Overcoming The Impotency Of Marketing

In his dialogue titled - Overcoming The Impotency Of Marketing - K. Michael Haywood, Assistant Professor, School of Hotel and Food Administration, University of Guelph, originally reveals: “Many accommodation businesses have discovered that their marketing activities are becoming increasingly impotent. To overcome this evolutionary stage in the life cycle of marketing, this article outlines six principles that will re-establish marketing's vitality.” “The opinion of general managers and senior marketing, financial, and food and beverage managers is that the marketing is not producing the results it once did and is not working as it should,” Haywood advises. Haywood points to price as the primary component hospitality managers use to favor/adjust their marketability. Although this is an effective tool, the practice can also erode profitability and margin he says. Haywood also points at recession as a major factor in exposing the failures of marketing plans. He adds that the hotel manager cannot afford to let this rationale go unchallenged; managers must take measures to mitigate circumstances that they might not have any control over. Managers must attempt to maintain profitability. “In many hotels, large corporate accounts or convention business generates a significant proportion of occupancy. Often these big buyers dictate their terms to the hotels, especially the price they are prepared to pay and the service they expect,” Haywood warns. This dynamic is just another significant pitfall that challenges marketing strategy. The savvy marketing technician must be aware of changes that occur in his or her marketplace, Haywood stresses. He offers three specific, real changes, which should be responded to. “To cope with the problems and uncertainties of the hotel business during the remainder of the decade, six components need to be developed if marketing impotency is to be overcome,” says Haywood in outlining his six-step approach to the problem. Additionally, forward thinking cannot be over-emphasized. “A high market share is helpful in general, but an even more crucial factor is careful consideration of the market sectors in which the company wants to operate,” your author advises. “Taking tactical initiatives is essential. Successful hotels act; unsuccessful ones react. The less successful marketing operations tend to be a hive of frantic activity. Fire-fighting is the normal way of life in such organizations, Haywood observes. “By contrast, successful firms plan and execute their tactical marketing activity with careful timing and precision so as to create the maximum impact,” he extends in describing his fruitful marketing arabesque.

Marketingmérés – két eset az on-line marketing világából

A marketing mérhetőségével kapcsolatos igény nem új keletű jelenség, de elmondhatjuk: napjainkban mind erőteljesebb követelményként jelenik meg a gyakorló szakemberek előtt. Az on-line világ megjelenésével korábban többen a metrikák gyors fejlődését és a fogalmi kérdéskörben meglevő, számos homályos pont tisztázását várták. Bár az elmúlt években valóban sikerült tényszerű előrehaladást elkönyvelni, a várt áttörés - egyelőre - továbbra is csak várat magára. A szerző kutatásában - a kapcsolódó elméleti háttér áttekintését követően - két részterületet igyekszik megvilágítani, két rövid eset keretében. Egy B2B piacon mozgó vállalkozás keresőmarketing-költéseit elsősorban nyelvi-szemantikai elemzésnek vetette alá. Napjaink másik fontos és gyakran emlegetett területe a közösségi média. Itt egy nonprofit szervezet tevékenységét vizsgálta meg, a kutatási fókusz a törzsközönség attitűdje és a közzétett üzenetek hatékonysága közötti kapcsolat feltárása volt.

Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There is little attention paid by marketers, however, to related studies in other fields on aesthetic labour and emotional labour in relation to gender issues, despite the commonalities and intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. It concludes by calling for greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing, offering suggestions for empirical research into this important topic.

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.

Marcadia Postponed: Marketing, Utopia and the Millennium

Before envisioning the future of marketing, as the conference theme suggests, it may be worthwhile examining our desire to envision the future of marketing. This paper argues that our need to imagine the future is part of an innate utopian propensity. It examines the relationship between marketing and utopianism, contends that marketing is inherently utopian in ethos, and concludes that, necessary though they are, future visions of marketing cannot and should not be enacted.

Evaluating a School Community Linked Physical Activity Intervention Programme: a Multi-level Analysis.

Previous research has highlighted the importance of positive physical activity (PA) behaviors during childhood to promote sustained active lifestyles throughout the lifespan (Telama et al. 2005; 2014). It is in this context that the role of schools and teachers in facilitating PA education is promoted. Research suggests that teachers play an important role in the attitudes of children towards PA (Figley 1985) and schools may be an efficient vehicle for PA provision and promotion (McGinnis, Kanner and DeGraw, 1991; Wechsler, Deveraux, Davis and Collins, 2000). Yet despite consensus that schools represent an ideal setting from which to ‘reach’ young people (Department of Health and Human Services, UK, 2012) there remains conceptual (e.g. multi-component intervention) and methodological (e.g. duration, intensity, family involvement) ambiguity regarding the mechanisms of change claimed by PA intervention programmes. This may, in part, contribute to research findings that suggest that PA interventions have had limited impact on children’s overall activity levels and thereby limited impact in reducing children’s metabolic health (Metcalf, Henley & Wilkin, 2012). A marked criticism of the health promotion field has been the focus on behavioural change while failing to acknowledge the impact of context in influencing health outcomes (Golden & Earp, 2011). For years, the trans-theoretical model of behaviour change has been ‘the dominant model for health behaviour change’ (Armitage, 2009); this model focusses primarily on the individual and the psychology of the change process. Arguably, this model is limited by the individual’s decision-making ability and degree of self-efficacy in order to achieve sustained behavioural change and does not take account of external factors that may hinder their ability to realise change. Similar to the trans-theoretical model, socio-ecological models identify the individual at the focal point of change but also emphasises the importance of connecting multiple impacting variables, in particular, the connections between the social environment, the physical environment and public policy in facilitating behavioural change (REF). In this research, a social-ecological framework was used to connect the ways a PA intervention programme had an impact (or not) on participants, and to make explicit the foundational features of the programme that facilitated positive change. In this study, we examined the evaluation of a multi-agency approach to a PA intervention programme which aimed to increase physical activity, and awareness of the importance of physical activity to key stage 2 (age 7-12) pupils in three UK primary schools. The agencies involved were the local health authority, a community based charitable organisation, a local health administrative agency, and the city school district. In examining the impact of the intervention, we adopted a process evaluation model in order to better understand the mechanisms and context that facilitated change. Therefore, the aim of this evaluation was to describe the provision, process and impact of the intervention by 1) assessing changes in physical activity levels 2) assessing changes in the student’s attitudes towards physical activity, 3) examining student’s perceptions of the child size fitness equipment in school and their likelihood of using the equipment outside of school and 4) exploring staff perceptions, specifically the challenges and benefits, of facilitating equipment based exercise sessions in the school environment. Methodology, Methods, Research Instruments or Sources Used Evaluation of the intervention was designed as a matched-control study and was undertaken over a seven-month period. The school-based intervention involved 3 intervention schools (n =436; 224 boys) and one control school (n=123; 70 boys) in a low socioeconomic and multicultural urban setting. The PA intervention was separated into two phases: a motivation DVD and 10 days of circuit based exercise sessions (Phase 1) followed by a maintenance phase (Phase 2) that incorporated a PA reward program and the use of specialist kid’s gym equipment located at each school for a period of 4 wk. Outcome measures were measured at baseline (January) and endpoint (July; end of academic school year) using reliable and valid self-report measures. The children’s attitudes towards PA were assessed using the Children’s Attitudes towards Physical Activity (CATPA) questionnaire. The Physical Activity Questionnaire for Children (PAQ-C), a 7-day recall questionnaire, was used to assess PA levels over a school week. A standardised test battery (Fitnessgram®) was used to assess cardiovascular fitness, body composition, muscular strength and endurance, and flexibility. After the 4 wk period, similar kid’s equipment was available for general access at local community facilities. The control school did not receive any of the interventions. All physical fitness tests and PA questionnaires were administered and collected prior to the start of the intervention (January) and following the intervention period (July) by an independent evaluation team. Evaluation testing took place at the individual schools over 2-3 consecutive days (depending on the number of children to be tested at the school). Staff (n=19) and student perceptions (n = 436) of the child sized fitness equipment were assessed via questionnaires post-intervention. Students completed a questionnaire to assess enjoyment, usage, ease of use and equipment assess and usage in the community. A questionnaire assessed staff perceptions on the delivery of the exercise sessions, classroom engagement and student perceptions. Conclusions, Expected Outcomes or Findings Findings showed that both the intervention (16.4%) and control groups increased their PAQ-C score by post-intervention (p < 0.05); with the intervention (17.8%) and control (21.3%) boys showing the greatest increase in physical activity levels. At post-intervention, there was a 5.5% decline in the intervention girls’ attitudes toward PA in the aesthetic subdomains (p = 0.009); whereas the control boys had an increase in positive attitudes in the health domain (p = 0.003). No significant differences in attitudes towards physical activity were observed in any other domain for either group at post-intervention (p > 0.05). The results of the equipment questionnaire, 96% of the children stated they enjoyed using the equipment and would like to use the equipment again in the future; however at post-intervention only 27% reported using the equipment outside of school in the last 7 days. Students identified the ski walker (34%) and cycle (32%) as their favorite pieces of equipment; with the single joint exercises such as leg extension and bicep/tricep machine (<3%) as their least favorite. Key themes from staff were that the equipment sessions were enjoyable, a novel activity, children felt very grown-up, and the activity was linked to a real fitness experience. They also expressed the need for more support to deliver the sessions and more time required for each session. Findings from this study suggest that a more integrated approach within the various agencies is required, particularly more support to increase teachers pedagogical content knowledge in physical activity instruction which is age appropriate. Future recommendations for successful implementation include sufficient time period for all students to access and engage with the equipment; increased access and marketing of facilities to parents within the local community, and professional teacher support strategies to facilitate the exercise sessions.

When theories become practice - a metaphorical analysis of adult-education school-leaders’ talk

Marketization has changed the education system. If we say that education is a market, this transforms the understanding of education and influences how people act. In this paper, adult-education school-leaders’ talk is analysed and seven metaphors for education are found: education as administration, market, matching, democracy, policy work, integration and learning. Exploring empirical metaphors provides a rich illustration of coinciding meanings. In line with studies on policy texts, economic metaphors are found to dominate. This should be understood not only as representing liberal ideology, as is often discussed in analyses of policy papers, but also as representing economic theory. In other words, contemporary adult education can be understood as driven by economic theories. The difference and relation between ideology and theory should be further examined since they have an impact on our society and on our everyday lives. (DIPF/Orig.)

Marketing channel behaviour and performance

Thesis submitted to University of Manchester for the degree of Doctor of Philosophy in the Faculty of Business Administration.

Estórias para um turismo slow. Contributos para o marketing na Serra Algarvia

Dissertação de Mestrado, Marketing, Faculdade de Economia, Universidade do Algarve, 2016

A marketing-erőforrások hatása a vállalati versenyképességre (The impact of marketing resources to corporate competitiveness)

A tanulmány a marketing-erőforrások és a vállalatok versenyképessége közötti összefüggéseket elemzi és hasonlítja össze az öt évvel korábbi felmérés eredményeivel. A háromszáz hazai vállalatra kiterjedő kutatás során a szerzők azt állapították meg, hogy a vizsgált marketing-erőforrások mindegyike hatással van a vállalati teljesítményre. Ez annyiban jelent változást az öt évvel korábbi eredményekhez képest, hogy akkor a marketingképességek szerepe még nem volt egyértelmű. Az elemzés során kimutatták, hogy a vállalatok által birtokolt marketing-erőforrások hasonló struktúrát mutatnak, mint korábban. Ezek közül kiemelkedik a marketingfunkcióhoz leginkább köthető piacszervezési dimenzió, amely a legszorosabb összefüggést mutatja a versenyképességgel. A vizsgált vállalatok egy kis csoportjának (12%) sikerült a versenyképes termékkínálat és árak fenntartása mellett e képesség kifejlesztésében és birtoklásában előre lépniük. Körükben a sikeres vállalatok aránya kiemelkedő. --------- The study aimed to analyse the association between marketing resources and corporate competitiveness and it compared the results to the ones of a similar research conducted five years before. Based on the survey of 300 domestic organisations the authors found that all the marketing resources investigated have a significant effect on marketing performance. These results differ from the previous ones only in terms of marketing capabilities, as their role was ambiguous at that time. They revealed the same structure of marketing resources owned by the companies as last time. Among them the most marketing related resource-dimension called market management excels regarding the strength of the association with competitiveness. A small group of the companies investigated (12%) managed to advance in development and possession of this dimension of marketing resources whilst maintaining competitive product supply and price. The proportion of successful companies among them is highly significant