The use of benchmarking to enhance marketing decision making

Gable, Myron; Fairhurst, Ann; Dickinson, Roger

doi:10.1108/07363769310026575

Cited by 21 publications

(18 citation statements)

References 2 publications

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“…Essentially, this method has the benefits of clarity, simplicity, and consistency. Gable, Fairhurst, and Dickinson (1993) provide insights on how benchmarking can be used to enhance marketing decision making. A benchmarking process with respect to the percentage of sales technique allows for factors such as differing stages in the retail store life cycle, varying competitive environments, the importance of maintaining sales in a period of decline to protect market share.…”

Section: Recommendations For Retailing Educatorsmentioning

confidence: 99%

Improving Students’ Understanding of the Retail Advertising Budgeting Process

Gable¹,

Harris²,

Fairhurst

et al. 2000

Journal of Marketing Education

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This article reports on a survey of academics with respect to teaching advertising in the first retailing course. Most respondents cover methods of budgeting advertising as part of the course. Furthermore, they report on both the methods they recommend for small and large retailers and the techniques they believe small and large retailers use. The favorite budgeting technique among academics is the objective and task. Academics reflect this as (1) establishing advertising objectives, (2) determining tasks to achieve specified objectives, (3) determining costs for each of these tasks, and (4) totaling the costs. The authors maintain that the implementation of the objective and task approach requires the use of methods of both prioritizing alternative expenditures and setting a cutoff point. These points are often neglected by academics, including textbook writers, when defining the approach. Furthermore, for the most part, a combination of techniques should be used when implementing an objective and task method. Recommendations for the teaching of advertising budgeting in the introductory retailing course are offered.

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Section: Recommendations For Retailing Educatorsmentioning

confidence: 99%

Improving Students’ Understanding of the Retail Advertising Budgeting Process

Gable¹,

Harris²,

Fairhurst

et al. 2000

Journal of Marketing Education

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“…Marketing academics have not understood the importance of benchmarking to key executive decision making (Gable et al, 1993), However, benchmarking is usually the technique of choice in making important decisions with high uncertainty (Deutsch, 1990;Marketing Insights, 1991). Indeed the budgeting of advertising is both important and accompanied by high uncertainty.…”

Section: Benchmarkingmentioning

confidence: 99%

Determining advertising budgets for service enterprises

Fairhurst

Gable

Dickinson

1996

Journal of Services Marketing

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While numerous classifications have been proposed to differentiate goods from services, equivalent research on classification systems that could be used both for goods and services has not been explored. Today, in many instances, consumers can select either a physical good or a service to fulfill their needs. Consequently, marketers of services may gain strategic insights by investigating the similarities between goods and services as well as differences. Presents a unified taxonomy that classifies services into convenience, preference, shopping and specialty categories according to customer perceptions of perceived risk, purchase effort and involvement. For this study, 168 subjects evaluated eight services that represented the four categories. Results indicate that this classification system may be as useful in categorizing services as it has been for categorizing goods. Findings suggest that examining services from a consumer point of view offers alternative strategies for the service provider. The level of risk, purchase effort and involvement varies among types of services, not just between services and goods. Therefore, service managers are advised to examine their service from a consumer perspective to identify potential competitors and design effective marketing strategy.

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“…The popularity and benefits of the application of benchmarking in the area of financial services are well documented (McNair and Leibfried, 1992;Elmuti andKathawala 1997, Anderson 1999;Rolston et al 2001;Delpachitra and Beal, 2002;Batiz-Lazo;2004 andHo andWu, 2006). The nature of difficulties in adopting process benchmarking has also been well documented in the literature (see, for example, Gable et al, 1993;Rogers et al, 1995;Whymark, 1998 andYasin, 2002). However, the benefits of benchmarking, such as reduced costs, higher productivity and improved customer services, outweigh the problems of benchmarking (see Yasin and Zimmerer, 1995;Whymark, 1998;Dorsh and Yasin, 1998).…”

Section: Introductionmentioning

confidence: 90%

Activity‐based costing and process benchmarking

Delpachitra

2008

Benchmarking: An International Journal

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Purpose-Aim of this paper is to set some cost benchmarks for the cost of processing an insurance application and processing a claim. Design/methodology/approach-Activity Based Costing (ABC) model. The ABC model was applied to a unified business process and set the benchmarks for the cost of processing an application and a claim. Findings: The average cost per application is approximately AUD221 and the cost of processing a claim is AUD260. The cost of support functions is higher in the case of application processing and back office direct costs are higher in the case of claim processing. Research limitations/implications-The success of benchmarking exercises depends on the cooperation of the benchmarking partners. Furthermore the benchmarks can be more accurate when ABC is applied to the business processes. Most insurance providers are yet to adopt the ABC model. Originality/value-This paper introduces the breakdown of the processing costs for general insurance. The breakdown is given on the basis of direct and indirect costs as well as front office, back office and support function costs. To the best of author's knowledge this is the first application of process benchmarking to the insurance industry.

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The use of benchmarking to enhance marketing decision making

Abstract: Considers benchmarking to be an important decision making tool for marketing executives. Describes the value of benchmarking to marketers in improving decision making with respect to the “Four Ps”. Outlines steps for implementing such a program.

Cited by 21 publications

References 2 publications

Improving Students’ Understanding of the Retail Advertising Budgeting Process

Improving Students’ Understanding of the Retail Advertising Budgeting Process

Determining advertising budgets for service enterprises

Activity‐based costing and process benchmarking

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