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Determining Optimal Marketing based on Market Attraction and Market Based Strategies by Considering Customer Life Time Network Value
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Customers are now constantly linked and communicate extensively with each other utilizing technology-enabled media,
such as online social networks. Therefore, when making buying decisions, customers are often subjected to social influence. The strategic orientation to face the crisis due to the pandemic is not enough to rely solely on market capabilities
and dynamics driven by incentives from the government. The advantages that are built on values that become market
attractiveness need to be explored so that they become the basis for developing concepts that serve as frameworks for
solving problems. The purpose of this study is to calculate customer lifetime value (CLV) in a space such as Marketplace
(with the presence of buyers and sellers) considering network relations and the communication that takes place between
them. These communications are in the form of interactions between buyers and buyers (verbal advertising), buyers and
sellers (each number affects the other) and sellers with sellers (verbal advertising). In addition to calculating CLV in this
study, optimal marketing strategies (for buyers) and pricing (for suppliers) are determined. In fact, this research primarily
aims to determine the optimal marketing and pricing strategies in order to maximize the profit and CLV of the customers
over time. For modeling, an optimal control model is suggested and finally a numerical example and sensitive analysis
are provided to demonstrate the proposed model. The research objective is to analyze the attractiveness and market-based
strategies to increase competitiveness in the aviation industry. Descriptive research verification survey of 32 airlines with
the observation unit leaders and employees and customers. Data analysis used variant-based structural equations (Structural Equation Modeling - SEM). The results show that market attractiveness remains a value for customers to be managed by the company. The implementation of company strategy with customer focus, competitor intelligence, crossfunctional intelligence, and performance implications encourages the excellence of the company's position in terms of
both price and quality, including innovation in providing services to customers.
Suharto Abdul Majid - Personal Name
Prasadja Ricardianto - Personal Name
Yosi Pahala - Personal Name
Euis Saribanon - Personal Name
Sonya Sidjabat - Personal Name
Mochamad Arif Hernawan - Personal Name
Abdullah Ade Suryobuwono - Personal Name
Prasadja Ricardianto - Personal Name
Yosi Pahala - Personal Name
Euis Saribanon - Personal Name
Sonya Sidjabat - Personal Name
Mochamad Arif Hernawan - Personal Name
Abdullah Ade Suryobuwono - Personal Name
1598-7248
NONE
electronic file
English
Industrial Engineering & Management Systems
2022
Korea
Industrial Engineering
& Management Systems
Vol 21, No 2, June 2022, pp.401-408
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