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
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1- Contemporary Marketing Practice (CMP) Research Programme CMP
research project was started in NZ in 1996 extended 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 thinking qualitative and quantitative
methods
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Contrasting Views of How Firms Relate to their Markets
Transactional (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
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Developing Pluralistic View of Marketing Practice (Coviello,
Brodie and Munro 1997) Classification scheme developed from an
extensive review of North American and European literature
Transaction Marketing (TM) managing the 4Ps to attract and satisfy
customers Database Marketing (DM) using technology-based tools to
target and retain customers Interaction Marketing (IM) developing
interpersonal relationships between individual buyers and sellers
Network Marketing (NM) positioning the firm in a connected set of
inter-firm relationships
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Aspects of Marketing - Relational Exchange Dimensions
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Aspects of Marketing - Managerial Dimensions
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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
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Method participants required to fulfill the questionnaire as
part of course work structured 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
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Sample Group 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 sector consumer goods
(15-28%), consumer services, (15-25%), B2B goods (22-38%), B2B
services (26-43%)
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2- Cross National Results,2000 Aspects of Marketing Practiced (
Firms with Medium to High Levels)
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Which Combinations? Transaction Marketing Interaction Marketing
Network Marketing Database Marketing
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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
differences e.g. tendency for more firms from Argentina to be in
the T cluster
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Which Combinations? higher %s of consumer goods firms in T
cluster Transaction Marketing Interaction Marketing Network
Marketing Database Marketing
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Which Combinations? higher %s of consumer service firms in T
and TR clusters Transaction Marketing Interaction Marketing Network
Marketing Database Marketing
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Which Combinations? higher %s of B2B goods and service firms in
R and TR clusters Transaction Marketing Interaction Marketing
Network Marketing Database Marketing
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3- Incorporating Interactive e- Marketing into the CMP
Framework Ongoing conceptual development/refinement: instrument now
has a 5 th aspect e-Marketing eM interactive technologies to create
and mediate dialogues testing of the new instrument in UK, NZ and
Germany
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Interactive: The Early Views As discussed by Blattberg and
Deighton (1991) used synonymously with the term database marketing
builds 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)
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More Recent Views the 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 time
Structural: 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
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Relational Exchange Dimensions (adapted from Coviello et al
1997, Milley 1998)
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Managerial Dimensions (adapted from Coviello et al 1997, Milley
1998)
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4 - Cross-National Results 2001 Market Orientation &
Performance 48 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 relationships DM
practiced with TM IM practiced with NM Interactive Marketing
provide linkage between DM and IM/NM
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Overview: Aspects of Marketing Practice 2001
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Which Combinations?
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Argentina New Zealand UK
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Market Orientation
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Performance measurements used
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Expected Performance
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Summary of Key Findings managers of all types of organisations
are placing an emphasis on managing marketing relationships need to
focus more on issues and trends which are shaping the future
understanding of the IT in supporting, enhancing and transforming
dangers of focusing too much on traditional dichotomous thinking ie
Goods vs Services, Consumer vs B2B, transactional vs relational the
distinction between goods and services is not the point service
aspect of products provide competitive advantage