Does Calculating Product Lifecycle Costing Have Relational Value in Strategic Digital Marketing? (80514)

Session Information:

Session: On Demand
Room: Virtual Video Presentation
Presentation Type: Virtual Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

Now, with technology, the entire society has started to spend time in the digital space. Digital marketing is important in the strategic plans of businesses as consumers meet their needs online. In digital marketing, there are cost calculations that need to be made by businesses in the product life cycle, which is the time interval between the moment the product is offered to the consumer and the period when it becomes obsolete by the consumer. It should be evaluated within the scope of cost accounting by determining the right marketing strategies for the product. It is aimed to investigate the calculation of product life cycle and cost, which is an important and phenomenon in the field of digital marketing as competition intensifies. In this context, the product life cycle costs of a business that markets basic consumer goods over the internet are calculated periodically. These estimated costs include inflation and the purchasing power of money. In this evaluation made for a five-year period, a fixed year calculation is made. Again, within the scope of this research, the digital marketing survey was applied online with a quantitative method in February 2023, and the hypotheses were tested as a result of ANOVA and t-test of the data obtained from 390 consumers in the SPSS program. As a result of all these two-way calculations, it was concluded that consumer expectations in the digital environment should be taken into account first in product cost calculations.

Murat Basal, Istanbul Gelisim University, Turkey
Ömer Faruk Sarkbay, Istanbul Gelisim University, Turkey
Emel Sarac, Ostim Technical University, Turkey

About the Presenter(s)
Dr. Murat Basal started working as a lecturer at Istanbul Gelişim University, Department of Business Administration, Marketing and he still working. Academically, Investigating consumers' situations is their primary interest.

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00