This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market orientation have been identified. Three clusters of organizations have been found: -1 the internally oriented cluster, -2 the cluster of target group oriented organizations and -3 the customer oriented cluster of organizations. A number of areas of interest and some developments in marketing are determined for each cluster. Among other things it is established that the role of information technology is strongly correlated with the organization's orientation.
This paper discusses some implications of the on-going adoption of scanning for marketing management and marketing research. Attention is given to the use of scanning data for decision support in marketing. This issue is examined empirically using scanning data on a number of brands of a fast moving consumer good sold in The Netherlands. Concise parsimonious market share models are calibrated using 'traditional bi-monthly Nielsen data'. These models are compared with models which are calibrated using scanning data. The model outcomes of these two operations are compared and evaluated. It is found that by using scanning data the quality of the model outcomes may be improved considerably.
In this paper the effects of stagflation on consumer response are determined. This study is part of a larger scaled study on modelling structural shifts in market response over time. In this paper some preliminary results together with some further ideas for research are discussed. The response of consumers is measured in two different ways. First the effects of stagflation are measured by possible changes in price, distribution and advertising elasticities. Next the effects are determined by an approach where the brands' market shares are related to the relative values of marketing instruments and the trend in consumption figures. These analyses are performed using data of 13 brands in three different markets.