scholarly journals Optimal Promotional Effort Policy in Innovation Diffusion Model Incorporating Dynamic Market Size in Segment Specific Market

2020 ◽  
Vol 5 (4) ◽  
pp. 682-696
Author(s):  
Sunita Mehta ◽  
Kuldeep Chaudhary ◽  
Vijay Kumar
Keyword(s):  
Market Segmentation ◽  
Solution Procedure ◽  
Control Model ◽  
Market Size ◽  
Target Market ◽  
Rate Parameter ◽  
Promotional Effort ◽  
Segmented Market ◽  
Optimal Dynamic ◽  
Promotional Strategies

Due the increasing globalization of market and diverse consumer groups, market segmentation becomes an ever more important concept in current market scenario. After market segmentation, firms use the available promotional strategies to target market. In this paper, we present a model of determining the optimal dynamic promotional policies for a product in segmented market incorporating dynamic market size, where sales is assumed to be evolved through mass and differentiated promotion. Mass promotional effort is allowed in whole market with a fixed spectrum for each segment while differentiated promotion is targeted to each segment independently. The optimal promotional effort policy for each segment is obtained by applying maximum principle. Numerical illustrations are provided to show the effectiveness of the proposed method and solution procedure by discretizing the optimal control model. Furthermore, sensitivity analysis of the discount rate parameter is carried out and presented.

scholarly journals EFFECT OF REPEAT PURCHASE AND DYNAMIC MARKET SIZE ON DIFFUSION OF AN INNOVATIVE TECHNOLOGICAL CONSUMER PRODUCT IN A SEGMENTED MARKET

2014 ◽  
Vol 20 (1) ◽  
pp. 97-115 ◽  
Author(s):  
Sugandha Aggarwal ◽  
Anshu Gupta ◽  
Kannan Govindan ◽  
P. C. Jha ◽  
Ieva Meidutė
Keyword(s):  
Real Life ◽  
Consumer Products ◽  
Diffusion Models ◽  
Market Size ◽  
Promotion Strategy ◽  
Marketing Environment ◽  
Potential Market ◽  
Dynamic Potential ◽  
Segmented Market ◽  
Promotional Strategies

This study develops diffusion models for technological consumer products under the marketing environment when a product is marketed in a segmented market and observes two distinctive promotional strategies of mass and differentiated promotion; an under explored study area. Mass promotion strategy creates a spectrum effect in market with an aim to create wider product awareness and influence the market size. Whereas the differentiated promotion strategy plays major role in external influence component in the respective segment and target for adoption by the current potential segment. Previous studies on segmented diffusion models assumed only first time purchase and constant market size which may yield underestimated results and fail to give appropriate insight of the diffusion process. The study develops and validates generalized diffusion models for segmented market incorporating the repurchase behaviour of the adopter population and dynamic potential market size considerations. Performance of the proposed models is analysed on real life data for a new product marketed in four segments and compared with the previous study.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Using the Demographic Health Survey wealth index to create family planning market segments based on absolute income levels

2020 ◽  
Vol 5 (9) ◽  
pp. e002450
Author(s):  
Nicole Bellows ◽  
Michelle Weinberger ◽  
Meghan Reidy
Keyword(s):  
Family Planning ◽  
World Bank ◽  
Health Survey ◽  
Market Segmentation ◽  
Low Income ◽  
Wealth Index ◽  
Market Size ◽  
Household Asset ◽  
Poverty Lines ◽  
Size Estimates

Family planning market segmentation approaches typically include analysis by wealth, particularly when considering whether individuals can afford out-of-pocket expenses in the private sector. Most commonly, this is done using the Demographic and Health Survey (DHS) wealth index, which uses a relative approach by summing household asset questions and categorising respondents into five groups from poorest to wealthiest within a country. In addition, the use of absolute measures, such as segmenting populations based on whether one lives below or above the International Poverty line, defined by the World Bank as US$1.90 per person per day, may provide further useful insights when designing strategies to ensure access to family planning. While such measures are not readily available in the DHS, a simple approach can be used to combine the wealth index and World Bank poverty lines to generate an absolute measure for an additional perspective when conducting family planning market segmentation. Family planning market size estimates were made for 24 low-income countries using wealth quintiles and World Bank poverty lines. The results show large variations in market size based on what measure is used, particularly for countries with a high density of poverty. Looking at both types of measures and understanding the reasons for the differences in market size estimates between the approaches can help lend a more nuanced understanding of the distribution of wealth and income in a country, leading to improved family planning market segmentation and ultimately to ensure more women have access to a method of their choice.

Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs

2020 ◽  
Vol 57 (3) ◽  
pp. 422-444
Author(s):  
Jia Liu ◽  
Asim Ansari
Keyword(s):  
Decision Making ◽  
Programming Model ◽  
Dynamic Decision Making ◽  
Loyalty Programs ◽  
Competitive Environment ◽  
Decision Strategies ◽  
Optimal Dynamic ◽  
Optimal Action ◽  
Promotional Strategies

The authors develop an incentive-aligned experimental paradigm to study how consumer purchase dynamics are affected by the interplay between competing firms’ loyalty programs and their pricing and promotional strategies. In this experiment, participants made sequential choices between two competing airlines in a stylized frequent traveler task for which an optimal dynamic decision policy can be numerically computed. The authors find that, on average, participants are able to partially realize the long-term benefits from loyalty programs, though most are sensitive to price. They also find that participants’ preferences and levels of bounded rationality depend on the nature of the competitive environment, the particular state of each decision scenario, and the type of optimal action. Accordingly, the authors use an approximate dynamic programming model to incorporate boundedly rational decision making. The model classifies participants into five segments that exhibit variation in their performance and decision strategies. Importantly, they find that participants are able to adapt their decision strategies to the environment they face, and thus the overall market outcome and the performance of each firm are influenced by both the competitive environment and the assumption on the extent of consumer optimality.

A Portfolio Approach for the Forest Asset Dynamic Management under Stochastic Timber Price and Growth

2013 ◽  
Vol 295-298 ◽  
pp. 2338-2342
Author(s):  
Jian Wu Xiao ◽  
Hong Zhai
Keyword(s):  
Forest Management ◽  
Stochastic Control ◽  
Optimal Strategy ◽  
Commodity Price ◽  
Control Model ◽  
Dynamic Management ◽  
Dynamic Strategy ◽  
Optimal Dynamic ◽  
Portfolio Approach ◽  
Timber Growth

Considering the valuation of forest stands based on revenue from wood sales, concession policy (such as carbon subsidies) and associated costs, the paper focuses on the stochastic control model to study the forest asset dynamic management. The key contribution is to find the optimal dynamic strategy about harvesting quantity in the continual and multiple periods in conditions of stochastic commodity price and timber growth by using portfolio approach. Finally, an analytical optimal strategy is obtained to analyze the quantification relations through which some important conclusions about the optimal forest management can be drawn.

Comparatively Study Renting and Purchasing Carbon Subsidies Schemes on Portfolio and Stochastic Control Theory

2013 ◽  
Vol 869-870 ◽  
pp. 1029-1033
Author(s):  
Jian Wu Xiao ◽  
Ming Jun Jiang ◽  
Hong Zhai
Keyword(s):  
Control Theory ◽  
Stochastic Control ◽  
Commodity Price ◽  
Control Model ◽  
Stochastic Control Theory ◽  
Dynamic Strategy ◽  
Negative Effect ◽  
Optimal Dynamic ◽  
Timber Growth

Applying the portfolio and stochastic control theory, the paper comparatively considers tow carbon subsidies schemes: Renting and Purchasing, and focuses on the rental scheme to present a stochastic control model and obtain an analytical optimal dynamic strategy about harvesting quantity in conditions of stochastic commodity price and timber growth. Through contrasts, the conclusion shows that government will pay less under the rental scheme than under the purchasing scheme for the same negative effect on harvesting quantity.

scholarly journals PARALLEL IMPORTS, MARKET SIZE AND INVESTMENT INCENTIVE

2009 ◽  
Vol 54 (02) ◽  
pp. 167-181 ◽  
Author(s):  
ALFONS PALANGKARAYA ◽  
JONGSAY YONG
Keyword(s):  
Control Model ◽  
Market Development ◽  
Market Size ◽  
Parallel Imports ◽  
Investment Incentive ◽  
Vertical Control

This paper proposes a vertical control model that features two-part tariff pricing, leader-fringe-follower competition, and investment to characterize the conditions under which parallel imports will (or will not) occur when such activities are legally permitted. In addition, we analyze the effects of parallel imports on the incentive of an authorized distributor to invest in market development. We find that parallel imports cannot arise if the target and the source market either differ too greatly or are too similar in size. Two results are worth emphasizing. First, parallel imports can arise even if the IP owner has the ability to deter parallel imports. Second, the presence of parallel imports and even the threat posed by parallel imports can reduce the domestic distributor's market development investment.

scholarly journals IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers

2021 ◽  
Vol 18 (19) ◽  
pp. 10551
Author(s):  
Carla J. Berg ◽  
Lorien C. Abroms ◽  
Hagai Levine ◽  
Katelyn F. Romm ◽  
Amal Khayat ◽  
...  
Keyword(s):  
Young Adults ◽  
Tobacco Product ◽  
Target Market ◽  
Direct To Consumer ◽  
Tobacco Regulation ◽  
The Us ◽  
Potential Impact ◽  
Promotional Strategies ◽  
And Behavior ◽  
The Impact

IQOS, the leading heated tobacco product globally, recently received ‘reduced exposure’ authorization from the US Food and Drug Administration. Independent research focusing on IQOS marketing and potential impact on consumers’ perceptions and behavior, and ultimately public health, is critical. The literature to date has underscored several concerns. First, Philip Morris’s (PM’s) marketing distribution requires scrutiny, particularly given its innovative promotional strategies. For example, IQOS is distributed via unique points-of-sale (POS; e.g., specialty and pop-up stores, “corners” in convenience stores) and uses various other opportunities (e.g., social media, sponsored events, direct-to-consumer). Second, although PM claims that IQOS’ target market is current combustible tobacco users and not young people, the literature indicates that in some populations, IQOS use is equally prominent among smokers and nonsmokers, and that specific subgroups (e.g., young adults, women) are targeted. Third, the impact of IQOS’ use of ad content promoting IQOS health benefits must be studied (e.g., how consumers interpret modified exposure messages). In conclusion, surveillance of IQOS marketing, particularly following reduced exposure authorization, is critical for obtaining valuable data to estimate population impact, particularly among population subgroups (e.g., young adults), and inform future tobacco regulation. These considerations have implications beyond IQOS—to other products and companies.

scholarly journals De callcenterbranche in de Nederlandse arbeidsmarkt en arbeidsverhoudingen

2006 ◽  
Vol 22 (1) ◽  
Author(s):  
Andries de Grip ◽  
Inge Sieben ◽  
Danielle Van Jaarsveld
Keyword(s):  
The Netherlands ◽  
Labour Market ◽  
Market Segmentation ◽  
Call Center ◽  
Dual Nature ◽  
Labour Relations ◽  
Labour Market Segmentation ◽  
Segmented Market ◽  
House Call ◽  
Collective Labour Agreement

The callcenter sector in the Netherlands' labour market and labour relations The callcenter sector in the Netherlands' labour market and labour relations In this article, we analyze whether the Dutch labour market for callcenter agents is a segmented market, and whether this is related to the need to have a flexible workforce. Moreover, we discuss the degree to which labour market segmentation is embedded in Dutch labour relations. Both the results of our survey among callcenter managers and the additional qualitative information we derived from several case-studies reveal that the Dutch labor market for callcenter agents is a secondary labour market. Moreover, we find evidence that within this secondary segment, further segmentation exists between in-house callcenters and subcontractors, where the latter offer less attractive jobs. The duality of the labour market for call center agents is strongly related to callcenters' flexibility needs. This dual nature of the labour market is also reflected in labour relations. Agents employed in in-house call centers are more likely to be covered by their firm's or sectoral Collective Labour Agreement (CLA), whereas subcontractors have created a new sector of industry with its own CLA that covers all subcontractors by law. Compared to other countries, this regulation of labour relations is unique. However, the recent CLA between the subcontracting callcenters employers' organization, and a new union of Telecom workers shows that a CLA in a sector of industry that employs its workforce in the lower tier of a secondary labour market may have repercussions for Dutch labour relations.

scholarly journals ASPEK PEMASARAN

2021 ◽  
Author(s):  
Muh. Ridwan Taha
Keyword(s):  
Small Business ◽  
Market Segmentation ◽  
Swot Analysis ◽  
Net Present Value ◽  
Marketing Mix ◽  
Target Market ◽  
Internal Rate Of Return ◽  
Present Value ◽  
Market Positioning ◽  
Financial Aspect

This study analyzes the aspects of market, marketing, and finance of the small business of traditional snack industries. Analysis on these aspects is required in order to determine the feasibility of business development of small business of traditional Bangka snack industries. This study uses quantitative and qualitative analysis to analyze aspects of market, marketing and finance. For the market aspects, there are analyses of demand, supply and market forms. For the marketing aspects, there are analyses of market segmentation, target market, market positioning, SWOT analysis, competitor and marketing mix, while for the financial aspect there are analyses of Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period, Profitabilty Index (PI) .Keywords: Bangka snack industries, Aspect of Market, Marketing and Finance.

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