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《Journal of Promotion Management》2013,19(2):27-42
Empirical research has not addressed the manner in which elderly consumers combine their assessments of the probabil- ity and consequences of loss when deriving overall estimates of ac- tual marketplace risk. Prospect theory is utilized to support a prod- uct classification scheme which transposes the levels of the probability and consequences of loss. A proposition that elderly con- sumers will weigh the probabilities of loss more heavily in a High- Probability/Low-Consequences situation is supported; the proposi- tion that consequences will be judged more important in a Low-ProbabilityMigh Consequences product setting is not. Promo- tional implications are developed. 相似文献
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《Journal of Marketing Management》2013,29(3-4):407-428
Explores the role of donor perceptions in predicting the value of a donor, both to the voluntary sector as a whole and to specific organisations. Three classes of perceptual variable are examined; perceptions of the performance of the voluntary sector/specific organisations, perceptions of any exchange benefits that might accrue and in cases where a relationship already exists, perceptions of the quality of service quality provided. Drawing on results of an empirical study of 5000 donors to ten large national charities, the paper concludes that all three classes of perceptual variable have the capacity to influence donor value. 相似文献
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市场边界是影响企业边界的重要变量。当前社会经济环境下,由于企业规模和进入市场能力的差异、人为的进入市场障碍以及不同国家或地区市场发育成熟度不同等原因,企业只能在有限的市场进行经营活动,即企业只能在其市场边界内从事经营活动。发现或确认企业的市场边界对企业的高效运作具有重大意义。现实企业运作中存在大量无效或低效的经营活动,如超越企业自身能力的广告宣传活动等。企业的发展取决于企业生产能力的提高和市场边界扩张之间的互动。如果企业生产能力的提高是可控的,那么不可控的市场边界扩张及市场边界界定、选择就是企业运作成功与否的关键因素。市场边界的隐性假设在现实环境下应该是显性的,企业是在其市场边界内而不是在一个无边界的市场中开展经营活动。对市场边界的研究,包括市场边界的类型、影响因素、演变规律和基于市场边界考虑的经营决策特点等,应该成为当代管理学尤其是市场营销学研究发展的重点。 相似文献
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企业竞争是通过产品的市场竞争来实现的 ,而产品的国际竞争力则取决于其所体现的消费者价值。消费者价值由两方面决定———产品价格和其所提供的效用。相应地 ,我们将产品在国际市场上的竞争手段及相关的竞争力类型也分为两种———以基于低成本的低价格获取的价格竞争力 ,和以高质量和附加服务带来的超出平均的效用取得的附加值竞争力。单位价值是一个具有双重性质的指标 ,将单位价值指标与国际贸易平衡帐户结合在一起 ,可以得到一个竞争力判定矩阵 ,并可据此判断出特定产品参与国际竞争的主要手段和相应的竞争力类型 ,以及该产品在国际市场上的基本状态。 相似文献
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企业竞争是通过产品的市场竞争来实现的,而产品的国际竞争力则取决于其所体现的消费者价值。消费者价值由两方面决定-产品价格和其所提供的效用。相应地,我们将产品在国际市场上的竞争手段及相关的竞争力类型也分为两种-以基于低成本的低价格获得的价格竞争力,和以高质量和附加服务带来的超出平均的效用取得的附加值竞争力。单位价值是一个具有双重性质的指标,将单位价值指标与国际贸易平衡帐户结合在一起,可以得到一个竞争力判定矩阵,并可据此判断出特定产品参与国际国际竞争的主要手段和相应的竞争力类型,以及该产品在国际市场上的基本状态。 相似文献
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《Journal of Global Marketing》2013,26(3-4):67-83
The environments in which foreign salespersons operate is an underresearched topic in international marketing. This 14 MNC-135 subsidary survey of multinational sales practices examined managerial perceptions of sellers' work environments. A cluster analysis performed on the executive perceptions data showed that two groupings emerged, and that cluster differences were industry- and region-driven. One group comprised technical sellers who were more likely to be male and university-trained. The second group were mainly non-technical seller. Environmental factors such as family, social class status and religous beliefs were more critical in the technical rather than nontechnical sales field. 相似文献
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In recent years competitive pressure in mobile markets has increased remarkably. New business models and thus new actors have entered the market. This contribution analyzes the reconfiguration of value structures and strategies in mobile markets. For this purpose, mobile network operators’ service portfolio is analyzed on the basis of a worldwide survey, and the relevant current and future value creation activities are identified with consideration of additional actors and influence factors. On that basis, roles are developed, linked with regard to value flows and combined to a reference model for the mobile market value net. Subsequently, scenario planning is used to develop a set of criteria for the construction of corresponding future scenarios and the application of the reference model is demonstrated with such a scenario. 相似文献
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This paper uses three surveys of graduates' and undergraduates' evaluations and perceptions of the conditions of work in small and medium-sized enterprises (SMEs) in the U.K. The first survey addresses the relationship between the actual career profiles of graduates and their perceptions of work in small vis-à-vis large companies. The second survey is a large-scale national study of U.K. graduates' employment patterns. The third survey asked undergraduates how they expected working conditions might differ across firm size. The distribution of graduates across firm size is presented; this shows graduates to be disproportionately employed in larger firms. The work of graduates across firm size is then described in terms of earnings; work bargaining and fringe benefits; training and the internal labour market; and the work environment. For each facet, perceptions about work conditions are also explored. The evidence shows the working conditions for graduates are lower quality in SMEs and that graduates broadly perceive this to be the case. The implications for policies which overlook these conclusions are discussed. 相似文献
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《Journal of Marketing Management》2013,29(5-6):521-542
Several studies in the market orientation literature demonstrate a positive relationship between a market orientation and firm performance. However, the mechanisms of this relationship have yet to be explored in detail. This article addresses such a gap by proposing a conceptual model that links market orientation to wealth creation in firms. The model posits that a market orientation guides investment in market-based assets that may be deployed to create customer value. The realisation of customer value helps to both capture and retain customers. Quicker and more extensive market penetration, shorter sales cycles, and decreased marketing and sales costs enhance the cash flow of a market-oriented firm. This may be recognised in higher valuations, which ultimately translate into higher share prices and wealth creation for the owners of the firm. This model is used to describe the creation of value in the Major Business Division of BT, a large information technology service company. Recent success in this Division of BT is attributed to the creation of a market orientation and customer value-based strategy and processes. The experience of BT provides a clear illustration of how a market oriented firm creates value for both customers and shareholders. 相似文献
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Robin Wensley 《Business Strategy Review》1997,8(1):63-70
This article has four aims. First, the author argues that, for good reasons, it has been impossible to find any single variable that accounts for more than 10% of the variation in business performance: he calls this the rule of 10%. Second he shows how a 10% effect can be presented graphically to seem much more significant. Third, given problems of measurement and definition, even the 10% which is explained may prove to be of limited value, which is illustrated with the well-established link between market share and return on investment. Fourth, even where variables can be identified and their contribution quantified, he questions the extent to which this can be done in a form useful to managers. The overall conclusion is that determinants of business success are so complex that managers should reject any "one big explanation" however convincing the presentation. 相似文献
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移动电子商务市场价值链分析 总被引:2,自引:0,他引:2
移动电子商务因其具有快捷方便、无所不在的特点,已经成为电子商务发展的新方向。无论是从产品的开发,还是从需求看,移动电子商务发展都显示了巨大的潜力。移动电子商务并非虚构,实际上它已经存在,并正在形成一个庞大的市场。这一产业变革是要打破阻碍发展的垄断封闭的传统产业链,再造和优化新的价值创造与运作的机制及模式,从而构建起面向未来、开放合作与共生共荣的新的价值生态体系。 相似文献
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从利益关系的协调看我国市场秩序的治理 总被引:2,自引:0,他引:2
建设有中国特色的社会主义市场经济秩序是我国市场经济建设的核心目标之一.但是目前国内市场秩序的治理在相当程度上陷入了不良循环困境、政府悖论困境和二元困境的困顿状态.本文从治理市场秩序的理论基础和措施两个角度论述了如何解决这一问题.认为要从根本上解决我国市场秩序紊乱的问题,最为首要的是重新认识市场秩序的本质,重新确定治理市场秩序的核心原则.要采取有效措施消除导致市场秩序混乱的制度性根源、分配性根源、经济落后性根源,协调各种利益冲突,规范市场秩序.并就政府在治理市场秩序的过程中应当坚持的原则和采取的措施提出了相应的政策建议. 相似文献
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市场竞争中的商品质量与审美价值 总被引:1,自引:0,他引:1
当今世界,举凡成功的企业家,无不深谙以质取胜之道.他们成功的秘诀,最终归结为一点,即不断推出款式新颖的优质商品以赢得消费者的青睐,以扩大自己商品的市场占有份额.现代的消费者,既要求商品内在质量之优,又强调外在质量之美;既讲求实用价值,更注重审美价值.在激烈的国内外市场竞争中,企业不仅要着力打造商品的内在质量,同时也要潜心提高商品的外在质量,并逐步创建国际知名品牌. 相似文献
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This paper proposes an exploratory assessment of similarities and differences between the perceptions of suppliers and their customers about what is important in a value offering—and to which extent—in a specific business sector. 相似文献
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随着社会的转型,社会价值观越来越多样化,不同价值观之间的相互冲突在所难免。当前,价值冲突表现出普遍化、尖锐化、复杂化的态势。因此提出相应对策,努力构建“代表先进生产力发展要求,代表先进文化前进方向,代表最广大人民根本利益”的社会主义市场经济价值观体系,是全面建设小康社会、实现中华民族伟大复兴的迫切需要。 相似文献
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