The Experts below are selected from a list of 360 Experts worldwide ranked by ideXlab platform
Charity Pradiptarini - One of the best experts on this subject based on the ideXlab platform.
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Social Media Marketing: Measuring Its Effectiveness and Identifying the Target Market
Journal of Undergraduate Research, 2011Co-Authors: Charity PradiptariniAbstract:The use of social media sites as part of a company's Marketing strategy has increased significantly in the past couple years. Regardless its popularity, there is still very limited information to answer some of the key issues concerning the effectiveness of social media Marketing, ways to measure its return on investment, and its Target Market. Twitter activities and sales performances of five companies from the Fortune 500 companies and its competitors were analyzed to identify the correlation between the company involvement on the social media sites and its financial outcomes (ROI). In addition, a survey of 1,000 University of Wisconsin-La Crosse's students was conducted to determine whether generation Y is the main audience of the social media Marketing, and to find the relation between the respondents' involvement in social media Marketing and changes in their buying decisions. The study finds that social media Marketing effectiveness is highly influenced by its messages/contents quality, the company's involvement, and its association with the other Marketing platforms. In addition, a complex and detailed analysis of the strategy is needed in order to accurately measure the return on investment of the social media Marketing. The study also finds that generation Y might be the main users of social media sites, but they are not the main Target audience of the social media Marketing.
Peiling Chiang - One of the best experts on this subject based on the ideXlab platform.
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selection of the optimum promotion mix by integrating a fuzzy linguistic decision model with genetic algorithms
Information Sciences, 2009Co-Authors: Tsungnan Tsai, Peiling ChiangAbstract:Integrated Marketing communication (IMC) is an important process by which a company can influence a Target Market, improve the position of that company's product/service in the Target Market, and effectively build up its brand image. Sales promotion is an important communication channel designed to influence the customer's purchasing behavior in the Target Market. There are many promotion tools available. Variations in business objectives and budgetary limits make it impossible for a company to employ all these promotion tools to convey sales messages to the customers. The selection of the best mix of promotion tools involves subjective information processing, instead of a numerically expressed objective decision-making process. In this research, we integrate a fuzzy linguistic decision model with a genetic algorithm (GA) to extract the optimum promotion mix of a variety of tools under satisfying expected Marketing performance and budget limitations. The proposed methodology shows satisfactory results in an empirical study in terms of estimating the degree of satisfaction for achieving the business objectives, determining the optimum promotion mix, and minimizing expenditure on sales promotion activities.
Dean A Shepherd - One of the best experts on this subject based on the ideXlab platform.
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Value proposition evolution and the performance of internal corporate ventures
Journal of Business Venturing, 2015Co-Authors: Jeffrey G Covin, Robert P. Garrett, Donald F. Kuratko, Dean A ShepherdAbstract:The success of internal corporate ventures (ICVs) is contingent upon their ability to: (1) anticipate the bases on which their offerings appeal to their Target Markets, (2) adjust these value propositions as the venture develops, and (3) leverage their parent corporations' relevant knowledge stocks. Aimed at developing a deeper understanding of the process requirements of successful exploratory initiatives, we build and test a model of venture performance using data from 145 ICVs. We find that value proposition evolution is related to venture performance in a curvilinear manner. ICVs whose value propositions exhibit moderate evolution perform better than ICVs whose value propositions exhibit no evolution or extensive evolution. Furthermore, the value proposition evolution-performance relationship is moderated by the parent corporation's familiarity with the venture's Target Market.
Joseph T Oleary - One of the best experts on this subject based on the ideXlab platform.
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the economic value portfolio matrix a Target Market selection tool for destination Marketing organizations
Tourism Management, 2006Co-Authors: Gyehee Lee, Alastair M Morrison, Joseph T OlearyAbstract:Abstract The main goal of the study was to propose a practical evaluation tool for destination Marketers to evaluate travel Market segments in terms of the expected economic return on each identified segment. An Economic Value Portfolio Matrix based on the Stay-Spend Index (SSI) and Market share was developed. French travelers to Canada were segmented based on benefits sought. Benefit segmentation has been extensively used in travel research in the past 20 years and has helped us better understand the dynamic global tourism Market. The results showed that the Economic Value Portfolio Matrix approach may be a useful quantifiable and objective evaluation tool for destination Marketing organizations and that benefits sought clearly differentiated the French long-haul pleasure travel Market.
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a procedure for Target Market selection in tourism
Journal of Travel & Tourism Marketing, 2004Co-Authors: Soocheong Jang, Alastair M Morrison, Joseph T OlearyAbstract:Abstract The primary objective of this research was to evaluate the attractiveness of travel activity segments to assist with Target Market selection. Prior studies evaluating segment attractiveness have used ranking systems to determine the best Markets. However, due to a lack of precision in these ranking procedures, they have not effectively reflected the degree to which one segment is more attractive than the others. This research attempted to provide more quantifiable and sophisticated evaluation criteria. Using mean expenditure, expenditure risk, segment size, and segment size risk as the evaluation criteria, the resulting segments were assessed and compared. Three risk-adjusted indexes were also introduced to simultaneously consider expenditure level, Market segment size, Market potential, and risk in the process of segment attractiveness evaluation. The Target Market selection procedure suggested should be helpful to Marketers who are most concerned with the Market and economic potential of availa...
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benefit segmentation of japanese pleasure travelers to the usa and canada selecting Target Markets based on the profitability and risk of individual Market segments
Tourism Management, 2002Co-Authors: Soocheong Jang, Alastair M Morrison, Joseph T OlearyAbstract:Abstract Many previous research studies have offered alternative approaches to segmenting travel Markets, but few have provided any decision rules for selecting Target Markets. This study used factor-cluster analysis to define three benefit-based segments of the Japanese outbound travel Market (novelty/nature seekers, escape/relaxation seekers, and family/outdoor activity seekers). The demographic and trip-related characteristics of these Markets were compared. Four criteria were then used (profitability, risk, risk-adjusted profitability index, and relative segment size) to reach a decision on the choice of the optimum Target Market.
Tsungnan Tsai - One of the best experts on this subject based on the ideXlab platform.
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selection of the optimum promotion mix by integrating a fuzzy linguistic decision model with genetic algorithms
Information Sciences, 2009Co-Authors: Tsungnan Tsai, Peiling ChiangAbstract:Integrated Marketing communication (IMC) is an important process by which a company can influence a Target Market, improve the position of that company's product/service in the Target Market, and effectively build up its brand image. Sales promotion is an important communication channel designed to influence the customer's purchasing behavior in the Target Market. There are many promotion tools available. Variations in business objectives and budgetary limits make it impossible for a company to employ all these promotion tools to convey sales messages to the customers. The selection of the best mix of promotion tools involves subjective information processing, instead of a numerically expressed objective decision-making process. In this research, we integrate a fuzzy linguistic decision model with a genetic algorithm (GA) to extract the optimum promotion mix of a variety of tools under satisfying expected Marketing performance and budget limitations. The proposed methodology shows satisfactory results in an empirical study in terms of estimating the degree of satisfaction for achieving the business objectives, determining the optimum promotion mix, and minimizing expenditure on sales promotion activities.
