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題名 行銷績效與行銷努力的關係
作者 陳志雄
貢獻者 洪順慶
陳志雄
關鍵詞 行銷績效
行銷努力
CALLPLAN模式
行銷決策支援系統
行銷模式
日期 2000
上傳時間 31-Mar-2016 13:26:55 (UTC+8)
摘要 企業資源有限，需要決策。透過科學化的行銷模式，模擬行銷努力與行銷績效的關係，結合使用者的經驗，對於實務上複雜的行銷決策，提供績效預期的參考，以便適當地將企業資源做最合理與最適化的分配。隨著行銷環境的日益複雜，經理人決策的複雜度與困難性與日俱增，但所幸由於行銷決策支援系統的漸趨成熟、行銷經理人的專業提昇、行銷理論與模式發展更趨於企業實務運作的一致性、行銷模式使用價值的認同與接受等因素，科學化行銷模式在企業實務中的運用將更為普遍，可以提供行銷經理人在複雜的行銷環境中，提昇其行銷績效。
參考文獻 中文部份\n1.蔡瓊慧，（民77年），決策支援系統在行銷管理上之應用--價格相關決策之個案研究，淡江管理科學研究所論文。\n2.葉進成，（民78年），行銷資訊系統之建立--以個案公司為例，淡江管理科學研究所論文。\n3.鄭慶洲，（民78年），行銷決策支援系統之建立與應用--以行銷偵測為例，中原企管研究所論文。\n4.鄭振明，（民80年），廣告決策支援系統之研究，中山企管研究所論文。\n5.駱衍行，（民81年），行銷決策支援系統之建立與應用--以行銷預測為例，淡江管理科學研究所論文。\n6.李錦峰，（民81年），專家型行銷決策支援系統觀念架構之研究，文化企管研究所論文。\n7.潘銘雄，（民81年），銷售反應系統之建構、使用與決策績效之衡量，政大企管研究所論文。\n8.劉致平，（民82年），行銷決策支援系統架構建立與實務運用，中興企管研究所論文。\n9.洪順慶，行銷管理，台北：新陸書局，民國88年。\n10.許士軍，管理學，台北：東華書局，民國88年。\n英文部份\n1.Buzzell Robert D. "Mathematical Models and Marketing Management", Boston: Harvard University, Division of Research, 1964\n2.Camerer Colin "General Conditions for the Success of Bootstrapping Models", Organizational Behavior and Human Performance, Vol.27, No.3, pp411-422, 1981\n3.Chakravarti Dipankar, Mitchell Andrew, and Staelin Richard "Judgement-based Marketing Decision Models: Problems and Possible Solutions" Journal of Marketing V45(Fall 1981) pp.13-23\n4.Clarke Darryl G. "Marketing Analysis and Decision Making: Text and Cases" , Redwood City, Calif,: Scientific Press, 1987\n5.Edelman Franz "Art and Science of Competitive Bidding" , Harvard Business Review , 43(July-August 1965), pp53-66\n6.Fudge William K. and Lodish Leonard M. "Evaluation of the Effectiveness of a Model Based Salesman`s Planning System by Field Experimentation" , Interfaces, Vol.8, No. 1, Part II (November 1977), pp.97-106.\n7.Goldberg Lewis R. "Man versus Model of Man: A Rationale, Plus Some Evidence for a Method of Improving on Clinical Inferences" ,Psychological Bulletin, Vol.73, No.6, 99422-432, 1970\n8.Howard Ronald A. "Decision Analysis: Practice and Promise" , Management Science, Vol.34, No. 6, Jun.1988, pp679-695.\n9.Keen Peter G.W. and Scott Morton Michael S."Decision Support Systems: An Organizational Perspective", Addison-Wesley, 1978\n10.Larreche Jean-Claude and Montgomery David B. "A Framework for the Comparison of Marketing Decision Models" , Journal of Marketing Research , 14(November 1977), pp.487-498\n11.Lilien Gary L. and Kotler Philip "Marketing Decision Making" ,Harper & Row, 1983\n12.Lilien Gary L., Kotler Philip and Moorthy K. Sridhar "Marketing Models" , Prentice Hall, 1992\n13.Lilien Gary L. and Rangaswamy Arvind "Marketing Engineering" and Tutorial , Addison-Wesley, 1998\n14.Little John D.C. "Models and managers, the concept of a decision calculus" Management Science V16 No.8(April 1970) pp.466-485\n15.Little John D.C. " BRANDAID. A Marketing Mix Model. Part 1, Structure, and Part 2, Implementation" , Operation Research, 23(July-August 1975), pp.628-673\n16.Little John D.C. and Lodish Leonard M. "Commentary on `Judgment Based Marekting Decision Models`" , Journal of Marketing, Vol.45, No.4(Fall 1981), pp.24-29\n17.Lodish Leonard M. " CALLPLAN：An Interactive Salesperson`s Call Planning System" , Management Science, Vol.18, No. 4, Part II（December 1971）, pp. 25-40.\n18.Lodish Leonard M. "Vaguely Right` Approach To Sales Force Allocations" Harvard Business Review, Vol. 52, No. 1（Jan.-Feb.1974）,pp. 119-124\n19.Lodish Leonard M. " A User Oriented Model for Sales Force Size, Product and Market Allocation Decisions" , Journal of Marketing, V44(Summer 1980b), pp.70-78\n20.Lodish Leonard M. " A Marketing Decision Support System for Retailers" , Marketing Science, Vol.1, No.1 (Winter 1982), pp.31-56\n21.Lodish Leonard M., Curtis Ellen, Ness Michale, and Simpson M. Kerry "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Lab." Interfaces V18(Jan.-Feb. 1988) pp.5-20\n22.Mathes R. C., " `D` People and `S` People"(letter), Science, Vol.164 (9 May 1969), pp.630.\n23.Montgomery David B. , Silk Alvin J. and Zaragoza Carlos E. "A Multiple-Product Sales Force Allocation Model" , Management Science, Vol.18, No. 4, Part II (December 1971), pp.3-24\n24.Montgomery David B. and Silk Alvin J. "Estimating Dynamic Effects of Marketing Communications Expenditures" , Management Science, Vol. 18(June 1972), pp.485-501\n25.Montgomery David B. and Weinberg Charles B. "Modeling Marketing Phenomena: A Managerial Perspective" , Journal of Contemporary Business, (Autumn 1973), pp.17-43\n26.Naert Philippe and Leeflang Peter "Building Implementable Marketing Models" , Leiden : Martinus Niihoff(1978)\n27.Paese Paul W. and Sniezek Janet A. "Influences on Appropriateness of Confidence in Judgement: Practice, Effort, Information, and Decision-Making", Organization Behavior and Human Decision Processes, Feb. 1991, pp100-130.\n28.Rangaswamy Arvind, Sinha Prabhajant, and Zoltners Andris "An Integrated Model Based Approach for Sales Force Restructuring" Marketing Science V 9, No. 4(Fall 1990) pp.279-298\n29.Russo J. Edward and Schoemaker Paul J.H. "Decision Traps" , Doubleday and Company, New York, 1989\n30.Sainfort Francois C., Gustafson David H., Bosworth Kris and Hawkins Robert P. "Dcision Support Systems Effectiveness: Conceptual Framework and Empirical Evaluation" Organization Behavior and Human Decision Processes, 1990, pp232-252.\n31.Taylor Ronald N. and Dunnette Marvin D. "Relative Contribution of Decision-Maker Attributes to Decision Processes", Organizational Behavior and Human Performance, 1974, 12, pp286-298.\n32.Young Jeffrey ,"Can computers really boost sales?" Forbes, August 28 1995, pp.84-98.
描述 碩士
國立政治大學
企業管理學系
86355042
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002002016
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 陳志雄zh_TW
dc.creator (作者) 陳志雄zh_TW
dc.date (日期) 2000en_US
dc.date.accessioned 31-Mar-2016 13:26:55 (UTC+8)-
dc.date.available 31-Mar-2016 13:26:55 (UTC+8)-
dc.date.issued (上傳時間) 31-Mar-2016 13:26:55 (UTC+8)-
dc.identifier (Other Identifiers) A2002002016en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=92665-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 86355042zh_TW
dc.description.abstract (摘要) 企業資源有限，需要決策。透過科學化的行銷模式，模擬行銷努力與行銷績效的關係，結合使用者的經驗，對於實務上複雜的行銷決策，提供績效預期的參考，以便適當地將企業資源做最合理與最適化的分配。隨著行銷環境的日益複雜，經理人決策的複雜度與困難性與日俱增，但所幸由於行銷決策支援系統的漸趨成熟、行銷經理人的專業提昇、行銷理論與模式發展更趨於企業實務運作的一致性、行銷模式使用價值的認同與接受等因素，科學化行銷模式在企業實務中的運用將更為普遍，可以提供行銷經理人在複雜的行銷環境中，提昇其行銷績效。zh_TW
dc.description.tableofcontents 封面頁\n證明書\n致謝詞\n論文摘要\n目錄\n圖目錄\n表目錄\n第一章 緒論\n一、研究背景\n二、研究動機\n三、研究目的\n四、論文結構\n第二章 文獻探討\n一、CALLPLAN模式介紹\n（一）CALLPLAN模式的功用\n（二）CALLPLAN模式的數學推論\n（三）CALLPLAN模式的輸入項\n（四）CALLPLAN模式的輸出項\n二、行銷模式的功能\n三、行銷模式的分類\n四、市場反應函數與決策計算模式\n五、模式的執行\n六、決策績效的衡量\n第三章 研究架構與研究方法\n一、研究架構\n二、實驗設計與實証對象\n三、研究變數與衡量工具\n（一）研究變數\n1. 決策品質變數\n2. 決策效率變數\n3. 管理效果變數\n4. 銷售額變數\n5. 利潤變數\n6. 新客戶開發與掌握變數\n（二）衡量工具\n四、流程設計\n第四章 實証資料分析\n一、樣本結構\n二、績效分析\n（一）硬性資料\n1. 銷售額\n2. 利潤\n（二）軟性資料\n1. 新客戶的開發與掌握\n2. 決策品質\n3. 決策效率\n4. 管理效果\n三、可能存在之影響變數分析\n第五章 結論與建議\n一、尋找實証研究樣本公司的困難\n二、行銷績效分析結果所隱含的管理涵意\n三、使用經驗\n四、研究限制\n五、對後續研究的建議\n參考文獻\n附錄一 問卷zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002002016en_US
dc.subject (關鍵詞) 行銷績效zh_TW
dc.subject (關鍵詞) 行銷努力zh_TW
dc.subject (關鍵詞) CALLPLAN模式zh_TW
dc.subject (關鍵詞) 行銷決策支援系統zh_TW
dc.subject (關鍵詞) 行銷模式zh_TW
dc.title (題名) 行銷績效與行銷努力的關係zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份\n1.蔡瓊慧，（民77年），決策支援系統在行銷管理上之應用--價格相關決策之個案研究，淡江管理科學研究所論文。\n2.葉進成，（民78年），行銷資訊系統之建立--以個案公司為例，淡江管理科學研究所論文。\n3.鄭慶洲，（民78年），行銷決策支援系統之建立與應用--以行銷偵測為例，中原企管研究所論文。\n4.鄭振明，（民80年），廣告決策支援系統之研究，中山企管研究所論文。\n5.駱衍行，（民81年），行銷決策支援系統之建立與應用--以行銷預測為例，淡江管理科學研究所論文。\n6.李錦峰，（民81年），專家型行銷決策支援系統觀念架構之研究，文化企管研究所論文。\n7.潘銘雄，（民81年），銷售反應系統之建構、使用與決策績效之衡量，政大企管研究所論文。\n8.劉致平，（民82年），行銷決策支援系統架構建立與實務運用，中興企管研究所論文。\n9.洪順慶，行銷管理，台北：新陸書局，民國88年。\n10.許士軍，管理學，台北：東華書局，民國88年。\n英文部份\n1.Buzzell Robert D. "Mathematical Models and Marketing Management", Boston: Harvard University, Division of Research, 1964\n2.Camerer Colin "General Conditions for the Success of Bootstrapping Models", Organizational Behavior and Human Performance, Vol.27, No.3, pp411-422, 1981\n3.Chakravarti Dipankar, Mitchell Andrew, and Staelin Richard "Judgement-based Marketing Decision Models: Problems and Possible Solutions" Journal of Marketing V45(Fall 1981) pp.13-23\n4.Clarke Darryl G. "Marketing Analysis and Decision Making: Text and Cases" , Redwood City, Calif,: Scientific Press, 1987\n5.Edelman Franz "Art and Science of Competitive Bidding" , Harvard Business Review , 43(July-August 1965), pp53-66\n6.Fudge William K. and Lodish Leonard M. "Evaluation of the Effectiveness of a Model Based Salesman`s Planning System by Field Experimentation" , Interfaces, Vol.8, No. 1, Part II (November 1977), pp.97-106.\n7.Goldberg Lewis R. "Man versus Model of Man: A Rationale, Plus Some Evidence for a Method of Improving on Clinical Inferences" ,Psychological Bulletin, Vol.73, No.6, 99422-432, 1970\n8.Howard Ronald A. "Decision Analysis: Practice and Promise" , Management Science, Vol.34, No. 6, Jun.1988, pp679-695.\n9.Keen Peter G.W. and Scott Morton Michael S."Decision Support Systems: An Organizational Perspective", Addison-Wesley, 1978\n10.Larreche Jean-Claude and Montgomery David B. "A Framework for the Comparison of Marketing Decision Models" , Journal of Marketing Research , 14(November 1977), pp.487-498\n11.Lilien Gary L. and Kotler Philip "Marketing Decision Making" ,Harper & Row, 1983\n12.Lilien Gary L., Kotler Philip and Moorthy K. Sridhar "Marketing Models" , Prentice Hall, 1992\n13.Lilien Gary L. and Rangaswamy Arvind "Marketing Engineering" and Tutorial , Addison-Wesley, 1998\n14.Little John D.C. "Models and managers, the concept of a decision calculus" Management Science V16 No.8(April 1970) pp.466-485\n15.Little John D.C. " BRANDAID. A Marketing Mix Model. Part 1, Structure, and Part 2, Implementation" , Operation Research, 23(July-August 1975), pp.628-673\n16.Little John D.C. and Lodish Leonard M. "Commentary on `Judgment Based Marekting Decision Models`" , Journal of Marketing, Vol.45, No.4(Fall 1981), pp.24-29\n17.Lodish Leonard M. " CALLPLAN：An Interactive Salesperson`s Call Planning System" , Management Science, Vol.18, No. 4, Part II（December 1971）, pp. 25-40.\n18.Lodish Leonard M. "Vaguely Right` Approach To Sales Force Allocations" Harvard Business Review, Vol. 52, No. 1（Jan.-Feb.1974）,pp. 119-124\n19.Lodish Leonard M. " A User Oriented Model for Sales Force Size, Product and Market Allocation Decisions" , Journal of Marketing, V44(Summer 1980b), pp.70-78\n20.Lodish Leonard M. " A Marketing Decision Support System for Retailers" , Marketing Science, Vol.1, No.1 (Winter 1982), pp.31-56\n21.Lodish Leonard M., Curtis Ellen, Ness Michale, and Simpson M. Kerry "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Lab." Interfaces V18(Jan.-Feb. 1988) pp.5-20\n22.Mathes R. C., " `D` People and `S` People"(letter), Science, Vol.164 (9 May 1969), pp.630.\n23.Montgomery David B. , Silk Alvin J. and Zaragoza Carlos E. "A Multiple-Product Sales Force Allocation Model" , Management Science, Vol.18, No. 4, Part II (December 1971), pp.3-24\n24.Montgomery David B. and Silk Alvin J. "Estimating Dynamic Effects of Marketing Communications Expenditures" , Management Science, Vol. 18(June 1972), pp.485-501\n25.Montgomery David B. and Weinberg Charles B. "Modeling Marketing Phenomena: A Managerial Perspective" , Journal of Contemporary Business, (Autumn 1973), pp.17-43\n26.Naert Philippe and Leeflang Peter "Building Implementable Marketing Models" , Leiden : Martinus Niihoff(1978)\n27.Paese Paul W. and Sniezek Janet A. "Influences on Appropriateness of Confidence in Judgement: Practice, Effort, Information, and Decision-Making", Organization Behavior and Human Decision Processes, Feb. 1991, pp100-130.\n28.Rangaswamy Arvind, Sinha Prabhajant, and Zoltners Andris "An Integrated Model Based Approach for Sales Force Restructuring" Marketing Science V 9, No. 4(Fall 1990) pp.279-298\n29.Russo J. Edward and Schoemaker Paul J.H. "Decision Traps" , Doubleday and Company, New York, 1989\n30.Sainfort Francois C., Gustafson David H., Bosworth Kris and Hawkins Robert P. "Dcision Support Systems Effectiveness: Conceptual Framework and Empirical Evaluation" Organization Behavior and Human Decision Processes, 1990, pp232-252.\n31.Taylor Ronald N. and Dunnette Marvin D. "Relative Contribution of Decision-Maker Attributes to Decision Processes", Organizational Behavior and Human Performance, 1974, 12, pp286-298.\n32.Young Jeffrey ,"Can computers really boost sales?" Forbes, August 28 1995, pp.84-98.zh_TW