|
Perceptual Mapping
Perceptual mapping or market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. For example, a business may feel it sells upmarket products of high quality, but if customers view the products as low quality, it is their views which will influence sales. Typically the position of a company's product, product line, or brand is displayed relative to their competition.McCarthy, E. J., McGuiggan, I. R., Perreault, D. W., & Quester, G. P. (2007). ''Marketing: Creating and delivering value.'' Australia, Sydney: McGraw-Hill Perceptual maps, also known as market maps, usually have two dimensions but can be multi-dimensional or use multiple colours to add an extra variable. They can be used to identify gaps in the market and potential partners or merger targets as well as to clarify perceptual pro ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Diagram
A diagram is a symbolic Depiction, representation of information using Visualization (graphics), visualization techniques. Diagrams have been used since prehistoric times on Cave painting, walls of caves, but became more prevalent during the Age of Enlightenment, Enlightenment. Sometimes, the technique uses a Three-dimensional space, three-dimensional visualization which is then graphical projection, projected onto a two-dimensional surface. The word ''graphics, graph'' is sometimes used as a synonym for diagram. Overview The term "diagram" in its commonly used sense can have a general or specific meaning: * ''visual information device'' : Like the term "illustration", "diagram" is used as a collective term standing for the whole class of technical genres, including graphics, graphs, technical drawings and tables. * ''specific kind of visual display'' : This is the genre that shows qualitative data with shapes that are connected by lines, arrows, or other visual links. In scie ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Multi Dimensional Scaling (in Marketing)
Multidimensional scaling (MDS) is a means of visualizing the level of Similarity measure, similarity of individual cases of a data set. MDS is used to translate distances between each pair of n objects in a set into a configuration of n points mapped into an abstract Cartesian coordinate system, Cartesian space. More technically, MDS refers to a set of related Ordination (statistics), ordination techniques used in information visualization, in particular to display the information contained in a distance matrix. It is a form of non-linear dimensionality reduction. Given a distance matrix with the distances between each pair of objects in a set, and a chosen number of dimensions, ''N'', an MDS algorithm places each object into ''N''-dimensional space (a lower-dimensional representation) such that the between-object distances are preserved as well as possible. For ''N'' = 1, 2, and 3, the resulting points can be visualized on a scatter plots, scatter plot. Core theoretical ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Strategic Management
In the field of management, strategic management involves the formulation and implementation of the major goals and initiatives taken by an organization's managers on behalf of stakeholders, based on consideration of Resource management, resources and an assessment of the internal and external Market environment, environments in which the organization operates.qn, date=June 2018 Strategic management provides overall direction to an enterprise and involves specifying the organization's goal, objectives, developing policy, policies and plans to achieve those objectives, and then allocating resources to implement the plans. Academics and practicing managers have developed numerous models and frameworks to assist in strategic decision-making in the context of complex environments and competitive dynamics. Strategic management is not static in nature; the models can include a feedback, feedback loop to monitor execution and to inform the next round of planning. Michael Porter identifies ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Product Management
Product management is the business process of planning, developing, launching, and managing a product or service. It includes the entire lifecycle of a product, from ideation to development to go to market. Product managers are responsible for ensuring that a product meets the needs of its target market and contributes to the business strategy, while managing a product or products at all stages of the product lifecycle. Software product management adapts the fundamentals of product management for digital products. History The concept of product management originates from a 1931 memo by Procter & Gamble President Neil H. McElroy. McElroy, requesting additional employees focused on brand management, needed "Brand Men" who would take on the role of managing products, packaging, positioning, distribution, and sales performance. The memo defined a brand man's work as: * Study carefully the shipments of his brands by units. * Where brand development is heavy ... examine care ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Product Life-cycle Management (marketing)
Product life-cycle management (PLM) is the succession of strategies by business management as a product goes through its life-cycle. The conditions in which a product is sold (advertising, saturation) changes over time and must be managed as it moves through its succession of stages. Goals The goals of product life cycle management (PLM) are to reduce time to market, improve product quality, reduce prototyping costs, identify potential sales opportunities and revenue contributions, maintain and sustain operational serviceability, and reduce environmental impacts at end-of-life. To create successful new products the company must understand its customers, markets and competitors. Product Lifecycle Management (PLM) integrates people, data, processes and business systems. It provides product information for companies and their extended supply chain enterprise. PLM solutions help organizations overcome the increased complexity and engineering challenges of developing new products for ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Multidimensional Scaling
Multidimensional scaling (MDS) is a means of visualizing the level of similarity of individual cases of a data set. MDS is used to translate distances between each pair of n objects in a set into a configuration of n points mapped into an abstract Cartesian space. More technically, MDS refers to a set of related ordination techniques used in information visualization, in particular to display the information contained in a distance matrix. It is a form of non-linear dimensionality reduction. Given a distance matrix with the distances between each pair of objects in a set, and a chosen number of dimensions, ''N'', an MDS algorithm places each object into ''N''-dimensional space (a lower-dimensional representation) such that the between-object distances are preserved as well as possible. For ''N'' = 1, 2, and 3, the resulting points can be visualized on a scatter plot. Core theoretical contributions to MDS were made by James O. Ramsay of McGill University, who is also ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Research
Marketing research is the systematic gathering, recording, and analysis of qualitative data, qualitative and quantitative data, quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior. This involves employing a data-driven marketing approach to specify the data required to address these issues, then designing the method for collecting information and implementing the data collection process. After analyzing the collected data, these results and findings, including their implications, are forwarded to those empowered to act on them. Market research, marketing research, and marketing are a sequence of business process, business activities; sometimes these are handled informally. The field of ''marketing research'' is much older than that of ''market research''. Although both involve consumers, ''Marketing'' research is concerned specifically with marketing pro ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Discriminant Analysis
Linear discriminant analysis (LDA), normal discriminant analysis (NDA), canonical variates analysis (CVA), or discriminant function analysis is a generalization of Fisher's linear discriminant, a method used in statistics and other fields, to find a linear combination of features that characterizes or separates two or more classes of objects or events. The resulting combination may be used as a linear classifier, or, more commonly, for dimensionality reduction before later statistical classification, classification. LDA is closely related to analysis of variance (ANOVA) and regression analysis, which also attempt to express one dependent variable as a linear combination of other features or measurements. However, ANOVA uses categorical variable, categorical independent variables and a continuous variable, continuous dependent variable, whereas discriminant analysis has continuous independent variables and a categorical dependent variable (''i.e.'' the class label). Logistic regr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Diffusion Of Innovations
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread. The theory was popularized by Everett Rogers in his book ''Diffusion of Innovations'', first published in 1962. Rogers argues that diffusion is the process by which an innovation is communicated through certain channels over time among the participants in a social system. The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers proposes that five main elements influence the spread of a new idea: the innovation itself, adopters, communication channels, time, and a social system. This process relies heavily on social capital. The innovation must be widely adopted in order to self-sustain. Within the rate of adoption, there is a point at which an innovation reaches critical mass. In 1989, management consultants working at the consulting firm Regis McKenna, Inc. theorized that this point lies at the boundary between the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cross Elasticity Of Demand
In economics, the cross (or cross-price) elasticity of demand (XED) measures the effect of changes in the price of one good on the quantity demanded of another good. This reflects the fact that the quantity demanded of good is dependent on not only its own price (price elasticity of demand) but also the price of other "related" good. The cross elasticity of demand is calculated as the ratio between the percentage change of the quantity demanded for a good and the percentage change in the price of another good, ceteris paribus:\text = \fracThe sign of the cross elasticity indicates the relationship between two goods. A negative cross elasticity denotes two products that are complements, while a positive cross elasticity denotes two products are substitutes. If products A and B are complements, an increase in the price of B leads to a decrease in the quantity demanded for A, as A is used in conjunction with B. Equivalently, if the price of product B decreases, the demand curve fo ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Logit Analysis (in Marketing)
Logit analysis is a statistical technique used in marketing research. It can be applied with regression analysis to customer targeting and to assess effectiveness of promotional activities. Used to assess the scope of customer acceptance of a new product, it attempts to determine the intensity or magnitude of customers' purchase intentions and translates that into a measure of actual buying behaviour. Logit analysis assumes that an unmet need in the marketplace has already been detected, and that the product has been designed to meet that need. The purpose of logit analysis is to quantify the potential sales of that product. It takes survey data on consumers' purchase intentions and converts it into actual purchase probabilities. Logit analysis defines the functional relationship between stated purchase intentions and preferences, and the actual probability of purchase. A preference regression is performed on the survey data. This is then modified with actual historical observa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Cluster Analysis (in Marketing)
Cluster analysis, or clustering, is a data analysis technique aimed at partitioning a set of objects into groups such that objects within the same group (called a cluster) exhibit greater similarity to one another (in some specific sense defined by the analyst) than to those in other groups (clusters). It is a main task of exploratory data analysis, and a common technique for statistical data analysis, used in many fields, including pattern recognition, image analysis, information retrieval, bioinformatics, data compression, computer graphics and machine learning. Cluster analysis refers to a family of algorithms and tasks rather than one specific algorithm. It can be achieved by various algorithms that differ significantly in their understanding of what constitutes a cluster and how to efficiently find them. Popular notions of clusters include groups with small distances between cluster members, dense areas of the data space, intervals or particular statistical distributions. C ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
