Managing the marketing budget in a cost-constrained environment

Marketing costs have been rising rapidly while both manufacturing and general management costs have been declining. As a result, those concerned with realigning corporate assets to maximize shareholder returns are requiring that marketers start proving their worth or be gradually starved of resources. Reflecting such pressures, marketing managers are being asked to provide more convincing evidence that planned marketing strategies will indeed yield more value for the company and its shareholders. Likewise, those charged with planning the marketing budget are being asked to more thoroughly justify requested budget increases. Whole new financial measures are needed for evaluating the relative productivity of specifically proposed marketing budget expenditures vis-à-vis shareholder value. The paper reviews several procedures that can help address these challenges and presents a detailed example of the application of one of the approaches.     

国有股减持与上市公司治理结构的转变

本文从我国国有上市公司的股本构成入手 ,分析了我国上市公司中的法人治理结构所存在的问题 ,相应地提出了几种减持国有股的解决方案     

销售人员的激励模型

文章从激励的基本机制入手，把对销售人员的激励视为一个循环的回路，在整个过程中结合管理学的基本职能（计划、组织、领导、控制、协调），以系统的思维去促使这种激励以良性的姿态循环下去。文章还将激励模型运用于解决企业的现实问题，希望以此促进企业的发展。     

The Ethical Challenges of Direct-to-Consumer Genetic Testing

Genetic testing is currently subject to little oversight, despite the significant ethical issues involved. Repeated recommendations for increased regulation of the genetic testing market have led to little progress in the policy arena. A 2005 Internet search identified 13 websites offering health-related genetic testing for direct purchase by the consumer. Further examination of these sites showed that overall, biotech companies are not providing enough information for consumers to make well-informed decisions; they are not consistently offering genetic counseling services; and some sites even offer tests with little evidence of clinical value. This article aims to raise company and consumer awareness about the ethical concerns surrounding the direct-to-consumer marketing of health-related genetic tests. It also suggests ways that biotech companies can bring their services to the public in an ethically responsible manner, without increased regulatory oversight. Submitted for the Special Issue on Ethical Issues in Biotechnology.     

改革开放前我国营业税发展变迁

营业税政策的制定和改革是随着国家政治经济的发展而不断变化,文章重点阐述了改革开放前我国营业税政策的变迁。     

Laying off credit risk: Loan sales versus credit default swaps

How do markets for debt cash flow rights, with and without accompanying control rights, affect the efficiency of lending? A bank makes a loan, learns if it needs monitoring, and then decides whether to lay off credit risk. The bank can transfer credit risk by either selling the loan or buying a credit default swap (CDS). With a CDS, the originating bank retains the loan's control rights; with loan sales, control rights pass to the loan buyer. Credit risk transfer leads to excessive monitoring of riskier credits and insufficient monitoring of safer credits. Increases in banks' cost of equity capital exacerbate these effects. For riskier credits, loan sales typically dominate CDS but not for safer credits. Once repeated lending and consequent reputation concerns are modeled, although CDSs remain dominated by loan sales for riskier credits, for safer credits they can dominate loan sales, supporting better monitoring (albeit to a limited extent) while allowing efficient risk sharing. Restrictions on the bank's ability to sell the loan expand the range in which CDSs are used and monitoring is too low.     

当前长春市房地产走势

近几年长春市房地产市场出现了喜人的变化。文章总结了房地产的基本状况 ,并对 2 0 0 1年房地产的发展提出相应的对策。     

企业开拓农村营销市场的策略

我国农村消费市场潜力巨大。开拓农村市场,应实施适合农村市场的产品策略、价格策略、分销渠道策略和促销策略等。     

房地产营业税对稳定住房价格的作用研究

本文按照投机或投资性目的构建房产投资回报计算模型,分析了征收房地产营业税、存贷款利率、房价上涨、投资回报率之间的关联关系。得出结论为:目前的房地产营业税政策使投资2年期末存在显著的悬崖效应,所以营业税政策对稳定房价的作用较小。本文建议取消2年征税期限限制或采用基于价格上涨幅度的累进税制。另外,利用计算模型检验了贷款利率调整对房产投资回报率的影响效果,反证了要保持房价相对稳定税收干预政策相对优于利率调整政策。