Modeling response to repetitive promotional stimuli

Marketers frequently include promotional stimuli which elicit some form of response from the recipient among the tactics used to market products or services. Print ads, including 800 numbers which allow consumers to respond, and direct mail campaigns are examples of such activities. Promotions of this nature are often repeated a number of times, thus providing several opportunities to respond. Understanding consumer response to such campaigns is critical for more efficient design and use of these activities. A conceptual framework of response to repetitive stimuli is proposed, and stochastic models of alternative response patterns are developed. Alternative contexts in which such models are useful are also noted. Variations of the models are provided for those situations when only a fraction of the target population will ever respond. Estimation of model parameters is discussed, and data from actual campaigns are used to demonstrate how to apply the models. He received his Ph.D. in mathematical statistics from Michigan State University. He joined the Terry College of Business after a 15-year career in industry, including 10 years in consumer research at Procter & Gamble. His research interests include discrete choice models, market response to promotional stimuli, forecasting marketing potential from initial sales results, and, in general, applications of quantitative methods to business problems. He has published articles in such journals as theAnnals of Mathematical Statistics, Annals of Statistics, Journal of the Academy of Marketing Science, Journal of Retailing, and theJournal of Advertising. He earned his Ph.D. at Columbia University and has served as assistant and associate professor of marketing at New York University, as visiting assistant professor at Columbia University, and as visiting associate professor at the University of California, Los Angeles. He is a member of the editorial review boards ofMultivariate Behavioral Research andJournal of Marketing Channels. He has published in theJournal of Marketing Research, Journal of Marketing, andManagement Science, among others. His research interests include the study of brand extensions, relationship marketing, strategic alliances, and television program scheduling. He received his Ph.D. in marketing from the University of Georgia. His current research interests include marketing strategy, strategic alliances, relationship marketing, and the implications of new technologies on business research and practice. He has published in various conference proceedings and theInternational Business Review.     

A General Method of Deriving the Inefficiencies of Banks from a Profit Function

This article develops a new method of estimating inefficiencies in joint production and shows that unlike the approaches utilized in the previous studies of inefficiency, this method maintains a consistent relationship between the error term of a profit function and the error terms of its price derivatives. A useful by-product of the method is a proof of a Hotelling-like lemma that relates stochastic input demand and output supply functions to stochastic profit functions. While the previous studies fit a single frontier to data on all firms, this paper estimates a frontier unique to every observed firm to allow each one to have a different potential of achieving maximal levels of profit. The new method is applied in the analysis of annual data, 1984–1989, for U.S. commercial banks. Both the analytical and numerical results of the paper show that the residual that the previous studies attribute to inefficiency includes the effects of excluded variables and of inaccuracies in the specified functional forms. Once accurate estimates of these effects are subtracted from the residual, the distortions in the measured inefficiencies should be considerably reduced. Consequently, this article considers how such estimates might be obtained.     

利用案例教学提高学生的动手分析能力

概括案例教学法的发展历史及其功能，总结和探索市场营销学课程案例教学的教学目的及有关操作流程，提出一些应注意的问题。     

低碳时代餐饮企业实施绿色管理与清洁生产研究

文章结合餐饮企业生产流程及排污特点,按照清洁生产原理,从提高资源利用率和减少环境污染出发,提出餐饮企业应强化绿色管理理念,实施全过程、全方位、全员参与的绿色管理,对餐饮企业实施清洁生产在生产设备、资源能源利用、环境管理方面提出技术要求。     

Modeling electric taxis' charging behavior using real-world data

Charging behavior is critical to the development and deployment of electric vehicle (EV) systems, given its impacts in EV adoption, the energy and environmental performance of EVs, potential load change to the electric grid, etc. However, the general characteristics of practical charging behavior have not been well studied. Existing studies are mostly based on travel data from conventional internal combustion engine vehicles, modeled with assumed and simplified charging scenarios. The use of public charging infrastructure is often neglected. Few studies evaluate real-world charging behaviors of EVs currently in operation using public charging stations. To address this gap, this study analyzes the data of 39,372 charging events from 129 unique electric taxis in Shenzhen, China to study the distributions of daily charging frequency, charging start time, and charging duration. The insights we learned from this study are: 1) the daily frequency for a vehicle to visit charging stations is unlikely to exceed five times; 2) the distribution of charging start time have multiple peaks and can be fitted with Gaussian Mixture Models; 3) charging duration is influenced by charging start time; and 4) charging dynamics can be modeled using the distributions of daily charging frequency, charging start time, and charging duration. Results from this study can inform charging behavior modeling for EVs and charging infrastructure development.     

A model of income,unemployment and inflation for the USA

A simple three equation macroeconomic model is developed to explain the dynamics of output, umemployment and inflation for the USA. The model is estimated, with the annual data, for 1946–1989. Insights gained through some recent developments are used to specify and estimate the model.