From One Segment to a Segment of One - The Evolution of Market Segmentation Theory

The purpose of this study was to deepen the understanding of market segmentation theory by studying the evolution of the concept and by identifying the antecedents and consequences of the theory. The research method was influenced by content analysis and meta-analysis. The evolution of market segmentation theory was studied as a reflection of evolution of marketing theory. According to this study, the theory of market segmentation has its roots in microeconomics and it has been influenced by different disciplines, such as motivation research and buyer behaviour theory. Furthermore, this study suggests that the evolution of market segmentation theory can be divided into four major eras: the era of foundations, development and blossoming, stillness and stagnation, and the era of re-emergence. Market segmentation theory emerged in the mid-1950’s and flourished during the period between mid-1950’s and the late 1970’s. During the 1980’s the theory lost its interest in the scientific community and no significant contributions were made. Now, towards the dawn of the new millennium, new approaches have emerged and market segmentation has gained new attention.

Marketing and the Logic of Service: Value Facilitation, Value Creation and Co-creation, and Their Marketing Implications

The discussion of a service-dominant logic has made the findings of decades of service marketing research a topic of interest for marketing at large. Some fundamental aspects of the logic such as value creation and its marketing implications are more complex than they have been treated as so far and need to be further developed to serve marketing theory and practice well. Following the analysis in the present article it is argued that although customers are co-producers in service processes, according to the value-in-use notion adopted in the contemporary marketing and management literature they are fundamentally the creators of value for themselves. Furthermore, it is concluded that although by providing goods and services as input resources into customers’ consumption and value-generating processes firms are fundamentally value facilitators, interactions with customers that exist or can be created enable firms to engage themselves with their customers’ processes and thereby they become co-creators of value with their customers. As marketing implications it is observed that 1) the goal of marketing is to support customers’ value creation, 2) following a service logic and due to the existence of interactions where the firm’s and the customer’s processes merge into an integrated joint value creation process, the firm is not restricted to making value propositions only, but can directly and actively influence the customer’s value fulfilment as well and extend its marketing process to include activities during customer-firm interactions, and 3) although all goods and services are consumed as service, customers’ purchasing decisions can be expected to be dependant of whether they have the skills and interest to use a resource, such as a good, as service or want to buy extended market offerings including process-related elements. Finally, the analysis concludes with five service logic theses.

El uso en las organizaciones de venta al por mayor del marketing mediante la relación estratégica comunitaria y efectividad de la misma

Se busca ver cuál es el uso que las organizaciones hacen del concepto y estrategias comunitarias mediante el marketing; aunque existen varias formas de fidelizar el cliente, en el sector de comercio al por mayor, se vio una gran dificultad de acercarse al consumidor. Una de las formas más fáciles y efectivas de hacerlo es por medio de comunidades ya que elimina las barreras de mercado y crea vínculos entre cliente-empresa. Para esto se utilizó el análisis de caso, seleccionando una organización de relevancia en el sector de venta al por mayor. En dicha organización no se encontró el uso de la relación estratégica comunitaria de forma directa, aunque se vio un interés en incorporarlo; esto se evaluó mediante fuentes de evidencia, tales como entrevistas, informes financieros de la compañía, documentos que proporciono la organizaciones, pagina web e información del comercio de venta al por mayor y fundamentación teórica para realizar un óptimo análisis. A la empresa se le recomienda incorporar en sus planes estratégicos la relación estratégica comunitaria; esto ayudaría a eliminar barreras de mercado, identificar las necesidades o nuevos nichos de mercado.

Utilidad de la relación estratégica comunitaria y el marketing en el sector de bebidas alcohólicas

El estudio busca demostrar la utilidad que tiene la relación estratégica comunitaria en el sector de bebidas alcohólicas en Colombia y cómo la utilizan a través del marketing. Cómo estas funcionan en el sector y si las organizaciones las están aplicando; si lo hacen qué tipo de estrategias emplean para adentrarse y relacionarse con su entorno. Se identifica la efectividad de estas estrategias; si en realidad están promoviendo el desarrollo de la comunidad como el de la organización y paso a seguir se describen las características de esta en el sector objetivo. Se utilizan metodologías tanto cuantitativas como cualitativas para la investigación y análisis de caso analizando la información correspondiente para así poder reseñar y describir los modelos que se utilizan en el sector.

Utilidad de la relación estratégica comunitaria y el marketing como forma de perdurabilidad ante los procesos de reconstrucción social y económica

Grandes han sido los cambios que ha traído consigo la globalización, en donde el entorno empresarial se encuentra inmerso en constantes cambios, por tanto las empresas se ven obligadas a enfrenar entornos con alto grado de competitividad, en donde los clientes se han convertido en un bien escaso para la organización debido a la diversidad de ofertas presentes en el mercado y la manera del manejo de la información de los clientes. El presente trabajo expone las estrategias de marketing relacional, el cual ha tomado mayor relevancia debido a la insuficiencia del marketing transaccional para lograr la perdurabilidad empresarial, sin embargo se hace énfasis el concepto de comunidad debido a la dificultad de aplicar el marketing uno a uno con los clientes buscando un vínculo de largo plazo con el cliente, teniendo como contexto situaciones de reestructuración social de las crisis humanitarias.

Utilidad de las relaciones estratégicas comunitarias y el marketing en la administración de negocios con clientes corporativos

Este trabajo de grado propone identificar la utilidad de las relaciones estratégicas comunitarias y el marketing en la administración de negocios con clientes corporativos, también se toman en cuenta conceptos como el marketing organizacional y relacional, estos conceptos ayudan en la investigación a determinar relaciones estratégicas entre las empresas, y el beneficio que estas le generan a las corporaciones; para así fomentar la implementación de estas estrategias en a las empresas a nivel nacional e internacional, así mismo, identificar el concepto de comunidad que tienen los clientes corporativos y como este concepto se puede adaptar al entorno que los rodea. Con el fin de entender las funciones y características de un cliente corporativo, así como su comportamiento, los objetivos específicos de la investigación son describir las estrategias de marketing en la administración de negocios con clientes corporativos, determinar si existe el concepto de comunidad en la administración de negocios con clientes corporativos y determinar si se utilizan relaciones estratégicas comunitarias en la administración de negocios con clientes corporativos. La metodología que se planteó usar fue teórica-conceptual, teniendo en cuenta el marketing y las relaciones estratégicas comunitarias de los clientes corporativos. Llevando la investigación al ámbito de la gerencia y dirección, los resultados que se obtuvieron gracias a la investigación, ayudaran a potenciar la dirección de las empresas, donde se evalué la verdadera utilidad de las estrategias basadas en las relaciones comunitarias y marketing en los negocios con clientes corporativos. Las estrategias comunitarias y el marketing influencian de manera directa las relaciones de las compañias con sus clientes corporativos, debido a que marketing nos permite extender la relación y generar una utilidad a futuro entre ambas partes. De la investigación se concluye que las empresas que logran crear estrategias comunitarias y relaciones estrechas entre ellas, tienden a tener mejores utilidades en el largo plazo y ser empresas más sostenibles.

Relationship orientation : towards an antecedent model of trust in marketing relationships

With the advent and the increasing use of the concept of Relationship Marketing as a basis for marketing strategy, it has become evident that a lack of empirical knowledge exists as to the operational basis of the concept. Information regarding the conceptual basis of Relationship Marketing and a possible new orientation toward the concept may be of substantial value to both practitioners and scholars of relationship marketing. This paper considers the emergence of a Relationship Orientation within the marketing literature and proposes an antecedent model of Trust as a basis. The role of Ethics as a possible antecedent to Trust is emphasised and identified as a gap within the relationship marketing literature. Based on previous exploratory work and a review of the literature of relationship marketing, exchange theory, general marketing theory, marketing ethics and sales management, four key antecedent dimensions of Trust are identified: Ethics, Bonding, Empathy and Reciprocity. Additional possible antecedents are suggested. Future empirical research is proposed in order to validate the model.

Extending social marketing to emergency services organisations

Social marketing theory is examined in relation to an organisational context which has received little attention. This paper examines the development of an integrated social marketing campaign for a State Emergency Service, and focusses on a particularly serious scenario where the penalty for miscommunication may be death, widespead injury or substantial property damage. The researchers take an action research approach, identifying community perceptions of risk to determine appropriate communication message development. The study identifies the factors contributing to risk perception beyond traditional concepts of involvement which are common in studies of consumer behaviour. Additionally, this paper provides an investigation of some of the issues that affect communication effectiveness, such as the influence of stakeholders, the poor performance of traditional communications methods, the utility of social marketing principles, and segmentation requirements, as well as influential ideas from the general risk communication literature.

Marketing position taxonomies : an empirical analysis

Despite the continuing need for an empirically validated classification of marketing positions, for theoretical and practical purposes, it appears that no such schema exists. This study contributes to the development of such a taxonomy through an empirical examination of marketing positions. Specifically, the research extends an existing taxonomy by empirically investigating personal selling marketing activities. Based on the taxonomy developed by Darmon (1998), data were collected about the information load, information complexity, and time and relationship management activities of marketers. Various analytical techniques were used to investigate specific features of the instrument and the taxonomy, as well as to provide convergence for the conclusions drawn by the researchers. It was established that sales positions can be more meaningfully identified, and, therefore, better categorised, by six dimensions than by job title or job role. Further, it appears that marketers in the same selling position vary significantly on these dimensions. These findings have important implications for marketing theory, applied research and management. However, future research should refine the instrument used in this study, since some anomalies emerged in the findings, and extend the study by investigating a wider range of marketing positions. Such research may also explore whether the dimensions identified in this study influence the performance and job satisfaction of marketers, and the extent to which marketing managers account for these variations.

Investigating social marketing, benchmarking and public policy development in environmental management

This paper discusses, an application of social marketing relating to pro-environmental awareness and social change. The integration of consumer behaviour theory into social marketing has been highlighted in the literature as requiring greater attention. Social marketing campaigns, like all marketing activities, rely on an understanding of stakeholders' attitudes and motivations in regard to the issue of concern, as well as towards the desired modified behaviour or lack of behaviour. The study highlights the marketing paradigms of benchmarking and social marketing in a not for profit governmental environment. Serrated Tussock has been designated as a weed of national significance and therefore the program has national implications (Thorp 2000). Even though issues associated with introduced species are less publicised than other environmental issues on the world stage, the associated environmental problems are no less severe than those caused by production and consumption activities. Weed control is a widespread problem facing individuals, communities and governments at all levels. A triangulatory approach, involving three distinct phases and incorporating both qualitative and quantitative tools, was used for the research design. The qualitative phase involved focus groups and in depth interviews with landholders, focus groups with professionals in the field and a focus group of key stakeholders. The mail survey resulted in a representative sample of 608 usable responses from the infestation area. The research conducted in this study illustrates how the various stages in the social marketing process were achieved and recommendations consistent with social marketing theory were generated.

Strategic sport marketing

"Strategic Sport Marketing is a comprehensive text for sport management students as well as practising sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans." "Case studies and sportviews selected from international sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally." "The second edition of this widely used text is fully revised and updated. It includes two new chapters: 'Customer satisfaction and service quality' by Linda van Leeuwen and 'Sport and the Internet' by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport."

Marketing

The most comprehensive and authoritative introductory marketing text available for Australian students. The new edition has been completely updated to reflect recent changes in marketing theory and practice caused by new technologies and new ways of organising. Three Australian authors.

Global and regional dispersion of publishing in the field of international marketing

This paper empirically examines the research productivity of academic institutions in the leading international marketing journals, leading generalist marketing journals, and leading international business journals between the years 1999 and 2003 from a regional and country-specific perspective. The research found that across the three groups of journals, the majority of works were authored by academics at institutions located in North America, although North Americans contribute significantly less in the international marketing and international business journals than leading generalist marketing journals. The findings suggest that there is a broadening of non-U.S. influence within the international marketing and international business journals, which should lead to a broadening of international marketing theory.

Principles of marketing

This new edition retains ints authoritative presentation of marketing theory while still maintaining an interesting and engaging writing style. Stewart Adam, Deakin University; Sara Denize, University of Western Sydney, Australia.

Exploring metaphor as an alternative marketing language

Purpose: – The main aim of this paper is to stimulate more relevant and critical ideas about marketing and the wider management field by exploring the actual and potential contribution of metaphor to marketing theory and practice. The subsequent connections made can help contribute towards understanding and coping with the theory/practice gap.

Design/methodology/approach: – To date, the majority of metaphor application has tended to be literal and surface-level rather than theoretically grounded. This paper interrogates the literature surrounding metaphor in marketing and management fields, while also examining the contribution of other areas such as art. The paper constructs and debates the conceptual notion of the marketer as an artist.

Findings: – Incorporation of theoretically grounded metaphors into marketing theory can help develop a form of marketing which is capable of dealing with ambiguity, chaotic market conditions, creative thinking and practice.

Originality/value: – Adoption of a metaphorical approach to marketing research helps to instil a critical and creative ethos in the research process. Marketers are concerned with identification and exploitation of opportunities. Metaphor assists in the process by enhancing visualisation of these future directions. We live out our lives to a large degree through the making of metaphorical connections. We should therefore embrace more qualitative, creative associations in marketing theory, as well as practice.