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1 – 10 of over 15000Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton
To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…
Abstract
To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.
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George G. Panigyrakis and Cleopatra Veloutsou
This paper examines the brand managers’ characteristics and their role in the pharmaceutical industry. It identifies the similarities and differences of that role with the role of…
Abstract
This paper examines the brand managers’ characteristics and their role in the pharmaceutical industry. It identifies the similarities and differences of that role with the role of brand managers working in the fast‐moving consumer goods industry. In particular, this study investigates brand managers’ duties, by analysing their perceived involvement in activities relevant to market analysis, planning, implementation, evaluation and training and strategic and tactical decision making. The results proved that brand managers working in various sectors have a co‐ordinating role and that their involvement in the strategic decision of their brands is still limited. They also indicated a dissimilarity in the perceived job responsibilities between the two industries.
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Robert Kozielski, Michał Dziekoński, Michał Medowski, Jacek Pogorzelski and Marcin Ostachowski
Companies spend millions on training their sales representatives. Thousands of textbooks have been published; thousands of training videos have been recorded. Hundreds of good…
Abstract
Companies spend millions on training their sales representatives. Thousands of textbooks have been published; thousands of training videos have been recorded. Hundreds of good pieces of advice and tips for sales representatives have been presented along with hundreds of sales methods and techniques. Probably the largest number of indicators and measures are applied in sales and distribution. On the one hand, this is a result of the fact that sales provide revenue and profit to a company; on the other hand, the concept of management by objectives turns out to be most effective in regional sales teams with reference to sales representatives and methods of performance evaluation. As a result, a whole array of indices has been created which enable the evaluation of sales representatives’ work and make it possible to manage goods distribution in a better way.
The indices presented in this chapter are rooted in the consumer market and are applied most often to this type of market (particularly in relation to fast-moving consumer goods at the level of retail trade). Nevertheless, many of them can be used on other markets (services, means of production) and at other trade levels (wholesale).
Although the values of many indices presented herein are usually calculated by market research agencies and delivered to companies in the form of synthetic results, we have placed the emphasis on the ability to determine them independently, both in descriptive and exemplifying terms. We consider it important to understand the genesis of indices and build the ability to interpret them on that basis. What is significant is that the indices can be interpreted differently; the same index may provide a different assessment of a product’s, brand or company’s position in the market depending on the parameters taken into account. Therefore, we strive to show a certain way of thinking rather than give ready-made recipes and cite ‘proven’ principles. Sales and distribution are dynamic phenomena, and limiting them within the framework of ‘one proper’ interpretation would be an intellectual abuse.
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Choukri Menidjel, Abderrezzak Benhabib and Anil Bilgihan
The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely…
Abstract
Purpose
The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely, consumer innovativeness, variety-seeking and relationship proneness, in the context of fast-moving consumer goods.
Design/methodology/approach
Data were collected using a survey of 443 consumers. Structural equation modeling, specifically partial least squares regression, was used to test the theoretical model.
Findings
The findings indicate that brand loyalty is the most affected (both directly and indirectly) by satisfaction through the mediation of brand trust in both product categories studied. Moreover, variety-seeking behavior negatively moderates the relationship between brand trust and brand loyalty for fruit juices.
Research limitations/implications
This research was conducted in the context of fast-moving consumer goods within a limited geographical region. Future research could apply this model to different contexts and countries.
Practical implications
Companies that produce fast-moving consumer goods are advised to consider the important role of satisfaction in the generation of trust, which leads to brand loyalty.
Originality/value
This study proposes and tests a theoretical model that is more comprehensive than the models used in previous studies because it investigates the relationships among satisfaction, trust, loyalty and personality traits. It is the first attempt to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and loyalty.
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This monograph covers a number of key articlesand presentations by the author over the lastdecade. The points contained in them reflect aclear belief based on experience of…
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This monograph covers a number of key articles and presentations by the author over the last decade. The points contained in them reflect a clear belief based on experience of creating significant cultural change so that banks become more market‐driven and customer‐orientated. Many of the forecasts made in the articles have become a reality in the marketplace. This monograph begins with a description of changes over the last decade: the introduction of the marketing function into banks, consumer responses, new competitors, technological developments, and the impact of Government. Marketing has faced many difficulties in the banking industry and competitive breakthroughs have not been easy to achieve. Many leaders in the industry believe in business/marketing strategy evolving in close association with IT planning – this is the second topic, IT support may be crucial. The importance of advertising and management of agency relationships is the subject of Chapter 3 – how can it be effectively used? Chapter 4 looks at the ways in which the consumer is presently getting a better deal; Chapter 5 describes the marketing success of the NatWest Piggy Bank within the context of a changing marketing culture. A wider repertoire of marketing techniques are used in the USA (Chapter 6) but if they are to be used in the same way here then the situation will need to approximate more closely to that of the USA – credit and credit cards are the particular focus and the US market is more aggressive. Chapters 7‐9 look at the future of financial services marketing from the retailer′s perspective – the retailer′s detailed approach to a possible new business has distinctive strengths, but their actual opportunities in this market may be restricted to an extent by, for example, inexperience and so lower credibility as vendors of some specialised services like investment management. Chapter 10 appraises the value and strategic nature of market research. Chapter 11 considers the movement of building societies into the wider personal financial services marketplace, the product′s role in the marketing mix, and the impact of the Single Market in Europe. Chapter 12 singles out the cost‐effective technique of automated vetting of customers′ creditworthiness from the special viewpoint of the building society. The monograph concludes with a discussion of the changing market and future prospects: the world of finance is no longer simple; money is no longer the common denominator; the consumer is now the focus; competition to provide services is fierce; the future is exciting!
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George G. Panigyrakis and Cleopatra Veloutsou
Focuses on the relations that product managers, as industrial buyers, develop with industrial service providers (advertising, promotional and marketing research agencies, lawyers…
Abstract
Focuses on the relations that product managers, as industrial buyers, develop with industrial service providers (advertising, promotional and marketing research agencies, lawyers, other consultants and distribution channels) in different business sectors in Greece. Investigates how brand managers in the pharmaceutical and other fast‐moving consumer goods industries view their relationships with their various interfaces, by analysing the allocation of their working time, the level of contact, and the perceived significance and quality of relationships with their interfaces. The results indicate that there are differences in the development of relationships amongst the sectors analysed.
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The purpose of this paper is to explore how selected fast‐moving consumer goods markets in Central and Eastern Europe (CEE) have developed since the opening of CEE and what market…
Abstract
Purpose
The purpose of this paper is to explore how selected fast‐moving consumer goods markets in Central and Eastern Europe (CEE) have developed since the opening of CEE and what market structures have emerged since then. Particular attention is paid to the role of Western multinational corporations (MNCs) as drivers of globalization in this market‐reshaping process.
Design/methodology/approach
Based on household panel data the dissemination of international brands is analyzed in four product categories and four countries of the region. In addition, the question of whether the level of economic development of countries or the product character has an impact on the penetration levels of international brand is examined.
Findings
The outcomes of this retrospective study furnish evidence for the globalization of fast‐moving consumer goods markets in CEE. Although the level of diffusion of international brands varies by product category and country, the strong influence of Western MNCs in the shaping of market structures can be documented. The findings also mirror the predominantly‐employed marketing and brand strategies of foreign MNCs in CEE, namely internationally‐integrated as well as multi‐tier brand strategies.
Research limitations/implications
The data provides only a snapshot of the situation in selected consumer goods markets in the region. In order to obtain a fuller picture of the extent of market globalization, the market share of international brands should be complemented by additional data on purchase and usage behavior.
Originality/value
The paper contributes to the current discussion of the market globalization thesis.
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Considers the development of public relations in UK fast‐movingconsumer goods (FMCG) firms. Argues that public relations is making someinroads into the traditional marketing…
Abstract
Considers the development of public relations in UK fast‐moving consumer goods (FMCG) firms. Argues that public relations is making some inroads into the traditional marketing promotional mix by acting either in a complementary way or in place of traditional advertising. Also considers the diversification of public relations activities at the corporate level; and the trend towards interaction and integration of the corporate and marketing public relations functions. Through in‐depth interviews with ten leading, but unnamed, UK FMCG firms, argues that public relations has been developing in emphasis and expenditure within such firms over the past decade. Undertakes an approach to describing a rationale for the growth of public relations.
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This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving…
Abstract
Purpose
This paper aims to explore relationship marketing and the existence of relationships in mass consumer markets from the consumers' perspective, with the focus on the fast moving consumer goods (FMCG) sector.
Design/methodology/approach
Ten focus groups were conducted with consumers from a broad range of demographic and socio‐economic backgrounds to enable in‐depth exploration of the research issue.
Findings
The study highlights the dominant negative attitudes that exist among consumers to relationship marketing as it is operationalised in FMCG markets. It is found that from the consumers' perspective relationships do not and cannot exist in these markets and that the nature of exchange in such markets is not relationship based. Consequently, the research concludes that there is a necessity to move away from relationship rhetoric in FMCG markets, and to explore the true nature of exchange in the quest for effective marketing strategies. The research also suggests that further research on relationship marketing should focus on situations where relationships do and can exist and consequently the boundaries of relationship marketing should be limited to only these situations.
Originality/value
By offering the consumer perspective on relationships and relationship marketing this study broadens understanding of the phenomenon and makes an important contribution to the relationship marketing debate.
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