检索结果 - (( social change rates model ) OR ( social exchnge rates model ))

Economics : private & public choice / 由 Gwartney, James D.

书本目录: “...198 (1) Equilibrium in the Goods and Services Market 198 (4) Resource Market 202 (1) Loanable Funds Market 203 (3) Foreign Exchange Market 206 (1) Applications in Economics Bonds, Interest Rates, and Bond Prices 207 (2) Leakages and Injections from the Circular Flow of Income 209 (2) Key Points 211 (1) Critical Analysis Questions 212 (2) Working with Our Basic Aggregate Demand and Aggregate Supply Model 214 (22) Anticipated and Unanticipated Changes 215 (1) Factors That Shift Aggregate Demand 215 (3) Thumbnail Sketch What Factors Affect Aggregate Demand? ...”

Microeconomics 由 Pindyck, Robert S.

书本目录: “...274 (1) Alternative Forms of Organization 275 (1) Marginal Revenue, Marginal Cost, and Profit Maximization 276 (3) Demand and Marginal Revenue for a competitive Firm 277 (2) Profit Maximization by a Competitive Firm 279 (1) Choosing Output in the Short Run 279 (5) Short-Run Profit Maximization by a Competitive Firm 279 (1) The Short-Run Profit of a Competitive Firm 280 (4) The Competitive Firm's Short-Run Supply Curve 284 (3) the Firm's Response to an Input Price Change 284 (3) The Short-Run Market Supply Curve 287 (5) Elasticity of Market Supply 288 (3) Producer Surplus in the Short Run 291 (1) Choosing Output in the Long Run 292 (7) Long-Run Profit Maximization 293 (1) Long-Run Competitive Equilibrium 294 (3) Economic Rent 297 (1) Producer Surplus in the Long Run 297 (2) The Industry's Long-Run Supply curve 299 (6) Constant-Cost Industry 299 (1) Increasing-Cost Industry 300 (2) Decreasing-Cost Industry 302 (1) The Effects of a Tax 302 (1) Long-Run Elasticity of Supply 303 (2) Summary 305 (1) Questions for Review 306 (1) Exercises 306 (3) The Analysis of Competitive Markets 309 (38) Evaluating the Gains and Losses from Government Policies--Consumer and Producer Surplus 309 (6) Review of Consumer and Producer Surplus 310 (1) Application of Consumer and Producer Surplus 311 (4) The Efficiency of a Competitive Market 315 (4) Minimum Prices 319 (5) Price Supports and Production Quotas 324 (7) Price Supports 324 (1) Production Quotas 325 (6) Import Quotas and Tariffs 331 (4) The Impact of a Tax or Subsidy 335 (7) The Effects of a Subsidy 339 (3) Summary 342 (1) Questions for Review 342 (1) Exercises 343 (4) Part Three Market Structure and Competitive Strategy 347 (236) Market Power: Monopoly and Monopsony 349 (42) Monopoly 350 (11) Average Revenue and Marginal Revenue 350 (2) The Monopolist's Output Decision 352 (1) An Example 353 (1) A Rule of Thumb for Pricing 354 (3) Shifts in Demand 357 (1) The Effect of a Tax 357 (2) The Multiplant Firm 359 (2) Monopoly Power 361 (5) Measuring Monopoly Power 362 (1) The Rule of Thumb for Pricing 363 (3) Sources of Monopoly Power 366 (2) The Elasticity of Market Demand 367 (1) The Number of Firms 367 (1) The Interaction Among Firms 368 (1) The Social Costs of Monopoly Power 368 (5) Rent Seeking 370 (1) Price Regulation 370 (2) Natural Monopoly 372 (1) Regulation in Practice 373 (1) Monopsony 373 (3) Monopsony and Monopoly Compared 376 (1) Monopsony Power 376 (5) Sources of Monopsony Power 377 (2) The Social Costs of Monopsony Power 379 (1) Bilateral Monopoly 380 (1) Limiting Market Power: The Antitrust Laws 381 (6) Enforcement of the Antitrust Laws 383 (1) Antitrust in Europe 384 (3) Summary 387 (1) Questions for Review 387 (1) Exercises 388 (3) Pricing with Market Power 391 (52) Capturing Consumer Surplus 392 (1) Price Discrimination 393 (10) First-Degree Price Discrimination 393 (3) Second-Degree Price Discrimination 396 (1) Third-Degree Price Discrimination 397 (6) Intertemporal Price Discrimination and Peak-Load Pricing 403 (3) Intertemporal Price Discrimination 403 (1) Peak-Load Pricing 404 (2) The Two-Part Tariff 406 (7) Bundling 413 (11) Relative Valuations 414 (4) Mixed Bundling 418 (3) Bundling in Practice 421 (2) Tying 423 (1) Advertising 424 (4) A Rule of Thumb for Advertising 426 (2) Summary 428 (1) Questions for Review 429 (1) Exercises 429 (4) Transfer Pricing in the Integrated Firm 433 (8) Transfer Pricing When There Is No Outside Market 433 (3) Transfer Pricing with a Competitive Outside Market 436 (2) Transfer Pricing with a Noncompetitive Outside Market 438 (1) A Numerical Example 439 (2) Exercises 441 (2) Monopolistic Competition and Oligopoly 443 (36) Monopolistic Competition 444 (5) The Makings of Monopolistic Competition 444 (1) Equilibrium in the Short Run and the Long Run 445 (1) Monopolistic Competition and Economic Efficiency 446 (3) Oligopoly 449 (7) Equilibrium in an Oligopolistic Market 449 (1) The Cournot Model 450 (3) The Linear Demand Curve---An Example 453 (2) First Mover Advantage---The Stackelberg Model 455 (1) Price Competition 456 (5) Price Competition with Homogeneous Products--The Bertrand Model 456 (2) Price Competition with Differential Products 458 (3) Competition versus Collusion: The Prisoners' Dilemma 461 (3) Implications of the Prisoners' Dilemma for Oligopolistic Pricing 464 (5) Price Rigidity 465 (1) Price Signaling and Price Leadership 465 (3) The Dominant Firm Model 468 (1) Cartels 469 (6) Analysis of Cartel Pricing 470 (5) Summary 475 (1) Questions for Review 475 (1) Exercises 476 (3) Game Theory and Competitive Strategy 479 (42) Gaming and Strategic Decisions 479 (3) Noncooperative versus Cooperative Games 480 (2) Dominant Strategies 482 (2) The Nash Equilibrium Revisited 484 (6) Maximin Strategies 486 (2) Mixed Strategies 488 (2) Repeated Games 490 (4) Sequential Games 494 (3) The Extensive Form of a Game 495 (1) The Advantage of Moving First 496 (1) Threats, Commitments, and Credibility 497 (6) Empty Threats 498 (1) Commitment and Credibility 498 (2) Bargaining Strategy 500 (3) Entry Deterrence 503 (6) Strategic Trade Policy and International Competition 505 (4) Auctions 509 (8) Auction Formats 510 (1) Valuation and Information 510 (1) Private-Value Auctions 511 (1) Common-Value Auctions 512 (1) Maximizing Auction Revenue 513 (1) Bidding and Colusion 514 (3) Summary 517 (1) Questions for Review 517 (1) Exercises 518 (3) Markets for Factor Inputs 521 (30) Competitive Factor Markets 521 (13) Demand for a Factor Input When Only One Input Is Variable 522 (2) Demand for a Factor Input When Several Inputs Are Variable 524 (2) The Market Demand Curve 526 (3) The Supply of Inputs to a Firm 529 (2) The Market Supply of Inputs 531 (3) Equilibrium in a Competitive Factor Market 534 (5) Economic Rent 535 (4) Factor Markets with Monopsony Power 539 (4) Monopsony Power: Marginal and Average Expenditure 539 (1) Purchasing Decisions with Monopsony Power 540 (1) Bargaining Power 541 (2) Factor Markets with Monopoly Power 543 (6) Monopoly Power over the Wage Rate 544 (1) Unionized and Nonunionized Workers 545 (4) Summary 549 (1) Questions for Review 549 (1) Exercises 550 (1) Investment, Time, and Capital Markets 551 (32) Stocks versus Flows 552 (1) Present Discounted Value 553 (3) Valuing Payment Streams 553 (3) The Value of a Bond 556 (4) Perpetuities 556 (1) The Effective Yield on a Bond 557 (3) The Net Present Value Criterion for Capital Investment Decisions 560 (4) The Electric Motor Factory 561 (1) Real versus Nominal Discount Rates 562 (1) Negative Future Cash Flows 563 (1) Adjustments for Risk 564 (4) Diversifiable versus Nondiversifiable Risk 564 (1) The Capital Asset Pricing Model 565 (3) Investment Decisions by Consumers 568 (2) Investments in Human Capital 570 (3) Intertemporal Production Decisions---Depletable Resources 573 (4) The Production Decision of an Individual Resource Producer 574 (1) The Behavior of Market Price 574 (1) User Cost 575 (1) Resource Production by a Monopolist 576 (1) How Are Interest Rates Determined? ...”

Applied economics

书本目录: “...461 (8) Direct vs indirect taxes 469 (2) Tax and social security reform 471 (6) Conclusion 477 (1) Key points 478 (1) Notes 478 (1) References and further reading 478 (3) 20 Money and EMU 481 (42) Synopsis 481 (1) The nature of money 482 (1) Functions of money 482 (4) The importance of money 486 (8) Issues in counting the money stock 494 (4) The money supply process 498 (4) Monetary control 502 (7) Assessment of monetary policy in the 1980's 509 (1) Changing attitudes towards monetary control 510 (2) European Monetary Union (EMU) 512 (8) Conclusions 520 (1) Key points 521 (1) Notes 521 (1) References 522 (1) 21 Financial institutions and markets 523 (42) Synopsis 523 (1) The role of the financial system 524 (2) The role of financial intermediaries 526 (2) UK financial intermediaries 528 (7) The Bank of England 535 (6) UK financial markets 541 (8) The Bank of England and the sterling wholesale money markets 549 (1) The European Single Financial Market 550 (3) Competitive pressures and the UK banking sector 553 (6) Responses of UK retail banks 559 (3) Key points 562 (1) References and further reading 563 (2) 22 Inflation 565 (26) Synopsis 565 (1) The definition and measurement of inflation 566 (6) Low inflation as a policy objective 572 (2) The effects of inflation on economic growth 574 (1) Economic theory and inflation 575 (10) UK inflationary experience 585 (2) The National Minimum Wage and prices 587 (1) Key points 588 (1) Notes 589 (1) References and further reading 589 (2) 23 Unemployment 591 (26) Synopsis 591 (1) Unemployment in the UK 592 (5) International comparisons 597 (1) Unemployment and economic theory 598 (6) A framework for thinking about unemployment 604 (4) Unemployment in the OECD 608 (2) Unemployment persistence and hysteresis 610 (1) What can be done to reduce unemployment? ...”

Criminology today : an integrative introduction / 由 Schmalleger, Frank

书本目录: “...29 (1) Notes 29 (4) CHAPTER 2 PATTERNS DF CRIME 33 (48) Introduction 34 (1) A History of Crime Statistics 35 (3) Adolphe Quetelet and Andr�� Michel Guerry 35 (3) Crime Statistics Today 38 (9) Programmatic Problems with Available Data 37 (1) The UCR Program 37 (2) NIBRS: The New UCR 39 (1) Crime in the News: Crime Hits 20-Year Low, FBI Says 40 (2) Hate Crimes 42 (3) Data Gathering under the NCVS 45 (2) Patterns of Change 47 (3) Crime in the News: Crowded Prisons, Plummeting Crime Rates 48 (2) The Crime Problem 50 (1) Major Crimes 51 (29) Criminal Homicide 51 (2) Theory versus Reality: Serial Killer John Wayne Gacy's Execution 53 (1) Forcible Rape 54 (2) Robbery 56 (1) Aggravated Assault 57 (1) Burglary 57 (1) Larceny 58 (1) Motor Vehicle Theft 59 (1) Arson 59 (21) Part II Offenses 80 Other Sources of Data 61 (1) Unreported Crime 61 (2) The Social Dimensions of Crime 63 (10) What Are "Social Dimensions"? ...”

E-business and e-commerce management : strategy, implementation, and practice 由 Chaffey, Dave

书本目录: “...468 (1) The project plan and schedule for an e-business system 469 (3) Prototyping 472 (1) Human resource requirements 473 (5) Staff retention 474 (1) Outsourcing 475 (3) Revising organizational structures 478 (3) Approaches to managing change 481 (4) Senior management involvement 481 (1) Models for achieving change 481 (3) Organizational culture 484 (1) Focus on knowledge management 485 (7) What is knowledge? ...”

Integrated advertising, promotion, and marketing communications 由 Clow, Kenneth E.

书本目录: “...Preface xix PART 1 THE IMC FOUNDATION 1 (116) Integrated Marketing Communications 2 (22) Ron Jon Surf Shop: IMC and Brand Building Go to the Beach 2 (2) Overview 4 (2) Communication and IMC Programs 6 (2) Integrated Marketing Communications 8 (1) An Integrated Marketing Communications Plan 9 (1) IMC Components and the Design of this Book 10 (1) The IMC Foundation 10 (3) Advertising Tools 11 (1) IMC Media Tools 11 (1) Promotional Tools 11 (1) Integration Tools 12 (1) Refining the IMC Program 12 (1) The Value of IMC Plans 13 (4) Information Technology 13 (1) Changes in Channel Power 14 (1) Increases in Competition 15 (1) Brand Parity 16 (1) Integration of Information 16 (1) Decline in the Effectiveness of Television Advertising 17 (1) International Implications 17 (7) Corporate Image and Brand Management 24 (32) Gucci: One Strong Brand Works with Others 24 (1) Overview 25 (1) Corporate Image 26 (4) Components of a Corporate Image 26 (1) The Role of a Corporate Image---Consumer Perspective 27 (1) The Role of a Corporate Image--- Business-to-Business Perspective 28 (1) The Role of a Corporate Image---Company Perspective 29 (1) Promoting the Desired Image 30 (2) Creating the Right Image 30 (1) Rejuvenating an Image 31 (1) Changing an Image 31 (1) Corporate Name 32 (1) Corporate Logos 33 (1) Branding 34 (1) Developing a Strong Brand Name 34 (1) Brand Equity 35 (3) Steps to Building Brand Equity 36 (1) Measuring Brand Equity 37 (1) Brand Extensions and Flanker Brands 38 (2) Co-Branding 40 (1) Private Brands 41 (2) Packaging 43 (2) New Trends in Packaging 44 (1) Labels 45 (1) Positioning 45 (3) Other Elements of Positioning 47 (1) Ethical Issues in Brand Management 48 (1) International Implications 49 (7) Buyer Behaviors 56 (32) Apple's iPhone: Dialing Up New Customers 56 (2) Overview 58 (1) Consumer Purchasing Process 58 (1) Information Search 59 (7) Internal Search 59 (1) External Search 59 (2) Consumer Attitudes 61 (2) Consumer Values 63 (1) Cognitive Mapping 64 (2) Evaluation of Alternatives 66 (3) The Evoked Set Method 66 (1) The Multiattribute Approach 67 (1) Affect Referral 68 (1) Trends in the Consumer Buying Environment 69 (3) Age Complexity 69 (1) Gender Complexity 69 (1) Individualism 69 (1) Active, Busy Lifestyles 70 (1) Cocooning 70 (1) Changes in Family Units 71 (1) Pleasure Pursuits 71 (1) Health Emphasis 71 (1) Business-to-Business Buyer Behavior 72 (1) Factors Affecting Members of Business Buying Centers 73 (2) Organizational Influences 73 (1) Individual Factors 73 (2) Types of Business-to-Business Sales 75 (1) The Business-to-Business Buying Process 76 (2) Identification of Needs 76 (1) Establishment of Specifications 77 (1) Identification of Vendors 77 (1) Vendor Evaluation 77 (1) Vendor Selection 78 (1) Negotiation of Terms 78 (1) Postpurchase Evaluation 78 (1) Dual Channel Marketing 78 (2) International Implications 80 (8) Promotions Opportunity Analysis 88 (29) PETsMART: It's a Dog's Life (which ain't half bad) 88 (2) Overview 90 (1) Promotions Opportunity Analysis 90 (1) Communication Market Analysis 91 (26) Competitors 91 (1) Opportunities 91 (1) Target Markets 92 (1) Customers 92 (1) Product Positioning 93 (1) Establishing Marketing Communications Objectives 93 (1) Establishing a Communications Budget 94 (2) Types of Budgets 96 (1) The Percentage of Sales Method 96 (1) The Meet-the-Competition Method 97 (1) The ``What We Can Afford'' Method 97 (1) The Objective and Task Method 97 (1) Payout Planning 97 (1) Quantitative Models 98 (1) Budgeting Expenditures 98 (1) Preparing Promotional Strategies 99 (1) Matching Tactics with Strategies 100 (1) Market Segmentation 101 (1) Market Segmentation by Consumer Groups 101 (1) Segments Based on Demographics 102 (2) Psychographics 104 (1) Segments Based on Generations 105 (1) Segmentation by Geographic Area 106 (1) Geodemographic Segmentation 106 (1) Benefit Segmentation 107 (1) Usage Segmentation 107 (1) Business-to-Business Segmentation 108 (1) Segmentation by Industry 108 (1) Segmentation by Size 109 (1) Segmentation by Geographic Location 109 (1) Segmentation by Product Usage 109 (1) Segmentation by Customer Value 110 (1) International Implications 110 (7) PART 2 IMC ADVERTISING TOOLS 117 (90) Advertising Management 118 (1) The Anatomy of a Perfect Pushup 118 (1) Overview 119 (2) Overview of Advertising Management 121 (1) Advertising and the IMC Process 121 (1) Choosing an Advertising Agency 122 (1) Decision Variables 123 (1) External Advertising Agencies 124 (1) Choosing an Agency 125 (1) Goal Setting 125 (1) Selection Criteria 125 (2) Reference Requests 127 (1) Creative Pitch 127 (1) Agency Selection 128 (1) Advertising Planning and Research 129 (1) The Roles of Advertising Account Executives 130 (1) The Roles of Creatives 130 (1) Advertising Campaign Management 131 (1) Communication Market Analysis 131 (1) Advertising Goals 132 (1) Building Brand Image 132 (1) Providing Information 133 (1) Persuasion 133 (1) Supporting Marketing Efforts 133 (1) Encouraging Action 134 (1) The Advertising Budget 134 (1) Media Selection 135 (1) The Creative Brief 135 (1) The Objective 135 (1) The Target Audience 136 (1) The Message Theme 137 (1) The Support 137 (1) The Constraints 137 (1) International Implications 138 (8) Advertising Design: Theoretical Frameworks and Types of Appeals 146 (30) Ecko Enterprises: Dressing the Hip Hop World and Beyond 146 (2) Overview 148 (1) The Creative Brief 148 (1) Advertising Theory 149 (4) Hierarchy of Effects 149 (1) Means-End Theory 150 (1) Leverage Points 151 (1) Verbal and Visual Images 152 (1) Types of Advertising Appeals 153 (14) Fear 154 (1) Humor 155 (2) Sex 157 (5) Musical Appeals 162 (2) Rational Appeals 164 (1) Emotional Appeals 165 (2) Scarcity Appeals 167 (1) The Structure of an Advertisement 167 (2) International Implications 169 (7) Advertising Design: Message Strategies and Executional Frameworks 176 (31) Dove's Social and Fashion Advertising 176 (1) Overview 177 (1) Message Strategies 178 (5) Cognitive Strategies 178 (3) Affective Strategies 181 (1) Conative Strategies 182 (1) Executional Frameworks 183 (5) Animation 183 (1) Slice-of-Life 184 (1) Dramatization 185 (1) Testimonials 185 (1) Authoritative 186 (1) Demonstration 186 (1) Fantasy 187 (1) Informative 188 (1) Sources and Spokespersons 188 (6) Source Characteristics 190 (2) Matching Source Types and Characteristics 192 (2) Creating an Advertisement 194 (1) Advertising Effectiveness 195 (3) Beating Ad Clutter 197 (1) International Implications 198 (9) PART 3 IMC MEDIA TOOLS 207 (88) Traditional Media Channels 208 (34) M&M's: The Sweet Task of Media Selection 208 (2) Overview 210 (1) Media Strategy 210 (1) Media Planning 211 (2) Media Planners 212 (1) Media Buyers 213 (1) Advertising Objectives 213 (3) Achieving Advertising Objectives 216 (3) Recency Theory 217 (2) Media Selection 219 (11) Television 219 (3) Radio 222 (2) Outdoor Advertising 224 (2) Magazines 226 (2) Newspapers 228 (2) Media Mix 230 (1) Media Selection in Business-to-Business Markets 231 (2) International Implications 233 (9) E-active Marketing 242 (28) How Google Has Changed Our Language 242 (1) Overview 243 (1) E-Commerce 244 (2) E-Commerce Components 245 (1) E-Commerce Incentives 246 (3) Financial Incentives 246 (1) Convenience Incentives 247 (1) Value-Added Incentives 248 (1) Consumer Concerns with E-Commerce 249 (2) Seller Opportunism 249 (1) Security Issues 249 (1) Privacy Issues 250 (1) Purchasing Habits 250 (1) Biusiness-to-Business E-Commerce 251 (1) Interactive Marketing 251 (2) Online Advertising 253 (1) Forms of Online Advertising 253 (1) The Impact of Online Advertising 253 (1) Brand Spiraling 253 (1) Blogs 254 (1) Reactions to Negative Comments 254 (1) Company-Sponsored Blogging 255 (1) Online Social Networks 255 (1) Developing a Social Network Presence 256 (1) Consumer-Generated Advertising 256 (1) Consumer-Generated Reviews 257 (1) E-Mail 258 (2) Integration with Other Channels 258 (1) Web Analytics 258 (1) Monitoring Future Actions 259 (1) E-Mail Newsletters 259 (1) Advertising on Other Newsletters 259 (1) Search Engine Optimization 260 (1) Viral Marketing 260 (2) Web Site Design Issues 262 (1) International Implications 262 (8) Shipping Issues 262 (1) Payment Methods 263 (1) Communication Issues 263 (1) Technology Issues 263 (7) Alternative Marketing 270 (25) Red Bull's Buzz 270 (1) Overview 271 (1) Alternative Media Programs 272 (1) Buzz Marketing 272 (2) Consumers Who Like a Brand 273 (1) Sponsored Consumers 273 (1) Company Employees 273 (1) Buzz Marketing Stages 274 (1) Buzz Marketing Preconditions 274 (1) Guerilla Marketing 274 (2) Product Placements and Branded Entertainment 276 (2) Product Placements 276 (1) Branded Entertainment 276 (1) Achieving Success with Individual Consumers 277 (1) Company Tactics 277 (1) The Media's Perspective 278 (1) Lifestyle Marketing 278 (1) Alternative Media Venues 279 (3) Video Game Advertising 279 (1) Benefits of Video Game Advertising 280 (1) Disadvantages of Video Game Advertising 280 (1) Cinema Advertising 280 (1) In-Tunnel Subway Advertising 280 (1) Parking Lot Advertising 281 (1) Escalator Advertising 281 (1) Airline In-Flight Advertising 281 (1) Leaflets and Brochures 281 (1) Carry-Home Menus 281 (1) Carry-Home Bag Advertising 282 (1) Advertising on Clothing 282 (1) Mall Signs 282 (1) Kiosks 282 (1) In-Store Marketing 282 (2) New In-Store Marketing Tactics 283 (1) Point-of-Purchase Tactics 284 (2) Designing Effective POP 284 (1) Measuring POP Effectiveness 285 (1) Combination Approaches 286 (1) Brand Communities 286 (2) International Implications 288 (7) PART 4 IMC PROMOTIONAL TOOLS 295 (86) Database and Direct Response Marketing 296 (28) Levi Strauss & Co.: Using Quality Information to Build Relationships 296 (2) Overview 298 (1) Database Marketing 298 (1) Building a Data Warehouse 299 (2) E-Mail and Internet Data 300 (1) Purchase and Communication Histories 300 (1) Personal Preference Profiles 300 (1) Customer Information Companies 301 (1) Geocoding 301 (1) Database Coding and Analysis 301 (2) Lifetime Value Analysis 301 (1) RFM Analysis 302 (1) Data Mining 303 (1) Database-Driven Marketing Communications 304 (3) Identification Codes 305 (1) Customer Profile Information 305 (1) In-Bound Telemarketing 305 (1) Trawling 306 (1) Lifetime Value Segments 306 (1) Database-Driven Marketing Programs 307 (5) Permission Marketing 307 (2) Frequency Programs 309 (2) Customer Relationship Management 311 (1) Direct Response Marketing 312 (1) Direct Mail 313 (1) Types of Lists 313 (1) Advantages of Direct Mail 314 (1) Disadvantages of Direct Mail 314 (1) Catalogs 314 (1) Direct Response Media 315 (1) Internet 315 (1) Alternative Media 315 (1) Telemarketing 316 (1) International Implications 316 (8) Sales Promotions 324 (30) Sales Promotions and More Hook Fans 324 (2) Overview 326 (1) Consumer Promotions 326 (1) Coupons 327 (3) Coupon Distribution 328 (1) Types of Coupons 328 (1) Problems with Coupons 329 (1) Premiums 330 (1) Types of Premiums 330 (1) Keys to Successful Premium Programs 331 (1) Contests and Sweepstakes 331 (2) Contests 332 (1) Sweepstakes 332 (1) Components of Prizes 332 (1) Goals of Contests and Sweepstakes 333 (1) Refunds and Rebates 333 (1) Sampling 334 (2) Types of Samples 335 (1) Benefits of Sampling 335 (1) Problems with Sampling 335 (1) Successful Sampling Programs 336 (1) Bonus Packs 336 (1) Types of Bonus Packs 336 (1) Benefits of Bonus Packs 336 (1) Problems with Bonus Packs 337 (1) Price-Offs 337 (1) Benefits of Price-Offs 337 (1) Problems with Price-Offs 338 (1) Overlays and Tie-Ins 338 (1) Planning for Consumer Promotions 338 (2) Trade Promotions 340 (7) Trade Allowances 340 (2) Trade Contests 342 (1) Trade Incentives 343 (2) Trade Shows 345 (2) Concerns with Trade Promotions 347 (1) International Implications 348 (6) Public Relations and Sponsorship Programs 354 (27) Everyone's Wild About Harry 354 (1) Overview 355 (1) Public Relations 356 (1) Internal Versus External Public Relations 356 (1) Public Relations Tools 356 (1) Public Relations Functions 357 (1) Identifying Stakeholders 357 (2) Internal Stakeholders 358 (1) External Stakeholders 358 (1) Assessing Corporate Reputation 359 (1) Auditing Corporate Social Responsibility 360 (1) Creating Positive Image-Building Activities 360 (4) Cause-Related Marketing 361 (2) Green Marketing and Pro-Environmental Activities 363 (1) Preventing or Reducing Image Damage 364 (4) Proactive Prevention Strategies 365 (1) Reactive Damage-Control Strategies 365 (3) Sponsorships 368 (2) Forms of Sponsorships 368 (1) Choosing Sponsorships 369 (1) Sponsorship Objectives 370 (1) Event Marketing 370 (3) Determining Objectives 371 (1) Matching the Event to Publics 371 (1) Promoting the Event 371 (1) Advertising at the Event 371 (1) Tracking Results 372 (1) Cross-Promotions 372 (1) International Implications 373 (8) PART 5 IMC ETHICS, REGULATION, AND EVALUATION 381 (57) Regulations and Ethical Concerns 382 (26) A Salty Situation 382 (1) Overview 383 (1) Marketing Communications Regulations 384 (6) Governmental Regulatory Agencies 384 (1) The Federal Trade Commission 385 (1) Unfair and Deceptive Marketing Practices 385 (1) Deception Versus Puffery 385 (1) Substantiation of Marketing Claims 386 (1) How Investigations Begin 387 (1) Consent Orders 388 (1) Administrative Complaints 388 (1) Courts and Legal Channels 388 (1) Corrective Advertising 389 (1) Trade Regulation Rulings 389 (1) Industry Oversight of Marketing Practices 390 (2) Council of Better Business Bureaus 390 (1) National Advertising Division 390 (1) National Advertising Review Board 391 (1) Children's Advertising Review Unit 391 (1) Ethics and Social Responsibility 392 (3) Ethics and Advertising 393 (1) Perpetuating Stereotypes 393 (1) Advertising Unsafe Products 394 (1) Offensive Advertisements 394 (1) Advertising to Children 395 (1) Marketing and Ethics 395 (2) Brand Infringement 395 (1) Medical Marketing and Advertising 396 (1) Gifts and Bribery in Business-to-Business Marketing Programs 396 (1) Internet Marketing: Spamming and Cookies 397 (1) Responding to Ethical Challenges 397 (2) Ethical Frameworks 398 (1) Social Responsibility 399 (1) Social Responsibility Perspectives 399 (1) Ethics Programs 400 (1) Ethics Training Programs 400 (1) Codes of Ethics 400 (1) Ethics Consulting Systems 401 (1) International Implications 401 (7) Evaluating an Integrated Marketing Program 408 (30) Pretesting for Effectiveness: The New High-Tech World of Advertising Design 408 (1) Overview 409 (1) Matching Methods with IMC Objectives 410 (1) Message Evaluations 411 (10) Concept Testing 412 (1) Copytesting 413 (1) Recall Tests 414 (2) Recognition Tests 416 (1) Attitude and Opinion Tests 417 (1) Emotional Reaction Tests 418 (1) Physiological Arousal Tests 419 (1) Persuasion Analysis 420 (1) Evaluation Criteria 421 (2) Behavioral Evaluations 423 (5) Sales and Response Rates 423 (2) Online Metrics 425 (1) Test Markets 426 (2) Purchase Simulation Tests 428 (1) Evaluating Public Relations Activities 428 (2) Evaluating the Overall IMC Program 430 (1) International Implications 431 (7) Name/Organization Index 438 (8) Subject Index 446...”

Proactive purchasing in the supply chain : the key to world-class procurement / 由 Burt, David N.

书本目录: “...Multiple Sourcing Share of Supplier's Capacity Local, National, and International Sourcing Manufacturer or Distributor "Green" Supply Management Minority- and Women-Owned Business Enterprises Ethical Considerations Reciprocity Consortium Purchasing and Group Buying Disaster Plans Summary Appendix Illustrative Plant Survey Financial Statement Analysis Planning a Facility Visit Endnotes Suggested Reading Chapter 14 Global Supply Management Global Management Perspective Future of Global Supply Management Stages to Global Supply Management Reasons for Global Sourcing Potential Problems Questions Before Going Global Supply Channels Global Trade Intermediaries International Procurement Offices Direct Suppliers Eliminating Intermediaries Identifying Direct Suppliers Qualifying Direct Suppliers Preparing for Direct Relations The Initial Meeting Currency and Payment Issues Exchange Rates Payments Letters of Credit Countertrade Countertrade's Advantages Countertrade's Disadvantages Supply Management's Role Creative Countertrade Political and Economic Alliances European Union North American Free Trade Agreement MERCOSUR Association of Southeast Asian Nations Asia-Pacific Economic Cooperation Summary Appendix Currency Risk Hedging Endnotes Suggested Reading Chapter 15 Total Cost of Ownership Three Components of Total Cost Acquisition Costs Ownership Costs Post-Ownership Costs TCO, Net Present Value (NPV) Analysis, and Estimated Costs The Importance of Total Cost of Ownership in Supply Management Service Providers Retail Manufacturing Supply Chains/Supply Networks Summary Appendix: Supply Management in Action Endnotes Suggested Reading Chapter 16 Price and Cost Analysis Introduction General Economic Considerations Conditions of Competition Variable-Margin Pricing Product Differentiation Six Categories of Cost Regulation by Competition Price Analysis Competitive Price Proposals Regulated, Catalog, and Market Prices Internet/e-Commerce II Historical Prices Supply and Demand Factors Independent Cost Estimates Cost Analysis Cost Analysis Defined Capabilities of Management Efficiency of Labor Amount and Quality of Subcontracting Plant Capacity Sources of Cost Data Potential Suppliers Supply Partners Cost Models Direct Costs Direct Labor Direct Materials Tooling Costs Learning Curves Cumulative Curve and the Unit Curve Target Cost Estimation Indirect Costs Engineering Overhead Material Overhead Manufacturing Overhead General and Administrative Selling Recovering Indirect Costs Activity-Based Costing Target Costing Profit Resisting Arbitrary Price Increases Summary Appendix A: Application of Learning Curves Appendix B: Discounts Endnotes Suggested Reading Chapter 17 Methods of Compensation Introduction to Compensation Arrangements Observation Contract Cost Risk Appraisal Technical Risk Contract Schedule Risk General Types of Contract Compensation Arrangements Fixed Price Contracts Incentive Contracts Cost-Reimbursement Contracts Specific Types of Compensation Arrangements Firm Fixed Price Contracts Fixed Price with Economic Price Adjustment Contracts Fixed Price Redetermination Contracts Incentive Arrangements Fixed Price Incentive Fee Cost Plus Incentive Fee Arrangements Cost Plus Fixed Fee Arrangements Cost Plus Award Fee (CPAF) Cost without Fee Cost Sharing Time and Materials Letter Contracts and Letters of Intent Considerations When Selecting the Method of Compensation Summary Endnotes Suggested Reading Chapter 18 Negotiations Introduction Objectives of Negotiation Quality Fair and Reasonable Price On-Time Performance Control Cooperation Supplier Relationship Management When to Negotiate Supply Management's Role in Negotiation The Supply Management Professional Acting Alone The Supply Management Professional as the Negotiating Team Leader The Negotiation Process Preparation Establishing Objectives Identify the Desired Type of Relationship Five Powerful Preparation Activities The BATNA The Agenda "Murder Boards" and Mock Negotiations Crib Sheets Draft Agreements Face-to-Face Discussions Fact Finding Recess Narrowing the Differences Hard Bargaining Techniques Universally Applicable Techniques Transactional Techniques Collaborative and Alliance Negotiating Techniques The Debriefing: An Incredible Learning Opportunity Documentation Online Negotiation Advantages to Online Negotiation An Example of a Successful Application of Negotiating Online Drawbacks to Online Negotiation Negotiating for Price Price Analysis Negotiation Cost Analysis Negotiation Characteristics of a Successful Negotiator Summary Endnotes Suggested Reading Chapter 19 Contract Formation and Legal Issues Litigation Prevention Dispute Resolution Negotiation Mediation Litigation Arbitration Courts Development of Commercial Law Electronic Contract Considerations: Cyber Law Attempts to Revise the UCC Basic Legal Considerations Status of an Agent The Purchase Contract Letters of Intent Special Legal Considerations Inspection Rights Rights of Rejection Title and Risk of Loss Warranties Evergreen Contracts Order Cancellation and Breach of Contract JIT Contracts Honest Mistakes Patent Infringement Restraint of Trade Laws International Considerations Contracts for the International Sale of Goods Foreign Corrupt Practices Act Summary Endnotes Suggested Reading Chapter 20 Contract and Relationship Management Need for Better Contract Management Preaward Conference: The Stage Has Been Set Monitoring and Controlling Project Progress Operations Progress Reports Gantt Charts CPM and PERT Closed-Loop MRP Systems Monitoring and Controlling Total Supplier Performance Supplier Performance Evaluation Motivation Punishment Rewards Assistance Transformational Training Quality Audits and Supply System Reviews Problem Solving Collaboration Managing the Relationship Summary Appendix A: Supplier Reporting Requirements for Unique Major Projects Appendix B: How Critical Path Scheduling Works Appendix C: Supplier Questionnaire Endnotes Suggested Reading Chapter 21 Ethics and Social Responsibility Ethics in the Supply Management Context Professional Supply Management Ethics Principles and Standards of Ethical Supply Management Conduct National and International Supply Management Conduct Important Areas Requiring Amplification Avoid Sharp Practices Competitive Bidding Negotiation Samples Treating Salespeople with Respect Substandard Materials and Services Gifts and Gratuities Management Responsibilities Written Standards Ethics Training and Education Departmental Environment Miscellaneous Factors Dealing with Gray Areas The Four Way Test Social Responsibilities Summary Endnotes Suggested Reading Chapter 22 Implementing World-Class Purchasing in the Supply Chain Designing an Effective Purchasing/Supply Management Department The Purchasing Planning Function Defining Planning Four Phases of Planning The Organizing Function The Five Basic Steps to Organizing Basic Concepts of Organizing Organizing for Supply Chain Management The Staffing Function The Directing Function Leadership Leadership and the Purchasing Profession The Controlling Function Evaluating the Purchasing/Supply Management Department The Annual Report Risk Management New Focus on Risk Management Appendix A: The Institute for Supply Management Awards for Excellence in Supply Management Appendix B: From Reactive to Proactive Procurement: A Case Study Appendix C: Raytheon Supply Base Optimization, April Appendix D: At Rolls-Royce North America, an Organizational Shift Is the Driving Force Behind an Innovative New Journey to Engage Its Supply Chain Endnotes Suggested Reading Epilogue The Future of Supply Management Index...”