Showing papers on "Marketing management published in 1984"

The marketing of services

Abstract: The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the marketing of products. In fulfilling both these objectives the paper provides a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.

A marketing approach for customer retention

Abstract: Consumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace, however, customer retention increasingly joins customer getting as an important area of analysis and planning. Marketers can better cultivate relationships with existing customers in these ways: designing an optimal customer portfolio, formulating a special marketing mix, and modifying the marketing organization. The balancing of marketing efforts between winning new customers and holding onto old ones will prove instrumental in pursuing sales and profit growth in the 1980s.

Industrial marketing strategy

Abstract: Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning Proven, concrete, strategic management techniques—rather than a rote enumeration of the functions and institutions of industrial marketing Guidelines for implementing the value proposition through distribution and marketing communications The role of marketing in the broader context of business and corporate-level strategic planning Special sections on product development, national account management, customer service, information technology, and price signaling

Marketing Professional Services

Abstract: A specific program for managers of professional services firms:

Developing Business Strategies

Abstract: PART I: INTRODUCTION AND OVERVIEW. 1. Business Strategy: The Concept and Trends in Its Management. 2. Strategic Market Management: An Overview. PART II: STRATEGIC ANALYSIS. 3. External and Customer Analysis. 4. Competitor Analysis. 5. Market Analysis. 6. Environmental Analysis and Strategic Uncertainty. 7. Internal Analysis. PART III: ALTERNATIVE BUSINESS STRATEGIES. 8. Obtaining a Sustainable Competitive Advantage. 9. Differentiation Strategies. 10. Cost, Focus, and the Preemptive Move. 11. Strategic Positioning. 12. Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea. 13. Diversification. 14. Strategies in Declining and Hostile Markets. 15. Global Strategies. PART IV: IMPLEMENTATION. 16. Implementation. Appendix: Planning Forms. Index.

Decision Support Systems for Marketing Managers

Abstract: In the past 10 years, a new technology has emerged for assisting and improving marketing decision making. We define a marketing decision support system as a coordinated collection of data, models, ...

Environmental Management: Revising the Marketing Perspective:

Abstract: Environmental management argues that marketing strategies can be implemented to change the context in which the organization operates, both in terms of constraints on the marketing function and lim...

Pricing Research in Marketing: The State of the Art

Abstract: Price is the only marketing mix variable that generates revenues; all others involve expenditures (or possibly investments) of funds. The effects of price changes are more immediate and direct, and appeals based on price are the easiest to communicate to prospective buyers. However, competitors can react more easily to appeals based on price than to those based on product benefits and imagery. It can be argued that the price decision is perhaps the most significant among the decisions of the marketing mix (strategy) for a branded product. Conventional wisdom suggests that the price decision should be made in consonance with those of other elements of marketing strategy. Despite the high importance of price, academic research on pricing issues in marketing has been modest at best. This has been true for various reasons: researchers have emphasized financial and cost analyses used to reach price decisions within a corporation, there has been greater support for and growth of advertising and product research, research in marketing has relied on behavioral science methodologies, data This paper is an attempt to synthesize the recently published research on pricing issues from the viewpoint of marketing science. The review will consider the relevance of selected trends such as the experience curve, individual choice models, and dynamics of evolution of demand over time on the issues of pricing decisions for products. The focus will be on such issues as the static and dynamic models of pricing (particularly for new products over the life cycle), price discounts, behavioral considerations for pricing strategies, interactions of price and other marketing mix variables, product line pricing, and pricing across a marketing channel. The paper will identify some directions for future research in this important area. * I thank Sharon McCarthy for her assistance in this research and Darius Sabavala, Subrata Sen, and an anonymous reviewer for their comments on an earlier draft of this paper. This work was partially supported by the Summer Research Fund of the Graduate School of Business and Public Administration, Cornell University.

Effects of Organizational Structure of Marketing Planning on Credibility and Utilization of Plan Output

Abstract: The authors investigate the effects of the organizational structure used for marketing planning on the credibility and utilization of marketing plans. Data on 53 organizations were obtained from mu...

International Marketing Management

Abstract: Framework of International Marketing: Aspects of International Marketing Economic Analysis of Multinational Trade and Business The Field of International Business International Monetary System International Finance and Accounting Regional Market Agreements Environmental Factors affecting International Marketing Economic Environment Cultural Environment Political Environment Legal Environment Perspectives of International Markets: International Marketing Research Global Market Place International Marketing Decisions: Product Policy and Planning International Pricing Strategy International Channels of Distribution International Advertising Multinational Sales Management and Foreign Sales Promotion Export Marketing Planning and Control Organisation and Control in International Marketing Marketing Planning and Strategy for International Business.

Empirical Research in International Marketing: 1976–1982

Abstract: This paper reviews empirical research in international marketing published during the period 1976–82 The review focuses on what has been researched and how the research has been conducted This research is evaluated; a cooperative, multidisciplinary empirical research program in international marketing is then proposed

Testing Competitive Market Structures

Abstract: An accurate understanding of the structure of competition is important in the formulation of many marketing strategies. For example, in new product launch, product reformulation, or positioning decisions, the strategist wants to know which of his competitors will be most affected and hence most likely to respond. Many marketing science models have been proposed to identify market structure. In this paper we examine the managerial problem and propose a criterion by which to judge an identified market structure. Basically, our criterion is a quantification of the intuitive managerial criterion that a “submarket” is a useful conceptualization if it identifies which products are most likely to be affected by “our” marketing strategies. We formalize this criterion within the structure of classical hypothesis testing so that a marketing scientist can use statistical statements to evaluate a market structure identified by: 1 behavioral hypotheses, 2 managerial intuition, or 3 market structure identification algorithms. Mathematically, our criterion is based on probabilities of switching to products in the situation where an individual's most preferred product is not available. 'Submarkets' are said to exist when consumers are statistically more likely to buy again in that 'submarket' than would be predicted based on an aggregate “constant ratio” model. For example, product attributes e.g., brand, form, size, use situations e.g., coffee in the morning versus coffee at dinner, and user characteristics e.g., heavy versus light users are specified as hypotheses for testing alternate competitive structures. Measurement and estimation procedures are described and a convergent approach is illustrated. An application of the methodology to the coffee market is presented and managerial implications of six other applications are described briefly.

The Marketing of Tourism

Abstract: The objectives of this article are to present the applications of marketing management in the tourism industry. The article discusses the various factors affecting the tourism market and its major sectors: (i) travel agencies and tour operators; (ii) hotel and catering; and (iii) transport. Any meaningful analysis of tourism marketing, should be based on: (a) market segmentation; (b) tourism marketing mix; and (c) marketing strategies. As the market for tourism services and products is dynamic and accompanied by rapid changes in the environment due to increased competition, technological changes and inflation, increased attention should be giver7 to the ernployme17t of appropriate marketing management methods as this industry, as indicated in the present article.

Competitive Marketing: A Strategic Approach

Abstract: Part 1 Marketing and marketing strategy: the nature of marketing corporate strategy and marketing the planning process and strategy formulation. Part 2 Buyers, markets and competition: images of buyers/consumers and what influences them understanding the consumer/buyer markets, segmentation and positioning competitive (rival-oriented) strategies. Part 3 Marketing intelligence: information, marketing research and the marketing manager. Part 4 Marketing mix elements: product management - needs, policies and strategies new product development advertising, sales promotion, publicity and corporate communications - their roles and how they work to persuade developing an advertising strategy sales management pricing - role, objectives, factors involved, pricing strategies distribution strategy and channel management. Part 5 Implementation and organization: strategies for change organization, strategy and marketing.

Strategic Choice and Marketing Managers: An Examination of Business-Level Marketing Objectives:

Abstract: The author examines the choice of strategic marketing thrust for business units in multiproduct firms. In a survey, 86 managers in six firms provided their perception of several product/market and ...

Strategic Marketing Problems: Cases and Comments

Abstract: Chapter 1: Foundations of Strategic Marketing Management Chapter 2: Financial Aspects of Marketing Management Chapter 3: Marketing Decision Making and Case Analysis Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 5: Product and Service Strategy and Brand Management Chapter 6: Integrated Marketing Communication Strategy and Management Chapter 7: Marketing Channel and Supply Chain Strategy and Management Chapter 8: Pricing Strategy and Management Chapter 9: Marketing Strategy Reformulation: The Control Process Chapter 10: Global Marketing Strategy and Management

Marketing's Domain

Abstract: Challenges the emerging exchange paradigm of marketing, by critically examining the current extension of marketing thought on the subject. Suggests that the concept of exchange when applied to many managerial problems associated with social or non‐business marketing. Concludes that the concept of marketing as a process of “matching” — aligning the relationships between organizations and/or individuals — may provide a more coherent framework for any extended concept of the marketing function and marketing‐oriented management.

An Understanding of Marketing Strategy

Abstract: Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy using three key levels: the overall strategic planning of the company; a framework developed from this from which marketing strategy should be developed; and the actual marketing strategy. Concludes that a firm needs to establish the strategic planning framework in defining its marketing strategy and its component parts. Suggests that failure to do so leads to ineffective definition, implementation and effectiveness of strategies.

An Alternative Paradigm for Marketing Theory

Abstract: States that marketing theory experienced a scientific crisis 30 years ago and a new paradigm of “functionalism” emerged, however, current thinking in marketing reflects the older paradigm of “normal science”. Suggests a research agenda rooted in the “functionalist” paradigm. Concludes that the “functionalist” paradigm provides a general analytical framework for the study of marketing in which the firm is placed in the hierarchy of marketing systems, which can be used to guide research in marketing.

The Direct marketing handbook

Abstract: Part 1 Strategy, media, and planning: strategic planning overview lead generation continuity marketing subscription marketing financial services marketing fund raising third party marketing catalogue marketing business to business marketing conquest marketing customer loyalty programmes direct marketing in the year 2000 international programmes privacy. Part 2 Financial and tactical planning: financial planning overview product development testing and analytic methods quantitative methods accounting considerations predictive modelling research contests and sweepstakes law and ethics credits and collections. Part 3 Databases and mailing lists: database applications overview response lists business lists criteria of lists list maintenance list segmentation list processing list management and rentals. Part 4 Alternative media: media tactics overview newspapers/magazines broadcast media co-op mail and inserts outbound telemarketing inbound telemarketing. Part 5 Creative tactics: creative methods overview psychological appeals broadcast creative personalization. Part 6 Production methods: production overview printing and formats lettershop and mailing postal regulations. Part 7 Fulfillment planning: fulfillment planning overview lead management catalogue fulfillment subscription fulfillment continuity and club fulfillment.

The marketing of technology

Abstract: Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology; and the sales of a technology in its entirety. Describes this as an exploratory study of issues and problems arising from the marketing of a company's technology or know‐how. Concludes that this work has sought to identify the peculiarities involved in the sale of know‐how, aiming to increase understanding.

A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India

Abstract: Macromarketing's concern with intended and unintended effects of social marketing is examined in this article by focusing on the marketing of family planning in India. It is argued that the traditional emphases on marketing transactions can also be adopted in social marketing; however, the processes by which transactions are maximized can be highly disruptive and socially dysfunctional. By adopting a macro-marketing perspective, social marketing programs can be designed which are compatible with individual as well as collective welfare and which are equitable in their impact on society.