An agent-based fuzzy cognitive map approach to the strategic marketing planning for industrial firms

This is the post-print version of the final paper published in Industrial Marketing Management. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of effective industrial marketing planning in practice, the literature still lacks practical tools and methods that marketing managers can use for the task. This paper applies fuzzy cognitive maps (FCM) to industrial marketing planning. In particular, agent based inference method is proposed to overcome dynamic relationships, time lags, and reusability issues of FCM evaluation. MACOM simulator also is developed to help marketing managers conduct what-if scenarios to see the impacts of possible changes on the variables defined in an FCM that represents industrial marketing planning problem. The simulator is applied to an industrial marketing planning problem for a global software service company in South Korea. This study has practical implication as it supports marketing managers for industrial marketing planning that has large number of variables and their cause–effect relationships. It also contributes to FCM theory by providing an agent based method for the inference of FCM. Finally, MACOM also provides academics in the industrial marketing management discipline with a tool for developing and pre-verifying a conceptual model based on qualitative knowledge of marketing practitioners.Ministry of Education, Science and Technology (Korea

Perangkat Lunak Mobile USAha Kecil Dan Menengah (UKM) Kota Palembang

This study was conducted to design a mobile software that is expected to help Usaha Kecil dan Menengah (UKM) in Palembang City in marketing their product. This is related to the problems often faced by UKM that is difficult to do marketing products and costs are very high to make a promotion of products. With this mobile software can facilitate and help the UKM in Palembang City to introduce their products to the wider community. In this research of UKM mobile software design is using two (2) methods which is Database Lifecycle Method for database design that will be used and Rapid Application Model (RAD) method for designing User Interface. Keywords: Mobile, UKM, Database Lifecycle dan Rapid Application Development (RAD

Social determinants of cell-phone market with customer value expectation approach

Background: The aim of this study was to provide a model of social determinants of cell-phone marketing with customer expected value approach. Methods: A mixed-method was used to identify the social components and indicators of the cell-phone marketing. The study population included marketing experts and professors in the qualitative section and managers and senior managers of marketing managers in the quantitative section. The sample size was 10 experts of marketing management in the qualitative section, and 384 people in qualitative section. To collect data, a semi-structured interview in the qualitative section and a questionnaire in the quantitative section were used. Construct validity using confirmatory factor analysis in SmartPLS software and its reliability was confirmed by using Cronbach's alpha coefficient in SPSS software. To analyze the data in the qualitative section, MAXQDA software was used. Confirmatory factor analysis and structural equation modeling tests were used to confirm the components and present the model in Smart PLS software. Results: Game making and advertising had a significant effect on consumer behavior, social media and expected value. The results showed that the components of consumer behavior, social media and expected value had an impact on the promotion of cell-phone marketing through the quality of customer journey from beginning to end. Conclusion: By identifying opportunities and threats, as well as identifying organizational strengths and weaknesses, with the help of web marketing and marketing through applications, recognizing customer needs and demands, obtaining information about user behavior, creating a suitable platform for easy connection and easy access

Towards Automated Performance Bug Identification in Python

Context: Software performance is a critical non-functional requirement, appearing in many fields such as mission critical applications, financial, and real time systems. In this work we focused on early detection of performance bugs; our software under study was a real time system used in the advertisement/marketing domain. Goal: Find a simple and easy to implement solution, predicting performance bugs. Method: We built several models using four machine learning methods, commonly used for defect prediction: C4.5 Decision Trees, Na\"{\i}ve Bayes, Bayesian Networks, and Logistic Regression. Results: Our empirical results show that a C4.5 model, using lines of code changed, file's age and size as explanatory variables, can be used to predict performance bugs (recall=0.73, accuracy=0.85, and precision=0.96). We show that reducing the number of changes delivered on a commit, can decrease the chance of performance bug injection. Conclusions: We believe that our approach can help practitioners to eliminate performance bugs early in the development cycle. Our results are also of interest to theoreticians, establishing a link between functional bugs and (non-functional) performance bugs, and explicitly showing that attributes used for prediction of functional bugs can be used for prediction of performance bugs

Metodología de auditoría de marketing para servicios científico técnicos con enfoque de responsabilidad social empresarial

Aim: A methodology of marketing audit of professional scientific and technical services based on a comprehensive approach of corporate social responsibility. Methods: Literature review, ideal point, the Fishbein model, UCINET 6.0 software Main results: The design of a methodology for marketing audit of professional scientific and technical services, which integrates the dimensions marketing social responsibility, that will allow for evaluation of the social dimension of marketing. Conclusions: The existence of insufficient integration between social responsibility and marketing was demonstrated. This proposal includes the commitment to corporate social responsibility in its premises. It allows for effective evaluation of the process, and its impact on interest groups and the society.Objetivo: Una metodología de auditoria de marketing para servicios profesionales científico-técnicos con enfoque integrado de responsabilidad social empresarial. Métodos: Revisión bibliográfica, punto ideal, el modelo de Fishbein, software UCINET 6.0. Principales resultados: Diseño de una metodología de auditoría de marketing para servicios profesionales científicos técnicos en la cual se integran las dimensiones de responsabilidad social del marketing y permitirá evaluar la dimensión social de estos. Conclusiones: Se demostró insuficiente integración de la responsabilidad social al marketing. La propuesta incluye en las premisas el compromiso con la responsabilidad social empresarial. Permite evaluar de forma efectiva el proceso y su impacto en los grupos de interés y la sociedad. &nbsp

INVESTIGATING THE STATE OF AMBUSH MARKETING IN FOOTBALL AND WRESTLING

One of the modern ways of investing in sports and advertising is through sports. Along with financial backers, the ambush marketing phenomenon has been around for three decades. In Iran, one of the weaknesses is the lack of rules and weakness in the implementation of marketing laws. Football and wrestling are popular sports in Iran and have significant sponsors. The purpose of this study was to investigate the situation of ambush marketing in football and wrestling. The present study is of qualitative type. The statistical population includes 12 professionals: professors of sports marketing, media officials, the Football Federation, and football wrestling and financial support. Research tools are semi-structured interviews and research methods, content analysis and thematic analysis using Nvivo8 software. The research results showed that the term hidden marketing should be used instead of ambush marketing, and strict legislation and heavy financial penalties are required by lawmakers. Although major sporting events such as the Olympics and the FIFA World Cup are more common in Western countries, we can also use their methods and rules to protect the rights of sponsors and prevent ambush marketing. Article visualizations

Розробка агентно-орієнтованих компонентів програмного забезпечення для вилучення маркетингової інформації з web

The article is devoted to researching the processes of extracting marketing information from the Web space. Conclusions are drawn on the need to introduce an information marketing system into modern business activities. A decision has been taken to develop software for the collection and analysis of marketing information. Identified and analyzed the main problems of collecting marketing information in the Web space. External systems for extracting and processing marketing information from the Web space were considered. During the analysis of the subject area, functional and non-functional requirements for the software being developed were formulated. Requirements for the selection of technologies for the development of an information system were defined. The analysis of software development technologies is carried out and the approach to the development of a software component is chosen. Such approaches to software development as: object-oriented programming, service-oriented architecture, component-oriented programming, agent-oriented programming were analyzed. A decision has been made to use the agent three-tier architecture in software development. The most commonly used programming languages in programming systems were: Java, KIF, KQML, AgentSpeak, April, TeleScript, Tcl / Tk, Oz. Analyzed such popular agent platforms and their functions as: JADE, Cougaar, ZEUS, Jason. For the development of software, the JADE platform was chosen, its classes, methods and interfaces were examined. The advantages and peculiarities of the SOLID principle are analyzed. In detail, the levels of the CLEAN architecture are examined. And also explained the possibilities of software implementation of this architecture. A software architecture was developed for the data collection system. In accordance with the requirements, a selection of software development tools has been made. It was decided to use the programming language Java, Spring Framework, GoF design pattern, the template Dependency Injection, SOLID and CLEAN architectural principles. A software component was developed for marketing information gathering systems, which allows to optimize this process. The limitations and ways to improve the software system are analyzed.Статтю присвячено питанням дослідження процесів вилучення маркетингової інформації з Web-простору. Зроблено висновки про необхідність введення інформаційної маркетингової системи в сучасну підприємницьку діяльність. Прийнято рішення про розробку програмного забезпечення для збору та аналізу маркетингової інформації. Виявлено та проаналізовано основні проблеми збору маркетингової інформації у Web-просторі. Були розглянуті зовнішні системи по вилученню та обробці маркетингової інформації з Web-простору. В ході аналізу предметної області були сформульовані функціональні і нефункціональні вимоги до розроблюємого програмного забезпечення. Були визначені вимоги до вибору технологій для розробки інформаційної системи. Проведено аналіз технологій розробки програмного забезпечення та обрано підхід до розробки програмного компонента. Були проаналізовані такі підходи до розробки програмного забезпечення як: об’єктно-орієнтоване програмування, сервіс-орієнтована архітектура, компонентно-орієнтоване програмування, агентно-орієнтоване програмування. Прийнято рішення про використання агентної трирівневої архітектури в розробці програмного забезпечення. Були розглянуті найбільш часто використовувані в агентних системах мови програмування: Java, KIF, KQML, AgentSpeak, April, TeleScript, Tcl/Tk, Oz. Проаналізовано такі популярні агентні платформи і їх функції як: JADE, Cougaar, ZEUS, Jason. Для розробки програмного забезпечення була обрана платформа JADE, розглянуті її класи, методи і інтерфейси. Проаналізовано переваги та особливості принципу SOLID. В деталях розглянуті рівні архітектури CLEAN. А також зроблені пояснення можливостей програмної реалізації цієї архітектури. Була розроблена програмна архітектура для системи зі збору даних. Відповідно до вимог зроблений вибір інструментів розробки програмного продукту. Прийнято рішення про використання мови програмування Java, Spring Framework, GoF патерну проектування, шаблону Dependency Injection, SOLID і CLEAN архітектурних принципів. Був розроблений програмний компонент для систем збору маркетингової інформації, що дозволяє оптимізувати цей процес. Проаналізовано обмеження і шляхи поліпшення програмної систем

Improving Cotton Warehousing Efficiencies Through Novel Bale Marketing Strategies: Aisle-Stacking and Block-Stacking

The National Cotton Council’s Vision 21 Cotton Flow Study sought to improve the flow of cotton through the gin and warehouse system. Time and motion data were collected from multiple warehouses as the basis for models, which simulate differences in the total time needed to assemble an order for three different bale selection techniques: the baseline method, a 4-bale marketing plan, or the use of MILLNet™ for Merchants software; and for two different methods of warehouse storage: aisle-stacking and block-stacking. In larger warehousing facilities using aisle-stacking, the use of MILLNet™ for Merchants software significantly decreased the time required to assemble an 88-bale load of cotton for shipping. However, in warehouses utilizing aisle-stacking, 4-bale marketing did not reduce the time required to assemble a load for shipment in aisle-stacking arrangements. Compared to baseline operations for block-stacking warehouses, 4-bale marketing and MILLNet™ for Merchants offered significant potential time savings in order assembly. The greatest time savings, 50%-75%, were realized using MILLNet™ for Merchants and pulling bales only from the fronts of the blocks. When MILLNet™ for Merchants was not an option, 4-bale marketing reduced total order assembly time by up to 56%. Block-stacking in a cotton warehouse was the most efficient way to assemble and load one 88-bale order. If the facility was small then using the 4-bale marketing method generated the shortest order assembly time. If the facility was medium or large, then the MILLNet™ for Merchant software generated shorter order assembly times. Other factors that may impact order assembly time are the expertise and experience of the facility management personnel, the number of bales within the warehouse, and the shipping method. When considering foreign and domestic shipments from a block-stacking warehouse, foreign shipments were the fastest to assemble and load regardless of the bale selection method, baseline, 4-bale marketing, or MILLNet™ for Merchants

DESIGN OF MARKETING PLAN FOR DENTAL HOSPITALS IN THE DIGITAL ERA

Background: The development of the digital world has snowballed since the 2000s and has accelerated since the 2010s. Social media is a part of everyday life, and the COVID-19 pandemic has been a significant catalyst for digital life. Despite this, the healthcare industry is lagging compared to other industries in terms of digital marketing. Aims: The output of this research is a design of a digital marketing plan for a dental hospital based on a robust theoretical foundation and ongoing practical research in dental hospitals. Methods: This study utilized a qualitative approach and descriptive method to describe the existing condition related to the challenges and the use of digital marketing in dental hospitals. The focus of this study was the development of a digital marketing plan for a dental hospital. Results: The study obtained several data related to digital marketing activities that have been carried out, challenges in digital marketing, and the preparation of digital marketing development plans at dental hospitals. Conclusion: The proposed model includes situation analysis, goal analysis, strategy planning, action, and control based on the existing marketing plan. A novelty in this model emphasizes technology components including technoware, hardware, software, infoware, humanware, and organiware