Overcoming Consumer Skepticism in Cause-Related Marketing: The Effects of Corporate Social Responsibility and Donation Size Claim Objectivity

Even though cause-related marketing has become an increasingly popular marketing tool, consumers have become skeptical about this strategy. Consumer skepticism is likely to lower the acceptance of advertising claims. The current study investigates how marketers might minimize consumer skepticism by varying the level of perceived corporate social responsibility and the level of claim objectivity regarding donation size. The results indicated that consumers were more likely to disbelieve the ad claim when the advertiser was perceived to be socially irresponsible than responsible. In addition, consumers were more likely to disbelieve the ad claim when the donation size was stated subjectively than objectively.     

家电业客户关系管理系统应用现状及发展的探讨

文章以系统科学研究的思想为指导来分析家电企业应用CRM所存在的问题，为解决家电企业CRM设计规划和流程控制中存在的问题提出了自己的改进办法。     

客户关系管理在电子政务中的应用研究

文章通过把企业的客户关系管理思想引入电子政务,改善政府在企业和公众心目中的形象,拓展政府与企业、公众的沟通渠道和沟通方式,为其他政府部门、企业和公众提供个性化的服务。客户关系管理思想在电子政务中的具体应用体现在教育培训、就业、电子医疗、社会保险、公民信息、交通管理、公民电子税务、电子证件服务等多个方面。     

浅谈项目教学法下CRM系统的教学设计

项目教学法,其核心追求是不再把教师掌握的现有知识技能传递给学生作为追求的目标。项目教学的特征是教学内容以典型的职业工作任务为依托建构学习内容,有效地解决了传统教学中理论与实践相脱离;在项目教学中,从资讯、计划、决策、实施、检查到成果的评价,学生参与每个环节,成为活动中的主人;项目教学创造了使学生充分发挥潜能的宽松环境。介于职业教育的职业属性,决定了职业院校必须加强学生的职业技能培养,使之具备专业能力、方法能力和社会能力。     

统计数据挖掘在CRM中的应用分析

21世纪是以网络为代表的信息技术突飞猛进的时代,随着网络的飞速发展和经济全球化所带来的激烈挑战,信息技术已经成为现代企业进行经营管理不可或缺的支撑。企业可获得的数据在急剧增长,对客户数据进行全面收集、集成、分析与利用是CRM实施的基础。如何管理和分析海量的客户信息,并从中找出对CRM决策有价值的知识？这需要更先进的技术和工具的支持,即数据挖掘技术。     

数据挖掘技术在CRM中的应用

客户关系管理(CRM)是当前企业管理的热点问题,而数据挖掘技术则为有效进行客户信息的挖掘提供了重要的技术支持。介绍了数据挖掘技术在CRM中的应用,随着理论的不断发展,数据挖掘技术必然会带给CRM更加广泛的应用前景和市场价值,提高企业竞争力。     

奢侈品行业供应链的下游集成策略分析与应用

奢侈品行业的发展非常迅速,它的销售管理和其他行业相比有很大的不同。本文首先分析了奢侈品行业销售管理的特性,根据其特性,发现供应链下游集成策略对奢侈品的销售是非常有利的。文章接着分析了奢侈品行业供应链下游集成策略的内容和其优势,第三部分提出了该策略应用的具体方法,即建立相应的信息交流平台。     

基于聚类分析的数据挖掘方法在CRM中的应用研究

客户关系管理是一项营销策略,透过选择和管理客户达到最大的长期价值。它按照客户细分情况有效地组织企业资源,培养以客户为中心的经营行为以及实施以客户为中心的业务流程,以此为手段来提高企业的获利能力、收入以及客户满意度。文章介绍了用挖掘理论对企业CRM进行效能分析,通过表属性的数据收集,用矩阵分析法和最大树法对表象数据进行聚类筛选,取得了较为满意的效果。     

CRM及其在电信业的应用

中国电信业经过这几年的市场培育和快速成长后,经营环境发生了很大的变化.如何在满足客户需求的前提下,充分利用现有投资设备,达到降低成本、增加创收的目标,这乃是电信企业经营者共同关心的课题.为此,本文论述了CRM系统及其在电信业应用的有关问题.     

The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice

It is becoming increasingly important from both theoretical and managerial perspectives to measure Customer Relationship Management (CRM) as a key intangible asset. This paper seeks to bring relationship marketing theory into practice by developing a new measure of relationship performance between two firms, the business-to-business relationship performance (B2B-RELPERF) scale. Survey findings from a sample of approximately 400 purchasing managers operating in a B2B e-marketplace reveal that relationship performance is a high-order concept, composed of several distinct, yet related, dimensions: (1) relationship policies and practices, (2) relationship commitment; (3) trust in the relationship, (4) mutual cooperation; and (5) relationship satisfaction. Findings reveal that the B2B-RELPERF scale relates positively and significantly with customer loyalty. The paper also presents the B2B-RELPERF balanced scorecard, which combines tangible and intangible metrics. While existing IT solutions usually focus exclusively on the use of tangible CRM indicators, this new tool includes the “voice of the customer”. At the managerial level, both the scale and scorecard could act as useful instruments for short- and long-term management, controlling, planning, and improvement of B2B relationships. Implications for relationship marketing theory are also presented.