Models of health plan choice

Article Abstract:

Models of consumer heterogeneity model generation used by marketers and health economists are evaluated and tested for Bayesian Information Criterion fit. Findings show that the best model is the one using consumer characteristics, plan constants and premium and prior year choice which is essentially a hybrid of models used by marketers and health economists. Health economists' models provide the best fit when prior year choice data is available while the marketers model provides the best fit when prior year data is unavailable.

Research and Development in the Physical, Engineering, and Life Sciences, Consumer Behavior, Statistics, Health planning, Statistics (Mathematics)

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Commercial and interpersonal relationships; using the structure of interpersonal relationships to understand individual-to-individual, individual-to-firm, and firm-to-firm relationships in commerce

Article Abstract:

The fundamental properties of relationships in marketing are expounded on. The study utilized comparisons of interpersonal dyads to commercial relationships that are individual-to-individual, individual-to-firm and firm-to-firm. More inclusive studies revolving around the perceptions of actual business employees as opposed to theoretically-oriented management students are recommended. Consideration of cultural differences and its implications would also justify real-world marketing phenomena.

Analysis, Management, Marketing management, Business-to-business market, Business to business market, Interpersonal relations, Multilevel marketing

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Brand diagnostics: mapping branding effects using consumer associative networks

Article Abstract:

Marketers can use consumer associative networks to holistically diagnose a brand's performance in the market as consumer brand perceptions may be modelled and used to develop a brand profile. A model of consumer brand perceptions would essentially allow marketers to use a single question in the place of ten different questions. The connection of different cognitive theories on associations to literature on structural network enabled the formulation of a sample model.

Marketing, Economic aspects, Brand name products, Brand names, Social networks

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