Volunteerism Among Non-Clients as Marketing Exchange

SUMMARY

Generalized exchange, one of three types of exchange proposed by Bagozzi (1975), has been neglected as an area of research. This is unfortunate because it may provide a better understanding of ex-' change processes involving non-client input publics (Kotler and Andreasen, 1991). This paper proposes a social marketing model in which non-client perceptions of community benefits, social responsibility, and service quality predict willingness to volunteer for public school activities. The results support a generalized exchange model which emphasizes indirect transfers of utilitarian values and fulfillment of symbolic values.     

入世后中国企业营销观念的提升与全员营销管理

本文认为,顾客价值的大小,既取决于企业内部各项活动的质量与效率,也取决于企业外部对顾客总价值的大小构成影响的每一个合作伙伴的工作质量与效率.要转变营销观念就必须实施全员营销管理,而全员营销管理的关键是协调其所有不同的职能部门来满足顾客的需求,要让所有的部门都为顾客设想,以顾客的观点来看待自己的工作,并把顾客满意当作公司各项生产经营活动的中心.     

内部营销视角下的旅游景区与员工关系管理策略研究

内部营销是把营销的视角从企业的外部转移到了内部．以企业的人力资源管理为出发点和手段来达到使顾客满意的目的。将内部营销理念引入到旅游景区经营之中,通过员工关系管理策略实现员工满意,最终获得顾客满意和顾客忠诚,形成景区的竞争优势。     

员工培训方案设计研究

1.员工培训的定义与作用. 员工培训是指一定组织为开展业务及培育人才的需要,采用各种方式对员工进行有目的、有计划的培养和训练的管理活动,其目标是使员工不断的更新知识,开拓技能,改进员工的动机、态度和行为,是企业适应新的要求,更好的胜任现职工作或担负更高级别的职务,从而促进组织效率的提高和组织目标的实现.     

Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries

The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm??s corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm??s internal stakeholders ?C i.e. its employees ?C and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about the extent to which managers and their social partners listen to and involve their employees in the legitimation process. Through telephone interviews with non-profit organisations and senior managers of service sector firms, the extent of employee involvement in CRM campaigns and the perceived benefits of doing so are investigated.?Amongst other things, we find that (i) the extent of employee participation varies significantly across firms; (ii) larger CRM campaigns tend to be managed centrally with relatively less employee participation than smaller ones and (iii) financial services firms are more likely to make CRM decisions centrally, with relatively less employee participation than retail services firms.     

浅谈突发事件下员工满意度的维持

随着全球经济一体化的到来,任何一个地方的波动都会引起世界范围内的轩然大波。突发事件的发生越来越频繁,波及面越来越广,危害越来越严重。在这种背景下,研究如何维持员工满意度,从而帮助企业度过难关是一个非常有现实意义的课题。介绍了员工满意度的含义和内容、突发事件的定义及特征．阐述了在突发情况下维持员工满意度的意义和价值,并就如何维持员工满意度分别对企业和员工提出了思路。     

The Service-Dominant Logic of Marketing and Marketing Ethics

Abela and Murphy (J Acad Mark Sci 36(1):39–53, 2007) examined Service-Dominant (S-D) logic (Vargo and Lusch, J Mark 68(1):1–17, 2004) from the viewpoint of Marketing Ethics and concluded that whilst S-D logic does not have explicit ethical content, the Foundational Premises (FPs) of S-D logic do have implicit ethical content. They also conclude that what may be needed to make the implicit more explicit is the addition of another FP. The aim of this article is to explore whether S-D logic needs to be modified, if one wishes to construct a theoretical framework for analysis of Marketing that has ethical considerations fully integrated. We critically evaluate the claim that the FPs are inherently ethical and conclude that S-D logic should be modified. We offer an additional FP for consideration that relates to the role of personal and societal values in the co-creation of value. This FP is necessary because of the role that the ethical positions of actors play in exchange behaviour. However, it should be pointed out that whilst the article explores the ethical potential of S-D logic it does not privilege any particular ethical position or code. These concerns will be addressed in subsequent articles: the aim here is to establish the underlying rationale for including an explicit commitment to ethics in S-D logic.     

Volunteerism and Virtual Community Business Success: The Case of the Internet Chess Club

Prior work has identified, in piecemeal fashion, desirable characteristics of virtual community businesses (VCBs) such as inimitable information assets, persistent handles fomenting trust, and an economic infrastructure. To date, researchers have lacked convenient settings to collect participant data to gain insight into VCB governance and success factors. In this work, we addressed this gap and studied the Internet Chess Club (ICC), a successful business that offers a rich and accessible data source for the researcher.

We started with an idealized VCB success framework that stressed the key role of the volunteers. We then used an integrated data collection architecture and performed statistical analysis on the ICC members' attitudes and activities. We identified specific attitude and use segments that represent regular member and volunteer subgroups and we show that these segments and their interplay support the framework we advanced at the outset. In our conclusion, we point out the general lessons that can be taken from this case and applied to other VCBs.     

饭店营销新理念：差异化营销

随着饭店业的不断成熟和发展,创设竞争优势成为饭店企业追逐的主要目标,而差异化正是企业创设竞争优势的重要源泉。本从分析饭店面临的基本现状着手,介绍了差异化营销理念的内涵、优势以及它在饭店企业中的运作要点。     

大市场营销

大市场营销方式的运用,主要是如何应用权力和公共关系消除有形或无形的壁垒,进入封闭的市场。权力是一个“推”的策略,公共关系则是一个“拉”的策略。     

The Marketing of Services

No abstract available for this article.     

The Marketing of Tourism

The objectives of this article are to present the applications of marketing management in the tourism industry. The article discusses the various factors affecting the tourism market and its major sectors: (i) travel agencies and tour operators; (ii) hotel and catering; and (iii) transport. Any meaningful analysis of tourism marketing, should be based on: (a) market segmentation; (b) tourism marketing mix; and (c) marketing strategies. As the market for tourism services and products is dynamic and accompanied by rapid changes in the environment due to increased competition, technological changes and inflation, increased attention should be giver7 to the ernployme17t of appropriate marketing management methods as this industry, as indicated in the present article.     

21世纪酒店营销主流——绿色营销

绿色营销逐渐成为国际营销的新潮流,在国内外环保压力下,我国酒店应树立绿色营销意识,文章基于酒店绿色营销提出的背景及其含义分析了我国酒店实施绿色营销面临的现实障碍,有针对性地提出了实施绿色营销的相关对策。     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

关于企业员工流动问题的探讨

随着用人制度的逐渐放开 ,在我国企业中产生了员工高流动率现象。员工高流动率给企业带来了各方面的成本。因此 ,分析导致员工高流动率的原因 ,采取相应的措施降低员工流动率 ,留住优秀员工 ,降低企业成本 ,大有必要     

企业员工对组织变革的反应模型分析

企业在日常运作过程中不可避免地要经历一些组织变革,员工在对待组织变革时通常会有认知、情感和行为等三个层面的反应,每种反应又都有可能是积极的、中立的、消极的,或者是兼而有之的复合的反应。企业在实施组织变革时应当考虑员工对变革做出反应的进程,充分考虑影响该过程的因素,从而引导员工做出有利于变革的反应,促进组织变革的成功实施。     

浅论差异化营销策略在保险产品创新中的运用

目前我国保险产品存在的主要问题是忽视市场定位、产品同构,差异化程度低。差异化营销策略是保险企业实现产品创新的主要策略之一。运用差异化营销策略对保险产品进行创新,才能真正满足保险消费的个性化需求,并从根本上提高保险企业的市场竞争力。     

产品销售"黄金"阶段的市场营销对策

多数产品在市场上要经历一个由引入期、成长期、成熟期到衰退期的市场寿命周期过程,其中,当产品处于成熟期时,其销售额、利润额及市场份额会达到最高,往往是企业获利的最佳时期.此期,企业应积极采取产品渐进性改进、营销组合协调性改进、市场拓展性改进策略,以延长产品的寿命周期,为企业赢得更高、更长时间的利润.     

Nonprofit Agency Perspectives of Higher Education Service Learning and Volunteerism

ABSTRACT

The majority of studies in the service learning field focus on campus-based impacts of service learning and community service. In order to provide a more balanced understanding of the impacts of service learning, this study examined college student service learning and volunteer activities from the nonprofit agency perspective. Findings from this qualitative study revealed the positive and negative impacts that college student volunteers and service learners have at the agencies where they serve and on the youth they provide service for.