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A Review on Marketing Models' Implications to Market Positioning: With a Focus on the Hauser and Shugan Model (마케팅 모형의 포지셔닝 관련 시사점에 대한 고찰: Hauser and Shugan 모형을 중심으로)

  • Won, Jee-Sung
    • Journal of Distribution Science
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    • v.14 no.11
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    • pp.61-73
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    • 2016
  • Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

A Study on Demanders' Consciousness by Master Room Planning Types in Apartment House (공동주택에서 마스터룸(Master room) 평면 유형별 수요자 의식 조사 연구)

  • Cho, Sung-Woo;Lee, Su-Yong;Moon, Cul-Seong;Oh, Se-Gyu
    • Journal of the Korean housing association
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    • v.19 no.6
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    • pp.9-20
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    • 2008
  • The residential environment is a place which reflects the gradual evolution of human consciousness because it is a cultural space the term, 'houses' is not relevant in this context as it literally means 'contains'. The long history of human living habits cannot be 'contained' within a space, but can be 'expressed' by a space and by the way the space is used. Furthermore, due to the way it is typically constructed, the basic characteristics of the house usually cannot be rapidly changed to accommodate new habits. However, recent changes that have taken place to the characteristics of the traditional master room suggest that traditional societal values associated with patriarchy have diminished. The current trend where priority is given to children's education also affects such a change. Existing researches related to the master room is confined to the behavioral use of the space and the composition of the physical space, while research on the master room its plane type has not been carried out. Therefore, in this study, apartment model houses are selected, and are classified according to the types of master room. An analysis is then carried out of the master room based on the occupants' requirements in terms of consciousness. Any planning modifications where required are then suggested. This research comprises the followings stages. First, an examination is carried out of existing research on the master room in order to understand its background and spatial components. A definitiones of related terms is also provided. Second, an analysis is carried out of the model houses exhibited at Suwan District, examining the typical standard that has been selected for the master room. Third, an analysis is conducted of the topics and questions to be selected for a questionnaire. Fourth, an analysis is carried out of the consciousness, satisfaction and requirements of the residents, as respondents in the questionnaire, related to the master room. and Research is then conducted of the architectural methods for planning the master room. Finally, future countermeasures for planning the master room are described based on the above analysis and research findings.

Studies on the Effects of Deleterious Genes on the Strains Selected for Photoaxis in Drosophila melanogaster (초파리에 있어서 주광성행동의 선발에 관한 유해유전자의 영향)

  • Jong-Kil Choo
    • The Korean Journal of Zoology
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    • v.18 no.1
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    • pp.1-8
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    • 1975
  • The experiment has been analyzed for genetic architecture of behavioral trait in strains selected for positive and negative phototaxis in Drosophila melanogaster. Response to selection for two different directions was rapidly diverged in their phototactic scores. Realized heritabilities for the first teh generations of selection in the positive and negative strains calculated to be 3.08% and 2.86%, respectively in both sexes. The frequency of deleterious chromosomes(lethal and semilethal chromosomes) in the positively selected strain(43%) was higher than that of negatively selected one (18%). The unselected strain(27%) was intermediate frequency between both selected strains. The correlated relationship between deleterious genes and photopositive polygenes was confirmed by the phototactic behavior of the lethal heterozygotes($1_i/1_j$). Form the results, the deleterious genes induced by long term selection for phototaxis would be considered some linkage relationship with photopositive polygenes.

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Selection of Appropriate Probability Distribution Types for Ten Days Evaporation Data (순별증발량 자료의 적정 확률분포형 선정)

  • 김선주;박재흥;강상진
    • Proceedings of the Korean Society of Agricultural Engineers Conference
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    • 1998.10a
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    • pp.338-343
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    • 1998
  • This study is to select appropriate probability distributions for ten days evaporation data for the purpose of representing statistical characteristics of real evaporation data in Korea. Nine probability distribution functions were assumed to be underlying distributions for ten days evaporation data of 20 stations with the duration of 20 years. The parameter of each probability distribution function were estimated by the maximum likelihood approach, and appropriate probability distributions were selected from the goodness of fit test. Log Pearson type III model was selected as an appropriate probability distribution for ten days evaporation data in Korea.

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Development of a Food Replica Information System and Its Applications to Community (음식모형시스템 개발 및 활용화 방안에 관한 연구)

  • 권순호;민영희;이경희;홍주영;배상수
    • Health Policy and Management
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    • v.11 no.1
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    • pp.37-61
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    • 2001
  • In the course of this research, we developed FRIS(Food Replica Information System), which calculates calories and nutrient values of foods in a very simple and interesting manner, and experienced of application to some communities. We expect that individuals will have opportunities to raise their consciousness of food, nutrients, and healthy living by participating in FRIS. 154 kinds of commonly consumed Korean foods were selected and one serving sized food replicas, having the same shapes, size, and color as the real foods, were constructed with attached bar code labels. An application program with food replicas and bar code was also developed in order to provide information on calories and nutrient values for people's meals or selected foods based on survey results of housewives' requirements related to foods and nutrients. FRIS should be a basic tool in nutrition education and consultation. Its applicability would vary according to the nutritionist's flexibility and contents of developed application programs. Technical stability should be strengthened and more useful contents of application prograln be added to spread the use of the system. Additionally, in future research, more delicate models should be developed and an analytical method should be applied to examine the effects of FRIS to individual behavioral changes in their eating habits.

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The Introduction of Submarine Cable Protection Method for HVDC Link Project Between Jindo and Jeju (진도~제주간 HVDC연계사업 해저케이블 보호공법 소개)

  • Lee, Jong-Seok;Moon, Bong-Soo;Song, Sam-Seob;Hong, Soon-Myung
    • Proceedings of the KIEE Conference
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    • 2009.07a
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    • pp.359_360
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    • 2009
  • KEPCO signed up with LS CABLE as a contractor for HVDC submarine cable construction in February 2009. The desk research has been completed in may 2009. Also, Cable route and the protection method will be selected by November 2009. The tentative cable route between Jindo and Jeju which is consisted of sea farms and shipping route zone will reach almost 105km. The oceanographic survey for the selection of protection method will be carried out and the survey lists are consisted of MBES, SSS, CPT, ADSP. The protection methods such as burial, Concrete Mattress, UP Pipe, Rock Berm will be selected as per each condition of sea area after the oceanographic survey is completed. Kepco has developed variable methods based on the maintenance experience for HVDC submarine cable between HAENAM and JEJU. Based on the such a accumulated know-how, it can be expected for the confidence and stability of the 2nd HVC project to be improved.

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The Policy Proposal for Selecting Facility-stems of Rural Living Environment Renewal Program (농촌생활환경정비 대상 시설항목의 선정: 정책적 제안)

  • 윤원근;이상문
    • Journal of Korean Society of Rural Planning
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    • v.4 no.2
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    • pp.8-19
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    • 1998
  • The problem of outdated and surplus facility-items in existing Rural Living Environment Renewal Program(RLERP) makes this study focus on restricting the range of facility sorts for the purpose of coㅁins with the changing rural living environment. In the four aspects of plan establishment, project implementation, comprehensiveness and linkage between programs, this study made an analysis of the existing RLERP that has 4-stage hierarchy, namely, Gun(county), Myun(primary administrative district), village and project site level Firstly, Myun and upper level policy programs fulfill the comprehensiveness and planning aspects, but have defects in the implementation and linkage aspects. Secondly, the village level programs satisfies more or less the four condition, but give rise to the problems of equity between the project target village and the non-target, and of generalization of the planning method applying to a specific village. At last, project level programs, controlled by several ministries, have defects in comprehensiveness and linkage aspects, exposing the sectoralism of central government. Above all, the existing RLERP has so many facility items, which have led to inefficient investment till now. Therefore, it's necessary that the environmental facilities should be selected(simultaneously reduced ), referring to following 5 criteria. (1) Exception of facilities relating to agricultural production. (2) Confined to public facilities to be constructed by government support. (3) Common-use facilities located in small town and below level area. (4) Consideration of not only the present need but also the future need of rural residents. (5) Reflection of a regional difference of mountain, plane and suburban area. Just 13 kinds of living environmental facilities are finally selected as the result of the selecting work, which can be an new alternative for RLERP. Concludingly, the selected facility items should be integrated into a designated project site by the prepared plan in order to enhance the efficiency of RLERP, investment and also to satisfy the four analytic aspects mentioned above.

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Development and application of prediction model of hyperlipidemia using SVM and meta-learning algorithm (SVM과 meta-learning algorithm을 이용한 고지혈증 유병 예측모형 개발과 활용)

  • Lee, Seulki;Shin, Taeksoo
    • Journal of Intelligence and Information Systems
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    • v.24 no.2
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    • pp.111-124
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    • 2018
  • This study aims to develop a classification model for predicting the occurrence of hyperlipidemia, one of the chronic diseases. Prior studies applying data mining techniques for predicting disease can be classified into a model design study for predicting cardiovascular disease and a study comparing disease prediction research results. In the case of foreign literatures, studies predicting cardiovascular disease were predominant in predicting disease using data mining techniques. Although domestic studies were not much different from those of foreign countries, studies focusing on hypertension and diabetes were mainly conducted. Since hypertension and diabetes as well as chronic diseases, hyperlipidemia, are also of high importance, this study selected hyperlipidemia as the disease to be analyzed. We also developed a model for predicting hyperlipidemia using SVM and meta learning algorithms, which are already known to have excellent predictive power. In order to achieve the purpose of this study, we used data set from Korea Health Panel 2012. The Korean Health Panel produces basic data on the level of health expenditure, health level and health behavior, and has conducted an annual survey since 2008. In this study, 1,088 patients with hyperlipidemia were randomly selected from the hospitalized, outpatient, emergency, and chronic disease data of the Korean Health Panel in 2012, and 1,088 nonpatients were also randomly extracted. A total of 2,176 people were selected for the study. Three methods were used to select input variables for predicting hyperlipidemia. First, stepwise method was performed using logistic regression. Among the 17 variables, the categorical variables(except for length of smoking) are expressed as dummy variables, which are assumed to be separate variables on the basis of the reference group, and these variables were analyzed. Six variables (age, BMI, education level, marital status, smoking status, gender) excluding income level and smoking period were selected based on significance level 0.1. Second, C4.5 as a decision tree algorithm is used. The significant input variables were age, smoking status, and education level. Finally, C4.5 as a decision tree algorithm is used. In SVM, the input variables selected by genetic algorithms consisted of 6 variables such as age, marital status, education level, economic activity, smoking period, and physical activity status, and the input variables selected by genetic algorithms in artificial neural network consist of 3 variables such as age, marital status, and education level. Based on the selected parameters, we compared SVM, meta learning algorithm and other prediction models for hyperlipidemia patients, and compared the classification performances using TP rate and precision. The main results of the analysis are as follows. First, the accuracy of the SVM was 88.4% and the accuracy of the artificial neural network was 86.7%. Second, the accuracy of classification models using the selected input variables through stepwise method was slightly higher than that of classification models using the whole variables. Third, the precision of artificial neural network was higher than that of SVM when only three variables as input variables were selected by decision trees. As a result of classification models based on the input variables selected through the genetic algorithm, classification accuracy of SVM was 88.5% and that of artificial neural network was 87.9%. Finally, this study indicated that stacking as the meta learning algorithm proposed in this study, has the best performance when it uses the predicted outputs of SVM and MLP as input variables of SVM, which is a meta classifier. The purpose of this study was to predict hyperlipidemia, one of the representative chronic diseases. To do this, we used SVM and meta-learning algorithms, which is known to have high accuracy. As a result, the accuracy of classification of hyperlipidemia in the stacking as a meta learner was higher than other meta-learning algorithms. However, the predictive performance of the meta-learning algorithm proposed in this study is the same as that of SVM with the best performance (88.6%) among the single models. The limitations of this study are as follows. First, various variable selection methods were tried, but most variables used in the study were categorical dummy variables. In the case with a large number of categorical variables, the results may be different if continuous variables are used because the model can be better suited to categorical variables such as decision trees than general models such as neural networks. Despite these limitations, this study has significance in predicting hyperlipidemia with hybrid models such as met learning algorithms which have not been studied previously. It can be said that the result of improving the model accuracy by applying various variable selection techniques is meaningful. In addition, it is expected that our proposed model will be effective for the prevention and management of hyperlipidemia.

Effects of BeHaS Exercise Program on The Upper Body Function in Middle-aged Women (베하스(BeHaS)운동프로그램이 중년여성의 상지기능에 미치는 효과)

  • Kim, Ji-Hyun;Kim, Jong-Im
    • Journal of muscle and joint health
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    • v.14 no.2
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    • pp.149-157
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    • 2007
  • Purpose: The purpose of this study was to identify the effect of BeHaS exercise program on the upper body function(muscle strength, muscle endurance, flexibility) in middle-aged women. Method: Middle-aged women were recruited in the community the study was conducted from August 2005 to December 2005. Twenty-two experimental subjects were selected from P area, eighteen control subjects were selected from A area. The experimental group carried out the program two times a week for 12 weeks. Muscle strength(grip strength, pinch strength), muscle endurance (push-up), flexibility were measured. Data were analyzed with $x^2$-test, t-test, and ANCOVA using SPSS WIN 11.5. Results: 1) Left grip strength and right pinch strength of the experimental group were significant differences after the BeHaS exercise program. 2)Muscle endurance of the experimental group(t=3.14, p=0.015) was significant difference after the BeHaS exercise program. 3) Left and right flexibility showed no significant differences after the BeHaS exercise program. Conclusion: The results suggest that BeHaS exercise program would partially improve upper body function of middle-aged women. Further studies are necessary in order to determine the effects of flexibility after BeHaS exercise program.

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The Analysis of Foot Pressure and Lap Time for the Development of Korean Bobsleigh Shoes (한국형 봅슬레이화 개발을 위한 구간 시간과 족저압력 분석)

  • Park, Jong-Jin;Kim, Kyung-Hun;Park, Seung-Bum
    • Korean Journal of Applied Biomechanics
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    • v.25 no.4
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    • pp.465-474
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    • 2015
  • Objective : A study and development of Korean Bobsleigh athletes's shoe which considers their physical condition has yet to be completed. So this study examines the effects of running shoes used by athletes based on plantar pressure and sprint time in order to provide raw data for the development of bobsleigh shoes suitable for Koreans. Method : The study selected seven bobsleigh athletes as subjects and selected three pairs of spiked running shoes from three companies, which will be referred to as Company N (Type A), Company A (Type B), and Company M (Type C). To analyze sprint time and plantar pressure for each shoe, the subject of the study were instructed to wear the selected shoes and to drag a sled at maximum sprint for 15 meters for 15 meters for in each condition that would be in real bobsleigh competitions. Results : The average sprint intervals for each athlete in each pair of shoes revealed Type C produce the fastest sprint in the order of Type C < Type A< Type B. Shoe Type C also had the largest contact area in order of Type C > Type B > Type A (p<.01). None of the three shoe types seem to yield a distinct advantage in terms of maximum average pressure or maximum pressure. Conclusion : In the future, functional analysis should be carried out by comparing the material properties, hardness, and toe spring of shoes based on the Type C shoe from Company M in order to develop bobsleigh shoes suitable for Koreans.