Diffusion of multi-generational high-technology products

Previous multi-generational product diffusion (MGPD) models were developed based on the diffusion patterns at that time, but may not be adopted in today's cases. By incorporating the effect of customers' forward-looking behaviour, this paper offers a parsimonious and original model that captures the dynamics of MGPD in current high-technology markets. We empirically examine the feasibility of using previous MGPD models and our suggested model to explain the market growth of new products from high-technology industries. The results show that the new model exhibits better curve fitting and forecasting performance than the prior MGPD models in the cases of this study. For marketing researchers, our model and its results suggest customers' forward looking behaviour is perhaps one of the key sales affecting factors that are missing in previous MGPD models in explaining nowadays' cases. For marketing practitioners, this study offers a valuable tool for marketing strategies in high-tech industries.     

Optimization tools for design and marketing of new/improved products using the house of quality

Quality function deployment (QFD) has helped many firms realize significant reduction in product design costs and development time. The QFD process includes ranking customer preferences, rating the competitors, and parts deployment for the new/improved product. Prior to this research, such activities have been performed based on expert opinion, or the “best-in-class” approach. We develop and solve optimization models for the identification of consensus rankings and ratings, that take into account the priorities and perceptions of all the customers in a target market. Then, based on the consensus rankings, we identify a parts mix for the new/improved product that satisfies a budget constraint and matches or exceeds the performance expectations of all customers surveyed in the target market. Finally, we show how the QFD charts can be used to identify competitors that are falsely perceived as superior, as well as areas where the firm's marketing strategies have had the desired effects. Such insights are useful in developing the future marketing strategy of the firm.     

AN EMPIRICAL STUDY OF MARKET STRUCTURES

The concept of market structure is at the heart of economic theory. Yet the construct has been largely neglected in marketing. Part of the reason is that it has never been effectively operationalized. In examining the implications of market structure empirical researchers have tended to use single indices for an essentially multidimensional construct. Here we show how markets can be classified objectively using the three key dimensions of structure: market concentration, product differentiation and barriers to entry. The methodology proposed should provide a more reliable base for research into strategic and competitive implications of marketing structure. The purpose of this paper is to develop an operational measure of market structure. The concept of market structure is important both in marketing and economics. Yet empirical work has produced disappointing results.¹Both economists and managers have stressed the need for new definitions and measures if useful generalizations are to be developed and the concept is to provide a valuable basis for government regulation over market competition.     

中国中小化妆品企业营销渠道分析

步入二十一世纪,激烈的市场竞争和强大的技术变革使得越来越多的公司发现依靠营销组合中的产品、价格、促销这些策略来获得竞争优势已经相当困难,而营销组合中的第四个"P",即营销渠道,由于其战略性的特点,使得竞争对手难于在短期内模仿,对获得竞争优势来说,它比其它要素更能提供潜在力量,因而更多的公司开始转而研究如何利用营销渠道争取竞争优势。本文正是基于对营销渠道在培养企业长期竞争优势中重要性的认识,分析中小化妆品企业营销渠道现状,指出调整对策。     

Identifying the moderating influences of external environments on new product development process

Few studies have attempted to investigate the following: (1) whether the firm's core capabilities or resources and routines (e.g., integration among functions) for product development, in the presence of environmental dynamics, become incumbent inertia or core rigidities? and (2) how environmental dynamics affect the influence of a project team's implementation capabilities in the new product development (NPD) process on new product launch performance? This study approaches these questions by addressing the three most indispensable NPD process components (i.e., marketing, technology, and organization) and incorporating new moderators, namely pace of technological change and competitive intensity, within a single study. It specifically examines the extent to which the latter two external environmental variables moderate the impact of NPD practices on new product launch outcome. Data obtained from a survey of NPD projects developed and launched by Korean manufacturers suggest that environmental dynamics would reduce the contribution of functional-specific sources of advantage (resources) and project-specific sources of advantage (e.g., integration among functions) to organizational implementation capabilities (i.e., a project team's proficiency in executing NPD activities). Moreover, the research also shows that market dynamics may increase the contribution of organizational implementation capabilities to NPD project performance.     

基于AHP法的时代电气公司营销能力体系构建评价

运用层次分析法和专家咨询法,建立营销能力评价指标体系,即提出从产品竞争力、销售活动能力、新产品开发能力以及市场决策能力等4个层面来综合评价企业的营销能力,并进一步细化成15个二级评价指标,组成企业营销能力评价指标体系。通过设计问卷对企业进行实地调研访谈,获取样本数据,对相关指标赋予权重,通过有关专家对各指标进行评分,对公司的营销能力进行综合性评价,并对评价结果进行分析,表明所建立的评价指标以及评价方法是比较科学有效的。     

Copula Gaussian graphical models with penalized ascent Monte Carlo EM algorithm

Typical data that arise from surveys, experiments, and observational studies include continuous and discrete variables. In this article, we study the interdependence among a mixed (continuous, count, ordered categorical, and binary) set of variables via graphical models. We propose an ?₁‐penalized extended rank likelihood with an ascent Monte Carlo expectation maximization approach for the copula Gaussian graphical models and establish near conditional independence relations and zero elements of a precision matrix. In particular, we focus on high‐dimensional inference where the number of observations are in the same order or less than the number of variables under consideration. To illustrate how to infer networks for mixed variables through conditional independence, we consider two datasets: one in the area of sports and the other concerning breast cancer.     

邮政速递物流企业营销策略创新研究

在当前激烈的市场竞争环境下,如何通过有效的市场营销策略,将改制后的邮政速递物流企业的产品和服务为越来越多的客户所认可并长期使用,进而不断扩大邮政速递物流的市场占有份额,是摆在全体速递物流人面前的首要任务。文中结合速递物流企业改革发展实际,就专业化经营改革后邮政速递物流企业的营销策略创新问题进行简要论述。     

发展宅配物流的营销策略与风险对策研究

通过对宅配市场总体环境的分析,结合物流公司的实际情况,提出物流公司开展宅配业务的营销策略建议,包括宅配产品设计、宅配网络发展规划等,并在此基础上对物流企业发展过程中的风险做了相应的对策研究。     

基于道德的企业产品定价博弈模型及其分析

企业产品定价道德是指导产品定价活动中企业行为善恶的规范。利用博弈方法对产品定价过程中企业的道德问题进行了理论分析,在建立基于道德的企业产品定价静态博弈模型和基于企业长期收益的重复动态博弈模型的基础上,对其纳什均衡结果进行分析,找出了影响企业道德水平的主要因素,并确定了具体的控制水平,为管理实践中的定价道德控制提供了理论依据。     

Empirical Analysis of a Dynamic Duopoly Model of Competition

Empirically validating and testing the specification of game theoretic models has received limited attention in the marketing literature. The authors provide an econometric framework for estimating the parameters of response functions when the observed data in the market place are the Nash equilibrium outcomes of an underlying dynamic duopoly game specification. Specifically, the estimation procedure accounts for the joint endogeneity of market shares and marketing efforts of market rivals using a system of simultaneous equations that included the market response function and the Nash equilibrium conditions. A formal statistical test is used to detect model misspecification. The empirical analysis is carried out using data from four product markets: pharmaceutical, soft drink, beer, and detergent. Comparisons are provided with conventional estimation of the response function parameters in which the equilibrium conditions are ignored in the estimation. Managerial implications of the empirical results are discussed.     

浅析饭店广告策略

文章从饭店产品的特点出发论述了饭店广告对消费者和饭店本身的意义,并就如何确定饭店广告目标市场、树立具有竞争力的市场定位以及科学制定广告方案等方面论述了饭店广告的策略与管理,希望能够给那些掌握预算的营销经理们一点或多或少的启示。     

Effectiveness of cause‐related marketing for differential positioning of market entrant in developing market: An exploratory study in Indian context

Cause‐related marketing is being increasingly used for forging strong relation between the brand and the customer. It is primarily being used by the well‐established brands to further strengthen their position in the market as it leads to a positive image of the brand, and customers are more receptive towards such brands because they tend to provide them with tangible as well as intangible benefits. This study tends to identify the effectiveness of cause‐related marketing as a marketing tool for newly launched products in developing market of India, which has so far remained a less explored area. A sample of 150 consumers was taken, and case studies were undertaken for validating these findings. The findings suggest that cause‐related marketing campaigns, even at early stages of brand development, can lead to customer trial and differential positioning thus providing these new entrants with an opportunity to interact with the customers. The proposed framework can provide useful insights to brand managers to design cause‐related marketing campaigns for newly launched brands. The results and findings have been deduced from real‐time market research, and it can help in furthering research in the field of cause‐related marketing in India and other developing economies with similar market conditions.     

MARKET SHARE ANALYSIS: THE CASE OF THE BRITISH BREAKFAST CEREALS INDUSTRY

In this paper the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market. Brand product price and advertising coefficients, as estimated by regression equations, are explored in the context of assumed profit and market share maximization, and an attempt is made to evaluate empirically firms' actual marketing strategies.     

Marketing in high-tech start-ups: Overcoming the liability of newness in Israel

For new companies in general, marketing is a critical issue. However, many high tech start ups face particular problems associated with marketing. They may have a product, rather than a customer focus; they may lack marketing experience and may even neglect marketing to focus on developing a better product. They also work in an ambiguous environment; a new, or yet to be established market, unclear application and often a need to internationalise rapidly. The purpose of this paper is thus to try to capture what experienced experts have found to work best in these difficult conditions. The study is based in Israel, but may have lessons for many other small countries. A multiple stage methodology, seeking expert views; analysing, consolidating and then refining them was adopted, based on the condensed wisdom of some 80 of the key players in new Israeli high tech firms. The paper shows how some aspects are vital for success, but also explores the roles played by the various aspects of marketing.     

Creative marketing and the art organisation: what can the artist offer?

The poem ‘My Paintings’, written in a deliberate, uncorrected dyslexic style offers an insight into the mind of a present day avant garde bad boy of British art, Billy Childish. Constantly challenging the art establishment through public demonstrations of distaste against the annual Turner Prize,[Button, V. (1999) ‘The Turner Prize’, Tate Gallery Publishing, London.] Childish and his cohorts launched an alternative, Stuck‐ist, art manifesto,[Alberge, D. (1999) ‘Rebels Get Stuck into the Brit Artists’, The Times, Thursday 26th August, p. 7.] in the belief that it would assist in a shift in public perception of what good art is, as well as influence the creative practice of those artists concerned with more traditional, authentic forms of art. Childish's ex‐girlfriend Tracey Emin, however, has had other ideas. She has revelled in mass media exposure and now dismisses the concept of traditional painting as a valid art from.[Brown, N. (1998) ‘Tracey Emin’, Art Data, UK.] These are two examples of contrasting creative, artistic behaviour. Their creativity has resulted in varying levels of commercial success. By examining the role that creativity plays in determining how the idea for a creative product is first identified, through to its commercial exploitation, there are valuable lessons contained in such a process for both profit‐oriented and nonprofit art organisations alike. Instead of constantly fighting the conflicting philosophies of art for art's sake versus art for business sake, following the market and consumer demand, there is a much more effective method for establishing longer‐term success, which mirrors the creative practice of the artist. The existing literature on arts marketing is examined. A critique of the usefulness of current thinking is presented, with the recommendation that the formal models of marketing offered in arts marketing literatures can only ever hope to offer general advice on marketing. What is called for is a much more in‐depth analysis of how creative entrepreneurial marketers as artists can offer alternative visualisations of more appropriate models of marketing for the industry. This in turn should result in the stimulation of creative research methodologies that can inform both theory and practice within arts marketing in particular, and the wider remit of marketing in general. The use of the metaphor and the examination of published biographies of creative individuals are used to construct a manifesto of marketing artistry. Copyright © 2002 Henry Stewart Publications     

ALCOHOL MARKETING,ADOLESCENT DRINKING AND PUBLICATION BIAS IN LONGITUDINAL STUDIES: A CRITICAL SURVEY USING META‐ANALYSIS

Abstract This paper presents a meta‐analysis of prospective cohort (longitudinal) studies of alcohol marketing and adolescent drinking, which accounts for publication bias. The paper provides a summary of 12 primary studies of the marketing–drinking relationship. Each primary study surveyed a sample of youth to determine baseline drinking status and marketing exposure, and re‐surveyed the youth to determine subsequent drinking outcomes. Logistic analyses provide estimates of the odds ratio for effects of baseline marketing variables on adolescent drinking at follow‐up. Using meta‐regression analysis, two samples are examined in this paper: 23 effect‐size estimates for drinking onset (initiation); and 40 estimates for other drinking behaviours (frequency, amount, bingeing). Marketing variables include ads in mass media, promotion portrayals, brand recognition and subjective evaluations by survey respondents. Publication bias is assessed using funnel plots that account for ‘missing’ studies, bivariate regressions and multivariate meta‐regressions that account for primary study heterogeneity, heteroskedasticity, data dependencies, publication bias and truncated samples. The empirical results are consistent with publication bias, omitted variable bias in some studies, and lack of a genuine effect, especially for mass media. The paper also discusses ‘dissemination bias’ in the use of research results by primary investigators and health policy interest groups.