Showing papers on "Marketing management published in 1970"

Attitudes of Marketing Executives toward Ethics in Marketing Research

Abstract: Social criticisms of marketing usually spare marketing research … the implication being that researchers pose neither important ethical nor social problems. Is this true? Are there no marketing res...

Optimal Allocation of Competitive Marketing Efforts: An Empirical Study

Abstract: There is probably no more difficult and complex problem in marketing than the allocation of the total selling efforts of a firm among the various marketing instruments that influence sales, such as advertising, price, product quality, and personal selling. From a theoretical viewpoint, this problem has been neatly solved and the formal conditions defining an equilibrium have been stated in a number of ways.' Dorfman and Steiner, for example, have derived a general rule which is claimed to be a useful guide for marketing programming; this theorem, however, so far has received little empirical verification.2 Furthermore, implicit in the DorfmanSteiner formula is the assumption that there is no reaction of competitors to the change in marketing inputs made by the firm, while in real market situations mutual interdependence is the rule, since the sales of any firm are also a function of marketing inputs of its rivals.3 The neglect of competitive interdependence is of course a serious shortcoming. The purpose of this article is to show how the Dorfman-Steiner theorem can be expressed in terms of market shares, relative price, advertising, and quality, and how it can then be converted into operational concepts by means of regression analysis, so that attention can be turned to the study of competitors' reactions to change in marketing pressure and especially in advertising. These objectives will be pursued by studying the case of a household durable product sold on three markets of Western Europe characterized by an oligopolistic structure. This paper is divided into three parts. In the first one, a theoretical extension of the Dorfman-Steiner theorem that explicitly considers competitive effects is presented. In the second part, a description of the case studied, of the model, of the data utilized, and of the regression results is given. Using the optimization * Associate professor of marketing research, Louvain University, Belgium. Part of this paper has been presented at the 1968 fall conference of the American Marketing Association. I am grateful to Miss Leboutte for programming assistance, and to K. S. Palda for his advice and comments on an earlier draft. Responsibility for errors remains mine.

Who Makes Marketing Decisions in the Multinational Firm

Abstract: Attention seldom is paid to the location of authority for marketing decisions within a particular multinational firm when problems of marketing on a multinational scale are considered. The extent o...

Marketing Education: Commitments for the 1970s:

Abstract: What will be the effects of the forces and developments shaping marketing education in the 1970s on the marketing discipline and on educational approaches? What opportunities and problems confront ...

Do traditional strategic concepts apply in the e-marketing context?

Abstract: This paper explores generic marketing strategies and competitive market positioning in the context of the Australian online book industry. The key research question is the extent to which traditional strategic concepts, like competitive market position and sustainable competitive advantage (SCA), apply in the new world of e-marketing. The most important issue that emerges from the study is that the tools and concepts that are relevant for offline firms are equally applicable for online firms. Different generic strategies call for a different market position and this is borne out in our case study. Special attention is given to the importance of a channel management generic strategy in the e-marketing context. Firms contemplating this option need to have a high level of competency in relationship marketing skills. Introduction The diffusion of the Internet has revolutionized the business landscape. Not only has the Internet reconfigured the way companies do business and the way consumers buy goods and services, it has been instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu & Garcia, 1999). The initial wave of research has investigated piecemeal components of e-marketing, notably banner advertisements and consumer information search processes (Ducoffe, 1996; Hoffman & Novak, 1996; Novak, Hoffman & Yung, 2000; Rowley, 2000). What is missing from this research platform are papers that address the organizationally broader, more strategic aspect of e-marketing. From this point of view, the current special issue of the Journal of Business Strategies is very timely. The agenda of the current paper is deliberately broad. The emergence of a new marketing channel requires testing of the traditional strategic tools to see if they are still applicable. There is now a well-established kit of concepts that can be used to evaluate and/or develop a marketing strategy for a firm. The tool-kit includes: * Overall marketing strategy, with an emphasis on distinctiveness * Generic marketing strategy * Competitive market position * Key strengths and weaknesses * Sustainable competitive advantage (SCA) * Supporting capabilities * The marketing mix, including the Four-Ps and overall branding of the company. Cravens, Merrilees and Walker (2000) provide an exposition of the importance of these components of a marketing strategy. Of course, it is essential that each component is coordinated and integrated in a holistic way. The central proposition in the current paper is that the same tools and concepts are equally applicable to online firms. There is some urgency to test our central proposition because most of the recent papers in both the e-commerce and e-marketing literature seem to be relatively piecemeal and not strategic. This is not a criticism of the literature; far from it, there is a need to answer many detailed questions, such as the impact of banner advertisements and whether rich media banner advertisements are more effective. Relatively few of these papers have adopted an overall strategic framework. Strictly speaking, we are in an agnostic position as to whether firms have acted in a strategic way. However there is a superficial impression that many of the new e-retail sites have adopted a "me too" approach, in that they do not seem to be highly differentiated from competitive sites. There are two research questions. Firstly, can the standard strategic marketing management concepts and tools be used as a framework to analyze online strategies? Secondly, to what extent have the three key firms in the Australian online book industry adopted a strategic approach in the way they have done business? These questions are important because there are now dozens of books about Internet marketing that emphasize that it is different to conventional marketing, suggesting that the answer to the first question is no. …

The Future of the Computer in Marketing

Abstract: Several recent developments in marketing information systems and analytical marketing models are described. These developments in combination with others reported in this JOURNAL OF MARKETING sympo...

Using Buyer Behavior Models to Improve Marketing Decisions

Abstract: A powerful class of descriptive buyer behavior models has been developed during the past decade. This article explores productive managerial uses for these models. It focuses upon exploiting the pr...

Computer Simulation of Competitive Market Response

Abstract: This book presents a comprehensive behavioral theory of market interactions and proposes an approach to policy management based on the use of microanalytic computer simulation. The author describes how simulation-based computer systems can provide realistic artificial environments in which managers evaluate historical strategies and examine the implications of proposed future marketing programs under various assumed competitive conditions. Management use of microanalytic simulations to assess the appropriateness of alternative solutions for a wide range of consumer and industrial marketing problems is also discussed. While other books have presented simulations of limited aspects of the marketing environment, Computer Simulation of Competitive Market Response presents complete models of consumer, distributor, retailer, and salesman behavior. Validated representations of key action and response processes including purchase decisions, response to media and word-of-mouth communication, brand image formation, and trade acceptance of new products are described. While adopting a managerial perspective, the author develops an interdisciplinary approach to problem formulation, synthetic and analytic procedures, and hypotheses regarding human behavior and interactions. His carefully structured approach to the fundamental problem of developing, testing, and validating complex models of human actions and responses makes this volume both comprehensible and valuable to researchers and practitioners from a variety of disciplines.

Industrial marketing research

Abstract: Many people in industry remain unaware of the value of marketing research; yet, if properly carried out, it can add just as much to a company's profits as product research, and can help to avoid many pitfalls into which companies might otherwise fall.

What's Ahead for Marketing Managers?

Abstract: HOW WILL the problems and practices of marketing managers change during the 1970s? The only certain prediction is that there will be change, reflecting shifts in industry and company structures and in the social and economic environments within which marketing executives must function. I shall first look at these two areas and then discuss several trends and their likely effects on the practice of marketing management in the next decade.

Methodological Simulation in Marketing

Abstract: Computer simulation techniques have been used successfully in solving marketing management decision problems. Can these techniques be applied to the analyst's problem of selecting the best solution...

A marketing approach to marketing education

Abstract: Suggests ways in which marketing education might be adjusted to achieve different objectives. Confirms that the existence of some well‐developed techniques and a good deal of illuminating theory and experimentation, in such fields as research, communication and motivation is undeniable, and the relevance of economics and statistics is clear. Uses tables for explanation and emphasis. Looks at developments in Ireland and discusses a marketing approach and its relations with customers.