Evolution of Marketing Models Essay

Evolution of Marketing Models Essay

Length: 2835 words (8.1 double-spaced pages)

Rating: Term Papers

Open Document

Essay Preview


Marketing is one of the vital functions of any organisation. The marketing efforts enables the firm’s products to be visible and desired by customers. Marketing decisions can be made based on certain predefined theories and models, that enable a marketer to make an educated decision (Van Bruggen and Wierenga 2000).

The term ‘marketing model’ refers to any diagrammatic, mathematical or tabular representation of information that can provide insights to the user in a logical manner (Lazer 1962). Marketers have been using various marketing models since the end of World War II. Since then, the models have changed drastically to adapt to the business environment (Leeflang and Wittink 2000). Some of these are: brand equity models (Kamakura and Russell 1993) diffusion models (Simon 1994), brand loyalty (Dekimpe et al. 1997) and the like.

Keeping this in mind, this report focuses on how marketing models have evolved from the post World War II era to the present. It then goes on to discuss whether these models hold any importance in today’s business environment. By using an example, the report also examines how the use of models result in a successful outcome for the organisation. It also shows the need of models to be updated to meet the changes in the business environment.

Leeflang and Wittink (2000) divide the evolution of marketing models into five stages. The first stage is defined by the application of management science (MS) and operations research (OR) to marketing practices. These models are classified into descriptive, predictive and normative models, based on their primary application. Descriptive models are those that describe and discuss the marketing process (Cye...

... middle of paper ...

... J.D.C. (1975), ‘BRANDAID: A Marketing-Mix Model, Part 1: Structure’, Operations Research, 23(4): pp. 628-655.

Little, J.D.C. (1975), ‘BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration and Case Study’, Operations Research, 23(4): pp. 656-673.

Little, J.D.C. (2004), ‘Models and Managers: The Concept of a Decision Calculus’, Management Science, 50(12): pp. 1841-1853.

Simon, H. (1994), ‘Marketing Science’s Pilgrimage to the Ivory Tower’, Research Traditions in Marketing, (Boston: Kluwer Academic Publishers): pp. 27-43.

Van Bruggen, G.H. and Wierenga, B. (2000), ‘Broadening the Perspective on Marketing Decision Models’, International Journal of Research in Marketing, 17(2-3): pp. 159-168.

Warshaw, P.R. (1980), ‘A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein’, Journal of Marketing Research, 17(2): pp. 153-172.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Changes in Well Established Marketing Theories And Models Essay

- Introduction The business environment is passing through rapid changes due to a major driver of the new economy: on-line technology. Marketing theories and models dominant today are going to be passé tomorrow. In addition, the pure essence of the marketing science is that ought to be adaptive. Borden defines the marketer as a "decider", an "artist", a "mixer of ingredients", who sometimes follows a recipe prepared by others, sometimes prepares her/his own recipe as s/he goes along, sometimes adapts a recipe to the ingredients immediately available and sometimes experiments with or invents ingredients no one else has tried....   [tags: Business Marketing]

Free Essays
1219 words (3.5 pages)

Essay about Integrated Marketing Communication Plan for Nokia

- Executive Summary The following report presents an Integrated Marketing Plan for Nokia in the UK. The plan deals with media planning, segmentation, strategic and tactic planning of IMC, evaluation and such. The main aim of this plan is to expand Nokia’s consumer base, establish Nokia’s brand values and position it among the target audience, and also communicate the brand values with customers effectively, while simultaneously influencing sales to grow. This plan is created to ensure maximum effectiveness in Nokia’s marketing approach....   [tags: business analysis, marketing strategies]

Term Papers
2889 words (8.3 pages)

Social Medi A New Marketing Era Essay

- ... However, the rules of engagement are new to them and involve the process of thinking differently than the usual marketing thinking they are used to, as it is not longer a monologue from firm to costumer through traditional ways of advertisement such as commercial or print. The digital age and the emergence of New Media created a two- way communication tool that led to a change how organization look at costumers. The concept of costumer engagement got very popular among organizations as a tool for building long-lasting relationships with their costumers....   [tags: Social media, Marketing, Research, Facebook]

Term Papers
952 words (2.7 pages)

Essay about Cultural Evolution : A Society Is The Responsibility Of Humanity

- ... Nonsensical focuses on colors, clothes, sports, and hairstyles are assigned as early as childhood. Johnstone emphasizes on the discomfort parents experience when purchasing “a pink toy for their son or their daughter’s toy labeled as ‘for boys’” (Johnstone, “Should Marketers Stop Gender Specific Marketing?). Nevertheless, this reiterates how much society perceives gender conformity as blue for boys and playing with dolls are for girls. In theory, the concept of marketing is to essentially produce consumers for profit, however, how products are labeled affects consumers’ buying habits....   [tags: Gender role, Gender, Transgender, Gender identity]

Term Papers
728 words (2.1 pages)

Essay about The Evolution Of Media 's Effects On Women And Body Image

- (The Evolution of Media’s Effects on Women and Their Body Image) Women have been facing crisis of body image since the dawn of man, for competition in breeding purposes, however women came under great scrutiny because of this. Often through history, they have been at the same level of livestock, treated poorly. Creating a rise in the early 1900’s to create the movement about pushing for the equality of women in the United States; it was after then when media first started adopting an ideal image of women in American culture, when marketing research found the use of images of ideal women in their campaigns made for higher sales....   [tags: Mass media, Marshall McLuhan, Media influence]

Term Papers
1121 words (3.2 pages)

Health Care Consumerism: New Marketing Trend Essay

- ... Healthcare consumerism and today’s healthcare marketplace Healthcare consumerism as defined by Cohen, Grote, Pietrazek, and Laflamme (2010), is not a product or a policy, instead, it is a new awareness and orientation in which patients are encouraged to take a proactive position and get directly involved in their care through a better use of information technology. This is consistent with Winan and Kasubski (2011) vision of the global shifting towards consumerism and Cohen, Grote, Pietrazek, and Laflamme (2010) end of managed care era....   [tags: factors, system, marketplace, leadership]

Term Papers
849 words (2.4 pages)

Marketing MA Management and International Business Essay

- Marketing MA Management and International Business Introduction CRM is a term for methodologists, technologies and e-commerce capabilities -used by companies to manage customer relationships. (Foss, 2001:1) It is also called customer management, customer care and sometimes customer centricity or customer-centric management. (Brown, 2000:1) All the names and definitions of CRM have customer, as its core-it is the management of customer relationships, which attempts to revolutionize marketing and reshape entire business models....   [tags: Business and Management Studies]

Term Papers
2235 words (6.4 pages)

Essay on Marketing Consultancy: Voip Mobile Telephone System

- Synopsis: Introduction page 2 1- Estimation of the market size in France for a mobile VoIP telephone system page 3 2- Position for a mobile VoIP telephone system: page 6 3- Market penetration for the VoIP mobile phone system page 7 4- Competitors and risks page 8 5- Suggestions concerning appearance page 8 Introduction: A private French investor is ready to finance the creation of a Wimax network throughout France. That’s why as marketing consultancy we analysed this market. We made an initial estimation of the market size in France....   [tags: Business Market Analysis]

Free Essays
1319 words (3.8 pages)

Children are Vulnerable Prey to Media Advertisements Essay

- THE ‘OTHER’ CHILD PREDATORS, ADVERTISERS WANT YOUR KIDS “What do you call a consumer who wants to buy everything you have, doesn't care what it costs and is less than five feet tall. A marketer's dream. Nope. You call them kids,” declared a report titled ‘The ABC’s of Advertising to Kids Online’ . Some techniques used by advertisers’ have proven to be harmful to the psychological and physical well-being of the viewer, specifically children. Children under the age of five are most vulnerable because they do not understand the concept of advertising....   [tags: advertising, marketing]

Term Papers
1984 words (5.7 pages)

Essay on Markering

- Markering Introduction Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user. Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R....   [tags: GCSE Business Marketing BTEC Coursework]

Free Essays
576 words (1.6 pages)