bluuebunny/crossref_metadata_2025 huggingface dataset:
Present Status of Marketing Research in Turkey
Authors: Kurtulus K.
Published: September 2004

Recounts the present status of marketing research in Turkey using the 1976 Survey of Marketing Research in Turkey. Presents only the survey's basic findings and a brief evaluation. Documents that owing to financial and time limitations on the study, 350 companies in the Istanbul and Marmora areas — covering roughly three‐quarters of Turkish companies ‐ were surveyed; these companies all had establishment capital of five million Turkish lira or more. Questionnaires were sent to these companies, with multiple choice questions — 20 questionnaires were unable to be used but 330 were tabulated and analysed. Notes the use of 14 tables for greater dissemination and explanation. Maintains that the findings showed marketing and marketing research activities are becoming very important economic activities in Turkey, as they are in other developing countries.
A Comparative View of Public Policy Toward Distribution
Authors: Dholakia N. , Dholakia R.R.
Published: September 2004

Describes key developments in public policy towards the distributive sector in various socio‐economic contexts. Attempts to explain its evolution in terms of the changes in economic structure and political priorities. Examines capitalist, socialist and Third World economies, respectively. Looks deeper at the USA and its distribution and pricing process: Japan is then scrutinised and, as in the USA, ‘free competition’ is the banner upheld; Sweden as a ‘midway’ system (between communism and capitalism) is next to be scrutinised, showing some unique features — such as a heavy consumer bias. Investigates patterns in advanced capitalist economies with public policy towards distribution the main point. Examines the socialist countries next, starting with the USSR as the oldest and economically most power socialist country; East Germany is next for scrutiny with its high level of industrial development key; China, with its unique place as a dominantly agrarian country, is discussed even though little is known of its distribution structure and policy. Further explores developments in Third World countries and these are named: Mexico, Tunisia and India. Concludes that public policy with regard to distribution in various socio‐economic contexts have been examined and further, that distribution is becoming an important concern of public policy in all socio‐economic contexts.
The Image of Craftsmanship; A Predictor Variable Influencing the Purchase of European Automobiles by Americans?
Authors: Waldron D.G.
Published: September 2004

Investigates the image of craftsmanship as a predictor influencing the purchase, by Americans, of European cars. Focuses also on the development of the factor model used in identifying differences between the purchase of European and American cars. Complements efforts of many others intent on the identification of factors giving the Europeans the competitive edge. Reports on a sample of 250 recent purchasers of US and European cars to find out the variables involved, of these 200 were returned and 140 were used for analysis – the remaining 60 were retained to be used as a final test of the model. Objectives were to determine whether such points as craftsmanship influenced Americans to purchase a European car and uses image analysis as well as discriminant analysis. Concludes that though this analysis and results are discussed it can in no way be described as definite or inclusive. Says this research may provide impetus for more extensive research into European image and impact on US consumers.
Market Structure and Marketing Policies
Authors: Blois K. J.
Published: September 2004

Suggests current marketing literature fails to take account of the structure of modern markets and proposes a scheme for classifying marketing situations — which has the merit of forcing attention on the effects of concentration in modern markets. States that the average manufacturer of consumer goods distributes them through independent channels dominated by a small number of large organisations. Reveals these channel members will only stock items that they believe will contribute to their marketing mix — making it attractive to the retailer. Looks at marketing situations using figures for explanation and also examines consumer marketing, industrial marketing, or custom marketing. Concludes that marketing academics will get themselves into a similar situation unless they observe structures of firms' markets and consider the implications.
Consumerism in Perspective
Authors: Mann James , Thornton Peter
Published: September 2004

Consumerism's fundamental nature, reflecting as it did a general dissatisfaction among consumers with the existing relationship between consumer and producer in the marketplace in the well‐off industrialised nations, ensured its rapid growth and internationalisation. Notes that after gaining momentum in the USA, consumerism had spread to most of the developed countries, in particular Sweden, Japan, The Netherlands and the UK. Suggests that the international consumerist movement reached its peak in many countries in the late 1960s and 1970s, and this was when the consumerist movements were united by a single overwhelming objective — ensuring the consumer got a fair deal in the marketplace. Contends that consumerists have approached the problem from two different points — the strategies employed fall into these categories: consumer information and education; and the recognition of basic consumer rights in law. Believes that elements of both attempts try to ensure that the consumer is able to protect himself and are found in all the countries with consumerist movements. Concludes that consumerists' aim has been to ensure that within this framework the interests of consumers are protected and that consumers receive a fair deal.
Towards a Balanced View of Consumerism
Authors: Foxall Gordon
Published: September 2004

Points out some deficiencies in consumer attitudes. Confirms that the emergence of consumerism has, generally, been welcomed, not only by customers, journalists and educators, but even by businessmen who, ostensibly, have most to lose from the activities of an organised consumer movement. Demonstrates, herein, that the actual behaviour of consumerists is given as evidence that there are aspects of the consumer movement which are of help to no‐one, least of all consumers. Confirms the concern specifically with consumerists' expressed and implicit attitudes towards the effects of consumer protection measures on private and social costs; the realities of consumer behaviour and the needs of the customer; and the workings of the modern competitive marketing system. Sums up that consumerism leads to decisions being made on behalf of consumers, rather than by consumers, which can only harm consumers and this cannot be disregarded.
The Economic Determinants of Consumer Complaints
Authors: Morris David , Reeson David
Published: September 2004

Spotlights consumer complaints as an important signalling device — government action is undertaken as a result of them and they provide an index of consumer dissatisfaction which increases in importance as further data becomes available. Ranges across data relating to England and Wales which demonstrates that consumer durables, as a purchase category, are more likely to be involved in more complaints than other purchases. Determines that consumer complaints, therefore, are an important signalling device — even governments take action as a result of them. Proclaims that, despite the importance, consumer complaints have attracted little attention in the marketing, management and economics literature (this omission is much more marked in the UK than in the USA or the rest of western Europe). Announces that this work is primarily concerned with the 'economic determinants of consumer complaints' rather than with the socio‐economic or psychological characteristics of complaints. Continues in the second section by advancing some hypotheses concerning consumer complainants. Follows in the third section by describing the data, plus limitations, used for testing these hypotheses. Concludes in the final part with results and offers conclusive points.
20 Years of Which?
Authors: Fulop Christina
Published: September 2004

Examines the influence on post‐war development of the consumer movement that ‘Which?’ magazine, the Consumers' Association organ has had. Considers factors which determined its introduction, examining promotional and testing methods, influence on manufacturers and purchasing habits of shoppers. Emphasizes that a consumer association seeks to redress the balance between manufacturers and retailers on the one hand, and the consumer on the other. Presents details of ‘Shoppers Guide’ in addition to ‘Which?’, even though this ceased publishing in 1963, and gives full information of the highs and lows of both. States that ‘Which?’ shot ahead of ‘Shoppers Guide’ when it decided to promote itself with sales promotion and press advertising. Concludes that the Consumers' Association remains the valuable supplementary source of information, advice and guidance which complements that available from manufacturers, retailers, neighbours, relations, and, on a more extreme scale, the media.
Scarcities, Lifestyles, Waste Management and International Marketing
Authors: Van Dam André
Published: September 2004

Examines influences of negativity on marketing management, e.g. the approach of scarcities of raw materials' emerging new consumer values; and a new international economic order — requiring co‐operation among rival organizations or governments. Pinpoints the petroleum crisis of December 1973 as a political ‘knee‐jerk’ reaction of the Middle East conflict, which first affected petrochemicals, automotive products and tourist services. Further, it modified cost and price structure in metalmechanics, paper and pharmaceuticals – to name just a few — eventually everything from baking to banking was affected. States that mutual dependency runs like a common thread through modern marketing, exemplified mostly by pipelines and electric power grids but funnelling down to affect everywhere. Discusses the impact of shortages with its deleterious worsening of lesser‐developed countries' conditions. Looks at differing emerging lifestyles particularly the USA's affluence, and that it is wrong for 5% of the world's population to consume 35% of the world's resources. Wonders whether waste can be reduced by good management by business firms and gives figures to show the benefits. Concludes that if prices cannot reduce demand in the long run, marketing management must resort to other instruments.
Channels of Distribution Conceptualisation: A State‐of‐the Art Review
Authors: Gattorna John
Published: September 2004

Channels of distribution are basic to the marketing strategies of firms, and have been shown to be a key element in the marketing mix. The author here undertakes a comprehensive review of channels literature, primarily to identify and assess the adequacy of the various mainstream conceptual schemes which have emerged. Economic‐based arguments have largely been at the core of channels literature, although these have been partially offset by the concepts of the organisational and behavioural schools. The author concludes that whereas every conceptual approach reviewed has added something to our cumulative knowledge, no single approach has yet reached a point of adequate conceptualisation based on his own basic criteria. As yet channels literature is mainly descriptive, and has virtually no predictive power.
Order rates in bidding
Authors: Engwall Lars
Published: September 2004

Presents the results of an empirical study performed for a population of Swedish printing firms in order to investigate how firms with different order rates differ in other respects. Provides a number of hypotheses relating to order rates and reports. Suggests that there is a complex interplay among several variables determining the outcome of bidding. Stresses the importance of screening procedures and earlier relations with customers.
The Social Responsibilities of Business: What Marketing Executives Think
Authors: Gidengil B.Z.
Published: September 2004

Reveals that the evidence shows marketing practitioners, like their academic practitioners, differ widely in their views on the controversial issue of the social responsibilities of business. Posits that the majority of the executives, however, did seem to believe that – in environmental matters, at least – it is no longer enough for a company simply to fulfil its economic functions of making profits and generating employment; the company must recognise an obligation to society which goes beyond mere compliance with the law. Concludes that it remains to be seen just how far this belief will be reflected in company policies and practices in years to come.
The International Consumerist Movement
Authors: Straver Will
Published: September 2004

Examines consumerist developments in progressive Western economies. Studies present literature about consumerism, developing some propositions forming the basis for a theory of consumerism. Goes on to test the propositions, based on empirical data, to form the foundation for a framework to enable marketing to encompass consumerism. Examines in the first part the USA and the consumerist movement there, looking at various public interest groups active in the USA. Addresses the phenomenon in Europe in the second section stating that Sweden is the most consumer‐friendly, followed by the UK, France and Germany. Concludes that the consumer has a right to expect safety, quality, health; information, education and protection; and truth, authenticity and choice.
American Marketing in the European Common Market, 1963‐1973
Authors: Boddewyn J.J. , Hansen D.M.
Published: September 2004

Discusses studies on the way in which US manufacturers adjust or adopt their marketing activities to Western Europe's national, regional and local differences. Reports that most studies reviewed found high degrees of standardisation prevailing – the managerial implications of this are considered – and suggests ways in which the advantages of standardisation and adaptation can be mutually maintained. Concludes that this survey study has provided useful information and insights based on conditions prevailing in the summer of 1973 and developments not covered previously certainly deserve further attention regarding international marketing policies.
The Diffusion of a Pharmaceutical Innovation in Ireland
Authors: Ryan J.F. , Murray J.A.
Published: September 2004

Discusses marketing problems associated with the introduction of new products that are often amenable to analysis and solution through using behavioural principles. Proposes that studies of innovation diffusion can therefore provide excellent case illustrations of the analytical power of associated consumer behaviour theory and the contribution that this theory makes to marketing decision making. Reports findings on the diffusion of a new ethical drug among doctors in Ireland. States that the importance of a highly trained and well‐informed salesforce cannot be overstressed.
Opinions About Consumerism Issues Among Present and Future Norwegian Business Executives
Authors: Arndt Johan , Crane Edgar , Tallhaug Knut
Published: September 2004

Examines why the public are becoming increasingly concerned about marketing practices and corporate responsibility. States that present and future marketing executives in Norway have investigated these issues – but even so they were just as critical on issues where their personal experiences as consumers seemed to have been evoked. Reports that a self‐administered questionnaire was completed by members of three groups: a business executive group; a college students group; and a group of first and second‐year high school students. Gives the results and discusses them in detail. Concludes that the research gives reason for some hope that in the future more initiative may come from sources within the industry itself.
The Marketing Man's Image of Himself and his Work Relationships
Authors: Elliott Ken , Margerison Charles
Published: September 2004

Provides a portrait of the marketer compared with other groups. Says it is clear that marketing people see themselves primarily as people who need or require considerable supervisory ability, a high degree of self actualisation, the ability to use a high degree of initiative, and who are prepared to forgo security in order to achieve objectives. Uses a study from a questionnaire with 64 pairs of adjectives which managers chose as best descriptive of themselves – 791 managers responded, of which 103 were marketing managers. Uses figures for explanation of the results. Sums up that marketing people see themselves first as needing or requiring considerable supervisory ability.
British Teachers' Conceptions of Marketing
Authors: Rosson Philip
Published: September 2004

Presents the findings of a survey carried out in the UK but based on one in the USA, on whether academic development and teaching of a subject is inextricably tied to educators' conceptions of the field of study. Uses tables to show the results of the questionnaire and discusses them in depth. Concludes externally controlled marketing courses might well be pressurised to accommodate a broader conception of marketing.
Effective Decision Aids in Marketing
Authors: Wensley J.R.C.
Published: September 2004

States that any decision aid assumes certain characteristics about the problem it is applied to. Proposes that the marketing situation is particularly one of aggregation – the marketing manager is continually facing the problem of aggregating individual behaviour into market responses which is the key determinant of his actions. Concludes that the fact that operational managers continue to use some techniques and reject others may not be related so much to ignorance of more sophisticated methods as to an explicit or implicit assessment of their relevance to the practical problems. The basic aim of the research is to investigate further this aspect in the area of decision aids to marketing.
Industrial Buyer Behaviour A Model of the Implications of Risk Handling Behaviour for Communication Policies in Industrial Marketing
Authors: Newall John
Published: September 2004

Examines the behaviour of the industrial buyer, and studies the purchasing of reprographic equipment. Looks at straight replacement purchases, first time purchases, rebuys involving high cost equipment and rebuys due to dissatisfaction, in terms of a perceived risk model. Accepts that the industrial communications practitioner receives much less planning guidance than his consumer‐based counterpart. States current research is founded on the belief that a theory of communication appropriate to industrial buying must take on 6 main points – these are itemised and discussed. Discusses research design; research methodology; the determinants of perceived risk in industrial buying; risk handling behaviour in industrial buying; and a perceived risk model of buyer behaviour and its implications for competitive industrial marketing policy – all these are examined in great depth and each one given individual conclusions. Concludes that these examples by no means exhaust all the possible empirical bases from which industrial marketing policies may be devised, they serve to illustrate the way in which the model can be realistically applied to derive such competitive policies.
Marketing Logistics Systems Analysis
Authors: Gregson Richard
Published: September 2004

Suggests guidelines to aid logistics management in manufacturing, and describes a systems approach to logistics within the pharmaceutical industry, where the materials flow path through the company provides a logical connection for all the logistics activities. Decided to examine interactions within the manufacturers' organisation of one industry, and by doing so it should be possible to investigate in depth the effects to the whole company. Reports on the research work undertaken in the development of a decision‐making approach for logistics management – the pharmaceutical industry was selected for study. Uses tables and figures for explanation and emphasis. Proposes that the research study represents a step towards the formulation of a hypothesis for selecting only those interactions, or trade‐offs, of particular importance to any logistics analysis.
A Rejoinder: Marketing Men's Perceptions of Self and Colleagues
Authors: Campbell Ian
Published: September 2004

In answer to the previous article, pp. 248–58, questions whether characteristics attributed to marketing managers and to aid in their selection and placement are relevant to what they actually do or are typical of what is expected of people who work in marketing management. Suggests that the definition is: the profitable matching of company resources to the needs and requirements of the marketplace. Considers that marketing demands people with a lower level of need for self‐actualisation and higher need for security. Promotes that marketers want subordinates and superiors with more initiative and self‐assurance than they do but that the requirement for these two groups to be less intelligent than marketing men asks a few pertinent questions. Concludes in the study that the approach would appear to require less creativity, more security, and certainly more power than managers studied.
Shop Size and Productivity in British Retailing in the 1960s
Authors: Dawson J.A. , Kirby D.A.
Published: September 2004

Investigates how, in the 1960s, the retail trade in the UK rapidly evolved. Aims herein to first: give consideration to increase in retailing scale 1961 and 1971 Census of Distribution results; second the scale variation is related to selected measures of employee use in an attempt to indicate productivity levels in differing sizes of shops. Examines how, between 1961 and 1971 shop numbers in the UK reduced by around 18 per cent owing to retailers and consumers recognising possible benefits from economies of scale in retail operation – but that there has been a polarisation in the size of retail establishments and organisations. Uses tables to give extra emphasis listing shops (number); increase/decrease; proportion of shops; and number of full‐time (two part‐time equals one full‐time) employees. Proposes that changes in retail technology and management methods reflect changes in relationship but this is less obvious in more traditional retail sectors than in retail trades.
Evaluating Changes in the Marketing Information System
Authors: Assmus Gert
Published: September 2004

Discusses decisions faced by marketing managers and whether answers to some important questions can be successfully answered. Examines marketing information systems (MIS) components – the data bank, the model bank, the measurement statistics bank, and the system user interface. Posits that there are economic benefits derived from making ‘better’ marketing decisions that result in larger monetary payoffs to the firm. Suggests a systematic impact study be based on analysis of the various steps that have to be taken in constructing a decision model. States MIS aids the marketing manager in specifying the decision model and in implementing this model. Concludes the MIS designer should look at each step in the construction of the decision model in order to estimate the potential impact of the change.
Large Customers and their Suppliers
Authors: Blois K. J.
Published: September 2004

Notes changes in the economic structure that have important implications for the marketing strategy of many companies – in particular smaller companies who may find themselves, whilst retaining their legal independence, losing part of their operational independence. Describes an investigation into the degree of supplier dependence in two industries – considering the value of two measures as predictors of the likelihood of a supplier being customer dependent. Suggests large firms are not necessarily large customers and goes on to ratify this. Investigates two industries in this study: one in the iron‐casting industry; the other in the plastic injection moulding industry – these two were chosen because of meeting three criteria which were relevant to the study. Sums up that suppliers must examine markets and plan its development trying to take account of likely developments in the structure of its markets.
Consumption Patterns and Macromarketing: A Radical Perspective
Authors: Firat Fuat
Published: September 2004

Investigates patterns of consumption in society and choices therein, citing the literature – in particular the 1964‐74 period. Examines the ‘consumption pattern’ both colloquially and informally and the nature of consumption. Contends that such differences in the ways and means of satisfying needs in different consumption categories do indicate different consumption patterns. Looks at emerging consumption patterns in the USA and other advanced Western economies characterised by the private, individual and passive extremities of the dimensions and outlines these. Concludes that the issue of patterns of consumption is an important one, considering its impact on an individual's life – although consumption patterns are a major component of a consumer's life process as a whole.
Perceived Risk: A Synthesis
Authors: Stern D.E. , Lamb C.W. , MacLachlan D.L.
Published: September 2004

Discusses a conceptual framework of perceived risk consolidating and interrelating the numerous theories and research results. Adumbrates the measurement of perceived risk, consumer risk handling, risk reduction methods and consumer preference for risk reduction methods. Posits that although the area of consumer behaviour as a risk‐taking function has been extensively researched since 1960, there are many aspects needing further investigations. States that research into levels of risk between different product classes is necessary. Sums up that the concept of perceived risk may have been extensively investigated, considerable opportunity exists for further refinement and meaningful study.
Advertising Strategy Implications of Consumer Evaluation Process Models
Authors: Angelmar R. , Pras B.
Published: September 2004

Demonstrates that the objective here is to discuss some recent findings in consumer behaviour thereby showing implications for the types of appeal strategies. Describes the three main types of consumer evaluation process models, going on to research findings concerning the conditions under which consumers follow each type. Points out the implications for advertising appeal strategy. Highlights the three main types of consumer evaluation process models as: compensatory models; satisfying models; and lexographic models. Concludes that multiple appeal strategies are most appropriate for new product introductions and brand repositioning.
Channel Control in International Markets
Authors: Ahmed Ahmed A
Published: September 2004

Spotlights the US passenger automobile market and the effect that foreign manufacturers have, by changing two elements of the marketing mix – the introduction of compact economy cars into the market plus the low initial price. Focuses on foreign auto manufacturers who have penetrated the US market with varying degrees of success. Aims to assess the control that a foreign automobile manufacturer exerts over his US affiliate and the affiliate's control over the remaining members of the channel of distribution. Examines data and method and discusses the findings which involve Volkswagen, Nissan and Volvo, and also Fiat, Mercedes‐Benz and Aston Martin. Investigates the various types of control these countries have over their staff. Concludes that US affiliates of foreign automobile manufacturers, both successful and unsuccessful, operate with a substantial degree of independence from their parent companies and successful affiliates. Concludes that US affiliates of foreign automobile manufacturers, both successful and unsuccessful, operate with a substantial degree of independence from their parent companies and successful affiliates exercise a major degree of control over dealers, which raises the sales of both the dealers and the company.
The Marketing of Technology
Authors: Ford David , Ryan Chris
Published: September 2004

Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology; and the sales of a technology in its entirety. Describes this as an exploratory study of issues and problems arising from the marketing of a company's technology or know‐how. Concludes that this work has sought to identify the peculiarities involved in the sale of know‐how, aiming to increase understanding.
Marketing Strategies of Open‐end Investment Funds in the EEC
Authors: Stafford David C.
Published: September 2004

Examines the marketing activities of funds in the mobilisation of mainly private savings, in a market traditionally dominated by the bigger investment institutions. Centres analysis on development from early primary marketing methods characteristic of the 1960s to present day, sophisticated methods, which have evolved as funds moved to maturity. Highlights factors that have led to a certain loss of confidence in open‐end funds – recommending a policy of wider diversification into all branches of the investment market. Concludes that legislative conformity within European countries regarding fund activities appears still some distance away despite OECD initiatives.
Marketing Life Assurance Causes of Success and Failure in Assurance Salesmen
Authors: Poppleton Stephen , Lubbock Jacqueline
Published: September 2004

Investigates effective sales performance in life assurance representatives, assessing relative contributions of individual characteristics and organisational factors. Examines the data that were gathered from a large well‐established life assurance company selling its policies direct via its own sales force. Selected for interview two area managers, four branch managers, three assistant managers, four team managers, six senior staff with salesforce responsibilities, fourteen successful representatives, seven average and fourteen less successful – the interviews lasted around 90 minutes and were completed between December 1974 and February 1975. Gives a breakdown of the interviews and results. Concludes that the studied organisation could be defined as a successful one in both size and profitability but needs to change methods of operation to reduce the number of less successful representatives and become more competitive.
Marketing Library and Information Services The Strengths and Weaknesses of a Marketing Approach
Authors: Oldman Christine
Published: September 2004

Discusses how marketing principles and techniques can be of considerable value both in the design and operation of library and information services. Stresses, however, that information services have different characteristics which, at the same time, warn against injudicious use of marketing techniques. Examines the benefits that would accrue to libraries adopting a more user‐oriented policy – advocating further exploration into the context of information need. Contends that, in contrast to much standard marketing theory, in this field user expectations have considerable influence on the end product.
Marketing ‘Outward Bound’
Authors: Williams Randall
Published: September 2004

Presents, in this study, how a marketing standpoint is adopted to assess and solve the problems of a non‐profit making organisation in the UK, that also provides a service, creating an illuminating perspective for thought and analysis. Shows how this approach was able to shed new light on the problems of making ‘Outward Bound’ attractive to the employers, and to result in the formulation of some practical suggestions as to how problems may be overcome. Shows marketing to be an adaptable tool, essentially a framework for customer‐oriented thinking.
Some Constraints on Adaptive Marketing by Foreign Consumer Goods Firms in Japan
Authors: March Robert M.
Published: September 2004

Suggests some ways in which Western firms in Japan can adapt their marketing policies to the peculiarities of the Japanese marketing environment. Stresses the need to appoint a long‐term manager who has a sensitive attitude to the local environment and who allows a good deal of autonomy with regard to adapting company policies, and promotes that, above all, there must be less company HQ control but more Japanese staff involvement in decision making. Addresses further the problem in analysing some of the Japanese marketing aspects. States there is much to be learnt with a less myopic view of complex and unfamiliar environments.
Forecasting Consumer Values
Authors: Barry Thomas E. , Wooton Leland M.
Published: September 2004

Seeks to highlight the potential role of consumer values as a guiding force to technology. Posits, in order to assess these values, that considering the field of futures research in consumer behaviour is warranted. Discusses several models of futures research advancing the Delphi technique as a most appropriate methodology for predicting the future behaviour and preferences of consumers. Focuses on the notion that consumers' values can play a more prominent role in guiding the use of technology insofar as it relates to the production of consumable goods and services. Contends that the information revealed and examined here is vital for anyone concerned with an integrated approach to futures research, in particular for those organisations concerned in this market.
A Competitive Profile of Products and Associated Marketing Practices of Selected European and Non‐European Countries
Authors: Darling John R. , Kraft Frederic B.
Published: September 2004

Evaluates the impact of the ‘made in’ label on Finnish consumers' attitudes towards the products of selected countries, and they examine the implication of these attitudes for developing appropriate strategies for the Finnish market. States consumer attitudes frequently relate to specific product attributes, but equally, they are often a response to less product‐specific dimensions such as brand name, or label of country of origin. Proposes that with increased emphasis, international business planning and operations is one of the most pervasive trends in business. Suggests that to successfully compete in the international marketplace it is important for a marketing manager to understand varying attitudes and perceptions of consumers in foreign markets his/her firm has entered. Sums ups that when entering new foreign markets, the exporter must in part screen his opportunities ton the basis of the favourability of these existing images.
Commodity Marketing and Generic Promotion
Authors: Wolfe Alan R.
Published: September 2004

Suggests some ways of overcoming large and unpredictable fluctuations in demand and prices of food commodities. Proposes, in order to maintain some equilibrium, there must be a“buyer of the last resort” – a mechanism for fixing a floor to the price of a product, or temporarily increasing supplies or damping demand in order to keep an upper limit. States that fresh produce conforms to few of the basic assumptions of classical marketing theory, and has an inherent tendency towards market instability. Concludes that commodity marketing faces problems unknown in a manufacturing industry and the essential skill lies in understanding the distributors and consumers, and successfully communicating with them.
International Advertising Strategy
Authors: Peebles Dean M. , Ryans John K. , Vernon Ivan R. , Willis James R.
Published: September 2004

The first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising themes or advertising campaigns has ignored the realistic marketing approach employed by a select group of multinational companies. The authors note that many companies take a theme or campaign that has been successful in one market, often their domestic market, and employ it in multiple markets; their approach is to make local subsidiaries operate within strict advertising parameters. Goodyear International Corporation and a few other firms, however, follow a pattern approach in which the theme or campaign is initially designed for multi‐market usage and local flexibility.
Product maturity and marketing strategy
Authors: Mason R.S.
Published: September 2004

Suggests that frequent review of product sales performance is essential to the planning and control process. Investigates those products which have reached maturity or saturation stage of their product life cycle and reviews these in order to decide on their future product strategy. Evaluates the policy options available to management.
Advertising in France: the advertiser‐advertising agency relationship
Authors: Chevalier Michel , Catry Bernard
Published: September 2004

Presents the results of a survey into the relationship between advertisers and advertising agencies in France. Suggests areas for improvement.
Source loyalty in the freight transport market
Authors: Cunningham M. T. , Kettlewood K.
Published: September 2004

Suggests that source loyalty can be described as the preference of a buyer to purchase a product or service from the same source as previously. Investigates the case of freight transport. Reveals a high degree of loyalty among respondent firms, which is attributable to service quality.
Product availability and the management of demand
Authors: Schary Philip B. , Becker Boris W.
Published: September 2004

Points to a new emphasis on distribution as a result of material shortages or failures of supply. Proposes that this new awareness requires understanding of the nature of distribution efforts through the logistic response function. Focuses on the managerial problems of utilizing distribution strategy, and asks how firms will capitalize on the challenge it presents.
Men's leisurewear: a male dominated market
Authors: Douglas Susan P.
Published: September 2004

Looks into the concept of changing sex role perceptions with regard to manufacturing and retailing. Investigates the potential of opposite sex markets and suggests that the relevant target market might consist of both sexes. Presents results which suggest that there are two major market segments – those who purchase alone and those who are assisted by a woman in purchasing clothing.
A decision analysis approach for unique situation competitive bidding
Authors: Bunn Derek , Thomas Howard
Published: September 2004

Looks at the competitive bidding situation in a single occasion context. Provides a “thinking algorithm” model based on decision analysis which requires the decision maker to make subjective assessments of uncertain quantities. Uses the case study of a tender of unpounded butter offered to J. Sainbury Ltd to consider aspects of the relevant theory of competitive bidding.
Research into advertising: a State‐of‐the‐art review
Authors: Arndt Johan
Published: September 2004

This review of normative and descriptive advertising research studies concludes that the studies have resulted in few great ideas. In spite of a quantitatively impressive research tonnage, the studies are unsystematic, the methods are often weak in validity, and the results are often irrelevant to the problems of advertising.To improve the state of the art, more emphasis on theory building is necessary. In particular, more attention should be directed toward formulating appropriate “models of man” and toward developing meaningful categories of the functions played by advertising. In addition, advertising studies would benefit by more breadth in behaviour, more breadth in space, and more breadth in time.
Perspectives on the European marketing strategy of US multinationals
Authors: Young Stephen , Hood Neil
Published: September 2004

Presents the results of an empirical study of the activities of US multinationals manufacturing in Scotland. Provides an examination of the aspects of strategies for market entry and development. Concentrates specifically on market planning issues, providing data illustrating some of the problems faced by US multinationals.
Forecasting new consumer durables by market segmentation
Authors: Lervikas Alf‐Enk
Published: September 2004

Looks at the different purposes of market segmentation with particular references to its purpose of explaining the diffusion of new customer durables. Uses a simulation model called SIMDEK to forecast the general pattern and growth of a new durable and its stabilization in demand after its introduction to a new market.
The marketing of non‐profit making organisations: a preliminary report
Authors: Ford David
Published: September 2004

Describes some of the issues raised and problems encountered in an attempt to apply a market analysis to a non‐profit making organization. Applies a marketing approach in order to tackle the non‐profit making organizations more complex problems. Suggests that the marketing approach is very useful in this situation for three reasons it helps to make objectives explicit; it helps create better criteria for the organization; and it helps bring detailed marketing activities to the company.
Industrial diffusion, adoption and communication
Authors: Lancaster G. A. , White M.
Published: September 2004

Provides a comprehensive and critical analysis of work done in the field of industrial diffusion, adoption and communication. Suggests that work done in the diffusion of industrial markets is a slow process, and highlights the problems of conditional and causal‐factors in its examination. Presents a summary of those firms thought to be likely to be innovators.
The Industrial Purchasing Decision as a Political Process
Authors: Pettigrew Andrew M.
Published: September 2004

Reports on an empirical study of the decision to purchase computers in a single firm. States it is a competitive bidding situation with several suppliers attempting to win a contract that eventually reached £3.5 million pounds. Illustrates how the politics of the firm can influence significant purchase decisions and, in particular, how gatekeepers within the firm's buying centre can structure the outcome of purchase decision in line with their position in the political process. Bases the study on a large organisation in England, in the period 1957–1968, with regard to four computer purchase decisions. Concludes that it is clear that the computer suppliers had differential access to the firm's power structure and it was also evident they had differential knowledge of its operation.
Brand Positioning Using Multidimensional Scaling
Authors: Doyle Peter
Published: September 2004

Shows how, in researching new brands, it is important for the investigator to assess the existing market, to determine how consumers perceive brands and the nature of consumer preferences. States that because consumers are heterogeneous in their perceptions and preferences a spread of techniques have been proposed to analyse this problem. Posits that multidimensional scaling has some unique advantages and illustrates that there are practical applications of this set of techniques and points out their strengths and limitations in new product planning. Concludes that most brands compete in well‐established markets and suggests that multi‐dimensional scaling offers a useful approach to the brand‐positioning problem.
Risk Reduction and the Industrial Purchaser
Authors: Håksansson Håkan , Wootz Björn
Published: September 2004

Examines a study carried out on three large Swedish firms examining the effects of education, experience and the environment on ways in which decisions are made. Studies, in particular, purchasing behaviour in an international context with the central theme and analysis of how purchasers evaluate suppliers located in different countries. Acknowledges, surprisingly, both knowledge of foreign language and experience of foreign countries seemed to be unimportant. Concludes that the results are on a tentative level requiring further research.
The Role and Significance of the Overseas Chinese in Asian Marketing
Authors: Cameron R.C. , Sutherland A.M.
Published: September 2004

Provides an appreciation of the style of the overseas Chinese businessman, with regard to entry into the varied south‐east Asian markets. Looks, particularly, at the role of the ethnic Chinese in the Asian marketing mix, tracing the starting point of 960–1279 in the South China Sea, known as the ‘nanyang’, using an historical perspective. Discusses the influence and character of Chinese enterprise and also the approach to business of the Chinese. Concludes that the Chinese approach way of doing business is quite distinctly different compared with any other, so that to do business in South East Asia this must be appreciated.
Marketing of Services An Evaluation of the Theory
Authors: Wyckham R.G. , Fitzroy P.T. , Mandry G.D.
Published: September 2004

Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.
First Time Buyers of a Repurchasable New Product
Authors: Nicoletti Beranardo
Published: September 2004

Discusses new products introduced in the marketplace as being repurchasable and concerns itself with an estimate of the ratio of first‐time buyers to repeat buyers, relating this to the product expansion rate and time between first‐time and repeat buying. Gives fundamental hypotheses and defines the problems involved using tables and mathematical equations for emphasis giving examples of applications. Concludes that the model here may be usefully employed to obtain indications of the market wherever the sale of a product is expanding rapidly – but the turnover is also large.
Some Organisational Problems Facing Urban Passenger Transport Marketing
Authors: Hovell P.J. , Jones W.H.
Published: September 2004

Discusses concerns regarding the effect of the growth of private car use on the usage of urban public transport. Compares passenger transport marketing activities and the London Transport Executive (LTE) and the four UK Passenger Transport Executives (PTEs). Declares that motorists will only be prepared to acknowledge that real improvements have been achieved after large‐scale infrastructure investment have been made, allowing more modern travel modes to be adopted. Debates evidence of marketing practice in the PTEs and LTE. Posits that, at present, marketing exists as a nascent, largely misunderstood function in urban public transport management.
The Product Management Function in Marketing: Some Behavioural Aspects of Decision Taking
Authors: Cunningham M.T. , Clarke C.J.
Published: September 2004

Reports an investigation of some of the factors that influence product management decisions in consumer goods companies. Looks at a product manager's role in the whole organization, particularly the decision‐taking and participatory activity as a response to pressures from the working environment, which depends on perceptions of risk and the company's allocation of rewards. Further develops behavioural hypotheses from theoretical and pragmatic areas – testing them among 34 product managers operating within four large fast‐moving consumer goods firms. Concludes that identification of the product manager with his brand is the most crucial factor in favour of the product management system.