Showing papers on "Marketing management published in 1974"
TL;DR: In this article, the authors focus on the Federal Trade Commission (FTC), where the authors recently completed extensive in-house consulting assignments for the purpose of effecting increased utilization of marketing research by the organization.
Abstract: GOVERNMENT agencies are making increasingly active attempts to assure and maintain a "fair competitive environment" for consumers. One important characteristic of these public policy activities has been an underutilization of the skills and insights of researchers in marketing and consumer behavior. This article explores reasons for this underrepresentation and proposes means by which marketing research can contribute to future policy decisions. Although many points made here can apply across government agencies, attention will focus upon the Federal Trade Commission (FTC), where the authors recently completed extensive in-house consulting assignments for the purpose of effecting increased utilization of marketing research by the organization. This experience resulted in several significant conclusions:
75 citations
TL;DR: A lack of marketing orientation and a limited view of the marketing function in service firms has been identified in this article, indicating a lack of understanding of the problems involved in marketing services and how service marketing differs from product marketing.
Abstract: ERVICE industries have enjoyed phenomenal growth during recent years. More people are now employed in services than in manufacturing, and spending for services is now equivalent to that for nondurable goods-42t of every consumer dollar.' However, little attention has been given to the problems involved in marketing services and how service marketing differs from product marketing.2 The data that are available indicate a lack of marketing orientation and a limited view of the marketing function in service firms.3
73 citations
TL;DR: In this article, the authors investigate the marketing of services, defining the term and describing previous work carried out in this area, and show how theories of buyer behaviour can help in formulating marketing strategies by the use of examples.
Abstract: Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.
67 citations
TL;DR: In this article, the authors describe a wide variety of data processing systems, some of which are only indirectly related to the management process, such as costs, inventories, and personnel data.
Abstract: MOST complex organizations have developed sophisticated information systems to support their decision making and other managerial activities. Indeed, the term management information systems (MIS) has become so pervasive that it is now used to describe a wide variety of data processing systems, some of which are only indirectly related to the management process. Usually such systems-even the ones that support management decisions-are almost exclusively concerned with the control function as applied to the operational activities of the organization; few are directly focused on the planning function or the strategic marketing decisions that are so critical to the organization's future. This emphasis on operations and control rather than planning and marketing has resulted in the creation of sophisticated systems for collecting, processing, and disseminating internally generated information such as costs, inventories, and personnel data; while relatively unsophisticated systems suffice for coping with critical externally generated environmental information. For instance, if one investigates the MIS development efforts of many firms, he finds that these efforts have begun by emphasizing cost and financial data systems and have evolved to incorporate other varieties of internal data. Usually only after these internal systems have been rather fully developed is attention given to the systematic collection and utilization of external information. Even then this function is usually performed in a narrow sales context that may not significantly encompass the wide variety of relevant environmental information that is potentially of critical value to the organization's strategic marketing planning. Kelley, Kotler, and others have proposed designs and models for incorporating environmental information into marketing decision making.1 However, these approaches have tended to concentrate on the information collection and
57 citations
TL;DR: In this article, a model for positioning salesmen on a career cycle has important implications for marketing management, and the authors propose a model to position salesmen according to their career cycle.
Abstract: A model for positioning salesmen on a career cycle has important implications for marketing management.
52 citations
40 citations
TL;DR: In this article, the authors present the basis for designing a marketing accounting information system which facilitates the financial analysis of marketing performance and assure that the system results in optimal actions within marketing segments.
Abstract: THE name of the game in marketing is to maximize profit from the funds expended for the promotion and fulfillment of demand. The tools to do this are at hand. The purpose of this article is to present the basis for designing a marketingaccounting information system which facilitates the financial analysis of marketing performance. To assure that the system results in optimal actions within marketing segments, refinements of the model are also discussed.
TL;DR: The following problem and its solution via a goal programming model demonstrate one way that analyses of multifaceted problems or opportunities can be improved with reasonable investments of time and effort.
Abstract: T HE reality of business management requires that individual actions taken with respect to particular business functions be evaluated for their probable overall impact. Marketing actions are no exception. Before resources are committed to a marketing proposal, management needs to determine as efficiently as possible the probable results for each of the identified, admissible alternative courses of action. Contemplated marketing actions must be pretempered by careful analysis as to their likely effects on other functional activities and their potential contributions at every level in the organization's hierarchy of goals. Fortunately, the decision sciences have evolved to a point where such careful, efficient analysis is now practicable through the application of mathematical and, specifically, goal programming. Of course, such techniques do not obviate the need for a decision. The contribution of goal programming derives from its structure, which permits logical, sequential progression through analyses that heretofore were largely dependent on intuitive appeals and experience-based judgments. Unlike other quantitative techniques such as linear programming, goal programming provides a way for managers to determine the extent to which several conflicting goals may be realized simultaneously. The following problem and its solution via a goal programming model demonstrate one way that analyses of multifaceted problems or opportunities can be improved with reasonable investments of time and effort.
TL;DR: Turnbull as discussed by the authors discusses the allocation of resources to marketing communication channels in an industrial raw materials supply industry and concludes that the overall conceptual approach to an integrated marketing communications system is far from being understood let alone accepted in the industry he studied.
TL;DR: In this paper, the authors investigate the conditions determining the receptiveness of the individual buyer to marketing communicative and the manner in which he/she searches the market and examine the factors which stimulate search behavior and identify the extent of market search by buyers.
Abstract: Investigates those aspects of the communication process which relate to the conditions determining the receptiveness of the individual buyer to marketing communicative and the manner in which he/she searches the market. Examine the factors which stimulate search behaviour and identifies the extent of market search by buyers. Studies the relationship between the reasons for and the extent of search as well as other characteristics such as those of the buyers and their companies.
TL;DR: In this paper, the authors examine from an analytical and pragmatic outlook how to adapt marketing strategies to prevailing market conditions, bearing in mind that defining the problem is the single most important prerequisite to solving it.
Abstract: The new edition of this acclaimed work examines from an analytical and pragmatic outlook how to adapt marketing strategies to prevailing market conditions. Most of the 50 articles are new to the third edition and all are by recognized international experts. They have been carefully edited into an integrated framework to guide and stimulate the reader and fully reflect the rapidly changing world marketing environment. The objective is to help the reader define the problems he or she is likely to encounter in international marketing, bearing in mind that defining the problem is the single most important prerequisite to solving it. The present collection is designed to meet the need of both executives and students for impulses to stimulate their own thinking. It enables the reader to make his or her own diagnosis of differences and similarities in marketing structures around the world, and it provides guidelines for the planning of appropriate marketing strategies.
TL;DR: The marketing environment has experienced dramatic changes in the late 1960's and 1970's as discussed by the authors, and the design of the marketing mix in the 1970's to meet the demand of its changing environment.
Abstract: The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.
TL;DR: In this paper, the authors draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long-term marketing planning.
Abstract: Looks at the dilemma of practitioners and writers in service marketing‐can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long‐term marketing planning.
TL;DR: In this article, the authors discuss the transition from the product concept to the marketing concept, from product concepts to marketing concepts, and discuss the differences between the two domains, and present a survey of the differences.
Abstract: (1974). Geography: From the Product Concept to the Marketing Concept. The Professional Geographer: Vol. 26, No. 1, pp. 1-4.
TL;DR: In this paper, the authors explore many of the causes of infrequent to non-existent system usage and offer a plea and a plan for active elimination of this problem, concluding that system utilization holds the key to a favorable return on investment in marketing information systems.
Abstract: Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.
TL;DR: In this paper, the authors discuss the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies.
Abstract: Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies. Suggests that the nature of international consumer behaviour and the requirements for international marketing decisions requires two components understanding of behavioural science in relation to consumer behaviour; and knowledge of modern marketing research techniques, their assumptions, limitations and advantages. Proposes that correct usage of these components will advance the quality and utility of consumer research.
TL;DR: The face of marketing in the light of today's society has been examined by as discussed by the authors, who suggest that marketing professionals examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
Abstract: Looks at the face of marketing in the light of today's society. Suggests that marketing professionals muse examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.