Definition Of Marketing Research Articles

The Arts Sector: A Marketing Definition

Until the late 1970s, research on the cultural sector was characterized by a descriptive phase during which researchers were focused on defining cultural organizations and drawing a sociodemographic profile of cultural consumers. It was discovered that cultural consumers could be divided into two main groups: on the one hand, more highly educated consumers interested in arts such as theater, classical music, and museums (highbrow art), and, on the other hand, consumers more interested in popular art forms (lowbrow art). By the end of this decade, a number of pioneers decided that the time had come to move beyond these descriptive efforts in order to address issues related to strategy, consumer behavior, andmarket segmentation (Andreason & Belk, 1980; DiMaggio et al., 1978; Ryan & Weinberg, 1978). The ensuing discussion highlighted the hedonic nature of the cultural product, the fact that it cannot be classified as a utilitarian product and the fact that, when it comes to high art, the marketing approach is more product oriented than market oriented (Hirschman, 1983; Holbrook & Hirschman, 1982). In the early 1990s, as more and more academics became interested in cultural marketing, the notion of highbrow/lowbrow art began to give way to the notion of the omnivore (Peterson, 1992), followed shortly thereafter by a reexamination of the product orientation versus the market orientation (Voss & Voss, 2000). Starting in the 2000s, articles dealing with the behavior of cultural consumers and strategic marketing began to diversify, expanding to cover the whole marketing field. Today, many of the leading journals have published articles on the marketing of culture and the arts.

Examining the Historical Roots of Social Marketing Through the Lights in Darkest England Campaign

This article discusses the “Lights in Darkest England” (LIDE) match campaign, rolled out by General William Booth, founder of the Salvation Army in London’s East End 1891-1901. The purpose is to draw comparison between this campaign and the definition and principles of social marketing as they are understood today. A case study approach is used. First the Victorian match industry is described and then the Lights in Darkest England campaign is compared with the elements considered integral to an effective social marketing approach. The Lights in Darkest England match brand was not successful as a commercial enterprise based on sales of matches from the dedicated match factory. However, profit from match sales was not the main intent of this commercial endeavour. Rather, improvement in the harsh working conditions of Victorian match industry workers and the alleviation of phossy jaw were the key objectives. In this regard, the campaign was influential in the interplay between the marketing systems and society of the day. By examining the historical roots of contemporary social marketing a valuable contribution is made to the future development and sustainability of social marketing into the future.

Brands Defined as Semiotic Marketing Systems

Brands are one of marketing’s main foci. But while the American Marketing Association’s official marketing definition continues to evolve, its brand definition has remained stagnant for nearly 80 years. This article argues that the AMA’s simplistic trademark conceptualization of brands is increasingly out of touch with marketing theory and practice. Integrating the consumer culture, marketing semiotics, and General Systems Theory literatures, we re-conceptualize brands as semiotic marketing systems. This follows marketing systems being core to macromarketing. It also obeys marketing systems needing to contemplate their meaning infrastructures given today’s progressively symbolic markets. The antecedents, operation and benefits of this new systems approach to brands are discussed. Brands are re-defined as complex multidimensional constructs with varying degrees of meaning, independence, co-creation and scope. Brands are semiotic marketing systems that generate value for direct and indirect participants, society, and the broader environment, through the exchange of co-created meaning.

The Impact of E-Marketing on Life and Investment Insurance Sales with Emphasis on Internet

Electronic marketing as one of the most important aspects of innovation in business processes has been applied by many organizations and companies across the world. Nowadays insurance companies as an important part of the economy play an essential role in improvement of economic indicators. Life insurances are very important due to their importance and role in supplying and ensuring the future of families as well as bringing significant savings to the economy of a country in the macroeconomic level. Hence, adopting new innovative methods and tools for business affairs such as electronic marketing can play an important role in the success of these organizations. The present paper studies the impact of electronic marketing (with an approach to internet), on life and investment insurance sales. Here, the electronic marketing definition is limited to using internet in marketing activities and it has been assumed equal to internet marketing. The research attempts to answer the question if emarketing affects life and investment insurance sales or not. The research population consists of managers, experts, and actuarial staff of insurance companies in TehranIran. To answer the research question, a main hypothesis and three sub-hypotheses have been defined and the relation between “e-marketing” and “life and investment insurance sales” has been tested through providing a conceptual model. Pearson correlation test and multivariate regression analysis have been used to assess and analyze the hypotheses. The results indicate that there is a significant relationship between “e-marketing” and “life and investment insurance sales”. This significant relationship has been confirmed in all three dimensions of e-marketing including the use of internet for marketing activities related to clients, the use of internet for marketing activities related to distribution channels, and the use of internet for activities related to marketing research regarding life and investment insurance sales.

A Chronology Of The Definition Of Marketing

As a variety of marketing environmental factors have changed and evolved over the past century, so has the definition(s) of marketing. The author provides a chronological listing of the various (and popular) definitions of marketing that have been used in the marketing literature over the past 100 years. The contents of the manuscript represent an important resource for marketing students, faculty, and practitioners in developing a richer understanding of the development and evolution of marketing as both an academic discipline and a business practice.

ПРОГРАММНО-МЕТОДИЧЕСКИЕ АСПЕКТЫ ФОРМИРОВАНИЯ КОМПЕТЕНЦИЙ СТУДЕНТОВ В ОБЛАСТИ ОБРАЗОВАТЕЛЬНОГО МАРКЕТИНГА

Marketing introduction in the field of education is capable to make a beneficial im-pact both on experts of education, and on consumers of their production. Marketing appli-cation for education is represented as an actual scientifically reasonable way of ensuring successful activity of an educational institution. Having established interrelation between labour market and needs of the personality, the educational institution is able to create a complex of competitive services demanded by the market of educational services. The de-velopment of the market of educational services foregrounds the problem of the definition of aspects of formation of educational marketing and carrying out market researches in the field of education. For producers of services, including educational, the degree of commit-ment to marketing as a market philosophy is embodied in the degree, transition step supply-side orientation of the company to market, marketing orientation. The necessity to increase the effectiveness of management in the sphere of education, search of innovative methods led to the use of marketing as a way of integrated management of production and sale of educational services which are understood as a complex of the services focused on realiza-tion of main objectives of education that allows to give the definition of educational mar-keting as the process of production and realization of educational services in the system of education, the demand based on consumers’ needs and satisfaction of this demand. The realization of marketing technologies assumes focusing on such factors as the demand in educational services, the latest achievements in science and technology, the use of effective methods, technologies and tutorials, individualization of training, the mobility of training allowing to change character quickly, the contents and terms of training and quantity of students. In this article some aspects of realization of the policy in the field of educational marketing are considered. The model of formation of marketing culture of future specialists of preschool institutions on the example of a special course "Marketing in preschool educa-tion" which approbation was carried out in 2012-2014 in educational establishments "Bara-novichi State University" (The Republic of Belarus) is offered. Key words: educational marketing, marketing readiness, marketing culture, marketing activ-ity.

Beyond persuasion: a cultural perspective of behaviour

Purpose– This research suggests that understanding problem behaviours through a cultural lens may offer multifarious layers of insight and provide opportunities for more effective intervention than the classical psychological perspective and cognitive models. The paper aims to discuss these issues.Design/methodology/approach– In this ethnographic study of a deprived community in North West England, physical activity behaviours were researched through participant observation. Field notes were analysed using retroductive reasoning, with Bourdieu's “habitus” as a theoretical framework to guide a cultural understanding.Findings– This approach led to the identification of cultural mechanisms which influenced the observed lack of physical activity, and which would have been difficult to identify with a psychological theoretical base. These included a lack of perspective, participation and control. These mechanisms led to the observed preoccupations with family survival, withdrawal and fantasy, instant pleasure and image management.Practical implications– This paper argues that the identification of these mechanisms through culturally grounded analysis suggests that cognitive models are limited in scope and that the simple “marketing exchange” and favoured social marketing 4Ps approach is unlikely to make a significant impact on behaviour.Originality/value– Social marketers tend to rely on overtly cognitive models to underpin their audience research and intervention planning, and in alignment with the field's definition, social marketing interventions tend to rely on the voluntary engagement of the target audience in the “exchange” or marketing offer. In contrast, this research suggests culture change is a logical intervention approach, but it would contravene the existing definition of social marketing.

THE CONCEPT AND PHILOSOPHY OF MARKETING: EVIDENCE FROM NIGERIA

ABSTRACT Marketing as a field of study has been defined in different ways by various authors. This has implication for marketing thought and philosophy as well as the content of marketing curriculum and marketing education in general. Using the desk research method, the paper analyzed the definitions of marketing by the American Marketing Association (AMA) since inception and the relationship between the definitions and the philosophies of marketing. It also examined the views of marketing academics in Nigeria on the domain of marketing. Secondary data were collected from journal articles, conference proceedings, marketing textbooks as well as the Nigerian Universities Commission (NUC) 2012 Report and marketing programme curriculum in Nigerian universities. In order to gather relevant data on the Nigerian perspective, the judgemental sampling procedure was used to select a sample of 27 universities that have accredited Marketing programmes out of the population of Nigerian Universities in the Federal, State and Private sector. It was found that the definitions of marketing by AMA have always lagged behind the philosophies of marketing over the years. In addition, it was found that the marketing curriculum in Nigerian universities is tailored towards the generic view of marketing. This indicates that the Nigerian marketing curriculum is in consonance with the AMA 2007 definition of marketing. Keywords marketing, definition, domain, marketing philosophy, Nigeria

Eating for the better: a social marketing review (2000-2012).

The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasen's (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). Healthy eating empirical studies published from 2000 onwards. Empirical studies that self-identified as social marketing. Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasen's (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.

MARKETINGOVÉ AKTIVITY ORGANIZACÍ VE VEŘEJNÉM SEKTORU

This article is focused on the area of event marketing. The introduction shortly describes the basic marketing definitions, there are briefly characterized marketing activities in the public sector. The example of good practice describes the main characteristics of event marketing as an important part of marketing and management activities. The partial objective is a short analysis of the Final Report of the survey of the Day of Social Services in 2011 year. Another objective will be comparing of proposals from 2011 year and their subsequent implementation during the Day of Social Services in 2012.

A Three-Component Definition of Strategic Marketing

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models for the two disciplines were further developed which formed the basis for building the framework for strategic marketing. Finally, the resultant strategic marketing model was examined vis-à-vis definitions of strategic marketing in the literature. The review of the marketing literature revealed that the subject centres on relationship; while strategy is centred on environmental analysis for competitive advantage. The encompassing framework which emerged revealed that although strategic marketing begins with environmental analysis, it involves two other central elements: positioning and competitive advantage.

Redistribution Based Concept of Marketing for Public Organizations

The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of public sector marketing was suggested which incorporated the principles of redistribution, the features of a closed system model of formal organizations, and collectivistic interest motivation. A revised definition of public sector marketing is offered based on these principles.

Modern Marketing , Concepts and Challenges

Marketing is a process that affect our lives. We are consumers, but many of us are part of marketing like salespersons, wholesalers, rivals, Raw material suppliers and so force. As we know, the concept of marketing is constantly redefined. Marketing defines activities that create value through exchange between parties. This concept is a traditional definition of marketing. That used in many companies and organization, but in the globalization age, another concept is created that called modern marketing. In this article we tried to examine the concept of modern marketing, role and characteristics and challenges of its usage in companies and firms.

MARKETING IN MODERN VETERINARY PRACTICE SERVICES

In some ways, marketing techniques have been used for the passed hundreds of years, but marketing as a scientific discipline emerged only recently. The basic concepts of marketing were discovered and developed in the U.S.A. and then spread worldwide. Starting in the 1950s, marketing underwent a full affirmation due to new developments such as increased supply compared to the demand, growing competition, changes in consumer’s needs and desires, as well as their education level and improved standard of living. An overview of available literature indicated a lack of an integral definition of marketing, that is, various authors have diverse approaches to marketing concept. The basic element of all definitions is the idea that marketing is a range of business activities aimed at gaining new customers and keeping the existing ones by satisfying their needs. The main goals of marketing are the following: firstly, to attract new customers by emphasizing the potential value of the product or service offered and secondly, to keep the existing customers by keeping them satisfied with the product or service by constantly producing superior value and exceeding their expectations. Contrary to the U.S.A., where greatest achievements were accomplished in the field of marketing theory and application and its implementation into veterinary practice, as well as in appropriate perception of importance of marketing idea and philosophy, this issue has not been appropriately addressed in our country. The main goal of marketing in veterinary practice is not only to sell a product or service, but also to create mutual profitable long-term relations with clients. To that aim, it is essential to know the client, his requirements, demands and problems. This is the way to provide conditions for selling appropriate product or service. Disregarding personal reasons for practicing veterinary medicine, particularly in small-animal practice, the veterinarian should approach such practice as any other business activity that should provide profits. In that respect, it is of key importance to adopt marketing approach and management concept. The four basic marketing instruments are product, price, promotion and place that make so-called marketing mix, which is applicable also in the veterinary practice. In veterinary medicine, the product pertains to spent items (e.g. drugs, food) or veterinary services. By determining the price, the basis is the cost price and added profit margin, depending on the product or service offered. The promotion encompasses communication with the owners, presenting them products and services offered, describing the features of the clinic or infirmary, etc. Contrary to other business branches, position of veterinary unit is not so important, yet it must provide good communication with animal owner. The overall experience of the customer, starting from entering the clinic or practice until leaving it, must be professional, pleasant and effective. Only accomplishing this goal will enable competitiveness or justify even a higher price for a superior service.

A Three-Component Definition of Strategic Marketing

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models for the two disciplines were further developed which formed the basis for building the framework for strategic marketing. Finally, the resultant strategic marketing model was examined vis-a-vis definitions of strategic marketing in the literature. The review of the marketing literature revealed that the subject centres on relationship; while strategy is centred on environmental analysis for competitive advantage. The encompassing framework which emerged revealed that although strategic marketing begins with environmental analysis, it involves two other central elements: positioning and competitive advantage.

Some reasonable but uncomfortable questions about social marketing

Purpose – The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the “needs” of society; the nature of exchange; the inclusion of techniques not explicitly considered part of the panoply of marketing; techniques available to social marketing, such as “nudge” style techniques, regulation or behavioural conditioning; the view that behaviour change must be its definitive goal; the ethical and political dimensions of social marketing; and the definition of social marketing. Design/methodology/approach – The authors pose seven questions based on these concepts which they debate. Findings – The authors conclude that a more inclusive view of what constitutes social marketing is required: one that avoids absolutism or defining the field in terms of the tactics it employs. The paper calls for a set of ethical codes which would enable social marketers to better defend approaches that deploy more implicit and strongly persuasive techniques common in the commercial world but unacknowledged in social marketing. Originality/value – The paper questions some of the settled views of the field, such as the focus on “behaviour change” and the notion of “exchange” and “voluntary” behaviour change. The paper debates the ethical implications of using “invisible” or coercive techniques, and the nature of customer-centricity. The paper also debates the politics of social marketing and encourages debate about interventions which go beyond rational exchange.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.

Modified Concept of Non-Profit Marketing

The author deconstructs the prevailing conceptualization of non-profit marketing and concludes it rests on three principles: voluntary exchange, an open system organization, and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a revised conceptualization of non-profit marketing was suggested which incorporated the principles of reciprocity, the features of a contingency-choice organization, and altruistic interest motivation. A revised definition of non-profit marketing is offered based on these principles.

The transformative potential of marketing from the consumers' point of view

ABSTRACTIn this article, we explore consumers' perceptions of marketing and the extent to which they believe that marketing can play a positive transformative role in society. Findings from 36 semistructured interviews indicate that consumers typically perceive marketing as having a traditional short‐term, transactional, and ‘company‐focused’ orientation rather than a transformative one. This was reflected in participants' views of marketing, as well as in their choices and comments when they were given two academic definitions of marketing and one description of unethical marketing and asked to choose the one they thought best described marketing. In addition, participants viewed marketing as manipulative, and most held one‐sidedly negative opinions of its transformative potential. The majority did not feel autonomous in their purchase decisions, calling into question marketers' usual defence that consumers are sovereign. In a similar vein, they expressed concerns about the effects of marketing's manipulative and deceptive techniques on vulnerable consumers. These findings are rather worrying given that enhancing the transformative potential of marketing requires a more nuanced understanding of its role and function within society. Accordingly, we argue that successful transformative marketing interventions need to take into account and address consumers' disbelief as to the capacity of marketing to improve social welfare. Copyright © 2012 John Wiley & Sons, Ltd.

The Changing Landscape of the Commercial Speech Doctrine and FDA Advertising Regulation: Off-Label Marketing in the Wake of Sorrell v. IMS

This paper discusses the FDA’s drug labeling regulatory regime, including restrictions on promoting drugs for uses other than those explicitly approved by the FDA, and the current developments in First Amendment jurisprudence that may lead to a drastic departure from the FDA’s current marketing restriction practices in the near future. Part II of this paper outlines the drug approval process and defines the contours of a drug’s “label.” This includes a definition of off-label marketing and a discussion of the potential consequences of “misbranding.” Part III surveys the commercial speech doctrine and how recent developments in First Amendment jurisprudence, including IMS v. Sorrell and Citizens United, have altered the traditional understanding of acceptable restrictions on commercial communications. This section will compare the rationales used in past cases upholding FDA advertising restrictions and argue that Sorrell implies these rationales will no longer be sufficient, at least insofar as the marketing restrictions apply to communications directed at physicians rather than the lay public. Part IV applies these developments by using the Allergan complaint as a roadmap to a potential challenge, and suggests what a potential future regime might look like if the FDA’s off-label regulations are overturned.