Bruce Wrenn

The Market Orientation Construct: Measurement and Scaling Issues

The marketing conceptlmarket(ing) orientation constructs are examined from both a historical perspective and with respect to measurement and scaling issues. These three constructs are defined and studies from more than thirty years of empirical investigation of topics are referenced, summarized, and categorized by measurement objectives and fmdings. Measurement theory is discussed with implications for scaling the three constructs, with particular emphasis on the appropriate use of categorical, Likert, and Thurstone scales. Suggestions are provided for marketing managers seeking to measure their organization’s marketing orientation or extent of adoption of the marketing concept.

A broadcasting model for the music industry

In 2000, sales in the global music industry amounted to approximately

Contribution to hospital performance: market orientation vs. marketing effort and lack of competition.

US 37 billion (International Federation of the Phonograph Industry 2001a). These figures are for sales of physical music formats, such as compact discs (CDs), cassettes, and vinyl. Despite the large scale of the music industry, there are indications that physical music sales are in the maturity stage of the product life cycle, and may even be declining for some music formats. For example, Diebold, a leading German management and technology consultancy company, observes that global music sales fell from

Marketing Orientation in Hospitals: Findings from a Multi-Phased Research Study

41.5 billion in 1995 to

The Marketing of Parochial Schooling Modeled as an Exchange Process

38.5 billion in 1999

Marketing Orientation of Hong Kong Service Organizations: A Pilot Study

Abstract Marketing is still viewed with some skepticism by some hospital administrators who wonder if marketing is needed when the hospital is in a benign competitive environment. This research seeks to investigate the contribution of a marketing orientation to hospital performance beyond what can be achieved by merely spending money on promotion or not facing stiff competition. Findings reveal that having an authentic market orientation makes a significant contribution to a hospitals success above what can be achieved through promotional budgets and lack of competition.

Marketing Orientation: Past, Present and Future

ABSTRACT It is clear from numerous studies conducted over a wide variety of industries that marketing-oriented organizations perform better than those that do not adopt this business philosophy. Recent studies have confirmed this finding in healthcare organizations as well. What is now coming to light is the way in which a marketing orientation does contribute to better performance in hospitals, and the difficulties marketers face in getting recognition of that fact by non-marketers in their organization. This article reports on a multi-phased research study of the implementation of marketing-oriented behaviors in a hospital setting.

Social Control in Marketing Channel Systems

An old adage has it that “necessity is the mother of invention.” This aphorism may in part account for the increased interest of church school educators in the discipline of marketing as an aid in stimulating demand for their product. Drawing from social exchange theory, the framework below explores the link between sociology, marketing, and education in explaining why people choose education in parochial schools.

The Essentials of Marketing Research : Text and Cases

Abstract While investigations into the degree of marketing orientation of U.S. companies are increasing in the literature, few such studies exist for foreign firms. This study reports the results of a survey of executives in Hong Kong to determine the marketing orientation of service organizations in that country. There were significant differences between those who were more marketing oriented and those who were less marketing oriented.

Marketing Research: Text and Cases

One of the most written about and debated constructs in marketing literature has been the marketing concept or its companion construct marketing orientation. Although the marketing concept has had its share of detractors over the years, virtually every marketing management or principles text written today includes a discussion of the benefits derived to all types of organizations from adopting the market concept or becoming marketing oriented. This paper seeks to provide a review of the research into this core construct for the marketing discipline, and suggest areas of profitable future research.