Marketing Performance Evaluation Research Articles

Stock Market Performance Evaluation of Listed Food and Beverage Companies in Istanbul Stock Exchange with MCDM Methods

The analysis of the stock market performance ratios is crucial for investors and fund managers. The food and beverage industry in Turkey is the largest sector in the Istanbul Stock Exchange (ISE). It contributes over half of the country’s GDP and is a highly attractive sector. This study aims to rank the top food and beverage companies based on their stock market performance ratios. The criteria weights were determined by using DEMATEL and CRITIC methods, with the help of three experts for DEMATEL. The stock market performances of the companies were evaluated by using three MCDM methods; EDAS, WASPAS, and TOPSIS, with the weights obtained from both DEMATEL and CRITIC. The robustness of the results was tested by applying various combinations of weighting and evaluation methods. According to the DEMATEL, earnings per share had the highest weight while CRITIC found the market value to book value ratio as the most important criterion. The study concluded that the best-ranked companies are CCOLA and TBORG. Also, there is no significant stability in other companies’ rankings. To reveal which methods produced similar rankings, Spearman’s Rank Correlation analysis was conducted: while WASPAS combinations produced similar rankings, all EDAS and TOPSIS combinations gave similar findings.

Application of Internet big data analysis technology based on deep learning in tourism marketing performance evaluation

Marketing through the network is the basic marketing method in the information age. It has certain marketing value, and its position has gradually become stable. It has become the mainstream marketing method, especially praised by the tourism industry, which has injected fresh blood into this field. As the development of tourism market is dynamic, businesses will consider the needs of tourists when paying attention to its development process, so as to design performance evaluation criteria for tourism marketing. Under this research background, by integrating big data analysis technology and deep learning technology, this paper has successfully developed an Internet marketing performance evaluation system for the tourism market. This system can effectively evaluate the actual development of the tourism industry, and the system design comprehensively considers the 360° performance appraisal and balanced integral models. Based on the actual tourism data of a certain place, this study summarizes some additional evaluation indicators, thus improving the evaluation model and laying the foundation for the introduction of data and model construction process of AHP. Applying the principle of maximum membership, the experimental results demonstrate that a scenic spot with poor performance evaluation results has the highest membership. This highlights the practical application value of the Internet marketing performance evaluation system for the tourism market, which effectively analyzes market performance. This paper improves the performance evaluation system by introducing in-depth learning and big data analysis technology into the tourism market performance analysis.

Performance of Equity Investments in Sustainable Environmental Markets

Despite a significant increase in global clean energy investments, as part of the decarbonization process, it remains insufficient to meet the demand for energy services in a sustainable manner. This study investigates the performance of sustainable energy equity investments, with focus on environmental markets, using monthly equity index data from 31 August 2009 to 30 December 2022. The main contributions of our study are (i) assessment of the performance of trading strategies based on the trend, momentum, and volatility of Environmental Opportunities (EO) and Environmental Technologies (ET) equity indices; and (ii) comparison of the performance of sustainable equity index investments to fossil fuel-based and major global equity indices. Market performance evaluation based on technical analysis tools such as the Relative Strength Index (RSI), Moving Averages, and Average True Range (ATR) is captured through the Sharpe and the Sharpe per trade. The analysis is divided according to regional, sector, and global EO indices, fossil fuel-based indices, and the key global stock market indices. Our findings reveal that a momentum-based strategy performed best for the MSCI Global Alternative Energy index with the highest excess return per unit of risk, followed by the fossil fuel-based indices. A trend-based strategy worked best for the MSCI Global Alternative Energy and EO 100 indices. The use of volatility-based information yielded the highest Sharpe ratio for EO Europe, followed by the Oil and Gas Exploration and Production industry, and MSCI Global Alternative Energy. We further find that a trader relying on a system which simultaneously provides momentum, trend, or volatility information would yield positive returns only for the MSCI Global Alternative Energy, the S&P Oil and Exploration and Production industry, NYSE Arca Oil, and FTSE 100 indices. Overall, despite the superior performance of the MSCI Global Alternative Energy index when using momentum and trend strategies, most region and sector EOs performed poorly compared to fossil fuel-based indices. The results suggest that the existing crude oil prices continue to allow fossil fuel-based equity investments to outperform most environmentally sustainable equity investments. These findings support that sustainable investments, on average, have yet to demonstrate consistent superior performance over non-renewable energy investments which demonstrates the need for continued, rigorous, and accommodating regulatory policy actions from government bodies in order to reorient significant capital flows towards sustainable equity investments.

Market Network Marketing Performance Evaluation in a Smart City Based on Fuzzy Algorithm

Abstract In order to overcome the problems of long time-consuming evaluation results generation processes, low accuracy of evaluation results, and poor self-adaptability existing in traditional market network marketing performance evaluation models, this study designed a market network marketing performance evaluation model based on fuzzy algorithms. First, complete the design of the overall deployment architecture of the model by designing the terminal layer, server layer, and data layer. Among them, the work efficiency of the model is improved by setting a web server. Then, based on the analysis and evaluation principles, four first-level evaluation indicators and 18 second-level indicators are constructed, and then the evaluation of market network marketing performance is completed by designing fuzzy rules and the operation process of fuzzy algorithms, and combining the index weights. Experimental verification shows that the generation process of the evaluation results of this model is less time-consuming, the evaluation results are highly accurate, and the adaptive ability is strong, which proves that it has achieved the design expectations.

Instagram Social Media Marketing Communication Performance Evaluation @Baturadenpalawi

This research discusses the evaluation of marketing communication performance on Instagram by user @baturadenpalawi in Wana Wisata Baturaden (Baturraden District), Banyumas Regency, Central Java, Indonesia. The researcher used the Concept of Tourism Marketing Communication Objectives by Nurdin Hidayah to inform, persuade, and remind. The data was collected through observations, questionnaires, interviews, and documentation studies. Analysis, questionnaires, and interviews are used to obtain the results. This research leads to the evaluation of marketing communications and produces recommendations for each dimension (to inform, to persuade, and to remind) on Instagram account @baturadenpalawi.

The collaborative strategy of data governance of state-owned enterprises in China

The new transformation spawned by digitization brings a new change in the logic of data governance. In recent years, the state-owned enterprises (SOEs) of China has been strengthening the construction of data governance system, but there are still a series of key issues that need to be solved. It is urgent to carry out research on issues related to data governance, to play the data elements of the amplification, superposition and multiplier effect. This study analyzes the new requirements of data governance in the new situation and the reasons for the non-synergy of data governance of SOEs. Then this research proposes the collaborative optimization strategy of data governance in the SOEs. The main findings of this research are as followed: On the one hand, the reasons for the lack of synergy in the SOEs’ data governance are comprehensively analyzed. On the other hand, some key strategies for the optimization of the company’s data governance synergy are proposed. For example, this stuty proposes to build multilevel data governance internal market, design internal market transaction elements, create internal market operation management mechanism, establish internal market performance evaluation and assessment mechanism, and improve the internal market-oriented and efficient operation supporting capacity.

Key tools for conducting an information audit of a higher education institution

This article focuses on the specifics of conducting a brand audit of a higher education institution (HEI) in a digital environment. The tools and peculiarities of information audit are considered and highlighted. The main advantages, differences and functionality of contemporary automatic media monitoring systems are analysed, with the focus on a number of specialised domestic and foreign closed access resources: Medialogy, Integrum, Public.ru, IQBuzz, Factiva, LexisNexis. The information on the main closed access systems is collected. Public relations and social media marketing performance evaluation indices are described. The analysis of secondary research on university reputation management is made, the results of which confirmed the hypothesis of the article about the importance of working with the media portrait of the university. It is concluded that it is necessary to conduct information audits of HEIs as part of their reputation management.

Does money buy health? evaluation of stock market performance and economic growth in the wake of the COVID-19 pandemic.

The novel coronavirus pandemic of 2019 (COVID-19) has significantly harmed numerous social and economic activities worldwide, drawing researchers and governments’ attention to the problem and tackling it via persistent healthcare measures. The study’s primary purpose is to examine the effects of total coronavirus cases, total fatalities, total recovered cases, unemployment, and trade openness on stock prices and economic growth in the world’s top 39 affected nations. An analysis of the coronavirus outbreaks found that wealthier countries had a well-established healthcare infrastructure, but they were disproportionately affected by the virus. Conversely, the less wealthy nations had inadequate healthcare infrastructures, but they were not as affected as the wealthier countries. Is it possible to buy health with money? That was the question at the heart of the study’s money-and-health curve. The robust least square regression results indicate that an increase in coronavirus cases influences economic growth and stock market performance due to massive healthcare funding distributed globally, sustaining economic and financial activities for a shorter period. However, a continuous increase in coronavirus fatalities depresses the stock market, resulting in financial depression worldwide. Additionally, a rise in overall coronavirus recovered cases has a negative effect on the country’s economic development and stock market performance because of greater uncertainty in economic and financial activities. Case fatality ratios influence economic growth, whereas case recovery ratios decrease economic and financial performance due to greater healthcare concerns across countries. Finally, trade openness is critical in sustaining the country’s economic development and stock market performance in the wake of the COVID-19 epidemic.

Brand Marketing Decision Support System Based on Computer Vision and Parallel Computing

With the rapid development of information technology, decision support systems that can assist business managers in making scientific decisions have become the focus of research. At present, there are not many related studies, but from the brand marketing level, there are not many studies combining smart technology. Based on computer vision technology and parallel computing algorithms, this paper launches an in-depth study of brand marketing decision support systems. First, use computer vision technology and Viola-Jones face detection framework to detect consumers’ faces, and use the classic convolutional neural network model AlexNet for gender judgment and age prediction to analyze consumer groups. Then, use parallel computing to optimize the genetic algorithm to improve the running speed of the algorithm. Design the brand marketing decision support system based on the above technology and algorithm, analyze the relevant data of the L brand, and divide the functional structure of the system into three parts: customer market analysis, performance evaluation, and demand forecasting. The ROC curve of the Viola-Jones face detection framework shows its superior performance. After 500 iterations of the AlexNet model, the verification set loss of the network is stable at 1.8, and the accuracy of the verification set is stable at 38%. Parallel genetic algorithms run 1.8 times faster than serial genetic algorithms at the lowest and 9 times faster at the highest. The minimum prediction error is 0.17%, and the maximum is 2%, which shows that the system can make accurate predictions based on previous years’ data. Computer vision is a technique that converts still image or video data into a decision or a new representation. All such transformations are done to accomplish a specific purpose. Therefore, a brand marketing decision support system based on computer vision and parallel computing can help managers make scientific decisions, save production costs, reduce inventory pressure, and enhance the brand’s competitive advantage.

Sistem Pemasaran Jeruk Siam Gunuang Omeh dengan Pendekatan Structure, Conduct, Performance (SCP) di Kabupaten Lima Puluh Kota

Gunuang Omeh sub-district is the center of jeruk siam production because it has superior ranges of citrus based on the Mandate of the Minister of Agriculture in 2008. This location has the most extensive variety of farmers, particularly 70.5% (987 farmers). Presently, the asking price of oranges from this location is 69.23% higher than rivals from outside the area. The role of various other marketing establishments is fairly more leading in determining prices than farmers. This research aims to analyze the marketing of Jeruk Siam Gunuang Omeh with a Structure, Conduct, and Performance (SCP) approach. This research was conducted in Kenagarian Koto Tinggi in August 2019 and January 2020. The information used was secondary data and primary. Farmers were selected through purposive sampling and snowball sampling for a middleman. Information processing in this study used qualitative and quantitative detailed evaluation. Based upon the assessment of the market structure, jeruk siam marketing tends to lead to an oligopsony market framework. Going by market habits, there are four marketing channels and marketing functions performed by marketing establishments, mainly the exchange function, physical facility function, and function. On the other hand, market performance evaluation shows that the share of prices received by farmers (farmer's share) is relatively high (>40%). This is because of the lack of various other marketing establishments that execute the processing of jeruk siam. There's no considerable increase in item included worth between marketing firms.

Performance evaluation of micro-blog marketing based on fuzzy theory

At present, the people in the micro-blogging marketing performance evaluation research is still in the weak status, based on the fuzzy theory, a comprehensive questionnaire with the method of entropy weight fuzzy comprehensive evaluation for the micro-blogging marketing performance in this study, with an enterprise’s from January 2019 to October of micro-blogging marketing performance activity, the propagation force and coverage for data collection and the analysis of simulation results. Fuzzy comprehensive evaluation is a method of comprehensively evaluating things based on the degree of membership in fuzzy mathematics theory. The method of evaluating participating units with multiple indicators can evaluate the participating units more reasonably and accurately. The entropy weight law reflects the relative variation degree of each indicator according to the amount of information provided by the observed value of each indicator, and calculates the weight data of the indicator by means of information entropy. Through the establishment of a performance evaluation index system for micro-blog marketing, the micro-blog marketing performance is researched on the three indicators of micro-blog activity, micro-blog communication power and micro-blog coverage in performance evaluation. Among the research results, 23% of people believe that micro-blog activity is more important for performance evaluation; 39% believe that micro-blog communication is more important in performance evaluation; 41% believe that microblog coverage is more important in performance evaluation. This result indicates that the marketing performance of the enterprise’s micro-blog is not only determined by whether the enterprise’s micro-blog is active or not, but also should pay attention to the spreading strength and coverage of the micro-blog. However, the influence of indicators with small weight on the marketing performance of the micro-blog should not be ignored.

Co-simulation of transactive energy markets: A framework for market testing and evaluation

The proliferation of distributed energy resources (DER)—and the ability to intelligently control these assets—is re-defining the electrical distribution system. As the number of controllable devices rapidly expands, grid operators must determine how to incorporate these assets while delivering reliable, equitable, and affordable electricity. One possible approach is to establish distribution-level electricity markets and allow devices/aggregations of devices to participate in price establishment. While this approach purports some of the same benefits as the highly successful wholesale electricity markets (i.e., open competition, efficient price discovery, reduced communication overhead), this needs to be researched and quantified via an analysis platform that models distribution-level markets at the appropriate fidelity. Specifically, the simultaneous evaluation of market performance, DER performance, DER bidding approaches, and distribution feeder power quality requires modeling that spans multiple technical areas. Co-simulation has emerged as a powerful tool in addressing this type of problem, where outputs depend on a range of underlying areas of expertise and associated models. In this paper we describe a solution, as implemented in the HELICS co-simulation platform, where we include (1) high fidelity house models, (2) intelligent bidding agents, (3) a modular market integration/design, and (4) a distribution feeder model. We then present a case study where we test two different market designs: (1) a pseudo-wholesale double-blind auction, and (2) an asynchronous matching market. The markets are run under two DER penetration levels and economic results are compared to full retail net energy metering and avoided cost net metering scenarios that bookend current approaches to remuneration of DER participation. We show the potential for transactive markets to provide increased value for most customers relative to net metering (and all customers relative to avoided cost scenarios) while decreasing costs for the utility.

Um “Mapa Estratégico” para o Marketing

A avaliação da performance de marketing é um tema vital em muitas empresas. Nesse contexto, uma questão fundamental consiste em como conceptualizar e operacionalizar, com rigor, os instrumentos que conduzam a formas mais holísticas e equilibradas de avaliar a performance de marketing, não apenas para efeitos de monitorização e melhoria, mas também para comunicar estratégias. Infelizmente, apesar da existência de um número crescente de métricas individualiza­das, os estudos de modelização do fenómeno apresentados na literatura são escassos e a grande maioria não é suportada empiricamente. O presente trabalho desenvolve e testa um modelo inte­grado de avaliação da performance de marketing baseado na filosofia e nos princípios do Balan­ced Scorecard. Os dados foram obtidos através de um questionário respondido por 107 empresas portuguesas. Os resultados, analisados com base no método de equações estruturais, confirmam a robustez teórica do modelo e sugerem a sua viabilidade para avaliar a atuação de marketing. Nesse sentido, este estudo constitui um aprofundamento da temática em causa e fornece um instrumento destinado a orientar a seleção de um conjunto relevante de indicadores que auxilie as empresas a basearem análises de tipo avaliativo e decisões sobre alocação de recursos.

ECONOMIC ASPECTS OF BANK MARKETING AND THE REAL SECTOR

In an era of rapid technological development and increasing competition, the value of the mass customer as a source of profit is growing steadily. The client becomes the main asset of the bank, its needs and requirements are in the focus of the banking business. The survival strategy in the struggle for the mass customer is based on the submission of all business processes and procedures to one single goal – customer satisfaction. In the future, business performance will be determined by the degree of customer satisfaction. The economic crisis, the crisis of industrial production is pushing for a review of key aspects of banking marketing, which should explore the interaction of the industrial and banking sectors and generate solutions to increase the effectiveness of their interaction. The crisis confirms that it is necessary to improve the tools of banking marketing in the industrial sector of the economy of the region. Computer models, where the atoms are agents, are called agentbased models. In most works devoted to the construction and study of agent-based models, the rules for interaction between agents are extremely simple. Nevertheless, the result is quite meaningful meaningful results. The issues of improving the use of bank marketing tool to improve the efficiency of interaction between the industrial and banking sectors of the economy are considered. Reasoning upon the economic aspects of the effectiveness of bank marketing, the authors state that a marketing performance evaluation system should have not only mechanisms for a posteriori analysis (that is, analysis of the results of acceptance or rejection of an offer), but also possibility of priori assessment of marketing offers, campaigns, profitability, and even marketing budgets. The system should contain a tool that simulates the appearance of clients, the selection of offers to clients and assessing the acceptance or rejection of offers, probable consumption or non-consumption of the proposed product.

Evaluation of Green Marketing Performance: A Methodological Perspective

Green marketing has drawn the attention of academics and practitioners during the last few decades. However, no holistic framework has been developed on how to evaluate the implementation of green marketing orientation at the organization level. The article has an objective to analyze methodological perspective of evaluation of green marketing. Authors have identified that questionnaires, interviews, and observations are the most common methods chosen for the evaluation of green marketing performance. The evaluation of green marketing performance can be based on particular scales applicable for the evaluation of green marketing. This study enriches the literature by building a base for the formulation of benchmarks for the evaluation of green marketing performance in contemporary organization. Results of the research have shown that green marketing performance should be undertaken at strategic, tactical and operational levels.

Summary of Research on Evaluation of Enterprise Promotion Activities

This paper sorts out relevant literature and studies on the effect evaluation of enterprise marketing activities. Among them, four marketing tools, namely advertising, public relations, sales promotion and personal selling, are used to understand the research content of effect evaluation of each tool. Combined with the existing enterprise marketing performance evaluation research, found that the evaluation system has shortcomings. Finally, the author puts forward the prospect and Suggestions for the effect evaluation of marketing activities.

Methodological Perspective of Evaluation of Green Marketing Performance

Abstract There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is possible to ground the evaluation of green marketing performance on different methods, criteria and scales used for the evaluation of green marketing. The contribution of the present research focuses on suggesting well-founded guidelines for the evaluation of green marketing performance in a modern organisation. The study suggests evaluating performance of green marketing at strategic, tactical and operational levels.

Roadmap to a Successful Product Development

This study details a product development process that accurately predicts the successful implementation of a new product into the market. This product development process evaluates the product development stage of a multi-stage-gate new product development system. It offers a systematic and a rational platform that describes multiple phases that allow for the determination of project viability at the onset of any small to medium product development process. These phases detail interconnected steps with a feedback loop that carry a product concept through a conceptual stage (Phase I) and the generation of a “proof of concept” or an alpha prototype that allows for the initiation of estimates for development cost, market risk analysis, performance evaluation, and product manufacturing cost estimation (Phase II). The final steps are the pre-product design stage (Phase III), which is an expansion of the broader development cost estimates generated in Phase II providing additional rigorous estimates of the product development costs. Notably, modification or redesign of failed product concepts and their conversion into successful prospects that garner market profitability is another tangible objective of the described product development process.

Stephen Ross’s Contribution to Ex Post Conditioning and Survival Bias in Empirical Research

One of Stephen A. Ross’s least-cited papers led to a rich vein of research on conditioning biases in financial economics. According to the authors—one a doctoral student of Professor Ross and both colleagues and coauthors of Professor Ross at the Yale School of Management—“Regression to the Max” has been cited 35 times in 30 years, and yet its insights into empirical research on such important topics as market bubbles and performance evaluation are highly relevant today. It developed the analytical methods Ross and his coauthors used in subsequent papers about the broader challenges of survivorship and look-back biases in empirical research and investment practice. The authors review this 1987 paper and discuss its influence and applications.

Marketing Performance Evaluation of Purun Agroindustry as Peatland Friendly Commodities in South Sumatera

Researchs related to purun (Heleocharisfistula) economic development should be encouraged for peatland sustainability. For long time, purun crafting was marketed traditionally only to traders who already have closebonding to the crafters. So, the research objective were (1) to evaluate the marketing performance, and (2) to design the marketing model’s plan of purun. This research was conducted in Pedamaran Area, Ogan Komering Ilir on September 2017. The result showed the performance of marketing of purun agroindustry in Pedamaran area has not yet all have a level of performance that corresponds to the importance of all marketing actors. There are gaps between performances and importances of marketing performance for atbributes, i.e. commitment in cooperation, profit, sales, prices, information, and skills improvement. The marketing model’s plan of purun are (1) building cooperative institution formally, (2) improving inputs for increasing profit, and (3) introducing e-commerce.