Pricing dynamics in US fresh produce channels: new empirical evidence

Despite many valuable contributions, prior research has not completely explained retail pricing behavior. This study employs scanner data for 36 fresh produce items analyzing the relationship between costs of goods sold and retail prices to provide further insight into retail pricing behavior. Implications include: (1) where ‘natural’ variation in produce prices do not already exist from the supplier, retailers appear to introduce the variation themselves, independent from shipping point price; and (2) to the extent that supplier-retailer contracts for fresh produce develop, the resulting stabilizing influence on costs may have the preserve effect of increasing retail price variability to consumers.     

产业集群“离合”营销模式研究——以长垣起重机集群营销创新模式为例

长垣起重机集群的快速崛起为我们提供了一种独特的营销模式——产业集群"离合"营销模式。在长垣起重机产业集群成长过程中,独立、分散、灵活的集群式产业营销团队起着十分关键的作用。这种分布广泛、规模庞大且相对独立自由的集群式产业营销团队并不属于任何企业,而是属于整个产业集群,他们根据客户需求和厂商产品属性进行最优匹配,将市场与厂商连接起来。这种离合式的产业集群营销运行模式,将生产与营销分离开来,使内部营销行为转化为外部公关行为,使生产企业专注于生产,营销人员专注于营销,同时营销人员将所收集的市场信息反馈给生产企业,为企业根据顾客导向调整生产结构提供参考,可为产业集群转型升级与高速发展提供低成本、低风险、高效率、高速度的产业扩张路径,具有重要现实价值;这种离合式的产业集群营销模式,使营销理论从企业内部扩展到产业集群,形成产业集群营销理论,是未来营销理论重要的研究方向,具有重要理论意义。当然,这种模式也具有局限性,仅适用于对品牌要求不高、购买决策模式为公共关系型的大型机械产业集群。     

All That Glitters is Not Gold: Digging Beneath the Surface of Data Mining

This article develops a more comprehensive understanding of data mining by examining the application of this technology in the marketplace. In addition to exploring the technological issues that arise from the use of these applications, we address some of the social concerns that are too often ignored.As more firms shift more of their business activities to the Web, increasingly more information about consumers and potential customers is being captured in Web server logs. Sophisticated analytic and data mining software tools enable firms to use the data contained in these logs to develop and implement a complex relationship management strategy. Although this new trend in marketing strategy is based on the old idea of relating to customers as individuals, customer relationship management actually rests on segmenting consumers into groups based on profiles developed through a firm's data mining activities. Individuals whose profiles suggest that they are likely to provide a high lifetime value to the firm are served content that will vary from that which is served to consumers with less attractive profiles.Social costs may be imposed on society when objectively rational business decisions involving data mining and consumer profiles are made. The ensuing discussion examines the ways in which data mining and the use of consumer profiles may exclude classes of consumers from full participation in the marketplace, and may limit their access to information essential to their full participation as citizens in the public sphere. We suggest more ethically sensitive alternatives to the unfettered use of data mining.     

进口贸易视域下国际粮价对国内粮价的传导路径--来自玉米和大豆的证据

基于玉米和大豆等粮食国际、国内价格历史数据,运用协整及误差修正模型、脉冲响应函数等方法,揭示国际粮价对国内粮价的传导作用及影响路径。理论分析表明,国际粮价通过进口直接路径、进口产品成本路径和进口替代路径等三个子路径传导至国内粮价。实证检验发现,国际大豆价格进口直接路径和进口产品成本路径传导均比较充分,即国际大豆价格会影响大豆进口价格,进而影响国内大豆价格,最终影响国内豆油价格;国际玉米价格进口直接路径和进口产品成本路径传导则不充分,国际玉米价格会影响玉米进口价格,但是对国内玉米价格和国内玉米淀粉价格影响程度较低;而在进口替代路径中,玉米和大豆的国际价格传导均不充分。我国应继续推进以提质增效为目标的农业供给侧结构性改革,加大粮食生产科技投入力度,调动农民种粮积极性,集中力量提高粮食供给质量和效率;坚持粮食进口仅为调剂国内供求余缺的方针,把握粮食安全的主动权;建立健全粮食市场的价格调控体系及风险防控体系,规避国际粮食市场剧烈波动对国内粮食市场的影响。     

香气促销:情调营销的新利器

首先,本文根据(关于香气)两个有趣的心理学实验引出了香气促销的话题;其次,本文探讨了香气促销背后的原因:难忘的情调感受;再次,本文指出了企业在实施香气促销之前应该考虑的三个因素;最后,本文还指出香气促销是情调营销的重要工具,为了提供难忘的情调感受,企业必须创建品牌的专属香气。     

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     

基于流通经济学视角的蔬菜价格波动问题研究

本文拟从流通经济学视角对蔬菜价格波动问题进行理论分析,通过调查对比分析三次不同时点调查中蔬菜批发业务从业人员来源地、经营方式、经营品种的差异,对不同经济发展阶段蔬菜批发业务行业特点进行系统研究。结果表明,近年来大城市蔬菜经营的市场化、专业化程度迅速提高,主要体现在国营性质的批发商已经完全消失,个体经营者占批发商的比例迅速上升;批发商集货及销售产品的地域更加广泛;蔬菜供销价格完全随行就市,经营规模扩大,入行资本投入增加;品种、品质、价格以及需求等市场行情的迅速变化使蔬菜批发业务需要更多的经营技巧。蔬菜价格的迅速波动是交易市场化和专业化的体现,政府有必要花费更多精力考虑如何提供基础设施、质量监督、信息发布等公共产品,为公平竞争创造良好环境。     

调整营销策略 应对物价上涨

2003下半年以来,全国物价涨势迅猛,直逼5%关口。虽然政府在积极进行宏观调控,但物价上涨的势头仍然存在。物价上涨,无疑会影响到企业的盈利能力、顾客对企业的忠诚以及企业的市场信誉。那么,如何积极应对物价上涨,就是必须要考虑的问题。通过调整企业的市场营销策略,包括调整目标市场策略、产品策略、价格策略、促销策略,积极应对物价上涨,可以帮助企业摆脱困境。     

Decision Support Systems in Marketing

The practical application of decision support systems in marketing is still in its infancy, even though academic research has been recommending the use of such systems for years. This is largely due to the lack of a single, generally applicable decision support system. The specific requirements and problems of management are too dissimilar to make the development of one universal decision support system feasible. However, improved PC performance, enhanced market survey methods such as conjoint measurement, and further developed programming tools permit the varying requirements to be fairly flexibly met. The following article describes state-of-the-art know-how regarding the practical utilization of such systems, and addresses the preconditions for employing them. We have included many examples gathered from our own experience with numerous applications.     

Does It Matter How Price Promotions Are Operationalized?

Marketing Letters - Does it matter if managers use an absolute amount or the relativepercentage discount when determining the optimal price and promotionalstrategy for a good? Intuitively, one...