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Artificial
Intelligence and Marketing: Modeling by Means of Artificial
Neural Networks
--
Joaquín Sánchez-Herrera and José María
Cubillo-Pinilla
The
present article analyzes and explains one of the most current
scientific fieldsthe modeling of phenomena by means of Artificial
Intelligence or Artificial Neural Nets. In this case, a traditional
demand model of great importance for business marketing decisions
is developed. The model is estimated by means of Minimum Quadratic
Regression techniques and Artificial Neural Nets. After presenting
both the methods for the estimation, explanation and prediction
of the demand, these techniques are critically analyzed and
complementary research lines are proposed to support the marketing
decision-making process.
©
2005 IUP. All Rights Reserved.
Corporate
Brand Salience-An Investigation
--
Avinash Mulky and Rajendra Nargundkar
Brand
salience is considered to be important in marketing and is
usually measured in most market research studies. In the last
few years, there has been an increasing interest in developing
corporate brands, however, there is little empirical work
in the academic literature on corporate brand salience. The
study discussed in this article, has used a sample of Indian
students, to empirically explore various facets of corporate
brand salience. The authors have first examined the awareness
of corporate brand names in terms of unaided recall. They
have investigated the relationship of two sets of factors
with the most salient corporate brand: Personal exposure to
the company and indirect exposure through relatives, friends
or media. Then, they have explored the perceptions that the
sample held about the salient company in several areas including
social responsibility, ethics, and competence. They have also
explored students' preference for future involvement with
this company in several areas ranging from product purchase
and investment, to learning and final placements. They have
used regression to examine the relationships between the students'
perceptions about the company and their preferences. The implications
of the results are also discussed.
©
2005 IUP. All Rights Reserved.
Understanding
Consumers' Attitude Towards Mobile Advertising: An Empirical
Study of Three Select Indian Cities
--
Vijaya Kumar Gudep
The
rapid increase in the usage of mobile phones and other mobile
devices by Indian consumers has created a new channel for
marketing. The use of Short Messaging Service (SMS) to access
customers through handheld devices is gaining popularity,
making the mobile phone a new medium for one-to-one marketing.
The present research investigates consumers' attitude towards
mobile advertising and tests whether there is a significant
difference between the attitudes of four types of consumers
chosen for this study, with respect to various factors affecting
mobile advertising dimensions. An instrument for measuring
the attitudes towards mobile advertising is also developed.
A research framework is constructed to extract relevant factors
affecting consumers' attitudes towards SMS-based advertisements,
relationships among attitudes, intention to view mobile advertisements,
and users' actual behavior. The results of this survey indicated
that the attitudes of consumers towards mobile advertising
are reflected in terms of seven extracted factors derived
from the analysis of the study. The results of the research
also revealed that there is no significant difference between
various consumers' groups (respondents) considered for the
present research within the three select Indian cities with
respect to mobile advertising. The results further demonstrated
that there is no substantial difference between the attitudes
of male and female respondents with respect to mobile advertising
as well.
©
2005 IUP. All Rights Reserved.
Ambush
Marketing
--
Amit Banerji and Chanakya Shankar Hazarika
Ambush
marketing is a marketing strategy where a business organization
tries to reap the benefits of an event without being its official
sponsor. It has become an important part of the modern day
marketing world. However, ambush marketing is a very controversial
topic because many question the ethics involved in it. Besides
this, another negative aspect of ambush marketing is that
it ultimately reduces the value of sponsorships as the sponsors
realize that any benefit that they receive by sponsoring the
event will be reduced to a great extent because of ambush
marketing. Sponsors, therefore, take recourse to various legal
measures to stop ambush marketing from taking place. But it
can still be successful, provided it follows some basic principles.
©
2005 IUP. All Rights Reserved.
A
Study on Indian Policies and Issues in Export of Fruits
-- B
Sashikala
India's
wide diversity in climate and soil provides a lot of scope
for growing a wide range of horticultural products. Currently,
India is the second largest producer of fruits and vegetables,
next to Brazil and China respectively. With the liberalization
policy adopted in recent times and the General Agreement on
Tariffs and Trade (propounded by WTO) accepted by many countries,
new avenues and opportunities for exploitation of foreign
markets have opened up, bringing in bright prospects for earning
valuable foreign exchange. India, with its diverse agro-climatic
conditions and low labor costs, has competitive advantage
for agricultural exports such as cereals, cashew, tea, coffee,
spices, fruits, vegetables and various other products. Most
of the areas have well distributed rainfall, sunshine and
temperature conducive to the growth of a very wide range of
tropical, sub-tropical and temperate fruits and vegetables.
The mountainous regions and plains are suitable for a variety
of horticultural crops. The fruits and vegetables produced
on these lands have a needy and attractive foreign market.
With the rise in per capita income, a drastic change in the
food habits has been noticed. The purpose of this study is
to know the potential market abroad and how these markets
can be tapped.
©
2005 IUP. All Rights Reserved.
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