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This paper has sought to suggest an approach to the marketing of services which has not been discussed in the literature. A service is an activity offered for sale which yields benefits and satisfactions without leading to a physical change in the form of a good. Although there is little agreement on a definition of a service, there is little disagreement with the statement that the service sector of Great Britain economy is large and growing. Many of the service industries have traditionally avoided any really positive marketing activity, nevertheless the expenditure on marketing in certain services industries has reached large sums. The paucity of marketing literature on this topic can only be justified if the problems of marketing services really are basically no different from the problems of marketing other products. Without doubt experienced marketing managers in these areas have worked instinctively in the manner suggested here. However, there seems to be a need to seek to explore a more general approach to this problem and it seems possible that such an approach might speed up the development of a body of knowledge and experience in the field of the marketing of services.

In this paper an attempt is made, first, to study consumer behaviour in the United Kingdom and in Australia for the period 1956-66 by exploiting the concept of want independence [9] or directly additive preferences [4] for a complete model of linear expenditure relations [10]. A welfare indicator and a cost-of-living index are then developed using Frisch's money flexibility linking income and price elasticities and the strongly separable utility function of the Stone-Geary type [3]. Finally, the analysis of covariance is applied to examine the possibility of homogeneous demand patterns between the United Kingdom and Australia. The extent of market homogeneity or heterogeneity will be further analysed in the light of individual commodities grouped in strict accordance with the notion of neutral want association [9]. [ABSTRACT FROM AUTHOR]

Marketing was the last of the major areas of management activity to be entered by operational research practitioners and it is only in the last decade in the UK that any significant progress has been achieved. The application of mathematical programming techniques to the "product mix" problem is well established, of course, but tends to occur more frequently at the production and in cost minimisation terms and as a useful tool for production planning rather than as a major influence on marketing. Attempts to develop total marketing models have met with varying degrees of success looked at scientifically but their influence on marketing decisions has been somewhat limited in general apart from a few outstanding companies. Simulation techniques are being increasingly applied and they are particularly useful in the light they cast on consumer behaviour; their value too as training devices at all levels from marketing director down to trainee sales representatives should not be underestimated. Within the field of advertising, considerable attention has been given to media scheduling and the results are fairly well known to advertising men. This paper is concerned with a number of applications in other areas of advertising of interest primarily to media owners, in particular newspaper publishers: forecasting of advertisement space and revenue; the pricing problem, i.e. the setting of the advertisement rates, for a media owner; some specific applications of OR in planning for a newspaper colour supplement. [ABSTRACT FROM AUTHOR]

The article discusses marketing in Great Britain in the late 1940's. The author begins by explaining some of the differences between the market structure in the United States and Great Britain. Much of the power industries have been taken over by the government and those that have not are indirectly controlled by it, through allocation of resources and consumer rationing. The diminished infrastructure in Great Britain is also a limiting factor in export trade, where the United States was untouched after the war. Three major features are the heart of British marketing, the right to buy, inflationary tendencies, and discrimination by buyers. An increase in output of factories has resulted in a relaxing of rationing by the government and export sales have become more of a focus.