Are microcomputers replacing mainframes in marketing research firms?

Recent research, on the computerization of marketing has emphasized the advantages, adoption, and diffusion of microcomputers, largely as compared to mainframe computers. This note compares microcomputer and mainframe usage in marketing research over several activities and suggests that microcomputers have not replaced mainframes to the extent implied by previous articles. In a study of marketing research firms, high microcomputer ownership and increased usage is revealed, not only for word-processing types of activities, but also for data analysis. While a smaller proportion of research firms use mainframes, larger firms are continuing and predominantly increasing their use of mainframes. Further, relatively high rates of mainframe usage are reported for data analysis, data collection, and data base management by firms with access to both types of computers.     

An empirical test of optimal respondent weighting in conjoint analysis

This article empirically tests a proposal (due to Hagerty) to use Q-type factor analysis to maximize predictive accuracy in conjoint analysis. Data sets from three different studies are used to compare the accuracy of predictions from optimal weighting with those from individual conjoint parameter estimation. The results do not support the contention that optimal weighting significantly improves cross-validity, as compared to individual conjoint prediction. He has been honored for his research by the American Marketing Association, the American Statistical Association, the American Psychological Association, and the Market Research Society (England). He has authored or coauthored several books, including the widely used textResearch for Marketing Decisions, now in its fifth edition. He is also a prolific contributor to marketing and business journals. He is the author or coauthor of many articles in statistical methodology and the interface between statistical methodology and optimization theory. His current research interests include theoretical and empirical analyses of the bootstrap resampling technique and application of statistical methods and operations research to problems in marketing research. She received her Ph.D. in marketing from Drexel University in 1990. Her research interests focus on consumer preference models including conjoint analysis and new-product development. Her work has been published in theJournal of Marketing Research, Journal of Advertising Research, andJournal of the Market Research Society.     

The evolving brand logic: a service-dominant logic perspective

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.     

秒杀式营销下消费者的购买决策过程探析

秒杀作为一种新兴的网络营销方式正日益受到关注,但对于秒杀情境中消费者购买决策的心理过程及行为机制还少有研究.基于理论研究和实证分析,文章分析了秒杀式营销下消费者的购买决策过程,指出消费者参与秒杀有求廉、求同和求新3种动机;秒杀式营销下的消费者簇群可以划分为冲动型、理智型和摇摆型;秒杀情境下消费者存在计划性秒杀和即时性秒杀两种购买决策型态.最后,针对理论分析,提出了企业开展秒杀式营销的策略建议.     

资源依赖理论之产权拓展

资源依赖理论把“资源”看作是为创造经济租和维持持续竞争优势的最小单位，而产权理论则把资源看作是产权束，文章把产权理论的资源观引入资源依赖理论中，不仅拓展了资源依赖理论，还为其提供微观的理论基础。     

国外企业资源基础理论研究综述

企业如何获取并维持竞争优势是企业资源基础理论研究的核心问题;然而,不同研究视角形成的观点差异,导致了理论和实践上的一些问题。对资源基础理论赖以建立的核心概念之间的关系进行界定,重新定位其演变路径,不仅能够将不同观点纳入到一个统一的资源基础理论体系中,而且有助于理解各观点之间的相互联系。     

Exciting red and competent blue: the importance of color in marketing

From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions.     

基于顾客资产的营销模式研究——以LG电子(中国)为例

顾客资产概念的提出对传统营销模式产生了极大冲击,迫使企业从传统营销模式走向基于顾客资产的营销模式。在改善的基于顾客资产的营销模基础上,我们对LG进行了实证研究,结果表明:基于顾客资产的营销模式不仅具有理论意义,且具有可操作性和分析价值,对企业的营销实践具有指导性。     

The financial contribution of customer-oriented marketing capability

This article assesses the financial contribution of marketing capability. In contrast with previous research, which conceptualizes marketing capability as the deployment of marketing resources to achieve sales, this study conceives marketing capability as the deployment of marketing resources to achieve the ultimate objectives of customer satisfaction and brand equity (i.e., customer-oriented marketing capability [COMC]). Thus, this research disentangles the dynamic relationships among marketing resources, sales, customer satisfaction, and brand equity through the use of network Data Envelopment Analysis to capture COMC. According to what the value relevance perspective proposes, COMC positively influences the growth of Tobin’s q and improves the growth of analysts’ recommendations. These findings remain robust and consistent with the use of additional measures and methods common to the marketing and financial literatures. Our study provides tools and a framework for analysis for managers to maximize their ability to use marketing strategy to drive performance.     

Critical mass and international marketing strategy

Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.     

The structure of marketing channel relationships

Distribution channel research has been advanced in recent years by contributions based on the political economy paradigm, transaction cost analysis, and relationship marketing. Drawing on these bodies of thought, we propose a new conceptualization of the structure of marketing channel relationships. Relationship structure is defined in terms of decision-making structure and operational integration. The proposed model of channel structure antecedents and consequences is consistent with the major research paradigms but extends beyond simple categorical assemblages of constructs to provide an ordered set of relationships based on theory and empirical research. This conceptualization reconciles some apparent contradictions in the literature and provides a clear focus for structure, process, and performance research in channels. He received his Ph.D. in marketing from Louisiana State University. He has published in the areas of marketing channels, retailing, and logistics. His work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Marketing Channels, International Journal of Physical Distribution and Materials Management, Journal of Marketing Education, and others. He served as the managing director of public relations with the Federal Express Corporation before entering the Ph.D. program at Alabama. He holds a B.B.A. in accountancy from the University of Mississippi and an M.A. in marketing from the University of Alabama.     

Effects of accountability on symbolic information search and information analysis by organizational buyers

Most studies of the organizational buying process assume that buyers acquire and use information “prosocially”—to make better decisions and promote their company’s welfare. The authors propose, however, that demands to account for their behavior causes organizational buyers to also gather and use information for political purposes—to protect their own self-interest. The authors present the results of an empirical study that investigates the extent to which four types of accountability—informal, official, process, and decision accountability—result in political (or symbolic) information search and prosocial information analysis by organizational buyers. Study findings suggest that buyers accountable to superiors and those accountable to subordinates or peers engage in more symbolic information search. Buyers accountable for their decision-making process analyze information more extensively. Surprisingly, buyers accountable for decision outcomes neither search for symbolic information nor analyze information more extensively. She received her Ph.D. from the University of North Carolina at Chapel Hill. Her research interests include industrial buying behavior, business-to-business relationships, and international marketing. She has published articles in theJournal of International Marketing and theJournal of Macromarketing, as well as various conference proceedings. He received his Ph.D. from Northwestern University. His research interests are in the marketing strategy and public policy areas. His work has been published inJournal of Marketing, Journal of Consumer Research, Journal of Public Policy and Marketing, Journal of Advertising Research, and several other journals.     

A theory of role stress in boundary spanning positions of marketing organizations

Role stress and its effects on marketing organizations represents one of the most researched areas in marketing. In spite of this tremendous volume of research, the boundary spanning roles of marketing organizations continue to be plagued by the deleterious effects of role stress. The theory developed in this article expands current theoretical frameworks used to investigate role stress impacts in the marketing literature. The theory is integrative and expansive with relation to the body of knowledge and may serve as a framework for future research. Specific propositions from the model are developed and suggestions for their empirical testing are discussed.     

营销双元性、吸收能力与企业营销绩效

基于资源编排理论，高水平的营销开发与营销探索并不一定能够给企业带来更高的营销绩效。有鉴于此，本研究将营销双元性界定为营销开发与营销探索的平衡，同时在营销活动中进行开发与探索，并检验企业吸收能力对营销双元性的销售增长效应的调节作用。对广东省227家中小外向型民营企业进行问卷调查，并结合二手财务数据进行实证研究，结果表明：（1）营销双元性对企业销售增长的影响呈向上的凹形曲线；（2）高水平营销开发的企业中，营销双元性对销售增长的二次效应更强，即营销双元性对销售增长具有积极影响；（3）营销开发与营销探索通过营销双元性间接对企业销售增长产生影响。     

The evolving marketing concept,competitive intensity and organizational performance

Marketing educators generally assume in their teaching that there is little inconsistency between adherence to the marketing concept and the stakeholder concept. Some assume that the latter is a logical extension of the former but there has been no empirical analysis of this issue. In this paper, research based on the perceptions of Fortune 500 executives is presented which focuses on this issue. Of particular concern are their views concerning the future business environment, organizational conduct and expected performance in 1995. This data is used to empirically examine the inseparability of the marketing concept and stakeholder concept. In addition, the relationship of the competitive environment upon these philosophies as well as upon perceived organizational performance is empirically investigated and discussed.     

基于顾客满意度的情感营销探究

文化元素在产品设计上应用得越来越频繁,企业把文化元素应用到产品设计中,满足消费者的情感需求,成为企业营销发展的新趋势。本文以王老吉“百家姓”产品为例,基于情感营销的理论,以情感反应的三个维度——设计情感、产品情感和渠道情感为中介变量,构建产品设计与顾客满意度关系模型,运用实证分析方法探究情感反应的中介作用。研究结果表明,情感反应的三个维度在产品设计和顾客满意度的关系中存在显著的中介作用。据此,本文对企业如何有效地开展情感营销和提高顾客满意度提出了相应的建议。     

中国工业的资本效率受利率波动的影响吗(1998—2009)?

文章根据中国工业领域中的39个行业在1998～2009年间的资本回报率以及历年的贷款利率数据,运用面板数据技术考察了实际利率对工业领域资本效率的影响效应。结果发现:(1)各种不同期限的利率对于工业资本效率的影响效应虽然有一定的差别,但总体上利率变动仅对工业的资本效率存在较弱的负向影响;(2)工业市场化程度有助于资本效率的提升;(3)当前的金融危机实际上为推进利率与工业市场化的纵深发展提供了外部的刺激和契机。     

A test of the share/price market planning relationship in one retail environment

Over the past few years two important approaches to marketing strategy planning have been developed. A key planning relationship in each approach is the relationship between prices and market share. The Boston Consulting Group suggests that market share leaders match the prices of their lowest priced competitors while the Profit Impact of Marketing Strategies study has found that share leaders have higher prices. Which is correct? This empirical study tests the direction of the share price relationship in one specific retail environment, namely gasoline retail markets. The results strongly indicate that the share leaders in gasoline retailing consistently have higher prices then their lower share competitors. The study represents the first time that marketing planning relationships such as that between share and price have been extended to retail operations from their more traditional areas of application in marketing by manufacturers.     

Factors affecting the use of information in the evaluation of marketing communications productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. This study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. The information used in this context originates from a wide range of internal and external sources. On the basis of organizational theories of information processing, the authors develop and test a conceptual framework explaining the use of information to evaluate marketing communications productivity. Collected survey data indicate that information quality, organization formalization, task complexity, market turbulence, rationality of decision style, and group involvement are all positively related to the use of information in assessing marketing communications productivity. Moderating relationships involving formalization, complexity, decision style, and the degree of group involvement are also found. Implications for managing market knowledge and future research in information use are discussed. George S. Low is an associate professor in the Marketing Department of the M. J. Neeley School of Business at Texas Christian University in Fort Worth, Texas. His Ph.D. in marketing is from the University of Colorado-Boulder. He also received an M.B.A. from the Ivey School of Business, University of Western Ontario, and a B.A. in advertising from Brigham Young University. He spent 4 years as a media planner with MacLaren McCann Advertising (Canada). His research focuses on integrated marketing communications and brand management, and has been published in theJournal of Marketing Research, theJournal of Retailing, theJournal of Advertising Research, theEuropean Journal of Marketing, and theJournal of Product and Brand Management, among others. He is the recipient of four research grants from the Marketing Science Institute. Jakki J. Mohr is an associate professor of marketing and the Ron and Judy Paige faculty fellow at the University of Montana. She received her B.B.A. from Boise State University, her M.S. in marketing from Colorado State University, and her Ph.D. in marketing from the University of Wisconsin-Madison. Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard’s Personal Computer Group and Tele Video Systems. Her research has been published in theJournal of Marketing, theStrategic Management Journal, theJournal of Public Policy and Marketing, theJournal of Retailing, theJournal of High Technology Management Research, Marketing Management, andComputer Reseller News. She has recently authored a book,Marketing of High-Technology Products and Innovations. Her research interests lie primarily in the area of marketing of high-technology products and services.