Marketing/Selling Professional Services

No abstract available for this article.     

Differentiation Via Technology: Strategic Positioning of Services Following the Introduction of Disruptive Technology

Introducing a “disruptive” technology into an existing service market provides new opportunities for firms and customers, often altering the nature of the market. Consequently, new technology often destabilizes market equilibrium, forcing firms to consider the role new technology will play in determining the new market structure. In this paper, we focus on understanding how significant new technology forces firms to evaluate and renegotiate their market positions in a service industry newly infused with technology (i.e., brokerage market). Specifically, we examine how firms integrate technology into the service process to create new forms of interaction. We used content analysis and a combination of structuralist methods including multidimensional scaling analysis (MDS), clustering methods, and property-fitting regression techniques (ProFit) to examine how technology changes the service process, and how firms leverage these changes for positioning. Our research demonstrates a strategic approach to positioning that suggests (1) introducing significant technology opens new positioning avenues by providing new service interactions, (2) technology must be leveraged via links to customer value sets, and (3) firms that leverage technology through customer values outperform their competitors.     

Affective States of the Consumer and Satisfaction with Services in the Airline Industry

Abstract

While its importance in marketing is never questioned, customer satisfaction has rightly been described as “a complex and elusive phenomenon.” The search continues for factors/variables that determine its presence and magnitude. This paper examines the affective aspect of customer satisfaction in the globally important, but highly competitive airline industry. Two major forms of affective state of the consumer are examined, namely: (i) mood, and (ii) quality of life. Findings show that both tend to have significant influence on the level of satisfaction with services in the airline industry. However, some elementary services tend to be more influenced than others by these affective states of the consumer. Implications, and managerial applications of the findings for augmenting customer satisfaction in the airline industry are discussed.     

The Congruence of Successful International Competitors:

This paper examines the marketing strategies and organization of a matched triad of American, British and Japanese companies competing in the UK market. The sample includes leading companies in industries identified as being under threat by the EC. The relative success of business was measured and strategies identified using multiple depth interviews with senior managers within the businesses. The strategies of successful companies were found to be similar and not dependent on their country of origin or industrial sector. The most successful companies had a balance of marketing, innovation, planning and entrepeneurial orientation. More of these successful firms were Japanese than American, and very few were British.     

三四级市场连锁超市的促销策略

连锁超市的迅速发展给人们的生活带来很多方便,而在三四级市场中连锁超市的经营状态和经营业绩却不尽理想,超市彼此之间的竞争也日益激烈,为扩大销售额,吸引更多的消费者购物,连锁超市采用适当的促销策略尤其重要。本文针对连锁超市在经营中,从促销理念、促销产品、促销技巧等方面所存在的问题进行分析思考,提出了相应的对策,为连锁超市在促销经营中达到预期目的而提供参考。     

服务型跨国公司全球模块化与服务业国际转移及其对中国的启示

日趋激烈的全球竞争迫使服务型跨国公司必须更加高效地整合全球资源,增强全球竞争力和创新能力。全球模块化为服务型跨国公司实现这一目标提供了重要路径,也在客观上有力地推动了服务业国际转移。本文首先进行了相关理论综述;然后分析了服务型跨国公司实施全球模块化的可行性;接着阐释服务型跨国公司全球模块化是如何发展及其如何推动服务业国际转移,并选取国际快递业作为新样本行业进行理论检验;最后,对中国服务企业应该如何运用全球模块化来更好地承接服务业国际转移或整合全球战略性服务资源提出相关政策建议。     

Product,Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries

Abstract

Direct sales of wine and winery souvenirs to winery visitors is important in a number of regions throughout the United States and around the world. The attributes that influence winery visitors' beliefs can have a significant impact upon wine purchases, repeat visits, positive word-of-mouth comments, and upon future purchases at restaurants and other retail outlets. A study of winery visitors found four underlying factors from a list of 17 attributes. Regression results indicated that several wine, environment, and service attributes have a significant impact upon consumer attitudes and purchases. Product and purchase involvement were also found to impact purchase behavior.     

试论市场定位、产品定位和竞争定位之间的关系

定位市场营销理论中的一个重要概念,分析定位的本来含义,研究市场定位?产品定位和竞争定位三者的逻辑关系,具有重要的学术价值。市场定位是一种服务于市场营销总体战略而实施的定位,因而它具有宏观及战略层次的属性;产品定位是针对产品开展的,指明企业用什么样的产品来满足目标消费者需求。竞争定位方式的确定及表达更为直接地瞄准竞争对手。     

Employee Perceptions of Award and Incentive Programs

Abstract

Employee award and incentive programs have become standard practice in the business world and in many nonprofit organizations. A study was conducted to measure employee beliefs about meeting management's objectives and employee satisfaction with award/incentive programs. It was found that employee motivation-in terms of liking awards, willingness to encourage others, and willingness to work hard for awards-was the most important factor contributing to employee satisfaction with the programs and employee perception that management's objectives were satisfied by these programs.     

Relationship Strategy,Effectiveness, and Responsiveness in Services Marketing

Abstract

Relationship marketing has been recognized as a new paradigm in marketing. Although the practice of relationship marketing has expanded rapidly across the globe, most of the published researches in this area of study are based on data collected from North America or Europe. This research studies the relationship between relationship strategy, relationship effectiveness, and responsiveness to customer needs using data collected through the administration of the One-to-One Gap Tool (Peppers, Rogers, and Dorf 1999) in the Indian service sector. The results of statistical analysis using LISREL provide strong support for the positive relationship between relationship effectiveness and responsiveness to customer needs. The Organizational Activity of relationship strategy was also found to possess relationships consistent with theory. However, findings regarding the Informational Activity and the Operational Activity are less conclusive. Managerial implications and directions for future research in relationship marketing are discussed.     

外贸企业开展绿色营销的必要性及策略分析

随着绿色消费观念的深入人心和国际贸易中"绿色壁垒"的高筑,我国企业日益认识到改变传统营销方式、实施以可持续发展为特征的绿色营销的紧迫性。由于诸多因素的制约,我国企业开展绿色营销仍存在阻碍。为提高企业竞争力,企业应尽快建立绿色营销体系等应对策略。     

商业银行金融产品营销策略的探讨

金融营销的竞争日益激烈,金融产品作为一个商业银行竞争的支点,它的营销策略也日益受到银行业的重视。金融产品的特点、生命周期、竞争环境、金融产品的市场定位、金融产品的营销队伍的建设均是制定商业银行产品营销策略的重要环节。     

服务业外国直接投资与天津市经济增长关系的实证分析

服务业外国直接投资(FDI)是当前跨国投资的主体,随着国内服务业市场的逐步开放,服务业外国直接投资对区域经济增长的作用不可低估。1990-2006年的数据表明,天津市服务业引进的外国直接投资发展迅速,并对天津市的经济增长起到了促进作用,发挥显著作用的路径为通过增加就业、引进软技术促进经济增长,而注入资金、优化产业结构、增加贸易等其他路径的作用并不显著。     

日本服务业与制造业FDI状况及其影响因素的实证比较

对外直接投资转向服务业是世界对外直接投资发展的新趋势。目前服务业对外直接投资在规模和增长速度上均超过了制造业。虽然我国目前接受的外商直接投资以制造业为主,但是世界市场对外直接投资的趋势和规律依然值得关注。本文以服务业、制造业对外直接投资的主要代表国家—日本为研究对象,分析了其服务业与制造业对外直接投资在投资规模、区位和产业分布上的异同点。比较其影响因素从而探索服务业在国际投资中独特的规律,并为我国吸引日本直接投资提供建议。     

中国与印度服务业比较:竞争力及其影响因素

近年来,中国和印度成为亚洲经济发展备受瞩目的国家,两国在服务业领域的竞争成为关注的焦点。本文从产业结构、服务贸易总量与结构、服务贸易竞争力指数三方面考察了中印两国服务业竞争力的现状,并借助波特的"钻石体系"理论,对中印两国的要素条件、需求条件、相关支持产业及对外开放等因素进行了分析,得出虽然印度在目前取得了服务业的竞争优势,但是中国在今后的发展中更具潜力的结论和启示。     

上海、香港、新加坡服务出口技术结构比较分析

服务贸易出口整体技术水平指数显示,上海服务出口技术水平虽不断提高,但还落后于香港、新加坡,原因可能在于上海高技术服务(金融服务、版权与专利许可费服务)出口发展缓慢;服务出口技术结构优化指数显示,上海服务出口技术结构优化速度显著高于香港、新加坡,表明上海服务出口技术水平正不断提升。就服务贸易出口发展策略而言,上海应借鉴香港、新加坡的经验,着力推动高技术服务的出口,以符合国际金融中心建设和创新驱动发展主线的内在要求。     

沈阳饭店业实施绿色营销的困境与对策分析

沈阳市饭店业绿色营销起步较晚,对绿色营销的实施还存在很多不足。政府应培育绿色市场环境,适度政策倾斜,加快饭店业的立法,充分发挥饭店协会的作用,促进沈阳市饭店业有效地实施绿色营销。沈阳市饭店业应提高饭店的绿色营销意识,开展绿色促销活动,推出绿色食品,提供绿色服务。     

Environmental and Societal Positioning as Sources of Competitive Advantage in an Agricultural Firm

This research seeks to ascertain whether an agricultural firm's social and environmental positioning affects consumers' perceptions of the attributes of its products. Results showed that companies that are perceived to be more socially and environmentally conscious received better ratings for their produce in terms of quality and freshness. In addition, consumers reported that they would be willing to pay more for food grown by socially and environmentally conscious firms.     

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building efforts.     

中国服务贸易承诺自由化指标的建立和比较研究

2001年底,中国正式加入世界贸易组织,同时在有关开放服务贸易方面做出了一系列的承诺,本文计算了我国服务贸易承诺的自由化指标,并对结果进行了比较和分析。本文第一部分概述了服务贸易总协定框架下的服务贸易承诺并提出了研究的对象、方法和目的。在第二部分建立模型对服务贸易承诺自由化指标进行了计算。第三部分就服务贸易承诺自由化指标进行了分析和比较研究。