Showing papers on "Relationship marketing published in 1981"

Client-Sponsored Projects in a Marketing Research Course

Abstract: There are substantial pedagogical advantages to using research projects sponsored by "external" clients in a marketing research course. However, use of actual projects presents additional problems ...

Marketing, a managerial approach

Abstract: Part I: The environments of marketing What is marketing? Marketing planning and strategy Uncontrollable environmental variables Legal and ethical aspects of marketing Part II: Market identification Consumer behavior Intermediate buying Marketing research Marketing segmentation Part III: Product Product policies New product development Part IV: Communication Advertising and sales promotion Personal selling Part V: Pricing Pricing strategies Pricing tactics Part VI: Distribution Channels of distribution Wholesaling Retailing Physical distribution Part VII: Marketing specialities Marketing for services and non-profit organizations International marketing Part VIII: Marketing planning Controlling the marketing effort Glossary Name index Subject index

Ethical Marketing: Perceptions of Economic Goods and Social Problems

Abstract: A methodology associated with experimental social psychology was used to ascertain whether there are different ethical overtones perceived in the marketing of different products despite all other aspects of the marketing situation being comparable. The methodology consisted of using four vignettes of marketing strategy with the product utilized being the only element varied across the scenarios. Results indicate that ethical evaluations are product dependent and are more severe for social goods than for traditional economic goods.

The Application of Product Life Cycle Theory to Popular Record Marketing

Abstract: Reviews product life cycle theory and examines empirical evidence. Reports on empirical research carried out to determine the applicability of the theory to popular record products. Proposes a framework of the relationship between the producer life cycle and the marketing mix.

Commercial Marketing Reseachers’ Evaluations of Academic Journals and Marketing Research Education

Abstract: This article reports the results of a descriptive study of executives employed by commercial marketing research firms concerning certain aspects of academia. The results provide some useful insight...

Customer Service: A Managerial Approach to Controlling Marketing Channel Conflict

Abstract: Providing the services which customers need and want is vital for assuring necessary product and distribution support in a marketing channel. This paper illustrates a method of identifying those customer service needs and aligning suppliers' customer service activities to meet those needs.

Curricular Offerings in the Nonprofit and Service Areas in Marketing Departments

Abstract: The past ten years have witnessed a broadening of the definition and concept of marketing. After much debate, it has generally been agreed that the marketing pro cedures and techniques developed for profit organizations are applicable to non profit and service organizations as well. This article discusses the results and im plications of a two-part study conducted to determine the extent of formal course offerings in the areas of nonprofit or service marketing nationwide.

Product Development and Marketing

Abstract: trainer across the city or across the Mason-Dixon line has created the same &dquo;new&dquo; product. Some may recognize the uniqueness of their creations, but don’t guess that these creations would be a biessing to the creative practices of others. Or, if they do realize this, they may be overwhelmed by the unkown process of making their products available to others throughout the profession. Yet this sharing of products is essential to the creative and effective efforts of the teaching profession and of education in general. It is possible that nowhere is the need for sharing more apparent than in special education, where P.L. 94-142 and, to a lesser extent, Section 504 of the Rehabilitation Act mandate time-consuming individualized services to all handicapped students. Provision of these services can only be enhanced by the dissemination of teacher practices and the widespread availability of quality teaching products that work. One proven avenue through that process is commercial production and distribution. Following its path, you can act as product developer linking with a commercial company in the production of a final product to be marketed and distributed by that company.

Marketing of Continuing Management Development

Abstract: Describes how one university school applied the principles and practices of marketing to short course activities between 1975 and 1979. Reveals that the application afforded good commercial success.

The Marketing Manager

Abstract: Marketing is one of the newest specializations to appear on the organization structure. It showed first in the late fifties; currently in the UK there are about 20 000 individuals who take the function of marketing seriously enough to belong to the Institute of Marketing. Of that number there are approximately 360 Fellows and 12 500 full members although the criteria for entry are based more on experience and current status rather than qualification. The only measurement of academic level known is that more than 8000 Diplomas of Marketing have been issued up to 1980 and the Institute embraces more than 18 000 students worldwide. The majority of these students are under 25.

To market, to market, to sell something big

Abstract: This article presents a conceptual vantage point on the use of marketing in mental health agencies. Description of the marketing task, selection of audience, consideration of media, and assignment of marketing responsibilities are each considered. Some philosophical beliefs about mental health theory and its relationship to marketing also are identified and promoted.

The development of marketing in The Netherlands

Abstract: The article discusses marketing developments in the Netherlands. The author describes the evolution of marketing in the country from the traditional institutions such as wholesaling, retailing, and auctions, etc. to the nonprofit sectors. Marketing in the country has been described in three phases: pioneering phase, expansion, and stabilization. With this in mind, the author gives an overview of the marketing literature that has surface from this evolution. He mentions the types of publications and academic institutions that have contributed to the literature. Furthermore, he looks at the different subjects in marketing that the literature has researched.

A New Approach to Industrial Marketing and Purchasing

Abstract: This book is concerned with Industrial Marketing and Purchasing within Europe. It reports the first results of a larger international research project which focuses upon the ways in which companies develop and manage their relationships with customers and suppliers both in their home and in foreign markets. Here we present the attitudes, beliefs and experiences of almost 1000 marketing and purchasing executives throughout Europe about the behaviour, performance and characteristics of their customers and suppliers in France, Germany, Italy, Sweden and the UK. All the executives are currently actively selling to or buying from Europe and are expressing their individual opinions, based upon substantial operating experience.

Marketing Orientation in Indian Industry

Abstract: An instrument with 54 items was developed to measure marketing orientation of Indian companies. Ninety-one senior marketing executives from a cross section of Indian manufacturing companies provided data on their perceptions about the marketing orientation of their company through a mail questionnaire. These executives also provided perceptual measures of the extent of customer/market orientation in the different elements of the marketing mix used by their organisation and also give an assessment of the relative performance of their company on three indicators of sales growth, profitability and increase in market share over the last three years. The following were the major conclusions of the study: 1. The average marketing orientation of the Indian companies was found to be 2.6, on a 5-point scale with 1 representing the highest orientation. On a 54-item scale the average total score was found to be 140.6 with a standard deviation of 21.9. The conclusion is, thus, clear that Indian companies are still at a stage where primary orientation in their marketing activities is that of selling concept and adoption of the marketing concept is still a far off dream. Only 14 out of 91 responses could be classified into high orientation group with total score upto 120. This picture emerged despite the fact that sample was biased in favour of better managed companies in highly competitive situations. The actual average of the Indian companies in general would be expected to be considerably lower than the figures that emerged out of this study. 2. The change orientation of the Indian companies in product policy matters was found to be low and companies don’t seem to fully explore the potential of modifications in existing product line to serve the needs of new customers/markets. 3. The respondents expect the government policies to be the single most important factor in bringing about changes in the future markets and expect considerable increase in R & D as well as in market research efforts on the part of the Indian companies to cope with future changes. 4. The study indicates that strategic orientation of Indian companies is weak and policies are made out of operational necessity. Also, reasoning behind many policy decisions is not fully understood within the organizations. 5. While considerable field information is collected by the Indian companies, most of it is unstructured, its copilation ineffective and its reach to the top management is poor. Nor is the information effectively used in marketing planning. 6. Marketing planning, though widespread, appears to have primarily a sales orientation and strategic aspects of implementing the plan are ignored in the process. 7. The marketing concept appears to be primarily a concern of the marketing function alone and marketing orientation is yet to permeate within the entire organization. 8. Extent of marketing orientation within the organization was found to have more impact on product and pricing policies, and it has no significant effect on promotion and distribution decisions. However, the decisions in the last two elements of the marketing mix were generally found to be market oriented, irrespective of overall marketing orientation of the organization. 9. The research indicated that market orientation score, as measured in this study, proved to be a good predictor of market performance and explained 60%, 59% and 88% of the variance in measures of relative sales growth, profitability and increase in market share.