Showing papers on "Marketing strategy published in 1990"
Book•
01 Jan 1990
TL;DR: This chapter discusses consumer behavior, electronic Commerce, and Channel Strategy, and the environment in terms of cultural and Cross-Cultural Influences.
Abstract: Table of Contents: Section 1: A Perspective on Consumer Behavior Chapter 1 Introduction to Consumer Behavior and Marketing Strategy Chapter 2 A Framework for Consumer Analysis Section 2: Affect and Cognition and Marketing Strategy Chapter 3 Introduction to Affect and Cognition Chapter 4 Consumers' Product Knowledge and Involvement Chapter 5 Attention and Comprehension Chapter 6 Attitudes and Intentions Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy Chapter 8 Introduction to Behavior Chapter 9 Conditioning and Learning Processes Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy Chapter 11 Introduction to the Environment Chapter 12 Cultural and Cross-Cultural Influences Chapter 13 Subculture and Social Class Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy Chapter 15 Market Segmentation and Product Positioning Chapter 16 Consumer Behavior and Product Strategy Chapter 17 Consumer Behavior and Promotion Strategy Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy
1,546 citations
TL;DR: In this article, a relationship approach to marketing is described and two interfaces between marketing and organizational behavior, both as business functions and as academic disciplines, are discussed, viz., the need for a service culture and internal marketing.
1,377 citations
TL;DR: In this article, the psychological underpinnings of perceived quality judgments are examined, and a model of the quality perception process is developed, focusing on the role of personal and situational variables in the formation of quality judgments.
665 citations
TL;DR: In this paper, contributions from organizational behavior that enhance the effectiveness and efficiency of internal marketing programs are examined, such as relationship marketing, all employees as part-time marketers, and internal customers.
662 citations
TL;DR: In this paper, an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services, is presented, which offers several insights into strategic marketing for service marketers.
Abstract: A theme emerging in the services marketing literature indicates that services marketers should look beyond their own industry boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However, none of these conceptualizations have been studied empirically. This article presents an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services. The results of the study offer several insights into strategic marketing for service marketers.
384 citations
TL;DR: In this article, the authors presented a study to understand customers' attitudes, beliefs and perceptions about the services offered by conventional and Islamic banks in Jordan, and they provided Jordanianbank executives and public policy makers, and other developing country executives, with insights into the kind of services bank customers find most appropriately appropriate to their banking needs.
Abstract: In recent years financial institutions, marketing
researchers and public policy makers have
recognised that behavioural analysis is vital for
understanding bank customers. Most studies so
far have focused on understanding the behaviour
of customers of commercial banks in developed
economies. Very little research has been
undertaken concerning bank customers′ attitudes
and behavioural characteristics in developing
countries. The purpose of this study is to
understand customers′ attitudes, beliefs and
perceptions about the services offered by
conventional and Islamic banks in Jordan. The
information presented here will provide Jordanian
bank executives and public policy makers, and
other developing country executives, with insights
into the kind of services bank customers find most
appropriate to their banking needs.
268 citations
TL;DR: In this paper, the authors report the results of a national postal survey of over 1,000 UK chief marketing executives and identify four distinct marketing approaches which are current in UK industry.
Abstract: This paper attempts to develop a typology of current approaches to marketing in UK industry. It reports the results of a national postal survey of over 1,000 UK chief marketing executives. Cluster analysis was used on the survey data to isolate four distinct marketing approaches which are current in UK industry. These are described as “marketing philosophers”, “sales supporters,” “departmental marketers” and “unsures”. Three of these orientations suggest a natural progression from sales support through departmental marketing to the adoption of marketing as a guiding philosophy for the whole organisation. While it is recognised that this kind of cross‐sectional analysis cannot be used to conclude that all business moves through these stages towards marketing orientation, the paper presents attitudinal, organisational and executional evidence to suggest that this is a viable hypothesis.
264 citations
TL;DR: In this paper, the authors focus on the practical implications of how small firms actually plan their marketing and the impact of marketing practice on marketing practice in a small business setting, and the need exists to increase the awareness of small firms to the importance of a planned approach to marketing and how marketing planning can be improved.
Abstract: Small businesses, usually under owner/ manager control, can suffer through a lack of knowledge and understanding of marketing planning practices. Often practices, if they exist at all, are founded on traditional industry practices and experiences which may not be suitable when translated into use with small businesses. Often the result is inadequate marketing and business failure. The need exists to increase the awareness of small firms to the importance of a planned approach to marketing and how marketing planning can be improved. From this, the monograph is concerned with the practical implications of how small firms actually plan their marketing. To do this, consideration is given to the characteristics of small firms, descriptions of marketing planning and the impact on marketing practice. Appropriate marketing technology transfer is also considered and three levels of transfer – self‐help information transfer, appreciation‐level marketing education input, and in‐depth marketing specific to the compan...
243 citations
TL;DR: In this article, a conceptual framework for examining the convenience of services is proposed, thus permitting strategic and tactical marketing opportunities to be highlighted, and implications for managers of this framework are discussed.
Abstract: Suggests that the construct of convenience has not been properly defined and operationalized by managers and should be regarded as multidimensional. Proposes a conceptual framework for examining the convenience of services, thus permitting strategic and tactical marketing opportunities to be highlighted. Discusses implications for managers of this framework. Reviews a framework for marketing consumer products published in another journal and applies it to service marketing.
237 citations
TL;DR: In this paper, the authors examine the impact of these trends on the role of the marketing department in the J990's and argue that the marketing concept and subsequent strategies need to be rethought.
Abstract: This paper examines the impact of these trends on the role of the marketing department in the J990's. Essentially, when the buying habits of consumers are being strangely influenced by green and other environmental issues, the paper argues that the marketing concept and subsequent strategies need to be rethought. The paper then imaginatively develops the concept of societal marketing within this framework, arguing for the need for a long term marketing perspective rather than the short term window dressing approach taken by many marketing departments.
169 citations
TL;DR: In this article, the authors report the results of a study on the use of information and decision making by practicing marketing managers and examine the effect of managerial experience and decision programmabili...
Abstract: The authors report the results of a study on the use of information and decision making by practicing marketing managers. They examine the effect of managerial experience and decision programmabili...
TL;DR: This paper developed a model to describe the impact of strategies for introducing a new brand, aspects of the competi cation, and the competitive aspects of new brands in an industrial organization.
Abstract: Drawing on research in marketing strategy and industrial organization economics, the authors develop a model to describe the impact of strategies for introducing a new brand, aspects of the competi...
TL;DR: In this article, the authors present an exploratory empirical study of the process of formulating and implementing manufacturing strategy within the framework of overall corporate strategy, as practiced by a cross-sectional representation of leading-edge firms.
TL;DR: The more important strategic portfolio planning approaches that have evolved since Markowitz originally postulated his portfolio theory are described and summarised in this article, and the author suggests that for industrial marketing and purchasing management the interaction approach to portfolio planning provides a valuable and pragmatic framework of use to academic and practising managers alike.
Abstract: The more important strategic portfolio planning approaches that have evolved since Markowitz originally postulated his portfolio theory are described and summarised. Based on this review the author suggests that for industrial marketing and purchasing management the interaction approach to portfolio planning provides a valuable and pragmatic framework of use to academic and practising managers alike.
TL;DR: In this paper, the authors described the marketing process in the context of its application in the wine industry and the environment in which it operates: changing consumption patterns in the industrialised nations, new distribution patterns, and different social and environmental issues.
Abstract: The broad area of the wine industry and the marketing of wine, particularly, are focused on with regard to the changing environment in which wine is made and consumed. The marketing process is described in the context of its application in the wine industry and the environment in which it operates: changing consumption patterns in the industrialised nations, new distribution patterns, and different social and environmental issues. The segmentation of the wine market into two distinct areas, fine wines and beverage wines, each operating independently of the other, is described and the marketing mix factors which the wine marketer can deploy in order to maximise opportunities in these markets are detailed, utilising research into wine consumers' behaviour. The factors detailed are the product, its tangible and intangible benefits; the price — market skimming, market penetration, neutral pricing; the communication mix — word of mouth, journalism, sales promotion, advertising; branding and positioning; ranging, and the distribution channels. It is shown that marketing planning is essential for the winemaker, whether a one‐person boutique winery or a large multinational. The steps to take in preparing a marketing plan are described and guidance is given so that the winemaker can make it happen, both to satisfy consumers' needs and to make a profit.
Book•
01 Jan 1990
TL;DR: Marketing and the concept of planning and strategy Strategic Marketing Strategic Analysis Corporate Appraisal Understanding Competition Focusing on the Customer Scanning the Environment Strategic Capabilities and Direction Measuring Strengths and Weaknesses Developing Marketing Objectives Strategic Formulation Strategy Selection Portfolio Analysis Strategy Implementation and Control Organizational Structure Strategic Tools Marketing Strategies Market Strategies Product Strategies Pricing Strategies Distribution Strategies Promotion Strategies Global Market Strategies.
Abstract: Marketing and the Concept of Planning and Strategy Strategic Marketing Strategic Analysis Corporate Appraisal Understanding Competition Focusing on the Customer Scanning the Environment Strategic Capabilities and Direction Measuring Strengths and Weaknesses Developing Marketing Objectives Strategic Formulation Strategy Selection Portfolio Analysis Strategy Implementation and Control Organizational Structure Strategic Tools Marketing Strategies Market Strategies Product Strategies Pricing Strategies Distribution Strategies Promotion Strategies Global Market Strategies.
TL;DR: The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes as discussed by the authors and marketing as an integral part of a productive process generating "bundles of utilities" has a long history in economic analysis.
Abstract: The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes A view of marketing as an integral part of a productive process generating “bundles of utilities” has a long history in economic analysis This approach offers several advantages for marketing thought
Book•
01 Sep 1990
TL;DR: The visionaries who brought MaxiMarketing to the business world now turn their sights on the cutting edge of marketing practices and thinking today, pinpointing ten key trends or "turnarounds" that reflect the decline of mass marketing and mass advertising and the emergence of direct mass marketing as discussed by the authors.
Abstract: The visionaries who brought MaxiMarketing to the business world now turn their sights on the cutting edge of marketing practices and thinking today, pinpointing ten key trends or "turnarounds" that reflect the decline of mass marketing and mass advertising and the emergence of "direct mass marketing".
TL;DR: The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction as discussed by the authors, and internal marketing appears to be a critical issue in making marketing work.
Abstract: The need to market internally the plans and strategies developed by marketing managers is seen as a critical component of successful plan introduction. “Internal Marketing” appears to be a critical issue in making marketing work.
Book•
01 Jan 1990
TL;DR: The New Direct Marketing, second edition as discussed by the authors is a comprehensive handbook for direct marketing companies and users of direct marketing methods and why it will help you and your organization to become smarter, more efficient, and more effective marketers.
Abstract: From the Publisher:
Now this best-selling guide to the art and science of database marketing has been extensively revised and updated. In no other single source can you find all the essential information you need to know about the technology behind database marketing; the fundamentals of targeting, modeling, and segmentation; the theory and economics of The New Direct Marketing; and the sources of data and database software. What's more, this new edition contains invaluable tips on how to use technology and targeting to acquire new customers, segment your customer database, retain existing customers, manage customer contacts, and increase your customers' lifetime value. You'll learn what results to expect once you move from the "old" direct marketing to the new, data driven, customer focused, new direct marketing. Equally important, you'll learn how to avoid the most common - and most costly - mistakes direct marketers make when building new database marketing systems. The New Direct Marketing, second edition, will teach you what you need to know about selecting outside vendors to build your marketing database; using internal data-processing resources; selecting the right statistical tools to analyze data and create market segments; predicting response rates, sales, retention, and lifetime value; and modeling the economic and financial implications of a profit-driven database marketing strategy. One glance at the expanded and updated table of contents for this second edition will demonstrate why The New Direct Marketing has become the indispensable handbook for direct marketing companies and users of direct marketing methods and why it will help you and your organization to become smarter, more efficient, and more effective marketers. This practical, step-by-step guide has been expanded to include the latest developments in client-server technology and decisions support systems. New modeling techniques, including the use of Exploratory Data Analysis, Principal Components Analysis,
Book•
01 Jan 1990
TL;DR: The contribution of marketing to strategy is discussed in this article, where the authors consider the impact of competition on strategic marketing decisions and propose a market response approach to marketing strategy decisions, using a review of empirical research.
Abstract: Introduction: the contribution of marketing to strategy, George Day et al Part 1 The structure and evolution of competitive markets: market structure analysis - practice, problems and promise, Allan D Shocker et al relationships among competitors, Geoffrey Easton the impact of competition on strategic marketing decisions, Ram C Rao evolutionary models of markets and competitive structure, Mary Lambkin Part 2 Gaining and sustaining competitive advantage: market position and competitive strategy, Bradley T Gale and Robert D Buzzell modelling customer loyalty - a customer-based source of competitive advantage, Barbara E Kahn and Robert J Meyer the design and management of channels of distribution, Gary L Frazier market entry and defensive strategies, Hubert Gatignon and Pradeep Bansal Part 3 Formulating strategy components: market response approaches to marketing strategy decisions, Leonard Lodish and Bari Harlam assessing market response - a review of empirical research, Gary M Erickson positioning analysis and strategy, Yoram J Wind indetifying and evaluating new product opportunities, Robert G Cooper
TL;DR: This article found that about two-thirds of small firms had a non-marketing approach, almost a third were implicit marketers while very few were sophisticated marketers, and that small firms require a high level of simplicity in their marketing approach if it is to be successful.
Abstract: Discusses some of the features of small firms and emphasizes that business proprietors have a different approach to marketing than do marketing managers in large concerns. Examines some empirical evidence which showed about two‐thirds of small firms had a nonmarketing approach, almost a third were implicit marketers while very few were sophisticated marketers. Surmises that small firms require a high level of simplicity in their marketing approach if it is to be successful.
TL;DR: In this paper, the authors focus on the problems for marketing executives of the implementation, rather than just those of the generation, of marketing strategies, and the inevitable associated organisational change involved.
Abstract: Focuses on the problems for marketing executives of the implementation, rather than just those of the generation, of marketing strategies, and the inevitable associated organisational change involved. Conceptually, the focus is on the impact of the “corporate environment” on the marketing decision‐making process, as a variable influencing both the strategic choices which are made by managers, and most particularly the problems which are faced in implementing marketing strategies. These issues are closely related to the emerging area of research concerned with the importance of culture in corporate “excellence”, but the approach here differs in perspective. While the “excellence” literature has attracted much interest, one of its shortcomings is that it offers no remedy for the most immediate problems which it uncovers. Similarly, the marketing literature offers no conceptual framework, and few practical tools for managing organisational culture as a variable significant to marketing implementation and cha...
TL;DR: The authors argue that a cognitive bias is found in the language used to describe services, since services are defined in relation to manufacturing and argue that services should be accurately described as they are very different from manufactured goods.
Abstract: Argues that a cognitive bias is found in the language used to describe services, since services are defined in relation to manufacturing. Proposes that services should be accurately described as they are very different from manufactured goods. Considers service from an alternative viewpoint, highlighting this perspective′s implications for marketing thought. Draws attention to practical implications with regard to the marketing mix.
TL;DR: In this article, the authors developed an expert system, CoverStory, to uncover the important facts and trends in the data base, revealing brands and markets that are newsworthy and identifying marketing factors that may be causing changes in these brands and market.
Abstract: Ocean Spray Cranberries, a $1 billion fruit-processing cooperative, tracks sales and assesses the effectiveness of its marketing programs with large data bases collected through bar-code scanners in supermarkets. Their level of detail is so great that it can obscure important facts and trends. Ocean Spray needed to automate as much of the analysis as possible. Working with Ocean Spray, Information Resources developed an expert system, CoverStory, to uncover the important facts and trends in the data base. Using a series of subanalyses, CoverStory reveals brands and markets that are newsworthy and identifies marketing factors that may be causing changes in these brands and markets. CoverStory is part of an overall DSS at Ocean Spray that permits a single marketing professional to manage the process of alerting all the marketing and sales managers to key problems and opportunities and to provide them with daily problem-solving information.
TL;DR: In this article, the authors examined the marketing concept and suggested that more effort should be put into recognizing the synergy between community and customer orientations in tourism marketing, and more research is necessary and the implementation of the revised marketing concept should be based on a more collaborative planning approach.
TL;DR: In this paper, the authors explore methods for increasing the persuasiveness of internal marketing efforts to encourage employees to adopt a customer orientation, which is a process of encouraging internal marketing.
Abstract: This article explores methods for increasing the persuasiveness of internal marketing efforts to encourage employees to adopt a customer orientation. Internal marketing is a process of encouraging ...
TL;DR: In this paper, the consumer makes a series of connections among immediate benefits desired from consuming a product, to higher-level benefits desired, and ultimately to which of their own important personal values are being satisfied.
Book•
01 Jan 1990TL;DR: The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday as mentioned in this paper, providing the solid foundation required to understand the complexities of marketing on a global scale.
Abstract: Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way.The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale.The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone.The book includes chapters on:* Trade distortions and marketing barriers* Political and legal environments* Culture* Consumer behaviour* Marketing research* Promotion and pricing strategies* Currencies and foreign exchangeAccessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.