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Journal of Marketing Development and Competitiveness Journal of Marketing Development and Competitiveness North American Business Press Atlanta – Seattle – South Florida - Toronto Journal of Marketing Development and Competitiveness Dr. Michael Berry, Editor Dr. David Smith, Editor-In-Chief NABP EDITORIAL ADVISORY BOARD Dr. Andy Bertsch - MINOT STATE UNIVERSITY Dr. Jacob Bikker - UTRECHT UNIVERSITY, NETHERLANDS Dr. Bill Bommer - CALIFORNIA STATE UNIVERSITY, FRESNO Dr. Michael Bond - UNIVERSITY OF ARIZONA Dr. Charles Butler - COLORADO STATE UNIVERSITY Dr. Jon Carrick - STETSON UNIVERSITY Dr. Mondher Cherif - REIMS, FRANCE Dr. Daniel Condon - DOMINICAN UNIVERSITY, CHICAGO Dr. Bahram Dadgostar - LAKEHEAD UNIVERSITY, CANADA Dr. Deborah Erdos-Knapp - KENT STATE UNIVERSITY Dr. Bruce Forster - UNIVERSITY OF NEBRASKA, KEARNEY Dr. Nancy Furlow - MARYMOUNT UNIVERSITY Dr. Mark Gershon - TEMPLE UNIVERSITY Dr. Philippe Gregoire - UNIVERSITY OF LAVAL, CANADA Dr. Donald Grunewald - IONA COLLEGE Dr. Samanthala Hettihewa - UNIVERSITY OF BALLARAT, AUSTRALIA Dr. Russell Kashian - UNIVERSITY OF WISCONSIN, WHITEWATER Dr. Jeffrey Kennedy - PALM BEACH ATLANTIC UNIVERSITY Dr. Jerry Knutson - AG EDWARDS Dr. Dean Koutramanis - UNIVERSITY OF TAMPA Dr. Malek Lashgari - UNIVERSITY OF HARTFORD Dr. Priscilla Liang - CALIFORNIA STATE UNIVERSITY, CHANNEL ISLANDS Dr. Tony Matias - MATIAS AND ASSOCIATES Dr. Patti Meglich - UNIVERSITY OF NEBRASKA, OMAHA Dr. Robert Metts - UNIVERSITY OF NEVADA, RENO Dr. Adil Mouhammed - UNIVERSITY OF ILLINOIS, SPRINGFIELD Dr. Roy Pearson - COLLEGE OF WILLIAM AND MARY Dr. Sergiy Rakhmayil - RYERSON UNIVERSITY, CANADA Dr. Robert Scherer - CLEVELAND STATE UNIVERSITY Dr. Ira Sohn - MONTCLAIR STATE UNIVERSITY Dr. Reginal Sheppard - UNIVERSITY OF NEW BRUNSWICK, CANADA Dr. Carlos Spaht - LOUISIANA STATE UNIVERSITY, SHREVEPORT Dr. Ken Thorpe - EMORY UNIVERSITY Dr. Robert Tian - MEDIALLE COLLEGE Dr. Calin Valsan - BISHOP'S UNIVERSITY, CANADA Dr. Anne Walsh - LA SALLE UNIVERSITY Dr. Thomas Verney - SHIPPENSBURG STATE UNIVERSITY Dr. Christopher Wright - UNIVERSITY OF ADELAIDE, AUSTRALIA Volume 7(2) ISSN 2155-2843 Authors have granted copyright consent to allow that copies of their article may be made for personal or internal use. This does not extend to other kinds of copying, such as copying for general distribution, for advertising or promotional purposes, for creating new collective works, or for resale. Any consent for republication, other than noted, must be granted through the publisher: North American Business Press, Inc. Atlanta - Seattle – South Florida - Toronto ©Journal of Marketing Development and Competitiveness 2013 For submission, subscription or copyright information, contact the editor at: [email protected] Subscription Price: US$ 330/yr Our journals are indexed by UMI-Proquest-ABI Inform, EBSCOhost, GoogleScholar, and listed with Cabell's Directory, Ulrich's Listing of Periodicals, Bowkers Publishing Resources, the Library of Congress, the National Library of Canada. Our journals have been accepted through precedent as scholarly research outlets by the following business school accrediting bodies: AACSB, ACBSP, & IACBE. This Issue Effective Sales Management: What Do Sales People Think? ............................................................... 11 Daniel J. Goebel, Dawn R. Deeter-Schmelz, Karen Norman Kennedy By understanding effective sales management from the perspective of sales people, this study adds a new dimension to our view of sales managers. Drawing from the sales literature, this research tests relationships between key variables identified as contributing to sales manager effectiveness from previous sales research. Listening skills, open communication, and effective feedback are positioned as antecedents to self-efficacy while customer relationship development, representative job performance, and satisfaction with one’s sales manager represent the outcome variables. Results support the importance of listening skills and assert that self-efficacy plays a key role in each of the outcome variables. The Effect of the Foreign Brand on Consumer Perception ................................................................... 23 Trang P. Tran, Robert O. Fabrize The paper empirically examines the influence of brand names (foreign versus national) on consumer perception. The paper also investigates how product ratings affect the relationship between brand names and consumer perception which is measured by brand attitude, purchase intention, advertisement feeling, and advertisement attitude. The results show that the national brand elicits more positive consumer perception than the foreign brand. The findings suggest that product attribute information moderates the relationship between brand names and consumer perception. The results are important and relevant to branding strategies marketers use to counteract competitive brands. Assessment of Marketing Strategies for Ecotourism Promotion: A Case of RDB/Tourism and Conservation in Rwanda ........................................................................ 37 Michel Ndahimana, Etienne Musonera, Michael Weber This study aimed at assessing the marketing strategies for Promoting Ecotourism in Rwanda. The study involved desk and field research and convenience sampling was also used for tourists, while simple random sampling was used for the local people and RDB/T&C staff. We used SPSS for analysis of data and hypotheses were tested using Kolmogorov-Smirnov to investigate differences in the level of tourists’ satisfaction, level of importance, degree of agreement/disagreement on tourism product, price, promotion, place, people, process and physical evidence. Tourists were generally satisfied with tourism offering and lack of infrastructure is still a challenge of ecotourism in Rwanda. Unraveling the Movement from the Marketplace: Lesbian Responses to Gay-Oriented Advertising ................................................................................................. 57 Gillian Oakenfull This research examines the effect of lesbians’ in-group/out-group considerations of gay males on their responses to both gendered and non-gendered gay-oriented imagery. The findings indicate that lesbians’ consideration of the extent to which they feel they share group membership with gay males plays a vital role in determining their attitudes towards advertisements that depict lesbian, gay male, or non-gendered ad content. These findings suggest that advertisers’ current practice of predominantly using advertisements with gay male imagery is unnecessarily disenfranchising lesbians who do not consider themselves as sharing an in-group with gay males. Aligning Communicated and Conceived Brand Promise in Professional Services Firms ................. 72 Deborah Goldring Professional services advertising plays an important role in signally service quality. Prior research has focused on the expectations of clients in the decision to engage a professional services provider. Yet, little is known about how professional services providers incorporate this information and craft advertising messages that address these expectations such that they are aligned with client needs. This research examines the advertisements of corporate law firms (n = 140) and finds that while most firms are prioritizing the importance of legal expertise, they are failing to recognize the importance of relationships in making connections with prospects and customers. Human Flourishing Theory in Advertising: Case Studies .................................................................... 83 Craig Davis, Timothy Brotherton This manuscript examines the subject of human flourishing and its use in current advertisements. Human flourishing was developed by Aristotle over 2000 years ago. Despite clear examples of human flourishing appeals currently being used by advertising practitioners, there has been little academic research in the advertising or marketing literature. This manuscript attempts to interpret the developments of human flourishing and develops them for advertisers. The authors define human flourishing theory in the advertising context and provide three case studies of advertisements believed to represent human flourishing appeals for television, print, and websites. Venezuelan and Mexican Personality Differences: Economic and Marketing Implications ............. 95 Gary B. Jackson, Ralph W. Jackson, Charles R. Strain, Jr., Lucille L. Pointer Strong commercial ties between Venezuela and Mexico, enhanced by NAFTA, leads universities in these countries to attempt to develop new generations of entrepreneurs. This begs the question of the relative effectiveness of the efforts by universities to support this endeavor. The results indicate that the Venezuelan students had a statistically significant greater need for (HA1) achievement, (HB1) aggression, (HC1) dominance, (HD1) exhibition, (HE1) social recognition, and (HF1) lower abasement needs. The findings suggest that the Venezuelan group may be more entrepreneurial and have different management styles and marketing characteristics. Redress for Customer Dissatisfaction and Its Impact on Customer Satisfaction and Customer Loyalty ....................................................................................................... 102 Aihie Osarenkhoe, Mabel Birungi Komunda This study aims to explore the concept of customer complaint behaviour with a view to establishing the relationship between handling customer complaints, customer satisfaction and loyalty. Quantitative and qualitative
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