Marketing Management Approach Research Articles

Exploring International Marketing Management for Fresh Produce in the World

Highlighting the gap between the theories of agricultural marketing and general marketing: that the former has developed with a policy orientation, whereas the latter with a business one, this article argues the necessity of a marketing management approach for international marketing of fresh produce. The empirical investigations incorporate excerpts of seven case studies on international marketing of fresh fruit and vegetables from Belgium, Chile, New Zealand, Canada, South Africa, and Turkey. Each case has been investigated in terms of specific marketing management components, and a brief demonstration of product, price, distribution, and promotion concepts in modern marketing has been made for fresh produce. It is concluded that international marketing of fresh produce through the adoption of marketing management provides scope for academic contributions as well as commercial practices.

Business to business advertising: a marketing management approach

Why are proven advertising principles that work well in consumer marketing so difficult to apply to business-to-business marketing? Because advertisers do not understand what makes decision makers in organizations buy. This book provides the answers to business-to-business buying behaviour and shows how to position your products and services for maximum sales. The authors set advertising within the broader contexts of marketing and corporate strategy, and leads decision makers through the development of effective business-to-business advertising programs. Pre-Campaign Decisions - Part One explains how to analyze business-to-business markets, identify potentially profitable segments, and position products and services to satisfy the diverse needs of customers. By tying advertising objectives to marketing and corporate goals, the book shows how to set a campaign budget that links advertising to increased sales. Campaign Decisions - Part Two argues that the need to be creative in generating and implementing campaign ideas is as strong in the business-to-business sector as in consumer advertising. A chapter on media planning helps you evaluate and select the media mix that will best communicate your messages to key buyers in organizations. Post-Campaign Decisions - Does increased advertising always lead to increased sales? Part Three shows you how to measure the effects of the three components of a campaign - money, media, and message. The final chapter explains how you can boost productivity by improving communications between marketing management and advertising specialists. A comprehensive selection of readings on current issues by top advertising professionals make this book a complete, hands-on tool for all business-to-business marketers.

Reducing the Capitalist Bias in Marketing

The marketing function is potentially a stumbling block to joint ventures between the East and West because marketing is conceived of and implemented in very different ways in these two systems. In the capitalist West, marketers view their job as discovering what the ultimate consumer wants and then winning sales by giving them exactly what they desire. In the socialist East this degree of decentralisation has not traditionally existed, and the ultimate consumer is often not the decision maker who determines what products will be made and how they will go to market. Several useful paradigms of marketing are examined which, although not “fashionable” in the West, do provide a means for people involved in joint ventures to discuss the marketing function and the various goals served by it. By being aware of these differing orientations, marketing can avoid sterile discussion which focus merely on the customer‐orientated marketing management approach so popular in the capitalist countries today.

Economics of Non-Timber Forest Production Promotion and Marketing: A case study from Malekhukhola Watershed of Dhading District, Nepal

This article examines the prospects of promoting NTFPs in the mountains of Nepal. Despite being profitable, the farmers do not readily accept cultivating NTFP species on their farmlands on a large scale. The analyses revealed that domestication of MAP species is significantly influenced by various factors such as, knowledge and skill required for domestication, frequency of visits to forest, the length of fallow period, size of upland terraces, cattle and goat herd size, accessibility to forest, inappropriate permit system, difficult trading system and market uncertainty. The inappropriate NTFP permit system, difficult trading system and free access to forest have negatively influenced domestication of MAP species. Overall, lack of a favorable institutional environment has been the major factor constraining the integration of NTFP species into farmland on a large scale by farmers. Policy recommendations include handing over the use and management responsibility to local people, to that prevent open access status of national forests, providing NTFP collection permits to local residents, lobbying for amending inappropriate policies, rules and regulations, promoting group marketing and adaptive collaborative forest management approach to community forestry. Key Words: NTFP collection, Marketing, Domestication, Factors affecting MAP domestication DOI: 10.3126/init.v2i1.2537 The Initiation Vol.2(1) 2008 pp145-156