Dennis R. McDermott

Developing and Managing a Mission Statement: A Study of Marketing Departments:

The results of a survey of chairpersons show that marketing departments accredited by the American Association of Collegiate Schools of Business that have developed a mission statement are in the minority; approximately half of those that have done so perceive the benefits to be either moderate or insignificant. These findings indicate possible limitations in the development and/or management of the mission statement. This article proposes a process for the efficient and effective development of a mission statement and outlines methods to manage it.

Formalizing Evaluation Procedures for Marketing Faculty Research Performance

Abstract Faculty evaluation, especially regarding research performance, has become an increasingly important issue. In this article, we report the results of a national survey of marketing department heads that indicates that very few marketing departments have formalized the development and communication of research performance standards to faculty. We also propose guidelines and methods to accomplish these procedures most effectively.

Assessing the Differences and Similarities Between Hospital Chains and Independents Regarding Revenues, Profits, and Community Contributions

Hospital systems or chains continue to grow their market share relative to independent hospitals. This trend generates concerns among health care industry observers as historical performance suggests chains charge more for health care services than the independents while providing reduced contributions to their community. This study empirically assesses key performance measures of 67 acute-care hospitals in Virginia by testing if there are differences between chains and independents regarding total patient revenues, revenues per admission, profitability and community support, including charity care, bad debt, taxes paid and Medicaid participation. Implications to industry policy-makers as well as to hospital executives and marketing managers are then presented.

Rating the Newer Marketing Journals: Familiarity and Quality Evaluations by Marketing Department Heads

There has been a proliferation of new marketing journals in recent years. Although there are more opportunities for marketing faculty to publish in refereed outlets than ever before, it is also important for prospective authors to understand faculty perceptions of the newer journals. Unfortunately, even recently published journal ranking studies (e.g. Browne and Becker 1991, Gordon and Heischmidt 1992) do not include many of the newer publications. This paper presents familiarity and quality ratings of newer marketing journals based on a survey of marketing department chairs at AACSB-accredited business schools. It also includes an examination of the relationship between the relative research emphasis at a school and department chairs’ journal evaluations.

A Marketing Analysis of Housing and Neighborhood Dimensions Among Black Consumers: A Case Study

The focus of this study is to develop a marketing plan to increase the amount of home ownership in the Church Hill area of Richmond by middle-class black consumers. Focus group interviews and a telephone survey were employed to determine the target markets’ attitudes, priorities, and intentions regarding housing and neighborhood factors.

Applying Market Research to a Service Organization: A Case Study of the United Way of Greater Richmond, Virginia

The United Way of Greater Richmond, Virginia recently sponsored a market research project designed to assess the public’s general perceptions of United Way, importance ratings of tasks and services United Way performs, knowledge and attitudes regarding United Way’s performance, donation-related behavior and motives, and demographics. The data, based on 1,120 completed employee questionnaires from 15 major employers, are analyzed relevant to United Way’s future marketing efforts regarding market segmentation, product and service offerings, and promotional or educational programs. Key differences regarding potential and existing contributors to United Way are highlighted based on a profile of those aged 35 or over compared to those under 35.