按属权原则核算美国服务贸易差额

在分析美国服务贸易的跨境贸易数据、附属机构销售数据和公司内贸易数据内涵基础上,依据贸易平衡的属权核算原则,提出对美国服务贸易平衡进行全面核算的方法和模型,并进行实证研究。     

Marketing Financial Services in London

ABSTRACT

Given the extremely csompetitive nature of the financial industry in London, England it is important to understand how to conduct a successful marketing effort. A look at various financial services firms in London, such as General Electric Corporation Global, Morgan Stanley Dean Witter, Fidelity Investment and government organizations including the Financial Service Authority and the Bank of England help to profile several methods available to help a global marketing effort. Innovative marketing performance tools such as Customer Advisory Boards, Sales Technology Tools, and other effective performance issues are examined.     

Identifying Client Fairness Criteria in Income Tax Services

Abstract

Organizational justice (i.e., fairness) has been an important construct in the management literature. Employee perceptions of the fairness of outcomes and procedures have been found to have important attitudinal and behavioral consequences. Fairness has more recently been studied in service industries. However, client perceptions of fairness in accounting services have yet to be explored. It is likely that fairness perceptions are particularly salient in income tax return services. In an exploratory study, we sought to identify the types of experiences that trigger these clients' perceptions of fairness. The results suggest some common criteria that can help CPAs and their firms mitigate the potential negative consequences of client perceptions of unfairness. Regression analyses were also used to determine the most significant predictors of client satisfaction with the overall service and global perceptions of fairness.     

Ethical Issues in Australian Marketing Research Services

Abstract

The study focuses on Australian marketing research professionals' perceptions toward ethics in the marketing research profession and research services. These perceptions are specifically related to the ethical environment, ethical guidance, and leadership responsibility, factors leading to unethical marketing research practices and ethical climate characteristics. Overall findings underscore the importance of the role of management in setting the ethical tone and developing an appropriate frame of reference for ethical conduct and guidance in Australian marketing research.     

An Exploratory Comparison of Ethical Perceptions of Mexican and U.S. Marketers

This is a study of the effects of a number of background variables on ethical perceptions of Mexican and U.S. marketers. This research investigates how a marketer’s personal religiousness, relativism, and the ethical values influence in perceptions of the degree of ethical problems in hypothetical marketing scenarios. It also examines differences between Mexican and U.S. marketers on these variables. The results show significant differences in perception between the countries, and we discuss the implications of these differences for cross-cultural business activities. The authors wish to thank Rebecca McLaughlin for her help with data collection in Mexico     

The Earth Is Flat,Almost: Measuring Marketing Standardization and Profit Performance of Japanese and U.S. Firms

ABSTRACT

Globalization has fostered greater interest in all aspects of standardization theory, including the four Ps (product, price, place [distribution], and promotion) of the marketing mix. The study researches the firm's strategy of marketing standardization as it correlates to the firm's profit. Multinational firms from Japan and the United States operating in a global environment were studied in order to correlate marketing standardization to profit performance. The results indicate there is increasing support for a strategy of standardizing marketing mix components and contributing to a firm's profit performance.     

An IMC Process Framework for a Communications-Based Services Marketing Model

Integrated marketing communications (IMC) has been presented and examined; and, it has been challenged recently by some researchers questioning its relevance. However, some practitioners and academics still embrace its use. Presented through a case study, this article complements and extends the work of others by showing the importance of attribute identification through comprehensive research. It suggests that the message may be the starting place for measurement of IMC. Senior managers should consider this study's proposed IMC process framework where the product focus or corporate mission statement is the first step for IMC brand message positioning to help improve both short-term and long-term sales and profits.     

Preface and Introduction

No abstract available for this article.     

Effectiveness and Use of Marketing Activities Covered by the 1990 AICPA-FTC Consent Agreement

Members of the Association of Accounting Marketing Executives evaluated the effectiveness and use of marketing activi- ties covered by the 1990 AICPA-FK consent decree to determine what, if any, impact the decree had on CPA marketing. A slight increase in usage of a few of the activities occurred after the consent decree was signed. Many of the covered activities are viewed as ineffective, yet accountants plan to use more of almost all activities. Demographic differences in attitudes and planned usage are identi- fied.     

Impacts of Generic and Brand Advertising in the U.S. Potato Market

Abstract

The impacts of generic and branded advertising in the U.S. fresh potato, retail frozen potato, and potato chip markets are examined under exogenous and endogenous raw potato supply. The Almost Ideal Demand System is used to estimate the demand components. The general equilibrium elasticities derived from the complete model are used in a simulation analysis to assess the cross-commodity effects of incremental increases in advertising expenditures on equilibrium prices, quantities, revenues, and profits in each sector. The endogeneity of grower supply mitigate the impacts of advertising in the raw commodity sector and in the retail sectors.     

高校营销专业教育与创业教育有效结合的研究

从趋势看,高校营销专业教育与创业教育有效结合已势在必行。本文介绍了高校营销专业教育与创业教育有效结合的必要性和可行性;分析了高校营销专业教育与创业教育有效结合的制约因素;并根据上述分析,本文提出了高校营销专业教育与创业教育有效结合的实施路径。     

U.S. Marketing Policies in the European Community:

This study raises important questions in connection with the "globalization-of-markets" debate generated by Levitt. An increased degree of standardization, over a 10-year period(1973-1983), was found in many of the consumer-good marketing policies followed by U.S. firms operating in the European Common Market - a development consistent with the position advocated by Levitt and others. However, industrial-goods displayed a greater degree of national adaptation than was previously the case. The role of the U.S. firms' European headquarters was found to be less significant than ten years before, but greater coordination in the fields of production, physical distribution and selling took place over the intervening decade.     

Marketing (as) Rhetoric: paradigms,provocations, and perspectives

ABSTRACT

In this collection of short, invited essays on the topic of marketing (as) rhetoric we deal with a variety of issues that demonstrate the centrality of rhetoric and rhetorical considerations to the pursuit of marketing scholarship, research and practice. Stephen Brown examines the enduring rhetorical power of the 4Ps; Chris Hackley argues for the critical power of rhetorical orientations in marketing scholarship but cautions us on the need to work harder in conceptually connecting rhetorical theory and modern marketing frameworks; Shelby Hunt explains how rhetorical processes are incorporated in his inductive realist model of theory generation, using one of his most successful publications as an illustration; Charles Marsh demonstrates what Isocrates’ broad rhetorical project has to teach us about the importance of reputation cultivation in modern marketing; Nicholas O’Shaughnessy uses an analysis of Trump’s discourse to argue that political marketing as it is currently conceived is ill-equipped to engage effectively with the rhetorical force of Trump’s ‘unmarketing’; Barbara Phillips uses Vygotsky’s work on imagination to investigate the important of pleasure and play in advertising rhetoric; and finally, David Tonks, who in many ways started it all, reiterates the need for marketers to recognise the strength of the relationship between marketing and persuasion.     

Hospital Marketing and Communications Via Social Media

Social media usage by health care organizations has increased dramatically. Findings from this research show that 95% of the top ranked hospitals use social media. The purpose of this study is to examine whether social media usage varies according to size of hospital and types of services provided. Since social media platforms appeal to different groups of people, this prompts the question of whether certain platforms are more appealing to people who partake in different health services. Findings reveal differences in social media usage depending on the services provided by a hospital.     

The ties that bind us: examining relationship marketing orientation and its impact on firm performance in the information systems outsourcing services sector

The objective of this study is to analyze the adoption of a relationship marketing orientation (RMO) by firms in the information systems (IS) outsourcing service sector. The study frames RMO as a hierarchical, reflective construct which models seven dimensions including bonding, communication, empathy, harmonious conflict resolution, shared value, trust, and reciprocity. A sample of 114 senior executives from firms in the IS outsourcing industry in Hong Kong were obtained from a survey. Empirical analysis via structural equation modeling confirms the hierarchical, seven construct reflective structure of the RMO model, and the high levels of a firms’ RMO lead to a direct positive impact on firm performance outcomes. The findings provide valuable managerial insights for measuring and managing an RMO in the IS outsourcing sector, and professional services generally. Both theoretical and practical implications are discussed along with future research directions of the study.     

我国商业银行零售业务的服务营销策略研究

随着我国金融市场的不断开放和金融体制改革的深入,当前商业银行市场竞争面临着前所未有的新的挑战。商业银行零售业务营销具有服务营销和两级营销的核心特点。现阶段我国商业银行在零售业务营销实践中存在许多问题,因此,深入加强开展商业银行零售业务营销迫在眉睫。我国商业银行服务营销策略应采取进一步树立客户中心的现代服务营销理念、科学制定市场细分和目标选择策略、实施服务创新及完善营销管理体系等措施。     

Marketing Priorities and Practice Within the Accounting Profession

No abstract available for this article.     

后金融危机时期基金营销创新与营销风险管理

开放式基金的市场营销环节非常薄弱,制约了基金业的发展。后金融危机时期,基金业市场竞争更加激励,基金的营销能力成为基金公司核心竞争力的重要组成部分。本文分析了基金营销中的主要问题,提出建立基金业品牌营销、社会营销、关系营销、文化营销等多元化营销理念。只有在此基础上对营销策略进行全方位的改革和创新,才能打开基金营销的新局面,有效提高基金公司的核心竞争力。针对基金营销过程中产生的主要风险,提出了建立健全基金营销风险管理机制的相关建议。     

A Conceptual Model of the Internationalization of Services Firms

Abstract

In the 1990s, the global marketplace is characterized by the speed and ease with which services cross over national boundaries. As a result, service industries in many countries around the world have become extremely important in the development and socioeconomic well-being of these countries. The purpose of this paper is to understand the internationalization process of services firms. It is concluded that international operations of services firms are driven by a similar set of variables used by manufacturing firms, but the intensity and direction of some key relationships require modification and adaptation.