营销人的自我修练

营销可能是最好,但也是最难的职业。才入行的时候,英国老板的欢迎词是Marketing is only for extraordinary people(营销职位只为非凡之人设立)。25年过去,身经百战,历经千帆,对这句话有了深刻的体会。营销是Art(情)和Science(智)的完美结合,这就要求营销人上写得了战略,下抓得了执行;左能分析数据,右能创意内容。     

营销人，广告人，品牌人——访国辉（中国）有限公司品牌总监张文龙

如果将品牌、企业与官方结合,是否能打造—个成功的体育营销案例？     

Organizational Consequences, Marketing Ethics and Salesforce Supervision: Further Empirical Evidence

This study comparatively examines supervisory reactions of Turkish sales managers to potentially ethical and unethical salesperson behaviors while replicating Hunt and Vasquez-Parraga (1993). Four scenarios representing ethical and unethical conditions of over-stating plant capacity utilization and over-recommending expensive products were presented to the managers. As a result of this comparative study, it is empirically demonstrated that Turkish managers primarily rely on the inherent rightness of a behavior with a focus on the individual (i.e., deontological evaluations) in determining whether a salesperson's behaviors ethical or unethical, but the moral worth of a behavior (i.e., teleological evaluations) also play a role. Turkish managers rely both on the deontological and teleological evaluations in determining their intention to intervene through discipline and rewards. Furthermore, the results are consistent with Hunt and Vitell (1986), Etzioni's moderate deontology and inconsistent with the P-utility theory and ethical egoism.     

Self-Disclosure and Managing Privacy: Implications for Interpersonal and Online Communication for Consumers and Marketers

In our fast-changing technological world, the line between the offline and online world has become blurred and individuals are faced with constant opportunities to divulge personal details. The process of disclosing sensitive information to others is necessary for establishing, maintaining, and building relationships, both with people and businesses; however, it also creates opportunities for misuse of the disclosed information. Consumers who are willing to disclose personal information online may often be unaware of the full implications of such disclosure. By thoroughly exploring the origins and processes of self-disclosure, and outlining its development in interpersonal and online communication, individuals will become more aware of their (sometimes competing) implicit and explicit disclosure behaviors necessary for enacting strong privacy management. Utilizing communication privacy management (CPM) theory, this article proposes a framework for ongoing consideration of how self-disclosure and privacy function online. By framing privacy in terms of the literature of communicative self-disclosure, CPM instructs the building of privacy boundaries that are functional for consumers and marketers alike, allowing people to protect themselves online while also ensuring their continued enjoyment of Internet provided benefits.     

Business Media Segmentation for Services Marketers: Education and the Gender Gap

An exploratory study of mâle and female business media use was undertaken to ascertain whether education has levelled sex differences. Social changes in women's work status and access to higher education cause similar needs for financial information. Prior research on business media use presents conflicting evidence about male and female habits. Findings reveal four segments based on sex and education, for education has only partially levelled sex differences. Higher-educated men make greater use of business television than higher-educated women. Lower-educated men rely on print media, and lower-educated women use all business media least. Marketing implications for financial and related services are suggested to appeal to the segments.     

营销者和调研者的新角色

如果按照现在这个趋势,越来越多的调研者在企业中将担任更重要的战略决策地位,那么未来品牌营销者的角色会是怎样？调研者的角色又将如何？两者各自应该有怎样的工作聚焦点？如何扮演好自己的角色为企业的发展出谋献策,这些对两者而言都是一个很大的挑战。     

保险营销人员诚信义务的检视与完善

保险营销人员是行业发展的重要力量,是保险与公众对接的触角。国家一直着重对这一群体的诚信行为施行监管,但长期以来,保险营销人员对诚信义务的履行并未令社会满意,对此要提高企业诚信文化对营销队伍的引导作用;完善营销人员职业诚信的外部监管体系;开发营销人员诚信价值认同的内化路径。     

Participation in a Mail Survey of International Marketers:

This study examines the viability of using preliminary notification and detailed project explanation in mail surveys for studies of international marketing issues. In addition, there are questions raised about the culture-boundedness of research methodology in marketing research.     

Antecedents and Consequences of Perceived Importance of Ethics in Marketing Situations: A Study of Thai Businesspeople

Building on an existing framework concerning ethical intention, this research explores how Thai business people perceive the importance of ethics in various scenarios. This study investigates the relative influences of personal characteristics and the organizational environment underlying the Thai business people’s ethical perception. Corporate ethical values and idealism are shown to positively influence a Thai manager’s perceptions about the importance of ethics. While their ability to perceive the existence of an ethical problem is negatively influenced by relativism, it is positively impacted by their existing perceptions about the importance of ethics. Results also suggest positive relationships between perceived importance of ethics and perceived ethical problems with ethical intention. These results extend research in understanding the relationship between the antecedents and consequences of perceived importance of ethics within an economically growing non-Western culture.     

Moral Schemas and Business Practices: The Ethics of Guangzhou Migrant Marketers

This article explores the ethics of migrant marketers in Guangzhou. Data were collected from 357 migrant marketers who lived in Guangzhou. A model of Ethical Action has been developed to test the antecedents and outcomes of the ethical decision-making process. It measured moral intention using four ethical scenarios. The results show that the egoistic schema had a positive effect on their intention to act unethically, while the legislative schema exerted a negative effect. The results confirm that moral intention was a strong predictor of an individual’s subsequent actual behavior, and it fully mediated the influence of the legislative schema on actual behavior. This study adds to ethics literature by incorporating the construct of social identity and found a moderating effect between the legislative schema and moral intention. The relationships were stronger for individuals who were lower rather than higher in social identity. Analysis of these results lead to a discussion of the implications for marketing ethics in China.     

奥运营销和擦边球营销

2008奥运会即将来临，“奥运营销”俨然成为中国营销的必修课，而具有中国特色的市场经济又催生了大批的“非奥运营销”，这些所谓的“非奥运营销”实际上存在着可怕的误区，在误导着众多中小企业进行错误的营销，今天我们就来谈谈“奥运营销”和“擦边球营销”。[第一段]     

区域市场营销与企业市场营销的关系研究

在全球化时代,经济、社会、文化、人才等资源的区域化乃至全球化流通以及"产业集聚"使得区域必须运用营销思想来进行规划和运营。而区域市场营销与企业市场营销在营销实质上是相同的,都是以顾客为中心,围绕着顾客的需要和愿望来开展的营销活动,都要面临市场竞争并借助促销手段来追求双赢结果;但在具体操作上,二者既有联系又有区别。     

An Exploratory Comparison of Ethical Perceptions of Mexican and U.S. Marketers

This is a study of the effects of a number of background variables on ethical perceptions of Mexican and U.S. marketers. This research investigates how a marketer’s personal religiousness, relativism, and the ethical values influence in perceptions of the degree of ethical problems in hypothetical marketing scenarios. It also examines differences between Mexican and U.S. marketers on these variables. The results show significant differences in perception between the countries, and we discuss the implications of these differences for cross-cultural business activities. The authors wish to thank Rebecca McLaughlin for her help with data collection in Mexico     

基于企业营销能力的营销组织创新研究

本文认为,随着消费者需求的个性化与多样化、市场的国际化与微型化、信息技术的高速发展及市场竞争的日益激烈,企业的营销能力已超越生产能力和研发能力成为最重要的企业能力,而企业营销能力的高低取决于企业营销组织的合理性。要提高企业营销能力,必须构建适应环境、符合企业发展战略的营销组织,通过营销组织创新,建立市场驱动型的企业组织,培育、维护和更新企业可持续的竞争优势。当前营销组织创新的重点是营销组织概念创新、营销组织结构创新、营销流程创新、营销沟通创新及营销组织绩效考核创新。     

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。     

绿色营销、公益营销和社会营销的比较分析

绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。     

Consequences of Mutual Ownership for Building Societies

This paper argues that the mutual ownership of building societies entails, in principle, different objectives from those of a company. It considers whether members' interests are best served by maximising either surpluses or growth and reviews evidence on economies of scale and effciency compared with banks. Conversion seems unlikely to result in great improvements in effciency and it is hard to say whether members benefit from free shares by more than they may lose as customers. The case of Abbey National is examined in the light of the reasons it gave for conversion.     

Culture's Consequences for Management in Hong Kong

In a recent review of Hofstede's comparative study of business practice and national cultures, 61 works replicating his methods are identified, and the critical four differences in the cultural dimension are ‘largely confirmed’. The only replication of Hofstede's study within IBM (his original sample vehicle) has largely validated the original model some twenty years later. These results seem to confirm the valuable contribution of Hofstede's work, although his model contains the limitations of all models; the simplification of reality into an understandable form cannot do justice to its complexity. In this paper, the main consequences of Hofstede's work for Hong Kong are reviewed. His proposition that culture and particularly social values influence economic activity and management, which is consequently ‘culture-bound’, is restated and supported by more recent studies.     

Treaty Reform: Consequences for Monetary Policy

The proposed reform treaty, aimed at enhancing the efficiency and democratic legitimacy of the enlarged Union as well as its position on the global stage, has a number of important implications for monetary policy and the status of the European Central Bank. Can the reforms be expected to make euro area governance more efficient? Could they potentially jeopardise the ECB's independence and European monetary policy? Member of the Panel of Experts of the Committee on Economic and Monetary Affairs of the European Parliament, to which the article was first presented as a Briefing Paper for the Monetary Dialogue with the President of the European Central Bank in October 2007. The author gratefully acknowledges the helpful comments of Edin Mujagic and the excellent research assistance of Rob Nijskens.