Showing papers on "Marketing management published in 2001"

Mining the network value of customers

Abstract: One of the major applications of data mining is in helping companies determine which potential customers to market to. If the expected profit from a customer is greater than the cost of marketing to her, the marketing action for that customer is executed. So far, work in this area has considered only the intrinsic value of the customer (i.e, the expected profit from sales to her). We propose to model also the customer's network value: the expected profit from sales to other customers she may influence to buy, the customers those may influence, and so on recursively. Instead of viewing a market as a set of independent entities, we view it as a social network and model it as a Markov random field. We show the advantages of this approach using a social network mined from a collaborative filtering database. Marketing that exploits the network value of customers---also known as viral marketing---can be extremely effective, but is still a black art. Our work can be viewed as a step towards providing a more solid foundation for it, taking advantage of the availability of large relevant databases.

SME marketing in practice

Abstract: Acknowledges that SMEs (small to medium‐sized enterprises) cannot do conventional marketing because of the limitations of resources which are inherent to all SMEs and also because SME owner/managers behave and think differently from conventional marketing decision‐making practices in large companies. In this context the discussion focuses on SME characteristics and how these impact upon marketing characteristics within SMEs. In a search for “alternative” marketing approaches, the inherent existence of the owner/manager’s “network” in its various guises such as personal contact networks, social networks, business networks and industry and marketing networks and how these networks are used is considered. Some evidence from an empirical study carried out simultaneously in Northern Ireland and Australia is presented which illustrates how and why networking is used by SME owner/managers as a tool or approach for carrying out meaningful marketing.

Knowledge management and data mining for marketing

Abstract: Due to the proliferation of information systems and technology, businesses increasingly have the capability to accumulate huge amounts of customer data in large databases. However, much of the useful marketing insights into customer characteristics and their purchase patterns are largely hidden and untapped. Current emphasis on customer relationship management makes the marketing function an ideal application area to greatly benefit from the use of data mining tools for decision support. A systematic methodology that uses data mining and knowledge management techniques is proposed to manage the marketing knowledge and support marketing decisions. This methodology can be the basis for enhancing customer relationship management. q 2001 Elsevier Science B.V. All rights reserved.

Marketing of High-Technology Products and Innovations

Abstract: CHAPTER 1 Introduction to World of High Technology Marketing CHAPTER 2 Strategic Market Planning in High-Tech Firms CHAPTER 3 Culture and Climate Considerations for High-Tech Companies CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing CHAPTER 6 Marketing Research in High-Tech Markets CHAPTER 7 Understanding High-Tech Customers CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENT Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets CHAPTER 10 Pricing Considerations in High-Tech Markets CHAPTER 11 Marketing Communication Tools for High-Tech Markets CHAPTER 12 Strategic Considerations in Marketing Communications CHAPTER 13 END-OF-BOOK CASES Is there more to Skype than hype? The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing Planning Environmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? Goomzee Mobile Marketing SELCO - India: Lighting the Base of the Pyramid Detailed TOC CHAPTER 1 Introduction to World of High Technology Marketing The Lexicon of Marketing Strategic Functional Tactical Defining High Technology Government-based Classifications Common Characteristics of High-Tech Environments: Implications for Marketing Strategy Types of Innovations The Contingency Model for High-Tech Marketing Framework for High-Technology Marketing Decisions SUMMARY APPENDIX A High Technology Industry Classification APPENDIX B Outline for a Marketing Plan CHAPTER 2 Strategic Market Planning in High-Tech Firms Competitive Advantage: The Objective of Marketing Strategy Resources and Competencies Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation Key Strategy Decisions Strategy Types A Cautionary Note Strategy Creation: Approaches and Structures Marketing Performance Measurement Summary Appendix Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources CHAPTER 3 Culture and Climate Considerations for High-Tech Companies Facilitators of a Culture of Innovativeness Top Management Attention Creative Destruction Managers' Willingness to Cannibalize Product Champions Skunk Works Learning Orientation Unlearning Expeditionary Marketing Risk Tolerance Compensation for Innovation Obstacles to Obtaining a Culture of Innovativeness Core Rigidities The Innovator's Dilemma Summary CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction What It Means To Be Market Oriented The Effect of Market Orientation on Company Performance Dimensions of a Market Orientation Becoming Market Oriented: Facilitating Conditions Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction Cross-Functional Teamwork in Product Development R&D-Marketing Interaction Summary Appendix: What it Takes to Become Customer Focused CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing Partnerships and Strategic Alliances Types of Partnerships Reasons for Partnering Risks of Partnering Factors Contributing to Partnership Success Outsourcing: High Risks/High Opportunity Vertical Partnerships More Outsourcing Terminology Reasons for Outsourcing But Does It Work? Problems and risks in Outsourcing A Contingency Approach to Managing Outsourcing for Success The Future of Outsourcing Open Innovation Networks and Alliances for New Product Development Customer Relationship Management/Marketing Step 1: Identify "high potential" customers Step 2: Develop a customer acquisition strategy Step 3: Develop the customer portfolio management strategy Customer Relationship Management Software Summary CHAPTER 6 Marketing Research in High-Tech Markets Gathering Information: High-Tech Marketing Research Tools Concept Testing Conjoint Analysis Customer Visit Programs Empathic Design Lead Users Quality Function Deployment Prototype Testing Beta Version Testing Customer-Driven Innovation Biomimicry The Biomimicry Process Biomimicry Benefits Forecasting in High-Tech Markets Forecasting Methods Other Considerations in Forecasting Summary CHAPTER 7 Understanding High-Tech Customers Customer Purchase Decisions Problem Recognition Information Search Evaluate Alternatives Purchase Decision Post-purchase Evaluation Adoption and Diffusion of Innovations Factors Affecting Adoption of Innovation Categories of Adopters Crossing the Chasm Early-Market Strategies: Marketing to the Visionaries The Chasm Crossing the Chasm: A Beachhead and A Whole Product Solution Inside the Tornado The Choice of Customer Target Market: Segmentation, Targeting, and Positioning Divide Possible Customers Into Groups Profile the Customers In Each Segment Evaluate and Select a Target Market Positioning the product within the segment Customer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths Customer Migration Decisions Marketers' Migration Options Consumers' Paradoxical relationships with Technology and Unintended Consequences Marketing Implications of Consumers' Paradoxical Relationship With Technology Summary CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENT Technology Mapping The "What to Sell" Decision Possible Options What Decision Makes Sense? Technology Transfer Considerations Product Architecture: Modularity, Platforms, and Derivatives Modularity Platforms and Derivatives A Cautionary Note on Issues Related to "Killing" New-Product Development The Role of Product Management in the High-Technology Company Developing Services as Part of the High-Technology Product Strategy Unique Characteristics of Services: Implications for High-Tech Marketing Intellectual Property Considerations Types of Intellectual Property Protection Rationale for Protection of Intellectual Property Managing Intellectual Property Summary APPENDIX Details on the Patenting Process International Patent Protection Online Resources for Intellectual Property Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets Issues in Distribution Channel Design and Management Channel Structure Channel Management Channel Performance Managing Hybrid Channels: Effective Multi-Channel Marketing Step 1: Gather market data Step 2: Work towards harmonization following contingency theory Additional Considerations: Channel Relationship Quality, CRM, Compensation and Communication Emerging Considerations in Distribution Channels Distribution for "Digital" Goods: The Long Tail Understanding Gray Markets Black Markets, Piracy, and Restricted Exports Unique Distribution Requirements for Developing (BOP) Markets Supply Chain Management Matching Supply Chain Strategies to Uncertainty Supply Chain Management Technologies Outsourcing The "Greening" of the Supply Chain Summary CHAPTER 10 Pricing Considerations in High-Tech Markets The High-Tech Pricing Environment The Three Cs of Pricing Costs Competition Customers Customer-Oriented Pricing Steps in Customer-Oriented Pricing Implications of Customer-Oriented Pricing Pricing of After-Sales Service The Technology Paradox Solutions to the Technology (Pricing) Paradox Additional Pricing Considerations Outright Sale of Know-How versus Licensing Agreements Other Pricing Nuances: Usage Restrictions Price Promotions Summary CHAPTER 11 Marketing Communication Tools for High-Tech Markets Advertising and Promotion Mix: Integrated Marketing Communications Internet Advertising and Promotion Dealing with Disruption The Website's Part in Advertising-and-Promotion Strategy Website Design Build Site Traffic Evaluate Website Effectiveness Summary APPENDIX Web Analytics: Monitoring the Traffic at a Website Uses of Web Analytics Limitations of Web Analytics New Techniques in Web Analytics: Site Overlays and Geo-Mapping Web 2.0 Considerations CHAPTER 12 Strategic Considerations in Marketing Communications Branding in High-Tech Markets The Benefits and Risks of Branding Strategies Developing a Strong Brand Effectively Harness Web 2.0 Technologies and New Media Ingredient Branding Branding for Small Business New-Product Preannouncements Advantages and Objectives of Preannouncements Disadvantages of Preannouncements Tactical Considerations in the Preannouncement Decision Summary Appendix CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies Corporate Social Responsibility Debates Over and Criticisms of CSR Desired Outcomes from CSR CSR Domains: People and Planet Models of/Approaches to CSR Measuring the Outcomes and Effectiveness of CSR Initiatives Best-practices CSR for High-Tech Companies Serving Base-of-they-Pyramid Markets: Corporate Social Responsibility and Social Entrepreneurship Domains For "Intervention" Business Models/Approaches to Solving BOP Problems: Enlightened CSR and Social Entrepreneurship Ongoing Challenges and Keys to Success for BOP Strategies Criticisms of BOP Strategies The Digital Divide Solutions to Bridging the Digital Divide Responding to the Risks and Opportunities of Global Climate Change Best-Practices Environmental Strategy: A Four-Step Approach Challenges for Environmentally-Responsible Business Practices A Framework for Navigating Ethical Controversies Summary Concluding Remarks: Realizing the Promise of Technology Discussion Questions Glossary Appendix Application of A Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness END-OF-BOOK CASES Is there more to Skype than hype? The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing Planning Environmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? Goomzee Mobile Marketing SELCO - India: Lighting the Base of the Pyramid

Integrated Marketing Communications

Abstract: The IMC Certificate Program invites applications from students in any undergraduate school at Northwestern. As described on the Medill website, to qualify for admission students must complete 3 prerequisite courses and earn a minimum cumulative GPA of 2.7 in them. Students must earn a cumulative GPA of 3.0 in the five IMC courses to achieve the certificate. Students who receive the undergraduate IMC certificate and are admitted into the MSIMC program can complete the master’s program and graduate in just four quarters, rather than the five quarters required for students without the certificate.

The Effect of Perceived Technological Uncertainty on Japanese New Product Development

Abstract: This article develops a theoretical model that examines the moderating effect of perceived technological uncertainty on new product development (NPD). We tested the theoretical model using 553 Japa...

Marketing's contribution to the implementation of business strategy: an empirical analysis

Abstract: This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units, and developed scales to describe 11 strategic marketing activities. We next performed a K-means cluster analysis using these scales to develop a taxonomy of marketing strategy types consisting of: Aggressive Marketers, Mass Marketers, Marketing Minimizers, and Value Marketers. We then observed that superior performance at the firm or SBU level was achieved when specific marketing strategy types were matched with appropriate Miles and Snow (1978) business strategy types. Copyright © 2001 John Wiley & Sons, Ltd.

Interrogating SERVQUAL: a critical assessment of service quality measurement in a high street retail bank

Abstract: This paper presents a case study of a pioneering nationwide implementation of SERVQUAL by a major UK high street bank between 1993 and 1997 at an annual cost of one million pounds. In addition to highlighting serious weaknesses in the value of SERVQUAL as a measure of service quality and as a diagnostic tool, this study raises some of the practical difficulties entailed in its implementation. Moreover, in this particular instance, it becomes apparent that difficulties are introduced by the separation of service quality management from the management of marketing and human resources. In addition, there was a discernible lack of top management commitment, as well as obstacles in the form of functional and informational silos, which served to constrain an integrated company response to SERVQUAL criteria.

Dependence,Trust, and Relational Behavior on the Part of Foreign Subsidiary Marketing Operations: Implications for Managing Global Marketing Operations

Abstract: The authors explore how a global firm’s ability to foster successful relationships between its foreign subsidiaries’ and headquarters’ marketing operations can enhance the performance of products across markets. The results show that cooperative behaviors are positively associated with product performance in the subsidiaries’ markets. National culture in the foreign markets is also found to moderate the effect of trust on relational behaviors. In addition, the subsidiaries’ acquiescence becomes increasingly important as the firm attempts to standardize marketing programs.

Customer relationship management in financial services: towards information-enabled relationship marketing

Abstract: Relationship marketing is concerned with how organizations manage and improve their relationships with customers for long-term profitability. Customer relationship management (CRM), which is becoming a topic of increasing importance in marketing, is concerned with using information technology (IT) in implementing relationship marketing strategies. This paper reports on a study of the adoption and use of CRM in the financial services sector. In particular, the key elements of CRM are examined in these organizations and executives' perceptions of the main IT components that enable responsive CRM are explored. CRM is classified into five stages of sophistication and a framework for CRM adoption is developed.

Techno-Ready Marketing: How and Why Your Customers Adopt Technology

Abstract: "Rapid advances in current technologies and the accelerating emergence of new ones are flooding the marketplace with innovative products and services," write A. Parasuraman and Charles L. Colby at the start of Techno-Ready Marketing. But despite this onslaught and the importance that companies have placed upon it, the authors continue, the marketing of related products and services "is by and large being guided by traditional principles that may not be as effective for high-tech companies as they are for their low-tech counterparts." After four years of research into ways this might be better accomplished, the two developed the concept of Technology Readiness to measure how customers will react to such innovations and provide insight that corporations can use to practice the "techno-ready marketing" necessary to capture the public's attention. Parasuraman, the University of Miami's James W. McLamore Professor of Marketing, and Colby, president of a market research and consulting firm that specializes in technology, present a scholarly discussion of the process followed by a section on its practical use, filled with historical and contemporary case studies. They also include a self-administering Marketing Audit to help readers assess their current corporate status and adjust strategies accordingly. --Howard Rothman

International Marketing Ethics from an Islamic Perspective: A Value-Maximization Approach

Abstract: International marketing practices, embedded in a strong ethical doctrine, can play a vital role in raising the standards of business conduct worldwide, while in no way compromising the quality of services or products offered to customers, or surrendering the profit margins of businesses. Adherence to such ethical practices can help to elevate the standards of behavior and thus of living, of traders and consumers alike. Against this background, this paper endeavors to identify the salient features of the Islamic framework of International Marketing Ethics. In particular, it highlights the capabilities and strengths of this framework in creating and sustaining a strong ethical international marketing culture. At the heart of Islamic marketing is the principle of value-maximization based on equity and justice (constituting just dealing and fair play) for the wider welfare of the society. Selected key international marketing issues are examined from an Islamic perspective which, it is argued, if adhered to, can help to create a value-loaded global ethical marketing framework for MNCs in general, and establish harmony and meaningful cooperation between international marketers and Muslim target markets in particular.

Instituting the marketing concept in a multinational setting: The role of national culture

Abstract: A growing concern among international marketing managers is how to increase the market orientation and thereby performance of their transnational organizations. This study broaches this issue by investigating how the marketing concept, the heart of the market orientation, may be established in a multinational setting and the effects of national culture on that process. From a wide array of literature, the authors construct a theoretical framework and propositions on how global organizations may transform this philosophy from an abstract platitude to an operational reality. Their findings suggest that the process consists of complex, interdependent steps—interpretation, adoption, and implementation of the marketing concept. Cultural values shape interpretation and facilitate or impede adoption and implementation. The overall framework and findings can be used to guide institutionalization of the marketing concept across the organizational span, in particular by anticipating culture-based reactions from international subsidiaries.

The Influence of Internet-Marketing Integration on Marketing Competencies and Export Performance

Abstract: Internet technology is often considered to be fundamentally changing the business paradigm and increasingly integrated into the marketing function. The authors offer a conceptual model linking market orientation, marketing competencies, and export performance and investigate the role of the Internet technology in these relationships. On the basis of an analysis of survey data from 381 manufacturing firms involved in exporting, the authors find that firms’ integration of Internet technology into marketing activities generally leverages the influence of market orientation on the firms’ marketing competencies (compared with competitors), which in turn have a positive impact on their export performance. The authors identify competitive intensity, firm size, and degree of export dependence as additional moderating variables.

Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs

Abstract: One difficult challenge for marketers is the large, diverse means of communication and communication options that are available to support their brands (e.g. TV, print, and interactive advertising; trade and consumer promotions; arts, sports, and cause sponsorships; etc.). Consequently, marketers must understand what various marketing communication options have to offer and how they should be combined to optimize their marketing communications programs. Towards that goal, this paper considers issues in how to develop, implement, and evaluate an integrated marketing communication program. Specifically, to provide micro perspectives -- especially relevant for academic research -- we introduce the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation). To provide macro perspectives -- especially relevant for managerial planni...

The Business Marketing Course: Managing in Complex Networks

Abstract: The new edition of this widely used business marketing text has been completely revised and rewritten. The Business Marketing Course provides a comprehensive insight into business marketing in a compact and accessible format that provides the ideal foundation for courses on business or industrial marketing. The new edition concentrates on the reality facing business marketers operating in complex and dynamic business networks. The book provides a structured approach to both technology and the development of the marketer’s offerings as well as an expanded guide on how to analyse business networks and customers and how to develop marketing strategy. The book is essential reading for students who are studying business markets. It is also an excellent guide for all managers who would like a clearer understanding of the complexity networks in which they operate.

Internet Marketing: Building Advantage in a Networked Economy

Abstract: Internet Marketing: Building Advantage in a Networked Economy, 2e presents a “road-tested” framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages: from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution. This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing – the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers. Table of contents Chapter 1: Introduction to Internet Marketing Part I: Framing the Market Opportunity Chapter 2: Framing the Market Opportunity Part II: Marketing Strategy Chapter 3: Marketing Strategy in Internet Marketing Part III: The Design of the Customer Experience Chapter 4: Customer Experience Part IV: Building the Customer Interface Chapter 5: Customer Interface Part V: The Design of the Marketing Program Chapter 6: Customer Relationships Chapter 7: Product Chapter 8: Pricing Chapter 9: Communication Chapter 10: Community Chapter 11: Distribution Chapter 12: Branding Chapter 13: Designing the Marketspace Matrix Chapter 14: Designing the Marketing Program for Lord of the Rings Part VI: Leveraging Customer Information Through Technology Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet Technology Part VII: Marketing Program Evaluation Chapter 16: Customer Metrics

Linking sponsorship and cause related marketing

Abstract: Sponsorship activities have become a mainstream component of the marketing mix. As such, there are attempts to make these activities more effective by leveraging them using advertising, sales promotions, or in an increasing number of cases, through cause related marketing (CRM). This paper explores the relationship between sponsorship and CRM and identifies the potential opportunities that arise from leveraging sponsorships using CRM. The paper also examines the limitations of CRM as a leveraging strategy, puts forward a typology for categorising CRM and identifies some future research issues related to CRM‐leveraging of sponsorship.

Entrepreneurial marketing – a historical perspective on development and practice

Abstract: Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management.

A multidimensional study of the key determinants of effective SME marketing activity: Part 1

Abstract: This monograph is the consequence of a variety of experiences. It reflects an interest in SMEs and entrepreneurship stretching back almost 17 years from the author’s days in the fresh food industry. It reflects knowledge from a series of studies and projects in which the author has been engaged since commencement of an academic career in 1990. In particular, it reflects the findings of a five‐year piece of doctoral research that the author conducted with 57 firms in Ireland and the UK between 1995‐1999. The study seeks to identify the key determinants of SME marketing activity. The research objectives focused on determining a framework of marketing competencies for SMEs, the extent of formal marketing processes practised, and how SME marketing decisions are made. Further research objectives emerged (these were inductive in nature) that focused on determining the extent of the sales orientation in SMEs and on gaining insights into the use and character of the contact networks of the individuals who manage ...

A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets

Abstract: Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However where the market is not stable, there is a propensity towards sole brands and attitudinal measures may be better predictors of future behavior in such cases.