Marketing strategies and proper inventory replenishment policies are often incorporated by enterprises to stimulate demand and maximize profit. The aim of this paper is to represent an integrated model for dynamic pricing and inventory control of deteriorating items. To reflect the dynamic characteristic of the problem, the selling price is defined as a time-dependent function of the initial selling price and the discount rate. In this regard, the price is exponentially discounted to compensate negative impact of the deterioration. The planning horizon is assumed to be infinite and the deterioration rate is time-dependent. In addition to price, the demand rate is dependent on advertisement as a powerful marketing tool. Several theoretical results and an iterative solution algorithm are developed to provide the optimal solution. Finally, to show validity of the model and illustrate the solution procedure, numerical results are presented.
This article studies the manufacturer & apos; s pricing strategy in a supply chain with a single manufacturer and two competing retailers. The manufacturer, as a Stackelberg leader specifies wholesale prices to two retailers who face advertisement dependent demand. Based on this gaming structure, two mathematical models are developed - the cooperative advertising model where manufacturer shares a fraction of retailers & apos; advertising costs and the non-cooperative advertising model where manufacturer does not share any retailer & apos; s advertising expenses. The optimal strategies of the manufacturer and retailers are determined and a numerical example is taken to illustrate the theoretical results derived. We show that cooperative advertising policy is beneficial not only for the participating entities but also for the entire supply chain.
This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran. The study uses Aaker’s model to examine the effects of advertisement on various factors such as brand awareness, quality perception, brand loyalty and brand associate. The study also investigates the effects of brand awareness, quality perception and brand associate on brand loyalty. The results of our survey have concluded that advertisement could influence on some of the components of brand equity, significantly. For the first case study of this survey, Irancell, advertisement influences on brand awareness, brand quality and brand associate, significantly. In addition, brand awareness and brand loyalty also influence on brand quality and brand equity, positively. For the second case study of this survey, Mobile Telecommunication Company of Iran, the effects of advertisement on brand equity, brand awareness and brand associate have been confirmed. Moreover, brand awareness and brand quality influence on brand loyalty, positively. In addition, brand loyalty influences positively on brand equity.
During the financial crisis of 2007, many businesses and banks faced unexpected circumstances and declared bankruptcy. Market mortgage crisis and the collapse of the economic system in United States created a substantial amount of damage in world economy. Within a few years, the economic downturn was transferred to developing countries such as Iran. The recession has created conditions for Iranian companies that have led them to focus more on the subject of advertising since this is the primary tool of communication and business customers business. Success and failure of many organizations and companies depend on their advertisement planning. In this study, the factors contributing to the success and effectiveness of advertising during the recession time are identified. This survey has been accomplished on investigating an Iranian dairy firm named “Kalle”. Using a questionnaire in Likert scale, the study determines the effects of various factors of advertisement on sales improvement in this firm using Pearson correlation ratio and rank them based on Freedman test. Cronbach alpha has been calculated as 0.93. According to the results, factors that contribute to the success of advertising during a recession include: Responsiveness to customers’ needs, advertising tools, content factors, the amount of money spent and availability.
During the past few years, there have been growing competition in banking industry in Iran and there is a growing trend on emerge of new banks, which makes it difficult for existing banks to keep market share. In this paper, we study the effect of advertisements on customers’ willingness to accept banking services based on modulatory role of brand. The proposed study has been performed among 440 randomly selected customers in city of Tehran, Iran who were doing banking business with one of Iranian banks called Parsian. The results of survey have been analyzed using structural equation modeling and the preliminary results indicate that there was a positive and meaningful relationship between brand advertisement and associate name and brand identification. However, there was no meaningful relationship between brand advertisement and customer loyalty towards to brand. In addition, the results of survey indicate there was a meaningful relationship between brand equity components including perception quality on brand name, customer awareness from brand, loyalty to brand and customers’ willingness to accept banking services on modulatory role of brand.
Soft drink beverages are important part of many people’s foods and many prefer soft drink to water when they have dinner. Therefore, this business model can be considered as the longest lasting sector for many years and there has been not much change in these products. However, new methods of advertisement play important role for increasing market share. In this paper, we study the impact of new methods of advertisement in product development. The proposed study of this paper designs a questionnaire for one of Iranian soft drink producers, which consisted of 274 questions in Likert scale and uses factor analysis (FA) to analyze the results. The study selects 250 people who live in city of Tehran, Iran and Cronbach alpha has been calculated as 0.88, which is well above the minimum desirable limit. According to our results, there were six important factors impacting in product development, including modern advertisement techniques, emotional impact, strategy of market leadership, pricing strategy, product life chain and supply entity. The most important factor loading in these six components include impact of social values, persuading unaware and uninformed customers, ability to monopolizing in production, improving pricing techniques, product life cycle and negative impact of high advertisement.
Social networks are online gathering places for people who would like to share their interests and activities. In this context, advertising through social networks is one of the most important topics in the field of marketing and brand that has been considered only in few studies. This study examines the impact of advertising on brand equity through social networks in the beverage industry (PepsiCo). This research study was to survey and collect data from the a standard questionnaire. PepsiCo brand, which is a well known beverage industry worldwide is selected for the proposed study of this paper. Thus, all customers of Pepsi products in city of Tehran are considered as statistical research community and a sample size of 385 people is selected for the proposed study. In order to analyze the data, we use structural equations method and certified factor analysis. The results of our survey indicate that advertisement on social networks has a positive impact in this industry. Based on the results of our survey, we realize that there are some positive relationship between social network advertisement and quality perception, brand loyalty, brand awareness and brand association when the level of significance is one percent.
Purpose of this research paper is to find out relationship between varying color scheming in advertising and buying behavior. Data for this purpose were collected from 200 people through questionnaire. Results indicated that buying behavior is greatly influenced by color scheming of a product and its advertisement. Strategies discussing how to enhance color scheming of product and use of colors in ads are also discussed.
In this paper, we survey important factors, influencing customers to buy more from one of well known food market operating in capital city of Iran named Shahrvand. The survey studies the effects of six factors including customer & apos; s perception, persuasive factors, brand, customers & apos; expectations, product & apos; s characteristics and special features of store on attracting more customers. We have distributed questionnaire among 196 customers who regularly visit stores and analyzed details of the data. The results indicate that customers & apos; perception is the most important item, which includes eight components. Years of experience is the most important item in our survey followed by impact of color and working hours. Diversity of services is another factor, which plays the most important role followed by quality of services. Next, fidelity and brand are other most important factors and the name of store and risk are in lower degree of importance.
Packaging is one of the most important parts of marketing planning and it plays a key role on marketing products and services. A good packaging absorbs more customers and increases people's s intention on purchasing products. In this paper, we study the relationship between packaging food products produced for children and parents' intentions to purchase these kinds of products. The paper uses a questionnaire based on Likert scale, distributes 392 questionnaires among the target population of this survey who are one of the well-known food chain suppliers named Shahrvand, and collects 381 filled questionnaires. There are three hypotheses for the proposed study of this paper. The first hypothesis assumes there is a meaningful relationship between packaging children's food characteristics and parents' intention on purchasing product. The second hypothesis studies the relationship between children food packaging and the parent's priority purchasing decision and the third hypotheses examines the relationship between children food selection and the parent's purchasing decision. The results confirm all three hypotheses and provide evidence that a suitable packaging for children's food product have important impact on parents' intention for purchasing products.