Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

1994 ◽  
Vol 31 (4) ◽  
pp. 484 ◽  
Author(s):  
Eric J. Arnould ◽  
Melanie Wallendorf
Keyword(s):  
Marketing Strategy ◽  
Strategy Formulation

scholarly journals Development of Market Orientation for Marketing Strategy Formulation

2017 ◽  
Vol 9 (4) ◽  
pp. 54
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Literature Review ◽  
Marketing Strategy ◽  
Market Orientation ◽  
Value Creation ◽  
Business Environment ◽  
Customer Relationship ◽  
Strategy Formulation ◽  
Market Mechanisms ◽  
Develop Market ◽  
Business Purpose

The formulation of marketing strategy is augmented with the firm making efforts to develop market orientation. Market orientation is the ability of the firm to “orient” its marketing strategy to the requirements of the market and continually re-orient its marketing strategy to the changes that occur in the market and business environment. The paper examines the nature of market orientation through literature review and outlines the meaning of the types of strategic thrusts, with specific focus on introducing a new position of competitive advantage called “market mechanisms.” The paper then postulates aspects of enabling reorientation of marketing strategy to keep up with changes in the market and business environment. The paper then extends the understanding of market orientation in extant literature by outlining the details of accommodating the convergence between the business purpose of firm orientation and the business purpose of value creation that encapsulates the firm-customer relationship or the market. An empirical section on certain “orient” aspects is laid out. Implications for marketing strategists are discussed. 

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

1994 ◽  
Vol 31 (4) ◽  
pp. 484-504 ◽  
Author(s):  
Eric J. Arnould ◽  
Melanie Wallendorf
Keyword(s):  
Marketing Strategy ◽  
Market Segmentation ◽  
Brand Management ◽  
Interview Data ◽  
Ethnographic Methods ◽  
Strategy Formulation ◽  
Systematic Analysis ◽  
Product Service ◽  
Ethnographic Observation ◽  
Ethnographic Data

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.

scholarly journals Building Competitive Edge

2018 ◽  
Vol 10 (3) ◽  
pp. 91
Author(s):  
Nagasimha Balakrishna Kanagal
Keyword(s):  
Financial Performance ◽  
Marketing Strategy ◽  
Market Share ◽  
Target Market ◽  
Market Place ◽  
Strategy Formulation ◽  
Market Society ◽  
Market Capitalization ◽  
Competitive Edge ◽  
Long Run

The objective of a marketing strategy formulation and appropriate execution is to improve the long run financial performance of a firm / brand that includes improving market share, improving market capitalization, improving return of investment and payback period. The marketing strategist should take cognizance of the market forces that influences the payoffs to the firms. The influence of the competitive scenario on a firm / brand’s payoff is significant and could even at times be substantial in an oligopolistic industry-market structure, where strategic inter-firm dependence could be high. In this scenario, firms / brands need to be systematically prepared to find customer favor in a competitive market; this indeed is the realm of building competitive edge. In this study, we outline the path of improving ability to the process of marketing strategy formulation and examine in greater detail the process of improving the ability to compete or the buildup of competitive edge.  A buildup of competitive edge is expected to improve the firm’s ability to competitive choice in the market place, through a process of improving the pro-activeness and reactiveness of the firm with respect to competitors to the satisfaction of (i) the consumers / target market, (ii) the market-society at large, as well as (iii) the policy makers regulating the competitive environment in the country / world. The improvement in the firm’s ability to competitive choice should reflect both in market share as well as market profitability and lead to improved market capitalization and superior long run financial performance.

Customer relationship mining system for effective strategies formulation

2014 ◽  
Vol 114 (5) ◽  
pp. 711-733 ◽  
Author(s):  
H.Y. Lam ◽  
G.T.S. Ho ◽  
C.H. Wu ◽  
K.L. Choy
Keyword(s):  
Marketing Strategy ◽  
Integrated Approach ◽  
Customer Relationship ◽  
Resources Allocation ◽  
Strategy Formulation ◽  
Demand Forecast ◽  
Mining System ◽  
Content Type ◽  
The Neural Network ◽  
Education Industry

Purpose – The purpose of this paper is to propose a customer relationship mining system (CRMS) to analyze the data collected from franchisees and formulates a marketing strategy based on customer demand and behavior. Design/methodology/approach – The system makes use of cloud technology to collect and manage data among the franchisees. An integrated approach of association rule mining and the neural network technique is adopted to investigate customer behavioral patterns and to forecast sales demand, respectively. Findings – The significance and contribution of this paper are demonstrated by adopting the CRMS in the education industry in Hong Kong. The findings led to the identification of student learning intentions such as course preferences, and the forecasting of enrolment demand in terms of demand forecast. It is believed that better resources allocation can be achieved and an increase in customer satisfaction is foreseeable. Research limitations/implications – The proposed CRMS could be applied to various franchising industries for effective marketing strategy formulation. However, since the data in this study are extracted from a specific industry, modifications may be required before the CRMS can be applied to other franchising industries. Originality/value – This study presents a new application to convert data into useful knowledge, and provides useful insights for delivering strategic promotional plans under a franchising business model. Through the pilot study conducted in a franchising education center, the results demonstrate that the proposed CRMS is valuable in providing effective promotion to attract more customers, better preparation in resources allocation and more standardized methods to formulate marketing strategies in the franchising industry.

The Influence of Innovative Organizational Culture on Marketing Strategy Formulation and Results

2013 ◽  
Vol 14 (3-4) ◽  
pp. 251-269 ◽  
Author(s):  
Ana Maria Machado Toaldo ◽  
Simone Regina Didonet ◽  
Fernando Bins Luce
Keyword(s):  
Organizational Culture ◽  
Marketing Strategy ◽  
Strategy Formulation
Sign in / Sign up

Export Citation Format

Share Document