營銷外文翻譯---誠信營銷與道德和服務優(yōu)勢

1、<p>　　Marketing with integrity: ethics and the service-dominant</p><p>　　logic for marketing</p><p>　　Andrew V. Abela & Patrick E. Murphy</p><p>　　Received: 28 June 2007 /

2、Accepted: 2 July 2007 / Published online: 21 August 2007</p><p>　　# Academy of Marketing Science 2007</p><p><b>　　Abstract</b></p><p>　　This paper examines a tendency wi

3、thin existingmarketing scholarship to compartmentalize ethical issues. Italso shows how this tendency can cause ethical tensionsand conflicts in marketing practice. The emerging servicedominant(S-D) logic for marketing,

4、as proposed by Vargoand Lusch, is explored as an example of an approach tomarketing that overcomes this tendency. The S-D logic isfound to be a positive development for marketing ethicsbecause it facilitates the seamless

5、 integration of ethicalacco</p><p>　　Keywords Ethical violations . Ethics . Integrity.Marketing ethics . Marketing performance measurement .</p><p>　　Service-dominant logic</p><p>

6、;　　Introduction</p><p>　　Despite extensive and thoughtful effort devoted to marketingethics scholarship over the past several decades, theincidence of ethical violations in marketing practiceremains high. Th

7、e effectiveness of current approaches tomarketing scholarship may be limited by the prevailingapproach to marketing ethics, which tends to separateethical analysis from marketing by overlaying such analysison top of exis

8、ting marketing theory, rather than integratingit. Such an approach, in the context of the fragment</p><p>　　scholars free to develop apparently amoral theories, whichcan have the potential to signal to stude

9、nts of suchtheories that they are free from a sense of moral responsibility(Ghoshal 2005). On a more positive note,social and environmental issues appear to be gainingserious attention recently with Michael Porter and ot

10、hersfocusing on a more strategic use of corporate responsibilityand sustainable marketing (Murphy et al. 2005; Porter andKramer 2006).At a practical level, the compartmentalization </p><p>　　scholars have de

11、veloped frameworks for helping marketersidentify and then evaluate ethical issues.Yet these models are mostly developed as an “add-on” tothe rest of marketing scholarship: one is supposed to put the decisions arising fro

12、m one’s marketing analysis throughone or more of these frameworks. As a result, they may be viewed as optional. For example, Laczniak (1983) proposed a framework of fourteen questions that a marketer should ask, includin

13、g: “Is the intent of a particular action evi</p><p>　　any major evils likely to result from this action?” Smith’s (1993) Consumer Sovereignty Test requires marketers to apply three tests to their marketing d

14、ecisions: capability of the consumer, availability and quality of information, and opportunity for choice/switching. The problem with these</p><p>　　frameworks is that in each case there is a separation betw

15、een the marketing analysis and the ethical analysis. Robin and Reidenbach (1987) advocated parallel planning systems for “integrating ethical and socially responsible plans into strategic marketing planning” (p. 52). Alt

16、hough this method avoids the clearer separation of the other two, it still requires marketers to take additional steps to address</p><p>　　ethical considerations. At worst, though, such frameworks become mer

17、ely a routine “ethics check.” In the hectic conditions of contemporary marketing decision-making, isn’t it likely that such ethical considerations can be – and sometimes are – accidentally or intentionally ignored? What

18、is needed is an approach to marketing ethics that does not require a separate process every time an ethical issue is identified, but instead allows such issues to be dealt with as part of the normal course of mar</p&g

19、t;<p>　　Limitations and implications for research and education</p><p>　　Our proposal is a departure from previous approaches to marketing ethics. Hence, it should not be surprising if there are sever

20、al limitations that still need to be addressed. First, the idea that marketing strategy sometimes involves attempts to reduce competition is not completely resolved here. Occasions could arise where opportunism is profit

21、able, such as when firms are successful in creating legal anti-competitive barriers to entry through technology or channel arrangements. “Tragedy of the </p><p>　　major strides in measuring non-financial ass

22、ets, the methodologies discussed above are not universally employed or calculated in the same way. Several areas for further research are suggested by this paper. & A theoretical argument is advanced to support the p

23、roposition that the S-D logic reduces the number of ethical tensions in marketing; this proposition can be empirically tested, e.g. by measuring whether the level of marketing managers’ agreement with the tenets of the S

24、-D logic correlate w</p><p>　　Conclusion</p><p>　　The integrated approach to marketing ethics proposed here and built on Vargo and Lusch’s (2004a) S-D logic allows marketing performance measurem

25、ent to be extended to</p><p>　　incorporate ethical accountability, so that consideration of ethical issues becomes an essential and inextricable part of overall marketing analysis. The word “integrity” in th

26、e title of this paper conveys two separate but related meanings: it refers to integrity as it is commonly understood to mean ethical behavior. It also refers to the integrity – the “wholeness” – of the theory, that place

27、s ethical and business issues right at the heart of marketing theory, thus providing an integrated appro</p><p>　　Journal of Brand Management, 10(4–5), 342–352.</p><p>　　Ambler, T. (2003). Marke

28、ting and the bottom line (2nd ed.). London:</p><p>　　FT Prentice Hall.</p><p>　　Ballantyne, D., & Varey, R. J. (2006). Introducing a dialogic</p><p>　　orientation to the service

29、-dominant logic of marketing. In R. F.</p><p>　　Lusch & S. L. Vargo (Eds.), The service-dominant logic of</p><p>　　marketing: Dialog, debate, and directions. Armonk: M.E. Sharpe.</p>

30、<p>　　Barwise, P., & Farley, J. U. (2003). Which marketing metrics are used</p><p>　　and where? MSI Reports. Cambridge: MSI.</p><p>　　Beirne, M. (2002). Fixing a shattered trust. Brandw

31、eek, 43(32), 16.</p><p>　　Berthon, P., Hulbert, J. M., & Pitt, L. F. (1997). Brands, brand</p><p>　　managers, and the management of brands: Where to next? Vol.</p><p>　　97–122.

32、Cambridge: Marketing Science Institute.</p><p>　　Bloom, P. N., & Perry, V. G. (2001). Retailer power and supplier</p><p>　　welfare: The case of Wal-Mart. Journal of Retailing, 77(3), 379.<

33、;/p><p>　　Boudette, N. E. (2003). BMW’s CEO just says ‘No’ to protect brand.</p><p>　　Wall Street Journal (November 26), B1.</p><p>　　Bowen, H. R. (1953). Social responsibilities of th

34、e businessman. New</p><p>　　York: Harper and Row.</p><p>　　Bowie, N. E. (1999). Business ethics: A kantian perspective. Malden:</p><p>　　Blackwell Publishers.</p><p>　　

35、Boyt, T. E., Lusch, R. F., & Naylor, G. (2001). The role of</p><p>　　professionalism in determining job satisfaction in professional</p><p>　　services: A study of marketing researchers. Jour

36、nal of Service</p><p>　　Research, 3(4), 321.</p><p>　　Brenkert, G. G. (1998). Marketing to inner-city blacks: Powermaster</p><p>　　and moral responsibility. Business Ethics Quarterl

37、y, 8(1), 1–18.</p><p>　　Carter, C. R. (2000). Precursors of unethical behavior in global supplier</p><p>　　management. Journal of Supply Chain Management, 36(1), 45.</p><p>　　Chaudh

38、uri, A., & Holbrook, M. B. (2001). The chain of effects from</p><p>　　brand trust and brand affect to brand performance: The role of</p><p>　　brand loyalty. Journal of Marketing, 65, 81–93.&

39、lt;/p><p>　　Chonko, L. B., & Hunt, S. D. (1985). Ethics and marketing</p><p>　　management: An empirical examination. Journal of Businesss</p><p>　　Research, 13, 339–359.誠信營銷與：道德和服務

40、優(yōu)勢 </p><p>　　logic for marketing 營銷邏輯 </p><p>　　Andrew V. Abela & Patrick E. Murphy 五，阿貝拉和安德魯帕特里克墨菲大腸桿菌 </p><p>　　Received: 28 June 2007 / Accepted: 2 July 2007 / Published onli

41、ne: 21 August 2007 收稿日期：2007年6月28日/接受日期：2007年7月2日/線上發(fā)表于：2007年8月21日 </p><p>　　# Academy of Marketing Science 2007 ＃營銷科學研究院2007年 </p><p>　　Abstract 抽象 </p><p>　　This paper examines a

42、tendency within existingmarketing scholarship to compartmentalize ethical issues. 本文探討existingmarketing獎學金，以區(qū)域化的趨勢在倫理道德問題。 Italso shows how this tendency can cause ethical tensionsand conflicts in marketing practice. Ita

43、lso表明這一趨勢可能會導致如何在營銷實踐中的倫理tensionsand沖突。 The emerging servicedominant(SD) logic for marketing, as proposed by Vargoand Lusch, is explored as an example of an approach tomarketing that overcomes this tendency. 新興servicedom

44、inant（職務）的營銷邏輯的，因為盧施提出Vargoand，是作為一個趨勢</p><p>　　Keywords 關鍵詞    Ethical violations . 道德的行為。 Ethics . 倫理。 Integrity.Marketing ethics . Integrity.Marketing道德。 Marketing performance measurement . 營銷績效

45、評價。 </p><p>　　Service-dominant logic 服務主導邏輯 </p><p>　　Introduction 介紹 </p><p>　　Despite extensive and thoughtful effort devoted to marketingethics scholarship over the past several

46、decades, theincidence of ethical violations in marketing practiceremains high. 盡管進行了廣泛和周到的努力致力于marketingethics獎學金在過去幾十年來，practiceremains theincidence營銷道德行為高。 The effectiveness of current approaches tomarketing scholarshi

47、p may be limited by the prevailingapproach to marketing ethics, which tends to separateethical analysis from marketing by overlaying such analysison top of existing marketing theo</p><p>　　scholars free to d

48、evelop apparently amoral theories, whichcan have the potential to signal to students of suchtheories that they are free from a sense of moral responsibility(Ghoshal 2005). 學者自由發(fā)展顯然不道德的理論，whichcan有潛力的信號suchtheories學生，他們正）

49、從2005年的自由意識的道德責任（戈沙爾。 On a more positive note,social and environmental issues appear to be gainingserious attention recently with Michael Porter and othersfocusing on a more strategic use of corporate responsibilityand s

50、ustainable marketing (Murphy et al. 2005; </p><p>　　scholars have developed frameworks for helping marketersidentify and then evaluate ethical issues.Yet these models are mostly developed as an “add-on” toth

51、e rest of marketing scholarship: one is supposed to put the decisions arising from one's marketing analysis throughone or more of these frameworks. 學者們已經開發(fā)marketersidentify框架幫助，然后評估道德issues.Yet這些模型大多是學術發(fā)展成為一個“附加營銷”to

52、the休息：一個是應該把決定的框架因人的市場分析throughone這些或更多。 As a result, they may be viewed as optional. 因此，他們可能被視為可選。 For example, Laczniak (1983) </p><p>　　any major evils likely to result from this action?” Smith's (199

53、3) Consumer Sovereignty Test requires marketers to apply three tests to their marketing decisions: capability of the consumer, availability and quality of information, and opportunity for choice/switching. 任何可能導致重大弊病從這一行

54、動？“史密斯（1993）消費者主權測試要求營銷人員申請三大考驗他們的營銷決策：對消費者的能力，可用性和信息的質量，和選擇的機會/切換。 The problem with these 在這些問題與 </p><p>　　frameworks is that in each case there is a separation between the marketing analysis and the ethica

55、 l analysis. 框架是，在每個案件有一個分析，分離分析和市場營銷之間的ethica升。 Robin and Reidenbach ( 1987 ) advocated parallel planning systems for “integrating ethical and socially responsible plans into strategic marketing planning” (p. 52). 羅賓和賴登

56、巴赫（1987）倡導的平行規(guī)劃計劃系統(tǒng)負責“計劃納入整合營銷戰(zhàn)略的倫理和社會”（第52頁）。 Although this method avoids the clearer separation of the other two, it still requires marketers to take additional steps to address 雖</p><p>　　ethical consider

57、ations. 道德方面的考慮。 At worst, though, such frameworks become merely a routine “ethics check.” In the hectic conditions of contemporary marketing decision-making, isn't it likely that such ethical considerations can be –

58、 and sometimes are – accidentally or intentionally ignored? 在最壞的情況，不過，這些只是一個框架，成為例行“道德檢查。”在決策中的緊張狀況當代市場營銷，是不是有可能，這種倫理方面的考慮可以-有時是-意外或故意忽視？ What is needed is an approach to marketing ethics that does not require a separate

59、 process every time an ethical issue is identifi</p><p>　　Limitations and implications for research and education 限制和影響，為研究和教育 </p><p>　　Our proposal is a departure from previous approaches to m

60、arketing ethics. 我們的建議是一個辦法離開之前的營銷道德。 Hence, it should not be surprising if there are several limitations that still need to be addressed. 因此，它不應該奇怪，如果有需要解決一些限制，仍然需要。 First, the idea that marketing strategy sometimes inv

61、olves attempts to reduce competition is not completely resolved here. 首先，觀念，營銷策略，有時涉及試圖減少競爭是不徹底解決這里。 Occasions could arise where opportunism is profitable, such as when firms are successful in creating legal anti-competi

62、tiv</p><p>　　major strides in measuring non-financial assets, the methodologies discussed above are not universally employed or calculated in the same way. 金融資產重大進展衡量非，同樣的方式上面討論的方法是不普遍采用或計算。 Several areas fo

63、r further research are suggested by this paper. 進一步的研究中的若干領域的建議，本文件。 & A theoretical argument is advanced to support the proposition that the SD logic reduces the number of ethical tensions in marketing; this proposi

64、tion can be empirically tested, eg by measuring whether the level of marketing managers' a</p><p>　　Conclusion 結論 </p><p>　　The integrated approach to marketing ethics proposed here and buil

65、t on Vargo and Lusch's (2004a) SD logic allows marketing performance measurement to be extended to 采用綜合方法來這里提出的營銷道德和瓦戈建立在與盧施的（2004年）特別職務邏輯允許銷售業(yè)績衡量將擴大到 </p><p>　　incorporate ethical accountability, so tha

66、t consideration of ethical issues becomes an essential and inextricable part of overall marketing analysis. 包括道德責任，使問題的審議道德成為重要的市場分析和整體不可分割的一部分。 The word “integrity” in the title of this paper conveys two separate but re

67、lated meanings: it refers to integrity as it is commonly understood to mean ethical behavior. 單詞“完整文件”在這個題目傳達出兩個獨立但相關的含義：它指的完整性，因為它通常理解為道德行為。 It also refers to the integrity – the “wholeness” – of the theory, that places

68、 ethical and busin</p><p>　　Journal of Brand Management, 10(4–5), 342–352. 學報，品牌管理10（4-5），342至352。 Ambler, T. (2003). 安布勒，噸（2003年）。 Marketing and the bottom line (2nd ed.). </p><p>　　市場營銷和底線（第二版

69、。）。 London: 倫敦： </p><p>　　FT Prentice Hall.金融時報出版社。 </p><p>　　Ballantyne, D., & Varey, RJ (2006). 巴蘭坦，博士，及瓦里接口，RJ（2006）。 Introducing a dialogic 介紹一種對話 </p><p>　　orientation to t

70、he service-dominant logic of marketing. 熟悉的主導邏輯的營銷服務。 In RF 在RF </p><p>　　Lusch & SL Vargo (Eds.), The service-dominant logic of 盧施＆Sl的瓦戈（2000），以服務業(yè)為主導邏輯 </p><p>　　marketing: Dialog, debate,

71、 and directions. 營銷：對話，辯論，和方向。 Armonk: ME Sharpe. 阿蒙克：ME的夏普。 </p><p>　　Barwise, P., & Farley, JU (2003). 巴斯，體育和法利，居（2003年）。 Which marketing metrics are used 哪些是用于營銷指標 </p><p>　　and where? 在哪

72、里？ MSI Reports. 微星報告。 Cambridge: MSI. 劍橋：微星。 </p><p>　　Beirne, M. (2002). 貝恩，米（2002年）。 Fixing a shattered trust. 修復一個破碎的信任。 Brandweek, 43(32), 16. Brandweek，43（32），16。 </p><p>　　Berthon, P., Hul

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74、122。 Cambridge: Marketing Science Institute. 劍橋：市場營銷科學研究所。 </p><p>　　Bloom, PN, & Perry, VG (2001). 布盧姆，生產通知書和佩里，Vg的（2001年）。 Retailer power and supplier 零售商和供應商的權力 </p><p>　　welfare: The cas

75、e of Wal-Mart. 福利：沃爾瑪案件的沃爾瑪。 Journal of Retailing, 77(3), 379. 零售雜志，77（3），379。 </p><p>　　Boudette, NE (2003). Boudette，東北（2003年）。 BMW's CEO just says 'No' to protect brand. 寶馬公司的首席執(zhí)行官說'不'

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77、;p>　　York: Harper and Row. 紐約：哈珀和行。 </p><p>　　Bowie, NE (1999). 鮑伊，東北（1999年）。 Business ethics: A kantian perspective. 商業(yè)倫理：康德的觀點。 Malden: 莫爾登： </p><p>　　Blackwell Publishers. 62-101。 </p&g

78、t;<p>　　Boyt, TE, Lusch, RF, & Naylor, G. (2001). 博伊特，碲，盧施，射頻和勒，G.（2001年）。 The role of 的作用 </p><p>　　professionalism in determining job satisfaction in professional 在確定專業(yè)的專業(yè)工作滿意度 </p><p

79、>　　services: A study of marketing researchers. 服務：一個研究人員研究市場。 Journal of Service 雜志服務 </p><p>　　Research, 3(4), 321. 研究，3（4），321。 </p><p>　　Brenkert, GG (1998). Brenkert，千兆克（1998年）。 Marketing

80、 to inner-city blacks: Powermaster 營銷到市內黑人：Powermaster </p><p>　　and moral responsibility. 和道義責任。 Business Ethics Quarterly, 8(1), 1–18. 商業(yè)道德季刊，8（1），1-18。 </p><p>　　Carter, CR (2000). 卡特，華潤（2000

81、）。 Precursors of unethical behavior in global supplier 前體的全球供應商不道德行為 </p><p>　　management. 管理。 Journal of Supply Chain Management, 36(1), 45. 學報，供應鏈管理36（1），45。 </p><p>　　Chaudhuri, A., & Hol

82、brook, MB (2001). 喬德赫瑞，甲，漆梅君，MB的（2001年）。 The chain of effects from 從鏈的影響 </p><p>　　brand trust and brand affect to brand performance: The role of 品牌信任和品牌影響到品牌的性能：作用 </p><p>　　brand loyalty. 品牌的忠

83、誠度。 Journal of Marketing, 65, 81–93. 期刊市場營銷，65，81-93。 </p><p>　　Chonko, LB, & Hunt, SD (1985). Chonko，磅和亨特，政府統(tǒng)計處（1985）。 Ethics and marketing 倫理與營銷 </p><p>　　management: An empirical examinat