论物流与市场营销的关系

物流与市场营销之间存在密切的内在联系,即物流对市场营销的影响和市场营销对物流的影响,具体表现在实现产品价值、顾客服务、实现顾客满意度、维系顾客忠诚度等方面。做好物流管理能够有效地促进营销战略地实施。成功的市场营销战略有利于促进物流管理工作,降低企业的物流成本。     

Relationship Marketing and Consumers: A Social Dilemmas Approach

In this article a Social Dilemmas approach is taken toward relationship marketing, and consumer and seller behavior. This approach offers several advantages. It explicitly takes into account the dilemma that results from the differences in interests between consumers and sellers, as well as their interdependency and tendency toward opportunistic behavior. It focuses simultaneously on the two parties in dynamic interaction. It therefore provides a more generic and encompassing perspective than the common consumer behavior perspective, or the one-sided emphasis in marketing on seller activities. In contrast to a non-marketing (or selling) orientation of sellers, both transaction and relationship marketing seek a cooperative win-win solution to the consumer-seller dilemma. This requiresboth parties to compromise and cooperate and refrain from non-cooperation. Cooperative and non-cooperative consumer and seller behaviors are described. In addition, the SD-approach suggests some factors that influence interactions, transactions and relationships between consumers and sellers and may stimulate cooperation in real-life commercial dilemma situations. Some implications for marketing and consumer behavior theory and research, and marketing practice are discussed.     

内部营销与顾客满意关系的实证研究(英文)

为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、回归分析检验了模型的假设关系。     

论关系营销原理在旅行社顾客管理中的应用

在激烈的旅游市场竞争中与顾客保持长期的良好关系,是旅行社企业获得经营优势的关键。所以必须将关系营销理论与传统的市场营销相结合,在遵循顾客让渡价值、提升顾客满意度与盈利能力的原则指导下,使关系营销原理在旅行社顾客管理中具体运用,才能有效地提升旅行社的经营效益。     

How Consumer Ethnocentrism (CET), Ethnocentric Marketing,and Consumer Individualism Affect Ethnocentric Behavior in China

This study investigates how the value of consumer ethnocentrism (CET) and ethnocentric marketing affect consumers' purchase intentions for domestic and foreign brands in China. In predicting ethnocentric consumer behavior, past research has tended to focus on consumers' ethnocentric values rather than ethnocentric marketing stimuli. In addition, this study examines how the consumer value of individualism and collectivism (IC) affects ethnocentric choice behavior. An experimental study was conducted on 220 Chinese millennials, using fictitious advertisements. The study found that the CET value has moderate effects on consumer purchase intentions for foreign brands, while it strongly influences consumer purchases of domestic brands. In addition, the findings suggest that ethnocentric advertising may not encourage purchases of domestic brands, but can discourage foreign brand purchases. More significantly, individualistic consumers were found to show a greater preference for foreign brands and also their brand choices were less affected by the CET value and ethnocentric advertising.     

网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。     

丽水市莲都区农家乐营销分析及对策

随着丽水市莲都区农家乐高速发展，农家乐经营中存在的各种问题也逐渐显现。其中，与农家乐经营最为直接的农家乐营销问题显得尤为突出。解决莲都区农家乐营销中的问题，要补充农家乐营销知识，构建农家乐营销模式，构建农家乐营销信息平台。     

内部营销视角下的旅游景区与员工关系管理策略研究

内部营销是把营销的视角从企业的外部转移到了内部．以企业的人力资源管理为出发点和手段来达到使顾客满意的目的。将内部营销理念引入到旅游景区经营之中,通过员工关系管理策略实现员工满意,最终获得顾客满意和顾客忠诚,形成景区的竞争优势。     

Building Shopping Arousal through Direct Marketing in Retail Environment

This article attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that outsourced salespeople significantly stimulate customer interest toward buying products and trigger shopping arousal. Product attractiveness and pre-purchase arousal generated by the sales promoters influences consumer buying decisions. The study reveals that pre-purchase arousal is felt by the consumers through product advertisements, inter-personal communications, and product simulations provided by the sales promoters. Consumers experience post-purchase arousal as an extended benefit associated with purchase of the product.     

Marketing Alliances Between Non-Profits and Businesses: Changing the Public's Attitudes and Intentions Towards the Cause

ABSTRACT

The purpose of this study was to examine to what extent corporate and non-profit alliances can impact the public's attitudes and intentions to support a cause. Through the use of experimental design four types of alliances were examined: (1) low affinity cause aligned with company with strong reputation, (2) low affinity cause aligned with company with weak reputation, (3) high affinity cause aligned with company with strong reputation, and (4) high affinity cause aligned with company with weak reputation. Results of paired sample t-tests indicated significant changes for only one type of alliance, that which is between a low affinity cause and a corporate sponsor with a strong reputation. The low affinity cause experienced increased: (a) customer trust in the non-profit, (b) intentions to support the cause, (c) evaluations of cause importance, (d) personal feelings of responsibility to help the cause, and (e) evaluations of consequences for society through providing support. For the remaining three types of alliances changes were not significant.     

Determinants of Investment Strategies in the Trust-Fund Market

With expanding retail markets for the delivery of fi- nancial services, service prov~ders in investment markets that were previously accustomed to interacting only with institutional counter- parts are today increasingly meeting individual consumers. In this article, the authors develop and val~date a discriminant model that provides basic empirical profiles of investors engaged in the more- or-less risky process of self-allocating investment dollars. Results contribute to an understanding of invcstor perceptions of risk, shed- ding ligh~ on the role of traditional socio-economic market segmcn- tation variables. The article also enhances our understanding of the cfrects of goal setting, loss tolerance, and perceived risk on selection of the "ideal" investment strategy.     

Do Product and Consumer Characteristics Affect the Relationship Between Online Experience and Customer Satisfaction?

ABSTRACT

This study utilizes a survey to understand how relevant product and consumer characteristics affect the relationship between online experience and satisfaction. Results indicate that Web shoppers' satisfaction is strongly affected by a superior online experience if they have no prior experience with the purchased brand, they are purchasing a high priced product, and their general attitudes toward online shopping are not very favorable. Further, the relationship between online experience and satisfaction was found to be stronger for females as compared to males.     

Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT

This paper discusses the relationship between the traditionalfunctions of Marketing and Information Technology (IT) from theperspective of the emerging information-intensive marketsthat characterize the environment faced by most modern organizations.First, a conceptual framework is presented for understandingthe range of information-intensive strategies (built aroundexploiting the Customer Information File as the key corporateasset) that are increasingly the determinants of competitivesuccess. Next, the appropriate organizational structure to supportthese strategies is proposed—one in which the historicalseparation between marketing and IT is abandoned in favor ofa new structure organized around a core set of information-processingactivities. Finally, the characteristics of this new organizationare described—in particular its role as a market-drivenlearning organization and, increasingly, as a living, biologicalorganism.     

运用公共市场学提高公共组织的社会效益

所有公共组织都面临提高效益的艰巨挑战 ,尽管市场学在工商领域的运用多年来效果显著 ,但是市场学最重要的意义还在于它在公共组织中的实践活动。公共市场学在公共组织的运用已经在发达国家得到了成功。运用公共市场原理和手段 ,为改善公共组织 ,机构和公共团体的经济效益和管理效益 ,提高公共事业的服务质量 ,促进社会进步有重要意义。     

Perceived product necessity,perceived value,customer satisfaction and affective attitude: an integrative model

ABSTRACT

Inter-relationships among perceived product necessity, perceived value, customer satisfaction and affective attitude are examined in Harare, Zimbabwe using structural equation modelling. The study provides evidence that perceived product necessity, perceived value and customer satisfaction each positively influences affective attitude. The findings also show that perceived product necessity has a positive effect on perceived value while perceived value has a positive effect on customer satisfaction. Lastly, the study reveals that perceived product necessity does not influence customer satisfaction. The research has implications for theory, managers and future researchers.     

A Customer Value Perspective in the Nonprofit Marketing Context: Expanding the Means-End Chain for Multiple Stakeholders

ABSTRACT

Very little of the current research on nonprofit marketing adopts a customer value perspective. This paper will (1) briefly outline the special customer value challenges faced by nonprofit organizations, such as multiple stakeholders and a lack of marketing orientation; (2) describe the innovative customer value approach developed by Woodruff and Gardial (1996); and (3) offer a model applying the Wood-ruff/Gardial approach in the NPO context, including research propositions.     

网络社区环境下企业营销分析

网络社区环境下企业营销存在的问题是暴力营销帖、营销信息遭质疑、即时沟通有待提高。为有效解决这些问题,企业应实施话题营销策略,提高企业的社区关注度,增加用户对企业的认知度;通过意见领袖评价企业产品的质量特性以及不同产品间的优缺点,对用户消费行为发挥导向作用;配备专门的社区营销人员,及时对社区舆论进行引导,传播产品信息,引导用户的消费观;企业应借助或建立恰当的广告平台,在不同的社区内投放不同的广告,创建新型的广告模式,从而有效提升企业营销效果。     

A Measure of the Value of Marketing in Packaged Goods

This article presents an econometric methodology for use with scannerpanel data based on the multinomial logit model to estimate theconsumer welfare changes that result from changes in marketingactivity. Two applications of the model are presented: the value toconsumers of the introduction of the first plastic ketchup bottle andthe value of various changes to the choice set for yogurt, including abrand replacement, the addition of a new brand and a line extension.Consumer welfare gains associated with the changes, while statisticallysignificant, are very small.     

Ethics and the Business of Children's Public Television Programming

Teaching Business Ethics - While a great deal has been written condemningcommercial children's television programming,merchandising, and advertising, children'sprogramming on the Public...