Tesis sobre el tema "Marketing expenditure"
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Schmidt, Adelia. "Measuring marketing productivity : linking marketing expenditure to sales". Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20056.
Texto completoENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the pressure for financial accountability has led to widespread concern over the role of the marketing function within a company. Some go as far as contemplating the demise of marketing professionals unless marketers develop an understanding of the marketing-finance interface and are able to enter into a dialogue with top management regarding the value that marketing adds to the company. Modern financial theory prescribes that the primary financial objective of any company should be shareholder value maximisation. Value based management (VBM) involves the appropriate allocation of scarce resources using prioritisation and cost-benefit analyses of different strategies to ensure that managers remain focused on shareholder value creation. The VBM philosophy embraces four fundamental driving forces impacting on the creation of value, the first of which is the profitable growth of sales. Since marketers are the custodians of brand sales the recognition of sales as a value driver places marketing at the centre of the value culture. The role of the marketing function is to create customer value that will translate into marketing assets (brand equity) and by doing so serves to add value to a company. The brand value chain summarises the process through which marketers can create value by carefully investing in various marketing tactics (or expenditures). These expenditures are encapsulated by the marketing mix. Simply, the marketing mix can be described as the sum of all expenditures intended to build brand equity and can be classified into four components known as the 4Ps (product, price, place and promotion). Concern has been raised that marketers focus too much attention on the stages in the brand value chain where marketing strategy is formulated and too little attention on the latter stages where the strategy is linked back to the value created through the implementation thereof. Despite the plethora of marketing metrics available the key to measuring the impact of marketing activity lies in maintaining a balance between non-financial, efficiency metrics and financial effectiveness metrics. To this end, there is a need for the development of aggregate-level models that link marketing tactics (expenditures) to to financial impact (e.g. sales) in order to communicate the value created by marketing. As a first step toward the objective of developing such models, it is important to understand the nature of the relationship between marketing expenditures (in terms of the 4Ps) and sales). Therefore, the primary objective in this study was to establish whether there is a relationship between the expenditures of different marketing components (4Ps) and sales. To this end, the proposition formulated elucidated that the variance in sales of a product is attributable to fluctuations in marketing expenditures. A meta analysis study was undertaken and two South African fast moving consumer goods brands’ financial data were investigated for the period of July 2001 to the end of June 2005. The marketing expenditures incurred for each of the respective brands were dissected and allocated according to the 4Ps of marketing. The metohod applied to investigate the relationship between marketing expenditures and sales originated through the adoption of multiple regression analysis between the indepent variables (marketing expenditures) and the dependent variable (sales). However, due to the fact that the data were collected over time it was anticipated that the time-related characteristics in the data might have offended inherent assumptions on which multiple regression analysis is based. Therefore, a time series regression analysis was subsequently adopted to account for time-related characteristics such as trend or seasonality. Counteracting dummy variables were included in the regression analysis to better understand the effect of trend and seasonality. In the case of Brand A, it was necessary to include dummy variables to counteract the effect of trend in the regression analysis., the results revealed that there is a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. Only distribution expenditures and price (along with trend) explained unique variance in sales. In the case of Brand B, it was necessary to include dummy variables for both trend and seasonality before the model was suitable for analysis. Once again, the results revealed a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. However for Brand B, only production expenditures (along with trend and seasonality) explained unique variance in sales. Therefore, in conclusion of the results found there were important findings to note. Firstly, when investigating data colllected over time it is imperative to understand the impact of time-related characteristics in the data and subsequently adopt the appropriate model to investigate relationships in the data. Secondly, despite a statistically significant relationship detected between marketing expenditures and sales the different components of the 4Ps have varying prominence for different brands and the appropriate allocation of resource will depend on the nature of the product and the strategy in mind.
AFRIKAANSE OPSOMMING: Die prestasie van ’n maatskappy het oor die afgelope twee dekades die mantra van korporatiewe teorie geword. Dit volg dus dat bemarkers onlangs afgetrokke is met die meet van die prestasie van mark aktiwiteit. Die druk vir finansiële verantwoordbaarheid het in wye kommer oor die rol van die bemarkingsfunksie binne ’n maatskappy, uitgeloop. Daar word bespiegel oor die ondergang van professionele bemarkers tensy bemarkers ’n begrip van die bemarking-finansie skeidingsvlak ontwikkel en in staat is om ’n dialoog met topbestuur aan die gang te sit rakende die waarde wat bemarking tot ’n maatskappy voeg. Moderne finansiële teorie stel voor dat die primêre finansiële doelwit van enige maatskappy die verhoging van belanghebbende waarde moet wees. Waarde-gebaseerde bestuur (WGB) sluit die gepaste toewysing van skaars hulpbronne, deur die gebruik van vooropstelling en koste-voordeel analise van verskeie strategieë, in, om te verseker dat bestuurders op die belanghebbende waarde skepping gefokus bly. Die WGB filosofie omarm vier grondliggende dryfsmagte wat op die skep van waarde, waarvan eerstens die winsgewende groei van verkope is, ’n impak het. Aangesien bemarkers die bewaarders van die handelsnaam verkope is, plaas die erkenning van verkope as ’n waarde drywer, bemarking in die middelpunt van die waarde kultuur. Die rol van die bemarkingsfunksie is om kliënt waarde te skep wat omgesit sal word in bemarkingsbates (handelsmerk billikheid) en dien so om waarde tot ’n maatskappy by te dra. Die handelsmerk waarde ketting som die proses op waardeur bemarkers waarde kan skep deur versigtig in verskeie bemarkingstaktieke (of uitgawes) te belê. Hierdie uitgawes word saamgevat deur die bemarkingsmengsel. Die bemarkingsmengsel kan kortliks beskryf word as die som van alle uitgawes wat bedoel is om handelsmerk billikheid te bou en kan in vier komponente, wat as die 4Ps (produk, prys, plek en promosie) bekend staan, geklassifiseer word. Daar is reeds kommer uitgespreek dat bemarkers te veel aandag aan die stadiums in die handelsmerk waarde ketting bestee waar bemarkings strategie geformuleer word en te min aandag word aan die latere stadiums geskenk waar die strategie teruggeskakel word aan die waarde wat deur die implementering daarvan geskep word. Ten spyte van die menigte beskikbare bemarkings metrieke lê die sleutel tot die meet van die impak van bemarkingsaktiwiteite in die onderhou van ’n balans tussen nie-finansiële, doeltreffende metrieke en finansiële effektiwiteit metrieke. Daar is dus ’n behoefte aan die ontwikkeling van gemiddelde-vlak modelle wat bemarkings taktieke (uitgawes) aan finansiële impak (bv. verkope) skakel om sodoende die waarde wat deur bemarking geskep word, te kommunikeer. Dit is belangrik om, as ’n eerste treë na die doelwit om sulke modelle te ontwikkel, die aard van die verhouding tussen bemarkingsuitgawes (in terme van die 4Ps) en verkope te verstaan. Die hoofdoel in hierdie studie was dus om vas te stel of daar ’n verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope bestaan. Die voorstel wat geformuleer is, het verklaar dat die verskeidenheid in verkope ’n produk is wat toegeskryf kan word aan fluktuering in bemarkings uitgawes. ’n Meta analise studie is onderneem en twee Suid-Afrikaanse vinnig-bewegende gebruikers goedere handelsmerke se finansiële data vir die typerk van Julie 2001 tot einde van Junie 2005 is ondersoek. Die bemarkings uitgawes wat vir elk van die handelsmerke aangegaan is, is ontleed en toegeken volgens die 4Ps van bemarking. Die metode wat toegepas is om die verhouding tussen bemarkings uitgawes en verkope te ondersoek het ontstaan deur die aanneem van meervoudige agteruitgang analise tussen die onafhanklike veranderlikes (bemarkings uitgawes) en die afhanklike veranderlikes (verkope). Daar is egter verwag, as gevolg van die feit dat die data oor tyd versamel is, dat die tyd-verwante kenmerke in die data inherente aannames mag beledig het, waarop meervoudige agteruitgang analise gebaseer is. ’n Tydsreek agteruitgang analise is gevolglik aangeneem om verantwoordbaar te wees vir tydsverwante kenmerke soos neiging of seisoenaliteit. Teenwerkende fop veranderlikes is by die agteruitgang analise ingesluit om die effek van neiging of seisoenaliteit beter te verstaan. In die geval van Handelsmerk A, was dit nodig om fop veranderlikes in te sluit om die effek van neiging in die agteruitgang analise teen te werk. Die uitslae het gewys dat daar ’n statisties noemenswaardige verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs verspreiding uitgawes en prys (tesame met neiging) het unieke verskille in verkope verduidelik. In die geval van Handelsmerk B was dit nodig om die fop veranderlikes in te sluit vir beide neiging en seisoenaliteit voordat die model gepas was vir analise. Die uitslae het weereens gewys dat daar ’n duidende verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs produksie uitgawes (tesame met neiging en seisonaliteit) het egter unieke verskille in verkope vir Handelsmerk B verduidelik. Daar was dus, in gevolgtrekking tot die uitslae wat gevind is, belangrike bevindings om van kennis te neem. Dit is eerstens van uiterste belang om die impak van tyd-verwante kenmerke in die data te verstaan en om vervolgens die gepaste model aan te neem om verhoudings in die data te ondersoek. Tweedens, ten spyte van ’n statistiese noemenswaardige verhouding wat bespeur is tussen bemarkings uitgawes en verkope, het die verskeie komponente van die 4Ps verskillende vernaamheid vir verskillende handelsmerke en die gepaste toekenning van bronne sal afhang van die aard van die produk en die strategie wat beoog word.
Lappeman, James. "Monthly expenditure category fluctuations and trade-off in South Africa bottom of the pyramid households". Doctoral thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/24900.
Texto completoPita, Guilherme Szyszko. "Internet share of advertising expenditure: growth drivers and inhibitors in the Brazilian market". reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8641.
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Internet advertising spending as a percentage of total advertising expenditure varies significantly from one country to another. The figure is as low as 4.7% in the Brazilian market and as high as 28.5% in the British market (ZenithOptimedia, 2011b). A few reasons explain such disparity. At the macro level, Internet share of advertising spending is strongly connected to variables such as gross domestic product per capita and Internet penetration within the population. At the micro level, qualitative research has been done to identify drivers and inhibitors of Internet share of advertising spending growth in the Brazilian market. The vast list of inhibitors appears to have deeper impact on how market professionals make decisions of advertising investment allocation per media type. Due to regulation, self-policing and industry dynamics, much of the decision-making authority is performed by advertising agencies. These appear to have strong economic incentives to select other media types than Internet when defining media plans. At the same time, regulation and self-policing provide disincentives for companies known as media brokers to operate in the local market. The lack of qualified professionals and the limited standardization also play important roles to inhibit a higher Internet share of advertising spending in Brazil. The convergence of the quantitative results with the qualitative findings indicates possible outcomes to why Internet share of advertising spending in Brazil is so low. Firstly, the share is explained by the development stage of countries. The richer and the more developed a country is, the higher the Internet share of advertising spending tends to be. Secondly, the economic emerging stage of Brazil potentially gives room to the raising of market inefficiencies such as disproportionate rebate programs offered to key decision makers of media budget allocation. This fact apparently produces a negative feedback, contributing to keep the Internet share of advertising spending low in the overall advertising spending.
Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar, a participação é explicada pelo estágio de desenvolvimento dos países. Quanto mais rico e mais desenvolvido um país, maior a proporção de gastos com publicidade online tende a ser. Em segundo lugar, o estágio econômico emergente do Brasil potencialmente dá espaço para o aumento do ineficiências do mercado, tais como programas de descontos oferecidos de forma desproporcional para os principais decisores de alocação de investimentos de mídia. Este fato aparentemente produz um feedback negativo, contribuindo para manter a baixa participação da publicidade online no total dos investimentos publicitários.
Kitchin, Christopher D. "Estimating the ROI for Recruitment Marketing and Advertising Expenditure for the Australian Defence Force". Thesis, Monterey, California. Naval Postgraduate School, 2012. http://hdl.handle.net/10945/6817.
Texto completoHodgson, Victoria Louise y n/a. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets". Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040116.094444.
Texto completoHodgson, Victoria Louise. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets". Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367168.
Texto completoThesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
Full Text
Kurdi, Heba. "The impact of visitors satisfaction in explaining expenditure behaviour : A structural equation modelling approach". Thesis, Högskolan Dalarna, Nationalekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-30030.
Texto completoMuller, Jacob-Frans du Plessis. "An explorative study to determine the effectiveness of Vodacom (Pty) Ltd. : Western Region’s advertising and promotional expenditure". Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/6433.
Texto completoKruger, Martinette. "Spending behaviour of visitors to the Klein Karoo National Arts Festival / Martinette Kruger". Thesis, North-West University, 2009. http://hdl.handle.net/10394/2479.
Texto completoBotha, Karin. "Market segmentation of visitors to Aardklop National Arts Festival : a comparison of two methods / Karin Botha". Thesis, North-West University, 2009. http://hdl.handle.net/10394/4339.
Texto completoAlmojel, Suliman. "Characteristics of United States Seafood Consumers". UKnowledge, 2016. http://uknowledge.uky.edu/agecon_etds/38.
Texto completoKmita, Martynas. "Valstybės skola ir jos poveikis socialinėms išlaidoms". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110615_140817-06512.
Texto completoObject of the research – public debt. Aim of the research – to evaluate the Lithuanian public debt, to assess its influence on social expenditure. Objectives of the research: 1. to present the concept of public debt and to discuss the factors, which influence government borrowing needs; 2. to define the debt burden and to determine the effect of public debt on economy; 3. to provide the public debt evaluation criteria; 4. to evaluate the Lithuanian public debt in respect to the situation in the EU countries according to the identified criteria; 5. to determine the impact of the Lithuanian public debt on social expenditure and to compare it with that in other EU countries. Research methods. Analysis and synthesis of scientific literature and legal documents, statistical data collection and analysis methods, comparative analysis, graphical representation techniques, logical analysis, regression analysis. Research results. Part One introduces the concept of public debt, analyzes the factors influencing government borrowing needs, importance of borrowing to economy and structured models of debt burden. Part Two, having analyzed various scientific articles, provides criteria of the public debt evaluation, reasons importance of the public debt composition and presents the assessment model of the impact of public debt on social expenditure. Part Three gives structural and dynamic analysis of the Lithuanian public debt, evaluates the amount of public debt, according to the... [to full text]
Berkshire, Danielle L. "Marketing Effects on Consumer Retention and Expenditures in Central Kentucky and North Central Tennessee Floral Industry". TopSCHOLAR®, 2015. http://digitalcommons.wku.edu/theses/1516.
Texto completoBellego, Christophe. "Three empirical essays on movie admissions in the french motion picture industry". Thesis, Paris 1, 2016. http://www.theses.fr/2016PA01E060.
Texto completoAt the frontier between entertainment industries and cultural production, vital content provider of digital economy, the motion picture industry raises several interesting questions in the field of economics and marketing. This dissertation tackles three important empirical questions in the motion picture industry using different methods (panel data models, difference-in-differences, and structural econometrics) and brings a new theoretical development about the nested logit model. The first chapter deals with online consumer reviews, also known as electronic word of mouth (eWOM), and focuses on the extent to which prerelease information alters the effect of eWOM on movie sales. The second chapter studies the collateral damages of the French anti-piracy law known as Hadopi on box office performances of movies, by carefully ruling out alternative explanations of the result. The third chapter investigates on seasonality in the French movie industry. The analysis separately identifies and decomposes movie sales into the number and quality of available movies, underlying seasonal demand, weather shocks, and national sales promotion by estimating a three-level nested logit model of weekly demand accounting for congestion on movie theaters' screens. The model is used to identify optimal release periods depending on the types of movie
LIN, WEN-HUI y 林文慧. "The Relationship between Marketing Expenditure and Firm’s Revenue". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/9qqsyj.
Texto completo大葉大學
管理學院碩士在職專班
106
The purpose of this study is to investigate the impact of promotional fees on operating income. We target smart phone manufacturers as the research object so select HTC (2498), Acer (2353), Inventec (2356) and other three companies for collecting securities transactions in Taiwan. We will analyze the sales costs and operating income of these three companies. This study is based on quarter data. The study period was from the first quarter of 2009 to the third quarter of 2017. In addition, data analysis was conducted using the VAR model, and we want to know whether the marketing fees had a delayed effect on operating income. After a rigorous empirical process, the results show that HTC and Acer had a non-stationary sequence and a significant positive relationship with the same period. Inventec's two variables show a steady state sequence, but the two variables are not significant in same period relationship. HTC and Acer brand manufacturers mainly deal with their own brands. Therefore, operating income and sales expenses are more relevant, except Inventec.
Tseng, Ching-jung y 曾景榮. "Optimal retailer order quantity and marketing expenditure with partial return policy and marketing effects under single period". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/62621051659133990206.
Texto completo國立高雄第一科技大學
運籌管理研究所
100
To meet customer requirements in product varieties, products are more often customized than past. This strategy makes product life cycle shorter and product demand unpredictable. The uncertainty of such single-period products usually results in inventory shortage or overstock in the supply chain, which deteriorates retailer’s and/or supply-chain’s profits. Buy-back contract is often used in the single-period product sales to share inventory risks and to encourage retailers to increase their order quantities. In the meantime, marketing efforts are taken by retailers to promote customer demands. The study focuses on a Stackelberg’s supply chain with one manufacturer as the leader and one retailer as the follower to determine the optimal order quantity and marketing expense of the retailer to maximize retailer’s profit with buy-back contract provided by the manufacturer and marketing efforts adopted from the retailer. Different scenario models are developed. Optimal decisions are proved and derived for each model. Sample data are applied and several results are observed. It is found that buy-back contract and marketing efforts will provide positive effects to the profits of the retailer and the overall supply chain. The effects are most significant when both are applied. Coefficients of the demand function are investigated to find that customers are more sensitive to the price than to other marketing efforts.
Struwig, Danie y 楚丹倪. "A theoretical analysis of Marketing Expenditure: A cross section of six 2012 advertising channels in U.S.A". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/ykyv53.
Texto completo逢甲大學
國際經營管理碩士學位學程
102
Marketing communication theory has evolved along with new technologies, changing consumer attitudes and emergent ways of advertising. This study wishes to better understand the quantifiable relationship between consumer equity in marketing theory, and how marketers in the actual market use these theoretical ideas. Television, the Internet, Social Media and Mobile advertising are compared to each other in terms of advertising revenue per consumer time spent – which is taken to indicate marketers’ valuation of consumers’ unit of time spent per a given media. This study creates a unified metric, &;#39;money per user minute,&;#39; that allows comparison of dissimilar and otherwise difficult-to-compare media channel marketers’ valuation. These results are then compared to theory and knowledge about these media to better understand what the behaviour of marketers in the actual market may tell us about their strategic approaches. It is proposed that the extent to which marketers value a media channel with this approach in conjunction with the typical strategy of that channel may be indicative of the marketers’ formal or informal marketing communication strategy.
Li, Yen-Hsien y 李姸嫻. "The Exploration of Relationship between the Marketing Promotion Expenditure and Sales Performance in General Merchandise Retails: The Evidence of M Company". Thesis, 2007. http://ndltd.ncl.edu.tw/handle/52642303908377799990.
Texto completo淡江大學
企業管理學系碩士在職專班
95
Lots of academic and empirical researches pointed out that the concerned mostly for most companies are to make a reasonable and appropriate distribution to secure maximum profits. Judging from the operation of marketing practice, a majority of companies budgeted their marketing expense are in accordance with the budget ratio used in the past years, or through the conference resolution to make a joint decision, all of which is short of quantified and scientific result expectation, sometimes even ignores the practical demands, so it often causes an unnecessary resource waste. The effective deployment of resources, therefore, becomes considerably important and worthy for this study to explore. This study is taking the M Company in general merchandise retail business as the case, and the purposes of this research are: 1. To explore the relationship between marketing promotion expense and sales performance in general merchandise retails; 2. To explore the relationship between combination of the marketing promotion and sales performance. This research takes the marketing promotion expenditure (includes media project, SP activities, event activities, card-friend activities, and art-displaying project) as the independent variable, and the sales performance as the dependent variable, so as to explore the relationship between them. Through statistic analyses, there are following findings: 1. The higher the expenditure of total marketing promotion expense, the better the sales performance. 2. The influence of individual expenditure of each variable in marketing promotion mix on sales performance is different. 3. The higher the expenditure of total marketing promotion mix, the more the customer patronage. 4. The influence of the individual expenditure of each variable in marketing promotion mix on the number of customer patronage is different. 5. There is no significant correlation between expenditure of the total marketing promotion expense and purchasing amount per patronage of customer. 6. The influence of individual expenditure of each variable in marketing promotion mix on the purchasing amount per patronage of customer is different. According to the findings mentioned above, the expenditure of each variable in marketing promotion activities has different impact on the sales performance. To create a good sales performance, therefore, it is necessary for a company to distribute the expenses properly to various marketing promotion activities.
Mikulcová, Jitka. "Analýza marketingových strategií lékáren". Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-356303.
Texto completoTustin, D. H. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services". Thesis, 2002. http://hdl.handle.net/10500/593.
Texto completoBusiness Management
D. Com. (Marketing Communication)
Tustin, Deon Harold. "The relationship between above-the-line advertising and below-the-line promotion spending in the marketing of South African products and services". Thesis, 2002. http://hdl.handle.net/10500/593.
Texto completoBusiness Management
D. Com. (Marketing Communication)
Chu, Yu-Chen y 朱祐瑱. "Market States and Pre-IPO Marketing Expenditures in Japanese IPOs Market". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/86961601373664361689.
Texto completo國立中山大學
財務管理學系研究所
99
Prior studies show the evidence of non-financial variables such as marketing affects investor’s response to risky asset pricing, and indicate that the distribution of risky asset returns is asymmetric and non-nomality, implying using Ordinary Least Squares (OLS) method with the assumption of normal distributions may lead to unreliable estimates. This study tries to apply quantile regression to the analysis of the sample in order to avoid estimation bias. This study examines whether a firm’s pre-IPO marketing expenditures affects its’ initial public offering (IPO) underpricing in Japan and examine whether market states influence the existing relation between pre-IPO marketing expenditures and IPO underpricing. The empirical results shows: (1) pre-IPO marketing expenditures significantly reduce IPO underpricing levels, (2) pre-IPO marketing expenditures can reduce IPO underpricing levels following bear markets as it cannot reduce IPO underpricing levels following bull markets. Therefore, as firms decide to use marketing strategies to make their firm remarkable, and in turns without concerning for market states to reduce the degree of IPO underpricing, their objective may not be reached.
Kuo-ChungLien y 連國忠. "Effect of Marketing Expenditures on Corporate Performance: Evidence from Technology Industry". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/mbxysh.
Texto completo國立成功大學
高階管理碩士在職專班(EMBA)
107
The purpose of the study is to investigate and confirm the relationship between the marketing expenditure of electronics industries in Taiwan and the current and future operational performances. Information of Taiwan Stock Exchange (TWSE) and Taipei Exchange (TPEx) listed companies in technology industry from 1998 to 2017 were used as research samples. In total, there were 11,484 observation values taken from Taiwan Economic Journal (TEJ) in this study. The empirical results show that marketing expenditure (ADV) has a significant positive relationship on current operational performance (ROA and PM). We also found that the significant positive relationship between ADV and future operational performance (ROA and PM), which is in line with this expectation.
Li, Pei-shan y 李佩珊. "Marketing Expenditures and IPO Underpricing Puzzle: Evidence from China A-Share Stock Market". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/b95q5t.
Texto completo國立中山大學
財務管理學系研究所
97
Recently, there has been considerable concern with determining underpricing of initial public offerings (IPOs). This study utilizes both OLS and quantile regression model to examine whether pre-listing marketing expenditure reduce IPO underpricing using China A-share IPOs data. Our OLS result shows that firm‘s marketing expenditure could reduce IPO underpricing significantly that was consist with Luo‘s (2008) finding who investigate US IPOs market. With regard to quantile regression results, we find that pre-listing IPO marketing expenditures are significantly associated with lower underpricing for lower-underpricing stocks but with no significant effects for median-, and higher-underpricing stocks. We infer that: for lower-underpricing stocks, the risk premium investors require would be lowered because pre-listing marketing expenditures can help for raising transparency of the firm.
Ho, Tang-Shen y 何堂聖. "The Impacts Marketing and R&D Expenditures on Firm’s Revenues─an Empirical Study of Taiwan Electronic Industry". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/71525751278898614904.
Texto completo國立交通大學
管理科學系所
101
Taiwan's electronics industry is famous in the world. There are a variety of categories in the electronics industry, that they vary greatly among categories, It is different for R & D and marketing expenditures of inputs. How to use limited resources to create the largest corporate differentiation, and thus a profit maximization, is the aim of this research. How marketing expenditures affecting the company's operating performance is relatively less than research and development expenditures on the company's operating performance. This research first summarizes the literature, and uses the regression analysis, to associate the R & D and marketing expenditures with the firm’s revenue in the electronics industry. It is found that the amount of investment expenditures and the electronics industry supply chain characteristics have played a significant role.
Ribeiro, Patrícia Miguel Lopes Antunes. "Indústria farmacêutica de investigação e desenvolvimento: as estratégias a implementar em Portugal para minimizar o impacto das medidas de contenção da despesa no sector do medicamento em ambulatório". Master's thesis, 2011. http://hdl.handle.net/10071/4806.
Texto completoThe present work aims to analyze the impact of measures taken in the medicine sector over the past five years, finding possible strategic patterns that will be implemented by Research and Development Pharmaceutical companies in ambulatory with operations in Portugal. This investigation had as guiding objectives the determination of the cost containment measures impact in Portugal and find some similarities with actions and reforms already described in the European context, as well as to compile and analyze the trend of new strategic actions that can be implemented by companies in order to minimize the measures impact. With the participation of different experts in medicine field and directors of Research and Development companies (in the qualitative and quantitative phase of the study) brought a broader overview of new strategic options that can be followed in this market. The empirical analysis performed showed that the measures taken in the health sector were evaluated by the sample as necessary, however the objectives and format that have been implemented are not considered satisfactory, nor its success as visible. Regarding the pharmaceutical industry, there is recognition that the most affected sector by the measures and reforms are the R & D companies, which considers having an increased probability of occurrence future strategies like downsizing, services outsourcing, Iberization and focusing the portfolio in higher added value molecules and/or biotechnology. This exploratory study aims to provide a basis for discussions and study of best strategic options for R & D Pharmaceutical Industry operating in Portugal for the coming years.
Ni, Po-Hao y 倪伯豪. "The relation of marketing and R&D expenditures to operation performance and firm value - the case of motor companies listed in Taiwan Stock Exchange". Thesis, 2003. http://ndltd.ncl.edu.tw/handle/13303277991673799468.
Texto completo國立臺灣大學
會計學研究所
91
Marketing and R&D expenditures always are important to enterprise innovation and sale spread, and researchers also concern about these two expenditures’ impact on operation performance and enterprise value. This study applies financial statements of motor companies listed in Taiwan Stock Exchange between the forth quarter of 1995 to the third quarter of 2002 as data resource, and uses earnings and fair value of stockholder equity as measurement of operation performance and firm value to observe the relation of marketing and R&D expenditures to operation performance and firm value. The empirical results show: 1. Marketing expenditures of motor companies listed in Taiwan Stock Exchange do not have significant effect on operation performance and firm value. 2. Companies with high intensive marketing activity have more positive contribution in operation performance than the low intensive ones. 3. R&D expenditures of motor companies listed in Taiwan Stock Exchange have significant effect on operation performance and firm value. 4. R&D expenditures of the firms with high intensive R&D activity have more positive contribution in operation performance than the low intensive ones. But the R&D expenditures of the companies with high intensive R&D activity have adverse effect on their market value.
Bergenstock, Donna J. "The effects of fringe expansion and marketing expenditures on the market equilibrium of a dominant firm : a study of De Beers, the Central Selling Organisation and the Russian Federation /". Diss., 2000. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:9980936.
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