Showing papers on "Marketing strategy published in 1984"

Strategic Market Management

Abstract: Business Strategy: The Concept and Trends in Its Management. Strategic Market Management: An Overview. The Business Mission. EXTERNAL ANALYSIS. Customer Analysis. Competitor Analysis. Industry Analysis. Environmental Analysis. INTERNAL ANALYSIS. Self-analysis. Experience Curve. Portfolio Analysis. ALTERNATIVE BUSINESS STRATEGIES. Obtaining a Sustainable Competitive Advantage --Differentiation. Obtaining an SCA--Low-cost: Focus, and the Preemptive Move. Growth Strategies: Penetration, Product Market Expansion, and Vertical Integration. Diversification. Strategies in Declining and Mature Markets. Global Strategies. IMPLEMENTATION AND THE PLANNING PROCESS. Implementing the Strategy. Planning Forms. Index.

The marketing of services

Abstract: The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the marketing of products. In fulfilling both these objectives the paper provides a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.

A marketing approach for customer retention

Abstract: Consumer marketing companies have lavished more resources on attracting new customers than on satisfying old customers. In today's low growth and highly competitive marketplace, however, customer retention increasingly joins customer getting as an important area of analysis and planning. Marketers can better cultivate relationships with existing customers in these ways: designing an optimal customer portfolio, formulating a special marketing mix, and modifying the marketing organization. The balancing of marketing efforts between winning new customers and holding onto old ones will prove instrumental in pursuing sales and profit growth in the 1980s.

Industrial marketing strategy

Abstract: Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning Proven, concrete, strategic management techniques—rather than a rote enumeration of the functions and institutions of industrial marketing Guidelines for implementing the value proposition through distribution and marketing communications The role of marketing in the broader context of business and corporate-level strategic planning Special sections on product development, national account management, customer service, information technology, and price signaling

Decision Support Systems for Marketing Managers

Abstract: In the past 10 years, a new technology has emerged for assisting and improving marketing decision making. We define a marketing decision support system as a coordinated collection of data, models, ...

Pricing Research in Marketing: The State of the Art

Abstract: Price is the only marketing mix variable that generates revenues; all others involve expenditures (or possibly investments) of funds. The effects of price changes are more immediate and direct, and appeals based on price are the easiest to communicate to prospective buyers. However, competitors can react more easily to appeals based on price than to those based on product benefits and imagery. It can be argued that the price decision is perhaps the most significant among the decisions of the marketing mix (strategy) for a branded product. Conventional wisdom suggests that the price decision should be made in consonance with those of other elements of marketing strategy. Despite the high importance of price, academic research on pricing issues in marketing has been modest at best. This has been true for various reasons: researchers have emphasized financial and cost analyses used to reach price decisions within a corporation, there has been greater support for and growth of advertising and product research, research in marketing has relied on behavioral science methodologies, data This paper is an attempt to synthesize the recently published research on pricing issues from the viewpoint of marketing science. The review will consider the relevance of selected trends such as the experience curve, individual choice models, and dynamics of evolution of demand over time on the issues of pricing decisions for products. The focus will be on such issues as the static and dynamic models of pricing (particularly for new products over the life cycle), price discounts, behavioral considerations for pricing strategies, interactions of price and other marketing mix variables, product line pricing, and pricing across a marketing channel. The paper will identify some directions for future research in this important area. * I thank Sharon McCarthy for her assistance in this research and Darius Sabavala, Subrata Sen, and an anonymous reviewer for their comments on an earlier draft of this paper. This work was partially supported by the Summer Research Fund of the Graduate School of Business and Public Administration, Cornell University.

International Marketing Management

Abstract: Framework of International Marketing: Aspects of International Marketing Economic Analysis of Multinational Trade and Business The Field of International Business International Monetary System International Finance and Accounting Regional Market Agreements Environmental Factors affecting International Marketing Economic Environment Cultural Environment Political Environment Legal Environment Perspectives of International Markets: International Marketing Research Global Market Place International Marketing Decisions: Product Policy and Planning International Pricing Strategy International Channels of Distribution International Advertising Multinational Sales Management and Foreign Sales Promotion Export Marketing Planning and Control Organisation and Control in International Marketing Marketing Planning and Strategy for International Business.

Empirical Research in International Marketing: 1976–1982

Abstract: This paper reviews empirical research in international marketing published during the period 1976–82 The review focuses on what has been researched and how the research has been conducted This research is evaluated; a cooperative, multidisciplinary empirical research program in international marketing is then proposed

The Marketing of Tourism

Abstract: The objectives of this article are to present the applications of marketing management in the tourism industry. The article discusses the various factors affecting the tourism market and its major sectors: (i) travel agencies and tour operators; (ii) hotel and catering; and (iii) transport. Any meaningful analysis of tourism marketing, should be based on: (a) market segmentation; (b) tourism marketing mix; and (c) marketing strategies. As the market for tourism services and products is dynamic and accompanied by rapid changes in the environment due to increased competition, technological changes and inflation, increased attention should be giver7 to the ernployme17t of appropriate marketing management methods as this industry, as indicated in the present article.

Competitive Marketing: A Strategic Approach

Abstract: Part 1 Marketing and marketing strategy: the nature of marketing corporate strategy and marketing the planning process and strategy formulation. Part 2 Buyers, markets and competition: images of buyers/consumers and what influences them understanding the consumer/buyer markets, segmentation and positioning competitive (rival-oriented) strategies. Part 3 Marketing intelligence: information, marketing research and the marketing manager. Part 4 Marketing mix elements: product management - needs, policies and strategies new product development advertising, sales promotion, publicity and corporate communications - their roles and how they work to persuade developing an advertising strategy sales management pricing - role, objectives, factors involved, pricing strategies distribution strategy and channel management. Part 5 Implementation and organization: strategies for change organization, strategy and marketing.

The Performance Impact of Product Innovation Strategies

Abstract: Product innovation is central to the success of most companies The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth But not so apparent are the strategies that underlie these product innovation efforts This monograph is about the ingredients of a winning new product strategy — about strategic decisions on markets, technologies, products — that result in a successful innovation programme

An Inventory and Critique of Strategy Research Using the PIMS Database

Abstract: This paper surveys the body of research conducted by marketing and strategic management researchers using the PIMS database. Research questions and findings from this research are summarized. A methodological critique is offered, and its overall relevance is evaluated in terms of a recent conceptual framework suggested by Thomas and Tymon (1982).

Strategic Choice and Marketing Managers: An Examination of Business-Level Marketing Objectives:

Abstract: The author examines the choice of strategic marketing thrust for business units in multiproduct firms. In a survey, 86 managers in six firms provided their perception of several product/market and ...

The Marketing Strategy Center: Diagnosing the Industrial Marketer's Interdisciplinary Role:

Abstract: Strategic interdependencies exist between marketing and other functional areas in the industrial firm. The concept of the marketing strategy center is offered as an organizing framework for explori...

Strategic Marketing Problems: Cases and Comments

Abstract: Chapter 1: Foundations of Strategic Marketing Management Chapter 2: Financial Aspects of Marketing Management Chapter 3: Marketing Decision Making and Case Analysis Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 5: Product and Service Strategy and Brand Management Chapter 6: Integrated Marketing Communication Strategy and Management Chapter 7: Marketing Channel and Supply Chain Strategy and Management Chapter 8: Pricing Strategy and Management Chapter 9: Marketing Strategy Reformulation: The Control Process Chapter 10: Global Marketing Strategy and Management

Marketing's Domain

Abstract: Challenges the emerging exchange paradigm of marketing, by critically examining the current extension of marketing thought on the subject. Suggests that the concept of exchange when applied to many managerial problems associated with social or non‐business marketing. Concludes that the concept of marketing as a process of “matching” — aligning the relationships between organizations and/or individuals — may provide a more coherent framework for any extended concept of the marketing function and marketing‐oriented management.

An Understanding of Marketing Strategy

Abstract: Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy using three key levels: the overall strategic planning of the company; a framework developed from this from which marketing strategy should be developed; and the actual marketing strategy. Concludes that a firm needs to establish the strategic planning framework in defining its marketing strategy and its component parts. Suggests that failure to do so leads to ineffective definition, implementation and effectiveness of strategies.

The wellness movement: imperatives for health care marketers.

Abstract: This paper examines the impact of the growing national health consciousness on the delivery of health care services. The health-involved consumer is first profiled and implications for health care marketing strategy are then identified. Suggestions are also made regarding the tailoring of health services to the health-involved segment.

The marketing of technology

Abstract: Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology; and the sales of a technology in its entirety. Describes this as an exploratory study of issues and problems arising from the marketing of a company's technology or know‐how. Concludes that this work has sought to identify the peculiarities involved in the sale of know‐how, aiming to increase understanding.