2014 Fiscal Year Final Research Report
Building the practical method for evaluating the effectis of the marketing strategies
| Project/Area Number |
24653102
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | University of Marketing and Distribution Sciences |
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Principal Investigator |
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| Project Period (FY) |
2012-04-01 – 2015-03-31
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| Keywords | マーケティング・ミックス / 効果測定 / 市場構造 / 経営戦略 / バッフェ式 |
|---|
| Outline of Final Research Achievements |
In order to explain the causal relations among the factors in the marketing-mix evaluation system, I observed the actual scenes of the developing market, Asian market, and the developed market, such as Japanese. Then to certain degree I could understand the actual complexity with the combined relations under the dynamic linkage, and then come to conclude that it is not meaningful and practical to specify the evaluation model with the robustness like the ordinal cases. More flexibilities and arbitrary operations are needed for more functional use of the evaluating system. These results are examined with the hypothetical analysis of the buffet serving system.
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| Free Research Field |
経営財務 経営戦略
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