Businesses can choose between two basic paths. They can choose to create products or services that are common to every customer, or they can choose to make a market segment of one. That is, they can choose to create a firm which tends to the needs of every unique individual. This is the summary of an article written by Andreas Birnik and Richard Moat. You can get the pdf of the behavioral targeting here: Segmenting When it Matters
Mass Markets are the thing of the 60’s, and firms nowadays should no longer approach the old strategy of targeting broad market segments and using mass media to communicate its product. Firms should now take advantage of the advanced communication technologies that we have right now, which allows us to have direct interaction with customers, do data collection and mining about the potential customers, and giving them exactly the kind of product or service they want. This is the summary of an article written by Roland Rust, Christine Moorman, and Gaurav Bhalla. You can get the pdf of the behavioral targeting article here: Rethinking Marketing
Researching about entrepreneurship, it has been shown that the behavior of individual entrepreneurs is very important, and should be one of it’s main focuses. This means that researchers should look for a way to “measure” the behavior of these entrepreneurs; specifically, measuring their core behavior at the start of their entrepreneurship will help scholars understand the behavior of these entrepreneurs at their later stages of development, and in settings such as the corporate world. This is the summary of an article written by Barbara Bird. You can get the pdf of the behavioral targeting article here: Entrepreneur’s behavior. If you are looking for more business skills, you should consider following a master of public administration. [Read more…] about Entrepreneur's behavior
When it comes to brand choice, consumers have different types of personalities. It has been observed that while some people prefer variety, others want to stick to the brand that they have already been using for a while. Since there are people who love variety, researchers speculate the existence of a variety seeking trait, in which over some time, these customers are supplied beyond their desire over a certain product, and then other products become more attractive to them. This is the study of an article by S. Sajeesh and Jagmohan S. Raju. You can get the PDF of the behavioral targeting article here: Positioning and Pricing in a Variety Seeking Market.
This is the summary of an article by Nikolaus Franke, Martin Schreier, and Ulrike Kaiser, which talks about the “I designed it myself” effect towards mass customization and its contributions to the subjective value of the product customized. You can get the PDF of the behavioral targeting article here: The “I Designed it Myself” Effect in Mass Customization
Whether a buyer decides to purchase something or not depends on how he or she perceives its price magnitude. This, in turn, has something to do with the roundness of a price. This is a summary of a study written by Manoj Thomas, Daniel Simon and Vrinda Kadiyali. You can get the PDF of the behavioral targeting article here: The Price Precision Effect: Evidence from Laboratory and Market Data
This is the summary of an article written by Dmitri Kuksov and J. Miguel Villas-Boas, entitled When More Alternatives Lead to Less Choice. You can get the PDF of the behavioral targeting article here: When More Alternatives Lead to Less Choice
We face a lot of choices in the market from a vast variety of domains, whether it be on the career paths we choose, to the products we take, to our travel destinations, etc. Variety is good in this aspect, but there are studies which say that sometimes variety can lead to unfavorable circumstances. This is called the choice overload hypothesis. This is the summary of the article by Benjamin Scheibehenne, Rainer Greifeneder, and Peter Todd. You can get the PDF of the behavioral targeting here: Can There Ever Be Too Many Options?
The effectiveness of shopping online continues to be realized at a tremendous rate, and many offline businesses now see to it that they expand their reach to the online world. In fact, the growth of sales online is vastly increasing, and so many analysts find it natural to hypothesize that in the coming years this trend will continue. Online retailers look for ways to get customers to visit their sites, check out their products, and more importantly, get them to buy their products; that is the ultimate goal. This is the summary of an article by Bernard Jansen and Lauren Solomon. You can get the PDF of the behavioral targeting here: Gender Demographic Targeting