scispace - formally typeset
Search or ask a question

Showing papers on "Marketing management published in 1975"



Book
01 Jan 1975
TL;DR: In this article, the authors discuss the impact of database databases on the economic impact of direct marketing and the benefits of using databases in e-commerce, and discuss the potential of using database databases to build a global database.
Abstract: Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct MarketingEconomic Impact of Direct MarketingDirect Marketing DefinedThe Basics of Direct MarketingOne-to-One and Customer Relationship MarketingIntegrated CommunicationsCase Study: E*Trade Securities Inc. Pilot Project Key PointsChapter 2: Business, Strategic and Direct Marketing PlanningThree Key Strategic QuestionsThe Strategic Business PlanThe Strategic PlanThe Direct Marketing PlanThe Creative Strategy PlanCase Study: Wells Fargo BankPilot ProjectKey PointsChapter 3: The Impact of Databases What is a Database?Sources of InformationDatabase Marketing and Customer RelationshipsCustomer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data MartsUsing Data Mining to Make DecisionsTaking Your Database GlobalDatabases Raise Privacy IssuesCase Study: 3Com: Building a Global DatabasePilot ProjectKey PointsChapter 4: Consumer and Business Mailing Lists Mailing List BasicsTypes of Mailing ListsProfilingList Selection GuidelinesRenting Mailing ListsEvaluating Mailing ListsList HygienePrivacyCase Study: Staples Direct BackgroundPilot ProjectKey PointsChapter 5: The OfferFactors to ConsiderSelecting Response ChannelsAn In-Depth Look at Unique OffersMerchandising the OfferShort- and Long-Term Effects of OffersWays to Hype ResponseDanger of OverkillCase Study: Simple Pleasures LightPilot Project Key Points Section Two: Media of Direct Marketing Chapter 6: MagazinesTesting Regional EditionsPilot PublicationsBind-in Insert CardsBingo CardsMagazine Advertising Response PatternTiming and FrequencyDetermining Proper Ad SizeFour-Color, Two-Color, Black and WhiteThe Position FactorHow to Buy Direct Response SpaceCase Study: State FarmPilot ProjectKey PointsChapter 7: NewspapersNewspaper PreprintsSyndicated Newspaper SupplementsLocal Newspaper MagazinesComics as a Direct Marketing MediumDeveloping a Newspaper Test ProgramThe Position FactorColor versus Black and WhiteCase Study: Outsourcing a Newspaper CampaignsPilot ProjectKey PointsChapter 8: TV/RadioBroadcast ApplicationsInfomercialsRadioVideocassettesBasic Broadcast ConceptsBuying TimeCreating for Direct Response TVCreating for RadioTV in the Multimedia MixCase Study: Surety Inc.Pilot ProjectKey PointsChapter 9: Co-opsGetting Co-ops ReadConsumer Co-opsBusiness-to-Business/Professional Co-opsOther Channels of DistributionWhy Offer Coupons?Co-op Testing RulesCase Study: WEB Direct Marketing/Hanover HousePilot ProjectKey PointsChapter 10: Telemarketing/Teleservices A Study of Human PerceptionTeleservice ApplicationsInbound TeleservicesOutbound TeleservicesHiring: The Lifeblood of the Call CenterThe Mathematics of TelemarketingPrivacy and RegulationCase Study: Airborne Freight CorporationPilot ProjectKey PointsSection Three: Internet Direct MarketingChapter 11: Overview of Internet Direct MarketingInternet ApplicationsFast Growth, Empowered BuyersPrivacy-A Growing ConcernDirect Marketing and the Internet: A Perfect MarriageThe Benefits of E-CommerceOnline Business ModelsConsumer E-Commerce GrowthBusiness to Business E-Commerce GrowthE-CommunicationsE-Care: On-line Customer Service A New Frontier: Wireless Internet ApplicationsCase Study: Dell ComputerPilot ProjectKey Points Chapter 12: E-CommunicationsUsing E-Communications to Build Customer PerceptionsBanner AdsBanner Ad Success Borrows from Direct ResponsePlanning Banner Ad Campaign ObjectivesMedia Planning and Testing Using E-Mail in Internet Direct MarketingCreating Effective E-Mail PromotionsCase Study: Autobytel.comPilot ProjectKey PointsChapter 13: E-Commerce Channel Conflicts ExistRedesigning Customer Business Processes for E-CommerceThe Buyer/Seller ModelE-Care: The Care and Feeding of Online CustomersCase Study: Barnes & NoblePilot ProjectKey PointsSection Four: Managing the Creative ProcessChapter 14: Creating Direct Mail AdvertisingThe Letter is King of the PackageEleven Guidelines to Good CopyWriting Letters to FormulaThe Seven-Step Formula for Winning LettersThe Problem-Solving Strategic ApproachOther Elements of the Classic Mailing PackageHow to Improve a Good Mailing PackageClassic Mailing Packages Get ResultsCase Study: Illinois Lottery Birthday Program Pilot ProjectKey PointsChapter 15: Creating and Managing CatalogsCore Competency #1: MerchandisingCore Competency #2: Positioning the CatalogCore Competencies #3 and #4: New Customer Acquisition and Customer List CommunicationCore Competency #5: Creative ExecutionCatalog Competency #6: Catalog FulfillmentCatalog Competency #7: Catalog Database StrategiesCatalog Competency #8: Analysis-the Numbers Side of CatalogsCataloging and the InternetThree Factors of Online SuccessThe Future of CatalogingCase Study: Children's Memorial HospitalBackgroundChallengeSolutionResultsPilot ProjectKey PointsChapter 16: Creating Print AdvertisingVisualizing the ProspectWriting the HeadlineSelecting Advantages and BenefitsClassic Copy Structure Other Ways to Structure CopyEstablishing the Uniqueness of Your Product or ServiceCase Study: Prevention Magazine Pilot Project Key PointsSection Five: Marketing to BusinessesChapter 17: Business to Business Direct MarketingValue-Added Direct MarketingListening to the Customer's VoiceContact Channels and Communication StrategiesBuilding the Customer CenterCultivating Customers and Acquiring New CustomersMeeting the Challenges of Our DecadeCase Study: Contract Office ProductsPilot ProjectKey PointsChapter 18: Managing a Lead-Generation ProgramThe Role of the Internet in Generating and Managing LeadsToday's Sales Force: People or ProcessTypes of Lead-Generation ProgramsPlanning Successful Lead-Generation ProgramsOther Ingredients of an Effective Lead-Management SystemUnderstanding the Art of CommunicationAdjusting Quality and Quantity of LeadsCapacity PlanningLead Flow Monitoring and Contingency PlanningLead Classification and ScoringInquiry Processing Cost AnalysisTracking and Results Reporting Decision Support ToolsSample Reports for Sales ManagersSample Reports for Advertising ManagersCase Study: Allstate Insurance Company Life Pilot ProjectKey Points Section Six: Marketing IntelligenceChapter 19: Modeling for Business Decision SupportThe Purpose of Modeling: Looking Back in Order to Look AheadCustomer and Prospect ModelingDefining the VariablesUseful Modeling Techniques Modeling: Expensive, Essential, and Not for Statisticians OnlyCase Study: Benefiting from Predictive Modeling with DatabasesPilot ProjectKey PointsChapter 20: Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and ProfitsKey Performance Indicators Setting the Market InvestmentContinuous Revenue RelationshipsInquiry Conversion ProgramsEngineering a Direct Marketing BusinessCase Study: The Dressing Under Duress Society or DUDSPilot ProjectKey PointsChapter 21: Innovation through Creativity and TestingCreativity and Being CreativeBrainstormingCreative StimulatorsTest the Big ThingsHow to Test Print AdvertisingTesting Hypotheses in Print AdsTesting OnlineCreativity and Testing, Not Creativity versus TestingCase History: Yamaha PianoPilot ProjectKey PointsChapter 22: Research for Direct Marketing Research and Testing: A Complementary ProcessTesting and the Total Marketing Research ProcessPrimary and Secondary ResearchDirect Marketing Research for Consumer ProductsUsing Attitudinal Research to Profile Target Audiences and Product CategoriesUsing Attitudinal Research for Customer SegmentationResearch for Business-to-Business ApplicationsPrimary Research for Marketing and Creative DevelopmentThe Future of Research in Direct MarketingCase Study: Latina Style MagazinePilot ProjectKey PointsAppendix: Careers in Direct MarketingCareers in Direct Response Advertising AgenciesCareers in the List FieldCareers in Database MarketingCareers in Catalog MarketingThe Newest Direct Medium: The InternetCareers in TelemarketingCareers in Customer Acquisitions and RetentionCareers with SuppliersYour First JobAdvancing in Your Career: What Skills Will Be Needed?How Do I Get Started?Where are the Jobs and How Can I Find Out about Them?Job Banks/On-line ResourcesA Word about SalariesMarketing YourselfGlossary About the Authors

285 citations



Journal ArticleDOI
TL;DR: In this article, the authors argue that the distinction between products and services is found wanting and more work needs to be done and argue that, in terms of marketing, services are not differing too much from products, and develops this contention.
Abstract: Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.

114 citations


Journal ArticleDOI
TL;DR: In this article, the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs).
Abstract: A DECADE of consumerism has substantially redefined the relationship of buyer and seller in the marketplace. Consumer activism, legislation, and heightened consumer expectations have placed more responsibility on the manufacturer for the performance of his goods, with a corresponding increase in the "rights" of the consumer. Direct complaints to manufacturers from the better-educated, increasingly affluent and aware consumer have burgeoned in this new climate. Although business appears to be doing a much better job in dealing with irate consumers, expectations have apparently outstripped this improvement. Federal Trade Commissioner Engman recently summed up the situation by saying: "The simple fact is that for vast and increasing numbers of consumers with valid complaints, there is nothing to be done . .. other than kick the dog, yell at his children, and curse at his wife."' In this article the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs). Although attacked by consumer activists on several fronts-unit pricing, informational labeling, package standardization, and the like-CPGMs have generally maintained a low profile in an area of business practice that has been a major issue for other types of manufacturers. Studies by the authors and others show that CPGM response to overt consumer dissatisfaction is generally good, but that many CPGMs choose to ignore-or do not fully appreciate-the magnitude of customer dissatisfaction with their products, and have not formulated adequate policies and procedures to deal with it.2 Furthermore, some opportunities inherent in offering guarantees and responding to complaints have not been fully explored. In the following pages, the authors:

96 citations



Journal ArticleDOI
TL;DR: The model serves not only as a means of evaluating strategies in annual planning and day-to-day operations but also as part of a monitoring system that compares model predictions with actual sales to uncover marketing problems and focus managerial attention upon them.
Abstract: Model implementation starts with introductory steps that include orienting management, forming a team, selecting and formulating a problem, calibrating the model, and initial use. Then on-going steps take over with firefighting, tracking and diagnosis, updating and evolution, and re-use. Calibration of the model is approached eclectically in stages that include judgment, analysis of historical data, tracking, field measurement, and adaptive control. A three-year case study shows that unexpected events intersperse a planned implementation. The model emerges with multiple roles in the marketing management process. The model serves not only as a means of evaluating strategies in annual planning and day-to-day operations but also as part of a monitoring system that compares model predictions with actual sales to uncover marketing problems and focus managerial attention upon them.

64 citations



Journal ArticleDOI
TL;DR: In this article, the authors describe the application of decision system analysis (DSA) to four marketing decision systems, including pricing, forecasting, advertising and new product development, with the cooperation of a large, multinational, British firm specialized in the marketing of processed raw materials to secondary processors.

55 citations


Journal ArticleDOI
TL;DR: In this paper, the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs).
Abstract: A DECADE of consumerism has substantially redefined the relationship of buyer and seller in the marketplace. Consumer activism, legislation, and heightened consumer expectations have placed more responsibility on the manufacturer for the performance of his goods, with a corresponding increase in the "rights" of the consumer. Direct complaints to manufacturers from the better-educated, increasingly affluent and aware consumer have burgeoned in this new climate. Although business appears to be doing a much better job in dealing with irate consumers, expectations have apparently outstripped this improvement. Federal Trade Commissioner Engman recently summed up the situation by saying: "The simple fact is that for vast and increasing numbers of consumers with valid complaints, there is nothing to be done . . . other than kick the dog, yell at his children, and curse at his wife."! In this article the authors focus on an area that has received relatively little attention in the ongoing furor of consumerism: warranty and complaint policies and practices of consumer packaged goods manufacturers (CPGMs). Although attacked by consumer activists on several fronts-unit pricing, informational labeling, package standardization, and the like-CPGMs have generally maintained a low profile in an area of business practice that has been a major issue for other types of manufacturers. Studies by the authors and others show that CPGM response to overt consumer dissatisfaction is generally good,

44 citations




Book
01 Jan 1975

Book
20 Mar 1975
TL;DR: This is, like most marketing books, a product of a USA writer with a USA reader in mind as mentioned in this paper, and if it were a UK product perfectionists might question the title in the light of The Trade Descriptions Act because it is not a book for most managers but rather for those managers who have an above average interest in marketing.
Abstract: This is, like most marketing books, a product of a USA writer with a USA reader in mind. If it were a UK product perfectionists might question the title in the light of The Trade Descriptions Act because it is not a book for most managers but rather for those managers who have an above average interest in marketing. Indeed, if a significant proportion of those who call themselves managers studied their speciality in this depth the current criticism of UK managerial performance would probably not be made. The problem of addressing the generalist is referred to in the preface and the minimisation of footnotes is a great help but the author, clearly an enthusiast, has not entirely succeeded in living up to his excellent ideals.

Journal ArticleDOI
TL;DR: In this paper, the authors provide an overview and organization of the literature which deals with the interaction of economic development and marketing channel structure, which is a topic worthy of serious study for at least the following reasons: (1) it generates descriptions of actual channels that exist at present in different countries.
Abstract: The purpose of this paper is to provide an overview and organisation of the literature which deals with the interaction of economic development and marketing channel structure. The interaction between economic development and the structure of marketing channels is a topic worthy of serious study for at least the following reasons: (1) It generates descriptions of actual channels that exist at present in different countries. Such descriptions could be of great use to international marketers. (2) It provides insight into the determinants of channel structure in different countries at different levels of economic development. It thus helps to explain the nature of channels and how present channels came to have the structures that they do. Generalisations may then be developed which will aid in the prediction of changes and directions that channel structure will take in specific areas and nations. This is of use for both managerial and social purposes. (3) It could provide insight into how macro‐channel structure strategy could be used as a tool in economic development.

Book
01 Sep 1975

Journal ArticleDOI
TL;DR: In this paper, the authors investigate the factors that influence product management decisions in consumer goods companies and conclude that identification of the product manager with his brand is the most crucial factor in favour of the system.
Abstract: Reports an investigation of some of the factors that influence product management decisions in consumer goods companies. Looks at a product manager's role in the whole organization, particularly the decision‐taking and participatory activity as a response to pressures from the working environment, which depends on perceptions of risk and the company's allocation of rewards. Further develops behavioural hypotheses from theoretical and pragmatic areas – testing them among 34 product managers operating within four large fast‐moving consumer goods firms. Concludes that identification of the product manager with his brand is the most crucial factor in favour of the product management system.

Journal ArticleDOI
TL;DR: In this article, the authors examine what the role of the marketing function may be in this kind of milieu and conclude that marketing will remain an essential force in an economy where the service sector will dominate.
Abstract: Restraints upon business institutions can be expected to grow more stringent in the latter part of the twentieth century and thereafter. Shortages of raw materials, pollution, and changes in salient societal attitudes are likely to force public policymakers to demand increased corporate attention to consumer welfare. The author examines what the role of the marketing function may be in this kind of milieu. Although significant changes in marketing practices, and shifts of emphases among the various marketing activities are anticipated, the author concludes that marketing will remain an essential force in an economy where the service sector will dominate.

Journal ArticleDOI
TL;DR: For example, this paper argued that concerns with government regulation of trade practices have masked marketing's other contributions to public policy formulation, such as contributions to policy formulation and public policy creation.
Abstract: Concerns with government regulation of trade practices have masked marketing's other contributions to public policy formulation.



Journal ArticleDOI
TL;DR: In this paper, the authors focus on the need for synthesis, systematic analysis and analytical structure in the social-environmental area and present a comprehensive, integrative, conceptual framework.
Abstract: Professor Webster's stated objectives concern the need for \"synthesis, systematic analysis and analytical structure\" in the social-environmental area. Against most of these objectives, his book measures up exceptionally well. In terms of content and readability, it may well be the best available book of this type. Yet the opportunity to build a comprehensive, integrative, conceptual framework was missed and the book is somewhat fragmented. In fairness, there is considerable implicit conceptualizing and parts of chapters include significant synthesis not previously available. The discussion is comprehensive except for the unfortunate omission of social issues related to pricing, distribution, and marketing research. The initial chapter, although adequate, is unfortunately the book's weakest section. Consumerism as defined here is too broad, and different aspects of consumerism overlap with the causal forces. As an overview, the chapter is fragmented. Chapter 2, \"The Consumer,\" although not well integrated into the book, presents a very good and concise treatment of changing consumer socioeconomics. It includes a good statement about disadvantaged consumers, although, overall, the book pays little attention to the ghetto marketplace. The third chapter reviews and evaluates the critics' charges against advertising, uses a buyer behavior model to evaluate advertising, and reviews current trends in advertising regulation. The defense of advertising may be overdone, and an already excellent chapter could be improved by discussing the role of personal selling in marketing communication. Chapter 4 is an excellent chapter with comprehensive coverage of product-related social issues such as resource utilization, quality and safety, and product disposal. An important strength is the use of the previously reported concept of a \"socio-ecological\" product, emphasizing the need to consider the long-run stream of product-related costs and benefits to society. The author takes a position on controversial issues, assumes risk by suggesting trends, and cites numerous implications for marketers. The fifth chapter is a very good, example-filled review of the literature related to marketing in notfor-profit organizations. Causal forces behind the growth of nonbusiness marketing are cited, a fragmented list of approaches to the topic is given, and generic marketing is discussed and then abandoned for a more limited view. The potential negative effects of social marketing are not discussed. The final chapter, \"The Marketing Concept Reexamined,\" is an excellent discussion of the major implications of the first five chapters. The first half of the chapter is a solid discussion of consumerism. The rest is a stimulating and certain-to-be-debated section that asserts that the marketing concept as currently defined is premised on too much optimism about resolving profit goals, individual consumer needs, and the public's long-term interest. Consequently, Professor Webster calls for a new professionalism, with marketing managers actively defining the public interest (the revised marketing concept) and making decisions accordingly. Possible negative effects of this, such as limiting product choice, are not considered. This book should be required reading for introductory and graduate courses relying on textbooks with inadequate treatment of social aspects, and for senior-level social/environmental courses. It should also be read by businessmen, for, with respect to short-run impact, this may be its greatest potential.




Journal ArticleDOI
TL;DR: An understanding of the concept of strategy positioning and its implications for marketing decision making is important for several reasons as mentioned in this paper, such as: changes in the marketing environment, both nationally and internationally, are increasing at a rapid rate, thus making strategy development significant to the success of an organization.


Journal ArticleDOI
TL;DR: In this article, four distinct types of social marketing are identified depending largely upon the marketeer's sources of financial support, and some areas where it differs from business marketing are explored.
Abstract: After briefly reviewing the recent development of interest in social marketing, some areas where it differs from business marketing are explored. “Social” and “societal” marketing are said to be distinct developments but both have substantial implications for the marketing concept. Four distinct types of social marketing are identified depending largely upon the marketeer's sources of financial support.

Journal ArticleDOI
TL;DR: The consumerism movement appears to be becoming increasingly institutionalized, as evidenced by the formation at all levels in government of new agencies to represent and protect the consumer interest as discussed by the authors, and the creation of a federal Consumer Protection Agency is likely in the near future, while state and local government agencies set up to protect consumer interests continue to expand.
Abstract: D ESPITE predictions that today's consumer movement would subside as its predecessor had subsided, consumerism continues to grow in both scope and support as society proceeds through the 1970s. An earlier wave of the consumer movement, stimulated by Upton Sinclair's expose of the meat packing industry, created action and attention for a while and then diminished. However, the current consumerism movement appears to be becoming increasingly institutionalized, as evidenced by the formation at all levels in government of new agencies to represent and protect the consumer interest. Some examples are the Office of Consumer Affairs, now located in the Department of Health, Education, and Welfare, and the Consumer Product Safety Commission. The creation of a federal Consumer Protection Agency is likely in the near future, while state and local government agencies set up to protect consumer interests continue to expand. Other countries are also struggling with adequate representation of consumer rights.' Previous studies on consumerism focused on the deficiencies of the market system, the specific causes of consumerism, the semantic problem that exists between businessmen and their critics, and general attitudes on the part of consumers about specific marketing activities.' The focus of

Journal ArticleDOI
TL;DR: A questionnaire was sent to over 550 different Canadian firms engaged in RD what level of marketing management is and should be brought into the product innovation stream; and the degree of influence of marketing personnel in product innovation is presented in this paper.
Abstract: A questionnaire was sent to over 550 different Canadian firms engaged in RD what level of marketing management is and should be brought into the product innovation stream; and the degree of influence of marketing personnel in product innovation is presented in this paper.