Showing papers on "Marketing strategy published in 1969"
TL;DR: Marketing in business is the task of finding and stimulating buyers for a firms's output, while progressive firms also develop new products and chart the trends and changes in people's needs and desires.
Abstract: Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and...
2,010 citations
TL;DR: In this article, the authors provide insights into the need for marketing information systems and discuss their benefits, organizational needs, structural requirements, and general limitations, as well as their limitations.
Abstract: The author provides insights into the need for marketing information systems and discusses their benefits, organizational needs, structural requirements, and general limitations. Illustrations of c...
69 citations
TL;DR: In this paper, products acquired by consumers over life-cycle periods can be grouped into clusters in accordance with set criteria and shown how marketing strategy can be made more effective by adopting new marketing strategies.
Abstract: Products acquired by consumers over life-cycle periods can be grouped into clusters in accordance with set criteria. This article shows how marketing strategy can be made more effective by adopting...
46 citations
38 citations
TL;DR: The functional and systems approaches to the study of marketing offer two alternative means of understanding the discipline as discussed by the authors. But do these approaches contradict or complement each other, or do they have...
Abstract: The functional and systems approaches to the study of marketing offer two alternative means of understanding the discipline. Do these approaches contradict or complement each other, or do they have...
35 citations
TL;DR: In this article, practical experiences in collaborating with a marketing department in deciding whether or not to test-market before launching a new product are described, and the benefits derived from the use of elementary decision-tree theory are described.
Abstract: Some practical experiences in collaborating with a marketing department in deciding whether or not to test-market before launching a new product. The benefits derived from the use of elementary decision-tree theory are described.
16 citations
TL;DR: While marketing research does not readily lend itself to control and evaluation in the traditional business management sense, techniques do exist and are used for this important function as mentioned in this paper, however, they do not lend themselves to controlling and evaluation of marketing research.
Abstract: While marketing research does not readily lend itself to control and evaluation in the traditional business management sense, techniques do exist and are used for this important function. The autho...
10 citations
4 citations
TL;DR: In this paper, the authors discuss the advantages and disadvantages of competitive bidding for obtaining professional marketing research services and suggest that this traditional approach is in need of reform, in particular, in terms of efficiency and fairness.
Abstract: Is competitive bidding currently an effective means of securing professional marketing research services? Or is this traditional approach in need of reform?This article discusses the advantages and...
TL;DR: In this article, the authors argue that the understanding of market structures can be greatly enhanced by marketing executives thinking in terms of continuums, as the models described here, and that it is only through perceiving the whole that industrial marketing executives will be able to do justice to the differences.
Abstract: Attempts to demonstrate the shallowness of any approach that attempts to show that industrial marketing is wholly different from any form of marketing. Posits that, on the other hand, there are some clearly definable differences, but it is only through perceiving the whole that industrial marketing executives will be able to do justice to the differences. Concludes that the understanding of market structures can be greatly enhanced by marketing executives thinking in terms of continuums, as the models described here.
TL;DR: In this paper, the authors argue that much of marketing analysis must be satisfaction-oriented rather than optimisation-oriented and thus a considerable proportion of measurements observed are concerned with effectiveness rather than efficiency and must be recognised as such.
Abstract: Proposes that marketing efficiency is an area of enquiry that is both simultaneously ignored by marketing researchers, yet frequently referred to by implications. Reviews the existing measure of evaluation relating to a total assessment of the company in the marketplace. Concludes that much of marketing analysis must be satisfaction ‐ rather than optimisation‐oriented and thus a considerable proportion of measurements observed are concerned with effectiveness rather than efficiency and must be recognised as such.
TL;DR: In this paper, the authors argue that the cost, time requirements, and projectability of conventional test marketing efforts are troublesome for marketing researchers and their managements and that a decision to test market increases the probability and speed of a competitive response.
Abstract: Conventional test marketing is in trouble. The cost, time requirements, and projectability of conventional test marketing efforts are troublesome for marketing researchers and their managements. Furthermore, a decision to test market increases the probability and speed of a competitive response. Therefore, major package corporations are intensifying their efforts to perform more rapid and confidential evaluations of product or advertising alternatives. There has been a marked tendency to evaluate alternatives in research environments (non-sale) rather than in actual sales tests or market introductions.
TL;DR: Research and development expenditures by American industry are increasing; yet the percentage of successful new products marketed is still low and product failures common as discussed by the authors. What are some factors that cause product failure?
Abstract: Research and development expenditures by American industry are increasing; yet the percentage of successful new products marketed is still low and product failures common. What are some factors tha...
TL;DR: The authors argued that the marketing economist must broaden his perspective to include analysis of the barriers to effective communication, whatever the origin of those barriers, and the developing theory of communication can provide the tools needed to make such a reorientation of our research efforts productive.
Abstract: RICE is charged with the task of coordinating economic activity along the vertical continuum between producer and consumer. Activities at the various levels are related in a technical sense. How the technical interrelationships are handled operationally depends upon decisions by entrepreneurs at the various levels. These decisions are a function of the output of the prevailing communication system. Mounting evidence suggests the price system is incapable of functioning as an effective system of communication [4]. I contend that (1) the marketing economist must broaden his perspective to include analysis of the barriers to effective communication, whatever the origin of those barriers; and (2) the developing theory of communication can provide the tools needed to make such a reorientation of our research efforts productive.