Model of Simulation for Optimizing Marketing Mix Through Conjoint Analysis Case Study： Launching a Product on a New Market

出 版 物：《Economics World》 (经济世界（英文版）)

年 卷 期：2017年第5卷第4期

页      面：311-315页

学科分类：02[经济学] 

主　　题：marketing simulation marketing mix conjoint analysis launching a product on a new market 

摘      要：This paper applies conjoint analysis approach to simulate and determine the optimal marketing mix for a Romanian company that struggles to face the market higher competition. The company intends to launch its product into a new market and surveys the likelihood of getting international. The survey helps the company to gather information from clients regarding product characteristics, price, method of distribution, and promotion, according to customer preferences. Having these data, it is made a marketing simulation using conjoint analysis in order to get the optimal marketing mix in launching the product on a new market. The optimal marketing mix is given by the highest mix of utility for the clients, but sometimes the marketing manager would choose a little bit lower utility mix, forced by the company restrictions.