Media allocation model using nonlinear benefit curves

An integral part of planning advertising campaigns involves the selection of those media vehicles that maximize the effectiveness of the advertising effort. This article describes a media allocation model designed to provide the media planner, responsible for a particular advertising campaign, with relevant information for use in selecting the most appropriate media vehicles and in determining the number of insertions in each vehicle. It is based on the derivation of nonlinear benefit curves for candidate media vehicles that can be derived from commercially available response data and from subjective estimates gathered from media planning experts. When tested in an actual advertising campaign, the results serve to provide relevant information that can make the media allocation decision a more objective one.     

Setting multinational industrial marketing strategies

Nations of the world are striking out, from various starting points, along a variety of new development paths, reflecting a widespread repudiation of the conventional economic model of development based on a common, predetermined roadway to progress. Marketers who are bound by tradition may perceive the alternative development approaches as threats to standardized marketing strategies. Innovative marketers will view them as important keys to expanded market opportunities throughout the world.     

词块法与大学英语写作技能的相关性研究

研究证明,词块教学法与写作成绩之间存在积极的相关性。在大学英语写作教学中,应运用词块教学法,培养学生的词块意识,帮助学生牢固掌握词块,提高学生的写作技能。     

Measuring managerial cognitive styles: On the logical validity of the Myers-Briggs Type Indicator

This study examined the validity of the sensing-intuition and thinking-feeling scales of the Myers-Briggs Type Indicator as a measure of cognitive styles (i.e., process). Using 20 full-time-employed graduate students in Business Administration as subjects, and simultaneous verbal protocols as a measure of process, only partial support for the scales was found. In particular, the sensing-intuition scale demonstrated greater convergence with processes hypothesized to be associated with it than did the thinking-feeling scale. Recommendations for improving the scales are made.     

Recycling consumer solid waste: A commentary on selected channel alternatives

The recycling of consumer solid waste presents special problems for reverse marketing channels. Specifically, the accumulation of bulk quantities of homogenous materials from consumer-generated sources that are highly heterogenous in nature represents a major functional problem that must be overcome through the development of appropriate reverse marketing channels. In this article, factors influencing reverse channels development are outlined, and specific marketing implications concerning the three basic channel types that primarily handle consumer solid waste are discussed.     

应用型本科院校教师、学生、服务“三位一体”的转型新机制研究--以安康学院数学与统计系统计学专业实践教学为例

应用型本科院校作为中国高等教育发展的时代产物,占全国高等教育人才培养的半壁江山,对中国高等教育人才培养影响极大。随着应用型本科院校将逐步转型以职业技术教育为核心,以培养技术技能型人才为内涵的发展之路,应用型本科院校必须过好转型三关：突破专业教师转型的困惑关;创新应用型人才协调发展的成长关;构建社会服务互动机制的双赢关。     

高校科普研究进展

高校为高等院校的简称。高校科普就是指高等院校的组织、机构和个人利用高校的设施、设备和人员开展的科普活动与行为。通过检索新世纪以来我国高校开展科普研究的文献,发现我国高校科普研究多集中于实践层面,理论研究较为少见。实践研究多是从高校科协工作、高校博物馆（档案馆、标本馆和图书馆）开放、高校科普教育基地建设工作和面向高校师生开展科普工作、高校科普创作的重要意义、实施策略（方式）以及机制等内容。高校科普基础理论研究的文章较少,主要体现在高校科协建设理论、高校科普内涵、科研科普的关系等内容。综合来看,高校科普研究内容较多,但是深入不够;实践研究多,理论研究少;实践研究多集中于方式方法研究,而机制和途经研究少;从发展的角度看,高校培养科普人才、高校科普志愿者研究、高校科普创作研究和高校科研科普关系研究将会成为未来的研究热点。     

Industrial buying behavior: A need for an integrative approach

In recent years many conceptual and methodological developments have contributed to our understanding of industrial organizations as consumers. Yet there is still a lack of purpose and no sense of direction to much of the research in the area of industrial marketing/organizational buying. This paper develops a framework for approaching organizational buying research in a more conceptually rigorous and methodologically sound fashion. Within the proposed framework current problems in the area are discussed and needed research is highlighted.