Showing papers in "European Journal of Marketing in 1983"
TL;DR: In this paper, the authors discuss the importance of government subsidies on the Norwegian export market and highlight the strength of exports within Norway -45% of GNP, highlighting that size is an advantage when starting exporting or introducing new export activity and the perceived usefulness of export strategies varies across firms.
Abstract: Discusses the importance of government subsidies on the Norwegian export market. Highlights the strength of exports within Norway – 45% of GNP. Examines the various types of grant aid available and defines general and specific subsidies and centralized and decentralized subsidies. Outlines the grant application process. Describes a variety of types of export activities which have received subsidies. Explores sources of potential conflict between the firms applying for grants and the government. Concludes, inter alia, that: Size is an advantage when starting exporting or introducing new export activity; The initiative to apply for subsidies requires resources and insight; The perceived usefulness of export strategies varies across firms.
94 citations
TL;DR: A survey of 681 foreign tourists visiting Finland as a survey to gauge tourists' perceptions of 12 European tourist destinations as discussed by the authors revealed that Finland is most unlike Germany, Spain, Holland, France, Norway, Denmark and Sweden.
Abstract: Discusses the importance of tourism on a country's overall economy. Highlights Finland as a particular example, where, due to tourism, the balance of trade soared from a $33.1 million deficit in 1963 to a $34 million surplus in 1970. Analyzes various studies into the tourism industry and examines their findings. Uses a sample of 681 foreign tourists visiting Finland as a survey to gauge tourists' perceptions of 12 European tourist destinations. Reveals findings, inter alia, that: Spain is perceived as the best value for money; Holland has strong accessibility; Ireland is ranked last in offering a cultural experience to tourists. Uses data obtained by survey to concentrate on people's perceptions of Finland. Reveals findings, inter alia, that: Finland is most unlike Germany, Spain, Holland and France; Finland is most like Norway, Denmark and Sweden. Concludes that public and private tourism organisations throughout the world need a focused marketing approach to identify the travelling public's needs.
88 citations
TL;DR: In this article, the authors extend and expand previous research conducted by the Department of Marketing at Strathclyde on the adoption and diffusion of industrial products and present a new study that attempts to extend and extend previous research.
Abstract: I. INTRODUCTION This study attempts to extend and expand previous research conducted by the Department of Marketing at Strathclyde on the adoption and diffusion of industrial products.
86 citations
TL;DR: In this article, a survey of cash & carry and multiple buyers and the example of potato crisps was used as a basis for the article, which examined the key criteria in choice of suppliers in the grocery trade.
Abstract: Examines the key criteria in choice of suppliers in the grocery trade. Identifies factors highlighted by existing studies – inter alia consumer value, tactical considerations, introductory marketing, prices and economic conditions and distribution channel requirements. Uses a survey of cash & carry and multiple buyers and the example of potato crisps as a basis for the article. Outlines the stages of the postal survey. Analyses results of questions asked in the survey – inter alia who makes the buying decision, reasons for stocking more than one brand, and reasons for choosing a particular supplier. Concludes that manufacturers must clearly identify where the supplier decision is made, and suppliers must continually monitor satisfaction amongst customers in a highly competitive market.
54 citations
TL;DR: In this paper, the authors analyzed the results of a survey conducted in the Hague-Delft-Rotterdam area amongst consumers who recently replaced one of the following products: washing machine, refrigerator, TV furniture or car.
Abstract: Examines methods to extend the product lifetime of everyday items. Stresses the importance of attempting to extend product lifetimes – e.g. as a solution to waste management and environmental pollution. Analyses the results of a survey conducted in the Hague‐Delft‐Rotterdam area amongst consumers who recently replaced one of the following products – washing machine, refrigerator, TV furniture or car. Outlines six main areas in the study: Consumer characteristics; Usage situation characteristics; Purchase situation characteristics; Product characteristics; Replacement motives; Product retention times. Concludes that with careful thought, products could be reconditioned instead of discarded – the functioning of second‐hand markets would be stimulated, and the practical lifetime of products would be extended.
47 citations
TL;DR: In this article, a system was developed for segmenting industrial markets on the basis of the level demonstrated by buying centre members Examines the factors which influence the individual member of the buying centre in the context of his/her participating in the acquisition of an innovation, and considers factors which are deemed influential.
Abstract: Proposes that the main objective here is a system being developed for segmenting industrial markets on the basis of the level demonstrated by buying centre members Examines the factors which influence the individual member of the buying centre in the context of his/her participating in the acquisition of an innovation Explores the concept of consumer creativity or maturity as developed in the context of consumer marketing, and considers factors which are deemed influential Posits that greater success rates in new product development would be achieved if research and development worked in tandem with an identified cross‐section of sophisticated buying centre members
39 citations
TL;DR: In this article, the authors examine the barriers caused by cultural differences when marketing goods in the Middle East and highlight the growth of Islamic countries in the international marketplace, highlighting how custom and tradition, language, literacy and symbolism can impact on the marketing mix.
Abstract: Examines the barriers caused by cultural differences when marketing goods in the Middle East. Highlights the growth of Islamic countries in the international marketplace – exports soared from $15,000 million in 1973 to $78,000 million in 1978. Draws on the results of research with companies actively involved in marketing in the Arab world. Defines the concept of culture. Describes how custom and tradition, language, literacy and symbolism can impact on the marketing mix. Concludes that to carry out a successful marketing policy in the Middle East, companies must: Approach cultural problems in an organized and systematic way; Carry out in‐depth market research; Consider employing Arab national in senior marketing positions; Observe tradition and avoid offending beliefs; Observe tradition and avoid offending beliefs; Recognize sub‐cultures within the Arab world and the speed and scope of change in the region.
35 citations
TL;DR: In this article, the authors examine marketing techniques used by British non-profit organisations and highlight four main areas of marketing for non-profits: research, promotion, pricing and distribution.
Abstract: Examines marketing techniques used by British non‐profit organisations. Defines public sector and voluntary sector non‐profit organisation. Outlines the difficulties encountered in defining the marketing process in non‐profit organisations compared with normal business operations. Highlights four main areas of marketing for non‐profit organisations – research, promotion, pricing and distribution. Concludes that the non‐profit sector includes a number of organisations where ownership, structure and objectives do not correspond to the traditional model of business organisations. Affirms that British authors should view these dissimilarities as an opportunity to develop the marketing concept, marketing and marketing management in a much wider context than that of business marketing.
32 citations
TL;DR: In this paper, the state of the UK construction industry, and its impact on the gross national product are discussed, highlighting the elements of desk and empirical research used for the study, each divided into objective and methodology.
Abstract: Analyses issues surrounding the marketing of services in the UK construction industry. Examines the state of the UK construction industry, and its impact on the gross national product. Highlights the elements of desk and empirical research used for the study, each divided into objective and methodology. Examines the differences in marketing techniques used for products and services. Discusses the difference between construction services and other services. Outlines the different stages of competitive tendering, and examines why this business method is not productive for the construction industry. Concludes that the marketing of services in the UK construction industry is characterised by both threats and opportunities.
26 citations
TL;DR: In this article, the authors discuss the process of international technology transfer and traces its development through the growth of world trade, and discuss ownership, control and licensing, and conclude that there is still a long way to go in refining it.
Abstract: Discusses the process of international technology transfer. Defines technology transfer and traces its development through the growth of world trade. Analyses factors encouraging the growth of technology transfer – e.g. international relations conducive to trading – and barriers impeding it – e.g. financial restraints. Discusses ownership, control and licensing. Examines reasons why unrelated companies become licensors and licensees. Cites the example of Honda of Japan licensing the manufacture and marketing rights for a modified version of the Honda Ballade (Triumph Acclaim) to British Leyland. Outlines the attitudes of Brazil, the Soviet Union, the People's Republic of China and Japan to technology transfer. Concludes that while technology transfer has flourished, there is still a long way to go in refining it.
26 citations
TL;DR: In this article, the authors describe the process of new product development as one of innovation defined as: "the technical, industrial and commercial steps that lead to the marketing of new manufactured products", and conclude that a flexible approach and an open mind are the most important requirements for successful application.
Abstract: States that the emergence of a formalised new product development can be attributed to the needs of companies in the capitalist system for maintaining a competitive advantage in their operating markets. Describes the process as one of innovation defined as:‘the technical, industrial and commercial steps that lead to the marketing of new manufactured products'. Belies the complexity of the function:’to describe new product development as difficult is probably a mammoth understatement'. Intends to illuminate the theory and practice of this process. Concludes that a flexible approach and an open mind are the most important requirements for successful application.
TL;DR: In this paper, a survey of export marketing policies in medium-sized manufacturing companies in the North of England is presented, focusing on the importance of having a structured export policy as part of an overall business plan.
Abstract: Examines attitudes to the marketing management of exports. Analyses the results of a survey of export marketing policies in medium‐sized manufacturing companies in the North of England. Stresses the importance of having a structured export policy as part of an overall business plan. Discusses various methods of capturing market data on exports, including Government statistics and trade association reports. Identifies key areas of a coherent export marketing plan – market factors, volume factors, company factors and marketing factors. Examines the differences in characteristics and policies adapted by active and reactive exporters. Outlines the merits of a variety of export pricing and invoicing methods. Concludes that companies must adapt export strategies and theories to suit their own individual needs, rather than accept an industry‐wide export programme.
TL;DR: In this paper, the authors trace the development of video technology and predict the future for the medium by using a diffusion model and define the diffusion process and analyze four key elements: the innovation; communication of the innovation among individuals; the social system; time.
Abstract: Traces the development of video technology and predicts the future for the medium by using a diffusion model. Defines the diffusion process and analyses four key elements: The innovation; Communication of the innovation among individuals; The social system; Time. Outlines different types of innovation which can be adapted to the diffusion process. Examines factors determining the growth in popularity of video, including the lowering of price, and the increase in rental availability. Explores the advantages and disadvantages of video cassettes versus video discs. Concludes that the market is still in its infancy, and as such is volatile. Asserts that manufacturers need to adopt careful marketing plans to continue attracting customers.
TL;DR: In this article, a study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective, which is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives.
Abstract: Links two views in what has been labelled a strategic marketing perspective – this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.
TL;DR: In this article, the authors discuss four main factors contributing towards profit in the retailing industry: Needs or motives; Attitudes or patterns of consumption; Consumption habits; Purchasing habits, and emphasize the importance of a good knowledge of consumer basis as a foundation for a successful retailing strategy.
Abstract: Examines the complexities of strategic planning in retailing. Highlights the importance of a good knowledge of consumer basis as a foundation for a successful retailing strategy. Discusses four main factors contributing towards profit in the retailing industry: Needs or motives; Attitudes or patterns of consumption; Consumption habits; Purchasing habits. Analyses continual influences which must be considered as part of a coherent retailing programme: Synergy effect; Resources; Environmental factors; Changing ways of satisfying needs; The increased complexity of the retailing environment; Competition. Concludes that retailing is an extremely complex subject – whereas a producer is concerned about the various quality dimensions of his own product, a retailer is obliged to take care of a multiplicity of products, each bearing its own characteristics. Asserts that strategic planning is an effort to organise this variety, not an answer to solving it.
TL;DR: The authors analyzed the problems faced by foreign investors in the Japanese internal marketplace and attributed these difficulties to the structure of the country's distribution system, including Japanese culture, political influences, border arrangements and purchasing characteristics.
Abstract: Analyses the problems faced by foreign investors in the Japanese internal marketplace. Relates these difficulties to the structure of the country's distribution system. Draws on the results of interviews with senior executives from more than 30 major foreign companies operating in Japan to identify common barriers to successful market growth – including Japanese culture, political influences, border arrangements and purchasing characteristics. Concludes that while successful entry into a national market is always difficult for any foreign investor, the limited success of overseas firms in Japan indicates that this particular market is more troublesome than most. Asserts that while Japan continues to suffer from lower levels of overall economic growth, the obstacles for foreign companies will remain.
TL;DR: In this article, a wide range of issues to be considered when launching a new product development program is discussed, including the risks involved, and the advantages and disadvantages of using an external consultant to advise on the setting up of new Product Development or relying on existing staff.
Abstract: Analyses the wide range of issues to be considered when launching a new product development programme. Stresses the importance of new product development in taking a successful company forward. Discusses the risks involved – in the marketplace four out of five new products result in failure. Examines options for where a new product development department should fit into the company – e.g. in the marketing department, in the technical department or as a stand‐alone department. Outlines the advantages and disadvantages of using an external consultant to advise on the setting up of new product development or relying on existing staff. Stresses the importance of analysis and feedback from any methods used. Concludes there is no ideal new product organisation – what's best for one firm might not be best for another. Asserts that in reality, a range of new product organisations can be found, and tailored to meet individual needs.
TL;DR: The National Blood Transfusion Service (NBTS) is the section of the NHS charged with ensuring the constant supply of blood to the UK's hospitals as discussed by the authors. But it does suffer from a range of problems, owing to its dependence on volunteer contributions.
Abstract: Investigates the National Blood Transfusion Service (NBTS) in the UK, stating it is the section of the NHS charged with ensuring the constant supply of blood to the UK's hospitals – though it does suffer from a range of problems, owing to its dependence on volunteer contributions. Covers research into blood donors and their motivation. Findings from earlier research are integrated into the marketing approach represented here. Uses a questionnaire to discover and discuss comments and issues raised. Summarises that after examining the research findings the focus is on two main questions: the nature of the image people have of the NBTS and the importance of that image.
TL;DR: In this paper, the authors analyze the development of marketing in East European countries and find that due to variations in starting points and differences in development patterns, Eastern European countries are divided between centralization and decentralization and conclude that unless US international marketers understand the peculiarities of eastern Europe, the US trade record with these potential markets is unlikely to improve.
Abstract: Analyzes the development of marketing in East European countries. Traces the growth of East Europe's trade with the West from $12.3 billion in 1970 to $37.6 billion in 1979. Highlights eastern Europe as one of the most promising markets to the US. Discusses the broad spectrums of marketing development between eastern countries. Examines the emergence of marketing through four key stages – authoritative systems, directive systems, mixed‐middle systems and integrative systems. Analyzes the differences in the standards of key marketing factors between East and West – e.g. range of products, pricing and advertising. Concludes that due to variations in starting points and differences in development patterns, East European countries are divided between centralization and decentralization. Affirms that unless US international marketers understand the peculiarities of eastern Europe, the US trade record with these potential markets is unlikely to improve.
TL;DR: In this article, the authors focused on marketing of services but focused on the service of incoming tourism as it is applied to the UK and reported the relationship of these results with the problem of marketing incoming tourism.
Abstract: Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative to the marketing problems; section four summarises the content herein. Sums up that the focus has been on problems involved in the marketing of services and on problems associated with the marketing of incoming tourism. States survey results were reported also the relationship of these results with the problem of marketing incoming tourism.
TL;DR: In this article, the authors highlight the retail marketing issue as an area of study and emphasise the informational aspects of retailer marketing, concluding that there are a number of contrasting strategies which retailers can adopt to exploit their structural and technological advantages in the channel marketing information system.
Abstract: Aims herein to highlight the retail marketing issue as an area of study and, also, to emphasise the informational aspects of retailer marketing. Introduces the argument by examining what is meant by retailer marketing in this context also the relevant historical background. States, in marketing general literature, early attention was devoted to the process of marketing through the channel of distribution with the corresponding emphasis on managing distribution and so forth. Posits that the concept of marketing has been applied to a vast range of non‐manufacturing activities. Concludes that there are a number of contrasting strategies which retailers can adopt to exploit their structural and technological advantages in the channel marketing information system.
TL;DR: In this article, a sample of 242 advertisements from the October 1981 issues of the UK's highest circulation women's magazines, including Women, Woman's Weekly, Women's Own and Woman's Realm, was used to analyse the content of advertisements.
Abstract: Describes the differences between informative and non‐informative product advertisements. Uses a sample of 242 advertisements from the October 1981 issues of the UK's highest circulation women's magazines – Women, Woman's Weekly, Woman's Own and Woman's Realm – to analyse the content of advertisements. Concludes inter alia that: Advertisements of less than half a page contained the highest proportion of information “cues.”; The least informative ads were for personal care. The highest proportion of “cues” were found in ads for products in the furniture, furnishings and appliances sectors.
TL;DR: In this paper, the relationship between household economics and market segmentation is examined and a theoretical framework and an empirical analysis is provided. But the differences between household economic and traditional microeconomics are not discussed.
Abstract: Examines the relationship between household economics and market segmentation. Provides a theoretical framework and an empirical analysis. Discusses the differences between household economics and traditional microeconomics. Analyzes factors impacting on household economics including budgets and technological changes. Breaks the theoretical framework down into four key areas of the household function – leisure, care of children, care of the home and shopping related activities – and provides time allocation for each. Uses studies conducted in 1967 in Paris and 1974 in Nimes to identify ten categories relating to household economics: Household work; Child care; Purchase of goods and services; Eating/sleeping; Education & training; Collective activities; Entertainment; Sports; Passive leisure. Attributes time allocation to each section. Concludes that the theory of household economics may be employed as a potential for identifying and evaluating possible segmentation variables.
TL;DR: In this paper, the authors examined the competition between three chain stores (M&S, British Home Stores and Littlewoods) in a localised area of West central Scotland and found that consumers have distinct perceived image profiles of each store, which can be used as a basis for segmenting customers.
Abstract: Examines the competition between three chain stores – Marks & Spencer, British Home Stores and Littlewoods – in a localised area of West central Scotland. Traces the growth of multiple groups, with chain stores accounting for 36% of retail sales in 1970 and 42% by 1978. Uses a survey of consumers entering each store to analyse: Whether consumers have distinct perceived image profiles of each store; Whether these profiles can be used as a basis for segmenting customers; Whether these profiles are consistent with the image that the store wishes to project through its marketing strategy. Studies the group marketing strategy of each company with relation to distribution, promotion, price and products. Concludes Marks & Spencer customers are highly demanding but extremely loyal, while no such levels of loyalty exist in Littlewoods and British Home Stores.
TL;DR: In this article, the authors discuss the various stages in the launch of a new weaning food in Morocco and highlight inherent problems in marketing a product in Morocco, including government inefficiencies and weaknesses in the retailing infrastructure.
Abstract: Discusses the various stages in the launch of a new weaning food in Morocco Highlights inherent problems in marketing a product in Morocco, including government inefficiencies and weaknesses in the retailing infrastructure Examines the need for a new weaning food in the country due to high levels of malnutrition Describes the launch of the mew product by the World Health organization and the US Agency for International Development Discusses the products failure and analyses reasons for this failure including: The Moroccan market environment; The pricing strategy; The distribution strategy; Conflicting aims of the government and the individual entrepreneur Examines lessons to be learnt from the failure, and techniques to be used in the future including: The conduct of a detailed marketing strategy by an advertising agency The creation of a focused distribution strategy Enhance support from the Moroccan government Concludes that the success of a product in a country like Morocco will depend upon the quality of future marketing planning, and the programme implementation and follow‐up, in addition to the personal commitment of those carrying out the new venture
TL;DR: In this article, the effects of peer pressure on a group of youngsters, using a ten-speed bicycle as an example, were analyzed using a survey of 12-14 year old upper middle class youngsters on the outskirts of a large Norwegian city.
Abstract: Analyses the effects of peer pressure on a group of youngsters, using a ten‐speed bicycle as an example. Uses a survey of 12–14 year old upper middle class youngsters on the outskirts of a large Norwegian city as a model. Shows how youngsters who do not have a speed bike are left out and looked down upon by their peers. Outlines how demand for a speed bike from youngsters impacts on the families' resources. Concludes, inter alia, that: Acquisition and use of products may affect group membership and social structure; Children and teenagers may develop remarkable knowledge regarding certain products, and may thus become the expert of the household, even in cases where other members exert considerable influence on the purchase decision; Children and teenagers may actively seek information initiated by the marketer. Affirms that through improved knowledge about consumers and their behaviour, manufacturers might develop more effective marketing programmes.
TL;DR: In this article, the authors examined the Canadian consumer market using tables to show consumption and household facilities and equipment, also the ten leading exporters to and from Canada, and concluded that marketers will have to concern themselves much more in the vein of accountant and statistician, with the raw data being used which can be provided at a relatively inexpensive cost.
Abstract: Discusses consumers' attitudes and buying behaviour and how they have played a major part in the classification of goods, which has been devised to influence marketing strategy. Proposes that consumers have changed the importance that they have attached to different product attributes and, as a result, economy, functionalism, and durability have become more important as a consequence. Examines the Canadian consumer market using tables to show consumption and household facilities and equipment, also the ten leading exporters to and from Canada. Sums up that marketers will have to concern themselves much more in the vein of accountant and statistician, with the raw data being used which can be provided at a relatively inexpensive cost.
TL;DR: In this article, the authors examine the threats posed to the UK rental industry by consumers' decision to buy or rent, and conclude that rental companies must reverse the trend for replacement decisions to favour purchase over renting or their future looks bleak.
Abstract: Examines the threats posed to the UK rental industry by consumers' decision to buy. Traces the history of the UK rental industry, including the decline of black and white against the boom of colour, and the rise of brand consciousness. Addresses marketing issues including pricing and the location of showrooms. Discusses the consequences of competition in the marketplace. Highlights the results of a survey into consumers' attitudes on buying or renting. Asserts that consumer motivations to continue or renew a rental agreement are not the same as at the initial decision to rent, so rental companies must adopt new marketing tactics. Concludes that rental companies must reverse the trend for replacement decisions to favour purchase over renting or their future looks bleak.
TL;DR: In this article, the changing face of the UK automobile market 1978−80 is discussed. But the authors highlight the weaknesses of UK manufacturers such as the limited size of UK plants, a tendency for model overlap and industrial relations problems.
Abstract: Profiles the changing face of the UK automobile market 1978‐80. Examines the changing fortunes of the four major British producers – BL, Ford, Vauxhall and Talbot – in the light of political and economic factors and the emergence of increased competition from imports. Outlines methods used by Western Europeans and the Japanese to establish themselves in the UK market and subsequently increase their share of the market. Highlights the weaknesses of UK manufacturers – the limited size of UK plants, a tendency for model overlap and industrial relations problems. Explores the nature of competition in the UK market and the effectiveness of advertising. Concludes that UK manufacturers need to launch products perceived as modern, value for money and reliable if they are to combat the ever‐increasing threat from foreign competitors.
TL;DR: In this article, the ability of copywriters to perceive the attitudes of various target groups towards their advertising material was analyzed and found that only traditional copywriters had correct expectations of the target group's attitudes.
Abstract: Analyses the ability of ability of copywriters to perceive the attitudes of various target group towards their advertising material. Uses Swedish copywriters based in Finland as an example. Outlines a trend towards a particular type of copy which uses short‐clipped sentences, with abbreviations in headlines and text. Focuses on this type of copy for the survey. Defines four target groups for discussion: Younger women with higher education. Younger women. Men with lower education. Younger men. Reveals findings, inter alia, that: Only traditional copywriters had correct expectations of the target group's attitudes. Pointillist copywriters wrongly anticipated more proactive attitudes towards short‐clipped advertising copy. Concludes that more attention should be paid to the linguistic features of advertising copy.