需求解析与隐性需求的界定

目前,营销学中关于需求概念与营销导向的研究成为学者日益关注的领域。本文通过文献分析,从信息经济和价值感知两方面描述阐释了需求研究的相关成果;并通过实证分析,发现企业营销倾向在经历了产品导向、服务导向与关系导向的演变之后,需求导向的重要性不断提升。由此,本文界定了隐性需求的内涵,探讨了隐性需求研究对于拓展营销学研究视野的理论价值和实际意义。     

NEW PRODUCT SCREENING VIA THE INTENTION-TO-BUY SCALE*

Data obtained from the intention-to-buy scale often are used for early product screening. The authors discuss current procedures to evaluate these data and indicate the minor rote that risk assessment has played. Evaluation rules that incorporate the risk factor are presented, and their usefulness for product selection is discussed.     

服务企业的国际化战略

本文分析了打算进入国际市场的服务企业所面临的主要挑战,然后提出了服务企业国际化的五种相互并不完全排斥的战略。它们是：直接出口服务,即最适合于面向产业市场的维修和保养服务;系统出口,指由两家或多家提供互补性解决方案的企业开展的合作出口;直接进入模式,指服务企业在国外市场直接建立子公司;间接进入模式,适用于那些不愿意直接在国外设立拥有全部或部分所有权的子公司的服务企业,通常通过授权协议或特许经营方式由当地企业提供服务;电子营销,这种方式使企业不必局限于某一特定市场。     

关于网络时代营销理念与实践变化的研究

本文的目的是揭示因为互联网的出现而引发的营销理论和实践的变化。为此,本文从以下几个方面展开讨论：互联网与电子商务的发展、从交易营销向关系营销的转变、竞争战略的变化、营销组合的变化及信息的作用。     

SIMULATING FOOD SHOPPERS' ECONOMIC LOSSES AS A RESULT OF SUPERMARKET UNAVAILABILITY*

This study illustrates a methodology as a first step toward the development of a benefit/cost model for the evaluation of the Federal Trade Commission regulation of the unavailability of advertised specials in food stores. A Monte Carlo simulation was used to estimate economic losses to shoppers from unavailable advertised specials. Product unavailability in the model occurred as a result of alternative managerial decisions about purchase-order quantities for advertised specials and shelf-stocking policies combined with probabilistic purchase decisions by customers. The model generated probabilistic individual customer and management behavioral responses to unavailability during a one-year time period. As a result, the derived economic losses to customers from unavailability were based on alternative assumptions about managerial behavior in conjunction with empirically derived shopper responses to advertised specials. This study thus provides some idea of the amount of damages being caused by the excessive unavailability of advertised specials. Aggregate customer losses were found to vary primarily with respect to management's purchase-order quantity of advertised specials.     

"关系营销是对传统营销理论的革命"质疑

关系营销被认为是对传统营销理论的一次革命.其实不然!关系营销与传统营销(交易营销)之间虽有一定的差异,但并无本质的区别,它们在基本属性、运作原则、相互关系、应用范围、赢利模式和服务理念等许多方面,有着紧密的联系.传统营销是关系营销的基础,关系营销则是传统营销的衍生和拓展.二者相互渗透,相互兼容,既不是两种对立的营销模式,更不是一场营销理论上的革命.     

基于网络的企业营销活动实证分析

网络的应用对企业传统的营销方式产生了冲击。本文利用对近百家企业问卷调查获得的数据,运用实证的方法,证明了我国企业由于使用网络改善了其营销活动并有利于提高了营销绩效,并进一步分析了客户关系管理与信息管理在网络环境下职能的变化。     

市场定位战略的综合模型研究

本文构建了帮助企业界定有竞争力的定位战略的综合模型,即市场定位方法的钻石模型.本文认为,定位涉及三个关键任务:(1)准确识别目标顾客的需要并确定定位的外延或范围;(2)明确企业在定位主张中强调的顾客收益和价值;(3)制定相应的4P战略以支持定位主张.因此,市场定位需要沿着三个维度展开:(1)制定定位战略的程序;(2)在程序维度的每个具体步骤上需要完成的核心任务;(3)任务维度的每个具体举措所涉及的4P范畴.钻石模型就是整合了这三个维度的理论框架.本文对钻石模型的理论优势和对营销实务的指导作用进行了实证检验.     

NEW PRODUCT ANNOUNCEMENTS AND STOCK PRICES

The final test of any management decision is its effect on the value of the firm's securities. This paper examines the subsequent impact of the publication of new product announcements on stock returns. A distinguishing feature of this presentation is the integration of decision making in the marketing and finance functional areas.     

Shopping Model of the Time-Sensitive Consumer

The shopping behavior of time-sensitive consumers has been modeled as an economic model of choice. Consumers are said to balance the costs of time spent commuting to the store and in the store with storage costs and other nontime costs of shopping. In so doing, these consumers tend to minimize their overall costs. Propositions are developed and tested using this economic model of shopping. The model is extended beyond time sensitivity to include deal proneness; further propositions are developed and tested using the extended model. The empirical results support the derived models.     

A LOGIT-MARKOVIAN MODEL OF CONSUMER PURCHASE BEHAVIOR BASED ON EXPLANATORY VARIABLES: EMPIRICAL EVALUATION AND IMPLICATIONS FOR DECISION MAKING*

This study describes and empirically evaluates an approach to modeling purchase behavior that integrates a Logit-Markov-based multivariate brand-choice model structure with stochastic components. Using actual market data for a frequently purchased consumer product obtained from a consumer purchase panel survey, the paper highlights some marketing applications of the model. Given its general structure, the model can aid marketing managers in defining and evaluating target market segments and in assessing the impact of alternative marketing strategies.     

营销伦理对品牌重生影响的实证研究

本文构建了非营销伦理行为、品脾资产衰减和品牌重生难度三个变量之间的结构方程模型,利用来自教育培训业的数据进行了实证研究。结果发现,非利他主义营销行为和非社会公正营销行为直接影响品牌重生难度;利己主义营销行为对品牌衰减影响显著,并对品牌重生难度产生间接影响;非经典效用营销行为对品牌资产衰减和品牌重生难度都产生了直接影响,并对品牌重生难度产生间接效应;品牌资产衰减对品牌重生难度存在显著的直接影响。消费者从不同视角感知到的企业非营销伦理行为越严重,企业品牌重生的可能性就越小。     

传统营销面临新经济的挑战

本文主要阐释了新经济的涵义与特征;着重探索了新经济对传统市场营销带来的冲击,以及是对传统市场、消费者地位、消费者需求、交易模式、营销策略等的影响;提出了传统营销企业应对新经济的对策思路。     

灰色营销的道德评价:调查与检验

本文讨论了推销中的灰色营销现象,建立了一个灰色营销模型,并采用实证方法对这一现象和相关因素之间的关系进行了初步研究,最后讨论了研究结果的应用。     

Late season low inventory assortment effects in the newsvendor problem

The assumption of the newsvendor being able to satisfy demand as long as on-hand inventory is positive does not hold for a non-homogenous product. Consumers who do not find a unit of the product which satisfies their secondary features preferences may not purchase the product even though the newsvendor has positive on-hand inventory. This is likely to occur late in the season as inventory level declines. We solve a newsvendor problem in which the probability of purchase by consumers is increasing in on-hand inventory for any inventory level below that which is needed to have a complete assortment. We identify the sufficient optimality condition for the order quantity. We show that, unlike the case of inventory-dependent demand models in the literature, the optimal order quantity may decrease due to the assortment effect. We investigate two types of pre-end of season discounts, immediate all-units and delayed, as ways to mitigate the late season assortment effect and show that in some cases, they can increase the newsvendor׳s profit and free up the shelf space for other products.     

Interactive Effects of Major Response Facilitators

Practitioners and researchers have long been interested in achieving the highest response rate within resource constraints on their mailed surveys. Achieving this high response rate typically has required the selection of the right mix of response-facilitating techniques. The selection decisions were generally made under the assumption that the response-facilitating techniques act independently of one another. The authors have examined the validity of this independence assumption by identifying the major response facilitators in use and then analyzing the results of 531 independent mail survey studies. The authors conclude that major facilitators do not function independently. In fact, it was found that significant joint action interactive effects on response rates do exist. Practitioners and researchers who are faced with the survey design decisions of choosing response facilitators can receive assistance by reviewing the results of this diverse collection of reported experiences.     

Customer Learning Processes,Strategy Selection,and Performance in Business‐to‐Business Service Firms*

Learning about customers takes place through relevant dialogues with those customers, also known as customer relationship management (CRM). As relationships develop, information about the customer is gathered in the firm's customer information systems (CIS): the content, processes, and assets associated with gathering and moving customer information throughout the firm. This research develops a measure of CIS management capabilities based on learning organization theory and measured by the ability to get, store, move, and use information throughout the business unit. This measure is then used to analyze customer learning processes and associated performance in the context of marketing strategic decision making. This study of 209 business services firms finds that generic marketing strategy positioning (low‐cost and differentiation) and the marketing tactics of personalization and customization are related to CIS development. Customer information systems development in turn is associated with higher levels of customer‐based performance, which in turn is associated with increased business growth. Since the strongest association with customer‐based performance is strategy selection, the long‐term benefits of the knowledge gained from the CIS may be in the ability to assist in measuring customer‐based performance, rather than in the ability to immediately contribute to performance. Finally, for these firms, customization and personalization are not directly associated with performance and thus may not be necessary to support every firm's marketing strategy.     

Marketing Communication Intensity Across Industries

Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross-sectional and time-series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.     

我国医药品牌现状与营销策略分析

品牌是给拥有者带来溢价、产生增值的一种无形的资产,它的载体是用以和其他竞争者的产品或劳务相区分的名称、术语、象征、记号或者设计及其组合,增值的源泉来自于消费者心目中形成的关于其载体的印象。     

INCORPORATING SALES FORCE PREFERENCES IN A GOAL PROGRAMMING MODEL FOR THE SALES RESOURCE ALLOCATION PROBLEM

This note presents a model for the sales territory assignment and resource allocation problem. The integer-goal-programming model includes input from the sales representatives in the form of preference values along with organizational goal values from management. The approach integrates the multiple objectiive inputs both for individual sales reprresentatives and for the organization into a single model by employing the approaches of multiattribute utility theory and multicriteria decision making. The purpose of the model is to provide a vehicle for testing various strategies and assessing the impact of those strategies on the sales representatives’utilities and the organization's goals.