Ethnic Marketing Ethics

Culture plays an important role in defining ethics standards because dissimilar cultures socialize their people differently, according to what is acceptable behaviour. The potential significance of ethnic groups for marketing justifies inquiry into the moral judgments, standards, and rules of conduct exercised in marketing decisions and situations arising from decisions whether or not to focus on individual ethnic groups within an economy. Identifying and targeting ethnic groups for marketing purposes are tasks fraught with many ethical difficulties. In a multicultural society consisting of a dominant group and many diverse, minority groups defined by ethnicity, these problems can be expected to increase substantially. Consequently, marketers may include minority ethnic consumers in their mainstream marketing programs. In itself, this has ethical consequences. Alternatively, if marketers seek to target individual minority ethnic groups within the same economy a further set of ethical consequences needs to be considered. This paper reviews the concepts of ethnicity and ethnic groups and their relevance for marketing strategy within an economy where there is a dominant group and also significant minority ethnic groups. The ethical consequences for minority communities arising from the use of non-ethnic, mainstream marketing programs are examined. An alternative approach, ethnic marketing, is also examined and its ethical consequences in terms of other groups within the one country appraised. The ethical dilemma and tradeoffs facing marketers within advanced, culturally diverse countries are then considered.     

The Impact of New Technology on the Communication of Parliamentary Information

SUMMARY

This article discusses the results of an exploratory study, funded by the Economic and Social Research Council, which investigated the impact of technology on the communication of parliamentary information to the general public in the United Kingdom. As Stage 1 of the project, interviews were conducted with representatives of the public information services of the UK Parliament, the Scottish Parliament, the National Assembly for Wales and the Northern Ireland Assembly. Stage 2 consisted of interactive, electronically-assisted interviews, delivered in a roadshow environment, where members of the public were given the opportunity to explore, and provide critical feedback on, parliamentary websites.     

Buyer-Seller Exchange Situations

Abstract

From having focused almost entirely on exchange transactions in consumer goods markets, in the 1970s, academics expanded their analysis to include relational exchanges-in particular business-to-business markets and service markets. The contextual changes of the 1990s (i.e., the explosion of IT and the Internet) resulted in the introduction of relationship marketing as an alternative marketing approach in consumer goods markets introducing the notion of a shift in exchange paradigms. However, in the late 1990s, a number of authors on service marketing (e.g., Liljander & Strandvik, 1995), on business-to-business marketing (e.g., Anderson & Narus, 1999) and on contemporary marketing practices (e.g., Brodie, Coviello, Brookes & Little, 1997) supported the thesis that in many markets the process that actually takes place is one of co-existence of transactional exchanges and relational exchanges. Based on the “pluralistic approach” (Pels, Coviello & Brodie, 1999, 2000), this paper develops four cases that seek to exemplify the different exchange situations that may occur in a given marketplace.     

中国对英国蔬菜出口的实证分析

本文在简介英国农业发展和蔬菜供求特点的基础上,利用蔬菜进出口数量、金额、出口均价以及进口率等指标,分别从中国出口蔬菜和英国进口蔬菜的角度,对两国蔬菜贸易特征进行实证研究,据此提出中国深入开拓英国乃至欧盟蔬菜市场的主要建议蔬菜出口企业应注重提高产品质量;在出口市场定位上考虑发挥中国蔬菜的差异化竞争优势。同时,政府应为蔬菜出口企业提供相应的信息和政策支持等服务。     

“Watch that Space! The County Hierarchy in Firm Births and Deaths in the UK, 1980–1999”

The paper investigates the relationships between registrations, de-registrations and population density at county level in the UK using VAT data for 20 years over the period 1980–1999. The rationale for this is based on the need to understand how the extent to which, in different parts of the UK, differences in the relationship between birth rates and death rates combine to produce an interpretable pattern in net birth rates. The analysis of the net birth rate shows that a strategy aimed at the net birth rate might, in principle, just as well aim at reducing business failure, rather than raising the birth rate. Indeed this might be more efficient, since it implies that less start-ups are “wasted^” as it would avoid the necessity, if targets are to be reached, of encouraging those individuals who are patently unsuited to running their own business into business ownership.     

Effects of ethnic advertising on consumers of minority and majority groups: the moderating effect of humor

The effects of portrayals of ethnic endorsers in advertising are ambiguous. These portrayals strengthen the ethnic identity of ethnic minority groups, thus leading to positive responses toward the ad. They can lead to negative responses, because these portrayals can be perceived as stereotyped. Humor is a tool that can increase positive effects of identity-building and reduce negative effects of stereotyping. In this study, we investigate how humor moderates the effects of ethnic advertising on consumers from ethnic minority and majority groups. We find that humor supports the effects of traditional portrayals for both groups. Moreover, the effect of traditional portrayals combined with humor is strongest for the minority group. These findings provide evidence for the positive effects of humor in ethnic advertising and thus provide new insights to the stereotyping, ethnic advertising, and humor literature. The findings have practical implications for advertising using ethnic endorsers, humor, or targeted at ethnic minority groups.     

可操作的关系营销与相关的道德问题

关系营销是营销理论界的一个热门话题。然而,历经近20年的发展,它的操作性问题却没有解决好。关系营销的可操作性涉及三个问题:关系市场、关系营销组合和关系营销的道德问题。关系营销是一种道德问题颇大的营销方式或营销思想。要解决关系营销的道德问题,需要对关系营销的范围加以限制,需要降低对于关系营销的道德要求,或者需要为关系营销建立一套新的道德标准。     

关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

The Relationship Rhombus: A Quadratic Relationship

Affinity marketing is highly focused cause related marketing which bridges the divide between commercial companies and organizations, places, or groups which have supporters and /or members and followers, rather than shareholders and customers. Consumers purchase from an organization, which they currently have no relationship with through the strength of their affinity towards a group to which they are linked. In affinity marketing a ready-made relationship is taken by one party and adapted for 'own use' and this raises the issue of who takes and adapts and for what purpose? This paper introduces the concept of affinity marketing, using the example of the affinity credit card to explain the complications of affinity relationships. Having explained the triadic nature of the affinity credit card relationship it then takes this one step further to discuss the development of a further quadratic, rhomboidal relationship.     

The Evolution of Audit Regulation in a Russian Market Economy

Abstract

This paper reports on a study of the audit profession in Russia in 1996. It builds on the work of Badykova (1996) in the examination of audit in Russia in the mid-1990s in comparison to the United Kingdom. The paper concurs with the above previous research regarding the moves made towards the internationalization of auditing standards, the role of the auditor in compliance work, and the nature of the users of audited information.

The paper is set in a business context, which includes social and economic changes, to offer a perspective on the lack of any historical evidence of independent audit in Russia and emphasizes the recent change (by Presidential Decree) towards the legal enforcement of auditing standards. The motives for control and inspection are examined in the context of the twin objectives of legal compliance and certification. The role of the auditor in court is considered in terms of impartial fact finding and re-qualification of approved individuals compared with the adversarial system in the United Kingdom. The mandatory nature of audit in Russia by the court or public prosecutor is compared with the powers of the regulatory bodies in the United Kingdom and the findings identify an apparent lack of separation between the business entity and individuals.

The paper further examines the independence of the audit firm and the nature and content of the audit report in Russia along with sanctions for non-compliance. In conclusion, an attempt is made to evaluate the implications of the key differences identified as a basis for consideration of possible developments in Russia. These conclusions are placed in the context of the educational developments in the teaching of auditing processes and the Russian work ethic. The paper emphasizes the necessity to strengthen and regulate the audit profession at all levels by tightening up eligibility and entry qualifications with indigenous Russian auditors potentially replacing seconded staff from western audit organizations.

The social and economic changes that Russia has experienced in recent years include the dissolution of the Union of Soviet Socialist Republics (USSR), policies of 'glasnost' (publicity) and 'perestroika' (economic and social reforms) introduced by Gorbachev (Hosking, 1992), along with the opening up of Russia to traders and travelers alike.     

Evolving Relationship Marketing into a Discipline

Abstract

Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.     

Product Placement: The UK and the New Rules

This article considers product placement as an advertising vehicle. The topic has been the subject of debate, consultation and policy making in the United Kingdom for several years, both as a matter of principle and as a requirement of EU Directive implementation. Product placement had been banned since 1954. It is now legal but limited. The article begins with a brief, historical and transatlantic view of this promotional activity. Despite resolute government statements about preserving the ban, the same administration later reversed its view. It is suggested that the change is not to obtain commercial advantage, but to avoid commercial disadvantage. It is submitted that despite the uproar these changes caused, they will only marginally affect audiences and revenues and that they amount to a reversal rather than a revolution.     

关系营销视角下的企业个人关系对策研究

在商务交往中,个人关系是一种双刃剑,既能够促进甚至决定顾客和企业关系的发展,又由于稳定性的缺乏或过于强调个人关系给企业带来风险。企业应客观认识个人关系的作用,加强基础管理工作和客户关系管理,完善客户档案,建立与顾客之间互动的关系网络,做好关键时刻的具体工作。同时,企业应采取措施,留住关键员工,促进个人关系向企业层面关系转化,促进和带动顾企关系的发展,实现企业的经营目标。     

消费者-品牌关系的影响因素:一项探索性研究

近年来,消费者-品牌关系已经成为品牌研究领域的一个热点,但是,以前的研究比较偏重对品牌关系的维度和测量指标的探讨,有关消费者-品牌关系的影响机制的研究比较缺乏。如果采用开放性问卷进行调查,将探索出影响消费者-品牌关系的主要因素。同时对调查结果的内容进行分析,识别出五种影响消费者-品牌关系的因素类别,确认了一系列促进或破坏消费者-品牌关系的企业行为,并按照"企业能力"因素和"企业社会责任"因素的分类框架对这些企业行为进行系统分类。     

现代企业实施关系营销的对策

关系营销是对传统营销理论的变革与新突破,是一种先进的市场营销理念,在国外获得了巨大的发展,在实践中取得了很好的效果,得到企业界的广泛认可。关系营销导人我国后,在认识和实践上都相对滞后于西方国家。因此,正确认识关系营销的内涵,认清我国企业在实践中存在的误区并提出相应对策,就显得尤为重要。     

政府科技投入的国际趋势及我国策略

世纪之交,科技创新成为国际竞争的主导因素。然而,我国政府科技投入的管理低下、效益不高是一个不容忽视的问题。结合我国政府科技投入现状,应借鉴国际经验采取强化政府科技投入力度、调整政府科技投入方向和领域、注重政府科技投入的顶层设计和统一规划的完善策略。     

论营销理念在我国会计师事务所中的运用

随着我国市场经济的发展 ,市场营销日益受到广泛关注。作为会计服务市场主体的会计师事务所 ,也开始意识到营销的重要性。现阶段我国会计师事务所运用营销思想尚有不足之处 ,分析会计服务市场营销理念的特定内涵 ,即会计师事务所营销的实质就是关系营销 ,通过协调、优化与内外各关系主体的关系 ,调动各种积极力量 ,以确立竞争优势 ,赢得市场先机。     

浅析渠道关系

渠道关系是指渠道系统中各个成员之间的交往状态和合作深度。渠道系统内关系的类型和状态对渠道的产出效率和效果产生着重大的影响。本文探讨了目前广泛存在的四种纵向渠道关系及其优缺点 ,以求为企业的分销决策提供一些参考。