Financial Valuation of Segment-Specific Marketing Activities and Market Segment Development  

作　　者：Heinz Eckart Klingelh6fer 

机构地区：[1]Tshwane University of Technology, Pretoria, South Africa

出　　处：《Journal of Modern Accounting and Auditing》2012年第8期1140-1157,共18页现代会计与审计（英文版）

摘　　要：By applying methods of investment appraisal, this paper offers a financial approach for determining the optimal level of segment-specific marketing activities and market development under the conditions of imperfect markets and uncertainty. Within the scope of marketing planning and controlling, the model is suited to optimizing an enterprise＇s market activities and taking interdependencies between market segments, production, and investments into account. Applying duality theory of linear programming allows for identifying the income determinants and deriving formulas for a correct valuation by using （corrected） net present values （NPVs）. Under certain conditions, they can also be used to easily evaluate and financially interpret the effects of parameter changes. The author uses sensitivity analysis to support these findings and to obtain more information on the effects of these determinants.

关 键 词：market segmentation market development financial valuation imperfect markets investment （corrected） net present value income determinant segment-specific activity duality theory sensitivity analysis market share BUDGET production 

分 类 号：F274[经济管理—企业管理] P207[经济管理—国民经济]