Marketing Organic Products: Exploring Some of the Pervasive Issues

ABSTRACT

This article explores the marketing of organic products. It identifies the issues that pervade the national, organisational, and individual differences within the global organic industry. These are discussed using the marketing mix framework of product, price, promotion, and place of distribution. It concludes that a large percentage of customers, who are spread throughout the community, purchase organic products, most of whom only purchase it occasionally. The most important attributes of organic products are health, quality, and environment. Promotion of these benefits has the potential to demonstrate that, even at the higher price, they still offer value for money.     

Agri-tainment: A New Crop for Farmers

Agricultural tourism has allowed farmers to reach new consumers, cultivate new revenue streams, educate the public regarding their work, and to preserve their way of life. Today, many farmers are going beyond the traditional hayride or pick-your-own orchards to include attractions and amusements. They have transformed the category, even prompting a new name, agri-tainment (agricultural entertainment). In the process, the family farm has become a destination itself. The rationale behind their development along with the consumer interest in experiencing such tourism venues is discussed.     

Partnering with Parents: Suggestions for Food Marketers and Retailers in the Ongoing Childhood Obesity Debate

Few scholarly research studies and governmental reports have focused on parents' opinions regarding food and beverage marketing toward children and their thoughts as to what can be done to empower them in the childhood obesity debate. The current study represents a missing link in traditional childhood obesity research by identifying the possible contribution of food retailers in helping struggling parents with the issue at hand. Results of an online survey conducted among 282 parents of 6–11-year-olds reveal that parents are looking for partnerships between food marketers and retailers in future promotional endeavors.     

Marketing “Gamer Foods”: Qualitative Insights into Responsible Strategy Development

The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and to provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions to snack while gaming, and the environment in which this takes place are explored qualitatively through 14 in-depth interviews and 10 separate points of field observation. The findings indicate certain unhealthy food products are valued during the occasion for their social hedonic appeal but also for the basic function of fuelling long marathons of concentration and competition. Results are used to inform strategic considerations which are presented using the traditional marketing mix framework of product, promotion, price, and place of distribution. Therein, management is cautioned toward the obesogenic elements of the consumption occasion and this is a critical consideration throughout. Management is strongly advised to develop and promote healthier snacks as part of facilitating an enabling environment for sustainable food choices.     

Antecedents of Principal–Agent Relationship Value: The Differential Impact of Social Capital and Dynamic Learning Factors

Although the critical role of relationship value to business has been widely acknowledged, a review of the extant literature reveals that understanding on antecedents of relationship value is limited to relationship-specific factors, and impacts of key customer relationship value on performance still await empirical substantiation. Grounded in dynamic learning capability and social capital perspective, this study collected a sample of 411 principal–agent relationships to examine the relative impact of predictors in creating relationship values from the supplier angle. The result shed light on the significant mediating role of dynamic learning over the linkage between social capital and relationship value.     

Product,Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries

Abstract

Direct sales of wine and winery souvenirs to winery visitors is important in a number of regions throughout the United States and around the world. The attributes that influence winery visitors' beliefs can have a significant impact upon wine purchases, repeat visits, positive word-of-mouth comments, and upon future purchases at restaurants and other retail outlets. A study of winery visitors found four underlying factors from a list of 17 attributes. Regression results indicated that several wine, environment, and service attributes have a significant impact upon consumer attitudes and purchases. Product and purchase involvement were also found to impact purchase behavior.     

Identification of Marketing Needs and Means of Communication of Romanian Marketing Companies in the Context of the Knowledge Society

A few decades ago, academics and economic pundits used to say that information is the main source of power. However, in the Knowledge Society, as we experience it today, information is readily available for everyone, and the real challenge is to master modern and complex information analysis tools, which can make sense of the information overflow of modern society, thus constituting the true competitive advantages of major economic players. For a competent analyst, data generated by a survey, for instance, can reveal paramount information about consumer behavior, competitive strategies, or any other economic and social environment-related aspect deemed important. The marketing needs of Romanian marketing companies are very diversified, commencing with the research of the needs and demand on the target market, going down to the 4Ps (Product, Price, Promotion, and Placement) and their components. The present marketing research was performed using seven categories of information sources: specialized publications in marketing; specialized publications in economics; information provided by specialized institutions in consultancy and marketing research; information provided by individual marketing specialists; information provided by advertising agencies; information provided by the economic sections of the daily newspapers; and job Websites.     

The Influence of Reputation and Sector on Perceptions of Brand Alliances of Nonprofit Organizations

Brand alliances long have been used in the private sector and are being more frequently engaged by nonprofit organizations. It is assumed that the alliance benefits both organizations, particularly the focal nonprofit organization that strategically forms the partnership. But care must be taken in selecting partners. A quasi‐experimental design examines the relationship between partner reputation and sector (private or nonprofit) on subject willingness to contribute to a focal nonprofit organization. Partner public reputation was systematically varied using created organizations and a positive reputation enhanced willingness to contribute. Partnering with private sector organizations was only slightly less desirable than nonprofit organizations.     

Transfer of Marketing Knowledge Within Business‐Nonprofit Collaborations

Companies often develop collaborative joint ventures with nonprofits, and sometimes help their nonprofit partners with the marketing activities associated with these projects. Often, the assistance furnished is embodied in a transfer of knowledge from a firm to a nonprofit and involves knowledge about marketing techniques, strategies and methods. This article presents the results of a survey concerning the extents, natures and effectiveness of marketing knowledge transfers taking place between 291 UK enterprises and their nonprofit partner organisations. The survey covered the knowledge transfer methods that companies employed, the scope of the knowledge communicated, the factors that encouraged or impeded marketing knowledge transfer, and the considerations that determined which partner completed most of the marketing tasks associated with a project. It emerged that knowledge transfers occurred mainly through face‐to‐face communications, though with little formal teamworking. Both the extent and the effectiveness of transfers depended on the degree of marketing knowledge within the nonprofit partner, on levels of knowledge specificity and project complexity, and on the financial importance of the collaboration. The extent of knowledge transfer was additionally influenced by cultural and organisational distance. Similar considerations affected commercial partners' decisions to do most of the marketing work required by a collaboration. Such decisions were especially likely if anti‐marketing bias existed within the nonprofit organisation and if the nonprofit's staff knew little about marketing.     

Location,Marketing, and the Financial Flexibility of Nonprofit Performing Arts Organizations in Second Tier Cities

This article examines the effect of location relative to other marketing factors on the financial flexibility of nonprofit performing arts organizations (PAOs). While product development and promotional and pricing strategies are important marketing factors, locational advantages have become an important strategic asset for the arts industry. Yet very little research has been done on the locational dimensions of this industry. Based on a survey of PAOs in six second tier U.S. statistical metropolitan areas (SMAs), that is, Buffalo, Pittsburgh, Cleveland, Columbus, Cincinnati, and Milwaukee, this article investigates the extent to which location and other marketing mix factors influence the financial flexibility, and thereby success of PAOs. All six SMAs have a population range of 1 million to 2.5 million. The statistical analysis suggests that location and product selection are particularly significant marketing mix factors that contribute positively to financial flexibility, and therefore organizational success of the PAOs in the cities.