Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

如何在英语写作课上激励学生

本文首先对"激励"的定义以及构成的内外激励的全部要素进行讨论;其次,就在写作课教学过程中如何激励学生提出一些建议。     

略论行政征收

对私有财产权的宪法确认和保护是第四次修宪的一个重要内容,其中对征收制度的规定更显得尤为突出,加之社会现实中征收问题的普遍和严重,亟需行政法学界对行政征收制度做出回应和研究。对征收的概念从横向和纵向两个角度进行了界定,并对征收的正当性进行了解读。在此基础上,借鉴西方较为完善的财产保障制度的经验,就我国行政征收制度构建过程中需要注意的问题进行了深入阐述。     

Scientific status and knowledge use: Two perspectives

Summary In summary, it is important, from time to time, to step back and consider the publication process, as it exists in marketing and as it operates forJAMS. As part of this consideration, the issue of journal quality is paramount. As mentioned above, there are many ways to assess journal quality, and each method has its advantages and its limitations. In the field of marketing, we have a long history of relying on perceptual data, and this tradition is reflected in methods that rely on expert ratings and rankings of journals. In our field, we also have a history of trying to collect “objective” or quantitative data, and methods that rely on citation counts fit into this tradition. Here, using contrasting but related methods, we report encouraging evidence about the growing status and reputation ofJAMS as an influential publication outlet for marketing scholarship.     

An empirical test of trust-building processes and outcomes in sales manager-salesperson relationships

This study examines three trust-building processes and outcomes in sales manager-salesperson relationships. This study, based on a sample of more than 400 business-to-business salespeoples from a variety of industries, shows two trust-building processes (predictive and identification) to be significantly related to salesperson trust in the sales manager. Interpersonal trust was found to be most strongly related to shared values and respect. Trust was directly related to job satisfaction and relationalism, and indirectly related to organizational commitment and turnover intention. Thomas G. Brashear (brashear@mktg.umass.edu) (Ph.D., Georgia State University) is an assistant professor of marketing in the Isenberg School of Management at the University of Massachusetts-Amherst. James S. Boles (jboles@gsu.edu) (Ph.D., Louisiana State University) is an associate professor of marketing in the Robinson College of Business at Georgia State University. His research has appeared in a variety of journals, including theJournal of Marketing, theJournal of Business Research, theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Personal Selling and Sales Management, and theJournal of Applied Psychology. His areas of research interest include personal selling, sales management, key and strategic account management, and business relationships. Danny N. Bellenger (mktdnb@langate.gsu.edu) (Ph.D., University of Alabama) is currently chairman of the Marketing Department in the Robinson College of Business at Georgia State University. His research has appeared in a number of academic journals including theJournal of Marketing Research, theJournal of Marketing, theJournal of Advertising Research, theCalifornia Management Review, theJournal of Retailing, theJournal of Personal Selling and Sales Management, Industrial Marketing Management, and theJournal of Business Research. He has authored four monographs and four textbooks on marketing research, sales, and retailing. Charles M. Brooks (brooks@quinnipiac.edu) (Ph.D., Georgia State University) is an associate professor and chair of the Department of Marketing and Advertising at Quinnipiac University. His research has appeared in theJournal of Business Research, theJournal of Retailing, Marketing Theory, and theJournal of Marketing Theory and Practice.     

基于边缘层活动的战略决策模式

安东尼—安索夫—安德鲁斯范式确定了经典的战略决策模式，高层管理者成为战略决策的权力中心、信息中心与知识中心，处于公司边缘层的员工行为对战略决策的影响常常被忽视。欧洲研究者提出“活动基础观”这一新的战略范式，边缘层行为对公司战略决策的重要意义日益受到重视。边缘层行为是市场导向的、反复试错的结果，公司总部常常在与边缘层的相互冲突、相互学习中发现新战略。     

无人机航拍视频及遥感影像识别在非法渡口码头调查中的应用

近年来,为贯彻生态文明思想,打好长江保护修复攻坚战,各省均对长江主要支流的非法码头开展专项整治工作.对现状岸线上疑似非法渡口码头进行快速摸底调查是一大难题.本文结合无人机航拍高清视频技术、高分辨率遥感影像识别及定位技术,形成一种新型摸底调查技术方案.该方案利用高清航拍视频、遥感影像,对岸线上疑似渡口码头进行截图取证、定位,形成摸底调查情况表及图册,作为非法渡口码头整治的基础数据.调查方案在湖南省"一湖四水疑似非法渡口码头专项整治项目"中进行了应用,证明了其高效性和实用价值.结合其技术特点,也可应用在航道环境保护、水源地保护、非法排污监控等方面,具有推广应用价值.     

高原地区混凝土装配叠合板生命周期生态效率分析

文章采取DEA方法研究高原地区混凝土装配叠合板生命周期的生态效率,以1m3混凝土叠合板为例,从准备阶段、施工阶段与维护阶段出发,分析生态效率中运输过程最大,构件装配及生产次之,获取原料过程最小,即保证功能基础上,获取原料对环境负荷最大,为混凝土装配叠合板绿色施工提供支持.     

利率市场化下城市商业银行盈利能力的影响因素研究——基于62家城商行2014-2020年的面板数据

基于62家城商行2014－2020年的面板数据,本文构建动态面板数据模型,采用两阶段系统广义矩估计法,在利率市场化背景下,控制微观银行特征和宏观经济变量后,实证考察城商行盈利能力的影响因素。结果表明：城商行盈利能力具有较强持续性特征;净利差与资产收益率呈现正相关关系,且净利差效应在东部城商行中较高;非息收入与城商行盈利能力关联度不高;城商行盈利能力与其资产规模、成本收入比、不良贷款率呈现负相关;与其资本充足率、贷存比、经济增长率呈现正相关。基于此,提出政策性建议,以期推动城商行“十四五”时期提升盈利能力和持续健康发展,回归本源、服务实体,助推我国经济向高质量发展阶段迈进。     

General equilibrium impact of an energy-saving policy in the public sector

We analyse a disregarded environmental policy instrument: a switch in government expenditure away from energy (or other natural resources) and toward a composite good which includes energy-saving expenditure. We first develop two variants of an analytical general equilibrium model. A composite good is produced with constant returns to scale, and energy is imported or produced domestically with diminishing returns, yielding a differential rent to its owners. The government purchases energy and composite goods from private firms. Such a policy unambiguously increases employment. It also raises private consumption and welfare under two conditions: (i) it is not too costly and (ii) the initial share of the resource is smaller in public spending than in private consumption, or the difference is small enough. We then run numerically a model featuring both importation and domestic production of energy (oil, gas and electricity), for the OECD as a whole. Simulations show that employment, welfare and private consumption rise. We provide magnitudes for different parameter values. Earlier versions of this paper have benefited from conference participants at the European Council for an Energy-Efficient Economy, International Society for Ecological Economics World Congress, CIRED seminar and EUREQua environmental economics seminar. We especially thank Michèle Sadoun and two anonymous referees. The usual disclaimer applies.