Essays about: "Marketing Mix Model"

Showing result 1 - 5 of 50 essays containing the words Marketing Mix Model.

1. 1. Peers, Privacy & Pleasure: A mapping of how social norms influence consumers in their diffusion of a social media application with privacy implications, the case of TikTok

   University essay from Göteborgs universitet/Graduate School

   Author : Axel Fohlin; Carl Klittmar; [2023-07-03]
   Keywords : Social Norms; Injunctive Norms; Descriptive Norms; Personal Norms; Privacy Implication; Privacy Concern; Privacy Risk; Diffusion of Innovation; TikTok;

   Abstract : TikTok, the social media network where users can post and share user created content with one another, has fallen under examination of governments across the globe due to rising distress in regards to the privacy implications that the app may have. Understanding how TikTok reached such success even with an apparent privacy implication calls for a mapping of the social norms (Injunctive, Descriptive, Personal) and how they shaped consumer perceptions. READ MORE

3. 2. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry

   University essay from Göteborgs universitet/Graduate School

   Author : Matilda Arvidsson; Ruben Strandberg; [2022-07-05]
   Keywords : The Integration-Responsiveness Framework; Globalization; Localization; Standardization; Adaptation; Cultural Difference; Marketing Management; International Marketing;

   Abstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE

4. 3. Bayesian Structural Time Series in Marketing Mix Modelling

   University essay from KTH/Matematik (Avd.)

   Author : Jessika Karlsson; [2022]
   Keywords : Marketing mix modelling; Bayesian structural time series; variational inference; local linear trend; semi-local linear trend; Marketing mix modellering; Bayesianska strukturella tidsseriemodeller; variationell inferens; lokal-linjär trend; semi-lokal linjär trend;

   Abstract : Marketing Mix Modelling has been used since the 1950s, leveraging statistical inference to attribute media investments to sales. Typically, regression models have been used to model the relationship between the two. READ MORE

5. 4. COVID-19’s Effect on Consumer Decision-Making in Millennials :  A Study of Fashion Consumption in Sweden

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Rafae Ahmad; Yuki Tsuchida; Robin Jonsson; [2021]
   Keywords : Covid-19; Fashion; Millennials; Consumer Decision-Making;

   Abstract : Background: With the COVID-19 pandemic having brought on drastic lifestyle changes in the form of lockdowns, stay at home orders and social distancing directives, there exists an avenue for research for how these circumstances have affected the decision-making process of millennials towards fashion products. This can be done by exploring the changes that the COVID-19 pandemic has had on millennials' consumer decision making process. READ MORE

6. 5. How Product Properties Drive Wine Sales in Norway

   University essay from KTH/Matematisk statistik

   Author : Elin Blomqvist; Johan Legernes; [2021]
   Keywords : Regression; Wine; Vinmonopolet; Marketing mix; 4P; Price triangle; Statistics; Applied mathematics; Regression; Vin; Vinmonopolet; Marknadsmixen; 4P; Pristriangel; Statistik; Tillämpad matematik;

   Abstract : This project investigates the Norwegian wine market and attempts to provide models of how the sales volume is influenced by different product attributes. The purpose was to examine if and how such relationship can be modelled using multiple linear regression. READ MORE