bluuebunny/crossref_metadata_2025 huggingface dataset:
Buyer/Seller Relationships in Japan and Germany: An Interaction Approach
Authors: Campbell N.C.G.
Published: September 2004

Looks at how Germany and Japan have achieved success in economic growth and new technology and in penetrating foreign markets. Examines the development and handling of buyer/seller relationships in both countries. Discusses four groups of variables: the approach environment; interaction parties; the interaction process; and the interaction atmosphere. Reveals that Japan places a great deal of importance on innovation in buyer/seller relationships, even more so than Germany.
Marketing Objectives in UK and US Manufacturing Companies
Authors: Shipley David D.
Published: September 2004

Focuses on the nature of marketing objectives and on facets of their time‐relatedness, flexibility and consistency. Compares the nature of the objectives as between domestic and export markets, and US and UK markets. Concludes that there is very little difference between UK and US markets, although the US organizations tend to have longer term objectives, which shows them in a more favourable light.
A Comparative Study of Manufacturers' Sales Subsidiaries and Manufacturers' Sales Finance Subsidiaries in the UK, USA, Canada and Japan
Authors: Seto Hiroaki
Published: September 2004

Attempts to examine the roles and purposes of manufacturers' sales subsidiaries by means of a survey carried out in the UK, the USA, Canada and Japan. Suggests that, in the UK and the USA, these subsidiaries have room for improvement.
The Marketing of Services: Managing the Intangibles
Authors: Rushton Angela M. , Carson David J.
Published: September 2004

Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of interviews with managers in service industries across a broad range. Provides evidence which strongly suggests that product intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products. Proposes that marketing needs to address these problems by suitably adapting existing tools and providing new concepts to explain and manage intangibility correctly.
A Multinational Approach to New Product Development
Authors: Espey James
Published: September 2004

Proposes that for a company to survive it must be aware of change and react constructively to the opportunities which this creates. Outlines one situation where this problem appears to have been addressed by analysing International Distillers and Vintners successful efforts to develop a new product. Concludes from this example that it is important to find the right internal environment and organized structure.
Export Stimulation: A Segmentation Study of the Exporting Problems of Australian Manufacturing Firms
Authors: Barrett Nigel J. , Wilkinson Ian F.
Published: September 2004

Looks at the importance of manufactured exports with regard to Australia's future economic progress. Identifies different types of manufacturing organizations in terms of their actual and perceived export‐related problems. Uses this as a basis for addressing the likely effects of export promotion and assistance schemes. Proposes that, by removing or minimizing these barriers, governments and other change agents can help stimulate export activities. Concludes that by implementing such a strategy there is likely to be development of a more cost‐effective export assistance policy.
Keys for Success in Exporting to the US Market
Authors: Darling John R.
Published: September 2004

Posits that there are many opportunities emerging for profitable participation in the US market by foreign business firms. Offers ten key points for business success in the US marketplace, going on to analyse these. Concludes that each of these points should be addressed to achieve an optimum impact on the US market.
Export Market Research Orientations of Turkish Firms
Authors: Bodur Muzaffer , Tamer Cavusgil S.
Published: September 2004

Contrasts a group of exporters based on their choice of traditional versus newer export markets. Uses a sample of 88 Turkish exporters, contrasting the two groups (traditional and export) with respect to: organizational and resource characteristics; information use behaviour; criteria used in assessment of export markets; and levels of involvement in international market research. Reveals that the results indicate a lack of a planned systemic approach to exporting from both groups.
Cognitive Style and Consumer Innovativeness: An Empirical Test of Kirton's Adaption‐Innovation Theory in the Context of Food Purchasing
Authors: Foxall Gordon , Haskins Christopher G.
Published: September 2004

The identification of consumer innovators offers marketing managers the opportunity to tailor new products to the buyers who initiate the diffusion of innovations. Progress has been made in identifying such consumers in economic and social terms, but there are advantages of cost and convenience in isolating the personality profiles of innovators, during pre‐launch product testing. However, innovative consumer’s personality traits proved elusive. Reports an investigation of innovative brand choice in the context of new food purchasing employing the Kirton Adaption‐Innovation Inventory (KAI). This test of cognitive style correlates with several personality traits associated with innovativeness; it also has high validity in the prediction of behaviour. The research investigated the predictive validity of the KAI over a range of product continuity/discontinuity. The results suggest an operational measure of product continuity/discontinuity and supports the use of the KAI as a marketing tool.
Marketing Concept and Customer Orientation
Authors: Dickinson Roger , Herbst Anthony , O’Shaughnessy John
Published: September 2004

Examines the marketing concept (MC) and its foundation of customer orientation. Proposes that the General Electric Company promulgated MC and that this followed the Second World War, before being accepted formally by academics. States that the two major concepts are: that consumers know what they want; and that consumer sovereignty prevails. Believes marketers cannot take consumers as a given nor take them for granted and neither can manufacturers or they will also suffer. Questions whether consumers are always informed about products and what exactly they require and whether firms see themselves as merely responding to the market flow. States, in conclusion, that marketing communications can help shape wants and beliefs and that marketers should aim their best efforts at this area to enable better contacts.
Own Brands and the Cookware Market
Authors: McMaster Derek
Published: September 2004

Own brands are now emerging in the cookware market, and retailers are thus implementing strategies which influence manufacturers, traditional shopping outlets and consumer shopping style. This new trend is examined, seeking correlation with other market sectors which have already absorbed the own‐brand factor, relating what is current practice in the cookware market, identifying retailers' own and mixed brand policies and considering consumer choice factors. Cookware brand developments are not expected to differ from those of other sectors. Retailers will try to lead the market through product advancement, while manufacturers must seek to protect their brands by developing added value and using strong marketing strategies to promulgate anti‐own brand products.
Global Competition for Environmental Markets: The Case of the Water Pollution Control Equipment Industry
Authors: Gross Andrew C.
Published: September 2004

Describes how pollution control spending around the world is set to increase from $70 billion (1979) to $115 billion in 1990 in real terms. Expands on the theory that cleaning up ‐ or preventing mistakes ‐ in the environment makes for financial and healthwise good sense. Posits that cleaner air leads to fewer respiratory problems and cleaner water in most areas of manufacturing results in lower fuel use. Focuses on trade, end use competitive modes and marketing patterns regarding water pollution control equipment (WPCE). States that WPCE shipments world wide are projected to rise from $3.3 billion in 1979 to $5.4 billion in 1990, and that this is a dynamic market worthy of investigation. Reports on the methodology, international trade, types of equipment structure and competition and expresses these with the aid of explicit tables. Finishes by estimating size of national, regional and global markets but acknowledges that there are gaps. Concludes that competition is keen but strong market opportunities remain for procedures around the globe in upcoming years.
Grocery Generics — An Extension of the Private Label Concept
Authors: McGoldrick Peter J.
Published: September 2004

Discusses individual generic ranges based on a series of interviews with senior personnel in major retail companies. Presents data from a survey of 200 generic purchasers, outlining the methodology and findings. Reveals that, in the UK, conditions are suitable for the development of generic ranges within the grocery sector.
Price‐Size Relationships and Customer Reactions to a Limited Unit‐Pricing Programme
Authors: McGoldrick Peter J. , Marks Helen J.
Published: September 2004

Notes that, in the UK, the introduction of unit pricing has been met with fierce opposition. Reveals the empirical results from interviews which were conducted with managers in major grocery retail companies. Also provides data from a price/size audit carried out in five major grocery stores. Concludes that results from both of these indicate that a widespread unit pricing programme would be considered an asset by a significant number of shoppers if this was to be explained adequately.
Methodological Framework for a Cross‐National Comparison of Consumerism Issues in Multiple Environments
Authors: Kaynak Erdener , Wikström Solveig
Published: September 2004

Discusses conceptualizations of consumerism activity across Sweden, Canada, and Turkey, providing background data and information on these countries. Offers certain policy guidelines for practising multinational marketing managers which it proposes will give the best strategies to be employed in the different marketplaces of each of these countries.
The Consumer in a Socialist Economy
Authors: Kostecki M.M.
Published: September 2004

Gives a brief look at the problem of consumer satisfaction in a Marxist economy. Suggests that, in such an economy, consumer satisfaction is not the ultimate aim, but rather the emphasis is on product for consumption and not needs and tastes. Questions whether reform aiming at managerial freedom and consumer choice would be acceptable in a socialist economy. Proposes that this is a crucial for the future development of European socialist economies.
Aspects of Price Policy, Product Policy and Costs in a Recession
Authors: Schäfter U. , Roper M.T.
Published: September 2004

Examines the interrelationship between price, product and investment policy and costs, interdependence of product and price polices, and the effect of fluctuation in economy. Posits that there are several intrusive factors operating on this system of relationships with respect to the sales market, e. g. the state of the economy, competition and technical advances. Identifies three strategies which may be employed in the case of changeover from one state to another. Concludes that the policy employed by an organization is dependent on the market position of a product and its durability pre‐recession.
Consumer Movement and Advertising Regulation in the International Environment: Today and the Future
Authors: Ryans John K. , Samiee Saeed , Wills James
Published: September 2004

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are playing an ever‐increasing role in the move towards stranger advertising regulation, noting the impact which they have achieved. Concludes that European and US business people see consumer organizations as not being representative of consumers in general and also as being anti‐advertising.
Marketing and Non‐Profit‐Making Organisations
Authors: Yorke D. A.
Published: September 2004

Looks at the application of marketing philosophy to non‐profit‐making organizations, looks briefly at the work of Kotler and Levy. Examines similarities between non‐profit‐making and profit‐making organizations, and investigates the role of local government in the marketing of non‐profit‐organizations. Concludes that the growth pressure being put on local government to justify the existence of their non‐profit‐making organizations means that the role of marketing in this area must become an important factor.
The Marketing of Public Library Services in the United Kingdom — The Rationale for a Marketing Approach
Authors: Cronin Blaise
Published: September 2004

Outlines the rationale for a marketing approach to the management of public library services. Looks at the history of public library services and their social and technological changes. Concludes that, after more than a century, the public library movement in the UK still does not have a coherent sense of purpose, or a strong public image, and that marketing could provide a basis for their improvement.
Public Libraries Can and Do Make a Difference: A Case to be Proved
Authors: Coleman Pat
Published: September 2004

States that public libraries are under threat of decreased financial resources owing to government expenditure restrictions. Suggests that the purpose of public libraries must be clearly established and objectives defined in order to justify their existence in some instances. Looks at traditional librarianship and then at needs‐based librarianship, providing a model to and in the establishment of library objectives and purpose. Proposes that the model will provide a basis on which to build an open and responsive public library service. Concludes that it is only through the involvement of the library's public that it can hope to survive.
A Reference Library Talks to its Users
Authors: Durcan A.
Published: September 2004

Outlines a recent experiment in user research carried out by Derbyshire Library Service, by means of a survey. Seeks to discover if the right range of services or products are being provided for user's needs. Concludes that such surveys may provide a catalyst for change in that they can be used as a basis on which to make decisions to improve the performance of the library service.
Marketing the Library Service — Sales and Promotion
Authors: Turner Norman
Published: September 2004

States that the present recession and associated government policy on local authority expenditure has hit hard at library services throughout the UK. Proposes that libraries should focus on marketing their services in order to establish their cost‐effectiveness. Looks at the dynamics of marketing: identify your product, identify your market, and bring product and market together. Examines how this can be implemented in the library area to establish the role of the organization and thus its effectiveness. Proposes that the library organization will only survive if it takes into account all these factors.
Influencing Politicians
Authors: Usherwood R.
Published: September 2004

Posits that library public relations are concerned with effective management of communication between the library organization and its public. Suggests that, because of this fact the goodwill of elected community representatives is an important factor in the maintenance of a library's wellbeing. Examines some methods by which this has, or might be achieved. Concludes that the long‐term survival of public library services may well depend on the ability to present them to our political rulers in an effective and persuasive way.
Sales Promotions and the Marketing of Local Government Recreation and Leisure Services
Authors: Cowell Donald W.
Published: September 2004

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.
Local Authority Publishing in the United Kingdom
Authors: Kennington D.
Published: September 2004

Looks at the types of published material available through libraries, museums, art galleries and records offices under the direction of local authorities. Examines the importance of publishing material, and investigates the marketing strategies for these publications. Concludes that, with an increase in pressure on local authorities to provide recreational and leisure activities such publishing has great importance in the survival of just such activities.
Perceived Risk in Grocery Outlet Selection: A Case Study in Saudi Arabia
Authors: Yavas Ugur , Tuncalp Secil
Published: September 2004

States that perceived risk is an integral component of contemporary models/theories of consumer behaviour. Assesses if perceived risk is a determinant of supermarket patronage using Saudi Arabia as an example. Draws the conclusions that: perceived risk is a determinant of supermarket patronage in developing countries; and it leads to variations in grocery shopping characteristics.
An Alternative Paradigm for Marketing Theory
Authors: Dixon D.F. , Wilkinson I.F.
Published: September 2004

States that marketing theory experienced a scientific crisis 30 years ago and a new paradigm of “functionalism” emerged, however, current thinking in marketing reflects the older paradigm of “normal science”. Suggests a research agenda rooted in the “functionalist” paradigm. Concludes that the “functionalist” paradigm provides a general analytical framework for the study of marketing in which the firm is placed in the hierarchy of marketing systems, which can be used to guide research in marketing.
Expectations and Results of Contractual Joint Ventures by US and UK MNCs in Eastern Europe
Authors: Paliwoda Stanley J. , Liebrenz Marilyn L.
Published: September 2004

Uses ten case studies to illustrate technology transfer to Eastern Europe in the form of contractual joint ventures. Defines the basic concept of industrial co‐operation or contractual joint venture, providing a working definition and an internationally accepted definition. Investigates the expectations of companies embarking on this type of venture by means of interview results, comparing these.
The Pacific Rim—Vision or Reality?
Authors: Kiel Geoffrey C. , Howard Carol Ann
Published: September 2004

Examines the importance of the Pacific Rim in terms of its market potential and of economic growth. Looks at the extent to which it rivals the European Community, and also the implications of the developments in the Pacific Rim for international marketing strategy. Concludes that the Pacific Rim is a reality with respect to the economic development of several Pacific Rim countries over the past decade, and with respect to the level of trade within that area. Proposes, however, that it is still a vision with respect to developing close formal ties with the European Community.
Consumerism in an Era of Decline: Does it still have a future?
Authors: Box Jo M. F.
Published: September 2004

Proposes that the 1980s will cause a shift of trends in the area of consumerism, owing to a rapid increase in unemployment and a reduction in incomes. Investigates how consumerism could behave in these circumstances, looking in particular at the situation in The Netherlands. Concludes that the future of any organization lies in the extent of its recognizing social trends and needs.
The Marketing of Hops in Great Britain: A Study of Changing Structures and Farmers' Attitudes
Authors: Ilbery Brian W.
Published: September 2004

Outlines the UK Hops Marketing Board's marketing arrangements prior to, and since, entry into the European Economic Community (EEC) as a case study of changing marketing techniques in the agricultural sector. Examines the views and attitudes of hop growers in the West Midlands towards the changing structures. Concludes that the UK hop grower is unhappy over his future role, with a considerable resentment of both the EEC and new marketing practices.
The Performance Impact of Product Innovation Strategies
Authors: Cooper Robert G.
Published: September 2004

Product innovation is central to the success of most companies. The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth. But not so apparent are the strategies that underlie these product innovation efforts. This monograph is about the ingredients of a winning new product strategy — about strategic decisions on markets, technologies, products — that result in a successful innovation programme.
Control of New Product Development in UK Companies
Authors: Moore Richard A.
Published: September 2004

Provides a preliminary exploration of the control of new product development in the UK by means of a survey of 30 companies. Identifies interactions between business evaluation, development and screening. Concludes that development and business evaluation can influence one another, and that product features and design features etc. can be added or deleted through decisions from either of these phases.
The Practice of Product Testing in the New Product Development Process: The Role of Model‐Based Approaches
Authors: Watkins Trevor
Published: September 2004

Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving goods in the confectionery industry. Aims to give insight into the practical problems and acceptability of such models. Identifies alternatives to the models by examining problems in new product development. Reveals that no standard approaches are common in the confectionery industry especially and suggests that evidence militates against the use of models in the product testing stage of new product development.
The Organisation of High‐Technology Product Innovation
Authors: Johne F.A.
Published: September 2004

Examines best current product innovation practice. Describes the organizational arrangements currently used by firms which are regular product innovators in order to guide those which are less active. Centres on measuring the properties of loose/tight organization structures in relation to corporate renewal through product innovation. Presents results which suggest that there are important organizational differences between high‐tech firms which are active, experienced product innovators and those which are not.
An Understanding of Marketing Strategy
Authors: Greenley Gordon E.
Published: September 2004

Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy using three key levels: the overall strategic planning of the company; a framework developed from this from which marketing strategy should be developed; and the actual marketing strategy. Concludes that a firm needs to establish the strategic planning framework in defining its marketing strategy and its component parts. Suggests that failure to do so leads to ineffective definition, implementation and effectiveness of strategies.
Merchandising
Authors: Buttle Francis
Published: September 2004

Gives a definition of merchandising explaining how and why it works effectively. Discusses its power and cost‐effectiveness as a means of ensuring a final pre‐purchase exposure of consumers to persuasive or informative material. Investigates five merchandising techniques: manipulation of store traffic flow; shelf positioning; allocation of limited shelf space between competing claims; use of point‐of‐sale material; and special displays. Shows how these can be used profitably by the retailer and wholesaler. Presents a ten‐part plan for an organized approach to merchandising.
The Meaning of Marketing and Leisure: Issues for Research and Development
Authors: Foxall Gordon
Published: September 2004

Suggests research themes and conceptual extensions which may be useful to researchers of the leisure industry in the marketing context who are trying to increase commencial productivity or disciplinary relevance of their work. Examines two disparate issues which arise when the meaning of marketing and leisure is considered: the meaning of leisure in the context of marketing; and the meaning of marketing in the context of leisure. Concludes that researchers in the leisure marketing area should be aware of the extent to which consumer behaviour in general can be conceived of as leisure; local authorities can make use of the principles of commercial marketing; and knowledge of either of these areas can make organizations more responsive to the needs of their customers.
Product Liability Legislation, Consumer Behaviour and Marketing Strategy
Authors: Lebermann Yehoshua
Published: September 2004

Analyses the possible effects of product liability legislation on marketing activity. Studies the effects on consumer behaviour of such legislation by means of a buying behaviour model. Uses these effects to further analyses the same effects on various components of the manufacturers' marketing mix and strategy. Concludes that, generally, although the declared purpose of product liability legislation is to protect consumers from specific purchasing hazards, it actually rather causes harm and infringes their economic welfare. Reveals, also, that, on the producer's side, market structure will be more unstable.
How to Design a Service
Authors: Lynn Shostack G.
Published: September 2004

Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a new substance, and this is known as molecular modelling — and this can help the marketer to better understand any market entity. States that the first step towards rational service design is a system for visualizing this phenomenon, enabling services to be given proper position and weight in the market entity context. Proposes that people are essential evidence of a service and how they are dressed or act has a bearing on this. Identifies benefits, standards and tolerances, and discusses modifications using tables and figures for emphasis. Concludes that modelling and blueprinting offer a system for marketers which can lead to the kind of experimentation and management necessary to service innovation and development.
The Conceptual Domain of Marketing: Evaluation of Shelby Hunt's Three Dichotomies Model
Authors: Arndt Johan
Published: September 2004

Initiates a reopening of Shelby Hunt's award‐winning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunt's conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunt's timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.
Adoption of Supermarket Shopping in a Developing Country: The Selective Adoption Phenomenon
Authors: Goldman Arieh
Published: September 2004

Looks at a study of issues involved in the introduction of the supermarket into a developing country — Israel. Discusses how urban consumers food shopping patterns have been affected, and reveals many respondents, despite easy accessibility to the supermarket, continue to buy some of their foods in traditional stores. Analyses 310 questionnaires of residents of Jerusalem and bases results on this, as the random sample of 75‐80 households was then drawn from each of four areas. States that the study results demonstrate problems involved in the common practice of using supermarket's share of market type data as the sole basis for indicating rate of a country's diffusion of rates and limitations of share. Implies that the supermarket will transform the traditional system of small one‐line food stores, which are considered costly, and with inefficient distribution of food items, into one which will consist mainly of supermarkets.
Postgraduate Marketing Curricula in the United Kingdom
Authors: Piercy Nigel , Evans Martin , Martin Malcolm
Published: September 2004

Reports the results of a recent survey of curricula of postgraduate diplomas and master's degrees in marketing, and concentrates on the objectives of the course and the detailed content of the syllabi offered. Suggests that in the present context there may quite reasonably be considerable variety in what is considered relevant to postgraduate marketing specialization, depending on objectives sought. Uses data collected by postal questionnaire with 22 course leaders — nine university and 13 public sector — in the spring of 1979, the response rate was 55 per cent. Proceeds to discuss further: survey methods; course objectives; learning experiences; course content; and assessment procedures. Concludes that analysis suggests strong similarity in the approach to marketing taken by different courses, representing consensus to subject boundaries, syllabus content and appropriate methods of assessment.
Competition in the UK automobile market: An empirical study
Authors: Stewart D.B.
Published: September 2004

Profiles the changing face of the UK automobile market 1978‐80. Examines the changing fortunes of the four major British producers – BL, Ford, Vauxhall and Talbot – in the light of political and economic factors and the emergence of increased competition from imports. Outlines methods used by Western Europeans and the Japanese to establish themselves in the UK market and subsequently increase their share of the market. Highlights the weaknesses of UK manufacturers – the limited size of UK plants, a tendency for model overlap and industrial relations problems. Explores the nature of competition in the UK market and the effectiveness of advertising. Concludes that UK manufacturers need to launch products perceived as modern, value for money and reliable if they are to combat the ever‐increasing threat from foreign competitors.
Export Marketing Management in Medium‐Sized British Firms
Authors: Piercy Nigel
Published: September 2004

Examines attitudes to the marketing management of exports. Analyses the results of a survey of export marketing policies in medium‐sized manufacturing companies in the North of England. Stresses the importance of having a structured export policy as part of an overall business plan. Discusses various methods of capturing market data on exports, including Government statistics and trade association reports. Identifies key areas of a coherent export marketing plan – market factors, volume factors, company factors and marketing factors. Examines the differences in characteristics and policies adapted by active and reactive exporters. Outlines the merits of a variety of export pricing and invoicing methods. Concludes that companies must adapt export strategies and theories to suit their own individual needs, rather than accept an industry‐wide export programme.
Export Marketing in the Middle East. The Importance of Cultural Differences
Authors: Elbashier A.M. , Nicholls J.R.
Published: September 2004

Examines the barriers caused by cultural differences when marketing goods in the Middle East. Highlights the growth of Islamic countries in the international marketplace – exports soared from $15,000 million in 1973 to $78,000 million in 1978. Draws on the results of research with companies actively involved in marketing in the Arab world. Defines the concept of culture. Describes how custom and tradition, language, literacy and symbolism can impact on the marketing mix. Concludes that to carry out a successful marketing policy in the Middle East, companies must: Approach cultural problems in an organized and systematic way; Carry out in‐depth market research; Consider employing Arab national in senior marketing positions; Observe tradition and avoid offending beliefs; Observe tradition and avoid offending beliefs; Recognize sub‐cultures within the Arab world and the speed and scope of change in the region.
New Product Development: A Literature Review
Authors: Goulding Ian
Published: September 2004

States that the emergence of a formalised new product development can be attributed to the needs of companies in the capitalist system for maintaining a competitive advantage in their operating markets. Describes the process as one of innovation defined as:‘the technical, industrial and commercial steps that lead to the marketing of new manufactured products'. Belies the complexity of the function:’to describe new product development as difficult is probably a mammoth understatement'. Intends to illuminate the theory and practice of this process. Concludes that a flexible approach and an open mind are the most important requirements for successful application.
The Marketing of Services in the UK Construction Industry
Authors: Hardy L.W. , Davies E.
Published: September 2004

Analyses issues surrounding the marketing of services in the UK construction industry. Examines the state of the UK construction industry, and its impact on the gross national product. Highlights the elements of desk and empirical research used for the study, each divided into objective and methodology. Examines the differences in marketing techniques used for products and services. Discusses the difference between construction services and other services. Outlines the different stages of competitive tendering, and examines why this business method is not productive for the construction industry. Concludes that the marketing of services in the UK construction industry is characterised by both threats and opportunities.
On Becoming A Ten‐Speed Bike Owner
Authors: Grønhaug Kjell
Published: September 2004

Analyses the effects of peer pressure on a group of youngsters, using a ten‐speed bicycle as an example. Uses a survey of 12–14 year old upper middle class youngsters on the outskirts of a large Norwegian city as a model. Shows how youngsters who do not have a speed bike are left out and looked down upon by their peers. Outlines how demand for a speed bike from youngsters impacts on the families' resources. Concludes, inter alia, that: Acquisition and use of products may affect group membership and social structure; Children and teenagers may develop remarkable knowledge regarding certain products, and may thus become the expert of the household, even in cases where other members exert considerable influence on the purchase decision; Children and teenagers may actively seek information initiated by the marketer. Affirms that through improved knowledge about consumers and their behaviour, manufacturers might develop more effective marketing programmes.
Factors Influencing The Choice of a Supplier by Grocery Distributors
Authors: McGoldrick P.J. , Douglas R.A.
Published: September 2004

Examines the key criteria in choice of suppliers in the grocery trade. Identifies factors highlighted by existing studies – inter alia consumer value, tactical considerations, introductory marketing, prices and economic conditions and distribution channel requirements. Uses a survey of cash & carry and multiple buyers and the example of potato crisps as a basis for the article. Outlines the stages of the postal survey. Analyses results of questions asked in the survey – inter alia who makes the buying decision, reasons for stocking more than one brand, and reasons for choosing a particular supplier. Concludes that manufacturers must clearly identify where the supplier decision is made, and suppliers must continually monitor satisfaction amongst customers in a highly competitive market.
Exploring Copywriters' Ability to Perceive Target Group Attitudes Towards Advertising Copy
Authors: Holstius Karin
Published: September 2004

Analyses the ability of ability of copywriters to perceive the attitudes of various target group towards their advertising material. Uses Swedish copywriters based in Finland as an example. Outlines a trend towards a particular type of copy which uses short‐clipped sentences, with abbreviations in headlines and text. Focuses on this type of copy for the survey. Defines four target groups for discussion: Younger women with higher education. Younger women. Men with lower education. Younger men. Reveals findings, inter alia, that: Only traditional copywriters had correct expectations of the target group's attitudes. Pointillist copywriters wrongly anticipated more proactive attitudes towards short‐clipped advertising copy. Concludes that more attention should be paid to the linguistic features of advertising copy.
Segmenting Industrial Markets by Buyer Sophistication
Authors: Barnes James G. , McTavish Ronald
Published: September 2004

Proposes that the main objective here is a system being developed for segmenting industrial markets on the basis of the level demonstrated by buying centre members. Examines the factors which influence the individual member of the buying centre in the context of his/her participating in the acquisition of an innovation. Explores the concept of consumer creativity or maturity as developed in the context of consumer marketing, and considers factors which are deemed influential. Posits that greater success rates in new product development would be achieved if research and development worked in tandem with an identified cross‐section of sophisticated buying centre members.
Selected Durable Products and Marketing Management in the 1980s
Authors: Mitchell Lionel A.
Published: September 2004

Discusses consumers' attitudes and buying behaviour and how they have played a major part in the classification of goods, which has been devised to influence marketing strategy. Proposes that consumers have changed the importance that they have attached to different product attributes and, as a result, economy, functionalism, and durability have become more important as a consequence. Examines the Canadian consumer market using tables to show consumption and household facilities and equipment, also the ten leading exporters to and from Canada. Sums up that marketers will have to concern themselves much more in the vein of accountant and statistician, with the raw data being used which can be provided at a relatively inexpensive cost.
Strategic Marketing: Linking Marketing and Corporate Planning
Authors: Wiersema Frederik D.
Published: September 2004

Links two views in what has been labelled a strategic marketing perspective – this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.
Problems in Marketing Services: The Case of Incoming Tourism
Authors: Greenley Gordon E. , Matcham Alan S.
Published: September 2004

Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative to the marketing problems; section four summarises the content herein. Sums up that the focus has been on problems involved in the marketing of services and on problems associated with the marketing of incoming tourism. States survey results were reported also the relationship of these results with the problem of marketing incoming tourism.
Commercial Sponsorship
Authors: Meenaghan John A.
Published: September 2004

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.
Exploring the Impact of Governmental Export Subsidies
Authors: Grønhaug Kjell , Lorentzen Tore
Published: September 2004

Discusses the importance of government subsidies on the Norwegian export market. Highlights the strength of exports within Norway – 45% of GNP. Examines the various types of grant aid available and defines general and specific subsidies and centralized and decentralized subsidies. Outlines the grant application process. Describes a variety of types of export activities which have received subsidies. Explores sources of potential conflict between the firms applying for grants and the government. Concludes, inter alia, that: Size is an advantage when starting exporting or introducing new export activity; The initiative to apply for subsidies requires resources and insight; The perceived usefulness of export strategies varies across firms.
Household Economics and Market Segmentation
Authors: Liebermann Yehoshua , Silber Jacques
Published: September 2004

Examines the relationship between household economics and market segmentation. Provides a theoretical framework and an empirical analysis. Discusses the differences between household economics and traditional microeconomics. Analyzes factors impacting on household economics including budgets and technological changes. Breaks the theoretical framework down into four key areas of the household function – leisure, care of children, care of the home and shopping related activities – and provides time allocation for each. Uses studies conducted in 1967 in Paris and 1974 in Nimes to identify ten categories relating to household economics: Household work; Child care; Purchase of goods and services; Eating/sleeping; Education & training; Collective activities; Entertainment; Sports; Passive leisure. Attributes time allocation to each section. Concludes that the theory of household economics may be employed as a potential for identifying and evaluating possible segmentation variables.
Forecasting the Future of Video Using a Diffusion Model
Authors: Lancaster G.A. , Wright G.
Published: September 2004

Traces the development of video technology and predicts the future for the medium by using a diffusion model. Defines the diffusion process and analyses four key elements: The innovation; Communication of the innovation among individuals; The social system; Time. Outlines different types of innovation which can be adapted to the diffusion process. Examines factors determining the growth in popularity of video, including the lowering of price, and the increase in rental availability. Explores the advantages and disadvantages of video cassettes versus video discs. Concludes that the market is still in its infancy, and as such is volatile. Asserts that manufacturers need to adopt careful marketing plans to continue attracting customers.
Extending Product Lifetime: Prospects and Opportunities
Authors: Box JO M.F.
Published: September 2004

Examines methods to extend the product lifetime of everyday items. Stresses the importance of attempting to extend product lifetimes – e.g. as a solution to waste management and environmental pollution. Analyses the results of a survey conducted in the Hague‐Delft‐Rotterdam area amongst consumers who recently replaced one of the following products – washing machine, refrigerator, TV furniture or car. Outlines six main areas in the study: Consumer characteristics; Usage situation characteristics; Purchase situation characteristics; Product characteristics; Replacement motives; Product retention times. Concludes that with careful thought, products could be reconditioned instead of discarded – the functioning of second‐hand markets would be stimulated, and the practical lifetime of products would be extended.
Launching A Weaning Food in a Developing Country: The Moroccan Experience
Authors: Amine Lyn S. , Vitale Edward , Tamer Cavusgil S.
Published: September 2004

Discusses the various stages in the launch of a new weaning food in Morocco. Highlights inherent problems in marketing a product in Morocco, including government inefficiencies and weaknesses in the retailing infrastructure. Examines the need for a new weaning food in the country due to high levels of malnutrition. Describes the launch of the mew product by the World Health organization and the US Agency for International Development. Discusses the products failure and analyses reasons for this failure including: The Moroccan market environment; The pricing strategy; The distribution strategy; Conflicting aims of the government and the individual entrepreneur. Examines lessons to be learnt from the failure, and techniques to be used in the future including: The conduct of a detailed marketing strategy by an advertising agency. The creation of a focused distribution strategy. Enhance support from the Moroccan government. Concludes that the success of a product in a country like Morocco will depend upon the quality of future marketing planning, and the programme implementation and follow‐up, in addition to the personal commitment of those carrying out the new venture.