Changes in information processing in children and their implications for marketing strategy

This thesis examines children's consumer choice behaviour using an information processing perspective, with the fundamental goal of applying academic research to practical marketing and commercial problems. Proceeding a preface, which describes the academic and commercial terms of reference within which this interdisciplinary study is couched, the thesis comprises four discernible parts. Initially, the rationale inherent in adopting an information processing perspective is justified and the diverse array of topics which have bearing on children's consumer processing and behaviour are aggregated. The second part uses this perspective as a springboard to appraise the little explored role of memory, and especially memory structure, as a central cognitive component in children's consumer choice processing. The main research theme explores the ease with which 10 and 11 year olds retrieve contemporary consumer information from subjectively defined memory organisations. Adopting a sort-recall paradigm, hierarchical retrieval processing is stimulated and it is contended that when two items, known to be stored proximally in the memory organisation are not recalled adjacently, this discrepancy is indicative of retrieval processing ease. Results illustrate the marked influence of task conditions and orientation of memory structure on retrieval; these conclusions are accounted for in terms of input and integration failure. The third section develops the foregoing interpellations in the marketing context. A straightforward methodology for structuring marketing situations is postulated, a basis for segmenting children's markets using processing characteristics is adopted, and criteria for communicating brand support information to children are discussed. A taxonomy of market-induced processing conditions is developed. Finally, a case study with topical commercial significance is described. The development, launch and marketing of a new product in the confectionery market is outlined, the aetiology of its subsequent demise identified and expounded, and prescriptive guidelines are put forward to help avert future repetition of marketing misjudgements.

A soft-computing-based method for the automatic discovery of fuzzy rules in databases:uses for academic research and management support in marketing

The study here highlights the potential that analytical methods based on Knowledge Discovery in Databases (KDD) methodologies have to aid both the resolution of unstructured marketing/business problems and the process of scholarly knowledge discovery. The authors present and discuss the application of KDD in these situations prior to the presentation of an analytical method based on fuzzy logic and evolutionary algorithms, developed to analyze marketing databases and uncover relationships among variables. A detailed implementation on a pre-existing data set illustrates the method. © 2012 Published by Elsevier Inc.

Neuromarketing and consumer neuroscience:contributions to neurology

Background: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.Discussion: In this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.Summary: We identify the following areas where consumer neuroscience could contribute to the field of neurology:. First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson's disease, frontotemporal dementia, epilepsy, and Huntington's disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson's disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing. © 2013 Javor et al.; licensee BioMed Central Ltd.

Boundary spanning elements and the marketing function in organizations:concepts and empirical studies

This book presents current research on boundary spanning elements. The editors bring together extant knowledge in the field and present a uniform narrative. Previous studies have often been disseminated across several academic disciplines like services marketing, personal selling and sales management etc. and this monograph aggregates studies dealing with boundary spanning elements or has boundary spanning elements related to the marketing function as the main empirical platform under a uniform theoretical perspective. Each chapter in the book deals with an important research theme and synthesizes studies in relation to boundary spanning elements.

A projektalapú szervezetek projektmarketing-tevékenységének sajátos kontextusa (Contextual features of project marketing activity of the project-based organisations)

Ez a tanulmány a projektvezetési szakirodalomban kialakult ismeretanyagot szem előtt tartva (noha tételesen nem hivatkozva arra) tárja fel azt a sajátos és tipikusnak nevezhető kontextust, amelyben a projektalapú szervezetek projektmarketing tevékenysége megnyilvánul. A tanulmány célja tehát nem magának a projektmarketingnek a kérdéskörére irányul, hanem elsősorban annak projektspecifikus kontextusára. Jellegét illetően a tanulmány spekulatív jellegű, vagyis lényegét tekintve nem empirikus kutatási eredményekből levont következtetésekre épül. _____ Traditional approach to project marketing focuses on process-related aspects of the marketing efforts of project- based organisations. This paper is different. Unlike to the traditional approach it highlights the decisive contextual features of project marketing, bearing in mind the typical project business from the point of view of project-based organisations. These features include: a) instead of physically existing products project-based organisations need to sell their ability to create the project outcome physically; b) the project outcome and the conditions of implementation are defined by the project client; c) project clients are involved in creating the project outcome; d) project implementation strategy applied in a client organisation may vary project by project. These determining contextual features shape to a great extent the actual competitive position of the project-based organisations which may vary project by project even in relation to the very same project client.

Marketing practices and their effectiveness in Taiwan's colleges of technology

The main purpose of this study was to investigate marketing practices in Taiwan's institutions of higher education and their relationship with students' college choice behaviors and attitudes. The study was conducted in 11 Taiwan's colleges of technology. It employed a multistrand conversion mixed model design, consisting of a qualitative and a quantitative strand. Funnel-sequenced interviews were conducted with 19 college administrators and the results were content analyzed using a constant-comparative method. The administrator interview data were also quantitized and used in cluster analysis of the institutions. Questionnaire data were collected from 1474 freshmen students, and analyzed using several univariate and multivariate statistical techniques including factor analysis, MANOVA, and correspondence analysis. ^ Analyses indicated that a weak relationship existed between institutions' marketing intensity and students' college choice. Students did not consider institutions' recruitment activities useful in their college searching process. They also reported little knowledge of their current school when they were deciding to enroll. Data analysis also revealed that students were practically oriented in their college selection. Academic resources, employability after graduation, and tuition were the most important attributes in students' college selection. Parents and students' social network such as friends and high school teachers were significant personal sources in enrollment decisions while institutions' representatives (i.e., recruiters) were considered the least influential. ^ Using cluster analysis, institutions were divided into three groups based on intensity of marketing efforts. Multivariate analysis of variance did not reveal significant differences between the college choice behaviors and attitudes of students who entered these three types of institutions. ^ Content analysis of the administrators' interviews indicated that the majority of them practiced passive marketing. This was primarily as a result of resistance to active marketing, lack of leadership commitment, insufficient financial and human resources, little faculty involvement, and inexperience in marketing. In comparison to public institutions, private institutions showed a more favorable attitude towards marketing concepts. They were well advanced in their recruitment activities while public schools were relatively hesitant to use marketing. Curriculum issues were not well represented in marketing activities and did not seem to be impacted by marketing needs. Based on the analysis of qualitative and quantitative data, it can be concluded that in these colleges, curriculum was more driven by commercial and industrial interest than by students' demands. ^ Theoretical, policy, and methodological implementation of the results were discussed. ^

Evaluating Hotel Marketing Effectiveness: The Audit

Hotel management is increasingly looking for ways to evaluate marketing effectiveness. A system is needed to assess objectives, strategies, and performance. The Marketing Audit provides a workable, worthwhile tool for managers to assess current performances and long-range goals.

A profile of travelers who are willing to stay in environmentally friendly hotel

The purpose of this study is to describe travelers that have indicated they are willing to stay in green hotel in order to better understand the market segment. There is very little knowledge about these types of travelers, thus making it difficult for hoteliers to know how to create marketing campaigns that target them. Data were collected via an online survey company. Behavior characteristics provided a more distinguishing profile of the traveler than did demographics or psychographics. Most travelers were willing to pay the same amount for a green hotel as a traditional hotel. Implications, future research, and limitations are discussed.

Critical Reflection in the Marketing Curriculum

This article examines how we can encourage students to engage critically with marketing ideas and activities. Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing studies posed by critical scholars are rarely tested or implemented in the marketing classroom. Often these are perceived as too academic and elitist to be relevant to the modern business environment. Drawing largely from debates in the management education literature, this article discusses the problems and possibilities of introducing critical reflection into the marketing curriculum and describes some strategies for encouraging critique in the marketing classroom.

Critical Marketing in the Classroom: Possibilities and Challenges

Critical marketing studies are currently on the margins of the discipline, and the ideas and challenges to conventional marketing thought posed by these critiques are rarely examined in the marketing classroom. Drawing largely from debates in the management literature, discusses the problems and considers the possibilities of integrating critical reflection into the marketing curriculum.

O Marketing no Mercado Globalizado Utilizando a Ferramenta Advertainment Aplicado ao Comportamento do Consumidor

O objetivo central deste trabalho foi identificar e analisar o estudo relacionado ao marketing, relacionando propaganda, entretenimento e como as suas campanhas podem influenciar diretamente na opinião das pessoas, tendo como resultado uma crescente influência ao consumismo, apresentando a importância do advertainment para o mercado publicitário. Como referencia teórica descreveu-se o comportamento e a percepção do consumidor e a forma de oferta do produto em questão tendo como fundamentação do tema autores como Kotler (2005), Las Casas (2006), Dias (2006), Cappo (2004) e Longo (2007), entre outros. A pesquisa foi operacionalizada através de uma pesquisa de caráter descritiva. Caracteriza-se por uma pesquisa sistemática da literatura com consulta em livros técnicos, revistas especializadas, periódicos, meios eletrônicos, entrevistas pessoais, junto à mostra de pessoas relacionadas ao processo comportamental de consumidor, marketing, inovação e desenvolvimento do mercado. Os procedimentos metodológicos adotados durante o percurso de fundamentação verificou-se a relação entre consumidores e mídias tradicionais, pesquisa e análise dos dados obtidos, possibilitaram definir os métodos mais adequados de pesquisa, que foram obtidos por meio de questionários contribuindo para o alcance dos objetivos propostos para o presente trabalho. Finalmente, foram apresentados os resultados e respondeu-se a pergunta de pesquisa e os fatores de atenção na recepção da mensagem, as mudanças que a propaganda vem sofrendo com o advento das novas tecnologias e o desenvolvimento do marketing. / The main objective was to identify and analyze the study related to the marketing, linking advertisement, entertainment and how your campaigns can directly influence peoples views, resulting in an increasing influence of consumerism, showing the importance of ''advertainment'' for the advertising market. As a reference theory described the behavior and perceptions of consumers and how to offer the product under consideration and reasoning as the song writers such as kotler(2005), Las Casas(2006), Dias(2006), Cappo(2004) and Long (2007), among others. The research was implemented through a descriptive study of character. It's characterized by a systematic search of the literature in consultation with technical books, journals, periodicals, electronic media, personal interviews with the show of people related to the process of consumer behavior, marketing, innovation and market development. The methodological procedures adopted during the course of reasoning there was a relationship between consumers and traditional media, research and analysis of data obtained allowed us to define the most appropriate methds of research, which were obtained through questionnaires contributing to the achievement of the objectives proposed to this work. Finally, the results were presented and responded to the research question and the factors of attention at the reception of the message, the changes that advertising has been suffering with the advent of new technologies and development of marketing.

Proactive Marketing – Concept Development and Empirical Analysis

In this thesis, proactive marketing is suggested to be a broader concept than existing research assumes. Although the concept has been mentioned in the context of competitive advantage in previous research, it has not been comprehensively described. This thesis shows that proactive marketing is more than investing in marketing communications of a company. Proactive marketing is described as a three-phased process that contains different customer value identification, creation, and delivery activities. The purpose of proactive marketing is essentially to anticipate and pursue market opportunities that bring value to the company’s stakeholders. Ultimately, proactive marketing aims at acting first on the market, shaping the markets, and thus reaching competitive advantage. The proactive marketing process is supported by the structures of an organization. Suitable structures for proactive marketing are identified in the thesis based on existing research and through an empirical analysis. Moreover, proactive marketing is related to two management theories: the dynamic capabilities framework and the empowerment of employees. A dynamic environment requires companies that pursue proactive marketing to change continuously. Dynamic capabilities are considered as tools of the management, which enable companies to create suitable conditions for the constant change. Empowerment of employees is a management practice that creates proactive behaviors in individuals. The empirical analysis is conducted in an online company operating in the rapidly changing marketplace of the Internet. Through the empirical analysis, the thesis identifies in practice how proactiveness manifests in the marketing process of a company, how organizational structures facilitate proactive marketing, and how proactive marketing is managed. The theoretical contribution of this thesis consist of defining the proactive marketing concept comprehensively and providing further research suggestions related to proactive marketing.

Diseño de una guía de marketing social basado en la responsabilidad social para locales comerciales del centro histórico de la ciudad de Cuenca

La elaboración de este trabajo de investigación tiene como finalidad el diseño de una Guía de Marketing Social basado en la Responsabilidad Social para locales comerciales del centro histórico de la ciudad de Cuenca, mediante la cual pretendemos aportar estrategias que beneficien a los emprendedores cuencanos en especial, del centro histórico de la ciudad. Este trabajo se estructuró de la siguiente manera: Primerose ha visto fundamentalla investigación de las Bases Teorías de Responsabilidad Social y Marketing Social, antecedentes, definiciones, conceptos, diferencias, semejanzas y el avance de estas a través de organizaciones e instituciones nacionales e internacionales. También se ha valorado los conocimientos de los emprendedores del centro histórico, para este importante aspecto seclasificó a los locales en tres tipos o variables que corresponden: Servicio, Alimentación y Bebidas, y Comercio; posteriormente setrabajó con 266 encuestasque se dividieron de acuerdo a los resultados de la muestra. Finalmente se elaboró la guía de Marketing Social la misma que se basa en la Responsabilidad Social, allí se consideran pilares fundamentales a:Políticas de Responsabilidad Social; Aplicación del Marketing Social; Medición de impacto de Responsabilidad Social; Posicionamiento de marca desde el Marketing Social; Formación de la Reputación Corporativa; Construcción del Personal Branding; y Fidelización de clientes desde la Web 2.0.

Enviropreneurial marketing in greening corporate activities: Evidence from four Chinese green firms

Purpose: The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms. Design/methodology/approach: This study follows the inductive case study approach, and the qualitative data come from a study of four firms engaging in enviropreneurial marketing activities. Interview data were triangulated with qualitative data from other sources. Findings: The evidence from this study indicates that enviropreneurial marketing plays a central role in developing innovative product or services, adopting an innovative and pragmatic green marketing mix that differentiates and creates changes within industry and markets. Research limitations/implications: The main limitation of this study is that data samples are from successful firms labelled as “green” by the Chinese authorities, based on winning “official” awards. These do not necessarily represent the opinions of a cross section of firms within China with respect to enviropreneurial marketing. Future studies should include a mixed population of firms. Practical implications: Policy makers and marketing practitioners need to consider drivers to ensure that Chinese firms integrate enviropreneurial marketing activities, which need to complement the delivery of functional value. Social implications: Green initiatives/changes within the firm seem to be partly driven by the environmental orientation of these firms’ founders, thus, developing an environmental orientation in managers may be important to drive enviropreneurial marketing activities. Originality/value: This study contributes by confirming the current literature on green marketing and examining the positive impact of enviropreneurial marketing on firms’ performance in the context of marketing in emerging markets.

Mercadeo farmacéutico de productos bajo prescripción: efectos de las estrategias Direct-to-Consumer-Advertising en el comportamiento de los consumidores y de prescripción de los médicos

Este proyecto se origina en el interés de analizar las estrategias actuales de promoción de productos farmacéuticos, en el marco del debate sobre el efecto persuasivo o informativo que la publicidad directa tiene sobre los consumidores. El objetivo es determinar el efecto de las estrategias de promoción directa para consumidores (Direct to Consumer Advertising [DTCA]) sobre el comportamiento de compra de pacientes y las prescripciones que formulan los médicos en el mercado de productos bajo receta en Estados Unidos. Para tal fin se propuso realizar una monografía que incluyera una revisión de literatura de carácter argumentativo, consultando información de nivel secundario en bases de datos científicas cuyos contenidos obedecieran a criterios metodológicos determinados por la naturaleza argumentativa del estudio. Adicionalmente, se analizó el debate sobre estos anuncios a la luz de dos estudios realizados a pacientes con cáncer de seno, próstata y colon, liderados por el Pennsylvania Cancer Registry con los productos biofarmacéuticos Avodart® y Flomax®. Finalmente, la investigación se fundamentó en la relación del mercado farmacéutico en Estados Unidos con cada uno de los agentes que interactúan en él; consumidores, médicos prescriptores y empresas farmacéuticas, así como el valor que estos comparten través de dichas interacciones. Se concluye que el comportamiento de compra de los consumidores está determinado por la naturaleza de la patología que padecen y el comportamiento de los profesionales que prescriben a sus pacientes se ve influenciado por los anuncios DTCA.