Exploring the relationship between money attitudes and Maslow's hierarchy of needs

This study explores the relationship between basic human needs and money attitudes in a university‐age cohort utilizing Maslow's theory of hierarchical needs. Results confirmed relationships between needs and money attitudes. Specifically, all of Maslow's needs appear to be strongly related to the money attitudes of evaluation and anxiety. In addition, men's and women's needs are highly correlated with obsession, budget, anxiety and particularly evaluation. Findings support existing literature and point to the importance of understanding money attitudes and level of need satisfaction among individuals and families, particularly from a counselling and educational standpoint. Implications and possible areas for future research are discussed.     

A Study of Marketing Standardization and Performance of Australian,Japanese, and U.S. Firms

Given the continued importance of the globalization era, there is an ever-increasing interest in the correlation between marketing mix standardization and the firm's market performance. This issue focuses on the firm's pursuit of global markets in an environment conditional to internal and external market factors. The research examines factors on multinational firm's marketing mix (program and process marketing) from Australia, Japan, and the United States and the impact on market performance. The results are mixed providing some support for marketing standardization and profit performance.     

The Earth Is Flat,Almost: Measuring Marketing Standardization and Profit Performance of Japanese and U.S. Firms

ABSTRACT

Globalization has fostered greater interest in all aspects of standardization theory, including the four Ps (product, price, place [distribution], and promotion) of the marketing mix. The study researches the firm's strategy of marketing standardization as it correlates to the firm's profit. Multinational firms from Japan and the United States operating in a global environment were studied in order to correlate marketing standardization to profit performance. The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance.     

A service quality measurement derived from the theory of needs

A literature review has indicated that a majority of researchers tend to define quality as meeting customers' needs. This study therefore attempts to develop a new service quality instrument called SQ-NEED based on Maslow's theory of needs. The results from the empirical analysis suggest that the SQ-NEED not only has a sound theoretical basis, but also possesses a reasonable reliability and validity. Moreover there is significant evidence to show that SQ-NEED performs better in this study than SERVQUAL for services directed at people and providing intangible actions.     

The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States

The practice of voluntary simplicity is inextricably linked to consumer behavior and has attracted the attention of researchers in a number of disciplines, including psychology and marketing. Yet the daily practice of voluntary simplicity in the United States remains largely unexamined. The research presented here is the first to look at voluntary simplicity with the use of a nationwide sample of American consumers. A more refined application of Maslow's theory of human motivation to the understanding of this social phenomenon is proposed. The practices considered most important to this lifestyle are identified, as are key impediments to its consistent practice. Factor analysis is used to identify the underlying dimensions of U.S. voluntary simplicity: ecological and social responsibility; community; and maintaining a spiritual life. Findings indicate that people of moderate income are more likely to practice voluntary simplicity than was previously believed. This research also compares highly committed simplifiers to those who are less committed, finding that more committed practitioners are more likely to be consistent in practices requiring ongoing effort, such as composting. © 2005 Wiley Periodicals, Inc.     

Getting permission: Exploring factors affecting permission marketing

Permission marketing suggests an evolution of direct marketing, particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior.This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace.     

Relationship formation and governance in consumer markets: Transactional analysis versus the behaviourist approach

Although relationship marketing (RM) is widely discussed in contemporary marketing literature, its theoretical foundations are rarely debated. Much published work on the subject relies implicitly on behaviourist exchange theory to support major propositions. Exchange theory neatly elucidates many RM hypotheses, but cannot explain the failure of campaigns that furnish customers with increasingly generous relationship rewards. Phenomenological approaches which explore the fundamental psychodynamics of supplier/customer relationships (especially the ways in which entities inwardly construct their own meanings for their experiences) represent a powerful alternative to the behaviourist model. A business, it is suggested, is like a person in that it possesses an ego, has a collective psyche, adopts specific ego states, and occupies a particular corporate life position which helps determine the nature of its relationships with its clientele. Core propositions of transactional analysis are commandeered to categorize managerial feelings towards customers. It is concluded that positive self‐regard, corporate openness and integrity, transparency of the corporate self, genuine liking for customers, and unadulterated confidence in the propriety of the company's mission are necessary prerequisites for successful RM. Also the firm has to view RM as an entire philosophy of marketing; not merely as a set of promotional practices and techniques.     

Using Social Marketing Strategies to Reform Social Policy: A Lesson from British History

ABSTRACT

This article presents a general framework for the social marketing process. An example from British history is used to demonstrate an effective model for gaining public and government support for a social marketing initiative. The historical analysis illustrates a key issue: public interpretation of the importance of the social marketing cause is dependent upon its core values and that its values may differ from the group advocating social action. The advocacy group's effectiveness in obtaining support for its cause will hinge upon its ability to strike a resonant chord with the social values of society and its cause.     

The Contingency Effects of Supplier Influence Strategies and Their Implications for Retailer Cooperation

Abstract

The success of manufacturers' consumer marketing programs often hinges on whether they are implemented at the retail level. Manufacturers use various influence strategies to persuade retailers to adopt their marketing programs. We investigate how well those influence strategies shape the retailers' positive attitudes toward their suppliers' marketing programs. We find that the effectiveness of those influence strategies depends upon the extent of uncertainty in the retailers' market. We also find that the manufacturer's investment in specific assets to support its relationship with the retailer strongly affects the retailer's attitude toward the supplier's programs.     

Manufacturer Support for a Partially Integrated Channel in South Korea: Power‐dependence vs. Marketing Effectiveness Perspective

This article introduces the unique context of a partially‐integrated channel (PIC) that incorporates both market and hierarchical governance forms. In so doing, it examines determinants of the manufacturer's support for a PIC. Using power‐dependence and marketing effectiveness theories, we collected data from 172 marketing managers in charge of PICs in 15 companies in South Korea. The results showed that from the power‐dependence perspective, demand volatility, manufacturer's competitive intensity, and channel concentration are positively related to a manufacturer's dependence on the retailer, which is positively related to the manufacturer's support for the PIC with a retailer. From a marketing effectiveness perspective, channel bonding and customer linking are positively associated with manufacturer marketing effectiveness, which is an antecedent to PIC support for a retailer. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.     

Factors affecting the selection of clothes on daily basis: male and female differences

The major objective of the study was to test the theories of the function of dress that individuals apply to everyday practice. The study examined the extent to which Maslow's theory of motivation is relevant to male and female practice regarding the selection of daily clothes, the order of importance and the attention to clothing functions demonstrated by males and females, and the inter-relationship between the different clothing functions. The study is based on data collected from male and female students at a midwestern university in the month of April. The Friedman two-way ANOVA by ranks revealed that weather function was the single most important clothing function for males which influenced the selection of daily clothing, while social activity was the most important clothing function which influenced females. Females indicated a higher degree of consideration of each clothing function than males. These findings suggest that females tend to dress more for social reasons, are more sensitive to clothing needs and possess a greater degree of clothing awareness than males. The correlation coefficients of clothing function for males and females indicated that there was a high degree of correlation between several clothing functions. The correlation coefficients of clothing functions for females were more consistent than those for males, indicating that females consistently consider several clothing functions concurrently while males do not. This finding conforms with the theory of functions of dress which illustrates the multiple nature of motivation of clothing behaviour and the interdependent characteristics of Maslow's five basic human needs.     

Top management attention to trade shows and firm performance: A relationship marketing perspective

B2B marketers allocate significant resources to trade shows, but often struggle to make a strong business case for these activities. Responding to calls to justify such investments, this research examines the effect that top management attention to trade shows has on firm value. Based on attention theory, this study suggests that top management's focus on trade show relationship marketing efforts results in better trade show performance. This helps develop market-based assets that in turn augment firm value. Using an event study to extrapolate the contingent effect that top management attention to trade shows has on firm value, the basic hypothesis is supported. Additionally, this research tests three top management orientations that are key to performing trade show relationship marketing activities. The findings address the absence of top management from extant trade show research and provide marketers with new insights related to maximizing their trade show investments.     

The influence of entrepreneurial marketing processes and entrepreneurial self-efficacy on community vulnerability,risk, and resilience

This paper uses the 2010/2011 Christchurch earthquake and re-development efforts as an exemplar to explore how entrepreneurial marketing processes combined with entrepreneurial self-efficacy can be leveraged to help a community reduce its vulnerability to natural disasters and enhance its resilience. Manyena's (Manyena, S. B. (2006). The concept of resilience revisited. Disasters, 30, 433–450; Manyena, S. B. (2012). Disaster and development paradigms: Too close for comfort? Development Policy Review, 30, 327–345) vulnerability–resilience theory is used as the conceptual framework to delineate the prophylactic benefits of building a community's entrepreneurial marketing process capabilities and the notion of entrepreneurial self-efficacy as defensive mechanisms to mitigate the effect of disasters. This work has resulted in an augmented disaster risk equation that considers: (1) the risk that a natural disaster poses on a community (as a function of the vulnerability of the community's tangible assets); (2) the hazard potential of the disaster; and (3) the resilience of its social and economic systems. This paper develops a measure of the symbiotic interrelationship of a community's entrepreneurial marketing process capabilities and community-level entrepreneurial self-efficacy to illustrate how leveraging the entrepreneurial, marketing, social, and engineering educational resources of a community can create a less vulnerable and more resilient community. In doing so, the paper develops a set of research propositions to guide future research and policy.     

Scientific marketing management and the emergence of the ethical marketing concept

Abstract

Our objective in this paper is to recall the linkages between marketing and management thought. At the turn of the twentieth century, the two disciplines were connected via the work of Frederick Taylor and Percival White. As conventionally represented, Taylor was the father of scientific management and, by extension, the management sciences more generally. He is also frequently associated with a focus on production efficiency. However, a close reading of Taylor reveals his appreciation of the connection between production and consumption and thus the importance of the ultimate consumer. Taylor's ideas and the work, published in the Bulletin of the Taylor Society, which provided an outlet for the scholarship of early marketing thinkers, provide the linchpin between the production ethos of Taylor and the emergence of ‘scientific marketing’ exemplified in the work of Percival White. The latter demonstrated the ideological credibility of his scientific marketing system via its association with science and attributes such as objectivity. Importantly, in his work we find the first clear articulation of the marketing concept. Unlike present-day debates, which frequently treat it as a synonym for shareholder value, the early articulations of the marketing concept were underwritten by an explicit ethical orientation that placed limits on corporate behaviour, ideas that were again brought to prominence courtesy of the consumerist movement of the 1960s and 1970s.     

Public Sector's Involvement in Marketing Growth:

The Japanese public sector played an instrumental role in the successful resurrection of the Japanese economy after World War II. The public sector supported the use of several emerging marketing concepts as well as borrowing and applying American concepts through cross-cultural marketing during the various stages of Japanese marketing growth. The public sector accomplished its goal by supporting the private sector through the establishment government agencies as well as through other players in the public sector. The leadership and direction provided by the public sector has enabled Japan to develop its economy throughout all five periods of marketing growth. A new sixth phase appears to be emerging through the efforts of the public sector to attract foreign investment and imports into Japan, to counteract the tremendous trade surpluses built up since the mid 1980's.     

Transaction Cost Analysis in Marketing: Looking Back, Moving Forward

Contributions to the theory and application of the Williamson's transaction cost framework by scholars in Marketing are reviewed. From its initial appearance in the late 1970s, the Williamsonian approach has moved from a theoretical curiosity to the workhorse model in one subfield of marketing; viz. channels. Possible reasons for this success are traced here. The consistent empirical support for the core model, its applicability to a broad range of managerially relevant problems, its successes in horse races against competing theories, and its co-existence with complementary theories are unpacked. The paper closes with speculation about future trends about transaction cost analysis in marketing.     

Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers

SUMMARY

An increasingly popular method for nonprofits to raise awareness, educate the public, and receive financial support from corporations is through cause-related marketing. The distinctive feature of cause-related marketing is the corporate sponsor's contribution to a designated cause being tied to customers' participating in revenue-producing transactions with the sponsor. The sponsor benefits from favorable publicity and increased sales. This article discusses factors contributing to the potential success of a cause-related marketing campaign: the sponsor's product quality, fair pricing, and customer traits; the nonprofit's and the sponsor's reputation, shared values, good communication, and commitment; a well-planned and executed campaign, and specific terms that protect both party's assets and clearly outline each party's responsibilities.     

Book reviews

Traditionally, the purpose of a museum has been to preserve and conserve the collection in its care. Only recently has the notion of service to the public become a critical dimension of a museum's operations. This paper reviews the extent to which marketing has been adopted by museums. It considers the historical legacy which has shaped the current context of museums, and which has consequently formed public attitudes and has inculcated the museum profession's understanding of museums. A review of the museum marketing literature is conducted, and the main issues for the future of marketing in museums are derived. The paper concludes that although there has been a revolution in attitudes to marketing in museums, various factors have inhibited the wholehearted adoption of marketing.     

Enhancing frontline employee support during a product-harm crisis: Evidence and strategic managerial implications for firms

Product-harm crises can negatively affect a firm's corporate image, reputation, and credibility. This research investigates antecedents and factors that can impact the extent to which frontline employees will be supportive of their organization when the firm faces such a crisis. Leveraging social exchange theory and its focus on reciprocal exchanges, we theorize and test processes using regression models, which shed light on how managers can solicit employee support during crises situations by providing the frontline employees with ethical and supportive working conditions. To offer convergent validity across multiple methodologies, we also test the influence of experimental effects of the relative severity of a crisis and whether a firm was quick or slow in its response on frontline employee support. Furthermore, our research demonstrates that the firm's strengths in corporate social responsibility, the employees' organizational citizenship behavior, and employee organizational identification serially mediate the supportive relationship, which provides a unique contribution to the marketing literature. Finally, we provide managerial implications to further enhance frontline employee support.