Showing papers on "Marketing management published in 1992"

The Changing Role of Marketing in the Corporation

Abstract: New organization forms, including strategic partnerships and networks, are replacing simple market-based transactions and traditional bureaucratic hierarchical organizations. The historical marketi...

The influence of global marketing standardization on performance

Abstract: The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global ...

A Model of Marketing Knowledge use within Firms

Abstract: The process of knowledge utilization within firms has come to be viewed as an increasingly important area for research in light of its implications for organizational effectiveness. However, our cu...

Exploiting Niches Using Relationship Marketing

Abstract: Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.

Basic Marketing: A Global-managerial Approach

Abstract: Marketing's role in the global economy marketing's role within the firm or non-profit organization focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment demographic dimensions of global consumer markets behaviourial dimensions of the consumer market business and organizational customer and their buying behaviour improving decisions with marketing information elements of product planning for goods and services product management and new-product development, place and development of channel systems distribution customer service and logistics retailers, wholesalers, and their strategy planning promotion-introduction to integrated marketing communications personal selling advertising and sales promotion pricing objectives and policies price setting in the business world developing innovative marketing plans implementing and controlling marketing plans - evolution and revolution managing marketing's link with other functional areas ethical marketing in consumer-oriented societies - appraisal and challenges

Research at marketing interface to advance entrepreneurship theory

Abstract: The knowledge base for the emerging field of entrepreneurship should be interfunctional and interdisciplinary. Yet the functional discipline of marketing has contributed to the entrepreneurship fie...

Marketing Tourism Destinations: A Strategic Planning Approach

Abstract: Framework for Tourism Planning and Marketing. Environment and Resource Analysis. Regional Goal and Strategy Formulation. Target Marketing and Regional Positioning Strategy. Regional Marketing Mix Strategy. Regional Organization and Management Supporting Systems. Summary and Conclusions. References. Index.

Ethical Marketing Decisions: The Higher Road

Abstract: 1. Analyzing Marketing Ethics. 2. Ethical Reasoning and Marketing Decisions. 3. Ethics in Marketing Research. 4. Product Management Ethics. 5. Ethical Issues in Distribution, Retailing and Pricing. 6. Ethical Concerns in Advertising. 7. Personal Selling Ethics. 8. International Marketing Ethics. 9. The Ethics of Social, Professional, and Political Marketing. 10. Implementing and Auditing Marketing Ethics.

Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy

Abstract: Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic image, and should manage that image through a clear and consistent marketing program.

The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical

Abstract: A day rarely passes without there being discussion of the major changes which organizations in both the public and private sectors, are undergoing to become more effective. The case for change is often said to be driven by the imperatives of an increasingly demanding marketplace; and this case is often expressed in a seductive rhetoric which utilizes maxims and metaphors drawn from the ideological resource of the marketing concept. The authors believe that the current penchant for couching change initiatives in the language of marketing exposes some of the limitations of the marketing concept. Discusses these limitations and addresses the problems which constrain the use of the marketing concept as an ideological resource.

Social Marketing: Its Place in Public Health

Abstract: This review of the public health role of social marketing begins by tracing the history of social marketing and noting that social marketing adopts the traditional marketing framework of product price place and promotion and embraces several methods of commercial marketing as well as consumer research. However no universally acknowledged definition exists. A review of the literature is divided into three time periods representing early theoretical development the evaluation of experiences and increasing acceptance. Concerns about social marketing are discussed in terms of ethics disempowerment and the commercialization of health information. Examples of social marketing are then provided from developing countries and are analyzed in groupings defined as tangible products sustained health practices and service utilization. Practitioners views and concerns are also reviewed. The strengths of social marketing include knowledge of the audience systematic use of qualitative methods use of incentives closer monitoring strategic use of the mass media realistic expectations aspiring to high standards and recognition of price. Weaknesses of social marketing include its time money and human requirements; the fact that marketing elements are missing (public health lacks the flexibility to adjust products and services to clients interests and preferences); and the potential serious impact on the future of Public Service Announcements which may die out because social marketers pay for air time. After placing social marketing in context with other practices designed to achieve social change the review ends with the prediction that the public health role of social marketing is likely to increase. The World Health Organizations recent call for health promotion and the UN Childrens Funds social mobilization actions are provided as examples of this increased role. It is noted however that social marketing alone cannot solve public health problems.

Understanding and Designing Market Research

Abstract: Marketing research has come to be seen as an increasingly important process in the management of organisations. High levels of competition, technological innovations in the products themselves and in their modes of manufacture, and the demanding and increasingly discriminating nature of consumers have all combined to raise the levels of 'danger' in the business environment. Marketing research is the tool that producers use to inform themselves of the consumers+ needs and help them to satisfy them in an efficient and profitable manner. Understanding and Designing Marketing Research is an introduction to that varied, and sometimes complicated, array of techniques which is known collectively as marketing research. The second edition has been has been completely revised and up-dated to include the implications of technology, how the increasing use and influence of computers, via their connection to the Internet and the use of software packages such as Atlas-ti, Scolari and NUDIST, are having on how market researchers work. The Marketing Research Quality Standard Association standards are discussed and many more cases and actual examples of marketing research being used in practice have been included. Statistics and technical jargon have been kept to a minimum making Understanding & Designing Marketing Research invaluable for readers who seek a clear and concise exposition of the topic so that they may interpret, commission and use research in business. Suitable for students on a business qualification at degree or diploma level, or practitioners who commission marketing research from specialist agencies who need an overview of the techniques available.

The Overconfidence Effect in Marketing Management Predictions

Abstract: Estimating the likelihood of future events is a critical aspect of making a variety of marketing management decisions. Prior research has shown very robust patterns in the probability assessments o...

Consumer Complaints: Advice on How Companies Should Respond Based on an Empirical Study

Abstract: Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results support the notion that appropriate defensive marketing strategies can improve the company′s image among customers who write complaint letters.

Relationship Marketing and Commercial Banking: A Critical Analysis

Abstract: Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation of an effective relationship approach. From this critical analysis, concludes that relationship banking is a major corporate issue, not the sole responsibility of front‐line people (account managers) – marketing and strategic issues are merging.

Impact of Resource Allocation Rules on Marketing Investment-Level Decisions and Profitability:

Abstract: In many organizations, marketing investment-level decisions precede the associated resource allocation decisions and are based on market-level sales response data, often with no attention to the im...

Global Consumer Segmentation versus Local Market Orientation: Empirical Findings

Abstract: Ugur Yavas, Professor of Marketing, East Tennessee State University, Johnson City, TN, U.S.A. Bronislaw J. Verhage, Professor of Marketing, Georgia State University, Atlanta, GA, U.S.A. Robert T. Green, Professor of Marketing, University of Texas at Austin, Austin, TX, U.S.A. Introduction The relative efficacy of a global marketing strategy vis-a-vis a tailored marketing strategy remains one of the hotly debated issues of international marketing. As is the case in any debate, polarizing arguments in favor of (or against) each abound. Proponents of a global strategy point to the increasing homogenization of customer tastes and preferences and suggest that significant economies of scale can be attained by marketing standardized products world wide (Levitt 1983). Critics, on the other hand, dismiss the potential of a global strategy and underscore economic, cultural and other environmental differences among nations as impediments to its implementation. They argue that tailoring strategy to reflect country-market differences will generate improved response (Kotler 1986). Often overlooked in this fierce debate is a middle ground approach that takes into account not only differences or similarities among markets but both. As Quelch and Hoff (1986) point out, the real issue is not whether to standardize but rather how to tailor the global marketing strategy. Indeed, reliance on a global strategy can result in missing out on important target markets and inappropriate positioning. Likewise customizing marketing strategy to individual countries implies loss of potential economies of scale as well as opportunities for exploiting product ideas on a wider scale (Whitelock and Chung 1989). The recent genre of writings suggest that global and tailored strategies are not necessarily mutually exclusive and that they can be used in tandem to reap the maximum benefits. In this vein, Jain (1989) and Kale and Sudharshan (1987) propose an intermarket segmentation approach to world markets and point to the feasibility of identifying homogenous segments that transcend national boundaries. Once identified these so-called strategically equivalent segments (Kale and Sudharshan 1987) can be reached via global marketing strategies aimed at different cross-national segments (Verhage, Dahringer and Cundiff 1989). The idea of reconciling the different viewpoints of global and tailored marketing strategies is intuitively appealing and certainly represents a significant forward link in the design of multinational marketing strategies. However, empirical support to the viability of this middle ground approach is scanty and evidence to its efficacy comes mainly in the form of anecdotes (Ohmae 1985, Whitelock 1987). The study reported here is intended to partially fill in this void. Specifically, consumers in six countries including the United States, Mexico, The Netherlands, Turkey, Thailand and Saudi Arabia were studied for intermarket segmentation on the basis of two criteria, perceived risk and brand loyalty (Kreutzer 1988). Consumers were questioned about their degree of perceived risk and brand loyalty for two products, bath soap and toothpaste. These products were chosen since they are widely available in different brands and are purchased on a frequent basis by the consumers in these countries. It was maintained that if the consumers in these countries are not sufficiently similar regarding the effects of risk perception on brand loyalty, the underlying rationale for a single global marketing strategy at least within the context of products surveyed here would disappear. On the contrary, such a circumstance would render the middle ground approach viable. Method Because the primary purpose of the study was to identify cross-national segments on the basis of behavioral measures, data were collected from demographically parallel samples of consumers. This was done by controlling for sex, social class and rural-urban residency across samples. …

Marketing and company performance: An examination of medium sized manufacturing firms in Britain

Abstract: In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and mediumsized enterprises. Based on a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth inteviews with the Chief Marketing Executive of a sub-sample of 20 firms, the study confirms that the most successful companies are those which are marketing orientated. Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm.

Value-Added Marketing: Marketing Management for Superior Results

Abstract: Marketing - an efficient profession? the weakness of classical marketing marketing and the world - the interaction competition - in a stagnating world market attraction and over-satisfaction value-added marketing - the new concept the value balance the role of market research implementing value-added marketing building tangible values old product development new product development product enhancement in a wider sense building intangible values branding - the customer buys a product not a brand design - the most important part of the communication mix sales promotions advertising and PR the salesman pricing management implications the effects of applying value-added marketing final words.

Professional Ideology and Marketing Implementation

Abstract: Argues that the widespread weakness of marketing implementation stems from the marketing discipline's neglect of ideology in the organizational change process. By contrast with accountancy, marketing has failed to appreciate and develop its own “professional ideology”. Two short case studies demonstrate the various ways in which the mobilization of ideology can be important to achieving marketing-led change. Concludes by suggesting some directions for the marketing profession's development, especially for strengthening the credibility and exclusivity of its ideological claims.

Strategic Marketing Planning: A State‐of‐the‐art Review

Abstract: Strategic marketing planning has never been the simple, step‐by‐step approach described so prolifically in prescriptive texts and courses. Reviews strategic marketing planning in the context of different modes of strategic planning. Defines strategic marketing planning, examines its role in an organization, reviews some of the techniques used in the process and concludes by exploring some of the principal barriers which hamper the introduction of strategic marketing planning, or serve to reduce its effectiveness.

The Need for Marketing in Entrepreneurship

Abstract: Considers the need to relate marketing and entrepreneurship in terms of areas such as innovation and product development. Examines the impact that marketing and its sales orientation can have on the creation of wealth and resources, e.g. the focusing of the entrepreneurial spirit to achieve tangible results. Concludes that the development of an entrepreneurial process encompassing specific marketing tools such as product development will maximize a firm′s performance.

Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption

Abstract: Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.

Marketing Exchange Transactions and Relationships

Abstract: Preface Introduction Marketing and Exchange "Make-Buy" and Other Decision Alternatives for Marketers The Marketing Concept: What It Is and What It Is Not Exchange Relationships The Gray Market: A Marketing Exchange Relationship Bounding the Marketing Discipline Bibliography Index

Forest products marketing.

Abstract: Part 1 Overview and introduction: what is marketing anyway? historical development of forest products marketing. Part 2 Marketing fundamentals: markets products distribution pricing promotion. Part 3 The nature of competition: using economist's tools competitive strategies strategic trends in the forest products industry. Part 4 Major forest products market segments: building products pulp and paper hardwood lumber and secondary products. Part 5 International marketing, marketing organization, careers: international marketing marketing organization and careers. Part 6 Appendix - ten case studies.