Эффективный маркетинг отношений: модель характерности идентичности. Ситуация некоммерческого маркетинга

Arnett Dennis B.; Hunt Shelby D.; German Steve D.

Характер социального обмена;

Характерность идентичности и успех маркетинга

отношений;

Модель успеха маркетинга отношений

некоммерческой организации, основанная

на характерности идентичности;

Альтернативная модель;

Метод исследования;

Результаты исследования;

Обсуждение результатов;

Основы маркетинга Изучение маркетинга

Маркетинговые исследования Методология исследований

Потребительское поведение Модели поведения

Наука и научное обслуживание

Аннотация

Исследователи рынка сходятся во мнении, что установление долгосрочных отношений с ключевыми партнерами бренда и другими заинтересованными лицами и организациями это важная стратегия маркетинга в условиях острой конкуренции современного делового мира. Данную концепцию, известную под названием маркетинга отношений, успели принять на вооружение многие организации. Неоднократно предпринимались попытки проанализировать факторы, обеспечивающие успех маркетинга отношений. Отношения на рынке, которые рассматривались в большинстве подобных работ, отвечают следующим условиям: (1) носят, по большей части, экономический характер, (2) опираются на маркетинг b-2-b и (3) связывают коммерческие фирмы. Однако, как убеждены авторы данной статьи, маркетинг отношений является действенной стратегией и в контекстах, для которых характерен высокий уровень общественного обмена, маркетинг b-2-c и некоммерческий маркетинг. Для успешного применения данной стратегии в подобных условиях необходимо, чтобы характеристики отношений на рынке отличались от тех, что были выяснены в ходе предыдущих исследований. Авторы создают модель успеха маркетинга отношений, основанную на характерности идентичности , позволяющую, согласно их гипотезе, объяснить успех данной стратегии в отношениях обмена, которые (1) задействуют индивидуумов и (2) основываются, главным образом, на общественном обмене. Далее авторы уточняют и тестируют предложенную модель, привлекая в качестве контекста маркетинг в сфере некоммерческого высшего образования. Результаты тестов подтверждают жизнеспособность модели.

Журнал: «Маркетинг и маркетинговые исследования» — №1, 2004 (© Издательский дом Гребенников)

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Arnett Dennis B.

Доцент маркетинга (США).

Hunt Shelby D.

Профессор маркетинга в Колледже управления бизнесом Джерри С. Роулза (Технический университет Техаса). (США).

German Steve D.

Адъюнкт-профессор бизнеса в Христианском университете города Лаббок. (США).

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