The Ability to Relate: Assessing the Influence of a Relationship Marketing Strategy and Message Stimuli on Consumer Perceptions of Extension

Authors

• Tracy Irani, University of FloridaFollow
• Amanda Ruth, College of CharlestonFollow
• Ricky W. Telg, University of FloridaFollow
• Lisa K. Lundy, Louisiana State UniversityFollow

Volume

44

Issue

6

Abstract

Extension professionals are encouraged to market their programs and their organizations, but one of the most important marketing resources--their relationships--could be overlooked. The exploratory study reported here assessed the influence of a relationship-oriented marketing strategy and specific message stimuli on consumer perceptions of a statewide Extension service. A set of two focus groups, comprised of members of the general public, was utilized. Probability samples were generated using a predetermined sampling frame based on demographic variables. Results of the study showed that the user-focused marketing concepts resonated with participants, providing support for a message strategy focused on a two-way communication approach.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Recommended Citation

Irani, T., Ruth, A., Telg, R. W., & Lundy, L. K. (2006). The Ability to Relate: Assessing the Influence of a Relationship Marketing Strategy and Message Stimuli on Consumer Perceptions of Extension. Journal of Extension, 44(6), Article 9. https://doi.org/10.66752/1077-5315.4544