Cause-related marketing: More buck than bang?

Starbucks, Target, and Nike are just a few of the businesses partnering today with not-for-profit organizations in cause-related marketing campaigns. These campaigns are implemented for a dual purpose: on one hand, to raise awareness, support, and donations for social causes such as global hunger relief, and on the other, to enhance corporate reputations, customer loyalty, and financial gains for companies. An example of cause-related marketing is an effort organized by Macy's, Pfizer, and other businesses on behalf of the American Heart Association. The program has raised over $32 million in donations for the charity, while generating over 1 billion media impressions for corporate sponsors. In this article, we discuss the concept and practice of cause-related marketing, as well as some of its social-ethical complexities. We end with suggestions for increasing the effectiveness of this popular marketing tool and form of corporate philanthropy.     

Better marketing to developing countries: Why and how

Managers have long understood the rationale for investing in new products. Now, however, they face an even more compelling need: to invest in targeting new markets, specifically those in less developed countries (LDCs). The argument presented in this article, for initiating or increasing marketing efforts in these nations, makes two related points. First, a healthy world economy requires consumers in developing nations—particularly China—to spend more, because trade imbalances between the United States and LDCs cannot be sustained. Second, in order to foster consumption in LDCs and to profit from it, marketing expertise in the developed world must refocus. Success will require devising, promoting, and distributing products that will overcome economic constraints in some markets, and in others will overcome an understandable reluctance to spend rather than save. We suggest that lessons may be gleaned from examples regarding recent efforts targeting LDCs by a pharmaceutical company (Pfizer) and a food supplement marketer (Procter & Gamble), as well as efforts pioneered in less developed countries themselves (including low-cost private schools and $2,500 automobiles).     

Marketing Accounting Services in the U.S. and Norway

Abstract

This study compares the general perceptions of marketing and the marketing experiences and training by accountants in the United States and Norway. The results of this study indicate there are differences in perceptions of marketing held by accountants in the U.S. and Norway and in their marketing practices. Accountants in the U.S. held stronger opinions on the importance of marketing accounting services, whereas accountants in Norway believed more strongly that reputation for quality work was more important than marketing. Over two-thirds of Norway accountants reported they did not use marketing concepts in their practice while over half of U.S. accountants indicated they did. A majority of Norway accountants indicated they did not need marketing because their clients come to them when they need their services. These findings demonstrate the importance of being cognizant of the differences in marketing professional services as accountants expand their understanding of global business and accounting practices.     

我国企业营销控制模式研究

在对23家案例企业营销经理的深度访谈过程中,研究发现营销控制模式是影响企业营销绩效的关键要素。在分析不同营销控制模式及其适用条件的基础上,剖析科诺公司的“双回路”营销控制模式,旨在为改善我国企业的营销管理工作、提高我国企业的营销绩效提供有益的建议。     

展商营销策略浅析——以哈尔滨房展会为例

当前，会展已经成为人们获取商业信息的首要来源。会展作为一种营销手段，在面对广大的消费群体时，能有效命中目标顾客。面对如此有效的营销渠道，各个参展商都会各尽其能，发挥所长，以期在会展上实现公司的既定目标，获得最大的收益。通过将哈尔滨房展会出现的营销方法和展会营销策略结合在一起进行研究，发现适合参展商参加展览会的营销策略主要有展览项目产品策略、品牌策略、优质服务策略等。     

Chinese immigrants in network marketing business in Western host country context

Many Chinese immigrants start their entrepreneurship business by joining major network marketing businesses in Western host countries. The willingness of these Chinese immigrants to undertake network marketing rests on the influence of the social environment of the network marketing organization. Network marketing specific self-efficacy, social competence and motivation for establishing one's own business are also hypothesized to play an important role in their engagement in entrepreneurial actions. Drawing upon Bandura's social cognitive theory and the immigrant entrepreneurship literature, the present study investigates whether the social environmental influence of a network marketing organization affects the extent to which Chinese immigrants develop the self-efficacy, social competence and motivation to establish their own business and how these variables affect the actions undertaken in the host country. The study is based on the sample of 194 Chinese immigrants in their adopted host country, Australia. The findings of the survey suggest that the social environment within network marketing organizations positively affects self-efficacy, which in turn positively affects the entrepreneurial actions undertaken by Chinese immigrants in conducting their network marketing business. Social environmental influence impacts positively on their motivation to establish their own network marketing business and social competence. However the effects of motivation and social competence on entrepreneurial action were not supported. Theoretical and managerial implications are discussed.     

期货经纪公司差异化营销策略的实施

我国期货市场日益激烈的同质化竞争,客观上要求期货经纪公司实施差异化营销策略,就此,从竞争手段差别化和服务差别化两个大的方面,论述了期货经纪公司在现实条件下如何实施差异化营销的措施。     

Some Insights into the Background and Training of Marketing Executives in the UK

A paper of interest to both marketing practitioners and marketing educators, it reports some of the findings of a recent survey undertaken for the Institute of Marketing on the background and training of marketing executives in the UK. Selected findings and their implications are discussed, specifically the respondents’ educational qualifications, level and marketing content; participation in training courses, their attitudes towards future training and career development. The final section of the paper looks at the respondents’ expressed needs for further marketing training to better equip them for both their current jobs and their future career.     

绿色营销、公益营销和社会营销的比较分析

绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。     

Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise

Owners of businesses represent an interesting case in the study of the intersection of personal and corporate philanthropic values. Because individuals who own businesses have the means and the ability to act on philanthropic motivations through the medium of their businesses, it is interesting to explore the extent to which their corporate contributions to nonprofits are philanthropic in nature or instrumentally motivated, as in the instance of cause related marketing. The trade-offs between cause related marketing and corporate support of nonprofits are complex. Although larger firms are increasing their investments in cause related marketing, the extent of and motivations for adoption of cause related marketing among privately held businesses is less well understood. This study of 478 businesses which are supporters of arts organizations shows that privately held businesses of medium size (300 to 500 employees) are participating in cause related marketing to a significant degree. The adoption rate of cause related marketing is about 40%, and the primary benefits sought are company image enhancement and product marketing support. Adoption of cause related marketing among privately held and smaller enterprises will grow as CEOs exhibit satisfaction with the results of their program, intend to engage in positive word of mouth about it, and plan to allocate more resources to it.     

Elements of strategic social media marketing: A holistic framework

Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives.     

The impact of economic downturns on marketing

The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.     

Optimal Resource Allocation with Time-varying Marketing Effectiveness,Margins and Costs

The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to factors such as inflation or deflation in media prices and/or raw material inputs, there can be differential changes in the costs of communications and/or margins on the good (or service) sold over time. The academic literature offers little normative direction on how time-varying marketing effectiveness and costs drive optimal marketing-mix levels and their relative allocation. The authors shed light on these issues by solving a monopoly firm's finite horizon dynamic marketing communications mix optimization problem involving two marketing instruments with time-varying parameters, i.e., the marketing effectiveness parameters, media costs, and product margin are all allowed to vary over time. First, they find that the structure of the solutions is similar to that of the classic Nerlove–Arrow model, for a completely general nature of time-varying effectiveness. Second, their model can be used by managers to exactly determine whether and when to switch their marketing-mix emphasis (defined by the marketing element receiving the dominant portion of the budget) over a finite planning horizon. In sum, the authors expand knowledge on optimal allocation of marketing resources with time-varying effectiveness. They also extend their solution to incorporate multiple (more than two) marketing instruments.     

Business Marketing Education: A Distinctive Role in the Undergraduate Curriculum

ABSTRACT

By extending their knowledge of markets beyond the consumer-goods domain, by deepening their understanding of how organizations make buying decisions, by strengthening their grasp of cross-functional processes, and by providing them with decision-making skills in this important area of marketing, the business marketing course makes a special contribution to undergraduates and the undergraduate marketing curriculum. Moreover, the content and focus of the business marketing course are closely tied to important themes that are transforming business practice. This article isolates the distinct contribution of business marketing education and examines important trends that are reshaping this domain. The central knowledge areas that comprise the undergraduate business marketing course are detailed and linked to specific course design strategies that can be pursued to strengthen the skill set of marketing students and respond to the needs of important constituents.     

中小企业基于网站的网络营销方法探析

由于资金实力薄弱,中小企业无力承担传统广告费,通常对传统广告望而却步,但网络营销借助网络的力量使得中小企业可以跟大企业一样让自己的产品或服务得以“广而告之”,面向受众客户,从而增加产品或服务的知名度,进而增加销售额。介绍四种适合中小企业的基于企业网站的网络营销方法：搜索引擎营销、交换链接、许可Email营销以及网络会员制营销,从而为中小企业进行网络营销提供参考。     

Change in international market strategy as a reaction to performance decline

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning theory addresses when and how international marketing strategy will change. Employing data from over 500 exporters, the results, which are consistent with theoretical predictions, indicate that (1) firms are generally not prone to inertia and do, in fact, change their international marketing strategy when facing declines in performance, and (2) that the direction of change depends on the level of competition in the specific foreign market, with firms adapting their international marketing strategy in low competitive markets and standardizing their international marketing strategy in highly competitive markets. The paper includes implications for academics and practitioners.     

英国旅游目的地网络营销信息特征及启示

网络营销因其独特的优势,成为21世纪旅游目的地最重要的营销方式之一。营销网络信息的质量最为重要,是目的地网络营销成功的关键。英国旅游目的地网络营销以旅游者行为理论和旅游营销理论为指导,围绕营销目标,提供了满足潜在旅游者个性化需求的信息,使英国旅游营销取得了成功。应根据英国旅游目的地网络营销信息特征,制定改善我国旅游目的地网络营销信息的措施。     

Digital marketing and social media: Why bother?

Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Based on a survey of marketing managers, this article shows that firms face internal and external pressures to adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be categorized according to perceived benefits and digital marketing usage. To improve digital marketing engagement, marketers must focus on relationship-based interactions with their customers. This article demonstrates how some firms are already accomplishing just that.     

‘Mum,can I play on the internet?’

Research about the role of parents in children’s consumption of online advertisements is scarce. Parents are viewed as having a responsibility to deter children from invasive marketing, yet with the rise of non-traditional marketing it is unclear whether they have the knowledge and skills necessary to undertake this role. The authors address this research gap and demonstrate that parents have limited understanding of the effectiveness of online advertising and this restricts their ability to protect their children from online marketing endeavours. Parents recognize online persuasive techniques only when they themselves have been exposed to them (e.g. banners, pop-up advertisements) and are often unable to appreciate more subtle marketing techniques in their persuasive capacity (e.g. advergames). In addition, they erroneously believe that children respond to online marketing the same way adults do. Finally, parents display naivety in their conviction that their children would never be taken in by marketers but, paradoxically, this complacency is only limited to online advertising.     

旅游整合营销内容范畴探讨

整合营销传播理论适应了现代营销环境和市场需求的变化,对指导市场营销实践具有重要意义。旅游业与旅游市场需求有自身的特点与发展规律,旅游整合营销体系不仅包括营销"传播",而应包含更广泛的内容,至少包括旅游目的地公共营销组织整合、旅游行业部门优化整合、旅游产品开发整合、旅游品牌形象整合与旅游营销区域整合等。