Market-oriented new product development of health promoting foods for the ageing population

Major factors influencing food development and food marketing strategies in global market places at present can be attributable to the changing age structure of the population. The significant shifts in global age structure will inevitably lead to the number of people aged 60 reaching an all-time high of one billion by the year 2020. The rapidly growing population of ageing people globally represents a large, neglected and very much under-developed category within the Food Industry. The primary focus of this study was the integration of knowledge creation techniques at early NPD stages, for the development of market-oriented new health promoting foods for the ageing population. The methodology of this study was centered on an exploratory sequential mixed methods strategy. Stage one of the study involved in-depth semi-structured interviews with 16 Stakeholders to facilitate the need identification stage of the NPD process. The main outputs identified were the need for: the fortification of foods for a preventative nutrition approach, the development of foods that targeted age-related conditions such as cognitive, heart, gut and bone health, the integration of ageing compensatory packaging adaptations and the creation of marketing messages with an active lifestyle message. Stage two consisted of a market-oriented computer assisted NPD technique, a user centered design interaction (UCD) to integrate consumers as co-creators throughout the idea generation stage of the NPD process. The most important product attributes identified in this stage included: products targeted at brain and cognitive health, liquid based beverages, easy to use packaging with environmentally friendly elements, simplistic marketing with a clear focus on health not age and realistic health claims constructed with consumer friendly terminology. Finally, Stage three used an abbreviated means-end chain (MEC) analysis to complete the concept development stage of the NPD process. This stage identified commercial information that could be used by food firms for the development of positioning and communication strategies. Equally, the information generated could be of high strategic importance to governments, policy makers, health professionals and medical professionals. The values and goals listed in this stage included: better overall health, active lifestyle, optimum nutrition and wellbeing feelings. Overall, this research illustrated that knowledge creation techniques can assist firms in the development of market-oriented health promoting foods for the ageing population.

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.

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.

‘Never Let Me Down Again’1: Loyal customer attitudes towards ticket distribution channels for live music events: a netnographic exploration of the US leg of the Depeche Mode 2005–2006 World Tour

Ticket distribution channels for live music events have been revolutionised through the increased take-up of internet technologies, and the music supply-chain has evolved into a multi-channel value network. The assumption that this creates increased consumer autonomy and improved service quality is explored here through a case-study of the ticket pre-sale for the US leg of the Depeche Mode 2005–06 World Tour, which utilises an innovative virtual channel strategy, promoted as a service to loyal fans. A multi-method analysis, adopting Kozinets' (2002) Kozinets, R. V. 2002. The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39: 61–72. [CrossRef], [Web of Science ®] netnography methodology, is employed to map responses of the band's serious fan base on an internet message board (IMB) throughout the tour pre-sale. The analysis focuses on concerns of pricing, ethics, scope of the offer, use of technology, service quality and perceived brand performance fit of channel partners. Findings indicate that fans behaviour is unpredictable in response to channel partners' performance, and that such offers need careful management to avoid alienation of loyal consumers.

Media amplification of brand crisis and its affect on brand trust

This paper explores the ways in which consumers’ brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers’ experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers’ brand trust.

Influences and advice of theatrical consumption. A study about the effect of the theatre critics and other instances of evaluation in the habits of theatre attendance

This article analyses the influence that different criticism stages of proceedings exert in the habits of theatre attendance. The study is based on the survey carried out specifically for this research in which 210 people, who attended a theatrical representation, were interviewed in three different theatres in the city of Valencia. The study has revealed the mouth to mouth importance in the decision of attending the theatre and its stronger influence on the audiences who less frequently go to theatrical representations. The results obtained have also made clear the existence of a narrow relation between the advice effect of the theatre critics and the patterns of attendance to the theatre, just like its bigger influence between theatres with commercial orientation and those which are addressed to the broad audiences.

“Animanazo”. Song and memories. Cultural expressions and movements in the reconstruction of the past inside a north Argentinian town

This article analyses the context of production and local situations of appropriation and resignification related to the folk song “Fire on Animaná” as well as the request and mobilization (“The animanazo”) provoked by this song in order to examine different mechanisms and foundations by which a population connect with an event from its community past, identifying with this and taking it in a specific way. In this article we combine discourse analysis of the song and of interviews to participants in this event with the reconstruction —through ethnographic observation— of how to use this song.

Negative Archaeology. The Archaeological Borders of the Present

Nowadays, archaeology is trying to redefine its relation with objects. This change is taking place at the same time as the West is breaking once and for all with the generation who did the rural exodus in the mid of the twentieth century. The present paper proposes a revision of the conditions that allow us to both define this rupture and at the same time determine our affinity with materiality. This is done through a reconsideration of the relation between the past and the present and the dynamics marking this difference. We are situated in a moment when the experience of time is shifting and thus so is the integrity of archaeological objects. Under the name of Negative Archaeology, the border between past and present is explored. This border determines the creation of the past in a present which intends to homogenise changes. Archaeology is a unique discipline which could prevent this process, or at least bear witness to the dynamics to which objects seem to be subjected. Obscolescence is introduced as a concept in an attempt to name the aforementioned problem.

On a first-name basis: Englishization and naming in Flanders

Following and contributing to the ongoing shift from more structuralist, system-oriented to more pragmatic, socio-cultural oriented anglicism research, this paper verifies to what extent the global spread of English affects naming patterns in Flanders. To this end, a diachronic database of first names is constructed, containing the top 75 most popular boy and girl names from 2005 until 2014. In a first step, the etymological background of these names is documented and the evolution in popularity of the English names in the database is tracked. Results reveal no notable surge in the preference for English names. This paper complements these database-driven results with an experimental study, aiming to show how associations through referents are in this case more telling than associations through phonological form (here based on etymology). Focusing on the socio-cultural background of first names in general and of Anglo-American pop culture in particular, the second part of the study specifically reports on results from a survey where participants are asked to name the first three celebrities that leap to mind when hearing a certain first name (e.g. Lana, triggering the response Del Rey). Very clear associations are found between certain first names and specific celebrities from Anglo-American pop culture. Linking back to marketing research and the social turn in onomastics, we will discuss how these celebrities might function as referees, and how social stereotypes surrounding these referees are metonymically attached to their first names. Similar to the country-of-origin-effect in marketing, these metonymical links could very well be the reason why parents select specific “celebrity names”. Although further attitudinal research is needed, this paper supports the importance of including socio-cultural parameters when conducting onomastic research.

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.

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

A influência do departamento de marketing: o caso OLI

Tem-se verificado alguma discussão na literatura sobre o decréscimo da importância do Marketing nas empresas. De acordo com alguns estudos, apenas 10% do tempo é dedicado ao departamento de Marketing nas suas reuniões gerais. O estudo de caso é dedicado a uma empresa portuguesa, Oliveira & Irmão, líder ibérica de produtos de instalação sanitária que atua no mercado há 60 anos. Esta empresa exporta 80% da sua produção e tornou-se reconhecida por ser uma das empresas mais inovadoras da sua àrea, contando atualmente com 40 patentes ativas. Neste estudo será analisada a influência do departamento de Marketing numa empresa com gestão familiar e onde a satisfação do cliente é o seu objetivo primário. Para compreender as alterações que se verificaram desde a implementação do Departamento de Marketing, foram realizadas quatro entrevistas aos diretores da empresa (Departamento Financeiro, Inovação, Comercial e Marketing) para compreender, através do seu ponto de vista, quais as implicações e modificações principais que sentiram. Verificou-se que apesar do departamento de Marketing ser recente na empresa este já realizou algumas alterações notórias a nível interno (comunicação interna) e a nível externo (posicionamento da marca no mercado). Contudo, um dos grandes entraves tem sido a dificuldade em participar no processo desenvolvimento de novos produtos, que até então é coordenado pelo departamento de Inovação e departamento Comercial. A autora do estudo propõe um processo em que o departamento de Marketing fornece os inputs para o desenvolvimento de novos produtos, de modo a satisfazer as necessidades dos clientes.

Marketing interno e a sua influência na motivação dos colaboradores

O marketing interno (MI) surge como uma ferramenta de gestão que tem como objetivo principal o desenvolvimento de uma organização focada no cliente, motivando e capacitando os seus colaboradores a alcançarem os objetivos organizacionais. Esta ferramenta pode contribuir para um maior e melhor desempenho e comprometimento organizacional, desde que usada de forma estratégica e adequada. Esta dissertação procura verificar se a existência de práticas de MI podem influenciar, de alguma forma, a motivação dos colaboradores contribuindo, igualmente, na retenção e fidelização dos mesmos, num contexto industrial, ao contrário do que é habitual nos estudos feitos até então, focados mais nos serviços pelas suas caraterísticas de maior contacto entre clientes e colaboradores. Aplicando a metodologia de estudo de caso na empresa Oliveira & Irmão, S.A., analisou-se um programa de marketing interno iniciado e desenvolvido durante o ano 2014 e que a empresa pretende manter, não esquecendo de uma forma geral de outras práticas de MI que a empresa faz questão de continuar a assinalar. Em termos globais, os resultados deste estudo mostram que a existência de práticas de marketing, aplicadas internamente, têm efeito no desenvolvimento de comportamentos e atitudes relacionadas com o trabalho por parte dos colaboradores e, que mesmo não sendo os principais fatores motivacionais, são complementares.

A influência da comunicação de Marketing na Indústria da Beleza

O presente trabalho situa-se entre compreender o papel que a comunicação realizada pelo marketing da indústria de beleza desempenha, para o desenvolvimento e crescimento em suas vendas, por meio da influência constituída e disseminada pelos padrões de beleza, impostos pela mídia por meio da visão dos profissionais, que contribuem diretamente em sua atualização e divulgação de informações dessa mesma indústria da beleza. E por outro lado, os consumidores se mantêm informados acerca dos lançamentos de produtos e serviços. Nesta perspectiva, a influência apresentada por meio dos padrões de beleza, que vão sendo constituídos pela indústria de beleza e impostos por seu próprio marketing, mostra-se como o nosso objetivo de investigação, que em nossa pesquisa pretendemos apresentar um estudo a respeito da importância dada à influência desta comunicação do marketing para os profissionais de vários segmentos desta grande área da beleza e a relação com os seus profissionais e consumidores. Levamos em consideração aprioristicamente que a comunicação realizada pelo marketing é um recurso extremamente eficaz, para gerar influência a partir de sua divulgação. Estas informações por sua vez são reproduzidas pelos profissionais, que atuam na área da beleza por meio de seus vários segmentos. Eles constituem o objeto desta pesquisa. Há constatações evidentes da influência da comunicação constituída pelo marketing na indústria da beleza, porém, este trabalho investigativo toma como foco empírico, estes profissionais que estão diretamente ligados e atuantes na área da beleza e são agentes que materializam para os clientes o que há de mais inovador no mercado de produtos e serviços de beleza. Por ambicionar investigar a comunicação via o marketing, os profissionais da indústria da beleza e os clientes, esta investigação possui uma perspectiva transversal, que constitui o nosso objetivo.