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Journal of Marketing Practice: Applied Marketing Science最新文献

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Idea generation techniques in an industrial market 工业市场中的创意生成技术
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1997-06-01 DOI: 10.1108/EUM0000000004336
N. Coates, I. Cook, H. Robinson
{"title":"Idea generation techniques in an industrial market","authors":"N. Coates, I. Cook, H. Robinson","doi":"10.1108/EUM0000000004336","DOIUrl":"https://doi.org/10.1108/EUM0000000004336","url":null,"abstract":"There is a dearth of published research on the assessment of idea generation techniques. Helps to rectify this and examines idea generation techniques within the new product development process by an in‐depth study of the measuring, checking and precision instruments industry (SIC 3710). Data were collected from 47 companies using telephone interviews. Over 80 per cent of manufacturing respondents claimed to use some form of idea generation technique in their new product development process for new product idea generation or problem solving purposes, with larger companies using more techniques than smaller ones. However, none of the companies’ last new product was initiated by the use of an idea generation technique. It is therefore difficult to justify the resources that idea generation techniques presently consume. The origin of most new product ideas was the customer.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1997-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131962114","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 28
Characteristics affecting charitable donations: empirical evidence from Britain 影响慈善捐赠的特征:来自英国的经验证据
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1997-03-01 DOI: 10.1108/EUM0000000004318
B. Schlegelmilch, A. Diamantopoulos, Alix Love
{"title":"Characteristics affecting charitable donations: empirical evidence from Britain","authors":"B. Schlegelmilch, A. Diamantopoulos, Alix Love","doi":"10.1108/EUM0000000004318","DOIUrl":"https://doi.org/10.1108/EUM0000000004318","url":null,"abstract":"The need for charity services in Britain is increasing, particularly since the introduction of government incentives such as ‘Care in the Community’. However, large scale surveys of individual giving in Britain have indicated that donations to charity are at best remaining static. Careful administrative use of funds and accurate targeting of donors are therefore vital to a charity’s survival. Utilises empirical data from a nation‐wide survey to investigate in how far it is possible to accurately identify likely donors. Provides suggestions on how such information may be utilised in formulating fund‐raising strategies.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1997-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123603216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 95
Sources of effectiveness in the business‐to‐business sales organization 企业对企业销售组织中有效性的来源
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1997-03-01 DOI: 10.1108/EUM0000000004320
N. Piercy, D. Cravens, Neil A. Morgan
{"title":"Sources of effectiveness in the business‐to‐business sales organization","authors":"N. Piercy, D. Cravens, Neil A. Morgan","doi":"10.1108/EUM0000000004320","DOIUrl":"https://doi.org/10.1108/EUM0000000004320","url":null,"abstract":"The significance of the search for sales organization effectiveness is underlined by the major costs represented by the field salesforce for many organizations, and it is heightened by the pressures of global competition and new challenges to develop long‐term customer relationships as the foundation for competitive and sustainable marketing strategies. A study of sales management in British companies adds to an emerging research stream by identifying certain characteristics of superior performance and effectiveness in the business‐to‐business sales organization. We find that conventional measures of salesforce size, call‐rates, costs and productivity reveal relatively little about the differences between more effective and less effective sales organizations and may be dangerously misleading. The hallmarks of effective sales organizations we found to be: balanced compensation strategy; successful salesperson characteristics, in terms of motivation, customer orientation, team orientation, and sales support orientation; high performance in the drivers of sales effectiveness, i.e. sales presentation, technical knowledge, but most particularly adaptiveness, teamwork, sales planning, and sales support; the use of behaviour‐based control approaches involving effective monitoring, directing, evaluating and rewarding activities by sales managers; and, sound organizational structures. The research findings contribute benchmarks to a powerful management agenda to be addressed by executives in pursuing sales organization effectiveness.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1997-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123605668","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 61
The application of marketing research in the Birmingham Dental Hospital 市场营销研究在伯明翰牙科医院的应用
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1997-03-01 DOI: 10.1108/EUM0000000004319
J. Harrison, W. Roberts., R. Pinson, B. Dorning
{"title":"The application of marketing research in the Birmingham Dental Hospital","authors":"J. Harrison, W. Roberts., R. Pinson, B. Dorning","doi":"10.1108/EUM0000000004319","DOIUrl":"https://doi.org/10.1108/EUM0000000004319","url":null,"abstract":"In itself market research is unremarkable ‐ as were the methods in this particular instance ‐ but the context, i.e. the Birmingham Dental Hospital, was untypical, even by contemporary health standards. Reform of the public sector/NHS and the creation of the “internal market” have created conditions increasingly appropriate to the application of the marketing paradigm. This paper reports one such application and demonstrates the organizational benefits to be derived from marketing research in an unusual health care “provider” setting. Particular benefits included: the ability to conduct informed contract negotiation within the internal market; pursue service design and quality strategies to retain customers and maintain market share; and, the generation of an evidence based agenda to provoke internal change. As such it is an important contribution to understanding the changing nature of NHS culture and thus augments the health, dental and marketing literature(s).","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"205 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1997-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123263028","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Some issues in conducting customer satisfaction surveys 进行顾客满意度调查的一些问题
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1997-03-01 DOI: 10.1108/EUM0000000004317
Binshan Lin, Charlotte A. Jones
{"title":"Some issues in conducting customer satisfaction surveys","authors":"Binshan Lin, Charlotte A. Jones","doi":"10.1108/EUM0000000004317","DOIUrl":"https://doi.org/10.1108/EUM0000000004317","url":null,"abstract":"Difficulties in conducting effective surveys to address customer satisfaction issues can be a significant problem in marketing practice. Addresses four of the most crucial methodological issues encountered with customer satisfaction surveys, namely sampling frames, quality of survey data and instruments, non‐response problems, and reporting of results and interpretation. Provides implications and guidelines.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1997-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124262160","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 33
Cultivating global experience curve advantage on technology and marketing capabilities 在技术和营销能力上培育全球经验曲线优势
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004460
T. Chang
{"title":"Cultivating global experience curve advantage on technology and marketing capabilities","authors":"T. Chang","doi":"10.1108/EUM0000000004460","DOIUrl":"https://doi.org/10.1108/EUM0000000004460","url":null,"abstract":"Multinationals usually face challenges of new business practices, dynamic consumer preferences, location choices for different value chain activities, and effective co‐ordination of global operations. Suggests that multinationals cultivate global experience curve advantage by improving technology and marketing capabilities for coping with rapid changes in the global marketplace. Uses the PIMS database to examine the impact of such capabilities on a firm’s performance. Indicates that companies with higher technology and marketing capabilities tend to expand into international markets earlier and to enjoy better performance. In addition, a synergy effect between technology and marketing capabilities suggests that multinationals improve both simultaneously in raising market share to a desired level. Discusses a framework for developing global experience curve advantage and presents cases illustrating how multinationals utilize their technology and marketing capabilities successfully to create competitive edg...","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"75 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114876281","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 58
Marketing implementation in the UK engineering industry 英国工程行业的市场营销实施
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004134
M. Rafiq, Richard A. Pallett
{"title":"Marketing implementation in the UK engineering industry","authors":"M. Rafiq, Richard A. Pallett","doi":"10.1108/EUM0000000004134","DOIUrl":"https://doi.org/10.1108/EUM0000000004134","url":null,"abstract":"Based on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing orientation philosophy, but need to do much more if they are to be internationally competitive. In the survey 40 per cent of the firms were either product or production oriented, 7 per cent of them classified themselves as sales oriented and only 53 per cent of the companies professed to be marketing oriented. Marketing orientation tends to be overstated, as the role of marketing is largely seen as one of selling with emphasis on communications. Market research is extremely poorly funded. Planning tends to be short term and financially oriented. Provides evidence that marketing‐oriented firms are more likely to achieve higher profits than those that are not.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117289505","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
The future of marketing: old age or second adolescence? 营销的未来:老年还是第二次青春期?
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004133
J. Brady
{"title":"The future of marketing: old age or second adolescence?","authors":"J. Brady","doi":"10.1108/EUM0000000004133","DOIUrl":"https://doi.org/10.1108/EUM0000000004133","url":null,"abstract":"Suggests that the role of marketing, particularly in the fast‐moving consumer goods sector, is changing with the business environment. Points out that the need to maximize shareholder value is currently often a more important organizational objective than simply increasing market share. Also posits that the restructuring of many fast‐moving consumer goods markets has changed competitive priorities and that the shift from manufacturing to service industries poses new challenges. Asserts that, to maintain credibility, marketing must address these issues.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"122 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115780979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Product standardization or adaptation: the Japanese approach 产品标准化或适应:日本方法
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004136
L. C. Leonidou
{"title":"Product standardization or adaptation: the Japanese approach","authors":"L. C. Leonidou","doi":"10.1108/EUM0000000004136","DOIUrl":"https://doi.org/10.1108/EUM0000000004136","url":null,"abstract":"Focuses on the issue of product standardization versus adaptation, with special reference to the practices of Japanese multinational companies (MNCs) operating in the Middle East. Reveals that the degree of adaptation of Japanese goods is generally moderate, with labelling, packaging and internal features attracting most alterations. Product adaptations were more profound among firms producing consumer goods, as well as those having a long presence in the Arab market. Also suggests that the impact of factors affecting the standardization/ adaptation decision differed according to the specific product aspect, with demographic and political‐legal forces being the most influential overall. With respect to future product strategy, participant firms stated that they would proceed more or less as at present, the only exception being some additional adaptations as regards external characteristics of the product.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"31 3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123894197","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 42
The effect of quality circles on perceived service quality in financial services 金融服务中质量圈对感知服务质量的影响
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004137
Fiona Millson, M. Kirk-Smith
{"title":"The effect of quality circles on perceived service quality in financial services","authors":"Fiona Millson, M. Kirk-Smith","doi":"10.1108/EUM0000000004137","DOIUrl":"https://doi.org/10.1108/EUM0000000004137","url":null,"abstract":"Over the past decade much has been written on service quality (SQ) in the financial services industry and on the value of quality circles (QCs) in service industries in general. The SQ literature propounds the competitive importance of achieving high standards of SQ in service companies and documents the advantages and difficulties of maintaining these high standards. In a different area of management, quality circles (QCs) have been developed as a method of improving processes within companies, with a literature citing widely held beliefs about the benefits of running QC programmes. However, few, if any, previous writers have analysed how QCs and their advantages relate to SQ, despite the potential synergies between the two areas. Reviews both service quality and quality circles, identifies the relation between the two within the framework of gap analysis, and presents empirical work carried out within Midland Bank, investigating this relationship. Finally, presents a 12‐stage approach to implementing a QC programme.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"83 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131143537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 23
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