Using variety-seeking-based segmentation to study promotional response

The link between variety seeking and promotional response has been of interest to marketing researchers for quite some time. By segmenting consumers according to their variety-seeking needs, researchers have established some interesting results regarding the variation in promotional response across segments. However, the sole basis for segmentation thus far has been unidimensional (e.g., high-and low-variety seekers). This research discusses a unique way to segment consumers based not only on the usual extent (or mean) of variety seeking but also on the intensity (or consistency) of variety-seeking behavior, a new segmentation criterion. The authors conduct an empirical study to test the two-dimensional segmentation scheme and investigate differences in response to a variety of promotions across the segments. The inclusion of the intensity aspect of variety seeking as an additional basis for segmentation has a significant impact on promotional response and offers substantially richer managerial interpretation. Minakshi Trivedi is an associate professor of marketing at the School of Management, State University of New York at Buffalo. Her research interests lie in modeling purchase behavior, and game theory. She has published in various journals in cludingMarketing Science, Management Science, and theJournal of Business & Economic Statistics.     

Effective promotional strategy through decentralization

Summary The suggestion to decentralize the planning of promotional strategy has been presented against the background of a national market, consisting of purchase decision makers who are influenced in their choices by different cultures, peculiar to the regions in which they operate. Thus, a separate promotional strategy for each region would appear to be warranted. The significance of this suggestion is further amplified by the experience of most firms of an uneven market share throughout the territories they serve. Other possible causes were presented, in addition to differences in regional cultures. The future growth of regional markets was brought out, as a further factor to indicate the potential importance of the article's main idea. Certain issues have not been presented in this article, and may be worthy of further research. Some of them are the calibre and training of the personnel required for this type of program, at the regional and territorial levels; the interface between them and the firm as they perform the planning function; the criteria by which they may judge which strategies to recommend; and the kind of marketing organizations that will be needed in the future.     

Market valuation models of the effect of advertising and promotional spending: A review and meta-analysis

A narrative review is presented, within the organizing framework of a meta-analysis, of econometric models reported in the business literature that estimate the effect of advertising and promotional spending on the market value of the firm. Results from published market valuation models are aggregated, and various model specifications are appraised. In brief the meta-analysis finds support for a positive relationship between levels of advertising and promotional spending and the market value of the firm. That is, marketing activities (represented here by observed advertising and promotions spending) are generally expected to deliver future cashflows and produce increases in shareholder wealth. The review seeks to enhance understanding among the community of marketing scholars of the properties of market valuation models published in the literature and serves as a springboard for ongoing investigation of a crucial question for marketing theory and practice. Margy P. Conchar (concharm@mail.ecu.edu) (Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. Melvin R. Crask (mcrask@terry.uga.edu) (DBA, University of Indiana) is an associate professor of marketing at the University of Georgia (UGA). He is currently serving as director of the MBA program at UGA. His teaching interests are in the areas of marketing research and marketing strategy. He has published more than three dozen articles and papers dealing with marketing research methods and with strategic issues in marketing. He is also the coauthor of two books, one on marketing strategy and one on marketing research. George M. Zinkhan (gzinkhan@terry.uga.edu) (Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, communication, and e-commerce.     

“万村千乡”推广悖论及其解决方案

在农村消费市场存在差异的条件下,全国范围的以行政补贴和市场推广相结合的“万村千乡”推广方式将面临“推广悖论”,即工程的普遍服务职能与企业追求利润的目标之间的冲突,进而可能会造成财政补贴资金的浪费。应在不同区域采用不同的推广策略：发达地区农村,应以企业自主经营为主;具有一定消费市场潜力但企业开拓成本还比较高的地区,应行政补贴和市场推广相结合;尚不具备经营条件的农村地区,应加强基础设施建设,并提高农民收入水平,待时机成熟后再逐步推进。     

Consumer response to physicians’ advertisements

Although the Federal Trade Commission has initiated a number of rulings to reduce professional societies’ prohibitions against advertising in order to stimulate competition, there is little research regarding the subject. Certainly, this is true of the potential effects of doctors’ advertising. In this study, subjects received illustrative physicians’ advertisements with varying levels of price, service, and competency. In analysis with various attitudinal and intentional measures as dependent variables, these factors were shown to have statistical significance.     

浅析高职数学教学中引入数学建模思想

创新是21世纪新知识时代的主旋律,培养具有创新精神的人才是实现科教兴国的关键。具有创新精神的人才必须深刻地掌握现代科学技术研究的基本方法：理论研究、科学实验和科学计算,而这三大基本方法要求具有扎实的数学基础及较强的数学应用意识和应用能力,传统的数学教学方法使学生越来越觉得数学枯燥无味,如何让数学跟上社会发展的需要,运用数学工具分析和解决实际问题,做到学以致用,数学建模是将数学理论和实践紧密结合的重要载体,是数学理论解决实际问题的桥梁和纽带。经过几年的教学实践,认为在高职数学教学中,引入建模思想,能激发学生学习数学的兴趣,提高分析问题,解决问题的能力。     

Consumer response to design variations in pay-what-you-want pricing

Recent literature has identified consumers’ fairness and image concerns as the primary drivers of payments under pay-what-you-want (PWYW) pricing. Consequently, managers have employed a variety of design variations to invoke/alleviate these concerns to attract more customers and increase payment magnitudes. We develop a theoretical approach that combines both prosocial and self-interested motives to examine consumers’ four possible responses to design variations in PWYW exchange: (1) opt-out, (2) free-ride, (3) default to recommendation, or (4) other payment. We confirm model predictions using an empirical approach that jointly estimates the multipartite customer response. We report findings pertaining to four managerially controllable variables namely, ‘payment visibility’, ‘information on payment recipients’, ‘timing of payment’, and ‘explicit price recommendations’ using both secondary data and controlled experiments. We show that design variations have a heterogeneous effect on different types of consumer responses leading to countervailing effects on revenues. We derive several actionable managerial recommendations.

     

基于投入产出与解释结构建模法相结合的产业关联及层次识别建模

将投入产出方法与解释结构建模相结合,取长补短,提出了基于这两种方法相结合的产业关联层次识别的分析方法,并呈现了该方法的算法步骤、识别层次结果的基本特性以及其与以往产业关联分析方法的比较优势.最后以经统一调整的1997及2002年投入产出表为基础,对我国国民经济产业关联的层次识别进行实证分析,经对识别结果的跨期对比分析,证明该识别方法的解释效果良好.     

依托数学建模竞赛 促进高职数学教学改革

通过开展数学建模培训及参赛活动,激发了学生学习高等数学的兴趣,提升了学生的创新能力,为高职数学教改提供了一个很好的平台。依托数学建模竞赛,笔者结合自身教学实践,对高职数学教学内容、教学方式及考核方式的改革提出一些建议。     

关于数学建模培训的探讨

本文从数学建模竞赛的背景和发展趋势出发,分析数学建模的重点、难点,针对重点、难点,从试题分析、假设、数学知识、计算机能力等六个方面给出对参赛队员、参赛小组培训的建议。     

数学建模与素质教育

数学教育本质上是一种素质教育,数学建模的教学及竞赛是实施素质教育的有效途径,应该按素质教育的要求搞好数学建模竞赛。     

创新教育与数学建模

大学教育的核心是创新教育,但在部分文科类高校中这种创新教育却流于表面.文科类教学常采用定性分析的认识方法,它与定量分析方法的各有优劣.由于定量分析方法依赖于数学建模,而数学建模又是培养创新能力的一个极好的载体.通过阐述教师创优与数学建模,来建构一种创新式的大学数学建模教学模式.     

The response of vital rates to harvest fluctuations in pre-industrial Sweden

This study examines whether there was a Malthusian equilibrium mechanism in Sweden in the pre-industrial period. A unique data set on harvests, deaths, marriages and births going back to 1630 is used to calculate cumulative elasticities of vital rates with respect to harvest. While earlier studies have mostly focused on the impact of real wage, this study uses the calorie content of per capita harvests as an indicator of living standards. It finds that there indeed was a response of vital rates to harvest fluctuations, but there were important structural breaks. While positive checks attenuated after 1720, preventive checks were strengthened. After 1870 preventive checks disappeared, and possibly also positive checks. The results are robust to different models and trend specifications, with one crucial difference: while the distributed lag model shows that positive checks were significant up to 1920, the SVAR model shows that positive checks disappeared after 1870.     

Consumer response to advertisements for legal services: An empirial analysis

In the near future, advertisement of professional services will become a reality. This is especially true of the legal profession. On June, 27, 1977, in a historic though confusing decision, the Supreme Court lifted a ban on the advertising of legal fees and routine services. While several theoretical arguments may be advanced favoring professional advertising, there is a scarity of empirical studies supporting these claims. This study represents one modest attempt to rectify this lack of empirical research regarding the impact of advertising upon the demand for legal services.     

Explaining the variation in short-term sales response to retail price promotions

This study focuses on the short-term sales response to price promotions in retail grocery stores and attempts to explain its variation using frequency of price promotions and the consecutive scheduling of price promotions. Retail managers’ expectations and tenets from behavioral theories provide the basis for the hypotheses that the frequency of price promotions and consecutive scheduling of price promotions affect short-term response to price promotions. The hypotheses are tested on three frequently purchased product categories, using store-level data from retail chains in three major markets. The analysis is validated with additional data on the same product categories and markets. A variety of managerial implications are drawn from the results and suggestions for future research are offered. He has been recognized with numerous teaching and research excellence awards. Dr. Kumar has published numerous articles in many scholarly journals in marketing and forecasting. He has coauthored a text titledMarketing Research and is currently working on two other textbooks. He is on the editorial review board of many journals. Dr. Kumar has lectured on marketing-related topics in various universities worldwide. His research interests include developing forecasting models, international marketing strategy and international marketing research issues, models for sales promotions, and new methodologies for product positioning and market segmentation. Dr. Kumar received his doctoral degree from the University of Texas at Austin. He has published articles about retailing and marketing strategy in scholarly journals such as theJournal of Retailing, International Journal of Research in Marketing, andJournal of Business Ethics. His current research interest focuses on models for sales promotions and marketing strategy. Dr. Pereira received his doctoral degree from the University of Houston.     

项目团队有效性模型的构建与分析

创建高绩效的项目团队是当前项目团队管理研究的主题。项目团队有效性模型的构建涉及影响项目团队有效性的内部要素、外部要素和团队有效性的评价标准。对项目团队有效性模型的分析包括对输入阶段、过程阶段、输出阶段和团队外部环境的分析。     

数学建模与高等数学教学

文章对数学建模的特征、方法进行论述,同时讨论了数学建模活动对数学教学改革的重要意义,在此基础上,研究了数学建模与高等数学教学的关系,探讨了实施数学建模的途径.     

信用风险建模中的随机过程

信用风险建模中广泛使用跳跃过程描述违约和等级转移事件,从信用风险的角度研究跳跃过程的基本概念和性质十分必要。泊松过程用来描述一般动态变化,而复合的及广义双重随机泊松过程用来描述非时齐动态变化。相关实例和模拟研究有助于更好的理解信用风险随机过程的特征并正确建模。     

深基坑开挖对其邻近CFG桩复合地基铁路影响的数值模拟

实现了CFG桩加固铁路路基和基坑开挖双排桩支护的有限元数值模型,在考虑地下水的情况下,采用不同的列车动态荷载值,改变开挖位置距复合地基之间的距离与基坑开挖深度的比值I／H,对邻近某城际铁路客运站双排桩支护的大型深基坑进行了有限元数值计算和分析。结果表明：小增量的改变列车动态当量荷载对路基沉降和基坑侧壁水平位移的影响不大,I／H比值控制在0．4—0．6时,以墙体水平位移和铁路路基沉降为约束条件的结果较为理想。     

论数学建模活动的教学

数学建模是指构造刻划客观事物原型的数学模型并加以分析、研究和解决实际问题的一种科学方法,是学习数学的一种新的方式.探讨开展数学建模活动的必要性、教育价值、教学模式与评价,有利于准确把握数学建模教学的实质,对新课程的实施有着重要的意义.