Marketing Intelligence & Planning
Опубликовано на портале: 09-01-2003
Sui 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.
Опубликовано на портале: 10-01-2003
Lyndon 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.
Опубликовано на портале: 10-01-2003
Charles 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".
Опубликовано на портале: 09-01-2003
Peter 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.
Опубликовано на портале: 10-01-2003
Paul 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: 09-01-2003
Barbara 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.
Опубликовано на портале: 10-01-2003
David 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: 09-01-2003
Carl 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.
Опубликовано на портале: 10-01-2003
Brian 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: 09-01-2003
Ronald 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
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