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 ;
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.
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页码：246 / 254
页数：9
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