Dissertations / Theses: 'Marketing and Market Research'

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Sobbizadeh, Hibel. "Mobile Broadband: A Market Research." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8727.

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Abstract Title: Mobile Broadband: A Market Research Level: Thesis for Master of Business Administration in Marketing Management Address: University of Gävle Department of Business Administration 801 76 Gävle Sweden Telephone (+46) 26 64 85 00 Telefax (+46) 26 64 85 89 Web site http://www.hig.se Author: Hibel Sobbizadeh Supervisor: Maria Fregidou-Malama Date: 2010-01 Aim: This research is performed in order to investigate about Mobile Broadband (MB) market and the evolution of mobile broadband modems in this market. The aim is to find out how the MB market is developing and which MB modems are dominating the market at present and future time. The study describes the history behind the MB market and its present and future state where an increase of “internet connected” devices is almost inevitable. It at the same time discusses how the MB modems are developing from today‟s PC data cards and USB dongles to integrated modules in different devices. Method: The research is based on published and unpublished articles and data found on internet. Different search engines and databases such as Google and Gävle University library-databases are used to find various data. This empirical data is then connected to theory containing Marketing analysis, planning, implementation and control. The analysis 3 part (PEST) gives a picture of the Political, Economic, Social and Technological factors of the MB market, while the planning, implementation and control parts of the work give an overview of the threats and opportunities of the market and the strategies to overcome the problems and embrace the opportunities. Result & Conclusions: The study demonstrates that MB market has potential of becoming a successful market where devices with embedded module will be connected to internet anywhere at anytime. This requires cooperation from all the players in the value chain. The companies that choose and implement the best marketing and value chain cooperation strategies will be leaders of this future market. Suggestion for future research: One of the biggest challenges and limitations during the work of this study due to its newness was to find empirical data about MB market. As the time passes new information and statistics will make it easier for further research. As the technology is developing rapidly it is recommended to use the latest articles and statistics on internet when gathering new research material. Contribution of the thesis: This study contains valuable input to people and organizations who would like to get an overview of the MB and MB modem markets‟ development in the coming years. Key words: Mobile Broadband, PEST analysis, marketing planning, marketing strategy, marketing implementation, marketing control, embedded modules.

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Young, Murray A. "Perceptual dispersion in a competitive market." Connect to resource, 1988. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262695111.

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Kamvysselis, Maria Ioannis 1976. "Design for marketing : interactive market research tools." Thesis, Massachusetts Institute of Technology, 2001. http://hdl.handle.net/1721.1/89332.

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Buys, Stefan. "Market needs analysis for Turnkey automation project based organisation in the Eastern Cape." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021170.

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Customer value is essentially the perceived value that the customer gains when purchasing a product. The perceived value is the trade-off between the cost of the product and the benefits it provides. If the customer perceives the benefits exceed the costs, then the customer perceives value in the product. A need is defined as a perceived lack of something. Customers across industries consider fulfilment of their unique needs as a key metric in evaluating the effectiveness of a solution. In order for an organisation to successfully provide solutions based on customer needs it is crucial for the organisation to understand the needs of their target market. Market Needs Analysis (MNA) is the investigation that intends to improve knowledge about the needs of the organisation’s target market. Project Based Organisations (PBOs) are organisations who are primarily orientated to execute once-off projects with an organisational structure specially formed for a temporary period tailored to deliver a product that meets the needs of specific customers. This research investigates the value offering of a Turnkey PBO and its alignment to the needs of its market. The organisation is privately owned, operating primarily in the South African automotive industry. The true name of the organisation that will be researched will not be disclosed for confidentiality reasons; instead it will be called My Automation Company (MAC). Until the end of 2010, the core focus of the organisation was the supply and maintenance of specialised electronic and computerised tools and services used mainly for quality assurance and production support. Towards the end of 2010 the organisation shifted its focus to providing a new product and service, Turnkey Industrial Automation Projects, to its existing market. In the rush of introducing new products and services many organisations neglect to analyse the market to ensure that they fully understand and can satisfy its needs. Understanding customer needs is crucial in order for new products to be successful thereby capitalising on the available growth potential. Turnkey Industrial Automation Projects is a new product in the organisation’s existing market. It is therefore important that the organisation investigates the customer needs for this particular product as it will differ significantly from customer needs for Service Level Agreements which the organisation is familiar with. The purpose of this research study is to advance the current understanding of the Customer Value Proposition (CVP) of Turnkey PBOs by performing a systematic analysis of the determinants of customer value. This research is an exploratory quantitative study comprised of literature- and case study components used to test proposed hypotheses. The literature study was performed on secondary sources to establish the key concepts related to the topics of PBOs, Industrial Marketing, Market Needs Analysis and CVP. The empirical study consisted of surveys (questionnaires) completed by various customers and employees of MAC. The questionnaire used in this research consisted of questions regarding demographic data and questions regarding perceived CVP and influencing factors. Descriptive statistics was used to summarise the data into a more compact form which could simplify the identification of patterns in the data. Inferential statistics was used to verify if conclusions made from the sample data can be inferred onto a larger population Recommended business practices based on the statistical analysis of the survey results were identified. It was shown that there exists a relationship between Perceived Value and Product Characteristics, Relational Characteristics, Supplier Characteristics, Benefits and Sacrifices by using Pearson’s product-moment correlation coefficient to measure the linear association between the variables. A significant difference in the perceived performance of MAC in certain aspects was found. There is however no significant difference between the perceived importance’s assigned to CVP factors by High- and Low-level Management customers. It was also found that there is a significant difference in the perceived performance of MAC by Customers and Employees in certain aspects. While there is alignment between the importance Employees and Customers place on the majority of independent variables, there is misalignment with regard to the various Supplier Characteristics. Supplier Commitment was shown to be the factor that requires the most attention as: it has the biggest influence on the perceived value gained from dealing with MAC; Customers rate the organisations performance in this regard lower than Employees do and Employees assign lower importance to this factor than Customers. This study concluded in the development of a hypothesised CVP model that indicated not only which factors influence the CVP of a Turnkey PBO in the Eastern Cape but also the effect that each of the identified factors have on perceived value.

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Courtney-Wildman, Vyvyan P. "Co-operative market research in the Garden Industry Manufacturers Association." Thesis, Aston University, 1985. http://publications.aston.ac.uk/15116/.

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Mustonen, Ruusa, and Hanna-Riikka Jokiperä. "CAN Europe - Market Research of Sweden." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6633.

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Abstract

Date: May 15, 2009

Course: Master thesis, EFO705

Authors: Hanna Jokiperä 800218-T108, hja08001@student.mdh.se

Ruusa Mustonen 830711-P263, rmn08001@student.mdh.se

Tutor: Tobias Eltebrandt

Title: CAN Europe – Market Research of Sweden

Strategic question: How can CAN Europe launch the internationally standardised vocational skills assessment tests successfully to Sweden? The purpose of this master thesis is to provide the company with comprehensive information about the Swedish market and to suggest ways to implement the launching process.

Research questions:

What are the characteristics of the Swedish labour and recruitment market?
Are the Swedish companies interested in using CAN Europe’s tests?
What would be the suitable marketing mix when entering the Swedish market?

Methods: Besides the comprehensive collection of secondary data, the primary data was collected by the means of an open-ended questionnaire among large companies and recruitment agencies in Sweden. The research was conducted in order to gather in-depth information about the recruitment field in Sweden.

Conceptual Framework: Theories of ‘The International Marketing Task’, ‘The Country Notebook’ and ‘The Market entry plan’ were used. Theories and concepts were chosen for the purpose that they would support each other and could be used by combining them when making the analysis of the findings.

Conclusion: According to the study, Sweden seems to be highly potential country for CAN Europe to enter since the relevant aspects for successful launch exist in the market i.e. in terms of companies’ interest and needs, and the characteristics of the skills assessment and recruitment market in Sweden.

Key Words: Market entry plan, marketing mix, international launch, market research, skills assessment, recruitment, blue-collar

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Catterall, Miriam. "Focus groups in market research : theory, method and practice." Thesis, University of Ulster, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369987.

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Shmidt, Melinda Sue. "Preferences Among Tween Girls: Market Research and Customer Satisfaction Data for Fashion Retailers." The Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1420209355.

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Pereira, Beatriz de Castro Sebastião. "Pesquisa etnográfica em marketing." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03092008-115700/.

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Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de comportamento de grupo é um instrumento bastante adequado para estudos em marketing. Este estudo discute a criação e desenvolvimento da etnografia como metodologia de pesquisa em antropologia e mostra como seu uso foi estendido para outras áreas do conhecimento, mais especificamente para a área de marketing. É destacada a evolução da etnografia no universo da pesquisa acadêmica e aplicada, e como a metodologia foi adaptada para realização de estudos na área do comportamento do consumidor, tanto acadêmicos quanto de mercado. O estudo enfoca os usos e limitações da pesquisa etnográfica em marketing. Faz isso em forma de ensaio por meio de levantamento bibliográfico de caráter analítico e descritivo, complementado com entrevistas em profundidade com profissionais que utilizam ou conhecem a metodologia aplicada ao marketing. Conclui-se que sua aplicação em marketing é adequada se houver rigor metodológico, já que esse tipo de pesquisa tem a vantagem de revelar porque os comportamentos relacionados a um dado grupo ocorrem, o que não é possível com outras abordagens de pesquisa. A metodologia apresenta maiores benefícios quando o comportamento de consumo estudado relaciona-se fortemente com características culturais do grupo ao qual o consumidor pertence.
Consumer behavior studies entail complex situations that are not simple to understand by quantitative research techniques. Recently there is an enhancement in the use of qualitative methods to help interpret the individual and the group in their behaviors. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have suitable developments to these areas of knowledge. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. This work discusses how ethnography was originated and developed as a research methodology in anthropology and to show how its use was extended to other areas of knowledge, specifically in marketing. The evolution of ethnography in the academic and applied research universes is emphasized, as well as how the methodology was adapted to be used in consumer behavior studies. The study focus on the uses and limitations of ethnographic research in marketing. This is made by an essay based on analytical and descriptive bibliographic research, complemented by in depth interviews with professionals that use or know the methodology applied to marketing. The conclusion is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behaviors related to the reference group occur, what is not possible with other research approaches. The methodology presents more benefits when the consumer behavior is strongly related with cultural characteristics of the group that the consumer belongs.

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Williams, L. E. "International marketing relationships : an alternative view." Lincoln University, 2001. http://hdl.handle.net/10182/2093.

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This study began with the observation that international marketing research (IMR) lacked a human face. A literature search confirmed this view. The review was thus widened to include international marketing (IM) studies of culture, cognition, and communication, since they were thought to underpin all human interactions. This step, it was believed, would help clarify marketing scholars' understanding of these encounters. Analysis established that not only were there few studies in these areas, but they also focused on dyads, prediction, and control. To establish how this research had evolved in this way and how it could best be extended, an exploration of how knowledge is created followed. This culminated in my understanding that the culture in mainstream marketing circles was responsible for the lack of development of IM relationship research. A decision was therefore made to study this area from an alternative perspective to the positivist approach typically adopted. An interpretive study of small business in a developing country and their overseas buyer was undertaken to that end. In total, more than eleven months fieldwork was conducted in Indonesia. The resulting interpretation was compared to the existing IM relationship research. The literature was then again extended to examine non-marketing studies that may help explain field findings that could not be explained by existing IMR. It was suggested that IM scholars needed to question whether the values and assumptions underlying their research, are appropriate in a global context.

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Li, Joshua. "Market research on China's feminine napkin topsheet market and how should Tredegar decide its market strategy." Thesis, University of Macau, 2000. http://umaclib3.umac.mo/record=b1636660.

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Smit, W. "Market Information Sharing in Channel Relationships Its Nature, Antecedents, and Consequences." [Rotterdam]: Erasmus Research Institute of Management (ERIM), Erasmus University Rotterdam ; Rotterdam : Erasmus University Rotterdam [Host], 2006. http://hdl.handle.net/1765/7327.

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Crane, F. G. "The role of cues in high-contact service marketing : The relative impact of extrinsic cues in evaluating and building preference for high-contact services." Thesis, University of Bradford, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.381035.

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Matoušková, Tereza. "Strategie rozvoje podniku Focus CZ Marketing and IT Research s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223696.

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This diploma thesis deals with the strategy that leads to the development of company providing services. Proposed changes and their most leading action to eliminate the weaknesses and use opportunity, as revealed by the analysis of external and internal factors affecting business activity. These changes in the future should lead to further business growth, manifested in the profits.

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Tvrdá, Aneta. "Analýza marketingových aktivit firmy Tchibo Praha, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4158.

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The diploma work deals with marketing activities of Tchibo Praha, spol. s r. o., selling not only coffee at the Czech market but also develops a specific concept of sale of consumer goods. The work includes the analysis of existing marketing activities of the company. The market research follows afterwards. The whole work is headed to evaluation of the Tchibo Praha position at the coffee market and especially at the consumer goods' market. After finding certain imperfections there are determined recommendations for further company development.

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Kingsley, Paul Anthony. "The desktop survey as a research tool on the World Wide Web : theory and practice." Thesis, University of Ulster, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.302234.

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Van, Niekerk Gerhard Henri. "The relevance of market orientation in a consulting engineering organisation." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/49710.

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Thesis (MBA)--Stellenbosch University, 2001.
ENGLISH ABSTRACT: Consulting engineers in South Africa are currently faced with numerous trends that have a negative impact on their business. The volatility of world and especially SA markets have caused investors to adopt a "wait and see" approach as to investing in large developments. The result was that private sector developments were lagging behind and forced consulting engineers to compete for the available work and inevitably suffer from reduced turnover. A further trend, and maybe more serious one for some traditional consulting engineers, was the change in focus by the newly elected Government in the mid nineties. With the focus on social and upliftment issues, government funds were allocated to new infrastructure developments associated with these issues. This caused a radical reduction of funds allocated to traditional areas like roads and bridges, an area where traditional consultants were predominantly positioned. Government also introduced various other policies, like allocating work to affirmative business enterprises, in order to level the playing fields. This, combined with the reduced available funds, compounded the situation for traditional consulting engineers. The above situation created many challenges for consulting engineers, of which the most important one is that of securing work for the future and competing for the reduced amount of available work. This brought to the fore the issue of marketing, an area that was not previously given too much attention. Market orientation is therefore proposed in this study as a solution to the problems faced by consultants. This study will examine the present situation, provide a literature background to marketing orientation, consider the relevance of market orientation to the consulting engineering industry, and then finally if it is accepted that market orientation is relevant, propose a model that could be used in addressing the situation.
AFRIKAANSE OPSOMMING: Raadgewende ingenieurs word tans aan verskeie tendense blootgestel wat 'n negatiewe uitwerking op hul besigheid het. Die onbestendigheid in wêreld markte, en spesifiek die Suid Arikaanse mark, het veroorsaak dat beleggers 'n "wag en kyk" benadering begin volg het met betrekking tot grootskaalse ontwikkelings. Die resultaat hiervan was dat privaatsektor ontwikkelings tot 'n groot mate afgeplat het en raadgewende ingenieurs gedwing is om mee te ding vir die beskikbare werk en onvermydelik gebukkend te gaan onder verlaagde omset. 'n Verdere tendens, en moontlik meer ernstige een vir sekere raadgewende ingenieurs, was die verandering in fokus deur die nuut verkose Regering gedurende die middel negentien negentigs. Met die nuwe fokus op sosiale aangeleenthede en opheffing van agtergeblewe gemeenskappe, word regerings fondse hoofsaaklik toegewys aan nuwe infrastruktuur onwikkelings wat verband hou met die nuwe fokus. Dit het 'n radikale verlaging in beskikbare fondse veroorsaak wat tradisioneel aan areas soos paaie en bruê toegewys was, 'n area waarin raadgewende ingenieurs oorwegend gepositioneer was. Die Regering het ook verskeie ander beleidsmaatreëls ingestel, soos die toekenning van werk aan regstellende besighede, ten einde die speelveld gelyk te maak. Dit, gepaardgaande met die verlaagde beskikbare fondse, het die situasie verder vererger vir tradisionele raadgewende ingenieurs. Bogenoemde omstandighede het baie uitdagings aan raadgewende ingenieurs gestel, waarvan die belangrikste waarskynlik die sekerheid aangaande toekomstige werk en die gepaardgaande mededinging ten opsigte van die verminderde hoeveelheid beskikbare werk. Hierdie omstandighede het die bemarkings-kwessie na vore gebring, 'n area waaraan nie veel aandag in die verlede gegee is nie. Mark oriëntasie word gevolglik voorgestel in hierdie studie as 'n oplossing vir die probleme waarmee konsultante gekonfronteer word. Hierdie studie sal die huidige situasie waarin raadgewende ingenieurs hul bevind ondersoek, 'n agtergrond van mark oriëntasieliteratuur verskaf, die relevansie van mark oriëntasie vir die raadgewende ingerneurs bedryf ondersoek en dan laastens, indien dit aanvaar word dat mark oriëntasie relevant is, 'n model voor te stel wat gebruik kan word om die situasie aan te spreek.

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Laschoberová, Libuše. "Trh marketingového výzkumu - analýza současného stavu odvětví, predikce vývoje, mezinárodní srovnání." Doctoral thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-77072.

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Marketing research is an important part of marketing, it delivers information which can be used to support decision making, for creation of plans and strategies, and also for their subsequent evaluation. Monitoring the current market, competitors and consumer behaviour, marketing research creates a competitive advantage, increases the level of certainty and reduces the level of risk to the business. It is essential that the marketing research is conducted in a professional manner. The dissertation work of Libuše Laschoberová provides readers with one document which analyses marketing research in a complex way -- it comprises of detailed information about this market and its environment in context, basic theory, brief description of historical development, selective important data, international comparison, up-to-date trends, prediction, data and opinions of marketing research agencies and experts in this field. There are also practical examples which illustrate some theoretical findings. It is focused on analysis of the contemporary state of this branch, prediction of future development and international comparison. In a practical business environment this would help to gain a deeper understanding of the market research process via the collective and structured information contained in this dissertation. The analysis was conducted independently and objectively. From a practical point of view it is an especially important section which describes the possible future trends in the market. It enables the business to adapt to these trends, create appropriate strategies and therefore prepare the firm for likely future developments. The essential part of this dissertation is based around two separate research projects which resulted in new, previously unknown data. The obtained information confirmed the assumed hypothesis and brought experts' opinions on selected issues. It can be concluded that: 1) Czech firms change their point of view on marketing research -- they are beginning to understand its benefits and use them to their own advantage. 2) Clients' requirements for quality and professionalism of marketing research are increasing. 3) The percentage of international marketing research is growing, whereas the number of projects on national level is in decline.

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Wen, Yuanyuan, and Luping Zhang. "Market Feasibility Research in China And Strategy Design : The Case of THE BODY SHOP." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11638.

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the purpose of this paper is to find the successful elements of THE BODY SHOP in Gavle, and using that experience to study the market entry into a third world country using the case study to assess whether it is worthwhile for THE BODY SHOPto enter the Chinese market, if it is worthwhile, and how to do it.

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Kiš, Bandiová Alexandra. "Chocolate Confectionery market analysis - United Kingdom." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201756.

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This Master's thesis deals with analysis of chocolate confectionery market in the United Kingdom. The methodology used to bring a complex picture about the main trends is retail scan data analysis accompanied by consumer panel and consumer research. As a result, this work provides a detailed mapping of chocolate confectionery market environment and elaborates a set of recommendations for marketing orientation.

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Kosenko, Rustan. "A multimethod experimental investigation of the effect of market price knowledge on acceptable price range." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77813.

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This dissertation reports a multimethod investigation of the relationship between market price knowledge and the width of the acceptable price range. Psychophysics and Social judgment theory are discussed as supporting the existence of acceptable price thresholds (limits) and acceptable price range. Hypotheses stemming from Social judgment theory are offered directly relating market price knowledge with the width of the acceptable price range. The relationship between market price knowledge and acceptable price range was investigated using two different methods, the Stoetzel and the Own-Category method. Unlike the previous acceptable price limit studies, this research assessed the reliability and construct validity of each of those methods. The research design used was a laboratory experiment with a series of 2 x 2 factorials based on the Solomon 4 group-six study design. The dependent variables were: (1) the acceptable lower price limit, (2) the acceptable upper price limit, and (3) the acceptable price range. The independent variable was market price knowledge. The two-way anova design had two factors. The first factor had two levels: absence and presence of market price knowledge. The second factor consisted of two levels: pretest and no pretest treatments. The research hypothesis was tested using (1) two-way analysis of variance, (2) analysis of covariance using sex and prior price knowledge as covariates, and (3) paired t-tests. Test-retest reliability of the two methods were assessed using Pearson's correlation coefficient. Pearson correlation coefficients were also used to set validity coefficients. Those coefficients were used to assess construct validity of the two measures in terms of convergent and discriminant validity within the context of Campbell and Fiske's multitrait-multimethod zero-order correlation matrix. In general, the experimental results partially confirmed the hypothesis that the acceptable price range would be narrower for subjects possessing market price knowledge than for those subjects possessing little or no market price knowledge. The results of the Stoetzel method supported the hypothesis, but the hypothesis was not supported when the same subjects used the OwnCa Category method. The results did support the hypothesis that the two methods were valid measures of ac~eptable price thresholds with the OwnCa Category method producing higher reliability scores than the Stoetzel method. Results of the dissertation are discussed with respect to the major findings and significance to price theory and research. The dissertation concludes with a discussion of the study limitations and directions for future research.
Ph. D.

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Martínková, Kateřina. "The Perception of the PUMA Brand in the Czech Market." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358986.

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The ambition of this master thesis is to provide a deeper insight into a marketing strategy of the multinational company PUMA applied in the Czech Republic. Specifically, the thesis includes a survey of customers designed to examine the perception of the PUMA brand in the Czech market within the target group of people from 16 to 26 years old. One of the essential requirements of this thesis is to provide a very important theoretical background of the marketing field, explaining the basic marketing terminology, presenting the marketing and communication mix, introducing the company analysis and discussing the important characteristics of the conducting marketing research. Furthermore, this master thesis aims at providing information about the company PUMA, starting from the company history and its successes and ending with its current marketing activity. The essential aim of the study can be explained by the research question: How does the customer perception of the PUMA brand by a defined target group on the Czech market affect the company marketing strategy? In the end, the recommendations for further improvements to the PUMA marketing department are made. Statistical methods correlation and averaging are used in order to reach these goals.

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Eriksson, Nicklas. "Market research for a product in the tobacco industry : A strategy- and product analysis." Thesis, Jönköping University, Jönköping International Business School, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-662.

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Abstract

When companies want to grow and gain market shares in a competitive industry it is im-portant to find out more about their potential market opportunities. This is often done by first conducting a market research. The tobacco industry is a very tricky environment to operate in and that is in terms of the health aspects and the superstition within the industry. In fact, the tobacco industry companies are moving towards more flexible production with smaller batches and need efficient handling equipment for this. And at your hand, you have a company that is manufacturing just this particular equipment, isn’t that perfect?

The purpose of this thesis is to do a market research for a company, in this thesis referred to as Bintech, and to examine the market for their product in the tobacco industry.

The research was conducted both quantitative and qualitative. The quantitative part con-sists of a numerous telephone calls all over Europe to every cigarette manufacturer that were to find. Out of 240 calls there were 80 relevant. The qualitative part consists of four in-depth discussion interviews with people involved in the tobacco industry.

There is a hard competition in the tobacco industry that is forcing the tobacco companies to make changes in their production lines. Bintech is a company that has the facilities to manage customer communication in terms of developing new products after customer de-mand. The product in the tobacco industry the bin is in the material plywood and that have seemed to be a good choice. The sales strategy that suit the bin the best is the differentia-tion focus were Bintech should try to be unique for their customers and they are on their way.

Even though the Bintech bins are at the higher price level, the users for sure will earn more money on having these bins than any others.

Sammanfattning

När företag vill växa och vinna marknadsandelar i en konkurrensutsatt bransch är det vik-tigt att undersöka mer om de potentiella marknadsmöjligheterna. Detta görs ofta genom marknadsundersökningar. Tobaksbranschen är en väldigt svår miljö att arbeta i därför att det finns mycket hälsoaspekter att ta hänsyn till och även en misstänksamhet ibland de in-blandade parterna. Företagen i tobaksbranschen går emot en mer flexibel produktion med mindre satsstorlekar och behöver effektiv utrustning för detta. För handen har du ett före-tag som producerar just precis den här utrustningen, är det inte perfekt?

Syftet för den här uppsatsen är att göra en marknadsundersökning för ett företag, som i uppsatsen kommer refereras till Bintech, och att utvärdera marknaden för deras produkt i tobaksbranschen.

Undersökningen är utförd både kvantitativt och kvalitativt. Den kvantitativa delen består utav telefonsamtal runtom i Europa till cigarettillverkare som gick att finna. Utav 240 sam-tal återstod 80 relevanta. Den kvalitativa delen består utav fyra djupintervjuer med folk som är inblandade i tobaksbranschen.

Det råder en hård konkurrens i tobaksbranschen och den tvingar tobaksföretagen till att göra förändringar i produktionen. Bintech är ett företag som har faciliteten att kunna han-tera kommunikationen med sina kunder och att utveckla nya produkter efter kundernas önskemål. Produkten i tobaksbranschen ” bin”-en är gjord utav plywood och det har visat sig vara ett bra val. Säljstrategin som passar produkten bäst är ”differentiation focus” där Bintech ska försöka att vara unika för sina kunder och de är på väg.

Även att Bintechs ” bin” tillhör en lite högre prisnivå så kommer nog förmodligen använ-darna av den att tjäna mer pengar på den än på andra.

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Liu, Yuanyuan, and Yang Shen. "Airflow Entering Sweden : a global marketing research: decision-making and applied approach." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-5831.

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Problem: A Polish company produces heaters wants to enter the Swedish market. The decision maker needs information about the Swedish market both the general information about Sweden and specific information about the Swedish heater market. And some specific questions are asked by the firm in order to get a deeper view of the present heater market in Sweden.

Purpose: If Swedish market ‘right’ (a farsighted choice)? Suppose the answer is ‘yes’, then how to enter and operate on the Swedish market within the environmental context of Sweden and the present Swedish heater market? Then suppose the answer is ‘no’, should the Polish firm leave or fix the problems?

To achieve the goal, information of environmental context (ecological, sociocultural, technological, economic, political/legal and competitive) about Sweden should be collected. And according to the firm’s specific questions, answers should be collected by means of exploratory research. Suggestions about entering steps and future operation are to be fulfilled.

Method: Qualitative Research

Results: In all, this thesis provides information to evaluate the chances and challenges, and proves Sweden is a ‘right’ choice -- the firm can win market share (reasons will be stated in following chapters) despite of the competition from present competitors. Further applications of entering and operating on the Swedish heater market are available.

General information about Sweden combined with detailed information of the present heater market were collected, analyzed and discussed. The presentation of the information helps evaluate the attractiveness of the Swedish market. Further study applies procedures of entering Sweden and operation after entering, which will be of vital importance for competing on the Swedish heater market when the decision maker determines to choose Sweden.

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Kafková, Petra. "Faktory spotřebního chování ve vztahu k sportovním aktivitám životního stylu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76070.

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The aim of this Master's Thesis is to reveal and describe segments within a group of university students. The first part includes the theory of market segmentation, including the market research theory and description of the technique of cluster analysis. The second part contains the exploration of secondary data - identifying characteristics of the target group and searching for ideas for own research. The third part describes preparation for primary research, collecting of the data and their analysis. At the end I reveal segments with the help of cluster analysis and describe all uncovered segments.

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Valentová, Aneta. "Návrh úprav marketingového mixu společnosti dovážející kosmetické produkty z Maďarska do České republiky." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443134.

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This diploma thesis deals with the marketing mix of a company that imports cosmetics products from Hungary to the Czech market. The thesis is divided into three main parts. The first part is theoretical, it explains the basic concepts of marketing, marketing mix and marketing environment, which are related to the topic. This is followed by the analytical part, in which an analysis of the marketing mix and marketing environment in the Czech Republic of the company are performed. The analytical part also includes a research part, which deals with the adjustment of the company's marketing mix and addressing a new target segment. The last part is a proposal part, in which, based on the analytical part, proposals and recommendations are presented from the point of view of the marketing mix for gaining new customers.

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Veselý, Petr. "Marketingová koncepce florbalové značky." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4070.

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The main objektive of this thesis is to analyze the market position of floorball brand Canadien and to suggest improvements for marketing conception of Charlies and Co. company (exclusive distributor of brand Canadien in the Czech Republic). The theoretical part analyses czech floorball market, divides it into different segments and presents the results of marketing research specialized on evaluation of the main floorball brands in the Czech Republic. The most important information about the market and the brand Canadien are summarized in Swot analysis. The end of the thesis is devoted to suggestion of appropriate future brand strategy and concrete steps for each part of the marketing mix.

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Leppäniemi, M. (Matti). "Mobile marketing communications in consumer markets." Doctoral thesis, University of Oulu, 2008. http://urn.fi/urn:isbn:9789514288159.

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Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.

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Klimková, Markéta. "Vstup nového internetového portálu na český trh a jeho marketingová strategie." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-77001.

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This master thesis examines inception of the new web portal focused on shopping and its entry into Czech internet market. First part introduces methods of market situation analysis that are applied in second part of this master thesis. Thesis also includes analysis of Czech internet market from the perspective of on-line shopping and identifies potential customer segments for this new internet portal. Next part defines business objective of new internet portal and its marketing strategy. Results of this master thesis where applied during preparation phase of internet project CoKoupit.cz and will also be further applied during company start-up.

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Davis, Brooke. "What Is Needed to Enable a Cultural Shift in the Market Research Department at the Gangler Company?" Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc700092/.

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This thesis investigates how to create an environment for organizational change within the Market Research Department at the Gangler Company (a US-based consumer products company). I explore what is influencing the current cultural environment and which of those influencers can be shifted to encourage organizational change toward the “ideal” culture that the organization has identified. Using new institutionalism as the theoretical approach, I discuss the significance of institutional forces (such as the economy and the rise in technology) on the cultural elements (i.e. behaviors, ideas, material artifacts and social structures) in the Market Research Department. Lastly, I show that by understanding those institutional influences, I can better assess what cultural elements can be shifted and which cannot. Of the cultural elements that are able to be shifted, I recommend three interventions that the organization should employ: 1) from a contrive culture to a culture of candor, 2) from a culture of division to a culture of cohesion, and 3) from a culture of knowing to a culture of learning.

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Štefko, Miloslav. "Segmentácia spotrebného trhu likérov." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-6199.

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The main object of this paper work is to analyze liquers market in Czech republic by primary and also secondary data and to group the consumers into few segments. In consequence according to predetermined priorities to choose the most attractive segment and to create the marketing strategy designated for chosen segment.

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Gonzales-Montoya, Elizabeth. "Plan de marketing para recuperar la participación de mercado de la línea de cubertería de Mochica." Bachelor's thesis, Universidad de Lima, 2015. http://repositorio.ulima.edu.pe/handle/123456789/1168.

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Busca recuperar la participación de mercado de la línea de cubertería de Mochica, contribuir a la organización con un mejor entendimiento del mercado y las necesidades de los consumidores para diseñar estrategias y programas de marketing, que permitan lograr los objetivos planteados, así como crear relaciones y valor para los clientes. Entre los objetivos específicos estan: analizar la oferta de cubiertos de mesa del mercado, identificar los atributos que prefiere el consumidor final y las estrategias que actualmente maneja la competencia. Incrementar la aceptación y compra del producto y la marca por el consumidor final, evaluando si es necesario un cambio en la imagen de la marca u otras acciones que permitan recuperar el porcentaje del mercado perdido y aumentar las ventas y rentabilidad de la línea de cubiertos.
Tesis

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Gaika, Nandipha Gloria. "The development of effective promotional strategies to market public FET/Technical Colleges in the Eastern Cape Province." Thesis, Port Elizabeth Technikon, 2002. http://hdl.handle.net/10948/d1006191.

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Education is a powerful and pervasive agent of change. Therefore, it is the key to unlock the doors to development and modernisation. Currently, business and communities knowledge very little about what the FET/Technical College is offering and its importance to the society as whole. Therefore there is a great need to market the technical sector so that the community is knowledgeable about the FET/Technical Colleges. The research conducted focuses on which promotional strategies are effective in marketing the FET Colleges. In order to make technical college students marketable it is necessary to market the institutions effectively so that all the stakeholders can be aware of what technical colleges can offer. Because of high competition in this industry, it is of vital importance not to be out-marketed by competitors by keeping abreast of new trends in promotional strategies. In order to obtain more relevant information about promotional strategies a literature study was conducted to develop a questionnaire to survey the importance of promotional strategies and determine which promotional strategies are being used by the FET Colleges. The East-London, Queenstown and Ezibeleni Public FET Colleges form the respondents. From each college five academic staff, two management members and five students formed the respondents. Community members, business community members, the Department of Education and the Department of Labour representatives were also included in the sample from each of the selected FET Colleges. The findings of the survey revealed the high level of agreement in terms of the importance of the promotional strategies identified in the literature study with the exception of some promotional strategies, which were identified as not compatible with the FET target market. The study recommended that further research be done on a larger sample size focusing on particular stakeholders eg. students of the FET Colleges in a specific area.

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Šperková, Ivana. "Marketingový výzkum spokojenosti zákazníků s maloobchodní prodejnou Neptun market." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224015.

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The objective of the thesis is on the basis of theoretical knowledge and fieldwork to conduct a marketing survey, which will evaluate customer satisfaction in the retail store. The results of the survey and analyses will provide necessary documents to develop proposals and recommendations leading to increased customer satisfaction and the objective of the thesis.

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Ponomaryova, Yuliya A. "Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process." Kent State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356.

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Neumanová, Lucie. "Perspektiva vstupu Hershey na český trh." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191915.

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The main goal of the Master's thesis is to find out if the Hershey Company, a traditional American producer of chocolate products, has a chance to succeed on the Czech market. In the first section we are introduced to methods of marketing situation analysis and market research. In the next part of the thesis is described the Hershey Company, its marketing mix and main competition on the market. The analytic part researches preferences of Czech consumers when buying chocolate products and also their attitude to broaden range of chocolate products caused by the entry of a new chocolate producer. The final part of the thesis provides recommendations for the company that result from analytic part of the Master's thesis.

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Oliveira, Urbano Ruben Coito Neves de. "Research on chinese grape wine consumer behaviour and strategy for portuguese wine in China." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6258.

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Mestrado em Marketing
Understanding the market characteristics and consumer behaviour are the main factors to achieve success in any country. However, China has specificities that are very different from what marketers are used to. This study aims to research the consumers’ behaviour in terms of purchase and consumption, as well as, their perception towards Portugal, its’ products and wine. It also intends to create a strategic marketing plan that can serve exporters that want to enter the Chinese market. To this end, an online survey was administered to a selected sample of Shanghai’s population. As a result, it was concluded that Portuguese products may have a chance to enter this market, if they are presented in the right places, with the right prices, if it can get to the right people and publications but, especially, if the business relation and country brand are well managed.

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Voříšková, Petra. "Podpora distribuce v Rusku a vstup produktů R. Jelínek na trhy Pobaltí." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4128.

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39

Beneš, David. "Návrh marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377552.

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This diploma thesis is focused on the design of a marketing strategy within a selected company. In the theoretical part, an examination of currently available professional literature has been made. This literature, which describes individual marketing systems, is used as subsequent source material for the empirical component of this thesis. The analytical section focuses on a description of FITCOACH s.r.o, its position in its market and an overview of competitors in this sector. The main goal of the thesis is the proposal of a marketing strategy for FITCOACT, s.r.o. In conclusion, this thesis describes suggestions for improving the company's current situation by attracting new customers and therefore raising potential sales revenue.

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Verster, Kia. "Evaluating market potential in emerging markets using marketing data." Diss., 2014. http://hdl.handle.net/2263/40282.

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This research focuses on the use of marketing data as a tool with which to evaluate potential in emerging markets. The literature reviewed gave valuable insight into existing approaches to evaluation of market potential, and some of the limitations these approaches face in emerging markets. Specifically, these focus on the data deficit in emerging markets, and lack of granularity in the data that exist. The literature also highlights the expertise and information which is available within the marketing fraternity, which has failed to be translated into strategic business insight in the context of new market entry. The integration of the two disciplines of marketing and market entry provides market-seeking firms with valuable new data on which to base decisions, as well as offering marketers with an opportunity to demonstrate their value as a source of strategic insight. The literature reviewed resulted in the formulation of hypotheses predicting a relationship between the independent variable, marketing data, and the dependent variable, market potential. These were further evaluated in terms of relative strength when compared to existing tools: macro economic data, and the Market Potential Index. Finally the data was analysed at a regional level to determine whether marketing data could be used to analyse market potential at a finer level of granularity than was previously possible. The study relied on secondary data, collected from a number of freely available online databases covering ten African countries over a period of six-years. This was in line with the objectives of the study, which aim to provide market-seeking firms with an alternative tool for evaluating potential without making significant investments in upfront data gathering. Regression analysis was conducted to determine the nature of each of the relationships specified in the hypotheses, and the results were assessed to determine statistical significance and the strength of correlation. It was found that marketing data shows a strong, and statistically significant relationship with market potential. This exhibited greater correlation than either of the existing tools – as well as be applied at a regional level. This finding indicates the value of adding marketing data to the set of tools used for market evaluation, and demonstrates the value that exists within the marketing fraternity as a source of relevant and reliable data and strategic insight.
Dissertation (MBA)--University of Pretoria, 2013.
pagibs2014
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

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41

Xin, Zhang. "Sports marketing: Research on NBA marketing strategy in Chinese market." Master's thesis, 2020. http://hdl.handle.net/10071/22299.

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This study explores the NBA's marketing strategies in China through the influence of 4Ps on purchase intention. Using a sample of 288 valid questionnaires collected in China, multiple linear regression analyses were employed to test the hypotheses. Research shows that product quality and public relations have a positive relationship with the purchase intention. NBA's product strategy and promotion strategy have a direct impact on the purchase intention. But the price strategy and the place strategy have no influence on the purchase intention.
Este estudo explora as estratégias de marketing da NBA na China por meio da influência dos 4Ps na intenção de compra. Usando uma amostra de 288 questionários válidos coletados na China, análises de regressão linear múltipla foram empregadas para testar as hipóteses. A pesquisa mostra que a qualidade do produto e as relações públicas têm uma relação positiva com a intenção de compra. A estratégia de produto e a estratégia de promoção da NBA têm um impacto direto na intenção de compra. Mas a estratégia de preço e a estratégia de local não influenciam a intenção de compra.

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Jiang, Yi-Ping, and 江逸平. "The Research on Brand Marketing of Fashion Market." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/90929840579761164401.

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碩士
銘傳大學
設計管理研究所碩士班
97
Fashion market in Taiwan started from 2002 and has attracted many artists and designers to display and sell their works there. Fashion market has experienced its growth and decay and introduced some problems in the past years; nevertheless, it is still a good place for new brands to start with. The goal of the study is to explore the brand marketing strategy in the fashion market. Questionnaires were adapted to collect data of consumers’ brand recognition and purchasing behavior of the fashion market. Case study was used to collect data of three successful brands in the fashion market. The three brand owners were also interviewed to understand their brand marketing process. Results were as following: (1) Emotion expression was critical during the brand marketing of the fashion market. (2) The brand image and strategy in the fashion market reflected the inner value of the designers. (3) The fashion market products were tightly coupled with the brand philosophy and brand image. (4) The fashion hold time is fluid, need to maintain focus on customer relations to increase effect on brand marketing. (5) Planning marketing activities based on the topic of each fashion market is crucial for brand developing of the fashion market.

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Yuan-Chen, Liao, and 廖元貞. "Research of Direct Marketing Strategies of Life Insurance Market." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/78206326216635400893.

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碩士
國立政治大學
風險管理與保險學系
88
Because of the development of Taiwan*s insurance market and the change of customers* purchasing habits, the sale of life insurance by agents, effected mostly by human relationship, has been becoming redundant for customers who have their own way of thinking, enjoy convenience, and dislike disturbances. The high initial expenses of traditional marketing channels are also becoming a heavy burden for life insurers, especially for new entrants. This is the motivation of the thesis which discusses other possible marketing strategies: Direct Response Marketing, one specific branch of Direct Marketing, which focuses on the sale process through intermediaries other than agents and brokers. The thesis then follows by the discussion and research into the characteristics of the life insurance industry. Since the domestic insurance direct response marketing development is in its initiate stage, the thesis adopted the method of Exploratory Research to explore and supply room for further conceptual research. By essay discussions and analysis of practical insurance operational experiences, we hope to achieve the following objectives: 1. To acknowledge how enterprise organizations and marketing combinations affect insurance direct response marketing. 2. To specifically identify how direct response marketing applies to insurance operations. 3. To discuss the feasibility and the roles of insurance direct response marketing in the Taiwan life insurance market. With respect to enterprise organizations, insurers that have more branches will have economies of scale on insurance direct response marketing. The success of direct response marketing will also rely on the organizational support and the acceptance by internal executives. Direct response marketing should only play an assistant role in insurance marketing and can not completely replace the current agency system in the near future. In the aspect of insurance direct response marketing, the profit produced by insurance direct response marketing mainly comes from the proportion of loyal policyholders and their whole-life-values. The reason that customers purchase insurance products through this direct method is mainly due to the convenience and good service it can supply, not price. Meanwhile, it is important to distinguish products between direct response marketing and agent sales to help avoid conflicts of the two channels. In assessing the feasibility of the Taiwan life insurance market, we find that the popularity of the communication media together with the tight regulatory restrictions help the development of direct response marketing. Direct response marketing provides life insurers a new sales channel to enhance their integrated competitiveness. For small to medium sized insurers, designing an unique insurance product and developing new direct response media, will achieve benefits and advantages in this fierce competitive insurance market. However, while direct response marketing is becoming stronger and insurers need to expand their operational scale, insurers will still need to improve the current agency system to compensate for the weaknesses of direct response marketing and to maximize profits.

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Su, Chin-Yi, and 蘇靜怡. "Research on Purchasing Factors, Consumer Market Segmentation and Marketing Strategy." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/98257027672487627431.

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碩士
銘傳大學
管理研究所碩士在職專班
98
Follow by the advances in technology and diversification of consumer demand, the global IT (Information Technology) industry changes rapidly. The existing structure of the computer market and users’ concept, are changing gradually which affect by the launch of the Netbook. This research describes current status and situation of consumer computer industry in recent years, and according to this, analyze the niche market of consumer computer, consumer experience and attitudes. Then product attributes as a basis for market segmentation, the consumers of Netbook were classified into four groups: emphasis on functionality, the ultimate luxury oriented, pragmatic approach and slim-type outlook. There were significant differences of the demographic variables and consumer experience and attitudes, and purchase intention variables between the groups. Finally, according to the differences between the groups found in this study, the strategic suggestion of the marketing mix (product, price, promotion and channels) has presented.

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Lai, William, and 賴孝威. "The Research of Advanced Audio-Market Separation and Marketing Strategy." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/56534906389371882509.

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碩士
銘傳大學
管理研究所碩士在職專班
98
June of 2007, an article from a representation magazine “Audio Art” entitled “Low price but highly recommend product the future of the Hi-End stereo” analyzed the companies of advanced audio had lost the ability of designing and producing both medium and low price audio equipments. The appearance of this article not only shocked the industry of audio but also forced them to face the sense of uncertainly to their marketing strategy all the time. The industry of advanced audio in Taiwan had faced the following subjects in the recent years. With information closed, a few factory owners grasped most sales channels over high price, and made general consumers step back. The shape of the theater replaced orthodox stereo of two sound channels, causing the dispersion of resources. The digit music rises, and reduces consumer''s demand for the traditional high-order audio. Above-mentioned subjects make the advanced audio industry need to face the market question again, which means to re-understand the audio market and to face the demand of consumers. According to the product interests that consumers valued, this research separates district on the market and analyzes consumers from each separation of market in order to describe the features of separated consumers; investigate the meaning of marketing and make the proper proposal which providing the audio industry and sales shops to improve their operational measures and marketing strategy.

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"A study on certain determinants of export performance in a particular market." Thesis, 2015. http://hdl.handle.net/10210/14984.

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D.Com. (Economics)
Chapter 1 defines the investigated problem and presents the methodology of the study. The phenomenon studied (the dependent variable) is the export performance (as defined in the study) of country A's products in country B's market. The independent variables are the following characteristics : Capital intensity, unskilled labour intensity, skilled labour intensity, use of local raw materials, marketing mix variables, total marketing efforts, size of production & marketing which products have gained, size of foreign agents, type of ownership, demand similarity, duration of existence of exporting firms, duration of activity in the market, product quality ...

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Chi, Hung Jung, and 季宏潤. "The Market Research & Marketing of Individual Annuity Ins. In Taiwan." Thesis, 1993. http://ndltd.ncl.edu.tw/handle/71100014077124457981.

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CHEN, WEI-LUN, and 陳緯倫. "Research on Market Segmentation and Marketing Strategy of Auto Insurance Customers." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/u453w7.

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碩士
銘傳大學
企業管理學系碩士在職專班
107
In recent years, under the liberalization of China's domestic insurance rates and the full opening of the market, Taiwan's property insurance industry is facing a highly competitive environment. Therefore, how can property and casualty insurance companies effectively target different characteristics of customers and develop a marketing strategy for the production and insurance industry? A major topic and challenge. This study is based on the segmentation variables of "Brand Equity" and "Customer Conversion Cost". The customers are classified into "Premium Benefits", "Stable and Reliable" and " Service image type, and based on the analysis of the difference between demographics and loyalty in each of the market, establish marketing strategies for different market segments.

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Wu, Pao-Liang, and 吳伯良. "Marketing Research on the Upper Class Market in the Travel Industry." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/37622939194486080459.

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碩士
世新大學
觀光學系
92
Single travel product wont’ be able to satisfy diversified demands of the tourists given with the highly competitive context. In the creation and development of travel products, the upper class market in the pyramid of clientele often play the role of leading the trend of the consumers. Even though the accounts from the top end relate to the small public market, their consumer power either in financial affordability or in willingness is seldom affected by the ups and downs of the prosperity and they simply carry extremely significant index function to the consumer pattern of travel and the future trend for the development of the travel industry. It is found according to the results in-depth interview with case companies conducted in this study, any travel agency desires to penetrate into the market of the upper class accounts has to be familiar with the following aspects before attempting a smooth entry into this niche market: 1.Definition of the upper class market and their travel characteristics: the upper class market is a group of people who have the money and time, are willing to spend money and generally with good tastes of enjoyment, and highly demanding on the quality and contents of the package travel. The products for selling to them must be tailored to their particular needs and by nature are very exclusively. 2.Customer relationship control: Taking advantage of the 80/20 principle for providing professional and personal services, and improving the development of loyalty appear to be the keys for a successful relationship control of the top-end accounts. 3.Marketing strategies for the upper class market: self-packaging by presenting top-end, exclusive and tailored products, always creating the value of hands-on experience appear to be the basics in packaging the top-end products; furthermore, making recommendations among the customers to happen for the marketing and the marketing cooperation with hetero-industry entities contribute to add expected value in the marketing efforts, maintain consistent service quality and stick to commitments to the contents of the product. 4.Development potentials of the upper class market: the size of upper class market may be small, its production value and profitability are many folds of that the general public could offer. Therefore, aggressive deployment in securing the upper class market, a market with very promising potentials is required. For example, target of prospective accounts may include the new chosen few from the technology sector, or those emerging millionaires in the Mainland China. With the efforts invested, time will eventually pays the highly profitable results. Finally, this study makes further recommendations to urge the members of the travel industry to have deep furrow in the following orientations in mapping out their marketing strategies to solicit the top-end accounts: 1.Brand development: according to the findings of this study, the core value of brand shall be (1) the symbol of trust and safety; (2) able to trigger of cluster effects; and (3) sufficient to upgrade the customer loyalty. 2.Knowledge management: most of the members in the travel industry do not maintain a complete knowledge management system to effectively enter, classify, store, expand and update the knowledge to prevent the vision of knowledge sharing and experience relay from being realized in the travel industry, resulting in excessive waste of resources and the fault of the staff of the travel company. Therefore, earlier creation and maintenance of a proper knowledge management system is a must in the hope to solve the problems of information monopoly and talents fault through the powerful promotion by the management of the company.

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"The disposable diaper market in Hong Kong: a feasibility study for establishing a disposable diaper manufacturing company in Hong Kong." Chinese University of Hong Kong, 1987. http://library.cuhk.edu.hk/record=b5885758.

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