profiling contemporary marketing practice

Download Profiling Contemporary Marketing Practice

Post on 25-Feb-2016

13 views

Category:

Documents

0 download

Embed Size (px)

DESCRIPTION

Profiling Contemporary Marketing Practice. Jaqueline Pels, Universidad Torcuato Di Tella 1- Overview 2- Cross-National Results 2000 3 - Incorporating e-Marketing 4 - Cross-National Results 2001 Market Orientation & Performance 5- Conclusions and Implications. - PowerPoint PPT Presentation

TRANSCRIPT

  • Profiling Contemporary Marketing PracticeJaqueline Pels, Universidad Torcuato Di Tella

    1- Overview2- Cross-National Results 20003 - Incorporating e-Marketing4 - Cross-National Results 2001Market Orientation & Performance 5- Conclusions and Implications

  • 1- Contemporary Marketing Practice (CMP) Research ProgrammeCMP research project was started in NZ in 1996extended to Canada, Finland, Sweden, Ireland, Argentina, Thailand, UK, Germany, USA, SE Asia, Africa

    Objective? profile marketing practice in a contemporary environment, and to examine the relevance of relational marketing in different organizational, economic and cultural contexts

    Synthesis of: European, North American, Australasian & Latin thinkingqualitative and quantitative methods

  • Contrasting Views of How Firms Relate to their MarketsTransactional (AMA 1985).the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchange, and satisfy individual and organizational objectives.

    Relational (e.g. Berry 1983)attracting, maintaining and enhancing customer relationships

    need for a richer framework that incorporates both transactional and relational aspects of marketing

  • Developing Pluralistic View of Marketing Practice(Coviello, Brodie and Munro 1997)Classification scheme developed from an extensive review of North American and European literatureTransaction Marketing (TM)managing the 4Ps to attract and satisfy customersDatabase Marketing (DM)using technology-based tools to target and retain customersInteraction Marketing (IM)developing interpersonal relationships between individual buyers and sellersNetwork Marketing (NM)positioning the firm in a connected set of inter-firm relationships

  • Aspects of Marketing - Relational Exchange Dimensions

    Transaction

    Database

    Interaction

    Network

    Focus

    Economic transaction

    Information & economic transaction

    Relationships between a buyer and seller

    Relationships between firms

    Parties Involved

    A firm in the general market

    A firm in a specific target market

    Individual sellers and buyers

    Sellers, buyers, and other firms

    Communication Pattern

    Firm to market

    Firm to individual

    Individuals with individuals

    Firms with firms

    Type of Contact

    Arms length, impersonal

    Personalised

    Face-to-face, interpersonal

    Impersonal- interpersonal

    Duration

    Discrete

    Discrete yet over time

    Continuous

    Continuous

    Formality

    Formal

    Formal (personalised via technology)

    Formal and informal

    Formal and informal

    Balance of Power

    Active seller passive buyers

    Active seller less passive buyers

    Seller/buyer mutually active/adaptive

    All firms active and adaptive

  • Aspects of Marketing - Managerial Dimensions

    Transaction

    Database

    Interaction

    Network

    Managerial

    Intent

    Customer

    attraction

    Customer

    retention

    Interaction

    Co-ordination

    Decision

    Focus

    Product

    or brand

    Product/brand

    and customers

    Relationships between individuals

    Relationships

    between firms

    Managerial Investment

    Internal

    marketing assets

    Internal

    marketing assets

    External

    maktg assets

    External mktg

    assets

    Managerial

    Level

    Functional

    marketers

    Specialist

    marketers

    All managers/

    employees

    General manager

    Time Frame

    Short term

    Longer term

    Short or long term

    Short or long term

  • Research Questions?At a general level...

    To what extent are transactional and relational marketing practiced across countries?

    More specifically

    Do the findings generalize for economies that are either similar or different in terms of: economic development

  • Methodparticipants required to fulfill the questionnaire as part of course workstructured survey instrument measuring marketing practices feedback sessions to ensure validity of results

    instrument administered in English to participants from executive management programs pre-tested to ensure questions understood

    controls for demographic differences

  • SampleGroup 1: Advanced Economies [New Zealand (185), Canada (94), Finland /Sweden (51)]economies well developed

    Group 2: Transition Economies [Argentina (96), Thailand (55)]economies in transition

    firms range in size, age, growth rate, ownership, level of export activity, use of technology, and sectorconsumer goods (15-28%), consumer services, (15-25%),B2B goods (22-38%), B2B services (26-43%)

  • 2- Cross National Results,2000Aspects of Marketing Practiced (Firms with Medium to High Levels)

    N Z

    Canada

    Fin/Swe

    Argentina

    Thailand

    Transaction Mktg

    80.5%

    75.5%

    70.6%

    74.0%

    83.6%

    Database Mktg

    77.8%

    79.8%

    80.4%

    57.3%

    83.6%

    Interaction Mktg

    91.8%

    91.5%

    88.2%

    75.0%

    90.9%

    Network Mktg

    7474.1%

    79.8%

    74.5%

    61.4%

    85.5%

  • Which Combinations?

  • Are There Differences Across Firm Types? 3 clusters Transactional (T), Tranasactional/Relational (TR), Relational (R)

    BUT all types of firms have membership in all three clusters and 40% of all firms fall into the TR cluster

    some country specific differencese.g. tendency for more firms from Argentina to be in the T cluster

  • Which Combinations? higher %s ofconsumer goods firms in T cluster

  • Which Combinations? higher %s ofconsumer service firms in T and TR clusters

  • Which Combinations? higher %s of B2B goods and service firms in R and TR clusters

  • 3- Incorporating Interactive e-Marketing into the CMP FrameworkOngoing conceptual development/refinement:

    instrument now has a 5th aspect

    e-Marketing eMinteractive technologies to create and mediate dialogues

    testing of the new instrument in UK, NZ and Germany

  • Interactive: The Early ViewsAs discussed by Blattberg and Deighton (1991)

    used synonymously with the term database marketingbuilds on traditional approaches available through the mail, telephone, and sales force

    a medium for 2-way conversation: the consumer speaks through purchases and the manufacturer employs artificial intelligence to reply (e.g. loyalty programs)

  • More Recent Viewsthe ability to address an individual, gather and remember the response of that individual, and address the individual once more in a way that takes into account his/her unique response (Deighton 1996)

    a form of marketing with the following qualities (Iacobucci 1998)Content: technology, intrinsic motivation, use of interactive marketing information, real timeStructural: private, truly interactive, interactions among groups (incl. customers), networked networks

    ...the use of information from the customer rather than about the customer. (Day 1998, p.47)

    often discussed in the context of the Internet

  • Relational Exchange Dimensions(adapted from Coviello et al 1997, Milley 1998)

    Database

    Interactive

    Interaction

    Focus

    Information & economic transaction

    Relationships between a buyer and seller

    Relationships between a buyer and seller

    Parties Involved

    A firm in a specific target market

    A firm to many individual buyers

    Individual sellers and buyers

    Communication Pattern

    Firm to individual

    Firm with individuals

    Individuals with individuals

    Type of Contact

    Personalised (yet distant)

    Personalised (close)

    Face-to-face, interpersonal (close)

    Duration

    Discrete yet over time

    Continuous

    Continuous

    Formality

    Formal (personalised via technology)

    Formal (personalized via technology)

    Formal and informal

    Balance of Power

    Active seller less passive buyers

    Active seller/buyer (seller more powerful)

    Seller/buyer mutually active/adaptive

  • Managerial Dimensions (adapted from Coviello et al 1997, Milley 1998)

    Database

    Interactive

    Interaction

    Managerial

    Intent

    Customer

    retention

    Interaction

    Interaction

    Decision

    focus

    Product/brand

    and customers

    Relationships between

    the firm and individuals

    Relationships between individuals

    Managerial Investment

    Internal

    marketing assets

    Internal marketing assets

    Internal operational assets

    External

    mktg assets

    Managerial

    Level

    Specialist

    marketers

    Specialist marketers Technology Specialists

    All managers/employees

    All managers/

    employees

    Time frame

    Longer term

    Longer term

    Short or long term

  • 4 - Cross-National Results 2001Market Orientation & Performance48 New Zealand, 84 UK & 61 Argentine Firms

    vary in size, age, growth rate, type of product offered, type of market served, use of technology, export level, ownership structure

    As before partial correlations show very clear relationshipsDM practiced with TMIM practiced with NM

    Interactive Marketing provide linkage between DM and IM/NM

  • Overview: Aspects of Marketing Practice 2001

    Sheet1

    Index ValueTransactionDatabasee-MarketingInteractionNetwork

    NZUKARGNZUKARGNZUKARGNZUKARGNZUKARG

    Low19371423552763855282413173929

    M

Recommended

View more >