Showing papers in "Marketing Intelligence & Planning in 1983"
TL;DR: In this paper, the authors focus on the approaches that companies' marketing services take in the planning of their marketing operations, based on a recent survey of UK companies that market services as opposed to physical products.
Abstract: This article focuses on the approaches that companies' marketing services take in the planning of their marketing operations, based on a recent survey of UK companies that market services as opposed to physical products. Results indicated that the planning of the marketing operation in many service companies is not as well developed as it could be.
14 citations
TL;DR: There is an evident need for more detailed internal information in manufacturing firms and it must be accepted that even where the need is recognized by marketing staff, there will currently be difficulties in obtaining the needed information as mentioned in this paper.
Abstract: There is an evident need for more detailed internal information in manufacturing firms. It must be accepted that even where the need is recognised by marketing staff, there will currently be difficulties in obtaining the needed information. This may be because of technical measurement problems and/or because of cultural views. However, until even surrogates for such information become available, marketing managers will be unable to market their organisation's distinctive competences because they will not even know what they are.
6 citations
TL;DR: The author states that the Market Research Society may have to take on the job of making it clearer what the role of researchers is, since the individual may be in no position to do so.
Abstract: The author states that the Market Research Society may have to take on the job of making it clearer what the role of researchers is, since the individual may be in no position to do so. Researchers must be seen as experts on what is not on what to do about it. Despite the demand for them to produce results that in effect take decisions, we should insist that their real role is to interpret and bring to life what goes on in the world.
6 citations
TL;DR: The extent and nature of pre-purchase information seeking behavior is a topic of some importance in a market economy as mentioned in this paper, and a knowledge of it is clearly a fundamental requirement for successful marketing planning.
Abstract: The extent and nature of pre‐purchase information seeking behaviour is a topic of some importance in a market economy. A knowledge of it is clearly a fundamental requirement for successful marketing planning. Despite the development of a considerable research literature, our knowledge of such behaviour is still largely incomplete.
5 citations
TL;DR: The authors provide a clear guide to the use of available methods of measurement; it puts into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management.
Abstract: This guide is in the form of concise statements on the various issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. These statements encapsulate current knowledge, practice and ideas. It aims to provide a clear guide to the use of available methods of measurement; it puts into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management.
4 citations
TL;DR: In this paper, the authors consider the sources of informational power for retailers, predict the nature of retailer information strategies and develop a model of the marketing information system which transcends the organisational boundaries of a single firm.
Abstract: One lesson of the 1970s was that the power and influence of retailers and distributors is a highly significant factor in many practical marketing situations. Currently, however, the nature of retailer power is in the process of changing as a result of new information technology, which has the effect of increasing dramatically the existing structural advantages of retailers in access to marketing information. This article considers the sources of informational power for retailers, predicts the nature of retailer information strategies and develops a model of the marketing information system which transcends the organisational boundaries of a single firm — the channel marketing information system. The objective of this discussion is to attempt to clarify the possible responses to retailer information advantage, both tactically in the short term, but also rather more importantly at a strategic level in the longer term.
3 citations
TL;DR: In this article, the authors suggest that companies are as marketing-oriented as they currently need be and that their constrained strategies of innovation make good sense in view of the limits of the product development process as a means of reducing uncertainty.
Abstract: Industrial innovation is a highly valued element of advanced economies which is expected to result in faster economic growth and the social and economic benefits associated with it. But innovation is principally a strategic issue for individual companies and may not be of the quality or quantity required to meet the requirements of particular macroeconomic policies. There is a pressing need to understand better the new product development process within the firm in order to appreciate why managers are rarely responsible for radical innovation. The currently fashionable portfolio approach to business management emphasises the need to administer the product mix as an integrated whole. The problem of accommodating innovative products within the firm's established product mix or portfolio is considerable in view of the need to obtain synergystic effects from the multiplicity of marketing mix components involved. The array of marketing mixes managed by the company comprises its marketing portfolio, a concept which suggests an alternative framework within which corporate innovative strategies can be understood. Analysed within this framework, several practical examples indicate that many companies seek limited, strategic innovation rather than radical new product development. The article suggests that such companies are as marketing‐oriented as they currently need be and that their constrained strategies of innovation make good sense in view of the limits of the product development process as a means of reducing uncertainty.
1 citations
TL;DR: The authors provide guidance as to what sort of document they find helpful and conducive to effective research, and provide guidance in the literature as to how to construct a properly constructed "brief" for a survey.
Abstract: It is commonplace that survey research should be initiated by a properly constructed “brief”. Yet despite this, there is very little guidance in the literature as to what it should look like, how it should be written etc. We cannot expect research users to know what sort of document they should write for us, unless we provide guidance as to what we, as researchers, find helpful and conducive to effective research.
1 citations
TL;DR: In this article, the authors present empirical results that document the critical changes in planning attitudes and practices and their implications on strategic market planning, and illustrate the growing use of multiple scenarios as an approach to strategic environmental assessment, and present key factors that marketing management must consider when adopting the multiple scenario approach.
Abstract: In this article, we present empirical results that document the critical changes in planning attitudes and practices and their implications on strategic market planning. The particular focus of this article is to illustrate the growing use of multiple scenarios as an approach to strategic environmental assessment, and to present key factors that marketing management must consider when adopting the multiple scenario approach.
1 citations
TL;DR: In this article, the role and activities of industrial salesmen, particularly focusing on the types of information they generate as a result of their contacts in the market place, are examined.
Abstract: The information contained in this article was collected during the course of a research study of the role and activities of industrial salesmen, particularly focusing on the types of information they generate as a result of their contacts in the market place. The article examines how certain companies are utilising the knowledge of industrial salesmen in product planning and development.
TL;DR: In this article, the authors quantify simple relationships in industrial buyer behaviour which recur in the various models and broadly encompass the influence of organisational dynamics on group decision making, interaction between the organisation and its environment, specification of the characteristics of the items purchased and the extent to which a purchase is a new departure for the buying organisation.
Abstract: Little, if any real work has yet been undertaken which attempts to quantify simple relationships in industrial buyer behaviour which recur in the various models. These relationships broadly encompass the influence of organisational dynamics on group decision making, interaction between the organisation and its environment, specification of the characteristics of the items purchased and the extent to which a purchase is a new departure for the buying organisation.