Journal of Marketing Practice: Applied Marketing Science最新文献_第6页

Cultural obstacles to market orientation 市场导向的文化障碍

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-12-01 DOI: 10.1108/EUM0000000004135

L. Harris

引用次数: 80

Marketing implementation: building and sharing real market understanding 营销执行:建立和分享真正的市场理解

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-09-01 DOI: 10.1108/EUM0000000004300

N. Piercy, N. Lane

{"title":"Marketing implementation: building and sharing real market understanding","authors":"N. Piercy, N. Lane","doi":"10.1108/EUM0000000004300","DOIUrl":"https://doi.org/10.1108/EUM0000000004300","url":null,"abstract":"Suggests that one of the most critical problems faced in achieving the implementation of market strategies is building consensus among managers and technical specialists that change in strategy is needed, to respond to change in the outside marketplace. Observes that without the belief of key players in the need for strategic change, attempts to implement new strategies are likely to be ineffective. However, building this consensus is not likely to be achieved by management direction alone. We face the barrier of corporate culture acting as “the way we see things here”. Demonstrates a structured approach to building real market understanding among key players and line managers as a precursor to developing and implementing new market strategies, which has been used with a large number of companies. It is not a perfect answer, but the approach has proved useful in helping to break free of the inertia of the status quo in managers’ minds. The technique also has some notable implications for the role of the marketing planner and analyst ‐ a move from “teller” and reactive information provider, to manager of the continual process of building market understanding.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"136 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124260610","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: 10

Critical issues in implementing marketing 实施市场营销的关键问题

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-09-01 DOI: 10.1108/EUM0000000004297

M. Meldrum

引用次数: 45

Marketing: the need to contribute to overall business effectiveness 市场营销:需要为整体业务效能做出贡献

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-09-01 DOI: 10.1108/EUM0000000004296

Alistair Grant

引用次数: 7

Interactive services: how to identify and target the new markets 互动服务:如何识别和定位新市场

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-09-01 DOI: 10.1108/EUM0000000004298

P. Kangis, Kathy Rankin

{"title":"Interactive services: how to identify and target the new markets","authors":"P. Kangis, Kathy Rankin","doi":"10.1108/EUM0000000004298","DOIUrl":"https://doi.org/10.1108/EUM0000000004298","url":null,"abstract":"Suggests that the development of new interactive service is stimulating the global convergence of the telecommunications, computer and media markets, creating an integrated industry, but there is some doubt about customer demand and how to approach it. Presents a study which contributes to the discourse on segmentation with a view to targeting. Tests the hypothesis that there is a relationship between the early adoption of previous technological innovations introduced over the past 15‐20 years and the predisposition to use new interactive services. The results of a small scale survey did not lend full support to this hypothesis; associations were established only in a small number of pairs of innovations. There were, however, significant subsegments within the sample which were positively predisposed to using education services, travel, news/information and video‐on‐demand through the new interactive technologies. Within the evidence examined, it could not be established that early adopters of communications and computer products are necessarily a starting target market for emerging technologies. Concludes that exploitation of interactive services requires recognition of the likely existence of differentiated market segments and thus the crafting of focused marketing strategies for different service packages.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"54 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127466085","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

Measuring the joint effect of brand and country image in consumer evaluation of global products 衡量品牌和国家形象在消费者对全球产品评价中的联合效应

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-08-01 DOI: 10.1108/EUM0000000004387

Israel D. Nebenzahl, Eugene D. Jaffe

引用次数: 190

Reasoned action theory: an application to alcohol‐free beer 理性行为理论:在无酒精啤酒上的应用

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-06-01 DOI: 10.1108/EUM0000000000020

N. Thompson, Keith E. Thompson

{"title":"Reasoned action theory: an application to alcohol‐free beer","authors":"N. Thompson, Keith E. Thompson","doi":"10.1108/EUM0000000000020","DOIUrl":"https://doi.org/10.1108/EUM0000000000020","url":null,"abstract":"Observes that between 1985 and 1989 consumption of low‐alcohol and alcohol‐free beer grew by over 500 per cent, yet expectations of a large and expanding market into the 1990s were not fulfilled, partly because of economic downturn. Explains that as the economy recovers, some brewers are anticipating renewed growth. Reports an application of reasoned action theory to the roles of attitudes, norms, behavioural control and habit in predicting behavioural intention regarding consumption of alcohol‐free beer, in the very different market environment of the 1990s. Details how data were collected by means of a postal questionnaire, which revealed, unexpectedly, that not getting drunk was not found to be an important predictor of intention, and, instead, behavioural intention was chiefly determined by beliefs concerning taste and health. Also discovered that normative influences, especially friends for non‐users and family for users, were secondary predictors, and that neither habit nor perceived behavioural control added to the efficacy of the model. Concludes, however, that this does not necessarily negate the potential value of perceived behavioural control, and makes some suggestions for the practical application of the findings to marketing strategy.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129348094","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: 67

Developing key account management competences 发展大客户管理能力

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-06-01 DOI: 10.1108/EUM0000000000018

T. Millman, K. Wilson

{"title":"Developing key account management competences","authors":"T. Millman, K. Wilson","doi":"10.1108/EUM0000000000018","DOIUrl":"https://doi.org/10.1108/EUM0000000000018","url":null,"abstract":"Argues that key account management (KAM) in industrial and business‐to‐business markets has its roots in sales management where it has long been recognized that customers of strategic importance require special treatment. Explains that, more recently, growing interest among academics and practitioners in relationship marketing has forced KAM centre stage as one of the few seemingly tried and tested approaches to customer retention and development, but that this trend has exposed three interrelated problems for the adoption of KAM systems. Maintains that: first, many companies have merely extended their traditional approaches to major account selling, rather than transforming their internal processes to accommodate the wider relational aspects of KAM; second, there has been a rush to define managerial competences and best practice, with little theoretical or empirical underpinning; and third, despite parallel developments in purchasing and supply‐chain management, there has been a tendency for the sellers’ perspective to dominate implementation issues. Addresses these problems by operationalizing the relational development model outlined in an earlier article entitled “From key account selling to key account management” (JMP, Vol. 1 No. 1). Draws on the findings from ongoing empirical research which takes the buyer/seller dyadic relationship as the unit of analysis to provide a critique of the relative neglect of KAM processes in preference to outputs in the form of managerial competences.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115340956","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: 78

Industrial marketing relationships and open‐to‐tender contracts 行业营销关系和公开招标合同

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-06-01 DOI: 10.1108/EUM0000000000019

B. Donaldson

{"title":"Industrial marketing relationships and open‐to‐tender contracts","authors":"B. Donaldson","doi":"10.1108/EUM0000000000019","DOIUrl":"https://doi.org/10.1108/EUM0000000000019","url":null,"abstract":"Explores the complexity of supply‐chain management businesses, such as the motor industry and electronics, looking at new initiatives which are emerging between role partners in an effort to reconcile the needs of quality, cost reduction, innovation and customer satisfaction. Observes current trends towards achieving these difficult objectives which promote closer buyer‐seller relationships, joint ventures and strategic alliances, yet notes that the open‐to‐tender bidding process is still extensively used for a number of key components and services. Based on a study within the Scottish electronics industry, examines the effects of open‐to‐tender contracts on total quality management and on buyer‐supplier relationships. Suggests that, while both buyers and their suppliers are talking the relationship game, the reality is that the rules are seldom explicit, communication between the parties is inadequate and therefore relationships tend to be on a superficial level, and lacking real commitment on joint product development, cost reduction strategies and effective integrated systems. Found that competitive tendering came into conflict with the total quality management philosophy, and that attempts to build and sustain long‐term relationships were undermined by short‐term competitive pressures.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"126 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128087450","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: 24

A personal view of the marketing challenge 个人对营销挑战的看法

Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-06-01 DOI: 10.1108/EUM0000000000021

Paul Wilkinson

引用次数: 0