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首页> 外文期刊>European Journal of Management and Business Economics >Analysis of the behaviour of the clients assisted and sales variables in the different phases of the product life cycle
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Analysis of the behaviour of the clients assisted and sales variables in the different phases of the product life cycle

机译：分析产品生命周期不同阶段的客户协助行为和销售变量

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PurposeThe Bass model was created to analyse the product life cycle (PLC) in order to help sales and marketing departments in their business decision making. The purpose of this paper is to analyse the diferences between the clients assisted and sales variables, to discover which of the two variables is the more useful for the estimation of the PLC phases through the Bass model, thus aiding the managers of company sales and marketing departments.Design/methodology/approachIn this research, the authors analysed the 223,577 clients assisted by a nationwide network of car dealerships, who acquired 36,819 vehicles, during a 24-month period. In the analysis, the Bass model was applied to define the PLC phases; and nonlinear regression models were used to carry out the estimations.FindingsThe results show that more consistent estimates of the PLC phases are obtained from the clients assisted variable. This work has theoretical and practical implications that can help business management.Research limitations/implicationsThe most remarkable thing about this research is that we have shown that the functionality of the clients assisted variable is greater than the sales variable for the Bass model and, therefore, for PLC estimation.Practical implicationsThe results of this research are very useful, since they allow marketing decision makers to obtain more consistent estimations of the PLC phases using the Bass model and the clients assisted variable. This is based on the fact that the use of this variable helps to detect if there is any deficiency in the design of the marketing strategy when the client does not make the purchase.Social implicationsThe data on clients assisted are as easily available to companies as sales data. However, the use of this variable improves PLC analysis and this allows an improvement in company forecasting. Thus, making the clients assisted variable a tool to strategically plan investments in innovation and marketing would reduce uncertainty in business management.Originality/valueThe purpose of this paper is to analyse the diferences between the clients assisted and sales variables, to discover which of the two variables is the more useful for the estimation of the PLC phases through the Bass model, thus aiding the managers of company sales and marketing departments.
机译：目的创建Bass模型以分析产品生命周期（PLC），以帮助销售和营销部门进行业务决策。本文的目的是分析客户协助和销售变量之间的差异，以发现这两个变量中的哪个变量对通过Bass模型估算PLC阶段更有用，从而帮助公司销售和营销经理在这项研究中，作者分析了223,577个客户，这些客户在全国范围的汽车经销网络的协助下在24个月内购买了36,819辆汽车。在分析中，使用Bass模型来定义PLC阶段。结果表明，从客户辅助变量获得了PLC相的更一致的估计。这项工作具有理论和实践意义，可以帮助企业管理。研究的局限性/含义该研究最引人注目的是，我们证明了客户辅助变量的功能大于Bass模型的销售变量，因此，实际意义这项研究的结果非常有用，因为它们使市场营销决策者可以使用Bass模型和客户辅助变量来获得PLC阶段的更一致的估计。这是基于这样一个事实，即当客户不进行购买时，使用此变量有助于检测营销策略的设计是否存在任何不足。数据。但是，使用此变量可以改善PLC分析，并可以改善公司的预测。因此，使客户辅助变量成为战略性计划创新和市场营销投资的工具将减少业务管理中的不确定性。原始数据/价值本文的目的是分析客户辅助变量和销售变量之间的差异，以发现两者中的哪一个变量对于通过Bass模型估算PLC阶段更为有用，从而有助于公司销售和市场部门的经理。

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