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1
Baidya, Manish. „Apiculture marketing through cooperatives in West Bengal with special reference to South 24 Pargonas and North Dinajpur Districts“. Thesis, University of North Bengal, 2017. http://ir.nbu.ac.in/handle/123456789/2595.
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Sousa, Sara Vanessa Ferreira de. „Marketing in the publishing industry“. Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12858.
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Mestrado em MarketingNos dias de hoje, estamos a ver uma série de diferenças nas nossas vidas devido à evolução da tecnologia. Uma delas é que os leitores estão a utilizar cada vez mais dispositivos electrónicos para ler os seus livros favoritos e a comprarem eBooks. Mas continuamos a ver os livros em papel a serem vendidos online ou em livrarias. Por outras palavras, vivemos numa era digital. O propósito desta investigação é saber como é que o marketing digital influencia a indústria das editoras de livros, cujas estão a ter muitos problemas hoje em dia, especialmente a ter uma quebra nas vendas e nos lucros no tempo presente. Este estudo focará mais especificamente nas campanhas de marketing e nos hábitos e preferências dos leitores. É também analisado as percepções dos leitores em relação à forma como adquirem livros e o porquê da frequência de compra dos mesmos, seja esta baixa ou alta. A experiência de compra de livros numa livraria e comprar online é também analisada do ponto de vista dos leitores, ou noutras palavras, clientes. De forma a responder às questões de investigação, a metodologia escolhida para este estudo é utilizado o método quantitativo, visto que é utilizada uma abordagem dedutiva e uma estratégia de utilização de questionários. Isto permite recolher um elevado número de dados com uma margem de erro baixa.Em conclusão, este estudo é útil para as editoras para percebem melhor as preferências, saber as experiências e necessidades dos leitores.
Nowadays, we are seeing a lot of differences in our lives due to the evolution of technology. One of them is that readers are using more and more digital devices to read their favourite books and are buying eBooks. But we continue seeing the traditional books being sold online or in bookshops. In other words, we live in a digital era. The aim of this dissertation is to know how digital marketing influences the publishing industry which is encountering so many problems, especially having a drop in the sales and profits at the present time. More specifically focusing on the marketing campaigns and the readers' habits and reading preferences. This study also analyses the perceptions of the readers regarding the way they buy books and about the rate at which people buy them, independently of whether this is low or high. The experience of buying a book in a bookshop and buying online is also analysed from the point of view of the readers, or in another words, customers. In an attempt to develop this dissertation, the methodology chosen for this study is a quantitative method, due to a deductive approach and using a survey strategy. This allows collecting a large amount of data with a low margin of error. Since the time for the dissertation is short, the study is cross-sectional. In conclusion, this study is useful for the publishers to get to know the preferences, experience and needs of the readers.
N/A
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Shamal, Anmol. „The Pharmaceutical Industry And Marketing“. Case Western Reserve University School of Graduate Studies / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=case1621703208673048.
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Rožek, Jan. „Marketing of the gambling industry“. Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74078.
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This thesis is studying the current global as well as Czech gambling industry with the focus on internet gambling activities. The work begins with the description of various gambling activities. The focus is taken on the internet gambling activities with description of the specifics and the current European as well as US legal frame. Next part is dedicated to the psychology of gambling together with the pathological gambling addiction. In next part the thesis studies the current situation on the Czech market - history, main official legal providers as well as main grey market providers. Second part of the work is the case study of the launch of the internet lottery games by Fortuna Entertainment Group. This case study is based on a desk research of previous successful best practices in the internet gambling industry from all around the world.
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Čmielová, Zuzana. „Marketing Strategies in Fashion Industry“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162650.
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The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.
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Fan, Ka-man Carmen, und 范嘉敏. „Marketing practice of infant formula industry and marketing regulations“. Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2012. http://hub.hku.hk/bib/B48423075.
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Rampant violations of the International Code of Marketing of Breast-milk Substitutes were reported. Evidence showed that the infant formula industry keeps on finding ways to promote their products aggressively. This project proposes to review marketing practice of infant formula industry and marketing regulations in regions with various degrees of the code implementation.
Relevant electronic reports published by the Hong Kong government were searched. A literature search of the PubMed and Google Scholar were performed. Research papers given by local baby formula industry were obtained from the corresponding websites. Local Chinese newspapers were also used in this project.
The Hong Kong Code of Marketing of Breast-milk Substitutes should never only rely on self-disciplines of infant formula industry. Also, strict enforcement of the regulatory provisions and compliance monitoring or reporting systems, accompanied by training and systematic education are the essential elements for tackling the marketing malpractice of infant formula industry. Furthermore, a continuing constructive and responsible cooperation between the Hong Kong government and different stakeholders is also a critical factor to protect infants and parents from the marketing malpractice.published_or_final_version
Public Health
Master
Master of Public Health
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黎永亮 und Wing-leung Lai. „New marketing paradigms in pharmaceutical industry“. Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267257.
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Wilkinson, John Nicholas. „Marketing in the health club industry“. Thesis, City, University of London, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319651.
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Lee-Palis, Melissa. „Marketing Strategies in the Luxury Industry“. Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201799.
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The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section then goes onto clearly defining what luxury is and stating the different industries found in the luxury market. The secondary research identified the use of five different marketing strategies in the luxury industry. A survey was then conducted in order to understand consumer s motivations for purchasing luxury goods and their beliefs values and view s on luxury products. Results showed that the majority of survey participants agreed there existed a difference between premium and luxury and that quality and craftsmanship are the biggest motivators for purchasing luxury goods. The survey was carried out worldwide but there was a greater focus on consumers from North America and Europe. Survey participants were categorized into three target groups: management students managers with high disposable income and regular luxury consumers. Based on the findings the author made recommendations for new entrants into the luxury industry according to each marketing strategy.
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Lai, Wing-leung. „New marketing paradigms in pharmaceutical industry /“. Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18156368.
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Meehan, Elizabeth. „"Marketing Ireland, marketing Irelands" : commodifying cultural identity in the tourism industry“. Thesis, Queen's University Belfast, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.527972.
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Mueller, Lukas. „Performance Measurement in the Sports Marketing Industry“. St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01652692002/$FILE/01652692002.pdf.
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Choi, Du Sig. „Relationship marketing in the Korean electronics industry“. Thesis, University of Leeds, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.399915.
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Song, Xiaoxuan. „Automotive industry marketing channels : conflicts and solutions“. Thesis, Massachusetts Institute of Technology, 2018. http://hdl.handle.net/1721.1/117943.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2018.Cataloged from PDF version of thesis.
Includes bibliographical references (pages 79-80).
In the dynamic market, manufacturers constantly seek for optimal channel alignment for maximizing the channel benefits, which needs joint efforts by both manufacturer and channel partners. Driven by their own interests, dealers act very differently in the marketing channel cooperation. To motivate dealers to behave in a more cooperative way, the marketing channel incentive system is commonly used as the most effective tool. However, aiming at maintaining a high marketing channel efficiency in the dynamic market, OEMs need to develop good internal controls and a more scientific approach in adjusting dealer marketing target. In this paper, current channel marketing status in automotive industry will be introduced, conflicts in the marketing channel cooperation will be identified, channel stakeholders will be analyzed to identify the key influencing factors and build a more reasonable MERT adjusting methodology, and finally, recommendations will be provided for manufacturer's in-house executives.
by Xiaoxuan Song.
S.M. in Management Studies
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Ahn, Jee Ahe. „Strategic Marketing Collaboration in the Restaurant Industry“. The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1562687792974114.
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Araújo, Medéia Veríssimo Silva de. „Experience marketing and the luxury hospitality industry“. Master's thesis, Universidade de Aveiro, 2012. http://hdl.handle.net/10773/10478.
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Mestrado em GestãoEsta pesquisa tem por objetivo entender como os hotéis de luxo tentam criar uma experiência para os consumidores através de seus serviços. Visando este fim, foi feita uma pesquisa exploratória baseada em seis componentes que sustentam a experiência do consumidor: sensorial, emocional, cognitivo, pragmático, estilo de vida e relacional. Foram realizadas entrevistas em profundidade com trinta gerentes de hotéis de luxo, utilizando a abordagem qualitativa através da análise de conteúdo para atingir o objetivo do trabalho. As repostas destacam a importância dada pelos gerentes em integrar os seis componentes no ambiente dos hotéis. Também os principais resultados mostram que o serviço personalizado, a imagem de marca, a qualidade nos serviços, o contato com o cliente e a adaptação dos serviços, são potenciadores da experiência do consumidor em hotéis de luxo; assim como a gastronomia, decoração, serviços de bem-estar e saúde; funcionários e as mídias sociais foram as ferramentas mais citadas pelos gerentes, o que confirma o empenho das empresas em integrar as experiências como um fator importante para o setor hoteleiro.
This research aims to understand how luxury hotels try to create experiences to customers through their services. To this end, an exploratory research was made, based in six components that sustain customer’s experiences: sensorial, emotional, cognitive, pragmatic, lifestyle and relational. Also, deep interviews were made with thirty luxury hotel managers, utilizing a qualitative approach, content analysis, to reach main goal. Responses highlight importance given by hotel managers in order to sustain customer’s experiences by integrating all six components in luxury hotel’s environment. Then, main findings show that personalized service; brand image; service quality; contact to client; and adapt services are enhancers of customer experience in luxury hotels; as well as gastronomy; decoration, spa&wellness; staff and social media, are the most cited tools, confirming efforts of firms in integrate experiences as an important role for hospitality industry.
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Chen, Shu. „Marketing Strategy of Cosmetics Industry in China“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162638.
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Today, in the context of globalization and Chinese "open door" policy, many different international cosmetics companies are going to the Chinese market and existing companies are trying to enlarge their appearance to earn more profit margins.The main aim for writing this thesis on this topic was to analyze Chinese cosmetics industry environment via PEST analysis and the development of the industry. It's important to select a marketing strategy when doing business in China because of the huge difference between Chinese social and business culture in the Western countries.
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Niskanen, S. (Salla). „Outsourcing decision-making in mining industry“. Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201309251723.
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The objective of this research is to describe the nature of an outsourcing in mining industry and the main focus of outsourcing will be in the characteristics of outsourcing decision-making and its implications on outsourcing decision-making process. Mining industry sector is offering interesting facets for outsourcing as a practice due to the remote locations, mine lifecycle, limited and specified supply market and challenging production.
The theoretical contribution of this research creates knowledge from the typical elements of the outsourcing decision in mining industry and shows where the motivators and factors are typically encountered in such decisions, and how they affect to the outsourcing process.
In this research qualitative research methods are used. The theoretical framework is created by combining pre-existing outsourcing literature of outsourcing process and outsourcing decision-making. The theoretical framework is used to support the empirical data collection, analysis and formation of the theoretical conclusions. The empirical part consist a multiple case-study with two research cases from a mining industry. Interviews were the main empirical data used.
As a result of this study, outsourcing in mining industry is guided by two contextual factors: the production factors and the capacity-based factors. Production related decisions occur more often in the strategic level of outsourcing decision and capacity-based outsourcing decisions in the tactical level. Therefore the outsourcing decision is the groundwork of firm’s capability base and a risk perspective. The strategic risk assessment is to identify how critical outsourced processes are to the organization. For the capability evaluation, several actors have been recognized to have an impact on outsourcing decision. This research also reveals that in some situations, for example in limited market with high uncertainty, the supplier capability can have an overall impact on outsourcing decision of the company.
This research provides useful insights for outsourcing managers to evaluate their outsourcing decisions. The study reveals that it is important to understand both internal and external environment of the outsourcing decision and the strategic and structural aspects associated with an organization’s decision to reconfigure.
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Wang, Shu. „What Motivates Marketing Innovation and Whether Marketing Innovation Varies across Industry Sectors“. Thesis, Université d'Ottawa / University of Ottawa, 2015. http://hdl.handle.net/10393/33008.
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Innovativeness is one of the fundamental instruments of growth strategies that provide companies with a competitive edge. Only a few recent studies have examined marketing innovation and the factors that might encourage its adoption. This study investigates the factors that motivate marketing innovation and examines whether the occurrence of marketing innovation varies across industry sectors. This study uses data from surveys and a nationwide census conducted by Statistics Canada. They include: the Survey of Innovation and Business Strategies (SIBS) 2009, the Survey of Innovation and Business Strategies (SIBS) 2012, the Business Registry (BR) and the General Index of Financial Information (GIFI). Multilevel (random-intercept) logistic regression modelling is employed. The results show that if a firm has a strategic focus on new marketing practices, maintains marketing within its enterprise, acquires or expands marketing capacity, has competitor and customer orientations, and adopts advanced technology then it is more likely to carry out marketing innovation. However, breadth of long-term strategic objectives and competitive intensity do not have significant impacts on marketing innovation. In addition, product innovation and organizational innovation occur simultaneously with marketing innovation, but process innovation may not. Lastly, the occurrence of marketing innovation is found to vary across industry sectors. The theoretical and empirical implications of the results are discussed within this study.
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Barzotti, Gloria. „Developing Industry Marketing Plan – the case of Food and Beverage Industry in Datalogic“. Master's thesis, Alma Mater Studiorum - Università di Bologna, 2019.
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The objective of this work is to explain the process for developing an Industry Marketing Plan in a B2B company and to describe the analysis and the activities, personally made, to support the Industry Marketing Manager in all project stages of a Marketing Plan.
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Dietrich, Dave. „Pernova: A travel industry business plan“. CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1903.
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The travel and tourism industries are today facing unprecedented challenges in coping with emerging technology paradigms. Consequently, reengineering traditional travel business models is necessary. Internet technologies coupled with increasingly complex software applications and information structures are distracting travel companies from the strategic elements of providing values to travelers.
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Boonchoo, Pattana. „Entrepreneurial marketing : evidence from the Thai hotel industry“. Thesis, University of Reading, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.553058.
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The present thesis seeks to contribute to a relatively new area of research examining the interface between entrepreneurship and marketing, which is commonly referred to as entrepreneurial marketing (EM). The main aims of the study are twofold: (1) to explore and integrate the key dimensions of EM found in major EM literature in order to develop a new conceptual framework based on a resource-based view and the contingency theory in explaining the EM characteristics and behaviour of Thai hotels, and (2) to provide empirical evidence substantiating the interrelationships between the key dimensions of EM using exploratory and explanatory studies. To achieve these objectives, four major quantitative and qualitative studies were conducted, all of which complemented one another and contributed to the overall understanding of the proposed EM model. Through the use of cluster and regression analyses, the first two studies sought to explore the possible clusters of Thai hotels, based on key EM variables, and to test the interrelationships between the major variables governing cluster formations and selected EM variables. The third study explained and assessed the causal relationships and overall fit of the main EM model through structural equation modelling analysis. The last study was a qualitative study that sought to extend the explanations of marketing variables included in the model. It particularly aimed to explain the factors affecting managers' decisions to make changes to their marketing strategies, as well as the processes through which they make these changes. The data for the quantitative analyses were obtained through a mailed survey, with the final sample comprising 369 hotels across Thailand. Qualitative data were collected through semi- structured interviews with 40 hotel managers in five regions of the country. The overall findings supported the major claim of this thesis that organisations that are more entrepreneurially market- oriented tend to achieve better levels of organisational performance.
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Luk, Christine, und 陸智倩. „Hong Kong competitiveness: brand marketing inthe garment industry“. Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1997. http://hub.hku.hk/bib/B3025677X.
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Hertzberg, Ellen. „International marketing in the heavy mechanical engineering industry“. Thesis, University of Strathclyde, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.266184.
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Poon, Yuk-lam Francis. „A case study of tonic food drink marketing strategy /“. Hong Kong : University of Hong Kong, 1995. http://sunzi.lib.hku.hk/hkuto/record.jsp?B14038626.
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Källström, Emma, und Julia Brandin. „A greener industry or just green marketing? : an exploratory study about how consumers experience green marketing in the fast fashion industry“. Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-22134.
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The purpose of this thesis is to explore how consumers experience green marketing within the fast fashion industry. The Theory of Planned Behavior was used as a foundation for a conceptual framework. A qualitative approach was used, and the empirical data was gathered through three semi-structured focus groups with a total of 17 participants. Participants were acquired through a convenience sampling method, influenced by purposive sampling. Firstly, we concluded that some consumers believe that green marketing within the fast fashion industry is a positive trend that contributes to a more sustainable industry, while some believe it is false, a facade and a sales ploy. Secondly, we found that important reference groups who influence consumers’ experience of green marketing within the fast fashion industry are social norms, trend, social media and influencers. Lastly, consumers sometimes choose to believe in green marketing campaigns since it is too time consuming to check the validity and it eliminates the search for further information. Due to the daily exposure of these campaigns, some consumers associate these with sustainable collections. However, some are more critical toward the use of green marketing within the fast fashion industry and believe that it contradicts sustainability. Previous scandals within the industry are also affecting consumers’ experience of fast fashion in relation to sustainability. The findings have contributed to understanding of how consumers experience green marketing within the fast fashion industry. Also, it provides useful insights that fast fashion companies can use to conduct a more trustworthy and genuine green marketing.
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Benson-Rea, Maureen. „Network strategy in the New Zealand wine industry : how firms in an industry understand and use their business relationships“. Thesis, University of Auckland, 2005. http://hdl.handle.net/2292/105.
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Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data from multiple case studies within the New Zealand wine industry, the thesis captures and explains the strategic heterogeneity of diverse patterns of relationships and network interactions and how these are used strategically. Drawing on strategic management and business network theory, it emphasises how firms value their relationships in strategy, that is, how they contribute to strategy formation process and realisation outcomes. The study builds new interpretations and extends theory through in-depth exploration, providing two extensive typologies of relationships, one categorised according to the range of relationships, their functions, content and contribution to strategy, and another according to strategies and how relationships are used in their realisation. A model of relationship drivers in strategy is then developed, tested, and refined to show the purposes and outcomes of relationships and clarify the processes and conditions under which they arise and are used within an industry. The data support converging assumptions in strategic management and business network theory on the connectedness of firms in business relationships and the embeddedness of economic action in ongoing ties within social structures. Concepts of intentionality and emergence are used to show that emergence primarily arises out of intentionality.Understanding of relationships was based on the historically collective nature of the industry, on personal values, experience or approaches to relationships, on firm level strategy, especially decisions around grow, buy or connect options, and whether the firm aimed to control resources and activities internally or used relationships to achieve strategic goals. Firms focused on (in order of priority): resource-based input requirements, activity-based capability related strategies and actor-based values and these inputs operated at three levels which, singly or in combination, drove the diverse use of relationships: firm level strategy influences, relationship level influences and industry environment level influences. Two frameworks emerge which have strong explanatory power. One models how firms understanding and value placed on relationships is integrated into strategy processes. Another integrates concepts in a new way to show the main pathways through ways of understanding relationship development and use in strategy.
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Fung, Ping Kuen. „Motor-trade industry in Macau“. Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636714.
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To, Chi-cheung Solomon. „Marketing of fourth generation software products in Hong Kong /“. [Hong Kong : University of Hong Kong], 1987. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12335745.
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Vachková, Rita. „Online marketing v hotelnictví“. Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191697.
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This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.
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Dugan, Brett M. „Effective Uses of Social Media Marketing in the Music Industry“. Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1308958604.
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Gcabashe, Thuso. „The role of content marketing on the vehicle insurance industry“. Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/32704.
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Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge.
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Tsui, Yau-hoi Elizabeth, und 徐有開. „Marketing strategies of the toy industry in Hong Kong“. Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1988. http://hub.hku.hk/bib/B31264177.
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Yang, Xing-Chung, und 楊興中. „Marketing Strategy of Catering Industry“. Thesis, 2017. http://ndltd.ncl.edu.tw/handle/dgagjq.
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碩士亞洲大學
經營管理學系碩士在職專班
105
The purpose of this study is to understand the relationship between online marketing and catering industry, to conduct interviews with restaurant operators in real time, and to plan and conduct a series of interviews and questions by way of prior communication and understanding. Summed up the network marketing in the restaurant industry, a key factor. The results of the study found that the past, the restaurant industry, customers are passive acceptance of marketing strategies, but now the customer and the industry is a reciprocal, making friends relationship. Therefore, want to create customers, the key to success or failure is to touch the customer's senses, with the resonance. For the restaurant industry, food is not the only focus, must be through the various elements of the restaurant, in order to meet the different styles of customers. The conclusions are as follows: First, you can establish a profound experience: the establishment of restaurant brand positioning. Second, to share customer experience: to enhance the customer's preferences of the restaurant, feel, virtually let the parties become important marketing channels for the restaurant. Third, make good use of marketing materials and pipelines, to create the number of visitors: experience and sharing is the essence of restaurant marketing, and marketing the best way is to make good use of marketing materials, to convey the marketing theme you want to elaborate.
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Chuang, Hsiu-Ya, und 莊琇雅. „Healthcare Industry Marketing Performance Analysis“. Thesis, 2015. http://ndltd.ncl.edu.tw/handle/28534079023184084015.
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碩士銘傳大學
財務金融學系碩士在職專班
103
The health industry is another point. The wage increasing makes people to be concerned more about their health, and the phenomenon of declining birthrate also improves the requirements of health. The main purpose of this study is to understand how medical institutions carry weight in industry by analyzing the marketing strategies of a case of health check. In this case, we have discovered that it build its brand image by searching for the new demands. They found their target customers and know their needs, then they taught the customers the concept of health and preventive medicine. To create a good customer value is the purpose of the case. Through the marketing strategies of the case, we found that it established a brand value primarily in order to retain customer loyalty and also for the long-term profitability. The main recommendations of this study: First, the use of group integration, cross-industry alliance, and the second, with the government policy, and the third, marketing and promotion; and finally for empirical data analysis, development of a new vision and new marketing strategies: (a) expand and maintain a personal health check of the overall market (b) Strategic abandon group health check market (3) The issuer of member companies in order to expand the market (IV) to expand the business scope and cross-selling (v) create a demand-driven marketing.
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薛朝龍. „Relationship Marketing in Service Industry“. Thesis, 1997. http://ndltd.ncl.edu.tw/handle/64451978794452732811.
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chen, Kuo-Chin, und 陳國欽. „Marketing Planning in Creative Life Industry－an Experiential Marketing Perspective“. Thesis, 2008. http://ndltd.ncl.edu.tw/handle/77445846820692354982.
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碩士朝陽科技大學
企業管理系碩士班
96
Because of global market approaching with whole big environment vicissitude, our country economical develops condition. From the early agriculture, the industry economy transforms for the experience economy. For alternating the effect in accordance to the overall market which creates and expends the populace to live savors the promotion, the Executive Yuan in 2003 starts to impel the creativity life industry. Because connotation of and the experience marketing the industrial core concept has similarly many place, thus causes the researcher to be curious. Also the domestic discussion creativity life industry marketing plans correlation of research the solid service to be also insufficient, therefore this research attempts take the creativity life industry as how explores it to sell the solid service to operate creates consumer''s experience overhead construction of using the experience marketing. This research picks the case study law, choosing four surveying rods document from the industry: Guang-Xing Zhi Liao, Jin-Liang-Xing the kiln industry, Wu-Gu culture village, San-Yi Ya-Xiang-Bao. The penetration secondary material participates in the observation and depth interview: Business owner, the first line staff, skilled worker, and so on the way carries on the material collection, again take experiences the matrix to do as the analysis overhead construction. The experience medium takes the strategy experience as analyzes the main axle, and the penetration takes root the theory to carry on the analysis, repeatedly examines shows the document interview: content, and auxiliary after is connected the literature lays the analysis foundation, the thousandth of a Yuan clear analysis vein, the extract leaves the analysis category and the concept, understands time the creativity life industry plan experience marketing the key point. Finally induces possesses the research discovery and the conclusion, the suggestion industry in the solid service plan may: 1. Guides take the customer as the foundation carries on the goal marketing plan; 2.Designs a more explicit subject, the strengthened subject; 3. Studies to the same business. Regarding the following researcher, this research suggested that, 1. Unifies the consumer end to extend the research; 2. Joins the overseas documents to compare with and reference.
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Chuang, Easy, und 莊易築. „Research of Industry Marketing Department Integration“. Thesis, 1997. http://ndltd.ncl.edu.tw/handle/09653315291815213575.
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Tsai, Chueh-Hsien, und 蔡覺賢. „Database Marketing Applied in Publishing Industry“. Thesis, 2003. http://ndltd.ncl.edu.tw/handle/54244767017821910930.
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碩士淡江大學
商管學院高階主管管理碩士學程
91
The Database Marketing is as a tool to share the risk of one single market channel. In general, there are 3 factors for a company/industry to utilize the Database Marketing tool, 1) Easy to obtain customer’s data, 2) The volume of customer are huge, 3)The product the customer used to consume repeatedly, the publishing company/industry fit out with these 3 factors.
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Lee, Cheng-chuan, und 李政全. „Strategic Marketing Analysis of Wedding Industry“. Thesis, 2015. http://ndltd.ncl.edu.tw/handle/bdk734.
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碩士國立中山大學
高階經營碩士班
103
The wedding industry in Taiwan is the leading role in Asia. In the recent year, due to private studios that deal with wedding related affairs thrive in Taiwan, the rival degree within the industry is tension. In the result, the traditional wedding business must to react to the situation to avoid to be driven away from the industry and stick to the market share. For example, apply differentiation strategy or offer high quality but cheap price wedding dresses. The research offers the analysis of wedding industry and takes Sophia Wedding Company as a successful example to give other wedding businesses a guide for future development. By various marketing analysis tools, the research gives the conclusion of key successful factors of Sophia Wedding Company. In the practical contribution, the research use the game theory to analyze the business model of Sophia Wedding Company, which provide a whole new thought of the way to overview the industry.
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Palina, Shauchuk. „Marketing and innovations in chemical industry“. Master's thesis, 2012. http://hdl.handle.net/10400.1/10632.
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Dissertação de Mestrado, Marketing, Faculdade de Economia, Universidade do Algarve, 2012Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. The market analysis is indispensable tool for marketing, since it studies the attractiveness and the dynamics of a certain market or industry.
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陳欣微. „Experience marketing in high-technology industry“. Thesis, 2011. http://ndltd.ncl.edu.tw/handle/94265915234270427901.
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楊絲涵. „Relationship Marketing of Briade Secretary Industry“. Thesis, 2014. http://ndltd.ncl.edu.tw/handle/33207327356017667108.
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„The kitchen industry : an analysis of the kitchen industry in Gauteng and a marketing strategy for this industry“. Thesis, 2015. http://hdl.handle.net/10210/14271.
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M.B.A.The holding of the first fully democratic elections in South Africa and the subsequent inauguration of President Nelson Mandela on 10 May 1994 brought great changes to this country, not the least of which was South Africa's exposure to the "Global Market". President Mandela extended an open invitation to international companies to invest in a country which he believed would provide an economic and social climate which would create opportunities to generate wealth. This exposure resulted in the development of an open economy, forcing South Africa to compete against all the economies of the world and resulting in a huge increase in both imports and the number of suppliers active in all sectors of industry, not the least of which is the kitchen industry...
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Wu, Tien-Fu, und 吳天富. „How Internal Marketing, External Marketing and Interactive Marketing Create Organizational Performance_An Example of Banking Industry“. Thesis, 2014. http://ndltd.ncl.edu.tw/handle/295h7h.
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碩士東吳大學
企業管理學系
102
The enterprise is a combination of people and organization, its management exists multi-dimantion and complicated linked relationship, and provides customers satisfactory product or service to obtain the biggest profits for entrepreneur and shareholder through a variety of management activities. Because the business competition is fierce day by day, and the evolution of marketing idea, marketing method of enterprise also gradually develops into internal marketing and interaction marketing from traditionally external marketing. By the different marketing ideas and models, providing the enterprise long-lasting stabilizing customers relationship, hence marketing management become the research point of the realm of business. The enterprise wants to build up the competitive advantage, then needs to value three above marketing activities and converts its as policy and strategy of enterprise. This research synthesizes the past scholar's research and puts forth integrated service structure. This thesis wants to study factors among internal marketing , external marketing and interaction marketing the structure between the three for promoting organizational performance to be related and influence mainly, and how to reach the purpose of promoting operation performance. The results provide references to enterprise for promoting activities. This research aims at bank industry in Taiwanese region, taking 50 branch among 14 banks as research objects with purposive sampling. 1,500 questionnaires were sent out to the each branch staff and customer. and retrieve rate is 86.87%. Regression analysis has been applied in the retrieved materials to verify internal marketing ,external marketing and interactive marketing between the three related to organization performance and influence. Also linear structural modeling has been applied to examine model goodness fitting. The results can be categorized and showed as follow: 1. Internal marketing can enhance the employees mental identification and job satisfaction, further to promote organizational performance. 2. External marketing activity like service innovation and service quality can enhance customers satisfaction and repurchase willing, and promote organizational performance. 3. Promoting service quality can maintain business friendship with customers and achieve the purpose of interactive marketing, further to promote organizational performance.
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„Marketing sanitarywares in China“. Chinese University of Hong Kong, 1986. http://library.cuhk.edu.hk/record=b5885599.
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Juang, Shiou-Ju, und 莊秀珠. „Marketing Strategy Analysis of Hualien Pomelo Industry“. Thesis, 2012. http://ndltd.ncl.edu.tw/handle/285na6.
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碩士國立東華大學
企業管理學系
100
Wentan Pomelo industry is among the most important agriculture in Hualien County. However, total farm areas of 1,419 hectares yielding 18,691 metric tons of Wentan Pomelos annually appear to be unsatisfactory to the local government and farmers. Tainan County has much more efficient Wentan Pomelo agriculture when total farm areas of 949 hectares yielding 21,987 metric tons annually. This could be resulted from poor pomelo quality trees planted in Hualien. The pomelo farms scattered in Mizuho Township, Yuli Township, Gungfu Township, Fenglin Township and Shou Feng Township in Hualien. Because the seasonal demands before the Chinese Moon Festival for pomelo are very high, farmers in the above townships increased their investment to grow pomelo trees earlier. Due to the unplanned development of pomelo industry in Hualien, the pomelo prices drop dramatically soon after the Chinese Moon Festival. The worse thing is oversupplies of pomelo causes rotten fruits all over the farms and it attracts fruits flies to endanger the survival of other fruit trees. The study focuses on problems and solutions of Hualien’s Wentan Pomelo industry. Expert interviews are conducted and secondary data are applied to find strategies both for supply and demand sides of pomelo in Hualien. Marketing channels for Hualien Wentan Pomelos include Famers’ Association, Homemaker’s marketing brigade, Farmers’ Cooperative Markets, as well as trough the line port, wholesalers and auction markets. Better marketing strategies are suggested to the local government and farmers to hopefully improve Hualien’s Wentan Pomelo industry.
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Wen-Fu, Liu, und 劉文富. „Development And Perspective On Multilevel Marketing Industry“. Thesis, 2008. http://ndltd.ncl.edu.tw/handle/22770535783704109892.
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碩士輔仁大學
管理學院經營管理碩士學程
96
Most of people feel a strong antipathy towards the multilevel marketing. The negative feedback follows as a consequence of consideration of one direction only selling from people to people. Practically, operating multilevel marketing is a serious issue that should be directed by experts who specializes in knowledge management including marketing implementation, organization management, human resource, and business administration. It’s a narrow definition only with a specific point of view in understanding or judging the multilevel marketing. Comprehensive perspective of multilevel marketing is globalization and specialization. People owning these knowledge and technology is so-called understanding multilevel marketing in truth. The research provides people with guiding information and instruction who are intending to run the business of multilevel marketing, including relative regulations, authority and obligation that people easily leave out while operating the business of multilevel marketing. The research positively effects people with motivation to learn and establish new manner of life for development and perspective on multilevel marketing industry. Conventional direct selling confronts a pressure on revolution due to advancement of internet technology and living standard. Anticipate the research to be conducted with proposal for win-win.
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Liu, Yi-Hung, und 劉伊宏. „Relationship marketing in the medical device industry“. Thesis, 2008. http://ndltd.ncl.edu.tw/handle/45453894086767525608.
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碩士輔仁大學
國際創業與經營管理學程碩士在職專班
96
The national income constantly raise in recently years, medical and health care expenditure is higher and higher proportion in GDP . It also reflects that national medical reimbursement expenditure is positively proportional to the growth of national economy. Though there is obvious growth in the whole medical and health care industry, but the competition of the medical industry is fiercer and fiercer, so cause profit obvious decline. So medical device company which adopt effective marketing strategy obtain competitive advantage. The relationship marketing is main marketing strategy in medical industry. The focal point of this study probes into the partnership relationship between medical dvice company and physician. And this study brings up commitment, trust, satisfaction, conflict handling and competence which the five important factors influence partner relationship. The thesis adopt qualitative research , and take interview probe into influence factor of relationship marketing. The major finding as follow: 1.The result of research prove that the partnership of the physician and the medical manufacturer will influence interviewees to use the product. If the medical manufacturer has good partnership with the physician, the physician use this manufacturer’s product rate to reach 60%－80% of all product. 2. Except price in competitive capability, one of five variables the investigator set, is not positively correlated to partnership, trust, satisfaction, commitment and disputation management are all positively correlated to partnership. 3. Trust is the critical factor that contributes to the partnership between physicians and medical manufactures. 4. Respect is an important factor to partnership. If physicians feel that they are fully respected by medical manufactures, manufactures can even save much on marketing cost. 5. In the variable, satisfaction, physicians’ perception on the product is thought to a basic element to develop the partnership. If the product is not perceived by physicians, there will be no partnership development.
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Liu, Yi-Chen, und 劉懿真. „Production and Marketing of Traditional Incense Industry“. Thesis, 2013. http://ndltd.ncl.edu.tw/handle/68280324511253516953.
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碩士國立高雄應用科技大學
國際企業系碩士在職專班
101
Due to the coming of knowledge economic time and the rapidity of information transmission, the traditional industries face the influences of global competition, industrial immigration, governmental polity orientation, etc. In order to maintain the continuous management of the traditional incense manufacturing skills in Taiwan, it’s necessary to understand the effect of incensing from Chinese culture first, and then worship “the culture of incense.” The purpose of this research is to explore how the traditional incense manufacturer can face the current condition and the opportunity of continuous management per reference review. Through the culture of incense art, the depth of incensing culture is educated to combine with the life and fulfill the importance of cultural asset reservation. According to the research, it’s discovered that the value of incensing culture in traditional incense manufacturing industry can be enhanced with tour development, cultural creativity, Internet marketing, brand image, etc. to present the outstanding soft power of the traditional incense manufacturing culture in Taiwan and the ambition of continuous management.