Marketing information system utilization: An application of self-concept theory

The impact of marketing information systems (MIS) has not been substantial and developed systems have not been highly utilized. Borrowing the theory of self-concept from the behavioral sciences, 46 system users' self-images, ideal self-images, and the images of a significant other (one who facilitates usage of the MIS) are measured and related to the image of a heavy user of the information system. The results shed some light on the system usage problem and provide some direction for marketing the MIS to marketing managers/ system users.     

Consumer habit forming,information acquisition,and buying behavior

Based on the three stages of consumer decision making proposed by Howard, this study analyzes the influences of consumer habit formation on information acquisition, stored information, and buying behavior. Using a sample of women having or expecting their first child, their habit formation with regard to three baby-related products is assessed. The data confirm most of the hypotheses derived from the theoretical model. Implications for marketing are discussed.     

Recycling consumer solid waste: A commentary on selected channel alternatives

The recycling of consumer solid waste presents special problems for reverse marketing channels. Specifically, the accumulation of bulk quantities of homogenous materials from consumer-generated sources that are highly heterogenous in nature represents a major functional problem that must be overcome through the development of appropriate reverse marketing channels. In this article, factors influencing reverse channels development are outlined, and specific marketing implications concerning the three basic channel types that primarily handle consumer solid waste are discussed.     

Model of management learning styles as a predictor of export behavior and performance

This paper reports the findings of a preliminary investigation of the relationships between the export performance and behavior of firms and the search for market information by the principal international marketing executives of these firms. The first part of the study deals with acquiring objective market information, and the second part is concerned with the acquisition of experiential market knowledge. While the findings of the experiential portion are inconclusive, the use of learning theory in this aspect of the work provides direction for future research in this area.     

基于邮件列表商务营销的分析与研究

在电子商务营销中,电子邮件列表具有针对性强,营销效果出色的特点得到广泛应用,邮件列表是在用户自愿订阅的前提下,为用户提供有价值的信息,同时附带一定数量与之相关的商业信息,达到网络营销的目的。利用好邮件列表这一商务营销工具,需对邮件列表的创建,信息的发布与管理以及邮件列表商务营销策略有深入的研究。     

Game theory in marketing science uses and limitations

This paper reviews some major concepts in game theory and indicates how they may apply to marketing science. The theory of games provides a framework for addressing problems of competitive strategies and of buyer-seller interactions. These issues are important in studying industrial markets where there are a small number of buyers as well as for studying how to incorporate knowledgeable, active competitors into consumer marketing mix models.Few marketers have seen much benefit in the past from developments in game theory. This is partly because of the historical preoccupation of game theorists with complete information, zero sum games. The richer area of games of incomplete information may have much more to offer the marketing scientist.In this paper we review how game-theoretic approaches (interactive models) differ from most previous approaches, which are optimizing and asymmetric. We then look at how these alternative approaches apply to two problem areas - competitive entry and bargaining. Then we review potential applications of game theory in marketing and the value of applying marketing science approaches in game theory. We conclude with a perspective on future developments in this field.     

Market similarity and market selection: Implications for international marketing strategy

International market selection patterns for a sample of 954 new products suggest that firms exhibit a significant preference for markets similar to the home market. Preferences for similar markets decline as firms gain experience in a variety of markets, however. This pattern suggests the importance of uncertainty and information in global market selection and marketing mix management. Alternative means of gathering information about foreign markets permit and support very different approaches to global marketing activity. More fundamentally, a global perspective on the relationship between market conditions, marketing policies and programs, and consumer response can be developed systematically to improve global marketing performance.     

Blockchain meets marketing: Opportunities,threats, and avenues for future research

Blockchain technology is having an increasingly profound impact on the business landscape. Blockchain—a means for storing information and transactions in secure, decentralized manner—has many potential applications for marketing. However, marketing research and practice are still tentative about the use of blockchain and are yet to fully understand it and embrace it. The goal of this editorial is to advance in this direction and offer a path toward incorporating blockchain technology into our scholarly marketing thinking. We review the basic terminology and principles of the blockchain process, provide a comprehensive overview of the potential impact of blockchain on several core marketing areas and propose research questions that can help advance both research and practice as this technology develops.This editorial is accompanied by five research notes written by leading marketing scholars, which explore applications of blockchain to the following marketing topics: Advertising (Joo et al., 2022), Branding (Colicev, 2022), Creative Industries (Malik et al., 2022), Pricing (Zhang, 2022), and Privacy (Marthews & Tucker, 2022).     

The application of probit,logit, and tobit in marketing: A review

Recent work on the analysis of qualitative dependent variables having considerable potential in marketing research are reviewed and illustrated. In particular, three related models, probit, logit, and tobit, are discussed in a nontechnical manner. In the last few years, there has been a resurgence of interest among biologists, economists, and other social scientists in developing and generalizing these three models. Yet, despite their apparent utility in marketing research, there have been only one or two rather limited applications to date. The object of this review is to enable researchers to evaluate these models and to relate them to their existing statistical procedures. The models are defined and related to the multivariate methods commonly used in marketing research. Second, the theoretical problems associated with using regression analysis and similar procedures on qualitative data are noted and the assumptions needed to resolve such problems are presented. Third, marketing applications are reviewed and an illustration of a general form of the probit model is evaluated and compared.     

Examining the Use of Nutrition Information on Restaurant Menus

Over the past decade, the world has been facing an obesity epidemic. In the popular press and certain governmental and public policy circles, this seems to be attributed to the marketing efforts of fast-food and chain restaurants. As a solution to this problem, many have proposed increasing the amount of nutrition information available to the public by adding nutrition information to restaurant menus and menu boards. However, some debate has ensued about the use and function of this nutrition information. Specifically, this research attempts to uncover whether consumer actually use the nutrition information to aid their decision-making process. In two experimental studies, results are presented to enlighten the discussion of consumers’ reactions to nutrition information when it is present on restaurant menus. Contrary to what public policy makers have stated, this research shows that only small groups of consumers use nutrition information on a restaurant menu. The results in both studies indicate that when consumers eat out at restaurants, their decisions are based on taste and preference rather than nutrition information if it is presented on a menu. These results may have implications for the provision of nutrition information on restaurant menus and consumer decision-making.     

关系营销导向:量表的重新设计与检验

基于关系营销理论和前人关于关系营销导向的论述与测量,针对关系营销导向测量中存在的问题,本文设计了一个新的关系营销导向量表,并以营销渠道中制造商与其经销商的关系为背景,检验和评估了新量表的信度与效度。结果发现:新量表在内部一致性、表面效度、内容效度、内敛效度、判别效度和工具效度等都达到了测量的要求。最重要的是,新量表修改了原有量表的用语,使其更符合关系营销导向的内涵,弥补了原有量表缺乏表面效度的缺陷。     

顾客承诺的内涵、维度及影响因素研究

顾客承诺是西方有关如何留住顾客的营销理论中继顾客满意、顾客忠诚之后又一重要概念。根据国内外学者对顾客承诺理论的研究,从行为层面和心理层面系统论述了顾客承诺的内涵。依据顾客承诺的产生将顾客承诺划分为盘算性承诺、情感性承诺、规范性承诺三个维度。综合国内外研究以及根据市场营销环境,分别总结归纳出顾客承诺三维度的主要影响因素:经济价值,转换成本;顾客满意,顾客信任;主观规范,优惠待遇。     

Paternalism, Limited Paternalism and the Pontius Pilate Plight When Researching Children

Recognizing the immense purchasing power of children, marketing researchers often gather information from them. Given the vulnerability of these children as research subjects, this paper explores the different ethical standards that marketing researchers could adopt in their research efforts. The Paternalistic Ethical Standard and the Limited Paternalistic Ethical Standard are discussed and the ethical quandary known as the Pontius Pilate Plight is identified in the context of the latter standard. An enhanced version of the Limited Paternalistic Standard is suggested as an ethical guide for marketing researchers. Based on interviews with professional marketing researchers to gauge the applicability of the proposed standard, managerial implications are identified.     

The importance of integrating marketing planning with corporate planning

“Strategic marketing” implies that marketing has attained a corporate orientation. However, scant evidence is available to support this view. The primary focus of marketing remains at a micro, consumer-oriented level. Integration of marketing planning with corporate planning would suggest a higher perspective for marketers; recognizing that internal integration of planning is as important for effective marketing as external studies of customers and markets. Toward this end, four key dimensions of corporate planning are introduced. As corporate planning constrains marketing planning, it is this most “strategic” of outlooks that needs to be integrated into the process of marketing planning.     

Risk distribution and bonding mechanisms in industrial marketing

This paper models the interactive process of planning, negotiating, selling, and putting into operation a highly complex technical object as a “precarious partnership.” The process consists of several steps or phases. Typically, the participants in such a process are in different relative positions of strength and especially information. For the weaker side, these differences usually bring about the danger of being exploited by the other side. If the interactive process consisted of isolated phases only, this danger could prevent the interaction. However, in the course of the entire process, the relative positions are repeatedly switched. This fact influences incentives, behavior, and expectations of both sides, which in return reduces the potential confilict over time, strengthens the mutual commitment, and limits the risks of cooperation to the extent that cooperation becomes possible and reasonable. Many procedural and institutional characteristics of the marketing of complex technical objects fit into this interpretation. The method of analysis used in this article could help to narrow the gap between marketing science and the economic analysis of market processes.     

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。     

英国旅游目的地网络营销信息特征及启示

网络营销因其独特的优势,成为21世纪旅游目的地最重要的营销方式之一。营销网络信息的质量最为重要,是目的地网络营销成功的关键。英国旅游目的地网络营销以旅游者行为理论和旅游营销理论为指导,围绕营销目标,提供了满足潜在旅游者个性化需求的信息,使英国旅游营销取得了成功。应根据英国旅游目的地网络营销信息特征,制定改善我国旅游目的地网络营销信息的措施。     

中小企业网络营销发展探析

随着现代信息技术的不断发展,中小企业的营销环境也发生了巨大的变化,网络营销正成为一种更加有效的营销形式。以网络营销的内涵分析为基础,分析了中小企业网络营销存在的问题,提出了相关对策建议。     

Heavy,medium, light shoppers and nonshoppers of a used merchandise outlet

An unsettling economic future coupled with changes in social values indicate that preowned merchandise buying will become increasingly evident. Consumers face the prospects of inflation, unemployment, and shortages, while social values are shifting away from disregard of resource usage by the disposable society. Buying preowned merchandise is a solution to coping with the environmental changes. Although institutions selling used merchandise, like other retailers, require factual information to design effective marketing strategies, this remains a neglected retailing phenomenon.The purpose of this study was to gain insights concerning several aspects of preowned merchandise buying using Goodwill Industries as a case in point. Data were collected to provide demographic profiles of heavy, medium, and light shoppers and nonshoppers, the information sources effective in inculcating awareness, basic patronage motives of heavy, medium, and light shoppers, and various buying behavior patterns of the four groups. The latter included shopping at Goodwill versus other institutions selling used merchandise, future shopping plans at Goodwill, overall attitude toward used merchandise, and the types of preowned merchandise they would be willing to purchase.Telephone interviews were made with a randomly selected sample of household representatives living in a midwestern standard metropolitan statistical area (SMSA) with a population of 85,000. The 336 respondents (97.5% of the sample) who were aware of Goodwill formed the initial data base from which 320 usable questionnaires were obtained. A composite shopping volume index was used to differentiate light, medium, and heavy shoppers as well as nonshoppers.Results from the study show that some differences exist between the groups in terms of demographics, information sources, and patronage motives as well as part and anticipated shopping behavior. Several implications are suggested for Goodwill in particular and similar organizations in general.     

Optimal Resource Allocation with Time-varying Marketing Effectiveness,Margins and Costs

The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to factors such as inflation or deflation in media prices and/or raw material inputs, there can be differential changes in the costs of communications and/or margins on the good (or service) sold over time. The academic literature offers little normative direction on how time-varying marketing effectiveness and costs drive optimal marketing-mix levels and their relative allocation. The authors shed light on these issues by solving a monopoly firm's finite horizon dynamic marketing communications mix optimization problem involving two marketing instruments with time-varying parameters, i.e., the marketing effectiveness parameters, media costs, and product margin are all allowed to vary over time. First, they find that the structure of the solutions is similar to that of the classic Nerlove–Arrow model, for a completely general nature of time-varying effectiveness. Second, their model can be used by managers to exactly determine whether and when to switch their marketing-mix emphasis (defined by the marketing element receiving the dominant portion of the budget) over a finite planning horizon. In sum, the authors expand knowledge on optimal allocation of marketing resources with time-varying effectiveness. They also extend their solution to incorporate multiple (more than two) marketing instruments.