Showing papers on "Marketing strategy published in 1972"
Book•
01 Jan 1972TL;DR: The fourth edition of the Principles of Marketing as discussed by the authors has been revised or completely changed to embrace the growth in e-commerce and recognising Europe's internationalism and the growth of globalisation, examples and cases are drawn from Europe alone, but from the US, Japan, South-East Asia and Africa.
Abstract: Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe’s internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa. This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.
6,750 citations
Journal Article•
01 Jan 1972
2,197 citations
TL;DR: In this article, the authors examine the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing and conclude that marketing is facing an identity crisis.
Abstract: Is marketing facing an identity crisis? The author examines the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing. It i...
82 citations
Book•
31 Dec 1972
TL;DR: A review of international tourism marketing can be found in this article, where the authors discuss the marketing concept and International Tourism Marketing Strategic Analysis and Strategy Formulation, as well as issues and trends in the tourism marketing.
Abstract: PART ONE: OVERVIEW OF INTERNATIONAL TOURISM MARKETING PRINCIPLES The Marketing Concept and International Tourism Marketing Strategic Analysis and Strategy Formulation PART TWO: ISSUES AND TRENDS IN CONTEMPORARY TOURISM MARKETING The Impact of Technology on Tourism Marketing P.Alford Green Strategies in the Tourism and Hospitality Industries D.Diamantis & A.Ladkin The Influence of Human Resource on Tourism Marketing E.Szivas Managing the Service Encounter: Consistent High Quality through 'Internet Marketing' G.McGrath PART THREE: STRATEGIC MARKETING IN THE TOURISM SECTORS Strategic Marketing of Tourism Destinations R.Batchelor Strategic Marketing in the Hospitality Sector T.Knowles Strategic Marketing in the Air Transport Sector Strategic Marketing in the Tour Operator Sector T.Knowles & P.Grabowski Strategic Marketing in the Travel Agency Sector L.Andreu Simo & E.Bigne Future Trends in the Travel and Tourism Industry
61 citations
TL;DR: In this paper, an approach to developing and implementing a dynamic, competitive marketing mix model for a major oil company combines econometric methods, simulation techniques, and subjective judgments Regression coefficients provide estimates of the response functions of the different inputs.
Abstract: This approach to developing and implementing a dynamic, competitive marketing mix model for a major oil company combines econometric methods, simulation techniques, and subjective judgments Regression coefficients provide estimates of the response functions of the different inputs
56 citations
TL;DR: In this article, Amstutz identified four characteristics of a successful marketing information system, i.e., the integration of new system developments with the information system that already exists in a company, and the development of marketing information systems is a logical response to this information overload.
Abstract: Marketing decision makers are increasingly faced with too much information. The development of marketing information systems [1, 8, 9] is a logical response to this information overload. Many advantages foreseen for these systems have been lost in implementation [2], however, often because new system developments are not integrated with the information system that already exists in a company. Amstutz identified four characteristics of a successful
52 citations
TL;DR: The marketing concept has been severely criticized by consumerists as discussed by the authors, however, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, i...
Abstract: The marketing concept has been severely criticized by consumerists. However, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, i...
45 citations
TL;DR: In this article, the essential nature of international marketing is discussed, and it allows for the exchange of goods and services between producer and user across international boundaries, and data should be collated across the marketing mix to ensure that an objective analysis is made.
Abstract: Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.
29 citations
28 citations
TL;DR: In this article, the effect of unit-pricing on the ability of consumers to choose the most economical brand and size in a product class was investigated, and it was found that the benefits of unit pricing seem to exist primarily in the purchase of grocery items.
Abstract: M OST consumer research has been concerned with how knowledge of consumer behavior patterns can direct the firm in the development of marketing strategy and policies. However, relatively little research has investigated how policies of the firm can be beneficial to the consumer in his buying behavior.1 This article examines unitpricing as a potential aid to consumers. It reports a study designed to determine the effect of unit-pricing on the ability of consumers to choose the most economical brand and size in a product class. Unit-pricing, a retail pricing policy, is designed to aid primarily the economy-minded consumerthat consumer who is interested in minimizing the cost of a single purchase or set of purchases without regard to quality. Its benefits seem to exist primarily in the purchase of grocery items. When a good is unit-priced, its price is expressed in terms of the cost per unit of measure of the product in addition to its total price. For example, with unit-pricing a consumer would know that a ten-ounce container of instant coffee priced at $1.65 costs 16.5 per ounce. The numerous brands and sizes of grocery items now available to the consumer often make it difficult for her to determine the lowest unit-cost item in a product class. Therefore, unit-pricing should enable the value-conscious shopper to better determine the item with the lowest unit-price.
TL;DR: In this article, a research project concerned with the procedures followed in the pricing of consumer durables, and attempts to formulate an alternative statement of pricing behaviour to the cost-plus theory.
Abstract: Explores suitable ways of modifying cost‐plus pricing policies in the context of marketing based theory. Reports the findings of a research project concerned with the procedures followed in the pricing of consumer durables, and attempts to formulate an alternative statement of pricing behaviour to the cost‐plus theory. Recounts that an empirical study was made among 17 firms in the industry, ranging from smaller organisations manufacturing relatively simple electrical heating apparatus to the industry's larger firms manufacturing washing machines, refrigerators and spin dryers. Summarises that it is hoped the marketing approach to pricing, outlined there and in the accompanying table, will assist in developing sound marketing theory.
TL;DR: In this article, a computer-controlled experiment described in this article was designed to explore how marketers process information to make new product decisions and the differences in information pruning and decision making.
Abstract: How do marketers process information to make new product decisions? The computer-controlled experiment described in this article was designed to explore this question. Differences in information pr...
TL;DR: In this paper, the authors summarize some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the science category.
Abstract: Spotlights the total approach to logistics in companies and indicates how it can provide a valid basis for marketing improvement. Identifies what a total logistics approach can mean for corporate development. Chronicles that management theorists have tended to concentrate on one or other of these functions suggesting orientations and techniques whereby each of these functions may be more effectively managed. Maintains that herein is an attempt to summarise some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the‘science’category.
Book•
01 Jan 1972
TL;DR: For over 20 years, businesspeople have turned to this book for explanations, clarification, and answers to their marketing challenges as mentioned in this paper, and this comprehensive marketing guide helps readers to: demystify marketing concepts; focus marketing efforts for customer value and satisfaction; organize the marketing department for maximum productivity; formulate objectives and strategies into a meaningful plan; and appraise the success of marketing efforts.
Abstract: For over 20 years, businesspeople have turned to this book for explanations, clarification and answers to their marketing challenges. In this edition, this comprehensive marketing guide helps readers to: demystify marketing concepts; focus marketing efforts for customer value and satisfaction; organize the marketing department for maximum productivity; formulate objectives and strategies into a meaningful plan; and appraise the success of marketing efforts.
TL;DR: In this paper, the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics industries, concluding that strong influence of financial considerations in several aspects of market development seem likely to mean only low funds will be needed compared with research and capital investment costs.
Abstract: Explores the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics industries. Concerns itself with this critical functional area of the initial market development of new industrial products. Uses only two companies, one in the aluminium and the other in the steel industries, in the study. Concludes that the strong influence of financial considerations in several aspects of market development seem likely to mean only low funds will be needed compared with research and capital investment costs.
TL;DR: In this paper, the authors examined the role of marketing in small technology-oriented business and is based on an extensive investigation of the marketing problems and programs of 76 small enterprises located in a large scientific complex in the midwestern United States.
TL;DR: It is the author's contention that an understanding of “marketing”—a discipline focused on building linkages between producers and consumers—can provide valuable insights for understanding the capability for success or failure of ‘ERIC-like’ information systems.
Abstract: The objective of this discussion is to examine and articulate three perspectives which “Marketing” can contribute to a better understanding of the role “ERIC-like” information systems can fulfill in satisfying user needs. It is the author's contention that an understanding of “marketing”—a discipline focused on building linkages between producers and consumers—can provide valuable insights for understanding the capability for success or failure of “ERIC-like” information systems.
This objective is accomplished through discussing three specific dimensions of marketing thought and technique. First, “Marketing” is characterized as a pervasive societal process; i.e., a discipline whose content encompasses both the private and public sectors of society through focusing on the fundamental goal of providing “Need satisfactions” to consumers.
In this respect, it is the author's contention that all “ERIC-like” systems should recognize that they (a) are in the “Marketing business” and (b) attempt to improve their marketing capability and performance.
The second dimension of marketing discussed is the so-called “Marketing concept.” This concept, which stresses a “User/consumer need” orientation, provides four distinct advantages and applications for the manager of information systems: (a) proper “Product” definitions; (b) new product opportunity abilities; (c) more efficient dissemination and distribution patterns; (d) efficient use of system resources.
Finally, the following four specific marketing technique areas are related to information science: (a) consumer behavior research; (b) channel of distribution technique; (c) organizational theory; and, (d) market segmentation analysis.
TL;DR: The accepted primary objective of most companies, which is reflected in their marketing strategy, is to maximise profitability as discussed by the authors, which is the same as the one of most of us.
Abstract: The accepted primary objective of most companies, which is reflected in their marketing strategy, is to maximise profitability.