Media allocation model using nonlinear benefit curves

An integral part of planning advertising campaigns involves the selection of those media vehicles that maximize the effectiveness of the advertising effort. This article describes a media allocation model designed to provide the media planner, responsible for a particular advertising campaign, with relevant information for use in selecting the most appropriate media vehicles and in determining the number of insertions in each vehicle. It is based on the derivation of nonlinear benefit curves for candidate media vehicles that can be derived from commercially available response data and from subjective estimates gathered from media planning experts. When tested in an actual advertising campaign, the results serve to provide relevant information that can make the media allocation decision a more objective one.     

Employee attitudes toward advertising

The attitudes and opinions of a group of bank employees toward a recent advertising campaign run by the bank which stressed employee service were studied via factor analysis. The analysis revealed three clearly defined dimensions underlying the attitude-opinion items: general attitude toward the campaign, relevance of the campaign to the respondent's job, and changes in the respondent's job behavior caused by the campaign. Relationships among factor scores on these three dimensions with job satisfaction, job involvement, degree of customer contact, and degree of contact with other employees were investigated using multiple regressions and canonical correlation analysis. Employee attitudes toward the campaign were significantly related to all four of the job characteristic variables, as was perceived relevance of the campaign to the employee's job. Changes in job behavior were related only to involvement and satisfaction. The relationships found here suggest that in some cases, employee attitudes should be considered in evaluating the effects of advertising campaigns. Close coordination between marketing and general managerial functions is required in situations where advertisements relate to employees as well as customers.     

中美贸易摩擦应对策略

中国是世界最大的发展中国家，美国是世界最大的发达国家，中美在资源条件、经济结构、产业结构以及消费水平等要素禀赋结构方面具有很强的互补性，维持中美两国健康、和谐、稳定的经贸关系至关重要，是符合两国人民的根本利益的。然而。中美贸易摩擦一直不断。本文针对贸易摩擦的深层次根源和中美贸易摩擦的多层次原因进行阐述，从而提出我国应采取的对策。     

Product life cycle research: A literature review

The purposes of this paper are threefold: to review the scope of product life cycle (PLC) research; to pinpoint areas requiring further investigation; and to provide guidelines for future researchers. Because of the paucity of empirical evidence, only tentative conclusions are advanced. For example, the most common PLC pattern is the classical, bell-shaped curve, but it is not the sole shape. The application of various forecasting techniques across the PLC have met with merely moderate success. Very little research has been conducted either on how different characteristics of the firm influence the PLC or on the actual use of various PLC-strategy theories by business planners. Finally, investigators have focused almost exclusively on validating the existence of the PLC concept among nondurable consumer goods. Industrial items, as well as major product changes, have been nearly ignored. The main conclusion is that additional research-more diversified and extensive in nature-is needed on many PLC topics.     

Marketing to associations that specify or approve industrial products

This article introduces the concept of indirect marketing. It examines a situation where individuals, groups, and organizations other than the purchasing organization have a major say in the purchase decision. Implications for a marketing program to meet this situation are discussed.     

Classifying a customer as a national account

A recent article [Stevenson and Page, Industrial Marketing Management 8, 94–100 (1979)] addressed the issue of how industrial marketers determine if their firms can use national account marketing. Once that decision is made, a next logical step is to determine which customers should be classified as national accounts. This article discusses appropriate classification criteria that industrial marketers can use to make such decisions. The information presented here is based on a study of national account marketing.     

Integer goal programming model for the implementation of multiple corporate objectives

The problem of long-range planning and investment project evaluation is complicated by the presence of multiple conflicting goals measured in incommensurable units, indivisibility of alternative projects, and the desire of management to consider mutually exclusive marketing-pricing strategies. The model proposed in this study attempts to allow for these complexities through the use of integer goal programming. It is the hope of the authors that this model will provide management with an additional decision-making tool for implementation of multiple corporate objectives.     

Recycling consumer solid waste: A commentary on selected channel alternatives

The recycling of consumer solid waste presents special problems for reverse marketing channels. Specifically, the accumulation of bulk quantities of homogenous materials from consumer-generated sources that are highly heterogenous in nature represents a major functional problem that must be overcome through the development of appropriate reverse marketing channels. In this article, factors influencing reverse channels development are outlined, and specific marketing implications concerning the three basic channel types that primarily handle consumer solid waste are discussed.     

Setting multinational industrial marketing strategies

Nations of the world are striking out, from various starting points, along a variety of new development paths, reflecting a widespread repudiation of the conventional economic model of development based on a common, predetermined roadway to progress. Marketers who are bound by tradition may perceive the alternative development approaches as threats to standardized marketing strategies. Innovative marketers will view them as important keys to expanded market opportunities throughout the world.     

Corporate characteristics and the corporate socialization of local (Mexican) managers of U.S. multinational corporations

This paper examines the proposition that local nationals employed as (local) managers by foreign subsidiaries of multinational corporations have managerial attitutes which are generally between those of indigenous managers employed by domestic firms in both the parent and host countries. The evidence strongly suggests that the concept has validity, and that the organization attributes of capital, R&D, and marketing intensity influence the managerial attitudes of the three groups of managers and the differences among these attitudes.