1、 外文翻译 原文 Stakeholder Marketing: Beyond the Four Ps and the Customer Material Source: American Marketing Association Author: C.B. Bhattacharya and Daniel Korschun To better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the
2、target of marketing activities and firms as the primary intended beneficiary. A consortium of leading scholars and practitioners was convened to discuss how adopting a stakeholder perspective gives birth to a host of research questions that are relevant to the broader academic community. The Stakeho
3、lder Marketing Consortium, a collaborative project between Aspen Institutes Business and Society Program and Boston University and supported by the Marketing Science Institute, is a forum for innovative research and collaboration among leading marketing scholars and practitioners that is designed to
4、 generate new research that looks beyond customers as the sole target of marketing activities. The consortium is envisioned as a multiyear endeavor that will generate and support new scholarship. The consortiums first, invitation-only convening, Stakeholder Marketing: Beyond the Four Ps and the Cust
5、omer, was chaired by C.B. Bhattacharya of the Boston University School of Management and was held at the Aspen Meadows Resort on September 1415, 2007, in Aspen, Colo. The objective of the conference was to explore new frontiers of marketing by addressing longstanding marketing questions placed withi
6、n a much broader contextreexamining the customer relationshipand by examining the impacts of marketing activities on a host of other actors (i.e., employees, regulators, investors, and society at large). The conference entailed five academic sessions, each led by a four-member panel of scholars who
7、framed extant knowledge and identified opportunities for further research. The academic sessions were interspersed with perspectives of senior-level practitioners from McKinsey scant attention is devoted to the myriad social actors who affect and are affected by companies (including, but not limited
8、 to, employees, investors, suppliers, and regulators). The current conceptualization of marketing was challenged, and the impact of marketing on societal welfare was discussed. It was suggested that both scholars and practitioners need to consider how marketing activity affects a firms constituents
9、from the unique perspective of each actor rather than relying exclusively on the myopic lens of a firms financial performance. A way to achieve this is through education of business school students. Given that ethics and wisdom can be learned, it was recommended that business schools devote greater
10、effort to incorporating values, ethics, wisdom, and leadership into marketing programs. Much of the current thinking in stakeholder theory is still tied to the classic hub-and-spoke model, in which stakeholders are distinct and mutually exclusive. However, there is growing consensus that a firms con
11、stituents are actually embedded in interconnected networks of relationships through which the actions of a firm reverberate with both direct and indirect consequences. To understand better how networks of individuals and groups interact through these porous boundaries, it was suggested that scholars
12、 apply theories and methodologies from other sciences (e.g., ecosystems theory). A systems-based approach may help shed light on the potential tensions and synergies that arise in these networks; the values, needs, and desires of a firms stakeholders are potentially diverse and often present difficu
13、lt trade-offs for managers. Furthermore, it was advised that managers take an outside-in rather than an inside out perspective in approaching marketing challenges involving multiple stakeholder groups. In other words, the interests of constituents should not be presumed based on those of marketers o
14、r of the firm. Opportunities for Further Research The discussion revealed opportunities to define and conceptualize marketing in a way that reflects and inspires the realization that marketing is fundamentally a social force with moral responsibilities and the potential to influence the welfare of s
15、ociety. Researchers should examine the impact of marketing actions on a broader range of constituents than is currently reflected in the literature. Scholars also need to study when and how the impact of these marketing actions on stakeholders reverberates through the entire network of social actors
16、, with both intended and unintended consequences. Finally, further thought is needed on the question whether companies should attempt to change the consumption habits of consumers when the habits appear to run counter to the interest of the consumer. Session 2: New Audiences Session Panel Peter Daci
17、n (Queens University), John Lynch (Duke University), Punam Keller (Dartmouth College), and Barbara Kahn (University of Miami). Discussion Summary This session examined whether and how marketing can provide insights into developing relationships between a company and its stakeholders and the limits o
18、f extant theory in understanding these relationships. The stakeholder marketing perspective implies a view that is considerably more expansive than is currently found in research on distribution channels. For example, regulators greatly influence exchanges between buyers and sellers, though they are
19、 not considered channel members. Developing an understanding of the stakeholder landscape often reveals actors who have considerable influence on a companys ability to innovate and serve the marketplace. However, the needs of stakeholders are not always closely aligned, making collaboration between
20、a company and its stakeholders difficult to implement. Furthermore, despite the common phrase that practitioners should try to manage stakeholders, it is still unclear how this can be done and whether stakeholders can be managed at all. 译文 利益相关者销售 :超越 4PS 和客户 资料来源 :美国营销协会 作者： CB 巴特查亚和丹尼尔 Korschun 为了
21、更好地了解市场对社会产生的各方面 影响 ,目前迫切需要出现一个 关于客户营销活动和企业 主要 营业 目的 的 新研究。一个由 杰出 学者和实践者组成的 ,召开 讨论如 何 从 利益相关者角度 来研究这个问题的 学术团体 已经成立 。 利益相关者营销协会，一间由市场科学研究，阿斯彭研究所商业机构，社会计划和 波士顿大学 共同支持 的创新研究项目，带领管理学者和教育工作者 ,以研究超越客户的营销活动为唯一目标的新研究 协会。该协会的 目标 是向着支持，产生新的知识而努力。该协会的第一件事就是邀请波士顿大学管理学院的CB 巴特查亚于 2007 年 9 月 14-15 日在阿斯彭梅多斯度假村召开关于利
22、益相关者销售 会议 :超越 4PS 和客户的科罗拉多州会议。此次会议的目的是通过 调查一大群人在市场上的 营销行为，探讨长期置于市场 营销问题上的客户关系问题的新的解决方法。（即员工的营销活动的影响的客户，监管机构，投资者和整个社会）。会议分为了五个学术会期，并确定了一个由四个学者组成的研究小组，进一步研究是谁构建的现有知识和谁有机会得到更深层的研究结果。这个学术协会是由麦肯锡公司， The Gap，美国女童子军，威士国际组织和菲多利公司的高级人员整合而成。这次会议的更多相关信息在 http:/stakeholder.bu.edu。 第一部分：市场营销的新角色 会期事务委员会： 罗希特德什潘德
23、（哈佛大学），罗恩山（维拉诺瓦大学），大卫米克 （弗吉尼亚大学），和马杜 维什瓦纳坦 （伊利诺伊大学厄巴纳香槟）。 会议综述： 当前营销领域 的思想 往往是以企业为首要目标和利润最大化为中心 ;很少把注意力放在无数受到公司影响和感染的那些人们（包括，但不仅限于员工，投资者，供应商和监管者）。 会议 对于目前的营销概念受到 的 挑战，以及营销对于社会福利的影响进行了讨论。讨论结果显示，学者和从业者都需要考虑每一个人是如何在销售活动上影响一家公司的各个 组成部分 的，而不是单纯的依靠一家公司表面上的财务业绩来判断。一种实现这个目的的方式就是通过对商学院学生的教育来改善这个现状。考虑到道德标准和智慧
24、都可以在日常学习中学到，我们建议商学院应该致力于把精力更大程度的放在把价值观，伦理观，知识和领导能力合并到营销计划中去。 现在大部分利益相关理论的思想还是和经典的中心辐射形模型联系在一起，即使他们的利益相关者是互相排斥的。然而，有越来越多的共识，就是公司的各个成分实际上是嵌在通过管理和间接影响而反应出来的公司的各种行动造成的各种关系的网络之中的。为了更好的理解个体之间的网络 和组合是如何通过“多孔边界”互相作用的，有人认为，学者应该运用从其他科学中得到的理论和方法论（例如生态系统理论）。一个基础理论可能可以帮助我们在这个互动网络中清楚的了解潜在的紧张和协同作用；一个公司的利益相关者们的价值观，
25、需要和需求可能是多种多样的，并且常常对管理者提出不同的困难。此外，在一个涉及多个利益相关者团体的市场挑战中，管理者们通常得接受一个“从外而内”而不是“从内而外”的观点。换句话说，这些人们的利益不应该被放在以假设为基础的买主或者公司上。 进一步的研究的机会： 会议讨论结果显示，销售的明确化和 概念化是一种 反省和激发人们领悟市场营销的一种具有 职责的“社会力”，而且是一种可以影响社会福利机会。研究人员应该调查比一般文献更为广泛的营销活动的影响。学者们也应该学习营销活动是什么时候，如何通过整个的社会成员所形成的网络在利益相关者之间产生有意的或者无意的影响。最后，还有进一步需要思考的问题是当消费者的
26、消费兴趣和消费习惯背道而驰的时候，公司是否需要尝试改变消费者的消费习惯。 第二 部分：新的观众 会期事务委员会： 彼得 Dacin(皇后大学 ),约翰林奇 (杜克大学 ),Punam 凯勒 (达特茅斯学院 ),和芭芭拉卡 恩 (迈阿密大学 )。 会议综述： 本次会议调查市场营销是否可以提供 关于 提高一家公司和他的利益相关者之间的关系的方法，并研究它是如何提供的， 且 在现有的知识范围内去理解他们之间的关系。利益相关者营销观点 的出现 意味着一个比目前对于销售渠道的研究发现更加广阔的观点。例如，监管机构极大地影响买方和卖方之间的交流，但他们没有考虑渠道 的 成员。一个对于利益相关者前景的 观点 往往揭示在一家公司中具有重大影响力的 领导者 可以改变和服务于市场。然而，利益相关者需要的并不总是紧密的结合，还需要使公司和利益相关者进行难以执行的合作。此外， 尽管实践者需要使用相同的语言尝试“管理”利益相关者，但是目前还不知道该如何做到这一点，也不知道利益相关者时候能被完全管理。
