Showing papers on "Marketing strategy published in 1985"
TL;DR: In this paper, the authors compare problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors, and discuss the problems of service marketing.
Abstract: This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on s...
2,500 citations
TL;DR: In this paper, the authors discuss methods used in other social sciences and in marketing in terms of two key criteria defining "good research" and argue that the simultaneous research desiderata of data int...
Abstract: The author discusses methods used in other social sciences and in marketing in terms of two key criteria defining “good research.” It is argued that the simultaneous research desiderata of data int...
1,563 citations
TL;DR: In this article, the authors discuss the problem of choosing a vertical marketing channel in a product-differentiated duopolistic market and show that integration of the marketing function results in greater price competition and lower prices than does the use of independent marketing middlemen.
Abstract: This paper discusses the problem of choosing a vertical marketing channel in a product-differentiated duopolistic market Firms choose product price and the form of the marketing channel to maximize profits It is shown that integration of the marketing function results in greater price competition and lower prices than does the use of independent marketing middlemen The profitability of reducing price competition by using such middlemen is investigated Two hypotheses---that integration is negatively associated with the products' substitutability and that symmetric channel structures are stable---are tested in a preliminary way and supported with survey data from the international semiconductor industry
399 citations
TL;DR: In this paper, the authors present an analysis of long-term, intertemporal dependence relations between marketing activities and their consequences in an investment process framework and apply such a framework to the analysis of marketing activities.
254 citations
Book•
15 Jul 1985
TL;DR: In this paper, the authors discuss the principles of strategic marketing planning, and present a framework for strategic planning for marketing and competitive success based on analytical frameworks for marketing planning and analytical Frameworks for Strategic Planning.
Abstract: PART I: MARKETING STRATEGY - Prologue - Marketing and Competition - Marketing and Competitive Success - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Planning - Research for Marketing - PART II: THE MARKETING APPRECIATION - Macro-Environmental Analysis - Industry and Competitor Analysis - Customer Analysis - Internal (Self) Analysis - Matching - Putting it all Together - Product Differentiation and Market Segmentation - Positioning and Branding - PART III: MANAGING THE MARKETING MIX - The Marketing Mix - Product Policy - Packaging - Pricing Policy and Management - Distribution Policy - Promotion Policy and Management - PART IV: IMPLEMENTING MARKETING - Customer Service - Developing a Marketing Culture - The (Short-term) Marketing Plan - Implementation and Control - Current Issues and Future Trends - Recapitulation
246 citations
TL;DR: In this paper, the authors consider the characteristics of small firms from a marketing perspective and examine the marketing undertaken by firms at different stages of development from start-up to medium-sized firms.
Abstract: Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.
246 citations
TL;DR: The authors found that individuals make inferences about missing information and that these inferences have a predictable influence on the evaluations being made, and that the greater the amount of missing information, the less favorable the evaluation.
Abstract: Information integration models have generally assumed that individuals making evaluations ignore attributes for which no information is available. However, recent evidence indicates that individuals make inferences about missing information and that these inferences have a predictable influence on the evaluations being made. The present study required individuals to evaluate television purchases, which were described by varying amounts of information—the greater the amount of missing information, the less favorable the evaluation. The evaluations' results are reported, as are the nonconfigural effects of the relationships among multiple attributes. Finally, the implications of this research for theory and marketing strategy are discussed.
221 citations
TL;DR: In this article, the authors investigate the concept of product intangibility, consider its implications for marketing, and examine the way in which managers view intagibility and cope with its marketing consequences, concluding that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products.
Abstract: Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of interviews with managers in service industries across a broad range. Provides evidence which strongly suggests that product intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products. Proposes that marketing needs to address these problems by suitably adapting existing tools and providing new concepts to explain and manage intangibility correctly.
214 citations
TL;DR: This paper developed a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition, and two forms of the model were developed to examine the competition among brands.
Abstract: The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition. Two forms of the model ...
139 citations
TL;DR: Based on an empirical study of more than 200 R&D and marketing managers from high-technology companies, this paper concluded that there is a great deal of consensus between R & D and marketing manager on the relative importance of the areas requiring integrated efforts.
134 citations
TL;DR: In this article, the need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategies research efforts are prese...
Abstract: Charles H. Davis is Assistant Professor of Marketing at the Citadel, USA. Dr. Davis is actively involved in various small business research efforts. Gerald E. Hills is Professor of Marketing and holder of the Denton Thorne Chair in Small Business Enterprise at the University of Illinois at Chicago. His research efforts have focused on new venture creation issues. Raymond W. LaForge is Associate Professor of Marketing at Oklahoma State University. Dr. LaForge has concentrated his attention toward investigating marketing strategy differences between small and large firms.Research during the past decade has documented the important role of smaller firms in American society. Yet those in the marketing discipline have devoted little attention to the size of enterprise in various strategic marketing situations. The need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategy research efforts are prese...
Book•
01 Jan 1985
TL;DR: In this article, the authors present an overview of the global environment of marketing, its environment management, and its management process, including the planning process, direct marketing, sales promotion, and public relations.
Abstract: I. MARKETING: ITS ENVIRONMENT AND MANAGEMENT. 1. What is Marketing? 2. The Global Environment of Marketing. 3. Marketing Management and the Planning Process. II. UNDERSTANDING AND SELECTING TARGET MARKETS. 4. Marketing Research. 5. The Consumer Market and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Market Segmentation. 8. Target Marketing. III. DEVELOPING PRODUCTS AND SERVICES. 9. The Product Offering. 10. Product Development and Management. 11. Services and Nonprofit Marketing. IV. DISTRIBUTION. 12. Marketing Channels. 13. Wholesaling and Logistics. 14. Retailing. V. PROMOTION. 15. The Promotion Effort. 16. Advertising. 17. Direct Marketing, Sales Promotion, and Public Relations. 18. Personal Selling. VI. PRICING. 19. Pricing Procedures. 20. Pricing Administration. VII. EFFECTIVE MARKETING STRATEGIES. 21. Marketing Implementation and Control. 22. International Marketing. Appendixes: A. Financial Analysis and Marketing Management B. Careers in Marketing. Glossary. Indexes.
TL;DR: In this paper, the authors argue that the same considerations that go into the positioning strategy in the home country are directly relevant for international markets, and that the effect of country stereotype will be to shift the position of the product in the perceptual space and alter the overall evaluation of its merits.
Abstract: One of the cornerstones of a firm's marketing strategy in any market is the development of an appropriate product positioning plan. This paper argues that may of the same considerations that go into the positioning strategy in the home country are directly relevant for international markets. There is an added elements of complexity in that the country-of-origin of the imported product will often be a salient factor in the buyer evaluation process. The effect of country stereotype will be to shift the position of the product in the perceptual space and alter the overall evaluation of its merits. The competitive strength of the product will thus be affected by country biases. The paper shows how these factors can be dealt with in the management of the “international product positioning” task.
TL;DR: In this article, the authors consider the application of strategic marketing concepts when establishing complaint-handling policies and propose alternative strategies and a model for formulating a complaint•handling strategy.
Abstract: Effective complaint‐handling by an organization can result in such benefits as consumer satisfaction, company / brand loyalty, favorable word‐of‐mouth publicity and decreased litigation. Therefore, organizations should consider the application of strategic marketing concepts when establishing complaint‐handling policies. Alternative strategies are proposed and a model for formulating a complaint‐handling strategy is described.
TL;DR: In this article, the authors present the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provide an overview of the state of the marketing art.
Abstract: This article presents the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provides an overview of the state of the marketing art in the UK. The survey compares and contrasts the marketing practice of the best performing companies in the sample, the “high‐fliers”, against the remainder of the sample, the “also rans”, in order to isolate the special marketing characteristics of an organisation which outperforms its rivals in a competitive marketplace. The authors have identified the “high‐flier” characteristics and summarised them in a six point plan for marketing excellence.
TL;DR: The extensive literature on the dynamic effects of marketing instruments has concentrated solely on lagged effects as mentioned in this paper, while lead effects, caused by the anticipations of consumers and other economi...
Abstract: The extensive literature on the dynamic effects of marketing instruments has concentrated solely on lagged effects. However, lead effects, caused by the anticipations of consumers and other economi...
TL;DR: Theoretical frameworks which provide static and quasi-dynamic perspectives of the proposed two-factor classification are outlined and an empirical exposition of the success producing and failure preventing properties of marketing strategy variables is presented using the PIMS data.
Abstract: This paper focuses on the appropriateness of a two-factor classification of competitive strategy variables as success producers and failure preventers. Theoretical frameworks which provide static and quasi-dynamic perspectives of the proposed two-factor classification are outlined. An empirical exposition of the success producing and failure preventing properties of marketing strategy variables is presented using the PIMS data. Strategic implications and directions for future research are discussed.
Book•
01 Feb 1985
TL;DR: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning as discussed by the authors is a special area of marketing management that deals with marketing opportunities.
Abstract: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning. Special areas of marketing management.
Book•
01 Jan 1985
TL;DR: In this article, the authors provide a forum for research in strategic marketing and for examining the links between strategic marketing marketing and strategic management, including concepts of planning in strategic management; planning techniques and their role as strategic inquiry systems; competitive strategy and strategic competition; analytical modelling in strategy; generic strategy marketing prescriptions; and future conclusions and research directions.
Abstract: This contributed volume provides a forum for research in strategic marketing and for examining the links between strategic marketing and strategic management. Topics include concepts of planning in strategic management; planning techniques and their role as strategic inquiry systems; competitive strategy and strategic competition; analytical modelling in strategy; generic strategy marketing prescriptions; and future conclusions and research directions.
Book•
01 Apr 1985
TL;DR: The Organisational Dimensions of Marketing (OMD) as mentioned in this paper is a survey of marketing and organisational structures, focusing on three dimensions of marketing: responsibility, power and politics.
Abstract: Part 1: The Organisational Dimensions of Marketing 1 Marketing and Organisational Structure 21 Theories of Organsiation and Decision Making Part 2: Marketing in the Organisation 3 The Departmentation and Positioning of Marketing 4 Responsibility, Power and Politics Part 3: Marketing Structures 5 Structures in the Marketing Organisation 6 Product Management, the Product-Market Matrix Part 4: Organisational Design for Marketing 7 Designing the Marketing Organisation 8 Organisational Strategy for Marketing
TL;DR: A mail survey of Fortune 1000 firms reveals considerable variation in the designs of their marketing information systems, yet a uniformly high level of sophistication in regards to use of interactive systems and decision modeling.
Abstract: :A mail survey of Fortune 1000 firms reveals considerable variation in the designs of their marketing information systems, yet a uniformly high level of sophistication in regards to use of interactive systems and decision modeling. Many of the data-gathering and storage components of these systems are not computerized. The best decision support is at the upper and middle management level for planning and controlling the firm’s product offering. This top-level support indicates that the user possibly has a greater influence on system implementation than does problem structure.
TL;DR: In this article, the authors analyzed the marketing strategies of industrial suppliers in five Western European countries and characterized the strategies in a quality dimension and a customer adaptation dimension, and found that the strategies were related to characteristics of the industrial environment of the supplier country.
TL;DR: In this paper, several normative principles are derived to guide the efforts of social marketers based on quality-of-life (QOL) theory to reduce negative environmental impacts, and the social marketing programs designed to minimize those discrepancies have to be developed in such a way as to improve environmental impacts.
Abstract: . Economic theory fails to recognize value in social marketing, it is argued, because these beliefs are widely held: (1) social marketers do not consider consumer needs, (2) they are motivated by social welfare, (3) the price mechanism does not fully operate in the social sphere, (4) there is usually insufficient competition, and (5) social marketing is less effective in market control. Based on quality-of-life (QOL) theory, several normative principles are derived to guide the efforts of social marketers. One, QOL-means have to be determined by relating them to QOL-ends (long term satisfaction). Two, discrepancies between QOI, means potentialities and actualities have to be minimized. And third, social marketing programs designed to minimize those discrepancies have to be developed in such a way as to reduce negative environmental impacts.
TL;DR: In this paper, the authors suggest that personal values influence consumer's normative standards regarding the marketing system, and that values and marketing system expectations together determine the consumer's expectations regarding product attributes.
Abstract: This paper suggests a theoretic basis for relating personal values, consumer expectations from the marketing system, and product expectations. More specifically, it suggests that personal values influence the consumer's normative standards regarding the marketing system, and that values and marketing system expectations together determine the consumer's expectations regarding product attributes. These relationships are empirically tested across three product classes and two ethnic groups—Blacks and Whites. Results indicate that among each ethnic group values are significantly related to marketing system expectations, which in turn are significantly related to product expectations. Additionally, the importance and function of specific value dimensions vary by ethnicity, and implications for research in the areas of personal values, satisfaction, and marketing strategy are discussed.
TL;DR: In this article, the authors propose three marketing concepts, personality, psychographics, position, and position, which can be added to the well-known four P's of the marketing mix to enable the marketing manager to have an easy-to-remember mnemonic device for the business marketing plan.
Abstract: The competition for the consumer's mind involves broadening the scope tools used to reach that consumer. Conventional marketing wisdom is that marketing strategy planning consists of two stages: 1. Determining the target market(s) and, 2. Determining the marketing mix to reach these target markets. Although the classic marketing mix of the right product, at the right place, at the right price, and with the right promotion is well known, it is target marketing that is the subject of this article. Through the use of three sophisticated concepts, the marketing manager can compete successfully for the consumer's mind. These three P's of marketing, which can be added to the well‐known four P's of the marketing mix—Product, Price, Place, and Promotion—can enable the marketingmanager to have an easy‐to‐remember mnemonic devicefor the business marketing plan. These three P's are 1. Personality, which became noticeable in the early 1980s; 2. Psychographics, which first attracted attention in the middle to late 1960s; and, 3. Positioning, which has been around since the early 1970s. These three P's lend themselves to presenting products to your customers in a language that speaks directly to their minds.
TL;DR: In this paper, the authors propose to promote a product jointly with another company's product in order to help the target company realize certain marketing goals, such as achieving certain marketing objectives.
TL;DR: In this article, the status of marketing in the UK service industries based on a sample of 320 service companies is described and compared between service marketing companies and product marketing companies in terms of marketing orientation and marketing practice.
Abstract: This article describes the status of marketing in the UK service industries based on a sample of 320 service companies. It draws comparisons between service marketing companies and product marketing companies in terms of marketing orientation and marketing practice. Some significant differences are found between the two types of companies and it is suggested that there is scope for increased marketing professionalism in many service industries; and a greater sensitivity to market needs is required as markets become more competitive.