Showing papers on "Marketing management published in 1982"

International Marketing and Purchasing of Industrial Goods: An Interaction Approach

Abstract: Presents an alternative theoretical approach to industrial marketing and purchasing based on a research project carried out in France, Germany, Italy, Sweden, and Great Britain. Focuses on descriptions and analyses of actual marketing and purchasing problems.

Exploring marketing research

Abstract: EXPLORING MARKETING RESEARCH deals with the design, collection, analysis, and reporting of marketing research data relevant to a firm's current and future needs The text focuses on students as managers, not practitioners, of marketing research Students learn about traditional types of marketing research, such as designing questionnaires, as well as the latest technological developments that facilitate marketing research including data collection devices, data analysis tools, and practical approaches to data analysis In addition, this edition places more emphasis on ethical and international issues relating to marketing research

An Applied Service Marketing Theory

Abstract: Describes how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer‐oriented marketing concept. Theorizes over service marketing and how it stands at the same point as industrial marketing did some ten years ago. Postulates that general theories or frameworks for service marketing development seems to have followed two quite different paths. Says that one approach, which covers services offered by service companies, should be changed in a more product‐like manner, enabling the application of existing marketing theories. Compares the second approach, which is a notion that services are different, compared with physical products, holding that marketing concepts and models have to be developed in a more service‐like direction. Reports that findings herein are based on both theoretical and empirical research and that service marketing theory is the result of an ongoing research project, begun in 1976. Concludes by theorizing that service‐marketing theory, as presented, can only be applied to part of a service firm's total marketing function.

Marketing, Strategic Planning and the Theory of the Firm

Abstract: The strategic planning process is inextricably linked with the issue of corporate goal formulation. It is argued that greater progress will be made in understanding marketing's participation in str...

Marketing Services by Managing the Environment

Abstract: Bernard H. Booms, a faculty member at Washington State University’s Seattle Center for Hotel and Restaurant Administration, received his Ph.D. in economics from the University o f Pittsburgh. He has taught at Pennsylvania State University, and has served as a visiting fellow at Harvard Business School. Mary J. Bitner is currently a consultant for, firms involved in marketing and tourism. She received an M.B. A. in marketing from the University of Washington, and has served as a research associate with

Variables Associated with Export Profitability

Abstract: This study is an analysis of variables associated with the profitability of exporting. Such information is useful both for export management and for government agencies that wish to promote business commitment to exporting. The methodology utilizes a multiple regression analysis of data in questionnaire responses from 168 Wisconsin manufacturing firms in 1979. It provides a means for evaluating difficult-to-measure export marketing considerations (such as, export marketing channels, export methods, and foreign dealer support) from the supply-side of the demand-supply equation which can be conceptualized as export marketing analysis from the supply-side.

Marketing Management: Strategies and Programs

Abstract: Part One: Managerial Perspectives on Marketing 1 Market Orientation, Marketing Management, and the Marketing Planning Process 2 Corporate Marketing Planning Part Two: Situation Analysis 3 Market Analysis 4 Target Marketing: Segmentation and Positioning For Competitive Advantage 5 Market Measurement 6 Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7 Marketing Strategies 8 Product-Development Programs 9 Pricing Programs 10 Advertising Programs 11 Sales-Promotion and Direct Marketing Programs 12 Sales and Distribution Programs 13 Managing Sales and Distribution Part Four: Coordination and Control 14 Organizing and Managing Marketing and Sales Programs 15 The Annual Marketing Plan

Principles of Marketing

Abstract: Part I: Marketing and Its Environment 1. Marketing Dynamics 2. The European Marketing Environment Part II: Consumers and Markets 3. Consumer Behaviour 4. Organisational Buying Behaviour 5. Segmenting Markets 6. Marketing Information and Research Part III: Product 7. Anatomy of a Product 8. Product Management 9. New Product Development Part IV: Price 10. Pricing: Context and Concepts 11. Pricing Strategies Part V: Place 12. Marketing Channels and Logistics 13. Retailers and Wholesalers Part VI: Promotion 14. Communication and the Promotional Mix 15. Advertising 16. Sales Promotion 17. Personal Selling and Sales Management 18. Direct and On-line Marketing 19. Public Relations, Sponsorship and Exhibitions Part VII: Marketing Management 20. Strategic Marketing 21. Marketing Planning, Management and Control 22. Services Marketing 23. International Marketing

Decision‐Making for International Marketing: A Comparative Review

Abstract: Introduction International marketing activities of firms continue to assume increasing importance in the world economy. Firms of all sizes and backgrounds, especially in the industrialised countries, exhibit a greater degree of willingness to respond to attractive opportunities in international markets and extend their marketing activities to one or more national markets. Consequently, the decision‐making processes which surround these international marketing activities and the prevailing managerial styles have been the subject of limited but significant research in several advanced economies. This article will attempt to review and interpret the pertinent literature, drawn from studies of international decision‐making in different environments, for the purpose of developing a coherent understanding of the subject matter. In particular, we offer four proportions on the basis of our research and evaluation in this area. These propositions relate to: (a) motivations of firms for engaging in international marketing; (b) subjective nature of international marketing decision‐making; (c) decision‐making modes which apply to international marketing; and (d) the nature of decision‐making over the firm's internationalisation process. The article is organised around these propositions.

Explaining Control Losses in Corporate Marketing Channels: An Organizational Analysis:

Abstract: The author examines the determinants of control loss in the marketing channels of 40 U.S. manufacturers, each of which has vertically integrated into wholesale distribution by the establishment of ...

Marketing in the Third World

Abstract: In Marketing in the Third World, Editors Denise M. Johnson and Erdener Kaynak have gathered for marketing professionals and students a variety of studies that provide insight into marketing practices in countries such as the Philippines, Peru, Papua New Guinea, and Nigeria. Readers learn about market orientation, market infrastructure, economic constraints, government regulations, internationalization processes of public-sector enterprises, and performance differences between foreign and domestic manufacturing firms.Specific studies in Marketing in the Third World include one that investigates the performance of Peruvian exporting firms and shows the reader the seven internal and external factors that determine their success. Another examines the extent of marketing mix adaptations by the American Multinational Corporations in South America for tangible consumer and industrial products and tells MNC managers what they should expect regarding pricing and promotion elements in the region. Also described for the reader is the unique advertising practice in Papua New Guinea known as workabaut, in which a drama troupe travels from village to village and performs live commercials. The effectiveness of this technique, along with the politico-economic impact and ethical implications are investigated.Readers of Marketing in the Third World discover that the expansion to global markets requires significant strategy adjustments and radical changes in corporate philosophy. This book guides readers through these changes and shows them how to develop successful marketing strategies in the Third World markets.

Direct Marketing: Strategy, Planning, Execution

Abstract: This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.

Marketing Information Systems: Uses in the Fortune 500:

Abstract: How are the marketing executives of the Fortune 500 using their information systems? A new study reports on the relative importance of marketing research and intelligence, as well as system use by management level, function, and marketing-mix ingredient

Short product life cycles: implications for the marketing activities of small high-technology companies*

Abstract: Many high-technology products are characterized by a “short” product life cycle (PLC)—a short life on the market, a steep decline stage and the lack of a maturity stage. The paper discusses the implications for marketing activities of this pattern in the case of small high-technology companies. It is shown that the marketing of a short PLC product requires a high level of marketing, managerial ability and sophistication as well as an investment of a large amount of resources. It is pointed out that small high-technology firms are faced with a particularly difficult situation in this case because they lack appropriate resources and marketing sophistication. An understanding of the short PLC problem will help the small companies to conduct a more realistic assessment of the magnitude of the marketing task they face in order to adequately prepare themselves or avoid a commitment to projects which are beyond their abilities.

Marketing Behaviour and Entrepreneurship: A Synthesis of Alderson and Austrian Economics

Abstract: Postulates that the main purpose here is to merge the ideas of Wroe Alderson, a leading original marketing theorist, using recent works in Austrian economies in order to provide a point of departure for an entrepreneurial‐based theory of marketing. States that there are three parts herein: first, reviews Alderson's concepts of market behaviour, integrating them with the Austrian perspective; second, addresses an investigation of the nature of information required in dynamic markets; third, establishes the role of the entrepreneur in the dynamic market as the means of answering this question. Investigates the homogenous market and the discrepant market, discussing these in depth and also discussing entrepreneurship as dynamic marketing behaviour. Concludes that since entrepreneurs are motivated by profit, however defined, then any suppression or taxation of profits will reduce entrepreneurship, lessen marketing activity and decrease the congruence between wants and supplies.

The Role of Marketing in Economic Development

Abstract: Determines that the evolution and scope of marketing and its relevance and value in the development process are a stimulus to economic development Discusses the meaning of economic development and economic growth, modernization, distributive justice and socio‐economic transformation Posits that the criteria or objectives by which development is measured have also been broadened Finalizes that marketing is inextricably linked with economic development as this is generally regarded as desirable within a world system Concludes that the need for marketing is continually increasing as nations develop, start trading internationally and set up their own marketing systems

International Marketing Planning

Abstract: This monograph identifies and evaluates the marketing planning practices of British industrial goods companies operating internationally and examines the validity of the widespread belief that formalised marketing planning facilitates success. It defines the theoretical framework for marketing planning and describes a logical sequence of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. It also contains a report of the results of in‐depth interviews with 385 directors and senior managers from 199 companies covering a broad spectrum of size and diversity, the purpose of which was to establish the extent to which the theory is practised and what the consequences are of either conformity or non‐conformity.

The theory and practice of marketing planning for industrial goods in international markets

Abstract: This thesis identifies and evaluates the marketing-planning practices of British industrial goods companies operating internationally, and examines the validity of the widespread belief that formalised marketing planning facilitates success. Part I defines the theoretical framework for marketing planning and describes a logical sequence of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. Part 2 contains detailed case histories describing the marketing planning practices of a sample of industrial goods companies. It also contains a summary of the results of in depth'interviews with 385 directors and senior managers from 199 companies covering a broad spectrum of size and diversity, the purpose of which was to establish the extent to which the theory is practised and what the consequences are of either conformity or non conformity. Part 3 contains conclusions and recommendations from the field- work, which revealed that 90 per cent of British industrial goods companies do not conform with the theory. This was universally true, irrespective of size and diversity. There was widespread ignorance about marketing and confusion about the difference between marketing planning and sales forecasting and budgeting, which encouraged operational managers to perpetuate an essentially parochial and short term view of business, and to extrapolate the business unchanged into the future. There was a commonality of operational problems in those companies not conforming with the theoretical framework, which centred around declining organisational effectiveness, and confusion over what to do about it. In contrast, those companies with complete marketing planning systems enjoyed high levels of organisational effectiveness, and a high degree of control over their environment. The major benefit of marketing planning derives from the process itself, rather than from the existence of a plan. This process is itself universal, irrespective of circumstances. However, what is not universal, is the degree of formalisation of the planning system, which is a function of company size-and the degree of product or market diversity. No marketing planning system will be complete unless the following conditions are satisfied: the chief executive has to understand the system and take an active part in it; there has to exist the means of integration with other functional areas'of the. business at general management level; in a closed loop system, some mechanism has to exist to prevent marketing inertia from over-bureaucratisation; operational and strategic marketing planning have to be part of the same system. Finally, the introduction of a complete marketing planning system may require a period of up to three years because it has profound organisational and phsychological ramifications, requiring, as it does, a change in the way a company manages its…

Marketing and Product Liability: A Review and Update

Abstract: Product liability developments have been widely discussed but often with differing views regarding their impact on companies. This article reviews this debate from a marketing perspective by analyzing relevant insurance industry data and case law decisions. Conclusions drawn from the analysis as well as their implications for marketing managers are presented.

Market Segmentation for Fund Raisers

Abstract: An analysis to define or segment contributor markets is fundamental to fund raising for charities and other nonprofit organizations. By using the concept on market segmentation, such organizations can aim their efforts toward those target segments most favorable to the particular philanthropy. The article shows how segmentation procedures, well tested in the field of marketing, can be applied by all types of fund-raising organizations. The procedures are particularly effective if based on marketing research. The article concludes by suggesting how tactical use of the marketing mix can be combined in a fund-raising strategy.

Marketing in the Emerging World Order

Abstract: The world order is changing. Marketing is touched by these changes in many different ways. This paper presents a brief review of the changes occurring in the world order in several economic dimensions such as investments, trade, aid, and technology. It is argued that these changes would alter the nature of marketing in the Western world, particularly in the United States. Potential and needed changes in marketing are explored under three categories: marketing as a system of institutions, marketing as a system of actions, and marketing as a system of ideas.