Showing papers on "Relationship marketing published in 1980"

International Marketing Effectiveness of Technology-Oriented Small Firms

Abstract: Research on international marketing effectiveness was done by interviewing 34 senior executives in U.S. and Canadian firms, mainly in the electronics, machinery, and autoparts industry sectors. The study concentrated on small– and medium-sized firms. The findings indicate the relative importance of an information and control reporting system, organization of the international division, involvement of top management, R & D, technology, competitive pricing policy, marketing mix, and production function variables for international marketing effectiveness.

The Impact of the Marketing Concept on New Product Planning

Abstract: A survey of marketing literature reveals that little, if any, empirical research has been done to examine the impact of the adoption of the marketing concept on new product planning. The purpose of...

Basic Marketing: Principles and Practice

Abstract: Marketing today managing the marketing effort the marketing system structures and dynamics in the food marketing chain offering and organizations market research buyers, consumers and influences marketing analysis the marketing of clothes marketing information systems and technologies intermediary markets and marketing industrial markets the marketing of services export marketing and overseas trade international marketing marketing in the Single European Market managing the marketing mix product policy and innovation test marketing price channel management physical distributive management advertising and sales promotion sales and sales forces management marketing communications strategic marketing marketing planning marketing - the social, ethical and environmental dimensions.

The Manufacturing/Marketing Orientation and its Information Needs

Abstract: Discusses ways in which changing the basis of an organisation's competence affects manufacturing and marketing's differing roles. Questions whether the marketing orientation is currently appropriate, arguing that manufacturing/marketing orientation may be needed instead. Indicates within that to be able to recognise and understand the need for the change requires supplies of information from within the organisation and this will put into perspective the costs of not working within the manufacturing focus and large customers' valued contributions. Proposes that marketing and manufacturing have the same ultimate goal, which is the enterprise's welfare — this is dependent on its ability to create value. Conflicts arise between these functions because of three things: the separation of these functions into institutional compartments; the use of measure of departmental efficiency instead of combined effectiveness; and disagreement as to whether marketing or manufacturing activity is the most cost‐effective method of producing value. Concludes that production orientation meant that marketing was given a good lift and left to add whatever value to it which it could in the process of presentation to the customer.

Perspectives on strategic marketing management

Abstract: Introducing a new hobby for other people may inspire them to join with you. Reading, as one of mutual hobby, is considered as the very easy hobby to do. But, many people are not interested in this hobby. Why? Boring is the reason of why. However, this feel actually can deal with the book and time of you reading. Yeah, one that we will refer to break the boredom in reading is choosing perspectives on strategic marketing management as the reading material.

A Multiattribute Model for Evaluating Industrial Customer's Potential

Abstract: There are two main reasons that industrial marketers give for not using customer marketing analysis techniques. The first is simply that many of them feel that they don't have the time or money to invest in such practices. The second is a lack of faith in sophisticated marketing analysis studies. They do not believe the complex methods of analysis can be applied to their environment. Additionally, there is a tendency to be secretive and to resist change. In spite of these difficulties, industrial marketers need help in dividing marketing efforts among markets, products, and accounts. A solution to this problem is the creation of a simple-to-understand and easy-to-use multiattribute model for evaluating a customer's potential. The use of multiattribute models in marketing has primarily dealt with brand choice. This paper presents an alternative method of applying the same tool.

Elements of Marketing Strategy: How Important Are They from the Executive Viewpoint?:

Abstract: In formulating a firm's overall marketing strategy, decisions with respect to its various elements must be made. This paper examines the level of importance marketing executives attach to the elements of marketing strategy. The survey results point out some interesting changes in the ranks of different marketing areas since earlier studies. Two such changes are the relative importance associated with pricing and logistics areas of marketing. Reasons for such changes are discussed in the Discussion and Conclusions sections of the study.

A Publishing Strategy for Marketing Knowledge

Abstract: Marketing faculty are (or should be) more fortunate than faculty of other academic disciplines because marketing faculty are more likely to understand the marketing of a product (journal article) to a customer (editor). A simple strategy is presented for improving article acceptance.

How to influence people and gain customers

Abstract: This paper proposes that to be systematic in gaining customers, retailers could benefit from recognising the marketing implications of a set of pre‐ and post‐purchase stages of customer behaviour. A parallel theme is that retailers possess several weapons in their armoury for persuasion purposes. More specifically, not only can advertising be used to influence people, but every element of the retailer's marketing mix: the combination of merchandise and service provided, at the time, place and price offered. The writer then analyses customer behaviour in terms of their responses to the marketing communications activities of retailers, finally providing an overview of the variety of these marketing activities.

The marketing mix for solar housing

Abstract: The aim of this paper is to describe the total package of those factors which have an influence on the marketing and market-ability of solar housing. The elements of the marketing mix which are analysed in the paper are the product (low energy housing), pricing (including finance), distribution and communication (including promotion). The paper stresses the interdisciplinary relationship between solar energy and the built environment. The concepts of the product are evaluated against the environment of the market. The development of the market for the product is considered in terms of long and short term strategies. The paper then develops concepts of pricing policies, price behaviour and practices based on the foregoing strategies. Distribution or marketing logistics is shown to take place in an ever changing total marketing environment. These marketing logistics are illustrated by those methods which optimise costs including the cost of inventory. Communication is developed by analysing the type and degree of persuasion, as well as the promotion mix which is required to market solar housing. The paper concludes that the marketing mix is the key to maximising the demand for solar housing and that technology alone will not correlate the relationships between energy and the built environment.