A Study of the Relationship between Marketing Effectiveness for Kindergartens

• Main Authors: Wu Chi-Ling, 吳季陵
• Other Authors: Dr.Tseng Kuang-Jung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/46495178033474925190

碩士 === 玄奘大學 === 國際企業學系碩士班 === 98 === This study investigates the adoption and usage of marketing concept for kindergartens Taiwan and tests the relationship between the adoption and usage of marketing concept and kindergartens’ overall performance. Meanwhile, the adoption and usage of marketing concept can be divided to marketing effectiveness and market orientation perspectives in literature. This study tries to investigate the relationship between these two perspectives and tests their discriminant/incremental validity on kindergartens’ overall performance. The survey of 270 public and private kindergartens in Taipei, Taichung, and Kaohsiung Metropolitan areas indicates that the administrators of sample kindergartens are confident in the adoption and usage of marketing concept. However, perhaps for the reason of their relatively small size, the practices of marketing research and market segmentation are underutilized. Also, the degrees of the adoption and usage of marketing concept correlates positively with kindergartens’ overall performance. The explaining powers, depended on the specification of measurement model, are between .173 and .260. Overall, the positive relationship between degrees of the adoption and usage of marketing concept and overall performance are in accordance with theoretical and empirical literature. that the marketing effectiveness perspective of Kotler (1977) is overlapped with the market orientation perspective of Kohli, Jaworski and Kumar (1993). However, market orientation does not provide incremental validity on overall performance after controlling the effect of marketing effectiveness. Therefore, the marketing effectiveness perspective is more completed and useful than market orientation perspective both in theory development and practical application.