122 research outputs found

    Small area market demand prediction in the automobile industry

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    The general aim of this research is to investigate approaches to: ‱improve small area market demand (i.e. SAMD) prediction accuracy for the purchase of automobiles at the level of each Census Collection District (i.e. CCD); and ‱enhance understanding of meso-level marketing phenomena (i.e. geographically aggregated phenomena) relating to SAMD. Given the importance of SAMD prediction, and the limitations posed by current methods, four research questions are addressed: ‱What are the key challenges in meso-level SAMD prediction? ‱What variables affect SAMD prediction? ‱What techniques can be used to improve SAMD prediction? ‱What is the value of integrating these techniques to improve SAMD prediction? To answer these questions, possible solutions from two broad areas are examined: spatial analysis and data mining. The research is divided into two main studies. In the first study, a seven-step modelling process is developed for SAMD prediction. Several sets of models are analysed to examine the modelling techniques’ effectiveness in improving the accuracy of SAMD prediction. The second study involves two cases to: 1) explore the integration of these techniques and their advantages in SAMD prediction; and 2) gain insights into spatial marketing issues. The case study of Peugeot in the Sydney metropolitan area shows that urbanisation and geo-marketing factors can have a more important role in SAMD prediction than socio-demographic factors. Furthermore, results show that modelling spatial effects is the most important aspect of this prediction exercise. The value of the integration of techniques is in compensating for the weaknesses of conventional techniques, and in providing complementary and supplementary information for meso-level marketing analyses. Substantively, significant spatial variation and continuous patterns are found with the influence of key studied variables. The substantive implications of these findings have a bearing on both academic and managerial understanding. Also, the innovative methods (e.g. the SAMD modelling process and the model cube based technique comparison) developed from this research make significant contributions to marketing research methodology

    In the Driver\u27s Seat: A Case Study on George P. Johnson Experience Marketing

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    Experiential marketing is a modern form of marketing that utilizes live, interactive experiences to immerse a consumer into a brand. These experiences cause the consumer to exhibit multisensory stimulation, bodily performance, social interaction, and discovery/learning. Experiential marketing is apparent in the automotive industry because automotive products can be used to create an engaging, memorable experience. The purpose of this study was to examine automotive-focused marketing strategies of George P. Johnson Experience Marketing. Research for this study was conducted using a case study. The results indicated that George P. Johnson capitalizes on product presence that engages the senses of the consumer and allows them to learn about the product and brand. George P. Johnson should continue to capitalize on product presence and multisensory stimulation, while also utilizing traditional marketing tactics to better communicate the features and benefits of the product they are representing

    Automotive Crisis: Volkswagen\u27s Emissions Scandal & Response Strategies.

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    The purpose of this study is to explore the use of crisis communication strategies (i.e. Coomb’s Situational Crisis Communication Theory and Bradford & Garrett’s Communicative Response Model) by examining Volkswagen’s key messages in U.S. commercial ad campaigns, individual vehicle commercials, and print ads before, during and after the emissions scandal. The content analysis also identified these specific crisis response strategies in the company’s 2015 through 2018 annual reports, press releases and letters to the company shareholders

    Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)

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    This article discusses how dealers contributed to the formation of premium brands in the German car industry in the 1990s. Using literature on luxury business, it tackles the case of Audi to explore the changing role that dealers have played and their integration into Audi’s brand management strategy when the company became autonomous within the Volkswagen Group. The article demonstrates that dealers were not mere sellers of vehicles but rather places that transmitted experience value to customers. Like mono-brand stores in the luxury industry, Audi dealers were strongly integrated in the firm and physically embodied the brand through a standardized, worldwide architectural model.論

    Marketing Strategies for Automotive Dealerships in Grenada

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    AbstractSome executive-level automotive dealership managers in Grenada lack successful marketing strategies to sell new U.S. or Japanese vehicles to increase dealership profits. Executive-level automotive dealership managers are concerned about how dealership marketing strategies can negatively impact the business’s bottom line. Grounded in the segmentation, targeting, and positioning model, the purpose of this qualitative multiple-case study was to explore the successful marketing strategies four executive-level dealership managers used to sell U.S. or Japanese vehicles to increase profit in the southern region of Grenada. Yin’s 5-step thematic analysis of semistructured interviews and company documents derived four themes: customer retention, product branding, media promotional strategy, and after-sales service. A key recommendation for the executive-level automotive dealership manager is to implement two-way communication with customers to maintain good customer relationships. The implications for positive social change include the potential for marketing strategies that promote company sustainability that could result in improved satisfaction of employees and enhanced lifestyles of their families and communities

    How can algorithms help in segmenting users and customers? A systematic review and research agenda for algorithmic customer segmentation

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    What algorithm to choose for customer segmentation? Should you use one algorithm or many? How many customer segments should you create? How to evaluate the results? In this research, we carry out a systematic literature review to address such central questions in customer segmentation research and practice. The results from extracting information from 172 relevant articles show that algorithmic customer segmentation is the predominant approach for customer segmentation. We found researchers employing 46 different algorithms and 14 different evaluation metrics. For the algorithms, K-means clustering is the most employed. For the metrics, separation-focused metrics are slightly more prevalent than statistics-focused metrics. However, extant studies rarely use domain experts in evaluating the outcomes. Out of the 169 studies that provided details about hyperparameters, more than four out of five used segment size as their only hyperparameter. Typically, studies generate four segments, although the maximum number rarely exceeds twenty, and in most cases, is less than ten. Based on these findings, we propose seven key goals and three practical implications to enhance customer segmentation research and application.© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.fi=vertaisarvioitu|en=peerReviewed

    Customer relationship management: a qualitative cross-case analysis in the UK and Saudi Arabia

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    The current study focuses on customer relationship management initiatives in different organizations and in different countries. A proposed CRM model was adopted and used to evaluate the CRM initiatives of the chosen organizations in both Saudi Arabia and the UK. The scope of this research was affected by the differing levels of cooperation received from the organizations which participated in the case studies, thereby resulting in differing sizes of the said case studies. The adopted CRM conceptual model was used to evaluate the level of CRM maturity in the organizations studied. This model is believed to be a significant contribution to the theory and field of CRM. This model could be used by organizations to evaluate their CRM initiatives and assess their CRM readiness and status. The proposed CRM model specifies the basic parameters of the CRM sequential stages and their essential supporting conditions. Another important contribution of the study is that it identifies and highlights the potential effects of the cultural disparities existing between Saudi Arabia and the UK on CRM initiatives yet to be undertaken in both countries. In depth open-ended questions were used to collect the data. The analysis of the data gathered went through two main stages. The first stage was to transcribe the data collected from all the organizations chosen and produce detailed write-ups for each case. In every case the write-ups were similarly structured to help the researcher in the second stage, the cross-case analysis. The cross-case analysis was based on the researcher’s proposed conceptual CRM model. The central research question for this study is: Why and how do CRM initiatives succeed or fail? In order to answer this question, the following research questions were formulated and answers were deduced from the findings and results of the qualitative analysis conducted: RQ1: What are the critical success factors of CRM initiatives? The answers received resulted in the emergence of some critical success factors, such as: 1. Senior Management Support 2. Business Plan and Vision 3. Making the Change in Small Steps 4. Inter Departmental Collaboration 5. Clear Ownership of Data 6. Training for End-users 7. End Users' Acceptance of Change 8. Degree of Analysis and Customer Segmentation 9. Degree of Alignment 10. Language Considerations 11. Internet Presence RQ2: What are the common difficulties when adopting a CRM initiative? The answers came up with the following common difficulties: 1. Resistance to Change 2. Human Errors in Feeding the System 3. Governmental Legislation 4. Cultural Barriers RQ3: What does CRM mean for different organizations? The answers exposed a common interesting finding that different organizations considered CRM to be different things. Some considered CRM to be branded CRM software, others as call-centers, yet others as loyalty programs and/or simple tools to manage and satisfy customers. This confirmed that CRM meant different things to different organizations. RQ4: Is CRM the right solution for every organization? The answers proved that if branded software from recognized vendors only was to be recognized as CRM, then this standard and rigid kind of CRM could not always be implemented by all organizations. On the other hand, if the managerial concepts behind CRM were to be taken into consideration, then CRM could indeed be implemented by every organization

    Investigating the marketing communication practices of car dealerships in Gauteng Province, South Africa

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    The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided.Business ManagementM. Com. (Business Management
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