In real-life marketing, a common phenomenon is that the prices of current product will have been cut down even the new product has not gone into market yet. Thus, it is very important for merchant to set the strategy ...In real-life marketing, a common phenomenon is that the prices of current product will have been cut down even the new product has not gone into market yet. Thus, it is very important for merchant to set the strategy which can make the excepted revenue maximum. So, this paper constructs a three-stage stochastic dynamic pricing game model for analyzing the influence of the uncertainty of entry timing of the new products on pricing of products being sold. By analyzing of the pricing strategy, there are big differences in the predictions of new product going into market between merchant and customers;the merchant will adopt cutting price for promotion strategy to reduce negative influence of the new products on the demand of the products sold now. Otherwise, the merchant will adopt the strategy of maximizing current period’s profit.展开更多
Promotion is an essential element in the marketing mix. It is used by businesses to inform, influence and persuade customers to adopt the products and services they offer. Without promotion, business would be stagnant...Promotion is an essential element in the marketing mix. It is used by businesses to inform, influence and persuade customers to adopt the products and services they offer. Without promotion, business would be stagnant and lack substantial growth because the brands would have low visibility in the market. Moreover, today’s vast and assorted markets comprise of customers with different needs and varied behavior. So it is rarely possible for companies to satisfy all customers by treating them alike. Thus there arises a need to divide the market into segments having customers with similar traits/characteristics. After identifying appropriate market segments, firms can design differentiated promotional campaigns for each segment. At the same time there can be a mass market promotional campaign that reaches different segments with a fixed spectrum. Also since promotional effort resources are limited, one must use them judiciously. In this paper, we formulate mathematical programming problem under repeat purchase scenario, which optimally allocates mass promotional effort resources and differentiated promotional effort resources across the segments dynamically in order to maximize the overall sales obtained from multiple products of a product line under budgetary and minimum sales aspiration level constraint on each product under consideration in each segment. The planning horizon is divided into multi periods, the adoption pattern of each product in each segment is observed in every subinterval and accordingly promotional effort allocations are determined for the next period till we reach the end of planning period. The optimization model has been further extended to incorporate minimum aspiration level constraints on total sales for each product under consideration from all the segments taken together. The non linear programming problem so formulated is solved using differential evolution approach. A numerical example has been discussed to illustrate applicability of the model.展开更多
The demand for information technology in a new way forced us to reconsider our views on the state of the information and communication technology market. The analysis of the trend in the development of the information...The demand for information technology in a new way forced us to reconsider our views on the state of the information and communication technology market. The analysis of the trend in the development of the information space is necessary for the formation of a scenario for the formation of a stable information and communication industry in the hotel state. The article proposes the structure of the IT market, defines the role of its main parts and concludes about their impact on the further development of the IT industry. A brief overview of the components of the modern IT market is presented. The greatest influence is provided by cloud solutions, the Internet of Things market and digital products in the field of artificial intelligence. Observation of changes in the IT market allows us to predict further events related to digitalization. In conclusion, possible ways of developing the IT market are given.展开更多
文摘In real-life marketing, a common phenomenon is that the prices of current product will have been cut down even the new product has not gone into market yet. Thus, it is very important for merchant to set the strategy which can make the excepted revenue maximum. So, this paper constructs a three-stage stochastic dynamic pricing game model for analyzing the influence of the uncertainty of entry timing of the new products on pricing of products being sold. By analyzing of the pricing strategy, there are big differences in the predictions of new product going into market between merchant and customers;the merchant will adopt cutting price for promotion strategy to reduce negative influence of the new products on the demand of the products sold now. Otherwise, the merchant will adopt the strategy of maximizing current period’s profit.
文摘Promotion is an essential element in the marketing mix. It is used by businesses to inform, influence and persuade customers to adopt the products and services they offer. Without promotion, business would be stagnant and lack substantial growth because the brands would have low visibility in the market. Moreover, today’s vast and assorted markets comprise of customers with different needs and varied behavior. So it is rarely possible for companies to satisfy all customers by treating them alike. Thus there arises a need to divide the market into segments having customers with similar traits/characteristics. After identifying appropriate market segments, firms can design differentiated promotional campaigns for each segment. At the same time there can be a mass market promotional campaign that reaches different segments with a fixed spectrum. Also since promotional effort resources are limited, one must use them judiciously. In this paper, we formulate mathematical programming problem under repeat purchase scenario, which optimally allocates mass promotional effort resources and differentiated promotional effort resources across the segments dynamically in order to maximize the overall sales obtained from multiple products of a product line under budgetary and minimum sales aspiration level constraint on each product under consideration in each segment. The planning horizon is divided into multi periods, the adoption pattern of each product in each segment is observed in every subinterval and accordingly promotional effort allocations are determined for the next period till we reach the end of planning period. The optimization model has been further extended to incorporate minimum aspiration level constraints on total sales for each product under consideration from all the segments taken together. The non linear programming problem so formulated is solved using differential evolution approach. A numerical example has been discussed to illustrate applicability of the model.
文摘The demand for information technology in a new way forced us to reconsider our views on the state of the information and communication technology market. The analysis of the trend in the development of the information space is necessary for the formation of a scenario for the formation of a stable information and communication industry in the hotel state. The article proposes the structure of the IT market, defines the role of its main parts and concludes about their impact on the further development of the IT industry. A brief overview of the components of the modern IT market is presented. The greatest influence is provided by cloud solutions, the Internet of Things market and digital products in the field of artificial intelligence. Observation of changes in the IT market allows us to predict further events related to digitalization. In conclusion, possible ways of developing the IT market are given.
