An Overview on Neural Network and Its Application

In this paper an overview on neural network and its application is focused. In Real-world business applications for neural networks are booming. In some cases, NNs have already become the method of choice for businesses that use hedge fund analytics, marketing segmentation, and fraud detection. Here are some neural network innovators who are changing the business landscape. Here shown that how the biological model of neural network functions, all mammalian brains consist of interconnected neurons that transmit electrochemical signals. Neurons have several components: the body, which includes a nucleus and dendrites; axons, which connect to other cells; and axon terminals or synapses, which transmit information or stimuli from one neuron to another. Combined, this unit carries out communication and integration functions in the nervous system. Keywords: Neurons, neural network, biological model of neural network functions

Cultural differences in gift recipients’ attitude and behavior toward disliked gifts

Purpose The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts. Design/methodology/approach Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift. Findings The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors. Research limitations/implications Future research can investigate representative groups from other countries to broaden the generalizability of the findings. Practical implications This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition. Originality/value This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

Tourism Business in a VUCA World: Marketing and Management Implications

In the context of modern management, we referred to the re-creation of tourism products, modification of segments, and directions of marketing tourism enterprises and destinations development. The COVID-19 crisis should thus be seen as an opportunity to critically reconsider tourism’s growth trajectory, and to question the logic of more arrivals implying greater benefits. As a result of the COVID-19 pandemic, the tourism industry went from over-tourism to ‘no tourism’. We paid attention to the implementation of the EFE concept (education, flexibility, empathy) and the necessary marketing segmentation. This manuscript aims to further develop the understanding of the marketing involvement for tourism business in a volatile, uncertain, complex, and ambiguous (VUCA) world. Implications for future research are also presented.

GENDER, ALCOHOL CONSUMPTION AND HOUSEHOLD CONFLICTS: A QUALITATIVE RESEARCH IN A CHRISTIAN MINORITY GEOGRAPHY

The purpose of this paper is to investigate whether gender has an influence on alcohol consumption and household conflicts in the West African geography. The research design complies with the exploratory research one, with a constructivist epistemological posture. It is a qualitative approach and with a triangulation of research tools. The results show that male gender has more influence on alcohol consumption and conflicts than the female gender. However, it is noticed that household conflictual situation involves intergenerational conflicts, intra-gender conflicts and inter-gender conflicts. The findings pratically imply that there should be a segmentation, creativity and innovation in the beverage market in order to meet consumers’core needs and real expectations. There must be a particular marketing segmentation consideration by taking into account the consumer’s gender in term of consumption as well as each gender’s role and responsibilities in the society. The original value of this research is that it is an exploratory research that shows the effects of gender on the relations between alcohol consumption and household conflicts in the West African context. Keywords: Gender, Alcohol consumption, Household conflicts.

Adopting Managerial Marketing Strategies To Revive The Declining Position Of Industries In The State(Experience Of Borno State)

The research work was conducted to find out on the adopting of managerial marketing strategies to revive the declining position of industries in the state, The study will help Borno state industries to identify the marketing style/ marketing strategies on day to day activities on managing it industries in the state the research also reveal that the marketing strategies and marketing logic that will be use to attract more prospective customers to patronize Borno state industries goods , Base on the finding, it was reveal that Borno state government need to invest a higher amount of money to boost the economic standard of state, create more job opportunity to the teeming youth of state, and also attract foreign direct investors for the survival of the industries of the state, all the industries need to adopt PS of marketing mix programme, marketing segmentation, packaging branding vertical marketing system and horizontal marketing system, price of product fixing policy, distribution channels, method of advertising channels product life cycles stages and the rest. Borno state industries to move out of these economic recession all the industries most adopts managerial marketing strategies for the revival of Borno industries.

3. Segmentation, targeting, and positioning, and the role of branding

This chapter assesses marketing segmentation, targeting, and positioning, and considers the role of branding. Marketing segmentation ensures that the organization’s resources are directed at the customer segments that are going to provide the best returns. The four generic segmentation methods that are commonly used to group customers by their overall characteristics are described as: geographic, demographic, psychographic, and behavioural. Positioning concerns the act of designing the organization’s offering so that it occupies a distinct position within its customers’ minds. Meanwhile, the four types of targeted marketing strategies of undifferentiated, differentiated, focused, and customized are explored. Lastly, the importance of brand (an intangible asset of the organization that embodies their values) to marketing efforts is discussed.

Insights into Classic Theatre Market Segments

Marketing segmentation is one of the key strategic elements in marketing planning that helps identifying key consumer groups and their characteristics and enables the adaptation of marketing strategies to different target consumers. The aim of this paper is paper aims to segment classic theatre audiences based on their attendance frequency and identify major socio-demographic characteristics of each segment. A self-completion questionnaire was developed upon analysis of previous studies and was distributed to the population in an area of about 50 km around Osijek. The research was conducted on a convenient sample, using an in-person method in two different intervals: in the first interval, research was conducted on young respondents (18-34), and in the second interval, research was conducted on adult respondents (age 35+). Altogether 1315 participants took part in the research. Statistical techniques of univariate analysis (frequency distribution and central tendency measures), ANOVA, and two-step cluster analysis were used.The results of the study have identified six classic theatre segments: young theatre friends, young theatre acquaintances, young theatre strangers, adult theatre friends, adult theatre acquaintances, adult theatre strangers. Each segment is described in detail by their geographic (distance from the venue), demographic (age, income, marital status, education, employment) and psychographic characteristics (social activities, free time spending, and informing gathering about classic theatre offer) characteristics. The research results emphasized the differences in classic theatre audiences, which calls for continuous market segmentation in order to ensure timely recognition of consumer trends and changes in preferences. This would enable theatre management to adapt and implement adequate marketing initiatives and strategies.

Lay Theories of Manipulation: Do Consumers Believe They are Susceptible to Marketers’ Trickery?

Marketers know that persuasion is very hard. So, why are consumers determined that marketers can manipulate them? Across five studies, we show that the beliefs about marketing manipulation have deep psychological roots: Consumers higher in motivations to make sense of their environments tend to not only detect persuasion where it exists, but also where there is none. Such beliefs can be weakened when consumers think of themselves (vs. other consumers) in persuasion situations (study 3) and read concrete (vs. abstract) descriptions of these situations (study 4), but only in consumers with low sense-making drives. Whereas higher sense-making motives manifest in greater false-positive manipulation detection, corresponding abilities negatively affect false-positives and result in more accurate persuasion detection (study 5). The studies also revealed how manipulation beliefs are related to conspiracy ideation, personality traits, beliefs about free will, gender, and age. Implications for marketing segmentation and strategies for attenuating false-positive manipulation detection are discussed.

The Fears of Being Infected by the COVID–19 Virus in Canada: A Look At Germophobes, Crowd-Averse, Fearless and Other Population Segments

The fear of being infected by the COVID-19 virus is widespread in the Canadian population. This study examined the COVID-19 virus infection fears in a survey sample of 4,200 adult Canadians aged 15 years old and over during the confinement period of June 21-26, 2020 and collected by Statistics Canada. A marketing segmentation analysis was carried out using a roster of 13 perceived health risks items leading to the identification of typical fears and the profiling of five major segments present in the Canadian adult population: "Germophobes" (7%), "Crowd-Averse" (34%), "Fearless" (17%), "Outside "Bubble"-Averse" (18%), and ""Nursing Homes-Averse" (24%). Health risk items included a wide range of preoccupations such as visiting retirement homes, travelling by car or airplane, attending public events, shopping, eating out, seeing doctors and/or participating in sports or gyms. The five population segments were identified using a combination of principal component and k-means cluster statistical analysis. Marketing segmentation is a useful tool for decision makers to categorize population members and, by doing so, facilitate better public campaigns, help design messages, and implement changes that can promote more efficient ways to deal with the various societal consequences of the COVID-19 confinement.