stephendann's documents

A table of four eras of the American Marketing Associations definitions of marketing, and a head to head between the Chartered Institute of Marketing's definition, and the AMA's 2004 and 2007 definitions.

Between 1950 and 1965, a range of marketing texts were released by an unheralded marketing scholar by the name of Theodor Geisel. At the time, the marketing texts were unrecognised by industry and academia, who discarded the theories concerning relationship marketing, promotion, service recovery, and the dangers of product over complication and neglect of front line service staff. This paper se...

Stars Wars has attracted a cadre of dedicated fans across a multi-decade period. With the first film rapidly approaching 30 years old, the final instalment in the six episode part was released on May 19, 2005. This study looks at the influence of fandom on aspects of the consumption of the Star Wars experience, including attitudes to Star Wars films. The study also tests a new measure of fandom...

Traditionally examined as a self reported behavioural measure of speed of adoption of an existing innovation (Rogers, 1995), this paper demonstrates the use of temporal innovativeness as a self report measure of the speed to which a person intends to adopt an innovation. The reconceptualisation of temporal innovativeness as “temporal preference” creates an opportunity to merge the fields of “ti...

Street-level marketing represents a method of marketing through involvement and membership of psychographic market niche. It is based on combining the observational methodologies of ethnography with the objectivity of marketing planning to assist goods, services or ideas developed to service a psychographic market niche by a member of the market niche. It represents a movement away from the tra...

Street level marketing (SLM) represents a new movement in the application of marketing theory. Much of contemporary marketing theory focuses on top down implementation of marketing strategies, aided and guided by intrusive observational marketing research technique which endeavor to capture a single snapshot of a marketing environment that can be translated into long term marketing strategies. ...

The nature of the Internet as a medium of information has created opportunities for a global market place of ideas. As part of this new wave of idea driven commerce, there has been a rapid increase in the number of niche orientated products being developed by microbusinesses, operating without much of the traditional overheads of small business, who are using the Internet as their sole distribu...

Street Level Marketing (SLM) is defined as the marketing activities undertaken by a member of a psychographic niche to further the adoption of an idea, good or service, developed within the niche, to meet the specific needs or wants of the niche (Dann and Dann, 2004). With the revision to the AMA’s understanding of marketing in 2004, the opportunity exists to revisit the street level marketing ...

Finding out what was thought about Star Wars Episode III, Jar Jar Binks, and whether Yoda can really sell Diet Pepsi

Star Wars Survey 2005 www.stephendann.com 1 The 2005 Star Wars Midnight Screening Study Finding out what was thought about Star Wars Episode III, Jar Jar Binks, and whether Yoda can really sell Diet Pepsi Star Wars Survey 2005 www.stephendann.com 2 The Study: Findings and Outcomes One of the problems of contemporary marketing research is the discovery of "common sense" results which ar...

Social marketing is predicated on the ideals of commercial marketing, with the needs of the market being paramount in the creation of a message, idea or product that will lead to social change for the greater good. As an adaptation of commercial marketing, social marketing acquired the understanding of commercial exchange and the freedoms to accept and reject the offers in an open market. With ...

Is it time for social marketing to cease being a subset of marketing and branch out as an alternative disciplinary field? This paper examines the conceptual and ideological problems associated with social marketing adjusting to the new commercial marketing definition, and outlines the gaps between the commercial definition, and the social marketing field. With the development of a new focus i...

Social marketing has been a discipline founded on the open and robust exchange of ideas regarding the nature of social change, the adaptation and adoption of commercial marketing, and the ethicality of influencing behaviour for beneficial outcomes. As a practical discipline, with a strong theoretical and philosophical framework, it also relies on the open communication between academic and prac...

This study was conducted as a result of the author realising that nearly 300 hundred people would be queuing for the midnight session of Revenge of the Sith. Working on the assumption that a survey would provide momentary respite from the boredom of queuing, the author conducted a study on attitudes to the Star Wars films and associated issues, including use of Star Wars characters for product ...

Normative outcomes represent the degree to which an individual seeks the approval of their immediate social group on micro level issues of individual product purchase or behaviour. Unlike similar measures such as attention to social comparison information, normative pressures operate at the lower levels of individual behaviours, rather than social level pressures. The five item normative outcom...

Normative outcomes represent the degree to which an individual seeks the approval of their immediate social group on microlevel issues of individual product purchase or behaviour. Unlike similar measures such as attention to social comparison information, normative pressures operate at the lower levels of individual behaviors, rather than social level pressures. The paper outlines the developme...

The nature of the Internet as a global market place for ideas has seen a rise in the number of small, medium and microbusinesses that are taking advantage of these opportunities. As a part of this new wave of idea driven commerce, there has been a rapid increase in the number of niche orientated products being developed by microbusinesses operating without much of the traditional overheads of s...

Schema mismatch theory, part of sponsorship and celebrity endorsement theory, allows for stronger message association where a mild discrepancy between endorser and the endorsement exists. Continued support of the club where the player engaged in a breach of the TAC road safety message would have created the mismatch. This mismatch could have been leveraged into demonstrable evidence of the cont...

Social Marketing approaches to anti-speeding in Australia have focused on a range of methods of controlling attitudes towards speeding, and influencing behaviour. In early 2002, a series of high speed car advertising campaigns prompted a call for bans on commercial car advertising that glamorised or advocated high speed driving. Proponents of the ban claimed that the advertising influenced youn...

Legislative Demand and Risk Perception: Examining a link between risk perception and demand for government intervention in the marketing of consumer products with perceived health risks. An honours thesis submitted for the Bachelor of Commerce with Honours.