European Journal of Marketing

Doyle, P.M.

doi: 10.1108/EUM0000000005118pmid: N/A

Examines potential for factor analysis in indicating desirable marketing strategies within the nonalcoholic beverages market, indicates how to identify consumer choice criteria and advertising indicators. Outlines the fundamentals of factor analysis illustrating its usefulness in market segmentation studies through an examination of the market for nonalcoholic beverages. Concludes that market segmentation by spatial models deserves its increased attention in the literature and that factor analysis should be recognised as a valid contribution to market segmentation.

Briscoe, G.; Cannon, T.; Lewis, A.L.

doi: 10.1108/EUM0000000005119pmid: N/A

Explores the problems of marketing a new material to raise main demand in traditionally stable markets, and examines nine companies in depth in the steel, aluminium and plastics industries. Concerns itself with this critical functional area of the initial market development of new industrial products. Uses only two companies, one in the aluminium and the other in the steel industries, in the study. Concludes that the strong influence of financial considerations in several aspects of market development seem likely to mean only low funds will be needed compared with research and capital investment costs.

Wind, Yoram; Douglas, Susan P.

doi: 10.1108/EUM0000000005120pmid: N/A

Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the threefold purpose is highlight the nature and importance of international segmentation to suggest an operational approach and to review briefly some of the possible bases for segmenting international markets. Concludes that research should be direct not only towards identifying the relevant country and customer characteristics but also towards evaluating cost and benefits anticipated from segmenting on a given base.

Cooke, Peter

doi: 10.1108/EUM0000000005121pmid: N/A

Suggests that cultural anthropological analysis affords a neglected tool for new product design and product improvement and this helps to minimise complexity and improve market effectiveness. States there are three objectives herein examines the type of market where economic data alone may not be enough to make a proper market evaluation evaluates the sort of factors which might be germane to choosing alternative markets for the current product and skills available and suggests how such a qualitative analysis may be quantified in terms of cost variances to complete the necessary analysis. Conclusions are that only a when a wider range of data is available can a comprehensive new market strategy be finalised.

Cowell, Donald

doi: 10.1108/EUM0000000005122pmid: N/A

Reports on a detailed evaluation of four oneweek marketing short courses for executives and focuses on before, during, and after assessments of the learning process and suggests that a wider use of such evaluative systems is long overdue. Posits that evaluative feedback after a course is completed can also be used to modify the next example, the study of marketing is now moving on from its early introductions. Aimed to discover whether marketing executives had applied any knowledge gained.

Hovnyi, Gbor

doi: 10.1108/EUM0000000005123pmid: N/A

Based on a number of samples taken in the Hungarian central organs of economic management. Describes interactions between national planning and market forces. Documents how Hungarian enterprises are interested in their annual profits and states that the three main features are, that efficiency depends on economic productivity success is characterised by the technical degree of productivity can be expressed by the degree of longrange competitiveness. Finalises that the results can be analysed from the enterprise's market strategy and these should be seen at the level of the enterprise and the national economy.

Richardson, C.; Burkitt, B.

doi: 10.1108/EUM0000000005124pmid: N/A

Reports on the findings of a study to delineate trading catchment areas in the West Yorkshire conurbation of England. Delineates the associated areas of shopping influence of the seven major urban centres of the area and attempts to measure the degree of dependence of the constituent local government areas on these centres. Analyses frequency of journeys and means of travel to shop, also examines the social and economic class structure of the catchments. Concludes that this study provides a measure of each centre's shopping pull and an indication of the urban hierarchy of the area addressed.

Weinberg, C.B.

doi: 10.1108/EUM0000000005125pmid: N/A

Explores market segmentation strategies using direct mail garnering information on the baby care and motor car markets. Shows that the time sequence of certain events can be accurately predicted and that by the use of readily available records, the starting time for these sequences can be ascertained for individual consumers by name. Sums up that an approach to market segmentation has been presented based on the sequence over time of certain events.