Marketing Decision Makers Research Articles

Classical approach to the theory of marketing research during the predigital economy

The aim of the article. The purpose of the article is to generalize classical approaches to the theory of marketing research, systematize the stages of development of scientific thought according to marketing research and the corresponding methodological basis, develop a typology of the goals of marketing research, provide relevant methods of marketing research, and propose a classification of marketing research in the period of the pre-digital economy. The results of the analyses. Methods of marketing research use methods, procedures and operations of theoretical and practical research, empirical research, analysis of the marketing environment of enterprises. Conducting marketing research contributes to reducing the level of information asymmetry. First, due to the enterprise obtaining reliable information about the parameters of the external market environment: the size and structure of current and future market demand, the possible production volumes of competitors, the market situation, trends in the development of the industry and scientific and technical policy in the industry, the political and economic situation, conditions competition. This is due to increasing the effectiveness of communication activities, which is one of the objects of research. Conclusions and perspectives for further research. With scientific thought, a wide range of arguments, definitions and classifications has been developed on issues, methods of conducting and results of marketing research, technology of making marketing decisions; identifying marketing opportunities and solving marketing problems. The results of marketing research are determined by research goals and are formed in a form that depends on the type of research: search, descriptive, experimental, innovative. Marketing research methods have multiple classifications depending on a wide range of features. The paper systematizes the stages of the development of scientific thought regarding marketing research and the corresponding methodological basis, the goals of marketing research and the methods of marketing research corresponding to them, a classification of marketing research is proposed based on the generalization of existing approaches. In further developments in this direction, it is planned to modernize the theoretical foundation of marketing research in the conditions of the digital economy.

HOUSING MARKETING AND ELEMENTS AFFECTING THE HOUSING PREFERENCE OF DIYARBAKIR PEOPLE

Purpose-The aim of this study is to determine the factors affecting the preferences of buyers in terms of housing acquisition in Diyarbakır province. In addition, it is to determine how important these factors are in housing preferences. Based on this, in this study, it is expected to provide guiding and contributing data to all parties of housing marketing in making marketing decisions. Methodology- The online survey method was used in the research. In Diyarbakır, questions were asked according to the convenience sampling method to people who are over the age of 18 and have the potential to buy a house. Incoming responses were included in the statistical package program and were subjected to frequency analysis. In the survey, which was organized under the title of factors affecting the housing preference of the people of Diyarbakır, 34 questions were asked in total, including property characteristics, property appearance, property environment, superstitions and purchase intention. Questionnaires were asked to 500 people. Of these, 481 were deemed appropriate and analyzed. In addition, the arithmetic averages of participant responses are given in general tables. Findings- As a result of the findings, the factors that are effective in the housing preference of the people of Diyarbakır are respectively; The price of the house with 73.18%; home security with 70.89%; the residential area where 69.44% of the houses are located; facilities (opportunities) infrastructure with 66.11%; complete status of the house with 62.58% (eg air conditioner kitchen cabinet); The environmental quality of the house with 61.95%; it was determined that the appearance of the residential area with 61.12% and the proximity of the house to the education area with 60.71%. Conclusion-One of the most important issues for consumers is the price of the house. This shows that the majority of the participants consist of a price sensitive audience. Other important issues are the safety of the house, the residential area where the house is located, facilities (facilities) infrastructures, the completion of the house, the environmental quality of the house, the appearance of the residential area and the proximity of the house to the education area. In addition, purchase intention and superstition were seen as ineffective factors in purchasing a house. Keywords: Housing, housing marketing, factors influencing housing choice, Diyarbakır. JEL Codes: M30, M31

Rekabete Dayalı Serbest Elektrik Piyasasına Doğru: Türkiye Elektrik Üretim A.Ş. İçin Bir Özelleştirme Planı

Türkiye’de elektrik piyasasının serbestleştirilmesi adına yapılan önemli reformlardan biri kamu varlıklarının özelleştirilerek devletin zamanla piyasadan çekilmesidir. Bu çalışmada kamu mülkiyetindeki elektrik üretim santrallerinin özelleştirilme sürecini planlayan analitik bir yaklaşım sunulmaktadır. Özelleştirme süreci kapasite azaltımı olarak ele alınmış ve bir Kapasite Azaltım Planlama Modeli geliştirilmiştir. Model Elektrik Üretim A.Ş. santralleri için uygulanmış ve sonuçlar gerçekleşen özelleştirme kararlarıyla karşılaştırılmıştır. Sonuçların gerçekleşmiş durumla oldukça tutarlı olduğu gözlemlenmiştir. Modelin serbestleşmeye katkısını incelemek için piyasa gücü ve rekabet analizi yapılmıştır. Önerilen özelleştirme planıyla piyasanın daha erken tarihlerde rekabetçi yapıya ulaştığı sonucuna varılmıştır. Bu bağlamda çalışma elektrik piyasalarındaki karar vericilere özelleştirme süreci hakkında rehberlik etmektedir.

ДОСЛІДЖЕННЯ ЯКОСТІ ОСВІТНЬОЇ ПРОГРАМИ МАРКЕТОЛОГІВ ТА РОЗРОБКА МОДЕЛІ ЇХ ПРОФЕСІЙНОЇ ДІЯЛЬНОСТІ

The article the survey of representatives of Ukrainian companies and enterprises operating in the domestic market of consumer goods, industry and services are presented in the article. The purpose of the study is to determine the degree of interaction between marketing education and employers "requirements. During the study, the authors found that the key professional areas of training and training of marketers are the following: socio-economic and general-professional training; adequate level of systemic thinking; high level of information competence; understanding of relationship marketing and internet marketing; ability to make marketing decisions in an uncertain situation. According to the results of the expert research, it is established that the marketing communication function is the most developed compared to other functions performed by specialist marketers at Ukrainian enterprises. The conducted survey of employers allowed to identify the most important competence requirements put forward by stakeholders (potential employers) to graduate marketers, namely: interpersonal communication skills; responsibility; intuitive, non-standard and analytical thinking. These requirements are closely adjusted with the most important marketing tasks of companies to determine the needs of customers, their satisfaction, as well as data analysis and evaluation of the competitiveness of products. Based on the research, the authors proposed a model of professional activity of a marketer, consisting of three levels: operational (execution of current marketing tasks), analytical (research of the external and internal environment of the enterprise) and productive (adoption of new innovative marketing decisions). Knowledge of the main provisions of the presented model will flexibly change and optimally improve the structure of the educational marketing program, taking into account all the accreditation and licensing requirements of the Ministry of Education and Science of Ukraine to the graduation department in the future.

Analysis of Games Industry during COVID-19 Based on Fama-French Five-factor Model

Since the 1960s, asset pricing model has become the core research field of modern finance. It has been widely used in financial market, consumption and investment decision-making, monetary policy and even macroeconomic estimation and prediction. Scholars have done a lot of research on the theory and application of CAPM model, and achieved dramatic results. With the improvement of the stock market, CAPM model has gradually lost its convincing explanatory power when describing the relationship between stock return rate and risk. In 1992, Fama and French proposed a three-factor model to enhance the explanatory power of CAPM, and proposed that factors such as the total market value of a company and the book-to-market ratio could better explain the difference of stock returns on the cross section. In 2013, Fama and French improved the original three-factor model by adding profitability factor and investment mode factor to the three-factor model, and proposed a five-factor model, so as to better explain the difference in cross-sectional returns of stocks. COVID-19 caused a big black swan event and the impact is very dramatic that the economy has a huge impact. Therefore, this paper takes the game and entertainment industry as an example. Based on the Fama-french five-factor model and multiple linear regression, the changes of factor coefficients before and after the epidemic are analyzed, and some investment suggestions are given for reference. It is found that because of the emergence and outbreak of COVID-19 the game industry is more sensitive to the fluctuations of the market economy, and small businesses with a high book-to-market ratio are worth investing in.

The Effect Of Cloud And Inbound Marketing On Purchase Decisions For Gold Savings

This study aims to show the effect of cloud and inbound marketing on purchase decisions for gold savings at Bank Syariah Indonesia (BSI). This study uses a quantitative approach. The population in this study was 1286 people with a sample of 305 people. Data were collected using a questionnaire. Data were analyzed using multiple linear regressions. This study indicates that cloud marketing does not affect purchase decisions for gold savings. However, inbound marketing significantly influences purchase decisions for gold savings. Cloud and inbound marketing simultaneously significantly influence purchase decisions for gold savings with a contribution of 57.4%, and other factors influence the rest. This study complements a new perspective on marketing in industry 4.0. Practically it can be used as a reference for BSI management in making marketing decisions to embrace customers to save gold. This study can be used as a reference for developing marketing strategies for Islamic banking products in the future. Islamic banking practitioners can adopt practically cloud and inbound marketing as a strategy to reach customer purchasing decisions.

Making marketing decisions in the enterprise management system

Making marketing decisions in the enterprise management system

Dynamic Linkages among Carbon, Energy and Financial Markets: Multiplex Recurrence Network Approach

It has become a hot issue to integrate the carbon market, energy market, and financial market into one system and explore the relationship among them. Considering that the carbon market, energy market, and financial market all have chaotic characteristics to varying degrees, this paper proposes a theoretical framework to study the linkage relationship among the three markets on the basis of the method of the Multiplex recurrence network. Firstly, we built a multiplex recurrence network of carbon-energy-financial market. Then, based on the connection relationship among nodes of the recurrence network of each market, the degree distribution of nodes of each market, and the information entropy theory, we put forward several metric indicators to explore the correlativity and mutual guidance relation among carbon market, energy market and financial market from micro and macro perspectives. Using the data generated by the deterministic system, the effectiveness of the defined index was confirmed by numerical simulation. The empirical analysis of the carbon market, energy market, and financial market revealed the evolution process of the increasingly close connection between the three markets, and we found that the carbon market plays an increasingly important role in the world capital market system. Based on the research results, we propose some suggestions for market decision-makers, enterprises, and investors.

Explainable Model Fusion for Customer Journey Mapping.

Due to advances in computing power and internet technology, various industrial sectors are adopting IT infrastructure and artificial intelligence (AI) technologies. Recently, data-driven predictions have attracted interest in high-stakes decision-making. Despite this, advanced AI methods are less often used for such tasks. This is because AI technology is a black box for the social systems it is meant to support; trustworthiness and fairness have not yet been established. Meanwhile in the field of marketing, strategic decision-making is a high-stakes problem that has a significant impact on business trends. For global marketing, with its diverse cultures and market environments, future decision-making is likely to focus on building consensus on the formulation of the problem itself rather than on solutions for achieving the goal. There are two important and conflicting facts: the fact that the core of domestic strategic decision-making comes down to the formulation of the problem itself, and the fact that it is difficult to realize AI technology that can achieve problem formulation. How can we resolve this difficulty with current technology? This is the main challenge for the realization of high-level human-AI systems in the marketing field. Thus, we propose customer journey mapping (CJM) automation through model-level data fusion, a process for the practical problem formulation known as explainable alignment. Using domain-specific requirements and observations as inputs, the system automatically outputs a CJM. Explainable alignment corresponds with both human and AI perspectives and in formulating the problem, thereby improving strategic decision-making in marketing. Following preprocessing to make latent variables and their dynamics transparent with latent Dirichlet allocation and a variational autoencoder, a post-hoc explanation is implemented in which a hidden Markov model and learning from an interpretation transition are combined with a long short-term memory architecture that learns sequential data between touchpoints for extracting attitude rules for CJM. Finally, we realize the application of human-AI systems to strategic decision-making in marketing with actual logs in over-the-top media services, in which the dynamic behavior of customers for CJM can be automatically extracted.

Dynamic pricing strategy and regional energy consumption optimization based on different stakeholders

This paper focuses on the pricing strategy of agents and the optimization of business performance of different stakeholders. The pricing strategy of agents directly affects the energy consumption cost on the demand side. It is an important planning problem to formulate a reasonable pricing strategy to meet the energy consumption needs of different stakeholders. In order to increase the profit of agents and reduce the energy consumption cost on the demand side, a multi-objective bilevel optimization model is established based on the principle of Stackelberg game. The upper layer takes the maximum day ahead real-time profit of agents as the optimization objective, and the lower layer is the microgrid area with the lowest operation cost. By introducing Karush-Kuhn-Tucker (KKT) condition, the bilevel problem is simplified, and the optimization model is converted into a mixed integer linear programming model by combining duality theorem, linear relaxation, etc., which solves the difficult problem of solving the bilevel nesting problem. Wind, photovoltaic and user load forecasting scenarios are formed in the form of opportunity constraints. The simulation process is carried out without considering wind, photovoltaic and user loads forecasting errors and forecasting errors respectively. The simulation results show that demand-side dynamic response pricing strategy can greatly improve the profit of distribution network agents and reduce the operating costs of microgrid operators. Achieve win–win results; finally, the influencing factors of optimization objective are analyzed to provide reference for power market decision-making.

Who Does Not Attend Farmers Markets and the Community Supported Agriculture (CSA) Programs?

This study uses data from 172 consumers who participated in mail survey distributed in 2020 to within the Southcentral Kentucky region. The purpose was to analyze consumer habits of attending farmers markets focusing on characteristics of those who do not attend and analyze their likelihood to participate in the Community Supported Agriculture (CSA) program. We used both Multinomial and Ordered Logit models to analyze data. Results indicate that respective relative probabilities for “never attend”, “attend occasionally”, and “attend frequently” are 55%, 29%, and 16%, respectively. Male consumers, rural residents, primary shoppers, and those with a 2-year associate degree are less likely to attend farmers markets. This study finds that educated consumers and those who were satisfied with previous market experiences are more likely to attend a market frequently. Another finding is that consumers with interests in using an App to purchase fresh produce are more likely to attend farmers markets and participate in CSA programs. We further found that consumers are less likely to join a CSA program if they live in a rural area. This study contributes to the understanding of characteristics of consumers who do not use direct-to-consumer market outlets, particular farmers’ markets, and CSA programs. It informs policy makers who seek to promote these two market outlets. This study is also useful to managers of farmers markets and CSA programs when making marketing decisions.

ІДЕНТИФІКАЦІЯ ТА УПРАВЛІННЯ РИЗИКАМИ В МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ

Risks are inherent in all types of enterprise activities, so it is worth talking about marketing risks or marketing risks. In the activities of enterprises marketing risks play a significant role, however, they insufficiently researched. Risks in the field of marketing activities are necessary interpreted as a separate function of marketing management, due to the uncertainty of the factors of the internal and external environment of the enterprise when making marketing decisions. Standard risk assessment techniques can be used to identify and assess marketing risks. Identification and assessment of marketing risks is carried out at the stage of marketing analysis, and their neutralization at the stage of operational marketing. At the stage of marketing analysis, marketing risks are identified and evaluated. The stages of marketing research in the risk management process are the definition of marketing research goals, the development of tasks, the evaluation of marketing information, the organization and planning of marketing research and its implementation, the development of recommendations, the preparation of a report and the presentation of results. Since there is every reason to believe that the level of risk and uncertainty both in the world and in the Ukrainian economy will only grow over time, the problem of effective risk management becomes urgent. At the same time, the goal of such management is not to reduce risk as such, but to ensure the most attractive ratio for the investor between expected income and risk. Risk management in market conditions is an integral element of assessing the market situation during marketing research, for identifying and forecasting the market situation, assessing the market situation. One of the ways to minimize marketing risks is the process of optimizing production costs and product promotion costs as an element of marketing product policy, which will allow for the formation of correct management decisions. The article examines the process of identifying marketing risks and characterizes the stages of risk management in marketing activities.

Marketing Decision Making through Predictive Modeling: A 6S Architectural Layout Approach of Market Mining

The six(6) “S” concepts, a blend of data science and market penetration, include storing knowledge, segregating datamarts, synthesis penetration, synchronizing business processes, and scaling forecast. This study employs marketing data and company profiles in the input layer which will function to internal layers and be embedded in the neural network grid learning models. A strategy for identifying business intelligence is presented that will involve to improve characteristics using markets’ data mining. The suggested hidden 6S layers statistically define the business analysis structure, which would establish the business percentage for the stakeholders. In order to validate the model based on size of the business and economy, the system’s marketing decisions will be supported by the marketing feature. This point of view is predicated on the idea that whatever marketing decision makers do, they will review it and attempt to confirm its implementation in the future in order to validate the model.

The role of artificial photo backgrounds of shelter dogs on pet profile clicking and the perception of sociability.

With the increasing prevalence of technology, the internet is often the first step for potential pet owners searching for an adoptable dog. However, best practices for the online portrayal of shelter and foster dogs remain unclear. Different online photo backgrounds appearing on adoption websites for shelter dogs may impact adoption speed by influencing viewer interest. Online clicking behaviour on pet profiles and human-directed sociability, broadly defined, has been previously linked to increased adoption likelihood. Therefore, the objective of this study was to determine the relationship between photo backgrounds of shelter dogs and online clicking as well as perceived human-directed sociability. In a virtual experiment, 680 participants were asked to rank the sociability and friendliness of four different adoptable dogs on a scale from 0–10. The photo background of each dog was digitally altered and randomly assigned to four experimental background conditions: 1) outdoor, 2) home indoor, 3) in-kennel, and 4) plain coloured. As a proxy for adoption interest, a link to the dog’s adoption profile was presented on each slide and the clicking behaviour of participants on this link was recorded. Mixed logistic regression and Poisson models revealed that background did not affect participants’ link-clicking behaviour (chisq = 3.55, df = 3, p = .314) nor perceptions of sociability (statistic = 6.19, df = 3, p = .103). Across all backgrounds, only 4.74% of presented slides culminated in participant link-clicking. Sociability scores also did not predict link clicking. Assessment of participant-related factors and dog ID revealed that link-clicking and sociability scores of photographs were influenced by differences between dogs themselves and unaffected by participants’ awareness of study hypotheses. We conclude that artificial background types did not affect participant responses. The results demonstrate the importance of empirical data in making marketing decisions in animal shelters. Understanding which aspects of online marketing materials impact viewer interest will provide guidance for both animal shelter personnel and foster families to improve the speed of adoption of the animals in their care.

Mediating role of Marketing Information Systems Effectiveness on the relationship between Marketing Information Systems (MkIS) and the Business Performance in Sri Lankan Manufacturing Companies

In the midst of global competition and a turbulent business environment, the survival of businesses is possible if and only if the business organizations harness their business opportunities by optimizing and matching their core competencies with such opportunities. In this hypercompetitive world, in the race for sustainable competitive advantage, knowledge enriched, strategically oriented Marketing Information Systems (MkIS) embedded with marketing intelligence, enable marketing decision makers to gain an unmatched competitive advantage.
 However, MkIS effectiveness is a rarely examined complex construct, and the research effort in this direction has been sporadic and whether MkIS effectiveness leads to improved business performance has rarely been effectively investigated globally.
 Hence, the objective of the present research is to investigate the degree of adoption of MkIS, to discover the effectiveness of MkIS, to find the managerial and organizational factors that affect the adoption of MkIS and to investigate whether there is a positive correlation between such adoption of MkIS and Business Performance mediated by MkIS effectiveness in Sri Lankan manufacturing companies.
 In this regard, the empirical research conducted by the present researcher in 40 Sri Lankan manufacturing companies, triangulated with the in-depth interviews with marketing Executives revealed, that MkIS adoption (ADP) is in its infancy in Sri Lankan manufacturing Companies (t value =-13.626, significance 2 tailed = 0.000).
 The research surprisingly revealed that Sri Lankan Manufacturing companies, embraced Learning Organizations (LO) together with marketing managers’ MkIS related ICT knowledge (EDU) have the strongest, 50 %, influence on Adoption of MkIS (ADP) (ADP = .425 * LO + .567 * EDU – 1.937, 50%, of variance, R2=0.504), especially through embedded systems and continuous learning, innovatively through “meta noia” – a fundamental shift of the mind, and through the fifth discipline – the conceptual frame work of LO – (systems thinking), creating improved innovative products and fulfilling the customers’ ultimate expectations.
 The findings strengthen the body of knowledge about the positive relation between the adoption of MkIS and business performance, mediated by the MkIS effectiveness, by weakening the traditional belief of the “IT paradox” of Sri Lankan Manufacturers.
 Keywords: Marketing Information Systems (MkIS), MkIS Effectiveness, Business Performance, Manufacturing companies, Sri Lanka

Exploring the Relationship Between Extended 3Ps and Store Choice: Moderating Role of Consumer Demographics

This study is an attempt to bridge the link between factors representing stores’ decision boundaries and consumers’ decision-making criteria. It also explores the impact of consumer demographic variables on the relationship between the influence of extended 3Ps (process, people and physical evidence) and store choice. Around 290 responses were found suitable for further statistical refinements through a structured survey. After carrying out the reliability and validity properties of the data, structure equation modelling was applied. The findings of the study revealed that individual demographics (income, age and gender) moderated the relationship between the extended 3Ps and consumer store choice for shopping (in this study example of shopping smartphone). However, occupation and education were found to have no different influence by separate segments of population. Also, all demographics have an interpretation for marketers, which are discussed in the conclusion section. The framework used in this article opens up new vistas for research on exploring different consumer segments and service decision-making in retail marketing.

Role of Servicescape on Student Institution Choice

In recent years there has been increased discussion of the subjective, emotional and sociological factors influencing student choice of university. However, there is a dearth of information exploring what constitutes these feelings. This exploratory paper uses the conceptual model of the servicescape to provide insight into the emotional factors driving student choice. In-depth interviews with prospective students revealed that first impressions really do count. Students are deterred by poor physical environments and excited by enthusiastic staff and students. Most significantly, the study revealed the necessity of a restorative servicescape to provide both a sense of escape and feeling of belonging. This paper contributes to broadening the application of the servicescape model and to a greater understanding of the impact of the environment on prospective students, and creates an opportunity to inform policy by providing university marketing decision makers with a better understanding of what constitutes the university environment and what makes it appealing to prospective students.

Developments in the Market for Employment Websites in the U.S

With the wide-spread adoption of the Internet, websites that host job boards and CV banks have become important intermediaries in the labor market. Despite their popularity and conflicting evidence about their effectiveness, we know relatively little about the market for these websites and about their decision making. We address this void in two ways. First, we document how the market for employment websites evolved in the U.S. Second, we explore how a rapid expansion of Craigslist into local markets in the U.S. impacted market concentration and decision-making of competing websites.

How to Build an AI Climate-Driven Service Analytics Capability for Innovation and Performance in Industrial Markets?

AI climate-driven service analytics capability has been anecdotally argued as a viable strategy to enhance service innovation and market performance in B2B markets. While AI climate refers to the shared perceptions of policies, procedures, and practices to support AI initiatives, cognitive service analytics capability refers to the analytical insights driven by AI climate and augmented by both machines and humans to make marketing decisions. However, there is limited knowledge on the antecedents of such analytics capabilities and their overall effects on service innovation and market performance. Drawing on service analytics literature and the microfoundations of dynamic capability theory, this study fills this research gap using in-depth interviews (n = 30) and a survey (n = 276) of service analytics managers within the AI climate in Australia. The findings confirm the five microfoundations of cognitive service analytics capabilities (cognitive technology, cognitive information, cognitive problem solving, cognitive knowledge & skills, cognitive training & development). The findings also highlight the significant mediating effect of service innovation in the relationship between analytics climate and market performance and cognitive service analytics capability and market performance.

Customer Response towards QR Codes Used in Marketing: An African Perspective

Literature indicates QR code use in marketing is growing and needs attention. The objective of his research is to study QR codes use in marketing via accessibility of product information(PI), advertising(Ad), sales promotion(SP), billing and payment(BP) from African viewpoint. Correlation analysis paved way to factor analysis for data reduction. Both EFA and CFA were performed. Cronbach alpha and composite reliability were assessed for data reliability. Fit indices RMSEA, RFI, TLI and NFI were computed to check model fit. Regression slope was used for testing study hypothesis. Results found, customers use “product information, advertisements, sales promotion and billing & payment through QR codes” has significant positive influence on perceived usefulness(PUM). Further, customers use of marketing QR codes proved perceived usefulness having significant positive influence on intention to use (IUM) in future course of time. “Tesco Homeplus” at global level succeeded in QR codes implementation for marketing activities is discussed and referred in the conclusions. Since respondents are positive towards perceived usefulness and intention to use QR codes, and the cost of QR technology and implementation is very less and affordable, the onus relies on marketing decision makers to adopt and promote QR codes in marketing aggressively for benefiting companies, customers and to further elevate African markets on mobile technological front.