Perceived conduct and professional ethics among marketing faculty

This paper describes the results of a mail survey to the educator membership of the American Marketing Association. Data were collected regarding beliefs about both the frequency of occurrence and severity of 59 ethical issues facing marketing faculty. The research questions examined include: What unethical practices are believed to most commonly occur? What practices are most severe? How do these beliefs vary by faculty rank and size and type of school? Implications for both the improvement of marketing education and for future research are provided.     

论DSB报告对我国立法和司法的影响

争端解决机制作为世界贸易组织(简称 WTO)的基石,是乌拉圭回合谈判的重大成果。它的核心是争端解决机构(简称DSB)以采纳专家组或上诉机构报告的方式来解决成员方之间的相关争议。通过对《关于争端解决的规则与程序的谅解书》(简称DSU)的条文分析以及对关贸总协定(简称GATT)和世界贸易组织争端解决实践的研究,文章探讨了以下几个问题:第一,DSB所采纳的报告是否具有国际法上的效力;第二,各成员方执行报告的情况如何;第三,DSB报告对中国的立法和司法实践会产生怎样的影响。     

Bilateral monopoly, identical distributors, and game-theoretic analyses of distribution channels

Game-theoretic analyses of distribution channels have generated six widely held beliefs (we call them Channel Hypotheses) whose universal soundness has not been examined. To assess the validity of these Hypotheses, we develop a general, linear-demand model in which distributors face heterogeneity in demand, heterogeneity in costs, and any degree of intensity of inter-distributor competition. For ease of comparison, we nest the bilateral-monopoly model and the identical-distributors model within our general model. Our analysis reveals that the Channel Hypotheses do not generalize beyond the specific game-theoretic models from which they were derived. This lack of generality is critical, because these beliefs have led to intuitively appealing (but inadvertently misleading) strategic advice for managers and modeling advice for game theorists. From our general, linear-demand model, we derive six Channel Propositions that correct these accumulated errors of conceptualization and that generate a richer, more broadly applicable set of managerial and modeling implications. We also present a Channel-Modeling Proposition that we believe will help modelers avoid the errors of conceptualization described in this paper. Electronic supplementary material  Supplementary material is available for this article at doi: and is accessible to authorized user.

Social coupons as a marketing strategy: a multifaceted perspective

Social coupons are fast emerging as a popular marketing tool for businesses, an attractive shopping tool for consumers using them and a profitable business model for the social coupon service providers. But does the popularity of social coupons extend into providing short- and long-term profitability and new customers for the businesses? Through an analytical model, this paper answers the following questions: (1) Are social coupons profitable for businesses? (2) Can businesses influence social coupon profitability? (3) How can businesses recover the shortfall in profits from the coupon launch? (4) How long will it take for businesses to recover the shortfall in profits from the coupon launch? Using data from three different businesses, we find that social coupons in their current form are not ideally suited to ensure customer acquisition and yield profits for the businesses. Additionally, we discuss possible areas where social coupons might work. Several research questions for future testing are offered to explore this new area of marketing.     

浅谈特许经营

近年来特许经营作为一项无形资产,迅速壮大,它的魔力何在?在发展中又有什么潜在危机,今后如何发展?笔者就这些问题进行探讨.     

管理创新与技术应用的精妙平衡--从战略角度分析银行客户关系管理

信息社会的哲学原则是建立在非线性理论基础上的自然组织化原则。它不是按照线性规律强制有序的社会，也不是无组织的处于混沌状态的社会，而是通过信息网络的作用使每个社会主体在相互协调的环境中经过不断的组织来实现社会的整体优化。在工业时代，人们注重产品，愿意购买产品。而在网络时代，人们越来越重视服务，越来越愿意以合理的价格购买服务。银行业作为一种服务业，如何在日趋激烈的竞争环境中留住顾客，以相对较低的成本建立一套完整的银行客户关系管理体系，使银行真正实现一种以“客户为中心”的管理模式，成为我国银行业亟待解决的问题。     

Those who can,Do—Those who can’t...: Marketing professors and the Robinson-Patman act

In the academic world of marketing professors, we like to think we know everything that is “relevant” about marketing. Of course we do not, because the discipline is too broad and diverse for one to be thoroughly knowledgeable in all its aspects. This article examines the understanding of the ROBINSON-PATMAN ACT by university professors. This 1936 law is the most important marketing statute dealing with pricing activities. Marketing students must be exposed to this key legislation during their marketing classes. But do marketing professors understand the law well enough to teach it?     

单个银行的失败及其应对研究

关于单个银行的失败我国研究较少,然而我国银行机构大量存在着这种潜在性问题,因此对单个银行 失败研究有重要意义。单个银行为何遭遇失败、银行失败如何预测、如何应对,这些问题的研究无疑对于银行失 败乃至银行危机的理解和预防、银行管理层更为谨慎的管理以及监管机构更好地努力监管都大有裨益。     

中国民营航空业发展战略探讨

随着中国民航总局在政策上逐步对民用航空市场的开放,民营资本及外资已被允许进入我国的民用航空市场,国有航空企业垄断经营的格局已不再存在。但是面对强大的国有航空企业与激烈的市场竞争,我国民营航空企业如何寻得市场生存空间?本文将比较美国及欧洲的市场环境,围绕政策结构及成本结构提出两种潜在的战略发展模型:通过一系列的战略合并实现规模化网络运输模式和寻求市场差异成为特殊经营模式的运营发展模式。     

A longitudinal field test of stockout effects on multi-brand inventories

Stockouts do present a threat to a brand's stability in the marketplace. But is that threat as significant as one might initially be led to believe? The results of this study, as well as two prior efforts of similar methodology (Charlton and Ehrenberg 1976; Motes 1980), would suggest not, at least in the context of multi-brand inventories. It is strongly suggested that retailers, as well as manufacturers, need not be overly concerned about protracted adverse effects emanating from temporary stockouts at the retail level.     

关于大学生创业意识的评判分析

当今,大学生就业创业的意识的相关具体情况究竟怎样?我们到底应该怎样去提高大学生的创业意识?以心理学中的自我效能理论为指导思想,围绕创业的主体——大学生,利用国际化程度较高的关于创业意识的测量表,多次试调研,完善出适合大学生的问卷,进而展开网络电子问卷的调查。在问卷分析中,运用模糊数学中的层次分析法、综合评判等科学方法,深入剖析大学生的创业意识的现状,得出相关结论,并提出可操作性建议。     

Managerial,organizational, and external drivers of sales effectiveness in export market ventures

The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export sales management control, export territory, psychic distance, export sales performance, and export sales organization effectiveness. Using a mail-survey approach, data were collected from U.K.-based export sales managers in 146 direct exporters of industrial products. Though certain anomalies are observed, the research findings support many of the hypothesized associations, confirming the robustness of existing sales management concepts and theories in an export-marketing context.

增强企业社会责任的着力点

社会责任问题在中国倍受关注.文章分析并阐述了增强企业社会责任必须明确的三大问题:何谓企业社会责任问题,为何要履行社会责任问题,以及怎样履行社会责任问题.     

企业技术创新组织分析

创新的组织机构会影响到组织的效率，组织效率又直接关系到创新的成败与效率。因此，建设适合企业技术进步的、高效的技术创新组织机构是企业技术创新中应考虑的内容。本文对企业选择技术创新组织形式时应考虑的问题进行了阐述，对企业技术创新组织的主要形式进行了分析，说明了各类组织适用情况，并对企业技术创新组织形式的一个新动向“虚拟技术创新联盟”的特征进行了研究。     

The link between attractiveness of “Extrabrand” attributes and the adoption of innovations

While innovators may rush to purchase many new products, most consumers are more conservative and do not want to buy into fads but purchase only those new products that are viable. How do the majority of consumers make judgments about whether they will adopt an innovation? This article examines the evaluative aspects of adoption as a means for better understanding consumer adoption and the market factors that may influence the success of an innovation. This research introduces a conceptual model that shows how consumers’ evaluation of product category attractiveness affects the adoption decision for really new products. These consumer evaluations are based on the attributes of the product category (“extrabrand” attributes) rather than brand attributes. Results from a test of the model indicate that consumers do use extrabrand attributes to assess the attractiveness of innovative new products.     

嘉兴地区农村居民肠道传染病预防知识的调查与分析

采用调查问卷方式,随机对150名嘉兴地区农村居民,进行肠道传染病预防知识和个人卫生习惯状况抽样调查。调查结果显示,本地区有78.7%的农村居民以自来水作为饮用水水源,而以井水和水箱水作为饮用水水源的分别为15.3%和6.0%,肠道传染病预防知识的知晓率为54.0%,84.7%的农村居民认为在当地进行肠道传染病的预防知识的宣教干预十分必要。因此,卫生防疫部门,应采取具有针对性的措施,加大本地区农村居民肠道传染病预防知识的宣教干预力度。     

时尚的经济学分析

时尚存在于日常生活中,对需求和供给的影响不容忽视,需要从经济学的角度,对有关时尚的问题进行探讨。这些问题包括:时尚的涵义、时尚的经济学定义、时尚的效用、时尚的需求与供给以及时尚对消费者选择的影响。     

Trading stamps: Their role in today's marketplace

This paper addresses the issue—Are trading stamps a viable means of retail competition in an inflationary economy? A brief history of trading stamps is presented, followed by a current examination of the industry. The paper concludes by discussing the results of a recent survey of 200 shoppers designed to answer the following questions: (1) consumers' ranking of the importance of trading stamps as a supermarket patronage motive; (2) determination if consumers believe trading stamps produce higher food prices; and (3) would consumers prefer a two percent cash discount in lieu of trading stamps.     

Views from consumers next in line: The fundamental attribution error in a service setting

Consumers often have the opportunity to observe the service encounters of other consumers. Previous research indicates that observers tend to attribute the outcome of an event to the disposition of the actor, regardless of the actor’s situational constraints. In most retail service settings, there are at least two actors: a person providing service and a consumer. In an unsuccessful service encounter, who is more likely to be blamed? In Study 1, both allocentric and idiocentric observers spontaneously attribute outcomes to the disposition of the service provider. In Study 2, idiocentric observers do not revise their initial attributions; they always blame the service provider. In contrast, allocentric observers take the service provider’s situational constraints into account except when they believe that they will become outcome dependent on the service provider who has behavioral control. The results reveal that attributions affect observers’ expectations about their own service encounter.     

Unlocking the power of marketing: understanding the links between customer mindset metrics,behavior, and profitability

Recent evidence about the central role played by perceptual constructs in driving performance outcomes has produced a renewed interest in studying customer mindset metrics (CMMs; e.g., satisfaction, service quality, and loyalty intentions). However, we still lack a proper understanding of how (i.e., process) and to what extent (i.e., magnitude) these CMMs ultimately translate into profitability at the customer level. In this study, we integrate CMMs into an individual-level framework of customer behavior and profitability and provide a conceptual understanding of the process through which these metrics influence customer profitability. Specifically, we propose three mechanisms through which CMMs affect customer behavior and profitability: behavioral effect, marketing effectiveness effect, and marketing efficiency effect. We empirically test this framework across two distinct contexts, a B2B high-tech firm and a B2C telecommunications firm. The results demonstrate that these unobservable CMMs have a significant and multi-dimensional impact on customer behavior and customer profitability. Furthermore, we compute the increases in customer behavior and customer profitability that each firm can expect due to increases in CMMs to help firms improve resource allocation and make better decisions about how much (and when) to invest in CMMs.