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Marketing Activities (marketing + activity)
Selected AbstractsThe global alcohol industry: an overviewADDICTION, Issue 2009David H. Jernigan ABSTRACT Aims To describe the globalized sector of the alcoholic beverage industry, including its size, principal actors and activities. Methods Market research firms and business journalism are the primary sources for information about the global alcohol industry, and are used to profile the size and membership of the three main industry sectors of beer, distilled spirits and wine. Findings Branded alcoholic beverages are approximately 38% of recorded alcohol consumption world-wide. Producers of these beverages tend to be large multi-national corporations reliant on marketing for their survival. Marketing activities include traditional advertising as well as numerous other activities, such as new product development, product placement and the creation and promotion of social responsibility programs, messages and organizations. Conclusions The global alcohol industry is highly concentrated and innovative. There is relatively little public health research evaluating the impact of its many marketing activities. [source] Developing a general practice library: a collaborative project between a GP and librarianHEALTH INFORMATION & LIBRARIES JOURNAL, Issue 4 2001David Pearson The authors report on a self-completed questionnaire study from a North Yorkshire based general practice regarding the information needs of its clinicians. The work was carried out with a particular focus on the practice library, and the findings identified that a new approach to maintaining and developing the library was needed. The literature regarding the information needs of primary care clinicians and the role of practice libraries is considered, and compared to those of the clinicians at the practice. Discussion follows on how a collaborative project was set up between the practice and a librarian based at the local NHS Trust library in order to improve the existing practice library. Difficulties encountered and issues unique to the project are explored, including training implications presented by the implementation of electronic resources. Marketing activities implemented are discussed, how the library will operate in its new capacity, and how ongoing support and maintenance of the library will be carried out. It is concluded that although scepticism still exists regarding librarian involvement in practice libraries, collaboration between clinicians and librarians is an effective approach to the successful development and maintenance of a practice library, and recommendations are therefore made for similar collaborative work. [source] The global alcohol industry: an overviewADDICTION, Issue 2009David H. Jernigan ABSTRACT Aims To describe the globalized sector of the alcoholic beverage industry, including its size, principal actors and activities. Methods Market research firms and business journalism are the primary sources for information about the global alcohol industry, and are used to profile the size and membership of the three main industry sectors of beer, distilled spirits and wine. Findings Branded alcoholic beverages are approximately 38% of recorded alcohol consumption world-wide. Producers of these beverages tend to be large multi-national corporations reliant on marketing for their survival. Marketing activities include traditional advertising as well as numerous other activities, such as new product development, product placement and the creation and promotion of social responsibility programs, messages and organizations. Conclusions The global alcohol industry is highly concentrated and innovative. There is relatively little public health research evaluating the impact of its many marketing activities. [source] Construction of consumer choice in the market: challenges for environmental policyINTERNATIONAL JOURNAL OF CONSUMER STUDIES, Issue 1 2010Johanna Moisander Abstract Drawing from the literature on the analytics of government, the paper discusses marketing as a form of government, elaborating and illustrating the many ways in which consumer choice is shaped, modified and directed in the market through practices and techniques of consumer marketing. The aim is to critically reflect upon and render problematic the individualistic ideas of the green consumer as a powerful market force and to provoke discussion on the conceptualization , and construction , of consumer subjectivity and social problems in marketing. Taking examples particularly from the fashion and clothing industry, the paper discusses the ways in which marketing activities come to shape consumer conduct by operating through the choice of individuals who freely pursue their needs and desires, and by working on the environment within which this freedom of choice is exercised. The paper contributes to the literature on green consumerism by systematically interrogating and elaborating on the modes and practices of marketing thought and expertise through which consumers and consumption are rendered intelligible and actionable in the market. [source] Perceived value of corporate donations: an empirical investigationINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2008Narissa Gipp There is current recognition that value is the fundamental basis for all marketing activities. The present research provides an empirical examination of perceptions of value within the voluntary sector and specifically donations made by organisations towards the funding of charitable projects. The impact of a number of charity and project-related variables on the formation of value and the corresponding effect of value on satisfaction and behavioural variables are examined. The results support claims that past experience with and information about a charity as well as information about a specific project are significant determinants of value. However, the impact of these constructs is differential between the two components of value (i.e. get/benefits and give/sacrifices). We confirm the significant effect of value on satisfaction and indicate that satisfaction and benefits derived from a donation have a direct impact on behavioural intention. Copyright © 2008 John Wiley & Sons, Ltd. [source] Relationships among levels of government support, marketing activities, and financial health of nonprofit performing arts organizationsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2007Theresa A. Kirchner This exploratory study researches and analyzes the empirical effects of financial levels of government support and marketing practices on the financial health of nonprofit performing arts organizations. Declining government subsidies and increasing competition from non-traditional sources have presented these organizations with unique opportunities and challenges that call for a market-centered, as well as an art-centered approach. Financial health is critical for the long-term success of a nonprofit performing arts organization. Few empirical studies have examined the interrelationships between these key variables. This study analyzes a sample of 63 American professional symphony orchestras employing 20 years of data. The correlations among financial levels of government support and marketing activities were positive and significant, the correlations among levels of government support and financial health were negative and significant, and the correlations between levels of marketing activity and financial health were negative and varied in significance. Causal analyses were less conclusive, but significant causal relationships were found for large symphony orchestras, indicating that segmentation research may be warranted. Implications and opportunities for future research are presented which have potential application for government agencies, academic researchers, and arts organization managers, boards of directors, and donors. Copyright © 2006 John Wiley & Sons, Ltd. [source] Town centre management schemes in the UK: marketing and performance indicatorsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2004Sophie Hogg While town centre management (TCM) has proved to be a successful strategy to maintain, improve and regenerate town centres through local partnership, there has been relatively little attention drawn to the marketing of TCM schemes. This paper explores the issues surrounding the use of key performance indicators (KPIs) for the marketing of TCM schemes in the context of wider place marketing activities undertaken by towns and cities. Drawing on evidence from a questionnaire survey of town centre managers, it is posited that they might usefully employ carefully selected KPI data to maintain and attract private investment to TCM schemes from internal and external town centre stakeholders. The paper then introduces a typology for the use of KPI marketing in town centre management. Copyright © 2004 Henry Stewart Publications [source] Do charitable causes need to segment their current donor base on demographic factors?: An Australian examinationINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 1 2002Laura Shelley Modern charities are facing increasing pressures requiring them to use more effectively a range of marketing activities, and segmentation may be one such tool. The giving literature suggests that the demographic factors of gender and age might serve as appropriate segmentation criteria and this paper examines whether motivations of existing donors vary by age or gender. The results suggest that there may be limited benefits in segmenting existing donors and that charities may be able to use similar promotional strategies for all existing donors. Copyright © 2002 Henry Stewart Publications [source] Evaluating the effectiveness of generic advertising versus nonadvertising marketing activities on New York State milk marketsAGRIBUSINESS : AN INTERNATIONAL JOURNAL, Issue 3 2009Yuqing Zheng This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0.038 using panel data, is found to be about five times as effective as nonadvertising; therefore, it remains the more powerful marketing tool. Such results have policy implications in benefit-cost analysis and optimal allocation of fluid-milk check-off funds. Our results suggest that NYS dairy producers have much to gain from investing more of their check-off budgets in advertising. [EconLit citations: Q11, M37]. © 2009 Wiley Periodicals, Inc. [source] Free-rider effects of generic advertising: The case of salmonAGRIBUSINESS : AN INTERNATIONAL JOURNAL, Issue 3 2003Henry W. Kinnucan The free-rider effects of commodity promotion are a neglected issue in the empirical literature. This study addresses the lacuna by considering the salmon promotion program conducted by the Norwegian Seafood Export Council. Specifically, a model of the world salmon market is used to indicate returns to Norwegian producers from NSEC's marketing activities, but also returns to Norway's international competitors. Results suggest program intensification would have a positive effect on total (worldwide) producer surplus in the short run, but the gain's distribution is uneven. Specifically, Norway would receive 23% of the gain compared to 48% for United Kingdom producers. By way of comparison, Norway and UK world trade shares are 47 and 16%, respectively. The disproportionate gains to UK producers are due to a double free ride: from the export tax used to fund the advertising increase, and from the advertising itself. [EconLit citations: L660, Q130, Q170]. © 2003 Wiley Periodicals, Inc. Agribusiness 19: 315,324, 2003. [source] Evaluating the Performance of Third-Party Logistics Arrangements: A Relationship Marketing PerspectiveJOURNAL OF SUPPLY CHAIN MANAGEMENT, Issue 1 2004A. Michael Knemeyer SUMMARY By 2005, users of third-party logistics services may be spending an average of nearly one-third of their total logistics budgets (compared to 20 percent today) to support 3PL services (Gooley 2000). Yet, very little research has examined managerial activities that might influence the performance of these logistics outsourcing relationships. Over the past several years, the management approach that views relationships as key assets of the organization has gained increased prominence in the priorities and practices of many companies (Gruen, Summers and Acito 2000). The current study utilizes this relationship marketing perspective as the basis for evaluating the perceived performance of third-party logistics arrangements. In particular, the current study examines the influence of six key relationship marketing dimensions on a customer's perceptions of their 3PL provider's performance. In so doing, the article builds on research (e.g., Goldsby and Stank 2000) that focuses on potential linkages between logistical performance metrics and managerial activities. The results suggest linkages between relationship marketing activities and the perceived performance of the 3PL arrangement. [source] Planned obsolescence and marketing strategyMANAGERIAL AND DECISION ECONOMICS, Issue 8 2000Atsuo Utaka By using a two-period model of a durable goods monopolist, we investigate marketing activities that have an obsolescence effect on products already sold in the past period. We assume that the monopolist can stimulate consumer demand for second-period products by marketing activities, and analyse not only the case where the level of marketing is determined in the second period, but also the case where it is determined in advance, namely, in the first period. It is shown that the equilibrium level of marketing becomes higher than the efficiency level not only in the former case, but also in the latter case if the obsolescence effect is not so large. Copyright © 2000 John Wiley & Sons, Ltd. [source] Marketing the dietetics profession to consumers and stakeholders: A social and professional imperativeNUTRITION & DIETETICS, Issue 4 2005Suzan Burton Abstract (Nutr Diet 2005;62:158,160) In the present paper we argue that despite the potential impact of dietetic practice on public health, the use of professional dietetic services appears to be stagnant. To redress this position, dietitians may need to increase their use of marketing activities to promote the value of the profession. We discuss the different roles of the Dietitians Association of Australia and of individual members in marketing activities, provide an overview of the key components of a marketing plan and strategy, and outline specific steps that dietitians can take to actively promote their services. We argue that promotion of the dietetic profession may ultimately contribute to better health through nutrition for the Australian population. [source] Exploring consumer knowledge structures using associative network analysisPSYCHOLOGY & MARKETING, Issue 4 2010Thorsten A. Teichert This paper offers a new perspective on consumer knowledge analysis that combines Human Associative Memory (HAM) models from cognitive psychology with network analytic approaches in order to gain deeper insights into consumers" mental representations, such as brand images. An illustrative case study compares the associative networks of a manufacturer brand with a retail brand and is used to demonstrate the application and interpretation of various network measures. Network analysis is conducted on three levels: Node-level analysis yields insights about salient brand image components that can be affected through short-term marketing activities. Group-level analysis is concerned with brand image dimensions that characterize a brand and can be strategically influenced in the medium term. Finally, network-level analysis examines the network structure as a whole, drawing parallels to brand imagery, which needs to be managed over the long term. Management implications are derived and suggestions for further research are provided. © 2010 Wiley Periodicals, Inc. [source] Product innovativeness from the firm's perspective: Its dimensions and their relation with project selection and performanceTHE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, Issue 6 2001Erwin Danneels There has recently been tremendous interest in product innovativeness. However, it seems that we need a better understanding of exactly what product innovativeness means. This article presents a conceptual framework to clarify its meaning. The framework first distinguishes customer and firm perspectives on product innovativeness. From the customer's perspective, innovation attributes, adoption risks, and levels of change in established behavior patterns are regarded as forms of product newness. Within the firm's perspective, environmental familiarity and project-firm fit, and technological and marketing aspects are proposed as dimensions of product innovativeness. Next, the article offers a tentative empirical test of the proposed dimensions of product innovativeness from the firm's perspective. A well-known dataset of 262 industrial new product projects is used to: I) clarify the product innovativeness construct and examine its underlying dimensions, 2) examine the relation of product innovativeness with the decision to pursue or kill the project, and 3) examine the relationship between product innovativeness and product performance. Five dimensions of product innovativeness are found which have distinct relations with the Go/No Go decision and product performance: market familiarity, technological familiarity, marketing fit, technological fit, and new marketing activities. Most strikingly, measures of fit are related to product performance, whereas measures of familiarity are not. The article concludes that researchers need to be careful about which definitions and measures of product innovativeness they employ, because depending on their choice they may arrive at different findings. New product practitioners are encouraged to evaluate new product opportunities primarily in terms of their fit with their firm's resources and skills rather than the extent to which they are "close to home". [source] Market response models and marketing practiceAPPLIED STOCHASTIC MODELS IN BUSINESS AND INDUSTRY, Issue 4-5 2005Dominique M. Hanssens Abstract Market response models are intended to help scholars and managers understand how consumers individually and collectively respond to marketing activities, and how competitors interact. Appropriately estimated effects constitute a basis for improved decision making in marketing. We review the demand and supply of market response models and we highlight areas of future growth. We discuss two characteristics that favour model use in practice, viz. the supply of standardized models and the availability of empirical generalizations. Marketing as a discipline and market response models as a technology may often not receive top management attention. In order to have enhanced relevance for senior management, we argue that marketing models should be cross-functional, include short- and long-term effects, and be considerate of capital markets. We also identify emerging opportunities for marketing model applications in areas such as public policy and litigation. Copyright © 2005 John Wiley & Sons, Ltd. [source] Relationships among levels of government support, marketing activities, and financial health of nonprofit performing arts organizationsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2007Theresa A. Kirchner This exploratory study researches and analyzes the empirical effects of financial levels of government support and marketing practices on the financial health of nonprofit performing arts organizations. Declining government subsidies and increasing competition from non-traditional sources have presented these organizations with unique opportunities and challenges that call for a market-centered, as well as an art-centered approach. Financial health is critical for the long-term success of a nonprofit performing arts organization. Few empirical studies have examined the interrelationships between these key variables. This study analyzes a sample of 63 American professional symphony orchestras employing 20 years of data. The correlations among financial levels of government support and marketing activities were positive and significant, the correlations among levels of government support and financial health were negative and significant, and the correlations between levels of marketing activity and financial health were negative and varied in significance. Causal analyses were less conclusive, but significant causal relationships were found for large symphony orchestras, indicating that segmentation research may be warranted. Implications and opportunities for future research are presented which have potential application for government agencies, academic researchers, and arts organization managers, boards of directors, and donors. Copyright © 2006 John Wiley & Sons, Ltd. [source] |