Artificial neural networks: a new methodology for industrial market segmentation

Article Abstract:

Neural networks are a type of artificial intelligence computing that have generated considerable interest across many disciplines during the past few years. The authors explore the potential of artificial neural networks in assisting industrial marketers faced with a segmentation problem by comparing their classification ability with discriminant analysis and logistic regression. The neural networks achieve higher hit ratios on holdout samples than the other methodologies. A marketer in a business-to-business situation may be able to segment a market more accurately, thereby improving efficiency for sales forces and other promotional activities, by using artificial neural networks. (Reprinted by permission of the publisher.)

Research, Usage, Computer networks, Neural networks, Market segmentation, Business-to-business market, Business to business market

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When to bundle or unbundle products

Article Abstract:

Product bundling is used in almost every industry, but frequently it is not part of a specific and intentional strategy. Unfortunately, failing to consider bundling as a strategic marketing variable may unnecessarily reduce the performance of the firm. This paper discusses the numerous and diverse factors that influence the effectiveness of a bundling strategy and provides work sheets for managers to use for measuring and analyzing the feasibility of a bundling or an unbundling strategy. (Reprinted by permission of the publisher.)

Analysis, Marketing, Product management, Products, Marketing management

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