Jumping into the customer's activity cycle: a new role for customer services in the 1990s

Article Abstract:

Companies are changing their perceptions of who their customers are, and have switched their focus to end users, emphasising quality, rather than concentrating on their immediate clients, as happened previously. This involves getting to know end users and their requirements, and building flexibility into procedures. Services and intangibles such as what products can offer clients, are also becoming more important, as are knowledge and skills. New methods may involve working with competitiors, and letting companies do part of a job themselves, where this can be carried out more efficiently by the client, leaving the seller to work on tasks where more value can be added. Though the new approach means moving away from traditional methods it also brings firms greater strength in the market.

Management and Public Relations, Methods, Analysis, Management, Consumer confidence

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An Examination of the International Product Life Cycle and Its Application within Marketing

Article Abstract:

American marketers should make better use of the international product life cycle in planning international business strategies. The concern of the international product life cycle is the diffusion process of an innovation maturity, worldwide imitation and reversal. Marketing strategies and policies are suggested. Examples of products conforming to international product life cycle characteristics are included. American firms should try to stretch out the trade cycle and discourage imitations in order to compete successfully.

International aspects, International business enterprises, Multinational corporations, Product life cycle

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Designing a dual marketing program

Article Abstract:

Marketing the same product to consumer and to business customers has many pitfalls. Nevertheless, many firms practices this dual marketing strategy. The major benefits and pitfalls and most common dual marketing strategies are analyzed. An effective dual marketing program is then designed based upon this analysis.

Marketing procedures, World, Planning of Marketing, Business planning, Market strategy

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