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SISAY HABTE - St. Mary`s University Institutional Repository
SISAY HABTE - St. Mary`s University Institutional Repository

... One of the marketing practices performed in developing marketing strategies found to be segmenting the entire market into distinct and different groups. Yoram and Bell (2011), states that conceptually any business strategy should be based on understanding, meeting and even preceding the needs of tar ...
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... Maričić (2011) regards what he terms affects as specific acts of manifesting consumer buying behaviour. An affect or emotion refers to consumers’ feelings, whereas cognition or consideration refers to consumers’ planned behaviour, and both these extremes are, in fact, consumers’ psychological respon ...
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Chinese	Herbal	Tea	Brand	Positioning	Strategy	– Case	Study: WONG	LO	KAT	Herbal	Tea Bachelor’s Thesis
Chinese Herbal Tea Brand Positioning Strategy – Case Study: WONG LO KAT Herbal Tea Bachelor’s Thesis

... principle) and “seven principles "(brain principle, leading principle, the differentiation principle, focus principle, vocabulary principle, practice principle, leader principle) for the architecture of the new competitive marketing system. (Deng 2005, 87.) Jin Lin concluded a complete theoretical f ...
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... discounted product rather than competing products with higher prices. When the promotion event is over and prices return to normal, however, the effect will tend to disappear. This temporary change in consumer behavior can be described as cannibalization, though scholars do not normally use the phra ...
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Marketing mix modeling

Marketing mix modeling (MMM) is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics (marketing mix) on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit.The techniques were developed by econometricians and were first applied to consumer packaged goods, since manufacturers of those goods had access to good data on sales and marketing support. The first companies dedicated to the commercial development of MMM were MMA (then Media Marketing Assessment) started in 1990 and the Hudson River Group founded in 1989. Other early pioneer-users of econometric modeling were the ATG group at the advertising agency JWT in the 1990s and later incorporated into MindShare ATG, BrandScience at Omnicom, and the specialist modeling agency OHAL since the late 1980s. These agencies took MMM from being a little-used and academic discipline to being a widespread and common marketing tool. Improved availability of data, massively greater computing power, and the pressure to measure and optimize marketing spend has driven the explosion in popularity as a marketing tool. In the recent times MMM has found acceptance as a trustworthy marketing tool among the major consumer marketing companies. Often in the digital media context, MMM is referred to as attribution modeling.
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