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The purpose of this paper is to examine how a graduate institute at National Chiayi University (NCYU), by using a model that integrates analytic hierarchy process, cluster analysis and correspondence analysis, can develop effective marketing strategies.

This is primarily a quantitative study aimed at developing a marketing mix for a graduate institute at NCYU in Taiwan. A survey using stratified random sampling was conducted, with 14 universities from four different areas in Taiwan randomly selected for the study. Two questionnaires were conducted: a Likert's five‐scale questionnaire regarding school images and an analytic hierarchy process (AHP) questionnaire regarding school selection factors were administered to 640 undergraduate students. Of the total number of questionnaires, 602 (94 percent) valid school image questionnaires and 570 (89 percent) valid school selection factors questionnaires were used.

The results of AHP revealed that the five most important factors for students' school selection were: employability, curriculum, academic reputation, faculty, and research environment. The results of clustering analysis identified five student groups for market segmentation, and they are the Prominence group, the Less aware group, the Pragmatic group, the Austerity group, and the Fastidious group. Finally, the results of correspondence analysis suggested that students of the Pragmatic Group are more likely to be attracted by NCYU, and also, students perceived NCYU to be strongly associated with lower tuition, fewer entrance‐exam subjects, lower entrance‐exam pass rates, and easier graduation requirements.

It would be better to conduct a factor analysis before using AHP.

Particularly, NCYU should establish new curricula relevant to internationalization, develop curricula in school finance and educational economics, and form study groups to enhance graduating student employment opportunities. Generally, higher educational institutions may adopt the research model developed in this study to develop their marketing mix for better results.

This paper documents research that was the first to integrate AHP, cluster analysis, and correspondence analysis in developing a marketing mix for higher educational institutions.

Marketers have become increasingly culpable for their role in societal problems which affect a myriad of sensitive groups. The publicity engendered from this relationship has translated into a new arena of competition, largely based on perceptions of corporate social responsibility. An ethically‐based, strategic framework for analyzing social issues and sensitive groups is critical to the development of relationship marketing in the 1990s.

Emerging public discourses on Islam and Islamophobia in Western countries have led to religious discrimination among this group. This exploratory study aims to understand how marketers promote anti-discrimination efforts against Muslims on the notion of future collective unity.

This exploratory study uses Social Identity theory to explain the behaviour and attitude of vulnerable Muslims. The dimension of racialisation, the Whiteness theory, the oppression model and the ethnocentrism theory were synthesised to explain the practice of racism and oppression. The theory of customer diversity, equity and inclusion was synthesised to understand the importance of inclusive marketing. Data were gathered through in-depth interviews with 15 senior marketing executives.

This study observed how the minority Muslims had influenced the marketers' behaviours in combating anti-religious discrimination through various tactics such as extending the corporates' products and services offerings, being inclusive and avoiding stereotyping in their marketing communication styles and shifting the company's processes and systems to meeting this group's cultural needs.

While this study sample's demographics were motivated by senior marketing executives' profiles, most of the participants were highly educated, had similar cultural backgrounds and were mainly from the West.

This study attempts to shed light on the understanding of Muslims’ discrimination or Islamophobia in non-Muslim majority countries. It is hoped that this study acts as a catalyst for collective unity and would galvanise communities, including marketers to tackle discrimination through a better understanding of a targeted group like Muslims in the marketplace. In this current time of racial and religious tension, business leaders and marketers can act as mediators of social change to normalise more positive relations between minority and mainstream consumers.

Discusses stakeholder theory (ST) in the context of developing environmental marketing strategy. ST has not been utilized extensively in the marketing literature. Discusses how environmental marketing strategy can be improved by following the four‐step stakeholder management process. This process involves: identifying the relevant stakeholder groups; determining the stake of each group; determining how effectively the “expectations” of each group are met; and developing corporate objectives and priorities that consider the stakeholder′s interests. Through understanding and attempting to socialize key stakeholders, environmental marketing strategy can be made more effective. Provides some examples of the stakeholder socialization process.

The purpose of this study is to analyze whether differences in market-wide levels of investor personality influence experimental asset market outcomes in terms of limit orders, price levels and price bubbles.

Investor personality is determined by a questionnaire. These data are combined with data from 17 experimental asset markets. Two approaches are used to estimate market-wide levels of investor personality. First, the market-wide average of each personality trait is determined; second, the percentage of individuals with comparable personality in a market is computed. Overall, 364 undergraduate business students participated in the questionnaire and the experimental asset markets.

Limits and transaction prices are higher in markets with higher mean values in participants’ extraversion and openness to experience and lower mean values in participants’ agreeableness and neuroticism. In markets with lower mean values of subjects’ openness to experiences more overpriced transactions are observed. In markets with a higher proportion of extraverted subjects and a lower proportion of neurotic subjects higher limits and transaction prices are observed. Bubble phases last longer in markets with a higher proportion of extraverted and a lower proportion of neurotic subjects.

Overall, the findings suggest that market-wide personality levels influence market outcomes. As a consequence, market-wide levels of personality help to explain prices in auctions with limited number of participants. Additionally, studies that analyze the influence of subjects’ characteristics, including risk aversion, emotional states or overconfidence, on market outcomes should also consider personality traits as potential underlying factor.

Argues in favour of the convenience of using strategic groups analysis (SGA) as a business management tool that is especially useful for strategic marketing planning. To illustrate the great versatility offered by SGA, we take as a reference the results obtained from a study of the Spanish retail grocery sector. By way of this empirical work, we analyse how SGA responds to some of the information demands considered as essential for the design of the marketing strategy of every firm (the analysis of the environment and the main alternative strategies, the attractiveness of each strategy, the analysis of rivalry, the strengths and weaknesses of firms, the threats and opportunities offered by the market, etc.). In summary, the paper shows that SGA is a powerful tool which could help managers to concentrate the activity of their firms in solid strategic options.

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of their target customer set. Building on theories from both reference group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers.

Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand. The analysis involves both analysis of variance and SEM methods.

Current target market consumers’ evaluations of strategic customer extensions are informed by reference group perceptions relating to the proposed customer extension. When current target market consumers perceive strategic customer extensions as potentially attracting a dissociative reference group, consumers have weaker evaluations and brand identification measures and, subsequently, weaker future intentions towards the brand.

The brand identification literature is augmented by incorporating theories from the reference group literature to demonstrate how to reference group perceptions drive a current target market consumers’ evaluations of strategic customer extensions to affect the strength of the identification that current target market consumers have with a brand. Brand identification is also demonstrated as mediator customer evaluations and subsequent intentions towards the brand.

Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.

This empirical study investigates the relationship between the choice of an export market expansion strategy and the subsequent performance of exporting firms. Multiple measures of export performance were compared across three groups of firms following different export market expansion strategies: export market concentration, concentric diversification, and diversification strategies. A sample of 52 small and medium‐sized US high technology manufacturers showed significant differences among three strategic groups in export level and growth measures, but no significant differences in export profitability measures were found.

Considers the focus group as an alternative to the traditional structured questionnaire. Their appeal, what they can and cannot achieve, and four key questions related to conducting focus groups are discussed. Focus groups are relevant to a broad spectrum of marketing issues related to the food industry, and it is concluded that their role will continue to dominate qualitative market research. Increasingly high standards will be demanded of moderators, perhaps leading to recognised qualifications for the holding of focus groups.