October 23,2009
Strategic Bundling of Products and Prices: A New Synthesis for Marketing
First, the authors deemed that the pure price bundling will be superior if the goal is market penetration. However, according to Kotler & Armstrong ( 1994) , define to the market penetration is rather than setting a high initial price to skim off small but profitable market segments, so some companies set a low initial price in order to penetrate the market quickly and deeply- to attract a large number of buying quickly and win a large market share. Hence, a company that plans to develop a new product faces a product- position problem. In Kotler & Armstrong consideration, it affects to product mix pricing strategy. There is a key element what called product- bundling pricing based on product mix pricing strategy. Therefore, if the goal is market penetration, it will be involved not only pricing but also products. For example, a new high tech products enter to market, it will be embedded new function or solution which come from another products. Obviously, the author’s statement is a little wrong.
Second, the authors provide an optimality of bundling strategy and proceed to discuss the propositions under the five factors- customers’ condition reservation prices, objectives of the firm, competition, costs, and customers’ perceptions of bundles. Now, we review the paper from Telse(1979). Really, Telser issue a theory of monopoly of complementary goods. It is obviously that a market failure issue and product complementary can be a strategy. Nevertheless, Stremersch & Tellis (2002) have a left out product attribution. Therefore, we suggest it should add product attribution here because of products view can be applied in this study.
Third, for products bundling or price bundling what are belong to marketing strategy. So far, we should think both the marketing of services and relationship marketing. We can review the literature on both bundling and relationship marketing and puts forward a new theoretical approach. Based on Legarreta & Miguel (2004), a specific price bundle can have more strategic implications than a different specific product bundle, due to the associative power of bundling and its interactive capacity. As an essential part of this approach, a company must define bundling through an in-depth appraisal of the actual contextual experience of the customer, rather than focusing solely on reservation prices, which is where previous literature had laid its main emphasis. So, relation bundling is a new prospect for market strategy due to service- centered is a new dominant logic for marketing. Here, we suggest a combination of relationship, products, and pricing bundling framework for this research.
October 18,2009
魅力型領導與企業凝聚力
要分別及成為有魅力的領導者,可以以計劃普遍性原則 作為界線。一般來說,高層將大比重的時間花於計劃功能;而中層人員將時間花於組織、指揮、控制等功能的時間。許多置身管理層而無專業知識的高層人士,經常奢談只抓大方向。不幸的是他們沒有基本管理功底,所謂大方向往往是徒有主觀的觀念,而是無法落實執行的空話。每個領導者都明白企業的資源有限,而不能不斷辭退意見分歧的成員,如果領導者是最終幕後決策者,那麼領導者要有求同存異的胸襟。
在華人社會宗教狂熱的企業成員畢竟是少數,每個成員都會對自己在企業的工作有所求,甭管是為生活、為名、為利或為了自我實現。小企業往往只能編織一個美好的前景,但是有再好的前景,成員要面對生活開支。如果企業用義工般的形式對待員工,無法滿足成員的基本生活費用,只要時間一長,勢必有人自動離場。
如果領導者以太上皇的姿態作企業的最終決策者,會出現幾個常見的失誤行為如下:
• 1) 過濾片面的信息:並且以自身的偏好和追求,扭曲訊息;
• 2) 偏聽偏信,先入為主:迴避自己不熟悉的問題,導致資源錯配;
• 3) 痴心妄想,自視甚高:漠視現有資源 (包括人手) 無法實現理想中的鴻圖大計;
• 4) 恐懼心理:不正視、不提出企業面臨的問題,擔心形象受損;
• 5) 市場奢望:為了實現業績的期望,不斷擠壓員工及企業現存的資源。
企業出現的管理問題,最高決策者往往是問題本身癥結所在。 如果不信任,不肯放權,不懂珍惜其管理專才,凡事必躬親。那麼,企業的凝聚力會一分為二,組織成員會向具有專業的經理人歸邊 ,造成不必要的內部派系矛盾。
October 12,2009
解放身體密碼與心靈舒暢
事實上,痛是不受歡迎,卻又不得不要它,要怎樣才能有效的與痛並存?吾人可以以三階段來處理。第一階段是痛的「警告」,當周邊神經感受危險,它便響起。痛的第二階段,脊椎神經和大腦基部扮演「神經閘門」的角色,將數百萬的警告歸類,化作「訊息」,傳達到大腦。此處受損或有疾病,訊息就不能傳達到大腦。痛的最後階段發生在大腦皮質,它從預先篩檢的訊息,下達適當的「反應」。痛的經驗三階段,第三階段最為重要。假如學習怎樣處理第三階段的痛,我們就能掌握痛苦,不為它主宰。思想的確會主宰我們如何體驗痛。以亞馬遜河谷一個族群的特殊生產習俗為例,母親在生產過程中全無痛苦跡象,而她們的丈夫卻表現生產痛苦,臥在床上輾轉呻吟。傳統上母親會在丈夫床邊侍候,招待來恭賀丈夫的親友。
記得是林語堂曾說:「在酷熱多塵的土地上又乾又渴時,感受傾盆大雨淋灑在我赤裸肌膚-喔,這不是快樂嗎!感覺身體私處騷癢難耐,而終於能逃開友人至隱密處搔癢-喔,這不是快樂嗎!」
October 10,2009
十年歲月十載成長、十年見遠十分感恩
十年歲月十載成長、十年見遠十分感恩,為回饋客戶於今年下半年開始透過企業講座以五種不主題-內稽內控、營運績效、創新研發、行銷國際、社會關懷來舖陳於目前產業與企業的需求。邀請了國內外產業專家、企業主、學界教授等的精闢演說其中包括中興大學財稅系主任陳育成教授、漢磊科技前稽核長林瑾峰、台中工業區人資會總幹事張永河、中信法律林木春、黑手出身白手起家踏上國際舞台的技術創業家-家登精密工業邱銘乾董事長、朝陽科技大學工業工程系林均燁教授、馬桶科技全球化:讓地球人找到健康舒適的幸福空間-大老巷創辦人彭紹與總經理、東海大學國貿系與EMBA中心張國雄教授、總計參加聽眾來自企業高階超過300人次,而參與討論的企業也有在200家的規模。
