Sales Events Research Articles

Marketing Communication Tourism Purbalingga District (Study of Communication Analysis of Digital-Based Tourism)

The number of tourism objects in Purbalingga that are worth to be known and to be visited by all of us. Therefore, the tourism objects are very necessary to be informed to attract as much as possible potential tourists. Spreading information of tourism objects for tourist can happen in various ways, one of them that now very popular is the usage of internet/digital media. Because it can reach audience more widely. Methodology of this research is descriptive qualitative. Determination of informants are using purposive sampling, which is representative. There are two types of data source: which are primary data source and secondary data. The techniques of collecting data are in-depth interviews, observation, and documentation. The way of analyzing data are reduction, data presentation and integrated conclusion drawing. The results showed that the communication of tourism objects by using digital-based are very effective and efficient. Social media is also very helpful in disseminating tourist information in Purbalingga, and also Purbalingga tourism community that is intensively promoting Purbalingga tourism objects. Theoretically, Purbalingga tourism marketing strategy based on digital communication that is used is Kotler and Keller's theory. The elements are advertisement; sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, sales personnel. Those elements of communication are supported by the internet.

Unconstraining methods for revenue management systems under small demand

Sales data often only represent a part of the demand for a service product owing to constraints such as capacity or booking limits. Unconstraining methods are concerned with estimating the true demand from such constrained sales data. This paper addresses the frequently encountered situation of observing only a few sales events at the individual product level and proposes variants of small demand forecasting methods to be used for unconstraining. The usual procedure is to aggregate data; however, in that case we lose information on when restrictions were imposed or lifted within a given booking profile. Our proposed methods exploit this information and are able to approximate convex, concave or homogeneous booking curves. Furthermore, they are numerically robust due to our proposed group-based parameter optimization. Empirical results on accuracy and revenue performance based on data from a major car rental company indicate revenue improvements over a best practice benchmark by statistically significant 0.5–1.4% in typical scenarios.

Consumption Response to Temporary Price Shock: Evidence from Singapore's Annual Sale Event

Exploiting a novel panel dataset of consumer financial transactions in Singapore, we examine the consumption response to an anticipated, transitory price shock generated by the nation-wide annual sale event. Consistent with theory, we find inter-temporal substitution where consumers spend less immediately before the event, and cross-categorical substitution behavior where consumers decrease spending in items unaffected by the sale event. However, liquidity constrained consumers responded to the price change with significant spending increase and little substitution behavior. Moreover, consumers pay by credit card first and switch to debit card afterwards, further highlighting the role of liquidity in understanding the consumption response.

Retweeting in health promotion: Analysis of tweets about Breast Cancer Awareness Month

Recent years have seen an increase in the use of Twitter for health promotion, yet little research has been done to understand the factors that facilitate the sharing or retweeting of health messages. The goals of this study were twofold: (a) to identify the major themes contained in tweets about the campaign under investigation and (b) to understand the roles of retweeting in a health campaign as well as factors that contribute to the wide dissemination of campaign messages on Twitter. Tweets that included the campaign hashtag of Breast Cancer Awareness Month, #bcam, were collected using the firehose method (N = 1018). Findings revealed that many more tweets were posted about the promotional goals of fundraising or sales events than about the educational goals of teaching and raising awareness about breast cancer. Findings also showed that tweets with photos or images exhibited greater retweetability compared to those without them, whereas the inclusion of hyperlinks or videos did not affect retweetability. The results of the current study shed light on our understanding of the ways Twitter is used in health promotion and offer practical implications regarding strategic use of Twitter for health campaigns.

Emergent Structural Mechanisms for High-Density Collective Motion Inspired by Human Crowds.

Collective motion of large human crowds often depends on their density. In extreme cases like heavy metal concerts and black Friday sales events, motion is dominated by physical interactions instead of conventional social norms. Here, we study an active matter model inspired by situations when large groups of people gather at a point of common interest. Our analysis takes an approach developed for jammed granular media and identifies Goldstone modes, soft spots, and stochastic resonance as structurally driven mechanisms for potentially dangerous emergent collective motion.

Optimal soft-order revisions under demand and supply uncertainty and upstream information

Demand patterns for products with short life cycles or seasonal demand do not follow a discernible pattern for individual sales events and seasons due to uncertainty associated with effectiveness of product promotions, willingness of major retailers to carry product and their support, competition, and other unforeseen marketplace events/factors. These atypical demand patterns can be volatile and unsuitable for traditional demand forecasting. In such cases, buyers utilize market signals to regularly update demand forecasts. Under these settings, sharing early “soft-order” (i.e., order forecast) with the supplier reduces buyer's risk of supply shortages. In this study, we propose an optimal order revision policy for a buyer facing atypical demand and supply uncertainty for a single selling season based on a stochastic dynamic program. We demonstrate the value of soft-orders as well as supplier's inventory position information for the buyer. We make several key contributions: (i) We introduce a decision model for buyer to optimally revise soft-orders under supply uncertainty with or without supplier's inventory position information under a deposit scheme; (ii) We characterize the relationship between the optimal soft-order and final firm-order under demand forecasts and revisions, demonstrating that optimal orders may be aggressive, conservative, or match the demand forecast; (iii) We identify settings under which inventory position information of the supplier is beneficial to the buyer; (iv) We offer a mechanism for identifying the minimum unit deposit cost that will lead to truthful soft-orders from the buyer. A detailed analysis explores the structure of the optimal ordering policies as well as the effect of cost parameters and sources of uncertainty on buyer performance.

Using microfinance to facilitate household investment in sanitation in rural Cambodia.

Improved sanitation access is extremely low in rural Cambodia. Non-governmental organizations have helped build local supply side latrine markets to promote household latrine purchase and use, but households cite inability to pay as a key barrier to purchase. To examine the extent to which microfinance can be used to facilitate household investment in sanitation, we applied a two-pronged assessment: (1) to address the gap between interest in and use of microfinance, we conducted a pilot study to assess microfinance demand and feasibility of integration with a sanitation marketing program and (2) using a household survey (n = 935) at latrine sales events in two rural provinces, we assessed attitudes about microfinance and financing for sanitation. We found substantial stated intent to use a microfinance institution (MFI) loan to purchase a latrine (27%). Five percent of current owners used an MFI loan for latrine purchase. Credit officers attended 159 events, with 4761 individuals attending. Actual loan applications were low, with 4% of sales events attendees applying for a loan immediately following the event (mean = 1.7 loans per event). Ongoing coordination was challenging, requiring management commitment from the sanitation marketing program and commitment to social responsibility from the MFI. Given the importance of improving sanitation coverage and concomitant health impacts, linking functional sanitation markets to already operational finance markets has the potential to give individuals and households more financial flexibility. Further product research and better integration of private vendors and financing modalities are necessary to create a scalable microfinance option for sanitation markets.

창녕지역 축제에서 지역농특산물 및 그 가공품의 구매와 운영 프로그램과의 관련성

This study analyzed purchasing characteristics of local agricultural products and processed products as well as evaluated operation programs for Changnyeon festival participants. The purchasing rates of local agricultural products and processed products at this festival were 63.6% and 49.1%, respectively, and the main purchased crops were onion (42.6%) and garlic (20.7%). Drinks (43.6%) were highly purchased processed products. The recognition (95.3%) and preferences (98.4%) for Changyeong local agricultural products were high at this festival. Subjects (72.5%) responded that public relations were effective for sale at this festival, and evaluation of the operation program for the festival was (total score 5 points). Satisfaction with the experience event (37.7%) and exhibition event (33.6%) were high at this festival program, whereas participants gave low rates for art exhibition and sale events of local agricultural products (16.2%), cooking education (14.7%), direct education program (12.9%), and games (12.1%). This festival was an effective means of public relations, although purchase effects were not significant. This result suggests that the festival is necessary for planning a program to increase purchasing.

Sales Consignment and Nasal Shedding of Equine Herpesvirus‐1 (EHV‐1) and 4 (EHV‐4) in Young Thoroughbred Horses in South Africa

Reasons for performing studyCommingling of horses from various populations, together with stress associated with transport and confinement at a sales complex, may predispose horses to EHV‐1 and ‐4 shedding and transmission. Current information on the prevalence and associated risk factors of EHV‐1 and ‐4 in South Africa is limited. Relevant research could enhance scientific‐based risk management strategies for horses attending sales events.ObjectivesDetect nasal shedding of EHV‐1 and ‐4 at a sales event. Identify the temporal pattern of viral shedding. Investigate the association between clinical signs and EHV‐1 and ‐4 shedding. Identify risk factors for EHV‐1 and ‐4 shedding and transmission.Study designProspective cohort study.MethodsData was collected over a 9 day period during August 2013 at the National Two Year Old Sales in Germiston, South Africa. The study population included 90 Thoroughbreds (51 colts, 39 fillies) in their second year of life that originated from 8 studs situated in 3 provinces. Nasal swabs were collected from each horse on arrival and on departure from the event. During their stay horses were monitored twice daily for pyrexia and once daily for nasal discharge. Nasal swabs were collected daily from any horse with nasal discharge and/or pyrexia. Nasal swabs were submitted for qPCR to detect EHV‐1 and ‐4.ResultsNo EHV‐1 shedding was detected; however, 14.4% of the population shed EHV‐4. A biphasic shedding pattern with peaks one day post arrival and on the first day of auction was observed. Pyrexia, with or without nasal discharge, was observed prior to first shedding in 61.5% of EHV‐4‐positive horses. Province, associated longer travel duration and smaller resident horse populations on farms of origin were associated with increased risk of EHV‐4 shedding.ConclusionsYoung Thoroughbreds consigned to a South African sale shed EHV‐4. Pyrexia proved useful to identify impending EHV‐4 shedding.Ethical animal research: The study was approved by the Animal Ethics Committee (AEC) of the University of Pretoria (Study V040‐13). Informed, written consent for participation was obtained from the owners of each of the studs included in the study. Sources of funding: Funding for this study was provided by Racing South Africa and the Departments of Companion Animal Clinical Studies and Production Animal Clinical Studies, Faculty of Veterinary Science, University of Pretoria. Competing interests: None.

Partner-marketing using geo-social media data for smarter commerce

As a result of significantly growing competition from online-only retailers, physical store retailers have resorted to measures such as discount coupons, online price matching, sale events, and a seamless omnichannel customer experience. One important, often overlooked method is <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">partner-marketing</i> , where a retailer promotes products or services offered by other merchants. The main challenge in partner-marketing is finding partners, i.e., determining whom a retailer should choose as partners among many choices. In this paper, we discuss how a retailer can make use of rich information from mobile and geo-social media to find potential partners in a geographic region. The explosion of mobile and geo-social media in recent years has led to increasing insights about consumers' footprints—which shops they visit, where they travel, and where they live and work. In addition, geo-social data also reveals which regional merchants are popular and why. We propose a series of partner-finding techniques that leverage geo-social data at increasing granularity and discuss analytics to rank potential partners. We present compelling business case studies using real data from Foursquare, a social networking website. We also discuss how retailers can combine geo-social data with traditional data such as demographics, weather information, and their own marketing databases to personalize partner-marketing.

Friends and Family: How In-Group-Focused Promotions Can Increase Purchase

Firms use large majorities of their budgets on sales promotions such as coupons and sales events. Many of these sales promotions are framed as “friends and family” or “preferred customer.” Which of these frames is more effective, when, and why? We answer these questions building on existing research on deal exclusivity. We show that the success of promotions framed as in-group vs. self-focused depends on whether they are targeted toward interdependent or independent customers. We find that interdependent customers are more receptive to in-group-focused promotions because they perceive such promotions as being higher-value deals. We also show that consistency with brand personality matters: the benefit of in-group-focused promotions for interdependent consumers is higher for brands with a group-oriented personality. Overall, these results show how sales promotions can be more effective without having to increase the magnitude of the promotion.

Predictive Models for Determining If and When to Display Online Lead Forms

This paper will demonstrate a machine learning application for predicting positive lead conversion events on the Edmunds.com website, an American destination for car shopping. A positive conversion event occurs when a user fills out and submits a lead form interstitial. We used machine learning to identify which users might want to fill out lead forms, and where in their sessions to present the interstitials. There are several factors that make these predictions difficult, such as (a) far more negative than positive responses (b) seasonality effects due to car sales events near holidays, which require the model to be easily tunable and (c) the need for computationally fast predictions for real-time decision-making in order to minimize any impact on the website’s usability. Rather than develop a single highly complex model, we used an ensemble of three simple models: Naive Bayes, Markov Chain, and Vowpal Wabbit. The ensemble generated significant lift over random predictions and demonstrated comparable accuracy to an external consulting company’s model.

Competing while shopping

PurposeThe purpose of this paper is to better understand the experiences of women who were engaged in a competitive retail shopping event.Design/methodology/approachThis study employed the discovery‐oriented grounded theory approach, in order to interpret field data from observations and interviews from 30 women who participated in a bridal gown sale event.FindingsThis paper exposes the manner in which the women shoppers shifted from competitive mindsets and behaviors, to cooperative ones, with other women shoppers. Four complimentary “trajectories” help explain how this takes place by demonstrating that the women progressed through mindsets of competition, co‐opetition, cooperation, and charity. The course of this process occurs within the realm of highly dynamic environments, which help foster the women's changing behaviors. The experiences of our participants converged such that this process of competition‐cooperation contributed to positive experiential value of the shopping trip.Research limitations/implicationsThis study focused only on women shoppers in the USA and concentrated only on one retail sale event. Future studies should expand the cultural diversity of the participants and increase the contextual boundaries of the phenomenon to include other instances of competitive shopping.Practical implicationsUnderstanding how women consumers engage in competition, and consequently cooperation, should be of considerable interest to retailers wishing to execute competitively natured events and promotions. The paper's findings suggest that women value competitive shopping events because of the social experience they provide, not solely for the product that might be acquired. The study contributes to our understanding of how women interpret social interaction, manage relationships with one another in retail settings, and are co‐creators of intrinsic shopping value. It also offers a more favorable viewpoint of competition in the retail domain than what is often construed in mainstream media.Originality/valueThis research is one of the first to focus on women shoppers who are engaged in a competitive shopping event. For consumer theorists, this study offers insights into social behavioral processes. It provides a platform for continuing research in the area of consumer competition.

Value through combined offerings of bank and insurance

PurposeThe purpose of this paper is to investigate how financial service providers cross‐sell combined bank and insurance service offerings in a business‐to‐business context with the aim of increasing understanding on the creation of corporate customer value through cross‐selling.Design/methodology/approachA qualitative study of eight providers, augmented with interviews among eight of their small and medium‐sized enterprise (SME) customers, form the empirical basis of the study.FindingsFinancial service providers anticipate a shift from separate sales events towards one‐stop shopping and from unilateral provision of non‐related products towards consideration of hybrid products in the SME segment. SME customers, who tend to acquire their banking and insurance services as non‐related products from separate providers, do not fully support these trends. The results are partly explained by the absence of customer loyalty programs and non‐existent provision of hybrid products in the business‐to‐business context.Research limitations/implicationsThe research is focused on the financial industry within one country and bound to SME customers, limiting the generalizability of the findings.Practical implicationsThe results imply that financial service providers should develop their one‐stop shopping concept in the SME segment by creating a customer loyalty program that would reward customer companies according to the use of multiple products in their total portfolio. Additionally, the possibilities of introducing hybrid products solely for business customer use should be further investigated.Originality/valueThis study is the first to show how business customers perceive the value of cross‐buying bank and insurance services, presenting a reminder to managers about the importance of recognizing their SME customers' value expectations.

Using “last-minute” sales for vertical differentiation on the Internet

In Internet-based commerce, sellers often use multiple distribution channels for the sale of standard consumer goods. We study a model of second-degree price discrimination in which a monopolist sells to risk-averse buyers. The seller uses two channels that differ in their risk attributes. In one channel prices and qualities are fixed and availability is assured. In the second channel, the seller offers a joint distribution of prices and qualities and may not guarantee availability. We characterize optimal two-channel selling policies. We show that it can be optimal to offer multiple identical items in a random sale event. However, the seller cannot benefit by offering two distinct quality levels in a sale event that is held with probability smaller than one. We use the model to offer explanations for the observed behavior of online sellers and discuss implementation issues in recent e-commerce environments.

인터넷 쇼핑몰 기획전의 내용 유형과 소비자 비계획 구매 자극

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women`s apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as `theme` and `tool`. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the `theme` group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the `tool` group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

Segmentation of clearance sales shoppers based on store attributes

Clearance sales are commonly used by retailers selling season goods. These special sales events are designed to increase store traffic and sales. Clearance sales act as stimulus to consumers who are likely to elicit a positive response. To understand these clearance sales consumers, segmentation on the basis of store attributes seems to be more realistic in order to explain the differences among consumers inside a market. Our concern in this paper is to understand the clearance sales shoppers of India and segment them based on the shopper’s perception on clearance sales store attributes. In this sense, the present work starts by analysing the importance of segmenting the clearance sales shoppers on the basis of store attributes. After reviewing the literature of clearance sales, we performed a segmentation analysis of clothing and apparel shoppers in India. First, a hierarchical cluster analysis was carried out, and then k -means cluster analysis identified three meaningfully differentiated customer groups. Further, a classification tree analysis was performed to identify the store attributes that differentiated the clustered groups. Finally, three clusters of clearance sales shoppers namely value conscious shoppers, discount shoppers and merchandise-oriented shoppers are identified. Main conclusions with implications for retailing management are pointed out.

Panning for Gold

Most tourists who engage in gold panning find gold which is worth less than their price of admission to the gold mine. From a tax standpoint, they have nondeductible, personal losses. Those precious few who find gold which is worth more than their price of admission should not have taxable income unless or until they sell the gold to a third party. Due to the valuation and allocation difficulties inherent in measuring basis and amount realized, there should be no realization event when the gold is panned. Alternatively, the gold panning activity can be viewed as producing tax free, imputed income, at least until the later sale event.

Concordance Among Holdouts

Holdout problems prevent decentralized aggregation of complementary goods, but the coercion required to overcome holdout may encourage abuse and violate fairness standards. We propose second-best efficiency, abuse-prevention, and fairness criteria for procedures intended to reduce holdout. Our criteria are jointly satisfied by a class of “Concordance” procedures. In these procedures, the prospective buyer makes a take-it-or-leave-it offer to the group of sellers, and the sellers use an efficient collective choice mechanism to decide as a group whether to accept the buyer’s offer. In the case of sale, the buyer’s offer is divided among the sellers in a fashion independent of individual sellers’ actions. Each seller retains the option to receive, in the event of sale, her share of the offer (without making any additional payments) in exchange for not influencing the collective decision. Our approach is applicable in a range of contexts including land assembly, spectrum aggregation, corporate acquisitions, and patent pool formation.

Modelling Bidders in Sequential Automated Auctions

Auctions are mechanisms that formalize the rules with which automated trading schemes can be conducted, and in this paper we model the interaction of bidder and seller agents in sequential computerized auctions. We study the outcome of strategies that a designated ‘special bidder’ (SB) may follow in the presence of a collection of other bidders in an English auction, under the assumption that the SB can make bids based on its observation of the ongoing auction as a collective system. In our model, bidding and sale events are continuous time random processes with discrete state-space, where the state-space represents the current value of the most recent bid. We obtain analytical solutions that allow the evaluation of measures of interest to the SB such as the probability of winning, the savings with respect to the maximum payable price in the event of a win and the expected waiting time to win. We examine the effects of the SB's time to bid, and study how its decisions may be selected so as to optimize the SB's measures of interest.