The integration of microcomputers in marketing research and decision making

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making.     

Are microcomputers replacing mainframes in marketing research firms?

Recent research, on the computerization of marketing has emphasized the advantages, adoption, and diffusion of microcomputers, largely as compared to mainframe computers. This note compares microcomputer and mainframe usage in marketing research over several activities and suggests that microcomputers have not replaced mainframes to the extent implied by previous articles. In a study of marketing research firms, high microcomputer ownership and increased usage is revealed, not only for word-processing types of activities, but also for data analysis. While a smaller proportion of research firms use mainframes, larger firms are continuing and predominantly increasing their use of mainframes. Further, relatively high rates of mainframe usage are reported for data analysis, data collection, and data base management by firms with access to both types of computers.     

The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities

This paper presents the results of a comprehensive survey of microcomputer usage in marketing education today. This status report indicates that AACSB-accredited universities are making considerable progress in integrating microcomputers into their marketing programs.     

Marketing and the adoption of microcomputers: An application of diffusion theory

This paper examines the adoption of microcomputers in the marketing community. Diffusion theory is applied to gain clearer insights into why the infusion of this technology has succeeded where other forms of computer technology have lagged. Unique characteristics of microcomputers important to marketers are identified and those features most amenable to marketing settings are explained.     

高校财务管理专业教学软环境的调查与优化研究

高校财务管理专业成长发展的环境资源包括硬件与软件资源两部分,软件环境是决定一个高校教学质量与水平的内在的决定性的因素。对高校财务管理专业教学软环境的调查分析表明,当前高校财务管理专业教学软环境难以适应企业对财务管理专业人才的要求,需要优化教学计划和课程设置,优化师资队伍结构,缩短理论与实践的差距,强化校内实践教学,优化课外实践训练,变革课程教学工具和课程考试模式以优化高校财务管理专业教学软环境,培养合格的财务管理专业人才。     

What makes strategy making across the sales-marketing interface more successful?

Extant research on marketing strategy making (MSM) lacks process-based theoretical frameworks that elucidate how marketing strategies are made when sales and marketing functions are involved in the process. Using a grounded theory approach and data collected from (a) 58 depth interviews with sales and marketing professionals and (b) a focus group with 11 marketing professionals, we propose that MSM within the sales-marketing interface is a three-stage, multifaceted process that consists of Groundwork, Transfer and Follow-up stages. Our process-based model explicates the specific activities at each stage that are needed to develop and execute marketing strategies successfully, the sequence in which these activities may unfold, and the role sales and marketing functions may play in the entire process. Managerially, this paper highlights that successful strategy creation and execution requires marketing and sales functions to be equally invested in the entire process.     

电子商务在广东农垦橡胶营销体系中的应用简

结合业界人士的技术支持，基于现实流转信息和市场环境，实现对当前橡胶市场的资源状况和供需态势的综合分析，并以构建广垦企业橡胶营销体系为例，探究电子商务作为一种新型的营销方式，在传统橡胶营销体系中的优化作用。     

Distinguishing market segments to assess price responsiveness

Economists and marketers have developed theoretical constructs which suggest that effective market segmentation can be used to identify differences in price sensitivity among market theory in the industrial marketing literature by using marketing research to distinguish market segments that are useful in industrial pricing decisions. Both macrosegmentation, using characteristics of customers (that is, end-use and usage level), as well as microsegmentation (using behavioral variables) were utilized in a survey of natural gas customers to determine if segments of the industrial market differ in price sensitivity.     

国内商业银行服务营销的问题与措施探析

外资银行进入中国市场,国内商业银行面临着来自各方面的竞争和挑战。银行服务作为国内银行业最为薄弱的环节,问题集中反映在五重五轻上,即重硬件轻软件、重服务形式轻服务落实、重顾客开发轻顾客忠诚、重产品开发轻顾客需求、重工作规范轻工作技能。改变现状,商业银行必须切实开展服务营销,使顾客满意,树立品牌特色服务。     

Ethical guidelines for business and social marketing

The ethical sensitivity of all professionals has come under closer scrutiny recently. Within the business area, the ethics of marketing executives in particular has been viewed with skepticism. The growing use of “social marketing” also compounds the potential for ethical abuse. The ethical dimensions of both business and social marketing are examined in this paper. Four ethical guidelines-increased professionalism, ethical consultants, seminars and ethical cost-benefit analyses-are suggested as a means of improving the ethical standards of marketing decision-making.     

Alienation from the marketplace

The research compares consumers with professional marketers on alienation from the marketplace, direct-action to overcome dissatisfaction with products, and support of government intervention in the marketplace. Consumers were clearly more alienated than marketing professionals and tended to be more supportive of radical government intervention. Professional marketers were more prone to direct-action than were consumers. A discussion follows with implications for marketing as a key integrating institution in society, and the direction of change in the marketplace. Pepsico, Inc.     

Marketing journal hierarchies: Faculty perceptions, 1986-87

This article reviews the latest perceptions among AACSB school professionals in the field of marketing regarding journal hierarchies. With the proliferation of marketing journals during the past few years comes the need to address the relative position of all marketing journals. This study lists journal rankings using prestige and importance indices. The paper concludes with a discussion on the relative importance of journal rankings in the consideration of promotion and tenure among faculty members.     

Marketing information systems—The problem of system usage

Much literature has been devoted to singing the praises of present and potential computer utilization in marketing. Highly touted are “total information systems,” “on-line, real-time systems,” and “simulation-based systems.” One would be led to believe that each company has devoted or should be devoting its moneys and energies to the design and implementation of such sophisticated computer-based marketing information systems. Yet recent evidence has indicated a lack of enthusiasm-indeed, in some cases antagonism exists toward information systems in marketing. One reason for this disillusionment has been low usage of existing marketing information systems by marketing management. System utilization holds the key to a favorable return on investment in marketing information systems. This article explores many of the causes of infrequent to non-existent system usage and offers a plea and a plan for active elimination of this problem.     

基于MCS-51直流调速系统设计及仿真

设计一个以电动机作为被控对象,用8031单片机作控制器的数字化直流调速系统。该系统的特点是用单片机取代模拟触发器、电流调节器、速度调节器及逻辑切换等硬件。对系统进行了硬件及软件设计,最后应用Matlab仿真软件对系统进行了仿真,给出了仿真结果。     

An exploration of rule configuration effects on the ethical decision processes of advertising professionals

This study explores the ethical perceptions of advertising professionals regarding two child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using two evaluative rules. The results indicate that variations in advertisers’ ethical judgments and ethical intentions are affected by the type of rule(s) used during the evaluative process, and by the degree to which the rules are embraced. The article concludes with recommendations for advertising management and implications for future research. She graduated with honors in 1989 from Mississippi State University with a D.B.A. in marketing. She has practical experience in marketing research and her research interests are ethics and social responsibility, and professional services marketing. He received his Ph.D. in marketing from Michigan State University in 1980. He is the coauthor of two books on business ethics and has contributed numerous articles on ethics to various academic and applied business journals. He received his D.B.A. in marketing from Louisiana State University in 1969. He has coauthored two books on business ethics and has published articles on ethics in marketing journals. He is a frequent lecturer on business ethics. She graduated in 1990 from Mississippi State University with a D.B.A. in management. Her research interests are business ethics and student ethics, and corporate social responsibility.     

项目教学法在《保险营销学》教学中的应用

文章分析了《保险营销学》和项目教学法的特点,阐述了项目教学法在《保险营销学》中的应用,对教改实践做了经验性总结,旨在为职业院校的营销课程教学提供有意义的参考。     

An integrated design for personal computers in the marketing curriculum

This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.     

The role of marketing in facilitating the diffusion of microcomputers and “the information society”

“The average American, by our estimate, is exposed to 61,556 words from the mass media each day ... That works out to just under 4,000 words per waking hour, about 60 words per waking minute per person per day. This represents a growth of 151 percent from 1960 to 1980”. (Neuman and de Sola Pool 1984, p. 5) “Over this period (1960 to 1980) the supply of mass communications per capita (in the USA) grew at an average annual rate of 6.7 percent. But media use grew at just 2.1 percent per year...(Ibid, Table 2) The ratio of words consumed to words supplied by 1980 had fallen to less than half (from 1.4 percent to. 6 percent) the level in 1960. The ratio has fallen in each of the mass media we have studied”. (Neuman and de Sola Pool 1984 p. i, 6, and Table 3) “Information creation and processing now account for half of all economic activity in the United States, compared to less than 18% in 1900”. (Jonscher 1983, p. 8) “Between 6000 and 7000 scientific articles are written each day. Scientific and technical information now increases 13 percent per year, which means it doubles every 5.5 years”. (Naisbitt 1982, p. 24) Microcomputer technology appears to have gotten ahead of information needs. Social commentators and philosophers argue that the information society is only one step away from reality and often cite Japan as an example. The author takes the position that many ultimate consumers have yet to find enough benefit in microcomputers and linking them to data bases to make such high technology an integral part of their life styles. Marketing efforts need to be focused less on hardware and software and more on defining and clarifying the needs of the average household which can be better met by microcomputers than by current means.     

Multi-item scale usage in marketing journals: 1980 to 1989

The use of multi-item scales reported in six marketing journals during the 1980s is analyzed. The analysis replicates some aspects of the Churchill and Peter (1984) study and extends the examination to issues not reviewed previously in marketing. The database for the study is unique in that it attempts to incorporate every instance of scale usage from the defined domain. Among the findings is that the use of multi-item scales increased substantially during the 1980s but the reliability of those scales was not different from earlier periods. A majority of scales have their origins in marketing and nearly half of all scales were used to measure consumer behavior constructs. He is Director of the Office of Scale Research and has written theMarketing Scales Handbook along with Dr. Hensel. His research has been published in theJournal of the Academy of Marketing Science, Journal of Marketing, Journal of Retailing, Journal of Marketing Education, and many other journals and conference proceedings. His research has emphasized measurement and advertising issues as well as ethical and social issues. He has published in journals such as theJournal of the Academy of Marketing Science, Journal of Advertising, Journal of Health Care Marketing, andJournal of Business Ethics. He also co-authored theMarketing Scales Handbook with Dr. Bruner.     

The client as consumer: Marketing the law,clinic-style

In 1977 the Supreme Court ruled that lawyers could not be prevented from advertising their prices for routine services, thus outlawing a long standing restriction imposed by the legal profession on its own members. This decision prompted a ferocious controversy (even for lawyers) over the proprieties of advertising legal services, not to mention the effect that “marketplace ethics” might wield on the delivery pricing, and quality of services offered to the great lay public. This article looks at how legal consumers are affected by the kind of high-volume, low-priced delivery of routine services that can only be offered profitably through aggressive marketing. Then it discusses how one firm used segmentation strategy and a consumer orientation to introduce the clinic concept on the East Coast. Finally, some implications of the immediate future of lawyer marketing for marketing professionals are analyzed.