Showing papers on "Relationship marketing published in 1992"
TL;DR: In this paper, the process of knowledge utilization within firms has come to be viewed as an increasingly important area for research in light of its implications for organizational effectiveness, and the authors propose a framework for this area.
Abstract: The process of knowledge utilization within firms has come to be viewed as an increasingly important area for research in light of its implications for organizational effectiveness. However, our cu...
702 citations
TL;DR: In this article, the authors discuss how to move from a top-down approach of segmentation to a bottom-up approach of aggregating individual needs and an integrative relationship marketing system using a customer database is a way of doing so.
Abstract: Discusses niche and relationship marketing strategies as responses to fragmentation of the mass market. Considers the different perspectives of these approaches and how the two may be integrated into an overall marketing strategy. Concludes that marketers need to move from a top‐down approach of segmentation to a bottom‐up approach of aggregating individual needs, and an integrative relationship marketing system using a customer database is a way of doing so.
520 citations
499 citations
Book•
01 Jan 1992
TL;DR: Marketing's role in the global economy marketing's role within the firm or non-profit organization focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment demographic dimensions of global consumer markets behaviourial dimensions of the consumer market business and organizational customer and their buying behaviour improving decisions with marketing information elements of product planning for goods and services product management and new-product development, place and development of channel systems distribution customer service and logistics retailers, wholesalers, and their strategy planning promotion-introduction to integrated marketing communications personal selling advertising and sales promotion pricing objectives and policies
Abstract: Marketing's role in the global economy marketing's role within the firm or non-profit organization focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment demographic dimensions of global consumer markets behaviourial dimensions of the consumer market business and organizational customer and their buying behaviour improving decisions with marketing information elements of product planning for goods and services product management and new-product development, place and development of channel systems distribution customer service and logistics retailers, wholesalers, and their strategy planning promotion-introduction to integrated marketing communications personal selling advertising and sales promotion pricing objectives and policies price setting in the business world developing innovative marketing plans implementing and controlling marketing plans - evolution and revolution managing marketing's link with other functional areas ethical marketing in consumer-oriented societies - appraisal and challenges
497 citations
Book•
01 Jun 1992
TL;DR: The president of a marketing consulting and research firm warns marketers to shift their focus from customer conquest to customer retention as discussed by the authors, and shows how to track customers, serve them better, measure customer satisfaction, handle complaints, and convert short-term, repeat-purchasing into long-term cutomer loyalty.
Abstract: The president of a marketing consulting and research firm warns marketers to shift their focus from customer conquest to customer retention He shows how to track customers, serve them better, measure customer satisfaction, handle complaints, and convert short-term, repeat-purchasing into long-term cutomer loyalty
188 citations
TL;DR: In this paper, the authors investigate the impact of customer satisfaction of different types of company responses to letters of complaint and conclude that appropriate defensive marketing strategies can improve the company's image among customers who write complaint letters.
Abstract: Reports on a study to investigate the impact of customer satisfaction of different types of company responses to letters of complaint. Considers the effects on consumers of various defensive marketing strategies: letter and free good, letter only, and no response. Surmises that the results support the notion that appropriate defensive marketing strategies can improve the company′s image among customers who write complaint letters.
117 citations
TL;DR: In this article, the authors concluded that relationship banking is a major corporate issue, not the sole responsibility of front-line people (account managers) and that marketing and strategic issues are merging.
Abstract: Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation of an effective relationship approach. From this critical analysis, concludes that relationship banking is a major corporate issue, not the sole responsibility of front‐line people (account managers) – marketing and strategic issues are merging.
101 citations
TL;DR: In this paper, a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth inteviews with the chief marketing executive of a sub-sample of 20 firms, confirms that the most successful companies are those which are marketing orientated.
Abstract: In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and mediumsized enterprises. Based on a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth inteviews with the Chief Marketing Executive of a sub-sample of 20 firms, the study confirms that the most successful companies are those which are marketing orientated. Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm.
91 citations
Book•
01 Oct 1992
TL;DR: Value-added marketing as discussed by the authors is a new concept the value balance the role of market research implementing value added marketing building tangible values old product development new product development product enhancement in a wider sense building intangible values branding - the customer buys a product not a brand design.
Abstract: Marketing - an efficient profession? the weakness of classical marketing marketing and the world - the interaction competition - in a stagnating world market attraction and over-satisfaction value-added marketing - the new concept the value balance the role of market research implementing value-added marketing building tangible values old product development new product development product enhancement in a wider sense building intangible values branding - the customer buys a product not a brand design - the most important part of the communication mix sales promotions advertising and PR the salesman pricing management implications the effects of applying value-added marketing final words.
TL;DR: In this article, the authors consider the need to relate marketing and entrepreneurship in terms of areas such as innovation and product development, and conclude that the development of an entrepreneurial process encompassing specific marketing tools such as product development will maximize a firm′s performance.
Abstract: Considers the need to relate marketing and entrepreneurship in terms of areas such as innovation and product development. Examines the impact that marketing and its sales orientation can have on the creation of wealth and resources, e.g. the focusing of the entrepreneurial spirit to achieve tangible results. Concludes that the development of an entrepreneurial process encompassing specific marketing tools such as product development will maximize a firm′s performance.
TL;DR: In this paper, the authors discuss five barriers to new product adoption by older people and offer marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial.
Abstract: Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.
TL;DR: In this article, the authors examine the determinants of diffusion, those factors which determine whether or not an innovation is accepted, with special note of determinants for customer acceptance of an innovation.
Abstract: Of the three ingredients required for a commercially successful innovation to occur – the technological feasibility, the entrepreneur, and the customer need/want – the most important is customer need. The notion of customer acceptance of a technological innovation prior to its diffusion has largely been neglected in research on marketing. However, marketing personnel and the entire business community need to understand the reasons behind customer acceptance or rejection in order to become more efficient in research and development and to contribute to the competitiveness and profitability of the firm. Examines the determinants of diffusion; those factors which determine whether or not an innovation is accepted, with special note of determinants of customer acceptance of an innovation.
Book•
30 Sep 1992
TL;DR: The Gray Market: A Marketing Exchange Relationship Bounding the Marketing Discipline Bibliography Index as mentioned in this paper The Gray Market is a marketing exchange relationship that is defined by the Gray market as "make-buy" and other decision alternatives for marketers.
Abstract: Preface Introduction Marketing and Exchange "Make-Buy" and Other Decision Alternatives for Marketers The Marketing Concept: What It Is and What It Is Not Exchange Relationships The Gray Market: A Marketing Exchange Relationship Bounding the Marketing Discipline Bibliography Index
Book•
01 Jan 1992
TL;DR: In this paper, the authors present an overview and introduction of marketing in the forest products industry, including the historical development of marketing, marketing fundamentals, and the nature of competition in the market.
Abstract: Part 1 Overview and introduction: what is marketing anyway? historical development of forest products marketing. Part 2 Marketing fundamentals: markets products distribution pricing promotion. Part 3 The nature of competition: using economist's tools competitive strategies strategic trends in the forest products industry. Part 4 Major forest products market segments: building products pulp and paper hardwood lumber and secondary products. Part 5 International marketing, marketing organization, careers: international marketing marketing organization and careers. Part 6 Appendix - ten case studies.
TL;DR: In this article, the authors discuss problems with the prevailing current definition and present a new conceptual definition of direct marketing, which distinguishes direct marketing from direct mail, direct response advertising alone, direct selling, and consumer goods telemarketing.
Book•
08 Apr 1992
TL;DR: In this article, the authors discuss marketing in the non-profit sector and the marketing plan in a non-Profit Organisation. But they focus on the marketing mix in non-profit organizations.
Abstract: What is Marketing?.- Marketing in the Non-Profit Sector.- The Marketing Plan in a Non-Profit Organisation.- Marketing Research.- Collecting Marketing Information.- The Marketing Audit.- The Marketing Mix in Non-Profit.- Organisations Products and Services in Non-Profit Organisations.- Price in Non-Profit Organisations.- Place in Non-Profit Organisations.- Promotion in Non-Profit Organisations.- The Control of Marketing in Non-Profit Organisations.- Index.
TL;DR: In this paper, the authors present a quality function deployment process for determining exchange partner requirements and assuring conformance to those requirements, and propose that the marketing function has a leadership role in administering the process.
Book•
01 Apr 1992
TL;DR: The Essence of marketing: The Customer First, Last, and Always as discussed by the authors is a concept that describes how to treat the customer first, last, and always, and the International Challenge: Planting Your Flag Abroad and Helping It Take Root.
Abstract: REDISCOVERING THE MARKETING CONCEPT. The Essence of Marketing: The Customer First, Last, and Always. Marketing and Strategy: Using Tested Concepts and New Ideas for Marketing Strategy. The International Challenge: Planting Your Flag Abroad-and Helping It Take Root. ACHIEVING MARKETING INSIGHT. Marketing Research and Information: The Search for Customer Insight. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. Understanding Buyer Behavior: Customers on the Couch. Segmentation, Targeting, Positioning: From Mass Marketing to One-to-One with the Customer. APPLYING MARKETING TECHNIQUES. Product Development: The Business of Innovation. Product Management: Birth, Death, and Sometimes Resurrection. The Nature of Pricing: Making Money and Capturing the Customer. The Distribution Function: Innovative Guidelines for Profitability. Promotiom: The Many Faces of Marketing. Notes. Glossary. Resources. Index.
TL;DR: The authors proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing, policy shaping as a fifth "P", mass customization, anticipatory innovation, customer focused quality, trickle-up marketing, value-based marketing, coverage marketing and networked marketing.
Abstract: Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing, policy‐shaping as a fifth “P”, mass customization, anticipatory innovation, customer‐focused quality, trickle‐up marketing, value‐based marketing, coverage marketing and networked marketing.
TL;DR: In this paper, the authors identify the top performing companies in Taiwan and examine the contribution that marketing has made to their performance and reveal that organizations moving from a production and selling orientation to a marketing approach will be more effective.
Abstract: Seeks to identify the top performing companies in Taiwan and examine the contribution that marketing has made to their performance. Findings of the study reveal that organizations moving from a production and selling orientation to a marketing approach will be more effective.
Book•
22 Dec 1992
TL;DR: The Environment of International Marketing and International Marketing: A Review as discussed by the authors The environment of international marketing and international marketing: Foreign consumers and foreign markets, Foreign Consumers and Foreign Markets, International Marketing Research, International Distribution Decisions.
Abstract: 1. Marketing and International Marketing. 2. The Environment of International Marketing. 3. Foreign Consumers and Foreign Markets. 4. International Marketing Research. 5. Product Strategies for World Markets. 6. International Distribution Decisions. 7. International Dimensions of Pricing. 8. International Dimensions of Promotion. Index
10 Aug 1992
TL;DR: In this article, customer survey data is plotted on a two dimensional grid to show the relationship of the importance of an attribute of a college foodservice operation to the customer as well as the performance of the foodservice on the attribute.
Abstract: The traditional use of customer surveys as a method of obtaining customer feedback takes on a new dimension when the importance-performance analysis technique (IPA) is used. Customer survey data is plotted on a two dimensional grid to show the relationship of the importance of an attribute of the college foodservice operation to the customer as well as the performance of the foodservice on the attribute. This approach to customer survey analysis is particularly useful to administrators/managers in the development of marketing strategies for each campus foodservice operation to meet the needs of the college customer.
TL;DR: This article reviewed relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors and found many cross-sectoral similarities and many consistent differences, which appear to be related to situational conditions in the respective sectors.
Abstract: There is a dearth of empirical analysis of how and to what extent British retailers fit marketing activities to sectoral conditions. Reviews relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors. Finds many cross‐sectoral similarities and many consistent differences, which appear to be related to situational conditions in the respective sectors.
Dissertation•
01 Jan 1992
TL;DR: In this article, a cross-cultural inquiry into the contribution of professional marketing education to marketing practice is presented, which is distinguished by the use of innovative techniques for perceptual mapping to enable cross-culture positions to be visualised and thereby to be more fully appreciated.
Abstract: This doctoral research constituted a cross-cultural inquiry into the contribution of professional marketing education to marketing practice. The essence of marketing, as a collective term, contains the essential ingredients to enable marketing to become a viable system for business; namely, marketing orientation, marketing planning and marketing training connected by the management of change. The Chartered Institute of Marketing Diploma programme was selected as the educational vehicle through which sample surveys were conducted at pre-course, pre-examination and post- qualified stages of respondents' career development. Cross-cultural distinctions and symmetries were examined and accounted for by national culture, experience base and by size of employing organisation in the countries of the United Kingdom, Nigeria, Malaysia, Singapore and Hong Kong, so that an insightful understanding could be achieved between belief and practice. Perceptual gaps were discovered and proposals through the research surveys made to help to bridge the gap between the ambitions of the individual for change and the adoption of integrated marketing by the respective employing organisations. The research is distinguished by the use of innovative techniques for perceptual mapping to enable cross-cultural positions to be visualised and thereby to be more fully appreciated.
TL;DR: The decade of the 1990s should include increased awareness and participation among charitable organizations regarding cause related marketing, and major charities including the Red Cross, Special Olympics and the American Heart Association have all realized its benefits.
Abstract: A new marketing strategy unites major for-profit corporations with charitable organizations in such a way that both benefit. Most major charitable organizations are finding cause related marketing a new strategy for fund raising. The largest charities in the country include the Red Cross, Special Olympics and the American Heart Association have all become involved with cause related marketing and have all realized its benefits. With these benefits come some risk. The decade of the 1990s should include increased awareness and participation among charitable organizations regarding cause related marketing.
Book•
01 Sep 1992
TL;DR: McKenna as discussed by the authors argues that marketing can no longer be isolated from product development, manufacturing, finance and sales: the only successful companies are those which are willing and able to adapt their products and services to fit the needs of their customers.
Abstract: Written by the author of "The Regis Touch", this book looks at how to build the crucial relationship with customers, suppliers, partners and distributors - which help a company to dominate its market. Marketing can no longer be isolated from product development, manufacturing, finance and sales: the only successful companies are those which are willing and able to adapt their products and services to fit the needs of their customers. Effective marketers will forge a new relationship between the customer and the company, involving the customer closely in the decision-making processes at every stage in the development of goods and services. Advertising, promotion and market-share thinking are dead, says McKenna. The new relationships represents a fundamental shift in the role and purpose of marketing: from manipulation of the customer to genuine customer involvement; from "selling and telling" to communicating and trading knowledge; from sharing markets to creating new ones in collaboration with customers.