In spite of the rapid increase in the illegal trade of rhinoceros horn in the past decade, that has led to the potential demise of a specie, solutions have proven difficult to come by in both literature and in practice regarding effective means to hinder, decrease or stop this illegal trade. The purpose of the current research is to contribute to solving this challenge through framing the illegal poaching of rhino horn as a social dilemma that could be solved by focussing on solutions from the demand side perspective. The research posits that large corporates can use partnership with social causes as an avenue to attain company objectives simultaneously when changing unsustainable behaviour; in this instance the destruction of a species through the rhino horn trade for traditional medicine. Specifically, the research questioned the probability of a focus on changing the behaviour. The research proposed that a sponsor enter into the traditional medicinal market with a scientifically endorsed substitute product from the sponsor company with the objective of changing the demand/behaviour. The suggestion to partner with this cause is not merely part of a passive corporate’s social responsibility to re-invest into society alone, but can also be viewed as part of a strategic intent to attain company objectives. The results found that partnership attractiveness and viability as an investment opportunity for the sponsor company primarily needs to be aligned to a business case by the sponsee, thereby increasing the attractiveness for the sponsor to consider. The need to consider the “business case” of this type of partnership also emphasised the importance of including partnerships as part of the company’s promotional mix and to be strategically considered by the sponsor company. In conclusion the study recommends further research into the sponsor company’s reluctance to enter into partnerships where the cause is deeply rooted in cultural beliefs and behaviours such as is the case in rhino horn consumption, as well as modern beliefs concerning status and materialism. Further recommendations include researching in the countries of origin regarding the consumption of rhino horns, namely Vietnam and China, to gain insight and access into the cultural dynamics of behaviour. / Dissertation (MBA)--University of Pretoria, 2013. / mngibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Numerous not-for-profit organizations are developing and implementing social marketing programs that aim to address important social issues. Sponsorship has become an important tool to obtain necessary funds to run these programs. However, in today’s competitive environment, organizations have to compete for very limited sponsorship opportunities. To maintain and improve sponsorship relationships, organizations need to be able to evaluate sponsorships using efficient, proven methods. Thus, evaluation of social marketing sponsorship becomes an important component for both scholars and practitioners. However, this area still remains largely under-researched, especially in an empirical setting. This thesis fills this gap by evaluating Coca-Cola Canada sponsorship of the ParticipACTION Teen Challenge program. The results indicate that partners in sponsorship have successfully achieved their shared social marketing objectives by collaborating positively in delivering the program and by creating opportunities for participants to benefit from the program. The research highlights main factors that impact effective sponsorship implementation and evaluation.

Mr. H.B. Klopper

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.

China as the world’s largest social-media marketing place, its way of marketing is dramatically different from its counterpart in the western countries. This is greatly influenced by China’s special social environment and traditional culture. This study focus on the social marketing methods adopted by Durex and applied in China context. Durex use its official weibo account as the main channels to promote its product, corporate image and interact with consumers. The purpose of the study is to appraise the effect of Durex’s way of social marketing on Chinese consumer’s perceived brand image and consumer purchase intention and to what extent help build their brand equity. The mixed qualitative and quantitative methods are employed in this research. The findings demonstrate that consumers are very acceptable to Durex’s creative way of social marketing and it does help Durex to shape a valuable company brand image.

No description available.

Thesis (MBus) -- Auckland University of Technology, 2003. / Also held in print (75 leaves, 30cm.) in Wellesley Theses Collection (T 658.800993 HAR)

Thesis (Ph.D.)--Southern Illinois University at Carbondale, 2007. / Adviser: John Fraedrich. Includes bibliographical references.

Sponsorship of sport has become an integral part of the marketing mix of the corporate world, with corporations devoting large amounts of money to associate themselves with a particular sport and/or its identity. This seemingly ever-increasing use of sport as an entertainment medium by television broadcasters and the concomitant increasing amounts of money tied up in the upper echelons of professional sport have made it hard to imagine professional sport without corporate sponsorship.Sponsors have become increasingly prudent about the way their sponsorships is spent. A mere “feeling of association” is not enough to justify the amounts of money required to become a sponsor of a top-level sport. Corporations therefore utilise methods of monitoring sponsorship effectiveness to ensure that they receive maximum return on their investment. / Mr. T. Terblanche

The importance of the consumption of a diet rich in fruit and vegetables, for overall health, has been highlighted by the UK government in recent years. Consumption of fruit and vegetables is considerably lower in Scotland than in other parts of the UK. Behavioural change is most likely to come about through a comprehensive understanding of the range of factors influencing fruit and vegetable consumption, and the nature of the interaction of these factors. With variations in fruit and vegetable consumption by place and social class, this study focused on an area of low fruit and vegetable consumption in Scotland, and compared this to an area of high fruit and vegetable consumption in England, with socio-economic profile matched. The determinants of consumption, and their interrelationship, were investigated using qualitative information from focus group discussions, and quantitative data from a structured questionnaire. Multivariate models of fruit and vegetables consumption were developed, using log linear analysis, logistic regression and discriminant analysis. The models developed identified significant differences between fruit and vegetable consumption behaviour. Fruit consumption was mainly influenced by sociodemographic variables,in particulars mokers tatus. The impact of place and social class was substantial, when these variables were considered in interaction with the other socio-demographic variables. In contrast, vegetable consumption was influenced by motivational and attitudinal factors. Of these, the extent to which vegetables satisfied `convenience' expectations, and `hedonic motivations' were the most important influences, critical to vegetable consumption. The findings also suggest that the development of a generic model of food choice may not be an achievable goal, since the models of these two (similar) foodstuffs are so different. Strategies to promote fruit and vegetable consumption, must address the different characteristics, and priorities, of low fruit and vegetable consumers.