Social and Behavioral Sciences Commons^™

Maintaining Social Marketing's Relevance: A Dualistic Approach, Gary I. Noble

Faculty of Commerce - Papers (Archive)

There have been calls amongst academics and practitioners to move social marketing 'upstream'. This paper attempts to clarify what upstream social marketing is, its appropriate relationship with ‘downstream’ social marketing and how both approaches can be combined into a suitable theoretical framework. The paper argues that neither up or downstream social marketing is superior and suggests that a dual, synergistic approach is needed. This argument is supported through reference to current social marketing interventions in the areas of road safety and childhood obesity. The paper concludes by suggesting that Polonsky, Carlson and Fry’s (2003) ‘harm chain’ concept may be a …

Turning Marketing Promises Into Business Value: The Experience Of An Industrial Sme, Victoria Little, Judith Motion, Rod Brodie, Richard Brookes

Faculty of Commerce - Papers (Archive)

How can businesses create more value for their customers and shareholders? One way of understanding this task is to apply the promises framework: promises made to customers, promises kept, and promises enabled. Traditionally marketers made the promises, leaving keeping and enabling activities to other departments (e.g. logistics, manufacturing and customer service) and to senior management. However, marketers are increasingly acknowledging that creating and delivering value to customers requires a synchronised effort from the whole firm, not only marketers.

Communication And Conflict Between Marketing And R&D During New Product Development Projects, Graham R. Massey, Elias Kyriazis

Faculty of Commerce - Papers (Archive)

Effective cross-functional working relationships (CFRs) between Marketing Managers and R&D Managers are a key factor in successful new product development (NPD). Empirical evidence suggests however, that this CFR is often problematic. This article adds to our knowledge about Marketing/R&D CFRs during NPD by examining the effects of three forms of communication (communication frequency, bidirectionality, and quality) on two forms of conflict (dysfunctional and functional conflict). A hypothesised model of Marketing/R&D CFRs is tested using a sample of 184 NPD projects conducted in Australia, using R&D Managers as key respondents reporting on their relationships with the relevant Marketing Manager. Our findings …

Reflecting On Providing Multiple Assignment Supports To First-Year Marketing Students In A Large Class, Venkata K. Yanamandram, S. Lambert

Faculty of Commerce - Papers (Archive)

This paper describes improvements in learning outcomes in a large undergraduate marketing class at the University of Wollongong. The authors reflect on the interventions developed and evaluated, aimed at supporting students in their transition from novice researchers into self-regulated researchers, and producing professional marketing reports in industry recognised report writing genres. The project, and therefore the paper, was focussed on the major assignment and the initial and ongoing supports provided to students. These have been developed through a continuous cycle of improvement – planned, developed in partnership with a central resource development unit, deployed using a website and classroom activities, …

Cultural Perceptions Of Volunteering: Attracting Volunteers In An Increasingly Multicultural Society, Sara Dolnicar, Melanie J. Randle

Faculty of Commerce - Papers (Archive)

Contributing 42 billion dollars to the Australian economy annually, volunteering has become an industry of major importance. The increasingly multicultural nature of Australia has presented new challenges for nonprofit marketers in terms of designing recruitment strategies that appeal to the extremely heterogeneous cultural groups that make up our society. While various studies have focused on the application of marketing techniques to the nonprofit sector, there has been a lack of research looking specifically at the nonprofit organisations competing within a particular marketplace, and whether the perceptions and image of these competitors differs between cultural groups. This empirical study seeks to …

Crafts, Consumers And Consumption: Asian Artisanal Crafts And The Marketing Of Exotica, Timothy J. Scrase

Faculty of Arts - Papers (Archive)

In a globalizing and more integrated world economy, craft goods which are sourced from the developing world are increasingly becoming part of the decorative arrangement in first world households. While there has recently emerged detailed research on artisans and their integration into global markets, and on consumption more generally, there has been relatively little sociological research concerning the advertising and consumption of these artisanal products. In light of studies concerning the marketing of third world crafts, and based on content analysis of a number of web sites and catalogues marketing Asian crafts undertaken in 2004, this paper has two main …

Social Marketing Communication In A Multicultural Environment: Practical Issues And Theoretical Contributions From Cross-Cultural Marketing, Gary I. Noble, Michael Camit

Faculty of Commerce - Papers (Archive)

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign material into various ethnic groups’ languages. However, little is understood about the issues beyond translation that confront practitioners adapting mainstream campaigns.

This article presents a case study analysis of work undertaken by the New South Wales Multicultural Health Communication Service (MHCS). The Service’s core activity is adaptation of social marcoms campaigns for use …

Are You Selling The Right Colour? A Cross-Cultural Review Of Colour As A Marketing Cue, Mubeen M. Aslam

Faculty of Commerce - Papers (Archive)

Should a marketer adopt a pancultural or a culture-specific approach in using colour in marketing? This paper reviews the psychological and sociocultural associations and meanings of colour(s) in a cross-cultural marketing perspective, and outlines its role as a marketing cue. It is argued that a cross-cultural perspective of colour research and application is imperative for developing global marketing strategies, and the cultural values, marketing objectives and desired customer relationship levels would dictate the choice of colour in corporate and marketing communications in the 21st Century. IdentifYing appropriate colour-culture clusters also facilitates the development of a colour theory in marketing.

The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey

Faculty of Commerce - Papers (Archive)

The ability to effectively manage cross-functional working relationships (CFRs) during innovation is a key success factor in developing successful new products. However, empirical evidence suggests that CFRs during new product development are often problematic, resulting in extremely poor relations between managers, and the development of unsuccessful new products. This paper adds to our existing knowledge on the Marketing/R&D CFR by examining the effects of structural factors, communication behaviours, and interpersonal trust on the dependent variable perceived relationship effectiveness. Our findings reveal that trust has potent positive, direct effects on this CFR. Further, bidirectional communication and quality of communication also have …

The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis

Faculty of Commerce - Papers (Archive)

The complex nature of new product development (NPD) activities within firms often requires high levels of integration between the Marketing function and the Research and Development (R&D) function. The nature of this cross-functional relationship has received considerable research attention with an emphasis on achieving successful departmental integration during NPD projects. This study examines the nature of cross-functional relationships (CFRs) from a micro-management perspective. That is from the perspective of the R&D Manager and the Marketing Manager, continues previous conceptual development by (Anon) that suggested that this working relationship is more complex than previously conceptualised by NPD researchers. By using data …

Support Or Spoon Feeding? Research Skills Training For First Year Marketing Students In A Large Class, S. R. Lambert, V. K. Yanamandram

Senior Deputy Vice-Chancellor and Deputy Vice-Chancellor (Education) - Papers

This paper describes the work done by the authors to develop and evaluate a new worksheet and quiz assessment developed to explicitly teach the skills required by marketing students to complete their studies and to be successful professional marketers. While concerns were raised in the teaching faculty that such interventions might amount to spoon feeding, the authors felt that there was sufficient evidence to suggest that such an activity was an effective learning support, especially in such a large first year class. Student survey results indicate that for many students the activity successfully taught a repeatable process of how to …

The Causal Ordering Of Key Cross-Functional Relationship Dimensions: A Replication Study Using The Marketing/R&D Relationship, Elias Kyriazis, Graham Massey

Faculty of Commerce - Papers (Archive)

How do working relationships between functional managers develop, and how are they maintained? Does interpersonal trust drive communication, or is communication the building block of interpersonal trust? Massey and Dawes (2002) examined the causal ordering of three key behavioural constructs - communication behaviours, interpersonal trust, and interpersonal conflict in cross-functional relationships between Marketing Managers and Sales Managers. By using three competing models they found evidence that CFRs are built on a foundation of effective communication, specifically, bidirectional communication. This current paper is a replication of their study in the context of the Marketing/R&D relationship during 184 Australian new product development …

The Role Of Trust In The Marketing And R&D Interface During The Npd Process: A General Framework, Elias Kyriazis, Janette K. Rowland

Faculty of Commerce - Papers (Archive)

A gap exists in our understanding of the role that "trust" plays within organisations that produce new products. Recent organisational research suggests that trust plays a more significant role in modern organisational structures than previously thought. Trust encourages efficient information sharing, it limits defensive behaviours, encourages citizenship behaviours, it leads to co-operation and teamwork, and encourages collaboration. The NPD literature has traditionally focused on "integration methods" which promote information sharing and interaction amongst participants. Trust has been viewed as a "by product" of these approaches. A framework is proposed which highlights the important role that management play in creating an …

A Developmental Approach To Teaching Internet Marketing, Rohan Miller, Ray Stace, Gwyneth Howell

Senior Deputy Vice-Chancellor and Deputy Vice-Chancellor (Education) - Papers

Just as buying and selling over the Internet represents a new frontier for commerce, teaching students how to best use the Internet in marketing presents educators with new challenges and new opportunities. Perhaps the most distinguishing feature of Internet commerce that must be confronted by educators is the general absence of inter-personal communication in customer exchanges. As most Internet marketing takes place using a self-service technology (SST) that enables customers to consume products independent of direct service employee involvement (Meuter, Ostrom, Roundtree and Bitner 2000), it seems inappropriate to teach marketing in an Internet environment by relying on traditional lecture-tutorial …

Increasing Acceptance Of Managers For The Use Of Marketing Decision Support Systems, Danielle Stern

Faculty of Commerce - Papers (Archive)

There have been many investigations into decision support systems and the range of benefits they can provide to an organisation. Despite the increased use of these systems in professional practice, there remains a lack of acceptance towards marketing decision models, with many managers resisting their full implementation. This paper presents results of a task designed to explore the extent to which decision models are understood. Although findings show low levels of understanding, it appears that relevant ability and skill can be learned. Educational programs could use the task to raise awareness of problems related to human misjudgment and to demonstrate …