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Relationship marketing provides a new foundation for thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. It seems to have a lot to offer to social marketing, however, despite its potential, the social marketing field is responding slowly to relational thinking. This research demonstrates that relationship marketing helps social marketing and that its absence seriously undermines the field. Our examination is critical because it de-constructs the transactional paradigm and shows how its logic is incapable of responding to the complexities of contemporary pluralist societies. From the literature, we have identified the principles, processes and constructs of relationship marketing that are transferable to social marketing. Further, we have identified the challenges and implications of that transference, given the particular characteristics of social marketing. To empirically examine the potential of relationship marketing in social marketing, we have conducted a process evaluation and developed a specific framework that incorporates and reflects relationship marketing principles, processes and constructs. This research makes an important methodological contribution because it goes beyond current frameworks and suggests alternative evaluation components. The process evaluation was applied through an explanatory, holistic and single case-study design. The case was a parent drugs prevention programme and to examine it we have predominantly used a mix of qualitative methods and a research design which enabled triangulation. Through the application of process evaluation to the case we have de-constructed the dominant paradigm of the programme and examined its consequences. The findings indicate that the programme did not widely applied the principles, processes and constructs of relationship marketing. Despite having successfully applied relationship marketing in specific parts of the programme, these correspond to technical rather than strategic aspects of relationship marketing and worked as isolated parts rather than as a whole. More fundamentally, rather than seeing consumers as partners, the programme saw consumers as targets, not recognizing them as the main drivers of the value creation process. The programme was therefore shaped by a transactional perspective which affected its assumptions and undermined its design and implementation. The main conclusion is that, despite its theoretical potential, it is challenging and difficult to transfer relationship marketing to real live social marketing programmes. In particular, social marketing needs to be more reflexive and self-critical in order to de-construct its prevailing paradigm and start re-constructing an alternative. This demands not only a new attitude, new values and new assumptions but also a focus on resources, competences and new and more flexible organizational structures.

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Date: May 28th, 2008 Course: Master thesis, EFO705 Authors: Prapanrat Prommeenate 830202 Ruechupan Chookruvong 811004 Tutor: Tobias Eltebrandt Title: Political Marketing: Brand Personality for Generation Y Thai voters. Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters? Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions. Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand. Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed. Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.

<p> Community leaders of nonprofit animal rescue organizations have options in determining if investing donated dollars in digital marketing or social networking services are profitable communication strategies for advertising adoptive companion animals. The alternative is to continue with traditional marketing tactics. Pet adopters may seek gratification of marketing mediums differently based on generational differences. Providing the leaders generational preferences of marketing mediums could present the proper tools for adopting out companion animals before euthanasia. This correlational study addressed the marketing preferences of advertising homeless animals from adoptive parents for generational cohorts Matures, Baby Boomers, Xers, and Millennials. A self-designed survey was distributed to 249 adoptive parents at the premises of the two participating nonprofit animal rescue organizations for a three-month period. The survey questions were designed to assist in providing information to the problem. The specific problem is homeless companion animals may not be marketed properly satisfying the gratifications based on generational differences of potential adoptive parents. The purpose of this correlational study was to determine if a relationship exists between the generational cohort of the adoptive parent and the marketing medium preferences regarding homeless animals temporarily residing in Monmouth County, New Jersey. A Spearman&rsquo;s rho correlation coefficient was calculated for marketing medium tactics used to advertise homeless pets. The study revealed a relationship between a generational cohort and it&rsquo;s marketing medium preferences radio, mobile applications, Facebook, Twitter, Pinterest, YouTube, blog, and Instagram. The results suggested advertising on these marketing mediums is preferred by the younger generations, Millennials and Xers.</p>

MKT- CLASE 6 - El Posicionamiento

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