Thesis (M.S.)--Massachusetts Institute of Technology, Alfred P. Sloan School of Management, 1980. / MICROFICHE COPY AVAILABLE IN ARCHIVES AND DEWEY / Bibliography: leaves 74-75. / by Peter Manning Guadagni. / M.S.

The second marketing model addresses interpretation issues of traditional multiple dimensional scaling (MDS) model, and has three key features. First, it can provide an explicit meaning to each dimension. Second, it can directly provide a link between brand positions and brand attributes, so that marketing mix can be designed to optimize share or profit. Third, for a case of n brands and m product attributes, we only need to estimate m nonzero parameters to represent all brand positions in the reduced space of d dimensions where d < m. The model is applied to a real data set of thirty four cars and nine attributes. Empirical findings suggest that the proposed model is a viable alternative to existing methods. / This thesis proposes two marketing models. The first model is a multiple criteria ranking (MCR) model. It proposes a consensus approach to solve multiple criteria ranking problems. Marketing decisions frequently involve ranking various subjects using multiple criteria. However, it is difficult to have acceptance from all subjects. The proposed multiple criteria ranking model allows each subject to have a "say" in the evaluation process. All subjects together resolve their conflicts through voting so that consensus ranking can be derived under the majority rule principle. The new ranking procedure can be formulated as a series of mathematical programming models, and illustrated with two cases. First, ranking the research performance of thirty one marketing scholars according to their publications in four leading marketing journals. Second, ranking the performance of one hundred information technology companies. / Lam Pong Yuen. / "June 2000." / Added t.p. in Chinese. / Director: Lau Kin Nam. / Source: Dissertation Abstracts International, Volume: 61-08, Section: A, page: 3259. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2000. / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest Information and Learning Company, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstracts in English and Chinese. / School code: 1307.

No description available.

This study recognises that both metrics and innovation lead to superior performance. It explores the marketing activities and processes followed by innovative companies, in particular those involving customers, and proposes the key metrics aligned to these; thereby formalising marketing’s role in the innovation process. Qualitative expert-interviews were done using the Critical Incident Technique; 11 professionals from a South African company, recognised for its innovation, were asked to share their personal experiences of a recent company innovation. The findings highlight the value of a strong corporate culture of collaboration and inclusion, as well as an unwavering focus on creating value for the client, and conclude by proposing a finite marketing dashboard of 12 metrics that align people and processes as key indicators of success to guide the marketer during the innovation process. / Dissertation (MBA)--University of Pretoria, 2013. / lmgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Call number: LD2668 .T4 1984 H633 / Master of Science

Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: Marketing has long been seen as a qualitative discipline following a rather soft approach. This, in many circumstances, resulted in a loss of marketing's credibility against other more quantitative managerial disciplines. Out of this plight, numerous marketing practitioners and experts during the past two decades have developed ways to prove that marketing can indeed be quantifiable. Born were the theories of marketing metrics as tools to make marketing measurable and, thus, to justify its existence. As can be assumed, in most organisations, the existence of the marketing discipline is not threatened; yet, an increased importance is placed on the fact that marketing expenditure is located wisely and efficiently in order to make a contribution to bottom line. This is particularly significant for small and medium sized enterprises (SMEs) which typically have only small marketing budgets and dispose of limited marketing expertise. The purpose of this study is to examine whether such a medium sized enterprise, the Tepass + Seiz KG, a German group of car dealerships, shows a marketing behaviour typical for that of an SME and does not use a sophisticated system of marketing metrics to measure the efficiency of its marketing activities. Primarily, a literature review was performed to illustrate the role of marketing metrics within large corporations and smaller enterprises and to shed light to the typical marketing behaviour of SMEs. The subsequent examination of the Tepass + Seiz KG and its marketing performance measurement system was built onto the findings of that review. The study was conducted, following a single case study strategy with the use of in-depth interviews to collect the data. The analysis illustrated that the Tepass + Seiz KG, even though conducting numerous different marketing activities, shows a marketing behaviour typical for a medium sized enterprise and that it does not measure its marketing activities efficiently. Consequently, recommendations on how to improve its measurement systems were made and various marketing metrics were introduced and suggested for implementation. The development of a stringent marketing strategy in addition to the metrics recommended was found to be a necessary further step towards a sophisticated marketing management within this enterprise. / AFRIKAANSE OPSOMMING: Bemarking word lank reeds beskou as 'n kwalitatiewe dissipline met 'n taamlike sagte aanslag. Dit het onder vele omstandighede gelei tot 'n verlies aan geloofwaardigheid vir bemarking vergeleke met ander meer kwantitatiewe bestuursdissiplines. As gevolg hiervan het baie bemarkingspraktisyns en bemarkingskundiges oor die afgelope twee dekades maniere ontwikkel om te bewys dat bemarking inderdaad kwantifiseerbaar kan wees. Daaruit is die teorieë van bemarkingsmaatstawwe gebore as 'n instrument om bemarking meetbaar te maak en om sodoende die bestaan daarvan te regverdig. Daar kan aanvaar word dat die bestaan van die bemarkingsdissipline in die meeste organisasies nie bedreig word nie; nogtans word al meer klem gelê op die feit dat bemarkingsuitgawes slim en doeltreffend aangewend moet word om 'n bydrae tot winsgewendheid te lewer. Dit is veral belangrik vir klein en mediumgrootte ondernemings (KMO's), wat gewoonlik oor slegs klein bemarkingsbegrotings en beperkte bemarkingskundigheid beskik. Die doel van hierdie navorsingstudie was om te ondersoek of so 'n mediumgrootte onderneming, die Tepass + Seiz KG, 'n Duitse groep van motorhandelaars, bemarkingsgedrag tipies van 'n KMO toon en nie gebruik maak van 'n gesofistikeerde stelsel van bemarkingsmaatstawwe om die doeltreffendheid van sy bemarkingsaktiwiteite te meet nie. Daar is primêr 'n literatuuroorsig uitgevoer om die rol van bemarkingsmaatstawwe binne groot korporasies en kleiner ondernemings te illustreer en om lig te werp op die tipiese bemarkingsgedrag van KMO's. Die daaropvolgende ondersoek van die Tepass + Seiz KG en die metingstelsel vir sy bemarkingsprestasie is gebou op die bevindings van die literatuuroorsig. Die studie is uitgevoer volgens die strategie van 'n enkele gevallestudie met die gebruik van in-diepte onderhoude om die data in te samel. Die ontleding het aangetoon dat die Tepass + Seiz KG, hoewel daar baie verskillende bemarkingsaktiwiteite uitgevoer word, die tipiese bemarkingsgedrag van 'n mediumgrootte onderneming uitvoer en nie sy bemarkingsaktiwiteite doeltreffend meet nie. Gevolglik is aanbevelings gedoen oor hoe metingstelsels verbeter kan word en verskeie tipes bemarkingsmaatstawwe is voorgestel vir implementering. Daar is bevind dat die ontwikkeling van 'n streng bemarkingstrategie bykomend tot die aanbevole maatstaf 'n noodsaaklike verdere stap is vir gesofistikeerde bemarkingsbestuur binne hierdie onderneming.

Thesis (MBA)--Stellenbosch University, 2012. / Marketing managers are increasingly being held accountable for measuring value adding related to marketing expenditure. The increasing trend of specialisation in the business environment has resulted in increasing efficiencies in work practices and therefore increased the knowledge associated with each function. It was the purpose of this study to demonstrate the fundamental need for marketing measurement and marketing metrics in the franchise restaurant business. It furthermore demonstrated the importance of the alignment of marketing metrics with marketing strategy. The study highlighted the necessity of aligning marketing metrics with the marketing strategies used by a South African franchise restaurant business. This study addressed the need for measuring marketing initiatives by applying marketing metrics as a method to measure the marketing effectiveness of Maxi’s, a SMME restaurant franchise group in South Africa. This study was based on exploratory research and the basis of collecting the data was by means of interviews, as well as documentary secondary data, therefore the data analysis followed both qualitative analysis and quantitative analysis approaches. The analysis showed that the main marketing activity of Maxi’s was the six weekly promotions on specific products. The promotions normally included a breakfast and a lunch special. Maxi’s made use of various advertising media to market the promotion campaigns, including television campaigns, billboards, print advertising in the form of table talkers and pamphlets and internet advertising. Maxi’s applied a number of marketing metrics to measure effectiveness of their marketing spent. The metrics recommended in this research report supplied them with a better range of metrics, in order to improve the effectiveness of their marketing measurement. This research report is of value to academic researchers and marketing professionals.

[by] John D.C. Little. / Includes bibliographical references.

This research develops hypotheses to explain temporal changes in the effectiveness of marketing mix variables. Three potential explanations for these changes in market response are explored: (1) changes in market response associated with industry evolution, (2) trends in market response which may be related to changes in consumer knowledge and familiarity with products over time, and (3) changes in market response associated with changes in consumer incomes. In addition, this research investigates (4) changes in the relative effectiveness of marketing mix variables over time. The hypotheses are tested on time series data from five U.S. industries as well as aggregate U.S. consumption data. To estimate temporal changes in market price sensitivity, advertising effectiveness, and distribution effectiveness, a structural time series modeling methodology is used, and numerical optimization procedures are used to perform maximum likelihood estimation. The results show mixed support for the hypothesis that market response is related to the level of industry maturity. Problems with the indicators of industry maturity were identified which may be partly responsible for the mixed results. Consistent with expectations, this study shows that advertising effectiveness does appear to decline over time, while market price sensitivity and distribution effectiveness increase. Consequently, price reduCtions and increases in distribution coverage appear to become relatively more effective than increases in advertising expenditures over time. There appears to be no relationship between marketing mix effectiveness and consumer incomes. / Ph. D.

Ability to measure value from the customer's point of view is central to the determination of market offerings: Customers will only buy the equivalent of perceived value, and companies can only offer benefits that cost less to provide than customers are willing to pay. Conjoint analysis is the most popular individual-level value measurement method to determine relative impact of product or service attributes on preferences and other dependent variables. This research focuses on how value measurement can be made more accurate and more reliable by measuring the relative influence of selected methodological variations on performance in prediction and on stability of value structure, and by grouping customers with similar value structure into segments which respond to product stimuli in a similar manner. Influences of the type of attributes included in the conjoint task, of the factorial design used to construct the product profiles, of the type and form of model, of the time of measurement, and of the type of cluster-based segmentation method, are evaluated. Data was gathered with a questionnaire that controlled for methodological variations, and with a notebook computer as the measurement object. One repeated measurement was taken. The study was conducted in two phases. In Phase I, influences of methodological variations on accuracy in prediction and on respective value structure were examined. In Phase II, different cluster-based segmentation methods--hierarchical clustering (HIC), non-hierarchical clustering (NHC), and fuzzy c-means clustering (FUC)--and according conjoint models were evaluated for their performance in prediction and in comparison with individual-level conjoint models. Results show the best models for a variety of design parameters are traditional individual-level, main-effects-only conjoint models. Neither modeling of interactions, nor segment-level conjoint models were able to improve on prediction. Best segment-level conjoint models were obtained with a fuzzy clustering method, worst models were obtained with k-means and the most fuzzy clustering approach. In conclusion, conjoint analysis reveals itself as a reliable method to measure individual customer value. It seems more rewarding for improvement of accuracy in prediction to apply repeated measures, or gather additional data about the respondent, than to attempt improvement on methodological variations with a single measurement.