Roger Gomes

Marketing Department Leadership: An Analysis of a Team Transformation:

Using qualitative and quantitative research methods, the leadership style of a department chair in a marketing department that underwent a transformation in collegiality and research productivity is investigated. The leader™s unique leadership style was compared to published models, and a composite model was identified based on responses of faculty familiar with the leader. Rationale for the mechanism at work and suggestions for application are stressed.

Strategic Internet and E-Commerce Applications for Local Nonprofit Organizations

SUMMARY The world of Internet applications is expanding faster than many academics and other professionals can follow. Although it is extremely challenging to provide a helpful review of such quickly changing issues, particularly those relating to local nonprofit organizations, we consider previous Internet and e-commerce research, the current state of organizational Web applications, different types of local nonprofit organizations and how their different missions and objectives may impact their strategic Web decisions. Perhaps more important, we also address a wide range of important individual e-technology issues and implications. For any nonprofit considering integrating an Internet presence into their promotion and offering mix, the process may seem to require almost heroic determination and dedication. It is a continuous challenge for professionals to search out critical information sources (books, articles, on-line postings, etc.) and many such sources are included here as examples and references. Finally, this review suggests that the Internet revolution is not just a new type of advertising technique, but has the potential to redefine organizations (including local nonprofits) and the professionals who run them.

Building Relationships with Major‐Gift Donors: A Major‐Gift Decision‐Making, Relationship‐Building Model

An important concern for many nonprofits is their major gift (MG) fundraising. Major gifts comprise substantial percentages of a nonprofits annual budget, but to date there has not been any available stand‐alone, data‐driven, encompassing, nonprofit MG fundraising model. We propose the AID‐TIM (awareness and understanding, interest and involvement, desire to help, trial gift, information about what and how to give, and major gift action) model to alleviate that situation. Underpinnings of the model, explanation of the elements that make up the model, and benefits of using the model are discussed. Finally, detailed, how‐to sections for each element of the model are included.

The Potential for Cross-Functional Contributions to B2B E-Commerce Marketing Initiatives: E-Commerce and Purchasing Professionals

ABSTRACT While there is a great deal of information in the literature linking purchasing personnel with both supply side and distribution side transactions, there is little evidence of their involvement in setting the design and strategic objectives of their own companys e-commerce activities. Yet, these professionals have much to offer marketing personnel who may be charged with developing e-commerce strategy and Websites. This paper suggests a proactive approach that supports the benefits of such cross-disciplinary collaboration between marketing and purchasing professionals within a firm.

A Trust-Building Strategy to Reduce Adversarial Tension and Increase Learning in Case Pedagogy

In this paper, the authors note that capstone and graduate case pedagogy often leads to negative tension in the classroom. To reduce the problem a trust-building, risk-reducing strategy is suggested to decrease tension and increase the students’ interest and involvement. Elements of that strategy include minimizing stress through information, structure and teambuilding, and improving performance through self-defined objectives, behavior modeling, nurturing student self-confidence, and by publicly rewarding excellence as acknowledged by peers.

An Empirical Examination of the Pre-Purchase behavior of Opinion Leaders

This paper reports on an exploratory study which investigated the personal decision-making process of opinion leaders. A multivariate nominal analysis (MNA) model was developed which significantly predicted interpersonal communication categories with independent variables representing stages of a basic model of consumer decision making.

The Attractiveness of Television Versus Magazines as Advertising Media to Target Collegians: 1989 – 1999–Abstract

This paper argues that college-aged men and women represent an increasingly attractive market for a wide range of goods and services. Therefore, how this segment regards and responds to promotion is of great interest to a large set of advertisers. Ten years ago, college students were surveyed to uncover their perceptions regarding television versus magazine advertising. An adapted “Magazine Publishers Association of America” schedule of items used to assess the students’ agreement or disagreement that such ads were appealing, annoying, informative, exaggerated, believable, unbelievable, helpful, silly, boring, offensive, and that they presented quality products. In comparing the survey results from ten years ago to a recent replication, the findings indicate that while students used to be more universally positive about magazine advertising, their perceptions of the two media have become more similar over time. Still, although students perceive that television advertising has become more appealing, informative, and helpful, they concurrently feel that it has become more annoying and exaggerated. Comparison tables with Chi-square measures are provided for each item characteristic. The results indicate that as ads and media have become more sophisticated, the media planner’s decisions have necessarily become more complex.

A Neural Network Approach to Pattern Recognition in Marketing Data Analysis: An Analysis of Both the Positive and Negative Aspects of System Performance

Neural network research in artificial intelligence, although reported mainly in computer science literature, is being pursued by scientists in a variety of disciplines throughout the world (Hopfield 1987). A neural network is an artificial intelligence approach to computing that is characterized by interconnected, parallel functioning neurons with an operating design philosophy based on the biological brain. With newly available software, this type of network can be trained to accept independent variable values as input, and by determining its own heuristic for their relationship, estimate dependent variable values as output. Common terminology used to indicate this type of neural network processing include: adaptive systems, parallel distributed processors, neurocomputers, and natural intelligence (Stanley 1989). Particularly, where prediction is the main objective, neural analysis is finding marketing applications in place of, or in addition to, multivariate techniques such as multiple regression, discriminant analysis, and logistic regression. This is not to suggest that statistical analysis is in danger of becoming obsolete. Neural analysis can only be expected to provide limited insight into data, and will only be appropriate in a small subset of applications.

The Advantages of the Customer Value/Mission Matrix for Strategic Nonprofit Marketing Analysis

Application of traditional portfolio methods to nonprofit marketing situations is difficult, to say the least. For the most part, they require detailed market share, market strength, market growth, market attractiveness, and/or cost and profit accounting information that many nonprofits do not have and may not be able to acquire given the nature of products typically offered by nonprofits, e.g., services and/or social behavior programs. We suggest use of a recently proposed product portfolio model, the customer value/mission (CV/M) matrix as a method that can help nonprofits in their product planning endeavors. The CV/M matrix better serves the needs of marketing strategists not only in for-profit organizations but in nonprofit ones as well. This is because it reflects on customer value and differential advantage in the eyes of an organization’s consumers. This paper directly compares the use of an older portfolio matrix that has been suggested for use in nonprofit organizations with use of the new matrix and discusses some advantages and disadvantages of each.