Beijing 2008 Olympic Games Partners

At Olympic times, many business giants try to expand their influence by sponsoring the Games. The Games is an opportunity for them to turn from a national to an international brand. Here are brief introductions to some of the Beijing 2008 Olympic Games partners.     

Beijing 2008 Olympic Games Partners

At Olympic times,many business giants try to expand their influence by sponsoring the Games.The Gaines is an opportunity for them to turn from a national to an international brand.Here are brief introductions to some of the Beijing 2008 Olympic Games partners.     

China Mobile's SWOT for the Olympics

This is the first time the Olympic Games held in China. The Beijing Olympics are a golden opportunity for Chinese companies to promote their products around the world. On the other hand, it is also a great challenge. Take ChinaMobile, the mobilecommunication partner for the ⅩⅩⅨ Olympics, as an example. His marketing performance in this Olympic feast could be analyzed by S.W.O.T.     

China Mobile＇s SWOT for the Olympics

This is the first time the Olym- pic Games held in China.The Beijing Olympics are a golden opportunity for Chinese compa- nies to promote their products around the world.On the other hand,it is also a great challenge.Take ChinaMobile,the mobile- communication partner for the XXIX Olympics,as an example.His marketing performance in this Olympic feast could be analyzed by S.W.O.T.     

Congratulatory Messages For New Year

Spring Greetings It is a great pleasure for me to have this opportunity to wish a pros- perous and peaceful New Year in 2008 to all distinguished readers of China’s Foreign Trade.With the Country’s continued fast economic development,I believe the year 2008 will be a unique period of time in the history of China,with the upcoming"Beijing Olympic 2008".I am also pleased and consider myself lucky to be a part of this colorful historical event.     

GRASP OPPORTUNITIES FOR TRADE PROMOTION

The 1990s is a key period for Shandong to carry out its exportoriented strategy for over-whelmingly opening and make Shandong economy compliance with world economy. The Shandong Subcouncil under the China Council for the Promotion of International Trade (CCPIT Shandong Subcouncil) grasps the opportunity to     

People＇s Olympics

It is the moment the city takes on its young and beautiful look.It is the moment the people do everything to surprise the world.It is the moment the whole country hold the breath.The 29th Olympic Games is approaching in Beijing. It will be an extraordinary Olympic Games,as the 1.3 billion people of China are all get involved in it with their passion for sports.They waited in a long line in front of the ticket polls, and stayed up in the tent for the match tickets;they happily take the bus and subway instead of the cars for the clean air;and they do volunteer jobs in uni- forms from day to night without single word of complaining...The whole nation gives her best definition to the Olympic sprit.It's people's Olympics:it's everyone's Olympics.     

The 11th High-Tech Expo

The 11th China Beijing International High-Tech Expo,themed as＂high-tech Olympics and high- tech innovation＂,was rounded off successfully on the afternoon of May 25.The Expo,held as planned in such a special period of post-quake relief work,has shown us the power of technology and scientific spirit. It has not only given all the Chinese people the spiritual support and hope for the future but also opened a window for the international community to know more about the Beijing Olympic Games and the development of science and technology in China.     

How to Profit from China’s Strong Tourism Growth

Now in its third year the WTM China Contact Forum will follow- up on industry experiences learned from the 2008 Olympic Games in Beijing offering an interactive opportunity for discussion about how to develop business with China as a destination, service provider and tour operator. With the support of Visit Britain,the China National Tourism Administration,Visit London,the Kunming Municipal Tourism Board     

第29届奥林匹克运动会贵金属纪念币

The modern Olympic Games are a noble undertaking which promotes mutual understanding, friendly relationships and world peace among all nations. The Olympic Games are a pageant of sports in the whole world, on the biggest scale, the highest level,the greatest attendance and the most extensive influence.     

From Decision Support to Decision Automation: A 2020 Vision

The authors discuss the long-run future of decision support systems in marketing. They argue that a growing proportion of marketing decisions can not only be supported but may also be automated. From a standpoint of both efficiency (e.g., management productivity) and effectiveness (e.g., resource allocation decisions), such automation is highly desirable. The authors describe how model-based automated decision-making is likely to penetrate various marketing decision-making environments and how such models can incorporate competitive dynamics. For example, the authors foresee that close to full automation can ultimately take place for many decisions about existing products in stable markets. Partial automation could characterize decision making for new products in stable markets and existing products in unstable markets.     

Ambush marketing: The undeserved advantage

The Olympic Games, as the world's largest and most prestigious sports event, has been a major target for ambush marketing activity. The position of the International Olympic Committee is that the practice of ambush marketing represents a deliberate attempt to mislead consumers into believing that the companies involved are supporters of the Olympic Games. The opposite is in fact the case. The activities of ambushers erode the integrity of major events and may potentially lessen the benefits to official sponsors, who are the real supporters of such events. Ambush marketing breaches one of the fundamental tenets of business activity, namely, truth in advertising and business communications. The IOC, as custodian of the Olympic Games, successfully adopts a twofold strategy of protection and prevention to counter the threat of ambush marketing. © 1998 John Wiley & Sons, Inc.     

Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs

One difficult challenge for marketers is the large, diverse means of communication and communication options that are available to support their brands (e.g. TV, print, and interactive advertising; trade and consumer promotions; arts, sports, and cause sponsorships; etc.). Consequently, marketers must understand what various marketing communication options have to offer and how they should be combined to optimize their marketing communications programs. Towards that goal, this paper considers issues in how to develop, implement, and evaluate an integrated marketing communication program. Specifically, to provide micro perspectives -- especially relevant for academic research -- we introduce the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation). To provide macro perspectives -- especially relevant for managerial planning -- we provide criteria as to how integrated marketing communication programs can be designed and evaluated as a whole (i.e. according to coverage, contribution, commonality, complementarity, robustness, and cost considerations). We also describe how the two perspectives relate and conclude by discussing theoretical and managerial implications and outlining future research directions.     

Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them

Counter‐stereotypical products (CSPs) are targeted at groups that are opposite to the stereotypical users of these products (e.g., face‐cream for men, construction tools for women). Such products entail adoption barriers, as they are associated with a dissociative out‐group (e.g., men avoid products used by women). A theoretical framework is developed to investigate such barriers by outlining consumers’ cognitive and affective responses to CSPs; namely: stereotyping (CSP is considered appropriate only for the stereotypical user group), subtyping/subgrouping (CSP is useful for certain individuals or subgroups), and derogating (disparaging the CSP due to a perceived threat to self). Study 1 verifies these responses and demonstrates their effect on the evaluation of CSPs targeting men versus women. Overall, CSPs targeting men faced more barriers than those targeting women, and this was especially so for publicly consumed CSPs (e.g., purse for men) as compared to privately consumed ones (e.g., hair‐remover for men). Study 2 examined the effect of a common marketing tool—product design color (e.g., using blue for men and pink for women)—in reducing the above barriers. It was found that blue is effective in reducing stereotype‐based barriers for CSPs targeting men. For CSPs targeting women, using pink was only effective for women scoring high on femininity, and it backfired for those scoring low on femininity.     

A Dynamic Model of Cross-Category Competition: Theory, Tests and Applications

Recent marketing studies use scanner data to diagnose the influence of a change in a brand's marketing mix on other brands in the same category. A few studies also use scanner data to model inter-category effects between substitutes (e.g., tea and coffee) or complements (e.g., tea and sugar). No study models the dynamic effects of cross-category competition though.We present a dynamic model that shows how different products in a typical market basket influence demand of one another. Empirical tests use single-source, market-level data for ice cream and some substitute and complement categories. On the basis of in-sample fit, out-of-sample forecasts, and formal causality tests, this study demonstrates that the marketing mix decisions for ice cream influence the sales and market shares of ice cream toppings and frozen yogurt. As a check on the predictive validity of the model, model parameters, using 16-month data, predict behavior in the subsequent 3 months.     

From academic research to marketing practice: Exploring the marketing science value chain

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term “marketing science value chain” to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain.     

农产品社会化营销途径探析

社会化营销在国内已经进入行业应用研究阶段,针对农产品营销中的高成本、低透明度、产销脱节等问题,社会化营销互动、分享、自发的特质能够帮助农产品精准识别客户、形成网络品牌、解决供需矛盾。本文认为,开发综合类社交网络的行业应用平台,开拓手机终端的社会化营销模式、选择差异化农产品开展社会化营销是目前可积极探索的方向。     

Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product

Does placing a display of complementary condiments (e.g., ketchup, mustard, buns,etc.) next to a display of hamburgers make shoppers more likely to attend to the hamburgers? Prior work has established that in-store marketing strategies play an important role in drawing attention to products in a retail setting. Building on this research, the present study develops a framework to better understand how shoppers in a natural retail environment attend to displays of complementary products, and how this attention transfers to a focal product. The results suggest that assortment complexity of a display positively affects initial attention capture.. Further, initial attention capture leads shoppers to spend longer evaluating the complementary products in the display, which, in turn, increases evaluation and choice of the focal product. As such, our framework indicates that complementary product displays can be effective at increasing attention to and choice of an associated focal product.     

基于品牌推广的企业体育营销策略分析

体育营销作为现在一种重要的营销手段,对公司产品的品牌推广有着无与伦比的作用。重大体育赛事具有高度的关注度,媒体参与报道的力度也是空前的,品牌曝光率往往因此发挥到最大化。部分企业在新产品的品牌推广时会借助体育营销来搭建一个高效率的载体,但同时这也是一个风险承担的过程。体育营销战略的制定是否契合企业的品牌推广和企业的整体营销模式,则需要我们进一步的分析和思考