Operationalizing the Marketing Concept in the Nonprofit Sector

ABSTRACT

This paper questions the validity of applying the market orientation construct, which was developed ostensibly for and in large multinational organizations, to a sector whose characteristics differ greatly. Instead, this paper argues for a new approach to the operationalization of the marketing concept in the nonprofit sector. The components of this 'societal orientation' are delineated, as are the organizational imperatives, antecedents and the potential consequences and benefits associated therewith.     

Market Orientation and Organizational Performance in the Nonprofit Context: Exploring Both Concepts and the Relationship Between Them

ABSTRACT

The purpose of this paper is to explore the relationship between the concepts market orientation and organizational performance for nonprofit organizations. To understand the nature of this link in the nonprofit context, the authors will discuss and elaborate on the applicability of both concepts to nonprofits. They will develop multidimensional notions of “societal orientation” and “nonprofit organizational performance,” which fit the specific operating environment of nonprofit organizations engaged in the provision of health and social services. The authors also propose a conceptual framework that relates both notions and present the main underlying propositions. They conclude by suggesting items to empirically measure both constructs and venues for future research.     

Effects of Extrinsic Attributes on Perceived Quality,Customer Value,and Behavioral Intentions in B2B Settings: A Comparison Across Goods and Service Industries

ABSTRACT

The traditional formulation of customer value is a trade off of benefits and sacrifices, with intrinsic quality typically being the primary benefit, and price typically being the primary sacrifice. While additional sacrifices have been proposed in the literature (e.g., time and effort), we explore three additional benefits, the extrinsic attributes of industry leadership, innovation, and customer focus and their effects on a hierarchical quality-value-intention system. Data gathered from two distinct business-to-business domains, one goods and one services, showed that extrinsic attributes impacted elements of the quality-value-intention system. It was also found that quality and customer focus (an extrinsic attribute) differed in their effects across goods and services contexts. Managerial implications are discussed for creating customer perceived value in goods and services industries.     

Use of the Customer Value/Mission (CV/M) Matrix in Strategic Nonprofit Marketing Analysis

ABSTRACT

Application of traditional portfolio methods to nonprofit marketing situations is difficult, to say the least. For the most part, they require detailed market share, market strength, market growth, market attractiveness, and cost and profit accounting information that many nonprofits do not have and may not be able to acquire given the nature of products typically offered by nonprofits, e.g., services and/or social behavior programs. We suggest use of a recently proposed product portfolio model, the customer value/mission (CV/M) matrix as a method that can help nonprofits in then-product planning endeavors. The CV/M matrix better serves the needs of marketing strategists not only in for-profit organizations but in nonprofit ones as well. This is because it reflects on customer value and differential advantage in the eyes of an organization's consumers. This paper directly compares the use of an older portfolio matrix that has been suggested for use in nonprofit organizations with use of the new matrix and discusses some advantages and disadvantages of each.     

网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。     

The Role of Customer Orientation as a Moderator of the Job Demand–Burnout–Performance Relationship: A Surface-Level Trait Perspective

This study expands upon previous research on the antecedents (job demands and job resources) and outcomes of frontline employee burnout, and examines the role of customer orientation (CO) in the burnout process. Using data from frontline bank employees in New Zealand, we investigate both the direct relationships of CO to burnout and job outcomes (job performance and turnover intentions) and the buffering role of CO concerning the relationships between job demands, burnout, and job outcomes. The study results show that burnout mediates the effects of job demands and job resources on job performance and turnover intentions. Besides being directly related to burnout and job performance, CO also buffers the dysfunctional effects of job demands on burnout and job outcomes. Implications of the results are discussed and future research avenues are offered.     

The role of customer contact employees as external customers: A conceptual framework for marketing strategy and future research

Existing streams of literature in marketing, management, and organizational behavior are integrated to propose a conceptual framework that highlights the customer contact employee's dual role as employee and external customer of the organization. Several iterative “cycles of success” are proposed whereby job satisfaction, the employee's patronage of the company's products (i.e., goods or services), and job performance (as customer contact employees) are all enhanced, ultimately leading to long-term relationships (with customers and employees) and profits for the organization. The framework highlights the role of internal marketing as a tool for enhancing the competitive advantage gained by strategically considering the customer contact employee's role as external customer.     

A Measure of the Value of Marketing in Packaged Goods

This article presents an econometric methodology for use with scannerpanel data based on the multinomial logit model to estimate theconsumer welfare changes that result from changes in marketingactivity. Two applications of the model are presented: the value toconsumers of the introduction of the first plastic ketchup bottle andthe value of various changes to the choice set for yogurt, including abrand replacement, the addition of a new brand and a line extension.Consumer welfare gains associated with the changes, while statisticallysignificant, are very small.     

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。     

Modeling CLV: A test of competing models in the insurance industry

Customer Lifetime Value (CLV) is one of the key metrics in marketing and is considered an important segmentation base. This paper studies the capabilities of a range of models to predict CLV in the insurance industry. The simplest models can be constructed at the customer relationship level, i.e. aggregated across all services. The more complex models focus on the individual services, paying explicit attention to cross buying, but also retention. The models build on a plethora of approaches used in the existing literature and include a status quo model, a Tobit II model, univariate and multivariate choice models, and duration models. For all models, CLV for each customer is computed for a four-year time horizon. We find that the simple models perform well. The more complex models are expected to better capture the richness of relationship development. Surprisingly, this does not lead to substantially better CLV predictions.

A Perspective on Marketing Planning and Its Essentiality for the Entrepreneurial Restaurateur

ABSTRACT

The objective of this paper is to demonstrate the essentiality of a marketing plan for a small restaurant and offer a framework for its development. Though much has been written on the subject of strategic marketing and marketing planning, little is directed specifically to the entrepreneur operating an independent restaurant establishment. The purpose of this paper is to help bridge this gap. Sample marketing plan excerpts are presented and discussed at the conclusion of the paper demonstrating how the process can be implemented.     

The Role of Customer Factors in Multiple Store Patronage: A Cost-Benefit Approach

This paper is concerned with the use of multiple stores by supermarket customers. It relates the number of stores patronized to a set of customer factors under a unifying theoretical framework emphasizing cost-benefit analysis. Respective hypotheses are tested in a large random sample. This study is a first attempt to empirically address the structure of multiple store patronage. It is demonstrated that multiple store patronage is affected by variables such as customer income, satisfaction, and expenditure that are suggestive of heterogeneous cost-benefit tradeoffs and opportunity costs of time. It is shown that customers are intrinsically different in the predisposition to being loyal. In this respect, store patronage is a continuum between single store loyalty and use of several different stores, on which customers vary depending on individual preferences. The empirical analysis also suggests that exclusive patronage of the favorite store arises from two observationally equivalent latent segments that differ in their inclination to remain loyal. The results yield valuable insights into the structure of store patronage and lead to important implications for retail managers. Several extensions are considered. A broad set of research questions surrounding store patronage can be considered from a cost-benefit viewpoint in the sense that consumer decisions in this area involve trading off economic resources against assortment, spatial and temporal benefits.     

中国创意产业发展模式研究——基于全球产业价值链的视角

中国庞大的创意商品出口额大多是通过OEM方式生产出口,即沿袭传统制造业的发展模式,利用丰富廉价的劳动力为跨国公司代工。作为全球创意空间中的制造车间,中国在全球产业价值链中处于低附加值、低利润的生产制造环节,既不能掌握出口产品的价格决定权,更无法控制产品的文化内涵。面对强势的西方文化及西方国家成熟的商业运作,政策导向需要在经济利益与精神价值之间寻找平衡点,以更开放、更容忍的姿态对待创意阶层特立独行的思想与行为,并制定长期性的产业发展策略以整合国内创意资源,从而摆脱对发达国家跨国公司的依赖,提升中国创意产业在全球价值链中的产业位势。     

Stimulating Government Technology Commercialization: A Marketing Perspective for Technology Transfer

ABSTRACT

Federal legislation in the United States mandates that technology developed by federal government agencies must demonstrate socioeconomic benefits to justify the expenditure of funds as part of their fiduciary capacity. The mandate is operationalized by requiring federally funded agencies to seek socioeconomic benefits for the nation by developing programs designed to transfer government sponsored or developed technologies to the private sector. This mandate has led to substantial increase in the amount of technology transfer efforts by agencies, with limited results. Challenges include both the recruitment of firms to participation in technology transfer programs and weak efforts by recruited firms to fully commercialize products. This article posits that a marketing exchange approach to technology transfer will facilitate successful technology transfer and commercialization. A conceptual framework is presented from which to view government technology transfer efforts.     

农产品物流与冷链物流的价值取向

我国作为世界第三大经济体,既是一个工业大国,也是一个农业大国,我国现代物流业的发展需要制造业、商贸业物流先行,工业、农业物流并重.没有农业物流的现代化,就谈不上我国物流业的现代化.落后的农业物流不仅会影响物流业发展的整体速度,也将严重阻碍现代农业与农民生活水平的提高.其中,农产品冷链物流作为农业物流的重要组成部分,必须引起高度重视.近年来,我国在农产品冷链物流方面取得了很大发展,但仍然存在许多问题,需要政府统筹规划,大力推动;需要把冷链产业上下游结成供应链,形成一个完整的体系,改变各自为战的局面;需要加强冷链物流技术研究与新技术推广,加强现代冷藏车、冷库建设;需要加快发展第三方冷链物流企业,建立冷冻冷藏产品加工配送中心,推进集约化共同配送;需要进一步扩大对外开放,引进国外先进的冷链物流技术和装备、运作模式和管理经验,派出去、请进来相结合;需要大力培养冷链物流专门人才,解决冷链物流人才短缺问题.     

An Investigation of Antecedents for the Development of Customer Support Services in Manufacturing Companies

ABSTRACT

There is widespread agreement in the literature that customer satisfaction is an important driver of organizational performance. However, existing research has tended to focus on only a few variables which mediate the link between customer satisfaction and organizational performance (especially customer loyalty). The goal of this paper is to provide deeper insights into the outcomes of customer satisfaction by studying the link between customer satisfaction and price sensitivity, drawing upon different theoretical perspectives (i.e., transaction cost theory and equity theory). The study is based on a dyadic data set collected from salespeople and their customers across multiple manufacturing and services industries in a business-to-business context. Results indicate the presence of an inverse relationship between customer satisfaction and price sensitivity. Findings also indicate that the link under consideration is particularly strong in the case of high product/service specificity and product/service complexity.     

The demand for and the supply of distribution services: A basis for the analysis of customer satisfaction in retailing

This paper brings together two bodies of literature. One of them is a literature on the special role of the consumer in retailing. The other one is the literature on customer satisfaction. This joining of literatures is accomplished by identifying distribution services as outputs of retail firms and fixed inputs into the production functions of consumers and relaxing the standard assumption that the demand for these services is always equal to the supply of these services. The result is a new conceptual framework for the analysis of customer satisfaction in retailing. This framework extends the basic ideas on customer satisfaction developed for manufacturing in a homogeneous single product setting to the heterogeneous multi-product setting relevant for many retailers. The paper illustrates one approach to the implementation of this framework with data for a set of supermarkets in Pamplona, Spain, that measure distribution services by asking consumers questions explicitly identifying these services. The five main categories of distribution services identified by the conceptual framework and measured in the data are economically important and statistically robust determinants of customer satisfaction with supermarkets. These results are obtained controlling for other variables typical of the customer satisfaction literature and measuring customer satisfaction in a manner consistent with that literature. The results are robust to corrections for sample selection and alternative estimation methods. Perhaps our most interesting novel result is that the effect of the determinants of customer satisfaction on future purchase intentions in the supermarket case is different when measured directly in a one stage process than when measured indirectly in a two stage process through the attributes/satisfaction/ purchase intentions chain.

租金视角下供应链竞合的价值创造途径

供应链成员关系的本质是竞争与合作并存,其目的是价值创造,不同内涵的租的创造与保持构成了供应链价值创造活动的主要内容和目的.文章运用租金理论分析了供应链‘价值创造的途径,提出供应链是通过构筑进入壁垒获取张伯伦租、通过知识传递与知识创造获取熊彼特租、通过培育核心资源获取理查德租以及通过资源的互补效应与集束效应获取准租来进行价值创造的,而这种价值创造是通过竞争与合作共同实现的.     

西方国家对顾客价值理论的研究述评

企业竞争力的本质是为顾客创造比竞争对手更高的价值,即顾客价值是所有竞争力理论的整合平台。因此有必要对顾客价值做一番认真的考察。对顾客价值的概念、内涵、特征、层次及其测量进行分析和评述,为企业创造具有竞争力的顾客价值提供思路和借鉴。     

Internal Marketing in the UK Retail Banking Sector: Rhetoric or Reality

The article sheds light on the relationship between internal marketing rhetoric and its practice within the UK retail bank sector and addresses a deficiency in the current internal marketing literature particularly in terms of implementation. A practitioner view is explored through data generated by in-depth qualitative interviews with thirty-five branch managers and twenty-one employees. The study produced some interesting findings structured in the form of relationships which highlighted the distinct nature of the internal marketing practice within the specific sector. This article sheds light on the six emergent relationships. The examination of the relationship between the rhetoric and practice of internal marketing within the UK retail bank industry raises some criticisms regarding the motives behind the adoption of internal marketing and the current implementation approach adopted by these organizations. The study’s conclusions can be used as an outline agenda for future research aimed at strengthening internal marketing’s legitimacy in the academic literature and highlighting its contribution to practitioners.