调研频道

ERP、MIS市场摸底调查 所有被调查者都表示对MIS非常感兴趣，但是近期均未有引进的打算。相比较而言，ERP更被印刷企业所接受，有20%的被调查者已经引进了ERP，同时有40%的被调查者短期内正在考虑引进ERP。印刷企业购进ERP主要用在日常管理（44.44%的被调查者选择此项答案），以及生产环节（33.33%的被调查者选择此项答案）。     

消费者转向高技术含量的洗涤产品

根据美国肥皂与洗涤剂协会（ＳＤＡ）组织的一项研究显示 ,在过去的几十年里 ,美国人在使用洗涤用品的习惯上已发生重大改变。该研究通过电话调查访问一些１８岁以上的美国人 ,比较他们与其父母在清洗习惯上是否相同。根据ＯｐｉｎｉｏｎＲｅｓｅａｒｃｈ公司的调查 ,１００３位被调查者的三分之一表示 ,他们的洗涤方式与其母亲不一样。１１ %的被调查者表示与其父母一样购买同样产品 ,而在同等情况下 ,４６ %的被调查者要比其父母更细致 ,使用更合适的洗涤用品。生活方式的改变及新型清洁技术的推广已改变了美国人的清洁方法。ＳＤＡ发言人…     

男性着装意识及其类型

在对男性衬衫消费行为进行调查的基础上,将调查的数据用SPSS/PC+软件包进行了统计分析。根据着装意识进行了因子分析和聚类分析,男性的着装意识可分为"自我显示"、"互盾"和"舒适"3个因子。在聚类分析中将被调查者划分为"方便舒适型"、"时髦型"、"经济讲究型"、"讲究身份型"和"引人注目型",并分析了各组被调查者的消费行为和个人基本情况。     

管理

当前企业的经营管理瓶颈当前企业经营面临的最大挑战是什么? 对这个问题,有40．9％的被调查者选择“行业恶性竞争”,加上选择“行业空间饱和”的18.7％,有近60％的企业面临行业饱和及由于过度饱和而引起的恶性竞争。另外,有29．6％的被调查者选择核心竞争力不明确;而选择缺乏核心技     

羊毛衫消费偏好研究

本次调查于2002年春节前后选取了全国二十五个省,涉及东北、华北、华中、华南以及西部地区的五十个城市。共发放问卷2064份,剔除无效问卷198份,得到有效问卷1866份。 一.样本代表性分析 1,被调查者中城镇人口与农村人口分布比例描述 96％的被调查者属于城镇人口,4％来自农村。因此本调查的样本主要是代表“城镇人口”这一     

谁扼杀了我们的忠诚

■56%的被调查者认为,企业本身是造成员工不忠诚的主要原因!■昨天还把手言欢,今日却挥戈相向,究竟是何原因造成员工的“不忠”?     

流媒体将拯救唱片公司？

美国的NPD集团今年春天进行的一次调查发现，13岁到17岁的青少年2008年非法下载的音乐数目比2007年少了6首。同时，近半数的被调查者称，他们更喜欢在网上收听无线电广播服务，这个比例比一年前上升了34％。     

把握重要战略机遇期发展自主品牌轿车

最近,由北京大学承担的教育部特批社科研究项目"中国汽车产业竞争力研究"课题,就老百姓究竟怎样看待中国汽车工业发展的前景等问题进行问卷调查,调查结果显示,百分之八十以上被调查者都主张中国必须发展自主品牌汽车,这说明自主品牌在中国消费者心目中占有重要地位.     

数字

80%据报道,日本一项民意调查显示,80%日本人支持逐步削弱对核电的依赖,最后淘汰核电。调查中,共有3000多名受访者,其中,80%受访者支持将核电淘汰出局,仅16%被调查者持反对态度。然而,53%的受访者允许重新启动空闲的核反应堆。     

中国证券市场监管有效性研究

本文通过对监管部门等进行问卷调研,提炼和归纳了判别监管有效性的6个标准:综合性、针对性、严密性、前瞻性、权威性、及时性,从逻辑上论证了6个标准很好地满足了促进性、判别性、独立性、完整性这4个条件;引入并运用层次分析法对6个判别标准的重要性排序进行了实证研究,根据所有被调查者整体组合的综合权重向量,建立了监管有效性模型。论文分别运用七级标度、有效性模型,分两个阶段对中国证券市场监管有效性进行实证检验,一并加以比较。结论是二者结果相近,由此证明了6个判别标准及其有效性模型的适用性。研究发现,所有被调查者对中国证券监管效果的整体评价和对具体政策效果的评价都没有达到及格水平,得分最低的是前瞻性。     

Measures of Marketing Success: A Comparison Between China and the United Kingdom

Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in China some UK research into the relative importance of categories of marketing metrics, e.g., financial and non-financial, customer and competitive. The Chinese results are compared with those from the UK. In China, respondents saw financial metrics as less important than their UK counterparts and they appeared to be more marketing oriented, but the difference of consumer orientation across departments of firms in China appears larger than in UK. In both countries the importance given to metrics categories were consistent with orientation, while in China there is no relationship between consumer orientation and the important of direct customer metrics as in UK, but the relationship between competition orientation and the measurement of direct customers was found in China.     

New Product Development Practices of Industrial Marketers*

William L. Moore personally interviewed a number of senior managers employed in 25 large industrial marketing companies about new product development practices. These managers are familiar with all phases of the development of typical new products, from the time ideas are generated until market introduction. Most respondents were either division heads or those directly responsible for a division's new product development program. In agreement with a previous study, the use of formal new product strategies and sophisticated quantitative marketing research techniques was found to be lacking in most companies. However, many other elements of the new product development process were carried out more completely than previously reported. For example, respondents reflected sensitivity to informal understanding of new product strategies. A number of the less sophisticated, small scale qualitative research methods actually used may be more appropriate than more sophisticated methods. While several research areas are suggested, the general assessment of the new product practices of these firms is more positive than that of Feldman and Page.     

Managing innovation networks: Exploratory evidence from ICT, biotechnology and nanotechnology networks

This study examines the management of innovation networks which has enjoyed increased recognition in the marketing literature due to its growing prominence and relevance. By testing a causal model relating network factors to outcomes, the study contributes to theory development on managing innovation at the net level of analysis. Consequently, it contributes to the respective marketing literatures on new product development, open innovation, industrial marketing and its emerging network management sub-stream. It also offers a methodological contribution as respondents include key players from businesses, government agencies, research organizations and universities rather than from only one focal organization as studies in extant literature have predominantly done. Findings are based on 219 responses from Australian high technology networks, namely, information and communications technology and biotechnology/nanotechnology. The study offers valuable implications for marketing managers involved in new product development and innovation concerning strategies for managing their inter-organizational innovation initiatives effectively.     

Principles of New Product Management: Exploring the Beliefs of Product Practitioners

Conventional wisdom might lead us to conclude that the various disciplines involved in product development and management are often at cross-purposes. For example, practitioners from R&D and engineering have been known to suggest that marketing fails to understand the technical trade-offs involved in product management decisions. Conversely, marketing professionals sometimes complain that their technology-oriented colleagues pursue product development initiatives without adequate market awareness. And practitioners from both sides of this debate have asserted that research on new product development tends to be of the ivory tower variety, with little or no relevance for industry. Are such complaints valid? Perhaps it is time for a reality check. By searching academic literature on product development, Roger J. Calantone, C. Anthony Di Benedetto, and Ted Haggblom have compiled a list of 40 fundamental principles of new product development. This list forms the basis for a survey of new product practitioners from marketing and technical disciplines. The study provides a means for assessing whether practitioners agree with the fundamental principles of new product development that are identified in current academic literature. By obtaining responses from both marketing and technical professionals, the survey also sheds light on whether those two groups hold fundamentally different beliefs regarding new product development. The survey results reveal strong overall agreement among practitioners regarding these fundamental principles of new product management. Managers believe that 80% of the principles are either usually or almost always true. In other words, the survey results support the idea that the academic community is pursuing research issues that are relevant to practitioners, and that they are reaching valid conclusions. There are only a few cases in which the responses from the technical and marketing practitioners differ. Those disagreements probably result from differences in the basic orientations of the two groups. For example, it is not surprising that marketing managers would be more likely to agree that “product users and the marketplace form the most important source for new product ideas,” while technical managers more strongly support the idea that “radically new technologies constitute an important source of new product ideas.” The respondents noted overall disagreement with only a few of the 40 principles. In many of these cases, the academic literature has reached mixed conclusions. In other words, these “principles” might actually be oversimplifications, and further research is probably needed before we can fully understand the issues involved.     

Affinities between multi-agent systems and service-dominant logic: Interactionist implications for business marketing practice

The contrasting marketing principles of service-dominant (S-D) logic and goods-dominant (G-D) logic are examined in this article from the perspective of current research themes in the information science community. The conclusion is reached that much of the distributed multi-agent literature is complementary to the issues being explored concerning S-D logic, and that some multi-agent research may therefore be pertinent to the business marketing community. This article discusses the modelling approach of interactionism as an underlying principle of both S-D logic and multi-agent systems technology. The two domain technologies are compared, and implications for business marketing practice proposed.     

Buying process in the U.S. Department of Defense

The purpose of this article is (1) to compare the key differences between the buying behavior of the defense organization with commercial buying behavior, (2) to address key policy and strategy concerns of the U.S. Department of Defense (DOD) within the 1980s that also have strategic importance to the marketing operations of civilian contractors, (3) to address areas of proposed and completed policy change, strategy implementation, and emerging trends within the DOD buying process, and (4) to briefly identify significant research efforts and opportunities being sponsored by government agencies with important overtones and implications for marketing/purchasing practitioners and academics.     

An Agency Theory perspective on the purchase of marketing services

The purchase of business services has become an important part of organizations' acquisition of external resources, and is therefore receiving growing scholarly attention. The supply management function is increasingly supporting more complex service purchases, including a wide range of marketing services. The trend to involve supply management in the purchase of these complex business services is partially being driven by increasing awareness of the value of applying standard purchasing techniques to the purchase of these non-standard items. The purchase of such services has historically been managed by content experts, with limited involvement of supply management. However, the involvement of supply management in these purchases is driving the content experts to adopt a more facilitating relationship in which both areas interact with the supplier. This research uses Agency Theory as a lens to look at the Agency Triad among supply management, marketing, and suppliers. Elaborating on prior seminal work, the basic tenets of Agency Theory and its assumptions regarding human behavior are combined with the results of a focus group and case studies to develop propositions on the design of contractual arrangements between two Principals (marketing and supply management) and a single Agent who provides marketing services.     

Understanding the role of marketing-purchasing collaboration in industrial markets: The case of Russia

This study aims to investigate the role of interfunctional collaboration between marketing and purchasing functions in industrial companies. Interfunctional collaboration is considered as a measure of the internal alignment and partnership between departments in the firm, which in turn contributes to the creation of sustainable advantages via improved external partnerships and facilitating demand chain integration. We test the impact of customer orientation as well as the interactions between departments (specifically marketing and purchasing) as collaboration antecedents, and analyze the direct impact of marketing-purchasing collaboration on business performance. The model is tested on a sample of 148 industrial companies in Russia with two key respondents in each firm, incorporating the purchasing as well as the marketing perspective. The results show that marketing-purchasing collaboration mediates the effects of interfunctional interaction as well as customer orientation on business performance. Alternative model testing shows that the direct effects of these antecedent constructs on performance are non-significant in the context of Russian industrial companies.     

Signaling Quality: An Examination of the Effects of Marketing‐ and Nonmarketing‐Controlled Signals on Perceptions of Automotive Brand Quality

When introducing new products to market, firms often leverage marketing signals in an effort to increase perceptions of product quality. While prior research mostly focuses on marketing‐controlled signals that firms can directly influence to affect consumer perceptions of product quality, the proliferation of nonmarketing‐controlled signals in the form of third‐party product reviews introduces a new layer of complexity to a consumer's inference process. Given the fact that propagation of marketing signals and third‐party reviews has made the marketplace more interactive, it is no longer diagnostic to analyze the impact of various quality signals on consumer perceptions, separately. The purpose of this study is twofold. There has been extant research on the individual effects of marketing‐controlled signals on quality perception, but research providing a simultaneous examination of multiple signals is scarce. The first purpose is to examine interaction effects between various marketing signals on consumer perceptions of quality. Firms may be able to control the communication strategy of internal signals (e.g., price, advertising), but third‐party signals are external to the firm, and hence are often perceived as being more credible and less biased than marketing signals. Despite the popularity of third‐party product reviews, there is scarce empirical research about how they impact perceptions in the presence of marketing‐controlled quality signals. Thus, the second purpose is to examine the interaction effects between marketing signals and independent third‐party reviews on perceived product quality. This study advances existing models of market signaling to account for the potential interactions between various types of quality signals. Hypotheses are tested using a longitudinal data set comprising all car brands that have existed in the U.S. automotive industry between 1990 and 2007. The automotive industry provides an ideal context for the analyses as quality is an indispensable yet not easily discernible attribute of cars. Furthermore, consumer perceptions of the quality of new vehicle introductions can have a profound effect on product performance. Data are compiled from various secondary sources, including Harris Interactive's Equitrend, Consumer Reports, and TNS Media Intelligence, among others. Econometric techniques are used to estimate the empirical model. Findings show that effects of quality signals are codependent such that third‐party quality ratings reduce the effectiveness of pricing and advertising, whereas they enhance the credibility of warranty signal. Furthermore, warranty positively interacts with price and advertising. It is also demonstrated that car sales in the previous period and the country of origin of the car brand significantly impact perceived quality. Overall, the research findings can help car manufacturers better understand how their initial product configurations and marketing strategies impact the perception of new vehicle introductions.     

An Empirical Study of the Relationships among Co-location, Integration, Performance, and Satisfaction

Co-locate or perish. In this era of cross-functional integration, are these the only choices for the departments that participate in the new product development (NPD) process? Bringing together different departments certainly seems like a good idea. After all, breaking down the walls between functions improves the quality of the inputs to NPD and thus increases the likelihood of success. On the other hand, a firm would be ill-advised to implement co-location simply because it seems like a good idea. Such a complex undertaking requires careful consideration of the costs, the benefits, and the effects of co-location. Noting the need for more in-depth knowledge in this area, Kenneth Kahn and Edward McDonough present the results of a study that explores several issues regarding co-location and its relationship to interdepartmental integration, performance, and satisfaction. For example, does co-location relate directly to improved performance and satisfaction in working with personnel from other departments? Or does co-location play a moderating role, fostering improved interdepartmental collaboration and interaction, which in turn increase performance and satisfaction? And finally, do the effects of co-location depend on which departments are involved? For example, do the benefits of co-locating marketing and R&D exceed those of co-locating manufacturing and R&D? The 514 survey respondents work as department managers in member companies of the Electronic Industries Association. The study includes an even distribution of responses from managers of marketing, manufacturing, and R&D departments. Most respondents have firsthand knowledge of the effects of colocation; 68% of the marketing managers report that they are co-located with manufacturing, and 80% of the marketing managers are co-located with R&D. R&D and manufacturing managers fall between those levels, with roughly 75% indicating that they are co-located with the other departments. While generally supporting the premise that co-location is helpful for integrating departments, the survey results indicate that co-location has department-specific effects. For example, the findings indicate that co-location facilities collaboration between R&D and marketing, but not between manufacturing and the other departments. The findings do not point to a direct relationship between co-location and performance. On the other hand, the results suggest direct links between collaboration and both performance and satisfaction.