Effect of repeat purchase and dynamic market size on diffusion of an innovative technological consumer product in a segmented market

This study develops diffusion models for technological consumer products under the marketing environment when a product is marketed in a segmented market and observes two distinctive promotional strategies of mass and differentiated promotion; an under explored study area. Mass promotion strategy creates a spectrum effect in market with an aim to create wider product awareness and influence the market size. Whereas the differentiated promotion strategy plays major role in external influence component in the respective segment and target for adoption by the current potential segment. Previous studies on segmented diffusion models assumed only first time purchase and constant market size which may yield underestimated results and fail to give appropriate insight of the diffusion process. The study develops and validates generalized diffusion models for segmented market incorporating the repurchase behaviour of the adopter population and dynamic potential market size considerations. Performance of the proposed models is analysed on real life data for a new product marketed in four segments and compared with the previous study

Design Choices and Adoption Processes: from Engineering Designed Products to Services

L'abstract è presente nell'allegato / the abstract is in the attachmen

Promotion and Marketing Communications

This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes

INFLUENCE OF BRAND ORIGIN TOWARDS CONSUMERS’ PREFERENCE AND RECOGNITION: COMPARISON OF GLOBAL AND NORDIC BRANDS BY OLDER FINNISH CONSUMERS

Although older population exist significantly in the demographic profile of many countries in Europe and North America, they have never been well-represented as a market segment. For the last five decades, the demographic structure in Europe has changed significantly, including in Finland. The low birth rates and higher life expectancy consequently change the shape of the demographic pyramid and put the older population to be a major part of the overall population. This study is focused on older Finnish consumer behaviour towards Nordic and Global brands, including their sub-segmentation and all the factors that may influence their preference, purchase habit and buying decision making. The theoretical framework is constructed by theory of country origin, country animosity and affinity as well as the relation of country origin with the perceived product quality by consumers that are linked to the branding theory elements such as brand positioning, brand loyalty, brand equity, and followed by the explanation of consumer behavior, segmentation, buying decision making process and a closer look of older Finnish consumers’ profiles. This framework is the basis for conducting the empirical part of the research. The empirical part of the study presents the data that was obtained with an ethnographic approach by conducting the participants’ observation and in – depth semi – structured interview which has given enormous insights about the older Finnish consumer behavior.fi=Opinnäytetyö kokotekstinä PDF-muodossa.|en=Thesis fulltext in PDF format.|sv=Lärdomsprov tillgängligt som fulltext i PDF-format

Financial Inclusion and Financial Stability: Current Policy Issues

The recent financial crisis has shown that financial innovation can have devastating systemic impacts. International standard setters’ and national regulators’ response has been a global concerted effort to overhaul and tighten financial regulations. However, at a time of designing stricter regulations, it is crucial to avoid a backlash against financial inclusion. In this chapter, we argue that greater financial inclusion presents opportunities to enhance financial stability. Our arguments are based on the following insights: - Financial inclusion poses risks at the institutional level, but these are hardly systemic in nature. Evidence suggests that low-income savers and borrowers tend to maintain solid financial behavior throughout financial crises, keeping deposits in a safe place and paying back their loans. - Institutional risk profiles at the bottom end of the financial market are characterized by large numbers of vulnerable clients who own limited balances and transact small volumes. Although this profile may raise some concerns regarding reputational risks for the central bank and consumer protection, in terms of financial instability, the risk posed by inclusive policies is negligible. - In addition, risks prevalent at the institutional level are manageable with known prudential tools and more effective customer protection. - The potential costs of financial inclusion are compensated for by important dynamic benefits that enhance financial stability over time through a deeper and more diversified financial system. In the following pages, we present the current state of financial inclusion globally. We also explore some trends in financial inclusion and what the most effective policies are to favor it. In doing so, we suggest that innovations aimed at countering financial exclusion may help strengthen financial systems rather than weakening them.financial inclusion; financial stability; costs and benefits; current policy issues

Multi-level processes of integration and disintegration. Proceedings of the Third Green Week Scientific Conference

CONTENTS: ACKNOWLEDGEMENTS ... I; ABOUT THE MACE PROJECT... III; PLENARY PRESENTATION ... 1; Landscape agroecology: Managing interactions between agriculture, nature and socio-economy... 3, Tommy Dalgaard; DEVELOPMENT CHALLENGES IN RURAL AREAS ... 13; Patterns of rural development in mountainous areas of the Mediterranean: Between innovation and tradition ... 15, Angela Guarino; Agro ecology: Hypothesis for a sustainable local development?... 22, Silvia Doneddu; The farmers' early retirement scheme as an instrument of structural changes in the rural areas after Poland's accession to the EU ... 29, Michal Dudek; FOOD MARKETS AND AGRICULTURAL MARKETING... 37; G/Local brand challenges in the Austrian agricultural food market ... 39, Bernadette Frech, Ana Azevedo, Hildegard Liebl; Willingness of food industry companies to co-finance collective agricultural marketing actions... 48, Anikó Tóth, Csaba Forgács; MULTIFUNCTIONAL AGRICULTURE ... 57; The role of multifunctional agriculture for rural development in Bulgaria... 59, Violeta Dirimanova; A methodological review of multifunctional agriculture ... 66, Concettina Guarino, Francesco Di Iacovo; A spatially explicit decision-making support tool for integral rural development ... 75, Catherine Pfeifer, Jetse Stoorvogel; AGRICULTURAL EXTENSION AND NETWORKS IN RURAL AREAS... 89; Feasibility and implementation strategies of dairy extension in Ulaanbaatar/Mongolia... 91, Baast Erdenebolor, Volker Hoffmann; The relevance of social networks for the implementation of the LEADER programme in Romania ... 99, Doris Marquardt, Gertrud Buchenrieder, Judith Möllers; Quality assessment problems of agricultural advisory centres' services... 113, Gunta Grinberga; INTEGRATION PROCESSES INTO INTERNATIONAL MARKETS... 125; Competition or market power in the Ukrainian meat supply chain? ... 127, Andriy Matyukha, Oleksandr Perekhozhuk; Integration of the Hungarian cereal market into EU 15 markets ... 138, Attila Jambor; Regional specialisation of agriculture and competitive advantages of East-European countries... 146, Oleksandr Zhemoyda, Stephan J. Goetz; GOVERNANCE AND USE OF NATURAL RESOURCES ... 155; An analysis of biodiversity governance in the Kiskunság National Park according to the GoverNat Framework... 157, Cordula Mertens, Eszter Kelemen, György Pataki; Hierarchical network modelling and multicriteria analysis for agri-environmental measures in Poland ... 168, Jadwiga Ziolkowska; Assessing rural livelihood development strategies combining socioeconomic and spatial methodologies ... 179, K.C. Krishna Bahadur; SUSTAINABLE AGRICULTURAL LAND USE... 189; Linking economic and energy modelling with environmental assessment when modelling the on-farm implementation of Anaerobic Digestion ... 191, Andreas Muskolus, Andrew M. Salter, Philip J. Jones; Phytoremediation of a heavy metal-contaminated agricultural area combined with energy production. Multifunctional use of energy maize, rapeseed and short rotation crops in the Campine (BE)... 200, Nele Witters, Stijn Van Slycken, Erik Meers, Kristin Adriaensen, Linda Meiresonne, Filip Tack, Theo Thewys, Jaco Vangronsveld --

CORPORATE SOCIAL RESPONSIBILITY IN ROMANIA

The purpose of this paper is to identify the main opportunities and limitations of corporate social responsibility (CSR). The survey was defined with the aim to involve the highest possible number of relevant CSR topics and give the issue a more wholesome perspective. It provides a basis for further comprehension and deeper analyses of specific CSR areas. The conditions determining the success of CSR in Romania have been defined in the paper on the basis of the previously cumulative knowledge as well as the results of various researches. This paper provides knowledge which may be useful in the programs promoting CSR.Corporate social responsibility, Supportive policies, Romania

Customer Relationship Management : Concept, Strategy, and Tools -3/E

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. After the initial technological approaches, this process has matured considerably – both from a conceptual and from an applications point of view. Of course this evolution continues, especially in the light of the digital transformation. Today, CRM refers to a strategy, a set of tactics, and a technology that has become indispensable in the modern economy. Based on both authors’ rich academic and managerial experience, this book gives a unified treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of this book is to be a comprehensive and up-to-date learning companion for advanced undergraduate students, master students, and executives who want a detailed and conceptually sound insight into the field of CRM

Managing brands

How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to academics very recently. The three essays in this book seek to offer a more complete understanding of managing brand performance in the long run by comparing the relative long-term effects of the entire marketing mix (pricing, promotion, product and place) in unison, contrasting the long-term efficacy of marketing spending for new and established brands, compiling insights from temporal and spatial analyses of brand performance, and considering these effects over a large number of categories to generalize the findings