Benefit segmentation for fund raisers

Article Abstract:

This study establishes the applicability of benefit segmentation to gift giving behavior in American philanthropy. Dimensions of the fundraising 'product' and resultant benefit segments are developed from a sample of donors across the continental United States. Five donor segments are presented that demonstrate face validity, predictive validity, and strategic practicality. Both donor and community-based socio-economic characteristics are important descriptors of differences between donor segments. Implications of these finding are discussed. (Reprinted by permission of the publisher.)

Fund raising, Philanthropists

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The impact of suppliers' perceptions of reseller market orientation on key relationship constructs

Article Abstract:

A number of researchers have reported the positive benefits of creating and maintaining a market orientation. This study is one of the first to explicitly investigate the effects of market orientation within a channel context. It is proposed that a supplier's perceptions of a reseller's market orientation will positively affect the supplier's perceptions of certain key relationship marketing constructs. Data collected from 380 suppliers were used to test the hypotheses. All hypotheses were supported. (Reprinted by permission of the publisher.)

Wholesale Trade, Marketing, Wholesale industry, Marketing management

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