Abstract: The purpose of this study is to investigate the impact of tourists’ culture on perception and evaluation of hotel service experience and behavioral intentions. Drawing on Hofested’s cultural dimensions, this study seeks to further contribute towards understanding the effect of culture on perception and evaluation of hotels’ services, and whether there are differences between Saudi and European tourists’ perceptions of hotel services evaluation. A descriptive cross-sectional design was used in this study. Data were collected from tourists staying in five-star hotels in Saudi Arabia using the self-completion technique. The findings show that evaluations of hotel services differ from one culture to another. T-test results reveal that Saudis were more tolerant and reported significantly higher levels of satisfaction, were more likely to return and recommend the hotel, and perceived the price for the hotel stay as being good value for money as compared to their European counterparts. The sample was relatively small and specific to only five-star hotel evaluations. As a result, findings cannot be generalized to the wider tourist population. The results of this research have important implications for management within the Saudi hospitality industry. The study contributes to the tourist cultural theory by emphasizing the relative importance of cultural dimensions in-service evaluation. The author argues that no studies could be identified that compare Saudis and Europeans in their evaluations of their experiences staying at hotels. Therefore, the current study would enhance understanding of the effects of cultural factors on service evaluations and provide valuable input for international market segmentation and resource allocation in the Saudi hotel industry.
Abstract: This paper considers a forming process of a single competitive factor in the digital camera industry from the viewpoint of product platform. To make product development easier for companies and to increase product introduction ratios, development efforts concentrate on improving and strengthening certain product attributes, and it is born in the process that the product platform is formed continuously. It is pointed out that the formation of this product platform raises product development efficiency of individual companies, but on the other hand, it has a trade-off relationship of causing unification of competitive factors in the whole industry. This research tries to analyze product specification data which were collected from the web page of digital camera companies. Specifically, this research collected all product specification data released in Japan from 1995 to 2003 and analyzed the composition of image sensor and optical lens; and it identified product platforms shared by multiple products and discussed their application. As a result, this research found that the product platformation was born in the development of the standard product for major market segmentation. Every major company has made product platforms of image sensors and optical lenses, and as a result, this research found that the competitive factors were unified in the entire industry throughout product platformation. In other words, this product platformation brought product development efficiency of individual firms; however, it also caused industrial competition factors to be unified in the industry.
Abstract: A distributor of Apple products' experiences numerous difficulties in developing marketing strategies for new and existing mobile product entries that maximize customer satisfaction and the firm's profitability. This research, therefore, integrates market segmentation in platform-based product family design and conjoint analysis to identify iSystem combinations that increase customer satisfaction and business profits. First, the enhanced market segmentation grid is created. Then, the estimated demand model is formulated. Finally, the profit models are constructed then used to determine the ideal product family design that maximizes profit. Conjoint analysis is used to explore customer preferences with their satisfaction levels. A total of 200 surveys are collected about customer preferences. Then, simulation is used to determine the importance values for each attribute. Finally, sensitivity analysis is conducted to determine the product family design that maximizes both objectives. In conclusion, the results of this research shall provide great support to Apple distributors in determining the best marketing strategies that enhance their market share.
Abstract: This paper presents a new growing neural network for
cluster analysis and market segmentation, which optimizes the size
and structure of clusters by iteratively checking them for multivariate
normality. We combine the recently published SGNN approach [8]
with the basic principle underlying the Gaussian-means algorithm
[13] and the Mardia test for multivariate normality [18, 19]. The new
approach distinguishes from existing ones by its holistic design and
its great autonomy regarding the clustering process as a whole. Its
performance is demonstrated by means of synthetic 2D data and by
real lifestyle survey data usable for market segmentation.
Abstract: Market segmentation is one of the most
fundamental strategic marketing concepts. The better the
segment which is chosen for targeting by a particular
organisation, the more successful the organisation is assumed to
be in the marketplace. Also higher education institutions have to
improve their marketing tools for attracting foreign students,
particularly when demanding tuition fees. This contribution
aims at demonstrating the proper usage of the cluster analysis
for segmentation (represented by students' willingness to study
abroad) and also, based on large international survey, offers
some practical marketing implications.
Abstract: The main objective of the paper has been represented
by the identification of the changes that occurred in the competitive
environment and their impact on the strategic marketing management
of companies in B2B market. At Romania-s level there has not yet
been done a similar research that studies change management in
crises on business to business field. In order to answer to the paper-s
objectives, a qualitative marketing research (in-depth structured
interview) was conducted, within the top management of 27
companies in Romanian business to business field. The main results
of the research highlight the necessity of a management of change, as
a result of the crises, as follows: changes in the corporate objectives
(from development objectives to maintaining objectives), changes
market segmentation and in competitive advantages, changes at the
level of market strategies and of the marketing mix.
Abstract: This study extends research on the relationship
between marketing strategy and market segmentation by
investigating on market segments in the cement industry.
Competitive strength and rivals distance from the factory were used
as business environment. A three segment (positive, neutral or
indifferent and zero zones) were identified as strategic segments. For
each segment a marketing strategy (aggressive, defensive and
decline) were developed. This study employed data from cement
industry to fulfill two objectives, the first is to give a framework to
the segmentation of cement industry and the second is developing
marketing strategy with varying competitive strength. Fifty six
questionnaires containing close-and open-ended questions were
collected and analyzed. Results supported the theory that segments
tend to be more aggressive than defensive when competitive strength
increases. It is concluded that high strength segments follow total
market coverage, concentric diversification and frontal attack to their
competitors. With decreased competitive strength, Business tends to
follow multi-market strategy, product modification/improvement and
flank attack to direct competitors for this kind of segments. Segments
with weak competitive strength followed focus strategy and decline
strategy.
Abstract: If organizations like Mellat Bank want to identify its
customer market completely to reach its specified goals, it can
segment the market to offer the product package to the right segment.
Our objective is to offer a segmentation model for Iran banking
market in Mellat bank view. The methodology of this project is
combined by “segmentation on the basis of four part-quality
variables" and “segmentation on the basis of different in means".
Required data are gathered from E-Systems and researcher personal
observation. Finally, the research offers the organization that at first
step form a four dimensional matrix with 756 segments using four
variables named value-based, behavioral, activity style, and activity
level, and at the second step calculate the means of profit for every
cell of matrix in two distinguished work level (levels α1:normal
condition and α2: high pressure condition) and compare the segments
by checking two conditions that are 1- homogeneity every segment
with its sub segment and 2- heterogeneity with other segments, and
so it can do the necessary segmentation process. After all, the last
offer (more explained by an operational example and feedback
algorithm) is to test and update the model because of dynamic
environment, technology, and banking system.