There is a school of thought having reservations with the relevance of programmes of National University of Lesotho (NUL) in relation to the demands of the labour market. This reservation has put pressure on NUL to amplify the employability and marketability of graduates by confirming that NUL learning experiences translate into a fulfilling transition to the labour market. This study seeks to identify NUL major areas that need improvement to upsurge employability and marketability of its graduates. A sample of 590 graduates was drawn from 11,233 total graduates who graduated between 2012/2013–2016-2017. A stratified random sampling was used to draw elements to the sample, from each stratum; a simple random sampling was used to select respondents. A total of 467 respondents provided useable responses translating into 79 percent response rate. Results revealed that most of the graduates were from the Faculty of Education while the least were from Faculty of Humanities. The foremost areas for improvement are related to the deficiencies regarding provision of quality of education and relevant curriculum. To enrich NUL programmes, it has to integrate the Employability strategy, Marketing strategy, review of curriculum and provision of an enabling teaching and learning environment as they are germane to the enhancement of graduate employability and marketability of NUL graduates.
{"title":"Amplifying Graduates Employability and Marketability: The Case of the National University of Lesotho","authors":"Regina M. Thetsane, M. Mokhethi","doi":"10.15640/JMM.V8N2A7","DOIUrl":"https://doi.org/10.15640/JMM.V8N2A7","url":null,"abstract":"There is a school of thought having reservations with the relevance of programmes of National University of Lesotho (NUL) in relation to the demands of the labour market. This reservation has put pressure on NUL to amplify the employability and marketability of graduates by confirming that NUL learning experiences translate into a fulfilling transition to the labour market. This study seeks to identify NUL major areas that need improvement to upsurge employability and marketability of its graduates. A sample of 590 graduates was drawn from 11,233 total graduates who graduated between 2012/2013–2016-2017. A stratified random sampling was used to draw elements to the sample, from each stratum; a simple random sampling was used to select respondents. A total of 467 respondents provided useable responses translating into 79 percent response rate. Results revealed that most of the graduates were from the Faculty of Education while the least were from Faculty of Humanities. The foremost areas for improvement are related to the deficiencies regarding provision of quality of education and relevant curriculum. To enrich NUL programmes, it has to integrate the Employability strategy, Marketing strategy, review of curriculum and provision of an enabling teaching and learning environment as they are germane to the enhancement of graduate employability and marketability of NUL graduates.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123751842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Viral marketing is a relatively new marketing tactic that relies heavily on simple sources like social media and word of mouth to reach a large audience. Traditional marketing approaches often rely on strategic segmentation and specific adjustments for different targets, but viral marketing has been characterized by the rapid reach to consumers by just a single element which is generally shared by consumers themselves, and does not have to be strategically pushed through various channels by marketing teams.
{"title":"The Effectiveness of Viral Marketing in American vs. Indian Market Segments","authors":"Manasi Shinde, P. Berger","doi":"10.15640/jmm.v8n1a1","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a1","url":null,"abstract":"Viral marketing is a relatively new marketing tactic that relies heavily on simple sources like social media and word of mouth to reach a large audience. Traditional marketing approaches often rely on strategic segmentation and specific adjustments for different targets, but viral marketing has been characterized by the rapid reach to consumers by just a single element which is generally shared by consumers themselves, and does not have to be strategically pushed through various channels by marketing teams.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127964004","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study applies the retail environment model to a shopping with a companion(s) context by considering how much a companion(s) engages in a shopping process to fulfill utilitarian, hedonic, and social shopping goals and examines the influence of retail atmospherics and companions on consumers’ emotions and behavioral responses. This study reconfirms the findings of previous retail environment studies and purchase-pal studies in that consumers experience pleasant feelings and enjoy a shopping process when they are surrounded by attractive retail atmospherics and companions actively share purchase-related information and help them to acquire products. However, unlike previous retail studies, neither retail atmospherics nor purchase-related behaviors (utilitarian shopping goal fulfillment behaviors of companions) directly influence consumer’s re-patronage intention. Both hedonic and social shopping goal fulfillment behaviors of companions directly affect shopping pleasure and re-patronage intention.
{"title":"Influence of Shopping Goal Fulfillment Behaviors of Companions on Consumers’ Affective and Behavioral Responses","authors":"Junsang Lim","doi":"10.15640/jmm.v8n2a1","DOIUrl":"https://doi.org/10.15640/jmm.v8n2a1","url":null,"abstract":"This study applies the retail environment model to a shopping with a companion(s) context by considering how much a companion(s) engages in a shopping process to fulfill utilitarian, hedonic, and social shopping goals and examines the influence of retail atmospherics and companions on consumers’ emotions and behavioral responses. This study reconfirms the findings of previous retail environment studies and purchase-pal studies in that consumers experience pleasant feelings and enjoy a shopping process when they are surrounded by attractive retail atmospherics and companions actively share purchase-related information and help them to acquire products. However, unlike previous retail studies, neither retail atmospherics nor purchase-related behaviors (utilitarian shopping goal fulfillment behaviors of companions) directly influence consumer’s re-patronage intention. Both hedonic and social shopping goal fulfillment behaviors of companions directly affect shopping pleasure and re-patronage intention.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134131960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Amanzou Nogbou Andetchi Aubin, N. Charlemagne, Kouassi Kouadio Benal, Mobio Jacob Aubin, Kouakou Kouakou Phillips, K. Alfred, A. Georges
{"title":"Notoriety or Reputation: Implications for the Choice of Products with Potential Geographical Indication","authors":"Amanzou Nogbou Andetchi Aubin, N. Charlemagne, Kouassi Kouadio Benal, Mobio Jacob Aubin, Kouakou Kouakou Phillips, K. Alfred, A. Georges","doi":"10.15640/jmm.v9n2a2","DOIUrl":"https://doi.org/10.15640/jmm.v9n2a2","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132447637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Marketing Strategies of American and Canadian Event Planners in a Pandemic","authors":"Lise Héroux, Mark M. Gultek","doi":"10.15640/jmm.v9n1a5","DOIUrl":"https://doi.org/10.15640/jmm.v9n1a5","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115455570","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper discusses how the concept of internal marketing (IM) can be applied to achieve a competitive advantage within the public medical sector in Korea. We suggested that internal marketing is a fundamental key factor in obtaining an organization's competitive advantage. We specifically examine relationships between IM, self-efficacy, internal customer satisfaction, service innovation, internal service quality, and competitive advantage. Based on the results, we suggest some academic and practical implications.
{"title":"The Role of Internal Marketing in Korea’s Public Medical Sector","authors":"Hui Sun, Won-seok Bang, Longyuan Sun","doi":"10.15640/jmm.v8n2a3","DOIUrl":"https://doi.org/10.15640/jmm.v8n2a3","url":null,"abstract":"This paper discusses how the concept of internal marketing (IM) can be applied to achieve a competitive advantage within the public medical sector in Korea. We suggested that internal marketing is a fundamental key factor in obtaining an organization's competitive advantage. We specifically examine relationships between IM, self-efficacy, internal customer satisfaction, service innovation, internal service quality, and competitive advantage. Based on the results, we suggest some academic and practical implications.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127725144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Base on transaction utility theory and equity theory, this study examines the effect of price dispersion on consumers’ intention to join the online group buying. The mediating effect of consumers’ perceived price fairness is considered. Our results reveal several important findings. Firstly, the wider the price dispersion is, the lower the consumers’ perceived price fairness is. Secondly, higher the consumers’ perceived price fairness contributes to higher the consumers’ transaction utility. Thirdly, the consumers’ transaction utility is positively related to consumers’ intention to participate in the online group buying. Counter intuitively, price dispersion doesn’t have direct effect on consumers’ transaction utility, but through consumers’ perceived price fairness as a mediator. The implications for researchers and practitioners are explored and recommendations for future research are made.
{"title":"How Price Dispersion Influences Intention to Join Online Group Buying: The Role of Perceived Price Fairness","authors":"Zhe Zhang","doi":"10.15640/jmm.v8n2a2","DOIUrl":"https://doi.org/10.15640/jmm.v8n2a2","url":null,"abstract":"Base on transaction utility theory and equity theory, this study examines the effect of price dispersion on consumers’ intention to join the online group buying. The mediating effect of consumers’ perceived price fairness is considered. Our results reveal several important findings. Firstly, the wider the price dispersion is, the lower the consumers’ perceived price fairness is. Secondly, higher the consumers’ perceived price fairness contributes to higher the consumers’ transaction utility. Thirdly, the consumers’ transaction utility is positively related to consumers’ intention to participate in the online group buying. Counter intuitively, price dispersion doesn’t have direct effect on consumers’ transaction utility, but through consumers’ perceived price fairness as a mediator. The implications for researchers and practitioners are explored and recommendations for future research are made.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128376731","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira
{"title":"I Like Him Just Like My Wife! Empty Nest and Attachment to Car Consumption by the Elderly","authors":"Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira","doi":"10.15640/jmm.v9n1a3","DOIUrl":"https://doi.org/10.15640/jmm.v9n1a3","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115909446","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Internet businesses have made a significant contribution to the Employment in the field of modern communication technologies. Facilitating conditions, improving culture, improving infrastructure, supporting entrepreneurs in this space, and removing barriers can draw a clear perspective for the country's economic prosperity. The world today is known for its extensive communication between peoples. A significant part of our lives defined by these social relationships, and the higher the quality of these relationships, the higher the standard of living and, consequently the business level. Today, however, it is impossible to imagine communication between peoples without new means of communication and digital technologies. Entrepreneurs' social networking or cyberspace includes the private network, the job network, the experience network, the professional network, and the marketplace network; The highest factor loading is related to the experience network, and the lowest factor loading is to the private network. In this study, we attempt to present the positive benefits of cyberspace in various aspects of business development that would certainly be useful for changing the perspective about business and executives in the area of prevention of cybercrime and injuries with a positive approach.
{"title":"Investigating the Effects of Cyberspace on Improving and Development of Internet Businesses","authors":"Ehsan Chamankhah","doi":"10.15640/jmm.v8n1a3","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a3","url":null,"abstract":"Internet businesses have made a significant contribution to the Employment in the field of modern communication technologies. Facilitating conditions, improving culture, improving infrastructure, supporting entrepreneurs in this space, and removing barriers can draw a clear perspective for the country's economic prosperity. The world today is known for its extensive communication between peoples. A significant part of our lives defined by these social relationships, and the higher the quality of these relationships, the higher the standard of living and, consequently the business level. Today, however, it is impossible to imagine communication between peoples without new means of communication and digital technologies. Entrepreneurs' social networking or cyberspace includes the private network, the job network, the experience network, the professional network, and the marketplace network; The highest factor loading is related to the experience network, and the lowest factor loading is to the private network. In this study, we attempt to present the positive benefits of cyberspace in various aspects of business development that would certainly be useful for changing the perspective about business and executives in the area of prevention of cybercrime and injuries with a positive approach.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"478 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122198208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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