Search

Consumer satisfaction (CS) analysis has been a major issue in business organizations over the years. It may be modeled as a multicriteria decision problem, although different alternative measurement approaches have been developed. The MUSA + method extends the typical MUSA method which is an ordinal regression method that analyzes CS. It allows managers to conduct a benchmarking analysis among different stores and provides action diagrams to assist in gap analysis. The MUSA + method to the spatial context provides geolocated presentation of the derived results and allows their interpretation based on the local characteristics of the market areas. Geographic Information Systems are well known tools that facilitate capabilities for obtaining, processing, and visualizing spatial related data through maps. In that manner, the term ‘geomarketing’ reflects the combination of the multicriteria consumers analysis and GIS. This paper presents a framework that generates maps in relation to the multi-store CS analysis dimensions. Thus, the analysis is extended to the spatial context aiming to expand the MUSA + analysis capabilities with the power of results mapping generation. The proposed framework is supported by a tool developed in GIS environment to assist its computational part. Initially the process estimates the service areas for every store to establish the spatial boundaries for each one of them. Then the MUSA + method is implemented separately for each consumer group located in a specific service area. The computational tool developed in GIS environment generates mappings of the MUSA + method diagrams. The proposed framework combines MUSA + capabilities to generate CS related indices and GIS capabilities to assist spatial analysis allowing customization of the marketing strategy for multi-store enterprises. In conclusion a case study is illustrated to present the prementioned framework into real world data. [ABSTRACT FROM AUTHOR]

Abstract Geomarketing is a new interdisciplinary knowledge that has been increasingly used with the development of technology and tools for collecting location data, especially in organizations developed in the geographical area. In fact, GeoMarketing should be considered as a kind of engineering of the neglected element of location in minimizing the uncertainties of marketing policies, so that it has the ability to challenge the traditional models of developing marketing strategies. GeoMarketing should be considered as a scientific and operational strategy in measuring the spatial acceptability of policy feedback before adopting them on the basis of smart maps. The purpose of this article is to examine more closely the capabilities of the development of the Place element on the basis of the GeoMarketing strategy in relation to each elements of marketing mix (price, product and promotion). which by providing a new definition of this topic along with the basic explanation, Implementation steps of Tehran's standard geomarketing project to guide the policies of a business..In this article, by collecting information and processing them in 7 business components, in relation to the extraction of neglected potentials in the development of the branches of a clothing brand, by implementing multi-criteria decision analysis and the weighted average result of collecting the opinions of 11 experts in the field of clothing on the software platform ArcGIS was implemented. In the end, the three areas of Artesh Boulevard, Abshenasan and Shohada Square were identified as areas of potential with pedestrians and left for interpretation. It is obvious that this new topic is in the early stages of its maturity and it is suggested to discover its practical capabilities in other business topics. Extended Abstract Introduction Geomarketing was first proposed as a new marketing method in 1990, and research-oriented articles mention the advantages of including geographic information in marketing methods (Shweta & Rohit, 2023). This method was used over time with the development of technologies related to location calculation, such as the Global Positioning System (GPS), even for the banking industry and the development of urban tourism (Sabet et al., 2021). In general, geomarketing is the set of activities in which location information is used to improve the accuracy and efficiency of marketing programs. It is worth noting that this information are extracted from various sources such as GPS; field observations; aerial and satellite images; digital maps; local data; etc. (Shweta & Rohit, 2023). Choosing optimal locations in a store development program is one of the main conditions for the success rate of a store. The problem that was tried to be answered in this research with a scientific and operational solution by the basic implementation of the geomarketing strategy in the branch development program of one of the clothing brands in Tehran. In line with the basic explanation of geomarketing services, the superiority of the element of place for each and every elements of the marketing mix has been elaborated; and then the implementation steps of a geomarketing project were presented in order to find the most productive locations in a store branch development program in Tehran's clothing field. For this purpose, by considering 6 main components in the optimal location selection of store locations in the clothing field, in relation to the collection of spatial data and their processing, a multi-criteria decision-making model was implemented. Then, the processed components were weighted based on the opinion of active experts in this field, and the most potential locations were extracted in the developed model. Research literature The main goal in the new geomarketing strategy is to scientifically consider the neglected element of location in business decisions. Philip Kotler, the father of modern marketing science, was the first to codify the marketing mix concept as it is today under the title of 4P (Perreault & McCarthy 2002); and 7P, 15P, and 44P models were also developed later. Meanwhile, the combination of four elements including location, promotion, price, and product is the main reference of researchers in this field such as Singh (2012). Understanding that every customer is located in a geographical point of the earth having the nature of location is the main key in defining and explaining geomarketing services in each and every elements of marketing mix. In fact, geomarketing should be called the engineering science of location, the result of the intersection of marketing science and geographic information science (GIS). It is obvious that explaining the concept of geomarketing requires examining the services and capabilities that can be provided in each and every marketing mix elements (García et al., 2022). In the following, considering the research articles of Ramadan et al., (2017); Farmanesh et al., (2017); Cliquet & Baray (2020); and Baray & Pelé (2020) to derive a standard mechanism in how to define, collect and process business indicators in a geomarketing project was discussed with a case study on the optimal location of new branches of a clothing brand in Tehran, considering 6 components including household density; financial ability; foot traffic; away from competitors; micro business density; and the accesses were investigated. Research methodology The present research was carried out by implementing the practical steps of geomarketing with the sample of Tehran. After defining the project and assessing the need, determining the information layers determined in the previous stage and taking action to collect and update of the available data was performed by using different tools from different sources. In the preparation phase, the spatial data that was collected from different sources in the previous phase; sometimes in different formats, was integrated; and after cleaning, necessary measures were taken to prepare them in order to implement advanced spatial analysis, which is known as data cleaning and GeoData preparing. GIS Ready, GeoData Referencing, and GeoDatabase Implementation can be mentioned among the measures taken in this stage. In the processing phase, the raw data collected and prepared with the processes required by a project and explained and defined in the analysis phase of the need and definition of the project are upgraded to the maturity level of information. Thermal maps or heatmaps are among the most widely used outputs at this level, which are referred to under the Spatial Analyst analysis collection in the user space of spatial data science software (DANIELE, 2019). In the conducted research, a number of outputs derived from the above analysis on the data collected in Tehran city were mentioned. The household density component taken from the latest census of the Statistics Center, Financial ability component derived from the average rental price of the neighborhoods of Tehran, foot traffic component derived from the implementation of proximity analysis on the data of commercial centers and shopping centers in Tehran, and the distance component from competitors through the collection of the location of more than 1000 store locations of garment area in Tehran city from Google Map data, micro business density component based on more than 36,000 micro businesses registered in Google Map and accesses including the integration of parameters of main roads with maximum impact, secondary roads at the second level of importance, taxi stations, buses, subway and parking lots at the third level of importance, were collected with weights of 40, 35 and 25, respectively. In order to process the six data mentioned in the extraction of high-yield points in the aforementioned store development planning, a specific placement model based on the multi-criteria decision-making algorithm or MCDM was developed based on the Raster Calculator analysis of the Spatial Analyst analysis package in the ArcGIS software space with the obtained weights. In the special integrated model developed in the processing of components in order to implement multi-criteria decision analysis, the blue circles represent the variables (six components and their subsets), and the yellow rectangles represent the processing steps in the data processing, which is implemented in the last part of the decision analysis. Research findings The results of the weights assigned to each of the 6 components acquired from the average expert opinion of 11 people active in the field of clothing were presented in a table. Also, the results of the output in the integrated model indicate the existence of three areas full of neglected potential in the field of clothing in Tehran, including the first area (Artesh Blvd.) between Sohanak and Oshan Boulevard; the second area (Abshenasan highway) between Ashrafi Esfahani and Bakeri highways; and the third area (Shohada Square to Imam Hossein Square). All the above three cases were located in the commercial centers of Tehran city, while in the field surveys, the accumulation of the presence of medium and large shopping centers including Parnian Center, Mahtab, Nakhl, Morvarid and Shemiran Center was only within the determined potential range of the first range. The occurrence of the same issue in the second area, including Qaim, Maryam, Ghadir shopping centers, as well as Goldis, Bahar and Zomorrod shopping centers in the third area shows the high potentials of the clothing field in the proposed areas. Conclusion Managers of any business always make strategic decisions to determine the survival and success of that business. Ignoring each of the different success parameters makes decisions' success faced with challenge. Decision-making algorithms and analyzes in GIS not only consider all the influential parameters in the form of information layers, but also determine and define the impact of each one by the ability to weight each one (Tu Le et al., 2023). In practice, at this level, the intra-organizational, peripheral, and extra-organizational information layers that were prepared and processed in the previous stages were modeled in different scenarios and weight combinations using advanced spatial data science analyzes so that the feedback measurement and spatial acceptability measurement of decisions and policies makes it possible on the basis of the map. In this strategy, it is important to minimize uncertainties by optimally allocating resources to the most productive points in the geography of the market. The uniqueness of geomarketing evolves by integrating functions and spatial analysis in order to solve problems related to the development of local, regional and extra-regional markets with different social, economic and political approaches as the driving force of modern marketing knowledge (Tkhorikov et al., 2020). Marketing mix elements are one of the main topics that are always cited and evaluated in the formulation of marketing strategies (Thabit & Manaf 2018). Location is one of these pillars that, due to the development of information infrastructure and software based on GIS knowledge, is able to provide unique capabilities along with the development of businesses and brands in global markets (Matheus et al., 2020). The authors of the article believe that the absence or lack of standard location data has made it difficult to refer to the achievements and outputs of geomarketing in practice. In this article, by explaining a comprehensive definition, it was tried to investigate the geomarketing solutions that can be presented in each of the elements of the marketing mix, and its applications were introduced by determining the implementation steps with reference to Tehran's business data. It is suggested that case studies on the implementation of the services of this strategy to be implemented in other business areas such as restaurants, banking industry and broadcasting industry by the researchers of this field, and geomarketing services investigated specifically for each of the elements of the marketing mix based on real business data.

Organization ofrepair and servicing base of technical service envisages forming ofrational composition of enterprises of different types; determination technically of necessary and economically expedient production capacity; ground of zones of technical service; perfection of the system of mutually beneficial relations between enterprises at the market of technical services in an agrarian sphere. The dealer enterprise (DE) is considered as a system consisting of three main blocks (subsystems): services, sales and supply. The DE is unified, located on the service territory (region, edge, district), and not concentrated in one place.

This paper aims to investigate the spatial price dispersion and estimate the price determinants of a homogeneous product sold by marketing channels in the industrial automation market in the south of Germany. Empirical studies reveal that different prices are charged for the same homogeneous products, which shows a clear deviation from the law of one price. Understanding the key determinants of the prices charged by the marketing channels enables manufacturers to design appropriate channel selection criteria with regional differentiation and to improve their existing channel performance management. This research proposes a new geomarketing approach that combines spatial and hedonic price modeling by using deep learning. Since ANN models are often perceived as a “black box”, this paper demonstrates a technique for extracting knowledge from an ANN to leverage the market intelligence. This study reveals the causal relationships between the explanatory variables and the price within the ANN model. The results indicate that deep learning models provide higher accuracy in modeling the price and its determinants compared to statistical models. However, the econometric model GWR enables detecting the geographical variation, also called spatial heterogeneity, among the retained variables to explain the patterns of price, especially their volatility across space.

The present study aims to compare and integrate the location selection criteria and indicators of chain stores from the perspective of customers and retail industry experts with a geomarketing approach. The analytical method applied in the experts’ section was a combination of fuzzy Delphi technique and Analytic Hierarchy Process (AHP) and in the customer section, a combination of KMO index and Bartlett test in Exploratory Factor Analysis (EFA) and Friedman classification test with SPSS software was utilized. The statistical population includes experts and customers of the retail industry in Tehran. In this study, firstly, both the need to address the issue of optimal location of retail stores as well as the necessity of locating these centers were explained. In the next section, the most significant criteria and indicators of retail stores location selection were identified and ranked from the perspective of experts and customers. In the next step, comparison and integration between the criteria and indicators of chain stores location selection from the perspective of customers and experts were performed. Finally, a comprehensive model of Integrating location selection indicators from the perspective of customers and experts using structural equation modeling with Smart PLS software was presented. The Results suggest that the main factors affecting the optimal location of retail stores include: ease of access to the store; spatial and physical characteristics of the store; population structure, business district and customers characteristics; competition conditions; economic factors of customers; market attractiveness; performance indicators; determining the cost of store/ economic factor; attraction of place for a store; and saturation level. At the end, it can be mentioned that macro-level research findings provides a framework for the optimal location selection of retail stores with a geomarketing approach. [ABSTRACT FROM AUTHOR]

Copyright of Revista da Micro e Pequena Empresa is the property of Faculdade Campo Limpo Paulista and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

La investigación busca establecer una comparación entre la presencia de áreas verdes próximas a centros educativos en dos distritos de Lima Metropolitana, Breña y Pueblo Libre, debido a la influencia que tienen en el bienestar humano; el trabajo incluyó visitas de campo, in situ de ambos distritos y un trabajo de gabinete donde se procesó la información tomada con el GPS Garmin Etrex 20, mediante el programa Postgresql / Postgis, además del uso del programa Google Earth Pro y la descripción de los datos obtenidos en las salidas de campo. Se determinó que Pueblo Libre posee un mayor porcentaje de área total parque (y en consecuencia, una mayor cantidad de área verde), por lo que la relación de parques con la cantidad de entidades educativas a radios de 100, 200 y 300 m en Pueblo Libre es mayor; Breña posee 0.33 m2 de área verde por habitante y Pueblo Libre 2.14 m2.

A crescente competitividade de mercado e a popularização dos Sistemas de Informação Geográfica têm levado a uma necessidade de integração de dados e metodologias para geração de análises espaciais robustas. Este trabalho objetiva apresentar um estudo de caso que busca mapear regiões potenciais para a instalação de varejos alimentícios no município de Maringá-PR. A partir de um conjunto de dados viários, locacionais e sociodemográficos gratuitos, foi gerado um mapa síntese através do método AHP em ambiente SIG, subsidiado por métodos de interpolação como krigagem ordinária e regressão polinomial. Em comparação com estudos de caráter qualitativo, o resultado da aplicação desta metodologia permitiu uma integração objetiva de diversas variáveis em um mapa síntese. O potencial de instalação de varejos alimentícios se concentrou no centro da cidade, outras duas manchas com alto potencial de instalação foram identificadas, uma no setor leste da cidade e a outra à noroeste. Ressalta-se que o mapeamento de síntese apresenta a variação espacial do potencial para instalação de novos varejos alimentícios, sem a especificação de qual tipo.

This research provides Geographic Information Systems (GIS) as a scientific contribution to the decision-making processes with regards to the provision of educational services in the local urban scale. The study applies geomarketing spatial models to the location of private pre-school buildings in the Autonomous City of Buenos Aires (CABA), which has a public-private educational administration system. It was taken into consideration cultural, technological and socioeconomic variables, as well as the increase in the number of students attending private schools from 2003 to 2013. The main purpose is to create a consistent relationship between the current local regulations and the use of Geomarketing models to connect local data and analyse their spatial attributes. The methodology involves georeferenced open data, selected and classified to study the distribution of preschool supply and demand. Spatial gravitational, density, maximization and multi-criteria models have been applied to evaluate building and urban variables, using ArcGIS software tools. The main results highlight the diversity and geographic coverage of private pre-schools in the City of Buenos Aires and the determinant factors in the supply and demand for educational supply, identifying the most suitable location for new buildings. The conclusion states that geomarketing technological innovation procedures through GIS can be integrated as decisional tools to the city management policies in the CABA and extended to higher education levels.

La presente ricerca propone i Sistemi Informativi Geografici (GIS) come contributo scientifico ai processi decisionali inerenti all’erogazione di servizi educativi su scala urbana locale. Lo studio applica modelli spaziali di geomarketing alla costruzione di edifici prescolastici privati nella Città Autonoma di Buenos Aires (CABA), la quale offre un sistema di amministrazione educativa pubblico-privato. Sono state prese in considerazione le variabili culturali, tecnologiche e socioeconomiche, nonché l'aumento del numero di studenti che hanno frequentato una scuola privata tra il 2003 e il 2013. Lo scopo principale è quello di creare un nesso coerente tra le attuali normative locali e l'uso di modelli di Geomarketing per mettere in relazione i dati locali e analizzarne le caratteristiche spaziali. La metodologia prevede l'utilizzo di open data geografici, selezionati e classificati per studiare la distribuzione della domanda e dell'offerta prescolare. Per valutare le variabili edilizie e urbane, sono stati applicati modelli gravitazionali spaziali, di densità, di massimizzazione e modelli multicriteriali, avvalendosi dell’utilizzo di strumenti software prodotti da ArcGIS. I principali risultati evidenziano l’eterogeneità e la copertura geografica delle scuole dell’infanzia private della città di Buenos Aires e i fattori determinanti nell'offerta e nella domanda di offerta formativa, individuando il luogo più adatto per la costruzione di nuovi edifici. In conclusione, si afferma che le procedure di innovazione tecnologica, da applicarsi al geomarketing tramite il GIS, possano essere integrate come strumenti decisionali all’interno delle politiche di gestione urbana nella CABA ed essere estese ai livelli di istruzione superiore.

Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists.

La modalidad y la categoría de los alojamientos turísticos se plantean como esenciales en la localización y la tipología de los equipamientos y servicios comerciales de las áreas turísticas de litoral. Esta relación permite identificar patrones espaciales a través de la delimitación de unidades territoriales con cierto grado de homogeneidad respecto a la oferta comercial. El resultado es la segmentación territorial de tales áreas, mediante la definición de zonas de preferencias, necesidades, motivaciones, comportamientos, hábitos, actitudes, expectativas y pautas de consumo de productos y servicios comerciales similares. El objetivo de este trabajo es analizar las potencialidades de dicha segmentación. Para ello se plantea un ejemplo en las áreas turísticas del sur de Tenerife (Canarias, España).

Abstract: The objective of this study is to develop a quantitative tool, based on Machine Learning and Geomarketing to identify business opportunities and contribute to the strategic process of local choice of franchises’ network selecting regions that have a high demand forecast and a lack of product supply. In addition, we conducted a qualitative analysis of the selected business places based on defined criteria. This prediction is given by constructing a consumption pattern, defined by a classifier, based on the characteristics of the reserved rights. Initially, for a better understanding on this subject, a theoretical background was made covering the main concepts about Geomarketing and Machine Learning and its applications. After that for a demonstration of the results, we opted for the application of the method for the market of fine chocolates (Cacau-Show) in the Distrito Federal. The main databases used in this paper were Pesquisa de Orçamentos Familiares and from Instituto Brasileiro de Estatística e Geografia (IBGE). As a result, the Standardized Spend was obtained, which indicates the requirement for each Censitar Sector, as georeferenced information of the competition, containing 44 stores that have as their main product of fine chocolate, and as digital meshes of the Federal District. The crossing is available for the elaboration of a map that facilitates the identification of the business opportunities for the market of fine chocolates in the Distrito Federal, Brazil.

Este trabalho tem como principal objetivo analisar os fatores associados ao processo de Geomarketing na tomada de decisão dos empreendimentos pesquisados no estado de Mato Grosso. Buscando ainda identificar o perfil dos empreendimentos pesquisados, quantificar os principais fatores que influenciam o processo de gestão mercadológica dos postos de combustíveis, mensurar aspectos relacionados ao Geomarketing utilizados pelos empreendimentos e qualificar o Geomarketing. Foram geradas tabelas com os resultados obtidos através de questionários aplicados aos proprietários dos postos de combustíveis e foi possível alcançar os objetivos pressupostos, sendo capaz de apontar e mapear aspectos importantes para a inserção e solidificação das empresas no estado do Mato Grosso. Identificou-se a situação e a evolução econômica da localidade em questão, assim foi possível verificar a importância de localização para decisões estratégicas das organizações. Diante dos mapas elaborados e através das análises desenvolvidas com várias variáveis confrontando e cruzando diversas informações, foi possível ter em mente um plano de localização de acordo com o segmento de atividade. Assim o Geomarketing possibilita balizar as ações e projetos de expansão e contribuindo para obter retorno sobre o investimento realizado.

Mobile devices are the most used technology tools to access the Internet since they allow access from anywhere. This possibility has prompted companies to focus, to a greater extent, strategies based on geolocation marketing. Geolocation is a tool through which people or places can be located and have very diverse functionalities and applications. Location-Based Services (LBS) allow businesses to incorporate these types of tools into their digital marketing strategies. Social networks based on location services (LBSNS or Location-Based Social Network System) allow businesses to access information on the location of customers in real time. The present study provides more information on LBS and geolocation marketing, also known as geomarketing, analyzing the utility and benefits that this tool has to digital marketing and social networks and the importance of its technological adoption. To achieve this objective, a thorough review of technology adoption literature was carried out and a series of interviews were made with experts and professionals in its two aspects: digital marketing and information technologies. The results show the way in the tourism sector, these tools are managed, the means in which they are active, the LBS systems used, the utility and benefits they perceive from them, as well as the importance and efforts that they dedicate to them. This study reaches relevant conclusions for tourism professionals interested in incorporating LBS and geomarketing strategies into their businesses, as well as researchers interested in the behavior in Location-Based Services.

Data Envelopment Analysis (DEA) is a relative measure of efficiency applied to a set of decision units and is being used more and more frequently in the supermarket sector. Nonetheless, given how strongly the sector's financials depend on demand, companies need to combine this measurement with trade area information to best manage corporate efficiency. In this paper, the proposal consists of integrating DEA with a clearly articulated, structural typology so that supermarkets, based on their particular characteristics, can determine which variables are most critical for improving their efficiency. This methodology has been validated in the case of one of Spain's five largest supermarket chains. A principal component analysis and a classification analysis were carried out on a series of internal management variables from 61 locations for which DEA had been used to calculate efficiency and to which multiple trade area variables were added using GIS. Some of them are related to the loyalty scheme membership programme. These latter variables described the implantation of the loyalty scheme member programme and were revealed as key elements for the efficiency of the supermarket. This methodology provides marketing profiles that are more adapted to local circumstances, thus allowing companies to set better internal benchmarking objectives. [ABSTRACT FROM AUTHOR]

This paper presents a methodology for performing electoral geomarketing to identify potential voters from each political party and to understand their characteristics. Such information can be useful for optimizing the resources of a political party when preparing the election campaign. In this paper, a statistical study is conducted to analyze the relationship between electoral data and several socio-demographic, dependence, migratory, economic, and educational variables. A geoportal, called Geo- Chess (https://upvusig.car.upv.es/geochess/) is used to create all the thematic maps, graphs, and the majority of statistical studies. The geoportal permits visualization of the thematic maps and graphs shown in this work. [ABSTRACT FROM AUTHOR]

Marketing theory provides a lot of tools and methods for planning and analysis, but their practical use typically requires data that are not easily available, especially for small and medium enterprises (SMEs) operating on smaller local markets. In this study, we present a method that allows SMEs to simply estimate the size and growth trend of a local market in the Czech Republic defined by selected municipalities. The data about total consumer spending in 2011–2016 period were drawn from publicly available sources. We have created maps using the QGIS software with estimates of total consumer spending in all municipalities of the Czech Republic in 2016, total consumer spending in specific local market in 2016 and the average annual growth rate in consumer spending in 2011–2016 as well. It may serve as a guidance for SMEs about where the biggest opportunities and threats in the market size and growth are. The same method has been applied to part of South Bohemia region as a case study whose results could be used for estimation of the same figures about consumer spending.

Purpose - The purpose of this paper is to study the optimization of the geographical location of a network of points of sale, so that each retailer can have access to a potential geographic market. In addition, the authors study the importance of the distance variable in the commercial viability of a point of sale and a network of points of sale, analysing if the best location for each point (local optimum) is always the best location for the whole (global optimum). Design/methodology/approach - Location-allocation models are applied using p-median algorithms and spatial competition maximization to analyse the actual journeys of 64,740 car buyers in 1240 postal codes using a geographic information system (GIS) and geomarketing techniques. Findings - The models show that the pursuit of individual objectives by each concessionaire over the collective provides poorer results for the whole network of points of sale when compared to coordinated competition. The solutions provided by the models considering geographic and marketing criteria permit a reduction in the length of journeys made by the buyers. GIS allows the optimal control of market demand coverage through the collaborative strategies of the supplying retailers, in this case, car dealerships. Originality/value - The paper contributes to the joint research of geography and marketing from a theoretical and practical point of view. The main contribution is the use of information on actual buyer journeys for the optimal location of a network of points of sale. This research also contributes to the analysis of the correlation between the optimum local and optimum global locations of a commercial network and is a pioneering work in the application of these models to the automotive sector in the territorial area of the study.

O presente artigo visa apresentar os resultados obtidos por meio de uma pesquisa de mercado realizado no Supermercado Sacolão Big Dog, localizado em Londrina-PR, utilizando o geomarketing como técnica de estudo. Para o desenvolvimento da pesquisa foram aplicadas 200 entrevistas com consumidores que estavam consumindo in loco no supermercado. Após isso, foi feito a tabulação desses dados e mapeadas a localização desses entrevistados para verificar a situação mercadológica da empresa. Constatou-se que o Supermercado Sacolão Big Dog, mesmo sendo uma empresa considerada pequena, apresenta uma representatividade espacial (no ramo supermercadista) considerável no município de Londrina-PR.

This work has as main objective to analyze the factors associated with the Geomarketing process in the decision making of the enterprises surveyed in the state of Mato Grosso. In order to identify the profile of the enterprises surveyed, quantify the main factors that influence the market management of fuel stations, measure aspects related to the Geomarketing used by the enterprises, qualify the Geomarketing and its use for decision making. Table were generated with the results obtained through questionnaires applied to the owners of the fuel stations and it was possible to reach the presumed objectives, being able to point and map important aspects for the insertion and solidification of the companies in the state of Mato Grosso. It was identified the situation and the economic evolution of the locality in question, so it was possible to verify the importance of the location for strategic decisions of the organizations. Before the elaborated maps and through the analyzes developed with several variables confronting and crossing various information, it was possible to keep in mind a location plan according to the activity segment. In this way, Geomarketing allows to mark the actions and projects of expansion and contributing to obtain return on the investment made. [ABSTRACT FROM AUTHOR]

Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Abstract Nowadays, thank to the huge advances in the field of communication technologies, marketing decision-makers can collect various kinds of data related to their clients. The challenge is to analyze this data by using different techniques in order to enrich the shopping experience and strength the relation with the customers by personalized promotions. In this paper an innovative geomarketing solution is proposed. This solution consists of three components: smartphone application, the server application, and beacons. The smartphone application detects the location of the customer by using beacons and the information is then sent to the server application for processing in order to generate the adequate. Moreover, we will use datamining tools to understand the relationships between the products that people buy in order to provide customized marketing messages and adapting the shop to their needs. [ABSTRACT FROM AUTHOR]

El sector agrícola colombiano desconoce la demanda de la papa criolla en los mercados internacionales, como consecuencia de la insuficiente investigación de mercados. En la última década, el gobierno de Colombia ha generado interés en la apertura de mercados internacionales y en la consecución de oportunidades de negocio, para productos agrícolas. Mediante la utilización de los sistemas de información geográfica (SIG), en el estado de la Florida, se evaluó la ubicación geográfica óptima, rentable y sostenible, para analizar la factibilidad comercial de la papa criolla. Mediante esta herramienta, la investigación generó un panorama metodológico de evaluación en la toma de decisión gerencial, con relación a obtener un beneficio en la cadena productiva. El geomarketing ayuda a las empresas en la planeación de políticas de mercadeo, la toma de decisiones y la ejecución de planes exportadores más competitivos en el mercado externo. Mediante un trabajo de campo de la cadena productiva de la papa criolla, en el municipio de Usme, Cundinamarca, integrada por los productores y comercializadores, se diagnosticó el sector, identificando debilidades comerciales. La información obtenida por instituciones gubernamentales americanas, como la Oficina del Censo, agrupó una serie de datos basados en la auto-identificación de la población y puntos focales de distribución y de comercialización del producto, evaluando la probabilidad de implementar planes exportadores en mercados nostálgicos geo-referenciados. Los resultados encontrados permiten analizar información relacionada con la planificación y la ejecución de las actividades de marketing, para fortalecer la toma de decisiones empresariales, a un nivel competitivo en los micromercados.

The retail network of in the Hungarian capital has gone through a significant change in the last 30 years. This fundamental change can be explained partly by global processes and is, to some extent, the result of the unique Hungarian or Central European situation -- that is, conditions of the Socialist era that were affected by contemporary European tendencies, but the system still had its own peculiarities -- and of the regime change. The changes in the last four decades have significantly altered the retail sector in Budapest and the shopping habits of its inhabitants. Quality of life has also fundamentally changed, as have living standards. In addition to the spread of mobilisation, new satellite technologies have brought considerable changes in the field of trade as well. Today, the question is not how close we are to the developed world but how fast we can gain access to suitable services and basic supplies and how these supply chains are organised. In our globalised world, a new form of harmony must be created between globality and locality. [ABSTRACT FROM AUTHOR]

Marketing theory provides a lot of tools and methods for planning and analysis, but their practical use typically requires data that are not easily available, especially for small and medium enterprises (SMEs) operating on smaller local markets. In this study, we present a method that allows SMEs to simply estimate the size and growth trend of a local market in the Czech Republic defined by selected municipalities. The data about total consumer spending in 2011–2016 period were drawn from publicly available sources. We have created maps using the QGIS software with estimates of total consumer spending in all municipalities of the Czech Republic in 2016, total consumer spending in specific local market in 2016 and the average annual growth rate in consumer spending in 2011–2016 as well. It may serve as a guidance for SMEs about where the biggest opportunities and threats in the market size and growth are. The same method has been applied to part of South Bohemia region as a case study whose results could be used for estimation of the same figures about consumer spending. [ABSTRACT FROM AUTHOR]

A tér és térbeliség napjainkban sem játszik fontos szerepet a különféle szervezetek marketingtevékenységében. Tanulmányunkban – a térbeliség és a marketing alapfogalmainak áttekintését követően – bemutatjuk, hogy az üzleti gondolkodásban, a piacokról folyó diskurzusban, illetve ezen belül különösen a stratégiai marketingben mely területeken azonosíthatók térbeli problémák. A marketing térvonatkozásainak elméleti megalapozásához röviden ismertetjük a társadalmi térfogalom különféle megközelítéseit a társadalomtudományokban (regionális tudomány, társadalomföldrajz, közgazdaságtan, szociológia). A tér elméleti és alkalmazott közgazdaságtani értelmezését követően foglalkozunk a marketingre vonatkozó elképzelésekkel. Röviden bemutatjuk a marketing hazai és nemzetközi fogalmi megközelítéseit, és a marketing kotleri értelemben vett (tágan értelmezett) modelljét felhasználva emeljük ki annak explicit és implicit térvonatkozásait, rámutatunk a termék, az ár, az értékesítés és a kommunikációs stratégia térbeli sajátosságaira, a kapcsolati marketing, a társadalmilag felelős marketing és belső marketing területi aspektusaira. Számos példával illusztráljuk, hogy a marketing erőteljesen térbe ágyazott, így amellett érvelünk, hogy a hatékonyabb marketinggondolkodásban figyelembe kell venni a térbeli kapcsolódásokat, területi meghatározottságokat. A geomarketing-gondolkodásmódban, melynek szükségességére hívjuk fel a figyelmet, a térbeliség nem szűkül le a telephelyválasztásra és az értékesítéstervezésre, hanem áthatja a marketing egészét.