Directions for marketing knowledge development: Opinions of marketing research managers

If future academic research is to make a meaningful contribution to marketing practice, we must know more about the strengths and gaps in our existing marketing knowledge base. This article reports the findings of a survey of marketing research managers employed by firms serving both consumer and industrial markets. Data were collected on researchers' perceptions of (1) importance of decision making areas, (2) need for additional knowledge accumulation, and (3) type of additional knowledge development. Survey results suggest that some decision areas are perceived to be in far greater need of further study than others, and that academic research output does not always correspond to the information requirements of marketing practitioners. General Electric Company     

Knowledge structure in international marketing: a multi-method bibliometric analysis

This study examines the underlying forces that shape the international marketing (IM) field using three bibliometric methods: exploratory factor analysis (EFA), hierarchical cluster analysis (HCA), and metric multidimensional scaling (MDS). We apply these techniques to evaluate the knowledge structure of IM publications for the 1999–2008 period and to concurrently provide a supplemental examination of the findings for the 2009–2010 period. Overall, our database contains 228,929 citations used in 3,632 IM articles from 34 academic journals in which marketing publications appear. We initially trace the underpinning knowledge structure in the literature in five-year increments for all influential IM publications. We then refine our analysis and examine marketing-centered scholarly influences on the IM literature and undertake an examination of the developments in later years. The results indicate that the IM field is expanding and is considerably more inclusive, sophisticated, and increasingly more complex than in earlier periods. Our findings also demonstrate that other disciplines (principally management) have had a profound influence on the development of the IM literature during the 12-year period under investigation. Using the bibliometric results derived from our data, we provide guidelines for future research and contrast them with those forwarded in review studies of the international marketing literature.     

Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure

There has been growing interest in the future of marketing and changes in marketing’s organization and role within the firm. However, there has not been research that holistically explores key changes in marketing organization. The authors draw on qualitative interviews with 50 managers in the United States and Germany and argue that changes in marketing organization that have been discussed in isolation are part of a more general shift toward customer-focused organizational structures. They initially discuss two specific changes related to the overall shift: changes concerning primary marketing coordinators and increasing dispersion of marketing activities. They then introduce the concept of a customer-focused organizational structure that uses groups of customers as the primary basis for structuring the organization. They identify typical organizational transitions as firms move toward a customer-focused organizational structure and discuss the challenges firms face in making this transition. They conclude with implications for academic research, managerial practice, and business school curriculum. Christian Homburg is a professor of business administration and marketing and Chair of the Marketing Department at the University of Mannheim in Germany. He received his Ph.D. and master’s degrees from the University of Karlsruhe and earned his habilitation at the University of Mainz. His research interests include organizational issues in marketing, customer orientation, industrial marketing, and relationship marketing. Dr. Homburg has consulted and delivered executive education programs for more than one hundred companies, including Daimler-Benz, Siemens, Deutsche Bank, Hoechst, RWE, Thyssen, Krupp-Hoesch and Sodexho. John P. Workman, Jr. is an associate professor of marketing at Creighton University in Omaha, Nebraska. Dr. Workman conducts research on the organization and role of marketing within the firm, on new product development in high-tech firms, and more recently on organizational issues for e-commerce initiatives. His research uses concepts from organization theory, strategy, and sociology to examine the interactions between marketing and other groups in the firm. Dr. Workman has a B.S. from N.C. State University, an M.B.A. from the University of Virginia, and a Ph.D. from M.I.T. He has consulted for a number of organizations on the topics of e-commerce and marketing organization. Ove Jensen is a Ph.D. student studying under Professor Homburg at the University of Mannheim. He received his master’s degree from the WHU Koblenz. He conducts research on sales management, organizational issues in marketing, and incentive systems. He has extensive consulting experience in the areas of market-focused management and sales management.     

中国老年旅游市场营销策略浅析

先对开发老年旅游市场的可行性进行了分析,结合对老年人消费心理和行为特征的概括,针对旅行社工作实务提出几点营销策略,希望有更多的学者进行这一领域的研究。     

Resource-based theory in marketing

The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT, including a contemporary definitional foundation for relevant terms and assumptions and a synthesis of empirical findings from marketing literature. This multidimensional analysis of RBT also evaluates extant marketing research according to four perspectives: the marketing domains that use RBT, the characteristics and uses of market-based resources that differentiate it from other research contexts, the extension of RBT to the “marketing exchange” as a unit of analysis, and the connection of RBT to related theories. This analysis also reveals some common pitfalls associated with prior research, offers tentative guidelines on how to improve the use of RBT in marketing, and suggests research directions to advance the theorization and empirical testing of RBT in the future.     

An empirical study of innate consumer innovativeness,personal characteristics,and new-product adoption behavior

This article explores the relationships between innate consumer innovativeness, personal characteristics, and new-product adoption behavior. To do this, the authors analyze cross-sectional data from a household panel using a structural equation modeling approach. They also test for potential moderating effects using a two-stage least square estimation procedure. They find that the personal characteristics of age and income are stronger predictors of new-product ownership in the consumer electronics category than innate consumer innovativeness as a generalized personality trait. The authors also find that personal characteristics neither influence innate consumer innovativeness nor moderate the relationship between innate consumer innovativeness and new-product adoption behavior. Subin Im is currently an assistant professor of marketing at San Francisco State University. His primary scholarly interest includes the organizational aspects of innovation, new-product development for marketing strategy, the consumer side of the innovation adoption process, organizational learning in new-product development, moral hazard and adverse selection model, and research methodology using multivariate statistical techniques. His current research projects include creativity in new-product development, market orientation and innovation, consumer innovativeness, entrepreneurship and organizational learning in new-product development, the development of the creativity measure, the validation of the innovativeness measure, and the testing of nonlinear effects in structural equation modeling. He received his Ph.D. from the University of North Carolina at Chapel Hill. Subin worked in banking and semiconductor industries before he joined academia. Barry L. Bayus is a professor of marketing in the University of North Carolina's (UNC) Kenan-Flagler Business School. Prior to joining the marketing faculty at UNC, Barry worked in both industry and academia. He has also served as an expert witness in patent infringement cases involving high-tech products. His teaching and research interests are in the areas of new-product design and development, marketing analysis and strategy, and technological change. His recent research is concerned with the creation and evolution of new markets and the historical evolution of products, as well as new-product development issues such as speed to market, product life-cycle management, new-product preannouncements, product proliferation, firm entry, and exit timing in dynamically changing markets. Charlotte H. Mason is an associate professor of marketing in the University of North Carolina's Kenan-Flagler Business School, where she leads the MBA Customer and Product Management concentration. Her industry experience includes work for Procter & Gamble, Booz, Allen and Hamilton, as well as consulting projects. Her research focuses on the development and testing of marketing models and applications of multivariate statistics to marketing problems. She is currently investigating issues relating to the analysis and use of large customer databases as well as strategic issues surrounding customer portfolio management. Her research has been published inMarketing Science, theJournal of Marketing Research, theJournal of Consumer Research, Marketing Letters, theJournal of the Academy of Marketing Science, and theJournal of Business Research. She is on the review boards of theJournal of Marketing Research and theJournal of the Academy of Marketign Science and is coauthor (with William Perreault) ofThe Marketing Game!, a strategic marketing simulation.     

英语习得途径探索——英语专业“市场营销学”课程案例研究

通过用国外英语教材为英语专业本科生开设市场营销学课程,探索了相关专业知识课程教学及其与英语教学相结合的实际问题。在教学实践基础上进行的研究表明:英语专业的学生用英语教材学习市场营销学,从内容上易于接受,并增加了习得英语的机会,有利于英语综合能力的提高。大学二年级的学生学习该课程时,主要难点是语言问题。国外原版教材有优点,但也不完全适用,应组织力量编写适合我国英语专业学生使用的教材。     

商业银行网上个人业务营销策略探析

商业银行在我国国民经济中起着举足轻重的作用。随着信息技术和网络技术的快速发展,各商业银行已把网上个人金融业务作为今后重要的发展战略。只有进行充分的市场调查和市场细分,加大金融产品和服务的创新,走个性化的商业发展模式,并利用多种渠道和促销策略,与第三方建立安全认证机构,才能促进商业银行网上个人金融业务快速健康发展,防范金融风险。     

Exchange relationships and interfirm power in channels of distribution

Conclusion The article by Weitz and Jap in this volume makes a significant contribution to the marketing literature, as it enhances our understanding of relationship marketing in channels of distribution. Our commentary was designed to elaborate on important issues raised by Weitz and Jap. We hope it generates interest in channel relationships that are in trouble, leads channel researchers to consider alternative channel contexts when formulating and testing theory, and motivates a more open and positive view of interfirm power and its use. His research, teaching, and consulting efforts focus on the structuring and management of channels of distribution. He is a frequent contributor to leading research journals and has won several awards for his teaching. He has consulted for such companies as AT&T, Carnation, General Electric, General Motors, Hewlett-Packard, Honeywell, IBM, Intel, Merck, 3M, Northrop, TRW, and Weyerhaeuser. Before joining USC in 1984, he served on the faculty at the University of Illinois. His research and teaching interests focus on the structure and coordination of channels of distribution and on services marketing. Prior to his admittance in the doctoral program, Kersi worked in India for Software Research Corporation as a software developer and at Citibank. His dissertation proposal has just been awarded a grant by the University of Pittsburgh’s Center for Research on Contracts and the Structure of Enterprise.     

Customer value impact of sales contests

Although firms spend more than $26 billion annually on sales contests, no empirical research has investigated the effects of contests on individual customers. While some short-term firm effects of contests have been documented, the impact on long-term customer value has remained a matter of speculation. This research investigates the long-term customer impact of sales contests, by applying the customer value framework. We add to previous research that has used customer value of marketing programs by employing the acquired, retained, and add-on framework to segment customers based on their purchase history. We develop hypotheses drawing on theories in the buyer behavior, customer loyalty, and sales management domains. By disaggregating the overall customer value into initial and subsequent components, we demonstrate a greater long-term value per customer in the retained customer cohort and lower short-term and long-term value per customer among the two other cohorts (acquired and add-on customers). There is no adverse impact on other drivers of customer value such as customer churn and purchase frequency. While our study focuses on individual customer effects, we note the significantly higher volume of customers during the contest leads to a positive aggregate-level assessment. We conclude by discussing the implications of our findings for managers and researchers.     

Expanding our understanding of marketing in society

The Journal of the Academy of Marketing Science was started 40 years ago, at a time when “marketing in society” issues were capturing much attention from marketing scholars. Since that time both the field and this journal have grown and matured, but the marketing in society area has become somewhat removed from the dominant perspectives of marketing scholarship. This paper provides an historical perspective on these developments and offers an examination of the fundamental role of societal interests in our field. Six basic topics are explored: (1) the hundred years of history of marketing thought development, as reflected in the “4 Eras” of marketing thought; (2) the ebbs and flows of attention to marketing in society topics during these 4 Eras; (3) two illustrations of difficulties brought about by this area’s move to sideline status in the field; (4) our concept of the “aggregate marketing system” as a basis for appreciating the centrality of this research area for the field of marketing; (5) the nature of marketing in society research today; and (6) a discussion of several research challenges and opportunities for the future.     

The marketing concept in perspective

A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation is likely to be of considerable importance to the future development of marketing theory. Research designed to better define the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement.     

When marketing strategy meets culture: the role of culture in product evaluations

This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple interaction effects between culture and marketing strategies on consumers’ product evaluations. We test these hypotheses by analyzing consumer reviews of 260 movies in 25 country markets. In support of our hypotheses, we find that the cultural congruence between the product and the market improves consumer reviews, and that the effect is stronger in cultures characterized by collectivism, femininity, and uncertainty avoidance, as well as for products more heavily loaded with cultural content. In addition, we find that the negative effect of delay in product launch timing weakens for cultures characterized by long-term orientation, and that the positive effect of advertising spending on consumer evaluations is stronger in cultures characterized by high power distance belief. These results provide practical insights into how managers should make decisions concerning product design, launch timing, and advertising strategies in international markets.     

Business cycle research in marketing: a review and research agenda

Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.     

高职院校市场营销专业职业能力研究

现在市场对于人才的要求越来越多元化和专业化,高等职业院校主要是针对某一个专业进行针对性的教育,因此高等职业院校教育的办学质量、培养目标等受到社会的重视,但是由于我国的高职教育发展时间较短,因此存在诸多问题,例如其培养人才的方式和培养目标不符合,达不到培养出专业人才的目标,故而如何培养高素质且专业的人才成为高职院校教育的主要目标,本文主要分析高职院校市场营销专业能力的培养问题。本文简要介绍高职教育发展的必要性和市场营销职业发展的需求和空间以及市场营销行业供需现状及营销师岗位职业能力分析,并且结合数据分析市场营销专业职业能力提高的策略及培养目标,对教学有重要的作用。     

Relationship marketing of services—growing interest,emerging perspectives

Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions. holds the J. C. Penney Chair of Retailing Studies, is a professor of Marketing, and is director of the Center for Retailing Studies at Texas A&M University. He is a former national president of the American Marketing Association. His research interests are services marketing, service quality, and retailing strategy. He has published numerous journal articles and books, includingDelivering Quality Service: Balancing Customer Perceptions and Expectations (Free Press, 1990),Marketing Services: Competing Through Quality (Free Press, 1991), andOn Great Service: A Framework for Action (Free Press, 1995).     

休闲农业的营销创新

在社会经济飞速发展、休闲经济时代来临的今天,休闲农业给社会发展带来了一抹绿色亮采。目前休闲农业还存在一些制约其发展的问题,必须充分认识这些阻碍其发展的因素,树立现代市场营销的新理念,找出它的目标市场,制定营销策略,促使休闲农业为农业经济发展、为人们生活水平提高、为国家建设更上一层楼做出贡献.     

体育旅游整合营销与管理研究综述

伴随着体育旅游实践的蓬勃发展,体育旅游理论研究也取得了很大进展,但是相对于实践发展的需要来看,仍有一些研究上的新问题需要深入探讨,如何运用整合营销理论指导我国体育旅游营销的开展,提升我国体育旅游竞争力已成为迫切需要解决的问题。本文在对体育旅游营销与管理研究进行综述的基础上,提出了开展体育旅游整合营销的必要性和未来研究的方向。     

Do institutional investors pay attention to customer satisfaction and why?

Extant marketing, accounting, and finance research has neglected to examine the relevance of customer satisfaction information for institutional investors, despite their potential importance. This study develops and supports a framework suggesting that firms with positive changes in customer satisfaction are more attractive to transient institutional investors than to non-transient institutional investors. We also find that the impact of customer satisfaction on transient institutional investor holdings is contingent upon firm intangible asset intensity, product-market demand uncertainty, and financial market volatility. In addition, transient institutional investor holdings at least partially mediate the effects of changes in customer satisfaction on firm abnormal return and idiosyncratic risk. Thus, transient institutional investor investments represent a mechanism through which customer satisfaction affects firm value.