Transcript itfapoland

The Use of Marketing Variables
and their Perceived Effectiveness
in International Context
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Dr. Matti J. Haverila
Goals of the research (1)
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• The purpose is to gain knowledge about the use of
marketing methods and their perceived effectiveness when
Finnish companies launch new high technology products into
foreign markets.
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• The research contributes to empirically based knowledge
concerning product launches and specifically to the role of
marketing methods in product introductions.
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• Marketing methods investigated were selected through a
literature review with respect to accounting for the special
features of high-tech products.
©Matti Haverila, Infacs Oy
Research question
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To what extent do Finnish high-technology companies use
different marketing methods with international product
launches and how effective they were perceived to be by
the management?
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©Matti Haverila, Infacs Oy
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Research methodology and model description
Outcome of the prelaunch stages of the New Product Development Process
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MARKETING CONCEPT
MARKETING MIX VARIABLES
* product/service
* price
* place
* promotion (personal selling, advertising, publicity and S&P)
MARKETING ORGANISATION AND PLANNING
* Marketing organisation
* Marketing consultant
* Market share
* New product development strategy
* Market segmentation
* Market positioning
* Differentation
* Marketing planning
* Marketing information systems/Marketing intelligence
* Market research
= hypotheses to be tested
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Outcome of the launch stage of the New Product Development Process
©Matti Haverila, Infacs Oy
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The use and perceived effectiveness ranking
of the marketing methods
Marketing meth od
EffCalc
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1. Personal selling
2. Marketing con cept
3. NPD strategy
4. Differentiation
5. Product/service specialization
6. Pricing
7. Sales pr omotion
8. Marke t segmen tation
9. Marketing org anization
10. Distribution
11. Positioning
12. Marketing planning
13. Market sh are
14. Publicity
15. Market research
16. Advertising
17. MIS/ Marketi ng intelligence
18. Marketing consultants
©Matti Haverila, Infacs Oy
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EffRank
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Usage
Calc
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189
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UsageRank
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The use and perceived effectiveness ranking
of the marketing methods in successful cases
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Rank
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1010
1101method
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Marketing
Personal sellin g
Marketing concept
NPD strategy
Differentiation
Product/service specialization
Pricing
Sales promotion
Market segmentation
Marketing organization
Distribution
Positioning
Marketing planning
Market share
Publicity
Market research
Advertising
MIS/ Marketing intelligence
Marketing consultants
©Matti Haverila, Infacs Oy
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Usage
Calc.
252
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UsageRank
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The use and perceived effectiveness ranking of the
marketing methods in unsuccessful cases.
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Marketing
Personal sellin g
Marketing concept
NPD strategy
Differentiation
Product/service specialization
Pricing
Sales promotion
Market segmentation
Marketing organization
Distribution
Positioning
Marketing planning
Market share
Publicity
Market research
Advertising
MIS/Marketing intelligence
Marketing consultants
©Matti Haverila, Infacs Oy
Eff Calc. Eff Rank
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Usage
Calc.
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UsageRank
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Conclusions
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1. In
terms
of perceived
effectiveness,
the highest rating was given to new
product development strategy in the whole sample population. Marketing
consultants received the lowest rating. Thirteen marketing methods (marketing
concept, new product development strategy, product/service specialisation,
market segmentation, marketing organisation, distribution, positioning,
marketing planning, publicity, market research, advertising, marketing
information systems/marketing intelligence and marketing consultants)
received higher effectiveness ratings than usage.
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The major differences between usage and effectiveness were sales promotion,
market share and marketing information systems/marketing intelligence.
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The effectiveness ratings regarding sales promotion and market share were
somewhat lower than usage. The effectiveness rating regarding marketing
information systems/marketing intelligence, on the other, hand was somewhat
higher than usage.
©Matti Haverila, Infacs Oy
Conclusions
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The correlation between the usage of the marketing methods and their
perceived effectiveness seems to be very high in the total sample population as
well as in successful cases (>0,9).
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The correlation between the usage of the marketing methods and their
perceived effectiveness is somewhat lower in unsuccessful cases (0,74). This is
caused mainly by the differences between usage and perceived effectiveness as
regards to the following marketing methods:
 Publicity,
 Marketing concept,
 Differentiation,
 Pricing,
 Marketing Organization and
 Market Share.
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In spite the fact that the overall correlation is still very high between the usage
and effectiveness in unsuccessful cases, the differences in specific marketing
methods between usage and perceived effectiveness appears to be significant.
©Matti Haverila, Infacs Oy