Showing papers on "Marketing strategy published in 1977"

Consumer satisfaction: Concept and measurement

Abstract: In marketing management, consumer satisfaction may be clustered with such key goals as profitability and social responsibility. However undisputed its importance, its conceptualization and measurement have remained largely backward, severely limiting its value in determining marketing strategy. This article has raised issues and suggested guidelines for research and management thinking.

American Marketing in the European Common Market, 1963‐1973

Abstract: Discusses studies on the way in which US manufacturers adjust or adopt their marketing activities to Western Europe's national, regional and local differences. Reports that most studies reviewed found high degrees of standardisation prevailing – the managerial implications of this are considered – and suggests ways in which the advantages of standardisation and adaptation can be mutually maintained. Concludes that this survey study has provided useful information and insights based on conditions prevailing in the summer of 1973 and developments not covered previously certainly deserve further attention regarding international marketing policies.

A Strategic Framework for Marketing Control

Abstract: How to evaluate performance against plan, when the plan includes crucial factors like market size, market share, growth, etc.

Synthesizing Short Run Production and Marketing Decisions

Abstract: Marketing mix decisions influence the demand for a firm's products, but most production-smoothing models treat forecast demand as an exogenous quantity. Here a model for evaluating the benefits of a closer coordination of short-run production and marketing decisions is presented. Ease of implementation in a typical functionally organized firm was a key consideration in the specific design of this model. Numerous experiments have been run and a few typical results are discussed in this paper.

Sales management : a tactical approach

Abstract: sections. Section I gives an overview of personal selling, its relation to marketing strategy, and a description of the sales function from a managerial perspective. Section II describes development of the sales plan. Here, forecasting, budgeting, territories, sales-force size, quotas, and the sales message are discussed. Section III focuses on the sales organization-for example, recruiting, training, and compensating sales personnel. The final section discusses the opic of maintaining and improving the sales organization. It covers areas such as the supervision and evaluation of sales personnel. The book consists of thirteen chapters, and is spiced throughout with informative examples of successes and failures. Each chapter is followed by review questions and, with the exception of Chapter 13, by one or two short cases (each being one to two pages long) illustrating a major theme of th chapter. The text is intended to be practical, stressing both the "why" and the "how-to" of e fective sales management rather than abstract theories that have little relevance for the career-oriented student or practitioner. Apart from its excellent coverage of the main topics in sales management, a major strength of the book is its concise treatment of basic concepts and ideas in sales management. This is designed to encourage expansion by the professor or course leader and to generate participation and discussion in the classroom. The weakness of the book is that the cases are too short, and lack enough "meat" for classroom discussion.

An e-v analysis of pricing alternatives for long-term marketing contracts

Abstract: Increased use of marketing contracts by agricultural firms has stimulated a modest amount of literature in which the principles of decision theory are applied to the contracting problem. Much of this literature has focused on farmers' choices between cash and futures market positions. Others have modeled the influence of annual open market and fixed forward price options on farm growth objectives. Little or no attention has been paid to expressed interest, especially among processors, for suitable long-term (multi-annual) contract price formulae and for a theoretical framework through which to evaluate them. This paper attempts to provide this service in special regard to the tomato and tomato paste contracting problems of a U.S. fruit and vegetable processing cooperative.

Marketing Library and Information Services The Strengths and Weaknesses of a Marketing Approach

Abstract: Discusses how marketing principles and techniques can be of considerable value both in the design and operation of library and information services. Stresses, however, that information services have different characteristics which, at the same time, warn against injudicious use of marketing techniques. Examines the benefits that would accrue to libraries adopting a more user‐oriented policy – advocating further exploration into the context of information need. Contends that, in contrast to much standard marketing theory, in this field user expectations have considerable influence on the end product.

A Marketing Strategy for Marketing Knowledge—Or how to Publish and Prosper:

Abstract: Publishing increases one's options in teaching and in business. Here is some practical advice on how to do it more efficiently.

Marketing in 1985: A View from the Ivory Tower: How will the business environment of 1985 affect competitive marketing strategy?

Abstract: NFLATION and recession, resource shortages, a web of ecological problems, changing social values, a proliferation of business regulations, and other developments of recent years have taken their toll on American business. Such changes in the external environment of business have stimulated academicians and writers for the general media to address questions such as: "Can Capitalism Survive:"; "Can Marketing Survive?"; "Will Shortages Bankrupt the Marketing Concept?" Others are directing their efforts to forecasting the uncertain future and the burgeoning discipline of "futures research.

Do-It-Yourself Marketing Research

Abstract: Some people may be laughing when looking at you reading in your spare time. Some may be admired of you. And some may want be like you who have reading hobby. What about your own feel? Have you felt right? Reading is a need and a hobby at once. This condition is the on that will make you feel that you must read. If you know are looking for the book enPDFd do it yourself marketing research as the choice of reading, you can find here.

Effective Decision Aids in Marketing

Abstract: States that any decision aid assumes certain characteristics about the problem it is applied to. Proposes that the marketing situation is particularly one of aggregation – the marketing manager is continually facing the problem of aggregating individual behaviour into market responses which is the key determinant of his actions. Concludes that the fact that operational managers continue to use some techniques and reject others may not be related so much to ignorance of more sophisticated methods as to an explicit or implicit assessment of their relevance to the practical problems. The basic aim of the research is to investigate further this aspect in the area of decision aids to marketing.

Large Customers and their Suppliers

Abstract: Notes changes in the economic structure that have important implications for the marketing strategy of many companies – in particular smaller companies who may find themselves, whilst retaining their legal independence, losing part of their operational independence. Describes an investigation into the degree of supplier dependence in two industries – considering the value of two measures as predictors of the likelihood of a supplier being customer dependent. Suggests large firms are not necessarily large customers and goes on to ratify this. Investigates two industries in this study: one in the iron‐casting industry; the other in the plastic injection moulding industry – these two were chosen because of meeting three criteria which were relevant to the study. Sums up that suppliers must examine markets and plan its development trying to take account of likely developments in the structure of its markets.

Designing transportation services: a marketing approach

Abstract: To ensure success, transportation innovations must be carefully designed to satisfy consumer needs and must be implemented with a carefully executed marketing strategy. This paper presents an integrated marketing approach to provide the information necessary for managers, planners and regulators to make strategic decisions with respect to service and marketing strategies. A methodology comprising three phases is described. The design phase uses measures and models of transportation consumer behaviour to provide managers with (a) diagnostic information which suggest how best to improve the mix of transportation services and (B) predictions of consumer response needed to evaluate the suggested improvements. The implementation phase sets the marketing mix (service strategy, service availability, fares, advertising, promotions, etc.) and evaluates the success of the implemented strategy in enhancing ridership or in meeting other objectives. The final phase in the process is monitoring service operations and traveller responses on a continuing basis. The remainder of the paper develops these basic concepts with discussions of the managerial issues. Simple examples are given to illustrate the concepts. (TRRL)

Marketing of Nursing as a Career

Abstract: Discusses the need to market nursing as a career with regard to the present unsatisfactory nature of the current mix of trained/untrained nurses, length of service and relative costs, and wastage being high. Examines the relevance of basic marketing concepts for nursing, stating above all, the target audience must be critically defined. States marketing strategy must ‘sell’ nursing – but only to the right people. Reviews current marketing programmes, local and national, evaluating various aspects of nurse recruitment using economic and moral success as the ‘twin peaks’. Concludes that developing a more effective marketing strategy would, in the long term, attract better, more suitable nurses to the profession.

The Marketing Man's Image of Himself and his Work Relationships

Abstract: Provides a portrait of the marketer compared with other groups. Says it is clear that marketing people see themselves primarily as people who need or require considerable supervisory ability, a high degree of self actualisation, the ability to use a high degree of initiative, and who are prepared to forgo security in order to achieve objectives. Uses a study from a questionnaire with 64 pairs of adjectives which managers chose as best descriptive of themselves – 791 managers responded, of which 103 were marketing managers. Uses figures for explanation of the results. Sums up that marketing people see themselves first as needing or requiring considerable supervisory ability.

Integrative processes in agricultural marketing channels

Abstract: The study traces patterns of inter-organizational coordination in marketing channels and shows how changes in the relationship among organizations are associated with shifts in orientation and mode of interaction. The analysis is based on developments in agromarketing and food distribution organizations. The current crisis in food supplies and international concern with the availability of raw products should bring this neglected area into the forefront of marketing concern. The study is based on observations of current trends of inter-organizational integration in the U.S., U.K. and Israel. It points to the emergence of a new institutional form the authors call the Societal Marketing Board. The Societal Marketing Board (SMB) is a federated inter-organizational system, comprised of all sectors of an industry, established by legislation to promote the interests of that industry. The analysis concludes that the SMB has the potential: 1) to generate resources and ‘increase the pie’ for the benefit of all; 2) to broaden the oriengation of sectorial organization to reflect a wider range of social interests; 3) to achieve the above goals while curbing direct government intervention. It suggests that the operation of the Societal Marketing Board can contribute toward mitigating the tension from contradictory pressures for greater coordination in the complex marketing system on the one hand, and for economic freedom and market competition on the other.

A communications model for marketing decisions

Abstract: The purpose of this paper is to report the development of a communications model which could be helpful in making marketing decisions. The proposed model shows relationships between persuasibility, self-esteem, source credibility, and communication discrepancy. The importance of these variables is explained in the context of a general marketing situation. Because a major goal of marketing activities is to influence buyer attitudes, it is important to know how the buyer's self-esteem, the seller's credibility, and attitude discrepant communications may influence the effectiveness of persuasive efforts. Knowledge of these relationships can aid decision making on the part of manufacturers, wholesalers, retailers, and other channel members. The proposed model can be used to optimize efforts in choosing target markets, selecting advertising media, selecting price levels, developing advertising formats, and in making a multitude of additional marketing decisions.