Marketing in the UK and US Not-for-Profit Sector: The Import Mirror View

This article explores the US and UK literature on not-for-profit (NFP) marketing. The emphasis is on journal articles that have appeared in the area. The purpose of the review is to discover if their are any lessons that can be learnt from the US situation in order to gain a greater understanding of the UK NFP marketing. This is in the tradition of the ‘import mirror’ view of comparative research. The environment within which NFP marketing takes place is discussed. This is followed by a review which looks at journal types, research areas, type and quality of research and issues arising from the application of NFP marketing in the US and UK The review reveals that there is considerably more literature on NFP marketing in the US. Popular subjects are segmentation and health care. The UK literature is still largely concerned with the appropriateness and applicability of marketing in the NFP sector: The lesson taking is that the UK should not go down the US path but rather a) develop suitable courses for NFP managers and b) explore the use of the newer service concepts of relationship, service quality and internal marketing.     

The quality of British marketing: A comparison with US and Japanese multinationals in the UK market

This paper presents the findings of an empirical study comparing the marketing strategies and organisations of a matched sample of British companies and their US and Japanese competitors in the UK. Hypotheses about Japanese marketing are tested and provide a framework for the comparative analysis of the marketing effectiveness of the three sets of competitors. The findings highlight significant weaknesses in the marketing effort of British companies, these being exacerbated by excessive focus on short‐run financial gains. The US competitors, equally concerned with short‐term profits, were less committed to the UK market than their Japanese rivals, their market position being in danger of deteriorating further as the Japanese close the technological gap between them. The Japanese were unmistakably aggressive, single‐minded in their pursuit of market share and undeniably more market‐oriented than their US and British counterparts. This research was funded by the ESRC.     

Dimensions of customer orientation: An empirical investigation of the UK financial services sector

The UK financial services industry has experienced a number of sharp discontinuities in its marketing environment in recent years. These have ranged from changing demand patterns to wholesale deregulation and market liberalization. International competition and new entrants exploiting technological innovations have also added to the turbulence in what has been a traditionally parochial and stable sector. Under these conditions, it is to be expected that companies would develop a much sharper customer focus and, if they are to survive and prosper, that they would adopt the core principles of the marketing concept. In this paper, the findings of research which tests this assumption amongst merchant banks, retail banks, insurance companies and building societies are presented. Conclusions are drawn which indicate that there is a growing awareness of the need for a marketing orientation and that some sectors appear to be more customer‐orientated than others at this point in time. Despite this, there is also evidence that in some sectors marketing myopia may be masquerading as marketing orientation and that much work needs to be done to more fully realize the ideals of the marketing concept.     

External Asymmetries in the Euro Area and the Role of Foreign Direct Investment

Soon after the introduction of the common currency, a divide emerged between two groups in the Euro area: one comprised of the North European countries achieving external surpluses and the other of the South European countries with large external deficits. This paper shows that different patterns of foreign direct investment (FDI) inflows across the Euro area countries contributed to this divergence. Our theoretical framework shows that if the economy is relatively capital‐intensive in the production of traded (non‐traded) output, FDI will be channelled in greater proportions to the traded (non‐traded) sector, thus improving (deteriorating) the trade balance. Focusing on ten Euro area countries over the period 1980 to 2009, we establish a positive (negative) long‐run effect of FDI inflows on the trade balance in the North (South). In the North, the positive effect stems from the traded sector FDI inflows that were significantly higher in comparison with the South, both before and after the EMU. In contrast, in the South, the increased FDI inflows in the post‐EMU era were dominated by investments in the non‐traded sector. When industry‐level data are employed, a positive (negative) long‐run effect of manufacturing (non‐manufacturing) FDI inflows on the trade balance in the North (South) is further established.     

Scope of improvement in water usage efficiency in manual dishwashing: A multicountry study by questionnaire survey

Over recent decades, water conservation have become increasingly an utmost important issue for debate, and this includes the domestic sector. Reducing demand water by improving the efficiency of water use in domestic sector requires an understanding of how water is used and in what ways water savings can be realized. The focus of this global, web‐based, consumer questionnaire survey was to analyze individual consumer attitudes towards using water in manual dishwashing and understand the likelihood of a prospect of changing the daily manual dishwashing method resulting to a more efficient domestic usage of water. This study was designed to investigate the manual dishwashing technique used in the 5249 households of nine different countries ‐ China, Germany, Italy, Russia, Indonesia, Brazil, India, South Africa and Argentina. Besides socio‐demographics, technical questions like cleaning steps, hygiene questions motivational question, environmental awareness questions, questions on payment for water and electricity, questions on information sources about household work were included in the study. It was found that the awareness to conserve water was common among the Asian participants but it necessarily was not practiced in the households as individual washing of dishes was found to be quite high. Among the many outcomes, important one was that ‘running tap method’ was found to be most prevalent (86%) among Russian participants, complimenting their detached approach towards conserving domestic water usage. In South American countries like Brazil (66%) and Argentina (51%), high occurrence of ‘running tap rinse’ was found to be a common practice, confirming the lack of conscious use of water in manual dishwashing in the subcontinent. Based on the overall responses, awareness of a new and efficient technique of manual dishwashing could be propagated through the most voted mediums of Internet (81%) and TV (69%).     

The role of innovation,entrepreneurial self-efficacy and local uniqueness on marketing performance in small and medium-sized restaurants

ABSTRACT

The growth of the food service business in Indonesia cannot be optimized by small and medium restaurants due to a lack of innovation and entrepreneurial skill. This present study combines marketing and entrepreneurship literature and explores the link among innovation, entrepreneurial self-efficacy and marketing performance. Using a purposive sampling methodology, data were collected from 124 respondents of small and medium-sized restaurants in Bogor city, Indonesia. This study used Structural Equation Modeling to analyze the influences of entrepreneurial self-efficacy, innovation and local uniqueness on marketing performance. The findings indicate that innovation activity has a direct significant influence on marketing performance. This study also indicates that entrepreneurial self-efficacy positively influences marketing performance reflected by increasing sales, profits and number of customers. In addition, local uniqueness, which is an intermediary variable, is not affected by innovation activities and does not directly affect marketing performance. Even though this study supports most hypotheses, two out of six were not. As such, the results of this study provide important practical insights as well as interesting contributions to the theoretical advancements in entrepreneurship and marketing especially in the setting of small and medium-sized restaurants.     

Accessing and affording sustainability: the experience of fashion consumption within young families

Despite the ever increasing levels of fashion consumption, neither retailers nor consumers have as yet implemented sustainability principles to a significant degree. This is despite the fact that sustainability principles are increasingly understood and will be applied by consumers, as long as affordable alternatives in mainstream fashions are available. In a highly competitive fashion retail sector, there exists an opportunity for UK high street fashion retailers to differentiate their brand image through aligning products with consumers' moral frameworks. Using phenomenological interviews, this research explores the fashion consumption experiences of professional women with young children and living in or near Edinburgh, with particular focus on their expression of their own sustainability concerns in their day‐to‐day practices. The findings reveal that in the absence of suitable products, information and labelling, consumers apply heuristics to their choices, especially price. They refer to the more familiar ethical food market which serves as a metaphor for fashion‐related practices. They talk about trustworthy retailers and about how they deal with and rationalize their own practices where they reveal an obvious attitude‐behaviour gap. The women's role of providing for the family adds further complexity in a sector which provides affordable alternative options.     

Internal Marketing in the UK Retail Banking Sector: Rhetoric or Reality

The article sheds light on the relationship between internal marketing rhetoric and its practice within the UK retail bank sector and addresses a deficiency in the current internal marketing literature particularly in terms of implementation. A practitioner view is explored through data generated by in-depth qualitative interviews with thirty-five branch managers and twenty-one employees. The study produced some interesting findings structured in the form of relationships which highlighted the distinct nature of the internal marketing practice within the specific sector. This article sheds light on the six emergent relationships. The examination of the relationship between the rhetoric and practice of internal marketing within the UK retail bank industry raises some criticisms regarding the motives behind the adoption of internal marketing and the current implementation approach adopted by these organizations. The study’s conclusions can be used as an outline agenda for future research aimed at strengthening internal marketing’s legitimacy in the academic literature and highlighting its contribution to practitioners.     

Marketing Sustainable Consumption within Stores: A Case Study of the UK's Leading Food Retailers

Sustainable consumption is a core policy objective within the UK Government's Sustainable Development Strategy and there is a growing awareness that retailers have a vital role to play in promoting more sustainable patterns of consumption. This article explores how the UK's top ten food retailers are communicating sustainable consumption agendas to their customers within stores in the towns of Cheltenham and Gloucester. The findings reveal that while these retailers are providing customers with some information on sustainable consumption the dominant thrust of marketing communication within stores is designed to encourage consumption. The article concludes with some reflections on how sustainable consumption fits into the large food retailers' business models.     

The Adoption of a Retail-Oriented Marketing Mix for Bank Branch Operations

This article considers the major emphasis currently being placed by the retail banks on the distribution element of the marketing mix. In particular, it demonstrates that the retail banks within the UK have recognised the importance of the branch network in achieving a competitive advantage and are currently active to a greater or lesser degree in adopting a retail-oriented marketing mix for bank branch operations. The article goes on to argue that the mix has not yet been successfully co-ordinated as a result of the limited remit of marketing personnel within the banking sector.     

A Descriptive Study of Factors Affecting Longevity of Independently Owned Ethnic Restaurants in Four Alabama Cities

Abstract

Factors affecting the longevity of independently owned ethnic restaurants in four Alabama cities were identified. A proportional stratified random sample of 43 restaurateurs representing African-American, Asian, Hispanic and Mediterranean cuisines was selected. A questionnaire was administered to restaurateurs during face-to-face interviews to explore factors affecting viability of ethnic restaurants. Twenty (46.5%) restaurants were open fewer than five years and 23 (53.5%) were open more than five years. Significant differences between newer and established restaurants included whether the owner purchased an existing restaurant business or began a new one, employment practices, method of customer payment, and marketing strategies.     

The adoption of direct banking services

The adoption of new products and services is of increasing importance to many industries. This is especially so for those organisations that are marketing technological innovations. In this paper a model of the perceived innovation attributes and the personal characteristics of adopters and non‐adopters was developed, based on literature and consumer research. These are then tested using a questionnaire concerned with the UK market for direct banking services. The results are presented in detail which indicate that the model presented is an excellent predictor of adoption behaviour. From these results a number of interesting implications have been highlighted for marketing practice.     

A comparison of marketing practices: perspectives from first and second generation UK South Asians

This paper highlights not only the differences and similarities in marketing activities between first and second generation South Asian entrepreneurs; but the extent to which such activities lead to convergence with the mainstream small business population also. Therefore, differences are found in the fact that first generation respondents consider organic growth, thus differentiation via expansion initiatives and related diversification, as a way to access new co‐ethnic and non‐ethnic customer markets. This contrasts with that of the second generation. Here these particular respondents prefer to adopt a more transparent and open approach to marketing via knowledge skills advantage, and technological expertise. A feature common to both sets of respondents, and again one which this paper argues may be indicative of any small business, finds respondents following some form of self‐directed informal customer care/customer centric philosophies. Interestingly, there is no evidence to support differences in customer care and practice between the various business sectors or generation, given that such practices appear even in the absence of any formal procedures and written policies also.     

Eating out,nutrition, education and the consumer: a case study from Alabama

Increasingly, there is agreement that the hospitality industry, particularly the restaurant sector, can significantly impact people's eating behaviour. This impact includes the nutritional intake of meals many restaurants sell that may lead to problems such as the growing obesity epidemic. This preliminary study investigates consumers' attitudes towards their eating out experience as it relates to their reasons for eating out and the importance that nutrition may place in their experience when eating out. Findings suggest differences in consumer attitudes towards these issues based on their gender, educational achievement level and type of restaurant they frequent. Nutritional awareness and education strategies do not appear to be reaching groups that are more exposed and/or more prone to unhealthier food consumption. Overall, consumers do not seem interested in education or involvement in healthier consumption.     

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.     

Client Perceptions of Regional Law Firms and their Implications for Marketing Management

This study uniquely seeks to increase our understanding of the marketing of professional services by showing how both individual consumers and organisational customers perceive regional law firms. Client groups are compared across a number of variables including size of evoked sets and importance of a range of selection criteria. This is achieved by quantitative customer surveys which have been informed by a combination of qualitative interviews with staff in a case-study UK practice and a review of the existing, largely US-orientated literature. Results show a common reliance upon certain factors in the purchase decision; however, they also reveal significant differences between customer groups. The study also aims to paint a broader picture of this sector by seeking the perceptions of other stakeholders such as referral sources and partners of the case-study firm. It concludes by offering an analysis of the focal firm's marketing orientation via a discussion of a repositioning campaign based on the customer research within the study.     

Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960–1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.     

The Impact of Social Marketing on Social Engineering in Economic Restructuring

SUMMARY

Social Marketing is a rapidly growing marketing sub-discipline based on the premise that bringing successful commercial marketing technologies to bear on problems of individual and social welfare can generate positive outcomes. This paper gives an overview of recent developments in Social Marketing in a global context and discusses the relationship of these developments to those in commercial, not-for-profit or third sector and public sector marketing, and public relations. The paper then relates the global context back to developments in Australasian and Asian nations, with particular reference to social engineering during economic restructuring.     

Competitiveness in the UK fork‐lift truck market

A method of measuring rivalry through a combination of marketing mix elements and importance of market share is outlined, based on marketing managers’ perceptions of competitiveness in the UK Fork‐lift Truck Market. An overall lack of correlation and synergy between market share and marketing strategy was discovered together with underutilisation of mix elements—this in turn created gaps for overseas importers to fill with competitive offerings. While the research instrument and quantitative analysis are capable of further refinement, the measures outlined should prove useful as an adjunct to market share and concentration measures.