Showing papers on "Marketing strategy published in 1974"

An Analysis of Catalog Buying Behavior

Abstract: An understanding of consumer commitment to catalog buying provides an opportunity for improved marketing strategy.

The role of customer service in industrial marketing

Abstract: Examines the role of service in influencing buying behaviour, basing its results on research carried out into the marketing of industrial raw materials. Defines Service and sets this within a conceptual theoretical framework. Attempts to identify what industrial buyers perceive as service, and measures the performance, of suppliers against key facts of service. Discusses the developing realistic marketing strategies for suppliers.

The marketing of services: an approach

Abstract: Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.

Environmental Information Systems for Strategic Marketing Planning

Abstract: MOST complex organizations have developed sophisticated information systems to support their decision making and other managerial activities. Indeed, the term management information systems (MIS) has become so pervasive that it is now used to describe a wide variety of data processing systems, some of which are only indirectly related to the management process. Usually such systems-even the ones that support management decisions-are almost exclusively concerned with the control function as applied to the operational activities of the organization; few are directly focused on the planning function or the strategic marketing decisions that are so critical to the organization's future. This emphasis on operations and control rather than planning and marketing has resulted in the creation of sophisticated systems for collecting, processing, and disseminating internally generated information such as costs, inventories, and personnel data; while relatively unsophisticated systems suffice for coping with critical externally generated environmental information. For instance, if one investigates the MIS development efforts of many firms, he finds that these efforts have begun by emphasizing cost and financial data systems and have evolved to incorporate other varieties of internal data. Usually only after these internal systems have been rather fully developed is attention given to the systematic collection and utilization of external information. Even then this function is usually performed in a narrow sales context that may not significantly encompass the wide variety of relevant environmental information that is potentially of critical value to the organization's strategic marketing planning. Kelley, Kotler, and others have proposed designs and models for incorporating environmental information into marketing decision making.1 However, these approaches have tended to concentrate on the information collection and

Marketing Strategy and the Optimal Production Schedule

Abstract: Incorporation of marketing strategy in production planning can reduce overall costs and significantly increase profits. In this paper a solution procedure similar to the traditional Holt, Modigliani, Muth, and Simon production smoothing model is used to find a combined marketing and production plan in which advertising promotion is utilised to avoid peak-load production costs by shifting seasonal demand for a product. The solution procedure is applicable to a wide variety of market characterizations, and the technique may also be readily adapted to analyse impacts of various aspects of market behavior on the optimal production schedule.

Solving the “Marketing Mix” Problem using Geometric Programming

Abstract: This paper investigates the optimal allocation of the marketing budget within the marketing-mix decision variables so that sales or profit is maximized in a planning horizon. Since the influence of marketing mix variables upon sales are, in reality, nonlinear and interactive, a geometric programming algorithm is used that solves this problem. A procedure to estimate a functional of sales on the marketing mix and environmental variables utilizing the experienced judgments of the firm's executives and the raw data is provided. The derived functional is later optimized by the Geometric Programming algorithm under a constraint set consisting of budget and strategy restrictions imposed by a firm's marketing environment, and conditions under which the optimal solution is either local or global are identified. An empirical application for a large midwestern brewery is provided which utilizes and illustrates both the estimation an optimization procedures.

New Approaches to Analyzing Marketing Profitability

Abstract: THE name of the game in marketing is to maximize profit from the funds expended for the promotion and fulfillment of demand. The tools to do this are at hand. The purpose of this article is to present the basis for designing a marketingaccounting information system which facilitates the financial analysis of marketing performance. To assure that the system results in optimal actions within marketing segments, refinements of the model are also discussed.

Goal Programming for Marketing Decisions: A Case Study

Abstract: T HE reality of business management requires that individual actions taken with respect to particular business functions be evaluated for their probable overall impact. Marketing actions are no exception. Before resources are committed to a marketing proposal, management needs to determine as efficiently as possible the probable results for each of the identified, admissible alternative courses of action. Contemplated marketing actions must be pretempered by careful analysis as to their likely effects on other functional activities and their potential contributions at every level in the organization's hierarchy of goals. Fortunately, the decision sciences have evolved to a point where such careful, efficient analysis is now practicable through the application of mathematical and, specifically, goal programming. Of course, such techniques do not obviate the need for a decision. The contribution of goal programming derives from its structure, which permits logical, sequential progression through analyses that heretofore were largely dependent on intuitive appeals and experience-based judgments. Unlike other quantitative techniques such as linear programming, goal programming provides a way for managers to determine the extent to which several conflicting goals may be realized simultaneously. The following problem and its solution via a goal programming model demonstrate one way that analyses of multifaceted problems or opportunities can be improved with reasonable investments of time and effort.

Industrial buyer behaviour: Some aspects of the search process

Abstract: Investigates those aspects of the communication process which relate to the conditions determining the receptiveness of the individual buyer to marketing communicative and the manner in which he/she searches the market. Examine the factors which stimulate search behaviour and identifies the extent of market search by buyers. Studies the relationship between the reasons for and the extent of search as well as other characteristics such as those of the buyers and their companies.

Societal marketing: A strategic view of the marketing mix in the 1970's

Abstract: The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.

Product classification and the theory of consumer behavior

Abstract: Product classifications have been used as a normative framework to generalize product characteristics and market responses. To be more useful in guiding marketing strategy, classification schemes should incorporate the characteristics of the consumer's decision process. This article attempts to establish the link between product classification and consumer decision theory by demonstrating a direct association between Copeland's well-known convenience-shopping goods typology and the Howard-Sheth model of consumer decision-making.

Marketing in the Age of Strict Liability

Abstract: T HE practice of marketing, although normally in a state of flux, is from time to time subject to major shifts, which most often occur as a consequence of changes within the environment. The current marketing era began after World War II, when business recognized that technology had solved many of the problems of production and when the life style of consumers had been transformed from one of scarcity to one of limited abundance. During this era, business has moved to adjust production to the needs of consumption. The resulting consumer orientation, with related changes, has been called the marketing concept. Accordingly, many changes have occurred in marketing strategy; the change in emphasis from price competition to nonprice and innovative competition is among the most important.1 Currently, the environment of marketing is again in ferment. Growing awareness of the social responsibility of business, along with the corresponding rise of consumerism, has triggered investigations by federal agencies and state legislatures. These actions have resulted in the passage of legislation to establish guidelines for marketing decisions and the creation of agencies to administer these standards. Another aspect of this changing environment is that many courts have reconsidered the traditional legal doctrines relating to the liability of manufacturers for the goods they sell. While manufacturers were once relatively well insulated from loss due to actions by injured consumers who had purchased from resellers, they are now vulnerable to suit from a vast array of claimants in most jurisdictions.2 It is quite possible that marketing is at the threshold of another momentous change. The changing social and legal environment is forcing manufacturers to take greater responsibility for the goods they produce and sell. The signal for this change is the evolution and widespread acceptance of the doctrine of strict liability.

Marketing Information Systems—The Problem of System Usage

Abstract: Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.

Urban Markets in Industrializing Countries: The Sao Paulo Experience: Segmentation of the Sao Paulo Market by Social Class Provides Important New Insights for Marketing Strategy in Developing Countries

Abstract: I N the rapidly growing cities which characterize industrializing countries, the socioeconomic environment of marketing is extremely heterogeneous.1 There are acute disparities of income, education, and life style which make it difficult for businessmen to design marketing policies that adequately penetrate all segments of potential markets. Elements of the traditional preindustrial economy, such as small specialty merchants selling in public markets, often coexist with \"modem\" mass merchandisers who use marketing practices similar to those found in North America. Research has shown that socioeconomic differences among consumers in developed countries tend to be reflected in their selections of retail outlets and their responsiveness to specific marketing policies.2 The data presented in this article suggest that markets in industrializing countries can also be segmented by using socioeconomic variables, and that the results of such

Some issues in international consumer research

Abstract: Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies. Suggests that the nature of international consumer behaviour and the requirements for international marketing decisions requires two components understanding of behavioural science in relation to consumer behaviour; and knowledge of modern marketing research techniques, their assumptions, limitations and advantages. Proposes that correct usage of these components will advance the quality and utility of consumer research.

Marketing's Social dilemma

Abstract: Looks at the face of marketing in the light of today's society. Suggests that marketing professionals muse examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.