Issues in measuring the return of marketing investment in sporting club brands

This paper examines approaches to the measurement of brand value, and discusses their applicability to the various parties and branded products relevant to professional football clubs. It is concluded that the applicability of many of these measures of performance to sporting club brands is questionable. In order to provide an appropriate measure of the return on investment in brand loyalty to both the sporting club brand and sponsor-related products, the use of nonfinancial performance measures is critical. This paper suggests future research directions to enable greater consistency of the measurement of the return on marketing investment for sporting club brands.

Measuring marketing performance: comparing the literature with the perspective of business executives

This paper investigated performance measurement from both an academic and an Australian practitioner perspective. The current consensus in the literature is that performance is a multi-faceted construct, incorporating both financial and non-financial aspects, and that a sole focus on financial performance measures is less appropriate to deal with the issues that confront organisations today. However, the findings ofthis research indicate that researchers and practitioners alike are driven by financial performance measures. The results indicate that sales/growth and Return-on-Investment (ROI) are the most frequently utilised financial performance measures, whilst satisfaction is the most frequently utilised non-financial measure.

A conceptual model of the role of marketing employees in marketing performance

In general, there is a gap in research in marketing in relation to understanding the role of marketing employees in organisational marketing performance. An exception to this is the performance of salespeople as a subset of all marketing employees. Broader human resource management research into the people-performance link is also severely limited The proposed model argues that marketing employees are one of an organisation's strategic assets and are essential to the superior performance of the firm. Based on the People and Performance model (Purcell et al. 2003), the current model conceptualises marketing employee competencies as a precursor to performance outcomes and is, specifically, concerned with identifying and understanding the nature of the marketing employee performance relationship. Of note, where current performance research, in the main, adopts intermediate measures of labour turnover and labour productivity, this model proposes a three-tiered approach to performance measurement.

Understanding the leisure motives of visitors to tourist attractions

In a period when tourism is contracting, and in a destination with an extensive range of visitor attractions, the importance of local residents visitation is accentuated. The aim of this study was to explore whether there are differences across segments of the local resident market in terms of their motives for engaging in leisure activities within the context of tourist attractions. This study was set within the context of Melbourne, Australia. Melbourne has changed in recent years in terms of the range of attractions available to residents. A sample of 1005 local residents was used as the basis of this study. Cluster analysis was used to segment the sample, based on the intended frequency of visitation to a set of attractions. The motives for engaging in leisure were then explored for each of the segments using Unger and Kernan's (1983) Subjective Leisure Scale (SLS), which encompasses six motivational domains namely intrinsic satisfaction, perceived freedom, arousal, mastery, involvement and spontaneity, was applied in this study of leisure activities was used as the basis of identifying the motives for visiting the attractions.

Conceptualising the role of reciprocity in relationship marketing : an examination of its supporting virtues

One possible “kind” of marketing relationship occurs where a norm of reciprocity is upheld. The norm states that “we should return good for good, in proportion to what we receive; we should resist evil, but not do evil in return; we should make reparation for the harm we do;...furthermore that obligations should be felt in retrospect” (Becker, 1990, p.4). The appeal of this kind of exchange is that it provides the participants with traits that enable them to pursue excellence in moral behaviour. Making the assumption that societal goal is good moral citizenship; this could be the perfect relationship. It is therefore a good starting point toward examining other types. However, “Reciprocity, taken by itself is insufficient for its own purposes” (Becker, 1986, p.150). It relies on a number of supporting virtues. This paper builds on previous work that conceptualises the role of reciprocity in relationship marketing by examining these virtues. For the norm to effectively stabilize marketing relationships it relies on the presence of other virtues, these include, generosity, conviviality, empathy, and practical wisdom (Becker, 1986). These traits are explored within the context of reciprocity and supporting relationship marketing literature.

The influence of marketing logistics networks on organisational performance in Australia and New Zealand

Predictions concerning the influence of traditional and online marketing logistics network competency on organisational performance were tested via structural equation modelling employing a sample of Australian and New Zealand companies. The study finds a significant influence of the use of traditional marketing logistics networks on organisational performance, but that the use of the Web in this regard is yet to have such an influence.

An exploratory investigation of attitudes toward cause-related marketing

This paper reports on a study concerning consumer perceptions of cause-related marketing in Australia, and seeks to identify a direct link between consumer attitudes toward donating to charity (pro-social behaviour) and corporate philanthropy, and attitudes toward cause-related marketing. After a discussion on the related literature, there follows discussion on the research
model employed, and the fmdings of he study. Among other fmdings, statistically significant relationships between attitudes toward charitable giving and attitudes toward cause-related marketing are in evidence. In this study, respondents express a preference for local causes, as opposed to national and international causes, and also demonstrate a preference for cause types similar to those that already receive the highest level of charitable donations. The paper concludes with a discussion of the limitations of the study and presents suggestions for future research.

Changing perceptions : marketing south eastern Australian aboriginal art

The Aboriginal cultural sector is dynamic and highly valuable to the Australian economy, returning an estimated $100 million dollars annually. The majority of Aboriginal artists and art works have been perceived to be in northern Australia-eighty percent of them are in fact in this region-but Aboriginal artists in South Eastern Australia are emerging as a strong force as they struggle for recognition from commercial and national galleries, curators, art dealers, newspaper critics, and buyers. If marketing is to be effectual, the Aboriginality of the art must be presented in a form that is understood and accepted by the audience. 1 Thus changing public perceptions is crucial to marketing South Eastern Aboriginal art. The primary task of this paper is to discuss this marketing priority for Aboriginal art and artists in South Eastern Australia, previously neglected in marketing literature. Specifically, the upcoming Melbourne Commonwealth Games are proposed as an opportunity for intensive marketing of the region's Aboriginal arts.

Arts marketing challenges in multicultural societies

With an increasingly diverse, multicultural society in many countries, it is timely to look more closely at the current literature on arts marketing, ethnic identity and segmentation issues. The growth of diverse, multicultural societies in many countries warrants a closer examination of arts marketing and the use of ethnicity as a basis for segmentation, as these issues have implications for attracting and retaining arts audiences and other consumers of arts related activities. Researchers in the arts industry have stressed the importance of understanding the fundamentals of audience development and the ability to focus on satisfying the needs and wants of their audiences. The focus on marketing activities comes at a time when there is greater pressure on arts organisations to move beyond their traditional role as subsidized non-profit organisations in order to become more self-supporting. Internationally, audience development in the arts industry has focused on segmentation dimensions such as youth, mature aged individuals, geographic location (rural), individuals with disabilities, low income earners, and individuals with culturally diverse backgrounds. Most of these potential segments are under represented in the population of arts consumers in Australia, the United Kingdom, Singapore, and North America. Of those dimensions, segmentation of arts markets by cultural differences such as ethnic identity appears to be a somewhat under researched area. Hofstede's (1980) model of national cultural differences continues to be widely used as a basis for strategic and marketing decisions in international business. However, the cultural characteristics attributed to individuals in their country of birth are likely to change through immigration to another country. In this situation, the ability to predict the consumption behaviour of various ethnic groups is complicated by acculturation processes in which arrivals attempt to adapt to their new environment. Over time, this process has resulted in the emergence of bicultural individuals who are able to switch, at will, between their ethnic identity and an identity aligned with their host country, or a combination of both at any time. Ethnic identity and affiliation with ethnic groups can also change over time, suggesting challenges for arts marketing approaches, and the application of market segmentation theory in particular.

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 technology of study applied in marketing education and supported by self-determination theory

The aim of this study is to assess whether universities are meeting the needs of marketing students in their specific university function of providing knowledge and knowledge processes. This viewpoint is not meant to overlook the university role as a civilizing agent in a constant search for truth (McKenna 2001), but the focus for this study (based as it is in a Faculty of Business and Law) is toward graduates entering the corporate world. Therefore, graduates with suitable discipline knowledge and reasoning skills, in this context, must be able to meet the needs of the corporate marketing sector. Extending this backward to the role of the university, this study is by default seeking to establish if universities are meeting the needs of the corporate sector. A comparison is made between marketing classes using a specific technology of study called an autarchic system, and those classes not using this method. As part of this analysis the study investigates the application of self-determination theory and psychological needs satisfaction. The basic needs scale, comprising of two constructs; Control and Caring was adapted and used to evaluate students' perception of subjects using autarchic study system and those not utilising this methodology.

Teaching quality and tutorial delivery : experience of a second year marketing unit

The higher education sector, the world over, is faced with the challenging task of servicing an increasingly diverse international student community in the globally competitive education market. The rising expectation of students of education outcomes, varied learning styles and orientations of the student population have brought in challenges such as providing a high quality educational environment with changes in curricula and pedagogy (Coldrake, 2001) to negotiate the cultural and linguistic diversity and the resulting expectations of students. The 'quality' of teaching and learning is high on the agenda among the key issues that had emerged from policy developments to meet these challenges.

Using the SPQ2F instrument (Biggs, 2003) and depth interviews, this paper investigates the study 3J'PToaches of students enrolled in a second year marketing unit in an Australian university focusing on the learning contexts in which learning occurs. The findings indicate that there are no significant differences in study approaches of students and that the study approaches differ according the learning context. The paper concludes that student perceptions on learning contexts assist in the development of teaching strategies that lead to quality outcomes, higher student satisfaction and providing universities a competitive edge in marketing its services to prospective students.

Marketing aboriginal art: an intellectual property fiction?

This paper argues that legality is not enough in seeking to solve the problems caused by charlatans and carpet baggers in the Australian Aboriginal art market. It examines the role of social marketing initially posited for the health sector and seeks to apply its strategies to the Aboriginal art market. The author draws comparisons between successes in health and the need for successes in the Aboriginal art market. It suggests that social marketing has been overlooked as a way forward for the Aboriginal art market. The paper concludes by stating that conditions will not change with quick-fix legal solutions sought for complex problems. They are an intellectual property fiction.

The application of non-profit marketing in the international higher education sector

This study considers the impact of the university service and learning environments (which we define as non educational factors) on student satisfaction among international postgraduate students from Asia studying in Australian universities. It is based on the expectations/perceptions paradigm and analyses the relationship between key variables and overall satisfaction of student groups in respect of their service and learning environments. The aim of this paper is to consider the importance of non-educational factors in international postgraduate university students, in particular, with regard to information and communication, infrastructure, and university recognition. The data used in this study is derived from a mail survey conducted among international postgraduate students from China, India, Indonesia and Thailand studying in five universities in Victoria. Structural Equation Modelling was used to understand the relationship between the constructs in this study. The results indicate that noneducation related factors are very important to international postgraduate students and they are predictors of overall satisfaction.