Lee D. Dahringer

Marketing Services Internationally: Barriers and Management Strategies

Focuses on the international marketing of services and the need for service marketers to be aware ofbarriers to international marketing unique to the service sector, as well as of management strategies for overcoming such barriers. Describes fundamental barriers to the successful international marketing of services. Includes a discussion of the significance of GATT. Explores managerial implications of tariff and non‐tariff barriers for international services marketing.

Will a Global Marketing Strategy Work? An Energy Conservation Perspective

To what extent, and under what conditions, a marketing strategy can and should be standardized across national boundaries is an issue still to be resolved in the marketing literature. Proponents of standardization point to economies of scale whereas opponents stand firm on segmentation. This study is an attempt to gain insight to the issue of standardization through cross-cultural research in four nations. The results of this study of energy conservation suggest that market segments, similar on attitudes and behavior, do exist across countries. Within such a specific segment, a global strategy may be appropriate, but a single global strategy, aimed at all segments and countries, would not be effective.

Public Policy Implications of Reverse Channel Mapping for Lesotho

Reverse Channel Mapping (RCM) is a research method for evaluating the effectiveness of macromarketing systems. RCM uniquely incorporates into backward channel mapping an objective function to allow evaluation of the effectiveness (social goal achievement) of the marketing system. An application of this approach to mapping a food life-support system (LSS) for Lesotho is described to demonstrate strengths of the method and build an argument for its general application.

A Comparative Study of Public Food Marketing as Viewed by Consumers in Mexico and India

Public marketing of essential goods and services is frequently undertaken in developing economies, often with controversial results. Most evaluation and planning of public marketing has been from the perspective of economists, or public policy planners. Relatively few analyses have examined public marketing from the perspective of its impact upon those the system serves-consumers. This article presents an analysis of two national public food marketing agencies, one in Mexico and one in India. It reports on the performance of each agency as an active participant in the marketplace from the end users perspective. The data in both countries suggest that consumers support each public marketing agency as important to economic development and as offering good values. However, CONASUPO in Mexico appears to serve better its intended target market than does FCI in India. Both agencies are viewed by consumers as powerful competitors, although their impact on prices in private stores was not apparent. Data also suggest the importance of non-patrons in successful management of public food marketing.

To globalise or not—a managerial decision framework

Globalisation of marketing strategy is attractive to international marketers because it offers the opportunity for large scale economies in marketing and production. Yet, experts disagree markedly as to the extent to which a global strategy can be implemented in specific situations. This paper introduces some elements of objectivity into the choice between globalisation and individualisalion by evaluating five elements; the environment, market characteristics, the product, cost and financial factors, and the internal corporate environment. Although the decision on globalisation will always be fairly subjective, a careful attempt to weigh various factors will add elements of reason to the decision.