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Mok, Sungho. „Trade mark use in paid search marketing and direct liability“. Thesis, Queen Mary, University of London, 2014. http://qmro.qmul.ac.uk/xmlui/handle/123456789/8772.
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The thesis considers the scope of trade mark protection against the context of paid search marketing. The hypothesis is that ‘fair and efficient competition’ is at the heart of the balance between interested parties and between trade mark protection and between free speech. This introduces the concept of a 'virtuous cycle' in the application of trade mark law. this thesis suggests that fair and efficient competition should be the ultimate purpose of trade mark law. The concept can be furthered by protecting pro-competitive trade mark functions: the intra trade mark information function and the inter-trademark differentiation function. Thus, only where third party use third party use is likely to harm the information and differentiation functions of owners' trade marks user could be liable. In a democratic society, there is anadditional consideration:thebalance between trade mark protection and free speech. Where third parties use trade marks in non-commercial contexts, likelihood of confusion or dilution should be the result ofactual malice or calculated falsehood. These two considerations are tested against the real world context of paid search marketing. Based on the protection of pro-competitive trade mark functions and speech restriction standards, and the relevance of actual and direct context and circumstances of paid search marketing, advertisers can be liable for their use of trade marks even when they do not include trade marks in their advertisements. Search engines, however,are not responsible for their use ‘under current practices,’ whether or not trade marks are included in advertisements. The thesis supports that trade mark law and jurisprudence should transform the cycle that starts with the balance of interests and end with fair and efficient competition into a virtuous spiralwhere one feeds the other; the two are inextricably linked.
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Neethling, Riaan. „Search engine optimisation or paid placement systems-user preference /“. Thesis, [S.l. : s.n.], 2007. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1076&context=td_cput.
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Jacobson, Malcolm. „Getting paid writing graffiti : How graffiti artists produce value within marketing“. Thesis, Stockholms universitet, Sociologiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-114878.
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In settings such as hotels, bars and boutiques, things like cars, sodas, clothes, and cities, are fueled with the symbolic capital of graffiti. The purpose of this ethnographic study is to understand how graffiti writers, through marketing, increase the value of their work, as well as that of other products, and how this commercialization affects the meaning of graffiti. Utilizing a perspective of social constructionism, the analysis shows how actors and social fields that are constructed as incongruous (e.g., art galleries and graffiti culture), are at the same time being mixed together to create something new, and thus create value. This study shows how practices that are considered marginal, or deviant, at the same time generate value within the general economy. Deploying an abductive approach, and building on ample empirical material, this study shows that the narrative of graffiti as something illegal is one of the main traits that enables graffiti writers to exchange subcultural capital for economic. The results show that previous research, investigating graffiti from a dichotomous perspective of either art or vandalism, do not give a satisfactory understanding of this diverse subculture. The empirical material consists of 30 participant observations in public events, in Sweden during the autumn of 2014, where graffiti is turned into a commodity embodied with subcultural capital. Moreover, four in-depth interviews were executed with graffiti writers who have sold their competence and art for purposes of marketing, and one group interview with three of their customers. Further, several documents were collected and analyzed.
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Aurimas, Mickus, Zhou Pengshuo und Guo Xiang. „The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market“. Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.
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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.
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Bokaová, Katarína. „On-line marketing so zameraním na kampane prostredníctvom Google“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162306.
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Internet advertising is becoming more and more important. Budgets of media planners are moving from TV and print to internet. Due to the young age of the Internet and especially online marketing, we can assume that this trend will grow stronger. This work addresses one of the biggest players on the Internet - Google and especially its tool for creating PPC ads. The first part concerns the most important aspects of the current internet marketing sphere and the second part is devoted to a specific topic of creating campaigns through Google Adwords and their subsequent success analysis by using already established metrics.
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Herlesová, Hana. „Marketing soukromé kliniky Santé“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114331.
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This master thesis is focused on marketing of Santé, the private clinic. The first part is theoretical and has two main chapters. Marketing in the field of health care is the first chapter, including the differences between health care marketing and marketing in other fields and other characteristics of the medical system. Next a product is defined, in health care it is the provided service. Marketing mix is described not as 4P but as 4C. Then there is the practical point of view on the health care system. Very important is the patients' satisfaction, which is measured by many different surveys, such as the best hospital, or quality perceived by the patients. The other chapter discusses used methods, defines marketing research and the S-T-P strategy. The practical part of thesis introduces the company Santé followed by the description of their clientele, which is differentiated as individual and companies' clientele. Marketing mix of the company consists of the 4 components already mentioned higher. Next is the SWOT analysis. Analysis of the competition focused on the main competitors of Santé. Very significant moment is the research project created to suit the needs of this thesis only. A complex questionnaire researching the privet clinic market as a whole was prepared. Analysis of the data was complex as well. Open questions were analyzed separately, closed questions were processed with the help of SPPS computer program. By the end of the thesis there are some recommendations for the company that originate in the research project and also from the confrontation of the theory and practice. Last is the conclusion, bibliography and the annex, where you can find already mentioned questionnaire.
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Phan, Anton, und Sinem Yedic. „“This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships“. Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18256.
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An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. With the growth of influencer marketing, regulations and guidelines in Sweden have been put in place to ensure consumers integrity. SMIs and companies are required to disclose paid partnerships. However, many companies have the perception that truthful marketing can affect consumers brand perception negatively. Research based on consumer brand perception and disclosed paid partnerships between SMIs and companies have not previously been explored. Therefore, the purpose of this thesis is to explore how consumers perceive brands when SMIs disclose paid partnerships. In order to gather consumers ́ brand perception when SMIs and companies collaborate, a qualitative study using focus groups was conducted, where the participants thoughts and opinions have been studied. The findings of this thesis indicate that the communication and characteristics of SMIs influences consumers brand perception. The factors analyzed were: influence of SMIs, content, trust and truthfulness. The factors were important for how consumers perceive the SMI and brand of companies. The most important implication of this thesis is that the study can be of use for companies that seek to collaborate with SMIs when the aim is to reach target groups and enhance brand perception.
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Morrison-Coulthard, Lisa Jane. „Measuring service quality and relationship marketing in a paid membership organisation : the influence of cognitive factors“. Thesis, University of Leicester, 2005. http://hdl.handle.net/2381/31222.
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Despite the mass of research into customer behaviour and expectations, very little has focused on paid-membership contexts (in which an individual must pay to join an organisation in order to receive the benefits of being a member of that organisation). This research focuses on the measurement of customer service quality in a paid membership organisation, together with the key characteristics of the organisation, its members and the relationship between these factors. However, as a fundamental part of customer service evaluation is the effectiveness of the evaluation instrument itself - current techniques and research regarding their effectiveness are reviewed and compared. Specifically, the SERVQUAL (Parasuraman et al., 1988) technique is documented, and research highlighting conceptual, methodological and interpretative problems is critically reviewed in light of recent advances in service quality measurement and the cognitive psychology of survey responding. On the basis of this review, a new measurement tool is developed and its effectiveness and reliability compared to SERVQUAL. Existing research on membership organisations and relationship marketing is also critically reviewed and discussed with respect to a specific paid membership organisation. The design, development and piloting of a survey specifically designed to evaluate the customer service provision of the particular professional paid membership organisation and the nature of its relationship (and relationship marketing activities) with its members, is then detailed, culminating in a full survey of the organisation's membership. The findings of the survey are critically reviewed and are found to be highly consistent with previous research on relationship marketing in membership organisations. The main conclusions are then critically discussed, together with methodological issues. Finally, directions for further research are considered.
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Smedberg, Emelie, und Britta Fayete. „”Paid partnership with….” : En kvalitativ studie om hur unga upplever sponsrade inlägg på Instagram“. Thesis, Mittuniversitetet, Avdelningen för medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-32875.
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Problemformulering och syfte: Reklam på sociala medier har länge varit en gråzon och ett flertal profiler har fällts för smygreklam. De unga är de som oftast befinner sig på dessa plattformar och de tycks sakna ett kritiskt förhållningssätt när det gäller konsumtion av information och medier. För att tydliggöra skillnaden mellan åsikt och reklam har därför en ny “markör” som tydligt visar om inlägget på Instagram är sponsrat uppkommit. Denna studie syftar därmed till att undersöka hur de unga upplever de sponsrade inläggen från influencers på Instagram, samt hur de resonerar kring den nya märkningen. Metod och material: S tudien bygger på fyra kvalitativa fokusgruppsintervjuer med respondenter i åldrarna 16-24 från Mittuniversitet och Elias Teoretiska Gymnasium i Sundsvall. Huvudresultat: Studiens resultat visar att respondenterna upplever sponsrade inlägg i stora drag som positiv, detta eftersom att denna typ av reklam ses som frivillig och ofta är av intresse för respondenterna. Den nya “markören” på Instagram har gjort det lättare att skilja på redaktionellt innehåll och reklam, vilket ökar trovärdigheten för influencers och företag. Resultatet visar att relationen med influencers varierar, vissa har en vänskaplig relation medan andra ser de som stilikoner. Denna relation påverkas inte drastiskt av de sponsrade inläggen, dock kan för mycket sponsrade inlägg på Instagram leda till att trovärdigheten sjunker. Vidare har de sponsrade innehållet en stor påverkan på respondenternas attityder och handlingar.
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Ignáth, Kateřina. „Studie proveditelnosti podnikatelského záměru pre-paid modelu degustace moravského vína“. Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-264236.
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The thesis aims to assess the feasibility of the business plan of pre-paid model of tasting of Moravian wine and judge whether it pays off to invest into this business plan. The feasibility study serves to confirm the execution of the business plan. The study describes the establishment of limited liability company and activities that are related to its establishment. It analyzes the environment through PEST analysis and Porter's five forces model. Market research is conducted via a survey, which serves as a basis for determination of an estimate of potential customers. Marketing mix allows to describe the product, pricing, distribution, promotion plan and marketing communications. The final price is determined using the calculation formula. The opening balance sheet of the company is prepared within this thesis. The amount of capital, the costs and sources of funding are determined. The financial plan includes estimated revenue, profit, return on equity and cash flow plan for the first two years of the life of the company.
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Hahn, Sejin, und Sarafat Hossain. „Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies“. Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185101.
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Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. those that were persevering like embers in a 'slow burn' state of low income against persistent expenses. Therefore, the research sought to compare the results of marketing experimentation with current plans for increasing resiliency, or enabling robust growth, coming out of the pandemic. Methodology / Design / Approach -- As the quantitative understanding of the business impacts had been generalized, a closer look was needed into what entrepreneurs and small business leaders were thinking about in the present moment, by reflecting on factors for survival / thriving, until this point and going forward. To capture this wide range of perspectives and strategies in formulation, qualitative methods with a diverse set of businesses were selected. Theoretically, customer-centric marketing principles were employed, focusing on three intangible firm resources (of the resource-based view): 1) Stakeholder Relationships; 2) Brand Equity and 3) Knowledge / Capabilities. Findings -- With the realization that adequate financing is inaccessible and government support perceivably unreliable, small businesses naturally tested several emergent strategies within the limits of their available resources. During times of crisis and radical change, as entire industry ecosystems are reassuming their fundamentals, companies have the opportunity to maximize and develop their resources, in alignment with differing and changing customer demands. Practical Implications -- While the recommendations are tailored for small business and optimistically many, cities are also suggested to take a resource-based VRIO (Value, Rarity, Imitability and Organizability) approach to supporting the economic value and potential of their retail, restaurant and service-oriented business communities. Originality / Value -- Applying a modern customer-centric view for the small business resources most potentially valuable and developable, this research contributes a unique crisis-borne framework, which may be conceptually used as a hotbed -- by both internal and external (i.e. municipalities, partners and customers) stakeholders -- for ideating novel marketing strategies and supporting business growth / resilience. Keywords: Adaptation, Crisis Management, Financial Liquidity, Access to Capital, Government Aid, Alternative Finance, Marketing Strategy, Resource-based View (RBV), Customer-Centric, Stakeholder View, Brand, Authenticity, Knowledge, Capabilities, Marketing Management, Marketing-Finance Interface, Paid Marketing, Organic Marketing, Customer Loyalty, Community and Decision-Making
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Lizuch, Filip. „Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-417694.
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This diploma thesis focuses on the analysis of the company iPARTNER s.r.o. and its development over the course of the past several years. To evaluate the company’s current state, the thesis uses the following analytical methods: SWOT, 7S, SLEPT, and an analysis of the paid search campaign service tools. The solution developed in this thesis provides both the clients, as well as the employees of the company with a more effective tool for comparing and determining the metrics used in paid search campaigns.
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Baker, David Lee. „Toward a Theoretical Model of the Principal Determinants of Country-Level Entrepreneurship“. Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334533213.
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Ginovič, Svetlana. „Aukštojo mokslo finansavimo reforma“. Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120801_122737-43602.
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Šiuo metu viena iš aktualiausių temų yra aukštojo mokslo ir studijų reforma, mokamos ir nemokamos studijos. Siekiama, kad aukštasis mokslas taptų kiekvienam prieinamas. Ši tema buvo pasirinkta, nes aukštasis mokslas yra aktualus visiems, ekonomikai, visuomenei svarbu, kad kuo daugiau žmonių įgytų aukštesnį išsilavinimą, daugelis asmenų jo siekia. Kuo aukštesnis išsilavinimas, tuo didesnė nauda žmogui, nes tas, kuris išsimokslinęs, turi daugiau galimybių įsidarbinti ir gauti didesnes pajamas. Todėl normalu, kad kuo daugiau žmonių siekia aukštojo išsilavinimo. Aukštojo mokslo reforma yra siekiama padaryti mokslą kokybiškesnį, prieinamesnį Lietuvos jaunimui, atviresnį visai visuomenei, garantuoti socialinę paramą studentams, pakankamą studijų finansavimą.
Aukštojo mokslo reforma būtina, nes dabartinė mokslo ir studijų sistema turi daug trūkumų. Manoma, kad pakeitus aukštojo mokslo finansavimo būdus, bus išspręsta daug aukštojo mokslo sektoriaus problemų. Dėl mokesčių už aukštąjį mokslą iškyla daug diskusijų: kas turi mokėti už studijas – studentas ar valstybė. Juk abiem pusėms svarbu, kad kuo daugiau žmonių įgytų aukštąjį išsilavinimą, tačiau valstybei nepakanka lėšų sumokėti už kiekvieno studento studijas, o studentas yra priverstas dirbti ir imti paskolą.
darbo tikslas – ištirti Lietuvos aukštojo mokslo finansavimo reformos pokyčius.
Iškeltam tikslui pasiekti nustatyti tokie uždaviniai:
1. Išnagrinėti Lietuvos aukštojo mokslo finansavimo pokyčius.
2. Sugretinti aukštojo... [toliau žr. visą tekstą]Currently, one of the most important topics of higher education reform, paid and unpaid study. The aim is to make higher education accessible to everyone. This theme was chosen because higher education is relevant to everyone, the economy and society it is important that more people acquire higher education, many people seek it. The higher the education, the greater the benefits for humans, because the one who educated, have more job opportunities and higher income. It is therefore normal that the more people seek higher education. Higher education reform is to make higher quality education, accessible to young people in Lithuania, a more open society as a whole, to ensure social support for students, adequate funding for education. Higher education reform is necessary because the current education system has many flaws. It is believed that changing the ways of financing higher education will solve many problems in the higher education sector. The fees for higher education there is much debate: who should pay for their studies - a student or the state. For both sides it is important that more people acquire higher education, but the state is not enough money to pay for the education of each student and the student is forced to work and take out a loan. The aim - to investigate the Lithuanian higher education funding reform changes. To achieve the aim set out the following tasks: First Examine the Lithuanian higher education funding changes. Second Juxtaposition of higher... [to full text]
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Costa, Gilmara Mendes da. „Imagens do terceiro setor: um estudo com pais e respons?veis financeiros das organiza??es educacionais“. Universidade Federal do Rio Grande do Norte, 2008. http://repositorio.ufrn.br:8080/jspui/handle/123456789/12102.
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Previous issue date: 2008-09-04The present report is the result of an applied research in the educational entities of the third sector, aiming to demonstrate whether the financial influences the perception of users on the image of those entities. For both used the prospect of integrative marketing relationship adapting to and developing a set of indicators which bore the measurement of images from the model of Machado et al (2005) and Kotler and Fox (1994). The sample included a total of 187 parents and financial responsibility in 03 (three) institutions of education in Natal / RN. These data were processed by multivariate statistical analysis, factor analysis, linear regression, analysis of cluster and discriminant analysis. The factor analysis also identified 6 images perceived by users of services. Next were the relationships of cause and effect between the financial and images formed. In discriminant analysis, was identified two distinct groups of parents and guardians with financial perceptions similar and well defined. The result of the work shows that the differential level of financial participation of parents and guardians not influence the formation of the images formed from educational institutions of the third sector
Neste trabalho apresenta-se o resultado de uma pesquisa aplicada nas entidades educacionais de terceiro setor, com o objetivo de demonstrar se a participa??o financeira influencia a percep??o dos usu?rios quanto ? imagem dessas entidades. Para tanto utilizou-se a perspectiva integrativa do marketing de relacionamento adaptando-se e desenvolvendo um conjunto de indicadores que suportassem a mensura??o das imagens a partir do modelo de Machado et al (2005) e Kotler e Fox (1994). A amostra contemplou um total de 187 pais e respons?veis financeiros em 03 (tr?s) institui??es de ensino na cidade de Natal/RN. Esses dados foram tratados atrav?s de an?lises estat?sticas multivariadas, an?lise fatorial, regress?o linear, an?lise de cluster e an?lise discriminante. A an?lise fatorial possibilitou identificar 6 imagens percebidas pelos usu?rios dos servi?os. Em seguida foram observadas as rela??es de causa e efeito entre a participa??o financeira e as imagens formadas. Na an?lise discriminante, identificou-se dois grupos distintos de pais e respons?veis financeiros com percep??es semelhantes e bem definidas. O resultado do trabalho demonstra que o n?vel diferenciado de participa??o financeira dos pais e respons?veis n?o influencia na forma??o das imagens formadas das institui??es educacionais do terceiro setor
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Narasimhan, Anirudhan. „Commercialization of HFAC Electronic Nerve Block Technology to Treat Chronic Post Surgical Pain“. Case Western Reserve University School of Graduate Studies / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=case1290641992.
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Nakhata, Chinintorn. „Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons“. Scholar Commons, 2014. https://scholarcommons.usf.edu/etd/5282.
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Traditional economic theory suggests that consumers are likely to prepay for a product/ service that appears to be heavily discounted. However, in reality, many consumers do not think and act to achieve that goal. This is evident in consumer's psychological and behavioral responses toward a new type of price promotion, namely social coupons (SCs) (i.e., online coupons that offer consumers a substantial discount with a long redemption period when they prepay for a retailer's products/services). Such responses generate vital impacts not only on consumers themselves in terms of saving maximization but also on service retailers (e.g., sit-down dining restaurants) and SC providers (e.g., Groupon and LivingSocial) in terms of revenue maximization generated from offering SC campaigns. This dissertation aims to provide insights to the literature in price promotions, specifically SCs. Guided by mental accounting theory (i.e., consumers open a mental account when costs are incurred and close a mental account when benefits are received), this dissertation is structured in the form of two separate empirical essays. While Essay 1, "Prepaying Less is Preferable to Saving More: The Role of Pain of Prepayment Aversion in Social Coupon Purchasing Decision", focuses on opening a SC mental account (i.e., cost incurred), Essay 2, "Superfluous Spending: The Role of Neglected Mental Budget Depletion in Spending Decision when Redeeming Social Coupons", focuses on closing a SC mental account (i.e., benefit received).
Essay 1 explored why consumers purchase SCs featuring a low-implausible face value (i.e., a face value that is lower than the normal price range expected by consumers for a particular type of service)? Findings across five experiments revealed that consumers' likelihood of purchasing SCs featuring a low-implausible (vs. plausible) face value was greater when a coupon price for SCs featuring a low-implausible face value was lower than willingness-to-prepay for a SC (WTPP-SC), while a coupon price for SCs featuring a plausible face value was higher than WTPP-SC. Furthermore, consumers' likelihood of purchasing SCs featuring a low-implausible face value was greater when a coupon price was lower (vs. higher) than WTPP-SC. Pain of prepayment (i.e., the disutility/imputed cost, painful feeling, generated from the thought of prepaying amount of money required for a SC) aversion was an underlying process. That is, consumers experienced greater pain of prepayment when a coupon price was higher (vs. lower) than WTPP-SC. Pain of prepayment, in turns, negatively influenced consumers' likelihood of purchasing SCs featuring a low-implausible face value. Moreover, consumers' likelihood of purchasing such SCs was greater when time pressure was present (vs. absent) and when semantic cues were abstract (vs. concrete). Finally, when being exposed to multiple SC deals for the same service, which vary in terms of face value plausibility (Option 1: low-implausible face value vs. Option 2: plausible face value), consumers were more likely to choose a SC deal featuring a low-implausible face value (Option 1) when a coupon price for a SC deal featuring a low-implausible face value was lower than WTPP-SC but a coupon price for a SC deal featuring a plausible face value (Option 2) was higher than WTPP-SC. In contrast, when coupon prices for both SC deal options were lower than WTPP-SC, consumers were more likely to choose a SC deal featuring a plausible face value (Option 2).
Essay 2 explored why consumers spend a great additional amount of money beyond a SC face value? Findings across three experiments revealed that the amount of money spent beyond a SC face value was greater when consumers redeem SCs featuring a low-implausible (vs. plausible) face value. Neglected mental budget depletion (i.e., the instance in which consumers neglect the fact that the budget assigned to a particular SC mental account as a spending self-control is already depleted) was an underlying process. That is, consumers had a greater tendency to neglect mental budget depletion when redeeming SCs featuring a low-implausible (vs. plausible) face value. Neglected mental budget depletion, in turns, positively influenced the amount of money spent beyond a SC face value. Furthermore, concrete (vs. abstract) semantic cues and far (vs. near) distance between purchasing and redeeming a SC intensified neglected mental budget depletion effect, which in turns, increased the amount of money spent beyond a SC face value when redeeming SCs featuring a low-implausible face value.
In conclusion, this dissertation provides theoretical insights on consumers' psychological responses, and their behavioral responses toward SCs during two SC stages, which results in sub-optimal SC decision-makings: (1) purchasing SCs featuring a low-implausible face value (Essay 1); and (2) spending additional money beyond a SC face value when redeeming SCs at a service retailer (Essay 2). The empirical findings across two essays add to the growing body of the literature in price promotions, specifically SCs. This dissertation also provides managerial insights regarding how managers can design and strategically implement SC campaigns that can maximize the number of SC being purchased and the great amount of money consumers spend beyond a SC face value when they redeem a SC at a service retailer.
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Pires, Sérgio Roberto Lopes. „Nível de satisfação dos pais do ensino fundamental da sociedade caritativa e literária de São Francisco de Assis-ZN (SCALIFRA-ZN), no Estado do Rio Grande do Sul“. reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2001. http://hdl.handle.net/10183/2788.
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A satisfação do cliente tem se colocado como prioridade de investigação para acadêmicos e praticantes de marketing nas últimas décadas. Isto se deve à difusão do conceito de marketing, e o consequente aumento do interesse pela retenção dos clientes. As escolas de ensino fundamental no Estado do Rio Grande do Sul passam pelo mesmo fenômeno, devido ao crescimento do número de concorrentes e da intensidade competitiva. Este trabalho, realizado no início de 2001, objetiva mensurar e analisar a satisfação dos clientes de quatro escolas de ensino fundamental da SCALIFRA-ZN no Estado do Rio Grande do Sul, indicando, como conclusão, pontos de melhoria a serem seguidos pelas mesmas.
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Ricci, Bianca Castro da Silva Maraninchi. „A forma de apresenta??o das informa??es nutricionais em embalagens de alimentos e o impacto na decis?o de compra dos pais“. Pontif?cia Universidade Cat?lica do Rio Grande do Sul, 2016. http://tede2.pucrs.br/tede2/handle/tede/7098.
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Nutrition labeling has become strategically important with the increasing awareness of consumers about the importance of nutrition for health promotion and disease prevention. The attention of researchers in the marketing area is thus turning to the impact of food packaging in the purchase decision process. This study seeks to identify whether the different forms of presentation of nutrition information (also called information systems) on the front panel of food labels have an impact on the perception of healthiness and purchase intent. For this, we evaluated the factors "individual characteristics" and "nutritional knowledge", categorized by Drichoutis, Lazaridis and Nayga (2005); "General attitude toward information systems," suggested by Kaltcheva, Patino and Leventhal (2013); and "perception of healthiness" and "user friendliness", as proposed by Feunekes et al. (2008). An online descriptive survey, with quantitative variables, has focused on parents with children aged from 2 to 12 years. The results show significant differences in the perception of healthiness and purchase intent based on different information systems used in food packaging. The results, academic and managerial implications are thoroughly discussed and improvements for future research are suggested.
A rotulagem nutricional ganhou import?ncia estrat?gica com o aumento do conhecimento dos consumidores acerca da import?ncia da alimenta??o para a promo??o da sa?de e preven??o de doen?as. Com isso, a aten??o de pesquisadores na ?rea do marketing vem se voltando ao impacto das embalagens de alimentos no processo de decis?o de compra. O presente estudo busca identificar se as diferentes formas de apresenta??o da informa??o nutricional (tamb?m chamados sistemas de informa??o) no painel frontal dos r?tulos de alimentos t?m impacto na percep??o de saudabilidade e na inten??o de compra. Para isso, foram avaliados os fatores ?caracter?sticas individuais? e ?conhecimento nutricional? categorizados por Drichoutis, Lazaridis e Nayga (2005); ?atitude geral para com os sistemas de informa??o?, categorizada por Kaltcheva, Patino e Leventhal (2013); e ?percep??o de saudabilidade? e ?simpatia do consumidor?, conforme proposta de Feunekes et al. (2008). Foi realizado um levantamento do tipo survey, on line, de natureza descritiva, contendo vari?veis quantitativas, com uma amostra de pais de crian?as com idade entre 2 e 12 anos. O resultado identificou diferen?as significativas na percep??o de saudabilidade e na inten??o de compra diante de diferentes formas de apresenta??o da informa??o nas embalagens de alimentos. A inclus?o de uma informa??o nutricional ao painel frontal aumenta a percep??o de saudabilidade dos pais em rela??o ao produto. As embalagens que re?nem mais informa??es foram apontadas como de maior credibilidade, de mais f?cil compreens?o, que mais agradam, percebidas como de produtos mais saud?veis e ainda aumentam a inten??o de compra. O trabalho discute minuciosamente os resultados encontrados, implica??es acad?micas e gerenciais, bem como sugere avan?os para pesquisas futuras.
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Sheehan, Daniel E. „Dynamic in-store decision making“. Diss., Georgia Institute of Technology, 2015. http://hdl.handle.net/1853/54871.
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Much of our current understanding of how consumers shop for goods and services is based on cross-sectional analyses of end-of-trip variables (e.g., basket composition, total spending) that has largely assumed purchase behavior is constant over the course of a shopping trip, however research has begun to demonstrate how an initial purchase can influence a subsequent purchase decision. This suggests shopping behavior may not only vary throughout a shopping trip, but rather is specifically influenced by when a purchase decision occurs within a shopping trip. I build on this foundation through two essays that show how and why a consumer’s in-store purchasing behavior is influenced by both the decisions they have made and the decisions they anticipate to make later. The first essay demonstrates that a consumer’s relative spending— the price of an item, relative to the prices of the other items in the same product category—evolves nonlinearly over a single shopping trip, and this pattern is distinct for budget and nonbudget shoppers. The second essay examines whether and how encountering promotions in-store, but temporally in advance of the promoted product influences a consumer’s redemption decision. These findings suggest that shoppers’ decisions evolve of a single shopping trip as a function of the decisions and evaluations the have made earlier in the shopping trip, as well the decisions they still have left to make. In each essay, implications for researchers and practitioners are presented and opportunities for future research are discussed.
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Eberhart, Joséphine. „Douleurs et antidouleurs en médecine générale : une sociologie de la prescription“. Thesis, Paris, EHESS, 2020. http://www.theses.fr/2020EHES0132.
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Ce travail de thèse entend interroger les pratiques de prescription d’antidouleurs réalisées par les médecins généralistes français. Pour cela, il prend appui sur l’étude de la trajectoire de deux antalgiques que sont les spécialités à base de dextropropoxyphène, commercialisées entre autre sous le nom de Di-Antalvic, et les spécialités à base de tramadol.Cette recherche adopte une double perspective. D’une part, elle envisage la prescription comme le résultat d’un processus, en l’occurrence le choix d’une molécule disponible sur un marché et elle analyse alors la façon dont ce marché a émergé et comment il fonctionne tout au long du 20ème siècle. Cette perspective donne une place prépondérante à la mise au jour des déterminants très macrosociologiques pesant sur la prescription, comme l’industrie pharmaceutique bien sûr, mais aussi les autorités de santé, qu’elles soient nationales ou européenne ; tous ces acteurs jouent un rôle prépondérant dans les différentes modalités de circulation des produits sur le marché : fabrication, promotion, remboursement mais aussi évaluation, voire réévaluation et retrait du marché. D’autre part, cette recherche analyse la prescription comme un travail réalisé au cours de la consultation et qui consiste, pour le médecin, à opérer des tris entre les différents motifs douloureux, à gérer les cas hybrides qui correspondent souvent aux « patients complexes » ou « à problèmes » et donc à prescrire en conséquence de manière à calmer la douleur, quelle que soit son origine. Ce travail mobilise donc des ressources et des savoirs issus de la formation initiale ou continue du médecin, de son expérience du médicament, etc. et requiert des compétences bien spécifiques en ce qui concerne la gestion des effets secondaires par exemple. Cette recherche entend donc analyser les manières dont ces savoirs opératoires sont mobilisés lors du travail de prescriptionThis thesis focuses on the prescription of painkillers by general practitioners. It is grounded in the study of the “trajectory” of two iconic drugs. The first ones are dextropropoxyphene-containing painkillers whose brandname was Di-Antalvic (among others) and the seconds are tramadol-containing drugs. This research adopts a twofold perspective. On the one hand, the prescription of painkillers is considered as the result of a process, in this case the choice of a molecule available on a market, and it then analyzes how this market emerged and how it has functioned throughout the 20th century. This perspective aims at uncovering the very macro-sociological determinants which play a role in prescribing practices, such as the pharmaceutical industry of course, but also the (national or European) health authorities. All these stakeholders have a decisive influence on the different ways in which these analgesics circulate on the market - as they are manufactured, promoted, reimbursed, but also evaluated, re-evaluated and sometimes withdrawn from the market.On the other hand, this research analyzes the prescription of painkillers as work carried out during the consultation. It shows how general practitioners sort out different types of pain, handle hybrid cases – which often correspond to "complex patients" or "problem patients" – and therefore prescribe with the view to calm pain, whatever its origin. As a result, to prescribe, physicians rely on resources and knowledge from their training, past experiences with drugs, etc., as such work requires very specific skills in the management of side effects, for example. This research intends to analyze the ways in which these different types of knowledge are mobilized during the prescribing work
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Brizante, Janaina Geraldes. „Percepção de dor, atenção visual e aversão a risco financeiro na tomada de decisão“. Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/42/42137/tde-13082014-145816/.
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Na tomada de decisão, o conteúdo afetivo dos possíveis resultados é determinante para escolha. Pessoas com diferentes tolerâncias a estes resultados têm distintas tolerâncias a risco. Decisões são moduladas minimizando-se resultados aversivos (emoção negativa e dor), e diferenças individuais relacionadas a aversão a risco poderiam ser preditoras de percepção de dor. Aqui, objetiva-se explorar se indivíduos com distintas aversões a risco financeiro teriam diferente percepção de dor física, social e imagética (contemplação de imagens de baixa valência/alto alerta). Em decisões financeiras, características pessoais de sensibilidade a preço ou produto seriam reveladas na maneira como o cenário de decisão é visualmente explorado. Outro objetivo é investigar como se dá a modulação da atenção visual em decisões financeiras de acordo com características individuais, manipulando-se diferentes formas de apresentação de preço. Espera-se colaborar para o entendimento dos processos de decisão em humanos, e contribuir para a construção de um modelo amplo de tomada de decisão.The human behavior has its basis in dynamic coalitions of networks of brain areas underling emotion and cognition. It is believed that the decision is made through simulations of possible outcomes, and the affective content of these outcomes is crucial to the choice. Individuals experience different levels of tolerance to aversive results, these differences shape tolerance to risk, and it might also shape tolerance to pain. Therefore, pain perception could be an important component of decision-making. We explored the relationship between individual differences in pain perception (nociception, social exclusion and imagetic pain, the displeasure caused by low valence and high arousal images) and financial risk aversion. We also investigated how individual differences in economic decisions are reflected in visual attention, in different prices scenario. We hope to collaborate to a better understanding of the decision processes in humans, and to contribute to the conception of a more complete model of decision-making.
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Dias, Lucia Ancona Lopez de Magalhães. „Critérios para avaliação da ilicitude na publicidade“. Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/2/2131/tde-16082011-160021/.
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A temática da publicidade encontra-se normatizada no Código de Defesa do Consumidor a partir de princípios e cláusulas gerais, que, se virtuosas pela abrangência interpretativa, igualmente passíveis de desencadear grande insegurança jurídica quando não calcadas em consolidada doutrina e parâmetros interpretativos concretos. Nesse contexto, a presente tese tem por escopo conferir nova e detalhada sistematização ao tema e, fundamentalmente, fornecer ao operador do direito diretrizes palpáveis à análise da enganosidade e abusividade nas mensagens publicitárias. Trata-se, por exemplo, da necessidade de se analisar a (i)licitude da publicidade a partir da figura do consumidor como critério interpretativo central do artigo 37 CDC, procedendo-se a uma releitura do conceito de consumidor médio. No exame da publicidade enganosa, em especial no âmbito da sua tutela difusa, propõe-se, ademais, o critério de investigação do consumidor típico da publicidade, a partir do qual o potencial de indução em erro poderá ser melhor apreendido. A tese aborda ainda o conceito de dado essencial para configuração da enganosidade por omissão e ressalta os efeitos das mensagens secundárias ao slogan principal da publicidade. Tema igualmente novo refere-se à adoção das pesquisas de mercado na constatação da (i)licitude da publicidade. No que tange à publicidade abusiva, o trabalho se lança ao exame e delimitação de seus conceitos indeterminados, destaca o aspecto da tutela dos valores da coletividade e demonstra a impropriedade de uma análise puramente subjetiva e individual dessas peças publicitárias. O presente estudo apresenta ainda um quadro sistemático das técnicas publicitárias mais freqüentes, i.e., merchandising, publicidade redacional, teaser, exagero publicitário e mensagem de tom excludente, publicidade testemunhal e comparativa, analisando suas implicações no âmbito do direito do consumidor. Por fim, aborda-se a responsabilidade civil na publicidade ilícita e os pressupostos do dever de indenizar. Examina-se a reparação do dano moral (individual e coletivo) e o aspecto punitivo de tais indenizações, bem como os sujeitos da responsabilidade civil e a existência (ou não) de uma responsabilidade solidária entre anunciante, agência, veículo e celebridades.Advertising is regulated by the Consumer Defense Code (CDC) according to principles and general rules that, notwithstanding being characterized by their constructive scope, may give rise to legal uncertainty whenever they are not grounded on settled legal doctrine and concrete constructive parameters. In this context, the present thesis aims to grant new and detailed systematization to the issue, and provide lawyers with tangible directions to analyze the deceptiveness and abusiveness within advertising messages. It regards, for instance, the need to analyze advertising (un)lawfulness from the consumers standpoint as the core constructive criterion of article 37 of the CDC. At this point we scrutinize in details the concept of reasonable consumer. Upon examining deceptive advertising, especially with regard to its diffuse protection, we propose, in addition, the typical consumer investigative criterion in advertising whereby potential error induction may be better understood. The thesis also addresses the essential data concept to configure deceitfulness by omission, and underscores the effects of secondary messages on the main advertising slogan. Likewise, the theme is related to the adoption of market research to ascertain advertising (un)lawfulness. Considering abusive advertising, this thesis examines its undetermined concepts, highlights the protection of collective values, and evidences the inadequacy of its subjective and individual analysis. The present study also offers a systematic table of the most frequent advertising techniques, i.e., merchandising, copywriting, teaser, exaggerated and excluding advertising, testimonial and comparative advertising, analyzing their entailments within Consumer Law. Finally, the work addresses the liability related to unlawful advertisement and the elements that determine the duty to indemnify. Pain and suffering redress (either individual or collective) and the punitive feature of such indemnification are examined herein, as well as the liable subjects and the existence (or not) or joint liability among the sponsor, advertising agency, media vehicle and celebrities.
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Chia-Lan, Wang, und 王迦嵐. „A Study of the Linking between Paid Membership Relationship Marketing and Customer Loyalty“. Thesis, 2003. http://ndltd.ncl.edu.tw/handle/84742649596230115451.
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碩士東吳大學
企業管理學系
91
Membership activity is one of the most common marketing methods. Its major objective is to establish and maintain a long-term customer relationship. This study has taken body fitting club as an example, to explore the linking between paid membership relationship marketing and customer loyalty. There were many studies which took commitment to the main variable to affect customer follow-up behavior in the past. However, business seldom put marketing promotion activities into researches concretely. In addition, studying the marketing relationship between the organization and individual customer was rarely adopted. On the other hand, this study has taken human values as a moderator variable, trying to use it to segregate market, furthermore, to formulate the management strategy. The objectives of this study have two: one is to explore the membership relationship marketing activities through literature review; the other is trying to understand the degree of the moderator effect between marketing activity and customer loyalty. This study has used Oliver (1999) four loyalty strategies (product superiority, determined self-isolation, village envelopment and immersed self-identity) as membership marketing activities; and used Kahle (1983) LOV scale (hedonism, empathy and self-actualization) to measure human values. Besides, multi-variable multi-regression has been analyzed the affect of each construct relationship. The results are listed as following: 1.Product superiority, village envelopment and self-identity marketing activities have positive relationship to customer loyalty. 2.Determined self-isolation marketing activity has negative relationship with customer loyalty. 3.Enterprisers who use product superiority membership relationship marketing activities to the members who emphasize hedonism values can enhance their customer loyalty more than their counterpart. 4.Enterprisers who use village envelopment membership relationship marketing activities to the members who emphasize empathy values can enhance their customer loyalty more than their counterpart. 5.Enterprisers who use immersed self-identity membership relationship marketing activities to the members who emphasize self-actualization values can enhance their customer loyalty more than their counterpart. 6.Enterprisers who use less determined self-isolation membership relationship marketing activities to the members who emphasize self-actualization values can enhance their customer loyalty more than their counterpart.
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陳儒樺. „A Study of the Marketing Mix in Paid-for Psychological Counseling: Customer's Perspective“. Thesis, 2010. http://ndltd.ncl.edu.tw/handle/13292959039902321767.
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碩士國立彰化師範大學
輔導與諮商學系所
98
This study was based on the marketing mix framework of 4Ps and 4Cs, to investigate the potential customer’s perception of psychological counseling, including distress types for product/ customer’s wants and needs, psychological counseling fee per hour from the price/customer’s cost aspect, preference of counseling services institutions from the place/convenience aspect and frequently used, trusted information source for promotion/communication aspect in order to understand the opportunity for the development of the paid-for psychological counseling market and to establish a proper marketing strategy of psychological counseling profession. Internet survey was used in this study, with research-initiated questionnaires posted on public survey site for two months, and collected 812 replies which from respondents more than 20 years old, and the results as shown below: 1、 The most people’s contact with psychological counseling was "heard of it but not required yet", and the main reason for whom that "want to use the psychological counseling services but not yet" was lacking of information resources. 2、 The disturbance of most people from high to low, followed by stress, career worries and emotional problems, and men’s distresses in affair and marital problems were significantly higher than women. 3、 Most people perceived that reasonable hourly cost of psychological counseling services were less than 500 NT dollars, significantly lower than the current market for pay counseling fees, but the people who with relevant background, had used the counseling services recognized a higher cost. 4、 The psychological counseling institutions that most people prefer to visit were independent psychological counseling/therapeutic clinic, followed by hospital and community organizations, and the willing to schools, government/mental health institutions were the lowest. 5、 The frequently used information sources of psychological counseling were “classes, lectures or seminars", "internet", "Television advertising propaganda" and "TV news", which generally need people to reach them actively with motivation. And the most trust in the counseling information source was "professional".
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Tsai, Yu-Han, und 蔡語涵. „The Study of Relationship among Experiential Marketing, Experiential Value and Royalty in Self-Paid Health Examination“. Thesis, 2016. http://ndltd.ncl.edu.tw/handle/75817088561967753907.
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碩士國立臺灣大學
健康政策與管理研究所
104
Background:Nowadays health care institutions have transformed to focus more on the value of patient experiences. Those institutions can enhance competitiveness effectively if customers get pleasurable experiences. Because people pay much more attention to their health, health examinations provided from government isn’t enough. So it leads to an increasing demand for self-paid health examinations. Purpose:The purposes of this research include: (1)to discuss whether there are different experiences among customers in the health examination institution; (2)to discuss whether there are different values among customers after the health examination; (3)to discuss the influences of different experiences on experiential value, customer satisfaction and customer loyalty; (4)to discuss the difference among five types of experiential marketing: sensory experiences, affective experiences, creative cognitive experiences, physical experiences and social-identity experiences. Method:This research conducted a cross-sectional survey of 308 customers in the health examination institution of the medical center. Data were collected from customers who accept self-paid health examination, using a structured questionnaire. Customers rated their feelings on a self-reported questionnaire after the health examination. The survey was conducted during January 29 to March 7 in 2016. Conclusion:Most respondents had positive feelings of all types of experiences and experiential value toward the health examination institution. The affective experience was scored highest among all the experiences and the service excellence value had highest score among three types of experiential value. The study found that all the experiences would affect experiential value which would have positive impact on customer satisfaction and loyalty. In addition, experiential marketing directly influence customer satisfaction and loyalty.
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Kao, Jui-hua, und 高瑞華. „Marketing Strategy of Paid Search Advertisement to Small and Medium Business─A Case Study of Y company“. Thesis, 2011. http://ndltd.ncl.edu.tw/handle/vzfwbe.
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碩士國立臺灣科技大學
管理研究所
99
Paid search advertisement is a fast growing medium， the purpose of most internet users to get online is to search， and every search represents a demand with motivation. In Taiwan， 97.91% of enterprises are small and medium business, however the small and medium business using paid advertisement of Y company are around 1% of small and medium business. According to the survey of Research International in 2008, 47% of small and medium business have websites or have published their business related information on online yellow pages. Therefore these accounts are the market with the most potential and importance. Besides of traditional media, many internet marketing tools are choosen by small and medium business to promote themselves and to be searched by right customers, such as: blogs, facebook fans clubs, websites, those tools are used for achieving marketing goals under limited budgets. To meet these needs, paid search advertisement were invented in 1998. This research aimed to explorer the positioning strategy of Y company paid search advertisement towards small and medium business, and to provide solutions for marketing challenges: limited awareness and budget, and the needs for high and immediate return of marketing investment. Marketing paid search advertisements and fulfill needs of small and medium business form a game. The solutions about optimized effectiveness and dimensions considered may be a reference when paid search advertisement is used as a marketing tool.
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WANG, KUO-AN, und 王國安. „The Fan Business Model and Marketing Strategy of Paid Subscription Service - A Case Study of JJ Federation VIP Fan Club“. Thesis, 2019. http://ndltd.ncl.edu.tw/handle/974xj2.
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碩士世新大學
傳播管理學研究所(含碩專班)
107
Fan economy has become a dominant trend in the media and entertainment industry in recent years. Fans have not only created enormous economic value for the entertainment industry, but they have also brought benefits to the associated industry chain. In the pop music industry, the enormous economic profits in physical albums, digital or streaming music, shows and performances, or peripheral merchandises are basically created by fans. In other words, fans are the main source of economic drive in the entertainment industry. Mastering fans practically means a boost in product value; therefore, how to solidify and expand the fan base has become an important topic in the fan economy. With the rise of the Chinese music market, there have been many fan clubs spontaneously organized by general fans. They usually cooperate with record labels to participate in artists’ itineraries, such as invited activities and autograph sessions. With the advancement of technology and the advent of the Internet era, record labels or agencies of a certain size will create an official website or at least an affiliated page to the company’s website for their artists. Whether it is an official fan club formed by the company or an unofficial one by fans, they tend to have an incomplete system, scale and norms. Fans do not know what to believe or whom to listen to, and it is difficult to achieve the best promotion under such circumstances. In the author’s opinions, no fan club, either official or official, has a well-established system. In recent years, there have been some fan clubs with a paid subscription service. For example, JJ Federation VIP fan club, the case in this study, has exclusive services and welfares to satisfy the fans’ needs. It has its own website and App, and the ownership is held by the artist himself, so that the fans can be provided with a more perfect system, scale and welfare. Being an artist agent for many years, the author found the performance of JJ Federation VIP fan club is prominent in the industry, and thus he hopes to learn from its successful experience by studying the business model of the fan club. The research results showed that the success factors of JJ Federation VIP fan club for having a steady growth can be summarized as follows: 1) The leader’s ideology and continuous pursuit of innovation; 2) Its fan-centered operation that gradually becomes a successful business model; 3) Different combinations of marketing merchandises and personalized marketing strategies; 4) The use of people-oriented technology and the integration of virtual and real application; 5) The up-to-date transformation and changes that keep the sustainable development of fans’ power and enthusiasm. In view of rare studies on artists’ fan clubs with a paid subscription service in the past, the author hopes that the research results of this study can provide as a model and also a reference for the industry when making relevant decisions in the future.
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HO, SHU-HUA, und 何淑華. „A Study on the Gaps of Recognition for the Quality Attributes Between the Medical Professionals and Patients on Self-paid Medicine Marketing“. Thesis, 2016. http://ndltd.ncl.edu.tw/handle/83024993870396180131.
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碩士國立臺灣科技大學
企業管理系
104
The implementation of NHI (National Health Insurance) brought great change on medical and pharmaceutical industry. The scale of pharmaceutical market has been revised down, and the high-priced self-paid medicin become the developing and marketing direction in recent years. Open markets and the popularity of medicine information, patients (customers) for the medicine to have more autonomy and selectivity.Pharmaceutical companies play a more active role in the overall self-paid medical activities. Marketing objectives by a physician for the center change into by the self-paid medicine purchaser for the center. In addition to the promotion as"push" strategy, they also conduct the promotion of public relationship as "pull" strategy. A review of the previous relevant studies, focused on marketing promotion of prescription behavior of physicians, mostly prescribing medicine.Only few issues about self-paid medicine purchasers are discussed. Rarely discuss both and expected quality medical personnels and patients are the same? The aim of the study is to explore and compare the gaps of recognition for the service quality between medical professionals and patients on self-paid medicine marketing with Kano model and Refined Kano model as the foundation. The questionnaires were designed based on adopting the two-dimensional Kano quality model and the three dimensions with 16 items which aim to assess the quality of self-paid medicine services in terms of the marketing mix of product strategy and promotion strategy. The results are as follows: There are statistically significant differences between the medical professionals and patients in most items assessing quality elements and degree of importance. Using Kano model, there is 12 items one-dimensional quality in patients, but there is 9 items indifferent quality in medical professionals. Using Refined Kano model, there is 8 items high value-added and 3 items Care-free in patients, but there is 5 items high value-added and 6 items Care-free in medical professionals.The results have shown that customers really expect the quality is higher than expected medical professionals perceived customer expected the quality. There is only one item fall in the improved area, this also belong to the top one Improvement index.The results can be used by Pharmaceutical companies to develop marketing strategy on self-paid medicine and to improve service quality and satisfaction to achieve medical professionals and customers to win-win.
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Eggers, Raphael Gilbert. „The possibilities of social media marketing: why sponsored posts on facebook and instagram are effective online branding tools“. Master's thesis, 2017. http://hdl.handle.net/10362/23073.
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This research is motivated by the incongruence of how businesses and contemporary research
evaluate paid social media advertisement as online branding tools. Therefore, we examine the
possibilities of social media marketing: why sponsored posts on Facebook and Instagram are
effective online branding tools. A questionnaire was utilized to approach the research, and answer
the hypotheses. Results from 316 participants indicated that sponsored posts were effective for
brand awareness and intended purchases on Facebook, and for brand engagement on Instagram.
We therefore conclude that sponsored posts are effective online branding tools, and that Facebook
and Instagram complement one another.
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Shah, Avni Mahesh. „“What’s Pain Got To Do With It?”: How the Pain of Payment Influences Our Choices and Our Relationships“. Diss., 2015. http://hdl.handle.net/10161/11381.
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One of the most frequent things we do as consumers is make purchase. We pay for a coffee or for food, we pay for necessities around the house, we even pay for one another, buying drinks or dinner for a friend every now and then. In today’s marketplace, the decision of whether to purchase is also coupled with the decision of how to make a purchase. Consumers have so many different methods to pay for their transactions. Can the way a consumer chooses to pay change the likelihood that s/he make a purchase? And then post-purchase, can the payment method used to pay for a purchase influence how connected individuals feel to that product, brand, or organization? Given that we sometimes pay for others (and vice versa), can the way we pay influence our interpersonal relationships?
In what follows, I argue that the way individuals pay, and specifically the pain associated with making a payment, can have a pervasive effect on their decision to make a purchase and how they feel post-transaction. Across three essays, I focus on how the pain of paying can influence the likelihood to purchase an item from a consideration set (Essay 1) and subsequently, how the pain of paying can influence post-transaction connection to a product, organization, or even to other people (Essay 2 and 3). Across field, laboratory, online, and archival methods, I find robust evidence that increasing the pain of paying may initially deter individuals from choosing. However, post-transaction, increasing the pain of payment may have an upside: individuals feel closer and more committed to a product that they purchased, organization that they donated to, and feel greater connection and rapport to who they spent their money on. However, I also demonstrate the boundary conditions of these findings. When individuals are spending money on something that is undesirable, such as paying for a competitor, increasing the pain of payment decreases interpersonal connection and rapport.
Dissertation
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Carvalho, Catarina Pires de. „A influência da publicidade/marketing e rotulagem alimentar nas escolhas alimentares dos pais e crianças“. Master's thesis, 2018. http://hdl.handle.net/10451/39442.
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Tese de mestrado, Nutrição Clínica, Universidade de Lisboa, Faculdade de Medicina, 2018A capacidade de perceção do conteúdo publicitário nos diversos meios de comunicação social é entendida de forma diferente entre as diversas faixas etárias, sendo as crianças, principalmente as de menor idade, capazes de ser influenciadas pelo seu conteúdo e, consequentemente levar à sua aceitação. O objetivo do presente trabalho é caracterizar a exposição à publicidade televisiva das crianças e as suas escolhas alimentares face a essa publicidade, assim como relacionar a utilização da rotulagem nutricional com características sociodemográficas da amostra. Trata-se de um estudo descritivo, transversal, exploratório e analítico com 99 crianças selecionadas, às quais foi aplicado um questionário auto reportado com questões sobre publicidade/marketing e rotulagem. Os dados recolhidos foram analisados segundo o programa estatístico Statistical Package for the Social Sciences (SPPS) versão Windows, para tratamento de dados. Os resultados indicam que apesar da grande maioria das crianças não gostar de ver publicidade nota-se uma associação positiva entre os pedidos de compra das crianças com a publicidade emitida assim como, uma desvalorização da leitura de rótulos, sendo o valor calórico o componente mais referenciado como importante na leitura de um rótulo.
The ability to perceive advertising content in the various media is understood differently among the different age groups, with children, especially the younger ones, being able to be influenced by their content and, consequently, lead to their acceptance. The objective of the present study is to characterize the exposure to children's television advertising and their food choices in relation to this advertising, as well as to relate the use of nutritional labeling with sociodemographic characteristics of the sample. This is a descriptive, cross-sectional, exploratory and analytical study with 99 selected children, to whom a self-reported questionnaire with questions about advertising / marketing and labeling was applied. The collected data were analyzed according to the statistical program Statistical Package for the Social Sciences (SPPS) Windows version, for data processing. The results indicate that although the great majority of children do not like to see publicity, a positive association exists among the children's purchase orders with the publicity issued, as well as a devaluation of the reading of labels, with caloric value being the most referenced component as important in reading a label.
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Santos, Vânia Peixoto. „Relatório de estágio curricular na Sociedade Filarmónica Gualdim Pais“. Master's thesis, 2018. http://hdl.handle.net/10400.26/21946.
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O relatório descrito insere-se no produto final de sete meses de estágio curricular
realizado numa Organização Sem Fins Lucrativos, a Sociedade Filarmónica Gualdim
Pais. O estágio foi a opção escolhida para terminar o Mestrado de Marketing e
Comunicação, com especialização em Comunicação de Marketing, inserido na Escola
Superior de Educação de Coimbra.
O estágio permitiu-me desenvolver trabalhos de produção gráfica de suportes físicos
e digitais, gerir a comunicação nos diversos meios escolhidos pela organização,
relacionar-me com os meios de comunicação social locais e ainda participar na
organização dos vários eventos e projetos que a instituição realizou ao longo dos vários
meses. Estes trabalhos foram a solução de alguns problemas que encontrei,
nomeadamente na área da comunicação, problemas que apareceram no início do
estágio e que já existiam há algum tempo.
Para além do estágio permitir ser uma ajuda na resolução de alguns problemas
existentes na SFGP, permitiu também aplicar conteúdos aprendidos ao longo do 1º ano
do Mestrado de Marketing e Comunicação, e sem a aplicação deles estas soluções não
teriam sido possíveis.
Este trabalho pretende mostrar ainda os efeitos da comunicação neste tipo de
organizações, se for feita de forma bem estruturada., pois de tudo o que o marketing
pode oferecer, às Organizações Sem Fins Lucrativos só não interessa o lucro. Elas
procuram por financiamento, e a comunicação é a chave para este objetivo.
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Guedes, Leonor Carneiro de Brito. „Perceções dos adolescentes e dos pais em relação à utilização pelo marketing de micro-influencers no Instagram“. Dissertação, 2018. https://hdl.handle.net/10216/116924.
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Guedes, Leonor Carneiro de Brito. „Perceções dos adolescentes e dos pais em relação à utilização pelo marketing de micro-influencers no Instagram“. Master's thesis, 2018. https://hdl.handle.net/10216/116924.
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Tsai, Hung-chia, und 蔡宏嘉. „Spatial Representation of Literary in City Tourism Marketing－Taking Pai Hsien-yung’s “Taipei People” as Example“. Thesis, 2010. http://ndltd.ncl.edu.tw/handle/04530580969331392245.
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碩士國立屏東商業技術學院
休閒遊憩創意產業經營管理研究所
98
City can accumulate resources and accelerate the circulations of information and it plays an important role on almost every field. Thus to increase city competitiveness is an important lesson for city managers. Moreover, one of the effective ways is to develop tourism industry. Referred to previous studies, the image of the destination has been the critical factor to attract tourists, thus knowing how to shape the image of destination and further to develop local tourism marketing has become the top priory to city managers. Among the parts of cultural industry, music, media, and literature etc could be applied to shape the place image, however, only literature is the unavailable in previous research. This paper uses Taipei People which is written by Pai Shien-Yung as the text. Based on the scenery represented in the novel, we try to find Taipei city image, space structure and symbols. Finally we seek the meaning under literature landscape and used Analytic Hierarchy Process (AHP) to analyze the relative importance of landscape elements, and further to provide suggestion to city managers for local tourism marketing.
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YANG, CHEN-JUNG, und 楊鎮榮. „Non-Invasive PAOD (Peripheral Arterial Occlusive Disease) Screen Instrument Marketing Strategy and Integrated Strategy Study – for Company A“. Thesis, 2012. http://ndltd.ncl.edu.tw/handle/36763439357231817364.
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碩士國立中山大學
高階經營碩士班
100
Abstract The purpose of this study is to find the relationship between PAOD (Peripheral Arterial Occlusive Disease) and the major human diseases based on various statistics and literatures. The findings will facilitate the promotion of PAOD instrument at district clinics and hospitals where health and hygiene lessons are taught, these lessons will instruct people the idea of ‘prevention is better than cure’ and ‘early discover early cure’ on PAOD. Through analysis of data collected from hospital questionnaires to find an effective marketing strategy of universal installation of PAOD instrument which will make it more popular and convenient to screen potential PAOD patients and to realize the idea of ‘early discover early cure’. Another approach of this study will focus on marketing strategy and corporate wide management strategy, the methods applied such as: 1. STP (Segmentation, Targeting, Positioning) marketing strategy 2. 4P (Product、Price、Place、Promote) theory, definition, features, advantages and disadvantages. 3. 4C (Customer benefit、Cost to customer、Convenience、Communication) theory, definition, features, advantages and disadvantages. 4. The comparisons and crossed applications of 4P and 4C theory. 5. Vertical integration strategy. Through the above methods and the analysis of PAOD questionnaires, it decides a marketing strategy and execution approach. Besides, according to the current industry environment and health insurance system, this paper gives practical advices to company ‘A’ facing exit strategy. In an era of extremely competitive of free market, how to customize products, to differentiate services, to increase the customer loyalty and to buildup good brand image are the cores of competition to a company. Based on the result of this study, it purposes company ‘A’ the short, medium and long term running plan individually. The core of the best marketing strategy always considers the highest guideline ‘the needs and benefits of customers’. For a company, besides its profits consideration for continuous operation, how to step into a virtuous cycle which constantly puts the benefits of customers (such as hospitals, clinics, and patients) as its first priority is the major topic of sustainability and differentiation. Key words: PAOD，STP marketing strategy，4P theory，4C theory，vertical integration
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Sá, Mariana Pereira Campos e. „As crianças como mercado influenciador : a influência das crianças na tomada de decisão dos pais“. Master's thesis, 2015. http://hdl.handle.net/10400.14/19319.
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O segmento infantil é um mercado cada vez mais forte e importante para as marcas. O potencial deste mercado pode oferecer uma grande oportunidade a ser explorada pelos marketeers, visto que envolve grandes valores monetários devido à influência que as crianças têm sobre os pais.
A crescente importância do marketing infantil foi um dos principais motivos para a concretização desta investigação. O principal objetivo deste trabalho é avaliar a influência das crianças na tomada de decisão de compra dos pais, numa perspetiva parental. Além disso, pretende-se avaliar se fatores como a idade e género da criança, estado civil e rendimento dos pais, afetam a influência exercida das mesmas nos pais. Será ainda analisado o poder que os agentes de socialização têm sobre as crianças e também as categorias de produtos em que a influência é maior.
O método de recolha de dados utilizado nesta investigação foi o inquérito por questionário, de forma a recolher dados quantitativos. O questionário engloba essencialmente perguntas fechadas para uma melhor compreensão e comparação. Na totalidade obteve-se 200 respostas válidas.
Relativamente aos principais resultados obtidos, concluiu-se que as crianças conseguem realmente influenciar a decisão dos pais e que a opinião destas é muito importante. Os agentes de socialização mais influentes são a família e a publicidade. Em relação à idade, foi possível perceber que quanto mais velha a criança maior a influência. Além disso, no que diz respeito ao género, confirmou-se que as meninas influenciam mais do que os meninos. Foi também possível concluir que filhos de pais solteiros influenciam mais, tal como de pais com rendimentos superiores.The children's segment is becoming more relevant every year and more important for brands. This market has an important potential and can offer relevant opportunities to marketeers, since it involves high monetary values due to the influence that children have on their parents. The rising importance of child marketing was a key reason for the development of this research. The primary objective of this study is to evaluate the influence of children in the decision-making of parents, from a parental perspective. Furthermore, we want to evaluate if factors such as age and gender of the child, civil status and income of parents, affect the influence that children have on their parents. Additionally, we will analyze the effect that the socialization agents have on children, and also the product categories that are subject to a greater influence by children. The data collection method used in this research was as survey so that we could collect quantitative data. The questionnaire includes essentially closed questions to ensure a better understanding and comparison of the issues studied. In total we obtained 200 valid responses. In regard to the main results, we concluded that children can significantly influence the decision making of their parents and that their view is very important to them. The most influential socialization agents in the parents' perspective are family and advertising. Regarding age, we noted that the older the child the most influential. In regard to gender, we confirmed that girls can influence their parents more than boys. In respect to civil status and parents’ income, we concluded that children of single parents are more influential, as well as children of parents with higher incomes.
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Soares, Diana. „A análise comportamental de pais e jovens perante a presença de micro influenciadores na rede social instagram“. Master's thesis, 2020. http://hdl.handle.net/10400.26/33776.
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O marketing de influência nas redes sociais, consiste numa estratégia que emergiu nos últimos tempos, especialmente no Instagram. As redes sociais têm vindo a ser, cada vez mais utilizadas pelos consumidores, como forma de conexão entre estes, mas também com as marcas, e vice-versa. A comunicação realizada através dos canais digitais, é mais eficaz, quando comparada com a publicidade tradicional, exercendo influência nas decisões de compra dos indivíduos, representando, assim, grande oportunidade para as empresas. O micro influenciador define-se como um indivíduo com grande impacto pelo método de boca a boca num mercado digital relevante. Por outro lado, os micro influenciadores não são considerados celebridades tradicionais, mas indivíduos que se dedicam exclusivamente a categorias de verdadeiro conhecimento, paixão e autenticidade, para além de serem vistos como fontes confiáveis ao recomendarem situações de compra, normalmente, tendem a gerar mais impacto que o especialista comum pelo poder de difusão de informações e impactam mais consumidores. A presente investigação teve como objetivo a exploração das perspetivas dos adolescentes, enquanto recetores de mensagens comerciais. Pretende ainda compreender e investigar a posição dos pais, cujo papel pode ser decisivo perante este cenário. Com o objetivo de conduzir a problemática da investigação foi efetuado um estudo quantitativo composto por um inquérito online realizado a adolescentes com idades compreendidos entre os 10 e os 19 anos e um estudo qualitativo composto por entrevistas individuais feitas a pais e mães de adolescentes.
4
Relativamente aos produtos promovidos, os micro influenciadores, quando comparados com os influenciadores digitais ou celebridades, demonstram maior credibilidade, uma vez que apresentam uma postura de maior proximidade para com os adolescentes e maior transparência na mensagem que pretendem transmitir, por outro lado, normalmente promovem produtos que fazem parte do seu quotidiano. Confirma-se a influência dos micro influenciadores digitais nas opções dos adolescentes, que frequentemente seguem as suas sugestões e padrões de consumo, bem como o estilo de vida. Esta proximidade prende-se com o facto de os micro influenciadores aparecerem diversas vezes a usar o produto que promovem, conferindo maior credibilidade. Os resultados supramencionados denotam fragilidades ao nível do controlo das redes sociais dos adolescentes por parte dos pais, nos dias de hoje, por acreditarem que os filhos são capazes de reconhecer estes tipos de publicidade. Os micro influenciadores devem ter cuidados redobrados na transparência das mensagens transmitidas, dado que os adolescentes podem não ter maturidade suficiente para interpretar as diferentes mensagens comerciais.
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Liou, Ya-Wen, und 劉雅文. „The Research of Taiwanese Consumers' Perspective on Ambient Advertising with Reference to the Experiential Marketing: A Case Study of “Suicide Prevention Ads: Mouse Pad”“. Thesis, 2012. http://ndltd.ncl.edu.tw/handle/81529483747410813857.
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碩士元智大學
資訊傳播學系
100
Ambient advertising exist in everyday environments. Their placement can lead to consumer interaction during casual behavior. These advertisements are similar to experiential marketing, which is where the consumers participate or are virtually placed in the advertisements. However, for Taiwanese consumers, ambient advertising remains a unique and peculiar advertising style despite its development abroad for over a decade. Therefore, in this study, we placed an advertisement in the environment using the advertising experiment method, and then conducted in-depth interviews with 24 consumers who were exposed to this advertisement. We used an experiential marketing framework to understand the Taiwanese consumers’ views on ambient advertising. The results indicated that although ambient advertising were hidden in the environment, consumers noticed the advertisements because of their unique visual and tactile characteristics. However, a number of consumers believed that ambient advertising were only environmental accessories, and tended to focus on executing their prior plans, easily ignoring the advertisements. On an emotional experience level, we found that the majority of Taiwanese consumers had positive emotional responses toward ambient advertising. Additionally, the advertising message content and the consumers’ emotional state at the specific time and place were major factors that influenced their emotional responses. Regarding cognition experiences, consumers’ personal background and experiences combined with the advertising form influenced how they interpreted ambient advertising. However, Taiwanese consumers lack experience and knowledge of ambient advertising. Thus, regardless of whether consumers understood an advertisement’s message, they were unable to perceive their integration into the advertisement. Regarding mobile experiences, when consumers paid attention to the forms and characteristics of ambient advertising, they took the initiative to share and discuss the advertisements. When consumers focused on an advertisement’s themes and demands, they determined whether to discuss the advertisement based on the topic.
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Barros, Alice, Ana Costa und Francisco Apolonia. „Consulting project for the marketing oil department of Galp Energia: map the LPG bottled customer journeys regarding Home-delivery service nationwide and recommendations to improve the client’s experience“. Master's thesis, 2018. http://hdl.handle.net/10362/38612.
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Delios, Anna Maria. „A normative perspective of the American opioid public health epidemic: regulatory lessons to Portugal“. Master's thesis, 2020. http://hdl.handle.net/10362/106690.
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ABSTRACT - In response to the opioid epidemic, which has claimed approximately 700,000 lives, a
national public health emergency was declared in the United States in 2017. The
epidemic was triggered by medical overprescription under the influence of marketing
strategies crafted to convince physicians pain was being poorly treated and that fear of
addiction was unwarranted.
This study describes the origins of the epidemic through a normative perspective and
verifies similarities and differences between regulations from Portugal and the United
States. The aim is to raise awareness of potential contributors to an opioid epidemic in
Portugal.
With this purpose, scientific literature and American and Portuguese regulations were
reviewed. A qualitative study with semi-structured interviews of Portuguese keyinformants
within the field of pain management was conducted to address their views
and perceptions of opioid use in Portugal.
Medical caution with opioid use was withdrawn and a new practice of treating chronic
pain unrelated to cancer with opioids was consensually approved without adequate
empiric evidence. Direct-to-consumer marketing, unregulated sales representatives
visits and gifts and donations to physicians may have contributed to the conception of
the epidemic.
In Portugal, direct-to-consumer marketing is limited and physician-industry relations are
strictly regulated, nonetheless, opioid use for chronic pain has been approved by
legislation and opioid sales have increased by 54-fold since 2001. Key-informants agree
opioid efficacy is limited and preventive measures for opioid overprescription, namely,
pain management medical education, systematic monitoring of opioid dispensing, and
information to patients are indicated.RESUMO - Em resposta à epidemia de opióides foi declarada uma emergência nacional de saúde pública nos Estados Unidos em 2017. A epidemia foi desencadeada por excesso de prescrição médica e estratégias de marketing criadas para convencer os médicos de que a dor estava a ser sub-tratada e que o medo da adição era injustificado. Este estudo descreve as origens da epidemia sob uma perspetiva regulamentar dos Estados Unidos, verificando semelhanças e diferenças com a situação portuguesa. O objetivo é consciencializar para prevenir a possibilidade de uma epidemia similar em Portugal. Foram analisadas literatura bem como regulamentação americana e portuguesa. Foi realizado um estudo qualitativo com entrevistas semi-estruturadas a informantes-chave portugueses, especialistas em tratamento da dor, com o objetivo de abordar as suas perceções sobre o uso de opióides em Portugal. A cautela médica com os opióides foi abandonada e o seu uso para tratar dor crónica não-oncológica consensualmente aprovado mesmo sem evidência suficiente. Do ponto de vista normativo, visitas de representantes de vendas, marketing direto ao consumidor e doações a médicos podem ter contribuído para a conceção da epidemia. Em Portugal, o marketing direto ao consumidor é restrito e as relações entre médicos e indústria são estritamente regulamentadas. No entanto, desde que o uso de opioides para dor crónica foi aprovado em 2001 as vendas destes medicamentos aumentaram 54 vezes. Os informantes-chave concordam que a eficácia do opióide é limitada e medidas preventivas para o excesso de prescrição são indicadas, nomeadamente, educação especializada, monitoramento e informação ao doente.
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Lobo, José Eduardo de Oliveira. „Plano de negócios: Projeto de uma clínica de dor no Brasil: Uma instituição privada com atendimento multidisciplinar“. Master's thesis, 2019. http://hdl.handle.net/10071/21384.
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Este projeto tem o objetivo de analisar a viabilidade financeira de uma clínica de
atendimento especializado à Dor – Clínica Integrate Controle da Dor – a se situar na
cidade do Rio de Janeiro, mais precisamente no bairro do Recreio dos Bandeirantes.
Faz-se necessário para qualquer projeto de concepção de uma empresa, no nosso caso
uma empresa de saúde, o estudo das variáveis econômicas, a nível local, nacional e
mundial. No caso do Brasil, a crise econômica ainda é vigente, mas com perspectiva de
retomada gradual de crescimento nos próximos anos, com incentivos governamentais à
abertura de novos negócios, queda de taxa juros como objetivo e desburocratização em
pauta, momento este que consideramos oportuno. A motivação para este estudo surgiu
da percepção de uma demanda, de certa forma reprimida, de atendimento a pacientes
com patologias dolorosas complexas, benignas ou malignas, principalmente crônicas.
Esta demanda é crescente, com o envelhecimento populacional. O crescimento previsto
para área de interesse para instalação da clínica favorece ainda mais as previsões de um
aumento da necessidade do serviço que desejamos oferecer. Para alcançar nosso intento
com embasamento, estruturação, faremos neste projeto uma revisão da literatura,
buscando principalmente formas de gerenciamento financeiro eficazes, que facilitem e
tornem nosso investimento mais seguro. Analisaremos ainda a clínica quanto a suas
necessidades internas, confrontando com o estudo das condições do mercado, e
utilizando ferramentas já consagradas de gestão, como os Modelos VRIO, das 5 Forças
de Porter, e a Matriz SWOT. Ao final procuramos prever custos e receitas, estudando
cenários possíveis de serem encontrados a frente, num exercício para determinar a
viabilidade financeira da clínica, dentro de uma margem de segurança. Por este estudo a
Clínica Integrate Controle da Dor mostrou-se um projeto viável.This project aims to analyze the financial viability of a specialized pain care clinic - Integrate Pain Control Clinic - to be located in the city of Rio de Janeiro, more precisely in the neighborhood of Recreio dos Bandeirantes. It is necessary for any project for conception of a company, in our case a health company, the study of the economic variables, local, national and world level. In Brazil’s case, the economic crisis is still in force, but with the prospect of a gradual recovery of growth in the coming years, with government incentives to open new businesses, falling interest rates as a national goal and less bureaucracy, showing us a moment which we consider appropriate. The motivation for this study came, from the perception of a somewhat repressed demand to care for patients with complex, benign or malignant, mainly chronic, painful pathologies. This demand is increasing with the population aging process. The expected growth in the area of interest for the clinic setting further favors the predictions of an increased need for the service we wish to offer. In order to achieve our intention based on structuring, we will review the literature in this project, mainly seeking effective financial management ways that facilitate and make our investment safer. We will also analyze the clinic for its internal needs, confronting with the study of market conditions, and using already established management tools, such as the VRIO Analysis, 5 Porter Forces Model, and the SWOT Analysis. In the end we try to predict costs and revenues, studying scenarios that can be found ahead, in an exercise to determine the financial viability of the clinic, within a safety margin. For this study, Integrate Pain Control Clinic proved to be a viable project.
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Dhawraj, Ronesh. „A conceptual framework for digital political communication to promote party-political issue ownership via an urban electioneering platform“. Thesis, 2019. http://hdl.handle.net/10500/26232.
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Abstracts in English, Zulu and AfrikaansThis Grounded Theory study focused on understanding how South Africa’s two numerically-dominant political parties, the African National Congress (ANC) and Democratic Alliance (DA), used micro-blogging site, Twitter, as part of their electioneering arsenal in the 2016 municipal elections to promote party-political digital issue ownership within an urban context. Using each party’s 2016 election manifesto and corpus of tweets, this three-phased study found that while both the ANC and DA used Twitter as a digital political communication platform to communicate their election campaigns, the DA notably leveraged the social networking site for intense ‘focused’ messaging of its negative campaign against the ANC while simultaneously promoting positive electoral messages around its own ‘core’ issues and metro mayoral candidates. ‘Battleground’ metros were identified by the DA in Ekurhuleni, Johannesburg, Tshwane and Nelson Mandela Bay, leading to an emphasised urban campaign here to either activate the party’s own support base and/ or to suppress the ANC’s turnout in these highly-contested areas. Additionally, it was found that both the ANC and DA used Twitter for explicit and implicit partypolitical issue ownership claiming in the 2016 municipal elections. Lastly, this study also culminated in the proposal of three but interconnected different elements of a conceptual framework for digital political communication that political parties could use to promote digital party-political issue ownership within a pronounced urban electioneering setting. These elements – ‘coordinating and managing how an election is tweeted’, 'focus' messaging the election’ and ‘audience-segmenting as a message-tailoring strategy’ – when used in unison can help political parties communicate better and ultimately more effectively in a highly mediatised technological media landscape
Hierdie Gegronde Teorie Studie fokus op die verduideliking hoe Suid-Afrika se twee numeriese dominante politieke partye, die African National Congress (ANC) en Demokratiese Alliansie (DA), van die mikro-blog platform, Twitter, gebruik gemaak het tydens hulle verkiessingsstrategie in die 2016 munisipale verkiessings om die party politieke digitale kwessie rondom eienaarskap binne ‘n stedelike verband te bevorder. Deur elke party se 2016 verkiessings manifesto en arsenaal van twiets te gebruik, het hierdie drie-fase studie bevind dat beide die ANC en DA, Twitter gebruik het as ‘n digitale politieke kommunikasie platform. Die DA het egter die sosiale media netwerk kenmerkend gebruik vir ‘n intense gefokusde negatiewe veldtog teen die ANC terwyl hulle terselfdertyd ‘n positiewe verkiessings boodskap rondom die party se eie kernkwessies en metro burgermeesters kandidate gesentreer het. ‘Oorlogsgebied’ metros is deur die DA in Ekurhuleni, Johannesburg, Tshwane en Nelson Mandela Bay geidentifiseer wat ‘n defnitiewe stedelike veldtog tot gevolg gehad het om die party se eie ondersteuningsbasis te bevorder en/of die ANC se ondersteuning in hierdie hoogs betwiste areas te onderdruk. Daar was ook bevind dat beide die ANC en DA van Twitter gebruik gemaak het vir eksplisiete en implisiete party politieke kwessies rondom eiernaarskap tydens die 2016 munisipale verkiessings. Hierdie studie kan saamgevat word in drie onderskeie maar verwante elemente om ‘n raamwerk te vorm van die digitale politieke kommunikasie wat politieke partye kan gebruik om digitale party politieke kwessies binne ‘n stedelike verkiessings omgewing te bevorder. Wanneer hierdie elemente – ‘koordinering en bestuur van hoe twiets tydens ‘n verkiesing gebruik word’, ‘’die focus van die boodksap tydens die verkiessing’ and ‘die gehoorsegmentasie can ‘n boodskap strategie’ – in ‘n eenheid gebruik word kan dit politieke partye help om beter en meer effektief te kommunikeer binne ‘n baie kompiterende en tegnologiese medialandskap.
Inkcazo-bungcali yesisifundo ibigxile ekuqondeni ukuba uMzantsi Africa lo unamaqela amakhulu amabini ezopolitiko, ukutsho, iAfrican National Congress (ANC) kunye ne Democratic Alliance (DA), la maqela asebenzise iwebhusayithi encinane uTwitter, njengenxalenye yezixhobo zonxibelelwano kunyulo loo masipala ngo-2016. Bekwenza oku ngelikhuthaza amaqela ezopolitiko nebango lawo kwimiba yezinto abathi bazithethe kwisithuba sedijithali,kumxholo wendawo zase dolophini. Esi sifundo sisebenzisa imanifesto kunye nothotho lwe tweets zeqela ngalinye, nesenziwe ngokwezigaba ezithathu, sifumanise ukuba nangona iANC kunye ne DA zisebenzise uTwitter njenge qonga lonxibelelwano lwezopolitiko zedijithali (ngokolwimi lwasemzini) ukunxibelelana namaphulo onyulo, iDA izibonakalise amandla kwindawo yokuncokola kwiqonga uTwitter,ngokuthi imiyalezo yayo igxile kwaye itsole. Miyalezo leyo ithe yagxila ngokungafanelekanga kumkhankaso weANC. Ngaxeshanye, imiyalezo yayo yona iDA ibeyeyakhayo, kwaye incedisana nephulo layo kwimiba ephambili kunye nabagqatswa bosodolophu bo masipala abambaxa. Oomasipala abambaxa abathi babenongquzulwano bachongwe yiDA Ekurhuleni, eRhawutini, eTshwane nase Bhayi. Lonto ibangele ukuba bagxininise ekukhokeleni iphulo ledolophu ukuze bavuselele inkxaso ye DA apho okanye bacinezele ukuvela kwe-ANC kwezi ndawo kuphikiswana kakhulu ngazo. Ukongeza, kufumaniseke ukuba iANC kunye neDA zisebenzise uTwitter ngokwendlela ecacileyo nengathanga ngqo kwimeko yobunini bemicimbi yepolitiki ukuze bafumane ibango kunyulo loomasipala lwango 2016. Okokugqibela, esisifundo sigqibele kwisindululo sezinto ezintathu azahlukeneyo kodwa ezidityaniswe yinkqubosikhokelo eqingqiweyo kunxibelelwano lwezopolitiko zedijithali. Ezi zinto zizinto ezisenakho ukusetyenziswa ngamaqela ezopolitiko ukukhuthaza ubunini bemicimbi yezopolitiko ngaphakathi kulungiselelo lonyulo lwedolophu olubhengeziweyo. Ezi zinto- 'ukulungelelanisa nokulawula indlela unyulo luthunyelwe ngayo kusetyeziswa uTwitter', 'kugxilwe' kwimiyalezo yonyulo kunye nokuhlukaniswa kwabaphulaphuli okanye ababukeli njengecebo lokulungisa umyalezo '- xa zisetyenziswa ngazwinye zinokuwanceda amaqela ezopolitiko anxibelelane ngcono kwaye ekugqibeleni ngokuyimpumelelo kakhulu kuxhamlo olunamandla kakhulu kubume beendaba kumhlaba wetekhnoloji (ngokolwimi lwesiNgesi).
Communication Science
D. Litt. et Phil. (Communication)