A Two-Leve Approach to Establishing a Marketing Strategy in the Electronic Marketplace

[[abstract]]This study concerns an analysis of what kinds of products are more suitable for distribution via the Internet than via traditional markets. The purpose of the analysis is to identify and fit marketing strategy to product in the virtual marketplace. The amount of product information needed by the consumer to reach a purchasing decision varies with the degree of consumer involvement with the purchase. We conjecture that two major factors affect the consumer's disposition toward online shopping: (1) the purchase involvement on the part of consumer, and (2) product information exposure provided by the Web. Therefore, in the virtual market products may be grouped into four categories. The implication of this is that online marketing functions at two levels. (1) Level-1: PNF (primitive network function), which is derived from the primitive network characteristics associated with the product's attributes fitting with the consumer's involvement. (2) Level-2: ANF (advanced network function), which is the marketing communication created by the virtual store to meet the demands of consumers purchasing online.[[notice]]補正完畢[[conferencetype]]國際[[conferencedate]]20010103~20010106[[booktype]]紙本[[conferencelocation]]Hawaii, US

Balancing Market Share Growth and Customer Profitability: Budget Allocation for Customer Acquisition and Retention

This study adds to the knowledge of budget allocation for customer acquisition and retention spending in an inertia segment.  The results indicate that when retention spending surpassed the optimal budget allocation, increased spending did not grow the expected value of customer equity.  Since the inertia segment is comprised of loyal customers, an examination of brand equity and its role in customer loyalty and its influence on customer equity are discussed

An experimental study of brand signal quality of products in an asymmetric information environment

Abstract Previous research regarding the effectiveness of signalling via brand name has focused on when and how brand-building costs will be recovered in future profit. In contrast to such a seller-incentive perspective, this study examines how the buyer interprets the signal via brand name, the effectiveness of signalling via brand name in terms of buyer-value perspective, and how the buyer's reaction to the signal affects the seller's decision to adopt the signalling strategy. Signalling theory and concepts from consumer-based branding research are used to suggest how to evaluate the effectiveness of signalling via brand name in the context of the consumer market-a market in which information is asymmetric. Findings from online trading experiments, using the methodology of experimental economics, demonstrate that the function of brand fluctuates according to which market conditions prevail for brand and price, the extent of brand differentiation, and the magnitude of brand-building cost.

Synthesis, Characterization and Photovoltaic Properties of Di-Anchoring Organic Dyes

Three new organic dyes comprising carbazole, iminodibenzyl and phenothiazine moieties, as electron donors and di-anchoring rhodanine rings as the electron acceptors, were synthesized and evaluated for use in dye-sensitized solar cells. A solar cell employing dye-containing phenothiazine as a hole-transporting unit and di-anchoring rhodanine rings as the electron acceptors exhibits a short circuit photocurrent density of 10.6 mA cm-2, an open-circuit voltage of 0.658 V and a fill factor of 0.7, corresponding to an overall conversion efficiency of 4.91% at standard AM 1.5 sunlight

Synthesis and Characterization of Organic Dyes Containing Various Donors and Acceptors

New organic dyes comprising carbazole, iminodibenzyl, or phenothiazine moieties, respectively, as the electron donors, and cyanoacetic acid or acrylic acid moieties as the electron acceptors/anchoring groups were synthesized and characterized. The influence of heteroatoms on carbazole, iminodibenzyl and phenothiazine donors, and cyano-substitution on the acid acceptor is evidenced by spectral, electrochemical, photovoltaic experiments, and density functional theory calculations. The phenothiazine dyes show solar-energy-to-electricity conversion efficiency (η) of 3.46–5.53%, whereas carbazole and iminodibenzyl dyes show η of 2.43% and 3.49%, respectively

Budget Allocation for Customer Acquisition and Retention to Balance Market Share Growth and Customer Profitability

[[conferencetype]]國際[[conferencedate]]20120828~20120901[[booktype]]紙本[[iscallforpapers]]Y[[conferencelocation]]Atlanta, US

An experimental study of brand signal quality of products in an asymmetric information environment.

Previous research regarding the effectiveness of signalling via brand name has focused on when and how any brand-building cost incurred, will be rewarded by future profit. In contrast to this seller-incentive perspective, this study examines how the buyer interprets the signal via brand name, the effectiveness of signalling via brand name in terms of buyer value perspective, and how the buyer's reaction toward the signal impacts on the seller's decision to adopt the signalling strategy. Signalling theory and concepts from consumer-based branding research are used to suggest how to evaluate the effectiveness of signalling via brand name in the context of the consumer market, wherein information is asymmetric. Findings from online trading experiments, using the methodology of experimental economics, demonstrate that the function of brand fluctuates according to which market conditions prevail for brand and price, the extent of brand differentiation, and the magnitude of brand-building cost. This suggests an alternative way to measure the value of a brand to the buyer

Relative influence of purchase feedback and nonfeedback effects on market share—based on the first order markov brand switching model

[[abstract]]This study applies the first order Markov process to examine the relative impact of the purchase feedback and nonfeedback effects on market share. Based on the first order Markov brand switching model, this study applies the least square method to estimate the nonfeedback effect based on historical consumer panel data for market share and loyalty. Applying this approach to data from the consumer panel in the three product categories of adult milk powder, shampoo, and detergent provided by TNS Global Taiwan in 2003, reveals that the influence of the nonfeedback effect on market share exceeds that of the purchase feedback. Restated, for adult milk powder, shampoo, and detergent, consumer brand choice is easily affected by promotional activities such as advertising or price. The impact of the purchase feedback owing to purchase experience of a particular brand (satisfaction and then loyalty) is less than that of the nonfeedback effect.[[notice]]補正完畢[[journaltype]]國外[[journaltype]]紙本[[incitationindex]]EI[[countrycodes]]IN