Showing papers on "Marketing strategy published in 1994"
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
2,669 citations
01 Jan 1994
1,976 citations
TL;DR: In this article, the relationship between marketing strategy and performance has been well documented in the domestic marketing context, but empirical work in the context of export marketing has been fragmented and incomplete.
Abstract: The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmente...
1,950 citations
TL;DR: In this article, the authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers, and they discuss the goals and four essential characte-...
Abstract: The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential charact...
948 citations
TL;DR: In this paper, the authors present a presentation of 30 relationships, the 30Rs, as a way of making the relationship marketing philosophy more operational and generally applicable, providing a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.
Abstract: Based on a research project with the purpose of defining the essence and scope of relationship marketing (RM). The marketing mix theory, which constitutes the prevailing approach to marketing, is made operational through the definition of the 4Ps and extensions of these. The core is a presentation of 30 relationships, the 30Rs, as a way of making the RM philosophy more operational and generally applicable. The 30Rs provide a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.
797 citations
TL;DR: This article argued that the marketing mix and its 4Ps have remained the marketing paradigm for decades, and that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice.
Abstract: The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.
724 citations
TL;DR: In this article, the authors suggest the use of D-efficient experimental designs for conjoint and discrete-choice studies, discussing orthogonal arrays, non-orthogonal designs, relative efficiency, and nonorthogonality.
Abstract: The authors suggest the use of D-efficient experimental designs for conjoint and discrete-choice studies, discussing orthogonal arrays, nonorthogonal designs, relative efficiency, and nonorthogonal...
708 citations
Book•
01 Jan 1994
TL;DR: In this paper, a customer-led business is described as a set of objectives and tasks, including: objectives, tasks, objectives, and tasks of managing personal selling, marketing channels, and marketing in service businesses.
Abstract: Brief Contents 1. Management: objectives and tasks 2. The customer-led business 3. Segmentation, positioning and the marketing mix 4. Strategic market planning 5. Market dynamics and competitive strategy 6. Building successful brands 7. Innovation and new product development 8. Pricing policy: delivering value 9. Communications strategy 10. Managing personal selling 11. Managing marketing channels 12. Marketing in service businesses 13. Turnaround management 14. Marketing in the twenty-first century
570 citations
Book•
01 Jan 1994
TL;DR: In this article, the authors defined marketing for the 21st century and developed marketing strategies and plans for building strong brands, creating customer value, satisfaction, and loyalty, and achieving long-term growth.
Abstract: Part 1 - Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans Part 2 - Capturing Marketing Insights Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand Part 3 - Connecting with Customers Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer Markets Chapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets Part 4 - Building Strong Brands Chapter 9: Creating Brand Equity Chapter 10: Crafting the Brand Positioning Chapter 11: Competitive Dynamics Part 5 - Shaping the Market Offerings Chapter 12: Setting Product Strategy Chapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs Part 6 - Delivering Value Chapter 15: Designing and Managing Marketing Channels and Value Networks Chapter 16: Managing Retailing, Wholesaling, and Logistics Part 7 - Communicating Value Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling Part 8 - Creating Successful Long-Term Growth Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing Organization Courses BK0401, Marketing Management BK0402, Graduate Marketing Management
494 citations
TL;DR: This article explored the relationship between religiosity and consumer-related marital roles in the process of automobile purchase decision making, and found that differential role behaviour varies according to religious influences, which may imply that marketers should seek a niche within a given market.
Abstract: Studying the influence of the religious construct on consumer decision making is important owing to its stability over time and the observable nature of many of its elements. This research is, therefore, designed to explore the relationships between religiosity and consumer‐related marital roles in the process of automobile purchase decision making. Data were collected from Catholic and Jewish households residing in the North‐East region of the USA. Findings suggest that differential role behaviour varies according to religious influences. Results may imply that marketers should seek a niche within a given market. Marketing should not be seen as a quick‐fix solution for current problems, but rather entailing sensitivity in meeting the needs and wants of the consumers served. In developing marketing mix strategies, the importance of the decision maker′s religiousness must be considered. Specifically, enhanced knowledge of religious differences in consumption decision processes should have significant impac...
444 citations
TL;DR: In North America, 80 percent of the jobs and 60 percent of gross national product come from the performance of services rather than the production of products as discussed by the authors, and organizations that deliver high quality service increase or maintain market share and have a higher return on sales than do their competitors.
Abstract: In North America, 80 percent of the jobs and 60 percent of the gross national product come from the performance of services rather than the production of products Organizations that deliver high‐quality service increase or maintain market share and have a higher return on sales than do their competitors Argues that service firms must reach out for the brass rings of strategic planning and marketing to meet the ever‐increasing competitive challenges of the 1990s and beyond the year 2000 The firms that do not or will not embrace the issues of internal marketing and incorporate those ingredients into their strategic marketing plan will see their market share and profit base erode Internal promotion can create a positive and/or superior image of the firm and its products in the mind of the customer
Book•
01 Feb 1994
TL;DR: The author explains how to keep up with Database Marketing and Commerce on the Web and how to choose business partners to help you achieve success.
Abstract: Part I: Database Marketing and the Web Introduction Chapter 1. Strategic Database Marketing and the Web: An Overview Chapter 2. "The Vision Thing" Part II: Strategy Development Chapter 3. Lifetime Value--The Criterion of Strategy Chapter 4. Designing a Successful Customer Strategy Chapter 5. Building Profits with Recency, Frequency, and Monetary Analysis Chapter 6. Communicating With Customers Chapter 7. Building Customer Loyalty Chapter 8. Using Customer Profiles in Marketing Strategy Chapter 9. Strategy Verification: Testing and Control Groups Chapter 10. Finding Customers Through the Web Part III: Profiting Through Experience Chapter 11. Retailing and Packaged Goods Chapter 12. Building Retention and Loyalty in Business Customers Chapter 13. Financial Services Chapter 14. Why Databases Fail Chapter 15. Database Types That Succeed Chapter 16. Choosing Business Partners Chapter 17. Database Marketing and the Internal Struggle for Power A Farewell to the Reader Appendix A. How to Keep Up with Database Marketing and Commerce on the Web Appendix B. Answers to Executive Quizzes Appendix C. Glossary Index
TL;DR: In this paper, the authors analyse the concept, basic issues and different methods of applying this marketing strategy and propose a strategy to create "safe havens" and business opportunities for many companies.
Abstract: The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut‐throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy.
TL;DR: A critical analysis of marketing as applied to the public service, argues that, if it is applicable, it needs to be adapted to the particular character of the public realm.
Abstract: Examines the development of marketing in the public service and presents a short discussion of the growth of marketing in public service organizations over the last 20 years. A critical analysis of marketing as applied to the public service, argues that, if it is applicable, it needs to be adapted to the particular character of the public realm. Gives an analysis of how an approach to marketing that is appropriate to the public service might be developed. This implies not so much the application of marketing as it exists, but the development of a new form of marketing. The management of the public sector is political management, and marketing, if it is to be effective, will need to be politically informed.
TL;DR: In this paper, the authors analyze the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in 1975 and highlight the role of marketing in the creation and design of value systems.
Abstract: Recent discussion about relationship marketing as a new marketing concept is strongly connected with a novel perspective on exchange processes as the core of marketing. Suggestions for changes in terminology – from transactions to relationships – and the enriched understanding provide the basis for developing marketing strategies. Analyses the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in 1975. The reflection helps to locate the distinctive foci of actual relationship marketing proponents. Further illustrates the, until now, neglected research direction of marketing relationships in complex systems or networks. As a first step to closing this gap, and to develop further the scope of relationship marketing, outlines the role of marketing in the creation and design of “value systems”.
TL;DR: In this article, a strategic planning framework for long-range marketing policy making is developed to explore the relationship between marketing orientation and total quality management and extend Kotler's model of three types of marketing strategic orientation on the perspective of total quality.
Abstract: Develops a strategic planning framework for long‐range marketing policy making. Uses this framework to explore the relationship between marketing orientation and total quality management and extends Kotler′s model of three types of marketing strategic orientation on the perspective of total quality management. Uses two group consensus management techniques (quality function deployment and analytic hierarchy process) and competitive benchmarking to demonstrate how a particular company can make a decision on which strategic marketing orientation to adopt. Furthermore, shows how a company can evaluate itself relative to its competitors on the basis of strategic marketing orientation.
TL;DR: The conceptualization of strategy in terms of corporate, business, and functional level strategies has gained wide acceptance in the strategic management and marketing literatures as discussed by the authors, where strategy at each level is presumed to have a well defined domain, and key decisions associated with each level are presumed to be made by decision makers at that level.
TL;DR: In this article, the authors reviewed the literature concerned with information for international marketing in general and export marketing research in particular, and described the method of a research study, comparing the market research activities of exporters in the light of company size and export experience.
Abstract: Examines the market research activities of UK industrial exporters. First reviews the literature concerned with information for international marketing in general and export marketing research in particular. Describes the method of a research study, comparing the market research activities of exporters in the light of company size and export experience. Analyses the results, finding that companies, once embarked on export activity rely on personal contact with distributors, agents, customers and competitors to gather information concerning the markets they serve, and this information is used equivocally to modify decisions. Finally, discusses the implications for future research and management.
TL;DR: In this article, the authors describe the theory and practice of marketing positioning strategy and discuss the basic decision components or "anatomy" of such strategies from a theoretical and prescriptive perspective.
Abstract: Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.
TL;DR: In this article, an explanatory study reveals the existence of behavioral planning problems in marketing planning, and contrasts these with the utilization of analytical planning techniques in explaining the credibility of plans produced.
TL;DR: Hastings and Haywood as discussed by the authors stated that the most innovative component of social marketing is the pursuit of profitability which harbors potentially adverse consequences, and the ethics of social marketers relationship with the public relate to the mutual antagonism between the parties.
Abstract: The term social marketing was first coined in 1971 creating controversy in marketing and among health professionals. This article asks three questions of each of the social marketing tenets proposed in 1991 by A. Hastings and G. Haywood: Do the tenets offer something new or just repackaged jargon? Are they more effective than current health promotion practices? Are they ethical? Hastings and Haywood stated that the tenets of social marketing are a consumer orientation an integrated approach and the pursuit of profitability. With regard to offering something new in marketing a consumer orientation is needed to obtain competitive advantages; however in health promotion a needs assessment is conducted to make programs more effective. The integrated approach has the components of: promotion. product price and place. The most innovative component of social marketing is the pursuit of profitability which harbors potentially adverse consequences. The effectiveness of social marketing hinges on commercial versus social marketing. In health promotion priorities are set by epidemiological incidence and prevalence of disease therefore anti-disease promotion proceeds irrespective of the clients desires. The market feature of exchange of goods and services for money is manifested in profitability but nonprofit agencies can also engage in marketing activities. The highly altruistic quality of improving public health stands in direct contrast to the pursuit of self-interest characteristic of the market. Another issue is commercial versus health communication to improve public health. The prerequisites to health include peace shelter education food income a stable ecosystem and social justice. The ethics of social marketing concern the type of motivation for program development and the relationship of the promoters with the public. A 1986 review of scholarly works on advertising states that it reinforces materialism cynicism selfishness anxiety social competitiveness powerlessness and loss of self-respect. The problems of the social marketers relationship with the public relate to the mutual antagonism between the parties (caveat emptor) based on the cost-benefit equation.
TL;DR: In this article, an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA is presented.
Abstract: Reports on an analysis of the relative importance of various marketing mix strategies and consumer ethnocentric tendencies in the decision to purchase imports undertaken via a nationwide mail survey of personal computer owners in the USA. The results indicate that ethnocentric tendencies are able to explain a much greater amount of variation in purchase behaviour than marketing mix variables. Concludes that the inclusion of ethnocentric tendencies into future studies on origin bias appears to be warranted given their substantial impact on import purchase behaviour.
Book•
30 Sep 1994
TL;DR: In this paper Schnaars discusses the three basic strategies that successful imitators such as Microsoft, American Express and Pepsi have used to dominate markets pioneered by others and concludes that the benefits of pioneering have been oversold and that imitation compels recognition as a legitimate marketing strategy.
Abstract: Schnaars discusses the three basic strategies that successful imitators such as Microsoft, American Express and Pepsi have used to dominate markets pioneered by others. First, some imitators sell lower priced, generic versions of the pioneer's product once it became popular, as BIC did with ballpoint pens. Second, some firms imitate and improve upon the pioneer's product; for example, WordPerfect in the case of processing software. Third, building on their capital, distribution, and marketing advantages that smaller pioneers cannot hope to match, imitators use the most prevalent strategy of all--bullying their way into a pioneer's market on sheer power. In several cases a one-two punch, or combination of strategies, is often utilized by the imitator to remove any doubt regarding their dominance in the market and in the eyes of the public.
Schnaars concludes that the benefits of pioneering have been oversold and that imitation compels recognition as a legitimate marketing strategy. It should be as much a part of a company's strategic arsenal as strategies for innovation.
Book•
01 Feb 1994
TL;DR: In this paper, the authors present an overview of database marketing and the web, including strategies for finding customers through the web and using customer profiles in marketing strategy. But they do not discuss the internal struggle for power in database marketing.
Abstract: Part 1: Database Marketing and the Web. Strategic Database Marketing and the Web: An Overview. "The Vision Thing". Part 2: Strategy Development. Lifetime Value - The Criterion of Strategy. Designing a Successful Cutomer Strategy. Building Profits with Recency, Frequency, and Monetary Analysis. Communicating with Customers. Building Customer Loyalty. Using Customer Profiles in Marketing Strategy. Strategy Verification: Testing and Control Groups. Finding Customers through the Web. Part 3: Profiting by Experience. Retailing and Packaged Goods. Building Retention and Loyalty in Business Customers. Financial Services. Why Databases Fail. Database Types That Succeed. Choosing Business Partners. Database Marketing and the Internal Struggle for Power A Farewell to the Reader.
Book•
01 Jan 1994
TL;DR: In this article, the authors discuss the importance of marketing's value to consumers, firms, and society, as well as its value to businesses, consumers, and firms, in a changing marketing environment.
Abstract: Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning Chapter 5: Demographic Dimensions of Global Consumer Markets Chapter 6: Final Consumers and Their Buying Behavior Chapter 7: Business and Organizational Customers and Their Buying Behavior Chapter 8: Improving Decisions with Marketing Information Chapter 9: Elements of Product Planning for Goods and Services Chapter 10: Product Management and New-Product Development Chapter 11: Place and Development of Channel Systems Chapter 12: Distribution Customer Service and Logistics Chapter 13: Retailers, Wholesalers, and Their Strategy Planning Chapter 14: Promotion-Introduction to Integrated Marketing Communications Chapter 15: Personal Selling and Customer Service Chapter 16: Advertising, Publicity, and Sales Promotion Chapter 17: Pricing Objectives and Policies Chapter 18: Price Setting in the Business World Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution Chapter 20: Managing Marketing's Link with Other Functional Areas Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing
Book•
01 Feb 1994
TL;DR: In this article, the consumer decision model (CDM) is proposed as a basic tool for the analysis of consumer behavior and its application in the context of marketing and public policy.
Abstract: INTRODUCTION. Buyer Behaviour: The Core of Marketing. Foundations of Consumer Behaviour. A Basic Tool: The Consumer Decision Model. Appendix 3A, Conceptualization and Measurement of the CDM. Appendix 3B, Market Response Modelling with the Consumer Decision Model. FOUNDATIONS OF THE CONSUMER DECISION MODEL. Foundations of Information Processing Theory. Theory for Extensive Problem Solving. Theory for Limited Problem Solving. Theory for Routine Problem Solving. Extending the General Theory. Marketing Segmentation. STRATEGIC APPLICATIONS. Strategy for Introductory Stage. Strategy for Growth Stage. Strategy for Mature Markets. Strategy for Declining Markets. Market Entry. Social Marketing and Public Policy for Marketing. CONSUMER APPLICATIONS OF THE CONSUMER DECISION MODEL. Review of Regression. Quick'n'Easy I (revised). Quick'n'Easy II: Computer Mechanics. Determining Non-Linear and Interactive Relationships. RCA Videodisk Case and Questionnaire. Vega Case and Questionnaire. Financial Services Accounts Case and Questionnaire.
Book•
13 Apr 1994
TL;DR: In this article, the authors put the customer first customers, the company and competitors strategic planning and marketing quality equals Customer Satisfaction Market Targeting, Positioning and the Value Proposition Relationship Marketing Strategic Alliances in Marketing Organizational Culture and Customer Orientation Developing a Customer-Oriented, Market-Driven Company.
Abstract: Putting The Customer First Customers, The Company and Competitors Strategic Planning and Marketing Quality equals Customer Satisfaction Market Targeting, Positioning and the Value Proposition Relationship Marketing Strategic Alliances in Marketing Organizational Culture and Customer Orientation Developing a Customer-Oriented, Market-Driven Company.
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TL;DR: The authors deconstructs the rhetoric of marketing and provides a fresh and sceptical view about its potential to deliver the benefits it claims, except perhaps in a limited sphere of the financial services.
Abstract: Marketing has traditionally deployed the rhetoric of consumer sovereignty and the efficiency of market relations to legitimize its role as an academic discipline and as a management practice. Draws on theoretical reflections and empirical field work in financial services to question elements of this rhetoric. It is only in recent years that, as a result of dramatic changes in the regulation and structuring of the industry, financial services has begun to subscribe to marketing as a basis for distribution and sales. Even then there is some question as to how prevalent the use of marketing concepts is in financial services. In deconstructing the rhetoric of marketing, also provides a fresh and sceptical view about its potential to deliver the benefits it claims, except perhaps in a limited sphere of the financial services. Many of the limitations of marketing, it is argued, revolve around the problematic nature of its assumptions about the consumer and the contradictory tension between claims to satisfy con...
TL;DR: In this article, the need to develop long-term relationships between an organization and its customers is becoming greater and it is questioned whether marketing educators are providing students with the abilities to take a mature approach to relationship marketing issues, in line with the changing nature of employers' business.
Abstract: Relationship marketing, however defined, has received considerable attention recently. To its advocates, relational exchange between buyer and seller represents a paradigm shift away from the traditional focus on individual transactional exchanges. Critics of relationship marketing argue that the concept is poorly defined and is merely a new way of describing what businesses have been doing for a long time. This paper recognizes that the need to develop long‐term relationships between an organization and its customers is becoming greater. It is however questioned whether marketing educators are providing students with the abilities to take a mature approach to relationship marketing issues, in line with the changing nature of employers' business. Suggestions for introducing relationship marketing to the undergraduate syllabus are made at a number of levels, from an additional module for an introductory “principles of marketing course” to a multi‐disciplinary degree majoring in relationship marketing.
TL;DR: In this article, a demographic-based segmentation scheme is applied to the market for an industrial product sold to retail store chains in an effort to measure a manufacturer's penetration across market segments.