MKTG: Marketing Strategy (Topic)最新文献

COVID-19 and Digital Resilience: Evidence from Uber Eats COVID-19和数字复原力:来自Uber Eats的证据

MKTG: Marketing Strategy (Topic) Pub Date : 2020-06-12 DOI: 10.2139/ssrn.3625638

Manav Raj, A. Sundararajan, Calum You

引用次数: 47

Surge Pricing and Customer Complaints 动态定价和客户投诉

MKTG: Marketing Strategy (Topic) Pub Date : 2019-08-14 DOI: 10.2139/ssrn.3437470

Y. Wei, Linli Xu, Yi Zhu

{"title":"Surge Pricing and Customer Complaints","authors":"Y. Wei, Linli Xu, Yi Zhu","doi":"10.2139/ssrn.3437470","DOIUrl":"https://doi.org/10.2139/ssrn.3437470","url":null,"abstract":"Many two-sided matching platforms, such as those for lodging, labor, and ridesharing, use a review system to monitor service providers, where dissatisfied customers can complain about their service experience. Using comprehensive datasets from a large ridesharing platform, this paper explores whether service providers (drivers) systematically receive complaints for reasons that are not their fault. We find that surge pricing, a factor that is not the driver's fault, increases the likelihood of complaints by a factor of 1.12 to 1.33, on average. This effect is amplified for novice drivers and during rush hours. We use two additional approaches to provide causal support for the finding: a regression discontinuity exploiting a policy change that sets caps on surge pricing, and a matching estimator exploiting discontinuity in surge triggering. To extend the endpoint of our analysis to the economic impact, we estimate how the complaints affect a driver's daily income. We calculate that 25% of a driver's immediate income gain from surge fares is offset by the future income loss due to the increased complaint rate. These results suggest platforms should account for non-service-provider-responsible factors when monitoring and evaluating customer reviews to improve service experiences.","PeriodicalId":295980,"journal":{"name":"MKTG: Marketing Strategy (Topic)","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127477373","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Packaging Features Effecting on Milk Buying Behavior in Karachi 包装特征对卡拉奇地区牛奶购买行为的影响

MKTG: Marketing Strategy (Topic) Pub Date : 2019-01-28 DOI: 10.5430/IJBA.V10N2P129

Osaf Ahmed Khan, D. Siddiqui

引用次数: 2

Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest 影响名人代言，社交媒体，广告，内容YouTube和品牌知名度购买消费者的兴趣

MKTG: Marketing Strategy (Topic) Pub Date : 2019-01-11 DOI: 10.2139/ssrn.3314028

Evie Ramadhanti, Shafwatun Nada, Osly Usman

{"title":"Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest","authors":"Evie Ramadhanti, Shafwatun Nada, Osly Usman","doi":"10.2139/ssrn.3314028","DOIUrl":"https://doi.org/10.2139/ssrn.3314028","url":null,"abstract":"In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and analyze, 1. Effect Against Celecrity Endorser Buy Consumer Interests, 2. Influence of Social Media To Buy Consumer Interests, 3. Ad Impact Of Interest Buy Consumer, Youtube Content, 4. Effect Against Buy Consumer Interests, 5. Effect of brand Awareness To Buy Consumer Interests, 6. Influence of Celebrity Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this study is to acquire knowledge and test theories about Celebrity Endorser, Social Media, Advertising, YouTube Content and Brand Awareness. This research was conducted in Indonesia precisely in Jakarta, Bogor, Depok, Tangerang, and Bekasi with total sample. Processing of data using SEM techniques and applications smartPLS 3.0. The results of this study show the influence. The most high buying interest is social media and the influence of the low buying interest is is a stylish celebrity endorser.","PeriodicalId":295980,"journal":{"name":"MKTG: Marketing Strategy (Topic)","volume":"121 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123066847","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Optimal Product Design by Sequential Experiments in High Dimensions 基于高维序贯实验的产品优化设计

MKTG: Marketing Strategy (Topic) Pub Date : 2018-03-26 DOI: 10.2139/ssrn.2711333

Mingyu Joo, Michael L. Thompson, Greg M. Allenby

引用次数: 10

Contagious Content: Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements Go Viral 传染性内容:病毒式视频广告识别有助于在线视频广告病毒式传播的内容特征

MKTG: Marketing Strategy (Topic) Pub Date : 2016-08-08 DOI: 10.5585/REMARK.V15I4.3385

Yentl Lisanne Knossenburg, R. Nogueira, P. Chimenti

引用次数: 8

Can Non-Tiered Customer Loyalty Programs Be Profitable? 非分级客户忠诚度计划能盈利吗?

MKTG: Marketing Strategy (Topic) Pub Date : 2016-02-29 DOI: 10.2139/ssrn.2759888

Zhenling Jiang, Yulia Nevskaya, R. Thomadsen

引用次数: 15

Data, Technology & Social Media: Their Invasive Role in Contemporary Marketing 数据、技术和社交媒体:它们在当代营销中的入侵作用

MKTG: Marketing Strategy (Topic) Pub Date : 2015-12-25 DOI: 10.5585/REMARK.V14I4.3079

K. Vel, Collins Agyapong Brobbey, Abdalrhman Salih, Hafsa Jaheer

{"title":"Data, Technology & Social Media: Their Invasive Role in Contemporary Marketing","authors":"K. Vel, Collins Agyapong Brobbey, Abdalrhman Salih, Hafsa Jaheer","doi":"10.5585/REMARK.V14I4.3079","DOIUrl":"https://doi.org/10.5585/REMARK.V14I4.3079","url":null,"abstract":"Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional marketing strategies associated with the success of well-known brands in the past are losing their relevance in the current context. There is the need to identify and understand modern trends and their implications to marketing strategy development. In light of this, this study examines fourteen (14) fundamental ‘game changing’ trends that are poised to impact the traditional practices and perceptions associated with marketing at the operational and strategic levels. The study presents the trends under three categories, the invasive role of technology, data, and social media, alongside looking at their impact on contemporary marketing. Each trend has been identified and analyzed based on in-depth interviews with industry experts as the primary source of data. Relevant data has also been given to present a holistic perspective on each trend.","PeriodicalId":295980,"journal":{"name":"MKTG: Marketing Strategy (Topic)","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121917373","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Optimal Investment in Age-Structured Goodwill 年龄结构商誉的最优投资

MKTG: Marketing Strategy (Topic) Pub Date : 2012-07-02 DOI: 10.2139/ssrn.2097829

Silvia Faggian, Grosset Luca

引用次数: 2

Bundles in the Pharmaceutical Industry: A Case Study of Pediatric Vaccines 医药行业的捆绑:儿科疫苗的案例研究

MKTG: Marketing Strategy (Topic) Pub Date : 2011-08-11 DOI: 10.2139/ssrn.1908306

Kevin W. Caves, Hal J. Singer

{"title":"Bundles in the Pharmaceutical Industry: A Case Study of Pediatric Vaccines","authors":"Kevin W. Caves, Hal J. Singer","doi":"10.2139/ssrn.1908306","DOIUrl":"https://doi.org/10.2139/ssrn.1908306","url":null,"abstract":"Bundling by a firm with monopoly power can be shown to reduce consumer welfare in one of two ways. First, by applying the “discount attribution standard,” bundling can be shown to exclude or impair equally efficient rivals in ancillary or “tied” markets. Second, by comparing the penalty price of the monopolized or “tying” product when purchased separately with its “independent monopoly price,” bundling can be shown to reduce consumer welfare directly. This paper examines both approaches in the sale of pediatric vaccines in the United States. Analysis of contractual terms imposed by incumbent vaccine manufacturers implies large non-compliance penalties, such that there is no positive price at which a hypothetical rival could induce an otherwise indifferent buyer to “break the bundle.” Furthermore, an analysis of pricing benchmarks indicates that incumbents’ bundled discounts successfully leverage market power from the tying market to the tied market, and observed rival penetration rates indicate that incumbent manufacturers have induced significant foreclosure of rivals. Finally, we analyze the role of Physician Buying Groups (PBGs) in the U.S. pediatric vaccine market, demonstrating that PBGs’ compensation structure distorts their incentives to secure the best prices for healthcare providers.","PeriodicalId":295980,"journal":{"name":"MKTG: Marketing Strategy (Topic)","volume":"76 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114063321","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2