A comparative analysis of personal values of international postgraduate students from Asia studying in Australian universities: a cross cultural study

The rising expectations of university students with regard to quality, service and value for money, and the growing diversity of student populations have challenged universities to become increasingly student focused. Marketing theory suggests that a clear understanding of customer needs and expectations is central to being customer focused and to facilitate targeting of products and services to appropriate segments. The process requires the marketer to have insights into the cultural backgrounds of customers where the study of personal values becomes a critical component in understanding consumer needs and preferences. The results of this study indicate that personal values are useful in explaining differences amongst the student cohorts with regard to age, gender and nationality. Recommendations are made with regard to developing the educational product for the international student, based on underlying value domains of Self-efficacy and Hedonism.

Are university students really customers? when illusion may lead to delusion for all!

Purpose – The marketing concept is an idea that has been adopted in non-marketing contexts, such as the relationships between universities and their students. This paper aims to posit that marketing metaphors are inappropriate to describe the student-university relationship.

Design/methodology/approach – The authors provide a conceptual discussion of the topic.

Findings – The use of marketing metaphors appears sometimes to be indiscriminate and the appropriateness to use them in student-university relationships is questioned in this article.

Research limitations/implications – This notion of students as customers has caused a misinterpretation of the relationship between universities and students.

Practical implications – Students should not be viewed as customers of the university, but as citizens of the university community. The contention contained within this paper is that the customer metaphor is inappropriate to describe students' relationships to universities.

Originality/value – The use of marketing buzzwords does not contribute to a correct description or an accurate understanding of the student-university relationship. On the contrary, misconceptions and misunderstandings flourish due to misleading terminology and contradictory vocabulary. These frameworks tend to be illusionary if used in non-marketing contexts, such as universities.

Australian environmental alliances from an environmental NGOs perspective

Businesses have used alliances to share knowledge and resources amongst themselves to achieve corporate goals, yet little is written in the literature on how non-profit organizations manage alliances and what makes these alliances effective. This paper examines how Australian environmental non-governmental agencies (NGOs) perceive their alliances with other NGOs, profit-based organizations and governmental partners. To a large extent this paper replicates the work of Milne, Iyer and Gooding-Williams (1996) and includes measures of alliance effectiveness developed by Bucklin and Sengupta (1993). The findings suggest that Australian environmental NGOs use varying mechanisms to manage these alliance relationships, which is generally supported in the existing literature.

Plagiarism – can preventative measures and a commitment to the value of learning by academics and students reduce plagiarism in classrooms?

Plagiarism is an interruptive act in the teaching and learning value chain. This paper analyses the impact of both plagiarism and effective assessment in the learning value chain. Effective assessment is the positive outcome. Plagiarism negates or breaks the chain. Anecdotal evidence suggests the incidences of plagiarism are increasing in faculties across the Queensland University of Technology (QUT), and where every subject/unit outline includes a statement and warning to students of the penalties of this activity, deterrence tools do not overcome the harmful impact of plagiarism on the teacher/student learning relationship. A working party established in 2000 in the Faculty of Business at QUT, examined the literature, university policies, teaching and learning practices, and examples of plagiarism and penalties in order to identify the wider learning and assessment issues surrounding plagiarism and options for action and policy. A three-semester study of acts of plagiarism and wide consultation with staff presented the working party with an opportunity to develop a set of preventative measures, and also exposed the legal, cultural and accountability issues of diverse attitudes and values.

The paper presents the findings and recommendations from the investigation, and also proposes an interpretation of marketing theory of the impact of plagiarism on the teaching and learning value chain.

Personal acquaintance measure : distinguishing among friends and good and bad customers

Evidence from social psychology confirms that strong relationships are founded on deep knowledge of others gained over long periods after sharing personal information. The existence, benefit, and management of relationships are also topics of increasing interest in Marketing. This paper reports on the results of a study of sales persons’ assessments of their personal acquaintance with friends and customers. The results indicate that personal acquaintance as a construct and measure can be successfully employed in a business context and used to distinguish among friends and good and bad customers. The findings open the way for the use of the construct in a commercial context as well as in the development of marketing theory. Limitations and avenues for future research are given.

Re-testing the link between youth receptivity to tobacco promotion and their susceptibility to smoke

The Index of Receptivity to Tobacco Industry Promotion (IRTIP) is a model that is used by hundreds of articles. The causal claim based on findings from this model is even more pervasive, and has resulted in much of the modern post 1998 tobacco legislation that is still enforced. This thesis tested the link between adolescent receptivity to tobacco industry promotion and susceptibility to smoking. Pierce et al. (1998) reported that they had found a positive and causal association between receptivity and susceptibility by using IRTIP. They claimed that receptivity to tobacco industry promotion was the only significant causal factor affecting adolescent susceptibility to smoking. Exposure to peer and parental smoking was not found to be a significant effect. A review of the literature found that many sections of IRTIP differ from accepted marketing theory on how cigarette advertising and promotions affect adolescent adoption of cigarette smoking. The proxy measures used in IRTIP were shown to diverge from those previously used for measuring the constructs of Attention, Intention, Desire and Action (AIDA) in marketing communications. IRTIP also differs from previous theory by including measures that attempt to quantify the effect of tobacco premiums into a model that was designed to measure the effects of advertising.

Converging with audiences

The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation. 

Evaluating young adult voter decision-making involvement within a compulsory political system

Purpose - This study aims to specifically focus on the lower-involvement young adult voters within the Australian compulsory voting context. It explores voters’ political decision-making by considering the influence of the consumer behaviour theory of involvement. Design/methodology/approach - A thematic analysis was conducted to analyse the interviews within the two research questions: information seeking and decision-making. Findings - Key themes within information seeking are the reach of the information available, the frequency of the information presented, the creativity of the message and one-way versus two-way communication. Key themes within evaluation are promise keeping/trust, achievements or performance and policies. Lower-involvement decision-making has the potential to be a habitual, limited evaluation decision. However, issues of trust, performance and policies may encourage evaluation, thereby reducing the chances of habitually voting for the same party as before. Practical implications - This new area of research has implications for the application of marketing for organisations and political marketing theory. Considering voting decision-making as a lower-involvement decision has implications for assisting the creation and adaptation of strategies to focus on this group of the population. Originality/value - The compulsory voting environment creates a unique situation to study lower-involvement decision-making, as these young adults are less likely to opt out of the voting process. Previous research in political marketing has not specifically explored the application of involvement to young adult voting within a compulsory voting environment.

The political economy of markets and development: a case study of health care consumption in the State of Kerala, India

Marketing theory has largely ignored the issue of power in influencing exchanges. Most of the studies either disregard the role of power, or resource power is the only dimension taken into account. In this study, we expand the existing understanding by centrally situating the role of socio-political power in the consumption process. We examine the health care system in the Indian state of Kerala and highlight that socio-political power is a crucial determinant of consumption levels. In the process, we argue that in a resource—constrained Third World society socio-political empowerment is critical to the development process.

Fatores relevantes na escolha de operadoras de telefonia de longa distância no Brasil: a ótica do usuário

This dissertation proposes to analyze how a consumer evaluates the available alternatives on a choosing process of Telecommunication Services in Brazil, specifically, among long distance services. The data were collected from a survey with 140 interviewee and they were analyzed through the Conjoint Analysis. The results from the referred survey give evidences that the relative importance of the attributes price, billing facilities and customer service have got considerably higher values than brand and financial benefits attributes. The fact that the brand is not the main point regarding the chosen process among long distance services can be justified by the almost non existence of barriers to change suppliers, due to the Telecommunication Services¿ pattern established in Brazil. This dissertation¿s limitations are presented, as well as suggestions for future research in the light of Marketing Theory

Uma proposta de modelo para avaliação de websites de comércio eletrônico: aplicação ao varejo de CD'S

A dissertação tem como objeto a investigação das relações entre a o design de um website de comércio eletrônico de CDs e o comportamento do consumidor virtual, com ênfase a sua atitude e intenção de compra. O objetivo principal é mensurar o efeito do design da loja virtual (website) em seu papel de agente de vendas na Internet. A análise do comércio varejista de CDs foi escolhida, pois este produto é um dos principais artigos de venda neste canal. O estudo é apoiado em um referencial teórico, no qual são analisadas as características dos seguintes pontos: i) a Internet atuando como canal de vendas; ii) o comércio varejista de CD no Brasil e iii) o comportamento do consumidor e o seu processo decisório. Ainda no referencial teórico são apresentados os diversos modelos de avaliação de website existentes: baseado em Marketing, Teoria dos Dois Fatores, avaliação da qualidade, avaliação da web (W AM) e aceitação da Tecnologia na Web (T AM). A análise e comparação destes modelos serviu como base para o desenvolvimento da proposta do modelo de avaliação website. O estudo é complementado pelo desenvolvimento de uma pesquisa, com aplicação de questionário via web (websurvey). A coleta dos dados é utilizada como forma de validação estatística das relações existentes no modelo desenvolvido. Isto é feito por meio do uso da ferramenta de análise de Equações Estruturadas (SEM), suportada pelos conceitos e métodos de abordagem descritos no referencial teórico. A ferramenta permite tanto avaliar um modelo de mensuração e um modelo estrutural simultaneamente.

O apelo ecológico na propaganda como fator de influência na atitude de compra do consumidor: um estudo experimental

Este estudo examinou o apelo ecológico utilizado na propaganda como influenciador na atitude de compra do consumidor, tendo em vista que nas duas últimas décadas houve um crescimento nos anúncios que utilizam este tipo de apelo, demonstrando que, pelo surgimento de um novo nicho de mercado, empresas têm se valido do marketing verde e da influência normativa na sua estratégia de marketing. Buscou-se investigar se efetivamente o uso do apelo ecológico na propaganda influencia positivamente na intenção de compra do consumidor. A fundamentação teórica sobre o tema foi desenvolvida a partir dos estudos sobre comportamento do consumidor, atitudes em relação à propaganda, psicologia social e outros ligados ao tema. Esta fundamentação gerou algumas propostas conceituais, traduzidas em um conjunto de hipóteses, que, por se tratar de uma pesquisa causal, foram testadas por meio de metodologia experimental entre sujeitos, com oito níveis de manipulação, uma amostra não probabilística, formada por 215 estudantes de pós-graduação na cidade de Curitiba, e aplicação de questionário estruturado, constituído de perguntas fechadas e respostas escalonadas não-comparativas, intervalar do tipo diferencial semântico, com sete categorias. Os resultados obtidos indicaram que o apelo ecológico utilizado na propaganda como argumento de venda não gerou uma resposta significativamente mais favorável na intenção de compra; contudo, em relação à intenção de compra, o apelo ecológico na propaganda gerou uma atitude significativamente mais favorável do que a atitude em relação à marca, e uma atitude menos favorável do que a atitude em relação ao preço. Os resultados também indicaram que o consumidor não está disposto a pagar um preço maior por um produto anunciado com apelo ecológico de venda. Sugestões de pesquisa futura são comentadas à luz da teoria de marketing.