Showing papers on "Marketing strategy published in 1973"

Exploration of Variables Inherent in Adopting an Industrial Product

Abstract: Innumerable authors have indicated that new product failure rates have been alarmingly high [3, 10, 11]. With new product development becoming vital to a firm's maintenance or enhancement of its market position, it is increasingly necessary to seek new ways to minimize new product failure. Confrontation of this problem involves developing a more comprehensive understanding of why and how new products are adopted by consumers so that marketing strategy may be more effectively designed and implemented. Research studies attempting to understand the process of new product adoption have been substantial in areas such as rural sociology and the marketing of consumer goods [8, 10, 15, 17]. However, industrial products have received only limited attention. Recent investigations [4, 14, 16, 20] indicate that industrial product buyers may be affected by many of the same variables as the buyers of consumer goods. In these exploratory studies, variables such as perceived risk, self-confidence, seller image, and prior experience were proffered as important factors in the industrial adoption process. Other evidence reported by economists [2, 5, 12] indicates that variables such as the size of the firm and growth rate were relevant to industrial product adoption. To thoroughly understand why and how new industrial products are adopted, it is necessary to include firm variables, such as growth rate and size of firm, as well as individual behavioral variables. Apparently, industrial product research has been limited because cooperation from firms involved in the adoption process of an industrial product is often difficult to obtain, and individual behavioral variables pertinent to the industrial adoption process are frequently difficult to identify and measure. The objective of this exploratory research is to identify the relevant variables needed in this market to provide a better understanding of the adoption process and to establish an information base for future industrial market research in this area.

Social marketing: the family planning experience.

Abstract: Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretica...

Financial Dimensions of Marketing Management

Abstract: Although many different kinds of techniques can aid in the more effective allocation of marketing effort, renewed interest has recently been shown in the possible contribution of tools developed in

Selling yourself to industry

Abstract: Younger librarians in the industrial rat race dare not seek the leisurely and quietly secure job: an absence of ambition and drive does not enhance the security of industrial librarians. To be in the rat race of one's own choice, is to want, above all, to win, and those who do win, do so with no illusion of contentment and security, but with a strength and determination to market a personal and professional ability, fulfilling the demands placed upon them. In this article, I submit that a well thought out marketing strategy is essential to the ambitions of younger librarians.

The Marketing/Logistics Interface

Abstract: This monograph progresses from a consideration of definitional issues to the development of a conceptual model for marketing‐logistics interaction and finally to a discussion of the issues of implementation of the model within the context of marketing strategy. Thus, following an introduction, Part II begins with definition of the field and examines the position of physical distribution in relation to marketing. Part III discusses the relationship of physical distribution and macro‐marketing, and is thus concerned about the social, aggregative goals of logistics systems, including the costs of distribution. Part IV continues this argument, examining specifically the influence of physical distribution on channel structure. Part V then focuses on the assumptions underlying the customer service function, asking how physical distribution can influence final demand in the market place. Part VI presents a conceptual model of marketing‐logistics demand stimulation. The operational issues concerned with its implementation are shown in Part VII; and a summary of the relevant points is presented in Part VIII. The concern has been not with presenting either new computational models nor empirical data but with presenting a new perspective on the marketing‐logistics interface. There is a need to reduce the barriers between these fields and to present more useful ways for co‐operation.

Environmental factors and marketing practices

Abstract: Looks at the marketing strategies of companies in different countries. Suggests that there is no direct relationship between environmental‐factors and marketing practices. Reveals that countries with similar levels of development or cultural patterns did not tend to have similar practices, suggesting that the assumption of a typical pattern of marketing practice is questionable.

The Marketing of Financial Services

Abstract: Money is a store value, an instrument of value transfer, and a criterion by which the value of all scarce economic real resources are measured. Therefore, human beings, acting personally or as corporate bodies, have certain needs in relation to the money commodity. Those needs are met by those who offer financial services. Broadly, these services are: advice; deposits and savings; loans; leasing; investment; insurance; payments and debt settlement; factoring. The institutions which offer these various services are not segregated into distinct groups. The various banks, finance services companies and professional practitioners all overlap in competing to offer financial services, so that any group of institutions, say the hire purchase and finance companies, are competing among themselves and with

Corporate life cycle and the evaluation of corporate strategy.

Abstract: The article reports on ways corporate life cycle can be used to evaluate business strategies. The author focuses management decisions relating to business strategy and organizational structure. The...

The state marketing board: relic or prototype?*

Abstract: This paper is primarily concerned with the place of producer-controlled marketing boards in contemporary agricultural policy. The accomplishments and limitations of state marketing boards are reviewed from the standpoint of their stated objectives. Their possible future role is discussed in the light of changes which have occurred in market structure and in public attitudes towards intervention in agricultural marketing, both in Australia and in other advanced economies.

A Further Caution: It's Innovativeness Overlap

Abstract: The authors agree with Ostlund that the evidence attesting to innovative overlap across product categories is limited. However, it is not believed that the results of Ostlund's study have expanded this evidence for purposes of either further research or the development of a marketing strategy. Specifically, the authors wish to change (correct) the impressions left by Ostlund's article. It has been shown that the technique used to identify innovators is conceptually weak and methodologically unsubstantiated, and the data analysis is inconsistent. To assist others in their research efforts, more than a cursory discussion of the underlying assumptions and data calculations is warranted. Moreover, prior to identifying generalized innovators, it is suggested that future research efforts focus on the development of a precise definition of innovative behavior and an operational measure for identifying innovators.

Market research in the guided market place

Abstract: Discusses various aspects of market research in Eastern Europe, with special emphasis on the Hungarian experience under the New Economic Mechanism. Attempts to show how the manner in which various sources of information can and should be utilized. Highlights differences and similarities between methodology of marketing employed in the East and the West. Presents a cross‐section of case studies to illustrate market research carried out. Suggests that marketing research is an important function in Eastern Europe.

Role of Marketing and Procurement Systems in the Control of Agriculture

Abstract: Issues ancient and modern in the structural organization of agriculture are newly being legitimized. As one evidence, hundreds of extension meetings this winter will utilize a new set of leaflets entitled, “Who Will Control Agriculture?”. In popular articles, speeches, and research reports various aspects of the question are being examined. Even Secretary of Agriculture Earl Butz, himself an agricultural economist, has proclaimed the relevance of the subject, not to mention his chief economist, Don Paarlberg, who has addressed the same subject frequently. Among these several sources the focus varies: optimal size of farm or feedlot; tax issues; the comparative advantage of the corporate and other forms of organization; economies of vertical coordination; the nature of contractual integration; and bargaining power for farmers and farm workers.

Evaluation of a quantitative procedure to select among alternative marketing strategies to reduce price risks of stocker operators

Abstract: Producers within the cattle industry are faced with three major types of risks: (1) risks of losses in quality; (2) risks of quantity losses; and (3) losses resulting from unfavorable changes in cash prices. Quality and quantity risks are physical risks that can be dealt with through managerial techniques, adoption of new technology, and the use of fire, storm, and theft insurance. The risk associated with unfavorable price changes does not lend itself to an insurance approach. Producers must, therefore, become speculators in the cash market or choose to employ marketing strategies designed to transfer price risks to other market functionaries.