Dissertationen zum Thema „Marketing“

Darbo objektas - socialinio marketingo priemonių taikymas aktyvaus laisvalaikio skatinimui. Probleminis klausimas. Kaip taikyti socialinio marketingo priemones jaunimo aktyviam laisvalaikiui skatinti? Darbo tikslas – įvertinti socialinio marketingo priemonių taikymą jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose. Darbo uždaviniai: 1. Atskleisti socialinio marketingo teorinius aspektus; 2. Įvertinti socialinio marketingo priemones, taikomas aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose; 3. Identifikuoti socialinio marketingo priemones, taikytinas jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose. Darbo metodai:  mokslinės literatūros analizė;  anketinė apklausa;  aprašomoji statistinė duomenų analizė; Rezultatai, išvados, pasiūlymai: Socialinio marketingo paskirtis – ne įsakynėti žmonėms, ką ir kaip jiems daryti, o nukreipti juos teigiama linkme, pakeisti jų gyvenimą į gerąją pusę. Dažniausiai jis bando spręsti problemas susijusias su sveikata ar aplinkosauga. Norimi rezultatai neateina taip greitai kaip norėtūsi, tačiau dažniausiai jie būna ilgalaikiai ir teigiami. Tokia socialinio marketingo priemone, kaip reklama, galime paskatinti Jonavos ir Kėdainių jaunimą savo laisvalaikį leisti aktyviau. Išsiaiškinome, kad šių miestų jaunimas labiausiai pastebi lauko reklamą, bei reklamą spaudoje ir internete. Taigi jei reklamuojant aktyvius laisvalaikio praleidimo būdus būtų panaudoti tokie teigiami faktoriai, kaip... [toliau žr. visą tekstą]
The object - social marketing measures to promote active leisure. Issues. How to apply social marketing tools to promote youth active leisure? The aim – identify social marketing measures to promote active leisure among youth in Jonava and Kėdainiai cities. Tasks: 1. to expose the social marketing aspects of the theoretical; 2. to evaluate social marketing tools applied active leisure promotion in Jonava and Kėdainiai cities; 3. Identify the social marketing tools, which are used to promote active leisure in jonava and kėdainiai cities. Methods:  analysis of scientific literature;  questionnaire;  descriptive statistical analysis of the data; The results, conclusions, recommendations: Social marketing is trying to change not only individuals but also society well-established attitude to certain things. In most cases social marketing is trying to solve the problems related to health or the environment. The desired results do not come as quickly as we would like, but they are usually long-term and positive. This social marketing tool like advertising, we can encourage Jonava and Kėdainiai cities young people to spend their leisure time more active. We found that most of these urban youth most observes outdoor advertising and advertising in press and online advertising. If promoting active leisure activities we use such positive factors as the original presentation, unusual, information, famous people, humor and the idea, we can achieve great results.

This diploma thesis aims primarily to present inbound marketing as a new method of free propagation on the Internet and on the basis of my own research to further evaluate its suitability for selected business sectors. Research is conducted on a sample of 69 websites divided into seven sectors. After successive investigation of traffic sources and their effectiveness based on the relative expression of conversion rate the suitability of this method for particular sectors is judged. The second objective is a design of inbound marketing strategy for selected web based on knowledge from the practical part of thesis.

Baigiamojo darbo tikslas - Atlikus įmonės UAB “Joringė” vidaus ir išorės aplinkos analizę, paruošti organizacijos marketingo planą. Pagrindinių darbo dalių trumpas turinys Teorinėje darbo dalyje analizuojama, kaip reikia taisyklingai rašyti marketingo planą bei kokios dalys turėtų būti įtraukiamos.Analitinėje darbo dalyje, pasitelkiant M.Porter 5 jėgų modelį ir PESTEL bei SWOT analizes, nagrinėjama UAB „Joringė“ vidinė ir išorinė aplinka.Projektinėje darbo dalyje suformuluoti tokie sprendimai:Sukurti ir pristatyti naujų įmonės prekinį ženklą, maksimaliai išnaudoti internetinio marketingo galimybes, reklamuotis regioninėje spaudoje.
The purpose of this work is to write a marketing plan for Joringė Ltd. The paper consists of three main parts. The first part discusses how a marketing plan should be written in theoretical framework. The second part analizes the company‘s internal and external business environment to show what weaknesses and strengths the company has. Finally in the third part, the main steps what company should do in order to reach main objectives in the future are covered .

Šiuo magistrantūros studijų baigiamuoju darbu buvo siekiama identifikuoti tinkamiausius partizaninio marketingo kanalus elektroninėje komercijoje. Teorinėje darbo dalyje analizuojama e-komercijos samprata, aiškinamasi, kas yra partizaninis marketingas ir kokių kanalų panaudojimo pagalba internete jis yra panaudojimas. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami rezultatai lyginamojo tyrimo, kurio metu buvo siekiama išsiaiškinti, kaip keturios pasaulinės informacinių technologijų kompanijos „Apple“, „Google“, „Microsoft“ ir „IBM“ panaudoja 16 netradicinio marketingo kanalų. Projektinėje darbo dalyje suformuluoti tokie sprendimai: norint tinkamai pasirinkti reklamos kanalą reikia turėti aiškią strategiją, kuria bus bandoma pasiekti vartotoją. Todėl siūloma vadovautis tokia pateikta schema.
According this Master studies final thesis, was seeking to identify the most suitable Guerilla Marketing channels in digital area. In theoretical part of thesis was analyzing conception of e-commerce, clarifying what is "Guerilla Marketing" and which kind of digital media channels are the most suitable for "Guerilla Marketing". The analytical part of the thesis presents and analyzes the results of a comparative study, which was conducted to examine how four global information technology companies Apple, Google, Microsoft, and IBM's use of 16 non-traditional marketing channels. The practical part: To select the proper channel of advertising you need to have a clear strategy that will attempt to reach the consumer. Therefore, it is proposed to follow the scheme which is the third part. According the details of the proposed scheme and follow the other criteria to choose the most appropriate non-traditional media channels.

This thesis attempts to explore an alternative taking us beyond the paradigmatic tension which currently dominates and stagnates the discipline of marketing study.This is done in the light of Habermas's critical theory and contemporary critical systems thinking (CST). It is argued that there is an urgent need to bring together the strengths of 'critical' and 'systems' so as to facilitate collective complementarity while at the same time preserving opportunity for pursuing individual development among heterogeneous approaches.Based upon an investigation of how systems approaches have been employed as analytical techniques for improving marketing efficiency, as conceptual models facilitating comprehensive understanding of marketing activities, and as a guide to theoretical development to co-ordinate divergence and convergence in research, the thesis contends that systems approaches can be employed in a perhaps more rewarding way to investigate, address and tackle the present paradigmatic tension.The thesis proposes a critical systems reconstruction of marketing study: first reorienting marketing as a communicative action system driven and constituted by rationally contesting human technical, practical and emancipatory interests in consumption needs, then suggesting a conceptual typology for categorising marketing approaches into technical, practical and normative marketing which systematically nurtures technical enhancement, subjective experience and social norm formation inmarketing activities.It is asserted that under such reconstruction, mutual understanding and support among heterogeneous approaches is not arbitrary, but is an inherent feature of marketing knowledge inquiry. The thesis urges marketing researchers to enter into a critical dialogue to establish plurality in the long term, to promote mutual learning through fusion of horizons, and to pursue complementarity in practical problemsolving intervention.In the effort to revitalise systems approach as a facilitating model, the thesis concludes that given the stagnating paradigmatic unease currently prevailing in marketing study, the future for competitive marketing systems lies in systems marketing - serving human contestable interests in consumption needs through communicative reasoning among various marketing systems.

The main purpose of this work is to find out what influences efficiency and reaching goals of content marketing by creating and promoting articles, e-mails, videos, podcasts and social network content. The author defines theoretic fundaments of content marketing, research parts of content strategy that influences content marketing, and tries to find out, how those forms of content use more efficiently. At the end of the work author offers proposals of possible key performance indicators for measuring content marketing results and efficiency. He uses methods of data analysis, experiments on users, and mathematical modeling.

Title: Traditional marketing vs. Internet marketing: A comparison

Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis?

Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry.

Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study.

Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.

Empowered by information technology and the internet, consumers are participating more than ever in activities that traditionally are exclusive to firms. No longer do marketers hold exclusive rights to defining and supplying value to customers; value is created by and with consumers in interactions. This constitutes a fundamental change in the established understanding of consumer marketing. This thesis argues for a subtle but vital shift in perspective, from one of marketing to, to one of marketing with consumers, by addressing the research question: How does the shift from marketing to, to marketing with consumers change the role of actors and value propositions? The study traces the historical development of consumer marketing, reflecting on the limitations of the traditional theoretical framing, and basing its theoretical foundation on business network theory and service dominant logic. Findings from four extensive empirical studies show that while the change is very important, it is equally important not to disregard the fact that consumers are still consumers. Rather than merging the role of providers and consumers, treating consumers as “prosumers” equal to business actors, it is instead vital to even further identify the distinctions between firms and consumers. This means recognizing that these roles, as defined by their functional identity in interactions, are complementary functions within the exchange and value creation network. Furthermore, the role of value propositions is no longer merely to act as a means for communicating the defined value of a supplier’s output to consumers. Rather, in a marketing with perspective, the role of value propositions is to act as a means for interaction, facilitating opportunities for identifying potential value and benefits generated in the interaction between and in-between consumers and firms, where the roles of the actors as initiators-participants are interchangeable.

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The global economy has transformed business and has had a direct impact on regional cultures. It has also interfered on modes of production and personal relationships within business. This process has been followed and stimulated by the use of marketing strategies that create a better acceptability of the market s actions. Marketing produces detailed studies on people s behaviour and makes use of persuasion strategies not only through publicity but by using mechanisms that are gradual and naturally assimilated. Social marketing is an example of such opportunities created by marketing. The Project Poupança Florestal (freely translated as Forest Saving) was developed within this framework, in which it is necessary to construct or consolidate the business image. In order to evaluate the impact of such project in the South of Rio of Grande do Sul estate, in Brazil, the present study has developed a review of literature, documental research, as well as has carried out interviews (open questionnaires) with representative of several social institutions. The analysis of the interviews shows that the majority of the representatives tend to perceive the project as an isolated action which helps improving the image of Votorantim in the south of the Rio Grande do Sul estate (Brazil), but they do not perceive it as having positive impact in the socioeconomic development of the region as a whole.
A economia globalizada transformou as relações empresariais impactando diretamente nas culturas regionais e interferindo, também, nos modos de produção e nas relações pessoais. Esse processo vem sendo acompanhado e estimulado pelo marketing, que se apresenta de várias formas para permitir uma maior aceitabilidade da ação do mercado. Através de um estudo detalhado sobre o comportamento das pessoas o marketing utiliza estratégias de persuasão não mais apenas através da publicidade, mas cria mecanismos que são assimilados de forma natural e gradual. O marketing social é um exemplo destas oportunidades construídas pelo marketing. O Projeto Poupança Florestal foi construído neste ambiente, onde a construção ou consolidação de imagem empresarial se faz necessária. A análise das entrevistas com os representantes da sociedade desenvolvida neste trabalho mostra que eles tendem, em sua maioria, a perceber o projeto como uma ação isolada que auxilia na construção da imagem da Votorantim na zona sul do Estado do Rio Grande do Sul e não percebem resultados positivos no desenvolvimento socioeconômico da região onde o projeto se desenvolve.

Darbe yra analizuojamas marketingo veiklos efektyvumo vertinimas. Dėl sparčiai besikeičiančios aplinkos ir didėjančios konkurencijos įmonėms yra ypač svarbu vykdyti naudingas ir efektyvias strategijas, didinti visos įmonės vertę, tačiau didžiausia problema yra atsirinkti, ką vertinti ir kaip vertinti. Darbo tikslas - remiantis moksliniais marketingo veiklos efektyvumo vertinimo šaltiniais, atvejo analizės gautais rezultatais, pateikti bendrą marketingo veiklos efektyvumo vertinimo ir atskirų marketingo kampanijų efektyvumo vertinimo modelius. Magistrinio baigiamąjį darbą sudaro trys pagrindinės dalys. Teorinėje, pirmojoje, darbo dalyje yra analizuojami, aptariami, palyginami skirtingų autorių požiūriai į marketingo veiklos efektyvumo vertinimą bei, pagal mokslininkų atliktus tyrimus, pateikiami būdai ir rodikliai marketingo veiklos efektyvumui įvertinti. Analitinėje baigiamojo darbo dalyje atvejo analizės ir ekspertinio interviu metodais yra analizuojamas Lietuvoje vykstančio rinkodaros pasiekimų konkurso „Password 2011” marketingo kampanijų efektyvumo vertinimas. Trečiojoje dalyje yra pateikiami marketingo veiklos efektyvumo vertinimo modeliai, kurie padėtų rezultatyviai įvertinti atskiras marketingo veiklas.
The paper analyzes the marketing performance evaluation. As environment is rapidly changing and competitiveness of enterprises is increasing, it is very important to develop useful and effective strategies to increase the total value of the company, but the biggest problem is to select what to measure and how to measure. The objective of this paper is to present general model of marketing activities effectiveness measurement and models of individual marketing campaigns effectiveness assessment based on scientific resources of marketing effectiveness assessment and results of case analysis. The theoretical, first, part of the work introduces analysis, comparison of different authors approaches to the marketing activities performance evaluation by finding out methods and indicators, which assess the effectiveness of marketing activities. The analytical part is based on case study and interview of expert which analyzes marketing campaign efficiency of Lithuanian’s marketing competition "Password 2011". The third part is intended for the marketing performance evaluation models, which show the most useful stages to evaluate main marketing activities.

This study has been written to increase our knowledge about Sino-Western business relations and to understand how to successfully embark in China. It aims to create a deeper context understanding of the Chinese consumer and the Chinese market – in order to successfully manage your business in China. A qualitative case study methodology is used, involving the abductive method and a hermeneutic approach. Appropriate interviewees have been selected, i.e. those having valid and reliable insights and experiences to this study. The empirical results are portrayed as short stories along with reflections, to enlighten key findings in the research. Results of the investigation show that a willingness to understand and being humble are key in the creation of a successful business relationship with the Chinese. Certainly, the importance of guanxi and trust are tremendous. Thus, learn the rules and play by them – use them to your advantage. Show empathy and patience and trust the universal law of reciprocity. Indeed, as we understand the underlying forces, the cultural values and traditions, we appreciate how to effectively communicate with the Chinese and ultimately how to deliver value to create a healthy business relationship in our marketing efforts. A plethora of stories are presented that illuminate various situations that experienced Western business managers have encountered, and how to manage these. Key findings in this research may benefit not only academics, as new theory is introduced, but also everyone interested in China and aiming to create a healthy Sino-Western relationship. Finally, top managerial implications are presented that are of relevance to readers both intending to and already doing business in China. Some of the most important ones advise us to remain patient, to gather all the information possible and to never underestimate the Chinese.

Title: Swedish consumers say – ”Subliminal marketing is smart marketing!” Authors: Vickie Hedgren and Angelica Persson Adviser: Klaus Solberg Søilen Level: Dissertation in Marketing, 15 ECTS, Spring 2015 Keywords: Subliminal, Messages, Advertising, Advertisement, Neuromarketing, Psychology, Subconscious, Primal instincts, Subliminal techniques, Ethics, Acceptance, Emotional Connection Purpose: The purpose of this dissertation is to find out what Swedish consumers think about marketing that is meant to influence their subconscious in their decision making, with a focus on subliminal messages, and whether it is ethically acceptable. This will be carried out by examining the two following research questions: 1. What marketing methods aimed at building a psychological connection with the consumer are ethically acceptable and in what areas of marketing or situations? 2. Is it ethical to use subliminal marketing for a cause-related brand, a luxury brand or aimed at a specific income group? We will further examine theories and studies done over the years as well as carry out our own to come up with our conclusions. Frame of Reference: We start of by presenting overall theories regarding subliminal advertising which leads us to various breakdowns such as psychology, primal instincts, subliminal techniques, ethics, causerelated marketing, high- and low end consumers. Methodology: The dissertation is based on a combination of quantitative and qualitative studies. We conducted one survey with 200 respondents and two interviews with marketers. We bring up the importance of validity, reliability, generalizability, carefulness and criticism. Empirical Framework: We will present the collected data from the performed online survey as well as the information from the two personal interviews. Conclusion: Swedish consumers have a high level of ethical acceptance when it comes to marketing that is meant to create a psychological connection. The conclusions made are that 1. Out of the 14 methods we chose to include in our dissertation, 12 of them had a high level of ethical acceptance; subliminal messages in fashion advertising and in an active situation is ethical 2. It is more unethical if a good-cause company uses subliminal marketing than if a luxury brand uses it.

This thesis presents the problem surrounding green marketing, which involves the lack of knowledge of green consumption by the consumer, and the threats of green washing from companies who present green marketing without achieving the green marketing criteria. An implementation of the green marketing theories in the cases of Patagonia and Klättermusen: green marketing five “I’s” and the green marketing three “C’s” was done in order to understand if the two companies fit the green marketing profile. This thesis aims to contribute to gain deeper knowledge from the outdoor consumer perspective on green marketing campaigns, and answer the question to how effective these campaigns are to the outdoor consumer, through a qualitative research.

Thesis (MComm)--Stellenbosch University, 2012.
ENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the pressure for financial accountability has led to widespread concern over the role of the marketing function within a company. Some go as far as contemplating the demise of marketing professionals unless marketers develop an understanding of the marketing-finance interface and are able to enter into a dialogue with top management regarding the value that marketing adds to the company. Modern financial theory prescribes that the primary financial objective of any company should be shareholder value maximisation. Value based management (VBM) involves the appropriate allocation of scarce resources using prioritisation and cost-benefit analyses of different strategies to ensure that managers remain focused on shareholder value creation. The VBM philosophy embraces four fundamental driving forces impacting on the creation of value, the first of which is the profitable growth of sales. Since marketers are the custodians of brand sales the recognition of sales as a value driver places marketing at the centre of the value culture. The role of the marketing function is to create customer value that will translate into marketing assets (brand equity) and by doing so serves to add value to a company. The brand value chain summarises the process through which marketers can create value by carefully investing in various marketing tactics (or expenditures). These expenditures are encapsulated by the marketing mix. Simply, the marketing mix can be described as the sum of all expenditures intended to build brand equity and can be classified into four components known as the 4Ps (product, price, place and promotion). Concern has been raised that marketers focus too much attention on the stages in the brand value chain where marketing strategy is formulated and too little attention on the latter stages where the strategy is linked back to the value created through the implementation thereof. Despite the plethora of marketing metrics available the key to measuring the impact of marketing activity lies in maintaining a balance between non-financial, efficiency metrics and financial effectiveness metrics. To this end, there is a need for the development of aggregate-level models that link marketing tactics (expenditures) to to financial impact (e.g. sales) in order to communicate the value created by marketing. As a first step toward the objective of developing such models, it is important to understand the nature of the relationship between marketing expenditures (in terms of the 4Ps) and sales). Therefore, the primary objective in this study was to establish whether there is a relationship between the expenditures of different marketing components (4Ps) and sales. To this end, the proposition formulated elucidated that the variance in sales of a product is attributable to fluctuations in marketing expenditures. A meta analysis study was undertaken and two South African fast moving consumer goods brands’ financial data were investigated for the period of July 2001 to the end of June 2005. The marketing expenditures incurred for each of the respective brands were dissected and allocated according to the 4Ps of marketing. The metohod applied to investigate the relationship between marketing expenditures and sales originated through the adoption of multiple regression analysis between the indepent variables (marketing expenditures) and the dependent variable (sales). However, due to the fact that the data were collected over time it was anticipated that the time-related characteristics in the data might have offended inherent assumptions on which multiple regression analysis is based. Therefore, a time series regression analysis was subsequently adopted to account for time-related characteristics such as trend or seasonality. Counteracting dummy variables were included in the regression analysis to better understand the effect of trend and seasonality. In the case of Brand A, it was necessary to include dummy variables to counteract the effect of trend in the regression analysis., the results revealed that there is a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. Only distribution expenditures and price (along with trend) explained unique variance in sales. In the case of Brand B, it was necessary to include dummy variables for both trend and seasonality before the model was suitable for analysis. Once again, the results revealed a statistically significant relationship between the expenditures of different marketing components (4Ps) and sales. However for Brand B, only production expenditures (along with trend and seasonality) explained unique variance in sales. Therefore, in conclusion of the results found there were important findings to note. Firstly, when investigating data colllected over time it is imperative to understand the impact of time-related characteristics in the data and subsequently adopt the appropriate model to investigate relationships in the data. Secondly, despite a statistically significant relationship detected between marketing expenditures and sales the different components of the 4Ps have varying prominence for different brands and the appropriate allocation of resource will depend on the nature of the product and the strategy in mind.
AFRIKAANSE OPSOMMING: Die prestasie van ’n maatskappy het oor die afgelope twee dekades die mantra van korporatiewe teorie geword. Dit volg dus dat bemarkers onlangs afgetrokke is met die meet van die prestasie van mark aktiwiteit. Die druk vir finansiële verantwoordbaarheid het in wye kommer oor die rol van die bemarkingsfunksie binne ’n maatskappy, uitgeloop. Daar word bespiegel oor die ondergang van professionele bemarkers tensy bemarkers ’n begrip van die bemarking-finansie skeidingsvlak ontwikkel en in staat is om ’n dialoog met topbestuur aan die gang te sit rakende die waarde wat bemarking tot ’n maatskappy voeg. Moderne finansiële teorie stel voor dat die primêre finansiële doelwit van enige maatskappy die verhoging van belanghebbende waarde moet wees. Waarde-gebaseerde bestuur (WGB) sluit die gepaste toewysing van skaars hulpbronne, deur die gebruik van vooropstelling en koste-voordeel analise van verskeie strategieë, in, om te verseker dat bestuurders op die belanghebbende waarde skepping gefokus bly. Die WGB filosofie omarm vier grondliggende dryfsmagte wat op die skep van waarde, waarvan eerstens die winsgewende groei van verkope is, ’n impak het. Aangesien bemarkers die bewaarders van die handelsnaam verkope is, plaas die erkenning van verkope as ’n waarde drywer, bemarking in die middelpunt van die waarde kultuur. Die rol van die bemarkingsfunksie is om kliënt waarde te skep wat omgesit sal word in bemarkingsbates (handelsmerk billikheid) en dien so om waarde tot ’n maatskappy by te dra. Die handelsmerk waarde ketting som die proses op waardeur bemarkers waarde kan skep deur versigtig in verskeie bemarkingstaktieke (of uitgawes) te belê. Hierdie uitgawes word saamgevat deur die bemarkingsmengsel. Die bemarkingsmengsel kan kortliks beskryf word as die som van alle uitgawes wat bedoel is om handelsmerk billikheid te bou en kan in vier komponente, wat as die 4Ps (produk, prys, plek en promosie) bekend staan, geklassifiseer word. Daar is reeds kommer uitgespreek dat bemarkers te veel aandag aan die stadiums in die handelsmerk waarde ketting bestee waar bemarkings strategie geformuleer word en te min aandag word aan die latere stadiums geskenk waar die strategie teruggeskakel word aan die waarde wat deur die implementering daarvan geskep word. Ten spyte van die menigte beskikbare bemarkings metrieke lê die sleutel tot die meet van die impak van bemarkingsaktiwiteite in die onderhou van ’n balans tussen nie-finansiële, doeltreffende metrieke en finansiële effektiwiteit metrieke. Daar is dus ’n behoefte aan die ontwikkeling van gemiddelde-vlak modelle wat bemarkings taktieke (uitgawes) aan finansiële impak (bv. verkope) skakel om sodoende die waarde wat deur bemarking geskep word, te kommunikeer. Dit is belangrik om, as ’n eerste treë na die doelwit om sulke modelle te ontwikkel, die aard van die verhouding tussen bemarkingsuitgawes (in terme van die 4Ps) en verkope te verstaan. Die hoofdoel in hierdie studie was dus om vas te stel of daar ’n verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope bestaan. Die voorstel wat geformuleer is, het verklaar dat die verskeidenheid in verkope ’n produk is wat toegeskryf kan word aan fluktuering in bemarkings uitgawes. ’n Meta analise studie is onderneem en twee Suid-Afrikaanse vinnig-bewegende gebruikers goedere handelsmerke se finansiële data vir die typerk van Julie 2001 tot einde van Junie 2005 is ondersoek. Die bemarkings uitgawes wat vir elk van die handelsmerke aangegaan is, is ontleed en toegeken volgens die 4Ps van bemarking. Die metode wat toegepas is om die verhouding tussen bemarkings uitgawes en verkope te ondersoek het ontstaan deur die aanneem van meervoudige agteruitgang analise tussen die onafhanklike veranderlikes (bemarkings uitgawes) en die afhanklike veranderlikes (verkope). Daar is egter verwag, as gevolg van die feit dat die data oor tyd versamel is, dat die tyd-verwante kenmerke in die data inherente aannames mag beledig het, waarop meervoudige agteruitgang analise gebaseer is. ’n Tydsreek agteruitgang analise is gevolglik aangeneem om verantwoordbaar te wees vir tydsverwante kenmerke soos neiging of seisoenaliteit. Teenwerkende fop veranderlikes is by die agteruitgang analise ingesluit om die effek van neiging of seisoenaliteit beter te verstaan. In die geval van Handelsmerk A, was dit nodig om fop veranderlikes in te sluit om die effek van neiging in die agteruitgang analise teen te werk. Die uitslae het gewys dat daar ’n statisties noemenswaardige verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs verspreiding uitgawes en prys (tesame met neiging) het unieke verskille in verkope verduidelik. In die geval van Handelsmerk B was dit nodig om die fop veranderlikes in te sluit vir beide neiging en seisoenaliteit voordat die model gepas was vir analise. Die uitslae het weereens gewys dat daar ’n duidende verhouding tussen die uitgawes van verskillende bemarkingskomponente (4Ps) en verkope is. Slegs produksie uitgawes (tesame met neiging en seisonaliteit) het egter unieke verskille in verkope vir Handelsmerk B verduidelik. Daar was dus, in gevolgtrekking tot die uitslae wat gevind is, belangrike bevindings om van kennis te neem. Dit is eerstens van uiterste belang om die impak van tyd-verwante kenmerke in die data te verstaan en om vervolgens die gepaste model aan te neem om verhoudings in die data te ondersoek. Tweedens, ten spyte van ’n statistiese noemenswaardige verhouding wat bespeur is tussen bemarkings uitgawes en verkope, het die verskeie komponente van die 4Ps verskillende vernaamheid vir verskillende handelsmerke en die gepaste toekenning van bronne sal afhang van die aard van die produk en die strategie wat beoog word.

Thesis (MBA)--Stellenbosch University, 2000.
Some digitised pages may appear illegible due to the condition of the original hard copy.
ENGLISH ABSTRACT: The Internet encompasses a wide range of applications. Since its arrival in the computer technology industry, it has covered substantial grounds in the development as an tool/medium to enhance commerce. It has also brought along with it problems and new challenges to each level of managerial competence in the business world. The researcher shows through this study project the importance of business strategy and functional level strategy (marketing) as the basis for the implementation and utilisation of Internet marketing as a marketing tool. Conventional business and marketing practices are used in terms of strategic planning and formulation, to illustrate the importance of the strategic factor when incorporating the Internet into the daily business practices of companies. This study project relates specifically to Internet marketing and elaborates on various aspects of the marketing function to support the premise that the Internet is merely a tool, which can extend the company marketer's existing capabilities. The researcher aims to suggest that the Internet does change/extend numerous business practices, but the core principles in so far as strategic management is concerned, still needs to be adhered to. The researcher refers to numerous real life examples to highlight these points and make the practical application of its guidelines in terms of Internet marketing implementation and utilisation as easy as possible to understand and follow by the company marketer.
AFRIKAANSE OPSOMMING: Die Internet behels 'n wye reeks toepassings. Sedert die verskyning van die Internet in die rekenaar tegnologie bedryf, het dit aansienlike vordering gemaak ten opsigte van die aanwending as 'n "medium" om besigheid te verbeter. Dit het egter ook sy eie probleme en nuwe uitdagings saam gebring vir elke vlak van bestuursvernuf in die korporatiewe besigheidsarena. Die navorser toon by wyse van hierdie werkstuk die belangrikheid aan van 'n besigheidstrategie en 'n funksionele vlak strategie - spesifiek bemarking - as die basis vir die implimentering en aanwending van Internet bemarking. Konvensionele besigheids- en bemarkings praktyke word gebruik, in terme van strategiese beplanning en formulering, om die belangrikheid van die strategiese aspek aan te toon wanneer dit kom by die inkorporering van die Internet by die daaglikse besigheid van maatskappye. Aangesien die onderwerp van hierdie werkstuk spesifiek verband hou met Internet bemarking, brei die navorser uit oor die verskeie aspekte van die bemarkingsfunksie om sodoende sy siening te ondersteun. Dit is dat die Internet slegs as 'n medium gebruik moet word om die bestaande bevoegdhede van die bemarker uit te brei. Die navorser poog om aan te dui dat die Internet wel talle bestaande besigheidspraktyke verander, maar dat die kern-beginsels in so verre strategiese bestuur aan betref, steeds aandag moet geniet. Die navorser verwys na verskeie werklike voorbeelde om hierdie punte te beklemtoon en om die praktiese toepassing van die riglyne in terme van In Internet bemarkingstrategie so maklik moontlik te maak om te verstaan en toe te pas deur die maatskappybemarker.

It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. In 1978 China opened up the country to the global economy and since then, the country has rapidly risen in the terms of international economic importance. However, China is suffering from large environmental concerns like immoderate pollution that has become a daily concern for the population. Due to the rapid economic growth that China has been going through the recent years, these environmental issues the country is facing are largely tied to the industrialization. One of the biggest factors contributing to China’s heavy pollution is the colossal number of both Western and Chinese production facilities opening up in China.The aim with this research was to investigate how three selected Swedish companies placed in Shanghai approach sustainability marketing and explore how they embed sustainability within their strategy and particularly in their marketing mix. This thesis was conducted with a qualitative approach and with semi-structured interviews with three Swedish companies; Greencarrier, Atlas Copco and Stora Enso.The findings from the interviews, conducted with the three mentioned companies, pointed out that sustainability today is well integrated in the company’s core business and that working with sustainability has become a critical success factor. Factors that were important for the companies was to have long-term sustainability strategies, being innovative and transparent in their operational and sustainability communication, being material efficient in the product development and promoting this on media channels like WeChat, internet websites, Facebook, Instagram and LinkedIn. Also, more traditional ways of marketing themselves was important, like visiting universities and exhibit at fairs. This essay will provide knowledge that can help companies to further their understanding of what a big role marketing has and how they can support awareness of sustainability issues. We also hope that our essay can help to inform consumers on the issue and by that place higher demands on companies to act sustainable. Because our thesis focused on investigating Swedish companies in Shanghai, it would be interesting to continue further research on how Chinese companies approach sustainability marketing.

Vincenzo De Martis(Perú) - expositor; Luis Lodeiros (España) - expositor.
Conferencia Visual Marketing Tech in e-commerce a cargo de Vincenzo De Martis, Project Leader en Neurometrics y Luis Lodeiros, Director Sinergy Consulting.

Il Digital Marketing si occupa di tutto quello che possiamo fare, grazie ad Internet, per far crescere il business aziendale. Le tecnologie informatiche negli ultimi anni stanno producendo degli effetti pervasivi sulle infrastrutture delle imprese, sui prodotti, sui mercati e sui consumatori, con una rilevanza tale all'interno di un periodo di tempo relativamente limitato che non è possibile riscontrare in nessuna epoca passata. Coinvolgono le relazioni tra imprese, i mercati dei consumatori, le relazioni tra gli stessi consumatori, le singole componenti del marketing mix (prodotto, prezzo, comunicazione, distribuzione) e le loro modalità di interazione e di gestione all'interno della strategia di marketing dell'impresa. L'evoluzione del mondo digitale ha portato imprese e consumatori a dover affrontare un cambiamento radicale del paradigma di marketing e comunicazione che vede la relazione e l'interazione al centro di uno scambio di messaggi bilaterali altamente personalizzati e costanti. Il marketing non è un processo lineare ma circolare, in cui ascolto e comprensione dei bisogni e delle forze che agiscono sui mercati, progettazione dei prodotti o servizi in grado di rispondere alle nuove opportunità individuate, si integrano e cambiano continuamente. Quando si parla di Internet e commercio non si pensa solo all'e-commerce, ovvero all'acquisto e al pagamento del prodotto su Internet. La Rete ha acquisito un'influenza basilare in tutte le fasi precedenti all'acquisto infatti sul Web si attuano attività di ricerca e raccolta di informazioni, selezione, comparazione e perfezionamento che precedono la decisione d'acquisto e che specialmente per i beni durevoli e dall'alto valore monetario rappresentano un momento cruciale del processo d'acquisto. Questo fenomeno ha condizionato uno scenario di mercato in cui si sono abbassate le barriere di accesso all'informazione, si sono ridotti i tempi di relazione tra le persone e tra le persone e l'azienda e in alcuni settori sono crollare le barriere all'ingresso permettendo, attraverso la creazione di attività online di raggiungere e instaurare una relazione diretta. Questo elaborato si propone come un'analisi del digital marketing. Suddiviso in sei capitoli vuole dare una soddisfacente panoramica di questo nuovo marketing.

The application of marke ting to the political process has been advanced in a number of writings . A marketing perspective in e xamining the political process and electoral behaviour offers n ew insights into electoral behaviour and understanding the c ampaign p r ocesses of polit i cal parties . Research on the actual marketing orientation of political parti es is not signif i cant at this stage and as such this r e search addr esses the market i ng orientation and structur al and process charact eristics of political marketing with the research problem being: To determine what extent marketing has been inc orporated i n to the ope rations of the QLD Liberal Party and identify the struc tural and process characteristics of par ty's market ing environment. The research questions were : RQ 1. To what extent has the QLD Liberal Party adopted the marketing concept and is there support within t he party for the researcher's redefini tion of the Ma rke ting Concept i nto poli tical terminology to suit political marketing? RQ 2. To what extent are the QLD Liberal Party market ing oriented? RQ 3 . What are the struct ural and process characteristics o f the QLD Liberal Party's marketing environment? These research questions provided a focus for the investigations and the r esearcher' s endeavor to address the research problem. Chapter 1 of this thesis set the scene and identif i ed the broad d ire ctions and boundaries for t he study. It i ntroduced the topic and set out the purpose of the s tudy and its background. Chapte r a lso justif i ed the study on a number of theoretical and pra ctical 1 grounds and h ighlights the signif icance of the study because of its focus on polit i cal marketing which is postulated to b e part of marketing's e xtended doma in . Chapter 2 provided a review of the relevant literat u re , addressing the broader parent discipline f ocusing on the market ing concept, e xchange, market orientation and other key concepts and parent di s cipline issues . Importantly the r eview identified t he arguments for proposing that mar keti ng or more pre cisely a marketing orientation has been incorporated into politics by political parties rests upon the generic concept of marketing and that it (the generic concept) has been accepted as a central paradigm in marketing. Chapte r 2 then focused on the immediate discipline of political marketing and reviews the similari ties between commercia l marketi ng and pol itical marketing and other issues and concepts that the political marketing literature has addressed. From the two areas gaps in the literature are identified and the research questions developed. Chapter 3 aqdressed the methodological issues related to the research area and discussed the selected methodology. I t descri bed the data gathering techniques to be employed and types of analysis to be performed in the two stage primary research desi gn of this case study. Chapter 3 also established that the study was rigorous, methodologically sound and repl icable. Chapter 4 presented t he patt erns of results of the two s t age data gathering of the primary research for the three research question. The anal ysis of results i ndicated that the key dimensions and concepts addressed in the survey were significantly associated and the scale was quite rel i able and as such the measure of internal consistency was satisfactory . The results were judged not to be an artifact of the individual or separate stages . The pattern of results indicated that the interviewees had mini mal to none existent understanding of the marketing concept and a somewhat negative attitude toward ic. However survey results indicated a positive acceptance and attitude toward the marke ting concept generally and also its application in politics. The researcher's redef inition of t he marketing concept i nto political terms also received a high level of acceptance from respondents . The results indicated t he marketing concept has not been adopt~d by the party and their voter focus is minimal and they do not have a market orientation . The results indicated that the organisation is highly ' organisa tion centered ' which i ndicates the l a ck of a true marketing orientation; it has a strong sales orientation, where it believed electora l success is obtained if it can persuade the voters to accept its policy and issues stands rather than its competitors. The QLD Liberal Party does not possess a marketing 'mind set', structure or follow processes that yield a marketing orientation. The structural and process characterist i cs of the QLD Liberal party's marketing environment indicated that the product is a complex blend of various elements and that ser vice is a component . The results also indicate that loya lty was very important for the par ty and that mutability created pr oblems because of the party's minor status and alignment with the National Party. Furthe r the r esults indicated amateurism and volunteers creat ed p r oblems of control and motivation for the party and that a negative percept i on of marketing exists in some sections of t he party. The results also indicated that campaigns are based on style over substance and there is a high use of negative advertising and with the media being both a market and communications channel . The r esearch orientation of the party is toward polling and tactical voting was a critical strategy in campaigns. Chapter 5 discussed the findings and detailed the conclusions drawn f r om the data pre sented in c hapter 4 t o a nswer the r esearch prob lem , and discussed the implications of the study's findings. The r esearch problem as such went beyond e xami ning singular concepts that are appropriate in marketing and looked for the i n tegrated and synergistic appli cati on of marketing concept s and tools by- the party. It also focused on the political marketing environment to e xamine the structural and process characteristics that affect the party's operations . The conclusion about the research problem was that the party has not incorporated marketing into it operations. Specifically marketing whi ch is i ntegrated and s ynergistic . Further the study identified those structural and process characteristics that wer e identified in the literature and discovered t hat the produ~L was more comp lex than the literature indicated. Further the ~arketplace was identified as being competitive and volatile . Al so the process element of party tactical voting in a preferential voting system was ide n tified as being a critical s trategy to ensure t he opposing candidates were allocated last on the ballot by loyal voters. Further the mar keting concept with its custome r centered orientation creates a major concern from the perspective of interviewees, as they indicate the role and significance of the voter{customer) in deve l oping the political product is negligible. In conclusion the results of this study indicated that marketing has not been successfully extended into the QLD Liberal Party 's political operations, even though the party argues it successfully uses advertising and political polling. Contrary t o the party's belief marketing is characterised by an integrated and synergistic mix of product development and design , dis tribution, pricing or economic cost and promotion . This set of marketing activities is the twin edge. sword of marketing, the first edge is the mix of these elements that are developed to meet the needs and wants of target customers (voters) and the second edge is to meet the objectives of the organisation.

O Marketing Digital é uma plataforma de comunicação digital que permite as empresas promover produtos, serviços e marcas, assim como conquistar novos clientes e melhorar a sua rede de relacionamentos. O presente estudo tem como objectivo caracterizar o Marketing Digital em Angola, assim como descrever as áreas relacionadas e estratégias adoptadas. Recorreu-­‐se à pesquisa qualitativa, devido ao seu carácter descritivo e exploratório. Como método de investigação optou-­‐se pela realização de estudos de casos referentes a empresas de diferentes sectores em Angola. Com base na literatura relacionada a matéria, realizaram-­se entrevistas aos directores das empresas e foi feita uma análise às estratégias já existentes de cada uma delas. Os resultados evidenciam pontos fortes e fracos no que concerne as estratégias de Marketing Digital adoptadas. Os mesmos demonstram que o Marketing Digital é ainda uma questão de “futuro” em Angola, isto é, não é prioridade e há grande relutância por parte das empresas em investir em tal área. O mercado em si já possui meios suficientes que permitem a implementação do Marketing Digital. Por fim, conclui-­‐se que é necessário sensibilizar as empresas a adoptaram uma estratégia que possua planeamento e pesquisa, pois só assim serão evitados orçamentos de valor avultado e encontrados técnicos qualificados-­ principais motivos que originam a fraca aposta no Marketing Digital.

Diploma thesis deals with the internet promotion of the company XY s.r.o. For company will be created new companies website and e-shop. Internet marketing is focused on increasing website and e-shop traffic. Thesis will describe current situation of company using PEST, PORTER and SWOT analysis. According to the results of analysis will be selected the most appropriate solution to achieve objectives. Individual targets will be progressively developed and continuously monitored and evaluated. After a period of one year will be suggested suitable procedures for further websites development.

Diploma thesis focuses on the selection and application of appropriate internet marketing tools. It specifies possible fields of B2C promotion on the internet. It analyses chosen company and its existing operations in the field of internet marketing due to recommended procedures and procedures of its competitors. Diploma thesis uses theoretical knowledge and analysis for application of proposed internet marketing strategy and finally compares performances of applied areas of the internet marketing.

Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, 2016.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 96-97).
Social media plays a large role in marketing strategy for transmitting and exchanging information between companies and consumers. Even for a traditional industry such as banking, social media has become an important and necessary tool for the marketing process. Although regulators have created formal guidelines to ensure financial institutions realize and manage the risk in using social media, many creative marketing approaches relating to social media has been incorporated by players in the financial industry. This thesis analyzes different types of marketing approaches using social media that is employed by financial institutions in the United States and in Japan. The thesis also explores the effects of marketing approaches using storytelling content. A marketing survey was conducted in Japan to evaluate whether storytelling is more effective when authored by a company or by a consumer. A regional Japanese bank, Suruga Bank, cooperated with this study and research by providing source material for the study content that was developed. The concept was to have a consumer share stories about financial services experiences in an effort to provide convincing information that Suruga Bank is a trusted supplier of loans and should be high on other consumers' consideration list. The design included a test of the feasibility of storytelling in multiple channels to evaluate the impact of each treatment. The results of the survey helped me to assess Suruga Bank's current marketing strategy and its corporate structure better. The ultimate goal of this thesis is to make strategic recommendations for Suruga Bank to reinforce its viral marketing strategy and strengthen its corporate communications skills via social media in order to leverage its organizational capabilities. Note: The views expressed in this thesis are those of the author and do not reflect the views of Suruga Bank.
by Kengo Suzuki.
M.B.A.

El principal objetivo de esta investigación es ver cómo se ha ido modificando la industria turística con la llegada de las nuevas tecnologías como internet con su banda ancha o los nuevos métodos de comunicación que acercan a los consumidores entre sí. Para llevarla a cabo, se pretende investigar cuál era la manera en que los consumidores se desempeñaban dentro de la industria turística para conseguir satisfacer sus necesidades, y se tratará de demostrar cómo esta relación entre cliente industria ha sufrido una transformación sustancial debido al ingreso de un nuevo actor a la ecuación: la “tecnología de la comunicación".
Fil: Cabezón, Nicolás Marcelo. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.

Like in many other industries, marketing is one of the key elements of movie business even though many speak against the usage of the term marketing in film. Before the film makes it into the movie theaters, it goes through several stages, starting with development, funding, production, post production and ending with distribution. Each of these phases presents different challenges but in all of them are pieces of film marketing. In my master thesis, I am searching for features that characterise the film as a product, according to marketing theory of product development and product life. I will examine marketing theoretical approaches and search for parallels with marketing strategies of film producers.

This thesis should not serve as a "how-to-do-it" marketing hadbook on theatre marketing. The aim of the thesis is to look behind the basic marketing tools towards the actual situation and development in techniques of marketing communication, in audience preferences trends and lifestyle changes. Thus it should help to better understand the changes that have occured in last years in the field of theatre marketing. It should also sum up the main marketing issues and issues of marketing communication.

Social marketing is very popular nowadays. Many corporations began to deal with population today. Their goals are not only to satisfy the consumers demand, but to be closer to them, help with their problems. Some people can say that it is only commercial activity, but social marketing has a lot of interesting facts.

Marketing communications is defined by actions a firm takes to communicate with end-users, consumers and external parties. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/18327

Práce se zabývá virálním marketingem jako jednou ze složek komunikačního mixu na internetu. Představuje virální marketing i jako metodou kultivace návštěvnosti. V praktické části analyzuje některé uskutečněné virální kampaně. Shrnuje obecný postup při přípravě a realizaci virálních kampaní.

Diplomová práce začíná uvedením do problému nákupního chování a vliv referenčních skupin na spotřebitele, pokračuje historii celebrity marketingu, využitím celebrit v reklamě, jako komunikačního nástroje. Práce také popisuje vliv celebrit na vzhled, módu a jejich působení v sociální sféře a politice. Na konci teoretické části popisuje vodítka, jak si celebrity vybírat, jak jich kontaktovat a vyjednávat s nimi a v závěru jsou popsané výhody a nevýhody využití celebrit v reklamě. Praktická část se zaměřuje na porovnání České republiky a zahraničí ve vnímání a ovlivňování zákazníků celebritami.

This thesis is focused on personnel marketing, its goals and its importance to employers. The application of personnel marketing in business practice should be based on good knowledge of potential employees' interests and expectations. The goal of this thesis is to identify specific factors of recruitment of fresh graduates on the Czech labour market and to find out some specifics in their expectations in comparison with other applicants for a job.

The thesis acquaints readers with the basic ideas of a new trend in marketing -- green marketing. It points out its particularities, historical evolution and potential application, including warning about common mistakes. The thesis aspires to bring an overview of the topic.

This thesis discuss the topic of the recruitment marketing, with it's principles, functioning, goals and instruments. Topic is separated into two parts, external a nd internal. These parts are analysed out below. The usage of the recruitment marketing is described on the sample of the company IKEA, Czech republic. The tesis is finished in the project of the recruitment strategy for mentioned firm, which is based on the results of the accomplished research.

Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.

The diploma thesis deals with problems of event marketing and its position in the communication mix of the companies Karlovarské minerální vody, a.s. and EMCO spol. s.r.o.. First of all it describes basic theory aspects of event marketing. The practical part of the thesis faces the two brands application of event marketing strategy. According to defined aspects the thesis describes and weighs one of Mattoni events and one of Emco events.

The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.