Showing papers on "Relationship marketing published in 1974"
TL;DR: In this article, the role of service in influencing buying behavior is examined, based on research carried out into the marketing of industrial raw materials, and the authors define service and set this within a conceptual theoretical framework.
Abstract: Examines the role of service in influencing buying behaviour, basing its results on research carried out into the marketing of industrial raw materials. Defines Service and sets this within a conceptual theoretical framework. Attempts to identify what industrial buyers perceive as service, and measures the performance, of suppliers against key facts of service. Discusses the developing realistic marketing strategies for suppliers.
81 citations
TL;DR: A lack of marketing orientation and a limited view of the marketing function in service firms has been identified in this article, indicating a lack of understanding of the problems involved in marketing services and how service marketing differs from product marketing.
Abstract: ERVICE industries have enjoyed phenomenal growth during recent years. More people are now employed in services than in manufacturing, and spending for services is now equivalent to that for nondurable goods-42t of every consumer dollar.' However, little attention has been given to the problems involved in marketing services and how service marketing differs from product marketing.2 The data that are available indicate a lack of marketing orientation and a limited view of the marketing function in service firms.3
73 citations
40 citations
TL;DR: In this article, the authors present the basis for designing a marketing accounting information system which facilitates the financial analysis of marketing performance and assure that the system results in optimal actions within marketing segments.
Abstract: THE name of the game in marketing is to maximize profit from the funds expended for the promotion and fulfillment of demand. The tools to do this are at hand. The purpose of this article is to present the basis for designing a marketingaccounting information system which facilitates the financial analysis of marketing performance. To assure that the system results in optimal actions within marketing segments, refinements of the model are also discussed.
29 citations
21 citations
TL;DR: The face of marketing in the light of today's society has been examined by as discussed by the authors, who suggest that marketing professionals examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
Abstract: Looks at the face of marketing in the light of today's society. Suggests that marketing professionals muse examine closely the social contract governing production and distribution of economic goods and services, in order not to alienate the new mere articulate customer.
9 citations
TL;DR: In this paper, the authors investigate the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts, and examine the relationship between fast growth of the corporate entity as a whole and its international marketing orientation.
Abstract: Explores, within the framework of international research, product, distribution and price. Investigates the behaviour of large US firms with a view to identifying and difference in growth rates to their counterparts. Examines the relationship between fast growth of the corporate entity as a whole and its international marketing orientation.
5 citations
4 citations
13 Mar 1974
TL;DR: In this paper, the authors discuss the use of simulation games for courses in marketing management such as advertising or sales management, discussed in this paper pertains to those college courses which focus on the management of all marketing activities.
Abstract: Increasingly, teachers of marketing management have become cognizant of the need to use simulation games. Simulation games, providing students with the tasks of planning and implementing various strategy elements of the marketing mix, have been added to college-level courses in marketing management. Although games have been developed and adopted for courses in a single strategy area of marketing management such as advertising or sales management, the game, Marketing Interaction, discussed in this paper pertains to those college courses which focus on the management of all marketing activities.
TL;DR: In this article, the authors argue that the motivation for buying a tourist product in an affluent society is not only the reflection of a person's physical needs, but also arise from social psychological needs.
Abstract: The marketing strategy begins with the identification of human needs and discharges into the application of a combination of marketing variables (product, price, distribution, sales promotion and publicity). Motivations for buying a tourist product in an affluent society are not only the reflection of a person's physical needs. They also arise from social‐psychological needs. With the ‘erosion of traditional class‐determined patterns of behavior’, even the usual social‐class variables are losing their importance in explaining buying behavior.
TL;DR: This paper looked at the effectiveness of marketing development in the organization and compared the development of marketing in firms UK firms in a single industry to effectiveness in the areas of product development and customer relationships.
Abstract: Looks at the effectiveness of marketing development in the organization. Relates the development of marketing in firms UK firms in a single industry to effectiveness in the areas of product development and customer relationships.
Book•
01 Jan 1974
Book•
01 Jan 1974
TL;DR: In this paper, the authors explored management difficulties in allocating marketing funds in multiple-product companies via a normative analysis and found that the expected directions of product-priority influence between product managers, salesmen, and other managerial roles.
Abstract: Management's difficulties in allocating marketing funds in multiple-product companies are explored via a normative analysis. Data obtained from such a company during one year of operations confirm the expected directions of product-priority influence between product managers, salesmen, and other managerial roles.
TL;DR: In this paper, the impact of marketing on the corporate planning process in the air transport industry is discussed, and the literature of consequence to marketing, corporate planning, and airline planning is synthesized into a normative planning structure and a framework of marketing dimensional elements.