4 resultados para Volvo 244 DL.
em Deakin Research Online - Australia
Resumo:
The marketing approach used by Volvo to debunk the stigma of "Bloody Volvo Driver" in the Australian marketplace appears to be a rare approach and could be perceived to some extent as being 'masochistic'. A masochistic marketing approach, as coined by the authors of this paper, is a high-risk venture. It is a challenging and a demanding initiative because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing. The underlying idea is to tum a stigmatised image in the marketplace into something useful and valuable in forthcoming marketing and business activities, however, in the process that corporate image may deteriorate even further.
Resumo:
Study Design. Quasi-experimental, nonrandomized, nonequivalent, parallel group-controlled study involving before and after telephone surveys of the general population and postal surveys of general practitioners was conducted, with an adjacent state used as a control group.
Objectives. To evaluate the effectiveness of a population-based intervention designed to alter beliefs about back pain, influence medical management, and reduce disability and workers’ compensation–related costs.
Summary of Background Data. A multimedia campaign begun during 1997 in Victoria, Australia, positively advised patients with back pain to stay active and exercise, not to rest for prolonged periods, and to remain at work.
Methods. The campaign’s impact on population beliefs about back pain and fear-avoidance beliefs was measured in telephone surveys, and the effect of the campaign on the potential management of low back pain by general practitioners was assessed by eliciting their likely approach to two hypothetical scenarios in mailed surveys. Demographically identical population groups in Victoria and the control state, New South Wales, were surveyed at three times: before, during, and after intervention in Victoria.
Results. The studies were completed by 4730 individuals in the general population and 2556 general practitioners. There were large statistically significant improvements in back pain beliefs over time in Victoria (mean scores on the Back Beliefs Questionnaire, 26.5, 28.4, and 29.7), but not in New South Wales (26.3, 26.2, and 26.3, respectively). Among those who reported back pain during the previous year, fear-avoidance beliefs about physical activity improved significantly in Victoria (mean scores on the Fear-Avoidance Beliefs Questionnaire for physical activity, 14, 12.5, and 11.6), but not in New South Wales (13.3, 13.6, and 12.7, respectively). General practitioners in Victoria reported significant improvements over time in beliefs about back pain management, as compared with their interstate colleagues. There were statistically significant interactions between state and time for 7 of 10 responses on management of acute low back pain, and for 6 of 10 responses on management of subacute low back pain.
Conclusion. A population-based strategy of providing positive messages about back pain improves the beliefs of the general population and general practitioners about back pain and appears to influence medical management.
Resumo:
Purpose – The objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being “masochistic”.
Design/methodology/approach – The research is based upon a case study. The term “masochistic marketing” is introduced.
Findings – The “masochistic marketing” approach applied by Volvo in Australia should be seen as a process. It is dependent upon the outcome of a series of cause and effect relationships.
Research limitations/implications – The masochistic marketing approach may be divided into four cause-related phases, all of which create a dualistic outcome of either positive or negative effect-chains in respect to the corporate image in the marketplace and society.
Practical implications – A masochistic marketing approach is a high-risk venture. It is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing.
Originality/value – Masochistic marketing is not recommended to be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable and a stigma.
Resumo:
The ‘masochistic marketing’ approach applied by Volvo in Australia is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. Masochistic marketing should not be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable.
