广告英语的特点分析

广告,作为推销商品的理想媒介,以各种形式影响着人们的生活。英语广告也同样须具备广告的四种职能,即推销能力(sellingpower),记忆价值(memoryvalue),注意价值(attentionvalue)和可读性(readability)。成功的广告英语语言优美,和谐,简洁,高雅,幽默,简明清晰,通俗易懂,蕴藏着高度的艺术性。     

Revisiting the Purpose of Selling: Toward a Model of Responsible Selling

Selling as a profession and sales management as an organizational function have undergone major changes that were driven by the evolutionary journey of the marketing discipline. The extant value cocreation paradigm is recrafting the purpose of selling. This paper explores the conceptual development of a selling paradigm that is more responsible to its customers. Specifically, in Business-to-Business (B2B) context, the cost of any selling behavior that compromises customer interest could be of disastrous proportions. Building on the theoretical foundations of self-regulation and job demands-resources theory, this paper develops a conceptual model of responsible selling by integrating self-leadership literature with the emerging paradigm of value-based selling. The conceptual model outlines several research propositions for empirical validation and discusses its potential implications for sales managers and sales organizations.     

金融业交叉销售中的关系网络价值

金融业交叉销售在发达国家,特别是在跨国银行集团,已得到了充分的使用,但国内金融企业运用的还远远不够。通过对金融企业价值、客户价值以及由此衍生的关系网络价值的分析,金融企业要使交叉销售为企业带来盈利,必须运用系统观点,解决好交叉销售的系统问题。金融业交叉销售对提升金融企业关系网络价值具有重要意义。     

跨境电商消费者参与价值共创对品牌偏好的影响

跨境电商是全新的贸易和销售方式,直接面对世界各地不同背景和多元化的的消费者。这些消费者具有个性化的消费需求与独特的创造愿望,能够为企业提供丰富的创意资源。通过价值共创提升消费者的品牌偏好成为了跨境电商领域的热点问题。文章从产品设计与产品营销两个阶段、创意共创与创意选择两大体系,建立了跨境电商消费者参与价值共创的四种类型对品牌偏好的影响模型,并展开实证研究。研究结果表明,创意选择体系主要影响品牌识别,创意共创体系主要影响品牌形象,品牌认知和品牌形象都有助于提升消费者对品牌的偏好。     

卖空机制、盈余管理与公司投资效率

本文针对我国证券市场引入融资融券交易制度这一特殊的自然实验,以2006~2015年我国A股上市公司为样本,通过建立双重差分模型研究放松卖空管制对上市公司非效率投资的治理效应及其影响机制.结果发现:卖空机制通过抑制公司的盈余管理提高了公司的投资效率;相对于治理质量较高的公司,卖空机制对治理质量较低公司投资效率的影响更为显著.本文研究对进一步深化我国证券交易市场改革,提高公司投资效率,实现金融资源的优化配置具有借鉴意义.     

Relationship management: Managing the selling and the buying interface

The new age of industrial marketing, now often referred to as business-to-business marketing, is built upon effective relationship management. The industrial marketer must coordinate the marketing relevant activities of a company with the procurement needs and information requirements of the buying company. Managing this relationship requires the management of the selling and the buying interface. Competitive advantage hinges on the selling company's ability to demonstrate value that results from its cross-functional interdependencies and on its ability to influence the buying center participants' procurement decision processes. This article presents a conceptual approach to understanding and structuring relationship management. In addition, this approach provides a managerially useful framework for implementing industrial marketing strategy through managing the selling and buying interface.     

营销时代的企业成本战略

随着企业营销理念的变化和发展,企业生产销售某种产品的成本链逐渐清晰。企业的资源禀赋及其配置方式决定了企业在其产品成本链中是否处于优势或劣势环节。企业可以通过纵向或横向的成本组合战略,重新配置资源,实现成本链的优化。     

我国农产品物流发展的对策与建议

解决"三农"的核心是增加农民收入。当今,农民收入为何难提高?原因是多方面的,其中一个重要原因是农民生产的农产品由于"卖难",无法实现其价值或低值出售,致使农民不能增收。实践证明大力发展农产品现代物流,是解决农产品"卖难"的有效举措,是增加农民收入的有效途径。     

论西部旅游开发中应树立的几种新观念

发展旅游业是繁荣西部经济新的增长点 ,是西部开发的一个重要方面。西部有丰富的自然、人文旅游资源 ,但西部旅游开发切忌一哄而上、“全面开花” ,要有所为 ,有所不为 ,应树立联合开发促销、品牌及可持续发展等观念。     

Entry mode selection and its impact on an incumbent supply chain coordination

This paper considers a supply chain where a manufacturer sells its product through a retailer. In such a market, a potential entrant can make a substitute product by imitating the incumbent's product and then sells it to the common market with one of three alternative entry modes: (i) selling through the incumbent's retailer, (ii) selling through another independent retailer, or (iii) selling directly to consumers. Faced with the entrant's entry, the manufacturer has managed to offer a value-added service to add to its product's value at a cost. We investigate the entrant's optimal entry mode when the manufacturer offers profit-sharing contracts to the retailer and when it does not, and discuss the impact of the potential invader's entry on the incumbent firms' performances. The results show that: (1) the entrant sells directly to consumers when faced with weak value competition, and sells through another retailer against fierce value competition. (2) If the value competition is relatively fierce and the efficiency of the value-added service is relatively high as well, the incumbent firms can benefit from the new entry. (3) A profit-sharing contract, as a coordination policy, can fully coordinate the incumbent supply chain no matter whether there exists a potential entrant or not, yet the entry can affect the distribution of the profits between the incumbent manufacturer and retailer.     

Empirical Testing of the Reference-Price Effect of Buy-Now Prices in Internet Auctions

Retailers selling items through Internet auctions frequently use buy-now prices (BNPs), which allow the immediate selling of an item to consumers at a fixed price. Previous research has proposed several theories of the usage of BNPs by bidders. We study the usage of BNPs from a seller's point of view. We propose that a retailer may use BNPs as external reference prices, influencing bidders’ valuations in Internet auctions. We focus on the effect of BNPs on bidders’ willingness to pay (WTP) and study under what conditions a BNP can be effectively used as an external reference price. Results of two empirical studies clearly indicate that BNPs have a reference-price effect. In addition, we find that this effect is moderated by (1) the difficulty of value assessment and (2) product value.     

Effects of Mergers and Acquisitions on Shareholder Wealth: Event Study for Latin American Airlines

This study analyzes the effect of changes in corporate control on the way shareholders benefit from the announcements of selling and buying airlines, thus contributing to the literature on mergers and acquisitions (M&As) in emerging markets. Using a methodology of event study, including GARCH and OLS models, we find evidence that some selling companies obtain abnormal returns that are statistically significant after the announcement of the M&A. However, when the merger is not strategic, the companies present statistically significant negative abnormal returns. The results are not conclusive when analyzing the effect on the value of the buying companies.     

Transfer pricing for aligning divisional and corporate decisions

Discussions about transfer pricing normally presume the firm's objective is to maximize profit while making the best use of existing capacity. This article differs by exploring the impact of transfer pricing on capital budget decisions. In decentralized firms, decision authority for investment is assigned to division managers whose capital budgets include revenues from internal transfers. When a selling division is under capacity, economic theory recommends a transfer price based on differential cost. Here the seller generates sufficient revenues to recoup operating costs, but not enough to recover capital costs. Consequently, division managers will reject some investments that otherwise would have increased corporate shareholder value. Market-based transfer pricing overcomes this conflict by allocating savings on inter-company transactions to the selling division. However, market transfer pricing may result in shortfalls to corporate profit. Nonetheless, we argue in favor of the use of transfer pricing on the presumption that long-term value creation takes precedence over short-term profit.     

Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective

This paper develops and analyzes a normative model for allocating a fixed, short-term promotion budget between product advertising and prizes of a rank-order sales contest for a homogeneous sales force when sales are driven by both personal selling effort and advertising. The model provides insights into how the optimal budget allocations vary with the synergy between advertising and selling effort, sales force size, salesperson risk-tolerance, perceived cost of effort, selling effectiveness and sales response uncertainty. The analysis highlights the need for and value of close coordination between marketing and sales management in designing a promotion program involving both advertising and sales force incentives.     

黑袜子 昂贵背后的营销术

<正>出售的商品简单得出奇,价格不便宜,甚至要先交年费。但就是这样的一个网站,却赢得了极高的用户忠诚度。它成功的奥秘在哪里呢?这是一家欧洲的小型网络商店,叫"黑袜子站"(BlackSocks.com),顾名思义它专卖黑袜子。但这种普通的黑袜子,定价不低,基本上是一双10美元。然而,十多年来,它成功在欧洲卖出1000万双黑袜子,并因此一度成为美谈。该网站的创始人萨米·赖尔切思路清晰:只专注商务人士。     

Probabilistic selling vs. markdown selling: Price discrimination and management of demand uncertainty in retailing

Markdown selling (i.e., price reductions over the course of the selling season) is a strategy to implement price discrimination and to manage market uncertainty that has been widely adopted by retailers. This paper explores the potential advantage of introducing an additional tool to the arsenal of retailers, probabilistic selling (i.e., offering consumers a choice to buy a product that can turn out to be any item from a predetermined set of distinct items). We show that both probabilistic and markdown selling strategies serve as price discrimination tools by offering buyers an option to purchase a “damaged” good (an uncertain product under the former and delayed consumption of a product under the latter). However, the two strategies segment markets based on different types of buyer heterogeneity: buyer preference strength under probabilistic selling and buyer patience under markdown selling. Our analytical model reveals that, compared with markdown selling, probabilistic selling can (1) improve margin management by increasing revenue from full-price sales and reducing the magnitude of discounts; and (2) improve inventory utilization by reducing stockouts and the amount of excess inventory. We identify the conditions required for probabilistic selling to be more profitable than markdown selling.     

Contribution of sales control in salespeople’s creative selling: Work engagement as a mediator

This study investigated the effects of outcome-based control (OBCS) and behavior-based control (BBCS) on creative selling, by exploring their mediating effects on creative selling through work engagement. We also explored the joint effect of the two sales control systems on work engagement, which can eventually increase creative selling. We collected data from salespeople working at an insurance company in South Korea; 270 of the 303 participants were included in the analysis. Our results revealed that OBCS and BBCS increase creative selling. In addition, work engagement was found to mediate the relationship between OBCS and creative selling but not the relationship between BBCS and creative selling. The joint effect of OBCS and BBCS on work engagement was found to function as a hierarchical combination, meaning that work engagement is enhanced when OBCS is high and BBCS is low. These findings suggest that OBCS and BBCS function through different mechanisms to creative selling when they function separately, and the former acts as a primary control and the latter as a supplement to work engagement when they perform jointly.     

我国房价变动与进口贸易的关系:基于GMM与主成分因子的分析

本文利用中国1991至2009年的月度住宅销售平均价格数据,在广义矩方法(GMM)的基础上,重点引入基于时间序列数据的主成分因子分析模型进行实证研究,发现进口总值与商品房屋平均销售价格呈正相关关系,且进口总值的变动是房价变动的格兰杰原因,这可能与生产性厂商更多地选择投资房产有关。主成分因子分析结果表明,房价和其他四个解释变量组成的线性回归模型,可以很好地解释进口总值的变动。     

The Liquidity Discount

This paper characterizes the liquidity discount, the difference between the market value of a trader's position and its value when liquidated. This discount occurs whenever traders face downward sloping demand curves for shares and execution lags in selling shares. This characterization enables one to modify the standard value at risk (VaR) computation to include liquidity risk.     

Updating the Adaptive Selling Behaviours: Tactics to Keep and Tactics to Discard

While salespeople are coached and trained to use an adaptive approach to selling, sales training tends to be assumptive about the inclusion of specific selling techniques. Part of this assumptive approach is the belief that the old-tried-and true techniques such as the testimonial form of closing are consistent with an adaptive selling approach. Results of this survey of over 200 industrial buyers' points to the flaws in these assumptions and suggests there are techniques which are not part of adaptive selling. Industrial buyers make distinctions between standard selling techniques – and associate a specific set of techniques with highly adaptive salespeople.