Societal marketing: A strategic view of the marketing mix in the 1970's

The marketing environment has experienced dramatic changes in the late 1960's and the 1970's. This article deals with the design of the marketing mix in the 1970's to meet the demand of its changing environment. It encompasses a conprehensive review of the marketing literature pertinent to the subject.     

基于顾客期望与感知的服务营销战略研究

本文以顾客期望和感知相关理论研究成果为基础,结合服务营销的特殊性分析服务企业的营销战略问题,提出了基于顾客期望和感知的服务营销战略模型。根据该模型,服务企业确定自己的营销战略,必须明确锁定自己的服务对象,在理解顾客服务期望的基础上区别对待顾客期望并合理控制顾客期望,同时按照顾客期望设计并提供服务,才能实现顾客满意的目标。在顾客满意的基础上,服务企业可以通过有保留地承诺、突出服务传递维度的重点、利用服务补救的机会等策略超越顾客的服务期望,使顾客惊喜或感动以留住顾客,实现顾客的忠诚。     

Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role—a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value–creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas—strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.     

Integrating marketing and information services functions: a complementarity and competence perspective

Integrating two disparate functions in organizations—marketing and information services (IS)—has become a critical business concern due to the increasing use of information technology (IT) to find and open new markets, deliver improved services to customers, and streamline internal marketing processes. This study appears to be the first to empirically examine the dynamics of bringing these distinct groups of specialists together. We investigate potential antecedents, consequences, and contingencies of IS-marketing integration, drawing on theories of complementarity and competence. Through a survey of IS and marketing executives, we learn that integration is facilitated by trust between the two functions and the interaction between IT strategic intent and customer orientation; it is impeded by a gap in top management knowledge of IT versus marketing. We also find that integration fosters the much-coveted capabilities of developing and introducing innovations (innovativeness) as well as responding flexibly, swiftly, and adroitly to opportunities (strategic responsiveness). Additionally, we determine integration is bounded by market dynamism. In sum, integration between marketing and IS can be enhanced via managerial efforts, and the relationship is profoundly beneficial to businesses.     

Development of models for marketing decisions

Practical, useful marketing models are a function of the skill and ingenuity applied during their development. A good deal of creative art, within a framework of systematic, scientific procedure, goes into the building of new marketing models. In practice a marketing organization may do well to gain experience with off-the-shelf models and to proceed to specific, tailor-made projects gradually as experience and skills grow. guidelines for over-all programs and specific procedures in model building are provided and illustrated with examples.     

Extending the competitive marketing strategy paradigm: The role of strategic reference points theory

The purpose of this article is to extend and integrate the new strategic reference points theory (SRP), developed in the strategic management area, into the discipline of strategic marketing management. The major new tenets of the theory are the inclusion of cognitive, organizational processes and benchmarking simultaneously. First, the authors describe the impact of the marketing SRP on marketing strategic choice behavior captured in the tradeoff between risk and return (risk avert vs. risk lover) as was proposed by prospect theory. Then, they explore the performance consequences of integrating the newly formed stages while considering organizational process and implementation issues of reference points such as content, configuration, consensus, and change. Aviv Shoham is a senior lecturer of marketing at the William Davidson Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Technion City, Haifa. Avi Fiegenbaum is an associate professor of management at the William Davidson Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Technion City, Haifa.     

美国超级市场现状透析

美国零售市场的规模之大，在全球是遥遥领先的。1988年，美国零售总额比上一年增长了5.1%，达2.7万亿美元，1999年增长至近3万亿美元，2000年达3.23万亿美元。     

An application and extension of a multidimensional ethics scale to selected marketing practices and marketing groups

The purpose of this research was to test and extend a multidimensional ethics scale developed by Reidenbach and Robin to selected marketing groups. Different marketing practices and groups were used in order to give these measures a wide variety of exposures. These measures performed well in all settings and for all practices. Factor structures in fifteen different trials identified the same three dimensions with one exception. In that exception, two dimensions merged together in five of those fifteen trials. While these dimensions captured much of the variance in the global concept of “ethical/unethical”, they did a better job of predicting the respondents’ intention to behave than the global measure. These measures also provide the researcher with a partial explanation of why the respondents answered in the manner that they did. The shifting relative importance of the three dimensions in accounting for the variance in the behavioral intention measure provides this explanation.     

上海集成电路设计产业发展战略分析

本文从迈克尔·波特的竞争战略理论出发,对上海集成电路设计产业进行了SWOT分析,给出了上海集成电路设计产业的SWOT矩阵,在此基础上提出了上海集成电路设计产业的发展战略。     

Preliminary tests of a marketing communications model

Two experimental tests of a previously published marketing communications model are reported in this paper. Data from both experiments are interpreted as supporting basic relationships suggested in the model. Negative linear, inverted U-shaped, and positive linear self-esteem/persuasibility relationships appearing in the data are very similar to those suggested in the oroginal model. Similar relationships between communication discrepancy and persuasibility also appeared in the data as predicted. Even though the reported experiments are of a preliminary nature and are not intended to be conclusive, the resulting data are interpreted as substantiating the validity of the proposed model and as lending additional credibility to the model's use as a marketing decision tool.     

The nature of power in a marketing channel

This paper empirically assesses the extent to which power in a marketing channel dyad is issue-specific or pervasive. Additionally, the paper investigates the extent to which specific power sources effect single or multiple areas of power. The dyad studied is the wholesaler-food broker interface in the marketing channel for grocery products. Results indicate that power is limited in scope, being more issue-specific than pervasive. Additionally, some specific sources of power were found to create power in multiple areas, while others created power in but one area.     

区域经济协调发展与振兴东北老工业基地的战略意义

区域经济协调发展是邓小平的一贯思想主张。实践证明,区域经济没有差距是不符合事物发展规律的;差距过大又会引发严重问题。只有协调发展,共同富裕,才能共同发展。为此,邓小平提出了“两个大局”的战略构想,党中央第三代领导集体提出“西部大开发”战略,新一届中央集体又进一步提出“振兴东北老工业基地”的战略决策。     

Linking cause-related marketing to sales force responses and performance in a direct selling context

The influence of a firm’s cause-related marketing efforts on sales representative attitudes and behavioral performance is investigated. Results from a field study indicate that the influence of a representative’s construed customer attitude toward the cause campaign on selling behavioral performance is mediated through cognitive identification and selling confidence. Further, the influence of construed customer attitude toward the campaign on selling confidence is moderated by cognitive identification such that the effects are stronger for salespeople with lower levels of identification with the company. The authors discuss the implications of the research and offer directions for further research.

Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

建立市场营销新理念开创企业经营新局面

企业存在着经营观念滞后、不重视市场调查研究和分析、品牌意识不强、营销工作人员素质较低等问题。问题的主要原因在企业自身。企业必须更新观念 ,研究市场 ,把握市场 ,提高竞争能力。     

人际传播理论在景区营销中的应用研究

景区营销中最常使用的是各种大众媒体,但是对于成本低、效果好的人际传播渠道使用较少。人际传播学中的意见领袖理论、信息把关人理论和创新扩散理论都能在景区营销中发挥重要作用。对于景区营销来说,人际传播是不可忽视的一条信息渠道,潜在游客最多使用的和最信赖的就是这条信息渠道。     

Institutionalization of ethics and its consequences: a survey of marketing professionals

Because of increasing ethical problems in business, organizations have tried to control these problems by institutionalizing ethics, such as by creating new ethics positions and formulating codes of ethics. In this study, the authors develop a scale for measuring the institutionalization of ethics in organizations and assess it for dimensionality, reliability and validity. Two separate studies are conducted, both using samples drawn from an American Marketing Association practitioner population. In Study 1, using a sample of 126 marketing practitioners, we performed exploratory factor analysis on 44 institutionalization items resulting in two separate dimensions of the institutionalization of ethics construct: implicit and explicit institutionalization. Using a national sample of 306 marketing practitioners in Study 2, we performed confirmatory factor analysis on these two dimensions and investigated the effects of these dimensions on perceived importance of ethics, job satisfaction, esprit de corps and organizational commitment. Implicit institutionalization had a significant direct affect on all four of these constructs. On the other hand, explicit institutionalization significantly influenced only the perceived importance of ethics.     

从战略联盟到企业集群:大中型企业竞合的新选择

在比较战略联盟与企业集群异同的基础上，从降低合作成本、拓展合作领域、提高创新能力以及降低进出风险等四个方面，分析了集群化发展对于大中型企业的必要性。同时指出了地方政府在大中型企业集群的形成和发展中主要应发挥四个方面的作用。     

对东部沿海地区推进城镇化进程的战略思考

我国幅员辽阔,地区之问差异很大,因此不能以一种模式来指导不同地区的城镇化实践。作为东部沿海地区,积极稳妥地推进城镇化进程的战略选择是实施中等城市群战略。选择实施中等城市群战略,是由县城在构建合理城镇体系中的突出地位决定的,也是由其规模比较优势、经济优势以及成本比较优势决定的,因而既现实又可能。推进中等城市群战略的基本路径是：把园区建设与城区建设结合起来,以园扩城;把调整城乡布局结构与调整产业结构结合起来,以产兴城;把城市设施建设与资源整合结合起来,增强城市载体功能和对农村劳动力的吸纳能力。在推进中等城市群建设过程中,要注意以下问题：一是用系统观念发展中等城市;二是加大配套改革力度,充分发挥体制、政策的推动作用;三是突破二元经济形态下形成的领导思路制约,实现从“县长”到“市长”的根本转变。