A social marketing approach to choice of study destination : an exploratory study on international postgraduate students from Asia

Using structural modelling, this paper investigates the relationship between non academic factors of choice of study destination and satisfaction among Asian postgraduate students studying in Australia from a social marketing perspective. The results indicate that four factors, recognition of the institution, Information, infrastructure and cultural support, are major factors of choice which influence overall satisfaction among the cohort of students. The study concludes that universities need to place a strong emphasis on non educational aspects in order to improve satisfaction levels of students.

Exploring the relationship between customer loyalty to the service worker and customer citizenship behaviors to the service organization

This paper conceptualizes the positive relationship between customer loyalty to the service worker (personal loyalty) and customer citizenship behaviors to the service organization including: positive word of mouth; suggestions for improvements; customer participation in activities; benevolent acts of service facilitation; customer policing; customer flexibility; customer voice and displays of relationship affiliation.

The impact of Porter's strategy types on the role of market research and customer relationship management

Purpose – This paper seeks to investigate the influence of Porter’s strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in strategy types may result in variation in favoured marketing information sources and procedure.

Design/methodology/approach – Depth interviews generated a series of scale items, which were combined with others derived from the literature in a questionnaire measuring strategy types, the roles of market research, and the characteristics of CRM systems. Responses were obtained from 240 senior marketing managers in Australia, and applied to the testing of five research propositions.

Findings – ANOVA found no differences in CRM usage among the strategy types. Variation was widespread, however, in four roles of traditional market research: enhancing strategic decision making, increasing usability of existing data, presenting plans to senior management, and achieving productivity and political outcomes.

Research limitations/implications – Future researchers using the Porter strategic types should separate “marketing differentiators” from “product differentiators” because they function and compete differently.

Practical implications – All organisations can benefit from CRM systems, but “marketing differentiators” exhibit a relatively higher usage of traditional market research. This is likely to be because they compete by creating softer product differences, while others do so on harder characteristics such as price or product functionality.

Originality/value – This is the first study to use the Porter types to explain differences between the roles and uses of market research and CRM within organisations.

Cause related marketing-commercialism or altruism: Finding the balance?

The objective of this paper is to describe a framework of questions that may provide guidance as to whether a company (i.e., a for-profit organisation) should engage in Cause Related Marketing (CRM) or not. CRM is an  intriguing concept in which one finds a cause and intertwines one’s  marketing push to sell both the cause and one’s products. The reality is that some companies do focus solely on the profit returns from socially responsible ventures and others do not, therefore, a framework of questions are provided that may guide companies as to whether to pursue a CRM-relationship with a non-profit organisation (i.e., the cause).

The explanatory potential of congruence in the relationship between retail image, brand image and retail customer satisfaction

This paper aims to contribute to current customer satisfaction and retailing literature by conceptualising the relationship between retail image, brand image and whether a congruent relationship between the two influences customer satisfaction. Whilst most literature pertaining to customer satisfaction tends to consider the concept in terms of an independent variable, this paper seeks to explore retail image and brand image as antecedents to achieving this state and further proposing the mediating explanatory potential that a congruent relationship between the two plays. A conceptual model is developed, central constructs and subsequent research propositions are discussed.

Cause related marketing: reflections on the first twenty years

Cause related marketing is an intriguing concept in which one finds a cause and intertwines one's marketing push to sell both the cause and one's products. During this first twenty years, developing a partnership had gone from charities seeking out companies to companies seeking out charities. The concept, in its pure form, appeared to be a rare approach, where both
shareholder and stakeholder value was increased in combination. All parties appeared to benefit in this relationship.

Using creativity to achieve an entrepreneurial future for arts marketing

The marketing concept fails to explain marketing behaviour of small firms. Similar comments are now being made of large firms. This gap between theory and practice is even more significant in non-profit and arts organisations where sector specific philosophies often determine how marketing is embraced, with its underlying notions of the customer and profitability. Many of these organisations must overcome severe resource constraints by thinking creatively. This paper investigates the relationship between art, marketing, entrepreneurship and creativity in order to reach a clearer understanding of how creativity can assist both the arts organisation and those involved in researching the sector. There have been increasing calls within the academic marketing community to instil a creative philosophy within the research process. This call has not resulted in much research on the phenomenon within marketing, and certainly not from a nonprofit perspective. This paper discusses creativity as a concept drawing on a diverse range of literatures outside the management discipline. The link between creativity, marketing, entrepreneurship and art is analysed. Justification of the incorporation of creativity in the research process is presented for practitioners and theorists in marketing and the arts, so that they can learn from each others' disciplines. Implications for future research are presented, where creativity is viewed as the centre of a non-linear, free thinking understanding of artistic truth.

Government influence on intrinsic and extrinsic motivation in environmental social marketing

There is a need for more effective and efficient social behavioural change programs instigated by public sector environmental management organisations. The concepts of intrinsic motivation and extrinsic motivation have been shown to provide insights into the environmental behaviour of various groups. The aim of the paper is to investigate the relationship between Intrinsic Motivation, Extrinsic Motivation and Government influence. In particular this study examines the inter-relationship between intrinsic and extrinsic motivation in environmental management. A random sample of 566 land managers in South-eastern Australia was obtained. A structural equation model was used to develop a model which identities the relationship between intrinsic motivation, extrinsic motivation and government influence.

A strategic approach to target marketing-choosing the preferred generic customer : a model of shareholder value performance

In recent years the contribution of the marketing function has changed and interest now centres on its contribution to a firm’s financial performance. The Marketing Science Institute in the USA has stated that it is the number one marketing issue facing corporate America. The Australian Marketing Institute is promoting a set of marketing metrics that will help Australian firms measure the function’s contribution to shareholder value creation. Much of the literature relates notions such as customer satisfaction and other marketing activities with a firm’s profit. A missing link appears to be the choice firms make in terms of which customer groups to target and the resultant impact on shareholder value performance. The generic customer groups comprise: existing customers, former customers and prospects. A review of the literature reveals that marketing costs and benefits vary across these groups. The challenge for management is to determine which group represents the best target and to allocate scarce marketing resources accordingly. The task is made even more challenging because the economic value of members within each group also varies and some product lines may be unprofitable and therefore, may not be worth pursuing. To generate superior shareholder value it may not simply be the case of acquiring the maximum number of new customers from any source but to find the appropriate mix of the generic customer groups and manage the individual customer relationships accordingly. This paper seeks to firstly summarise and review the recent literature on marketing and its relationship to shareholder value and secondly to propose a model for allocating marketing resources across generic customer groups in order to generate improved shareholder value performance. Importantly, the model not only covers increasing business with customers but also shedding customers or shedding the extent of business conducted with customers as means of generating shareholder value.

Industries, artists, friends and fans : marketing young adult fictions online

The Internet has facilitated the coming together of formerly more separated youth taste cultures, such that literary, screen and graphic fandoms now more readily overlap. Media industries have invested in online strategies which create an ongoing relationship between producers and consumers of entertainment media texts. Using the Internet marketing campaign for Stephenie Meyer’s Twilight saga as a case study, the paper examines the role of the publishing industry in marketing popular teen literary fiction through online channels in ways that often disguise promotional intent.

The world wide web in modern marketing's contribution to organisational performance

Purpose – The purpose of this paper is to provide a better understanding of the antecedents of organisational performance (OP), both financial and marketing, and the influence of holding a strategic market orientation (MO) where customer-base volatility is taken into account.

Design/methodology/approach – A sample of 167 marketing organisations in Australia was surveyed to test the hypothesised model. Structural equation modelling was employed in the data analysis.

Findings – Use of the world wide web (Web) reported by organisations in this study indicates that there is still separate use of the Web and that it has yet to be fully integrated into the marketing strategy of many organisations. The study finds that traditional marketing effort mediates the relationship between holding a MO and OP in terms of financial indicators.

Research limitations/implications – A major limitation of this study is that it surveys organisations from many industries rather than selected industries. This tends to mask some of the possible outcomes.

Practical implications – The findings in this study suggest that traditional and online elements of marketing effort each mediate the influence of holding a MO on OP, but differently. Innovation culture is found to influence both marketing practice and marketing performance, directly. A single measure of environmental turbulence – customer-base turbulence or churn – negatively affects marketing performance, and ultimately financial performance.

Originality/value – A major contribution of this study is the examination of use of the Web in marketing effort and how this usage influences financial and marketing performance.