Showing papers on "Return on marketing investment published in 1982"
TL;DR: In this paper, the authors discuss how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer-oriented marketing concept and how it stands at the same point as industrial marketing did some ten years ago.
Abstract: Describes how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer‐oriented marketing concept. Theorizes over service marketing and how it stands at the same point as industrial marketing did some ten years ago. Postulates that general theories or frameworks for service marketing development seems to have followed two quite different paths. Says that one approach, which covers services offered by service companies, should be changed in a more product‐like manner, enabling the application of existing marketing theories. Compares the second approach, which is a notion that services are different, compared with physical products, holding that marketing concepts and models have to be developed in a more service‐like direction. Reports that findings herein are based on both theoretical and empirical research and that service marketing theory is the result of an ongoing research project, begun in 1976. Concludes by theorizing that service‐marketing theory, as presented, can only be applied to part of a service firm's total marketing function.
699 citations
TL;DR: The strategic planning process is inextricably linked with the issue of corporate goal formulation and it is argued that greater progress will be made in understanding marketing's participation in strategic planning as discussed by the authors.
Abstract: The strategic planning process is inextricably linked with the issue of corporate goal formulation. It is argued that greater progress will be made in understanding marketing's participation in str...
526 citations
TL;DR: A new approach to industrial marketing strategy is presented in this paper, which has the customer as the core of the analysis and considers some of the most important elements of industrial marketing, such as derived demand and buyer/seller relationships.
221 citations
Book•
01 Jan 1982
TL;DR: In this article, the authors present a managerial perspective on marketing and present the annual marketing plan for the year 2019, as well as an overview of the marketing strategies and programs.
Abstract: Part One: Managerial Perspectives on Marketing 1 Market Orientation, Marketing Management, and the Marketing Planning Process 2 Corporate Marketing Planning Part Two: Situation Analysis 3 Market Analysis 4 Target Marketing: Segmentation and Positioning For Competitive Advantage 5 Market Measurement 6 Profitability and Productivity Analysis Part Three: Marketing Strategies and Programs 7 Marketing Strategies 8 Product-Development Programs 9 Pricing Programs 10 Advertising Programs 11 Sales-Promotion and Direct Marketing Programs 12 Sales and Distribution Programs 13 Managing Sales and Distribution Part Four: Coordination and Control 14 Organizing and Managing Marketing and Sales Programs 15 The Annual Marketing Plan
141 citations
Book•
01 Jan 1982
TL;DR: In marketing in the Third World, Johnson and Erdener Kaynak as discussed by the authors have gathered for marketing professionals and students a variety of studies that provide insight into marketing practices in countries such as the Philippines, Peru, Papua New Guinea, and Nigeria.
Abstract: In Marketing in the Third World, Editors Denise M. Johnson and Erdener Kaynak have gathered for marketing professionals and students a variety of studies that provide insight into marketing practices in countries such as the Philippines, Peru, Papua New Guinea, and Nigeria. Readers learn about market orientation, market infrastructure, economic constraints, government regulations, internationalization processes of public-sector enterprises, and performance differences between foreign and domestic manufacturing firms.Specific studies in Marketing in the Third World include one that investigates the performance of Peruvian exporting firms and shows the reader the seven internal and external factors that determine their success. Another examines the extent of marketing mix adaptations by the American Multinational Corporations in South America for tangible consumer and industrial products and tells MNC managers what they should expect regarding pricing and promotion elements in the region. Also described for the reader is the unique advertising practice in Papua New Guinea known as workabaut, in which a drama troupe travels from village to village and performs live commercials. The effectiveness of this technique, along with the politico-economic impact and ethical implications are investigated.Readers of Marketing in the Third World discover that the expansion to global markets requires significant strategy adjustments and radical changes in corporate philosophy. This book guides readers through these changes and shows them how to develop successful marketing strategies in the Third World markets.
63 citations
Book•
01 Jan 1982
TL;DR: In this paper, the authors present a step-by-step guide to the art and science of direct marketing, including in-depth information on database marketing, the key to new applications in packaged goods, automotive, and all "general" advertising.
Abstract: This step-by-step book explains everything you need to succeed in every aspect of DM - from writing a basic marketing plan to writing direct mail copy, from planning an offer to planning a layout, from designing the product to evaluating the bottom-line results. You'll discover new analytical methods for forecasting and list selection, as well as expert guidance on using and budgeting for DM as part of an overall advertising mix. Direct marketing has earned its place in the forefront of advertising and distribution. Use it and grow with it! All the guidance you need is here in Direct Marketing. To reap the full profit potential of direct marketing, advertisers must keep on top of the latest changes in this fast-moving field without losing sight of the basics. Ed Nash's classic Direct Marketing shows how to do it all, do it well, and do it profitably. Thoroughly revised and updated, this renowned guide to the art and science of direct marketing now includes in-depth information on database marketing - the key to new applications in packaged goods, automotive, and all "general" advertising. DM guru Nash also puts advertisers into the fast lane of the emerging information superhighway with his thorough coverage of computer- and video-based interactive marketing. And if you're considering infomercials, you'll learn all about producing, testing, and fulfilling orders through this specialized media format.
58 citations
TL;DR: In this article, the authors report on the relative importance of marketing research and intelligence, as well as system use by management level, function, and marketing mix ingredient in the Fortune 500.
Abstract: How are the marketing executives of the Fortune 500 using their information systems? A new study reports on the relative importance of marketing research and intelligence, as well as system use by management level, function, and marketing-mix ingredient
45 citations
TL;DR: In this paper, it is shown that the marketing of a short product life cycle requires a high level of marketing, managerial ability and sophistication as well as an investment of a large amount of resources.
Abstract: Many high-technology products are characterized by a “short” product life cycle (PLC)—a short life on the market, a steep decline stage and the lack of a maturity stage. The paper discusses the implications for marketing activities of this pattern in the case of small high-technology companies. It is shown that the marketing of a short PLC product requires a high level of marketing, managerial ability and sophistication as well as an investment of a large amount of resources. It is pointed out that small high-technology firms are faced with a particularly difficult situation in this case because they lack appropriate resources and marketing sophistication. An understanding of the short PLC problem will help the small companies to conduct a more realistic assessment of the magnitude of the marketing task they face in order to adequately prepare themselves or avoid a commitment to projects which are beyond their abilities.
44 citations
Book•
01 Dec 1982TL;DR: In this paper, the authors identify and evaluate the marketing planning practices of British industrial goods companies operating internationally and examine the validity of the widespread belief that formalised marketing planning facilitates success, and describe a logical sequence of activities leading to the setting of marketing objectives and the formulation of plans for achieving them.
Abstract: This monograph identifies and evaluates the marketing planning practices of British industrial goods companies operating internationally and examines the validity of the widespread belief that formalised marketing planning facilitates success. It defines the theoretical framework for marketing planning and describes a logical sequence of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. It also contains a report of the results of in‐depth interviews with 385 directors and senior managers from 199 companies covering a broad spectrum of size and diversity, the purpose of which was to establish the extent to which the theory is practised and what the consequences are of either conformity or non‐conformity.
TL;DR: In this article, the authors show how segmentation procedures, well tested in the field of marketing, can be applied by all types of fund-raising organizations, particularly effective if based on marketing research.
Abstract: An analysis to define or segment contributor markets is fundamental to fund raising for charities and other nonprofit organizations. By using the concept on market segmentation, such organizations can aim their efforts toward those target segments most favorable to the particular philanthropy. The article shows how segmentation procedures, well tested in the field of marketing, can be applied by all types of fund-raising organizations. The procedures are particularly effective if based on marketing research. The article concludes by suggesting how tactical use of the marketing mix can be combined in a fund-raising strategy.
Journal Article•
TL;DR: In this paper, a brief review of the changes occurring in the world order in several economic dimensions such as investments, trade, aid, and technology is presented, and it is argued that these changes would alter the nature of marketing in the Western world, particularly in the United States.
Abstract: The world order is changing. Marketing is touched by these changes in many different ways. This paper presents a brief review of the changes occurring in the world order in several economic dimensions such as investments, trade, aid, and technology. It is argued that these changes would alter the nature of marketing in the Western world, particularly in the United States. Potential and needed changes in marketing are explored under three categories: marketing as a system of institutions, marketing as a system of actions, and marketing as a system of ideas.
Book•
01 Jan 1982
TL;DR: The third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results as discussed by the authors, which leads readers through every key stage, including: Analyzing a company's market, competition, business, and customers, selecting profitable markets, isolating critical business strengths, developing a brand personality, creating a marketing plan, acting on the strategies, gathering feedback using measurable objectives and market research.
Abstract: No, last year's marketing plan can't be recycled just one more time! For most companies, it's time to completely overhaul their plans, throw out old assumptions, and factor in the new realities of a rapidly changing marketplace.Packed with recent case history thumbnails, all-new information on Internet marketing, and a thorough updating throughout, the third edition of The Marketing Plan outlines a comprehensive, systematic approach that guarantees results. This essential guide leads readers through every key stage, including: Analyzing a company's market, competition, business, and customers-- selecting profitable markets-- isolating critical business strengths-- developing a brand personality-- creating a marketing plan-- acting on the strategies-- gathering feedback using measurable objectives and market research.At the heart of the book is hard-hitting information on how to use a full array of effective marketing tools, including "what if" sales models, pricing strategy, advertising, direct mail, telemarketing, trade shows, merchandising, coupons, premiums, sweepstakes, shoppertainment, public relations, the Internet, sales management, and customer service. Properly used, these are tools that every company can use to dramatically increase sales and boost profits.
TL;DR: In this article, the authors discuss intensifying competition in the USA from within and outside banking and changes in customers having a major effect on bank management thought and action and speculate that US banking may be forced to have a strategic re-examination of the most central of marketing questions: to whom, what and how should we market to them?
Abstract: Discusses intensifying competition in the USA from within and outside banking and changes in customers having a major effect on bank management thought and action. Speculates that US banking may be forced to have a strategic re‐examination of the most central of marketing questions: to whom, what and how should we market to them? Gives a list of in‐depth questions and goes on to investigate them and also addresses the four highest priorities and discusses these in turn. Chronicles these as follows: emphasizing relationship banking; developing multi‐tier delivery systems; marketing to investors; building a personal selling organization. Concludes that newer and bolder perspectives are urgently needed within the bank marketing discipline and in closing says the 1980s will prove to be a transitional decade for the bank marketing profession in the USA.
TL;DR: A small proportion of an organization's marketing units often generates a large proportion of the profits as discussed by the authors, and this 80/20 situation can lead to decreased marketing productivity and constrained profits if not addressed.
Abstract: A small proportion of an organization's marketing units often generates a large proportion of the profits. This 80/20 situation can lead to decreased marketing productivity and constrained profits if not addressed.
TL;DR: In this article, the authors investigate the application of hotel marketing strategies by independent vs group (chain) hotels and investigate comparatively the performance of these two types of hotel organisation. And they present in detail the main stages in developing a hotel marketing strategy and a taxonomy of the 9 major strategies available for hotels, discussing their features, characteristics and when appropriate for application.
TL;DR: The authors surveyed three groups: marketing practitioners, undergraduate mar keting majors, and students taking their first course in marketing and found that practitioners hold more favorable attitudes toward marketing's role in society and toward marketing as a career than do students.
Abstract: This research surveyed three groups: marketing practitioners, undergraduate mar keting majors, and students taking their first course in marketing. Respondents' attitudes toward marketing as a societal force, marketing as a career, and various topic areas in marketing were assessed. The results indicated that practitioners hold more favorable attitudes toward marketing's role in society and toward marketing as a career than do students. Practitioners and students agreed on the relative importance of mar keting topics. Most important topics were marketing strategy, advertising, buyer behavior, and the marketing concept; least important topics were industrial marketing, international marketing, nonbusiness and service marketing, and physical distribution.
01 Jan 1982
TL;DR: In this paper, the authors present an approach for studying industrial markets where the effect of marketing spending can be measured and analyzed using natural experiments, where marketing experimentation cannot be justified because of time or cost constraints or for competitive reasons.
Abstract: In most industrial markets, buyers and sellers have long-standing relationships, and sales, marketing and market share data are not collected with the same frequency and degree of precision found in consumer markets. For these reasons it is difficult to make quantitative inferences about the effectiveness of marketing instruments. This paper presents an approach for studying industrial markets where the effect of marketing spending can be measured and analyzed. We call these market situations natural experiments. The analysis best applies in those situations where marketing experimentation cannot be justified because of time or cost constraints or for competitive reasons. First, we develop a procedure to identify markets where sufficient historical variability has occurred to enable statistical analysis. Then a model of industrial market response follows from a set of theoretical conditions. Finally, the model is applied to six case studies with encouraging results. The models fit well and the signs of all estimated coefficients are consistent with a prior1 expectations. The approach allows quantitative analysis of market response and provides answers to market budget questions such as whether an increase in marketing spending will increase or decrease profitability.
TL;DR: In this paper, a forecast of the environmental pressures and discontinuities that will face marketing in the 1980's is given, with a focus on the effects of marketing on the environment.
Abstract: Society continues to challenge marketing to justify its process and outcomes. This article offers a forecast of the environmental pressures and discontinuities that will face marketing in the 1980'...
TL;DR: A study was conducted and the results were used to describe both short term and long term MIS marketing plans, developed by identifying critical areas in the organization in light of corporate objectives, user needs, and MIS resources.
Abstract: MIS managers generally have not stressed the marketing aspects of their operations. A more widespread concern is with the shortage of systems analyst and programmer resources. In an effort to learn how one group of MIS managers views their marketing responsibilities and practices in a shortage era, a study was conducted and the results were used to describe both short term and long term MIS marketing plans. These plans are developed by identifying critical areas in the organization in light of corporate objectives, user needs, and MIS resources.
TL;DR: In this article, the authors present an organizational consequences, associated problems and levels of satisfaction with the introduction of marketing as perceived by the senior management of the UK clearing banks, and conclude that if marketing is to contribute to the long-term objectives of the banks and the mutual welfare of both banks and their customers, then it is imperative that its importance is understood and employed.
Abstract: Profiles the clearing banks' decision to introduce an apparently new managerial discipline (marketing) into their operations and how this may be regarded historically. Examines the organisational consequences, associated problems and levels of satisfaction with the introduction of marketing as perceived by the senior management of the UK clearing banks. Posits that, following the visits of senior executives to the USA in the early 1960s, banks became involved with marketing. States that there were early problems of acceptance by practising bankers, and this only resolved itself when academies in particular encouraged the study of services marketing. Gives details of the research study that involved the seven English clearing banks and says that this refers to the first phase only of the two phases. Predicts that if marketing is to contribute to the long‐term objectives of the banks and the mutual welfare of both banks and their customers, then it is imperative that its importance is understood and employed.
TL;DR: In this paper, the authors argue that managers lack knowledge of the principles of marketing and commitment to implementing the principles in practice, and identify three reasons which underlie the lack of marketing orientation: motivation, ability and time.
Abstract: Places the branch bank manager in a central position in the business in respect of the marketing efficiency of the banks at the local level. States that recently increasing pressure has been brought to bear on the manager to carry out tasks not previously required of him/her. Posits that the manager is being encouraged to devote more of his time and energy towards a deeper understanding of and become more actively involved with his/her customers, existing or potential, but few managers understand or realise the full potential of their changing role. Sums up that managers lack knowledge of the principles of marketing and commitment to implementing the principles in practice. Identifies three reasons which underlie the lack of marketing orientation: motivation, ability and time, and says that banks need to move quickly to ensure that the individuals in these positions can speedily meet the challenge.
TL;DR: In this article, the authors present findings of casino game preferences and correlated structures, and indicate how they may be used in the marketing planning process, which may contribute to improved marketing plans and programs.
Abstract: An understanding of visitor game preference and associated market segment structures may contribute to improved marketing plans and programs. This article presents findings of casino game preferences and correlated structures, and indicates how they may be used in the marketing planning process.
TL;DR: In this article, the authors explore how marketing educators can apply the social marketing concept to more effectively serve an important constituent public, such as employees of marketing graduates, by adopting a social marketing posture by the marketing academics.
Abstract: This article explores how marketing educators can apply the social marketing concept to more effectively serve an important constituent public—employers of marketing graduates. First, a literature review focusing on efforts to survey practi tioners' attitudes towards marketing education is presented. Next, a model is devel oped, based on a social marketing conceptual framework, to guide marketing educators in the collection and use of feedback from practitioners. Finally, the paper concludes with a discussion of the major implications and the related benefits of adopting a social marketing posture by the marketing academics.