Marketing Intelligence & Planning
A convergence of Western marketing mix concepts and oriental strategic thinking (Конвергенция западной смеси маркетинговых концепций и восточного стратегического мышления) [статья]
Опубликовано на портале: 09-01-2003Sui Pheng Low, Martin C.S. Tan Marketing Intelligence & Planning. 1995. Vol. 13. No. 2. P. 36 - 46.
The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps - namely promotion, product, price, place, process management, personnel, physical facilities, public relations and power - are now the foundation for strategic planning in many companies. While the marketing mix concept remains an important framework for the Western world, its contribution towards the latter's declining economic prowess in recent years appears minimal. On the other hand, the East Asian economic powerhouse has grown from strength to strength. This can be attributed in no small way to certain oriental traditions and philosophies - not the least of which is Sun Tzu's The Art of War. Although The Art of War is now more than 2,000 years old, it remains the cornerstone for strategic planning in the East. Attempts to integrate the Western marketing mix concept with The Art of War from the East using examples drawn from the construction industry in Singapore. The lessons to be learned therefore should be useful for strategic planners in the Western marketing community.
Addressing organizational prerequisites in marketing planning programmes (Роль организационных предпосылок в программах маркетингового планирования) [статья]
Опубликовано на портале: 10-01-2003Lyndon Simkin Marketing Intelligence & Planning. 1996. Vol. 14. No. 5. P. 39 - 46.
Numerous experts believe that in practice the much-vaunted benefits of formalized marketing planning as extolled by Jain or McDonald often fail to materialize. Experience with many business-to-business organizations has shown that this does not have to be so: if managed and planned, marketing planning can indeed bring forth its well-publicized virtues. In addition, if the process is well conceived as well as carefully executed, there are significant benefits to be had in terms of relationships and communications, as described in this paper. Understanding the prerequisites of the marketing planning programme prior to initiation is essential.
Behavioral biases in the service encounter: empowerment by default? (Поведенческие трафареты в сервисной встрече: наделение силой по умолчанию?) [статья]
Опубликовано на портале: 10-01-2003Charles L. Martin, John Adams Marketing Intelligence & Planning. 1999. Vol. 17. No. 4. P. 192 - 201.
Discusses the findings of a study in which 309 service encounters between customers and customer-contact personnel in service businesses and retail stores were unobtrusively observed, to measure the occurrence of selected service behaviors (i.e. mostly interpersonal behaviors such as smiling, thanking customer, establishing eye contact, etc.), and to investigate possible behavioral biases. On average, only 72 percent of the measured behaviors were observed in each service encounter. Employees' behaviors were generally less likely to be observed when served customers were male, young, caucasian, or casually dressed. The propensity of frontline workers to systematically discriminate against some types of customers on bases that have little or nothing to do with customers' service requirements represents a downside of employee discretion dubbed as "empowerment by default".
Corporate intelligence and transformational marketing in the age of the Internet (Корпоративный интеллект и трансформационный маркетинг в эпоху Интернета) [статья]
Опубликовано на портале: 09-01-2003Peter R.J. Trim Marketing Intelligence & Planning. 2002. Vol. 20. No. 5. P. 259 - 268.
Strategic marketing has established itself as a separate body of marketing knowledge and forced marketing strategists to think more deeply about establishing long-term working relationships that are external to the organization. Relationship marketing has evolved and is playing an integral part in the formation of partnership arrangements in an era characterized by networks and technology utilization. The Internet represents an emerging vehicle for business transactions and is set to provide unique opportunities. Developing a mindset which takes into account the importance of strategic marketing, the necessity for relationship marketing and the interactivity offered by technology, are of interest to marketers who are employed within a strategic capacity. In view of this, senior marketing personnel need to pay attention to the areas of corporate intelligence and transformational marketing, if, that is, the organization is to develop a sustainable competitive advantage in a fast moving, complex and increasingly unpredictable world. It also means that senior management need to think in terms of establishing a number of distinct groups within the organization.
Customer Acceptance: The Key to Successful Introductions of Innovations (Принятие клиента: ключ к успешному введению инноваций) [статья]
Опубликовано на портале: 10-01-2003Paul A. Herbig, Ralph L. Day Marketing Intelligence & Planning. 1992. Vol. 10. No. 1.
Of the three ingredients required for a commercially successful innovation to occur - the technological feasibility, the entrepreneur, and the customer need/want - the most important is customer need. The notion of customer acceptance of a technological innovation prior to its diffusion has largely been neglected in research on marketing. However, marketing personnel and the entire business community need to understand the reasons behind customer acceptance or rejection in order to become more efficient in research and development and to contribute to the competitiveness and profitability of the firm. Examines the determinants of diffusion; those factors which determine whether or not an innovation is accepted, with special note of determinants of customer acceptance of an innovation.
Опубликовано на портале: 09-01-2003Barbara R. Lewis Marketing Intelligence & Planning. 1989. Vol. 7. No. 5.
The quality of service and customer care in the context of the marketing of services are considered. The focus on the distinguishing characteristics of services, definitions of service quality and the use of consumer research assessing expectations of and satisfaction with service quality - providing examples from a variety of organisations. Particular attention is given to the interpersonal interactions between contact personnel in service companies and customers, and the need for internal marketing, a consumer orientation, and the consequent provision of customer care, with reference to a number of examples in the tourism and finance service sectors.
Developing Customer Care Training Programmes (Развитие тренинговых программ с учетом интересов потребителя) [статья]
Опубликовано на портале: 10-01-2003David Clutterbuck Marketing Intelligence & Planning. 1989. Vol. 7. No. 1.
The real nature of customer care is defined as being more than making customers smile. The five main requirements are: understanding the customers, methods of measuring service quality, involving employees at all levels, devolving decision taking on customer care and communication.
Environmental scanning and organizational culture (Анализ внешней среды и организационная культура) [статья]
Опубликовано на портале: 09-01-2003Carl L. Saxby Marketing Intelligence & Planning. 2002. No. 1. P. 28-34.
This paper examines the connection between environmental scanning for market intelligence, organizational culture and generic strategies. The generic strategies, based on the Miles and Snow typology, are related to the organizational culture types developed by Deshpande et al. An enhanced model of the one proposed by Deshpande et al. is presented. By providing a more complete model, it is possible to more accurately represent an organization's interaction with its environment with respect to its generic strategy and scanning approach. Propositions are presented pertaining to the type of scanning approach utilized by organizations in each quadrant. The paper concludes with planning implications for each quadrant.
Professionalizing Marketing: The Public Face Portrayed in Recruitment Advertisements (Профессиональный маркетинг: отображение образа общественности в объявлениях о приеме на работу) [статья]
Опубликовано на портале: 10-01-2003Brian P. Mathews, Tom Redman Marketing Intelligence & Planning. 1994. Vol. 12. No. 9. P. 30 - 36.
The content and wording of job advertisements not only is important in attracting the appropriate candidate, but also provides insights into the professional status of a particular post and its standing in the organization. Reports on a content analysis of advertisements for marketing posts and examines key dimensions related to professionalism, i.e. qualifications, personal attributes or characteristics and experience. In the second part, uses similar posts drawn from personnel management advertisements as a basis for comparison. Finds that job advertisements in marketing do not emphasize aspects associated with professionalism. More specialized areas do tend to be a little more demanding, but the image of professionalism conveyed in the personnel job advertisements are much higher. Discusses this difference between the images conveyed by the two disciplines in terms of competition between the professions.
Опубликовано на портале: 09-01-2003Ronald E. Goldsmith Marketing Intelligence & Planning. 1999. Vol. 17. No. 4. P. 178 - 185.
Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either "individualisation", "mass-customisation", or as we prefer, "personalisation". The core of this practice involves tailoring goods and services to the individual needs and wants of specific consumers, just the opposite of one-size-fits-all. We propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix, the 8Ps