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.     

网络保险:未来保险业发展的必然趋势

网络保险,是顺应世界保险业发展潮流、提高市场占有率、完善我国保险推销体系、提高保险企业管理水平和经营效率的一种全新的保险营销方式。为迎接外资保险公司的挑战,必须采取措施支持网络保险发展。     

Globalization, marketing resources, and performance: Evidence from China

Two important areas are underexplored in the relationship between marketing resources and performance. First, the subject has been primarily investigated in the context of Western countries, and inadequate attention has been given to emerging economies. Second, despite the recent growth in globalization, the moderating role of globalization on the link between marketing resources and performance has not been investigated. Addressing these important gaps, this article focuses on an emerging economy (China) and explores the moderating effect of globalization on this link. Specifically, the authors develop several hypotheses highlighting the moderating role of globalization activities (global product sourcing, global market seeking, and global partnership) on the link between marketing resources (market orientation, entrepreneurial orientation, and innovative capability) and firm performance. The findings of the moderating role of globalization provide several important implications for marketing theory development and managerial practice. Xueming Luo (luoxm@uta.edu) is an assistant professor in the Department of Marketing in the College of Business Administration at the University of Texas at Arlington. Before joining the University of Texas at Arlington faculty, he was on the faculty of the State University of New York at Fredonia. His research has appeared in various journals, including theJournal of Business Research, the International Journal of Research in Marketing, the Journal of Advertising Research, the Journal of Interactive Advertising, and Industrial Marketing Management. K. Sivakumar (Ph.D., Syracuse University; k.sivakumar@lehigh. edu) is the Arthur Tauck Professor of International Marketing & Logistics and a professor of marketing at Lehigh University. Prior to joining Lehigh in 2001, he spent 9 years at the University of Illinois in Chicago. His research interests include pricing, global marketing, and innovation management. His research has been published or is forthcoming in theJournal of the Academy of Marketing Science, the Journal of Marketing, the Journal of International Business Studies, Decision Sciences Journal, Marketing Letters, the Journal of Business Research, International Marketing Review, the Journal of Product Innovation Management, Pricing Strategy & Practice: An International Journal, Psychology & Marketing, and other publications. He has won several awards for his research (including theDonald Lehman Award) and is on the editorial board of several scholarly journals. He has won outstanding reviewer awards from two journals. Sandra S. Liu (liuss@purdue.edu) is an associate professor in the Department of Consumer Sciences and Retailing at Purdue University. She received her Ph.D. from the University of London, and her current research interest focuses on strategic marketing issues in the context of customer contact, including knowledge management in a corporation in transition and sales management in a knowledge economy. With her extensive industry experience, she has written a number of books and journal articles, which have appeared in theInternational Journal of Research in Marketing, the Journal of Business Research, theEuropean Journal of Marketing, Marketing Intelligence and Planning, among others.     

关于养老保险基金的几个问题

文章从建立养老保险基金的意义入手,探讨如何筹集养老保险基金,以迎接我国老龄化社会的到来,最后提出了养老保险基金保值增值的途径。     

基于交易费用理论的企业边界纵向一体化研究

交易费用理论认为，企业的最优边界在市场费用等于企业协调成本那一点，交易费用中的企业规模实质上是企业的纵向规模即纵向边界，企业纵向规模的扩张主要通过纵向一体化来实现。虽然纵向一体化能够有效地削弱人的机会主义和有限理性，克服不确定性，降低交易成本，但它并不必然是企业发展的一种好办法，企业发展到一定阶段，纵向分拆策略是有效的。企业的纵向边界呈现扩张与收缩交互进行的局面。     

对我国银行保险的反思与建议

银行保险在我国发展迅速,已成为保险公司继个险、团险之外的另一个重要销售渠道。但在迅速发展的过程中,也暴露出一些问题。针对当前我国银行保险发展中存在的一些问题,必须改善现有的制度环境、银保双方转变观念、加强产品的开发和创新、提高技术水平、储备人才,这样才能确保银行保险健康发展。     

政府补贴是我国发展农业保险的重要保障——来自我国农业保险试点模式的调研报告

新一轮农业保险试点形成了“安信模式”、“安华模式”、“互助制模式”、“共保体”模式和“安盟模式”等5种模式。从这5种模式运行看,政府补贴是发展农业保险的重要保障,经济发达地区政府补贴多,运行就比较好;经济欠发达地区,政府补贴少,运行就比较困难。建议政府明确采取补贴促进农业保险发展的态度,并加大政府补贴的力度。     

我国人口老龄化与养老保险体系的完善

我国人口已进入老龄化阶段,我国人口老龄化具有数量大、扶养比高、城乡间不平衡等特点.人口老龄化对我国社会养老保险现状产生了一定影响,必须建立与完善多层次养老保险体系和农村养老保险制度,让更多的人享有社会保障.     

我国养老保险体制改革的财政学分析

我国已经并即将更为严峻地面临着人口老龄化所带来的养老保险体制的财务平衡问题。为此，必须寻找一条规避不足清偿风险、消化转制成本、实现财务平衡的改革之路。但我国目前的财政理论、财政收入结构、养老保险费的征缴以及财政支出结构都不能满足改革的要求。文章在分析我国财政困境的基础上，从财政学的角度对我国养老保险体制的改革框架做了分析。     

选择"责任险方案"投保工伤保险更符合企业利益

(补充)工伤保险是近年来我国商业保险市场的新生事物。在我国产、寿险分业经营的制度下，财产险公司和寿险公司分别从自己的角度推出了适应这个需求的产品。并由此形成了“责任险方案”和“人身险方案”并存的市场供给局面。本文从法定责任转移、纳税优惠以及前瞻性三方面对两种方案进行了分析对比，得出结论：选用“责任险方案”更符合投保企业的利益。