Differential segmentation responses to an alcohol social marketing program

Objective This study seeks establish whether meaningful subgroups exist within a 14-16 year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program. Methodology This study is part of a larger cluster randomized controlled evaluation of the Game On: Know Alcohol (GOKA) program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2114 high school adolescents (14-16 years old) on the basis of 22 demographic, behavioral and psychographic variables. Program effects on knowledge, attitudes, behavioral intentions, social norms, expectancies and refusal self-efficacy of identified segments was subsequently examined. Results Three segments were identified: (1) Abstainers (2) Bingers (3) Moderate Drinkers. Program effects varied significantly across segments. The strongest positive change effects post participation were observed for the Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers. Conclusions These findings provide preliminary empirical evidence supporting application of social marketing segmentation in alcohol education programs. Development of targeted programs that meet the unique needs of each of the three identified segments is indicated to extend the social marketing footprint in alcohol education.

Developing Strategic Marketing Plan

This publication is first in a series targeted for Coordinators and Managers within Benefits Planning, Assistance and Outreach Programs concerned with developing continuous quality improvement approaches. This early publication focuses on understanding strategies for market position, strategic planning and provides a tool for conducting an organizational self-assessment along with a stakeholder analysis

Relationship Drivers in Provider - Consumer Relationships. Empirical Studies of Customer Loyalty Programs (första upplagan slutsåld / first edition sold out, 'print on demand' 60 €)

The study addressed a phenomenon that has become common marketing practice, customer loyalty programs. Although a common type of consumer relationship, there is limited knowledge of its nature. The purpose of the study was to create structured understanding of the nature of customer relationships from both the provider’s and the consumer’s viewpoints by studying relationship drivers and proposing the concept of relational motivation as a provider of a common framework for the analysis of these views. The theoretical exploration focused on reasons for engaging in customer relationships for both the consumer and the provider. The themes of buying behaviour, industrial and network marketing and relationship marketing, as well as the concepts of a customer relationship, customer loyalty, relationship conditions, relational benefits, bonds and commitment were explored and combined in a new way. Concepts from the study of business-to-business relationships were brought over and their power in explaining the nature of consumer relationships examined. The study provided a comprehensive picture of loyalty programs, which is an important contribution to the academic as well as the managerial discussions. The consumer study provided deep insights into the nature of customer relationships. The study provides a new frame of reference to support the existing concepts of loyalty and commitment with the introduction of the relationship driver and relational motivation concepts. The result is a novel view of the nature of customer relationships that creates new understanding of the forces leading to loyal behaviour and commitment. The study concludes with managerial implications.

Optimal incentive timing strategies for product marketing on social networks

We consider the problem of devising incentive strategies for viral marketing of a product. In particular, we assume that the seller can influence penetration of the product by offering two incentive programs: a) direct incentives to potential buyers (influence) and b) referral rewards for customers who influence potential buyers to make the purchase (exploit connections). The problem is to determine the optimal timing of these programs over a finite time horizon. In contrast to algorithmic perspective popular in the literature, we take a mean-field approach and formulate the problem as a continuous-time deterministic optimal control problem. We show that the optimal strategy for the seller has a simple structure and can take both forms, namely, influence-and-exploit and exploit-and-influence. We also show that in some cases it may optimal for the seller to deploy incentive programs mostly for low degree nodes. We support our theoretical results through numerical studies and provide practical insights by analyzing various scenarios.

Approaches to national fish breeding programs: pointers from a tilapia pilot study

Details are given of a framework for developing breeding programmes using experience from the Genetic Improvement of Farmed Tilapias project which focussed on Nile tilapias (Oreochromis niloticus ). The following aspects are outlined: Analysis of targeted production and marketing systems; Breeding goals; Systematic documentation and evaluation of available genetic resources and choice and genetic base; Number of strains; Breeding strategy; Selection criteria and evaluation; Production and dissemination of improved strains; and, social, economic and environmental impacts.

Design e Marketing: uma relação de sinergia para a Sustentabilidade

Esta dissertação aborda os princípios do Design, os fundamentos do Marketing e as condições que ambas as atividades podem, em parceria, gerar ambientes criativos para a Sustentabilidade. Acredita-se que tanto Design quanto Marketing são campos de saber parceiros, complementares e transversais, tendo deste modo um natural potencial de sinergia para a construção de projetos consistentes e duráveis. A insistência nesta ideia se deve, em parte, à vivência profissional nesses setores de gestão de projeto, e também ao desenvolvimento de exames, através da pesquisa bibliográfica, sobre os sentidos de termos, conceitos e objetivos para a organização de dados, a análise e alinhamento conceitual e a verificação de tangências entre esses campos. Este trabalho objetiva contribuir para a interação e a integração de saberes, em cursos de nível superior, também com a sugestão de ferramenta criativo-analítica e criativo-gerativa para o desenvolvimento de soluções mais sustentáveis. A crescente necessidade de atuações adequadas e eficazes dos campos estudados nos setores produtivos, a necessidade de profissionais capazes de se adequarem estas demandas, e a oferta deficitária de pesquisas com esta abordagem reforçam a crença na utilidade desta investigação. Os saberes em foco têm em comum relações multidisciplinares, sistêmicas e interdependentes.

Sports programs of the Spanish radio in the social network Facebook: compared study (2010-2015)

Social networks have increasingly become a showcase where the media can be promoted. Like many other media, radio stations have made use of social networks to promote themselves in a better way and, sometimes, to keep more feedback with their listeners. But not all programs make the same use and not all of them have managed to reach in the same way his followers. This article discusses the consolidation in the social networks of the major radio sports programs in Spain. Through a comparative analysis between 2010 and 2015, throughout the text, the authors have tried to observe the evolution of the programs and, at the same time, to establish comparisons between the followers that these programs have on social networks and the number of listeners as EGM.

Relações públicas versus marketing no setor da cultura em Portugal EGEAC: um estudo de caso

Dissertação apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.

Framework for Marketing Automation: Case Vaisala

Työ käsittelee Markkinoinnin Automaatiota, viitekehyksen rakentamista Markkinoinnin Automaation käyttöönottoon ja sen hyödyntämiselle markkinoinnin ja myynnin putken hallinnassa. Työ on suoritettu tapaustutkimuksena, jonka primääri datana on käytetty puoli-strukturoituja haastatteluja ja sekundääri datana on käytetty dataa myynnin tietojärjestelmistä. Kirjallisuuskatsaus markkinoinnin automaatioon paljastaa, että aihetta ei ole juurikaan tutkittu akateemisesti. Etenkin selkeitä aukkoja teorioissa on miten markkinoinnin automaatiota kannattaisi aloittaa ja miten siihen tarvittavia kamppanjoita kannattaisi rakentaa. Tapaustutkimuksen tuloksena selvisi selkeät ongelma kohdat nykysessä markkinoinnin ja myynnin putkessa, ja myös kohdat joissa markkinoinnin automaatio voi olla avuksi. Suurin osa ongelma kohdista on markkinoinnin ja myynnin välissä. Toimiakseen markkinoinnin automaatio vaatii selkeät määritykset yrityksessä Liidille ja miten sitä käsitellään. Toimivuuden takaamiseksi se tarvitsee myös jatkuvaa palautetta liideistä ja myynneistä. Alue mikä myös tarvitsee muutosta paremman toimivuuden takaamiseksi on markkinoinnin kamppanjoiden suunnittelu, yhdessä myynnin kanssa ja asiakkaan polku edellä. Tulevaisuuden tavoitteena tulisi olla viestien personointi ja asiakkaiden profilointi. Tulevaisuuden tutkimuskohteet olisivat erittäin avuliaita yrityksille, varsinki jos ne käsittelisivät käyttöönottoa tai personointia.

Marketing Brock University in the 1980's: assessing freshman student feedback in strategic planning approach

Universities have entered a period of rapid change and upheaval due to an external environment beyond their control which includes shifting demographic patterns, accelerating technology, funding shortages, and keener competition for students. Strategic planning, a comprehensive vision which challenges universities to take bold and creative measures to meet the threats and opportunities of the future, is an institutional imperative in the 1980's. This paper examines freshman student feedback in an effort to incorporate this important element into a strategic plan for Brock University, a small, predominantly liberal arts university in St. Catharines, Ontario. The study was designed to provide information on the characteristics of the 1985-86 pool of freshman registrants: their attitudes towards Brock's recruitment measures, their general university priorities, and their influences in regard to university selection (along with other demographical and attitudinal data). A survey involving fixed-alternative questions of a subjective and objective nature was administered in two large freshman classes at Brock in which a broad cross-section of academic programs was anticipated. Computer analysis of the data for the 357 respondents included total raw frequencies and rounded percentages, as well as subgroup cross-tabulation by geographic home area of respondent, academic major, and high school graduating average. The four directional hypotheses put forward were all substantiatied by the survey data, indicating that 1) the university's current recruitment program had been a positive influence during their university search 2) parents were the most influential group in the students' decisions related to university 3) respondents viewed institutional reputation as less of a priority than an enjoyable university lifestyle in a personal learning atmosphere 4) students had a decided preference for co-operative study and internship programs. Strategic planning recommendations included a reduction in the faculty/student ratio through faculty hirings to restore the close rapport between professors and students, increased recruitment presentations in Ontario high schools to enlarge the applicant pool, creation of an Office of Co-operative Study and Internship Programs, institutional emphasis on a "customer orientation", and an extension of research into student demographics and attitudinal data.

Marketing of Library Services in an Academic Environment

Marketing of information services is now an important goal of librarians all over the ~orld t? attract mor~ users to the libr~ry. thereby promoting user satisfaction. Marketing IS considered ~s ~n Integr~1 part of libraries and information centres mainly due to the developments In information t.echnology, information explosion, and declining library budgets. Kotler defines marketing as the "analysis, planning, implementation and control o~ carefully formulated programs designed to bring about voluntary exchanges of values WIth target markets fo~ the ~~rpos~ of~chievingorganizational objectives". Organizations suc.h as museums, unrversittes, libraries, and charities need to market their causes and their products to gain. political and social support as well as economic support (Kotler, 1995). In the marketing world people are now migrating from the traditional Four P ~lodelto th~ S~VE mode! (Alt~ns~n, 2013). According to the SAVE model, marketing III an orgarusanon must grve pnonty to 'Solutions' instead of the features or functions of~he.'Product" Similarily it is to focus on 'Access', instead of ,Place'; 'Value' instead of Price" so that the benefits are more stressed, rather than production costs. Instead of :Proliloti.on', marketi~g has. to conc~ntrate on 'Educating' the customers, providing lJlfo~mahol~ about t~eJr specific req~lrements, instead of relying on advertising, public rel~tlons, direct selling etc. From a library point ofview, to ensure maximum utilization of library ~ervices there is an increasing need for definite marketing plans to exploit the techn.ologlcal dcvelop",len~s so ~s to entice the users. By anticipating their changing needs and ~y co.mmulllcatl~g WIth them it should be possible to devise strategies to present various library services and products in a perceptive style.

Aplicações do marketing na cultura: estratégias de captação e fidelização de públicos: o caso do cinema-Teatro Joaquim d'Almeida (Montijo)

RESUMO: O presente trabalho salienta a importância da aplicação do Marketing às instituições culturais, nomeadamente como veículo de captação e fidelização de públicos. Nesse sentido, foi estudado o Cinema-Teatro Joaquim d’Almeida, no Montijo, tendo sido realizada uma análise mais geral da programação, comunicação e públicos desde a sua reabertura em 2005 como equipamento cultural municipal e uma análise mais aprofundada da última temporada do mesmo, correspondente ao ano de 2009-2010. Pretende-se assim com este trabalho salientar a importância da aplicação do marketing à cultura através da investigação do objecto de estudo supracitado e consequente análise e sugestão de estratégias para melhoria da relação entre a referida instituição e os seus públicos. O marketing revela-se assim essencial para a construção desse relacionamento, satisfazendo cada vez mais os consumidores e simultaneamente beneficiando a instituição. ABSTRACT: This thesis intends to point out the importance of the use of marketing in cultural institutions, particularly as a medium of audiences’ attraction and loyalty building. In that sense, we studied Cinema-Teatro Joaquim d’Almeida, in Montijo. We proceeded at a general analysis of the programming, communication and audiences since it opened to public as a municipal cultural infrastructure. We proceeded at a more detailed analysis of the last season, in the year 2009-2010. Then it was elaborated a theoretical investigation about Portugal’s cultural environment and the general applications of marketing at culture and services. Later we continued the analysis of the case study, regarding the documentation supplied by this cultural institution. It was also developed a marketing research about the audiences of the Theater in order to understand their general opinion about its offers and services. With this procedure, we intended to suggest a set of marketing strategies to improve the relationship between the institution and its audiences, in order to delight even more the consumers and simultaneously to benefit the institution.

Marketing Social Change: A Comparative Historical and Methodological Analysis of Anti-Smoking Endeavors

Even though assessing social marketing endeavors proves to be challenging, evaluators can learn from previous campaigns and identify which facets of social marketing events, programs and campaigns need to be improved. Additionally, by analyzing social movements and evaluating how they connect to social marketing, we can gain a clearer view on ways to ameliorate the field of social marketing. As social marketing becomes increasingly sophisticated and similar to commercial marketing, there is hope that social marketing can yield higher rates of success in the future. Friend and Levy (2002) claimed that it was nearly impossible to compare social marketing endeavors using quantitative criteria and advocate the use of qualitative methods. However, if social marketing scholars developed a more systematic paradigm to assess events, programs and campaigns employing a combination of both quantitative and qualitative methods, then it would be easier to establish which social marketing efforts generated more success than others. When there are too many confounding variables, conclusions cannot always be drawn and evaluations may not be viewed as legitimate. As a result, critics become skeptical of social marketing’s value and both the importance and credibility of social marketing decline. With the establishment of proper criteria and evaluation methods, social marketing can progress and initiate more social change.

A prática de marketing e a formação de gestores na indústria de tecnologia da informação

As atuais tendências da indústria de tecnologia da informação (TI) provocam mudanças nas estratégias de marketing das empresas de TI, que abandonam o foco na venda de produtos e serviços para a venda de soluções baseadas em conceitos de mais alto nível, como cenários e estratégias de negócios. À medida que os profissionais de marketing passam a examinar os vários processos de negócios dos clientes, a empresa de TI tem que rever o posicionamento do seu negócio e as suas práticas de marketing. Este novo cenário traz a necessidade de reflexão e investigação sobre os tipos de organizações de marketing que estão sendo implementadas pelas empresas de TI, bem como os perfis de profissionais procurados e os programas de formação mais adequados. O presente estudo reflete sobre estas questões, de modo a contribuir para que a EAESP/FGV possa oferecer conteúdos programáticos que formem os profissionais para as empresas de TI.