Extending social marketing to emergency services organisations

Social marketing theory is examined in relation to an organisational context which has received little attention. This paper examines the development of an integrated social marketing campaign for a State Emergency Service, and focusses on a particularly serious scenario where the penalty for miscommunication may be death, widespead injury or substantial property damage. The researchers take an action research approach, identifying community perceptions of risk to determine appropriate communication message development. The study identifies the factors contributing to risk perception beyond traditional concepts of involvement which are common in studies of consumer behaviour. Additionally, this paper provides an investigation of some of the issues that affect communication effectiveness, such as the influence of stakeholders, the poor performance of traditional communications methods, the utility of social marketing principles, and segmentation requirements, as well as influential ideas from the general risk communication literature.

Marketing position taxonomies : an empirical analysis

Despite the continuing need for an empirically validated classification of marketing positions, for theoretical and practical purposes, it appears that no such schema exists. This study contributes to the development of such a taxonomy through an empirical examination of marketing positions. Specifically, the research extends an existing taxonomy by empirically investigating personal selling marketing activities. Based on the taxonomy developed by Darmon (1998), data were collected about the information load, information complexity, and time and relationship management activities of marketers. Various analytical techniques were used to investigate specific features of the instrument and the taxonomy, as well as to provide convergence for the conclusions drawn by the researchers. It was established that sales positions can be more meaningfully identified, and, therefore, better categorised, by six dimensions than by job title or job role. Further, it appears that marketers in the same selling position vary significantly on these dimensions. These findings have important implications for marketing theory, applied research and management. However, future research should refine the instrument used in this study, since some anomalies emerged in the findings, and extend the study by investigating a wider range of marketing positions. Such research may also explore whether the dimensions identified in this study influence the performance and job satisfaction of marketers, and the extent to which marketing managers account for these variations.

The influence of point of identification on merchandise consumption

It has long been recognised that consumers can form bonds and identify strongly with the organisations with which they are involved. When the organisation in question is a professional sporting club, identification can be a complex issue. Sports fans can identify with the team as a whole, with individual players, or both. How this different point of identification affects behaviour such as merchandise consumption is the focus of this paper. The survey responses of 161 members of the Kangaroos Football (AFL) Club suggest that members can identify with both team and individual players in tandem. Far from being opposites, team and player identification were found to be distinct constructs, not significantly related to each other. The point of identification was related to the nature of merchandise consumed and the manner in which it was consumed. The results suggest both player and team identification should be encouraged and that merchandise should cater for both in an inclusive way.

Marketing readiness of websites and organisational performance in Australia and New Zealand: a discussion of pre-test findings

The Web played a role in the burst of economic activity that occurred in the late 1990s that saw company values dramatically rise and fall, business and government processes reshaped, traditional marketing media challenged, and much written concerning the benefits to customers from the adoption of what was initially termed e-commerce. Initial empirical studies of Australian and New Zealand business and government use of the Web found that while the Web was used for marketing communication, it was not as favoured as trade press reports suggested as a marketing transaction channel, nor for relationship management. This paper, which reports the findings of a pre-test of the self-administered online questionnaire stage of a three-phase study, suggests that little has changed in organisational use of the Web in Australia and New Zealand since the late 1990s, even among high network traffic organisations. The pre-test findings reported do not present a clear picture concerning the influence of strategic use of traditional and online marketing mix elements on organisational performance. Analysis employing a Marketing Readiness of Website Indicator (MRWI) content analysis tool is shown not to predict organisational performance as hypothesised.

Marketing planning and business performance : an empirical study of large Australian organisations

The marketing planning process is said to influence organisational performance. This influence is realised through the adoption of a focused approach aimed at achieving specific marketing objectives, which motivates the adaptation of the internal capabilities of an organisation in facilitating an effective implementation. This study investigated the association of formal marketing planning with business performance. The results showed that marketing planning has a stronger, positive relationship with market share, than with the overall financial performance of the organisation. The study also compared the associations of marketing planning and market orientation variables with the performance measures. The results indicated that the two variables associate at about the same magnitude with market share and the overall financial performance.

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.

Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green intention

Research indicates that the environment has had a definite impact on consumer behaviour whereby suggesting to target consumers according to their environmental beliefs. This study investigated the consumers' green purchase behaviour using price and quality attributes as contributors to the formation of purchase intention. It attempts to construct a model that may facilitate the better understanding of green consumers' market segments through the use of an intelligent soft computing model. The model is designed to incorporate knowledge, beliefs, demographic profiles and situational variables. This potentially provides a more direct method for companies to gauge consumers' intention to purchase green products. The results showed strong preference for companies to place higher priority on reducing pollution than on increasing profitability. It highlighted different clusters that demonstrate various levels of the strength of intention to purchase and market segment profiles.

Ethnocentricity in academic marketing journals: a study of authors, reviewers, editorial boards and editors

Purpose – This paper aims to examine and compare a set of key characteristics of ethnocentricity that influence the policy of academic marketing journals, and hence the provenance, authorship and nature of articles in academic marketing journals.

Design/methodology/approach – The “fundamental” characteristics of three major marketing journals, published in the USA, the UK and New Zealand, were examined for the six-year period from the start of 2000 to the end of 2006. Data were collected from editorials and web homepages. Analysis was conducted of 811 articles, 1,676 authors, three editorial teams and three sets of reviewers

Findings – There is a challenging academic ethnocentricity in the management and implied policy of the three journals. The extent varies, but the inescapable conclusion is that the world-wide research community in marketing is not properly represented by leading journals.

Research limitations/implications – The sample was intentionally small, and unrepresentative of any category except “leading quality”. The findings are intended to add momentum to a debate and point ways forward, not to provide generalisable answers.

Practical implications – The findings suggest that: the editorial boards and reviewing teams should be made more representative geographically; editorships should be organized around the concept of a team of geographically differentiated editors; editorial and review teams should be ethnographically representative of individuals who do research and wish to publish it, particularly beyond the English-speaking world. In general, the world-wide research community in marketing would benefit from less ethnocentricity in academic journals, and these leading examples should strive to reduce it.

Originality/value – The impact of ethnocentricity is underestimated in this context. The issue needs to be discussed, because of paradigmatic influences that it can have on a journal and the profile of its authors, and hence on journal ranking and perceptions of journal quality.

Influence of aging pre-treatment on the compressive deformation of WE54 alloy

The effect of aging pre-treatment on the compressive deformation of a commercial WE54 alloy is studied. Age hardening treatments were performed at 170 °C, 250 °C and 300 °C. Compression testing was then carried out for the peak aged samples at temperatures between ambient and 450 °C. Twinning dominated the deformation at lower temperatures for all initial microstructures. This behaviour was replaced by slip dominated flow when the temperature was raised. The temperature of the transition from twinning to slip dominated flow was only mildly sensitive to the pre-treatment. It is also evident that dynamic recrystallization is retarded in this alloy.

The influence of heat treatment on the corrosion behaviour of as-spun amorphous Al88Ni6La6 alloy in 0.01 M NaCl solution

The effect of the heat treatment on the corrosion behaviour of amorphous Al₈₈Ni₆La₆ made by melt-spun has been investigated by electrochemical measurements. Heat treatment was carried out at 523 K and 673 K for 4 min and 15 min respectively. The evolution of the crystallization process after annealing was identified by differential scanning calorimeter (DSC) as well as X-ray diffraction. The XRD patterns show that the structure of samples heat-treated at higher temperature changes towards a crystal state. The results obtained from the polarization curves reveal that all Al₈₈Ni₆La₆ alloys exhibit spontaneously passivated behaviour. Furthermore, it is noted that the partially crystallized alloy has the best corrosion resistance in comparison with as-spun amorphous and fully crystallized alloys, while the fully crystallized sample shows deterioration in the corrosion resistance.

An exploratory analysis of the factors that influence food choice among young women

Food sales represent a significant proportion of hospitality industry income; however, little research has been conducted into the factors that influence food purchasing behaviour. This study employed a sequential mixed method research design to identify the factors that influence food choice among 18-30-year-old females. The study is important because this age group has considerable spending power and has been found to have different consumption priorities to their male counterparts. While confirming the importance of previous studies, this study found that physical health, time, marketing, price, and the quality of food are major factors of influence in the purchasing and consumption decision.

The influence of locus of attribution, level of employee authority and employee concern on consumers postrecovery evaluations

This study employed a 3 x 2 x 2 full-factorial, between-subjects design experiment involving locus of attribution, concern, and the level of authority of the employee performing the recovery on consumers’ postcomplaint evaluations. The research, conducted in a restaurant context, involved a sample of 411 undergraduate students. Findings suggest that customers are less dissatisfied and more likely to revisit the restaurant when the location of the cause of the failure is internal (i.e., they are to blame). In addition, consumers are less likely to repurchase when the manager, as opposed to the waiter, is responsible for the service failure.

Socialisation and the work-related norms of marketing practitioners

This paper empirically describes the influences of professional and organisational socialisation on the norms of marketers. Based on a survey of 5,000 practitioners, it finds that the socialisation of marketers into their profession and organisations positively influences their marketing-related norms. This research appears to be the first investigation in the marketing ethics literature of the relationships among these constructs. The paper explains how the learning of professional and organisational rules, guidelines, and values influence the work-related norms of marketers. The findings have important implications for marketing managers and managers of professional associations.

The influence of procedural and interactional justice, and disconfirmation on customers post recovery satisfaction evaluations

This study examines the influence of distributive and interactional justice and disconfirmation on customers’ postrecovery satisfaction evaluations, and in so doing, combines, for the first time, two existing instruments to operationalise the interactional justice construct. Using Structural Equation Modelling, the findings suggest that while both disconfirmation and justice are important predictors of satisfaction, distributive justice has the greatest influence. The research presented here reports on a section of a larger experiment-based study examining how customers’ postrecovery satisfaction evaluations are influenced by the way in which the organisation responds to the failure.