基于后金融危机时代消费者特征分析的营销策略创新

后金融危机时代消费者的心理行为特征表现为危机意识加剧、消费理性增强、消费需求紧缩、消费决策周期延长。企业营销策略应该根据消费者行为变化进行相应的调整和创新。     

基于消费者需求与信息搜寻的消费者教育模型研究

本文结合消费者需求特点和信息搜寻两个维度,指出产品市场可分为易识实用产品市场、难识实用产品市场、易识享乐产品市场、难识享乐产品市场和未被考虑产品市场.企业应根据各类市场特征,制定有针对性的消费者教育策略.     

Developing a distinctive consumer marketing organization

Marketing excellence is a key success factor in virtually any industry or company focused on consumer products or services. Defining what marketing excellence really means and how to mobilize the organization to achieve that goal, however, can be extremely challenging. This article examines the changing nature of the relationship between consumer and marketer and identifies the characteristics of excellent consumer marketing companies. While there is clearly no single right answer in designing marketing organizations, a number of companies in a variety of consumer industries have begun experimenting with promising results. While the solutions are different in each case, a number of common themes—including a clear linkage between strategy and marketing skills, seamless integration across the business system, and a clear marketing culture—are beginning to emerge.     

Advances in internet consumer behavior and marketing strategy: Introduction to the special issue

This second special issue of the Journal of Business Research on Internet consumer behavior features twelve articles selected from the papers submitted following a call for submissions issued in January 2008. They cover topics related to advances in internet consumer behavior and marketing strategy, and the contributions are regrouped into four broad categories: influence of trust and role of virtual communities; understanding the role of electronic word-of-mouth; understanding consumer reactions to pricing on the internet; consumer issues in marketing strategy. It concludes with future research directions.     

New developments in global consumer behavior and marketing strategy: Introduction to the special issue

This special issue of the Journal of Business Research features ten articles selected from the papers presented during the seventh meeting of the Royal Bank International Research Seminar which took place in Montreal (Canada), September 22–24, 2011. The papers cover topics relating to new developments in online research, acculturation/socialization research, research methodology, and marketing strategy.     

Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

Demographics in consumer behavior

Four criticisms against using socioeconomic and demographic (SED) factors in consumer behavior are reviewed: dissatisfaction with models of consumption behavior developed by economists and sociologists, obsolescence of SED factors in mass consumption societies, poor predictions produced by SED factors, and a grass-is-greener attitude held by consumer researchers. The insights offered substantially hurt the validity of these criticisms. Strategies for better theory and research in consumer behavior using SED factors are described.     

A study in international marketing: The development of a consumer database marketing capability

This paper examines the reasons why Seagram Europe & Africa (SE&A) decided to develop their database marketing capability in Europe. The paper describes the environmental changes, external and internal, that led SE&A to re‐evaluate their marketing communications strategy and examine sponsorship and direct marketing opportunities for Europe. The paper focuses on the major issues SE&A addressed when weighing up the strategic role of database marketing. Finally, the key considerations in the development and implementation of an European‐wide database marketing discipline for the division are discussed.     

Trust and direct marketing environments: A consumer perspective

The desire to establish long‐term customer relationships has led companies to consider normative as well as outcome related aspects of relationship development. Much of the research undertaken in this field has focused upon such activity in business‐to‐business markets. The current study sought to examine these issues, from the consumer perspective, in relation to approaches made by firms using direct marketing techniques, specifically direct mail. Empirical assessment was made of a sample of consumers in relation to their receptivity to product and service offerings from firms, and the effects of commitment, trust and privacy concerns upon this receptivity. In conclusion, some implications for marketing practice in developing customer relationships in direct marketing environments are discussed.     

Mail advertising and consumer behavior

This paper examines some trends in mail advertising and presents some findings from a longitudinal study on mail sent to and from U.S. households. Data from 1987 and 1991 interviews and diaries of a national probability sample of U.S. households were compared. As the third largest advertising medium, mail has grown in market share in the past decade as traditional advertising media declined or stayed the same. The paper examines how consumers feel, perceive and respond to the advertising mail they receive. It also explores how characteristics of the senders and recipients, factors outside the mail piece and the type of mail piece, influence consumer attitudes, perceptions, and treatment of the mail received. The paper concludes with recommendations to advertisers, marketers, and fundraisers for future research and for increasing the effectiveness of mail in their marketing mix. © 1996 John Wiley & Sons, Inc.     

Virtual and augmented reality: Advancing research in consumer marketing

Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact on a variety of marketing practices and are attracting increasing attention from marketing researchers. In this article, we review developments in VR/AR applications and research in the area of consumer marketing. We propose a conceptual framework for VR/AR research in consumer marketing that centers around consumer experiences provided by VR/AR applications along the customer journey and the effectiveness of such applications, and delve into the key concepts and components of the framework. Next, we provide a comprehensive overview of VR/AR applications in current practices and extant research on VR/AR in consumer marketing. Finally, based on this framework, we offer an outlook for future developments of VR/AR technologies and applications, discuss managerial implications, and prescribe directions for research on consumer marketing.     

Ethical behavior of marketing managers

The ethical behavior of marketing managers was examined by analyzing their responses to a series of different types of ethical dilemmas presented in vignette form. The ethical dilemmas addressed dealt with the issues of (1) coercion and control, (2) conflict of interest, (3) the physical environment, (4) paternalism, and (5) personal integrity. Responses were analyzed to discover whether managers' behavior varied by type of issue faced or whether there is some continuity to ethical behavior which transcends the type of ethical problem addressed.     

Us consumer product marketing in Saudi Arabia: Comparative perceptions

The period between 1970 and 1990 has seen a steady decline of the market share of US products in Saudi Arabia. This article deals with the differing perceptions of US exporters and Saudi importers regarding factors that might have contributed to this decline. These factors include the marketing environment, the product, the price, the distribution, US business practices, advertising, trade policies and the market situation in Saudi Arabia, and the role played by the US government. An analysis of these factors has led to a series of recommendations to respective governments and businesses.     

Income disclosure and consumer judgment in a multilevel marketing experiment

Consumer protection concerns have been raised related to income misrepresentation in multilevel marketing (MLM) recruitment. Though not required by law, some MLM firms choose to voluntarily disclose income information about previous participants. Through replication and extension of the experiment created in Bosley, Greenman, and Snyder (2020), we investigate the impact of these disclosures on consumer interest and earnings expectations. We test the external validity of their findings with subjects from Mechanical Turk and explore issues regarding treatment heterogeneity and better-than-average bias. Supporting prior findings, we present evidence that income disclosures, on average, do not significantly affect subjects' interest in the MLM opportunity, but they do decrease earnings estimates for most while increasing earnings estimates for a few. These effects depend on a subject's numeracy skills and whether they see their earnings potential as better-than-average. We also find that asking about earnings estimates first tends to decrease interest.     

Modelling short-and long-term marketing effects in the consumer purchase journey

The role of advertising in consumer demand has received much attention in the marketing literature, where the marketing response model has emerged as a dominant analytical framework. In recent years, the basic model structure has evolved in three directions. Firstly, the incorporation of online paid, owned and earned media to accommodate the off-online path-to-purchase. Secondly, the introduction of consumer mindset metrics to capture the emotional foundations of brand-building. Finally, combinations of both to offer a complete view of the consumer purchase journey. In this paper, we argue that no one development successfully provides a fully holistic representation of the role of advertising. We thus propose a more comprehensive structural approach: one that combines search, paid, owned and earned media with a cointegrating mechanism for brand-building, linking mindset metrics directly to long-term base sales. The result is a practical modelling system for marketing mix practitioners with a rigorous economic and statistical foundation for short and long-term advertising effects. The proposed approach is applied to a global electronics manufacturer in the US market, where results fall into three broad areas. Firstly, we demonstrate how off and online marketing interact in the journey structure, the part played by search, owned and earned media and how specific media types play different roles. Secondly, we illustrate how consumer touchpoint experience is a key element of the process, improving measurement of in-store marketing. Finally, we show how consumer mindset metrics and social media play an important word-of-mouth role, with paid and earned media working together to drive long-term demand evolution.     

活动营销：搭建企业与消费者的对话平台

主持人：各位网友大家好，新一期互动行销沙龙走选搜狐演播室。今天我们非常荣幸地请到了两位非常重要的嘉宾，一位是柱子，他是诗人，是画家、也是博士，同时也是传播人：另外一位是北京未来广告公司策划中心总监尹铁钢。我们今天的话题将围绕着活动营销而展开。     

Procedural learning,consumer decision making,and marketing communication

We examine the applicability of Anderson's (1982) procedural learning framework to consumer decision making within the context of how marketing communications influence people's procedural knowledge about selecting decision criteria for a buying decision. In particular, we explore the importance of explicit, conditional if-then statements (e.g., if you are choosing amongst ..., then you should ...) in which the recommended decision-making operation is compatible with prior procedural knowledge. We test this framework in an exploratory study on advertising effects on women's decision criteria for fitness centers.     

Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework

The research intended to study the consumer's buying behaviour of Ayurveda products by examining factors that influence consumer's buying decision. Stimuli-Organism-Behaviour-Consequence (SOBC) framework was deployed to test 1316 responses collected using a structured questionnaire. Analysis was performed using CB-SEM method while demographic variables were used as moderator. The four dimensions used in the study, including Stimuli (Health consciousness, Product attribute); Organism (Product availability. Ethnocentrism and Environmental and Sustainability Orientation); Behaviour (Customer beliefs and Purchase intention) and Consequence (Buying behaviour) were found to hold positive association as hypothesized. House-hold income and educational qualification moderated the relationship between organisms and behaviour as well as behaviour and consequence. SOBC model is unique in context of traditional/culture oriented products. The constructs incorporated in the SOBC model provides novelty to the study. Inclusion of Ethnocentrism and Product Availability as Organism have not been examined in the previous studies. The study adds to current literature on consumer behaviour specifically in the context of traditional products. Identifying Health Consciousness in the context of generic Ayurveda products with a unique set of variables contributes to the literature.The identification of stimuli causing behaviour such as health consciousness and product attribute and organisms that influence behavioural response including product availability ethnocentrism as well as environmental and sustainability orientation provide consumer insights to marketers and firms dealing in traditional products. The perspective on consumer beliefs provide directions of policy formulation to governments.     

Can consumer interests really be incorporated into new marketing approaches?

In this paper a crucial guideline for new marketing approaches is examined using viewpoints found in critical theory. The first part of this paper discusses the function of goods in modern, late-industrial, and consumer society. The situation in which consumers interact is also briefly described, followed by an analysis of the social engineering of marketing approaches. Finally, some requirements for non-manipulative marketing perspectives are suggested.