Showing papers in "Marketing Intelligence & Planning in 1990"
TL;DR: The importance of service quality as an indicator of customer satisfaction and organisational performance is widely acknowledged and has led to a major research thrust which has focused on a number of industries within the service sector as discussed by the authors.
Abstract: The importance of service quality as an indicator of customer satisfaction and organisational performance is widely acknowledged and has led to a major research thrust which has focused on a number of industries within the service sector. Some of the research relating to defining and measuring service quality is reviewed and a number of suggestions are made as to how measurement instruments such as SERVQUAL might be improved.
430 citations
TL;DR: The importance of logistics in the new product development process is examined under the aegis of Logistics Early Involvement (LEI) and the basics of good management are presented in the light of their relevance to logistics executives as discussed by the authors.
Abstract: The importance of logistics in the new product development process is examined under the aegis of Logistics Early Involvement (LEI) and the basics of good management are presented in the light of their relevance to logistics executives.
320 citations
TL;DR: The process of doing business in The People′s Republic of China can be understood better and improved through a conceptual model that identifies and explains critical elements of their culture as discussed by the authors, highlighting the important factors of guanxi, face, group orientation, and deference to age and authority.
Abstract: The process of doing business in The People′s Republic of China can be understood better and improved through a conceptual model that identifies and explains critical elements of their culture. An attempt is made to fill a gap in previous work by integrating anthropological and political theory, pertinent literature, and experience in the Chinese context. The model reveals the importance of understanding how communication occurs cross‐culturally through language, material objects, and non‐verbal behaviour. The critical role of interpersonal relationships in China is discussed, highlighting the important factors of guanxi, face, group orientation, and deference to age and authority. The final element of the cultural framework is the pervasive influence of the Communist Party. A number of implications are offered for Western business practitioners.
91 citations
TL;DR: The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction as discussed by the authors, and internal marketing appears to be a critical issue in making marketing work.
Abstract: The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction. “Internal Marketing” appears to be a critical issue in making marketing work.
75 citations
TL;DR: The authors reviewed two volumes which represent the invaluable contribution which marketing intelligence can make to marketing decisions: the first documenting nine case studies from a variety of fields, the second containing 20 detailed case studies in five categories.
Abstract: Reviews two volumes which represent the invaluable contribution which marketing intelligence can make to marketing decisions: the first documenting nine case studies from a variety of fields, the second containing 20 detailed case studies in five categories. Also reviews an article which explores the issues involved in arts marketing.
20 citations
TL;DR: In this article, a survey of market research agencies is presented, which indicates the extent to which charitable organisations seek professional support for marketing decisions, and the main types of problem for which help is sought.
Abstract: This article begins by examining the nature of marketing as applicable to charitable organisations. It goes on to discuss how charitable organisations are extending their use of marketing practices. A survey of market research agencies is presented, which indicates the extent to which charitable organisations seek professional support for marketing decisions, and the main types of problem for which help is sought. The final contention is that even with extensive constraints on the operations of charitable organisations, there is great potential to improve marketing performance by the development of an appropriate marketing information system.
20 citations
TL;DR: In this paper, the authors introduce ways in which strategic business units can evaluate the kinds of products and services they are offering, and suggest that it may be in the interests of some units to drop certain types of products or services because they are unable to be operated profitably.
Abstract: In any type of business it is almost inevitable that some products or services will be more financially attractive to market than others. Ways are introduced in which strategic business units can evaluate the kinds of products and services they are offering. The suggestion is made that it may be in the interests of some units to drop certain kinds of products or services because they are unable to be operated profitably. Other products or services, however, may benefit from investment. Various product portfolio models exist which help in the task of classifying products or services. The various approaches are discussed, and how to develop the GEC‐McKinsey type of model with the aid of a spreadsheet is shown.
19 citations
TL;DR: In this article, a mail study was conducted to survey the use of marketing plans in different types of Australian companies and found that the prime responsibility for preparing and approving marketing plans varies between company type.
Abstract: Numerous studies have made it clear that many businesses, both in Australia and overseas, have not yet adopted a marketing plan as a basic operational tool. A mail study was conducted to survey the use of marketing plans in different types of Australian companies. Analysis of the survey results indicated that: (1) the prime responsibility for preparing and approving marketing plans varies between company type, (2) the time period of marketing plans varies between company type, (3) companies with high sales turnovers tend to incorporate a longer time horizon into their marketing plan, (4) no relationship was found between awareness and usage levels of planning tools and company type, and (5) companies with high sales turnovers have an average level of awareness and use of planning tools. Recommendations are made based on these findings.
18 citations
TL;DR: In this article, the authors discuss the problem of converting good research into design plans, or diagnostic work on service defects, and some of the quality management techniques involved, and the implications for internal marketing.
Abstract: Making judgments about marketing opportunities in the 1990s needs a flexible view, with the emphasis on relationship building. Yet few companies really understand their customers. To make matters worse, even when good research is available, many companies are defeated by the task of converting that research into design plans, or diagnostic work on service defects. To do this means coming to grips with service intangibles. Some of the quality management techniques involved, and the implications for “internal marketing”, are outlined.
17 citations
TL;DR: The authors found that four distinguishing characteristics of services -intangibility, inseparability, heterogeneity, and perishability have implications for the management and delivery of service quality, and found that these service characteristics affect clients' perceptions of quality service from their bank.
Abstract: Intensifying competition and increasing customer expectations have created a climate where “quality” is considered to be a major strategic variable for improving customer satisfaction and thus the profitability of financial service providers. Four distinguishing characteristics of services – intangibility, inseparability, heterogeneity and perishability have implications for the management and delivery of service quality. Findings from interviews with representatives of 50 small companies in the Manchester/Stockport area illustrate how these service characteristics affect clients′ perceptions of quality service from their bank.
16 citations
TL;DR: In this paper, a survey of members of the Postal Research Special Interest Group (formed under the auspices of the Market Research Society) showed that high response rates can be achieved with planning.
Abstract: There is an erroneously held view that postal surveys cannot achieve sufficient response rates to overcome non‐response bias and are best suited when budgets are limited. This article reviews the increasing number of published studies which show that, with planning, high response rates can be achieved. It reports on a survey of members of the Postal Research Special Interest Group (formed under the auspices of the Market Research Society). Current postal research practice is highlighted and inferences drawn about the mechanics associated with high response rates.
TL;DR: In this article, the development of an information environment which evolved from a close relationship between the Derbyshire Building Society and Market Profiles Ltd is described, where the objective was to develop a quantifiable framework for strategic and tactical decision making, through the provision of a highly flexible and interactive PC-based marketing information system capable of integration with a longer-term mainframe solution.
Abstract: As the financial market experiences the consequences of nearing retail saturation together with an increasingly demanding consumer, financial concerns need to understand and react to their customers. The degree of rationalisation within the sector means players such as the Derbyshire Building Society must (a) maximise those capital assets which indicate potential and (b) develop effective and profitable new and existing outlets to strengthen their trading base. The development of an information environment which evolved from a close relationship between the Derbyshire Building Society and Market Profiles Ltd is described. The objective was to develop a quantifiable framework for strategic and tactical decision making, through the provision of a highly flexible and interactive PC‐based marketing information system capable of integration with a longer‐term mainframe solution. This was designed to make the Derbyshire more proactive in its marketing activity.
TL;DR: In this paper, the authors examined the marketing orientation of some companies involved in the tourism industry and found that this was extremely low and the survey results were related to the nature of the industry itself, and the question as to whether marketing of service needs to be approached differently from the marketing of products is considered.
Abstract: Incoming tourism is one of Great Britain′s biggest revenue earners, but a previous study by the authors suggested that there was a low level of marketing orientation in some of the companies which provide the service The nature of incoming tourism is examined and a further study, by the authors, into the marketing orientation of some of the companies involved is reported On the whole, this is found to be extremely low The survey results are related to the nature of the industry itself The question as to whether the marketing of service needs to be approached differently from the marketing of products is considered
TL;DR: A broad look at geodemographics is presented in this article, where the emergence over the last decade of this method of segmenting consumer markets is outlined and probable developments in the 1990s are considered.
Abstract: A broad look at geodemographics is presented. The emergence over the last decade of this method of segmenting consumer markets is outlined and probable developments in the 1990s are considered. The lexicon associated with diffusion theory and with the product life cycle is used to give some structure. Information has been synthesised from desk research.
TL;DR: In the post-modern era, the business environment of the firm is becoming increasingly turbulent and chaotic as mentioned in this paper, and many firms have responded by using business intelligence, usually in the form of scanning departments and formal information systems.
Abstract: In the post‐modern era, the business environment of the firm is becoming increasingly turbulent and chaotic. Many firms have responded by using business intelligence, usually in the form of scanning departments and formal information systems. However, these methods have not proved to be successful. This article examines some reasons why they have failed. With reference to empirical studies, it is argued that they have failed because decision makers prefer other sources of information when it comes to environmental issues. The article is also reformulating the problem with a changing environment and suggests an alternative, and post‐modern, way of treating environmental information.
TL;DR: In this article, the authors examined the perceptions held by organisational clients of the legal advice provided by their primary law firms and examined a number of hypotheses relating client quality perceptions to key factors exhibited by both the legal service provider and the organisational client.
Abstract: Focuses on the perceptions held by organisational clients of the legal advice provided by their primary law firms. Previous work on service quality has been dominated by studies in consumer services and has been primarily outside the professional service context which is examined here. Empirical data collected from 152 corporate clients across a number of business sectors is used to examine a number of hypotheses relating client quality perceptions to key factors exhibited by both the legal service provider and the organisational client. The relationship between marketing and quality, and the marketing implications of the study for law firms are also discussed.
TL;DR: In this article, the authors test the hypothesis that broadly defined managerial functions can be subdivided on the basis of their members' internal and external task orientations, and that the resulting subfunctions are, respectively, predominantly "adaptive" or "innovative" in terms of Kirton′s adaption-innovation theory.
Abstract: The hypothesis that broadly defined managerial functions can be subdivided on the basis of their members′ internal and external task orientations, and that the resulting subfunctions are, respectively, predominantly “adaptive” or “innovative” in terms of Kirton′s adaption‐innovation theory, was tested. Data from samples of British (N = 115), Australian (N = 123) and American (N = 131) mid‐career managers undertaking MBA programmes who completed the Kirton Adaption‐Innovation Inventory (KAI) and provided employment histories displayed the expected patterns of task orientation and cognitive style. Implications for adaption‐innovation theory and the management of organisational change are briefly discussed.
TL;DR: The authors of as discussed by the authors suggest that the emergence of the subject of marketing strategy with its concern over sustainable competitive advantage and the current popularity of competitiveness, however defined as an adjunct or complement to marketing studies suggest that competitors and competition may be about to become a fashionable area for study.
Abstract: Competitors come a very poor second to consumers as the focuses for studies carried out by marketing academics. Since the marketing concept is so much at the heart of what many academics think marketing is all about this should surprise no one. However, the emergence of the subject of marketing strategy with its concern over sustainable competitive advantage and the current popularity of competitiveness, however defined, as an adjunct or complement to marketing studies suggest that competitors and competition may be about to become a fashionable area for study. And not before time. The trinity of company, consumer and competitor, however stark as a framework, represents the minimum knowledge anyone would require before taking a major marketing decision.
TL;DR: A concise review of the many books and articles which have been written on the subject of marketing planning can be found in this paper, which provides the marketing practitioner with a simple, step-by-step guide describing all the major processes, concepts, tools and techniques involved.
Abstract: A concise review is presented of the many books and articles which have been written on the subject of marketing planning. The aim is to provide the marketing practitioner with a simple, step‐by‐step guide – describing all the major processes, concepts, tools and techniques involved.
TL;DR: In this article, the authors present, through research findings of British images of themselves and others, Britain's competitive image position in relation to EC partners, and show a remarkable recovery of self-esteem, when considering specific products rather than products in general.
Abstract: The article presents, through research findings of British images of themselves and others, Britain′s competitive image position, in relation to EC partners. Results show a remarkable recovery of self‐esteem, when considering specific products rather than products in general.
TL;DR: In this paper, the results of research carried out on behalf of one clearing bank into how financial institutions are facing and responding to these trends are detailed in order to identify potential market niches and segments which could be developed.
Abstract: Competition, both national and international, is increasing in virtually every industry. The key features and the implications of this trend are outlined with specific reference to the banking and financial services industry. The results of research carried out on behalf of one clearing bank into how financial institutions are facing and responding to these trends are detailed in order to identify potential market niches and segments which could be developed.
TL;DR: In this paper, a recent study tour of US companies which are known for their outstanding levels of customer service is described, where a number of themes for success are highlighted which relate to human resource issues, operational considerations and marketing, together with some of the performance indicators which are central to the provision of excellent service.
Abstract: The experience is reported of a recent study tour of US companies which are known for their outstanding levels of customer service. A number of themes for success are highlighted which relate to human resource issues, operational considerations and marketing, together with some of the performance indicators which are central to the provision of excellent service.
TL;DR: In this paper, the authors explored the cross-cultural impact of planning and control practices in the British and West German mechanical engineering industries based on over 100 face-to-face interviews with chief executives and the analysis of 210 postal questionnaires.
Abstract: This study explores the cross‐cultural impact of planning and control practices in the British and West German mechanical engineering industries. Based on over 100 face‐to‐face interviews with chief executives and the analysis of 210 postal questionnaires, the findings demonstrate that contrary to the popular image of West German managers, it is British managers who place more emphasis on control. This is reflected in their expressed attitudes, the adoption of a more formal approach to planning, and the frequency and types of control data that are supplied to management.
TL;DR: In this paper, the authors demonstrate the analysis and findings of the field research undertaken in Japan in May 1988 on a small sample of Japanese firms with UK subsidiaries and examine the factors behind the marketing strengths of Japanese parent companies and the effects on their relationships with their UK subsidiaries.
Abstract: This study demonstrates the analysis and findings of the field research undertaken in Japan in May 1988 on a small sample of Japanese firms with UK subsidiaries. The study examined the factors behind the marketing strengths of Japanese parent companies and the effects on their relationships with their UK subsidiaries. The research indicates that the Japanese companies saw their successes in the specific qualities and thoroughness of their management and labour, with a strong focus to committing resources to marketing, product innovation and R&D. The findings of the research with recommendations are presented.
TL;DR: In this article, the authors present a collection of written assignments and experience of teachers and headteachers who piloted an MBA program, designed specifically for senior teachers, to understand the role of senior management in educational establishments.
Abstract: The Education Reform Act and, in particular, the Local Management of Schools will demand different skills, understanding and differing roles of senior management in educational establishments. This text draws on written assignments and experience of teachers and headteachers who piloted an MBA programme, designed specifically for senior teachers. Topics such as customers, product, price, promotion and the notion of teachers as a salesforce are unfamiliar to educators. They draw attention to the kind of strategic planning which will take place in schools as they take over responsibility for delegated budgets. All of this is new territory for the majority of state schools and this collection hopefully provides a useful resource.
TL;DR: In this article, a framework is presented to audit the five factors influencing brand success, including the manufacturer, distributor, consumer, competitor and the wider marketing environment, and it is concluded that by adopting a strategic perspective to branding, rather than the more naive views of branding as design, naming or promotion, strategies to sustain the differential advantage valued by consumers should enhance the potential for brand success.
Abstract: A framework is presented to audit the five factors influencing brand success. The factors reviewed include the manufacturer, distributor, consumer, competitor and the wider marketing environment. To adopt an offensive brand distribution strategy this audit forms an input to evaluating how well matched are each of the firms′ brands with each distributor. By considering a matrix of brand strengths versus distributor attractiveness, brand investment programmes can be prioritised. It is concluded that by adopting a strategic perspective to branding, rather than the more naive views of branding as design, naming or promotion, strategies to sustain the differential advantage valued by consumers should enhance the potential for brand success.
TL;DR: Some evidence on the use made by UK insurance companies of various forms of information technology (IT) in their sales and marketing activities is presented in this article, where some views on the trends in this developing use of IT in the next two years are presented.
Abstract: Some evidence on the use made by UK insurance companies of various forms of information technology (IT) in their sales and marketing activities is presented. Some views on the trends in this developing use of IT in the next two years are presented – a period when the full implications of the Financial Services Act will be seen. The results of recent research are analysed and some conclusions are drawn.
TL;DR: In this article, a case study demonstrates how the gap between theory (academic) and practice (commerce) can be successfully bridged by using a tailor-made management development program as a means of stimulating and facilitating the individual and organisational changes necessary to achieve a marketing planning orientation.
Abstract: A number of issues which are relevant to the introduction of marketing planning into a medium‐sized product‐oriented engineering business are addressed. In addition how a tailor‐made management development programme can be used as a means of stimulating and facilitating the individual and organisational changes necessary to achieve a marketing planning orientation are discussed. It is explained how the marketing planning approach requires modification to allow management to develop their skills and achieve success in small stages. This is necessary for both political and educational reasons. The case study described demonstrates how the gap between theory (academic) and practice (commerce) can be successfully bridged.
TL;DR: In this article, the authors describe the rise and fall of a well-known American law firm and discuss how successful marketing must be backed up by a product or service which is adequately delivered by an ethically and respectably managed organization.
Abstract: The book under review covers the rise and fall of a well‐known American Law firm. Successful marketing must be backed up by a product or service which is adequately delivered by an ethically and respectably managed organisation.
TL;DR: An influential publication in business logistics is reviewed, discussing the contribution of logistics to the profitability of the organisation, the use of information to manage logistics more profitably, the impact of technology, and human resources as mentioned in this paper.
Abstract: An influential publication in business logistics is reviewed, discussing the contribution of logistics to the profitability of the organisation, the use of information to manage logistics more profitably, the impact of technology, and human resources.