Showing papers on "Return on marketing investment published in 1983"

The Marketing Imagination

Abstract: Preface to the New, Expanded Edition Preface to the Original Edition 1. Marketing and the Corporate Purpose 2. The Globalization of Markets 3. The Industrialization of Service 4. Differentiation -- of Anything 5. Marketing Intangible Products and Product Intangibles 6. Relationship Management 7. The Marketing Imagination 8. Marketing Myopia 9. Exploit the Product Life Cycle 10. Innovative Imitation 11. Marketing and Its Discontents Index

Consumer Behavior: Implications for Marketing Strategy

Abstract: Follow up what we will offer in this article about consumer behavior implications for marketing strategy. You know really that this book is coming as the best seller book today. So, when you are really a good reader or you're fans of the author, it does will be funny if you don't have this book. It means that you have to get this book. For you who are starting to learn about something new and feel curious about this book, it's easy then. Just get this book and feel how this book will give you more exciting lessons.

Marketing: Theory and Practice

Abstract: Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept M.J.Baker - The Need for Theory in Marketing M.J.Baker - Sources and Status of Marketing Theory S.Brown - Consumer Behaviour L.McGregor - Organisational Buying Behaviour S.Rajagopa l - Market Segmentation D.Littler - Marketing Research J.Webb - Modelling Markets P.Leeflang - Diffusion Theory & Marketing M.J.Baker - New Product Development S.Hart - Pricing A.Diamantopoulos - Channel Management S.Ennis - Marketing Communications K.Crosier - Analytical Frameworks for Strategic Marketing Planning D.Brownlie - Business to Business Marketing K.Bernard - Retailing S.Carter - Customer Care B.Donaldson - Consumerism D.Tixier - International Marketing M.McDermott & Chan - Marketing and Eastern Europe P.Ghauri - Relationship Marketing Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era Cova & Badot - Notes and References - Index

Examining Performance of U.S. Multinationals in Foreign Markets

Abstract: In the U.S., a basic tenet of business philosophy is that profitability is related to market share. The generality of this finding in markets outside the U.S. is examined based on a sample of product businesses drawn from the PIMS (Profit Impact of Marketing Strategy) data base. All businesses belong to firms whose corporate headquarters are located in the U.S. The relation between 7 marketing mix variables and market share and ROI (return on investment) is compared. In general, the relationship between market share and ROI appears to hold in European and other foreign markets. The marketing mix variables associated with these measures of performance, however, as well as the strength of the relationship, vary by market area.

Marketing Theory of the Firm

Abstract: Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this ...

Principles of Marketing

Abstract: Part 1 Marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing. Part 2 The marketplace: Segmentation, targeting and positioning consumer buying behaviour business markets and organizational buying behaviour information for marketing decision making. Part 3 Product: basic product concepts product development and management. Part 4 Distribution: channels of distribution wholesaling and physical distribution retailing. Part 5 Promotion: communication strategies advertizing, sales promotion, and publicity personal selling. Part 7 Specific marketing situations: marketing of services marketing in non-profit organizations.

Strategic Marketing Planning by Product Managers—Room for Improvement?:

Abstract: Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue gener...

Getting the Most from Marketing Research: Part I of a Series

Abstract: When asked how his firm derived guest profiles, the senior vice president of marketingfor one national hotel chain replied, "We ask the desk clerks"The need for more sophisticated marketing research in the hospitality industry is clearBut, with the exception of firms gathering their information only from desk clerks, mostcompanies can get better management information even from their existing researchdata This article launches a six-part series on marketing research, focusing on ways toanalyze data for better marketing decisions

The agricultural marketing system

Abstract: MARKETING, MARKET COMPETITION AND CONSUMER MARKETS: Agricultural Marketing: An Introduction The Competitive Environment Agricultural Production and Marketing The Functions, Structure and Market Alternatives of Agribusiness: What Agribusiness Firms Do The Domestic Market The International Market THE MARKETING SYSTEM: Place and Time Aspects of Marketing Futures Markets and Price Risks Matching Quantities Supplied and Demanded: The Process of Price Determination Pricing and Exchange Systems and Alternatives within the Marketing-procurement Channel Providing the Optimum Varieties and Qualities Participation and Leadership in the Marketing-Procurement Channels Marketing by Farmer Groups Processor Procurement Systems Processor Marketing Wholesale- Retail and Food Service Structure and Procurement Food Retail and Food Service Marketing PUBLIC POLICY ISSUES IN MARKETING- PROCUREMENT: Policy Issues: Consumer Interests Policy Issues: Food Prices, Supply Adequacy and Farmers' Incomes Policy Issues: Maintaining Competition Policy Issues: Who Will Control the Agricultural Marketing-Procurement Systems? Index.

Selecting Target Markets-A Key to Effective Marketing

Abstract: The idenJ:!.fication and selection of target markets is a key marketing decision. It influences and directly determines all of the ensuing decisions regarding types of services, their distribution, pricing, and communication. Selecting target markets is a two stage process. The first stage is to divide a market into segments that constitute potential target markets. The paper briefly identifies the criteria required for delineating effective segments and describes the two alternate approaches that may be adopted in defining potential target markets. Common descriptions used to define segments are presented with examples intended to illustrate their application. The second stage in the process is to select which of the potential target markets the agency will endeavor to serve with a particular offering. Three alternate strategies for servicing the potential target markets are addressed and the dilemma that confronts agencies in prioritizing the potential target markets to be serviced is discussed.?

Regional-Spatial Analysis in Marketing

Abstract: Regional-spatial analysis should be part of the framework of micro-macro marketing, in order to fully portray the basic hetereogeneity and entrepreneurship of modern markets and marketing. In recen...

A Re‐Examination of Marketing for British Non‐Profit Organisations

Abstract: Examines marketing techniques used by British non‐profit organisations. Defines public sector and voluntary sector non‐profit organisation. Outlines the difficulties encountered in defining the marketing process in non‐profit organisations compared with normal business operations. Highlights four main areas of marketing for non‐profit organisations – research, promotion, pricing and distribution. Concludes that the non‐profit sector includes a number of organisations where ownership, structure and objectives do not correspond to the traditional model of business organisations. Affirms that British authors should view these dissimilarities as an opportunity to develop the marketing concept, marketing and marketing management in a much wider context than that of business marketing.

Sales and Marketing for Travel and Tourism

Abstract: 1. Introduction. 2. Nature of the Tourism Product. 3. Psychology of the Traveler. 4. Market Research. 5. Image. 6. The Marketing Mix in Travel and Tourism. 7. Pricing. 8. Communications. 9. Relationship Marketing. 10. Adverstising, Publicity, and Promotion. 11. Using Adverstising Effectively. 12. The Sales Function in the Travel Industry. 13. Sales Techniques. 14. Service-The Most Important Marketing Tool. 15. Technology in Marketing. 16. Marketing in Travel and Tourism-Present and Future.

Research and Strategic Marketing in Tourism: A Status Report:

Abstract: This article reports a study of marketing research as applied to the travel and tourism industry in the U.S.

Critical mass and international marketing strategy

Abstract: Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.

Export Marketing Management in Medium‐Sized British Firms

Abstract: Examines attitudes to the marketing management of exports. Analyses the results of a survey of export marketing policies in medium‐sized manufacturing companies in the North of England. Stresses the importance of having a structured export policy as part of an overall business plan. Discusses various methods of capturing market data on exports, including Government statistics and trade association reports. Identifies key areas of a coherent export marketing plan – market factors, volume factors, company factors and marketing factors. Examines the differences in characteristics and policies adapted by active and reactive exporters. Outlines the merits of a variety of export pricing and invoicing methods. Concludes that companies must adapt export strategies and theories to suit their own individual needs, rather than accept an industry‐wide export programme.

International Marketing of Services

Abstract: This article is based on a chapter of a forthcoming book on ‘The Marketing of Services' to be published by Heinemann, Spring 1984. It examines the contribution to the UK's Balance of Payments made by ‘invisible exports', including services, and highlights the advantages and disadvantages that arise when marketing services, as opposed to products, overseas.

Flexible, Risk-oriented Marketing Strategies for Pinto Bean Producers

Abstract: A model designed to identify preferred postharvest marketing strategies for pinto bean producers is presented. The model evaluates flexible strategies that use current market information to determine whether or not storage should continue. Explicit consideration is given to price uncertainty and risk preferences. The results indicate that nearly all decision makers prefer flexible strategies to fixed strategies that call for a predetermined pattern of sales. They also show that the choice of a marketing strategy is sensitive to risk preferences. Initial experiences in making the model available to producers are also discussed.

Strategic Marketing: Linking Marketing and Corporate Planning

Abstract: Links two views in what has been labelled a strategic marketing perspective – this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.

Non‐profit marketing—libraries' future?

Abstract: Libraries are facing serious competition from the ‘profit’ information industry which has seen the potential of an ever‐increasing information service sector. Sophisticated information retrieval systems, and management information systems are finding their way into research organisations and business corporations, areas traditionally served by libraries. Until recently the concept of marketing non‐profit organisations has been considered inappropriate, centred around the underlying theory that such organisations are not involved in an exchange process. With the extension of the exchange concept, marketing as a tool has been applied in the non‐profit sector with a degree of success. Marketing requires analysis and planning and the view that promotion is marketing is misleading. The components of a good marketing strategy include not only a promotional campaign but also product analysis, the development of appropriate outlets for the products, and an effective pricing structure. These mix components are reviewed with an emphasis on the most neglected area, product analysis. Libraries' core products are examined and the appropriateness of the product life‐cycle concept is discussed. In conclusion, the article suggests that a change in attitude to marketing may help libraries to improve their image and to attract users. Through careful analysis, planning and implementation of marketing the survival of libraries may be less doubtful in a rapidly changing technological world.

Price theory and the role of marketing science

Abstract: Professor Rao provides a comprehensive review of pricing research in marketing science. I will not repeat the details here, save to say that the review indicates a diversity of pricing research within the developing field of marketing science. Professor Rao's review and the other papers in this issue, from the second Rochester Conference on the interface of economics and marketing science, provide us with the opportunity to reflect on the continuing joint evolution of our two disciplines. As a marketing scientist who has found economic models and concepts useful in addressing marketing issues, let me comment on these evolutions from a marketing science perspective. However, as I portray these evolutions in the extreme, I note that the boundaries are fluid, with much overlap and merging of ideas and issues. Differences are in degree, not in fundamental philosophy. In the extreme, price theory in economics deals with how markets behave while price theory in marketing science deals with how managers should act. It is true that one must understand how managers behave in order to model market behavior and that one must understand how markets behave in order to advise managers. The difference is not in the comprehensiveness of the analyses but in the emphasis. A typical economic analysis will simplify the model of the manager's task in order to study the essential forces of the market. In contrast, the typical marketing science analysis will simplify the model of the market mechanism in order to study the essential profit impacts of the actions by the marketing manager. I will comment more on these simplifications later. Economics is a mature science with roots in the eighteenth century, when Adam Smith (1776) observed the English marketplace and formulated his famous "invisible hand" theory. Since then, the field has evolved in many rich and varied ways. A myriad of researchers has

An Overview of Marketing Planning in UK Service Companies

Abstract: This article focuses on the approaches that companies' marketing services take in the planning of their marketing operations, based on a recent survey of UK companies that market services as opposed to physical products. Results indicated that the planning of the marketing operation in many service companies is not as well developed as it could be.

The Marketing of Consumer Information

Abstract: W E welcome this opportunity to restate our case in support of the value of a marketing perspective being used to guide the development of consumer information programs. We are somewhat distressed that our original article was so severely misinterpreted by Sarel (1983), and will attempt to clarify our position by briefly summarizing and then responding in detail to his critique of our earlier paper. Then we will restate our position in more general terms, thus providing a context within which to evaluate the model and methodology we proposed in the (Capon and Lutz) 1979 paper.

Problems in Marketing Services: The Case of Incoming Tourism

Abstract: Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative to the marketing problems; section four summarises the content herein. Sums up that the focus has been on problems involved in the marketing of services and on problems associated with the marketing of incoming tourism. States survey results were reported also the relationship of these results with the problem of marketing incoming tourism.