Showing papers on "Marketing strategy published in 1983"
TL;DR: In this paper, the authors argue for a focus on marketing practice in service organizations, arguing that the diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice.
Abstract: The diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in service organizations. This article argues for a focus on...
2,031 citations
Book•
01 Jan 1983TL;DR: In this article, consumer behavior implications for marketing strategy are discussed, and the authors suggest to get this book and feel how this book will give you more exciting lessons, for those who are starting to learn about something new and feel curious about this book.
Abstract: Follow up what we will offer in this article about consumer behavior implications for marketing strategy. You know really that this book is coming as the best seller book today. So, when you are really a good reader or you're fans of the author, it does will be funny if you don't have this book. It means that you have to get this book. For you who are starting to learn about something new and feel curious about this book, it's easy then. Just get this book and feel how this book will give you more exciting lessons.
761 citations
Book•
24 Nov 1983
TL;DR: McDermott and Chan as mentioned in this paper discussed the need for theory in marketing and the status of marketing theory in a post-modern era, and proposed analytical frameworks for strategic marketing planning.
Abstract: Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept M.J.Baker - The Need for Theory in Marketing M.J.Baker - Sources and Status of Marketing Theory S.Brown - Consumer Behaviour L.McGregor - Organisational Buying Behaviour S.Rajagopa l - Market Segmentation D.Littler - Marketing Research J.Webb - Modelling Markets P.Leeflang - Diffusion Theory & Marketing M.J.Baker - New Product Development S.Hart - Pricing A.Diamantopoulos - Channel Management S.Ennis - Marketing Communications K.Crosier - Analytical Frameworks for Strategic Marketing Planning D.Brownlie - Business to Business Marketing K.Bernard - Retailing S.Carter - Customer Care B.Donaldson - Consumerism D.Tixier - International Marketing M.McDermott & Chan - Marketing and Eastern Europe P.Ghauri - Relationship Marketing Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era Cova & Badot - Notes and References - Index
662 citations
TL;DR: A study of short-term turnaround attempts by mature industrial-product business units found that efficiency-oriented moves, but not entrepreneurial initiatives, were associated with successful turn-around.
Abstract: A study of short-term turnaround attempts by mature industrial-product business units found that efficiency-oriented moves, but not entrepreneurial initiatives, were associated with successful turn...
424 citations
TL;DR: In this paper, an integrated strategic marketing planning approach is proposed, together with a new directions for marketing strategy aimed at overcoming the current limitations of marketing theory, which is based on a new approach to marketing theory.
Abstract: New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a ...
339 citations
TL;DR: In this paper, the authors introduce and calibrates the concept of strategic force in portfolio analysis and PIMS studies to include military concepts of strategic forces, which produces a new paradigm of marketing strategies.
Abstract: Extending portfolio analysis and PIMS studies to include military concepts of strategic force produces a new paradigm of marketing strategies. The author introduces and calibrates the concept of st...
193 citations
TL;DR: This paper found that firms exhibit a significant preference for markets similar to the home market, however, preferences for similar markets decline as firms gain experience in a variety of markets, suggesting the importance of uncertainty and information in global market selection and marketing mix management.
158 citations
TL;DR: This paper examined the relationship between market share and ROI in markets outside the U.S. and found that the relationship holds in European and other foreign markets as well as the strength of the relationship varies by market area.
Abstract: In the U.S., a basic tenet of business philosophy is that profitability is related to market share. The generality of this finding in markets outside the U.S. is examined based on a sample of product businesses drawn from the PIMS (Profit Impact of Marketing Strategy) data base. All businesses belong to firms whose corporate headquarters are located in the U.S. The relation between 7 marketing mix variables and market share and ROI (return on investment) is compared. In general, the relationship between market share and ROI appears to hold in European and other foreign markets. The marketing mix variables associated with these measures of performance, however, as well as the strength of the relationship, vary by market area.
134 citations
TL;DR: In this paper, the authors provide a fundamental logic to guide strategic and operational planning in marketing management, where one descriptive element is a model of the customer and other descriptive elements feed upon this model.
Abstract: Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this ...
93 citations
Book•
01 Jan 1983
TL;DR: In this paper, the authors introduce marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing, and the marketplace: segmentation, targeting and positioning consumer buying behavior business markets and organizational buying behaviour information for marketing decision making.
Abstract: Part 1 Marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing. Part 2 The marketplace: Segmentation, targeting and positioning consumer buying behaviour business markets and organizational buying behaviour information for marketing decision making. Part 3 Product: basic product concepts product development and management. Part 4 Distribution: channels of distribution wholesaling and physical distribution retailing. Part 5 Promotion: communication strategies advertizing, sales promotion, and publicity personal selling. Part 7 Specific marketing situations: marketing of services marketing in non-profit organizations.
64 citations
TL;DR: Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue generating activities.
Abstract: Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue gener...
TL;DR: The need for more sophisticated marketing research in the hospitality industry is clear but, with the exception of firms gathering their information only from desk clerks, most companies can get better management information even from their existing research data as discussed by the authors.
Abstract: When asked how his firm derived guest profiles, the senior vice president of marketingfor one national hotel chain replied, "We ask the desk clerks"The need for more sophisticated marketing research in the hospitality industry is clearBut, with the exception of firms gathering their information only from desk clerks, mostcompanies can get better management information even from their existing researchdata This article launches a six-part series on marketing research, focusing on ways toanalyze data for better marketing decisions
TL;DR: A marketing analysis of the systems strategy and its implications for potential adopters is presented in this article, where the authors present a marketing model to evaluate the merits of adopting the systems marketing approach.
Book•
01 Jan 1983TL;DR: In this paper, the authors present an overview of the agricultural marketing-procurement system and its role in the domestic and international markets, as well as public policy issues.
Abstract: MARKETING, MARKET COMPETITION AND CONSUMER MARKETS: Agricultural Marketing: An Introduction The Competitive Environment Agricultural Production and Marketing The Functions, Structure and Market Alternatives of Agribusiness: What Agribusiness Firms Do The Domestic Market The International Market THE MARKETING SYSTEM: Place and Time Aspects of Marketing Futures Markets and Price Risks Matching Quantities Supplied and Demanded: The Process of Price Determination Pricing and Exchange Systems and Alternatives within the Marketing-procurement Channel Providing the Optimum Varieties and Qualities Participation and Leadership in the Marketing-Procurement Channels Marketing by Farmer Groups Processor Procurement Systems Processor Marketing Wholesale- Retail and Food Service Structure and Procurement Food Retail and Food Service Marketing PUBLIC POLICY ISSUES IN MARKETING- PROCUREMENT: Policy Issues: Consumer Interests Policy Issues: Food Prices, Supply Adequacy and Farmers' Incomes Policy Issues: Maintaining Competition Policy Issues: Who Will Control the Agricultural Marketing-Procurement Systems? Index.
TL;DR: In this article, the authors examine the evolution of the concept of strategic marketing and show that strategic marketing does not replace traditional marketing management, rather it adds new dimensions to the field of marketing, enhancing its role in the determination of corporate strategy.
Journal Article•
TL;DR: The criteria required for delineating effective segments is identified, common descriptions used to define segments are presented, and the two alternate approaches that may be adopted in defining potential target markets are described.
Abstract: The idenJ:!.fication and selection of target markets is a key marketing decision. It influences and directly determines all of the ensuing decisions regarding types of services, their distribution, pricing, and communication. Selecting target markets is a two stage process. The first stage is to divide a market into segments that constitute potential target markets. The paper briefly identifies the criteria required for delineating effective segments and describes the two alternate approaches that may be adopted in defining potential target markets. Common descriptions used to define segments are presented with examples intended to illustrate their application. The second stage in the process is to select which of the potential target markets the agency will endeavor to serve with a particular offering. Three alternate strategies for servicing the potential target markets are addressed and the dilemma that confronts agencies in prioritizing the potential target markets to be serviced is discussed.?
TL;DR: In this article, the authors propose a regional-spatial analysis framework for micro-macro marketing, in order to fully portray the basic heterogeneity and entrepreneurship of modern markets and marketing.
Abstract: Regional-spatial analysis should be part of the framework of micro-macro marketing, in order to fully portray the basic hetereogeneity and entrepreneurship of modern markets and marketing. In recen...
Book•
01 Jun 1983
TL;DR: In this article, the authors present a review of marketing in travel and tourism, present and future, focusing on the following: 1. Introduction. 2. Psychology of the Traveler. 3. Nature of the Tourism Product. 4. Image. 5. Pricing. 6. Relationship Marketing.
Abstract: 1. Introduction. 2. Nature of the Tourism Product. 3. Psychology of the Traveler. 4. Market Research. 5. Image. 6. The Marketing Mix in Travel and Tourism. 7. Pricing. 8. Communications. 9. Relationship Marketing. 10. Adverstising, Publicity, and Promotion. 11. Using Adverstising Effectively. 12. The Sales Function in the Travel Industry. 13. Sales Techniques. 14. Service-The Most Important Marketing Tool. 15. Technology in Marketing. 16. Marketing in Travel and Tourism-Present and Future.
TL;DR: In this paper, a method that provides marketing managers with information on the profit of push marketing strategies is described, which can create additional profit opportunities within the marketing channel, and it can be used to improve push marketing.
Abstract: “Push” marketing strategies can create additional profit opportunities within the marketing channel. This paper describes a method that provides marketing managers with information on the profit im...
TL;DR: In this paper, the authors report a study of marketing research as applied to the travel and tourism industry in the U.S. and report that marketing research can be used to improve the performance of the tourism industry.
Abstract: This article reports a study of marketing research as applied to the travel and tourism industry in the U.S.
TL;DR: In this paper, the authors suggest that economies of scale can be equally critical in international marketing, as shown by numerous examples in the areas of marketing research, product policy, promotion, and distribution.
Abstract: Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.
TL;DR: Nagle as discussed by the authors presents the Strategy and Tactics of Pricing (Prentice-Hall, 2011), which is a strategy and tactics of pricing for the marketing of products that reflect differences among buyers.
TL;DR: In this paper, a survey of export marketing policies in medium-sized manufacturing companies in the North of England is presented, focusing on the importance of having a structured export policy as part of an overall business plan.
Abstract: Examines attitudes to the marketing management of exports. Analyses the results of a survey of export marketing policies in medium‐sized manufacturing companies in the North of England. Stresses the importance of having a structured export policy as part of an overall business plan. Discusses various methods of capturing market data on exports, including Government statistics and trade association reports. Identifies key areas of a coherent export marketing plan – market factors, volume factors, company factors and marketing factors. Examines the differences in characteristics and policies adapted by active and reactive exporters. Outlines the merits of a variety of export pricing and invoicing methods. Concludes that companies must adapt export strategies and theories to suit their own individual needs, rather than accept an industry‐wide export programme.
Posted Content•
TL;DR: In this article, a model designed to identify preferred postharvest marketing strategies for pinto bean producers is presented, which evaluates flexible strategies that use current market information to determine whether or not storage should continue.
Abstract: A model designed to identify preferred postharvest marketing strategies for pinto bean producers is presented. The model evaluates flexible strategies that use current market information to determine whether or not storage should continue. Explicit consideration is given to price uncertainty and risk preferences. The results indicate that nearly all decision makers prefer flexible strategies to fixed strategies that call for a predetermined pattern of sales. They also show that the choice of a marketing strategy is sensitive to risk preferences. Initial experiences in making the model available to producers are also discussed.
TL;DR: In this article, a study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective, which is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives.
Abstract: Links two views in what has been labelled a strategic marketing perspective – this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.
01 Oct 1983
TL;DR: In this paper, the authors suggest that a change in attitude to marketing may help libraries to improve their image and to attract users, through careful analysis, planning and implementation of marketing the survival of libraries may be less doubtful in a rapidly changing technological world.
Abstract: Libraries are facing serious competition from the ‘profit’ information industry which has seen the potential of an ever‐increasing information service sector. Sophisticated information retrieval systems, and management information systems are finding their way into research organisations and business corporations, areas traditionally served by libraries. Until recently the concept of marketing non‐profit organisations has been considered inappropriate, centred around the underlying theory that such organisations are not involved in an exchange process. With the extension of the exchange concept, marketing as a tool has been applied in the non‐profit sector with a degree of success. Marketing requires analysis and planning and the view that promotion is marketing is misleading. The components of a good marketing strategy include not only a promotional campaign but also product analysis, the development of appropriate outlets for the products, and an effective pricing structure. These mix components are reviewed with an emphasis on the most neglected area, product analysis. Libraries' core products are examined and the appropriateness of the product life‐cycle concept is discussed. In conclusion, the article suggests that a change in attitude to marketing may help libraries to improve their image and to attract users. Through careful analysis, planning and implementation of marketing the survival of libraries may be less doubtful in a rapidly changing technological world.
Posted Content•
Abstract: Professor Rao provides a comprehensive review of pricing research in marketing science. I will not repeat the details here, save to say that the review indicates a diversity of pricing research within the developing field of marketing science. Professor Rao's review and the other papers in this issue, from the second Rochester Conference on the interface of economics and marketing science, provide us with the opportunity to reflect on the continuing joint evolution of our two disciplines. As a marketing scientist who has found economic models and concepts useful in addressing marketing issues, let me comment on these evolutions from a marketing science perspective. However, as I portray these evolutions in the extreme, I note that the boundaries are fluid, with much overlap and merging of ideas and issues. Differences are in degree, not in fundamental philosophy. In the extreme, price theory in economics deals with how markets behave while price theory in marketing science deals with how managers should act. It is true that one must understand how managers behave in order to model market behavior and that one must understand how markets behave in order to advise managers. The difference is not in the comprehensiveness of the analyses but in the emphasis. A typical economic analysis will simplify the model of the manager's task in order to study the essential forces of the market. In contrast, the typical marketing science analysis will simplify the model of the market mechanism in order to study the essential profit impacts of the actions by the marketing manager. I will comment more on these simplifications later. Economics is a mature science with roots in the eighteenth century, when Adam Smith (1776) observed the English marketplace and formulated his famous "invisible hand" theory. Since then, the field has evolved in many rich and varied ways. A myriad of researchers has