Strategic Marketing
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1. Arndt, 1979, Towards a concept of domesticated markets 2. Jaworski et al, 2000, Market-driven vs. driving markets 3. Day, 1981, Strategic market analysis and definition 4. Caldwell et al, 2005, Promoting competitive markets
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- 7. Toward a concept of Domesticated Markets Arndt (1979) Ad hoc relationships Long-term relationships To an increasing degree, transactions are occurring in ‘internal’ markets within the framework of long-term relationships, not on an ad hoc basis” Movement towards a Domesticated Markets
- 12. Toward a concept of Domesticated Markets Arndt (1979) Four steps of establishing long-term relationships 3. Maintenance of inter-organizational marketing systems Make sure that co-operation is running smoothly by implementing information and control systems for bidirectional flows. High degree of interdependence = High need for conflict resolution mechanisms 4. Establish divorce proceedings Dissolutions of coalitions because of incompatibility and irreparable dissatisfaction with exchange ratio
- 13. Market driven vs. Driving Markets Jaworski et al (2000) Purpose of the article : To refine the notion of market orientation to suggest that there are two complementary approaches to market orientation, (1) market-driven and (2) driving-markets one
- 14. Conceptual framework Market Structure Shape Given Shape Given Market Behavior Market driven Driving markets
- 35. Promoting Competitive Markets: The Role of Public Procurement Caldwell et al. 2005 * The role of Public sector procurement agencies in influencing the development of competitive markets
Editor's Notes
- Organizations make long-term commitments (Car manufactures) Marketing is also includes political actions Transactions is not always based upon rational economic considerations Four channel areas (Stern El-Ansery 1977) 1. Corporate marketing systems, 2. Contractual marketing systems 3. Administrated marketing systems 4. Spontaneous coordination by market transactions
- Gabraith definition of “workably competitive” suggests pragmatism towards reaching perfect competition but his emphasis on price is hardly appealing to suppliers. Especially small suppliers who define competitive markets in terms of lack of barriers to their way of doing business.