Search results for: Marketing Mixed

Authors: Elif Alaybeyoğlu, Y. Esra Albayrak

Abstract:

Marketing establishes a communication network between producers and consumers. Nowadays, marketing approach is customer-focused and products are directly oriented to meet customer needs. Marketing, which is a long process, needs organization and management. Therefore strategic marketing planning becomes more and more important in today’s competitive conditions. Main focus of this paper is to evaluate pricing strategies and select the best pricing strategy solution while considering internal and external factors influencing the company’s pricing decisions associated with new product development. To reflect the decision maker’s subjective preference information and to determine the weight vector of factors (attributes), the fuzzy linear programming technique for multidimensional analysis of preference (LINMAP) under intuitionistic fuzzy (IF) environments is used.

Keywords: IF Sets, LINMAP, MAGDM, Marketing.

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Authors: A. M. Omoare, E. O. Fakoya, B. G. Abiona, W. O. Oyediran

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This study assessed fish marketing as panacea towards sustainable agriculture in Ogun State, Nigeria. Multi-stage sampling technique was used in the selection of 150 fish marketers for this study. Descriptive statistics were used for the objectives while Product Pearson Moment Correlation was used to test the hypothesis. Result of the findings revealed that the mean age of the respondents was 38.60 years. Majority (93.33%) of the respondents had acceptable levels of formal education. Many (44.00%) of the respondents had spent 1-5 years in fish marketing. The average quantity of fish sold in a day was 94.10kg. However, efficient fish marketing were hindered by inadequate processing equipment, storage rooms and ice holding facilities (86.67%). There was a significant relationship between socio-economic characteristics and profit realized from fish marketing (p < 0.05). It was recommended that storage and warehousing facilities should be provided to the fish marketers in the study area.

Keywords: Fish marketers, panacea, retail markets, sustainable.

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Authors: Charita Jashi

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The aim of the paper is to explore the role of social marketing in changing the behavior of consumers on road safety, identify critical aspects and priority needs which impede the implementation of road safety program in Georgia. Given the goals of the study, a quantitative method was used to carry out interviews for primary data collection. This research identified the awareness level of road safety, legislation base, and marketing interventions to change behavior of drivers and pedestrians. During several years the non-governmental sector together with the local authorities and media have been very intensively working on the road safety issue in Georgia, but only seat-belts campaign should be considered rather successful. Despite achievements in this field, efficiency of road safety programs far from fulfillment and needs strong empowering.

Keywords: Road safety, social marketing interventions, behavior change, well-being.

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Authors: Zilong Feng, Hong Li, Yang Liu, Siriguleng He

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In this article, an adaptive least-squares mixed finite element method is studied for pseudo-parabolic integro-differential equations. The solutions of least-squares mixed weak formulation and mixed finite element are proved. A posteriori error estimator is constructed based on the least-squares functional and the posteriori errors are obtained.

Keywords: Pseudo-parabolic integro-differential equation, least squares mixed finite element method, adaptive method, a posteriori error estimates.

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Authors: Ratanaporn Leesing, Rattanaporn Baojungharn, Thidarat Papone

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Compared to oil production from microorganisms, little work has been performed for mixed culture of microalgae and yeast. In this article it is aimed to show high oil accumulation potential of mixed culture of microalgae Chlorella sp. KKU-S2 and oleaginous yeast Torulaspora maleeae Y30 using sugarcane molasses as substrate. The monoculture of T. maleeae Y30 grew faster than that of microalgae Chlorella sp. KKU-S2. In monoculture of yeast, a biomass of 6.4g/L with specific growth rate (m) of 0.265 (1/d) and lipid yield of 0.466g/L were obtained, while 2.53g/L of biomass with m of 0.133 (1/d) and lipid yield of 0.132g/L were obtained for monoculture of Chlorella sp. KKU-S2. The biomass concentration in the mixed culture of T. maleeae Y30 with Chlorella sp. KKU-S2 increased faster and was higher compared with that in the monoculture and mixed culture of microalgae. In mixed culture of microalgae Chlorella sp. KKU-S2 and C. vulgaris TISTR8580, a biomass of 3.47g/L and lipid yield of 0.123 g/L were obtained. In mixed culture of T. maleeae Y30 with Chlorella sp. KKU-S2, a maximum biomass of 7.33 g/L and lipid yield of 0.808g/L were obtained. Maximum cell yield coefficient (YX/S, 0.229g/L), specific yield of lipid (YP/X, 0.11g lipid/g cells) and volumetric lipid production rate (QP, 0.115 g/L/d) were obtained in mixed culture of yeast and microalgae. Clearly, T. maleeae Y30 and Chlorella sp. KKU-S2 use sugarcane molasses as organic nutrients efficiently in mixed culture under mixotrophic growth. The biomass productivity and lipid yield are notably enhanced in comparison with monoculture.

Keywords: Microbial oil, Chlorella sp. KKU-S2, Chlorella vulgaris, Torulaspora maleeae Y30, mixed culture, biodiesel.

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Authors: Hashibah Hamid

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The issue of classifying objects into one of predefined groups when the measured variables are mixed with different types of variables has been part of interest among statisticians in many years. Some methods for dealing with such situation have been introduced that include parametric, semi-parametric and nonparametric approaches. This paper attempts to discuss on a problem in classifying a data when the number of measured mixed variables is larger than the size of the sample. A propose idea that integrates a dimensionality reduction technique via principal component analysis and a discriminant function based on the location model is discussed. The study aims in offering practitioners another potential tool in a classification problem that is possible to be considered when the observed variables are mixed and too large.

Keywords: classification, location model, mixed variables, principal component analysis.

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Authors: B. Schmid, C. Kexel, E. Djafarova

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Understanding consumers is elementary for practitioners in marketing. Consumers of sports events, the sports spectators, are a particularly complex consumer crowd. In order to identify and define their profiles different segmentation approaches can be found in literature, one of them being multidimensional segmentation. Multidimensional segmentation models correspond to the broad range of attitudes, behaviours, motivations and beliefs of sports spectators, other than earlier models. Moreover, in sports there are some well-researched disciplines (e.g. football or North American sports) where consumer profiles and marketing strategies are elaborate and others where no research at all can be found. For example, there is almost no research on athletics spectators. This paper explores the current state of research on sports spectators segmentation. An in-depth literature review provides the framework for a spectators segmentation in athletics. On this basis, additional potential consumer groups and implications for social media marketing will be explored. The findings are the basis for further research.

Keywords: Multidimensional segmentation, social media, sports marketing, sports spectators segmentation.

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Authors: Zixin Liu, Shu Lü, Shouming Zhong, Mao Ye

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This paper studies the pth moment exponential synchronization of a class of stochastic neural networks with mixed delays. Based on Lyapunov stability theory, by establishing a new integrodifferential inequality with mixed delays, several sufficient conditions have been derived to ensure the pth moment exponential stability for the error system. The criteria extend and improve some earlier results. One numerical example is presented to illustrate the validity of the main results.

Keywords: pth Moment Exponential synchronization, Stochastic, Neural networks, Mixed time delays

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Authors: Ezzah Liana Ahmad Fauzi, Syakila Ahmad, Ioan Pop

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The steady mixed convection boundary layer flow from a vertical cone in a porous medium filled with a nanofluid is numerically investigated using different types of nanoparticles as Cu (copper), Al2O3 (alumina) and TiO2 (titania). The boundary value problem is solved by using the shooting technique by reducing it into an ordinary differential equation. Results of interest for the local Nusselt number with various values of the constant mixed convection parameter and nanoparticle volume fraction parameter are evaluated. It is found that dual solutions exist for a certain range of mixed convection parameter.

Keywords: boundary layer, mixed convection, nanofluid, porous medium, vertical cone.

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Authors: Sema Kurtuluş, Kemal Kurtuluş

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The objective of this paper is to review and assess the methodological issues and problems in marketing research, data and knowledge mining in Turkey. As a summary, academic marketing research publications in Turkey have significant problems. The most vital problem seems to be related with modeling. Most of the publications had major weaknesses in modeling. There were also, serious problems regarding measurement and scaling, sampling and analyses. Analyses myopia seems to be the most important problem for young academia in Turkey. Another very important finding is the lack of publications on data and knowledge mining in the academic world.

Keywords: Marketing research, data mining, knowledge mining, research modeling, analyses.

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Authors: R. Hasanpour, N. Choupani

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This paper studies mixed-mode fracture mechanics in rock based on experimental and numerical analyses. Experiments were performed on sharp-cracked specimens using the modified Arcan specimen test loading device. The modified Arcan specimen test was, in association with a special loading device, an appropriate apparatus for experimental mixed-mode fracture analysis. By varying the loading angle from 0° to 90°, pure mode-I, pure mode-II and a wide range of mixed-mode data were obtained experimentally. Using the finite element results, correction factors applied to the rectangular fracture specimen. By employing experimentally measured critical loads and the aid of the finite element method, mixed-mode fracture toughness for the limestone under consideration determined.

Keywords: Rock Fracture Mechanics, Mixed-mode Loading, Finite Element Analysis, Arcan Test specimen.

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Authors: Charmaine du Plessis

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Arguments on a popular microblogging site were analysed by means of a methodological approach to business rhetoric focusing on the logos communication technique. The focus of the analysis was the 100 day countdown to the 2011 Rugby World Cup as advanced by the organisers. Big sporting events provide an attractive medium for sport event marketers in that they have become important strategic communication tools directed at sport consumers. Sport event marketing is understood in the sense of using a microblogging site as a communication tool whose purpose it is to disseminate a company-s marketing messages by involving the target audience in experiential activities. Sport creates a universal language in that it excites and increases the spread of information by word of mouth and other means. The findings highlight the limitations of a microblogging site in terms of marketing messages which can assist in better practices. This study can also serve as a heuristic tool for other researchers analysing sports marketing messages in social network environments.

Keywords: communication technique, microblogging, rhetoric, social networking, sport event marketing

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Authors: Venugopal Kummamuru

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Corporate Governance (CG) is of utmost importance for running a company ethically. It is essential for the growth and success of the corporation. It is intended to increase the accountability of an organization to the larger context of the business environment. The general principles of CG include and are related to Shareholder recognition, Stakeholder interests, and focus on Corporate Social Responsibility (CSR), Clear Board responsibilities, Ethical behavior, and Business transparency. Network Marketing Organizations (NMOs) focus on marketing through direct-sales using people who are associated with the organization but are not their employees. This paper tries to study the importance of Ethics and CSR in an NMO and suggest a basic guideline for CG in NMO(s). This paper could be used as a basis or starting point for conducting an in-depth research to understand the difference in CG practices between NMO(s) and other organizations and define a standard set of guidelines for CG practice.

Keywords: Corporate governance, corporate responsibility, direct selling, network marketing.

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Authors: H. Mahboubi, B. Moshiri, A. Khaki Seddigh

Abstract:

Recently, a great amount of interest has been shown in the field of modeling and controlling hybrid systems. One of the efficient and common methods in this area utilizes the mixed logicaldynamical (MLD) systems in the modeling. In this method, the system constraints are transformed into mixed-integer inequalities by defining some logic statements. In this paper, a system containing three tanks is modeled as a nonlinear switched system by using the MLD framework. Comparing the model size of the three-tank system with that of a two-tank system, it is deduced that the number of binary variables, the size of the system and its complexity tremendously increases with the number of tanks, which makes the control of the system more difficult. Therefore, methods should be found which result in fewer mixed-integer inequalities.

Keywords: Hybrid systems, mixed-integer inequalities, mixed logical dynamical systems, multi-tank system.

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Authors: Zeljko Panian

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Web intelligence, if made personal, can fuel the process of building communications around the interests and preferences of each individual customer or prospect, by providing specific behavioral insights about each individual. To become fully efficient, Web intelligence must reach a stage of a high-level maturity, passing throughout a process that involves five steps: (1) Web site analysis; (2) Web site and advertising optimization; (3) Segment targeting; (4) Interactive marketing (online only); and (5) Interactive marketing (online and offline). Discussing these steps in detail, the paper uncovers the real gold mine that is personal-level Web intelligence.

Keywords: Web intelligence, web analytics, informationtechnology (IT), interactive marketing.

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Authors: S. V. Sanaye, H. S. Dhaker, R. M. Tibile, V. D. Mhatre

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Larval rearing and seed production of most of tetra fishes (Family: Characidae) is critical due to their small size larvae and limited numbers of spawning attempts. During the present study the effect of different live foods on growth and survival of neon tetra, Paracheirodon innesi larvae (length 3.1 ± 0.012mm, weight 0.048 ± 0.00015mg) and early fry (length = 6.44 ± 0.025mm, weight = 0.64 ± 0.003mg and 13 days old) was determined in two experiments. Experiment I was conducted for rearing the larvae by using mixed green water and Infusoria whereas, in Experiment II, early fry were fed with mixed zooplankton, decapsulated Artemia cyst and Artemia nauplii. The larvae fed on mixed green water showed significant (p<0.05) growth and survival when compared to those fed with infusoria. Similarly, the larvae fed with mixed zooplankton exhibited higher growth in terms of length gain (131.98%), weight gain (6658.78%), SGR (14.04%) and survival (95.23%) compared to the other treatments of decapsulated Artemia cyst and Artemia nauplii. The present study concluded that mixed green water and mixed zooplankton should be used as food for better growth and survival of the larvae and early fry of P. innesi, respectively.

Keywords: Growth, Mixed Green water, mixed zooplankton, Neon tetra, Paracheirodon innesi.

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Authors: S. R. Hosseini, N. Choupani, A. R. M. Gharabaghi

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The modified Arcan fixture was used in order to investigate the mixed mode fracture properties of high strength steel butt weld through experimental and numerical analysis. The fixture consisted of a central section with "butterfly-shaped" specimen that had central crack. The specimens were under pure mode I (opening), pure mode II (shearing) and all in plane mixed mode loading angles starting from 0 to 90 degrees. The geometric calibration factors were calculated with the aid of finite element analysis for various loading mode and different crack length (0.45≤ a/w ≤0.55) and the critical fracture loads obtained experimentally. The critical fracture toughness (KIC & KIIC) estimated with experimental and numerical analysis under mixed mode loading conditions.

Keywords: Arcan specimen, fracture toughness, mixed mode, steel weld.

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Authors: Suthawan Chirapanda

Abstract:

International trade involves both large and small firms engaged in business overseas. Possible drivers that force companies to enter international markets include increasing competition at the domestic market, maturing domestic markets, and limited domestic market opportunities. Technology is an important driving factor in shaping international marketing strategy as well as in driving force towards a more global marketplace, especially technology in communication. It includes telephones, the internet, computer systems and e-mail. There are three main marketing strategy choices, namely standardization approach, adaptation approach and middleof- the-road approach that companies implement to overseas markets. The decision depends on situations and factors facing the companies in the international markets. In this paper, the contingency concept is considered that no single strategy can be effective in all contexts. The effect of strategy on performance depends on specific situational variables. Strategic fit is employed to investigate export marketing strategy adaptation under certain environmental conditions, which in turn can lead to superior performance.

Keywords: Contingency approach, international marketing strategy, strategic fit, technological environment

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Authors: Norazah Mohd Suki, Norbayah Mohd Suki

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This research aims to examine the influence of mediating effect of corporate social responsibility on the relationship between consumer awareness of green marketing and purchase intentions in the retail setting. Data from 200 valid questionnaires was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0 as research data does not necessarily have a multivariate normal distribution and is less sensitive to sample size than other covariance approaches. PLS results revealed that corporate social responsibility partially mediated the link between consumer awareness of green marketing and purchase intentions of the product in the retail setting. Marketing managers should allocate a sufficient portion of their budget to appropriate corporate social responsibility activities by engaging in voluntary programs for positive return on investment leading to increased business profitability and long run business sustainability. The outcomes of the mediating effects of corporate social responsibility add a new impetus to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Malaysian setting. Direction for future research is also presented.

Keywords: Green marketing awareness, corporate social responsibility, partial least squares, purchase intention.

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Authors: Suwardo, Madzlan B. Napiah, Ibrahim B. Kamaruddin

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Stage bus operated in the mixed traffic might always meet many problems about low quality and reliability of services. The low quality and reliability of bus service can make the system not attractive and directly reduce the interest of using bus service. This paper presents the result of field investigation and analysis of on-time performance and service regularity of stage bus in mixed traffic. Data for analysis was collected from the field by on-board observation along the Ipoh-Lumut corridor in Perak, Malaysia. From analysis and discussion, it can be concluded that on-time performance and service regularity varies depend on station, typical day, time period, operation characteristics of bus and characteristics of traffic. The on-time performance and service regularity of stage bus in mixed traffic can be derived by using data collected by onboard survey. It is clear that on-time performance and service regularity of the existing stage bus system was low.

Keywords: mixed traffic, on-time performance, service regularity, stage bus

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Authors: Anuar Ishak

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The mixed convection stagnation point flow toward a vertical plate is investigated. The external flow impinges normal to the heated plate and the surface temperature is assumed to vary linearly with the distance from the stagnation point. The governing partial differential equations are transformed into a set of ordinary differential equations, which are then solved numerically using MATLAB routine boundary value problem solver bvp4c. Numerical results show that dual solutions are possible for a certain range of the mixed convection parameter. A stability analysis is performed to determine which solution is linearly stable and physically realizable.

Keywords: Dual solutions, heat transfer, mixed convection, stability analysis.

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Authors: Bahar Urhan Torun, Havva Nur Tarakcı

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At the present time, online marketing has become the common target of small and full-scale organizations. Today’s humanbeing who has to spend most of their time in front of the computer because of his job, prefers to socialize by internet due to the easy access to technology. So online marketing area expands day by day. All business organizations from the smallest to the biggest are in a race in order to get a cut from the virtual market share in an extreme competitive environment. However these organizations which use the internet to reach more consumers cannot determine their target group accurately, so this is the biggest handicap of online marketing sales nowadays. The aim of this study is to determine some significant elements about need for communicating efficiently with the consumer on the internet on online marketing. The strategies that can be used in order to increase sales and the limitations of virtual environment where cannot be communicated with the consumer face to face are argued in this study’s scope. As a consequence it is thought that to study on this subject because of lacking and also being limited efficiency of researches and outputs. Within this scope suggesting some proposals about how to communicate efficiently with the consumer and also offering the consumers’ demands efficiently is the essential objective of this study.

Keywords: Communication, competition, consumer, online marketing.

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Authors: Anat Thapinta

Abstract:

This research aimed to study on the potential of recycling organic waste in Suan Sunandha Rajabhat University as compost. In doing so, the composition of solid waste generated in the campus was investigated while physical and chemical properties of organic waste were analyzed in order to evaluate the portion of waste suitable for recycling as compost. As a result of the study, it was found that (1) the amount of organic waste was averaged at 299.8 kg/day in which mixed food wastes had the highest amount of 191.9 kg/day followed by mixed leave & yard wastes and mixed fruit & vegetable wastes at the amount of 66.3 and 41.6 kg/day respectively; (2) physical and chemical properties of organic waste in terms of moisture content was between 69.54 to 78.15%, major elements for plant as N, P and K were 0.14 to 0.17%, 0.46 to 0.52% and 0.16 to 0.18% respectively, and carbon/nitrogen ratio (C/N) was about 15:1 to 17.5:1; (3) recycling organic waste as compost was designed by aerobic decomposition using mixed food wastes : mixed leave & yard wastes : mixed fruit & vegetable wastes at the portion of 3:2:1 by weight in accordance with the potential of their amounts and their physical and chemical properties.

Keywords: Compost, Organic waste, Physical and chemical properties, Recycling.

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Authors: P. Puustinen, A. Kanto

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This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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Authors: Thidarat Papone, Supaporn Kookkhunthod, Ratanaporn Leesing

Abstract:

Monoculture and mixed cultures of microalgae and the oleaginous yeast for microbial oil productions were investigated using sugarcane juice as carbon substrate. The monoculture of yeast Torulaspora maleeae Y30, Torulaspora globosa YU5/2 grew faster than that of microalgae Chlorella sp. KKU-S2. In monoculture of T. maleeae Y30, a biomass of 8.267g/L with lipid yield of 0.920g/L were obtained, while 8.333g/L of biomass with lipid yield of 1.141g/L were obtained for monoculture of T. globosa YU5/2. A biomass of 1.933g/L with lipid yield of 0.052g/L was found for monoculture of Chlorella sp. KKU-S2. The biomass concentration in the mixed culture of the oleaginous yeast with microalgae increased faster and was higher compared with that in the monocultures. A biomass of 8.733g/L with lipid yield of 1.564g/L was obtained for a mixed culture of T. maleeae Y30 with Chlorella sp. KKU-S2, while 8.010g/L of biomass with lipid yield of 2.424g/L was found for mixed culture of T. globosa YU5/2 with Chlorella sp. KKU-S2. Maximum cell yield coefficient (YX/S, g/L) was found of 0.323 in monoculture of Chlorella sp. KKU-S2 but low level of both specific yield of lipid (YP/X, g lipid/g cells) of 0.027 and volumetric lipid production rate (QP, g/L/d) of 0.003 were observed. While, maximum YP/X (0.303), QP (0.105) and maximum process product yield (YP/S, 0.061) were obtained in mixed culture of T. globosa YU5/2 with Chlorella sp. KKU-S2. The results obtained from the study shows that mixed culture of yeast with microalgae is a desirable cultivation process for microbial oil production.

Keywords: Microbial oil, Chlorella sp. KKU-S2, Torulaspora maleeae Y30, Torulaspora globosa YU5/2, mixed culture, biodiesel.

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Authors: Noraini Ahmad, Seripah Awang Kechil, Norma Mohd Basir

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The steady coupled dissipative layers, called Marangoni mixed convection boundary layers, in the presence of a magnetic field and solute concentration that are formed along the surface of two immiscible fluids with uniform suction or injection effects is examined. The similarity boundary layer equations are solved numerically using the Runge-Kutta Fehlberg with shooting technique. The Marangoni, buoyancy and external pressure gradient effects that are generated in mixed convection boundary layer flow are assessed. The velocity, temperature and concentration boundary layers thickness decrease with the increase of the magnetic field strength and the injection to suction. For buoyancy-opposed flow, the Marangoni mixed convection parameter enhances the velocity boundary layer but decreases the temperature and concentration boundary layers. However, for the buoyancy-assisted flow, the Marangoni mixed convection parameter decelerates the velocity but increases the temperature and concentration boundary layers.

Keywords: Magnetic field, mixed Marangoni convection, similarity boundary layers, solute concentration.

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Authors: Isari Pairoa, Proud Arunrangsiwed

Abstract:

Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: Brand mascot, consumers’ behavior, marketing communication, purchasing.

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Authors: Nader Gharibnavaz, Naser Gharibnavaz

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This study extends research on the relationship between marketing strategy and market segmentation by investigating on market segments in the cement industry. Competitive strength and rivals distance from the factory were used as business environment. A three segment (positive, neutral or indifferent and zero zones) were identified as strategic segments. For each segment a marketing strategy (aggressive, defensive and decline) were developed. This study employed data from cement industry to fulfill two objectives, the first is to give a framework to the segmentation of cement industry and the second is developing marketing strategy with varying competitive strength. Fifty six questionnaires containing close-and open-ended questions were collected and analyzed. Results supported the theory that segments tend to be more aggressive than defensive when competitive strength increases. It is concluded that high strength segments follow total market coverage, concentric diversification and frontal attack to their competitors. With decreased competitive strength, Business tends to follow multi-market strategy, product modification/improvement and flank attack to direct competitors for this kind of segments. Segments with weak competitive strength followed focus strategy and decline strategy.

Keywords: Marketing strategy, Competitive strength, Market Segmentation

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Authors: Mixed Frequency Excitation of an Electrostatically Actuated Resonator

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We investigate experimentally and theoretically the dynamics of a capacitive resonator under mixed frequency excitation of two AC harmonic signals. The resonator is composed of a proof mass suspended by two cantilever beams. Experimental measurements are conducted using a laser Doppler Vibrometer to reveal the interesting dynamics of the system when subjected to twosource excitation. A nonlinear single-degree-of-freedom model is used for the theoretical investigation. The results reveal combination resonances of additive and subtractive type, which are shown to be promising to increase the bandwidth of the resonator near primary resonance frequency. Our results also demonstrate the ability to shift the combination resonances to much lower or much higher frequency ranges. We also demonstrate the dynamic pull-in instability under mixed frequency excitation.

Keywords: Nonlinear electrostatically actuated resonator.

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Authors: Bundit Pungnirund

Abstract:

This research aimed to investigate the relationship between attitude towards marketing mix, brand image and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation analysis were used to analyze data. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the brand image of the low cost airline including the characteristics of organization, service quality and company identity had related to the consumer behavior on duration of service, frequency of service and cost of service at the significant statistically acceptable levels.

Keywords: Brand image, consumer behavior, low-cost airlines, marketing mix.

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