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.
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_342910 |
| Date | January 2000 |
| Contributors | Lam, Pong Yuen., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese |
| Detected Language | English |
| Type | Text, theses |
| Format | electronic resource, microform, microfiche, 1 online resource (127 p. : ill.) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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