From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program

SUMMARY

Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the ‘product’ and the ‘marketing mix.’ It examines the varying definitions of the political ‘product’ and, from the perspective of elector as ‘consumer,’ offers its own. In addition it suggests that political marketers should follow the lead of their counterparts in the fields of service and social marketing and modify the marketing mix to suit the political environment in which they function. Finally, based upon existing definitions of the political ‘product’ and the criticisms of the current marketing mix frameworks, initial suggestions are made for the provision of a new political marketing mix.     

Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy

A unique characteristic of emerging economies is the wide variety of dominant channel formats. We evaluate the influence of a brand's marketing mix on channel partners and consumer sales in both full and self-service channels in one emerging economy (Brazil). We use monthly stock-keeping-unit (SKU) level sales, and marketing mix data from the beverage category in southeastern Brazil spanning more than four years. In this study, we specify a panel vector autoregression framework with error decomposition to account for endogeneity between sales and marketing mix, cross-sectional heterogeneity among SKUs, seasonality, and the different aggregation of marketing mix elements across the channels. The results show that structural differences in these channels cause differences in the responses to some of the manufacturers' marketing mix elements. Package size variety, price and merchandising have a greater long-term effect on sales in self-service than in full-service channels. Brands' channel relationship programs support price increases in self-service channels without a corresponding decrease in sales. Distribution gains are important in both channels. In the full-service channel, package size variety has the highest long-term effect among all of the modeled marketing mix elements. Our study highlights that marketing mix strategies popular in the self-service dominant channels of the developed economies are not as effective in the full-service formats that remain important in emerging economies.     

Adaptation of Marketing Mix Elements in International Markets

ABSTRACT

This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. The study is based on a survey of executive-level managers in U.S.-based companies that market products internationally. The survey obtained information on the extent of adaptation across the marketing mix elements and on company, industry, and market factors that influence this process. The results indicate that adaptation is greatest for distribution, followed by price, promotion, and product. Product adaptation is influenced by market factors, price adaptation is influenced by market and industry factors, promotion adaptation is influenced by market factors, and distribution adaptation is influenced by company factors. The results of the research can be used to both understand and manage the extent of adaptation necessary for products in international markets.     

沃尔玛、家乐福在华市场营销组合比较研究

在综述营销组合及零售营销组合理论的基础上,构建了其分析维度,进而从产品、服务、价格、地点、店面设计、促销、人员、物流配送等方面对沃尔玛和家乐福在华市场的营销组合进行比较研究,同时也对国内零售企业给出相应的几点启示。     

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.     

从营销组合策略的理论演进看市场营销的发展趋势

自从市场营销组合策略理论被提出以来,营销理论界一直都在努力充实、完善它,提出了许多反映时代特征的新的营销组合理论,市场营销组合理论的演进历程集中反映了市场营销的发展变化过程,并预示着市场营销未来的发展趋势。     

营销组合的一个理论综述

回顾营销组合理论发展的历史轨迹,呈现出不同的营销组合理论适用于不同的营销经济环境,不同的营销组合理论反映了不同的营销观念,营销组合战略性增强而操作性减弱等特点。今后营销组合的发展趋势将是营销组合的具体内容更具灵活性,在营销观念上战略营销将成为主导,在营销策略构建上整合营销将成为主流。     

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.     

Marketing Organic Products: Exploring Some of the Pervasive Issues

ABSTRACT

This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money.     

Marketing Mechanisms Used for Summer Food Service Programs

ABSTRACT

The aim of this research was to determine the mechanisms/channels used for marketing the Summer Food Service Program (SFSP), a federal program that provides free, nutritious meals to children during the summer months. This study utilized a multiple-site, exploratory case study design of 16 sites from seven states and Washington, DC. Data were gathered using various methods: conducting structured interviews with SFSP administrators, administering a short survey about the SFSP, and researchers’ observations of mealtime and marketing displays. Utilizing the Process Model for Customer Journey and Experience coding framework, we examined 107 marketing elements of SFSP on the basis of type of promotional mix, purchase phases, and interaction of consumer experience touch point types. Findings suggest SFSPs primarily use paid advertising and public relations as preferred marketing mix channels of SFSPs. Furthermore, findings suggest that SFSPs utilize a variety of promotional mix elements in the preconsumption and consumption phases of the customer journey but not in the postconsumption phase. Findings also revealed SFSP operators favor brand-owned and partner-owned customer touch points in the customer journey.     

Contemporary Sports Marketing

Abstract

The term ?sports marketing“ developed in the United States as a way to analyze and implement strategies in which innovative as well as tried and true marketing techniques are used to financially support amateur and professional sports. With costs increasing, purveyors of ports must look for additional revenue beyond ticket sales and television fees. Corporations are searching for ways to increase the effective use of the advertising dollar. The partnership of the two parties has never been stronger than today, in the U.S. and abroad. In fact, sports collectively currently make up the 11th largest industry in the country. This article reviews the various aspects of the sports marketing mix including sponsorships, partnerships, the athlete, as well as the upcoming role of the web. The implications to corporations, the rising female athlete, and future challenges and opportunities are discussed     

基于现代信息技术的营销组合决策研究

本文以现代信息技术为主要手段,以营销组合模型的构建和应用为研究对象,通过在非价格营销因素的市场反应模型的基础上引入非价格因素的递延效应,对价格与非价格营销因素组合原理和方法进行研究;通过论述价格与非价格营销因素之间的相互影响及其组合效应,构建了价格与非价格营销因素的组合决策模型;基于已构建的市场反应模型和营销组合模型,研发了具有高度人机交互性和可操作性的营销决策支持系统,并以模拟数据验证了模型的有效性。     

零售情景下营销组合的基础与框架探索

在零售情景下,传统营销组合范式具有一定的局限性。这是因为传统营销组合框架是以制造商为视角构建起来的,而制造商与消费者交换的内容同零售商与消费者交换的内容是不同的。制造商向消费者提供的是价值方案,零售商向消费者提供的是合格价值方案的获取过程。因此,获取过程是零售商与消费者交换的基本内容。效率、乐趣、费用、沟通是消费者与零售商发生交换的四个必要条件,即零售营销的四项基本功能。零售营销活动的功能性归属分别是:定价属于费用类别,广告属于沟通类别,物理环境的设计与管理属于乐趣类别,商品组合、选址、商店布局、物流与结算属于效率类别。     

Journal of Business to Business Marketing Part III: JBBM Book Reviews

ABSTRACT

A total of 131 books were reviewed over the period, 1993–2003 in the Book Review Section of the Journal of Business to Business Marketing. The books encompassed a broad array of topics, including the basic marketing mix elements of business-to-business marketing, purchasing, buyer-seller relationships, global marketing, Internet and e-commerce, organization studies, research methodology, strategy and general management and education. During this period, 5 review essays provided thematic and comparative evaluation of a set of books.

This cumulative index is divided into two sections. The first provides a subject listing of books reviewed and the second is a chronological listing. All book reviews are located at the end of each issue of the journal.     

Marketing Chewing Gum: A Case Study of a Cypriot Company

The purpose of this article is to examine the issues related to the chewing gum marketing practices employed by a Cypriot company importing gum. Thus, the product, its target market, and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Then the results are compared with the international market.

The case study method was employed to gain an initial understanding of the marketing practices employed by the company concerning the production of chewing gum.

The findings showed that the company offers a gum of superior quality, which in two years' time has captured a great share of a very competitive market. The company is giving special attention to the distribution and the promotion of the product.     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

Conceptualization of Brand Experience in an Event Marketing Context

ABSTRACT

Despite the growing importance of brand experience and event marketing, research addressing what constitutes brand experience in an event marketing context is scarce. The purpose of this article is to develop a conceptualization of brand experience that is specifically applicable to an event marketing context. Drawing on qualitative data collected from an international motor show, which is an important form of event marketing in the automotive industry, this article develops a conceptualization of brand experience as consumers' multifaceted interaction with brands enabled through four interrelated processes of multisensory stimulation, bodily performance, social interaction, and discovery/learning. In turn, these four interaction processes trigger perceptual, embodied, social, and epistemic brand experience. Drawing on data and the relevant literature, the article elaborates on these dimensions of brand experience and discusses their theoretical and managerial implications.     

可操作的关系营销与相关的道德问题

关系营销是营销理论界的一个热门话题。然而,历经近20年的发展,它的操作性问题却没有解决好。关系营销的可操作性涉及三个问题:关系市场、关系营销组合和关系营销的道德问题。关系营销是一种道德问题颇大的营销方式或营销思想。要解决关系营销的道德问题,需要对关系营销的范围加以限制,需要降低对于关系营销的道德要求,或者需要为关系营销建立一套新的道德标准。     

营销组合理论的回顾与展望

营销组合理论的发展具有连续性。新旧组合理论不是相互替代而是相互补充和完善。营销组合理论以简练的方式反映了营销理论的发展并具有一条清晰的发展主线,即:随着社会经济的发展,市场竞争的加剧,生产者在营销组合中的地位在逐渐弱化和降低;消费者的地位在逐渐强化和提高,并最终达到了两者的平衡。营销组合理论的发展趋势表明,融合生产者、消费者、社会环境和自然环境,强调营销所涉及的各方之间的平衡、和谐关系是营销理论研究发展的方向。