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.     

8th International Conference on Corpor@te and M@rketing Communications (CMC)

This article addresses self-gift giving both from a consumer perspective and from the point of view of brands' promotional messages. Self-gifts may be regarded as personal acquisitions which are distinguished from other purchases by a particular motivation and context – quite literally, gifts to oneself. Our knowledge of this phenomenon from the consumer side remains limited, despite evidence of its importance in understanding consumer decisions. Furthermore, there is no empirical research addressing the extent to which organisations make use of the concept of self-gifts in their marketing activities. This paper addresses these gaps using a two-stage methodology. First, it enhances the understanding of self-gift consumer behaviour (SGCB) by 14 in-depth interviews with consumers. Then, drawing on the self-gift themes which emerged from the interviews, it presents the results of a content analysis of marketing communications for two selected product categories. The combined methodology offers new and rich insights into the theoretical understanding of self-gift consumer behaviour and provides recommendations for practitioners differentiating their marketing communications.     

Conflict resolution strategies in joint purchase decisions for major household consumer durables: a cross‐cultural investigation

Previous studies on joint purchase decisions have investigated the types of conflict resolution strategies used by spouses, the usage frequency of different conflict resolution strategies, and the effects of demographics and various other variables, on the uses of conflict resolution strategies. Despite efforts to address this largely unexplored area, the role that culture plays in the use of conflict resolution strategies has been significantly ignored. Using a cross‐cultural perspective, this study addresses the gap in our understanding of the joint purchase decisions in the family by examining how husbands and wives of three ethnic groups in Britain – British Whites, Indians and African Blacks – use different conflict resolution strategies while jointly purchasing major household consumer products. The total sample comprised 583 husbands and wives of British White, Indian and African Black origin residing in London and Manchester in Britain. Our results showed that three conflict resolution strategies are used by both husbands and wives: bargaining, assertiveness and playing on an emotion. In addition, disengagement emerged as a strategy for husbands, whereas supplication emerged for wives. The study presented in this paper also provides substantial evidence of differences in the use of conflict resolution strategies by husbands and wives from the three ethnic groups, which greatly improves our knowledge on a cross‐cultural perspective of joint purchase decisions.     

Husbands' and wives' household work: moving towards egalitarianism?

Whether husbands are increasing their time in household tasks, especially when their wives are employed, has been a topic of debate in recent years. Several studies have found that husbands are participating in more child care now than in the past. But are husbands also doing other tasks now? Is there any relationship between the amounts of time that husbands and wives allocate to various household tasks? Are there any weekday versus weekend differences? A small sample of husbands and wives recorded their time spent in various activities for 7 consecutive days. The findings reveal that wives spent more time in general doing household tasks than did their husbands. Employed wives and their husbands both decreased their total time in household work, compared with full-time homemakers and their husbands. At weekends, however, both employed wives and homemakers decreased their overall time in household work while the husbands increased theirs. The t-test revealed that at weekends there were no significant differences in the times allocated to various household tasks by employed wives and their husbands, and significant differences only in time spent in child care and food preparation/clean-up by homemakers and their spouses. There appears to be a more egalitarian approach by husbands and wives to household tasks at weekends than on weekdays, even when the wives are not employed. Although these findings should not be generalized to the population, they indicate an intriguing possible trend which deserves further investigation.     

Transport Behavior: A Role for Social Marketing

SUMMARY

This article discusses travel behavior widely acknowledged to be a significant source of pollution: the use of private transport commonly referred to as the automobile. While this behavior can be tackled in a number of ways, this article presents an overview of key issues inhibiting a voluntary change in behavior among automobile users. These topics were identified based upon qualitative research data that was gathered from a number of UK households. The research methodology adopted different social marketing collateral in each of the households during the period of research. While weaknesses are identified in the marketing collateral, the research concludes that social marketing in itself cannot persuade people to make significant changes in their travel behavior. There are deeper issues at work for commuters that need to be more fully understood by the transport research community. The value of social marketing instead may lie as an effective channel of communication that can be utilized by designated authorities in delivering important transport messages to commuters and private transport users at large.     

User generated content: the use of blogs for tourism organisations and tourism consumers

As the World Wide Web has developed considerable bargaining power has been transferred from suppliers to consumers; there is a real need to improve market intelligence and market research for private and public tourism organisations and facilitate timely consumer decision making. This article explores the development of user generated content and specifically the use of web logs or blogs. Tourism organisations cannot afford to ignore the development of user generated content, peer-to-peer web applications and virtual communities. A recent survey found that consumers trusted more websites with reviews than professional guides and travel agencies and far from being an irrelevance, blogs are often perceived to be more credible and trustworthy than traditional marketing communications. But there is a problem: given the sheer number of possibly relevant travel blogs there is a need to locate, extract and interpret blog content and this has proven so far to be time consuming, exhausting and costly, thus negating the relative value of the information obtained. A way forward may be the use of artificial intelligence and “opinion mining” or a blog visualisation system.     

Problems and challenges in social marketing

This article reviews the problems that arise when general marketing principles are applied to social programs. Social marketing is conceptualized as the design, implementation, and control of programs seeking to increase the acceptability of a social ideal or practice in a target group. These problems can occur in 8 basic decision-making areas: market analysis, market segmentation, product strategy development, pricing strategy development, channel strategy development, communications strategy development, organizational design and planning, and evaluation. Social marketers find that they have less good secondary data about their consumers, more problems obtaining valid and reliable measures of relevant variables, more difficulty sorting out the relative influence of determinants of consumer behavior, and more problems getting consumer research funded than marketers in the commercial sector. They tend to have less flexibility in shaping their products and more difficulty formulating product concepts. Problems associated with establishing, utilizing, and controlling distribution channels comprise another major difference between social and more conventional forms of marketing. Social marketers also find that their communications options are somewhat limited as a result of problems associated with use of paid advertisements, pressures not to use certain types of appeals in their messages, and the need to communicate large amounts of information in their messages. Moreover, social marketers must function in organizations where marketing activities are poorly understood, underappreciated, and inappropriately located. Finally, they face problems trying to define effectiveness measures or estimating the contribution their program has made toward the achievement of certain objectives. If all these problems are anticipated and handled creatively, social marketing efforts can succeed.     

The Marketing of Tourism

The objectives of this article are to present the applications of marketing management in the tourism industry. The article discusses the various factors affecting the tourism market and its major sectors: (i) travel agencies and tour operators; (ii) hotel and catering; and (iii) transport. Any meaningful analysis of tourism marketing, should be based on: (a) market segmentation; (b) tourism marketing mix; and (c) marketing strategies. As the market for tourism services and products is dynamic and accompanied by rapid changes in the environment due to increased competition, technological changes and inflation, increased attention should be giver7 to the ernployme17t of appropriate marketing management methods as this industry, as indicated in the present article.     

Integrated Marketing Communications and New Product Performance in International Markets

ABSTRACT

This research probes marketing communications for international product launch. Marketing communications is found to be more visible if the firm is more marketing proficient and the market is more turbulent. The communicated messages are less consistent when the firm is more proficient in marketing and the market is more hostile, but more consistent when the firm is more internationalized and the market is more turbulent. Both visibility and message consistency of marketing communications enhance new product performance. However, greater visibility lowers message consistency, implying that message and media strategies for international product launch need to be carefully formulated and handled.     

A New Look at Husbands' and Wives' Time Allocation

The impacts of economic and non‐economic factors on husbands’ and wives’ market work time and housework time are estimated using 13 years of data from the Panel Survey of Income Dynamics. Several limitations in earlier studies are addressed, and a unique feature of the study is the direct estimation of effects on time allocation from changes in the prices of market‐produced goods and input goods in household production. Many of the findings of earlier studies are reconfirmed, but new insights are also explored. Husbands and wives respond similarly in their time allocations to changes in input goods prices, but their responses are different to changes in market goods prices.     

日本动漫产业营销策略对我国动漫产业营销的启示

动漫产业作为21世纪的朝阳产业,具有很强的社会经济意义。当前,我国动漫产业的营销还存在许多问题,主要表现是动漫产品内容创新性较低;市场定位不恰当,受众较少;产业链发展不完整;缺乏完善的营销战略;盗版状况严重。通过分析日本动漫产业的发展现状、营销策略,从中得到启示:将动漫产业定位为文化产业的重要组成部分;大力培养原创能力较强的各类动漫人才;提高国产动漫产品创意水平,培养和发掘精品;培养动漫产业营销人才,加大动漫产业营销力度,把我国努力建设成为动漫产业大国。作为企业,要运用好政策方针、了解消费者需求、增加产品内涵、加大营销投入、建立行之有效的产业链和营销策略,树立起自己的动漫品牌,提升市场占有率。     

客户关系管理在同程网的实施应用及优化研究

客户关系管理具有理念性强、注重实际操作和运营、方法性和技术性强等特点。同程网是目前国内一流的旅游电子商务平台之一,也是我国唯一拥有B2B旅游企业间平台和B2C大众旅游平台的电子商务网站。针对同程网在客户关系管理中出现的网络营销互动平台需要进一步发展、操作流程过于繁杂、一线员工流动性较高,以及品牌效应不强等问题,同程网应采取开发联接景点与游客的互动平台,优化企业内部的操作流程,灵活设计一线员工管理制度和方法,提高品牌效应等优化措施,以促进企业更好地发展。     

论旅游市场营销环境与旅游业可持续发展

随着科学技术的高度发展,旅游者的选择性强,旅游活动范围大,使旅游供给者面临越来越激烈的竞争。旅游企业要求得生存和发展必须要对旅游市场进行准确定位,在可持续发展观念指导下开展市场营销活动。创造良好的、协调发展的旅游市场营销环境是实现旅游业可持续发展的基础和保证。     

A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept

This article describes a pilot study testing some aspects of the integrated marketing communications concept. The study is timely and relevant to the field because it employs an empirical approach to addressing the heated controversy over the validity of the integrated marketing communications concept. This controversy is based upon doubt about the theoretical basis for integrated marketing communications and the lack of empirical research in the field identified in the integrated marketing communications literature. In an effort to address the conceptual validity controversy directly, the study adopted the first use of an experimental approach in the integrated marketing communications field. The results of the experiment suggest that messages employing some of the key aspects of an integrated marketing communications strategy (i.e. messages with a common theme that are executed across multiple media in a visually consistent manner) may prompt a stronger attitude towards the brand level than the same messages employing a more traditional strategy (executions with less visual consistency), although other dependent measures were not similarly impacted upon. The study is limited in its scope, but is intended to stimulate more empirical research in the integrated marketing communications field.     

Who Shall Lead Us? How Cultural Values and Ethical Ideologies Guide Young Marketers’ Evaluations of the Transformational Manager–Leader

Today’s young marketers transition from schools and into the workforce with a variety of career options in sales, advertising, and general marketing after graduation. Beyond their discipline-specific knowledge of market research, consumer behavior, and marketing communications, these individuals bring along their own set of personal values and ideologies that may influence how they engage the people, personalities, and priorities of the business organization. As new generations of young professionals enter the publicly scrutinized fields of sales and marketing, they are expected to make morally grounded decisions that may be informed by these values and ideologies. This study frames this state of affairs by examining the inquiry “Who Shall Lead Us?” whereby young marketers evaluate the fitness of a leadership climate in which they would potentially work. Here, individual cultural values and ethical ideologies are posited to influence evaluations of transformational leadership.     

代指在创名牌产品中的应用

本文认为,对换位思考的本质认识不清,对顾客代指标感知规律及如何进行有效传播的研究不足,是导致我国品牌建设落后的重要原因。有效的营销传播策略,第一,要研究本土化的代指标体系是什么,不同类型产品顾客使用的代指标是什么及顾客如何使用代指标这些影响到产品形象的基本问题;第二,一定要在研究不同产品的顾客代指标感知规律重要性的基础上,根据营销传播的协同作用,设计出有效的营销传播策略。     

试论旅行社服务模式创新

近年来，旅游产品质量投诉问题作为业界热点而持续升温，困扰着旅行社业。究其原因，从表象来看，旅行社业竞争加剧导致的产品同质化竞争，引起了价格战，使旅游产品质量下降。深层次的原因在于随着中国步入信息化社会及消费者的日益成熟，传统的旅行社业服务模式已无法满足以顾客为导向的营销理念的需要。因此，要全方位变革旅行社业服务模式，将信息技术导入旅游产品的开发设计、建立适应市场经济特征的垂直分层的营销体系，以战略眼光创建客户关系管理系统。     

Controlled infection! Spreading the brand message through viral marketing

Viral marketing uses electronic communications to trigger brand messages throughout a widespread network of buyers. The process is often portrayed as a random ground-up phenomenon over which marketers have little control. But an examination of successful viral marketing cases identifies a number of strategies underpinning this chaotic phenomenon, providing insight into how marketers can use it to position their brands, change their image, and increase adoption rates. Successful viral marketing campaigns are comprised of an engaging message that involves imagination, fun and intrigue, encourages ease of use and visibility, targets credible sources, and leverages combinations of technology.     

Dynamics of the Turkish paintings market: A comprehensive empirical study

This paper constructs the most comprehensive paintings price index in Turkey by using 32,391 manually collected sales transactions, including artworks of 413 artists over the period 1990–2016. The results indicate that the Turkish paintings market underperforms the domestic stock market, but leading to the higher returns compared to the global paintings and the global stock markets. The results from the causality analysis also demonstrate that there is the feedback effect between the domestic paintings and the domestic stock market. Furthermore, the findings cannot reject the null hypothesis that there is no bubble in the Turkish Paintings price index. Finally, the geopolitical and the political risks in Turkey are among the main reasons for the diminishing returns of the Turkish paintings market after 2010.     

旅行社国内游客满意度评价研究

随着中国国内旅游业的迅速发展,旅行社在这一市场上的竞争也日趋激烈,提高游客满意度,巩固和扩大客源已迫在眉睫。在实证研究的基础上,运用因子分析法对旅行社国内游游客满意度的影响因素进行了量化分析,并提出了相应的改进对策。研究结果可以有效地指导旅行社改进国内游服务质量,提高游客满意度和旅行社的综合竞争力。