娱乐营销情境下托儿的量表开发

基于前人对于托儿的研究,结合娱乐营销情境下托儿的特点,本文提出娱乐营销情境下托儿的定义;根据该定义,本文在调研的基础上设计了娱乐营销情境下托儿的测量量表并进行了实证分析。结果表明该量表具有良好的信度和可接受的效度,可用于娱乐营销情境下托儿的测量。     

营销情境中的心理契约及其测量

心理契约发轫于组织行为学研究，但心理契约在企业与顾客的营销情境中同样存在。在文献回顾基础上，本文将心理契约应用到营销情境中，界定了特定的概念内涵，开发设计了相应的测度量表，并通过调查数据分析，对量表的信度与效度进行了实证检验。     

小型团队领导者工作态度量表研究

工作态度是影响工作绩效的一个重要变量,工作态度测量量表的开发在工作绩效与其前因变量关系的研究中是必不可少的。本文根据Vroom的期望理论,对工作态度及其维度进行了重新界定,试图解决工作态度与工作绩效各前因变量的独立性问题,并在此基础上开发了小型团领导者工作态度测量量表。试调数据的统计分析显示该量表具有良好的分半信度、聚合效度和区别效度,可用作小型团领导者工作绩效及其前因变量关系研究的工具。     

关系营销导向研究:回顾与展望

关系营销导向是企业对关系营销理念的执行,是其获得可持续竞争优势和卓越绩效的关键因素。从关系营销导向的内涵、关系营销导向的测量及关系营销导向与企业绩效的关系三个方面,对国内外的相关文献进行了系统、全面的回顾和评述,在此基础上对未来可能的研究方向进行了展望。     

营销动态能力的概念与量表开发

营销动态能力是动态能力在企业营销领域的特定形式,对其内涵及结构维度的研究还比较缺乏。文章运用混合方法对营销动态能力进行概念界定与量表开发：首先对营销动态能力理论渊源进行梳理,然后对其概念内涵进行界定;继而通过内容分析和探索性因子分析编制营销动态能力量表;最后运用327家样本企业数据对量表进行信度和效度检验。结论表明,营销动态能力具有多维度结构,包含市场感知能力、界面协同能力和顾客响应能力三大维度。研究结论为企业培育营销动态能力提供方向指引,也为后续实证研究奠定工具基础。     

组织学习量表的开发

组织学习的定义与量表呈现多元化,基于国内外主要组织学习定义与量表的系统研究,整合界定了一个组织学习定义,并适用该定义,参照Churchill的量表开发程序,开发了一个组织学习量表,新开发量表包括发现、获取、比较、反思、纠错、记忆六个测量维度和18个测量项目,以两组中国企业样本数据进行了实证检验,结果表明具有较好的信度与效度。     

消费者生成广告真实性的结构维度及其测量

随着企业主动引导、支持消费者为其产品或品牌创作广告,消费者生成广告越来越向普遍化发展,由此引发受众对消费者生成广告真实性的疑问。在现有消费者生成广告和广告真实性相关研究的基础上,本文对消费者生成广告真实性的概念和维度进行界定,并开发了测量量表。该量表包含创作主体真实、广告产品/品牌真实和广告形式真实三个维度,通过实验收集数据对量表进行信度和效度检验,证明消费者生成广告真实性量表具有很好的信度和效度,该量表为拓宽、深化有关消费者生成内容和广告真实性的研究提供了测量基础,并为引导消费者加入企业营销沟通过程提供了新思路。     

服务企业全球营销战略维度研究及其量表开发

本研究在对以往制造企业全球营销战略维度和量表选择性继承和创新性发展的原则下,构建了服务企业全球营销战略维度,并开发出一套测度量表,最后通过220家服务性跨国公司的调研数据验证了量表的信度和效度,为后续学者的研究提供了良好的平台,为服务性跨国公司如何构建全球营销战略和提高全球经营绩效提供了借鉴.     

问卷和量表技术在市场调查中的综合应用

问卷调研作为收集数据的一项有效手段,可以通过结合量表技术使其达到更好的效果。本文通过研究问卷和量表技术的综合应用,得到不同调查目的下可以通过选用配对比较量表、常量求和量表等得到更深层次的信息。最后,结合测量信度和测量效度的评价方法,时问卷和量表的综合运用效果进行评价。     

基于顾客的品牌资产测量研究进展--量表开发、效度验证与跨文化方法

本文通过对国际上有关品牌资产测量研究的新动态分析,指出当前的研究重点是,以基于顾客的品牌资产测量量表开发为基本面,结合量表预测效度等的验证,充分地探究品牌价值链之间的前因后果关系,最终使得捕获于品牌资产来源的信息能够具有强大的预测能力,从而在根本上为品牌对于公司长期和未来贡献提供管理决策支持。国际上的研究动态和成果为我国学界推进品牌资产实证研究,提供了在跨文化研究方法和研究主题上的有益启示。     

Internal market orientation and its influence on the satisfaction of contact personnel

To verify the dimensions, reliability and validity of internal market orientation (IMO) as a scale of measurement of internal marketing, and using it to measure the effect of internal marketing on the satisfaction of contact personnel. Interviews were carried out with all the cashiers of the 16 branches of a small, local credit institution. Because of the small sample size, partial least squares were used in the analysis of the data. The results show the validity and reliability of the IMO construct, formed by four of the five dimensions of the original scale. They also corroborate the causal relationships among the four dimensions, as well as the significant influence of the informal dimension of IMO on the satisfaction of contact personnel. The main limitation of this study is that it analyses a single financial entity, with the characteristics and behaviours that the latter has in its relationship with its employees. To achieve their organisational objectives, firms must adopt an orientation towards the employee, or internal marketing, on an equal plane to the traditional consideration of the external market. Also, the measurability of this internal orientation on the basis of the IMO scale makes available a valuable tool of planning and control in its implementation. This article verifies the validity and reliability of the IMO construct, and its influence on the satisfaction of contact personnel, in a different business sector and with a different research subject from those analysed hitherto by the literature. It also demonstrates the sequential type of relationship among the dimensions that form IMO.     

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。     

全球化与市场营销

科技革命与消费者主权国际化推动了经济的全球化．经济全球化表现在制度与功能两方面．经济全球化条件下,市场营销将表现为整合营销、契约国际化、标准化、微营销、比较优势取向和消费者心理更趋理性等七大趋势,营销管理的内容、重点、手段、组织、经济学基础、目标、主体、战略、竞合关系和评价体系等十个方面将发生改变．     

Impact of marketing activities on relationship quality in the Malaysian banking sector

The current study investigates the impact of marketing activities on relationship quality in the Malaysian banking sector. Analysis of survey results show that greater client and employees' relational orientation yields higher relationship quality and results in better relationship continuity. Results also show that committed client relationships lead to client satisfaction, loyalty, positive word of mouth and promotion However, mutual disclosure was found to have no significant relationship with relationship quality.This may indicate that bank customers in Malaysia do not feel that having close relationships with the bank will have any positive impact on relationship quality. This particular finding may serve as a warning signal to practitioners and scholars alike that thorough research must be carried out on the use of relationship marketing prior to implementation.     

Marketing flexibility measurement scale: conceptualization,development and nomological validation

The purpose of the study is to conceptualize, develop, and validate the marketing flexibility measurement scale for automobile companies. Development of measure starts with operational definition of the construct followed by generation of items and their content validation. Quantitative analysis, as per laid out procedure of scale development, is conducted for item refinement and reliability assessment. Both exploratory and confirmatory factor analyses are used in step-wise manner for the development of scale. A 26-item AUTOFLEX scale emerged after analysis showed good reliability, and provided evidence of content, convergent, and discriminant validity. Further, AUTOFLEX scale was assessed for its nomological validity by establishing its correlation with measure of market orientation. Study discusses managerial implications and future scope toward the end.     

Operationalizing the Marketing Concept in the Nonprofit Sector

ABSTRACT

This paper questions the validity of applying the market orientation construct, which was developed ostensibly for and in large multinational organizations, to a sector whose characteristics differ greatly. Instead, this paper argues for a new approach to the operationalization of the marketing concept in the nonprofit sector. The components of this 'societal orientation' are delineated, as are the organizational imperatives, antecedents and the potential consequences and benefits associated therewith.     

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.     

Marketing planning: Operationalising the market orientation strategy

Abstract

Despite strong empirical validation of the relationship between market orientation and business performance, the literature is inconclusive on the implementation of the strategy. This paper reviews the implementation of market orientation, and investigates the associations between market orientation and marketing planning and their associations with business performance. A survey of 216 Australian larger business organisations was conducted to find evidence of these relationships. The results highlight a close association between market orientation and marketing planning, with virtually the same level of association between them, and the business performance measures used. This evidence suggests that they arguably represent the same domain. The results suggest that marketing practitioners may use the marketing planning technique as an intangible productive resource to operationalise the market orientation strategy, and use it to design a specific style and magnitude of market orientation suitable for an organisation.