The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework

ABSTRACT

Although marketing has long been posited to be shifting from segment marketing to customer-centric marketing, there is little theoretical insight into the status of such transformation, especially in emerging African economies. Therefore, this paper develops an integrated theoretical framework for assessing (a) the extent to which firms in African economies use the segment marketing mix (4Ps) versus the customer-centric marketing mix (4As) as well as (b) their antecedents and performance outcomes. Propositions drawn from qualitative data and theoretical tenets in strategic management and in institutional theory are offered to guide systematic empirical research.     

Network view of MNCs' socio-political behavior

While business networks and relationships in international and industrial marketing studies are explored extensively, relationships between firms and socio-political actors are rarely been studied. This paper addresses this gap and examines how MNCs manage their relationship with socio-political organizations. The study builds from the proposition that business firms, besides their actions in business market, have to manage their socio-political market. The study aims to develop a theoretical view that is based in business networks and contains the three concepts of legitimacy, commitment and trust. The proposition is that business firms behave proactively towards the actors in the socio-political environment which is related to their business goals. The three conceptual elements will enable us to understand more deeply the varieties in the firms' managerial behavior. Two cases test the concept in the model — those of Daewoo Motor Company (a South Korean MNC) and the Swedish MNC, Vattenfall. The study will contribute towards deeper understanding of socio-political market and how firms manage their socio-political relationships. The conclusions describe the theoretical and managerial implications.     

Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy

A unique characteristic of emerging economies is the wide variety of dominant channel formats. We evaluate the influence of a brand's marketing mix on channel partners and consumer sales in both full and self-service channels in one emerging economy (Brazil). We use monthly stock-keeping-unit (SKU) level sales, and marketing mix data from the beverage category in southeastern Brazil spanning more than four years. In this study, we specify a panel vector autoregression framework with error decomposition to account for endogeneity between sales and marketing mix, cross-sectional heterogeneity among SKUs, seasonality, and the different aggregation of marketing mix elements across the channels. The results show that structural differences in these channels cause differences in the responses to some of the manufacturers' marketing mix elements. Package size variety, price and merchandising have a greater long-term effect on sales in self-service than in full-service channels. Brands' channel relationship programs support price increases in self-service channels without a corresponding decrease in sales. Distribution gains are important in both channels. In the full-service channel, package size variety has the highest long-term effect among all of the modeled marketing mix elements. Our study highlights that marketing mix strategies popular in the self-service dominant channels of the developed economies are not as effective in the full-service formats that remain important in emerging economies.     

Adaptation of Marketing Mix Elements in International Markets

ABSTRACT

This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. The study is based on a survey of executive-level managers in U.S.-based companies that market products internationally. The survey obtained information on the extent of adaptation across the marketing mix elements and on company, industry, and market factors that influence this process. The results indicate that adaptation is greatest for distribution, followed by price, promotion, and product. Product adaptation is influenced by market factors, price adaptation is influenced by market and industry factors, promotion adaptation is influenced by market factors, and distribution adaptation is influenced by company factors. The results of the research can be used to both understand and manage the extent of adaptation necessary for products in international markets.     

Corporate name change: Investigating South African multinational corporations' postacquisition performance

It has long been argued a multinational corporation (MNC) needs to be able to leverage the firm‐specific advantages to overcome the liability of foreignness in the host markets so the MNC can enjoy the benefit of internationalization while competing with the indigenous firms in the host market. However, emerging‐market MNCs, which have the nontraditional ownership advantages, such as flexibility and cost‐advantage, may require different international strategies to realize the anticipated profit in their cross‐border acquisitions. This article takes an organizational identity approach to study how the foreign identity of South African MNCs constitutes the source of liability and negatively impacts their postacquisition performance. We find South African MNCs that adopted a corporate name change for their acquired subsidiaries experienced worse postacquisition return on asset than the South African MNCs who did not do so. On the other hand, facing a large economic distance, South African MNCs that facilitate the acquired subsidiary corporate name change enjoy better postacquisition performance.     

可操作的关系营销与相关的道德问题

关系营销是营销理论界的一个热门话题。然而,历经近20年的发展,它的操作性问题却没有解决好。关系营销的可操作性涉及三个问题:关系市场、关系营销组合和关系营销的道德问题。关系营销是一种道德问题颇大的营销方式或营销思想。要解决关系营销的道德问题,需要对关系营销的范围加以限制,需要降低对于关系营销的道德要求,或者需要为关系营销建立一套新的道德标准。     

How Developed-Country Firms Make Standardization/Transfer and Adaptations Decisions in Relation to their Developing-Host-Country Operations?

Factors influencing firms’ standardization and adaptations decisions tend to be treated as static isolated entities in the extant literature. Further, the focus is predominantly on Western MNCs and product development or marketing functions with manufacturing firms and the emerging/developing country perspective underrepresented. We explore factors, as well as their interrelations that determine standardization and adaptations decisions when a developed country manufacturing firm establishes operations in a developing country. Purposefully, Italian manufacturing firms with operations in Vietnam are examined. We identify functions, processes, and practices that are standardized/transferred and those that are adapted. A theoretical model is developed based on the findings.     

Sports Sponsorship

This paper represents a response to calls for empirical studies into the role of sponsorship in the communication mix. A mail questionnaire was used to assess the extent to which UK build- ing societies were involved in sponsorship activities, particularly sport. Key issues such as the generation of quantifiable objectives, measurement of effectiveness and integration with other elements of the marketing mix were explored. While tlfere were some exceptions the general impression was that a lack of systematic analysis plan- , ning, implementation and evaluation, led to many initiatives failing to achieve their potential.     

Needed B2B marketing capabilities: Insights from the USA and emerging Latin America

Firms from all parts of the world are expanding operations globally in a turbulent economic context, requiring the understanding of nontraditional markets. Much attention has been focused on China and India, but researchers have neglected Latin America, a region economically as important as Germany, India, Japan, and South Korea. Latin America, as is true of many developed and emerging markets, has a strong presence of industrial ? or business to business (B2B) ? transactions. The configuration and convergence-divergence of marketing capabilities are relevant for the understanding of the globalization phenomenon. This study aims to examine B2B marketing capabilities of firms in Chile, Mexico and Peru (as Latin American countries), seeking conceptual issues in order to comprehend their business perspectives and contribute to the almost nonexistent body of research in this region. How do the results from Latin America compare with the USA? While the study shows directional convergence between Chile and Peru, there also is interesting divergence between all Latin American countries and the USA. The findings offer a portfolio of marketing topics that we believe are worthy of practitioner and academic consideration. We propose a model of convergence-divergence of B2B marketing capabilities across nations and state propositions for hypothesis testing.     

Customer satisfaction and corporate culture: A profile deviation analysis of a relationship marketing outcome

Customer satisfaction has been identified as an important relationship marketing outcome. As such, firms should continually track and assess customer satisfaction. The following study examines how four elements of corporate culture combine to form an optimal mix that encourages attention to and measurement of customer satisfaction. Culture is operationalized as a pattern of values and beliefs that aid individuals in understanding organizational functioning. A profile deviation analysis reveals that an optimal mix of the marketing corporate culture elements of adhocracy, clan, market, and hierarchy does exist and is positively related to customer satisfaction assessment activities. © 1997 John Wiley & Sons, Inc.     

个性化营销:营销新纪元

营销管理的理论与战略需要随着市场的变化和营销实践的发展而不断地完善。随着新世纪的来临,营销管理人员开始采用一种策略把他们与客户的关系建立在一种“个人主义”或我们常称的“个性化”的基础上。这种策略的核心内容是按特定客户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合,即8Ps。     

Fissures in the marketing strategies of South Asian restaurants in Edinburgh

This exploratory study sought to investigate South Asian restaurants in Edinburgh, Scotland, UK in order to obtain a preliminary identification of marketing gaps compromising their future profitability. The aims of the study were to expose and understand the relative importance attached by owners and managers of South Asian restaurants in Edinburgh to the different elements of the marketing mix. South Asian restaurants form a small but important sector of the restaurant in market in towns throughout the UK and are characteristically of disproportionate financial and social importance to the communities who run them. South Asian restaurants in Edinburgh, as in most towns in the UK, are run primarily by the Bangladeshi community and are under increasing pressure as the variety of restaurants operating in the sector increases. The results of the study make evident that any initiatives taken to support South Asian restaurants should include awareness‐raising actions. Building awareness, which is perceived to be currently partially understood, of the importance of studying markets, customers and competitors is essential before any advice is given on how to accomplish these monitoring tasks. Equally, a fundamental priority is to encourage self‐critical and proactive approaches to business, thus increasing the capacity to identify possible problems and implement correcting measures.     

Putting one-to-one marketing to work: Personalization, customization, and choice

The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when the customer proactively specifies one or more elements of his or her marketing mix. We summarize key challenges and knowledge gaps in understanding both firm and customer choices in one-to-one markets. We conclude with a summary of research opportunities.     

Location,Marketing, and the Financial Flexibility of Nonprofit Performing Arts Organizations in Second Tier Cities

This article examines the effect of location relative to other marketing factors on the financial flexibility of nonprofit performing arts organizations (PAOs). While product development and promotional and pricing strategies are important marketing factors, locational advantages have become an important strategic asset for the arts industry. Yet very little research has been done on the locational dimensions of this industry. Based on a survey of PAOs in six second tier U.S. statistical metropolitan areas (SMAs), that is, Buffalo, Pittsburgh, Cleveland, Columbus, Cincinnati, and Milwaukee, this article investigates the extent to which location and other marketing mix factors influence the financial flexibility, and thereby success of PAOs. All six SMAs have a population range of 1 million to 2.5 million. The statistical analysis suggests that location and product selection are particularly significant marketing mix factors that contribute positively to financial flexibility, and therefore organizational success of the PAOs in the cities.     

From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program

SUMMARY

Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the ‘product’ and the ‘marketing mix.’ It examines the varying definitions of the political ‘product’ and, from the perspective of elector as ‘consumer,’ offers its own. In addition it suggests that political marketers should follow the lead of their counterparts in the fields of service and social marketing and modify the marketing mix to suit the political environment in which they function. Finally, based upon existing definitions of the political ‘product’ and the criticisms of the current marketing mix frameworks, initial suggestions are made for the provision of a new political marketing mix.     

Brand equity and retailer acceptance of brand extensions

Two important benefits of brand equity have largely been assumed in most previous research: reduced marketing expenditures required to launch brand extensions; and channel participants as an important source of brand equity. Results of a discrete choice experiment with independent retail grocers indicate that brand names influence independent retailers’ probability of listing brand extensions, but their sensitivity to mix elements such as consumer advertising, promotional allowances, and wholesale price, as well as competitors’ listing actions are not influenced by brand names. This means that retailers treat each dollar of consumer advertising or promotional allowance the same, regardless of who is spending it. Manufacturers should not assume that retailers will be less sensitive to other elements of the marketing mix for stronger brands.     

An Empirical Examination of Marketing Professionals' Ethical Behavior in Differing Situations

The ethical behavior of a national sample of marketing professionals was examined by analyzing their responses to four different types of ethical dilemmas presented in vignette form. The ethical situations operationalize the concepts of coercion and control, deceit and falsehood, conflict of interest, and self integrity, within the context of the marketing mix elements – place, promotion, price, and product. Responses were examined to determine whether behavior varied by type of ethical situation, and whether demographic factors affected their responses. The results indicate that marketing professionals vary their ethical decisions depending on which marketing mix decision they face. Among demographic variables, age, gender, and education level had significant but mixed influence on respondents' ethical decisions across the different situations.     

从营销组合策略的理论演进看市场营销的发展趋势

自从市场营销组合策略理论被提出以来,营销理论界一直都在努力充实、完善它,提出了许多反映时代特征的新的营销组合理论,市场营销组合理论的演进历程集中反映了市场营销的发展变化过程,并预示着市场营销未来的发展趋势。     

Journal of Business-to-Business Marketing Part III: JBBM Book Reviews

A total of 143 books were reviewed over the period 1993–2008 in the Book Review section of the Journal of Business-to-Business Marketing. The books encompassed a broad array of topics, including the basic marketing mix elements of business-to-business marketing, purchasing, buyer-seller relationships, global marketing, Internet and e-commerce, organization studies, research methodology, strategy and general management, and education. During this period, five review essays provided thematic and comparative evaluations of a set of books.

This cumulative index is divided into two sections. The first provides a subject listing of books reviewed and the second is a chronological listing. All book reviews are located at the end of each issue of the journal.     

The impact of market similarity on international marketing strategies: The automobile industry in Western Europe

The formulation of an optimal marketing mix is quite complex when that mix must be effective across multiple international markets. At the crux of the problem is whether markets are similar to each other or interdependent and how this influences marketing mix decisions. Examining the marketing mixes of more than 30 automobile companies competing in the five major markets in Western Europe, it was found that easily changed marketing mix elements, such as prices and advertising, reflect market similarity, interdependence, and product‐market conditions, although not always in the expected ways. The least flexible element, the number of models offered, does not appear to reflect any of these types of conditions. © 2000 John Wiley & Sons, Inc.