Ethnic Marketing Ethics

Culture plays an important role in defining ethics standards because dissimilar cultures socialize their people differently, according to what is acceptable behaviour. The potential significance of ethnic groups for marketing justifies inquiry into the moral judgments, standards, and rules of conduct exercised in marketing decisions and situations arising from decisions whether or not to focus on individual ethnic groups within an economy. Identifying and targeting ethnic groups for marketing purposes are tasks fraught with many ethical difficulties. In a multicultural society consisting of a dominant group and many diverse, minority groups defined by ethnicity, these problems can be expected to increase substantially. Consequently, marketers may include minority ethnic consumers in their mainstream marketing programs. In itself, this has ethical consequences. Alternatively, if marketers seek to target individual minority ethnic groups within the same economy a further set of ethical consequences needs to be considered. This paper reviews the concepts of ethnicity and ethnic groups and their relevance for marketing strategy within an economy where there is a dominant group and also significant minority ethnic groups. The ethical consequences for minority communities arising from the use of non-ethnic, mainstream marketing programs are examined. An alternative approach, ethnic marketing, is also examined and its ethical consequences in terms of other groups within the one country appraised. The ethical dilemma and tradeoffs facing marketers within advanced, culturally diverse countries are then considered.     

Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

Influences on the behaviour of black and minority ethnic (BME) communities towards debt and bankruptcy

This article sets out to examine the attitudes towards debt, bankruptcy and the bankruptcy process of black and minority ethnic (BME) entrepreneurs and individuals who are experiencing bankruptcy; and to assess the extent to which their attitudes towards debt and bankruptcy have been influenced by various external factors, including their cultural and religious practices. The paper uses a qualitative methodology that involves in‐depth, semi‐structured interviews and direct observation, where possible. The findings suggest that in many ethnic minority communities, there are strong cultural and religious imperatives to settle debts, and this can lead to a strong desire to resist at all costs the bankruptcy process. The main finding of this study is that there is a high level of ignorance and a lack of understanding of the actions that can be taken when they find themselves in financial difficulties. The main implication of this study is that education, which fosters financial literacy and pre‐bankruptcy counselling, can empower consumers and enhance responsible financial decision making. There is very little research work in this area, and the paper is based on qualitative research that captures for the first time why the attitudes and behaviour of BME groups towards debt and bankruptcy differ from those of the white population.     

A fresh start and the learning experience of ethnic minority entrepreneurs

This paper focuses on ethnic minority entrepreneurs whose businesses failed within the first 3 years of trading, but were starting afresh with the help of the Brent Business Venture Fresh Start in Business programme. The paper aims to identify why the entrepreneurs had previously failed; what prompted them to start again; what was different about their business approach and practices second time around; and how key lessons had been learned as a result of their previous experiences that can improve their prospects for success in the future. The resultant insight derives out of an evaluation study of the Fresh Start programme, the methodology for which included initial telephone interviews with 20 ethnic minority entrepreneurs spread across eight business sectors, during which profile data were collected. The second phase of the study involved in‐depth face‐to‐face and semi‐structured interviews with the 20 entrepreneurs. The main findings suggest that failed entrepreneurs learn from their mistakes and actions embedded in the development processes and activities underpinning their first business venture attempt and are more successful second time around. The key learning processes and activities include learning from customer feedback, from interface with suppliers, from interaction with peers and from the fostering and facilitating inputs of provision such as the Fresh Start programme. The ability to learn by doing, problem‐solving and opportunity‐taking is important. The study concludes by highlighting key identified management capabilities which can improve the likelihood of new venture success, and in particular the value of giving future focus to the nature and form of effective strategic learning processes and activities that successful owner managers undertake and how these could be nurtured as part of the would‐be entrepreneurs’‘management capabilities tool box’.     

Drivers and outcomes of political candidate image creation: The role of social media marketing

The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter–candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter–candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter–candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

Rethinking the UK System of Doctoral Training in Marketing

There have been considerable changes in the system of doctoral education and training in the UK over the last decade. Despite the introduction of a range of ESRC initiatives, the UK marketing academy has been slow to actively debate this aspect of marketing education. This approach is different from that in the US where doctoral training practices in marketing have been widely debated by the AMA. The paper aims to fill this gap by critically assessing the UK system of doctoral training in marketing. The article begins with a brief overview of the historical development of postgraduate education and training in the UK in order to contextualise the subsequent discussion. Some of the most influential reports and policy documents over the last 40 years will be assessed, specifically in relation to how they have shaped, and continue to shape, ESRC policy and postgraduate education more generally in the UK. A critical evaluation of the existing research guidelines in marketing is undertaken and the need for more specific guidelines and a more wide-ranging and inclusive approach to the syllabus than is currently offered in many UK universities is proposed. The paper also explores the importance of staff expertise and critical mass in the context of delivering cost-effective, specialised provision. The article concludes by proposing new structures that marketing departments may wish to consider in delivering research training through the use of coalitions and the use of up-to-date developments in information technology.     

The Impact of New Technology on the Communication of Parliamentary Information

SUMMARY

This article discusses the results of an exploratory study, funded by the Economic and Social Research Council, which investigated the impact of technology on the communication of parliamentary information to the general public in the United Kingdom. As Stage 1 of the project, interviews were conducted with representatives of the public information services of the UK Parliament, the Scottish Parliament, the National Assembly for Wales and the Northern Ireland Assembly. Stage 2 consisted of interactive, electronically-assisted interviews, delivered in a roadshow environment, where members of the public were given the opportunity to explore, and provide critical feedback on, parliamentary websites.     

论营销理念在我国会计师事务所中的运用

随着我国市场经济的发展 ,市场营销日益受到广泛关注。作为会计服务市场主体的会计师事务所 ,也开始意识到营销的重要性。现阶段我国会计师事务所运用营销思想尚有不足之处 ,分析会计服务市场营销理念的特定内涵 ,即会计师事务所营销的实质就是关系营销 ,通过协调、优化与内外各关系主体的关系 ,调动各种积极力量 ,以确立竞争优势 ,赢得市场先机。     

Product Placement: The UK and the New Rules

This article considers product placement as an advertising vehicle. The topic has been the subject of debate, consultation and policy making in the United Kingdom for several years, both as a matter of principle and as a requirement of EU Directive implementation. Product placement had been banned since 1954. It is now legal but limited. The article begins with a brief, historical and transatlantic view of this promotional activity. Despite resolute government statements about preserving the ban, the same administration later reversed its view. It is suggested that the change is not to obtain commercial advantage, but to avoid commercial disadvantage. It is submitted that despite the uproar these changes caused, they will only marginally affect audiences and revenues and that they amount to a reversal rather than a revolution.     

Restaurant Marketing Strategies in the United States and Canada

ABSTRACT

This study investigates the similarities and differences in the marketing strategies implemented by family restaurants in Canada and the United States to meet the needs of their customers. A census of 101 restaurants in three contiguous regions of Quebec, Ontario and Northern New York was visited. Systematic observations using a detailed grid of variables were compiled for each establishment. More similarities than differences were found, indicating that similar marketing strategies could be used successfully by restaurants in the United States and Canada.     

现代企业实施关系营销的对策

关系营销是对传统营销理论的变革与新突破,是一种先进的市场营销理念,在国外获得了巨大的发展,在实践中取得了很好的效果,得到企业界的广泛认可。关系营销导人我国后,在认识和实践上都相对滞后于西方国家。因此,正确认识关系营销的内涵,认清我国企业在实践中存在的误区并提出相应对策,就显得尤为重要。     

关系营销视角下的企业个人关系对策研究

在商务交往中,个人关系是一种双刃剑,既能够促进甚至决定顾客和企业关系的发展,又由于稳定性的缺乏或过于强调个人关系给企业带来风险。企业应客观认识个人关系的作用,加强基础管理工作和客户关系管理,完善客户档案,建立与顾客之间互动的关系网络,做好关键时刻的具体工作。同时,企业应采取措施,留住关键员工,促进个人关系向企业层面关系转化,促进和带动顾企关系的发展,实现企业的经营目标。     

Assessing the Role of e-Marketing in Contemporary Marketing Practice

Using a sample of 149 firms from the UK and New Zealand, we extend previous research on the nature of contemporary marketing practices by Brodie et al. (1997) to examine the practice of e-Marketing in relation to other aspects of marketing. Analysis reveals four combinations of marketing practice. While one third of firms emphasize either a Traditional Transactional or Traditional Relational approach to their markets, another third practice e-Marketing in combination with Transaction and Database Marketing, and a final third integrate all of Transaction, Database, Interaction, Network and e-Marketing. The findings show that for most firms, the level of e-Marketing practice reflects the extent to which information technology plays either a reinforcing, enhancing or transforming role in the organisation.     

A Stakeholder Perspective on Relationship Marketing

Abstract

This paper proposes a broad framework of relationship marketing using the stakeholder approach. Drawing from Peck et al. (1999) framework and proposing several modifications, the authors identify the following relational groups-supplier markets, customer markets (channels), customer markets (end users), competitor markets, external influence markets, and internal markets. The growing importance of strategic alliances is reflected in all constituent groups as well as in a proposed modification of the Berry and Parasuraman (1991) levels of relationships. This paper also re-examines the strategic role of the traditional marketing mix strategies (namely, product, price, place, and promotion) in the new relationship paradigm. Finally, implementation strategies for the stakeholder markets, in general, and customer markets, in particular, are proposed. Several propositions are derived throughout the paper, many of which can be fertile areas for future research investigations.     

Safety and minority ethnic communities A preliminary study on the home safety information needs of the Asian,Chinese and Vietnamese communities living in the UK in the 1990s.

Abstract

This article is about the safety information needs of the Asian, Chinese and Vietnamese communities living in the UK. The author describes the process by which the report Safety and minority ethnic communities was researched and written and details the recommendations arising from that research.

The report itself covered a two-year research project conducted between 1990 and 1992. The work was funded by the Department of Trade and Industry and the Department of Health and carried out by the author.     

营销渠道成员关系承诺价值研究

关系承诺反映的是渠道成员期望维持与另一成员关系的一种态度。它被营销学者认为是渠道成员关系保持的基石。渠道成员产生关系承诺态度的前提是其关系承诺价值的存在,在给出关系承诺价值的成分构成及理论计算公式的基础上,用关系承诺价值指标作为关系生命周期阶段的划分指标,避免了用交易额或利润作为划分指标可能扭曲和放大关系发展实际状态的问题。     

关系营销是客户关系管理的核心理念和指导思想

关系营销是客户关系管理的核心理念和指导思想,客户关系管理的核心是客户关系。通过客户关系管理这一过程,企业最大程度地掌握和利用顾客信息,以培养和增强顾客的忠诚度,实现顾客的终身挽留。关系营销与客户关系管理进行有效整合,可以使关系营销理论得到全新发展,也让客户关系管理理论在中国的环境中得到更好的发挥和实现。     

论关系营销中的道德决策

本文在分析亨特和维特尔营销道德理论模型，探讨其在关系营销应用中出现的缺陷的基础上，试图构建一个关系营销中的道德决策模型作为补充，并结合现实环境对企业营销道德决策过程进行了分析。     

基于企业不同发展阶段的关系营销模式探讨

随着市场经济的发展,关系营销模式正在企业的广泛应用中得到不断发展。关系营销的核心在于保持顾客,为顾客提供高度满意的产品和服务价值,从而建立以客户关系为导向的利润模式,结合企业发展的三个阶段探讨以客户关系为利润导向的发展模式。