营销学在中国发展的30年回顾：成就与挑战

营销学从国外引进到中国迄今不过30年，在世界营销史上虽属短暂，但这30年已经走过了世界营销百年的风雨历程，为世界营销理论和实践的丰富和发展作出了杰出的贡献，其间经历了引进启蒙、广泛传播、应用深化三个主要阶段，并正在经历新一轮的创新拓展过程。中国营销已经迎来新世纪的挑战，中国将从世界的“生产车间”走向“研发车间”以至“营销车间”，中国营销学者任重道远。     

The key issues and procedures of industrial marketing research

Industrial marketing research has failed to receive its due attention in marketing books and journals, even though the volume of transactions in industrial goods and services is more than twice that of consumer goods and services. This article provides a systematic and wide ranging review of the issues, procedures, and opportunities found in industrial marketing research.     

Customer service as a marketing strategy

Customer service in distribution is increasingly becoming a requirement for an integral part of marketing strategies for physical distribution. Customer services, many of which herefore were considered ancillary in allowing shippers and other transportation users to differentiate product/service offerings, are now necessary in order to compete successfully in the marketplace. This trend should gain considerable momentum as prices become higher and use of discretionary prices decreases. Therefore, it is imperative for marketing and distribution managers to accurately appraise and reevaluate the role of customer services.     

Organisational, technical and marketing antecedents for successful new product development

Previous research in new product development has examined the role of organisational structure and marketing and technical skills and activities in encouraging successful innovation. This study examines the role played by organisational structure in supporting the marketing and technical/production activities in new product development, and direct and indirect effects of all of these antecedents on new product success. The goal of the study is to observe which factors lead to product success and to determine how they interconnect. Implications for new product management are provided in the concluding section.     

Increasing the role of direct mail marketing in industrial marketing strategy

Direct marketing has long been a dominant factor in the distribution strategy of industrial goods and services. Yet frameworks for strategy formulation in this area are nearly nonexistent in the literature. Much that has been written focuses on successful techniques, such as how to use a specific type of sales letter to improve results. This article outlines a set of key perspectives that industrial marketers may use to evaluate the potential effectiveness of direct marketing strategies.     

Goal programming approach to marketing/ production planning

This article focuses on the need for greater coordination and integration between production and marketing. The potential conflicts between the production and marketing areas are highlighted, and a goal-programming algorithm is developed for dealing with the complex trade-off decisions involved in marketing/production planning. The algorithm is applied to a case example to illustrate its use in managerial decision making.     

The effective use of marketing research consultants

Relatively little has been written about effectively managing the buyer-seller relationship for marketing research services. To provide insights into effectively managing this relationship, a survey of both buyers and sellers of marketing research services was conducted. Major findings were that proper problem definition, a familiarity with research methods by the research buyer, and continuous communication between buyer and seller were critical determinants of a successful consultant relationship. For best results the market research buyer-seller relationship should be treated as a mutually beneficial one, not one of conflict or acrimony.     

Product systems marketing

Today more industrial companies are turning to the marketing of systems to satisfy the more extended and complex needs of their customers. Yet there is little knowledge available to guide them in evaluating the merits of adopting the systems marketing approach. This article presents a marketing analysis of the systems strategy and its implications for potential adopters.     

Organizational processes in formulating marketing policies

A thorough understanding of the processes used to formulate policy can help a marketing manager develop more creative and effective marketing policies for his organization. In this article the authors outline the different processes that may be used by companies to formulate their marketing policies and describe the main characteristics of these processes. The impact that the process may have upon organizational behavior and performance is also discussed to help the marketing manager understand the implications of using a particular process.     

An industrial analysis market information system

The United States maritime industry share of world cargo movement has declined steadily for the last decade. The authors maintain that this situation is partially due to the industry's lack of a marketing orientation. Successful marketing hinges upon an effective market information system. This paper presents such a system for the U.S. maritime industry and discusses various information sources as a foundation for this system.     

Nine Tested Ways to Mislead Product Planners

Once concept development is completed, the next stage of the new product project has begun. It's time for more marketing research—good marketing research, because mistakes at this stage mean big money losses as well as job losses. This article sets out a number of marketing research mistakes that product planners should watch for.     

Marketing research by a small industrial firm: A case study

There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.     

非物质社会下服装网络营销新模式研究

服装网络营销的发展归根到底是"科技"进步的结果。人们在享受网络营销带来的快捷和便利的同时,生活方式也发生了改变。非物质社会正在逐步形成。而网络营销不仅对于服装业的发展起了巨大的作用,而且对推动整个第二甚至第三产业的发展都产生了巨大的影响。     

Determinants of technological innovation success and failure: Does marketing innovation matter?

Innovation is attracting increasing attention from public authorities, enterprises, and academics. Although emerging evidence has indicated that marketing innovation should be regarded as critical as technological innovations for enhancing companies' competitiveness, few studies have considered this topic.This study aims to address this gap by examining the role of marketing innovation in the relationship between technological innovation and innovation success and failure. This study analyses the 2010–2012 Community Innovation Survey sample of German enterprises by using a double hurdle model and a probit model with sample selection. The results show that when enterprises undertake a technological innovation, introducing a marketing innovation is observed not to play a significant role regarding innovation success and failure. Notably, when the four types of marketing innovations are disentangled in the analysis, new findings emerge. Innovation in product packaging and design is positively related to innovation success. Innovation in product promotion is negatively related to innovation success and positively related to probability of innovation failure. Academics are called to study the role of marketing innovation, regarding innovation success and failure, by devoting their attention to the level of each marketing innovation. Enterprises should then carefully consider which marketing innovation should be introduced.     

Marketing competencies and the sources of customer value in business markets

This introduction to the special issue discusses the notion of marketing competencies in buyer-supplier relationships, and the role these competencies play in creating value for the customer. Existing work on the role of competencies in industrial marketing has two main foci. The first, established approach deals with competencies as inputs to organizational processes, and seeks to establish in how far marketing competencies such as customer relationship management, channel design, etc. lead to superior financial returns. The second, emerging, approach focuses on the marketing of competencies as a source for customer value. This article uses supply and demand side perspectives to look at these two approaches and suggests a typolology involving four distinct value-creation strategies. Recent literature is discussed and implications for advancing the application of resource-based thinking to industrial marketing are provided.     

Pricing practices in two industries

Although a critical part of marketing decision making, very little has been written about industrial pricing policy and strategy. This article has three objectives: First, to report the pricing practices of the chemical and construction industries; Second, to compare their pricing policies; and third, to develop a simple pricing framework for industrial marketers. The results of this study are interesting and somewhat unexpected. The buyer and his behavior only play a small part in pricing policy. A pricing framework or model is presented in a logical and systematic way.     

Direct mail response factors for an industrial service

This article addresses the lack of quantitative research on industrial services marketing communications by providing a quantitative study of a direct mail promotion for an industrial service. Prenotification, the structure of the letter, the ethnic background of the signatory, personalization, and prequalifying the respondent were tested as factors influencing the response rate in the direct mail promotion. The results are useful as baseline information for current practitioners and to provide insights for the future development of theories of marketing communications for industrial services.     

Purchasing's role in computer buying: A comparative study

The sale of Electronic Data Processing (EDP) equipment represents a large and growing market both in number of dollars and products. This article analyzes the purchaser's perceived role in the EDP acquisition process from both public and private sector perspectives. Major public and private sector purchasing differences are discussed in terms of their implications for improving EDP marketing success. Differences discussed include: purchaser influence in the EDP decision process, necessity of seller-buyer interface, method of purchase, and purchasing's organization structure for buying EDP equipment.     

The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing

This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing collaboration. The results reveal that organizations which use aligned rewards can increase sales/marketing collaboration through such reward structures, but not reduce inter-functional conflict. In addition, senior managers' support for coordination is vital, as it increases sales/marketing collaboration, and strongly reduces inter-functional conflict. This is important because inter-functional conflict has a strong negative impact on collaboration between sales and marketing in business to business firms.     

Understanding the links between technological opportunism, marketing emphasis and firm performance: Implications for B2B

The capability of firms to sense and respond to changes in technologies, called technological opportunism, is of growing importance to managers as a source of competitive advantage. However, exactly how technological opportunism impacts firm performance is still not clearly understood. Furthermore, the role of marketing in this relationship, if any, has yet to be examined. Understanding this relationship is critical for marketing managers not only for determining strategic investments of resources but also for demonstrating marketing return on activities. This paper explores the links between technological opportunism and firm performance. The results show that technological opportunism has a strong positive impact on key measures of performance such as firm sales, profits and market value. Importantly, marketing emphasis is the mechanism through which the technological opportunism-performance relationship is achieved. Finally, the impact of marketing emphasis on B2B firms is different than that for B2C firms, highlighting the importance of these activities for B2B marketing managers.