Abstract
Many pieces of research have interests in the efficiency and effectiveness of marketing systems at the micro, meso, and macro levels. With a few empirical studies recently, it is not clear how the performances at levels link to each other in the marketplace. This paper studies an agent-based simulated market system where various companies adjust their offerings and price with the different promptness in different experimented customer settings. Results indicate several critical linkages from customer preference and manager micro price decision to the meso differentiation on marketing elements, and further to consumers’ macro accessibility, affordability, and procurability.
| Original language | English |
|---|---|
| Number of pages | 1 |
| Journal | ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings |
| Publication status | Published - 2015 |
| Event | Australian and New Zealand Marketing Academy Conference (2015) - Sydney Duration: 30 Nov 2015 → 2 Dec 2015 |
Keywords
- simulation
- complex adaptive system
- agent-based modelling
- differentiation
- efficiency
- effectiveness
- marketing system