Showing papers on "Marketing strategy published in 1975"

Successful direct marketing methods

Abstract: Section One: Direct Marketing Essentials Chapter 1: The Scope of Direct MarketingEconomic Impact of Direct MarketingDirect Marketing DefinedThe Basics of Direct MarketingOne-to-One and Customer Relationship MarketingIntegrated CommunicationsCase Study: E*Trade Securities Inc. Pilot Project Key PointsChapter 2: Business, Strategic and Direct Marketing PlanningThree Key Strategic QuestionsThe Strategic Business PlanThe Strategic PlanThe Direct Marketing PlanThe Creative Strategy PlanCase Study: Wells Fargo BankPilot ProjectKey PointsChapter 3: The Impact of Databases What is a Database?Sources of InformationDatabase Marketing and Customer RelationshipsCustomer Relationships and Lifetime Value (LTV)Accessing Data through Data Warehouses and Data MartsUsing Data Mining to Make DecisionsTaking Your Database GlobalDatabases Raise Privacy IssuesCase Study: 3Com: Building a Global DatabasePilot ProjectKey PointsChapter 4: Consumer and Business Mailing Lists Mailing List BasicsTypes of Mailing ListsProfilingList Selection GuidelinesRenting Mailing ListsEvaluating Mailing ListsList HygienePrivacyCase Study: Staples Direct BackgroundPilot ProjectKey PointsChapter 5: The OfferFactors to ConsiderSelecting Response ChannelsAn In-Depth Look at Unique OffersMerchandising the OfferShort- and Long-Term Effects of OffersWays to Hype ResponseDanger of OverkillCase Study: Simple Pleasures LightPilot Project Key Points Section Two: Media of Direct Marketing Chapter 6: MagazinesTesting Regional EditionsPilot PublicationsBind-in Insert CardsBingo CardsMagazine Advertising Response PatternTiming and FrequencyDetermining Proper Ad SizeFour-Color, Two-Color, Black and WhiteThe Position FactorHow to Buy Direct Response SpaceCase Study: State FarmPilot ProjectKey PointsChapter 7: NewspapersNewspaper PreprintsSyndicated Newspaper SupplementsLocal Newspaper MagazinesComics as a Direct Marketing MediumDeveloping a Newspaper Test ProgramThe Position FactorColor versus Black and WhiteCase Study: Outsourcing a Newspaper CampaignsPilot ProjectKey PointsChapter 8: TV/RadioBroadcast ApplicationsInfomercialsRadioVideocassettesBasic Broadcast ConceptsBuying TimeCreating for Direct Response TVCreating for RadioTV in the Multimedia MixCase Study: Surety Inc.Pilot ProjectKey PointsChapter 9: Co-opsGetting Co-ops ReadConsumer Co-opsBusiness-to-Business/Professional Co-opsOther Channels of DistributionWhy Offer Coupons?Co-op Testing RulesCase Study: WEB Direct Marketing/Hanover HousePilot ProjectKey PointsChapter 10: Telemarketing/Teleservices A Study of Human PerceptionTeleservice ApplicationsInbound TeleservicesOutbound TeleservicesHiring: The Lifeblood of the Call CenterThe Mathematics of TelemarketingPrivacy and RegulationCase Study: Airborne Freight CorporationPilot ProjectKey PointsSection Three: Internet Direct MarketingChapter 11: Overview of Internet Direct MarketingInternet ApplicationsFast Growth, Empowered BuyersPrivacy-A Growing ConcernDirect Marketing and the Internet: A Perfect MarriageThe Benefits of E-CommerceOnline Business ModelsConsumer E-Commerce GrowthBusiness to Business E-Commerce GrowthE-CommunicationsE-Care: On-line Customer Service A New Frontier: Wireless Internet ApplicationsCase Study: Dell ComputerPilot ProjectKey Points Chapter 12: E-CommunicationsUsing E-Communications to Build Customer PerceptionsBanner AdsBanner Ad Success Borrows from Direct ResponsePlanning Banner Ad Campaign ObjectivesMedia Planning and Testing Using E-Mail in Internet Direct MarketingCreating Effective E-Mail PromotionsCase Study: Autobytel.comPilot ProjectKey PointsChapter 13: E-Commerce Channel Conflicts ExistRedesigning Customer Business Processes for E-CommerceThe Buyer/Seller ModelE-Care: The Care and Feeding of Online CustomersCase Study: Barnes & NoblePilot ProjectKey PointsSection Four: Managing the Creative ProcessChapter 14: Creating Direct Mail AdvertisingThe Letter is King of the PackageEleven Guidelines to Good CopyWriting Letters to FormulaThe Seven-Step Formula for Winning LettersThe Problem-Solving Strategic ApproachOther Elements of the Classic Mailing PackageHow to Improve a Good Mailing PackageClassic Mailing Packages Get ResultsCase Study: Illinois Lottery Birthday Program Pilot ProjectKey PointsChapter 15: Creating and Managing CatalogsCore Competency #1: MerchandisingCore Competency #2: Positioning the CatalogCore Competencies #3 and #4: New Customer Acquisition and Customer List CommunicationCore Competency #5: Creative ExecutionCatalog Competency #6: Catalog FulfillmentCatalog Competency #7: Catalog Database StrategiesCatalog Competency #8: Analysis-the Numbers Side of CatalogsCataloging and the InternetThree Factors of Online SuccessThe Future of CatalogingCase Study: Children's Memorial HospitalBackgroundChallengeSolutionResultsPilot ProjectKey PointsChapter 16: Creating Print AdvertisingVisualizing the ProspectWriting the HeadlineSelecting Advantages and BenefitsClassic Copy Structure Other Ways to Structure CopyEstablishing the Uniqueness of Your Product or ServiceCase Study: Prevention Magazine Pilot Project Key PointsSection Five: Marketing to BusinessesChapter 17: Business to Business Direct MarketingValue-Added Direct MarketingListening to the Customer's VoiceContact Channels and Communication StrategiesBuilding the Customer CenterCultivating Customers and Acquiring New CustomersMeeting the Challenges of Our DecadeCase Study: Contract Office ProductsPilot ProjectKey PointsChapter 18: Managing a Lead-Generation ProgramThe Role of the Internet in Generating and Managing LeadsToday's Sales Force: People or ProcessTypes of Lead-Generation ProgramsPlanning Successful Lead-Generation ProgramsOther Ingredients of an Effective Lead-Management SystemUnderstanding the Art of CommunicationAdjusting Quality and Quantity of LeadsCapacity PlanningLead Flow Monitoring and Contingency PlanningLead Classification and ScoringInquiry Processing Cost AnalysisTracking and Results Reporting Decision Support ToolsSample Reports for Sales ManagersSample Reports for Advertising ManagersCase Study: Allstate Insurance Company Life Pilot ProjectKey Points Section Six: Marketing IntelligenceChapter 19: Modeling for Business Decision SupportThe Purpose of Modeling: Looking Back in Order to Look AheadCustomer and Prospect ModelingDefining the VariablesUseful Modeling Techniques Modeling: Expensive, Essential, and Not for Statisticians OnlyCase Study: Benefiting from Predictive Modeling with DatabasesPilot ProjectKey PointsChapter 20: Mathematics of Direct Marketing Single Transaction Costs and Contribution to Marketing Costs and ProfitsKey Performance Indicators Setting the Market InvestmentContinuous Revenue RelationshipsInquiry Conversion ProgramsEngineering a Direct Marketing BusinessCase Study: The Dressing Under Duress Society or DUDSPilot ProjectKey PointsChapter 21: Innovation through Creativity and TestingCreativity and Being CreativeBrainstormingCreative StimulatorsTest the Big ThingsHow to Test Print AdvertisingTesting Hypotheses in Print AdsTesting OnlineCreativity and Testing, Not Creativity versus TestingCase History: Yamaha PianoPilot ProjectKey PointsChapter 22: Research for Direct Marketing Research and Testing: A Complementary ProcessTesting and the Total Marketing Research ProcessPrimary and Secondary ResearchDirect Marketing Research for Consumer ProductsUsing Attitudinal Research to Profile Target Audiences and Product CategoriesUsing Attitudinal Research for Customer SegmentationResearch for Business-to-Business ApplicationsPrimary Research for Marketing and Creative DevelopmentThe Future of Research in Direct MarketingCase Study: Latina Style MagazinePilot ProjectKey PointsAppendix: Careers in Direct MarketingCareers in Direct Response Advertising AgenciesCareers in the List FieldCareers in Database MarketingCareers in Catalog MarketingThe Newest Direct Medium: The InternetCareers in TelemarketingCareers in Customer Acquisitions and RetentionCareers with SuppliersYour First JobAdvancing in Your Career: What Skills Will Be Needed?How Do I Get Started?Where are the Jobs and How Can I Find Out about Them?Job Banks/On-line ResourcesA Word about SalariesMarketing YourselfGlossary About the Authors

Marketing of Services An Evaluation of the Theory

Abstract: Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.

A Cross-National Comparison of Consumer Habits and Innovator Characteristics:

Abstract: A CONSUMER orientation is generally considered essential to the development of an effective marketing strategy. In response to this idea, the consumption patterns of individuals and groups in the United States have been studied from innumerable perspectives, and many of the concepts and findings have helped marketers gain a better understanding of consumers. The results have often provided a basis for more effective marketing strategies. Unfortunately, the international marketer has not received the full benefit of the interest in con-

Positioning Demarketing Strategy

Abstract: IN contemporary management, growth is implicitly a central element of successful marketing practice. This philosophy has developed in a marketing environment in which it was assumed that there would always be more consumption potential that could be serviced by marketing organizations. However, the continued growth of consumption in the early 1970s, together with more recent inflationary pressures and materials shortages, have tested the marketing system's ability to fully meet its objective of achieving customer satisfaction and long-term profitability. The development of a marketing orientation specific to this new marketing environment is the basis of the concept of demarketing.1 This concept maintains that the marketer's task is to shape demand to conform with long-term objectives rather than blindly engineer increases in sales without regard to such objectives. Interest in demarketing has rapidly increased internationally as companies worldwide have faced the decision problems associated with raw material or product shortages.2 These problems includethe nature and level of advertising that can be justified, the role of the salesman, the clients who are to be dropped, the desire to alter product pricing to equate supplies and demand, the allocation of limited supplies of products to distributors, and bases for product substitution. Business concern with these problems has been accentuated by the speed with which the situation developed and the wide range of company activities affected by these changes.' Decision making in times of severe change presents substantial problems to marketers. Specifically, two questions need to be answered: What is the relevant marketing orientation for developing strategy? What strategy alternatives are available for marketing mix elements? This article attempts to provide answers to these questions and to apply them to help marketing managers position demarketing strategy relative to overall marketing strategy.

Marketing for managers

Abstract: This is, like most marketing books, a product of a USA writer with a USA reader in mind. If it were a UK product perfectionists might question the title in the light of The Trade Descriptions Act because it is not a book for most managers but rather for those managers who have an above average interest in marketing. Indeed, if a significant proportion of those who call themselves managers studied their speciality in this depth the current criticism of UK managerial performance would probably not be made. The problem of addressing the generalist is referred to in the preface and the minimisation of footnotes is a great help but the author, clearly an enthusiast, has not entirely succeeded in living up to his excellent ideals.

Marketing Channels and Economic Development: A Literature Overview

Abstract: The purpose of this paper is to provide an overview and organisation of the literature which deals with the interaction of economic development and marketing channel structure. The interaction between economic development and the structure of marketing channels is a topic worthy of serious study for at least the following reasons: (1) It generates descriptions of actual channels that exist at present in different countries. Such descriptions could be of great use to international marketers. (2) It provides insight into the determinants of channel structure in different countries at different levels of economic development. It thus helps to explain the nature of channels and how present channels came to have the structures that they do. Generalisations may then be developed which will aid in the prediction of changes and directions that channel structure will take in specific areas and nations. This is of use for both managerial and social purposes. (3) It could provide insight into how macro‐channel structure strategy could be used as a tool in economic development.

Marketing Strategy under Conditions of Economic Scarcity: How to respond progressively and productively to the changing business environment.

Abstract: T HE United States, traditionally viewed as a land of plenty, has entered an era of shortages. Manufacturers are finding it increasingly difficult to secure the materials needed to meet demand, while consumers are experiencing spiraling prices. Many producers, who until recently were actively involved in directing their marketing efforts toward gaining new customers and generating new accounts, now may find it necessary to discourage customers in general or in part, either on a temporary or a permanent basis. 1 However, the full impact of conditions of scarcity on the business environment has not yet been fully realized. The consensus among business and economic analysts is that the shortages problem is likely to exist for some time because of a continuing worldwide exponential growth in demand for raw materials, a steady rise in the price of many minerals and industrial commodities, and an increasing dependence by the U.S. on certain basic raw materials, particularly oil, from abroad.f The firm's \"response profile\" to conditions of scarcity varies according to how well the firm is positioned to cope with shortages.\" Survival of the company will depend on effective marketing strategy planning that focuses on the design, development, and adoption of strategic plans and policies

A Marketing Model for a Price-Promoted Consumer Good: A Case Study

Abstract: The paper describes a simple competitive marketing model based on regression analysis of historical data. It outlines the analysis stages, and then describes the practical implementation of the results. One section considers the way results from the model were analysed to indicate the best competitive strategy.

Fish Marketing in Britain: Structural Change and System Performance

Abstract: Stresses that, if the traditional UK wet fish organisations are to survive competition, then a changed approach to fish marketing is required. Attempts to trace recent developments in the marketing system for fish, following on from Taylor's work in the late 1950s. Concerns itself with the system's attempt to bridge the spatial and temporal separations within marketing. Uses tables and figures to show channels of distribution and consumption in the UK and trends from 1948 to 1971. Sums up that changing consumption patterns present a ‘turbulent’ field for the fish marketing system to attempt to adapt to.

Domestic Applications of Comparative Marketing Analysis

Abstract: Considers various approaches to the study of comparative marketing, suggesting methodology that provides an adequate framework on which to base comparative domestic marketing studies. States the first objective here is to explore various definitions of the term ‘comparative marketing’ to place the area of study in its rightful place; second, is to suggest a methodology provide an adequate framework on which to base domestic comparative marketing studies. Proposes that if improvement in the state of knowledge is to take place, commonality of terminology and methodology must first be established. Concludes that information provided gives the background necessary to achieve desirable objectives.

Optimal development budgets tied to the marketing mix

Abstract: The purpose of this paper is to forge a link between optimal levels of the three principal marketing mix instruments—price, promotion and product quality—and the development expenditures devoted to the quality improvement of a firm's existing product. Using the latest operational marketing mix model which prescribes quantitatively what the optimal quality of a brand should be, a simple function relating this optimal quality to desirable development outlays is suggested and some of its implications are explored.

Territorial Restriction in Distribution Systems: Current Legal Developments

Abstract: A NY business in the United States that produces a product that is in any way unique may, at some point, want to develop a method to control the distribution of that product. Familiar control techniques include resale price maintenance as well as resale restrictions on the types of customers or territories serviced by the company's distributors and dealers. Recently the Supreme Court upheld a 1974 decision that may have tremendous impact on every business that uses resale restrictions. This article will examine the present legal situation with respect to resale restrictions on territories or customers and will show why the Supreme Court decision in the Coors case may have an impact on the marketing strategy of many firms in this country.

Managing the strategies of systems-oriented businesses.

Abstract: This paper summarizes field research undertaken in several large industrial firms which was aimed toward furthering our understanding of the ways firms modify their organizational structures in res...

The Role and Significance of the Overseas Chinese in Asian Marketing

Abstract: Provides an appreciation of the style of the overseas Chinese businessman, with regard to entry into the varied south‐east Asian markets. Looks, particularly, at the role of the ethnic Chinese in the Asian marketing mix, tracing the starting point of 960–1279 in the South China Sea, known as the ‘nanyang’, using an historical perspective. Discusses the influence and character of Chinese enterprise and also the approach to business of the Chinese. Concludes that the Chinese approach way of doing business is quite distinctly different compared with any other, so that to do business in South East Asia this must be appreciated.

A Strategy Model for Export Marketing

Abstract: Marketing planning for exports may be suboptimal if the product-market strategy itself is not maximally effective. In this paper, a method is developed for choosing an appropriate product-market strategy, given the relative endowments of the exporter and the possible client countries. It is argued that in selecting product-markets for exports, competitive advantage as well as export potential are important. Furthermore, competitive advantage should be computed on the basis of marketing and technological factors in addition to traditional factors. The method is illustrated by means of a simulation using hypothetical data.

The formulation of marketing strategy in urban public transport

Abstract: This paper prescribes the parameters of marketing strategy formulation in the context of urban public transport and emphasises in particular the usefulness of the marketing mix and segmentation concepts. A marketing mix comprising the two primary dimensions of service attributes and promotion is advocated, the service attributes to include price, in-vehicle time, mesh density, frequency, reliability and comfort. Three primary trip purpose segments are identified viz. journey-to-work, shopping, and leisure/social trip segments, but these may be expanded into a twenty-four cell matrix once origin-destination and car access factors are included. The sensitivity of demand in these segments is examined mostly by reference to demonstration and experimental project data drawn from the United States and the United Kingdom. For the three primary trip purpose segments demand elasticity is shown to be greater for non-price than for price features; for both price and non-price service features elasticity is shown to be a function of journey purpose being least elastic for journey-to-work trips and most elastic for social/leisure trips. The role of promotion is examined and its importance to the successful marketing of public transport clearly demonstrated.