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Objective: This research seeks to reveal the real interest of the marketing researchers by the geomarketing issue, and to show how methodological aspects (implications of locational methods) and theoretical (conceptual differences) act in the stagnation and the low participation of the scientific production of studies of geomarketing. Method: Data...
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... such subjectivity can be minimized by the combination of methods. For example, it is possible to use the area of influence method to show which neighborhoods will be the focus of promotional actions for the future daycare center/preschool, which can have its location determined by the optimal point method of restriction (Figure 3). The formulation of marketing strategies, with combined locational methods, must consider that: I) restrictions on students' travel can alter the size of the neighborhood market; ...
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This study investigates the moderating effects of customers' attitudinal qualities on the link between major demographical indicators and purchase intention for environmentally friendly items. Several possibilities have been offered. In Tamil Nadu, a questionnaire was created and circulated through an internet survey. There were a total of 545 vali...
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... The results show that public policies should be focused not only on specific initiatives of a municipality but should aim at the integration of coordinated and joint actions between different municipalities (Liborio et al., 2018). Poverty is not linked to the institutional boundary of the municipality, so there should be actions that seek to combat regional and not just municipal poverty. ...
Economic theories point out that regional poverty is more concentrated in regions far from urban centres. However, at Brazilian Midwest, wealth-generating localities are not concentrated in those centres and may create misunderstandings about the theoretical understanding of this phenomenon, and for policymakers who need predictive tools to address the fight against poverty. Thus, it was intended to predict poverty vulnerability from educational levels in a distinct phenomenon of decentralisation. A geographically weighted regression was performed using United Nations Development Programme data on Midwest municipalities. It was pointed out that education levels can predict vulnerability to poverty, confirming the theories existing in the main agricultural area in the world. As a contribution, public policies need to be thought individual and spatially, to consider actions beyond the institutional boundaries of municipalities, in an integrated and coordinated manner between neighbouring cities
... As a result, four clusters with the highest value were set as the target segment. However, the studies did not include location information data, which is important in marketing (Libório et al., 2020). ...
This study proposes a framework for assisting decision-makers in selecting a target market using a Recency-Frequency-Monetary (RFM) based model. This study aims to identify a university's promotional target market for student recruitment and develop a geo-marketing strategy. This study employed a modified RFM model tailored to the university's marketing context, combining it with spatial analysis to quantify feeder schools "value" and temporal analysis to examine the enrollment patterns of the highest value feeder schools using data mining techniques and Geographic Information System (GIS). A case study of an Indonesian university was used in this study. This study identified 108 (4.63%) out of 2,334 feeder schools as the prioritized target market, contributing 51.54% of 18,537 enrolled students to the university during the analysis period. The prioritized feeder schools are in 32 cities and 23 regencies from 368 cities/regencies, with the majority being private schools. The research's findings revealed the distribution of feeder schools in regencies/cities and the trend of enrolled students from the highest value feeder schools segment, which can assist university management in selecting target feeder schools more precisely. Based on the findings, decision-makers can create a geo-marketing strategy for promotional activities and direct resources to the prioritized feeder schools. This study contributes by reinforcing a modified RFM model with spatial and temporal analysis to help university decision-makers choose feeder schools as the university's target market and develop a geo-marketing strategy.
... Location is critical in marketing (Libório et al., 2020). Many location analyses have been used to reveal particular spatial patterns or identify suitable locations for resource management, service provision, and business decisions (Tong & Murray, 2017). ...
Promotion is essential in a competitive environment. Promotion to the right areas increases success and saves resources. However, due to Indonesia's vast territory and numerous regions of origin school, universities with student markets from all over the country must select target areas for promotion to meet their objectives and save resources. Unlike for-profit businesses, besides quantity factors, educational institutions need to consider student quality factors in selecting promotional locations. This study aims to conduct a data-driven spatio-temporal analysis to identify potential regions for university promotions targets. This study uses enrollment and academic data from one private university in Indonesia for the empirical study. In Geographic Information System (GIS) environment, the origin schools' locations were geocoded, and various thematic maps were analyzed. This study integrates two-stage clustering and GIS-based multi-criteria decision-making (MCDM) to identify potential market regions. A potential region is one that consistently sends many qualified students. First, time-series clustering is conducted to groups regencies/cities based on the enrolled students' patterns over time in the university. Subsequently, the origin schools' regencies/cities were clustered using the k-prototypes algorithm based on their time-series pattern category, the consistency in sending students, average cumulative grade point average (CGPA), and dropout (DO) rate. The clusters are scored using the sum weighting method. The highest valued cluster that consists of eight regencies and 18 cities that consistently contributed high quantity and quality students were selected as the priority regions. The proposed approach's results were compared to the Simple Additive Weighting (SAW) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) methods for evaluation. The proposed method can assist the university management in determining potential regions for promotion purposes.
... The generally accepted error range is considered to be an interval of 3-10 meters (horizontal plane) for software applications that are intended for the general public. Obstacles having a negative impact on GPS satellite signal reception and reducing the accuracy of localization include walls, ceilings and roofs of buildings, motor vehicles, but also mountain ranges, caves, dense forests, large clouds and the like [12,13]. Illegal or otherwise questionable applications can jeopardize the correct localization of the mobile device, too. ...
Research background: Electronic communication fundamentally influences social behavior of the society. An unlimited virtual connection to the outside world and the minimal costs needed to reach out to a particular subject cause personal contact to become of marginal importance. The starting point may be, in certain cases, the ability of a mobile device to provide interested parties with relatively accurate geographical data mapping the distribution of objects in space. Therefore, localization of individual participants in the communication process becomes a prerequisite for establishing a contact in the real world. Moreover, localization also serves as a tool for creating highly personalized messages based on a combination of geographical, demographic, psychographic and behavioral characteristics.
Purpose of the article: The aim of the paper is to research the peculiarities associated with the localization of portable electronic devices in the space and the associated efforts to improve the level of personalized communication in line with the right timing of wireless distribution of advertising content to the recipient.
Methods: In order to achieve the stated goal, the author made use of several research methods to research the use of localization technologies in software products supporting social interaction between users of portable electronic devices. In particular, the author used analytical, inductive, deductive and comparative research methods. The paper also contains the results of several scientific studies presenting the latest market trends reflecting on research from abroad.
Findings & Value added: The paper contributes to the definition of the specifics that characterize the various types of localization technologies which convey information to the target audience within SoLoMo marketing.
La historia con la que la mayoría de las empresas de hoy están lidiando es el crecimiento explosivo de los datos: cómo aprovecharlos, cómo almacenarlos y utilizarlos para tomar decisiones significativas. La presente investigación de tipo mixta y tiene como objetivo realizar una revisión de literatura sistemática e investigar las diferentes aplicaciones de sobre el uso de los Sistemas de Información Geográfica en el sector comercio con la metodología PRISMA, en conjunto con una visión real de la industria por cinco de sus protagonistas. Como resultado se adquirió un universo de 197 artículos en tres bases de datos se obtuvieron 46 artículos que tratan el tema mencionado en coincidencia con lo mencionado por los entrevistados de la importancia de la geointeligencia como un factor de ventaja competitiva en las PYMEs del sector comercio, se puede concluir que aún existe investigación y difusión por realizar en este campo de la ciencia
Geo-marketing is more crucial than ever in today's global markets since it is necessary to seize possibilities like any open niche and stay one step ahead of rivals. The keys to boosting the economy are handling demands effectively and harnessing new potential as a company's turnover. A geo-marketing strategy enables decision-makers to accomplish their target. This study aims to discover the uses and tools of geo-marketing for business analytical tasks. Data were collected from various secondary sources, such as journals, books, websites, etc., using different search engines such as Google Scholar and Scopus. The findings reveal that geo-marketing is helpful for businesses as it helps marketers to discover the areas to target customers and generate traffic. The tools of geo-marketing also allow marketers to reach their audiences.
