An Application of Porter's Strategic Management Framework to Fast Food Retailing Performance

This study critically examines the link between strategy and performance of several major companies in foodservice retailing. Porter's framework for gaining sustainable competitive advantage is applied to assess the firms' strategic behavior. Our findings indicate that success in this industry typically hinges on five strategic factors: concept, personnel, adaptation, growth, and location.     

The Potential for Cross-Functional Contributions to B2B E-Commerce Marketing Initiatives: E-Commerce and Purchasing Professionals

ABSTRACT

While there is a great deal of information in the literature linking purchasing personnel with both supply side and distribution side transactions, there is little evidence of their involvement in setting the design and strategic objectives of their own company's e-commerce activities. Yet, these professionals have much to offer marketing personnel who may be charged with developing e-commerce strategy and Websites. This paper suggests a proactive approach that supports the benefits of such cross-disciplinary collaboration between marketing and purchasing professionals within a firm.     

An Ethical Framework for the Marketing of Corporate Social Responsibility

Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap.     

Improving Marketing Communication & Innovation Strategies in the Small Business Context

This paper is derived from another which was awarded the bestpaper prize at the 9th International Entrepreneurship Conference. Its theme is that while inventions and innovations make significant contributions to the growth and competitiveness of national economies, there are problems in the U.K. surrounding independent inventors (often a small, one person business) and their marketing, where there has been failure to stimulate and exploit inventions compared to other industrialised countries. There are long term implications for economic competitiveness when new ideas are lost. Organisations pursue innovations as an important route in the search for competitive advantage, but this route is fraught with difficulties for independent inventors in getting organisations to accept their products and to market them. This paper reports from and builds on an earlier study from a small business perspective which focuses, firstly, on the importance of capitalising on this source of embryonic talent and secondly, the problems within the marketing communication process between potential adopter marketing organisations and independent inventors. A purposive, non-random sample was drawn, consisting of prominent independent inventors (exemplars of good practice) who marketed both nationally and internationally and the potential adopter manufacturing and marketing organisations (customers). Trade associations with a role in facilitating the adoption process were also contacted. The method of enquiry in the study was by personal and telephone interviews. The findings from these three different groups seem to suggest that stereotypical views of independent inventors held by potential business adopters coupled with the often weak marketing communications and interpersonal skills reportedly possessed by independent inventors present very real barriers to the adoption of new ideas by the business community. The paper concludes that small businesses may be better placed to "exploit" ideas from independent inventors by virtue of their simpler organisational structure. Recommendations for the improvement of strategies to facilitate adoption of inventions with commercial potential are made for both types of small businesses (inventors and small business adopters).     

LG的整合营销传播策略及其启示

<正>整合营销传播(Integrated Marketing Communications,IMC)的观点源于20世纪80年代中期,但是直到90年代才得到广泛的关注。IMC的意思是,将与企业有关的所有的市场营销活动,用一个统一的声音,一样的形态传达出去。IMC的核心是从消费者的角度出发,通过对他们欲望和需求的分析,     

The Paradox: An Application of a Clinical Psychological Concept to Marketing

This article has taken a concept from the clinical psychological and psychiatric literature, paradoxical communication, and demonstrated how the concept could be utilized in an advertising context. Paradoxical communication requires a relationship in which the receiver of the message is powerless relative to the sender, and the receiver is not able to communicate about the message to the sender. This relationship may be inherent in mass media. Finally, paradoxical messages demand behavior that, by its very nature, can only be spontaneous (e.g., “I want you to dominate me”). Paradoxical messages have been said to lead to schizophrenia in children and also to be therapeutic in treating symptomatic behavior. From these two diverse situations, two alternative paradoxical messages were developed for use in mass media advertising contexts.     

An Evaluation of Organisational Control Strategies for Relationship Marketing

This paper discusses the issue of organisational control with respect to marketing. In particular it explores the implications of calls by relationship marketers to discard bureaucracy and embrace alternative forms of control which, they argue, are more conducive to the facilitation of exchange relationships. The paper fills a gap in the literature by situating bureaucratic control within the scheme developed by social theorist Max Weber (1946) and amplified by Etzioni (1964). This enables discussion of a number of alternatives to bureaucracy including some that have not previously been discussed by marketing theorists. An assessment of the evidence of the implementation of alternatives to bureaucracy indicates that while each form has merit, they also suffer from drawbacks. Paradoxically alternatives often serve to complement bureaucratic control and may even come to replicate it. Marketers' aspirations towards decentralised, flat structures are called into question in the light of evidence that suggests that centralisation and hierarchy are features even of virtual organisations. Finally it is suggested that reassessed, bureaucracy can in fact be a useful and effective form for the organisation and control of marketing activities.     

Competitive Marketing Strategies: A Survey of Japanese Manufacturing Firms' Competitive Performance in the British Market

The role of Japanese corporations in world markets has become so crucial that an understanding of the rules of competition employed by the Japanese is essential for all those involved in international business. The aim of this survey was to gain an insight into the role marketing plays in affecting the competitive position of Japanese firms in the British market. In particular the researcher focused on the overall approach of Japanese companies to the marketplace and the process by which they identify and bring products to the market.

The broad findings emerging from this study present few surprises, Japanese companies do not seem to suffer from a “sales orientation”, a “production orientation” or “finance orientation” as opposed to a “marketing orientation”. The in‐roads being made into the British market are based by and large on a strategy aimed at satisfying customer needs and wants. Japanese companies saw their strengths in placing emphasis on research and engineering and bringing the right product to the market quickly and decisively.     

Linking Consumer Research and Marketing Communication:

Contributions of consumer research to the design and evaluation of marketing communication programs are discussed in the context of advertising research conducted for a large Northeast electric utility to develop a promotional campaign for a voluntary residential time-of-use electric rate. Utility customers were surveyed regarding the credibility of the utility as an information source, the effectiveness of different promotional themes and messages, and media usage habits. A media test measured the relative effectiveness of bill inserts and direct mail and the use of follow-up contacts in creating awareness and producing readership, understanding, positive intentions, and responses to promotions.     

企业社会责任与绿色营销战略融合模式

近年来企业社会责任与绿色营销逐渐受到广大企业的重视.越来越多的研究表明,履行社会责任能够树立企业形象,引发消费者对企业的积极态度,进而通过消费提高企业经营绩效.绿色营销顺应时代发展需求,从环境保护和资源节约角度进行市场营销活动,是企业实现社会责任的有效方式.在分析企业社会责任与绿色营销关系基础上,阐述了企业社会责任视角下的绿色营销问题,进而提出企业社会责任与绿色营销的战略融合策略.     

互联网时代的口碑营销及应用策略

口碑营销是近年来企业进行营销传播的常用营销策略之一.互联网的出现使得消费者的口碑传播行为呈现出新的特点,同时为企业进行口碑营销活动提供了新的机会,因此,研究互联网时代的口碑营销具有一定的理论与实践意义.本文首先阐述了网上口碑传播的内涵,指出了网上口碑传播的途径,然后论证了网上口碑传播的特点.以此为基础,探讨了企业开展网络口碑营销的应用策略.     

An Application of the Analytical Hierarchy Process to International Marketing: Selection of a Foreign Distributor

Foreign distributors are often used by small and medium-sized firms for establishing an initial presence in overseas markets. While various selection criteria for foreign distributors have been noted in the international marketing literature, they are often subjective and judgemental in nature. In addition, the large number of variables as well as the consideration of both objective and subjective criteria suggest that a method which has the ability to quantify and synthesize both objective and subjective criteria is preferred. The recommended approach is the Analytical Hierachy Process (AHP). In this paper, the characteristics of the AHP are discussed and illustrated within the context of the foreign distribution selection process. For many small and medium-sized firms which lack sophisticated market research/decision analysis tools to assist them in the foreign distributor decision, the AHP is a highly flexible and versatile substitute.     

整合营销:从4C′s角度分析移动通信企业的市场营销

整合营销以消费者需求为导向,要求贯彻顾客至上的原则。移动通信企业应按照4C's原则统筹运用和规划企业的营销资源,确立以消费者的需求和欲望为导向的生产观念,以消费者获得满足的成本为标尺来确立移动通信产品的价格,以方便消费者购买为原则来构建销售网络,整合营销传播手段,积极与消费者沟通。     

Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs

One difficult challenge for marketers is the large, diverse means of communication and communication options that are available to support their brands (e.g. TV, print, and interactive advertising; trade and consumer promotions; arts, sports, and cause sponsorships; etc.). Consequently, marketers must understand what various marketing communication options have to offer and how they should be combined to optimize their marketing communications programs. Towards that goal, this paper considers issues in how to develop, implement, and evaluate an integrated marketing communication program. Specifically, to provide micro perspectives -- especially relevant for academic research -- we introduce the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation). To provide macro perspectives -- especially relevant for managerial planning -- we provide criteria as to how integrated marketing communication programs can be designed and evaluated as a whole (i.e. according to coverage, contribution, commonality, complementarity, robustness, and cost considerations). We also describe how the two perspectives relate and conclude by discussing theoretical and managerial implications and outlining future research directions.     

An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives

Cause-related marketing (CRM) is an effective marketing tool for promoting corporate social responsibility (CSR) activities and the bulk of campaigns are designed and delivered through collaborative ‘social’ alliances with non-profit organisations (NPOs). The authors seek to uncover some of the factors that explain how firms and NPOs choose their potential partners in the development of their CRM strategy. The rationales for the observed patterns are investigated through semi-structured interviews conducted with managers employed by the UK-based firms and NPOs. The authors find that each party has specific preferences when choosing the particular CRM implementation strategies in different situations, as well as different initial positions when negotiating the formation of the social alliance. This article contributes to our understanding of the CRM implementation strategies and both the company’s and the NPO’s behaviours toward each of the strategies.     

From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange.     

扩大对日出口营销战略研究

日本市场是一个商品经济高度发达、竞争异常激烈的市场,扩大对日出口 问题已引起各国的关注和重视,本文主要从５方面来论述扩大对日出口营销战略, 即加强对日市场的调研;抓好对日出口商品的研制与开发;加强管理、合理定价;建 立畅通的销售渠道;搞好促销工作。     

Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research

This paper provides an innovative approach to brand tracking in the context of online retail shopping by deriving meaning from the vast amount of information stored in online search engine databases. The method draws upon research in lexical text analysis and computational linguistics to gain insights into the structural schema of online brand positions. The paper proposes a simple-to-use method that managers can utilize to assess their brand's positioning relative to that of their competitors’ in the online environment.