The marketing of bank risk-management services

This article analyzes the need to reform the structure of bank risk-management services (RMS), including the sale of derivatives. It reviews the contribution derivatives make to corporate financial management and discusses threatened restrictions on bank RMS following large losses reported by corporate clients. The two major weaknesses in RMS are characterized by incentive incompatibility and asymmetric information. Steps are proposed for aligning bank RMS incentives with client objectives. This requires reskilling bank management of RMS consistent with the holistic demands of globalization on corporate operations and strategies. Additional steps are proposed for equalizing buyer-seller information on the risks of opaque derivatives. These steps involve assistance to clients in setting policies leading to position limits and loss tolerances and instituting monitoring and disclosure. © 1995 John Wiley & Sons, Inc.     

Manufacturer marketing initiatives and retailer information sharing

This research examines a retailer’s incentive to share information with its supplier when the supplier can also undertake initiatives to increase retail demand. It is well known that a retailer is averse to sharing market information with a manufacturer due to concern for a manufacturer’s strategic use of such information. This research shows that despite such strategic exploitation of market information, a retailer may want to establish information sharing channels with its supplier. Information sharing essentially shifts power upstream which, in turn, enhances the manufacturer’s incentive to bear costs to boost retail demand: the manufacturer is induced to invest merely by knowing that information is on its way. Hence, the retailer benefits from information sharing ex ante despite the costly ex post exploitation by the manufacturer. This finding is a stark contrast to the most of previous results which consistently point out how bad it is for the manufacturer to have the retailer’s demand information before setting prices. In fact, due to the investment effect, information sharing can lead to gains for the retailer, manufacturer, and consumers alike.     

Technology profiles and export marketing strategies

This paper defines four different profiles which reflect the nature and level of a firm's technological involvement in exporting and foreign sales. It is also possible to characterize a firm's export marketing strategy along a reactive-proactive continuum. Technology profiles and marketing strategies are then linked together to suggest the optimal approach to developing overseas markets for a given type of firm. A number of essential requirements for successful export marketing are also described. It is suggested that success requires a combination of innovation, adaptation, and an appropriately selected marketing strategy.     

Eastern European marketing systems and Western marketing research voids: A research agenda

Starting with détente, there has been a marked improvement in North American trade with the U.S.S.R. and other Eastern European countries. This trend is predicted to continue at an accelerating rate in the years ahead. Despite this, trading and business systems of these countries are not likely to alter much. In most cases, planned purchases are going to continue, although the intensity may vary. Public policy makers in these countries decide well in advance what type of products or services they are going to purchase, because their purchases must conform with the goals of the annual foreign trade plan and the allocations of foreign exchange available for that particular purchase.Most aspects of Eastern European markets and marketing practices are not well known by North American company managers dealing with these countries. In most cases, lack of information about these markets often leads to misunderstanding and, hence, lost opportunity. The purpose of this article is to determine the critical research voids in an effort to facilitate the expansion of North American-Eastern European trade. To this end, a four-step procedure is proposed to pinpoint areas of research for immediate attention.     

网络营销信息传播方式分析

网络营销从传统营销来,又与传统营销有着巨大的差别,传统营销既是网络营销的基础又是其发展的起源.     

网络营销信息传播方式分析

网络营销从传统营销来,又与传统营销有着巨大的差别,传统营销既是网络营销的基础又是其发展的起源.     

Technology and marketing: The magic mix?

Market pull and technology push are not opposing or mutually exclusive paths to innovation. Understanding the technology-marketing interface and integrating it with corporate strategy and organizational design is the way to maintain a productive balance between these two.     

Advertisement pacing and the learning of marketing information by the elderly

This study investigates how pace of information presentation to the elderly influences learning of marketing information. The learning task involved recalling or recognizing brand, product, and commercial information from three advertisements which were mechanically manipulated through time compression or expansion to expose a subject to the commercials at different paces. In order to test the total time hypothesis of Cooper and Pantle (1967), the total time of exposure was held constant by varying the repetitions of the advertisement. Results indicate that elderly consumers remember less than younger subjects, but support the total time hypothesis of no pacing effects for older subjects. Some support was also found for applicability to younger subjects.     

Trust and customer willingness to provide information in database-driven relationship marketing

As organizations continue to embrace the concept of building customer relationships as a way of creating a competitive advantage, they seek to understand what makes a customer relationship successful. This article reports the results of a survey of consumers that explores one construct—trust in the organization—and its role in customers’ perception of their relationship with an organization. In addition, trust in the organization and its influence on customers’ willingness to provide the information necessary to help build a strong relationship is examined. The findings provide some support for the role of trust in building relationships, as well as identifying which factors are important in building that trust.     

Advertising,product quality,and complex evolving marketing systems

The paper analyses the advertising as power vs. advertising as information controversy as well as its recent empirical testing. It is stressed that this distinction focuses too much on the interaction between consumer and manufacturer while ignoring the retailer as an important stake-holder. To compensate for this lack, a complex marketing system perspective is introduced in which consumer, retailer, and manufacturer interact. However, these complex marketing systems might drift towards market equilibria which are against the consumer interests: that is, firmsmight lock out brands from the market by means of trade and sales promotions and then use advertising to protect their position. Consequently brands of better quality and/or innovative brands are barred from trade shelves.

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Werbung, ProduktqualitÄt und komplexe Marketingsysteme

Zusammenfassung Der Beitrag behandelt die kontroverse Gegenüberstellung von Werbung als Marktmacht und Werbung als Information, sowie einen neueren Versuch, diese Kontroverse empirisch zu entscheiden. Der Autor betont, da\ sich die Kontroverse zu stark auf die Interaktion zwischen Konsument und Hersteller konzentriert, wÄhrend der Handel als eigenstÄndig beteiligte Instanz übersehen wird. Um diesen Mangel zu beheben, führt er eine komplexere Perspektive des Marketingsystems ein, in welcher alle drei Instanzen interagieren. Die Analyse ergibt jedoch, da\ sich solche komplexe Marketingsysteme auf Gleichgewichte zubewegenkönnen, die gegen das Konsumenteninteresse gerichtet sind. Unternehmen können Konkurrenten mit handelspolitischen Ma\nahmen vom Markt fernhalten und dann ihre eigene Position mit Mitteln der Werbung schützen. Folgich können Marken besserer QualitÄt oder innovative Produktenwicklungen vom Markt ferngehalten werden.

     

The ties that bind us: examining relationship marketing orientation and its impact on firm performance in the information systems outsourcing services sector

The objective of this study is to analyze the adoption of a relationship marketing orientation (RMO) by firms in the information systems (IS) outsourcing service sector. The study frames RMO as a hierarchical, reflective construct which models seven dimensions including bonding, communication, empathy, harmonious conflict resolution, shared value, trust, and reciprocity. A sample of 114 senior executives from firms in the IS outsourcing industry in Hong Kong were obtained from a survey. Empirical analysis via structural equation modeling confirms the hierarchical, seven construct reflective structure of the RMO model, and the high levels of a firms’ RMO lead to a direct positive impact on firm performance outcomes. The findings provide valuable managerial insights for measuring and managing an RMO in the IS outsourcing sector, and professional services generally. Both theoretical and practical implications are discussed along with future research directions of the study.     

数据库营销系统在某保健品企业信息管理系统的应用

本文重在实用性,适当照顾内容的完整性和科学性为编写原则.全文围绕数据库信息系统的开发过程,叙述通俗,图文并茂、简易可读.     

基于消费者需求与信息搜寻的消费者教育模型研究

本文结合消费者需求特点和信息搜寻两个维度,指出产品市场可分为易识实用产品市场、难识实用产品市场、易识享乐产品市场、难识享乐产品市场和未被考虑产品市场.企业应根据各类市场特征,制定有针对性的消费者教育策略.     

An experimental study of marketing information utilization: The manager-researcher dichotomy

This study uses an experimental design for the presentation of a case, demographic information, product test survey results, and test market results to marketing managers and to market researchers. We attempt to determine the interrelationships among changes in decision outcomes, sales estimates, and confidence. We also show that the two-community dichotomy between marketing managers and market researchers exists.     

The effects of entrepreneurial orientation and marketing information on the performance of SMEs

In this study, we investigate the effects of entrepreneurial orientation and marketing information on the performance of small and medium-sized enterprises. We build and test a causal model using data obtained from Singaporean entrepreneurs and find support for most of our hypotheses. The results indicate that entrepreneurial orientation plays an influential role on the acquisition and utilization of marketing information, and also has a direct effect on firm performance. The utilization of information regarding marketing mix decisions (particularly the Promotion and Place elements) positively affects firm performance, and it partially mediates the relationship between entrepreneurial orientation and firm performance. The implications and future research directions are discussed.     

Decision and information systems for strategic planning

Most modern organizations are concerned with how well their strategic planning systems guide the organization. The authors hold that effective strategic planning can be carried on only through the development and implementation of a strategic planning decision and information system (SPDIS). The concept suggests that strategic planning, the management information system, and the organizational structure and management processes are so interdependent that one subsystem cannot be effectively implemented without making appropriate changes in the others. The authors discuss the five critical elements of the SPDIS, recognizing the operational inter-dependence of the subsystems, focusing on support of the strategic decision-making aspect of the manager's job, and emphasizing the role of the manager.     

Computer information systems and strategic corporate planning

How are computers being used to support strategic corporate planning? And what does the future hold, especially for expert knowledge-based systems?