, manufacturers tend to keep to new product ranges which are, apparently, similar to existing products. Emphasises that prior to purchase consumers must evaluate a possible purchase to decide whether it can generate satisfaction at least as large as the price demanded for it. Concludes that herein is offered a structure against which particular problems caused by bias and inaccurate perception by consumers, of the underlying characteristics of new products can be evaluated.

Network analysis and marketing decisions

Abstract: Suggests that, although the potential value of network analysis to aid marketing decisions has been recognised, there is a need for a reappraisal of the procedure in a marketing environment, in particular the distinction between the planning and control possibilities of networks. Includes an examination of the reasons why some disenchantment exists with the technique and presents the fundamentals of the approach. Weighs up that the marketing function is an area into which inflexible techniques of management do not fit easily, but has attempted to demonstrate network analysis may be used in a way making it relevant to the marketing decision – particularly at the planning stage.

An approach to the evaluation of short post‐experience courses in marketing

Abstract: Reports on a detailed evaluation of four one‐week marketing short courses for executives and focuses on before, during, and after assessments of the learning process and suggests that a wider use of such evaluative systems is long overdue. Posits that evaluative feedback after a course is completed can also be used to modify the next example, the study of marketing is now moving on from its early introductions. Aimed to discover whether marketing executives had applied any knowledge gained.