探讨顾客组合最优化

现代零售竞争不再是地盘之争、商圈之争，而是顾客组合以及顾客关系力之争。我国零售企业必须科学制定顾客组合决策，在此基础上充分发掘和利用顾客知识，改进交易营销组合和关系营销组合，通过向顾客传递最大的消费价值从而提升竞争力。     

零售企业自有品牌营销组合策略分析

现代意义上的零售企业自有品牌是伴随着零售业态的创新和发展、零售企业和制造商之间的关系发生深刻变化的市场背景下产生和发展起来的。本文分析了零售企业四代自有品牌的发展,介绍了零售企业自有品牌的功能,并从传统的营销组合策略,分析了零售企业自有品牌营销组合策略。     

北京品牌折扣店营销组合与市场定位内在关联的研究

本文以营销理论4Ps为基础,结合店铺零售终端特点对北京品牌折扣店进行研究,综合运用理论联系实际、中外对比分析、实证调查以及个案研究等方法,把握影响品牌折扣店营销组合与市场定位内在关联的因素,使品牌折扣店的市场定位清晰化并针对不同的市场定位制定有效的营销组合.     

北京品牌折扣店营销组合与市场定位内在关联的研究

本文以营销理论4Ps为基础,结合店铺零售终端特点对北京品牌折扣店进行研究,综合运用理论联系实际、中外对比分析、实证调查以及个案研究等方法,把握影响品牌折扣店营销组合与市场定位内在关联的因素,使品牌折扣店的市场定位清晰化并针对不同的市场定位制定有效的营销组合。     

零售情景下营销组合的基础与框架探索

在零售情景下,传统营销组合范式具有一定的局限性。这是因为传统营销组合框架是以制造商为视角构建起来的,而制造商与消费者交换的内容同零售商与消费者交换的内容是不同的。制造商向消费者提供的是价值方案,零售商向消费者提供的是合格价值方案的获取过程。因此,获取过程是零售商与消费者交换的基本内容。效率、乐趣、费用、沟通是消费者与零售商发生交换的四个必要条件,即零售营销的四项基本功能。零售营销活动的功能性归属分别是:定价属于费用类别,广告属于沟通类别,物理环境的设计与管理属于乐趣类别,商品组合、选址、商店布局、物流与结算属于效率类别。     

零售营销策略组合及零售业态多样化

现代零售业的一个种重要特征就是业态的多样化,各种新业态层出不穷.而不同业态的主要区别,在于其营销策略的组合方式.本文在总结前人关于零售业态演变理论的基础上,提出消费者偏好理论,指出消费者对零售服务需求的差异性,决定了零售经营形态的多样性,而消费者需求偏好的改变,导致了零售经营形式的改变,推动了零售业态的演化和发展.     

4P营销组合本质的内涵论证

营销活动起于需求,才能有的放矢;终于需求才能实现服务顾客、服务社会的最终目标,作为营销活动指导与实战技术的营销策略更需如此。因此,营销策略、营销活动的适应需求、减少积压、化解危机的自然特性,是任何营销组合策略都应具备的本质特征。有鉴于此,有必要从营销组合的定义、内涵、形成背景,对4P营销组合的促销组合而非营销组合的本质进行论证。     

4P营销组合理论要“退休”吗

市场营销组合是营销理论的基本组成部分之一,随着新的营销组合理论不断出现,有很多学者认为4P营销组合已经过时,要取而代之。其中,具有代表性的观点是用4C、4R或4V取代4P营销组合。但是,4P营销组合理论不应被取代,这是由于4P理论是出发点和落脚点;4P理论是企业最基本的营销手段;4P理论对中国的企业具有现实的、重大的指导意义。     

论人性化营销中的4S因素

在营销学理论中,关于营销策略的P因素组合和C因素组合对我国的营销理论和实践影响比较大。但随着我国市场经济与国际市场的融合,市场营销的内涵也在不断拓展和深化。本文从理论上建构和分析了P因素组合、C因素组合之外的S因素组合,并尝试分析了在其营销实践中的作用和积极意义。     

探讨顾客组合最优化

现代零售竞争不再是地盘之争、商圈之争,而是顾客组合以及顾客关系力之争。我国零售企业必须科学制定顾客组合决策,在此基础上充分发掘和利用顾客知识,改进交易营销组合和关系营销组合,通过向顾客传递最大的消费价值从而提升竞争力。     

The relationship between the marketing mix and share of category requirements

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the group of households who bought the brand at least once during the time period under consideration. We discuss the theoretical foundations for the relationships between SCR and a set of marketing mix variables (price, promotions, retail distribution) and conduct a latent structure regression analysis of brand-level data to test these relationships. We find that, although the relationship between the marketing mix variables and SCR is statistically significant, in real terms the magnitude of the association is fairly low.     

从营销组合策略的理论演进看市场营销的发展趋势

自从市场营销组合策略理论被提出以来,营销理论界一直都在努力充实、完善它,提出了许多反映时代特征的新的营销组合理论,市场营销组合理论的演进历程集中反映了市场营销的发展变化过程,并预示着市场营销未来的发展趋势。     

From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program

SUMMARY

Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the ‘product’ and the ‘marketing mix.’ It examines the varying definitions of the political ‘product’ and, from the perspective of elector as ‘consumer,’ offers its own. In addition it suggests that political marketers should follow the lead of their counterparts in the fields of service and social marketing and modify the marketing mix to suit the political environment in which they function. Finally, based upon existing definitions of the political ‘product’ and the criticisms of the current marketing mix frameworks, initial suggestions are made for the provision of a new political marketing mix.     

The Transitioning of Marketing Practices from Segment to Customer-Centric Marketing in the African Business Context: Toward a Theoretical Research Framework

ABSTRACT

Although marketing has long been posited to be shifting from segment marketing to customer-centric marketing, there is little theoretical insight into the status of such transformation, especially in emerging African economies. Therefore, this paper develops an integrated theoretical framework for assessing (a) the extent to which firms in African economies use the segment marketing mix (4Ps) versus the customer-centric marketing mix (4As) as well as (b) their antecedents and performance outcomes. Propositions drawn from qualitative data and theoretical tenets in strategic management and in institutional theory are offered to guide systematic empirical research.     

营销组合的一个理论综述

回顾营销组合理论发展的历史轨迹,呈现出不同的营销组合理论适用于不同的营销经济环境,不同的营销组合理论反映了不同的营销观念,营销组合战略性增强而操作性减弱等特点。今后营销组合的发展趋势将是营销组合的具体内容更具灵活性,在营销观念上战略营销将成为主导,在营销策略构建上整合营销将成为主流。     

现代企业需要绿色营销

实行可持续发展战略,是国家、企业生存与发展的必然选择．从绿色营销概念及其特点出发,制定正确的绿色营销战略、加强绿色组织设计与管理、培养绿色企业文化、实施绿色Ｒ＆Ｄ,制定绿色营销组合等对企业走可持续发展的道路具有重要意义。     

A Study of Marketing Standardization and Performance of Australian,Japanese, and U.S. Firms

Given the continued importance of the globalization era, there is an ever-increasing interest in the correlation between marketing mix standardization and the firm's market performance. This issue focuses on the firm's pursuit of global markets in an environment conditional to internal and external market factors. The research examines factors on multinational firm's marketing mix (program and process marketing) from Australia, Japan, and the United States and the impact on market performance. The results are mixed providing some support for marketing standardization and profit performance.     

基于现代信息技术的营销组合决策研究

本文以现代信息技术为主要手段,以营销组合模型的构建和应用为研究对象,通过在非价格营销因素的市场反应模型的基础上引入非价格因素的递延效应,对价格与非价格营销因素组合原理和方法进行研究;通过论述价格与非价格营销因素之间的相互影响及其组合效应,构建了价格与非价格营销因素的组合决策模型;基于已构建的市场反应模型和营销组合模型,研发了具有高度人机交互性和可操作性的营销决策支持系统,并以模拟数据验证了模型的有效性。     

The retailer's marketing mix and commercial performance

This paper concerns the management and organization of the marketing function within large multiple retail organizations. The elements of the retailer's marketing mix are identified and the hypothesis is developed that the breadth of control over the marketing mix by a marketing department should correlate positively with commercial performance. A postal survey of British retailers failed to demonstrate such a relationship, indicating that there is no obvious justification for a retailer to centralize most of its marketing in one large department. Instead, a positive correlation is found between there being strength in marketing in the retailer's buying department and commercial performance indicating that marketing that marketing expertise should not be concentrated into a specialist department.