Showing papers on "Return on marketing investment published in 1994"

Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures:

Abstract: The relationship between marketing strategy and performance has been well documented in the domestic marketing context. However, empirical work in the context of export marketing has been fragmente...

Making Relationship Marketing Operational

Abstract: Based on a research project with the purpose of defining the essence and scope of relationship marketing (RM). The marketing mix theory, which constitutes the prevailing approach to marketing, is made operational through the definition of the 4Ps and extensions of these. The core is a presentation of 30 relationships, the 30Rs, as a way of making the RM philosophy more operational and generally applicable. The 30Rs provide a basis for companies to work out their own specific relationship portfolio as part of their marketing planning process.

Quo Vadis, marketing? Toward a relationship marketing paradigm

Abstract: The marketing mix and its 4Ps have remained the marketing paradigm for decades. In the article it is argued that the foundation for this paradigm is weak and that it has had negative effects on marketing research and practice. Contemporary research into services marketing and industrial marketing demonstrates that a new approach to marketing is required. This new approach is based on building and management of relationships. A paradigm shift in marketing is under way. The thoughts and actions of marketing academics and practitioners should not be constrained by a paradigm from the 1950s and 1960s.

Marketing Management and Strategy

Abstract: Brief Contents 1. Management: objectives and tasks 2. The customer-led business 3. Segmentation, positioning and the marketing mix 4. Strategic market planning 5. Market dynamics and competitive strategy 6. Building successful brands 7. Innovation and new product development 8. Pricing policy: delivering value 9. Communications strategy 10. Managing personal selling 11. Managing marketing channels 12. Marketing in service businesses 13. Turnaround management 14. Marketing in the twenty-first century

Marketing Management: An Asian Perspective

Abstract: Part 1 - Understanding Marketing Management Chapter 1: Defining Marketing for the 21st Century Chapter 2: Developing Marketing Strategies and Plans Part 2 - Capturing Marketing Insights Chapter 3: Gathering Information and Scanning the Environment Chapter 4: Conducting Marketing Research and Forecasting Demand Part 3 - Connecting with Customers Chapter 5: Creating Customer Value, Satisfaction, and Loyalty Chapter 6: Analyzing Consumer Markets Chapter 7: Analyzing Business Markets Chapter 8: Identifying Market Segments and Targets Part 4 - Building Strong Brands Chapter 9: Creating Brand Equity Chapter 10: Crafting the Brand Positioning Chapter 11: Competitive Dynamics Part 5 - Shaping the Market Offerings Chapter 12: Setting Product Strategy Chapter 13: Designing and Managing Services Chapter 14: Developing Pricing Strategies and Programs Part 6 - Delivering Value Chapter 15: Designing and Managing Marketing Channels and Value Networks Chapter 16: Managing Retailing, Wholesaling, and Logistics Part 7 - Communicating Value Chapter 17: Designing and Managing Integrated Marketing Communications Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling Part 8 - Creating Successful Long-Term Growth Chapter 20: Introducing New Market Offerings Chapter 21: Tapping into Global Markets Chapter 22: Managing a Holistic Marketing Organization Courses BK0401, Marketing Management BK0402, Graduate Marketing Management

Religious Contrasts in Consumer Decision Behaviour Patterns: Their Dimensions and Marketing Implications

Abstract: Studying the influence of the religious construct on consumer decision making is important owing to its stability over time and the observable nature of many of its elements. This research is, therefore, designed to explore the relationships between religiosity and consumer‐related marital roles in the process of automobile purchase decision making. Data were collected from Catholic and Jewish households residing in the North‐East region of the USA. Findings suggest that differential role behaviour varies according to religious influences. Results may imply that marketers should seek a niche within a given market. Marketing should not be seen as a quick‐fix solution for current problems, but rather entailing sensitivity in meeting the needs and wants of the consumers served. In developing marketing mix strategies, the importance of the decision maker′s religiousness must be considered. Specifically, enhanced knowledge of religious differences in consumption decision processes should have significant impac...

An empirical study of the determinants of revenues and marketing expenditures in the motion picture industry.

Abstract: This paper presents an empirical study of the determinants of a motion picture's financial success. Among the many factors which are included in this study, we find that quality and marketing expenditures are important determinants. Film ratings, production cost, and the presence of star performers are only important determinants when marketing is not included. We find that marketing expenditures are positively related to production costs, winning Academy Awards and the presence of major stars.

Internal Marketing: The Key to External Marketing Success

Abstract: In North America, 80 percent of the jobs and 60 percent of the gross national product come from the performance of services rather than the production of products Organizations that deliver high‐quality service increase or maintain market share and have a higher return on sales than do their competitors Argues that service firms must reach out for the brass rings of strategic planning and marketing to meet the ever‐increasing competitive challenges of the 1990s and beyond the year 2000 The firms that do not or will not embrace the issues of internal marketing and incorporate those ingredients into their strategic marketing plan will see their market share and profit base erode Internal promotion can create a positive and/or superior image of the firm and its products in the mind of the customer

Close to the customer: But is it really a relationship?

Abstract: Everyone is developing relationships. Customers are being invited to have relationships with telephone companies, banks, auto dealers, airlines, and other suppliers of products and services. Relationship marketing is being touted as an effective strategy to guide companies into the next millennium. Recently there has been widespread reference to relationship marketing in the popular literature, and the concept has been embraced by many companies and organizations. There is little consensus, however, on what the concept means and even less consistency in how it is practised. What is relationship marketing? Practising marketers and articles in the trade press use the term in one way, while authors in academic journals seem often to be referring to something quite different. This paper reviews how the concept has been viewed by marketing authors and draws from social psychology to shed light on the characteristics of relationships. Some insights are drawn from a preliminary analysis of the results of focus g...

Marketing and Public Sector Management

Abstract: Examines the development of marketing in the public service and presents a short discussion of the growth of marketing in public service organizations over the last 20 years. A critical analysis of marketing as applied to the public service, argues that, if it is applicable, it needs to be adapted to the particular character of the public realm. Gives an analysis of how an approach to marketing that is appropriate to the public service might be developed. This implies not so much the application of marketing as it exists, but the development of a new form of marketing. The management of the public sector is political management, and marketing, if it is to be effective, will need to be politically informed.

Conceptualizing the Integrated Marketing Communications' Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research

Abstract: An increasing number of marketers are integrating the results-oriented methods of consumer sales promotion and direct response advertising with the image/awareness capabilities of general advertising. This integration has blurred the boundaries between traditionally independent marketing communication disciplines and, more importantly, fundamentally restructured many of marketing and advertising communication. In hopes of stimulating scholarly interest in the integrated marketing communications phenomenon, this article identifies the underlying tenets of integrated marketing or advertising communication philosophies; offers a conceptual framework for understanding and addressing integrated marketing and advertising communication issues; and delineates the advertising-related research opportunities that exist as a result of the integrated phenomenon. This examination indicates the integrated phenomenon has impacted marketing communications at an advertisement as well as campaign level, and created...

Relationship Marketing from a Value System Perspective

Abstract: Recent discussion about relationship marketing as a new marketing concept is strongly connected with a novel perspective on exchange processes as the core of marketing. Suggestions for changes in terminology – from transactions to relationships – and the enriched understanding provide the basis for developing marketing strategies. Analyses the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in 1975. The reflection helps to locate the distinctive foci of actual relationship marketing proponents. Further illustrates the, until now, neglected research direction of marketing relationships in complex systems or networks. As a first step to closing this gap, and to develop further the scope of relationship marketing, outlines the role of marketing in the creation and design of “value systems”.

Integrating QFD, AHP and Benchmarking in Strategic Marketing

Abstract: Develops a strategic planning framework for long‐range marketing policy making. Uses this framework to explore the relationship between marketing orientation and total quality management and extends Kotler′s model of three types of marketing strategic orientation on the perspective of total quality management. Uses two group consensus management techniques (quality function deployment and analytic hierarchy process) and competitive benchmarking to demonstrate how a particular company can make a decision on which strategic marketing orientation to adopt. Furthermore, shows how a company can evaluate itself relative to its competitors on the basis of strategic marketing orientation.

The Anatomy of Marketing Positioning Strategy

Abstract: Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how a small UK‐based computer company put these principles successfully into action.

Social marketing: a critical appraisal

Abstract: The term social marketing was first coined in 1971 creating controversy in marketing and among health professionals. This article asks three questions of each of the social marketing tenets proposed in 1991 by A. Hastings and G. Haywood: Do the tenets offer something new or just repackaged jargon? Are they more effective than current health promotion practices? Are they ethical? Hastings and Haywood stated that the tenets of social marketing are a consumer orientation an integrated approach and the pursuit of profitability. With regard to offering something new in marketing a consumer orientation is needed to obtain competitive advantages; however in health promotion a needs assessment is conducted to make programs more effective. The integrated approach has the components of: promotion. product price and place. The most innovative component of social marketing is the pursuit of profitability which harbors potentially adverse consequences. The effectiveness of social marketing hinges on commercial versus social marketing. In health promotion priorities are set by epidemiological incidence and prevalence of disease therefore anti-disease promotion proceeds irrespective of the clients desires. The market feature of exchange of goods and services for money is manifested in profitability but nonprofit agencies can also engage in marketing activities. The highly altruistic quality of improving public health stands in direct contrast to the pursuit of self-interest characteristic of the market. Another issue is commercial versus health communication to improve public health. The prerequisites to health include peace shelter education food income a stable ecosystem and social justice. The ethics of social marketing concern the type of motivation for program development and the relationship of the promoters with the public. A 1986 review of scholarly works on advertising states that it reinforces materialism cynicism selfishness anxiety social competitiveness powerlessness and loss of self-respect. The problems of the social marketers relationship with the public relate to the mutual antagonism between the parties (caveat emptor) based on the cost-benefit equation.

Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program

Abstract: Part 1: Database Marketing and the Web. Strategic Database Marketing and the Web: An Overview. "The Vision Thing". Part 2: Strategy Development. Lifetime Value - The Criterion of Strategy. Designing a Successful Cutomer Strategy. Building Profits with Recency, Frequency, and Monetary Analysis. Communicating with Customers. Building Customer Loyalty. Using Customer Profiles in Marketing Strategy. Strategy Verification: Testing and Control Groups. Finding Customers through the Web. Part 3: Profiting by Experience. Retailing and Packaged Goods. Building Retention and Loyalty in Business Customers. Financial Services. Why Databases Fail. Database Types That Succeed. Choosing Business Partners. Database Marketing and the Internal Struggle for Power A Farewell to the Reader.

Basic Marketing: A Marketing Strategy Planning Approach

Abstract: Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning Chapter 5: Demographic Dimensions of Global Consumer Markets Chapter 6: Final Consumers and Their Buying Behavior Chapter 7: Business and Organizational Customers and Their Buying Behavior Chapter 8: Improving Decisions with Marketing Information Chapter 9: Elements of Product Planning for Goods and Services Chapter 10: Product Management and New-Product Development Chapter 11: Place and Development of Channel Systems Chapter 12: Distribution Customer Service and Logistics Chapter 13: Retailers, Wholesalers, and Their Strategy Planning Chapter 14: Promotion-Introduction to Integrated Marketing Communications Chapter 15: Personal Selling and Customer Service Chapter 16: Advertising, Publicity, and Sales Promotion Chapter 17: Pricing Objectives and Policies Chapter 18: Price Setting in the Business World Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution Chapter 20: Managing Marketing's Link with Other Functional Areas Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing

Buyer Behavior in Marketing Strategy

Abstract: INTRODUCTION. Buyer Behaviour: The Core of Marketing. Foundations of Consumer Behaviour. A Basic Tool: The Consumer Decision Model. Appendix 3A, Conceptualization and Measurement of the CDM. Appendix 3B, Market Response Modelling with the Consumer Decision Model. FOUNDATIONS OF THE CONSUMER DECISION MODEL. Foundations of Information Processing Theory. Theory for Extensive Problem Solving. Theory for Limited Problem Solving. Theory for Routine Problem Solving. Extending the General Theory. Marketing Segmentation. STRATEGIC APPLICATIONS. Strategy for Introductory Stage. Strategy for Growth Stage. Strategy for Mature Markets. Strategy for Declining Markets. Market Entry. Social Marketing and Public Policy for Marketing. CONSUMER APPLICATIONS OF THE CONSUMER DECISION MODEL. Review of Regression. Quick'n'Easy I (revised). Quick'n'Easy II: Computer Mechanics. Determining Non-Linear and Interactive Relationships. RCA Videodisk Case and Questionnaire. Vega Case and Questionnaire. Financial Services Accounts Case and Questionnaire.

The Consumer Rules

Abstract: Marketing has traditionally deployed the rhetoric of consumer sovereignty and the efficiency of market relations to legitimize its role as an academic discipline and as a management practice. Draws on theoretical reflections and empirical field work in financial services to question elements of this rhetoric. It is only in recent years that, as a result of dramatic changes in the regulation and structuring of the industry, financial services has begun to subscribe to marketing as a basis for distribution and sales. Even then there is some question as to how prevalent the use of marketing concepts is in financial services. In deconstructing the rhetoric of marketing, also provides a fresh and sceptical view about its potential to deliver the benefits it claims, except perhaps in a limited sphere of the financial services. Many of the limitations of marketing, it is argued, revolve around the problematic nature of its assumptions about the consumer and the contradictory tension between claims to satisfy con...

The Roles of Marketing, Product Quality and Price Competition in the Growth and Composition of the U.S. Anti-Ulcer Drug Industry

Abstract: The introduction of Tagamet in the United States in 1977 represented both a revolution in ulcer therapy and the beginning of an important new industry. Today there are four prescription H2- antagonist drugs: Tagamet, Zantac, Pepcid and Axid, and they comprise a multi-billion dollar market for the treatment of ulcers and other gastric acid conditions. In this paper, we examine the determinants of sales in this market, using a carefully constructed data set made possible by IMS America. We concentrate particularly on the marketing of these drugs to physicians through detailing and medical journal advertising, and we make an innovative attempt to distinguish between 'industry-expanding' and 'rivalrous' marketing efforts. We find that the impact of total marketing on the expansion of overall industry sales declines as the number of products on the market increases. In addition, we find that the stock of industry-expanding marketing depreciates at a near-zero rate, while the stock of marketing oriented towards rivalrous market share competition depreciates at a 40% annual rate. We also find that the products' sales are affected significantly by price, quality attributes (such as number of FDA- approved indications and number of adverse drug interactions), and order of entry into the market.

Relationship marketing: Back to basics?

Abstract: Relationship marketing, however defined, has received considerable attention recently. To its advocates, relational exchange between buyer and seller represents a paradigm shift away from the traditional focus on individual transactional exchanges. Critics of relationship marketing argue that the concept is poorly defined and is merely a new way of describing what businesses have been doing for a long time. This paper recognizes that the need to develop long‐term relationships between an organization and its customers is becoming greater. It is however questioned whether marketing educators are providing students with the abilities to take a mature approach to relationship marketing issues, in line with the changing nature of employers' business. Suggestions for introducing relationship marketing to the undergraduate syllabus are made at a number of levels, from an additional module for an introductory “principles of marketing course” to a multi‐disciplinary degree majoring in relationship marketing.

The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model

Abstract: Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.