...Viswanathan, N. & Dickson, P. 2007, ‘The fundamentals of standardizing global marketing strategy’, International Marketing Review, vol. 24, no. 1, pp. 46-63. Introductory Academic Program – Academic English The issue of standardisation versus adaptation, which affects all international business organizations, continues to evolve as markets and technologies develop further. In the article ‘The fundamentals of standardizing global marketing strategy’ (2007), Viswanathan and Dickson contribute to the discussion by examining the considerations related to the standardisation of a multinational company’s marketing practices. The authors subsequently propose a new theoretical framework that identifies three complex drivers to be considered in evaluating the degree of marketing standardisation possible: the similarity of consumer response to the marketing mix, the transmissibility of competitive advantage, and similarities in the amount of economic freedom in different markets. The article imparts perceptive insights on the latter two drivers, which, according to the literature review, have been relatively ignored by researchers in comparison to the role of consumers. This critical review assesses the structure and practicality of the proposed conceptual framework, as well as the comprehensiveness of the authors’ exploration of the issue. The proposed theoretical model, intended for the use of marketing practitioners as an instrument in decision-making, appears reasonably sound,...
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...585–599 issn 0732-2399 eissn 1526-548X 08 2704 0585 informs ® doi 10.1287/mksc.1070.0319 © 2008 INFORMS Practice Prize Report The Power of CLV: Managing Customer Lifetime Value at IBM J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia 30303, dr_vk@hotmail.com Darden Graduate School of Business, University of Virginia, Charlottesville, Virginia 22904, venkatesanr@darden.virginia.edu Americas Market Intelligence, IBM Corporation, New York, New York 10589, tbohling@us.ibm.com Americas Market Intelligence, IBM Corporation, Atlanta, Georgia 30327, dmbeck@us.ibm.com V. Kumar Rajkumar Venkatesan Tim Bohling Denise Beckmann C ustomer management activities at firms involve making consistent decisions over time, about: (a) which customers to select for targeting, (b) determining the level of resources to be allocated to the selected customers, and (c) selecting customers to be nurtured to increase future profitability. Measurement of customer profitability and a deep understanding of the link between firm actions and customer profitability are critical for ensuring the success of the above decisions. We present the case study of how IBM used customer lifetime value (CLV) as an indicator of customer profitability and allocated marketing resources based on CLV. CLV was used as a criterion for determining the level of marketing contacts through direct mail, telesales, e-mail, and catalogs for each customer. In a pilot study implemented for...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...Nature and Scope of Marketing Ethics O.C. Ferrell, Ph.D. Professor of Marketing Creative Enterprise Scholar The Robert O. Anderson School And Graduate School of Management MSC05 3090 1 University of New Mexico Albuquerque, NM 87131-0001 Phone: (505) 277-3468 ocferrell@mgt.unm.edu Nature and Scope of Marketing Ethics INTRODUCTION Marketing ethics is viewed as important because of marketing’s interface with many diverse stakeholders. Marketing is a key functional area in the business organization that provides a visible interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well as others. It is important when addressing marketing ethics to recognize that it should be examined from an individual, organizational, and societal perspective. Examining marketing ethics from a narrow issue perspective does not provide foundational background that provides a complete understanding of the domain of marketing ethics. The purpose of this chapter is to define, examine the nature and scope, identify issues, provide a decision-making framework, and trace the historical development of marketing ethics from a practice and academic perspective. DEFINITION OF MARKETING ETHICS Ethics has been termed the study and philosophy of human conduct, with an emphasis on the determination of right and wrong. For marketers, ethics...
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...Weekly Assignment (Research in Marketing) Is marketing academia losing its way? Agree: * Marketing field lack of cohesion (research more than practice). Comment: * In academic industries, there is rare of marketing professor with real marketing experiences. * As my experience, for the time that I studied business and marketing, I met only a few professors who have been stayed in a real business world. They taught the way doing business from their experiences which the students enjoyed and received a business knowledge rather than the traditional theories in a textbook. * Thinking about the supply in a marketing academia and demand in the job markets. The marketing courses are mostly contained of theories and researching while the job markets are looking for a person who has some marketing experiences to work with them. * Thus, the curriculum should offer some marketing field classes such as workshop or internship. Moreover, the courses should have real world business cases for student to solve as an assignment or an activity in class in order to help them be a creative marketer and be familiar with a practical marketing. Disagree: * A fundamental tool for marketing is researching, isn’t it? * Marketing people cannot deny the important of doing a research. * In order to make a successful in marketing of any products or services, a marketer need to identify a target market and to know what are the customer’s need. Furthermore...
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...Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics. Contents 1 Fundamental issues in the ethics of marketing 1.1 Frameworks of analysis for marketing Possible frameworks 1.2 Power-based analysis 1.3 Is marketing inherently evil? 2 Specific issues in marketing ethics 2.1 Market research 2.2 Market audience 2.3 Pricing ethics 2.4 Ethics in advertising and promotion 2.4.1 Content 2.4.2 Delivery channels 2.4.3 Deceptive Advertising and Ethics 2.5 The use of ethics as a marketing tactic 2.6 Neuromarketing ethics 2.7 Marketing strategy 2.8 Further issues in marketing ethics 3 Regulation and enforcement 4 See also 5 References 6 Bibliography 7 External links Fundamental issues in the ethics of marketing[edit] Frameworks of analysis for marketing Possible frameworks[edit] Value-oriented framework, analyzing ethical problems on the basis of the values which they infringe (e.g. honesty, autonomy, privacy, transparency). An example of such an approach is the AMA Statement of Ethics.[1] Stakeholder-oriented framework, analyzing ethical problems on the basis of whom they affect (e.g. consumers, competitors, society as a whole). Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists (e.g. research, price, promotion, placement). None...
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...this journal is available at www.emeraldinsight.com/0265-1335.htm International e-marketing: opportunities and issues Jagdish N. Sheth Goizueta Business School, Emory University, Atlanta, Georgia, USA, and E-marketing: opportunities and issues 611 Received October 2004 Revised June 2005 Accepted July 2005 Arun Sharma School of Business, University of Miami, Coral Gables, Florida, USA Abstract Purpose – E-marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e-marketing strategies for the web. However, the evolution and strategic direction of e-marketing strategies in international environments has not been discussed and is the focus of this paper. Design/methodology/approach – In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e-marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e-marketing strategies. The paper proposes that the evolution of e-marketing strategies is based on the countries infrastructure and marketing institutional development. Findings – It is found that international e-marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e-markets of tomorrow may have...
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...TITLE Social Contracts and Marketing Ethics CITE “Social Contracts and Marketing Ethics,” Journal of Marketing, 63(July): 14-32 1999. AUTHORS Thomas W. Dunfee 1 N. Craig Smith2 William T. Ross Jr. 3 1- The Wharton School, University of Pennsylvania, 3620 Locust Walk, Philadelphia, Pennsylvania, 19036-6369. Phone: 215.898.7691 Fax: 215.573.2006 Email: dunfeet@wharton.upenn.edu. 2- The McDonough School of Business, Georgetown University, Washington, DC, 20057 Phone: 202.687.5405 Fax: 202.687.4031 Email, smithn@gunet.georgetown.edu. 3- School of Business and Management, Temple University, Speakman Hall (006-00), Philadelphia, Pennsylvania, 19122 Phone: 215.204.8111 Fax: 215.204.6237 Email: rossw@sbm.temple.edu. Acknowledgements: The authors thank Thomas Donaldson, Diana Robertson and participants in the Kennedy Institute of Ethics Seminar at Georgetown University, and three anonymous reviewers for helpful comments on earlier versions of this article. Funding by the Carol and Lawrence Zicklin Center for Business Ethics Research and the Georgetown University School of Business summer research fund is gratefully acknowledged. Abstract This paper describes the need and the search to date for a normative moral foundation for marketing. Social contract theory appears promising because of its clear correspondence to the exchange relationships central to marketing thought and practice. It is introduced in a specific formulation known as Integrative Social...
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...|STUDENT NAME: |PROGRAMME: MBA | |STUDENT NUMBER: |YEAR: 2015/16 |GROUP: | |Module Number: MBA7003 |Term: I |Module Title : Marketing | |Tutor Responsible For Marking This Assignment: Dr Jean Suvatjis | |Module Leader: Dr Jean Suvatjis | |Assignment Due Date: Week 11th - Dec 2015 |Hand In Date: 1st week of class | |ASSIGNMENT TITLE: 2 - Individual Assignments | |SECTION A: SELF ASSESSMENT (TO BE COMPLETED BY THE STUDENT) | |In relation to each of the set assessment criteria, please identify the areas in which you feel you have strengths and those in | |which you need to improve. Provide evidence to support your self-assessment with reference to the content of your assignment. | |STRENGTHS |AREAS FOR IMPROVEMENT | |I certify that this...
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...that it’s an important area of management. An ethical supply chain is paramount to the success of modern business. Through fair and ethical interaction with suppliers, wholesalers, retailers, customers and the industry at large, aims to promote ethical supply chain. Ethics may be considered as standards or norms that distinguish between right or wrong and good or bad. This paper aims to highlight the conceptual framework of ethical supply chain with its effective role in present business besides its importance in supply chain management. It also portrays the benefits derived by adopting ethics in supply chain management. Key Words: Ethics, Supply chain. * Assistant Professor, Department of Commerce, University of Jammu, Udhampur Campus. A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage, India as well as in Cabell’s Directories of Publishing Opportunities, U.S.A. International Journal of Marketing and Technology http://www.ijmra.us 186 May 2012 IJMT Volume 2, Issue 5 ISSN: 2249-1058 __________________________________________________________ INTRODUCTION: Supply chain in simple words means sequence of partners/members/intermediaries engaged or involved to supply & manage the flow of manufactured products to the ultimate customers. These partners/members/intermediaries are known...
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...the academics in the Strategy, Marketing, Governance, Economics and International Business Area. We also want to share with you our research focus areas to assist you to select a topic for your MBL research report in which we could offer you quality supervision. Should you select to do your research in our area you will work with seasoned academics who has a strong track record of successfully supervising both Master’s and Doctoral candidates. Academic Profiles Prof Greg Brown | Greg Brown is an Associate Professor in Economics. | Prof Annemarie Davis | Annemarie is an Associate Professor in Business Management. Her research focus areas are in strategy-as-practice and the middle management perspectives. Annemarie supervises Masters and Doctoral candidates in the Strategy-as-Practice focus area and is currently directing higher degrees in the College of Economic and Management Sciences. | Dr Francois du Toit | Francois is a senior lecturer in strategy and international business. His areas of interest are at the intersections of strategy, marketing and finance; especially the different presentations of social capital in relationship strategies. He has held senior positions in executive management,finance, and, sales and marketingin multinational corporates in the healthcare industry. He a registered chartered business strategist with the Canadian Business Strategy Association. | Prof Mari Jansen van Rensburg | Mari is a Professor of Marketing Management and is the Acting Area...
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...University of Mississippi, MS, USA; dWCBA, Youngstown State University, Youngstown, OH, USA; e Michael F. Price College of Business, University of Oklahoma, Norman, OK, USA The purpose of this article is to develop a theoretical framework for governing an organization’s relationships with customers engaged as contributors to the organization’s business processes (i.e. customers as quasi-employees). Based on our suggested framework, we explain how appropriate customer-centric HRM practices can support more cost-effective and accommodating adaptations in the organization’s governance of its relationships with customers. We complement these propositions with practical examples illustrating how customers who take different cooperative roles will increasingly become valuable organizational assets. The collaborating customers not only provide the information necessary for the successful performance of the service exchange, but also contribute human and social capital in performing tasks that are a complement to or a substitute for employee tasks. In conclusion, we outline implications for international human resource management (IHRM), as well as future research directions for examining the relationships among customer governance, role configurations, and IHRM practices. Keywords: customer participation; customer relationship management; governance; IHRM a Service is the use of human resources for the benefit of another party...
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...Michael Carlson and Chris Luhrs outline the ethical failings of Tobacco marketing in the US in “The Ethics of Tobacco Marketing.” In this research paper, the authors juxtapose the American Marketing Association’s ethical norms against the Kantian theory of ethics to expose that by marketing tobacco products and betraying their duty to “do no harm” tobacco marketers fail the Kantian standard of ethics to act only in a manner worthy of becoming a universal law (Carlson and Luhrs). The paper outlines the dangers associated with marketing tobacco products when the marketing is extremely effective, pervasive, aimed at vulnerable children and deceitful resulting in high levels of addiction, sickness and ultimately death (Carlson and Luhrs). Carlson and Luhrs point out that “one would not consider doing harm to others or acting dishonestly as worthy of a universal law.” While this ethical failing, by Kantian standards, is evident in the US, the ethical failings of tobacco corporations are compounded when this marketing is done in developing countries with even more vulnerable populations. In her March 2010 article, “Phillip Morris Pushing Smoking Hard in Foreign Countries,” Anne Landman outlines the tactics that Tobacco giant Phillip Morris had begun to use in developing countries to sell their product because the market for tobacco products in the US had decreased. These tactics included utilizing strategies that had proven successful in the US prior to the decline of tobacco...
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...MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Strategies in the Market-Driven Strategy Era David W. Cravens Texas Christian University The very insightful analysis of marketing strategy implementation by Piercy (1998 [this issue]) points to several key issues concerning the role of marketing in the 21st century. Perhaps most compelling is his assessment of the potential threats to the role of marketing in the organization and implementation in particular. He examines several important concerns presented by the lean enterprise paradigm (Womack and Jones 1996). While I am more optimistic about the future of the discipline, relevant dimensions of change promise to significantly alter the nature and scope of marketing strategy and its implementation. Business strategy has entered a new market and competitive environment, appropriately designated as the market-driven era because of its central focus on the market as the basis for strategy design and implementation (Cravens, Greenley, Piercy, and Slater 1998; Day 1994). A pervasive dimension of this era is the pivotal role of the market in guiding strategic change. While the paradigms based on the market-driven era continue to evolve, it is apparent that markets provide the focus of strategic thought and practice. This focus offers an array of challenges and opportunities to the marketing discipline. Many academics and executives are examining the fundamental assumptions and guidelines underlying strategy formulation...
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