Samenvatting
Samenvatting Marketinginformatie
- Vak
- Instelling
Samenvatting gemaakt aan de hand van powerpoints.
[Meer zien]Voorbeeld 4 van de 74 pagina's
Voorbeeld 4 van de 74 pagina's
In winkelwagen
In winkelwagen
gesponsord bericht van onze partner
Verkoper
Volgen
martenstomm
Ontvangen beoordelingen
Voorbeeld van de inhoud
Inhoudsopgave1 Inleiding tot market response models ..................................................................................................... 4
1.1 Model building steps: ........................................................................................................................... 4
1.1.1 Specification .................................................................................................................................... 4
1.1.2 Estimation ....................................................................................................................................... 5
1.1.3 Testing and validation ..................................................................................................................... 5
1.1.4 Application ...................................................................................................................................... 5
1.2 Product-harm crises (Cleeren et al. 2013) ............................................................................................ 6
1.2.1 Specification .................................................................................................................................... 6
1.2.2 Estimation ....................................................................................................................................... 6
1.2.3 Testing and validating ..................................................................................................................... 7
1.2.4 Application ...................................................................................................................................... 7
1.3 De modeling gap .................................................................................................................................. 7
1.4 Hoe modeling papers lezen? ................................................................................................................ 7
1.5 Toepassen op het bovenstaand artikel ................................................................................................ 8
1.5.1 Onderzoeksvraag ............................................................................................................................. 8
1.5.2 Conceptual framework .................................................................................................................... 8
1.5.3 Data and modeling .......................................................................................................................... 8
1.5.4 Resultaten ....................................................................................................................................... 8
1.5.5 Reflection ........................................................................................................................................ 8
1.6 Inleiding model building: coca cola case .............................................................................................. 8
2 Advertising .............................................................................................................................................. 9
2.1 Hoe goed werkt advertising? (Sethuraman et al., 2011) ..................................................................... 9
2.2 Meta analyses ...................................................................................................................................... 9
2.3 Elasticiteiten ......................................................................................................................................... 9
2.4 Modeling paper lezen toegepast op Sethuraman et al., 2011 (5 stappen) .......................................... 9
2.4.1 Onderzoeksvragen .......................................................................................................................... 9
2.4.2 Conceptual framework .................................................................................................................... 9
2.4.3 Data and modeling ........................................................................................................................ 10
2.4.4 Resultaten ..................................................................................................................................... 11
2.4.4.1 Resultaten modererende effect .......................................................................................... 11
2.4.5 Reflectie......................................................................................................................................... 12
2.5 Het directe en indirecte effect van advertising (Joshi and Hanssens 2010) ....................................... 12
2.5.1 Onderzoeksvraag ........................................................................................................................... 12
2.5.2 Conceptual framework .................................................................................................................. 12
2.5.3 Data en methodologie ................................................................................................................... 13
2.5.4 Resultaten ..................................................................................................................................... 14
2.5.5 Reflectie......................................................................................................................................... 15
3 Online advertising ................................................................................................................................. 16
3.1 De online wereld ................................................................................................................................ 16
3.2 Impact van online en offline advertising op online en offline verkopen (Dinner et al, 2014) ............. 16
3.2.1 Onderzoeksvraag ........................................................................................................................... 16
3.2.2 Conceptual framework .................................................................................................................. 16
3.2.3 Data & methodologie .................................................................................................................... 17
3.2.4 Resultaten ..................................................................................................................................... 18
1
, 3.2.5 Reflectie......................................................................................................................................... 19
3.3 Online reviews .................................................................................................................................... 19
3.4 Meta-analyse van eWOM (You et al, 2015) ....................................................................................... 19
3.4.1 Onderzoeksvraag ........................................................................................................................... 19
3.4.2 Conceptueel framework ................................................................................................................ 20
3.4.3 Data en methodologie ................................................................................................................... 20
3.4.4 Resultaten ..................................................................................................................................... 21
3.4.5 Reflectie......................................................................................................................................... 22
4 Het verband tussen online, regionale en nationale reclame en de firm value (Sridhar et al, 2016) (Team
1) 23
4.1 Onderzoeksvraag ............................................................................................................................... 23
4.2 Conceptueel framework ..................................................................................................................... 23
4.3 Data en methodologie ....................................................................................................................... 24
4.4 Resultaten .......................................................................................................................................... 25
4.5 Reflectie.............................................................................................................................................. 25
5 Product ................................................................................................................................................. 26
5.1 Artikel 1 (Sood and Tellis 2009) .......................................................................................................... 26
5.1.1 Resultaten ..................................................................................................................................... 27
5.1.2 Reflectie/main findings ................................................................................................................. 28
5.2 Artikel 2 (Steenkamp and Gielens 2003) ............................................................................................ 29
5.2.1 Onderzoeksvraag ........................................................................................................................... 29
5.2.2 Conceptual framework .................................................................................................................. 29
5.2.3 Data en methodologie ................................................................................................................... 30
5.2.3.1 Fase 1: hazard model ........................................................................................................... 30
5.2.3.2 Fase 2: between-product effects ......................................................................................... 31
5.2.4 Resultaten ..................................................................................................................................... 33
5.2.5 Reflectie......................................................................................................................................... 33
5.3 Artikel 3 (team 2) New Product success in the consumer packaged goods industry: a shopper
marketing approach ......................................................................................................................................... 34
5.3.1 Onderzoeksvragen ........................................................................................................................ 34
5.3.2 Conceptueel framework ................................................................................................................ 34
5.3.3 Data en methodologie ................................................................................................................... 35
5.3.4 Resultaten ..................................................................................................................................... 36
5.3.5 Reflectie......................................................................................................................................... 39
6 Prijs ....................................................................................................................................................... 39
6.1 Het effect van prijs (Bijmolt et al. 2005) ............................................................................................ 39
6.1.1 Onderzoeksvraag:.......................................................................................................................... 39
6.1.2 Conceptual framework .................................................................................................................. 41
6.1.3 Data and modeling ........................................................................................................................ 41
6.1.4 Resultaten ..................................................................................................................................... 41
6.1.5 Reflectie......................................................................................................................................... 42
6.2 Internationale verschillen in prijssensitiviteit (Kubles, Pauwels, Yildirim and Fandrich 2018) ........... 42
6.2.1 Onderzoeksvragen ........................................................................................................................ 42
6.2.2 Data & methodologie .................................................................................................................... 42
6.2.3 Resultaten ..................................................................................................................................... 43
6.2.4 Reflectie......................................................................................................................................... 44
6.3 Referentieprijzen (mazumdar and sinha, 2005) ................................................................................. 44
2
, 6.4 Team 3: Investors’ evaluations of price-increase preannouncements (Lim, L.G., Tuli, K.R., Dekimpe
M.G. 2018) ........................................................................................................................................................ 45
6.4.1 Onderzoeksvraag ........................................................................................................................... 45
6.4.2 Conceptual framework .................................................................................................................. 45
6.4.3 Data en methodologie ................................................................................................................... 46
6.4.4 Resultaten ..................................................................................................................................... 47
7 Prijspromoties ....................................................................................................................................... 47
7.1 Prijspromoties (Gedenk et al., 2010) .................................................................................................. 47
7.2 Wie heeft het meest baat bij prijspromoties? (Srinivasan et al. 2004) .............................................. 49
7.2.1 Onderzoeksvragen ........................................................................................................................ 49
7.2.2 Conceptual framework .................................................................................................................. 49
7.2.3 Data en methodologie ................................................................................................................... 49
7.2.4 Reflectie......................................................................................................................................... 51
7.3 Price promotions and popular events (Keller et al., 2018) ................................................................. 52
7.3.1 Onderzoeksvragen ........................................................................................................................ 52
7.3.2 Conceptual framework .................................................................................................................. 52
7.3.3 Data en methodologie ................................................................................................................... 53
7.3.4 Resultaten ..................................................................................................................................... 56
8 Customer lifetime value ........................................................................................................................ 59
8.1 Customer lifetime value ..................................................................................................................... 60
8.1.1 Customer profit vs CLV .................................................................................................................. 60
8.1.2 Conceptual framework voor modelleren van CLV ........................................................................ 60
8.2 Balancing acquisition and retention resources to maximize customer profitability (Reinartz et al.,
2005) 61
8.2.1 Conceptual framework .................................................................................................................. 61
8.2.2 Data en methodologie ................................................................................................................... 61
8.3 Groepswerk 3: .................................................................................................................................... 65
8.3.1 CLV berekenen voor de gemiddelde klant .................................................................................... 65
8.3.2 CLV berekenen voor elke klant...................................................................................................... 65
8.3.3 Klanten heterogniteit .................................................................................................................... 66
9 Distributie ............................................................................................................................................. 66
9.1 (Avery et al. 2012) .............................................................................................................................. 66
9.1.1 Model: difference model ............................................................................................................... 68
9.2 Zijn multichannel consumenten meer waardevol? (Kushwaha and Shankar 2013) .......................... 69
9.2.1 Onderzoeksvragen ........................................................................................................................ 69
9.2.2 Conceptual framework .................................................................................................................. 70
9.2.3 Data en methodologie ................................................................................................................... 70
9.2.4 Resultaten ..................................................................................................................................... 72
3
, 1 Inleiding tot market response models
Verminderde invloed van marketing:
- Marketingfunctie lager in hiërarchie
- Strategische beslissingen worden genomen in andere departementen
- Marketing wordt gezien als kost
Wat zijn de bekwaamheden die de invloed van marketing bepalen? (Verhoef and Leeflang
2009)
Market response models:
- Linken van input variabelen aan output maatstaven
- Wat de impact is van marketingbeslissingen op output variabelen zoals verkopen,
marktaandeel, …
- Kwantificeren van marketing problemen
Voordelen van gebruik market response models:
- Betere beslissingen en beter begrip hoe de omgeving werkt
- Verbeteren data verzameling en hoe beslissing nemers hiermee omgaan
- Vaststellen veranderingen in omgeving
1.1 Model building steps:
1: Specification
2: Estimation
3: Testing and validation
4: Application
Leeflang, Peter S.H., Dick R. Wittink, Michel We del and Philippe A. Naert (2000).
Building Models for Marketing Decisions. Kluwer Academic Publishers.
1.1.1 Specification
Inputs:
- Marketing decision variables
- Independent variables
Outputs:
- What is the target?
- Dependent variables
Environmental factors:
- Other factors that influence the output
- Control variables
4
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper martenstomm. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €5,39. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 67474 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen