Understanding voter orientation in the context of political market orientation: is the political customer king?

Abstract

This article develops a conceptual framework and measurement model of political market orientation (PMO). The relationships between different behavioural aspects of PMO and the attitudinal influences of such behaviour are analysed, and the study includes structural equation modelling to test several hypotheses. While the results show that political parties focus on several different aspects of market-oriented behaviour, especially using an internal and societal orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on PMO. This lends support to the argument of ‘looking beyond the customer’ in political marketing research and practice. The article discusses the findings in the context of the existing literature on political marketing and commercial market orientation.     

建立以顾客为中心的运行机制

企业的成功与否取决于能否以顾客为中心 ,并取悦顾客 ;以顾客为中心不是一句口号 ,必须将“顾客满意”置于企业所有目标之上 ,以实现顾客需求和期望为企业努力方向和员工行为准则。以顾客为中心来源于顾客信息的获取 ,新的组织设计、有效的内部营销和精心设计的服务提供模式。     

A Conceptual Model of Political Market Orientation

SUMMARY

This article proposes eight constructs of a conceptual model of political market orientation, taking inspiration from the business and political marketing literature. Four of the constructs are ‘behavioural’ in that they aim to describe the process of how information flows through the organisation. The remaining four constructs are attitudinal, designed to capture the awareness of members to the activities and importance of stakeholder groups in society, both internal and external to the organisation. The model not only allows the level of a party's political market orientation to be assessed, but also aids the party in making a context-specific decision with regard to the reallocation–or not–of party resources in order to attain the party's long-term objectives.     

A Customer Value Perspective in the Nonprofit Marketing Context: Expanding the Means-End Chain for Multiple Stakeholders

ABSTRACT

Very little of the current research on nonprofit marketing adopts a customer value perspective. This paper will (1) briefly outline the special customer value challenges faced by nonprofit organizations, such as multiple stakeholders and a lack of marketing orientation; (2) describe the innovative customer value approach developed by Woodruff and Gardial (1996); and (3) offer a model applying the Wood-ruff/Gardial approach in the NPO context, including research propositions.     

Measuring Market Orientation: Generalization and Synthesis

This paper reports on an integrative, cross-nationalstudy which synthesizes and retests work of three separate groupsof researchers who in the late 1980s developed measurementsof a firm's Market Orientation. The projects resulted in threedifferent but syntactically similar Market Orientation scaleswhich, along with other measures, were used to support substantiveconclusions, particularly those involving firm Performance. Basedon a new study of 82 managers in 27 European and U.S. companies,we show that all three scales are reliable and valid. The scalesalso seem to generalize well internationally, both in terms ofreliability and prediction of Performance. We also show thatthe scales are similar to one another in terms of various validitymeasures and in terms of correlations with Performance measures.Finally, we synthesize a 10-item scale based on a more parsimoniousdefinition of Market Orientation as: the set of cross-functionalprocesses and activities directed at creating and satisfyingcustomers through continuous needs-assessment.     

服务型企业组织导向的整合机制研究——兼论员工与顾客的价值统一性

员工导向与顾客导向是组织导向的重要内容,但已有研究发现二者存在潜在冲突。本研究试图在利益相关者理论框架下,引入员工承诺和顾客满意两类关键变量,探索员工与顾客的价值统一性,以发展员工导向与顾客导向的整合机制。运用来自我国服务型企业的研究数据分析发现,员工导向与顾客导向能够在员工承诺和顾客满意的联结作用下有效整合,并共同推动企业市场效能的提升;同时,实证结论还显示,传统服务型企业和高端服务型企业的组织导向整合机制存在显著差异性。最后,文章对研究结论的理论与实践启示,以及存在的局限性进行讨论。     

内部营销与顾客满意关系的实证研究(英文)

为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、回归分析检验了模型的假设关系。     

Conceptualization and Integration of Marketing Intelligence: The Case of an Industrial Manufacturer

Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets.

Methodology/approach: The authors conducted a case study of Maschinenfabrik Reinhausen, a German based manufacturer of regulation technology for power transformers.

Findings: We found that a systematic marketing intelligence process should be based on the resource- and market-based view of strategy as well as on the market orientation construct. When implementing marketing intelligence, the integration of the sales force within the whole process is the crucial lever for an industrial company. The formalization of the process is necessary to ensure its continuity and acceptance; however, the varying intensity allows the necessary flexibility of the process.

Research implications: The constraints of the decisive process steps of marketing intelligence have to be further enhanced for industrial markets. It is important to find out how the integration of the sales force can best be designed to incorporate reward systems and motivation structures, and how to establish a corporate marketing-minded culture throughout the organization.

Practical implications: The important steps for a well implemented marketing intelligence process are a preparation phase, followed by the gathering, analysis, and dissemination of information. This article highlights the success factors for each process step. Above all, managerial and organizational commitment is necessary for the implementation of the whole process.

Originality/value/contribution: By focusing on the industrial manufacturing business, this study provides deep insights into a neglected area of research. Light needs to be shed on marketing intelligence in industrial markets, where the lack of traditional market research has to be compensated.