Showing papers on "Marketing management published in 1977"
153 citations
TL;DR: In this paper, the impact of the made in label on Finnish consumers' attitudes towards the products of selected countries is examined, and the implication of these attitudes for developing appropriate strategies for the Finnish market.
Abstract: Evaluates the impact of the ‘made in’ label on Finnish consumers' attitudes towards the products of selected countries, and they examine the implication of these attitudes for developing appropriate strategies for the Finnish market. States consumer attitudes frequently relate to specific product attributes, but equally, they are often a response to less product‐specific dimensions such as brand name, or label of country of origin. Proposes that with increased emphasis, international business planning and operations is one of the most pervasive trends in business. Suggests that to successfully compete in the international marketplace it is important for a marketing manager to understand varying attitudes and perceptions of consumers in foreign markets his/her firm has entered. Sums ups that when entering new foreign markets, the exporter must in part screen his opportunities ton the basis of the favourability of these existing images.
111 citations
TL;DR: In marketing management, consumer satisfaction may be clustered with such key goals as profitability and social responsibility as discussed by the authors, but consumer satisfaction has remained largely backward, severely limiting its value in determining marketing strategy.
Abstract: In marketing management, consumer satisfaction may be clustered with such key goals as profitability and social responsibility. However undisputed its importance, its conceptualization and measurement have remained largely backward, severely limiting its value in determining marketing strategy. This article has raised issues and suggested guidelines for research and management thinking.
73 citations
TL;DR: The importance of forecasting has become more widely acknowledged in the recent past due to substantial changes in the economic environment as discussed by the authors and the shortages and the increased inflation of the early 197O's, followed by a major recession, have focused renewed attention on forecasting and the benefits it can provide.
Abstract: Forecasting plays an important role in every major functional area of business management. In the area of marketing however, forecasting is doubly important; not only does it have a central role in marketing itself, but marketing-developed forecasts play a key role in the planning of production, finance, and other areas of corporate activity. The importance of forecasting has become more widely acknowledged in the recent past due to substantial changes in the economic environment. The shortages and the increased inflation of the early 197O's, followed by a major recession, have focused renewed attention on forecasting and the benefits it can provide. At the same time, there still exists a substantial gap between applications and what is both desirable and attainable."«' ••»• ^^ An examination of the forecasting and marketing literature suggests that one of the things that is needed, if the full potential of forecasting is to be realized, is a structure for dealing with the issues that the practitioner must address. The purpose of this article is to bring together much of what is already known and to supply a framework that will provide guidance for the marketer in applying this knowledge to each situation and in focusing on what additional knowledge is needed.
60 citations
TL;DR: In this paper, the authors compare their use with that of industry generally in terms of energy efficiency and energy efficiency, and show that their use is comparable to that of the industry generally.
Abstract: How does your use compare with that of industry generally?
45 citations
TL;DR: The authors discusses studies on the way in which US manufacturers adjust or adopt their marketing activities to Western Europe's national, regional and local differences and suggests ways in which the advantages of standardisation and adaptation can be mutually maintained.
Abstract: Discusses studies on the way in which US manufacturers adjust or adopt their marketing activities to Western Europe's national, regional and local differences. Reports that most studies reviewed found high degrees of standardisation prevailing – the managerial implications of this are considered – and suggests ways in which the advantages of standardisation and adaptation can be mutually maintained. Concludes that this survey study has provided useful information and insights based on conditions prevailing in the summer of 1973 and developments not covered previously certainly deserve further attention regarding international marketing policies.
38 citations
TL;DR: In this paper, the authors evaluate performance against plan, when the plan includes crucial factors like market size, market share, growth, etc., and evaluate the performance against the plan.
Abstract: How to evaluate performance against plan, when the plan includes crucial factors like market size, market share, growth, etc.
33 citations
30 citations
TL;DR: The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize as mentioned in this paper and the consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.
Abstract: The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.
TL;DR: In this paper, a model for evaluating the benefits of a closer coordination of short run production and marketing decisions is presented, and a few typical results are discussed in this paper, including ease of implementation in a typical functionally organized firm was a key consideration in specific design of this model.
Abstract: Marketing mix decisions influence the demand for a firm's products, but most production-smoothing models treat forecast demand as an exogenous quantity. Here a model for evaluating the benefits of a closer coordination of short-run production and marketing decisions is presented. Ease of implementation in a typical functionally organized firm was a key consideration in the specific design of this model. Numerous experiments have been run and a few typical results are discussed in this paper.
TL;DR: In this article, the posture of regulatory agencies is one of increased receptivity toward relevant consumer research prior to the formulation of public policy, and some guidelines for marketing and consumer researchers to increase the impact of their research findings.
Abstract: 2. Suggest that the posture of regulatory agencies is one of increased receptivity toward relevant consumer research prior to the formulation of public policy. 3. Provide some guidelines for marketing and consumer researchers to increase the impact of their research findings. 4. Review a recent mechanism used by a regulatory agency which may serve as a model for input of public policy research findings.
TL;DR: In this article, the tomato and tomato paste contracting problems of a U.S. fruit and vegetable processing cooperative were investigated and the principles of decision theory were applied to the contracting problem.
Abstract: Increased use of marketing contracts by agricultural firms has stimulated a modest amount of literature in which the principles of decision theory are applied to the contracting problem. Much of this literature has focused on farmers' choices between cash and futures market positions. Others have modeled the influence of annual open market and fixed forward price options on farm growth objectives. Little or no attention has been paid to expressed interest, especially among processors, for suitable long-term (multi-annual) contract price formulae and for a theoretical framework through which to evaluate them. This paper attempts to provide this service in special regard to the tomato and tomato paste contracting problems of a U.S. fruit and vegetable processing cooperative.
TL;DR: In this paper, the authors discuss how marketing principles and techniques can be of considerable value both in the design and operation of library and information services and advocate further exploration into the context of information need.
Abstract: Discusses how marketing principles and techniques can be of considerable value both in the design and operation of library and information services. Stresses, however, that information services have different characteristics which, at the same time, warn against injudicious use of marketing techniques. Examines the benefits that would accrue to libraries adopting a more user‐oriented policy – advocating further exploration into the context of information need. Contends that, in contrast to much standard marketing theory, in this field user expectations have considerable influence on the end product.
TL;DR: In this paper, practical advice on how to do it more efficiently is given for teaching and business, and some practical advice about how to publish more efficiently are given for teachers and business owners.
Abstract: Publishing increases one's options in teaching and in business. Here is some practical advice on how to do it more efficiently.
TL;DR: In this article, the authors conducted a pilot study into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK and found evidence of marketing thinking having penetrated various organisational areas.
Abstract: Undertakes a pilot study, the results of which are reported here, into the degree to which marketing techniques are being applied in the local authority sports/leisure centre situations in the UK. Details the use of a questionnaire which focused attention on both marketing tools and major aspects of marketing philosophy. Finds evidence of marketing thinking having penetrated various organisational areas. Concludes that the study may have been of a pilot nature but there is evidence so far at least of marketing thinking being applied under one or more of the topic areas included in the questionnaire.
TL;DR: In this article, the authors describe a study carried out with the prime intention of learning more about the practical problems involved in applying Organizational Theory to industrial marketing, and they describe a set of practical problems that arise when applying OIT to Industrial Marketing.
TL;DR: In this article, the authors show that the monopolist would choose a level of durability which would minimize the cost of producing any stream of product services and that the choice is independent of the quantity of the good produced and hence independent of industry's market structure.
Abstract: Economic analyses of durability have focused on the issues of whether a monopolistic firm would provide a good of differing durability than that provided by competitive firms, and whether price and durability would differ if a rental rather than a sales policy were adopted under these alternative industry structures. Earlier writers, e.g., Kleiman and Ophir [6], and Levhari and Srinivasan [7], appeared to have confirmed the popular notion that a monopolist would choose to produce a less durable product. More recent investigators, notably Swan [14 and 15] and Sieper and Swan [12], discovered a flaw in the earlier writers' technical derivations. They had implicitly confined the monopolist's horizon to that of determining replacement sales, ignoring consideration of determining the volume of original output. Under the same assumptions adopted by the earlier authors, Swan was able to demonstrate that the monopolist would choose a level of durability which would minimize the cost of producing any stream of product services and that the choice is independent of the quantity of the good produced and hence independent of the industry's market structure. This result was true whether firms adopted a sales or rental policy for marketing the good.
TL;DR: The assignment given more often than any other to industrial marketing research departments by marketing management is the measurement of market potentials as discussed by the authors, however, depending upon the type, age (well-established vs. new product), and use of the product involved, the approaches and avenues to be employed, and the data to be established may differ markedly from one product to another.
Book•
01 Jan 1977
TL;DR: Reading is a need and a hobby at once and this condition is the on that will make you feel that you must read.
Abstract: Some people may be laughing when looking at you reading in your spare time. Some may be admired of you. And some may want be like you who have reading hobby. What about your own feel? Have you felt right? Reading is a need and a hobby at once. This condition is the on that will make you feel that you must read. If you know are looking for the book enPDFd do it yourself marketing research as the choice of reading, you can find here.
TL;DR: In this article, the authors examine management information systems and discuss how they have failed to meet the expectations of individuals in the business world and outline an approach similar to marketing that would make these systems more effective by directing the orientation of goods and services towards the consumer.
Abstract: In this article the authors examine management information systems and discuss how they have failed to meet the expectations of individuals in the business world. They outline an approach similar to marketing that would make these systems more effective by directing the orientation of goods and services towards the consumer. They suggest that this would allow managers to more effectively utilize these systems and help in their decision making processes. They note that the process would start by focusing on the user of the system and what their managerial goals are. Next they develop strategies for product development, distribution, communication, costs and feedback. The authors assert that this marketing style approach will improve the usage of management information systems.
TL;DR: This article reviewed the nature and applications of a marketing communications model, and reported the results of a preliminary experiment designed to test selected parts of the model, which was conducted in a real-world setting.