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Public Sector Marketing Tony Proctor

The document discusses relationship marketing and stakeholder value creation in public sector organizations. It covers topics like transactional versus relationship marketing, internal marketing, cultural and group influences on behavior, and metrics for measuring stakeholder impact.
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© © All Rights Reserved
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0% found this document useful (0 votes)
43 views14 pages

Public Sector Marketing Tony Proctor

The document discusses relationship marketing and stakeholder value creation in public sector organizations. It covers topics like transactional versus relationship marketing, internal marketing, cultural and group influences on behavior, and metrics for measuring stakeholder impact.
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Slide 3.

Public Sector Marketing

Tony Proctor

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.2

Chapter 3

Creating and measuring


stakeholder value

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.3

Relationship marketing

• Service-based organisations are inherently


relational because they manage the total buyer-
seller interaction process and this is done as
part of attracting, maintaining and enhancing
customer relationships.
• Public sector and non-profit making
organisations operate almost exclusively in
providing services and thus the relational view of
marketing is most pertinent to them.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.4

Transaction marketing Relationship marketing

Focus on a single sale Focus on customer retention


Orientation on product features Orientation to customer
values
Short time scale Long time scale
Little emphasis on customer service High customer service
emphasis
Limited customer commitment High customer commitment
Moderate customer contact High customer contact
Quality is primarily a concern of Quality is the concern of all
production

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.5

The broader context

Relationship marketing extends the single-minded


emphasis on customers to embrace relationships
with all customers and publics.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.6

Internal marketing

• First appeared on the scene in the mid 1970s as a


way of achieving consistent service quality (Ahmed
& Rafiq, 2004).
• The underlying premise was that to satisfy external
customers, it was desirable, if not a necessity to
have satisfied internal customers, namely
employees.
• The logic of this is that by satisfying the needs of
internal customers, an organisation should be in a
better position to deliver the quality desired to satisfy
external customers
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.7

Cultural factors

Behaviour is greatly influenced by the set of


cultural factors that characterise the society in
which the individual grows up. Culture includes
those values, ideas and perceptions that are
nourished from various institutions such as family
and schools and embedded in people’s beliefs,
preferences and behaviours

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.8

Subculture

All cultures are divided into smaller subcultures on


the basis of nationalities, religions, racial groups
and geographical regions that provide more
specific identification for its members. These
nationalities nourish their inherited values and
ideas, which in turn influence people’s behaviours.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.9

Group influences

Reference groups – A reference group is a set of


people to whom individuals look for guidance in terms
of developing their attitudes, knowledge, behaviours
and norms. Individuals often compare themselves to
these reference groups and look to them in guiding
their behaviours. Reference groups may be formal or
informal in nature. Family, friends and colleagues are
informal groups whilst groups that are set up formally
such as church groups, schools or clubs are a form of
formal reference groups.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.10

Roles and statuses

Roles and statuses – A person is a member in many


groups such as families, clubs and organisations. In
each institution, the individual has a certain role and
status, which determine his or her position. Individuals’
decisions will be influenced by their different roles.
Each role has a status that reflects the esteem given to
it by society. People often seek value satisfaction that
reflects their status in society. Each role carries a
status reflecting the general esteem given to it by
society. Self esteem and that conveyed on people by
others is often greatly valued and does much to bolster
self-confidence and, often, happiness as well.
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.11

Personal factors

Behaviour is not only influenced by cultural


characteristics and social factors. It is influenced
by the buyer’s age and stage in the life cycle,
occupation, economic, lifestyle and personality
circumstances

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.12

Individual characteristics

Personality – Each person has a unique


personality that influences his or her behaviour.
Each individual has certain psychological
characteristics that influence his or her behaviour
in the society.

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.13

Psychological processes

Psychological processes refer to the internal


processes individuals use to interact with the world and
to understand themselves and their relationship to it.
The level of motivation, perception, attitude formation
and the learning process are all psychological factors
that will influence behaviours. The psychological
processes reflect thoughts, feelings and attitudes
towards a value giving object. They also stress the
importance of personality and personal experiences
and assess the level of understanding that an
individual has towards the object.
Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007
Slide 3.14

Stakeholder metrics

Figure 3.2 Power/interest example

Tony Proctor, Public Sector Marketing, 1st Edition © Pearson Education Limited 2007

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