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Contains fulltext : 150904.pdf (Publisher’s version ) (Open Access) Deliberatieve vormen van burgerparticipatie, zoals burgerjury’s, waarbij random geselecteerde, geïnformeerde, burgers in kleine groepen discussiëren over een issue lijken steeds meer navolging te krijgen. Dit artikel bespreekt kort de kenmerken van zo’n burgerjury en presenteert een lijst met criteria om de kwaliteit ervan te kunnen vaststellen en om de mate van consensus te kunnen meten. Met data van twee eerder gehouden burgerjury’s wordt de kwaliteit getest. Het Europese Burger-forum uit 2009 blijkt aan de criteria ‘fairness’, competentie, transparantie, efficiëntie en impact goed te voldoen. Met de consensusindex is het bovendien mogelijk om, zonder te tornen aan het deliberatieve karakter, toch een kwantitatieve uitspraak te doen over de mate van consensus binnen de groep burgers. Het bestaan van een goed onderbouwd, uitgebreid gedocumenteerd, in de praktijk vele malen getest en valide instrument rechtvaardigt het gebruik ervan in marketing en marktonderzoek.

This chapter addresses consumer expenditures during the persisting economic downturn between 2008 and 2015.The focus is in a longitudinal study on tourism demand within the context of expenditures on other consumer goods, taking in account the ’why’ of the development of this demand over time. The findings show that holidays, in particular the main summer holiday, can be positioned closer to being a necessary good than to being a luxury good, at least during an economic downturn. Many vacationers are prepared to sacrifice expenditures on a variety of products just so as to keep on going on holiday. The major explanation is the high essentiality of vacations for a better quality of life. The influence of income and personal economic situation on tourist demand at the micro-level during an economic downturn is relatively minor or non-existent.

Sociale media spelen een steeds belangrijkere rol bij consumentenbeslissingen. Dat geldt in het bijzonder voor vakantiekeuze, als voorbeeld van een "high involvement" beslissing. Het onderzoek is gericht op de rol die verschillende typen sociale media spelen in het vakantiekeuzeproces. Het theoretisch kader dat is gebruikt, maakt een onderscheid tussen sociale media die hoofdzakelijk domein specifieke informatie bevatten en sociale media met informatie die over elk willekeurig onderwerp kan gaan. Daarnaast worden deze sociale media onderscheiden naar de mate waarin ze zelfpresentatie mogelijk maken: de mate waarin individuele karakteristieken van de boordelaar/informatieverschaffer expliciet gemaakt kunnen worden. Uit de resultaten blijkt dat vooral sites zoals Zoover en Vakantiereiswijzer een belangrijke informerende rol spelen in het vakantiekeuzeproces. Dat geldt met name voor deelbeslissingen die te typeren zijn als "search" deelbeslissingen, deelbeslissingen waarvoor goede informatie voorafgaand aan een vakantie kan worden gevonden. Hoewel negatieve berichten meer effect hebben, overheerst het gebruik van aanraders. Implicaties van deze resultaten worden geschetst, met name wat betreft de inrichting van webcare.

Marketing managers increasingly recognize the need to measure and communicate the impact of their actions on shareholder returns. This study focuses on the shareholder value effects of pharmaceutical direct-to-consumer advertising (DTCA) and direct-to-physician (DTP) marketing efforts. Although DTCA has moderate effects on brand sales and market share, companies invest vast amounts of money in it. Relying on Kalman filtering, the authors develop a methodology to assess the effects from DTCA and DTP on three components of shareholder value: stock return, systematic risk, and idiosyncratic risk. Investors value DTCA positively because it leads to higher stock returns and lower systematic risk. Furthermore, DTCA increases idiosyncratic risk, which does not affect investors who maintain well-diversified portfolios. In contrast, DTP marketing has modest positive effects on stock returns and idiosyncratic risk. The outcomes indicate that evaluations of marketing expenditures should include a consideration of the effects of marketing on multiple stakeholders, not just the sales effects on consumers.

New product development is one of the most powerful but difficult activities in business. It is also a very important factor affecting final product quality. There are many techniques available for new product development. Experimental design is now regarded as one of the most significant techniques. In this article, we will discuss how to use the technique of experimental design in developing a new product - an extrusion press. In order to provide a better understanding of this specific process, a brief description of the extrusion press is presented. To ensure the successful development of the extrusion press, customer requirements and expectations were obtained by detailed market research. The critical and non-critical factors affecting the performance of the extrusion press were identified in preliminary experiments. Through conducting single factorial experiments, the critical factorial levels were determined. The relationships between the performance indexes of the extrusion press and the four critical factors were determined on the basis of multi-factorial experiments. The mathematical models for the performance of the extrusion press were established according to a central composite rotatable design. The best combination of the four critical factors and the optimum performance indexes were determined by optimum design. The results were verified by conducting a confirmatory experiment. Finally, a number of conclusions became evident.

New product development is one of the most powerful but difficult activities in business. It is also a very important factor affecting final product quality. There are many techniques available for new product development. Experimental design is now regarded as one of the most significant techniques. In this article, we will discuss how to use the technique of experimental design in developing a new product - an extrusion press. In order to provide a better understanding of this specific process, a brief description of the extrusion press is presented. To ensure the successful development of the extrusion press, customer requirements and expectations were obtained by detailed market research. The critical and non-critical factors affecting the performance of the extrusion press were identified in preliminary experiments. Through conducting single factorial experiments, the critical factorial levels were determined. The relationships between the performance indexes of the extrusion press and the four critical factors were determined on the basis of multi-factorial experiments. The mathematical models for the performance of the extrusion press were established according to a central composite rotatable design. The best combination of the four critical factors and the optimum performance indexes were determined by optimum design. The results were verified by conducting a confirmatory experiment. Finally, a number of conclusions became evident.

With the onset of what is popularly known as “big data”, increased attention is being paid to creating value from these data rich environments. Within the field of marketing, the analysis of customer and market data supported by models is known as marketing analytics. The goal of these analyses is to enhance managerial decision making regarding marketing problems. However, before these data rich environments can be used to guide managerial decision making, firms need to grasp the process of doing so. Therefore, in this thesis we explore two opportunities and one challenge that firms are faced with in this process. The first opportunity we identify is the possibility to get enhanced insights on own and competitors’ market behavior. Here, the difference in reactions to competing strategic and tactical marketing actions is investigated, in order to improve future decision making in the face of competitive response. The second opportunity identified is the possibility to engage in real-time marketing. Using ideas from statistical quality control, a control chart method to track customer purchase behavior is developed. Using this approach, firms can decide what the best time to approach a customer with a marketing action is, increasing the relevance and effectiveness of such actions. The challenge investigated is that of maintaining customer privacy when using marketing analytics. In the setting of customer churn prediction, it is shown that firms can still perform effective analyses of customer churn while maintaining customer privacy. The method developed in this chapter assures this.