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A Technical Note on Push-Pull Marketing Systems
內容大綱
The dematerialization and servitization of products being brought about by the fourth industrial revolution (Industry 4.0) is making it imperative for platform businesses to look at consumers and suppliers from a lifetime value perspective. This technical note compares two fundamental strategic marketing perspectives: the push strategy and the pull strategy, using simple systems-dynamics and agent-based models. The models, developed using Vensim and NetLogo software, illustrate the efficacies of push and pull marketing strategies at the individual customer level. Specifically, they demonstrate the possibilities of market failure due to excessive pushing and consumer community formation.
學習目標
This technical note is designed as stand-alone material, as well as a complement to cases where the decision-makers must choose between push and pull marketing strategies. The note presents a simple way of incorporating easy-to-develop, intuitive models of consumer behaviour in strategic marketing curricula. Students can test the models with parameter values of their choice (e.g., industry-specific churn rates, acquisition rates, or other industry specific parameter values) or augment the models themselves. After working through this technical note, students will be able to do the following<ul><li>Distinguish between push and pull marketing strategies</li><li>Test system-dynamics and agent-based models using a variety of parameters to determine the best marketing strategy in a given scenario.</li></ul>