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.     

国家规模对贸易投资便利化的影响——基于“一带一路”沿线国家数据的实证分析

以"一带一路"53个沿线国家为研究对象测算贸易投资便利化水平，并运用面板数据模型分析国家规模对贸易投资便利化的影响。研究发现：第一，2013年后，"一带一路"沿线国家的贸易投资便利化水平呈上升趋势。第二，在总样本和分时段样本中，国土规模对"一带一路"沿线国家的贸易投资便利化均具有显著的负向影响。第三，在分时段样本中，"一带一路"倡议提出前，居民收入规模是贸易投资便利化的重要影响因素，而倡议的实施使得贸易投资便利化不再受居民收入规模的影响。第四，在分区域样本中，各变量对贸易投资便利化的影响存在较大差异。基于此，本研究从国家规模的角度为"一带一路"沿线国家贸易投资便利化条件的改善以及中国在"一带一路"沿线国家的直接投资和双边贸易提出建议。     

顾客满意策略与顾客满意营销

在情感消费时代，企业不再以质量达标、自己满意为经营理念，而是以顾客满意、赢得顾客高度忠诚为经营理念。企业营销策略不再以争取或保持市场占有率为主，而是以保持顾客份额和顾客忠诚为主。而顾客满意策略正是企业获取顾客“货币选票”的制胜法宝。以顾客至上为理念，让顾客参与产品设计、提供全程高附加值的服务、个性服务、培育顾客忠诚，是CS时代顾客满意营销的主要策略。     

汽车厂商的价格行为分析

企业家的价格策略必须要考虑企业竞争目标的选择、市场供需的变化和企业的成本，产品的成本为价格规定了最低限度，消费者对产品价值的评估和理解为价格规定了最高限度。     

外商投资、产业结构与城乡收入差距——基于状态空间模型分析

基于中国1984-2015年外商投资、产业结构和城乡收入差距的时间序列数据，采用时变参数状态空间模型，运用KALMAN滤波算法考察产业结构和外商投资对中国城乡收入差距随时间变化的动态影响。研究发现：外商投资、产业结构与城乡收入差距间存在长期协整关系，外商投资对城乡收入差距的影响较小，并不是影响我国城乡收入差距的主要因素，外商投资对缩小城乡收入持续有着积极的影响；第二产业比重、产业结构高级化水平与城乡收入差距始终正相关，第二产业比重增加与产业结构水平高级化都进一步加剧了城乡收入差距。建议进一步利用外商投资发展我国现代化农业，积极发展农业产业化发展，并积极吸收农村剩余劳动力投入第三产业发展，同时提高农村务工人员的技能与素质，重视农村务工人员的专业技能培训，使其可以从事信息咨询、商贸物流等相对高收入的工作；制定政策吸引高素质人才留在农村，提高我国农业现代化生产水平，切实提高农村居民的收入水平，实现持续缩小城乡收入差距。     

差异化战略:《新周刊》新锐之道

现在的杂志界“同质化”现象泛滥,许多刊物从封面到内容都是低层次重复。整个中国杂志界由于受体制的限制和束缚,存在创新意识和原创精神的缺失,难觅成熟的商业操盘。《新周刊》作为新闻时事杂志的“异类”,充分运用差异化战略,步步为营,闯出了一片新天地。文章从专题、封面设计、受众定位、经营方法等方面阐述了《新周刊》的差异化战略。     

排球普修课互动教学模式探讨

从排球普修课运用互动教学模式的必要性入手,着重探讨了运用互动教学模式的理论路径,并根据体育教学的实际情况,提出在排球普修课教学过程中应充分发挥教师对教材的能动作用;合理搭建师生互动平台;注重创造学生与学生平等交流的机会等建议。     

腐败与国际直接投资关系研究综述

腐败与FDI关系研究是制度与经济增长关系研究的一个新兴分支,也是近年来新制度经济学和国际投资理论研究的前沿问题.目前学术界的研究主要围绕四个方面进行:腐败对国际资本流动类型的影响;东道国腐败对FDI总量的影响;东道国腐败对FDI构成的影响;东道国和投资国腐败程度差异对FDI的影响,且实证研究的结果一般支持腐败对FDI流入的负效应.对已有的研究成果进行梳理和总结,有助于后续的相关研究.     

Brands matter: An empirical demonstration of the creation of shareholder value through branding

This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance. Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with less risk This finding holds even when market share and firm size are considered. Barclays Global Investors Thomas J. Madden is a professor of marketing and director of the Professional MBA/Executive International MBA programs at the Moore School of Business, University of South Carolina. His research focuses on the measurement of brand meaning, marketing metrics, and value-based marketing strategies. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, and theJournal of Consumer Behavior. Frank Fehle (frank.fehle@barclaysglobal.com) is the head of Europe Equity Research at Barclays Global Investors in London, United Kingdom. Previously, he was an assistant professor of finance at the University of South Carolina. His research focuses on empirical asset pricing, market microstructure, risk management, and derivatives. His work has appeared in theJournal of Financial Economics, theJournal of Futures Markets, theJournal of Economics and Business, theReview of Quantitative Finance and Accounting, among other journals and conference proceedings. Susan Fournier is an associate professor of marketing at Boston University. Her research focuses on branding and brand relationship marketing. Current projects explore person-brands, resonance as a moderator of the brand meaning → brand strength connection, the types of relationships consumers form with brands, and dynamic processes of relationship development and evolution. She served for 9 years on the Harvard Business School faculty and 2 years as a visitor at Dartmouth College. She consults with a range of companies to inform her teaching, case development, and research.     

贸易投资一体化与当代国际贸易理论的创新

传统的国际贸易理论和国际直接投资理论是相互背离的,新古典国际贸易模型的框架完全排斥了直接投资的存在,直接投资的存在既无可能,也无必要。而解释投资的种种理论所采取的分析框架也难以容纳和解释国际贸易,但当前的事实表明,贸易和投资不仅共存,而且贸易投资一体化的发展趋势越来越明显。贸易投资一体化的迅速发展,不仅对国际分工产生了深远的影响,同时也对传统的国际贸易理论也提出了诸多挑战,国际贸易理论亟待创新。在分析国际分工变化的基础上,本文就国际贸易理论的创新进行了分析和研究,提出了自己的看法和研究新思路。