Search results for: Marketing channels

Authors: Sinee Sankrusme

Abstract:

The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the company’s marketing strategies were brand building strategy and distribution strategy. Additionally, the company also conducted marketing mix strategy as follows. Product strategy: The company added more beer brands namely Amstel and Tiger to provide additional choice to consumers, product and marketing research, and product development. Price strategy: the company had taken the following into consideration: cost, competitor, market, economic situation and tax. Promotion strategy: the company conducted sales promotion and advertising. Distribution strategy: the company extended channels its channels of distribution into food shops, pubs and various entertainment places. This strategy benefited interested persons and people who were engaged in the beer business.

Keywords: Marketing Strategy, Beer, Thai Asia Pacific Brewery Company.

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Authors: G. M. Mir, N. A. Shah, Moinuddin

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Guard channels improve the probability of successful handoffs by reserving a number of channels exclusively for handoffs. This concept has the risk of underutilization of radio spectrum due to the fact that fewer channels are granted to originating calls even if these guard channels are not always used, when originating calls are starving for the want of channels. The penalty is the reduction of total carried traffic. The optimum number of guard channels can help reduce this problem. This paper presents fuzzy logic based guard channel scheme wherein guard channels are reorganized on the basis of traffic density, so that guard channels are provided on need basis. This will help in incorporating more originating calls and hence high throughput of the radio spectrum

Keywords: Free channels, fuzzy logic, guard channels, Handoff

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Authors: Andreea Maier, Diana Nicoară, Dorin Maier, Maria-Mihaela Suărăsan, Alexandra Anastasiu

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Innovation is becoming more and more important in modern society. There are a lot of researches on different kinds of innovation but marketing innovation is one kind of innovation that has not been studied frequently before. Marketing innovation is defined as a new way in which companies can market themselves to potential or existing customers. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of such key elements are: paying attention to the neglected market, suitable market segmentatio reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination with what? Beside the key elements for marketing innovation, we also present some risks that may occur, such as cost, market uncertainty, information leakage, imitation and overdependence on experience. By proposing a set of indicators to measure marketing innovation, the article offers solutions for marketing innovation implementation so that any organization can achieve optimal results.

Keywords: Innovation, marketing innovation, performance in an organization.

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Authors: Peristera Baziana

Abstract:

In this paper, we present a network configuration for a WDM LANs of passive star topology that assume that the set of data WDM channels is split into two separate sets of channels, with different access rights over them. Especially, a synchronous transmission WDMA access algorithm is adopted in order to increase the probability of successful transmission over the data channels and consequently to reduce the probability of data packets transmission cancellation in order to avoid the data channels collisions. Thus, a control pre-transmission access scheme is followed over a separate control channel. An analytical Markovian model is studied and the average throughput is mathematically derived. The performance is studied for several numbers of data channels and various values of control phase duration.

Keywords: Access algorithm, channels division, collisions avoidance, wavelength division multiplexing.

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Authors: Q. Niu, X. H. Zhou, W. Liu

Abstract:

The cooling channels of injection mould play a crucial role in determining the productivity of moulding process and the product quality. It’s not a simple task to design high quality cooling channels. In this paper, an intelligent cooling channels design system including automatic layout of cooling channels, interference checking and assembly of accessories is studied. Automatic layout of cooling channels using genetic algorithm is analyzed. Through integrating experience criteria of designing cooling channels, considering the factors such as the mould temperature and interference checking, the automatic layout of cooling channels is implemented. The method of checking interference based on distance constraint algorithm and the function of automatic and continuous assembly of accessories are developed and integrated into the system. Case studies demonstrate the feasibility and practicality of the intelligent design system.

Keywords: Injection mould, cooling channel, automatic layout, interference checking.

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Authors: Chai-Lee Goi

Abstract:

Colour choice has become a common strategy and correlates highly with marketing. Three broad functions can be identified for colour in a building context especially applied in marketing communications, which are its role as an important parameter in illumination designs, its capacity to influence the visual appearance of a building in a predictable manner and as an aesthetic function. The review of literatures shows that colour has an impact on online marketing communications, and relations between colour, web and marketing communications.

Keywords: Colour, website, marketing communications

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Authors: Y. Yılmaz, C. Ünal, A. Dursun

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Distribution channels play significant role for hotels. Direct and indirect selling options of hotel rooms have been increased especially with the help of new technologies, i.e. hotel’s own web sites and online booking sites. Although these options emerged as tools for diversifying the distribution channels, vast number of hotels -mostly resort hotels- is still heavily dependent upon international tour operators when selling their products. On the other hand, hotel sector is so vulnerable against crises. Economic, political or any other crisis can affect hotels very badly and so it is critical to have the right balance of distribution channel to avoid the adverse impacts of a crisis. In this study, it is aimed to search the impacts of a general crisis on the selling prices of hotels which have different weights of distribution channels. The study was done in Turkey where various crises occurred in 2015 and 2016 which had great negative impacts on Turkish tourism and led enormous occupancy rate and selling price reductions. 112 upscale resort hotel in Antalya, which is the most popular tourism destination of Turkey, joined to the research. According to the results, hotels with high dependency to international tour operators are more forced to reduce their room prices in crisis time compared to the ones which use their own web sites more. It was also found that the decline in room prices is limited for hotels which are working with national tour operators and travel agencies in crisis time.

Keywords: Marketing channels, crisis, hotel, international tour operators, online travel agencies.

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Authors: Mohd. Israil, M. Salim Beg

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In order to accommodate various multimedia services, next generation wireless networks are characterized by very high transmission bit rates. Thus, in such systems and networks, the received signal is not only limited by noise but - especially with increasing symbols rate often more significantly by the intersymbol interference (ISI) caused by the time dispersive radio channels such as those are used in this work. This paper deals with the study of the performance of detector for high bit rate transmission on some worst case models of frequency selective fading channels for outdoor mobile radio environments. This paper deals with a number of different wireless channels with different power profiles and different number of resolvable paths. All the radio channels generated in this paper are for outdoor vehicular environments with Doppler spread of 100 Hz. A carrier frequency of 1800 MHz is used and all the channels used in this work are such that they are useful for next generation wireless systems. Schemes for mitigation of ISI with adaptive equalizers of different types have been investigated and their performances have been investigated in terms of BER measured as a function of SNR.

Keywords: Mobile channels, Rayleigh Fading, Equalization, NMLD.

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Authors: R. Öztürk

Abstract:

Experiential marketing is one of the marketing approaches that offer an exceptional framework to integrate elements of experience and entertainment in a product or service. Experiential marketing is defined as a memorable experience that goes deeply into the customer’s mind. Besides that, customer satisfaction is defined as an emotional response to the experiences provided by and associated with particular products or services purchased. Thus, experiential marketing activities can affect the level of customer satisfaction and loyalty. In this context, the research aims to explore the relationship among experiential marketing, customer satisfaction and customer loyalty among the cosmetic products customers in Konya. The partial least squares (PLS) method is used to analyze the survey data. Findings of the present study revealed that experiential marketing has been a significant predictor of customer satisfaction and customer loyalty, and also experiential marketing has a significantly positive effect on customer satisfaction and customer loyalty.

Keywords: Customer satisfaction, customer loyalty, experiential marketing.

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Authors: Mohammed Zidane, Said Safi, Mohamed Sabri, Ahmed Boumezzough

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This paper describes a blind algorithm, which is compared with two another algorithms proposed in the literature, for estimating of the minimum phase channel parameters. In order to identify blindly the impulse response of these channels, we have used Higher Order Statistics (HOS) to build our algorithm. The simulation results in noisy environment, demonstrate that the proposed method could estimate the phase and magnitude with high accuracy of these channels blindly and without any information about the input, except that the input excitation is identically and independent distribute (i.i.d) and non-Gaussian.

Keywords: System Identification, Higher Order Statistics, Communication Channels.

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Authors: Tae Jin Choi, Jong Ok Kim, Sang Min Jin, Gilwon Yoon

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Analysis of EEG brainwave provides information on mental or emotional states. One of the particular states that can have various applications in human machine interface (HMI) is concentration. 8-channel EEG signals were measured and analyzed. The concentration index was compared during resting and concentrating periods. Among eight channels, locations the frontal lobe (F_p1 and F_p2) showed a clear increase of the concentration index during concentration regardless of subjects. The rest six channels produced conflicting observations depending on subjects. At this time, it is not clear whether individual difference or how to concentrate made these results for the rest six channels. Nevertheless, it is expected that F_p1 and F_p2 are promising locations for extracting control signal for HMI applications.

Keywords: Concentration, EEG, human machine interface.

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Authors: M. Arulvizhi

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In Multiuser MIMO communication systems, interuser interference has a strong impact on the transmitted signals. Precoding technique schemes are employed for multiuser broadcast channels to suppress an interuser interference. Different Linear and nonlinear precoding schemes are there. For the massive system dimension, it is difficult to design an appropriate precoding algorithm with low computational complexity and good error rate performance at the same time over fading channels. This paper describes the error rate performance of precoding schemes over fading channels with the assumption of perfect channel state information at the transmitter. To estimate the bit error rate performance, different propagation environments namely, Rayleigh, Rician and Nakagami fading channels have been offered. This paper presents the error rate performance comparison of these fading channels based on precoding methods like Channel Inversion and Dirty paper coding for multiuser broadcasting system. MATLAB simulation has been used. It is observed that multiuser system achieves better error rate performance by Dirty paper coding over Rayleigh fading channel.

Keywords: Multiuser MIMO, channel inversion precoding, dirty paper coding, fading channels, BER.

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Authors: Santosh Kumar Singh, Krishna Chandra Roy, Vibhakar Pathak

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Spectrum is a scarce commodity, and considering the spectrum scarcity faced by the wireless-based service providers led to high congestion levels. Technical inefficiencies from pooled, since all networks share a common pool of channels, exhausting the available channels will force networks to block the services. Researchers found that cognitive radio (CR) technology may resolve the spectrum scarcity. A CR is a self-configuring entity in a wireless networking that senses its environment, tracks changes, and frequently exchanges information with their networks. However, CRN facing challenges and condition become worst while tracks changes i.e. reallocation of another under-utilized channels while primary network user arrives. In this paper, channels or resource reallocation technique based on DNA-inspired computing algorithm for CRN has been proposed.

Keywords: Ad hoc networks, channels reallocation, cognitive radio, DNA local sequence alignment.

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Authors: Anyapak Prapannetivuth

Abstract:

The purpose of this research is to investigate the marketing mix that is perceived to be important for the small sized hotels in Pattaya. This research provides insights through a review of the marketing activities performed by the small sized hotels. Nine owners & marketing manager of small sized hotels and resorts, all local Chonburi people, were selected for an in-depth interview. The research suggests that seven marketing mixes (e.g. Product, Price, Place, Promotion, People, Physical Evidence and Process) were commonly used by these hotels, however, three types – People, Price and Physical Evidence were considered most important by the owners.

Keywords: Marketing Mix, Marketing Tools, and Small Sized Hotels.

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Authors: Jana Aleksić, Marijana Petković

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Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process.

Keywords: Marketing, management, female, purchase, strategy.

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Authors: Ali Ihtiyar, Serdar Durdyev, Syuhaida Ismail

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Marketing is an essential issue to the survival of any real estate company in Turkey. There are some factors which are constraining the achievements of the marketing and sales strategies in the Turkey real estate industry. This study aims to identify and prioritise the most significant constraints to marketing in real estate sector and new strategies based on those constraints. This study is based on survey method, where the respondents such as credit counsellors, real estate investors, consultants, academicians and marketing representatives in Turkey were asked to rank forty seven sub-factors according to their levels of impact. The results of Multiattribute analytical technique indicated that the main subcomponents having impact on marketing in real estate sector are interest rates, real estate credit availability, accessibility, company image and consumer real income, respectively. The identified constraints are expected to guide the marketing team in a sales-effective way.

Keywords: Marketing, marketing constraints, Real estate marketing, Turkey real estate sector

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Authors: Munnujahan Ara

Abstract:

In this paper, we investigate the effect of friendly jamming power allocation strategies on the achievable average secrecy rate over a bank of parallel fading wiretap channels. We investigate the achievable average secrecy rate in parallel fading wiretap channels subject to Rayleigh and Rician fading. The achievable average secrecy rate, due to the presence of a line-of-sight component in the jammer channel is also evaluated. Moreover, we study the detrimental effect of correlation across the parallel sub-channels, and evaluate the corresponding decrease in the achievable average secrecy rate for the various fading configurations. We also investigate the tradeoff between the transmission power and the jamming power for a fixed total power budget. Our results, which are applicable to current orthogonal frequency division multiplexing (OFDM) communications systems, shed further light on the achievable average secrecy rates over a bank of parallel fading channels in the presence of friendly jammers.

Keywords: Fading parallel channels, Wire-tap channel, OFDM, Secrecy capacity, Power allocation.

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Authors: K. Matušínská, Z. Bednarčík, M. Klepek

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This paper examines international marketing in business practice of Czech exporting small and medium-sized enterprises (SMEs) with regard to the strategic perspectives. Research was focused on Czech exporting SMEs from Moravian- Silesia region and their behavior on international markets. For purpose of collecting data, a questionnaire was given to 262 SMEs involved in international business. Statistics utilized in this research included frequency, mean, percentage, and chi-square test. Data were analyzed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is certain space for improvement in strategic marketing especially in a marketing research, perception of cultural and social differences, product adaptation and usage of marketing communication tools.

Keywords: International Marketing, Marketing Mix, Marketing Research, Small and Medium-sized Enterprises (SMEs), Strategic Marketing.

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Authors: Elina Bakhtieva

Abstract:

The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this paper is building an optimized B2B digital marketing maturity model based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing models. The current study provides an analytical review of the existing digital marketing maturity models with open access. The results of the research are twofold. First, the provided SWOT analysis outlines the main advantages and disadvantages of existing models. Secondly, the strengths of existing digital marketing maturity models, helps to identify the main characteristics and the structure of an optimized B2B digital marketing maturity model. The research findings indicate that only one out of three analyzed models could be used as a separate tool. This study is among the first examining the use of maturity models in digital marketing. It helps businesses to choose between the existing digital marketing models, the most effective one. Moreover, it creates a base for future research on digital marketing maturity models. This study contributes to the emerging B2B digital marketing literature by providing a SWOT analysis of the existing digital marketing maturity models and suggesting a structure and main characteristics of an optimized B2B digital marketing maturity model.

Keywords: B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis.

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Authors: S. Safi, M. Frikel, M. M'Saad, A. Zeroual

Abstract:

This paper describes a blind algorithm for estimating a time varying and frequency selective fading channel. In order to identify blindly the impulse response of these channels, we have used Higher Order Statistics (HOS) to build our algorithm. In this paper, we have selected two theoretical frequency selective channels as the Proakis-s 'B' channel and the Macchi-s channel, and one practical frequency selective fading channel called Broadband Radio Access Network (BRAN A). The simulation results in noisy environment and for different data input channel, demonstrate that the proposed method could estimate the phase and magnitude of these channels blindly and without any information about the input, except that the input excitation is i.i.d (Identically and Independent Distributed) and non-Gaussian.

Keywords: Frequency response, system identification, higher order statistics, communication channels, phase estimation.

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Authors: Mehdi Kheradmand, Mehdi Azhdary Moghaddam, Abdolreza Zahiri, Mohadeseh Kheradmand

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Determining the flow discharge in meandering channels with a compound cross section is associated with problems due to the complex hydraulic structure of the flow in the meander belt, which can be attributed to different and ever-changing geometric shapes of the meander. This research paper intends to study the accuracy of several one-dimensional experimental methods in determining the flow discharge. To this end, the results of laboratory data related to four meandering compound channels have been used, and the accuracy of three important methods to determine the flow discharge have been checked in these channels.

Keywords: Flow discharge determination, meandering compound channel, compound section, meandering rivers.

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

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The paper deals with finding and describing of the effective marketing communication forms relating to the segment 50+ in the financial market in the Czech Republic. The segment 50+ can be seen as a great marketing potential in the future but unfortunately the Czech financial institutions haven´t still reacted enough to this fact and they haven´t prepared appropriate marketing programs for this customers´ segment. Demographic aging is a fundamental characteristic of the current European population evolution but the perspective of further population aging is more noticeable in the Czech Republic. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of marketing communication in the financial market, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing communication approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: Population aging in the Czech Republic, segment 50+, financial services, marketing communication, marketing research, marketing communication approach.

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

Abstract:

The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic. This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is analysis of the customers´ behaviour of the segment 50- 60 years in the financial market in the Czech Republic and proposal making of the suitable marketing approach to satisfy their demands in the area of product, price, distribution and marketing communication policy. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing approach to selected sub segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: Population aging in the Czech Republic, Segment 50-60 years, Financial services marketing, Marketing research, Marketing approach.

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Authors: Toni Raurich, Joan Llonch-Andreu

Abstract:

This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.

Keywords: Search engine marketing, click-through ratios, pay-per-click, marketing attribution.

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Authors: Mojtaba Molaahmadi, Morteza Raei Dehaghi, Abdolrahim Arghavan

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The present study aims to explore the effect of computerization on marketing performance in Snowa Company. In other words, this study intends to respond to this question that whether or not, is there any relationship between utilization of computerization in marketing activities and marketing performance? The statistical population included 60 marketing managers of Snowa Company. In order to test the research hypotheses, Pearson correlation coefficient was employed. The reliability was equal to 96.8%. In this study, computerization was the independent variable and marketing performance was the dependent variable with characteristics of market share, improving the competitive position, and sales volume. The results of testing the hypotheses revealed that there is a significant relationship between utilization of computerization and market share, sales volume and improving the competitive position.

Keywords: Computerization, e-marketing information, information technology, marketing performance.

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Authors: Nugzar Todua, Charita Jashi

Abstract:

This paper is focusing on the attitude of Georgian consumers toward social media, influence of social media on consumer buying behavior. The purpose of this paper is to explore the usage of social media marketing for small business companies of Georgia. The result of marketing research has revealed that social webs are mostly used by Georgian consumers, but they have little impact on the buying decision. The research method was exploratory and descriptive. Conclusions summarize the research results and offers insight to provide better understandings of consumers demand and implementation of marketing strategy through social media in Georgia.

Keywords: Marketing Research, Purchasing behavior, Social Media Marketing, Small Business, Tourism Industry.

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Authors: N. Wang, Y. Pan, J. Zhou, J. Lei, X. Z. Yang

Abstract:

Experimental investigations were made on the instability of supercritical kerosene flowing in active cooling channels. Two approaches were used to control the pressure in the channel. One is the back-pressure valve while the other is the venturi. In both conditions, a kind of low-frequency oscillation of pressure and temperature is observed. And the oscillation periods are calculated. By comparison with the flow time, it is concluded that the instability occurred in active cooling channels is probably one kind of density wave instability. And its period has no relationship with the cooling channel geometry, nor the pressure, but only depends on the flow time of kerosene in active cooling channels. When the mass flow rate, density and pressure drop couple with each other, the density wave instability will appear.

Keywords: scramjets, active cooling, instability, density wave

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Authors: Marconi Freitas-da-Costa, Watsan C. Silva, Thaís S. Paula, Débora O. Silva, Maria G. Vieira

Abstract:

Today the social marketing was constituted as a tool of significant value in what he refers to the promotion of changes of behaviors, attitudes end practices. With the objective of analyzing the benefits that the social marketing can bring for the organizations that use it the research was of the exploratory and descriptive. In the present study the comparative method was used, through a qualitative approach, to analyze the activities developed by three institutions: the Recovery Center Rosa de Saron, the House of Recovery for addicts and Teen Challenge Institute Children's Cancer of the Wasteland (ICIA), kindred of pointing out the benefits of the social marketing in organizations that don-t seek the profit.

Keywords: Social marketing, organizations of the third section, social changes

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Authors: Anita Kéri

Abstract:

Higher education marketing has been a widely researched field in recent years. Due to the increasing competition among higher education institutions worldwide, it has become crucial to target foreign students with effective marketing tools. Online marketing tools became central to attracting, retaining, and satisfying the needs of foreign students. Therefore, the aim of the current study is to reveal how the online marketing tools of a Hungarian university are perceived visually by its first-year foreign students, with special emphasis on the university webpage content. Eye-camera tracking and retrospective think aloud interviews were used to measure visual perceptions. Results show that freshmen students remember those online marketing content more that have familiar content on them. Pictures of real-life students and their experiences attract students’ attention more, and they also remember information on these webpage elements more, compared to designs with stock photos. This research uses eye camera tracking in the field of higher education marketing, thereby providing insight into the perception of online higher education marketing for foreign students.

Keywords: Higher education, marketing, eye-camera, visual perception.

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Authors: Rajoo Pandey

Abstract:

Most of the commonly used blind equalization algorithms are based on the minimization of a nonconvex and nonlinear cost function and a neural network gives smaller residual error as compared to a linear structure. The efficacy of complex valued feedforward neural networks for blind equalization of linear and nonlinear communication channels has been confirmed by many studies. In this paper we present two neural network models for blind equalization of time-varying channels, for M-ary QAM and PSK signals. The complex valued activation functions, suitable for these signal constellations in time-varying environment, are introduced and the learning algorithms based on the CMA cost function are derived. The improved performance of the proposed models is confirmed through computer simulations.

Keywords: Blind Equalization, Neural Networks, Constant Modulus Algorithm, Time-varying channels.

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