This paper develops and applies a prelaunch model and measurement system to the marketing planning of a new automobile. The analysis addresses active search by consumers, dealer visits, word-of-mouth communication, magazine reviews, and production constraints---issues that are important in...

In multi-attribute models in marketing, a consumer's preference for a brand in a product class is expressed as a weighted sum of the brand's attribute values. However, marketing is abundant with examples where two brands may have approximately the same attribute values but enjoy very different...

This paper proposes a brand choice model to aid in the prelaunch management of a new consumer durable entry in an existing category. The model contributes to theory by integrating the critical phenomena of multiattribute preference, risk, and dynamics in an individual level expected utility...

A model of the innovation diffusion process is developed using a micromodeling approach that explicitly considers the determinants of adoption at the individual level in a decision analytic framework, and incorporates heterogeneity in the population with respect to initial perceptions,...

A popular model of new product diffusion is applied in an international setting. Several limitations on its use are noted: instability with limited data, environmental differences, and systematic under reporting of estimated time to attain peak level of first purchase sales.

This paper deals with the determination of optimal advertising strategies for new product diffusion models. We consider the introduction of a new consumer durable in a monopolistic market and the evolution of sales is modelled by a flexible diffusion model. Repeat sales and possible entry of...

An important component of marketing strategy is to "position" a product in perceptual space. But to realize a perceptual position we must model the link from physical characteristics to perceptual dimensions and we must use this model to maximize profit. This paper integrates psychological...

A model that addresses the problem of selecting test units for test marketing is described. The model is based on Bayesian procedures and utilizes data on the relationships between test unit sales and equilibrium market performance. An illustrative application incorporates the use of historical...

This paper presents two models which allow long run demand for a new product to be estimated prior to any significant sales history. The specific product studied is residential solar heating in Canada. Both models are based on the concept that consumers react in their purchasing decisions to the...

Исследование посвящено формированию конкурентной стратегии коммерческого банка на основе использования методологии теории игр. Конкурентная стратегия...