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Showing papers on "Return on marketing investment published in 1977"



Book
01 Jan 1977

164 citations


Journal ArticleDOI
TL;DR: The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize as mentioned in this paper and the consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.
Abstract: The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.

27 citations


Journal ArticleDOI
TL;DR: In this paper, a model for evaluating the benefits of a closer coordination of short run production and marketing decisions is presented, and a few typical results are discussed in this paper, including ease of implementation in a typical functionally organized firm was a key consideration in specific design of this model.
Abstract: Marketing mix decisions influence the demand for a firm's products, but most production-smoothing models treat forecast demand as an exogenous quantity. Here a model for evaluating the benefits of a closer coordination of short-run production and marketing decisions is presented. Ease of implementation in a typical functionally organized firm was a key consideration in the specific design of this model. Numerous experiments have been run and a few typical results are discussed in this paper.

22 citations


Journal ArticleDOI
TL;DR: In this article, the tomato and tomato paste contracting problems of a U.S. fruit and vegetable processing cooperative were investigated and the principles of decision theory were applied to the contracting problem.
Abstract: Increased use of marketing contracts by agricultural firms has stimulated a modest amount of literature in which the principles of decision theory are applied to the contracting problem. Much of this literature has focused on farmers' choices between cash and futures market positions. Others have modeled the influence of annual open market and fixed forward price options on farm growth objectives. Little or no attention has been paid to expressed interest, especially among processors, for suitable long-term (multi-annual) contract price formulae and for a theoretical framework through which to evaluate them. This paper attempts to provide this service in special regard to the tomato and tomato paste contracting problems of a U.S. fruit and vegetable processing cooperative.

12 citations


Journal ArticleDOI
TL;DR: In this paper, the authors discuss how marketing principles and techniques can be of considerable value both in the design and operation of library and information services and advocate further exploration into the context of information need.
Abstract: Discusses how marketing principles and techniques can be of considerable value both in the design and operation of library and information services. Stresses, however, that information services have different characteristics which, at the same time, warn against injudicious use of marketing techniques. Examines the benefits that would accrue to libraries adopting a more user‐oriented policy – advocating further exploration into the context of information need. Contends that, in contrast to much standard marketing theory, in this field user expectations have considerable influence on the end product.

10 citations



Book
01 Jan 1977
TL;DR: Reading is a need and a hobby at once and this condition is the on that will make you feel that you must read.
Abstract: Some people may be laughing when looking at you reading in your spare time. Some may be admired of you. And some may want be like you who have reading hobby. What about your own feel? Have you felt right? Reading is a need and a hobby at once. This condition is the on that will make you feel that you must read. If you know are looking for the book enPDFd do it yourself marketing research as the choice of reading, you can find here.

7 citations


Journal ArticleDOI
TL;DR: In this article, an approach to product positioning which is useful in both industrial and consumer marketing is developed, which can be used in both consumer and industrial marketing, and it is shown that it can be applied in both industries.

6 citations


Book
01 Jan 1977

4 citations


Journal ArticleDOI
TL;DR: The authors found that marketing people see themselves primarily as people who need or require considerable supervisory ability, a high degree of self actualisation, the ability to use a high level of initiative, and who are prepared to forgo security in order to achieve objectives.
Abstract: Provides a portrait of the marketer compared with other groups. Says it is clear that marketing people see themselves primarily as people who need or require considerable supervisory ability, a high degree of self actualisation, the ability to use a high degree of initiative, and who are prepared to forgo security in order to achieve objectives. Uses a study from a questionnaire with 64 pairs of adjectives which managers chose as best descriptive of themselves – 791 managers responded, of which 103 were marketing managers. Uses figures for explanation of the results. Sums up that marketing people see themselves first as needing or requiring considerable supervisory ability.

Journal ArticleDOI
TL;DR: The Societal Marketing Board (SMB) is a federated inter-organizational system, comprised of all sectors of an industry, established by legislation to promote the interests of that industry as discussed by the authors.
Abstract: The study traces patterns of inter-organizational coordination in marketing channels and shows how changes in the relationship among organizations are associated with shifts in orientation and mode of interaction. The analysis is based on developments in agromarketing and food distribution organizations. The current crisis in food supplies and international concern with the availability of raw products should bring this neglected area into the forefront of marketing concern. The study is based on observations of current trends of inter-organizational integration in the U.S., U.K. and Israel. It points to the emergence of a new institutional form the authors call the Societal Marketing Board. The Societal Marketing Board (SMB) is a federated inter-organizational system, comprised of all sectors of an industry, established by legislation to promote the interests of that industry. The analysis concludes that the SMB has the potential: 1) to generate resources and ‘increase the pie’ for the benefit of all; 2) to broaden the oriengation of sectorial organization to reflect a wider range of social interests; 3) to achieve the above goals while curbing direct government intervention. It suggests that the operation of the Societal Marketing Board can contribute toward mitigating the tension from contradictory pressures for greater coordination in the complex marketing system on the one hand, and for economic freedom and market competition on the other.

Journal ArticleDOI
TL;DR: In this paper, the authors report the development of a communications model which could be helpful in making marketing decisions, showing relationships between persuasibility, self-esteem, source credibility, and communication discrepancy.
Abstract: The purpose of this paper is to report the development of a communications model which could be helpful in making marketing decisions. The proposed model shows relationships between persuasibility, self-esteem, source credibility, and communication discrepancy. The importance of these variables is explained in the context of a general marketing situation. Because a major goal of marketing activities is to influence buyer attitudes, it is important to know how the buyer's self-esteem, the seller's credibility, and attitude discrepant communications may influence the effectiveness of persuasive efforts. Knowledge of these relationships can aid decision making on the part of manufacturers, wholesalers, retailers, and other channel members. The proposed model can be used to optimize efforts in choosing target markets, selecting advertising media, selecting price levels, developing advertising formats, and in making a multitude of additional marketing decisions.

Journal ArticleDOI
TL;DR: In this paper, a marketing planning procedural model that can be operationally used by marketing managers is presented, which enables the user to assess his company's performance on the various attributes of the marketing mix and to design a marketing program that caters to the needs of his marketplace.

Journal ArticleDOI
TL;DR: In this article, the authors discuss the economic benefits derived from making better marketing decisions that result in larger monetary payoffs to the firm and suggest a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model.
Abstract: Discusses decisions faced by marketing managers and whether answers to some important questions can be successfully answered. Examines marketing information systems (MIS) components – the data bank, the model bank, the measurement statistics bank, and the system user interface. Posits that there are economic benefits derived from making ‘better’ marketing decisions that result in larger monetary payoffs to the firm. Suggests a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model. States MIS aids the marketing manager in specifying the decision model and in implementing this model. Concludes the MIS designer should look at each step in the construction of the decision model in order to estimate the potential impact of the change.

Journal ArticleDOI
TL;DR: In this article, the use of a non-metric multidimensional scaling to establish the requirements of shippers, in terms of desirable characteristics for eight different types of movement, was examined.
Abstract: Examines the use of a non‐metric multidimensional scaling to establish the requirements of shippers, in terms of desirable characteristics for eight different types of movement Believes that transport companies often develop marketing strategies without paying sufficiently close attention to the shippers' needs Provides comparisons of actual adverts with requirements of shippers, such as desirable characteristics for differing types of movements Concludes that some interesting findings have emerged from this study and this approach may prove to be a worthwhile method for transportation companies to re‐evaluate the advert segment of their marketing strategies

Journal ArticleDOI
TL;DR: In this paper, the authors discuss the need to appoint a long-term manager who has a sensitive attitude to the local environment and who allows a good deal of autonomy with regard to adapting company policies, and promote that there must be less company HQ control but more Japanese staff involvement in decision making.
Abstract: Suggests some ways in which Western firms in Japan can adapt their marketing policies to the peculiarities of the Japanese marketing environment. Stresses the need to appoint a long‐term manager who has a sensitive attitude to the local environment and who allows a good deal of autonomy with regard to adapting company policies, and promotes that, above all, there must be less company HQ control but more Japanese staff involvement in decision making. Addresses further the problem in analysing some of the Japanese marketing aspects. States there is much to be learnt with a less myopic view of complex and unfamiliar environments.


Journal ArticleDOI
TL;DR: In this article, the authors report on the marketing and distribution system in China, the world's most populous country, and examine the scope and dimension of the system, the incentives for production, the various marketing channels, transport, seasonal pricing, locational differences, consumer services, and prices and margins.


Journal ArticleDOI
TL;DR: The concept of a new international economic order may smolder for quite some time, but in the end it will flare up into a giant blazecapable of scorching many a marketing plan as mentioned in this paper.
Abstract: They should not. Like the ecological crisis, the concept of a new international economic order may smolder for quite some time, but in the end it will flare up into a giant blaze-capable of scorching many a marketing plan. It is therefore none too early to succinctly appraise the new international economic order (NIEO, for the sake of brevity) as it is likely to eventually influence marketing strategies around the world.


01 Jun 1977


Journal ArticleDOI
TL;DR: In this article, the applicability of social marketing methods to the promotion of agricultural co-operation amongst British farmers is discussed, and the implications of adopting it as an approach to furthering co-operative principles are discussed.

Journal Article
TL;DR: Jasdanwalla et al. as mentioned in this paper assess the efficiency of the marketing structure for agricultural products in India and formulates certain criteria for judging marketing efficiency at the midro and macro levels.
Abstract: Zaibun Y Jasdanwalla This paper attempts an assessment of the efficiency of the marketing structure for agricultural products in India. In doing so, it formulates certain criteria for judging marketing efficiency at the midro and macro levels.




Book ChapterDOI
01 Jan 1977
TL;DR: The concept of marketing mix is central to both the positive microeconomic analysis of the typical modern industrial or service firm, the oligopolistic seller, and to the normative managerial analysis of marketing function as discussed by the authors.
Abstract: The concept of the marketing mix is central to both the positive microeconomic analysis of the typical modern industrial or service firm, the oligopolistic seller, and to the normative managerial analysis of the marketing function. The firm is seen as influencing the demand for its brand (which is one of several being sold in a product market) by any one of the four instruments of marketing policy: price, product quality, promotion (communication with customers either by advertising or personal selling or both), and the choice of distribution channels. The fundamental question is: how do, or should, sellers optimize the input levels of the instruments to attain maximum profits?