Marketing Diversity: The Making of a Global Consumer Product--Hohner's Harmonicas, 1857-1930

Unlike most nineteenth-century makers of traditional musicalinstruments, who did not aim at mass markets, German harmonicamanufacturers were able to develop a large and worldwide marketfor their product. Located in regions outside Germany's industrialcore districts, they epitomized successful specialty production.From the beginning, they relied on exports, especially to NorthAmerica, a trade that was initially assisted by transatlanticemigrants who helped test market potential and tap into commercialnetworks. Hohner, the most successful harmonica manufacturer,created a wellknown brand and extensively applied strategiesof market segmentation and product differentiation from the1890s onward, in part to satisfy customers' demand for myriadproduct variations. Sales channels and marketing methods alsowere far from homogeneous, being most effective when adaptedto local conditions and cultures. For harmonica makers, diversityrather than uniformity was the key to global marketing success.     

论关系营销中的道德决策

本文在分析亨特和维特尔营销道德理论模型，探讨其在关系营销应用中出现的缺陷的基础上，试图构建一个关系营销中的道德决策模型作为补充，并结合现实环境对企业营销道德决策过程进行了分析。     

市场调查助决策一臂之力

有很多事情你可能不知道。93．5名的18—35岁的女性都有过各种各样的非理性消费行为，其中79．0名的人事后持无所谓或不后悔的态度：61名的中年男性和64．3名的青年男性都偏爱在外事业有成，在家温柔贤惠，会角色转换的、家庭事业都出众的女性：如果突然有了100万元．60．5％的城市人会拿来买房子，而大部分农村人会拿来投资建厂。     

Business Ethics in North America: Trends and Challenges

This conceptual paper analyses the arguments which have been made in favour of a transition towards humanistic management. In order to reconcile economic as well as moral arguments an integrative model of humanistic management is presented. This model outlines prospective lines of empirical research especially in the area where business conduct is profitable but not humanistic.     

Co-operation and Collusion: Making the Distinction in Marketing Relationships

Co-operative relationships between organisations may create added value for the partners involved, but they can also pose a threat to the competitiveness of markets. This paper reviews the economic and legal frameworks of co-operative marketing relationships and seeks to distinguish these from collusive relationships. A model of development from competition to co-operation to collusion is proposed, in which definitions of collusion are continually evolving in response to environmental change. This paper seeks to reconcile the benefits accruing to businesses involved in co-operative relationships, with the possible welfare loss resulting from restrictive relationships. Conceptual frameworks underlying buyer-seller relationships are evaluated from the perspective of models of economic efficiency and legal frameworks. A number of recent cases are evaluated in the context of this discussion.     

市场营销行为的决策技术研究与应用——购物篮分析

目前,市场营销决策技术已成为商家获得成功的关键因素之一。数据挖掘是一种新的商业信息处理技术,其主要特点是对商业数据库中的大量业务数据进行抽取、转换、分析和其它模型化处理。结合数据挖掘技术,一种称之为购物篮分析方法,对市场营销行为决策具有重要的意义,已越来越受到零售企业的重视。     

The Colombian Stock Market: 1930-1998

Abstract

This article studies the behavior of the stock market in Colombia with the information given by the Bolsa de Bogota Index (Indice de la Bolsa de Bogota, IBB). The index is analyzed from January, 1930 to December, 1998. The inflation rate covers the same period; the inflation rate as measured by the Consumer Price Index. The results of this analysis show that monthly and per annum return-nominal and real-are well below from the expected return of any financial investor. A first hypothesis to explain this is that the investor and entrepreneurs receive benefits that are non-measurable in terms of economic return. Also it can be said that inflation is negative to the return at the stock market, thus: the larger the inflation rate, the smaller the real return. It is shown that the market does not anticipate the future inflation, and of course it is not included in the actual price. Probabilities for selected real return values are presented. The probability to obtain a real return greater than 0% and other values (5%, 10%, 12% and 18%) as well, is much less than 50%. This might show that investing at the stock market is just gambling.     

Report on Business Ethics in North America

Although many challenges remain, business ethics is flourishing in North America. Prominent organizations give annual business ethics awards, investments in socially screened mutual funds are increasing, ethics officers and corporate ombudspersons are more common and more influential, and new ideas are being tested in practice. On the academic side, two major journals specializing in business ethics are well-established and other major journals often include articles on business ethics and new organizations emphasizing ethics have been initiated. Within business schools, the number of endowed chairs is growing and the ethics curriculum is expanding. Canada is a major player in the business ethics discipline while business ethics in Mexico is just beginning to emerge as a focus of interest in both the business and academic communities.     

CIC speeds up investment in North America

Focusing on financial and energy companies, the China Investment Corporation （CIC） is expanding its holdings in North America. ,     

Robert M. Fogelson. Bourgeois Nightmares: Suburbia, 1870-1930

Bouregois Nightmares is a useful supplement to Robert Fishman'sBourgeois Utopias: The Rise and Fall of Suburbia (1987) andKenneth Jackson's Crabgrass Frontier: The Suburbanization ofthe United States (1985). It examines the rise and continueduse of restrictive covenants for suburban land development inthe 60 years between 1870 and 1930. Restrictive covenants werenot new in 1870, but they did not become common until the turnof the century The intellectual father, if not the originator     

基于企业营销能力的营销组织创新研究

本文认为,随着消费者需求的个性化与多样化、市场的国际化与微型化、信息技术的高速发展及市场竞争的日益激烈,企业的营销能力已超越生产能力和研发能力成为最重要的企业能力,而企业营销能力的高低取决于企业营销组织的合理性。要提高企业营销能力,必须构建适应环境、符合企业发展战略的营销组织,通过营销组织创新,建立市场驱动型的企业组织,培育、维护和更新企业可持续的竞争优势。当前营销组织创新的重点是营销组织概念创新、营销组织结构创新、营销流程创新、营销沟通创新及营销组织绩效考核创新。     

The Japanese corporate network transferred to North America: Implications for North American firms

A significant difference between Japanese and American corporate environments is the existence of extensive networks of intercorporate agreements among firms in Japan. Networks in Japan are the dominant factor in determining how firms transact with other organizations. Given that Japanese networks are taking root in the American business environment, what does this mean for American firms competing and cooperating with Japanese firms? Drawing on a recent study of North American-Japanese joint ventures, this article examines the Japanese network and considers the implications for outsider firms gaining temporary, and perhaps even permanent access to the network through the formation of alliances and joint ventures with Japanese firms. © 1995 John Wiley & Sons, Inc.     

Marketing Adaptations by American Multinational Corporations in South America

The extent of international marketing mix adaptations by American MNCs has been an unresolved issue despite numerous commentaries and articles. A major contributor to this state has been the paucity of empirical research on this issue. An investigation was undertaken to assess the extent of adaptations in twenty-three marketing mix elements in fifty-eight MNCs operating in South America. The results show that the MNCs adapt their pricing and promotion elements the most and their product and distribution elements the least. Also, the MNCs make obligatory adaptations in the developing countries of South America rather than discretionary adaptations.     

North Carolina's Social Marketing Matrix Team: Using Social Marketing Concepts to Institutionalize Social Marketing Capacity in a State Health Department

SUMMARY

The North Carolina Division of Public Health has employed traditional marketing concepts to increase the capacity of its programs to use the social marketing process. A Robert Wood Johnson Foundation Turning Point grant enabled this capacity building. During a three-year period there has been over a two-hundred-percent increase in programs attempting to use social marketing in the division. This article describes the division's application of social marketing concepts, reviews other theories useful to the incorporation of a social marketing approach in a social-change organization, makes suggestions for their application, and presents lessons learned.     

Teaching Media and Methods in Marketing: European and North American Universities

This article aims to examine the most widely used teaching media and methods in university education. To achieve this objective, international research has been carried out among 135 marketing teachers from North American and European universities. The study shows that North American teachers use more traditional media and participatory methods than European teachers.     

浅析市场调查在营销决策中的应用

随着竞争环境的加剧,企业之间的竞争已经发展为对于信息处理及掌控的竞争,因此,在现代企业经营活动中,市场调查已经成为企业进行市场经营决策的前提和基础,成为企业开展营销策划活动,获取市场信息的有效工具。当今社会,市场竞争异常激烈,企业要制定营销战略必须在对市场情况有深入的了解基础上进行。某些成功的企业家善于把握市场机遇,就源于科学的市场调查。一旦掌握了信息,就有机会识别机遇。企业的管理人员在进行决策时,需要了解企业自身、顾客以及竞争对手等多方面的信息,只有在实际市场调查中,才能获得答案,才能为企业的管理决策提供客观依据。否则,就会成为脱离实际的盲目的决策。也就意味着挫折、失败和损失。