因势利导抓住顾客的心

在复杂的市场营销过程中,营销人员和顾客之间的心理差距,极有可能引发双方的矛盾和冲突.从营销人员一方来看,他追求的是商场利益和自身利益,最关心的是如何把商品推销出去,而对顾客的购买与使用后的感受与实际效果并不是最关心;从顾客一方来看,他所需要的是可靠和满意的商品质量和良好的服务,最关心的是怎样才能选择到符合自身愿望的商品,以最小的支出获得最大的使用价值.这样,营销人员表现的迫切心情与顾客表现出的某种疑虑心理形成鲜明反差,再加上双方交流的短暂性和信息的不对称性,极易引起两者之间的不信任,并有可能产生矛盾冲突.所以,商场营销人员要尽力防止和避免冲突的产生,要以顾客的基本需要为契机,针对顾客的消费心理活动规律,因势利导,抓住顾客的心,建立良好的顾客关系.     

Profiling prospective private-label buyers

ABSTRACT

Food retailers have had difficulties increasing their private-label sales during non-recessionary periods. Conventional research leads us to believe it would be ineffective to use traditional segmentation to target prospective private-label buyers because sociodemographics and most psychographics are not strongly linked to private-label attitudes, purchases, or willingness-to-pay. Many studies have concluded that perceived risks are associated with private-label attitudes and are limiting private-label sales. This study explores a new approach to identify potential private-label buyers. The results from an internet panel survey of 605 adults were analyzed with binary logistic regressions. Several scales, which have rarely been employed in grocery shopper studies, were used to profile those individuals who perceive more risks from buying or using private labels. The characteristics of these individuals can help retailers and private-label marketers develop appealing product offerings and target prospective private-label buyers using various marketing tactics to grow their private-label businesses.     

买车人的五种心态

盘点2005年“金九银十”的汽车市场业绩，可以比较欣慰的感觉到，自04年二季度以来国家对汽车产业实施调整政策所起的良性作用初见端倪。这一点从购车人的心态上就能真切地体现出来。据2005年6月中旬才开业的天龙汽车汽配城统计，九、十两月新年销售达860辆，比七、八两月增长13．7％，其中1．3升以下的车型超过60％。购车者的心态总体上是平静的，可归纳为以下五种表现。     

利用数据库平台找买家

数据库营销是一个主动营销的过程,它通过对客户信息的管理实行批量化沟通。数据库营销能帮助你保留客户、提高客户的忠诚度,一些外部购买的数据库则可能是你大量客户的来源。外贸企业除了可以从外部购买、开发数据之外,更应该建立属于企业自己的数据库,这是一个长期累积的过程。     

海外买家采购的四大变化

尽管发生了金融危机,但是买家仍然需要采购,只是购买行为发生了变化。而买家行为的变化,并不是“买得更少了”或者“要求的价格更低了”那么简单。     

Ongoing search among industrial buyers

Literature on organizational buying behavior pays little attention to ongoing search, i.e., information search activities that are independent of specific purchase decisions. This study employs ethnographic methods to investigate the nature of ongoing search in the context of trade shows. The study contributes to the literature on information search among industrial buyers by highlighting its bias in favor of search processes that lead to short-term purchases. The research findings have strong implications for trade show scholarship, as they cast a critical light on the “received view” on how to effectively select, manage and measure returns on trade show investments. This article offers a more complex and nuanced view of visitor behavior at trade shows and introduces a broader perspective on the significance of these events for their underlying markets.     

Managerial behaviour of home buyers*

The purpose of this study was to achieve a better understanding of the managerial behaviour of home buyers. Data for the study were obtained by means of a telephone interview with 152 households who had purchased a home during the first six months of 1981. Results report socio-economic characteristics associated with particular reasons for purchasing a home, with types of resources used, and with kinds and extent of life style and housing sacrifices experienced. The findings indicate that it is important the professionals dealing with families and individuals become sensitized to the types of reasons, resources, life-style and housing-feature sacrifices that families experience, and be familiar with the fact that different families, depending on their socio-economic characteristics, are likely to have somewhat different reasons, use somewhat different resources, and experience somewhat different sacrifices.     

搜索潜在国外买家的4种渠道

不少外贸公司的老板喜欢让员工在闲暇的时候上网搜潜在客户,外贸群里也时常有外贸人询问有没有可以查询外贸客户资料的网址.通过网上搜索来开发新客户是个成本低且有效的开发客户途径.     

如何控制框架结构梁柱节点的施工质量

在框架结构中,节点作为联系整个结构体系的枢组,在实际施工中存着各种隐患.本文剖析节点施工中的问题,并提出相应的处理方法.     

Price competition with repeat, loyal buyers

Extant theoretical models suggest that greater consumer loyalty increases a firm’s market power and leads to higher prices and fewer price promotions (Klemperer, Quarterly Journal of Economics 102(2):375–394, 1987a, Economic Journal 97(0):99–177, 1987b, Review of Economic Studies 62(4):515–539, 1995; Padilla, Journal of Economic Theory 67(2):520–530, 1995). However, in some markets large, national brands that are able to generate more consumer loyalty than their rivals offer lower prices and promote more frequently. In this paper, we develop a two-period game-theoretic, asymmetric duopoly model in which firms differ in their ability to retain repeat, loyal buyers. In this market, we demonstrate that it is optimal for a firm that generates more loyalty to offer a lower average price and promote more frequently than a weaker competitor. Numerical analysis of a more general infinite period version of this asymmetric model leads to three additional results. First, we show that there is an inverted-U relationship between a weak firm’s ability to attract repeat, loyal consumers and strong firm profits. Second, we show that the relative ability of firms to attract repeat buyers affects whether serial and contemporaneous price correlations are positive or negative. Finally, we highlight the effect of dynamics on firms’ expected prices and profits.

做国际买家中意的网站

很多外贸企业建公司网站的时候都在考虑:买家到底喜欢什么样的网站呢?与其讨论国际买家喜欢什么样的网站,倒不如说说我们要做什么样的网站让国际买家喜欢。因为不同国家、不同行业,甚至换个买家的采购习惯都是不     

The delisting of products by retail buyers

The main aim of the research reported here is to identify any patterns in the delisting behaviour of retail buyers, where a delisted product is defined as one which is removed from sale by a retailer but which continues to be sold by other retailers. The influence of the retail buyer in the marketing of consumer products has become ever more significant. Much academic research into retail buying has aimed at identifying criteria that affect purchasing decisions but few generalizable findings have emerged due to the context‐specific nature of such decision making. In this research a specific context is chosen, that of the de‐selection or delisting of products, a topic that has received little attention to date.

The results of interviews with 125 buyers, working for large and small retailers, on their reasons for 290 examples of product delistings are reported. The influence of more detailed contextual variables such as the buyer's age, experience and qualification, the product type, and the source of the product are examined together with a number of reasons for delisting the product. Many of these contextual variables, particularly the size of the retail business and whether the buyer had experience of working in a retail outlet, correlated widely with the relative importance of decision variables. Buyers working for smaller retailers tended to delist because of low sales volumes. Nett profitability, the reason why products should be delisted, was rarely cited as a major criterion.

More detailed analysis of the data set using factor and cluster analysis revealed that delisting decisions could be categorized into two types, each defined by combinations of contextual and decision variables. The most important variables in distinguishing between the two types of decisions were the buyer's age and experience as a buyer (contextual variables) and the decision criteria of nett margin being too low or the selling price to the retailer being too high. Younger, less experienced buyers were more likely to delist products because of low nett margins and high buying prices. Older, more experienced buyers were likely to delist for reasons other than these. The implications for retailers and for their suppliers of both the major and minor findings from the study are discussed.     

Excellence Revisited

Tom Peters and Robert Waterman's 1982 best-seller, In Search of Excellence, ignited the business book market and altered the managerial debate in companies throughout the world. Twenty years on, the book's contribution to business thinking is being re-evaluated.     

Good news for buyers and sellers: Acquisitions in the lodging industry

Takeovers in the lodging industry generally have resulted in gains for both the acquired and the acquirers—unlike many other industries.     

上海商业买手现状研究

买手作为职业源起上世纪60年代的欧洲。一般来说,买手指的是掌握大量信息,熟悉商品购,销,存作业规范与善于管理,为满足消费者购买需求组织商品进入流通,并以计划提案业务为核心业务的专业商务人员。在我国,买手于上世纪90年代首先出现在服装市场,但发展缓慢。至今我国商界乃至经济界、学术界对买手还比较陌生,将买手等同于采购员的认识普遍存在。     

Occupational Safety and Paternalism: Machan Revisited

In 1987, Machan provided a libertarian case against the right to occupational safety. Since before Machan’s essay appeared, many business ethicists and legal scholars have given considerable attention to the overall position Machan endorses: the acceptance of employment at will and the rejection of employee rights. No one yet has given adequate attention, however, to the fact that Machan’s argument against the right to occupational safety actually stands or falls independently of his overall position on employee rights. His argument ultimately rests on two values: the promotion of employee interests and anti-paternalism. Insofar as those who support the right to occupational safety share those values, they must find a strategy for opposing Machan’s argument that preserves those values. In this paper, I demonstrate why Machan’s argument ultimately rests on the promotion of employee interests and anti-paternalism. Then, I develop an objection to Machan’s argument that preserves those values.     

Indonesia to renegotiate gas price for Chinese buyers

The Indonesian government considers renegotiating gas prices for buyers in China＇s Fujian Province to adjust with the surging oil prices, local press said Saturday.     

钢筋混凝土框架施工注意问题

在框架结构中,节点作为联系整个结构体系的枢纽,既是承受梁、柱、板等各种荷栽的受力点,也是模板、钢筋、混凝土工程等多种交汇施工的重要部位,在实际施工中存着各种隐患.所以在施工中应该提高对抗震节点重要性的认识.     

Ambush Marketing Revisited

Corporate sponso~ship of events has become a multi-bil- lion War promotional enteqnise. Some companies have sought methods of gaining the benefits of official spansorship while subvdng the esca- lating s m h i p fees charged by most major events. This approach has come to be known as ambush marketing. One event that is a traditional target for ambushers is the Olympic Games. Ambush marketers have found that by purchasing large amounts of advertising during these events they enjoy as much (or more) brand awareness as official sponsors incur- ring much greater costs. The results of this experimental study shed light on existing sponsorship questions, partic+rly ambush marketing in the Olympic context. Among the key finbgs are that coIlsumers seem unable to distinguish between official and ambush sponciors. This confu- sion has implications in terms of attibdinal measures, as study data indicate that sponsors rarely gain oompetitive advantage here, either. Measures of purchase intention also indicate that ambushers consistently do as well, or ktlw, than official sponsors.