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Search Results: 1 - 10 of 7024 matches for " Market Segmentation "
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An Empirical Study of Container Terminal’s Service Attributes  [PDF]
Jing Lu, Xiaoxing Gong, Lei Wang
Journal of Service Science and Management (JSSM) , 2011, DOI: 10.4236/jssm.2011.41013
Abstract: This paper empirically evaluates container terminal service attributes from shipping lines and shipping agencies’ perspective. Some methods are applied for study, such as Internal-Consistency Reliability, Factor Analysis, Cluster Analysis, Importance-Satisfaction Analysis and analysis of variance. The results suggest that customers perceive reliability of the agreed vessel sailing time to be the most important container terminal service attribute, followed by custom declaration efficiency, loading and discharging efficiency, port cost and berth availability. While quality of port facility is the most satisfactory service attribute. Based on the concept of market segmentation, we employed cluster analysis to classify customers of container terminal into three segments, namely port cost oriented firms, port facilities and equipments oriented firms, and service efficiency and IT service oriented firms. Theoretical and practical implications of the research findings are discussed.
Market Segmentation for Mobile TV Content on Public Transportation by Integrating Innovation Adoption Model and Lifestyle Theory  [PDF]
Chi-Chung Tao
Journal of Service Science and Management (JSSM) , 2008, DOI: 10.4236/jssm.2008.13026
Abstract: An integrated approach based on innovation adoption model and lifestyle theory for customer segmentation of mobile TV content on public transportation using multivariate statistical analysis is proposed. Due to high daily trips and dif-ferent train types Taiwan Railway Administration is chosen as the case study. Firstly, the content of mobile TV on the train are identified as the segmentation variable and key factor facets for mobile TV content are renamed by using fac-tor analysis. Then, the cluster analysis is used to classify customer groups which are named by analysis of variance (ANOVA) and market segmentations are described with demographic, lifestyle and train patronage variables by using cross analysis and Chi-squared independence tests. Finally, this paper discusses empirical results to provide valuable implications for better mobile TV content marketing strategies in the future.
Study on the Spillover Effect of Tourism Flow Based on the Customer Market Segmentation—Take the Business Travel Market in Guangdong Province as an Example  [PDF]
Yi Liu, Jiaping Lin
Modern Economy (ME) , 2018, DOI: 10.4236/me.2018.95064
Abstract: In the open economic system, the factors that affect the development of regional tourism are more influenced by the level of tourism development in other regions, and show the spatial spillover effect of tourism activities. In this paper, the problem of the spillover effect of tourist flows based on customer market segmentation is solved. Through this study, the following conclusions are drawn: there is a significant spatial spillover effect on the overall tourism flow of the business tourist market in Guangdong province, but the spillover effect is negative, which is represented by the competition substitution effect. The tourism development of different cities in Guangdong province is similar to that of tourism development. The tourism flow of business tourists in Guangdong province has distinctive features and purpose.
Research on the Marketing Strategy of New Energy Vehicles in SL Company  [PDF]
Jihua Zhang, Rong Wang
American Journal of Industrial and Business Management (AJIBM) , 2019, DOI: 10.4236/ajibm.2019.92020
Abstract: New energy vehicle is a technological revolution in the automotive industry, which has changed the pattern of the original automotive industry to a certain extent. Nowadays, energy consumption and environmental pollution are becoming more and more serious, therefore new energy vehicles are becoming the trend of future industry development. Governments spare no efforts to promote new energy vehicles. In the case of its broad market prospects, the market gives new energy automotive enterprises a cold response. In addition to the heading companies, such as Tesla, small new energy automobile companies are still struggling to increase market share. Based on this, this paper mainly focuses on the marketing strategy of SL New Energy Automobile Company. Firstly, we overview the marketing theory, and introduce the SL new energy automobile company. Then we use PEST (Politics, Economy, Society, Technology) and SWOT (Strengths, Weaknesses, Opportunities, Threats) to analyze the macro and micro environment of SL company. Then we use STP (Segmentation, Targeting, Positioning) to decide the target market selection and positioning. Finally, we put forward the marketing strategy from the four aspects of SL company’s product, price, place and promotion. Through this paper, we hope to have better marketing suggestions for enterprise managers, and hope to help the new energy automobile enterprise to promote market share.
Marketing of the Magnesite Industry in Slovak Republic
Csikósová Adriana
Acta Montanistica Slovaca , 2000,
Abstract: The reserve base is 3400 million tonnes of magnesium content. Identified world resources of magnesite total some 12 billion tonnes, and there are also large resources of magnesium-bearing substitutes such as dolomite, brucite and olivine. Furthermore, magnesium compounds can be recovered economically from well and lake brines and from sea water. The latter, which contains 0,13% by weight of magnesium, is a major source of metal and compounds. The article analysis the production possibilities of Slovak magnesite industry The object of this article are the external elements and the possibilities of survival of the Slovak magnesit industry.
Market Segmentation of 92 Arab Banks  [PDF]
Suzanne Charbaji
Open Journal of Accounting (OJAcct) , 2017, DOI: 10.4236/ojacct.2017.63006
Abstract: The aim of this paper is to conduct market segmentation of Arab banks and suggest a model to classify them into cohesive segments on the basis of their financial ratios as a guideline for future consolidation. Twelve financial ratios taken from Bankscope Database have been retrieved for 92 Arab banks for the year 2015. In view of the sensitivity of multivariate analysis to the normality assumption, it was decided to use the common log transformation. Factor analysis is used as a data reduction technique to find twelve financial ratios. Cluster analysis is then used to separate the 92 Arab banks into five different performance groups (segments). Multi-discriminant statistical analysis is used to answer the question: can a combination of financial ratios be used to predict bank’s group membership? Findings of the study show that multidiscriminant analysis reveals that coverage ratio, profitability and efficiency separate the groups more widely than other financial ratios. The classification matrix shows that 98.9% of original banks are correctly classified. What’s more, to go after a more efficient risk policy, this paper recommends merging big banks with small Arab banks that are less profitable, less efficient, and in weaker condition than their non-acquired peers in addition to merging huge banks operating in different Arab countries. Results of this study should provide insight for future researchers. Also, this piece of research bridges the gap between financial ratio analysis and multivariate statistical analysis for Arab banks.
Rompiendo la tradición: De describir la conducta de compra a comprender al consumidor
Vélez Zapata,Claudia Patricia;
Pensamiento & Gestión , 2008,
Abstract: this article proposes a shift of paradigm that takes to the specialists to change its traditional form to learn and to teach the marketing based on the description of the purchase conduct that has taken to useless efforts and without sense. in its place, an anthropological boarding that allows understanding the consumer in its true conditions of existence is set out.
Sandálias Kenner
Borelli, Fernanda Chagas;Hemais, Marcus Wilcox;Dias, Pedro Ivo Rogedo Costa;
Revista de Administra??o Contemporanea , 2012, DOI: 10.1590/S1415-65552012000100010
Abstract: this case describes the story of kenner, a company that traditionally focused only on its product and is now realizing that its target market has changed drastically: from young higher-income consumers they are now lower-income consumers. because of the excessive care with product quality, part of the company did not accept this new consumer, believing that the original consumer of the product should be their target market. as part of the restructuring of the company, in 2007 a marketing department was created, concerned with getting to know its consumers and their preferences better. in 2009, the year the case is set, the image of the company still appeared to be defined by its consumers, being associated with criminals, guns, drugs and violence. it was necessary to take control of the situation and decide on the market positioning the company would adopt. but before this, it was necessary to decide what the company’s target market would be. the case invites the reader to analyze the company’s situation and present and evaluate different alternatives in order to debate concepts of market segmentation, target market decisions and market positioning, as well as decisions related to the marketing mix.
Teaching Cases in Management: Sandálias Kenner
Fernanda Chagas Borelli,Marcus Wilcox Hemais,Pedro Ivo Rogedo Costa Dias
Revista de Administra??o Contemporanea , 2012,
Abstract: This case describes the story of Kenner, a company that traditionally focused only on its product and is now realizing that its target market has changed drastically: from young higher-income consumers they are now lower-income consumers. Because of the excessive care with product quality, part of the company did not accept this new consumer, believing that the original consumer of the product should be their target market. As part of the restructuring of the company, in 2007 a marketing department was created, concerned with getting to know its consumers and their preferences better. In 2009, the year the case is set, the image of the company still appeared to be defined by its consumers, being associated with criminals, guns, drugs and violence. It was necessary to take control of the situation and decide on the market positioning the company would adopt. But before this, it was necessary to decide what the company’s target market would be. The case invites the reader to analyze the company’s situation and present and evaluate different alternatives in order to debate concepts of market segmentation, target market decisions and market positioning, as well as decisions related to the marketing mix.
Um exercício de desconstru??o do conceito e da prática de segmenta??o de mercado inspirado em Woody Allen
Francisco Bertinetti Lengler, Jorge;Milano Falc?o Vieira, Marcelo;Costa Fachin, Roberto;
Revista de Administra??o de Empresas , 2002, DOI: 10.1590/S0034-75902002000400009
Abstract: market segmentation is a powerful marketing tool frequently used to support decision-making in organizations. in this paper we aim at analyzing some elements not always evident when one deals with market segmentation as a hegemonic discourse. we base our analysis in woody allen's “deconstructing harry”, which allows the understanding of the deconstruction of market segmentation concept and practice based on gender and race. such a purpose is supported by derrida (1999) who tells us that every concept, word or lexical meaning is subject for deconstruction. moreover, the hypothesis that both concept and practice of market segmentation hide unrevealed meanings, voices and social actors is central in our analysis.
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