Marketing | EPFL Graph Search

Le marketing, ou la mercatique, est un ensemble de techniques de ventes et leur mise en œuvre. Il ne faut pas confondre le marketing, avec le marketing management, souvent appelé par commodité « marketing », mais qui fait référence à la gestion de l’ensemble complexe des méthodologies permettant à l’organisation d’être et de rester compétitive dans un univers concurrentiel mouvant. Cette culture organisationnelle présente deux dimensions fondamentales : les clients (au sens large) et l’entreprise, dimensions qu’elle doit chercher à prendre en compte simultanément de façon équilibrée. Marketing vs marketing management Le marketing est un état d'esprit, un art et une science, une culture générale de l'organisation, une façon de penser, du ressort, in fine, de la gestion des ressources humaines. Le marketing management est un ensemble de méthodologies, de façons de faire spécifiques à chacun des services ou produits offerts par l'organisation. Études cri

Predicting behavior of Twitter Users

Adela Maznikar

Social networks today are great source of data which can be used and analyzed in different ways. In our project the main goal is to predict the behavior of the users, more accurately said: we try to predict what will a particular user tweet in the future, when given a training set of existing URL mentions. The topic has been previously explored in the paper Outtweeting the Twitterers-Predicting Information Cascades in Microblogs by Wojciech Galuba, Karl Aberer, Dipanjan Chakraborty, Zoran Despotovic, Wolfgang Kellerer and our work is the extension of their research. As mentioned in their paper, accurate predictions can be used for many purposes. Some of them are: personalized recommendation, ranking and filtering of the stream of tweets that the user sees etc. Also. it can be used in predicting in virality of a certain URL which can help in marketing campaigns for predicting the success of that campaign. One of the main tasks on this project is: Build a framework which can rank, evaluate different models of predictions with online data. We made a tool/framework in Java that can work with different models of predictions, the evaluator just need to specify the model of prediction with very little code and the framework offers a lot of support for calculating usually used parameters in the model so the prediction is made really easier once the model is known. However in order to test if our framework works correctly, we implemented two models which will be described further in the report and we were working with offline data.

2011

L'événement proxémique : étude des relations de circulation entre piétons aux heures de pointe à Delhi, Los Angeles, Paris et Tokyo

Lucas François Tiphine

In a context of traffic networks saturation related to urbanisation acceleration, this research is aimed at contributing to the scientific debate on this issue by building a model to describe dynamic pedestriansâ physical distances regulation behaviours in public places. The urban dimension of Edward T. Hallâs theory of proxemics is taken as an initial inspiration. This author argues that a correlation exists between the organisation of space at the macro level of Society and the micro level of individual behaviours. It leads him to a synthetic distinction between âcontact culturesâ and ânon-contact culturesâ. The former tends to prefer smaller distances at all scales of space organisation compared to the latter. This hypothesis is considered seriously in the research. Nonetheless, Hallâs macro culturalist anthropological area distinction (e.g.: the âArab Worldâ = âcontact cultureâ) is not relevant anymore in the urban globalization era. Therefore, a new âmicromacroâ theory, based on 4 macro orientations expected to have an influence on micro behaviours, is proposed: equality between urban citizens, individualisation, relative urbanity and urban planning regulation. Two other scalar correlation theories of spatial relations description are also tested. One, called âmicromesoâ, is based on Roger Barkerâs behaviour setting theory. It states that proxemical behaviours are correlated with intermediate units related to a specific place and time such as âthe subway at peak hoursâ. The other theory, called âmicroâ, states that any form of scalar correlation is an ecological fallacy. Accordingly, the description process has to remain at the very level of physical distance relations between individuals. These different theories are tested empirically in Delhi, Los Angeles, Paris and Tokyo which all answer differently to the macro orientations of the micromacro theory. Behaviours inside the metro and outside of it are observed (micromeso theory). In each condition, similar levels of spatial competition for places are taken into consideration (micro theory). The results lead to conclude that traffic relations between pedestrians are best described when considered cumulatively as micro > micromeso > micromacro by order of efficiency. Eventually, I defend the thesis that urban dwellers should debate of traffic relationships micro conditions improvements rather than focusing on micromacro and micromeso explanations of the networks breakdowns which can be found for instance in the competition promoted between individuals on civil behaviours.

EPFL2018

Inventory Management with Working Capital Restrictions

Cristopher Ariel Zeballos Avila

Working capital restrictions can have disruptive effects on the coordination of the operations and finances of a company. Working capital restrictions may limit the inventory ordering power, reduce revenues, and increase the use of high premium debt. It may restrict the use of marketing and dynamic pricing decisions intended to smooth the variations of demand and revenues that result from the stochastic nature of the product life cycle. Given working capital’s multiplex composition and cost structure, its study requires careful assumptions to adequately capture its effects on the operational and financial sides. For this dissertation, we develop three models that explicitly take into account working capital restrictions. For the first research project, we build on a single-product finite-horizon periodic-review inventory management setting and include key financial aspects such as working capital constraints, payment delays and multiple sources of financing. While the Modigliani and Miller’s irrelevance principle establishes that the financial choices of a firm do not play a role in its valuation, our exploratory study examines the robustness of this result in a richer setting which intrinsically departs from their assumptions. Our numerical experiments show that when short-term debt as such becomes prohibitive or when downstream payment delays increase, the required working capital inflates rapidly. For the second research project, we study how a company should combine its inventory, product launch and marketing decisions to coordinate the operations and finances of a product portfolio that is working capital constrained. Our results show that the product portfolio benefits greatly from the joint management, reducing the amount of working capital required per product, and increasing the benefits per allocated working capital. For the last research project, we study how a company should combine its inventory, product launch and dynamic pricing decisions to coordinate the operations and finances of a product portfolio that is working capital constrained. We find that optimal product launch and pricing decisions help avoid simultaneous peak demands and simultaneous product launches. However, we find that working capital constraints can have strong negative effects on profits and may force not to launch a product in the worst cases.

EPFL2013