The Marketing Activities of UK Charities

ABSTRACT

With well over 176,000 charities operating in the United Kingdom and with changing political, social and economic pressures, the demand for increased funding has become paramount. In order to compete more effectively for funds many have adopted a marketing perspective, focusing on understanding those donors who provide them with the most income.

The use of certain marketing techniques in UK charities is now widespread and most have favourable attitudes towards marketing, feeling that it is an essential part of their organisations' activities. These attitudes, however, are often based on a rudimentary understanding of the term ‘marketing’. Most charities now advertise and use direct mail but, despite the work of many authors over the last twenty-five years regarding the relevance of marketing to nonprofit organisations, most charities still equate marketing solely with advertising and selling. The dependence upon these techniques poses the question as to whether charities in the UK have truly adopted the marketing concept, or whether marketing is still equated with a narrow range of the more visible communication techniques.     

The Adoption of Marketing by Financial Institutions in the UK

This article presents the results of a recent survey into the adoption of marketing techniques and philosophies among UK financial institutions. The research was prompted by the increasingly competitive nature of the markets for financial services and the subsequent recent interest in the adoption of a more marketing-oriented approach to doing business. It was found that financial institutions have moved some way towards adopting more of a marketing orientation. There is still, however, much scope for further improvement.     

Greening the Service Industries

Despite the dominant role service industries play in modern society, little attention has been paid to assessing and improving their environmental performance. In this research, environmentally related performance data for six different service organisations were acquired, and the organisations evaluated using a services-oriented matrix analysis tool. The greatest potential environmental gains that can be achieved by these service organisations are shown to be those associated with the design of the buildings in which the services are located and the ways in which those buildings and their contents are provisioned, not with service-related operations. These results appear likely to apply generally to all types of service organisations.     

Efficient Scheduling Can Create Marketing Opportunities for Service Industries as Illustrated by the Airline Industry

No abstract available for this article.     

The Service Industries and Input-Output Analysis

This paper makes an empirical investigation into the influence of service innovativeness on the relationship between market orientation and innovative performance, first as a moderator with specified interaction effects, and secondly as a mediator in the path from market orientation to innovative performance. A sample of 169 new service development (NSD) projects in Chinese knowledge-intensive business service firms provides the data for an empirical test of these issues. The results indicate that service innovativeness does not play a moderating role in the relationship between market orientation and innovative performance, but a mediating role in this relationship. For NSD, project, innovativeness is only a temporary trait. The impact of market orientation is to spur innovativeness, which, in turn, affects innovative performance.     

The Service Marketing Planning Process

No abstract available for this article.     

进口服务贸易对我国不同服务行业发展的影响力分析

本文基于面板数据的方法,以我国加入WTO为界,分别考察了1997—2001年和2002—2006年进口服务贸易对我国八个不同服务行业发展的影响。从总体上看,进口服务贸易在入世前、后均对我国服务行业的发展起到了正向的、较为稳定的促进作用,但这种稳定是以部分服务行业的快速发展和另一部分服务行业受到巨大冲击为代价的。从结构上看,进口服务贸易在入世前、后对不同服务行业发展的影响是不同的,对以金融服务业和通讯服务业为代表的新兴服务行业的促进作用明显增强,对计算机和信息服务行业的促进作用在减弱,而对以旅游业和运输业为代表的传统服务行业以及电影和音像服务行业的冲击较大。     

服务视角下的会展企业营销

会展业在国际上被视为继旅游、房地产之后崛起的“无烟产业”、“朝阳产业”。因其所带来的巨大经济效益,会展业又被冠以“财富平台”、“城市经济的拉力器”之美名。会展业的发展会带动相关产业（如商业、饮食服务、流通、咨询、广告、印刷、保险、旅游、交通运输、通讯、环保、礼仪服务等产业）的发展,而且普遍认为,会展经济的产业带动系数为1：9。据测算。每增加1000平方米的展览面积,就可创造近百个就业机会。因而会展经济的发展无疑为增加就业提供了一条有效的途径。     

黑龙江省服务外包产业发展的思路与对策

随着全球服务外包业务规模的不断扩大,服务外包已经具有了产业的性质,形成了服务包产业。通过分析服务外包产业基本特征,发现服务外包产业实质上是处于"微笑曲线"两端的生产性服务业,而且与黑龙江省装备制造业发展之间存在内在联系。因此,只有结合黑龙江省服务外包产业发展的实际,才能为黑龙江省服务外包产业发展提供思路与对策。     

Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries

The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm??s corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm??s internal stakeholders ?C i.e. its employees ?C and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about the extent to which managers and their social partners listen to and involve their employees in the legitimation process. Through telephone interviews with non-profit organisations and senior managers of service sector firms, the extent of employee involvement in CRM campaigns and the perceived benefits of doing so are investigated.?Amongst other things, we find that (i) the extent of employee participation varies significantly across firms; (ii) larger CRM campaigns tend to be managed centrally with relatively less employee participation than smaller ones and (iii) financial services firms are more likely to make CRM decisions centrally, with relatively less employee participation than retail services firms.     

服务营销的全球化与本土化

当代世界经济呈现出的总体态势是经济全球化.面对席卷而来的经济全球化的浪潮,服务营销的理论必然突破疆域国界的限制,成为具有跨国性、普遍性、通用性的学科.但由于不同地域国别所处的营销环境的差异,又决定了服务营销的实践具有本土化的特征.服务营销的发展将是全球化与本土化的统一.     

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.     

Marketing strategies of ethnic minority businesses in the UK

This paper seeks to evaluate the influence of the entrepreneurs' educational backgrounds, the firm's target market, and the sector of operations on the marketing practices of Turkish ethnic minority businesses. The paper reports and analyses the findings of 227 face-to-face structured interviews with Turkish small business owners. The findings of the study indicate that Turkish ethnic minority businesses operating in different sectors use both transactional and relational approaches to marketing. Their choices of pursuing different marketing strategies are influenced by the entrepreneurs' educational backgrounds, the firm's target market, and the sector of operations.     

The Role of the Internet in the Marketing of Independent Public Houses in the UK

The traditional public house has undergone significant change in the last three decades, making the transition from a male dominated drinking venue to a modern leisure provider. Many independent pubs now offer a variety of products and services to a range of market segments. In recent years there has been plenty of evidence of independent pubs embracing the concept of marketing in response to challenging competitive conditions and customer demands. Many have been very successful at implementing innovative marketing strategies for attracting and retaining customers. Promotional activity has also increased but appears to have been less innovative, concentrating mainly on word-of-mouth and sales promotions. The complex promotional mix used by many commercial organisations is beyond the budget of the majority of independent pubs. Advertising through the media of newspaper or radio is also too expensive and therefore independent pubs may have to seek alternative ways of making the consumer aware of their location and the hospitality that they offer. This paper seeks to explore the potential of the Internet as a marketing communications tool for independent pubs. A review of trade examples and a mini case study are presented to assess the extent to which independent pubs and customers have adopted this technology. The advantages of using this medium are discussed and examples of successful use of the Internet by independent pubs are presented. The problems of time, cost and IT expertise are considered as barriers to adoption.     

我国企业网络营销的现状分析及其发展对策

与传统的营销方式相比,网络营销具有明显的优势,蕴藏着巨大的潜能,极具发展前景,必将成为21世纪企业营销的主流。而其发展之迅猛,使得客观分析我国网络营销的现状并提出发展对策已迫在眉睫。因此,在宏观和微观上制定相应对策,以促进我国企业网络营销的健康、有序、快速的发展。     

European Community Merger Control in the Service Industries

This article examines the application of the EC Merger Regulation to service industries in the light of the 50 final decisions relating to services taken in its first two years of operation. These cases generally raised few competition concerns and only one (Accor/Wagons-Lits) has led to full proceedings. However they have raised important questions about the calculation of turnover, definition of control and treatment of joint ventures as well as uncertainties about jurisdiction. An understanding of the Commission's evolving policy will be of increasing importance as service industries internationalise, especially if thresholds for investigation are eventually lowered as the Commission has proposed.     

Marketing Innovation in Rural Small Food Industries in Iran

Marketing innovation is essential for small industries to transform products into profit; therefore, understanding its nature and determinants is of utmost importance. This study aimed at understanding marketing innovation and its determinants in the 60 small food industries in the rural areas of Tehran province, Iran. Using a census sampling method, 111 managers of these firms were interviewed. Results showed that the firms’ performance in marketing innovation is generally weak, and a higher level of radical innovation in marketing is perceived compared to the incremental innovation. Also, a cause-and-effect relationship exists between both product and organizational innovations and marketing innovation. Furthermore, while incremental marketing innovation was negatively influenced by formal R&D unit, product diversification, and the manager’s years of experience, radical marketing innovation was affected by the capacity of production, product diversification, and managers’ age and education. The study concluded that in order to boost marketing innovation, innovation should be made also in products and organization. In addition, in order to facilitate the process of marketing innovation, practical and updated training for managers encouraging incremental innovation in marketing, product diversification, and improving R&D activities in the studied firms should be regarded.