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Questions tagged [marketing]

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0
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1answer
18 views

Calculating expected tenure of a customer

In his How To Project Customer Retention, Fader computes the expected tenure of a customer according to $$E = \sum_{t=0}^{\infty}S(t)$$ where $S(t)$ is the Survival Function. From a purely ...
2
votes
1answer
54 views

What am I doing wrong in the derivation of Bass diffusion model?

I've been deriving Bass diffusion model and keep consistently finding a different result than Bass' original answer. To make things worse, every single link in the Google results page just copies the ...
2
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2answers
67 views

What are “the fundamental categories of economics”?

I had an introductory class in marketing last week, and the professor wanted to test our previous knowledge of economics (we are juniors). He asked us this simple question: "What are the fundamental/...
0
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1answer
20 views

Question related to conjoint analysis [closed]

I am studying for an exam in marketing, and there's the following sample question: The main reasons that people choose products in category X is: 1. Brand 2. Price. Where the importance ranking is 50%...
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0answers
26 views

What kind of benefit does price intransparency bring to the company?

What kind of benefit does price intransparency bring to the company except for some short-term gain due to the customer not researching enough before purchasing? E.g. When a company sets different ...
0
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0answers
19 views

What is “purchase synergy” from the customer's point of view?

On my slide, it says "Interrelationship due to purchase-related synergy effects". But what is "purchase-related synergy effects"? The slide is titled "establishing synergies within the product mix". ...
0
votes
1answer
28 views

What does “survey of panel” mean?

In one of my marketing slides it says: The diagnostic potential of micro test market is low because no survey of panel possible; the diagnostic potential of simulated test market is high. I think the ...
0
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1answer
14 views

What does pilot price mean in the context of marketing?

In my lecture slide, it is said to be one of the competition-based price determination. When I searched online, I was unable to find anything relevant.
1
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1answer
26 views

How product leaks before announcements affect a company economically?

It happens specially for well known companies (e.g. Apple, Garmin, etc.) that some features of their products leaks into the media before the announcement. I was wondering what are the economical ...
3
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3answers
72 views

Loss leader item definition

I've recently encountered the term "loss leader" for items. The definition is pricing an item at a discount for the purpose of increasing overall revenues. One example is Sony selling the PS4 at a ...
3
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1answer
201 views

What are the current economic theories of product advertising?

Are there any well known economic theory references about advertising? It seems you could think of advertising as imposing a negative externality on other producers or on consumers in that it takes up ...
1
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0answers
19 views

How to consolidate data for “single customer view”, what models to use for representing customer? [closed]

There is trend to arrive at "single customer view" - combine all the available quantitative and qualitative data about single customer. How to organize those data for using in prediction and anylsis? ...
0
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0answers
19 views

Direct selling business model: Prices doomed to be higher making them redundant in online business environment?

Are prices for end consumer doomed to be high under direct selling model because of so-called sponsors/upline that are given incentive for each purchase? It is well known that if MRP of a product is ...
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0answers
28 views

Healthcare based marketing?

I have a question related to marketing, specifically as it relates in the healthcare industry. I can't seem to find any boards that deals with it so I'm posting here as it is marketing and does have ...
0
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0answers
19 views

Why did Infiniti(Car Brand) became so omnipresent in East Europe Countries?

I recognized that in Eastern Europe, the Infiniti became very omnipresent in the upper class society. It became a symbol of prestige there. Why did it became so popular there, in contrast to the very ...
1
vote
0answers
36 views

The mathematical model of integrated marketing communications

I am trying to generalize the media buying problem, the first steps are to use media buying approach to several advertising channels at once. But there should be next steps as well. Are there works ...
3
votes
2answers
78 views

Large consumer goods companies not using advertising, and what their reasons are

Recently I've learned that Inditex (owner of Zara brand) is the biggest fashion group in the world and it's using almost no advertising at all. I would like to know more examples of such big ...
0
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1answer
61 views

Isolating single campaign effects over a sales series

I'm trying to wrap my head around the concept of advertising effectiveness and hit a wall when I tried to measure the quantitative effect of an advertising campaign on the sales tendency of a business....
6
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4answers
1k views

Are billboards beneficial for the economy? Why?

Billboards cost money to make and don't really seem to significantly benefit anyone other than billboard-makers. A company c putting up billboards presumably increases profits from the resulting ...