Employee attitudes toward advertising

The attitudes and opinions of a group of bank employees toward a recent advertising campaign run by the bank which stressed employee service were studied via factor analysis. The analysis revealed three clearly defined dimensions underlying the attitude-opinion items: general attitude toward the campaign, relevance of the campaign to the respondent's job, and changes in the respondent's job behavior caused by the campaign. Relationships among factor scores on these three dimensions with job satisfaction, job involvement, degree of customer contact, and degree of contact with other employees were investigated using multiple regressions and canonical correlation analysis. Employee attitudes toward the campaign were significantly related to all four of the job characteristic variables, as was perceived relevance of the campaign to the employee's job. Changes in job behavior were related only to involvement and satisfaction. The relationships found here suggest that in some cases, employee attitudes should be considered in evaluating the effects of advertising campaigns. Close coordination between marketing and general managerial functions is required in situations where advertisements relate to employees as well as customers.     

Get Ready for Innovation by Invasion

From many years of field research in West Germany and the United States, and especially from a recent study of relatively mature firms in Ohio, Gerhard Mensch has become aware of the disruption caused by the invasion of industries by new technologies from the outside. He sees the frequency of these invasions increasing in coming years for reasons that go beyond technological matters to the pressures for change coming from the capital markets. In this Perspective , he suggests the invasions can be countered and the capital markets satisfied by giving a more prominent role to the innovation manager in the strategy development process.     

中美“新丝绸之路”战略比较分析

通过比较分析,发现中美的“新丝绸之路”在战略内涵、空间布局上存在很大不同。美国的战略规划侧重投资基础设施和 TAPI 天然气管道建设,而我国侧重谋划建设四大跨境高铁,建设中哈、中土、中缅石油天然气管道。美国的根本目的是确立美国在中亚地区的主导地位,巩固阿富汗战争的成果,通过“新丝路计划”和 TPP 从东西夹击中俄。而中国是为了加强与欧洲和东盟的经济联系,保障我国的能源供给安全,应对“三股势力”并缩小国内东西部地区经济发展的差距。两国“新丝绸之路”战略发展前景都存在一定的阻碍,但美国的“新丝绸之路”计划带有明显的政治色彩,是美国重返亚太的需求,难以协调这个区域各国之间的利益,很难持久推行下去。中国的“一带一路”战略与沿线国家是“命运共同体”,是一条经济文化交流之路,决定了中国版的“新丝路计划”将会有更广阔的发展空间。     

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.     

Impact of internal and external environmental stability on the existence of determinant buying rules

The environment of the buying center is conceptualized as having two components. One is external to the buying center but internal organization. The other is external to both the buying center and the organization. The stability of these environments explains a significant amount of variation in the existence of organizational rules that determine the outcomes of organizational buying decisions. A comparison of global and attribute- specific measures of environmental stability indicates the environmental attributes that underlie respondents' global judgements about stability.     

Estimating temporal trends in preferences measured by graded paired comparisons

A sizable marketing research literature on preference measurement, prediction, and explanation has thus far been more concerned with point estimates of preference than with consistent changes over time. Such temporal trends can be estimated using data collected from graded paired comparisons. An appropriate technique for deriving individual and group trend parameters is first described and then illustrated using data from an experiment dealing with aesthetic preferences. Suggestions are offered concerning its advantages and limitations for applications in marketing.     

基于消费者运动的社会营销学研究及其启示

本文认为,20世纪美国消费者运动风起云涌,推动了政府的立法活动和营销学研究,其研究主要集中于消费者运动的经验研究,营销实践的购买者观点,营销观念的实践,营销道德研究,营销和广告对消费者的影响等方面,并逐渐出现了两个重要趋势,即研究更加现实和开始思考在组织结构中采用道德训练、管理事例和鼓励措施,以激励道德行为。文章提出,我国基于消费者运动的社会营销学研究重点,一是弱势群体方面的研究;二是审视营销观念的实践;三是中国特色营销道德的研究;四是消费者保护的经验研究;五是消费者满意、不满意方面的研究;六是营销和广告的社会影响研究。     

Prices of deep discount bonds and the Revenue Act of 1978: An evaluation of market response

This article explores the market response of deep discount corporate bonds to the reduction in the capital gains tax rate incorporated into the Revenue Act of 1978. Such tax change should have increased the desirability of assets acquired for capital gains potential, such as deep discount bonds. Examining a time series of prices and returns for a sample of deep discount corporate bonds and a control group of comparable duration and credit risk corporate bonds selling at or near par did indeed provide evidence of a market price reaction. Moreover, the price changes for the deep discount bonds occurred well in advance of the implementation of the tax change.     

美国财产税政策及其优惠机制

财产税是美国州政府和地方政府收入的重要来源之一,美国政府对财产税的税收优惠政策形式多样,并在实践中取得了积极的成效。其优惠政策主要包括减税和免征、“断路器”税收抵免、延期纳税和分类税率等。本文介绍了美国财产税体系及其税收优惠机制,并就如何完善我国财产税优惠政策提出了相关建议。