A SYNTHESIS MODEL OF MARKET ORIENTATION FOR A
... Despite the substantial importance of the marketing concept and its implementation in
the modern business arena extensive research has not been undertaken in developing
countries. Market orientation models have only been developed and tested for
developed countries. This need for a market orientatio ...
4 - Bournemouth City College
... It would not have been possible for Reliance to achieve its singular success by its superior product
alone, or even by its product plus distribution strength. It was Reliance’s mastery of the minds of men
and women that enabled it to rise as the market leader in textiles. In fact, Vimal’s conquest o ...
The Effect of Competitive Advertising Interference on Sales for
... ronment are typically much higher (Kent 1995). Fourth,
Kent and Allen (1994) argue that a further external validity
problem of Burke and Srull’s (1988) and Keller’s (1987,
1991) studies is their use of fictitious or unfamiliar brands.
Kent and Allen (1993, 1994) find that competitive interference ef ...
Competing On Customer Intelligence
... company harnesses this emerging asset can mean the difference between success
and failure. In fact, many companies have recognized customer data as a primary
source of competitive advantage.
Looking back, corporate information systems were originally built to support dayto-day operations and back-of ...
Strategic Marketing Planning and Control
... The concept of marketing is inherently simple – business success via a
process of understanding and meeting customer needs. Few would
argue with this basic principle, and even the most inexperienced of
business managers would intuitively see the sense in this. Given this
basic simplicity, why do we ...
Achieving alignment between manufacturing and marketing through
... strategies. Sustainable competitive advantage, it is argued, ought not to be based solely on the firm's
assets and capabilities as advocated by the RBV of the firm which assumes that resources and
capabilities are created through company history and are the results of learning processes and longer
Future tense: The global CMO - Economist Intelligence Unit
... marketing executives at global companies. Our research reveals that CMOs are focusing on the following:
Global versus local balance. The Internet has not only created a means for mass distribution of
information and messaging; it has also drawn together local communities and special-interest groups. ...
Crafting marketing strategy in post
... Affairs (RMA), supported by the US Army, emphasizing technological superiority with
factors such as battlefield awareness, precision strikes and information dominance as the key
to winning a conventional war. Enormous investments in new technology made US
predominance in conventional warfare so obvi ...
WHAT IS STRATEGIC ABOUT THE STRATEGIC MARKETING
... an aspect that is strategic that contributes toward changing the direction of the
business. It is a simple distinction, but an important one to make, and one complex
in its implications. Much activity is oriented to operations and efficiency as it should
be, and probably some lesser amount is direct ...
How marketing capabilities and current performance drive
... existing assets, and the desire to select more executable strategies
lead managers to develop strategic intentions that align with current capabilities (e.g., Morgan, Katsikeas, & Vorhies, 2012; Teece, 2007).
Thus, the performance feedback and capability perspectives suggest
different factors that m ...
The Dimension of Entrepreneurial Marketing on the Performance of
... effect of entrepreneurial marketing on the performance of fast food restaurants in Asaba, Delta State. The survey
research design method was employed. The sample objects were 160 staff and customers of some selected Fast Food
Restaurants in Asaba, Delta State. A 20-item validated structured question ...
Preview Sample 1
... Products can be tangible goods, ideas, or services. Place strategies are concerned with making products available
when and where customers want them and providing for the transfer of ownership. Promotion includes personal
selling, advertising, sales promotion, and public relations. Price is what a b ...
View/Open - USIU
... In the Nigerian marketing environment today, many organizations have not understood
and appreciated the importance of strategic blending of marketing communication
programs so as to produce coherent, consistent, clear and efficient messages. With the
pace in which globalization is moving, African ad ...
is store flyers competitive advertising harmful for manufacturers and
... who find that the number of competing brands has a negative effect on memory, due to
interference. Interference is “the process by which our ability to recollect some information is
hindered by our exposure to some other information” (Kumar, 2000, p. 155). Learning new
information about a stimulus m ...
Manage strategic marketing activities (ML54)
... Consequently, there are a number of pricing strategies described in marketing
literature, including, but not restricted to:
New product pricing strategies
o Market penetration
Product-mix pricing strategies
o Product line pricing
o Optional-product pricing
o Captive-product pri ...
titel der folie
... communicating and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its
(Definition of the American Marketing Association, in: Marketing News, September 15, 2004, p. 1)
Marketing and the competitive environment
... Technology and the development of
new goods and services
• New technology can improve the quality of existing products.
• Technology can lead to the development of totally new products.
• Improvements in technology can bring products into new segments.
• Production technology has led to more cost-ef ...
Niche Strategy and Resources: dilemmas and open questions, an
... A further aspect to investigate is how to measure firm’s competitive advantage. Background
research suggests to consider ROA (see among the others, Dehning and Stratopolous, 2003;
Newbert, 2008); a similar approach could sound as a limitation (Ray et al., 2004), since many
firms can possess competit ...
An Examination of the "Sustainable Competitive Advantage" Concept
... strive for unique characteristics in order to distinguish themselves from competitors in the eyes of the consumer. He stated
that differential advantage might be achieved through lowering prices, selective advertising appeals, and/or product
improvements and innovations. While these concepts lay the ...
The fundamentals of standardizing global marketing strategy
... similar to each other or does it mean similarity in wants and needs, or does it mean
similarity in perceptions of brand loyalty and risk perceptions? Clearly, the number of
variables that one could use to define consumer homogeneity is vast. Our framework
rather than focus on the homogeneity of the ...
Distribution strategies as a source of competitive
... According to Boddewyn (2004), competitive advantage can emanate from many sources or
factors. These factors can be discriminated into “hard” factors such as physical assets,
proprietary technology, flexible production systems, product portfolios, etc. and from “soft”
factors including organization c ...
Chapter 06 Planning, Strategy, and Competitive Advantage
... Different Ways to Compete in the Soft Drink Business
What Makes It So Hard to Compete in an Industry?
Together Coca-Cola and PepsiCo control over 70% of the global soft drink market. Their success can be
attributed to the different strategies they adopted. Both companies built global brands by manuf ...
THE MARKETING BUSINESS CASE FOR DIVERSITY
... to competitors a firm must be customer orientated, competitor orientated and inter-functionally
coordinated (Narver & Slater, 1990). Market orientation is conceptualised as consisting of three core
elements: “the organisation wide generation of market intelligence pertaining to current and future
Competitive intelligence is the action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executives and managers making strategic decisions for an organization.Competitive intelligence essentially means understanding and learning what's happening in the world outside your business so one can be as competitive as possible. It means learning as much as possible—as soon as possible—about one's industry in general, one's competitors, or even one's county's particular zoning rules. In short, it empowers you to anticipate and face challenges head on.Key points of this definition: Competitive intelligence is an ethical and legal business practice, as opposed to industrial espionage, which is illegal. The focus is on the external business environment There is a process involved in gathering information, converting it into intelligence and then utilizing this in business decision making. Some CI professionals erroneously emphasize that if the intelligence gathered is not usable, or actionable, then it is not intelligence.A more focused definition of CI regards it as the organizational function responsible for the early identification of risks and opportunities in the market before they become obvious. Experts also call this process the early signal analysis. This definition focuses attention on the difference between dissemination of widely available factual information (such as market statistics, financial reports, newspaper clippings) performed by functions such as libraries and information centers, and competitive intelligence which is a perspective on developments and events aimed at yielding a competitive edge.The term CI is often viewed as synonymous with competitor analysis, but competitive intelligence is more than analyzing competitors—it is about making the organization more competitive relative to its entire environment and stakeholders: customers, competitors, distributors, technologies, and macroeconomic data.