Global marketing Myopia

The objective of this paper is to expand the concept of global marketing strategy beyond its current myopic focus on product positioning and branding. Emphasis on these issues lends to lead to the conclusion that standardisation is the most desirable global strategy. However a successful global marketing strategy needs to be developed and evaluated within the broader context of the overall strategy of the firm, rather than being based purely on customer‐market considerations. This calls for examination of resource allocation across countries, market segments and products, the integration of sourcing activities and production, management and logistical systems into global marketing strategy.     

Relationships and networks in marketing: International perspectives

Gemünden, H.G., Ritter, T., and Walter, A. (eds.): (1997) Relationships and Networks in International Markets, NY: Pergamon, 460 pages, ISBN 0‐08‐ 043963‐5 (hardcover). Naudé, P. and Turnbull, P. (eds.): (1998) Network Dynamics in International Markets, NY: Pergamon, 321 pages, ISBN 0‐08‐043358‐8 (hardcover).     

New perspectives on marketing mix programme standardisation

The marketing mix programme standardisation/localisation policies of 63 UK multinationals operating in a developing market (the six Gulf States) are examined, using a three-factor, 53-variable model of country, firm and marketing mix programme factors. The research framework is unusually broad compared with other standardisation studies, which have also tended to concentrate more on the developed than the developing economies. Three firm variables and three country variables correlate closely with differing degrees of marketing mix programme standardisation. Product strategies are much more standardised and promotion, distribution and price more localised. Unexpectedly, industrial product firms appear to be no more standardised in marketing mix programmes than consumer goods firms in the Gulf. British Multinationals tend to treat the six Gulf states as a single market cluster with only minor variations between each state.     

Ethics of business students: Some marketing perspectives

This study explores the reactions of 412 business students to a range of ethical marketing dilemmas. Reviewing some of the comparable Australian and U.S. research in the field, the study examines the ethical judgements for potential demographic differences. The findings suggest that a majority of students are prepared to act unethically in order to gain some competitive or personal advantage. Yielding the highest ethical response are situations of potential and significant social impact. The results support some previous research that shows the existence of gender and age differences in ethical response and likely behaviour. This (gender) difference was most divergent on the issue of portrayal of women in advertising. In particular, females and older students respond more ethically in a majority of situations. The research concludes a number of opportunities for new directions in education, public policy making and further research.Jim Lane is Senior Lecturer in marketing at the Southern Cross University, Lismore, N.S.W., Australia. He lectures in Marketing at the M.B.A. and undergraduate levels, and has recently introduced Ethics to his Faculty's Marketing curricula. Research interests include ethics, corporate identity and positioning, and he has previously published in the Australian Marketing Institute'sMarketing journal.     

Cooperative marketing in the accommodation subsector: Southeastern Mediterranean perspectives

This article examines the concept of cooperative marketing and reviews the wider range of elements that constitute cooperative marketing. Subsequently, the article considers its potential for small‐ and medium‐sized hotels (SMHs) in Cyprus, Greece, and Turkey, and suggests strategies that might stimulate such cooperation. Finally, the article concludes with the implications of cooperative marketing for tourism destinations in general. It is expected that this analysis will help to explore the possibilities of cooperative marketing in the hotel subsector within the limits of the local economies, as well as offering lessons for other countries in the Mediterranean region. © 2000 John Wiley & Sons, Inc.     

Global marketing strategy modeling of high tech products

This study considers the role of global marketing strategy and its relation to market orientation, international experience, and performance in the high tech products context. Knowledge of this important domain of global marketing strategy and performance remains limited. In this respect, the study raises a number of important questions concerning how market orientation, international experience and global marketing strategy impact performance. The study empirically tests predictions of relationships by using mail survey data from 172 business units of high tech firms. Findings from the research sample support the argument that market orientation, international experience, and global marketing strategy are the key antecedents of organizational performance. Market orientation and international experience influence global marketing. The article concludes with theoretical and managerial implications of the research findings.     

Recent perspectives on unconscious processing: Still no marketing applications

The history of subliminal research consists of cycles during which investigators report a subliminal finding, others fail to replicate it, but, nevertheless, the finding is publicized and achieves some degree of acceptance among lay audiences. Such cycles have been permitted by (a) inadequately standardized empirical criteria for subliminal effects and (b) lack of consensus on theories of unconscious processes. Recent advances in methods have yielded some replicable subliminal effects and new models of unconscious processes have abandoned some of the controversial motivational assumptions of past perspectives. Nevertheless, cautious interpretation of this recent work maintains the wisdom of a skeptical appraisal of the potential for productive marketing applications.     

UK and German defence industry change: Some perspectives on strategic marketing

Over the past decade, the European defence industry has had to respond to increasing pressures of reduced defence spending, exacerbated more recently by removal of the immediate military threat from the former Soviet Union. Under the “Options for Change “, the UK has abandoned certain weapons programmes, while Germany has had the additional economic and social problems brought on by re‐unification. The industry's options comprise conversion, diversification or specialization, thus continuing to face structure change and competition from defence imports and “off‐the‐shelf” systems and equipment. Given the high exit barriers and past “cushioning” of the industry by governments, the presence of skills and know‐how to compete effectively is questionable. The case for strategic marketing approach for those suppliers remaining is clear; as buyer (monopsonistic) power strengthens, the threat of new entrants increases and the associated competitive rivalry intensifies. However, the ingrained “defence culture “ in many supplier organizations may be an impediment to change.     

Administrative procedures for the control of marketing practices - theoretical rationale and perspectives

The paper purports to analyze some features of administrative control of marketing practices with the help of concepts drawn from modern legal-theoretical debate. As a background a general overview of the traditional justifications for the creation of an administrative control system is presented. These justifications underline the insufficiency of other agencies of control, such as individual consumers, competitors, consumer organizations, public prosecutors, and self-regulatory bodies.The development of administrative control measures has obvious connections with modern legal-theoretical concepts like reflexive law and proceduralization. The theory of reflexive law highlights the fact that effective control presupposes a sufficient consideration of the autonomy of social systems. This leads to emphasizing a flexible negotiation approach of control authorities in order to increase efficiency by creating some degree of internal acceptance of the measures.Legal pluralism again sees the State disintegrating in a constellation of more or less autonomous governments with their own goals and interests. In such a disintegrated State an active consumer authority can, under certain preconditions, create new legal institutions in the consumer law field and thereby contribute to the development not only of consumer law but of general private law as well.

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Theoretische Begründung und Perspektiven für administrative Verfahren der Kontrolle von Marketingpraktiken

Zusammenfassung Der Autor analysiert einige Kennzeichen von administrativer Kontrolle von Marketingpraktiken und zieht dazu Konzepte der neueren rechstheoretischen Diskussion heran. Er prÄsentiert zunÄchst als Hintergrund einen überblick über die traditionellen Rechtfertigungen für ein administratives Kontroll-system. Diese Rechtfertigungen betonen die UnzulÄnglichkeit anderer Kontrollinstanzen, wie z. B. einzelne Konsumenten, Wettbewerber, Verbraucherorganisationen, öffentliche Anklage oder Instanzen der Selbstkontrolle.Die Entwicklung von Ma\nahmen der administrativen Kontrolle hat offenkundig Bezüge zu modernen rechtstheoretischen Konzepten wie reflexives Recht und Prozeduralisierung. Die Theorie des reflexiven Rechts betont als Voraussetzung für effektive Kontrolle, da\ die Autonomie sozialer Systeme ausreichend respektiert wird. Dies führt zur Notwendigkeit flexibler Verhandlungen zwischen Kontrollinstanzen, damit über ein hinreichendes Ma\ an interner Akzeptanz der Mittel, deren Effizienz gesteigert werden kann.Rechtlicher Pluralismus wiederum sieht den Staat zerfallen in eine Konstellation mehr oder weniger autonomer Teilregierungen mit jeweils eigenen Zielen und Interessen. In einem so aufgespaltenen Staat kann eine aktive Verbraucherbehörde unter bestimmten Bedingungen neue rechtliche Institutionen im Bereich des Verbraucherrechts schaffen und dadurch zur Entwicklung nicht nur des Verbraucherrechts, sondern des gesamten Privatrechtes beitragen.

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The paper was presented at the Third International Conference on Consumer Law in Canela, Brazil, March 1992.     

Exploring globalization and marketing performance at the 2012 Global Marketing Conference at Seoul

This special issue of the Journal of Business Research features sixteen articles selected from papers presented during the third Global Marketing Conference held in Seoul, July 19–22, 2012, hosted by Korean Scholars of Marketing Science, European Marketing Academy, Japan Society of Marketing and Distribution, International Textile and Apparel Association, and Australian and New Zealand Marketing Academy. The articles offer readers an interesting mix of topics and methods in complex and global marketing environments. They offer marketing practitioners new ideas and approaches for dealing effectively with the increasingly challenging marketing world and provide marketing researchers insights that may inspire future research.     

Place marketing in Europe

European regions increasingly compete to attract and retain residents, entrepreneurs and visitors. As the location choice of people is based more and more on such soft factors as an area’s image, most regions apply a strategy of “place marketing”. In this context, the Scandinavian Euregion of the Oresund is often highlighted as “best practice”. How should we assess the marketing of Europe’s regions and what can be learned from the case of the Oresund?     

网络整合营销的六个营销要求

汶川地震所进发的网络的自然的整合宣传效果,可谓是影响空前,非一般事件所能望其项背。本文在探讨网络整合营销的时候,之所以用四川汶川地震作为开头,是因为它跟我们要探讨的网络整合营销,有着紧密的联系。