Components for a Good Membership Campaign

No abstract available for this article.     

高校营销专业教育与创业教育有效结合的研究

从趋势看,高校营销专业教育与创业教育有效结合已势在必行。本文介绍了高校营销专业教育与创业教育有效结合的必要性和可行性;分析了高校营销专业教育与创业教育有效结合的制约因素;并根据上述分析,本文提出了高校营销专业教育与创业教育有效结合的实施路径。     

Chinese immigrants in network marketing business in Western host country context

Many Chinese immigrants start their entrepreneurship business by joining major network marketing businesses in Western host countries. The willingness of these Chinese immigrants to undertake network marketing rests on the influence of the social environment of the network marketing organization. Network marketing specific self-efficacy, social competence and motivation for establishing one's own business are also hypothesized to play an important role in their engagement in entrepreneurial actions. Drawing upon Bandura's social cognitive theory and the immigrant entrepreneurship literature, the present study investigates whether the social environmental influence of a network marketing organization affects the extent to which Chinese immigrants develop the self-efficacy, social competence and motivation to establish their own business and how these variables affect the actions undertaken in the host country. The study is based on the sample of 194 Chinese immigrants in their adopted host country, Australia. The findings of the survey suggest that the social environment within network marketing organizations positively affects self-efficacy, which in turn positively affects the entrepreneurial actions undertaken by Chinese immigrants in conducting their network marketing business. Social environmental influence impacts positively on their motivation to establish their own network marketing business and social competence. However the effects of motivation and social competence on entrepreneurial action were not supported. Theoretical and managerial implications are discussed.     

Cautious International Entrepreneurs: The Case of the Mittelstand

This paper investigates the international entrepreneurial behaviour of Mittelstand firms (German small and medium sized enterprises). Analysis of a survey of the international marketing strategies of Mittelstand firms revealed three clusters of firms, two that had below and one above average international activities. None of the clusters displayed born global type of internationalisation processes. However, this does not mean that they adopt passive approaches to internationalisation. The results suggest that Mittelstand firms engage in entrepreneurial behaviour that is proactive and innovative but which is cautious, sequential, and risk adverse. The implications of this analysis for future research in the area of international entrepreneurship are considered.     

Managing the Next Generation of Sales,Gen Z/Millennial Cusp: An Exploration of Grit,Entrepreneurship, and Loyalty

Purpose: The current study explores the latest generation of the workforce, Generation Z/Millennial cusp, and the loyalty concerns hiring managers’ experience. The authors explore how the characteristics of entrepreneurship and grit can potentially impact employee loyalty to an organization.

Methodology/approach: A content analysis using responses from 51 hiring managers and their views of the advantages and challenges of hiring from the millennial generation yielded patterns focused on grit, loyalty, and entrepreneurship.

Findings: Based on the feedback from hiring managers using a grounded theory approach, we propose a conceptual model that includes three constructs that emerged from the analysis: individual entrepreneurship orientation, grit, and loyalty. The results from the content analysis suggest grit moderates the relationship between entrepreneurship and loyalty. The conceptual model proposes sales managers can hire individuals with grit to decreased employee turnover.

Originality/value contribution: This study provides several contributions to the stream of research focused on Generation Z and employee loyalty. First, due to the changing demographic of the workforce, sales managers need to hire and retain younger sales professional that have different expectations; therefore, thinking differently of their hiring process. Second, the study creates an exploratory discussion that can help sales managers evaluate future talent for their organization. Sales managers may evaluate an applicant’s “grittiness” vs. those who are more entrepreneurial in spirit in order to retain those sales professionals long term.     

On market forces and adjustments: acknowledging consumer creativity through the aesthetics of ‘debadging’

Abstract

This paper explores the social dynamics by means of which market forces are enacted at the level of everyday consumption. In particular, it draws on Holt's (2002 Holt, D.B. 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29: 70–90. [Crossref], [Web of Science ®] , [Google Scholar]) notion that as ‘unruly bricoleurs’, consumers kick-start processes of market adjustment and innovation through improvising ways to negotiate the demands of daily life. In this way, consumers can become active players in realising new possibilities for identity construction and empowerment that involve the creative re-appropriation of marketer-based meaning. To investigate those issues, we turn to a virtual community in the empirical setting of car customisation. Over an eight-month period, an internet-based methodology generated textual observations of online posting activity on five internet newsgroups attracting those interested in the particular pursuit of car modification. Participants used those web-forums to share information, passions, and enthusiasms. Analysis shows that grounded aesthetics function as vehicles for creativity and the reworking of dominant market logics (Vargo & Lusch, 2004 Vargo, S.L. and Lusch, R.F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68: 1–18. [Crossref], [Web of Science ®] , [Google Scholar]). We conclude that online discussion threads offer valuable access to the emergent interplay of discursive resources in circulation among virtual communities and that this has implications for the conduct of environmental scanning. The paper illustrates how the discursive resource-base is nurtured, sustained, and transformed through various interpellations, including performing claims to prestige and self-defining distinctions, as well as constructing narratives of personal history and social dynamics.     

创意的网络广告给促销带来的影响

世界已经进入信息时代,以国际互联网络为基础的信息技术正在改变着我们的生活方式、工作方式和商务方式。从万维网到电子邮件,正逐渐成为广告媒体用以接触消费者,向消费者传递信息的强有力的工具。互联网络的前景正在以前所未有的速度在全球范围内普及开来。在适当的时间向人们传递适当的广告,能给商家带来不可预测的促销影响,能产生更大的经济效益。     

营销新模式——个体营销

20世纪90年代至今,一方面,以计算机和因特网的普及为标志的信息革命,为大众和层阶市场转变为个体市场提供了技术和经济性支持。另一方面,实物性商品总量趋于饱和,不断积聚的物质财富和创新的生活体验驱动人们追求商品的独特性和消费过程的自主性,追求与他人有着明确差别的特征,出现需求的“自我”演化,使得消费者和网络销售商互动共同参与构思与方案的提出、改进和实现活动,营销模式从大众和层阶营销,演变为面对个人的“一对一”的个体营销模式。     

在校大学生的消费心理特点及企业营销策略

我国高校在校生人数的增加和购买力的增大 ,孕育了一个庞大的、极具开发潜力的消费市场。在校大学生的消费心理有着与其他社会群体不同的特点。为了有效开拓大学生消费市场 ,更好地满足大学生消费群体的需要 ,企业必须根据大学生的消费心理特点制定适宜的营销策略。     

绿色营销研究：内涵、现状与对策

日益加大的生态压力使人类不得不转变传统的生产生活方式,以绿色营销理念寻求经济发展与环境保护的平衡。在理论层面,界定了绿色营销的内涵、核心与特点,认为其有助于消费者利益、企业利益、社会利益和生态环境利益四者的统一。在实践层面,认为国内绿色营销的实施尚处于起步阶段,存在诸多不足,应从政府、企业和消费者三个雏度采取相应措施,促进绿色营进一步发展。