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Marketing Approach (marketing + approach)
Selected AbstractsCritical social marketing , The impact of alcohol marketing on youth drinking: Qualitative findingsINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2010Ross Gordon This paper presents findings from exploratory qualitative research as part of a critical social marketing study examining the impact of alcohol marketing communications on youth drinking. The findings from stakeholder interviews (regulators and marketers) suggest that some alcohol marketing might target young people, and that marketers are cognisant of growing concern at alcohol issues, including control of alcohol marketing. Focus groups with young people (aged 13,15 years) revealed a sophisticated level of awareness of, and involvement in, alcohol marketing across several channels. It was found that some marketing activities featured content that could appeal to young people and appeared to influence their, well-developed, brand attitudes. The research demonstrates the utility of taking a critical social marketing approach when examining the impact of alcohol marketing. The implications of these findings for research, regulation and policy around alcohol marketing are also examined. The contribution that studies such as this make to the debate around marketing principles and practice, and to social marketing, is also discussed. Copyright © 2009 John Wiley & Sons, Ltd. [source] Enhancing occupational health and safety in young workers: the role of social marketingINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 3 2008Anne M. Lavack Young workers (age 15,24) suffer work-related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited. A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates. A comprehensive, multi-faceted social marketing approach is required to address young worker safety. Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injuries. Copyright © 2007 John Wiley & Sons, Ltd. [source] Can relationship marketing enhance strategic thinking in the public sector?INTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 4 2004A study of the perceived relationship between subsidised theatres, their government funders/regulators This paper reports on the findings of research into the perceived relationships between publicly funded theatres and their key funders/regulators. This is part of a wider study into whether successful publicly funded arts organisations are more likely to apply a relationship marketing approach. Relationship marketing may help to remove a short-term tactical focus that tends to exist in public sector organisations generally and publicly funded arts organisations particularly. Three UK producing theatres' relationships with the Arts Council and their respective local authorities are analysed and findings suggest that building relationships with this stakeholder type may well produce more strategically focused and successful theatres. Copyright © 2004 Henry Stewart Publications [source] Higher education: marketing in a quasi-commercial service industryINTERNATIONAL JOURNAL OF NONPROFIT & VOLUNTARY SECTOR MARKETING, Issue 2 2003Mari Brookes The UK Government is promoting widening participation and asking universities to develop their student intake of 18,30 year-olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government-funded core activities. Further marketing is now seen in quasi-commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications [source] Use of marketing to disseminate brief alcohol intervention to general practitioners: promoting health care interventions to health promotersJOURNAL OF EVALUATION IN CLINICAL PRACTICE, Issue 4 2000Catherine A. Lock BSc MA Abstract Health research findings are of little benefit to patients or society if they do not reach the audience they are intended to influence. Thus, a dissemination strategy is needed to target new findings at its user group and encourage a process of consideration and adoption or rejection. Social marketing techniques can be utilized to aid successful dissemination of research findings and to speed the process by which new information reaches practice. Principles of social marketing include manipulating the marketing mix of product, price, place and promotion. This paper describes the development of a marketing approach and the outcomes from a trial evaluating the effectiveness and cost-effectiveness of manipulating promotional strategies to disseminate actively a screening and brief alcohol intervention (SBI) programme to general practitioners (GPs). The promotional strategies consisted of postal marketing, telemarketing and personal marketing. The study took place in general practices across the Northern and Yorkshire Regional Health Authority. Of the 614 GPs eligible for the study, one per practice, 321 (52%) took the programme and of those available to use it for 3 months (315), 128 (41%) actively considered doing so, 73 (23%) actually went on to use it. Analysis of the specific impact of the three different promotional strategies revealed that while personal marketing was the most effective overall dissemination and implementation strategy, telemarketing was more cost-effective. The findings of our work show that using a marketing approach is promising for conveying research findings to GPs and in particular a focus on promotional strategies can facilitate high levels of uptake and consideration in this target group. [source] Packaging reminiscences: some thoughts on controversial mattersPACKAGING TECHNOLOGY AND SCIENCE, Issue 4 2002Frank PaineArticle first published online: 24 JAN 200 Abstract Packaging is necessary in a world dominated by marketing-based economies, which rely on it for the safe delivery of profitable products. It is different from many other functions because packaging has two faces and each face demands a special marketing approach. Also necessary to appreciate is that in the very marketing of all products packaging plays a vital part, yet it is still often treated as a necessary evil and is often used on an expediency basis by product manufacturers. Even the packaging manufacturers themselves still fall into the trap of providing what is asked for instead of designing what is really needed. To describe packaging as in a world of its own is no pretension, for wherever natural or manufactured products are produced, packaging is needed to contain, preserve and protect them in the journey to the market place. Food, drink, clothing, light engineering goods, china and glass, medicines and household chemicals,in all those industries it is packaging made of paper and board, glass, plastic and metal that serves them. The importance of properly designed packaging lies in the fact that it must meet the need for protection of the product from the hazards of damage and deterioration. At the same time it must also provide identification and attractive presentation and meet the appropriate environmental criteria, Copyright © 2002 John Wiley & Sons, Ltd. [source] A study to identify the training needs of life insurance sales representatives in Taiwan using the Delphi approachINTERNATIONAL JOURNAL OF TRAINING AND DEVELOPMENT, Issue 3 2006Chiang Ku Fan This article reports a study conducted to identify the needs for continuing professional development for life insurance sales representatives and to examine the competencies needed by those sales representatives. A modified Delphi technique was used. Most life insurance companies in the USA implement an education and training plan advocated by the Life Office Management Association. Insurance companies in Taiwan implement similar education and training plans, but they do not seem to result in the successful performance of their sales representatives. Besides augmenting knowledge of various financial products and marketing approaches, this study also suggests that life insurance companies need to train their sales representatives to an adequate standard in competencies of problem solving, communication, information technology utilization, culture compatibility, emotional intelligence, collective competence and ethics. [source] False Promises: The Tobacco Industry, "Low Tar" Cigarettes, and Older SmokersJOURNAL OF AMERICAN GERIATRICS SOCIETY, Issue 9 2008Janine K. Cataldo RN To investigate the role of the tobacco industry in marketing to and sustaining tobacco addiction among older smokers and aging baby boomers, We performed archival searches of electronic archives of internal tobacco company documents using a snowball sampling approach. Analysis was done using iterative and comparative review of documents, classification by themes, and a hermeneutic interpretive approach to develop a case study. Based on extensive marketing research, tobacco companies aggressively targeted older smokers and sought to prevent them from quitting. Innovative marketing approaches were used. "Low tar" cigarettes were developed in response to the health concerns of older smokers, despite industry knowledge that such products had no health advantage and did not help smokers quit. Tobacco industry activities influence the context of cessation for older smokers in several ways. Through marketing "low tar" or "light" cigarettes to older smokers "at risk" of quitting, the industry contributes to the illusion that such cigarettes are safer, although "light" cigarettes may make it harder for addicted smokers to quit. Through targeted mailings of coupons and incentives, the industry discourages older smokers from quitting. Through rhetoric aimed at convincing addicted smokers that they alone are responsible for their smoking, the industry contributes to self-blame, a documented barrier to cessation. Educating practitioners, older smokers, and families about the tobacco industry's influence may decrease the tendency to "blame the victim," thereby enhancing the likelihood of older adults receiving tobacco addiction treatment. Comprehensive tobacco control measures must include a focus on older smokers. [source] | |||||||||||||