"Scientific research" Almanac

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  ASSESSING MARKETING EFFECTIVENESS – PROBLEMS AND POSSIBLE SOLUTIONS

  The issues related to marketing effectiveness and linking marketing to a firm’s financial results have been very popular in the economic literature in the past two decades. In this study we try to systemize the accumulated knowledge in this area. We define some methodological problems concerning marketing effectiveness assessment. Based on the ... The issues related to marketing effectiveness and linking marketing to a firm’s financial results have been very popular in the economic literature in the past two decades. In this study we try to systemize the accumulated knowledge in this area. We define some methodological problems concerning marketing effectiveness assessment. Based on the data accumulated we define the category of marketing effectiveness and outline its manifestations. We argue that marketing effectiveness assessment has to be done in different ways according to the assessment object – a separate marketing campaign or a marketing activity as a whole. We propose to use ‘Return on Marketing Investments’ (MROI) for assessing a single marketing campaign, and the change in the marketing assets – for assessing the marketing effectiveness as a whole (marketing strategy). General models for the two types of assessment are proposed.

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  USING PROBABILITY MODELS FOR FAST-MOVING CONSUMER GOODS SALES FORECASTING BASED ON TRANSACTIONAL DATA

  The interest in modelling the structure of consumer preferences and consumer choice behaviour in order to predict future purchase decisions has a long and rich tradition in marketing. Finding a practical solution to this problem is becoming increasingly critical with the increased availability of customer transactional individual-level databases. ... The interest in modelling the structure of consumer preferences and consumer choice behaviour in order to predict future purchase decisions has a long and rich tradition in marketing. Finding a practical solution to this problem is becoming increasingly critical with the increased availability of customer transactional individual-level databases. The focus of this paper is on the application of specific class of probability models that are well-suited to meet the rising challenges a marketing manager faces. Our objective is to define, estimate and a priori validate a predictive probability model by aggregating the individual-level purchase history (i.e. purchase frequency and recency). We demonstrate the relatively high performance of NDB and BG/NDB models using transactional data of a cohort of new customers. This supports our thesis statement that probability models are very suitable for identifying and forecasting purchasing behaviour. The availability of precise individual-level predictions concerns any serious attempt to derive customer lifetime value on a systematic basis.

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  APPLICATION OF ECOLOGICAL STANDARDS IN THE MANAGEMENT OF NATURE USE AND NATURE CONSERVATION

  The research interest is geared towards the study and application of ecological standards regulating the activities related to nature use, nature conservation and their management. The object of research is a number of operating companies in the mining industry, the manufacturing industry and energetics of the Republic of Bulgaria. The ... The research interest is geared towards the study and application of ecological standards regulating the activities related to nature use, nature conservation and their management. The object of research is a number of operating companies in the mining industry, the manufacturing industry and energetics of the Republic of Bulgaria. The subject of research is the methodological, practical and applied aspects for the application of ecological standards in the management of nature use and nature conservation. The objectives of this paper are related to pointing out some sources of pollution, disclosing the possibilities for nature use and nature conservation and the application of ecological standards. The tasks which we have set are oriented towards systematizing the theoretical bases, researching the objects of research, pointing out the various sources of pollution and formulating conclusions and recommendations. We defend the thesis that the application of a system of ecological standards for nature use and nature conservation enables the improvement of the state of the environment. As a result of the research, we have evaluated the activities in the researched objects and have presented the corresponding conclusions.