中国关系营销视角下的第三方物流企业营销策略

中国关系营销是中国人际关系活动向市场活动或经济活动渗透的一种自然取向.将中国特殊的人际关系用于商业活动,对于解决关系营销的操作性问题具有重要作用.中国关系文化中存在关系营销的因素,但基于中国文化的关系营销与西方关系营销存在差异.通过对中国第三方物流企业开展关系营销的影响因素及现状的分析,提出在中国特殊的关系背景下第三方物流企业的营销策略.     

Firm-to-firm and interpersonal relationships: Perspectives from advertising agency account managers

We do things for people we like, our friends. However, in firm-to-firm exchange relationships, boundary spanners are economic agents representing their firms contractually to achieve specific goals. Thus, questions arise as to whether close interpersonal relationships exist in business settings, how they are defined, and whether they influence the nature and functioning of interfirm exchange. A qualitative study with advertising agency account managers finds that analyzing interpersonal relationships across groups from both sides defines firm-to-firm relationships. Participants define these relationships based on the extent to which the agency is involved in the client’s business across categories including vendor, partner, and surrogate manager. Interpersonal relationship exist across categories including strictly business, business friends, and highly personal. The relationships are distinguished based on the knowledge base developed about the brand manager. Overwhelmingly, the participants claim that devoloping close, interpersonal relationships is beneficial to both their professional and personal lives. Diana L. Haytko (DianaHaytko@smsu.edu) is an associate professor of marketing at Southwest Missouri State University. She received a B.S. in advertising from the University of Colorado, an M.S. in advertising from the University of Illinois, and an M.B.A. and Ph.D. in marketing from the University of Wisconsin. Her research interests are in the field of relationship marketing, both from a business-to-business and a consumer perspective. Her work has been published in theJournal of Consumer Research, theJournal of Retailing, theJournal of Marketing Communications, and theJournal of Shopping Center Research.     

A dyadic study of interpersonal information search

Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyad. Building on the literature, this article offers a model of active interpersonal information search that is tested by using a method in which information seeker and source perceptions were obtained. Source characteristics were important determinants of interpersonal influence, but seeker characteristics also played an important role. Interestingly, it proved useful to distinguish between demographic and attitudinal homophily of seeker and source as the former was inversely and the latter directly related to interpersonal influence. Mary C. Gilly is an associate professor in the Graduate School of Management and associate dean of Graduate Studies at the University of California, Irvine. Her Ph.D. is in marketing from the University of Houston. Her research interests include the unintended effects of marketing actions, such as the effects of advertising on employees. She also has interests in services marketing, such as customer service, including consumer complaint handling, and cross-cultural service encounters. Her work has been published in theJournal of Marketing, theJournal of Consumer Research, theJournal of Business Research, and other academic journals. John L. Graham is a professor in the Graduate School of Management at the University of California, Irvine. His Ph.D. is in marketing from the University of California, Berkeley. His primary research interests regard international marketing, international business negotiations, and structural equations modeling. His work has been published in theJournal of Marketing, theJournal of Consumer Research, Marketing Science, theJournal of International Business Studies, Management Science, and other academic journals. Mary Finley Wolfinbarger is an associate professor at California State University, Long Beach and is doing research on the topics of internal marketing and gift giving. She teaches Marketing Principles and Marketing Research. She received her Ph.D. in marketing from the University of California, Irvine. Her work has appeared in theJournal of Marketing and other academic journals. Laura J. Yale came to Fort Lewis College in 1991. She holds degrees in Hotel, Restaurant, and Travel Administration from the University of Massachusetts, Amherst, and received her Ph.D. from the University of California, Irvine. She teaches a variety of courses in Marketing and Travel and Tourism Administration, including Marketing Research, International Marketing and Services. Her industry experience and most of her research interest are in the services sector, particularly the tourism industry. She is on sabbatical leave this academic year, writing an introductory textbook on the tourism industry. She will return to teaching in September 1998.     

Peer,parent, and media influences in teen apparel shopping

Recently developed normative versus informative interpersonal influence scales were modified and extended to explore interpersonal influences in teen apparel shopping. Three major influence sources were considered—peers, parents, and the media. Major findings indicated that teens receive significantly more parental influences during special shopping than ordinary shopping; parent- and media-informative influences exceed almost all others whereas media-normative influence is dominated by almost all other influences. These findings suggest that advertisers and marketers could avoid targeting teens with normative messages, since they are more likely to reach teens through informative messages specifically directed at their parents. Teen age, gender, family size, and gift money to teens were found to significantly affect the level and type of teen apparel shopping influences. He is also the founding Director of the Kellstadt Consumer Research Center, University of Detroit Mercy. His doctoral work has been published by Arno Publications, New York, under the titleTowards Measuring Technological Impact of Multinational Technology Transfers to Developing Countries. His recent books includeWasteland Management (Nataraj Publishers, 1982) andNew Product Development: Its Marketing Research and Development (Oxford, 1987). He has published in theJournal of Academy of Marketing Science and theJournal of Consumer Affairs, as well as various conference proceedings. His research interests are marketing ethics, marketing research philosophical orientations, and consumer behavior. Currently he is engaged in a major project related to teenage shopping behavior. She has published inInformation and Management and theJournal of Midwest Marketing, as well as various conference proceedings. Her current research interests are in the areas of consumer behavior, channel strategy, and marketing strategy. She is currently involved in research on teen shopping behavior.     

论市场营销在构建和谐社会中的作用

党的十六届四中全会提出构建社会主义和谐社会的伟大目标。和谐社会的丰富内涵包括:个人自身发展的和谐、人与人之间关系的和谐、人与社会之间关系的和谐、人与自然之间关系的和谐以及我国社会与其国际环境之间关系的和谐等五个方面。市场营销在协调和处理和谐社会这些各个层次的关系中将发挥积极的作用。目前,不断推动市场营销理论的创新和发展,普及市场营销理念与意识并为市场营销实践创造良好的法制环境将有利于市场营销作用的充分发挥。     

The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Marketing’s evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory’s notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.     

Schools of thought in organizational learning

This article attempts to bring coherence to the diversity that characterizes organizational learning research. It argues that organizational learning is embedded in four schools of thought: an economic school, a managerial school, a developmental school, and a process school. The article provides a comprehensive analysis of the schools, describes how they differ from each other, and outlines how each of them can be employed effectively. To demonstrate the benefits of theoretical plurality, the four schools are applied to the key marketing topics of market orientation and new product development. Implications for future research in marketing are provided. Simon J. Bell is a lecturer in marketing in the Faculty of Economics and Commerce at the University of Melbourne. Gregory J. Whitwell is an associate professor of marketing in the Faculty of Economics and Commerce at the University of Melbourne. Bryan A. Lukas is an associate professor of marketing and director of the Master of Applied Commerce Program in the Faculty of Economics and Commerce at the University of Melbourne.     

It’s a matter of congruence: How interpersonal identification between sales managers and salespersons shapes sales success

In recent years, marketing research and practice have recognized the importance of managing frontline employees’ identification. However, investigations so far have focused on identification at the collective level of the self, such as organizational identification, thereby largely neglecting important interpersonal identification processes at the relational level. Using a large-scale dataset comprising information from sales managers and salespeople as well as company data on customer satisfaction and sales performance, the authors make a first attempt to address this neglect by exploring important phenomena of interpersonal identification in the sales manager–salesperson dyad. Results show that initial increases in the level of identification congruence between sales managers and their respective salespeople yield positive incremental effects on sales performance and customer satisfaction. Findings also show that interpersonal over-identification and identification incongruence are negatively related to both outcomes. Results demonstrate how sales managers could mitigate these negative effects.     

An integrated design for personal computers in the marketing curriculum

This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.     

Expert systems in marketing: Guidelines for development

This paper is aimed at understanding and developing marketing expert systems. A discussion of the structure of expert systems is presented. Guidelines for development of marketing expert systems and marketing areas most amenable to expert system development are also provided.     

Is conventional debriefing adequate? An ethical issue in consumer research

Issues relating to ethics are infrequently addressed in the marketing literature. One area in which there might be ethical concerns is debriefing. In an experiment, when false information is provided by the researcher to subjects, those false beliefs can persist despite conventional debriefing. The persistence of false beliefs has ethical implications, of which consumer researchers should be aware. Anexplicit debriefing involving a formal discussion of the belief perseverance phenomenon is proposed as an alternative to conventional approaches. This is tested in three separate studies, including a partial replication of Ross, Lepper, and Hubbard (1975) as well as two extensions to marketing situations. Implications for corrective advertising are also discussed.     

Further extensions of adaptive extended exponential smoothing and comparison with the M-Competition

This study presents and evaluates three new approaches to nonintervention, extrapolative (time series) forecasting. This is an extension of the adaptive extended exponential smoothing methodology (AEES) that allows the model additional smoothing constant adaptability to improve forecasting accuracy. The performance of the basic AEES method and two enhancements are first compared to five other time series techniques on a limited, validation data set and then compared to the 24 methods used in the M-Competition. Comparisons are made across all 111 M-Competition data sets and across the yearly, quarterly, and monthly components of the 111 data sets. When empirically tested across the 111 M-Competition data series, the heuristic AEES approach generally provided improved or comparable accuracy. This result was repeated with the yearly data series. Results for the quarterly and monthly data series were mixed. Discussion of these results within the marketing context of sales forecasting is provided. He has published in theJournal of the Academy of Marketing Science, Journal of Forecasting, Columbia Journal of World Business, Industrial Marketing Management, Journal of Business Logistics, International Journal of Physical Distribution and Logistics Management, Transportation and Logistics Review, Transportation Journal, Research in Marketing, and other journals. His research interests include marketing logistics, market forecasting, computer simulation of marketing systems, and international business to business marketing. His research has been published in theJournal of the Academy of Marketing Science, Journal of Business Logistics, International Journal of Physical Distribution and Logistics Management, Transportation Journal, Industrial Marketing Management, Journal of Marketing Education, andJournal of Current Issues and Research in Advertising.     

Development of models for marketing decisions

Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building are provided and illustrated with examples.     

The integration of microcomputers in marketing research and decision making

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making.     

Business cycle research in marketing: a review and research agenda

Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.     

面向企业营销的Web挖掘技术

WWW提供了重要的商业资源,在W eb上进行市场营销数据挖掘是非常有价值的。结合市场营销的发展趋势,探讨W eb挖掘技术及其对制定营销策略的促进作用,通过实验数据说明W eb挖掘将对市场营销提供支持有效决策的参考知识。     

虚拟社区意见领袖的角色差异及对企业营销的启示

意见领袖是影响消费者购买意愿的重要因素。相比现实世界的口碑传播,虚拟社区的人际传播速度更快、传播范围更广,其意见领袖的影响力不可小视。意见领袖因其发言内容侧重点不同而可分为交易型、专家型和信息型三种型态。在企业主导的虚拟社区,成员一般会给予产品较多的正面评价,但却较难产生具有公信力的意见领袖;而在消费者主导的虚拟社区,则较易形成成员公认的意见领袖。企业开展口碑营销,可通过自行建立讨论区和参与消费者主导的讨论区,寻求意见领袖对本企业产品的支持,促成企业营销目标的达成。     

The evolution of consumer knowledge and sources of information: Hungary in transition

The authors’ research in Hungary during the period of transition to a market economy provides an opportunity to examine the evolving relationships between consumer product knowledge and its antecedents, including advertising, personal search, interpersonal sources, and brand experience. Their findings, based on survey data collected in Budapest in 1992 and 1998, indicate that the market information variables explain more variance in consumer knowledge later rather than earlier in the transition. Advertising is an important predictor of consumer knowledge later but not earlier in the transition, personal search is important at both times, and interpersonal sources are not important in either time period; brand experience is negatively related to knowledge earlier in the transition and positively related later in the transition. This study allows one to begin to understand the boundary conditions associated with studies conducted in developed economies. Managerial implications for firms investing in transitional economies are presented. Robin A. Coulter (robin.coulter@business.uconn.edu) is Ackerman Scholar and an associate professor of marketing in the School of Business at the University of Connecticut. She received her Ph.D. from the University of Pittsburgh. Her research interests include branding, cross-cultural consumer behavior, advertising, and research methods. Her work has appeared in theJournal of Consumer Research, the Journal of Consumer Psychology, theJournal of Applied Psychology, and theInternational Journal of Research in Marketing. Linda L. Price (llprice@email.arizona.edu) is Soldwedel Professor of Marketing in the Eller School of Management at the University of Arizona. She received her Ph.D. from the University of Texas at Austin. Her research combines qualitative and quantitative methodologies to examine the active, emotional, imaginative aspects of consumers’ decisions and activities, and the social and cultural context of marketplace behaviors. Her work has appeared in theJournal of Consumer Research, Journal of Marketing, and other leading marketing, management, and social science journals. Lawrence Feick (feick@katz.pitt.edu) is a professor of business administration in the Katz Graduate School of Business at the University of Pittsburgh. He received his Ph.D. from Pennsylvania State University. His current research focuses on cross-cultural consumer behavior, consumer word-of-mouth, and referrals. His work has appeared in the Journal of Marketing, theJournal of Marketing Research, the Journal of Consumer Research, Psychological Bulletin, andPublic Opinion Quarterly. Camelia Micu (camelia.micu@business.uconn.edu) is a marketing doctoral candidate at the University of Connecticut. Her research interests include advertising and product trial and cross-cultural consumer behavior.     

关系营销中顾企关系层面研究——兼论服务性企业个人关系对顾客承诺影响机理

作为关系营销的焦点,顾企关系可以出现在组织之间、个人与组织之间,也可以存在于人际之间,这构成了顾企关系的不同层面.明确各个层面关系的形成机理对于决定企业采取何种战略至关重要.文章根据建立关系的真实主体的不同时顾企关系的层面进行了划分.通过对研究架构的概括和对主要研究变量的梳理,总结和评析了顾企关系层面的相关研究.在此基础上提出服务性企业中顾客与企业关键员工的关系对顾客承诺影响机理的模型,以期指导企业利用这种关系更好地维系顾客,并有效降低关键人员离职给企业带来的风险.     

The effect on sales of changes in a “push” marketing strategy in a marketing channel context

Marketing managers must determine what level of salient marketing mix variables should be provided within a marketing channel. This paper describes a number of previously used methods and presents a different approach which determines a customer's sales response to different levels of promotion and distribution activities using a variant conjoint analysis approach. The results of this sales dollar estimation procedure are compared with those derived from conventional conjoint analysis using rank order preference data. Differences in the two analyses are examined which could lead to different strategic decisions.