Showing papers on "Marketing strategy published in 1988"

Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy:

Abstract: Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy,...

Marketing in travel and tourism

Abstract: Part 1: The Meaning of Marketing in Travel and Tourism 1. Introducing Travel and Tourism 2. Introducing Marketing: The Systematic Thought Process 3. The Special Characteristics of Travel and Tourism Marketing 4. The Dynamic Business Environment: Factors Influencing Demand for Tourism Part 2: Understanding the Consumer and the Marketing Mix in Travel and Tourism 5. Understanding the Consumer, Tourism Motivations and Buyer Behaviour 6. Market Segmentation for Travel and Tourism Markets 7. Product Formulation in Travel and Tourism 8. The Evolving Marketing Mix for Tourism Services Part 3: Planning Strategy and Tactics for Travel and Tourism Marketing 9. Marketing Research in Travel and Tourism 10. Planning Marketing Strategy 11. Marketing Planning: The Process 12. Planning Marketing Campaigns: Budgeting and Measuring Performance Part 4: Communicating with and Influencing Consumers 13. The Growth and Role of Information and Communications Technology and the Rise of the Dominant Consumer 14. E-marketing: The Effective Use of ITC 15. Distribution Channels in Travel and Tourism: Creating Access 16. Integrating the Promotional and Communications Mix 17. Brochures, Print and Other Non-electronic Information Part 5: Applying Marketing in the Main Sectors of Travel and Tourism 18. Marketing Countries as Tourism Destinations 19. Marketing Accommodation 20. Marketing Passenger Transport 21. Marketing Visitor Attractions 22. Marketing Inclusive Tours and Product Packages Part 6: Case Studies of Marketing Practice in Travel and Tourism 23. Tourism New Zealand 24. YOTEL 25. Agra: Indian World Heritage Site 26. Travelodge 27. Alistair Sawday Guides

A Model for Customer Complaint Management

Abstract: A model of customer complaint management is developed in terms of defensive marketing strategy. Based on an explicit microfoundation, firms' incentives to manage complaints are analyzed. In the context of a monopoly and homogeneous oligopoly, we discuss the optimal levels of customer compensation and effort and characterize industries where complaint management is likely to be used. We then examine a differentiated oligopoly and find an explicit formula for the market share gains associated with complaint management. This is illustrated in an example with real data. We finally consider the trade-off between defensive strategy in the form of complaint management and various offensive marketing tools such as advertising and pricing.

Marketing for Tourism

Abstract: Preface PART ONE: 1 The Marketing Perspective 2 Marketing Planning 3 Marketing Research and its Applications 4 The Tourist Market 5 Tourism Product Policy 6 Pricing the Product 7 Marketing Communications 8 The Distribution Systems 9 Tourism Advertising 10 The Travel Brochure 11 Sales Promotion for Travel and Tourism 12 Direct Marketing: Theory and Practice 13 Public Relations and its Use in the Tourism Industry 14 Marketing and Control 200 PART TWO: 1 The Marketing of a Tourist Attraction 2 The Launch of a Special Event 3 Marketing for Market Dominance in Retail Travel 4 Marketing Management in the Public Sector: Sustainable Tourism 5 Study of an Award-Winning Advertising Campaign 6 Promoting Short Breaks 7 Co-Operative Marketing of River Tourism Appendix 1: Sources of Tourism Research Appendix 2: Proof Reading Marks References Bibliography Index

The marketing of altruistic causes: understanding why people help

Abstract: This article proposes that altruistic cause organizations must adopt a new marketing perspective in order to raise funds in an increasingly difficult environment. This new marketing perspective should begin with a basic understanding of motivations and behavior rather than the mere adoption of specific marketing techniques. The article attempts to provide some insight into donor behavior and suggests ways of translating this insight into marketing practice.

Tracing Emergent Processes in Marketing Strategy Formation

Abstract: Though a process perspective has been adopted in emerging conceptualizations of strategic marketing, little attention has been given to process issues in marketing strategy research. Using an explo...

A services marketing management model: integrating internal and external marketing functions

Abstract: In services marketing, the employee plays a central role in attracting, building and maintaining relationships with customers. The recognition of the central role of employees in service marketing has given rise to “internal marketing” programs strongly oriented to employee development. This paper explores the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities (e.g., pricing, advertising, and personal selling). An examination of the relationship between the key elements of the services marketing management model (internal and external marketing, employee attitudes and behavior, and customer attitudes and behavior) demonstrates how service managers can enhance customer loyalty, satisfaction and perception of quality.

Four motivations for charitable giving: implications for marketing strategy to attract monetary donations for medical research.

Abstract: Medical research foundations can compete more effectively for charitable dollars by being aware of motivations for giving when designing marketing strategy. The study tests the extent to which the motives of reciprocity, income, career, and self-esteem predict monetary giving to medical research. The results indicate that reciprocity and income motives are significant predictors of giving, as are household assets and age. Interpretation of these results leads to several suggestions for marketing strategy.

Strategies for success from the political marketers

Abstract: Political campaigns are a form of bloodless but serious marketing warfare, and the various state and national races offer a unique opportunity to study the effectiveness of the winning candidates' marketing strategies and tactics. Trial‐and‐error adjustments to marketing strategy are made at an accelerated pace in political campaigns. The results can be seen in days or weeks, rather than the months or years of most industry programs. Toward the end of a major campaign, polls are taken weekly or even continuously.

Analysis for Marketing Planning

Abstract: Chapter 1: Overview Appendix 1A: Marketing Plan Outline Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy

A preface to marketing management

Abstract: Section I: Essentials of Marketing Management Part A: Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B: Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Appendix: Selected Consumer Behavior Data Sources Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C: The Marketing Mix Chapter Six: Product Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Appendix: Major Federal Agencies Involved in Control of Advertising Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven Pricing Strategy Part D: Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index

Marketing‐Mix Standardisation: An Integrated Approach in Global Marketing

Abstract: This article shows the importance of marketing‐mix standardisation within a global marketing concept. A frame of analysis is described that can aid enterprises to decide whether global marketing can support their company in working out competitive advantages. The first analysis step is concerned with the question of whether marketing‐mix standardisation is important for the branch or the market of the company in question. This is oriented to strategic factors of success. The aim of the second analysis step is to find out in which ways marketing‐mix standardisation can be practised by one specific company. In this context a standardisation‐oriented segmentation concept is discussed.

Marketing the Political Product

Abstract: That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing strategies is highlighted.

Measuring commitment to new manufacturing technology: integrating technological push and marketing pull concepts

Abstract: The authors examine the extent to which marketing and manufacturing related factors, either separately or integratively, influence the degree of commitment to manufacturing automation. The findings suggest that commitment to automation technology is generally greater when marketing pull and technological push forces are adopted simultaneously. The implications of these findings for management and an agenda for future research on the market-pull-technological-push concepts are discussed. >

R&D/marketing linkage and innovation strategy: some West German experience

Abstract: In focusing on R&D and marketing departments within the same business units in 31 German companies, data were obtained on the success rate of innovations, causes for failure of innovations, marketing and technology strategy, and the dynamics of the technological environment. Semistructured interview protocols were used for obtaining the data. Although marketing was mentioned as the most important cause for innovation failure, it was found that the reasons for the failure of product innovation were embedded in complex multidimensional factors related to the fit between strategic behavior and the demands of the competitive environment. Four different technology strategies were identified: defensive imitator, process developer, aggressive specialist, and aggressive innovator. Four different marketing strategies were identified: defensive imitator, market defender, market penetrator, and innovative marketer. The data did not show any relationship between the technology and marketing strategies. >

Strategic Market Entry Factors and Market Share Achievement in Japan

Abstract: In developing entry marketing strategies for new product markets companies might be advised to target product markets where significant market shares are likely to be achieved. The literature on market share change is reviewed to identify situational and marketing strategy factors associated with market share achievement. Certain hypotheses suggested by this and related literatures were then tested using a database of products introduced into the Japanese market. The results of this analysis indicate that a few key situational and marketing strategy variables account for a large proportion of the variation in achieved market share in Japan.

Competition and Marketing Strategy

Abstract: Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to marketing strategy what customers and the marketing concept are to marketing. The principle of sustainable competitive advantage argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals. This edge should be one that is both important to customers and sustainable by the firm in the long run.

The competitive position abroad of products and marketing practices of the united states, japan, and selected european countries

Abstract: Introduction Growing internationalization during the past three decades has become one of the most pervasive influences in business today. This is true for both the export manager responsible for positioning a firm's products in various foreign markets and for the marketing executive responsible for managing the competitive interaction of a firm's products with foreign products in a particular domestic market. As a consequence, the impact of national boundaries on the marketplace has continued to diminish. To compete successfully in this broad arena, marketing managers must have a thorough understanding of, and empathy for, the different needs and preferences of consumers in the various markets within which a firm interacts. Consumer attitudes toward both products and the related marketing practices naturally have a major influence on purchase behavior. In addition, consumer attitudes toward products from different countries can be a major factor in determining successful marketing strategies. We will present here a longitudinal analysis of the general attitudes of consumers in a foreign country, Finland, toward the products imported from the United States, japan, and selected European countries. We will also compare these consumer attitudes toward various dimensions of the related marketing mix strategies. It should be noted that the methodology for analyzing export opportunities is applicable by any company for any foreign country.

Content analysis: an analytical technique for international marketing research

Abstract: Effective international marketing requires collection of large amounts of data from diverse sources and sensitive use of such information in marketing strategy. While marketing information systems help managers incorporate some kinds of data into their planning, content analysis offers a different set of insights into cultural concepts, themes and trends not usually captured by traditional data systems. Content analysis has evolved as a research technique since the 1920s, largely in social science applications. Today, aided by new analytical techniques and optical scanners, which can read huge volumes of material inexpensively; and state‐of‐the‐art computer software, which can handle languages such as Chinese, Japanese, and Arabic, content analysis has great promise for international marketing applications.

Is Your Company Marketing Oriented

Abstract: In recent years, corporate management has come to recognise that the most successful companies are those with a clear marketing orientation.

Strategy Development for Manufactured Exports of Third World Countries to Developed Countries

Abstract: This paper addresses the problem of developing consumer patronage in high income markets for the autonomous manufactured exports of third world countries. Specifically, the focus is on overcoming consumer bias in high income markets against products of third world origin. Such bias exists; it has been established and tested in a twenty-year stream of research. This paper extends that research and, more importantly, for the first time sets the problem in a real world, managerial context. The research presents an illustrative, hypothetical case, somewhat simplified but realistic. A new Mexican microwave oven is introduced into the U.S. market and positioned against competing U.S. brands. A multifactored marketing strategy is built from several levels of three strategic factors: price, warranty, and endorsement. The findings are promising and establish the following: (1) the power of the different strategic elements against consumer bias varies significantly, (2) the power of different multifactored strategi...

Marketing of Construction Services

Abstract: Observations in the industry and a recent survey indicate that construction companies are anxious to improve their marketing activities. Literature regarding industrial marketing of consumer products is quite abundant, but has limited use in the construction industry. On the other hand, most of the few published works regarding marketing in the construction industry concentrate on design services as opposed to construction services. This paper discusses marketing principles and practices that could be applied by construction contractors. It reports on an exploratory survey of marketing executives employed by the ENR top 400 contractors, carried out to identify the existing marketing practices and analyze them by size of company, type of work undertaken, type of contract used, and the proportion of new clients versus repeat clients. Results support the need for an in‐depth study for the development of feasible and efficient marketing strategies for construction contractors.