Showing papers on "Marketing strategy published in 1979"
TL;DR: A framework for considering very high and very low involvement cases is considered and options for marketers are presented.
Abstract: In order to effectively use marketing communications techniques for public and nonprofit sector problems, one must consider the extreme differences between these and private sector problems. Major ...
296 citations
TL;DR: Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems as mentioned in this paper, and these institution heads are taking their first, tentat...
Abstract: Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems. These institution heads are taking their first, tentat...
276 citations
TL;DR: In this article, a framework for planning and evaluation of multinational expansion strategies focusing on the rate of entry into new markets and the allocation of efforts among markets is presented, and two major markets are considered.
Abstract: This paper presents a framework for planning and evaluation of multinational expansion strategies focusing on the rate of entry into new markets and the allocation of efforts among markets. Two maj...
222 citations
TL;DR: In this paper, the authors report the results of the ADVISOR 2 study, aimed at providing an understanding of and guidance for marketing mix decisions for industrial products, which involved 22 companies and 131 products.
Abstract: This paper reports the results of the ADVISOR 2 study, aimed at providing an understanding of and guidance for marketing mix decisions for industrial products. The study involved 22 companies and 131 products. Although cross-sectional in nature, justification is presented for using the descriptive results as guidelines for marketing mix decisions. Models are presented for advertising expenditures, marketing expenditures, marketing budget allocations, year-to-year changes in advertising spending and for selection of distribution channels.
The level of marketing expenditures and the split of marketing into advertising and personal setting are shown to be affected by a few, general product and market characteristics of which product sales and the number of customers are key. It is shown that it is fruitful to study the advertising budget as advertising = advertising/marketing × marketing; i.e., a marketing budget is set and then a split of that budget into personal and impersonal communications is made. This two-stage view clarifies the role of different product and market characteristics in the models.
The change in advertising spending is related to changes in market share, changes in product plans and changes in the number of competitors modified by the number of customers, their concentration and the size of the advertising budget.
The decision to use a direct channel of distribution primarily salesforce is affected by the size of the firm, the size of an average order, the stage in the product's life cycle, the complexity of the product, the fraction of the product's sales made-to-order and the purchase frequency of the product.
A discussion of the use of the ADVISOR models both for marketing decision making and for marketing researchers and model builders is included.
180 citations
TL;DR: The authors investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what proportion of his/her time should be divided into what areas; and how marketing sales and costs might be calculated.
Abstract: Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what proportion of his/her time should be divided into what areas; and how marketing sales and costs might be calculated. Looks at current practices in this area, and attempts to find conceptual frameworks to guide professional service firms in the marketplace.
117 citations
TL;DR: In this article, the authors suggest some frameworks for the marketing of industrial services in the context of industrial marketing and suggest a framework for industrial marketing of professional or consultancy services as an integral part of the industrial marketing process.
76 citations
TL;DR: In this paper, the authors compare some economic aspects of own and manufacturers' brands, in an attempt to shed light on some of the broader issues in the economics of marketing, and conclude that the market share of own brands is not related to the price differential alone; its market penetration is limited by the strength of the manufacturers.
Abstract: The author attempts in this article to compare some economic aspects of own and manufacturers' brands, in an attempt to shed light on some of the broader issues in the economics of marketing. The choice of brand policy is complex, depending on demand — and supply — side variables. Simple explanations of either the price differential between own and manufacturers' brands, or their relative market shares are misleading. Despite the absence of sufficient data, preliminary indications are that the price differential is related to different marketing expenditures. However, the market share of own brands is not related to the price differential alone; its market penetration is limited by the strength of the manufacturers.
54 citations
Book•
01 Jul 1979
TL;DR: The Single European Market (SEM) project as mentioned in this paper was created by the European Union to deal with the problem of non-tariff barriers to trade in the European market, which is a huge economic force, accounting for more than 40 per cent of world trade.
Abstract: Europe has long been a huge economic force, accounting for more than 40 per cent of world trade. However, its own market remained a complex web of internal non-tariff barriers until the Single European Market (SEM) project took shape in the mid-1980s. The effects of the SEM will take time to make their full impact, but it is clear that for many industries the new structure is having radical implications. Industries that were built on nationally regulated frameworks, such as financial services, or those that lived on contracts from their own governments, such as telecommunication, are experiencing enormous change. The national markets for public procurement contracts have, or soon will have, become open competitive markets on a European scale. Companies with strategies based on serving local markets protected by physical and regulatory barriers to trade now have to deal with direct international competition. Start up companies and those with growth objectives can aim for an EU market of almost 350 million people to support marketing strategies based on low-cost and ‘world class’ product quality. European consumers increasingly view the same media, listen to the same music, respond to similar fashion trends and are ever more aware of each others’ consumption behaviour. Europe is in transition — as perhaps it has always been - but especially now with the added pace and urgency of the SEM programme and with the changes in political and social values that lie behind it. In so far as business success relies on well-judged adaptation to a changing environment, the 1990s is a decade in which environmental responsiveness will be vital. In so far as marketing is the mana?gerial function with special responsibility for reading and interpreting the environment, it is also a critical decade for marketing practitioners.
52 citations
TL;DR: In this article, the authors proposed relationships between the information generated by the market environment and the ability of the organization of a marketing department to process this information and provided insights and opportunities for future conceptual and empirical work.
46 citations
TL;DR: The importance of an account may lie in the volume of goods purchased, the dollar value of the purchases, share of market controlled, prestige of the account, or any number of other factors thought to be critical to goal attainment of the selling firm as discussed by the authors.
TL;DR: In this article, the potential conflicts between the production and marketing areas are highlighted, and a goal-programming algorithm is developed for dealing with the complex trade-off decisions involved in marketing/production planning.
TL;DR: In this article, the authors present case histories of different companies, showing how they use the knowledge of their salespeople in product development, sales forecasting and other planning areas, and suggest that much information can be accrued from the salesforce of a company, which, if made good use of, could lead to better market planning.
Abstract: States that salespeople are increasingly taking on a dual role — not only of selling, but also in gathering intelligence from the marketplace. Presents three case histories of different companies, showing how they use the knowledge of their salespeople in product development, sales forecasting and other planning areas. Suggests that much information can be accrued from the salesforce of a company, which, if made good use of, could lead to better market planning.
TL;DR: In this paper, the authors identify possible marketing effects of a change in organizational design within the marketing function of an electrical equipment supplier on the international market and develop a theoretical framework which can, it is claimed, be used in other practical decision situations.
Abstract: Aims to identify possible marketing effects of a change in organizational design within the marketing function of an electrical equipment supplier on the international market. Develops a theoretical framework which can, it is claimed, be used in other practical decision situations.
TL;DR: In this article, the authors examine the possibilities for standardization of marketing elements within a multinational marketing strategy and examine the opportunities for and potential benefits of standardizing product, packaging, advertisting, and pricing.
Abstract: The intent of this paper is to examine the possibilities for standardization of marketing elements within a multinational marketing strategy. A majority view among international marketers is that each national is unique, and thus each must be treated as a separate and independent operation. This “localized” strategy view is examined first. A growing number of international marketers however, are finding that by standardizing various elements oftheir marketing strategy across national borders, cost savings and/or increased revenues to be realized can yield greater profits. The second, and major, part of the paper examines the opportunities for and potential benefits of standardization of product, packaging, advertisting, and pricing.
Journal Article•
TL;DR: A marketing research model is proposed which can be incorporated into the health services planning process at the institutional level and is concluded that in a marketing approach to planning problems are defined and studies designed in the sequence presented.
Abstract: A marketing research model is proposed which can be incorporated into the health services planning process at the institutional level. The nature of marketing is examined in order to identify the benefits of a marketing research model comprising: l) marketing as by definition consumer-responsive; 2) marketing in the health sector; 3) approaches to the planning sequences; 4) integrating of consumer research and management planning; 5) the marketing model applied; and 6) identifying problem parameters through qualitative studies quantitative studies and planning implementation and evaluation. It is concluded that in a marketing approach to planning problems are defined and studies designed in the sequence presented. This sequence involves: l) identifying parameters of the problem by using qualitative research techniques; 2) describing the characteristics and current behavior of participants in the health care system; and 3) analyzing trends and relationships to identify meaningful segments of consumers and to forecast future behavior and health care service utilization patterns of specific segments. Although in many respects this approach may seem obvious differences are distinct and market research information dictates the resultant strategy decisions of the organization. Planning and research are not separate activities but rather are both part of a process of actions beginning with consumer research and ending with an appropriate service mix for the various publics of health care organizations. With implementation of plans and feedback from evaluation or control procedures this set of activities becomes a dynamic process that can more effectively and rapidly adjust to factors that affect program success.
TL;DR: In this paper, the authors discuss the marketing concept and its impact on the strategy and structure of the business organization, and conclude that the popular view that a change in environment necessitates change in the organizational structure should be modified.
TL;DR: In this article, the authors stress the need for the involvement of marketing much earlier in the development cycle and present a framework for accomplishing this purpose in order to prevent costly marketplace failure.
TL;DR: A systematic and wide ranging review of the issues, procedures, and opportunities found in industrial marketing research can be found in this paper, where a wide range of issues and procedures are discussed.
Book•
01 Jan 1979
TL;DR: In this article, the relationship between organizational structure and market performance is examined and the authors identify the key principles which govern how organizational structures shape market performance in order that top management might recognize and use them to their advantage.
Abstract: Examines the relationship between organizational structure and market performance. Suggests that the complex nature of the new structures offers a challenge to the adaptability of management. Attempts to identify the key principles which govern how organizational structures shape market performance in order that top management might recognize and use them to their advantage.
01 Aug 1979
TL;DR: In this paper, an empirical study of patterns of success and failure in the TV set industry for the period 1950-60 is presented, using as a backdrop a conceptual model of competitive strategy in the industry developed by the authors.
Abstract: This is an empirical study of patterns of success and failure in the TV Set industry for the period 1950-60. Using as a backdrop a conceptual model of competitive strategy in the industry developed...
TL;DR: The authors suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response, and that the buying decision is influenced by extra personal persuasion and the intra personal influence of a buyer's personal behaviour.
Abstract: Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.