Прогнозирование продаж при взаимодействии b-2-b на примере рынка автомобильных деталей
Лакман К.

Аннотация

Цель статьи — улучшение точности прогнозирования доходов на рынке b-2-b. Рассматривается методика моделирования динамичного рынка на уровне продукции. Продажи прогнозируются на основе одного уравнения спроса (внешнее совокупное поступление) и с применением всей модели (внутреннее поступление). Подобное улучшение расширяет возможности планирования для менеджера по маркетингу в секторе b-2-b и помогает привести уровень продаж к достижению или превышению целевых показателей.

Содержание

Модель;

Данные;

Результаты оценки;

Общие результаты;

Результаты моделирования;

Выводы для менеджеров;

Ограничения;

Ключевые слова: маркетинг b-2-b, промышленный маркетинг, прогнозирование, моделирование
Журнал: «Промышленный и b2b маркетинг» — №2, 2008 (© Издательский дом Гребенников)
Объем в страницах: 15.
Кол-во знаков: около 28,590.

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Лакман Конвей Л.

Адъюнкт-профессор маркетинга Бизнес-школы А.Дж. Паламбо, Университет Дюкен.

Питтсбург, США