Social responsibility an alternate strategy of marketing

The emphasis of marketing over the years has continuously shifted to meet the changes in the environment. The most recent emphasis of marketing seems to be on social responsibility. Although academicians and practitioners alike have been advocating implementation of social responsibility in marketing planning only a few scattered cases in which social responsibility has been put into practice are available to this date. The author, in discussing the social responsibility of marketing, examines its present status and suggests that marketers should not view the demand of social responsibility as a liability to them, but rather see it as a useful strategy to improve one's competitive condition and image in the market place.     

国际贸易新格局中上海自贸区发展的思考

通过全球贸易格局新变化的分析,讨论上海成立自贸区的重要性和必然性,并探索上海对外贸易模式的转变与功能定位。研究表明上海自贸区的发展仍面临来自市场改革、法律体系、金融机制的挑战,未来还需要根据不断变化的国际经济发展情势创新改革内涵,使上海真正意义上成为国际贸易、金融和航运中心。     

基于交换障碍克服视角的营销组合理论演变研究

在近50年的时间里,营销组合理论从经典的4Ps理论发展到今天最新的4Rs理论。从交换障碍克服的视角看营销组合理论的这一演变过程可以发现:随着交易环境的不断复杂化,许多潜在的市场力量逐渐凸显,从而不断引发新的交换障碍出现,这促使营销人员策划出各种营销组合来克服这些障碍,而营销实践的发展推动了营销组合理论的不断演变。     

论体育赛事营销与体育市场的开发

该文运用文献资料法、逻辑分析法等方法对体育赛事营销和体育市场分别作了论述,分析了两者融合和互动的关键点和注意点,认为在结合我国国情的基础上可借鉴并建立整体体育赛事的营销观点.     

The marketing of political candidates

While the controversy concerning the validity and purpose of broadening the concept of marketing is still an ongoing one, the present article focuses on the field of political marketing and compares its historical development with that of American business. In doing so, it is shown that political marketing, viz., the process by which political candidates and ideas are targeted at the voters in order to satisfy their political needs and thus gain their support, has gone through the stages of (1) candidate orientation. (2) sales-management orientation, and is presently experiencing a transition to a (3) marketing concept orientation. These orientations parallel the development in the orientation of American business from product to sales to marketing focus. In addition, the article also suggests that marketing and political marketing share many basic concepts and tools. Consequently, it is concluded that political marketing should be included within the boundaries of the existing marketing theory. The author would like to thank Professor Philip Kotler for his insightful comments on an earlier version of this paper, and for his encouragement.     

市场营销资源探析

本文在对一般市场营销资源介绍的基础上 ,探讨了营销资源的创新形态。论述了无形资源、社会资源与环境资源三种资源形态 ,并对这三种资源的现实表现作了描述分析     

Elements of marketing strategy: How important are they from the executive viewpoint?

In formulating a firm's overall marketing strategy, decisions with respect to its various elements must be made. This paper examines the level of importance marketing executives attach to the elements of marketing strategy. The survey results point out some interesting changes in the ranks of different marketing areas since earlier studies. Two such changes are the relative importance associated with pricing and logistics areas of marketing. Reasons for such changes are discussed in the Discussion and Conclusions sections of the study.     

The concept of a marketing crisis

Numerous marketing crises have gained media attention in recent years. The author examines the development of the concept of the crisis by political scientists, sociologists, and organizational theorists. Upon this base, a tentative definition for the marketing crisis is developed and a number of implications are drawn. Furthermore, the author suggests some directions for future research into the area of marketing crises.     

A suggested taxonomy for marketing thought: The case of lacking applied development and research in marketing

An examination of marketing literature reveals a surpricing deficiency of articles discussing theoretical applications in marketing. These deficiencies are largely in the area of specific, practical, everyday applied marketing. This article casts the literature into an overall taxonomy of marketing thought and development, highlighting the deficiency. Then the article discusses the deficiency positing reasons for its continued existence. It is thought that such a taxonomy might better help marketers identify critical need areas that might well result in unusually productive findings and advances important to all marketers. EDITOR'S FOOT-NOTE: Reviewers have agreed that marketing has no Taxonomy and needs one, but that a full study and statement would be a Herculean task. The paper published here is presented as a beginning and, as the author himself states, “in the hope to stir controversy, debate, and effort.”     

营销组合理论演变的内在逻辑

在近50年的发展中,营销组合理论经过传统的4Ps理论,发展到今天最新的4Rs理论.笔者认为,营销组合理论演变的主线是企业营销理念由注重短期交易关系转变为注重长期交易关系.     

Is all social exchange marketing?

The attempt of some marketers to define marketing as all social behavior broadens marketing to an extent that it is difficult if not impossible to operationalize. The marketing discipline is facing an identity crisis because it is expanding its boundaries to include all human exchange. The consequences of the blurred image of marketing will be confusion in research, teaching and the practice of marketing.     

Relationship marketing and the consumer

Conclusion Collectively, the responses of the individuals interviewed reveal that there is a multitude of reasons for participating in a marketing relationship. Although many of the reasons are cognitive in nature, many others are affective. This affective “dimension” of relationship marketing remains unexplored but would seem to offer great promise for explaining the long-term nature of a firm-consumer relationship. Moreover, a liberal interpretation of the collective responses of the interviewed individuals suggests an alternative fundamental axiom of relationship marketing consistent with the definition of Angeles (1992): Consumers enter into a marketing relationship because they expect to receive positive value from their participation. Acceptance of this axiom would seem to suggest a conceptualization and research agenda much broader and potentially more productive than that associated with the axiom currently being offered. Sheth and Parvatiyar have raised a question that, despite its obviousness in retrospect, has yet to be addressed satisfactorily. Hopefully their article will prove to be the genesis of an answer. Although no one is likely to agree with all of their propositions, or even their speculation that relationship marketing will ultimately improve marketing productivity, Sheth and Parvatiyar have done the discipline a service by focusing attention on a neglected topic. Indeed, what they have effectively done is to challenge the discipline to debate what they believe to be the fundamental axiom of relationship marketing in consumer markets. Regardless of the outcome of this debate, marketing knowledge will have advanced. A former editor of theJournal of the Academy of Marketing Science and theJournal of Marketing Research, he is currently working on a new formula for determining sample size in surveys.     

Life course perspectives on consumer behavior

Although marketing researchers have recognized the importance of early life experiences in shaping patterns of consumer behavior in later life, they have inadequate theoretical and methodological bases for investigating consumption-related issues over the life course. As a result, relatively little is known about the changes consumers experience over time, how they respond to these changes, and how early life experiences affect their consumer behavior. The life course approach, developed as an interdisciplinary program for studying various aspects of behavior, offers a framework for filling gaps in previous efforts to study consumer behavior over time. The purpose of this article is to advocate the life course approach for studying various types of market behavior. First, the author presents a general conceptual life course framework that serves as a blueprint for discussing theoretical perspectives and organizing, integrating, and reporting consumer research relevant to the life course paradigm. Second, methods of data analysis compatible with life course research are discussed. Finally, select areas of interest to marketing researchers (materialism and compulsive consumption) illustrate how the life course approach might contribute to previous efforts to study these consumer behaviors in an innovative way.     

An exploratory investigation of user involvement in new service development

Due to major structural changes in the service sector, many service managers are recognizing the need to continually develop new services that are timely and responsive to user needs. Thus, user input and involvement in new service development are an important area of inquiry. Although there has been a resurgence of academic and practitioner interest in new service development, there is a dearth of research on how users are involved in new service development. This study first combines insights from extant literature and exploratory interviews with practitioners to identify four key elements of user involvement, including objectives, stages, intensity, and modes of involvement, and then investigates these four elements in 12 service firms. Based on the findings, the author develops an inventory of activities that needs to be carried out in involving users in a new service development project. Intekhab (Ian) Alam is an assistant professor of marketing in the Jones School of Business, State University of New York (SUNY) at Geneseo. He received his Ph.D. from the University of Southern Queensland in Australia and a master's of business in marketing (by research) from the Queensland University of Technology in Brisbane, Australia. He conducts research in the area of new product and service development and international marketing. His research has been published (or is forthcoming) in theJournal of International Marketing and Exporting, Journal of Services Marketing, American Marketing Association— Marketing Educator's Conference Proceedings, and several other international conference proceedings. He also has extensive consulting experience in the areas of new product/service development.     

网络市场调查与传统市场调查

在网络经济时代,传统市场调查有逐渐被网络市场调查取代的趋势,与传统市场调查比较,网络市场调查具有时间短,调查费用低,调查区域广,调查的形式复杂多样等优点,同时在调查的方法,样本及抽样的方式,调查员与被调查者的关系,主要的调查实施者等方面都会发生巨大的变化,传统意义的个别访谈法,小组访谈法和固定样本调查可以通过电子邮件调查法,网络主题调查法,网站在线调查法等网络调查方法来实施。     

反垄断立法之探讨

在改革开放后,我国已先后制定了有关市场竞争秩序的一系列法规,惟对于制定反垄断法方面目前仍存有许多争执。本文拟从竞争法规的几个基本问题概念切入,分别就反垄断法中有关反垄断、不正当竞争法、企业结合之规制等重要内容,作一简单探讨。笔者认为,为了适应入世之后的国际市场竞争,建立一套符合中国国情以及国际市场经济标准的反垄断法已经刻不容缓。     

浅析高职院校市场营销学教学改革思路

市场营销学是高职院校市场营销专业的必修课程,也是各个经济管理类专业开设的重课程。这门学科主培养学生成为适应社会营销需的高级应用型人才。然而,传统的教学内容和教学模式在许多方面上还达不到该门学科培养目标的求。为了使高职院校培养更多更加优秀的营销人才,笔者根据自身的教学经验,查阅相关资料,走访相关的高职院校,针对高职院校市场营销学课程教学过程中的现状,提出教学内容、教学方法、课堂形式等教学改革思路。     

论传销及其优势和问题

近年来,传销越来越引起了人们的重视,成为继股票、房地产之后又一社会热点。本文客观地解释了什么是真正意义上的传销及其实质;分析了传销方式本身所具有的强大优势;也指出了现在我国传销业发展中存在的问题,并简单探讨了解决这些问题的办法。     

服务消费中的面子建构研究

在充分回顾以往研究的基础上,探讨了面子问题在服务消费中的营销意义。通过基于餐饮业的实证研究,证实了面子事件在服务消费中是广为存在的,并且直接影响到消费情绪和消费行为。此外,还提出了基于服务消费的面子模型以及服务补救中的面子复得和满意模型,从而为面子问题在服务营销领域的进一步研究提供了理论框架和思路。     

体验营销:旅游企业发展的新思路

随着体验经济时代的到来,体验营销应运而生.旅游企业发展的新思路就是体验营销.因此,以体验文化为核心开展娱乐营销、感情营销、氛围营销、服务营销等是当代旅游企业的生存与发展之本.