Showing papers on "Marketing strategy published in 1998"

The Convergence of Planning and Execution: Improvisation in New Product Development:

Abstract: The field of marketing strategy often makes the important assumption that marketing strategy should occur by first composing a plan on the basis of a careful review of environmental and firm inform...

Data mining for direct marketing: problems and solutions

Abstract: Direct marketing is a process of identifying likely buyers of certain products and promoting the products accordingly. It is increasingly used by banks, insurance companies, and the retail industry. Data mining can provide an effective tool for direct marketing. During data mining, several specific problems arise. For example, the class distribution is extremely unbalanced (the response rate is about 1%), the predictive accuracy is no longer suitable for evaluating learning methods, and the number of examples can be too large. In this paper, we discuss methods of coping with these problems based on our experience on direct-marketing projects using data mining.

Technological Lockout: An Integrative Model of the Economic and Strategic Factors Driving Technology Success and Failure

Abstract: Technology markets often exhibit extreme path dependency, enabling random or idiosyncratic events to have dramatic effects on technology success or failure. However, these effects accrue in an ordered way: by impacting a set of factors that have predictable influences on technology adoption. Since firm strategy also impacts these factors, technology adoption is neither wholly random nor beyond the firm's control. In this article the author I build a model of these factors by integrating economics, strategy, and marketing research. The model yields important implications for the strategic development and deployment of technology.

Sports Marketing: A Strategic Perspective

Abstract: Brief Contents Preface PART I: Contingency Framework For Strategic Sports Marketing Chapter 1 Emergence of Sports Marketing Chapter 2 Contingency Framework for Strategic Sports Marketing PART II: Planning For Market Selection Decisions Chapter 3 Research Tools for Understanding Sports Consumers Chapter 4 Understanding Participants as Consumers Chapter 5 Understanding Spectators as Consumers Chapter 6 Segmentation, Targeting, and Positioning PART III: Planning The Sports Marketing Mix Chapter 7 Sports Product Concepts Chapter 8 Managing Sports Products Chapter 9 Promotion Concepts Chapter 10 Promotion Mix Elements Chapter 11 Sponsorship Programs Chapter 12 Pricing Concepts and Strategies PART IV: Implementing And Controlling The Strategic Sports Marketing Process Chapter 13 Implementing and Controlling the Strategic Sports Marketing Process Appendix A:Career Opportunities in Sports Marketing Appendix B:Sports Marketing Sites of Interest on the Internet Glossary Photo Credits Index

Marketing Strategy and Competitive Positioning

Abstract: Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

Marketing communications : an integrated approach

Abstract: One of the four core topics in the Chartered Institute of Marketing (CIM) Diploma syllabus, marketing communication is an integral element for the marketing professional. Marketing communication itself consists of every form of communication relevant to marketing: selling, advertising, sales promotion, direct marketing, publicity, sponsorship, exhibitions, corporate identity, packaging, point of sale and merchandising; word of mouth. From this broad listing different industries may lay different emphasis on some of these marketing tools, and it is the variation that gives a company's marketing strategy an individual voice. Part 1 of "Marketing Communications" looks at the communications industry. Theories of communication and buyer behaviour are dealt with while the particular concerns of international marketing communication, market research, agencies and the media are covered in detail. The second part of this book provides detailed chapters on each of the marketing communication tools available. Each chapter shows the advantages and disadvantages of the technique, explains how the technique can integrate with other elements of the communications mix and demonstrates how to manage a particular campaign. Case studies, examples and practical tips are given throughout, while potential disasters are signposted.

Competitive positioning and the resource-based view of the firm

Abstract: Two apparently contradictory paradigms have come to dominate the strategic management literature over the last decade. The resource-based view (RBV) of the firm seeks to explain sustainable competitive advantage through the rent earning capability of internal scarce resources while the marketing paradigm stresses the need for external market orientation to achieve competitive success. This paper reconciles the two through the concepts of competitive positioning. It develops a hierarchy of marketing resources, assets and capabilities and discusses how these can be deployed to achieve alternative competitive positions. A research agenda is proposed.

The effect of internal marketing on organisational commitment among retail bank managers

Abstract: This paper examines internal processes associated with delivering customer satisfaction focusing particularly on the relationship between the nature and extent of internal marketing and its outcome in terms of the level of organisational commitment on the part of employees. The concepts of internal marketing and organisational commitment are discussed, suitable measures are identified and research is conducted among managers of a retail bank. The findings confirm a significant relationship between internal marketing and organisational commitment. The relationship of internal marketing is most significant with the affective dimension of organisational commitment. Limitations of the research are noted and directions for future research are indicated.

Business marketing management

Abstract: Part I Introduction: 1. The Business Marketing Environment. Part 2 How Buyers Buy: 2. Fundamentals of the Purchasing and Materials Management Function 3. Management of the Business Buying Function. Part 3 Identifying the Customer: 4. Business Marketing Research and Information Systems 5. Market Segmentation, Positioning and Demand Projection. Part 4 Making and Moving the Goods: 6. Product Development, Management, and Strategy 7. Business Price Planning and Strategy 8. Business Marketing Channel Participants 9. Business Physical Distribution Management and Strategy. Part 5 Promoting and Selling the Goods: 10. The Personal Selling Function in Business Marketing Strategy 11. Business Sales Management 12. Advertising and Sales Promotion Strategy in Business Markets. Part 6 Trend in Business-to-Business Marketing 13. Marketing of Business Services 14. International Business Marketing 15. Ethical Considerations in Business-to-Business Marketing. Part 7 Comprehensive Cases.

Business Marketing: Connecting Strategy, Relationships, and Learning

Abstract: Part I: Business Markets and Business Marketing Chapter 1 Introduction to Business Marketing Chapter 2 The Character of Business Marketing Chapter 3 The Purchasing Function Chapter 4 Organizational Buyer Behavior Part II: Foundations for Creating Value Chapter 5 Market Opportunities: Current & Potential Customers Chapter 6 Marketing Strategy Chapter 7 Weaving Marketing into the Fabric of the FirmPart III: Business Marketing Programming Chapter 8 Developing and Managing Products: What Do Customers Want? Chapter 9 Business Marketing Channels: Partnerships for Customer Service Chapter 10 Creating Customer Dialogue Chapter 11 Communicating with the Market: Advertising, Public Relations, & Trade Shows Chapter 12 The One-To-One Media Chapter 13 Sales and Sales Management Chapter 14 Pricing & Negotiating for Value Part IV: Managing Programs and Customers Chapter 15 Evaluating Marketing Efforts Chapter 16 Customer Retention and MaximizationCases 1. Bama Pie, Ltd 2. BGH-Motorola 3. Calox (A) (B) 4. Daynor Chemical Company 5. ExhibitsPlus 6. Fleury Equipment de Batiment 7. JC Decaux 8. Jewelmart.com 9. Li & Fung Limited 10. Little Tikes Commercial Play Systems 11. Majsperk (A) (B) (C) 12. Metropol Base -- Fort Security Group 13. Northcrest Salmon 14. Outdoor Sporting Products, Inc. 15. Pfizer, Inc. Animal Health Products (A) (B) 16. SPC Products 17. Texas Instruments 18. Whole Tree Energy 19. Wind Technology 20. Xerox

Creating competitive advantage in industrial services

Abstract: This article contributes to the marketing literature by identifying key success factors in industrial service markets. In industrial markets, services are becoming critical for the creation of competitive advantage. However, the marketing of these services has received relatively limited attention in the industrial marketing and services marketing literature. In order to close this gap, the authors undertook a qualitative research study to build a specific model of competitive advantage for industrial services. The model identifies three core elements in the creation of superior customer value. Further, three sets of “value drivers” are discussed. Ideas for further research and recommendations for business practitioners are formulated.

A relationship marketing approach to guanxi

Abstract: In recent years there has been a growing interest in Asian business practices, in particular the use of social networks in China for business purposes. Because of its relational nature, some have identified guanxi with a traditional form of relationship marketing. We use the recent developments in relationship marketing theory to analyse guanxi. We find that understanding and managing guanxi is useful in the development of partnerships under the current economic situation in China, but does not support the other two basic strategic essentials of relationship marketing: service and process management. Additionally, we detect relevant changes in the structural conditions of China that make guanxi necessary in the access to the Chinese market.

Environmental Marketing Management

Abstract: For environmental management to become significant as a market factor, an efficient communication and marketing strategy is required, which in turn requires decisions about market coverage and the application of new cooperation strategies. This chapter documents how the ‘classic’ elements of the marketing mix — product, distribution, communication, and pricing policy — can be used in order to make clear to the consumer the additional personal benefits or reduced risks of more environmentally compatible products.

An investigation of the factors leading to the development of marketing capabilities and organizational effectiveness

Abstract: To achieve a competitive advantage, businesses are often advised to develop capabilities in key functional areas. This study investigates the factors that influence marketing capabilities development and what effect these capabilities have on organizational effectiveness. In this study of the largest strategic business units (SBUs) of Fortune 500 companies, business strategy, organizational structure and market information processing capabilities were found to influence marketing capabilities development. Of equal importance, the SBUs with the highest degree of marketing capabilities development outperformed SBUs with less-developed marketing capabilities.

Transitioning marketing communication into the twenty-first century

Abstract: The argument is developed that marketing and marketing communication are in transition, moving from the historical marketing approaches of the 1960s, which focused on the 4Ps to a new, interactive marketplace in the twenty-first century. A structural model of three marketplaces is presented based on the location and control of information technology. The premise is developed that as information technology shifts from one market player to the next, definitive changes in the need for communication develop. A description of the development of the Integrated Marketing Communication concept is furnished. Based on that, a four level transition process is proposed as organizations move from one stage of integrated marketing communication development to another, generally based on their ability to capture and manage information technology.

Market orientation and business performance: some evidence from Hong Kong

Abstract: Recent studies conducted in the USA and the UK have shown evidence of a relationship between market orientation and company performance. The overall aim of the research reported in this paper was to build on this limited body of literature by considering the evidence from another, non‐Western, business environment, namely Hong Kong. In addition, this study sought to clarify the distinction, not often made in the literature, between a market‐ and a marketing‐orientation. Data from 73 textiles and garments manufacturers were collected using an instrument based on Narver and Slater’s (1990) scale. Consistent with previous findings in Western cultures, the results of this study are suggestive of a relationship between market orientation and company performance. However, surveyed firms exhibited a much higher marketing orientation suggesting that it is possible to be effective at implementing the marketing function without possessing a market‐oriented organisational culture.

Marketing and competitive performance: an empirical study

Abstract: Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered staff. All these building blocks are influenced by a changing and increasingly competitive international environment. Influential government reports on industrial competitiveness have ignored the contribution of marketing. This is partly because academics themselves have not shown the link between marketing effectiveness and business performance. Explores the contribution of marketing within a broader model of the determinants of competitiveness using an empirical study.

Marketing implementation: The implications of marketing paradigm weakness for the strategy execution process

Abstract: Reviewing the marketing strategy implementation issue in an era of a weaker marketing paradigm contrasts traditional sequential flow models of implementation with the “strategy formulation/implementation dichotomy” and leads to the emergence of a processual view of implementation. The processual view clarifies the underlying behavioral and organizational factors that build strategy implementation capabilities. These underlying factors are at risk from a weaker marketing paradigm. The weakening of the marketing paradigm is discussed in terms of the downsizing and disappearance of the marketing function, but more fundamentally in the loss of strategic influence for marketing in the face of competing management paradigms such as the “lean enterprise” and “lean thinking.” The conclusion is that the impact on implementation capabilities is being felt first in companies where the marketing paradigm has been traditionally weak, but that this may be prototypical for other companies in the longer term. A number of important areas for conceptual and empirical attention are indentified.

Using the Internet as a Pleasure Travel Planning Tool: An Examination of the Sociodemographic and Behavioral Characteristics among Internet Users and Nonusers

Abstract: A critical prerequisite for the formulation of effective travel marketing strategies in the next decade must include an understanding of the influence exerted through the Internet. The increasing presence of the Internet as an instrument for advertising travel destinations and travel-related services highlights its importance as a factor in travelers'decision-making processes. This exploratory investigation examined travelers who requested on-line infor mation about a potential vacation destination using the Internet. Results of this investiga tion suggest that Internet "users," when compared with "nonusers," are more educated, have higher household incomes, use commercial lodging accommodations while travel ing, tend to travel by air, and spend more money on travel-related expenses on a per diem basis. Implications for target marketing strategies designed for travel destination areas, services, and facilities are discussed.

Relationship marketing for competitive advantage : winning and keeping customers

Abstract: Introduction The development of relationship marketing Establishing a customer-oriented culture for relationship marketing Implementing relationship marketing Index

Green marketing of cosmetics and toiletries in Thailand

Abstract: Use of traditional cosmetics and toiletries manufactured from herbs and plant extracts has been popular in many Asian countries. However, green marketing of these products is rather recent. Encouraged by the growing environmental consciousness on the part of citizens and a growing market for cosmetics and toiletries, several global and local companies have entered Thailand. An international company, The Body Shop, and a local company, Oriental Princess, have employed green marketing strategies to build their customer base in the Thai market. Using case research method and questionnaire‐based surveys, an attempt has been made in this paper to analyze the green marketing strategies of these companies and their impact on consumer attitudes and brand loyalty. The research shows that that the two companies have made honest attempts to adopt green marketing strategies. However, Thai customers consider non‐green attributes more important in making their purchase decisions. The two case companies have been able to create favorable attitudes and enjoy a high degree of brand loyalty.

Gaining competitive advantage from packaging and labelling in marketing communications

Abstract: This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.

Competitive advantages in virtual markets ‐ perspectives of “information‐based marketing” in cyberspace

Abstract: The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. Against this background, it will, second, be argued that information becomes a factor of success in its own right in competition in future markets. However, in order to activate information, marketing is forced to adapt to the conditions of information networks in the virtual marketplace (marketspace). Third, it will be discussed that marketing must develop into information‐based marketing. It will particularly be considered what demands are put on the information‐based market in order to achieve real competitive advantages in marketspace from the factor of production information.

Differences in “cultural values” and theireffects on responses to marketing stimuli: A cross‐cultural study between Australians and Chinese from the People’s Republic of China

Abstract: This is an exploratory cross‐cultural study. It attempts to measure the differences in cultural values between Australians and Chinese from the People’s Republic of China. This study also seeks to show how the differences in responses by these two groups of people to some marketing stimuli are likely to be associated with the differences in cultural values. This study indicates that there are differences in cultural values and attitudes/ perceptions towards various marketing stimuli between Australians and the Chinese from PRC. Furthermore, the results indicate that the cultural values which influence attitudes and perceptions towards the marketing stimuli are more complex than just the differences in cultural values. One cannot assume that the same set of values will influence two different groups of consumers’ responses for the same marketing stimuli.

Value‐added marketing in the digital domain: enhancing the utility of the Internet

Abstract: The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. We found that Internet marketers today must provide increasingly sophisticated users with an experience not easily replicated by conventional media. Furthermore, techniques utilized within the homepage of a company must accomplish specific marketing objectives. Over 50 homepages across various industries were visited and evaluated for this study. Quantitative analysis identified current industry utilization of Internet marketing techniques, as well as those techniques best suited to reach Internet user types and to meet marketing objectives. General guidance is given to determine which techniques are best suited to accomplish these ends.

Competitive advantage and internal organizational assessment

Abstract: Executive Overview It is generally agreed in the strategic management literature that internal organizational assessment is less developed theoretically and practically than other areas of situation analysis. This paper presents a four stage approach to analyzing a firm's internal strengths and weaknesses and illustrates how the technique can facilitate strategy formulation through the integration of value chain concepts and the incorporation of the most recent findings on internal resources and capabilities. A case example is used to illustrate how the approach can be applied by strategic decision makers as a tool for exploring the potential of their companies for sustained competitive advantage.

Promotion and marketing communications in the information marketplace

Abstract: Promotion is used to communicate with customers with respect to product offerings. This article explores the role of promotion in the information marketplace. Promotion has a key role in determining profitability and market success and is one of the key “Four Ps” of the marketing mix. The tools that can be employed in the promotional mix include: advertising; direct marketing;sales promotion; public relations and publicity; personal selling and sponsorship. The article reviews the stages in the design of communications strategies and thereby explores concepts such as target audiences, marketing messages, communication channels, promotional budgets and monitoring promotional performances.

Approaches to small firm marketing

Abstract: Though academic research into the marketing/ entrepreneurship interface is of only relatively recent origin, it would seem that the basic principles of marketing appear to be equally valuable to both large and small firms. This article provides a critical review of the research into the role and process of marketing in small firms and attempts to classify the existing studies. In so doing, it identifies four approaches, namely the stages/growth model; the management styles model; the marketing as a management function model and the contingency model. From this, it concludes that in order to advance the theory of small business marketing a theoretical framework integrating the contingency approach and the process model appears to hold the greatest potential.