可操作的关系营销与相关的道德问题

关系营销是营销理论界的一个热门话题。然而,历经近20年的发展,它的操作性问题却没有解决好。关系营销的可操作性涉及三个问题:关系市场、关系营销组合和关系营销的道德问题。关系营销是一种道德问题颇大的营销方式或营销思想。要解决关系营销的道德问题,需要对关系营销的范围加以限制,需要降低对于关系营销的道德要求,或者需要为关系营销建立一套新的道德标准。     

The Customer Concept: The Basis for a New Marketing Paradigm

Recent developments in both marketing theory and marketing practice make it necessary to formulate a new marketing paradigm. This paradigm consists of three elements: (1) a concept, which is the core of the paradigm, (2) a set of activities, and (3) a domain. The customer concept is the new marketing concept. It is a management orientation which maintains that firms establish relationships with selected individual target customers with whom superior customer values are designed, offered, redefined and realized in close cooperation with other partners in the marketing system such as suppliers and intermediaries, in order to realize long-term profits through customer satisfaction, partner- and employee satisfaction. The new marketing activities include decisions with regard to the firm's stated vision, objective(s), strategy, organizational structure, culture, information system, marketing instruments, business processes and human resource management. The new marketing domain encompasses the broader interpretation of marketing as the central concept in the behavior of the firm. The customer concept implies a reorientation of marketing to one that places the customer in a pivotal role.     

Distribution Channel Relationships: The Conditions and Strategic Outcomes of Cooperation between Manufacturer and Distributor

The purpose of this paper is to carry out an empirical examination of the antecedents of cooperation between manufacturer and distributor. A further objective is to study the levels of satisfaction with the strategic outcomes of such cooperation. We analyze the extent to which cooperation requires not only complementary resources and capabilities of the partners but also goal congruence, trust and relational norms. Cooperation between manufacturer and distributor also involves reciprocal commitment and joint investment in specific assets. Finally, manufacturers and distributors should not only gain satisfaction from the economic, psychological or social benefits of cooperation, but should also gain competitive advantage, profits and strategic outcomes that help to compete in the market more efficiently.     

Marketing's Interfunctional Interfaces: The MSI Workshop on Management of Corporate Fault Zones

This paper first introduces the purposes and processesof the Marketing Science Institute's Workshop on Interfunctional Interfaces: The Management of Corporate Fault Zones. The motivatingissues of value migration and market orientation are considerednext followed by discussion of marketing's paradigm shift. Thelast half of the paper deals with several management problemsand research issues which were identified during the workshop.Hopefully, these questions and research needs will help to acceleratedevelopment of research into these interface issues.     

市场利基营销战略的研究与思考

市场利基营销战略是充分满足特殊顾客群的完全需求而形成无法替代的市场战略,兼顾了顾客、竞争、企业实力三种导向,是市场补缺者和中小企业的重要战略。面对以消费者个性化需求为特征的消费主权时代和全球范围买方市场的竞争压力,应从多个层面对利基营销战略进行了理性思考。     

Relationship frames and cooperation

We examine how various categories of relationships, and the time horizons of those relationships, affect rates of cooperation and competition in a mixed-motive decision task. We suggest that whether managers are likely to cooperate or compete depends on whether the task is framed as involving a colleague, customer, supplier, or competitor relationship. We suggest that these differences will exist only when the time horizon of the relationship is long term. We test these proposals in an experimental role-play exercise conducted by personal computer. When the time horizon is long, subjects are more likely to cooperate with customers, colleagues, and suppliers than with competitors. Counter to expectations, subjects are more likely to cooperate with competitors than with colleagues when the time horizon is short than when the time horizon is long. In addition, we show how the four business relationship frames vary along several dimensions that successfully discriminate among the relationships. The results are discussed in terms of their implications for helping managers cooperate when cooperation is appropriate.     

Customer Relationship Management in Electronic Markets

Abstract

Customer relationship management, or CRM, has found increased attention in both the academic and managerial worlds of marketing in recent years. While the Internet has greatly enabled the application of CRM in fostering loyal customers, the preliminary results on the effectiveness and efficiency of technology-based CRM has been far from discouraging. The authors identify various contentious issues behind the various key concepts of relationship management and identify several areas that deserve closer academic scrutiny and managerial inspection. The paper also comments on the extent to which Internet technology can bring about closer relationships with a firm's customers.     

A cross-cultural analysis of price responses to environmental changes

In planning the marketing mix for a product, managers implicitly respond to changes in both their internal and external environments. This paper studies managers' judgments of how they would respond to changes in their own product costs asnd competitor's prices. A manager could react to these by focusing on new products, new markets, or the marketing mix for the current product market. We concentrate on the third. We focus on a set of potential reactions that could include a change in price. Data from managers in both the United States and Europe are used to study pricing reactions to hypothetical scenarios of environmental changes. We estimate relationships between the managerial response and changes in the environment for different types of businesses in different countries.     

The Relationship Rhombus: A Quadratic Relationship

Affinity marketing is highly focused cause related marketing which bridges the divide between commercial companies and organizations, places, or groups which have supporters and /or members and followers, rather than shareholders and customers. Consumers purchase from an organization, which they currently have no relationship with through the strength of their affinity towards a group to which they are linked. In affinity marketing a ready-made relationship is taken by one party and adapted for 'own use' and this raises the issue of who takes and adapts and for what purpose? This paper introduces the concept of affinity marketing, using the example of the affinity credit card to explain the complications of affinity relationships. Having explained the triadic nature of the affinity credit card relationship it then takes this one step further to discuss the development of a further quadratic, rhomboidal relationship.     

关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

Evolving Relationship Marketing into a Discipline

Abstract

Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.     

政府科技投入的国际趋势及我国策略

世纪之交,科技创新成为国际竞争的主导因素。然而,我国政府科技投入的管理低下、效益不高是一个不容忽视的问题。结合我国政府科技投入现状,应借鉴国际经验采取强化政府科技投入力度、调整政府科技投入方向和领域、注重政府科技投入的顶层设计和统一规划的完善策略。     

当代市场营销理论与实践刍议

在当代市场营销理论与实践中,其理论与实践的研究日趋成熟和完善,但存在着研究内容、营销理念、营销策略等一系列模棱两可的认识,存在着这样或那样的误区,或是认识的角度值得商讨,或是认识需要更新,必须引起重视,必须重新思考。     

现代企业实施关系营销的对策

关系营销是对传统营销理论的变革与新突破,是一种先进的市场营销理念,在国外获得了巨大的发展,在实践中取得了很好的效果,得到企业界的广泛认可。关系营销导人我国后,在认识和实践上都相对滞后于西方国家。因此,正确认识关系营销的内涵,认清我国企业在实践中存在的误区并提出相应对策,就显得尤为重要。     

消费者-品牌关系的影响因素:一项探索性研究

近年来,消费者-品牌关系已经成为品牌研究领域的一个热点,但是,以前的研究比较偏重对品牌关系的维度和测量指标的探讨,有关消费者-品牌关系的影响机制的研究比较缺乏。如果采用开放性问卷进行调查,将探索出影响消费者-品牌关系的主要因素。同时对调查结果的内容进行分析,识别出五种影响消费者-品牌关系的因素类别,确认了一系列促进或破坏消费者-品牌关系的企业行为,并按照"企业能力"因素和"企业社会责任"因素的分类框架对这些企业行为进行系统分类。