FORECASTING OF DIESEL AND PETROL SALES - AN EVALUATION OF VARIOUS MARKETING STRATEGIES

被引：1

作者：

ANG, BW

TAN, KC

机构：

[1] B.W. Ang and K.C. Tan are in the Department of Industrial and Systems Engineering, National University of Singapore, Singapore, 0511

来源：

ENERGY POLICY | 1990年 / 18卷 / 03期

关键词：

Petroleum products; Sales forecasting; Sales promotions;

D O I：

10.1016/0301-4215(90)90216-Q

中图分类号：

F [经济];

学科分类号：

02 [经济学];

摘要：

A statistical analysis is carried out on how diesel and petrol sales to road vehicles are affected by several non-price marketing strategies in Singapore. These strategies are giving away free gifts, launching of a lucky draw, and product differentiation by introducing products with additives. The analysis is based on the monthly sales data over a four-year period for a subsidiary of a major international oil company. The results show the effectiveness of these marketing strategies in the highly competitive Singapore retail market. © 1990.

引用

页码：246 / 254

页数：9