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Wakley, Del. "Workplace Technology Competencies for Associate Degree Marketing Programs." NSUWorks, 2006. http://nsuworks.nova.edu/gscis_etd/905.
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The explosive growth of the Internet, information technologies, computer software applications, and telecommunications has affected marketing educators who are faced with the now on-going challenge of developing and delivering marketing instruction that integrates pertinent and timely technology. Marketing educators must determine the relevance of their program curriculum to the graduates' work environment and then align marketing program outcomes and competencies with workplace expectations.
A Web-based modified Delphi procedure involving marketing practitioners and educators was used to identify the current and emerging workplace technology competencies that employers expect AAS marketing program students to possess upon graduation. The Delphi also determined the curriculum performance criteria that can be used to integrate and assess the requisite technology competencies and established into which marketing courses the technology competencies should be integrated. Ultimately, the Delphi established the state-of-the-art exit technology competencies that graduates will have mastered as a result of the upgraded marketing curriculum.
The research identified 15 essential technology competencies with 42 matching performance criteria for integration and assessment. Five traditional marketing courses and eight marketing technology courses were selected for primary or supplementary technology competency integration. The findings indicated that: Technology competency expectations keep changing and more frequent assessment is needed. Very technical technology skills are not desired, but discipline-specific and generic technology skills are desired. There are different ways to integrate technology content and there are possible barriers to technology integration at the local program level.
Recommendations to evaluate, integrate, innovate, and replicate were provided to get the most value out of the marketing technology integration framework that was the result of the study. Based on Cronbach's alpha and Kendall's W statistical tests, the procedure employed in the study was deemed a valid and reliable process that can be applied to future competency identification and integration studies.
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Ulrich, Dennis L. "Broadcast communications sales/marketing degree evaluation and proposal for Lehigh Carbon Community College." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.
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Richter, Frank-Thomas Tobias. "Marketing mix standardisation in international marketing : an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates." Thesis, University of Warwick, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369808.
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Price, Kelly, and Julia Price. "Behind the Scenes: Directors’ Perspectives of Designing and Implementing New Online Degree Programs." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/3023.
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Dahab, Reda. "Relation between the degree of implementation of the quality system and the degree of customer satisfaction." Thèse, Chicoutimi : Université du Québec à Chicoutimi, 1991. http://theses.uqac.ca.
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Raeis, Zadeh Saba. "A marketing strategy for Simon Fraser University's general Master of Business Administration program /." Burnaby B.C. : Simon Fraser University, 2006. http://ir.lib.sfu.ca/handle/1892/3440.
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Research Project (M.B.A.) - Simon Fraser University, 2006.Theses (Faculty of Business Administration) / Simon Fraser University. Senior supervisor : Dr. Jennifer C. Chang. MBA-MKTG Specialist Program.
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Mahmood, A. "Evaluation of the degree to which employee satisfaction is related to internal marketing within Pakistani universities." Thesis, University of Salford, 2013. http://usir.salford.ac.uk/29373/.
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Internal Marketing (IM) is a concept in which employees within organisations are treated as internal customers. This concept of internal marketing focuses on how an organisation serves the employees. In addition, internal marketing (IM) has evolved as a strategy in order to create employee satisfaction within the company. This is because when employees are treated as customers they become more committed, co-operative, enthusiastic and satisfied. Employee job satisfaction is an essential element of internal marketing (IM). This is because employee’s understanding of their organization’s goals and activities help in meeting the required standards and establish successful relationships with external customers. Employee satisfaction towards their work uplifts their morale which in turn contribute significantly and positively to high-quality performance and external customer service. Therefore, internal Marketing (IM) is considered a continuous process and directly linked to employee satisfaction. This research seeks to explore the concept of internal marketing (IM) and its relationship in developing satisfaction among employees of three targeted universities in Pakistan, Lahore. In this research, firstly, relevant literature is reviewed on relation between internal and external customer which leads to concept and development of internal marketing (IM). After that, in depth discussion of the models of internal marketing (IM), briefly leading to the development of a conceptual framework in the context of this research. XVI Later, it follows, to define employee satisfaction and its relationship with internal marketing (IM) comprehensively. Next, concept of internal marketing (IM) in higher education (HE) and justify the reasons of choosing three targeted universities in Pakistan. This helped in shaping the conceptual frame work, and to generate hypotheses to fulfil the objectives of this study, in terms of relationship between variables of internal marketing (IM) and employee job satisfaction. Statistical Package for Social Science (SPSS) is used to test hypotheses using the non-parametric alternative, Spearman’s Rank Order Correlation (rho) to find significance of the above defined relationship and then Standard Multiple Regression was applied to find the Coefficient of Determination in order to observe the goodness of fit of the model. The empirical research findings provide strong support for the hypothesized model; all hypotheses are supported and accepted. Statistically significant and positive correlations were found between all variables of internal marketing (IM) and employee job satisfaction in three targeted Pakistani universities. Future research can be built by considering other regions, industries, in different environment, backgrounds or cultural context to determine the unaffected impact of variables of internal marketing (IM) and its relationship with employee satisfaction.
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Wismiarsi, Tri 1966. "Relationship between the degree of internationalisation, firm characteristics, international market orientation and learning orientation." Monash University, Dept. of Marketing, 2004. http://arrow.monash.edu.au/hdl/1959.1/5337.
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West-Newman, Timothy. "Imaginative travel experiential aspects of user interactions with destination marketing websites [: a thesis submitted to AUT University in partial fulfilment of the degree of Doctor of Philosophy, 2008]." Click here to access this resource online, 2008. http://hdl.handle.net/10292/665.
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In this thesis a discursive examination of backpacker attitudes towards and use of a New Zealand tourism website, based on their own accounts of their experiences of using the web for travel, offers a contribution to existing knowledge about human computer interaction. The study enhances current understandings of the processes through which backpackers interact with travel websites by including the social and personal context of their experience. Analysing interview data on user attitudes and behaviour, it argues the importance of taking into account the use-context of human computer interactions. Placing participants’ interaction with the newzealand.com website within themes of imagination, emotional engagement, and authenticity in experience allows an exploration of such context. It demonstrates that backpackers’ engagement with websites is shaped not only by their material circumstances but by their attitudes to travel in general, their assumptions and feelings about New Zealand as a place, and as a site for their own experiences. The research applies usability techniques and methods to observe and inquire into tourists’ experiential interaction with a destination website. The emotional, affective, reflective and behavioural aspects of tourists’ decision making processes are studied in order to show how websites, as a medium of communication, evoke users’ travel imaginings. In this way the study contributes to research into tourists’ web-related motivation and behaviour. In addition, by applying discursive, performative, and experiential lenses drawn from travel research to human-computer interaction, it augments current research techniques for studying the social effects of virtual technology and web related human behaviour. The thesis explores themes of representation of place and self in relation to backpacker experiences and frames them in terms of authenticity and trust. It argues that in navigating places, backpackers seek authentic experiences and that this notion of authenticity is mediated by their encounters with other travellers, locals, tourism providers, as well as books, television and the Internet. Websites as travel information sources shape how backpackers think about their tourist experiences; to do this effectively, what the site presents must resonate with the backpacker’s views on how they think those experiences should be.
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Pentina, Iryna Hasty Ronald W. "Performance implications of multi-channel strategic decisions by incumbent retailers the role of order of entry and degree of inter-channel coordination /." [Denton, Tex.] : University of North Texas, 2008. http://digital.library.unt.edu/permalink/meta-dc-6065.
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Yu, Mandy Ning-Ya. "Perceptions of a successful key account management programme a New Zealand perspective : this is a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business (Marketing), 2004 /." Full thesis. Abstract, 2004.
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Bhat, Sushma Seth. "Inter-organisational cooperation and network influences in destination marketing : the case of www.purenz.com : a thesis submitted to AUT University in partial fulfilment of the degree of Doctor of Philosophy, November 2008 /." Click here to access this resource online, 2008. http://hdl.handle.net/10292/448.
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Individual businesses from a variety of sectors network and work together to create a successful tourist experience. The interdependencies of organisations producing this experience make cooperation a necessity in destination marketing. Despite the centrality of cooperation and networking in tourism marketing relatively little empirical research has been conducted in this area. This thesis uses the case of the development of the official NZ website www.purenz.com (purenz) to examine the role, form and process of inter-organisational cooperation in destination marketing. Drawing on in-depth interviews with thirty- five industry members involved in establishing and managing www.purenz.com between 1999 and 2006 this thesis makes a number of contributions to both the marketing and tourism literature. The thesis confirms that there are considerable difficulties in broadening the marketing role of the national tourism organisation (NTO) beyond destination promotion. The study also finds that destination marketing and destination management are still perceived as separate processes in the NZ tourism industry. In addition, the results of this study provide support for the view that the social networks in which firms are embedded have a considerable influence on inter-organisational alliance formation. This thesis contributes to the development of theoretical approaches to the study of cooperation in destination marketing by identifying five levels of cooperation in destination marketing: passive acceptance, support, alignment, contribution and pooling. The levels are based on the different types of input that may be required from stakeholders by the NTO. The level of cooperation desired in a particular context is a strategic choice to be made by the destination marketing management. This choice is affected by the existing characteristics of the tourism network; the NTO leaders’ perception of the need for and value of cooperation in destination marketing and also by the extent of shared understanding of the scope of destination marketing management among tourism stakeholders. The research points to the need to develop further the network characteristics affecting cooperation in destination marketing. Further work is also needed to develop a more complete profile of the five levels of cooperation identified by this study and the investment required to achieve each level of cooperation.
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Hartigan, Tony. "Cause related marketing a New Zealand investigation : this dissertation [thesis] is submitted to the Auckland University of Technology in partial fulfilment of the degree of Master of Business, 2003." Full thesis. Abstract, 2003.
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Konhäuser, Andreas. "Understanding value in B2B buyer-seller relationships do matching expectations improve relationship strength? : a thesis submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2007." Click here to access this resource online, 2007. http://repositoryaut.lconz.ac.nz/theses/1367/.
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Thesis (MBus) -- AUT University, 2007.Primary Supervisor: Prof. Dr. Roger Marshall. Includes bibliographical references. Also held in print (vi, 76 leaves ; 30 cm.) in City Campus Theses Collection (T 658.8040943 KON)
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Kretinin, Andrey A. "ESSAYS ON GOVERNANCE PERSPECTIVE ON FRANCHISING." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1436796322.
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Pentina, Iryna. "Performance Implications of Multi-Channel Strategic Decisions by Incumbent Retailers: The Role of Order of Entry and Degree of Inter-Channel Coordination." Thesis, University of North Texas, 2008. https://digital.library.unt.edu/ark:/67531/metadc6065/.
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The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic decisions in affecting firm performance: (a) the order of adopting an online channel by incumbent retailers and (b) the degree of coordination between store and online sales channels. The resource-based view and the dynamic capabilities approach are used as theoretical foundations for the study. Following resource-based logic and applying a contingency perspective, this research proposes that firm-specific resource endowments determine the success of the order of online entry strategy for incumbent retailers. This dissertation utilizes the dynamic capabilities approach to propose that the strategy of inter-channel channel coordination leads to higher performance when core, unique dynamic capabilities pertaining to e-commerce are developed in-house, as opposed to being outsourced. By posing and answering the research questions regarding the role of strategic decisions of order of online entry and channel coordination in enhancing long-term financial and operational performance, this dissertation contributes to the development of strategic theory in the nascent areas of electronic commerce and multi-channel retailing, provides further empirical support to resource-based theory of competitive advantage, and assists managers in formulating more informed strategic objectives for achieving multi-channel competitive advantage.
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Watt, Candice L. "Looking back and forth examining communication processes in a marketing research organisation /." Diss., Pretoria : [s.n.], 2005. http://upetd.up.ac.za/thesis/available/etd-07172007-151903/.
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Dhawan, Anuj. "Motivation factors for online buying the price driver : a dissertation submitted to the graduate faculty of design and creative technologies, AUT University, in partial fulfilment of the requirements for the degree of Master of Business, School of Computing and Mathematical Sciences, Auckland, New Zealand, 2008." Abstract. Full dissertation, 2008.
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Amira, Fathimath. "The role of local food in Maldives tourism a focus on promotion and economic development : a thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Master of Philosophy (MPhil) in Tourism, 2009 /." Click here to access this resource online, 2009. http://hdl.handle.net/10292/748.
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In the fiercely competitive globalized tourism industry, where there is growing concern for the development of sustainable tourism, tourism stakeholders are confronted with the challenge of creating innovative product differentiation and effective marketing that will increase yield and promote sustainable tourism development. Food is a fundamental part of the tourist experience. Increasingly, local food is used in tourism as an integral part of the visitor attraction to enrich tourist experiences. Local food acts as a differentiating feature for destinations and can play an important role in increasing visitor yield, stimulating growth in other economic sectors and promoting sustainable occupations. The close relationship between local food and culture enables the promotion of cultural heritage by promoting local food. Thus, linking local food and tourism has the potential to create more sustainable tourism practices and outcomes. This study evaluates the role of local food in tourism promotion. It also focuses on economic development, exploring the potential for creating linkages between local food and tourism in the context of sustainable tourism practices. The research is based on a case study of the Republic of Maldives, a country which has gained success in the international tourism market by promoting the natural beauty of its tropical islands. Like many Small Island Developing States (SIDS), tourism is the key to the Maldives’ economic development. But a heavy reliance on imports and a large expatriate labour force cause a significant leakage of tourism revenue. Tourism has been developed under a one-island-one-resort concept. This has created tourist enclaves that limit distribution of tourism benefits among local communities. Hence, Maldives’ tourism needs ways to broaden economic linkages and increase tourism yield. Broader visitor experiences that enhance product attractiveness in ways that still conserve and protect the fragile ecosystem are also required. This research utilized content and discourse analyses and surveys in a mixed-methods approach. Content analysis of printed and web-based tourism marketing materials reveals that food is not featured prominently as a tourist attraction in the Maldives. Surveys conducted among operators and experts indicate considerable support for and the potential benefits of, linking food to tourism; these stakeholders also state that they believe there is a strong desire on the part of tourists to experience local food. A range of issues and constraints that work against linking local food and tourism are revealed; these include under-developed transportation and logistics, shortages of skilled staff, and a lack of communication between producers and tourism operators. A variety of suggestions on linking local food to tourism are presented with recommendations of potential local foods and food-related events that could be successfully integrated into the tourist experience.
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Tafner, Rodrigo Esteves. "Modelo contingencialista como preditor do grau de adaptação mercadológica de ofertas internacionais." Associação Escola Superior de Propaganda e Marketing, 2014. http://tede2.espm.br/handle/tede/21.
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Previous issue date: 2014-04-09This study aims to provide a predictive model of degree of adaptation required for the entry of a particular product in a particular target market, pointing to a position on a continuum of standardization / adaptation based on the contingency view particularly Jain, through the analysis of relationship indicators formed from secondary data and public access. To achieve this goal, a theoretical review pointed constructs not only Internationalization, but Organizational Psychology, and the Cultural Distance Hofstede, the gravitational theory proposed by authors such as Retail Reiley, Converse Huff and that should be integrated in a formative model predicting the degree of adaptation of the International Offering. The resulting theoretical model from the literature review was put to the test with data obtained from secondary databases as the Best Global Brands Ranking, GMID - Euromonitor and Global UN HDI and compared to data obtained using the Delphi method, in which 18 judges internationalization experts judged ex -post adjustment of 48 cases, 7 products in 6 countries over 1 item in only 6 of the 7 countries, by means of Partial Least Squares method - Structural Equation Modeling. The results point to a model with a high degree of prediction, with significance, after removing the bookmark Monetary Value of Brand originally proposed theoretical model. The final model, however can not be generalized because the study investigated some representative group of the population, but offers prospects for expansion of research is the expansion of the sample and the databases used either by the method of regression analysis in Multilevel function of the multi-stage characteristic of the sample.
Este estudo objetiva oferecer um modelo preditivo de grau de adaptação necessária para a entrada de um determinado produto em um determinado mercado-alvo, apontando uma posição em um contínuo de padronização/ adaptação baseado na visão contingencialista, principalmente de Jain, por meio da análise da relação de indicadores formados a partir de dados secundários e de acesso público. Para atingir esse objetivo, uma revisão teórica apontou constructos não só de Internacionalização, mas de Psicologia Organizacional, como a Distância Cultural de Hofstede, da Teoria Gravitacional do Varejo proposto por autores como Reiley, Converse e Huff que deveriam se integrar em um modelo formativo de predição do Grau de Adaptação da Oferta Internacional. O modelo teórico resultante da revisão da literatura foi posto à prova com dados obtidos de bases de dados secundários como o Ranking Best Global Brands, GMID Euromonitor e IDH global da ONU e confrontados com dados obtidos por meio do método Delphi, no qual 18 juízes especialistas em internacionalização julgaram ex-post, a adaptação de 48 casos, 7 produtos em 6 países mais 1 produto em somente 6 dos 7 países, por meio do método Partial Least Squares Structural Equation Modeling. Os resultados apontaram para um modelo com alto grau de predição, com significância, após a retirada do indicador Valor Monetário da Marca do modelo teórico originalmente proposto. O modelo final, entretanto não pode ser generalizado pois a pesquisa investigou um grupo pouco representativo da população, mas oferece perspectivas de ampliação da pesquisa seja pela ampliação da amostra e das bases de dados utilizados, seja por meio do método de análise de Regressão Multinível em função da característica multi-estágio da amostra.
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Millard, A. D. "Are the people listening to Government's good advice : source credibility in Government attributed social marketing messages : a thesis submitted to the Victoria University of Wellington in fulfilment of the requirements for the degree of Masters of Commerce and Administration /." ResearchArchive @Victoria e-thesis, 2010. http://hdl.handle.net/10063/1288.
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Robinson, Claire Elizabeth. "Advertising and the market orientation of political parties contesting the 1999 and 2002 New Zealand general election campaigns : a thesis presented in fulfilment of the requirements for the degree of Doctor of Philosophy in Politics at Massey University, Palmerston North, New Zealand." Massey University. School of History, Philosophy and Politics, 2006. http://hdl.handle.net/10179/243.
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This thesis proposes an alternative way of establishing a link between market orientation and electoral success, by focusing on market orientation as a message instead of as a management function. Using interpretive textual analysis the thesis examines the advertising messages of the highest polling political parties for evidence of voter orientation and competitor orientation in the 1999 and 2002 New Zealand general election campaigns. Relating manifest market orientation to a number of statistical indicators of electoral success the thesis looks for plausible associations between the visual manifestation of market orientation in political advertisements and parties' achievement of their party vote goals in the 1999 and 2002 elections. It offers party-focused explanations for electoral outcomes to complement existing voter-centric explanations, and adds another level of scholarly understanding of recent electoral outcomes in New Zealand.While the thesis finds little association between demonstration of competitor orientation in political advertisements and electoral success, it finds a plausible relationship between parties that demonstrated a voter orientation in their political advertisements and goal achievement. The parties that achieved their party vote goals in 1999 and 2002 tended to demonstrate an affinity for their target voter groups by showing images of voters and their environments and images of party leaders interacting with voters. They demonstrated concern for the satisfaction of the needs of existing voters by using words of togetherness and proving they had met their previous promises. They did not change their policy or leadership messages dramatically between campaigns. There was a visual consistency to their television, print and billboard advertising messages which rendered the messages easy to recognise and remember. They were clear about what they were offering in exchange for the party vote and recognised the need to offer something in addition to previous offerings in order to attract new voters.
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Fulcher, Patricia Ann. "The role of attributional style in a call centre environment this thesis is submitted in partial fulfilment of the degree of Master of Business (Marketing Major), submitted to Faculty of Business, Auckland University of Technology, November 2003." Full thesis. Abstract, 2003.
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Lees, Gavin. "Are radio markets Dirichlet? A study into the NBD/Dirichlet, its empirical generalisations and their extension to radio listening patterns : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Palmerston North, New Zealand." Massey University, 2009. http://hdl.handle.net/10179/1149.
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The well recognised and parsimonious Dirichlet model of buyer behaviour (Goodhardt, Ehrenberg and Chatfield 1984) has summarised a number of empirical generalisations about market structures and buyer behaviour. These generalisations have been described by Sharp, Wright and Goodhardt (2002) as: Differences in market share can be attributed largely to differences in market penetration A double jeopardy pattern emerges, with smaller brands having a lower average purchase frequency, share of category requirements, and proportion of sole buyers A brand’s customers buy from other brands more frequently Sole buyers tend to be very rare, and are also very light buyers Heavy buyers buy more brands and are very unlikely to be sole buyers Brands share their customers in proportion to their market share (Duplication of Purchase Law). Of these empirical generalisations, double jeopardy, polygamous loyalty and the duplication of purchase law are amongst the better known. They have been observed across an increasing number of product categories, countries and differing market conditions. This thesis considers whether the Dirichlet and its accompanying empirical generalisations also hold true for radio markets. Whilst Goodhardt, Ehrenberg and Collins (1975) and Barwise and Ehrenberg (1988) have considered television and its audiences there has been very little study into radio audience patterns. Perhaps this is because many researchers consider radio to be more like television than any other media. However, Lees (2003, 2006) has started to address the issues of radio market structures and radio audience patterns. This thesis adopts an empirical generalist approach showing the Dirichlet model of consumer behaviour and its associated empirical generalizations appear to apply to radio markets in that they: Show a high correlation between market share and the brand performance measures of: cumulative audience, average time spent listening, share of category requirements and exclusive audience Reflect the double jeopardy pattern with those stations that have a higher market share also having a higher penetration or cumulative audience and a higher average weekly time spent listening. Conversely those stations with a low market share having a lower cumulative audience and a lower average weekly time spent listening Show audience duplication between radio stations that varies according to each stations’ market cumulative audience, in accordance with the Duplication of Purchase Law Have the percentage of listeners loyal to one radio station reflecting the Dirichlet’s expectation of low exclusive audience. These exclusive listeners also reflect a double jeopardy pattern with the bigger stations having more exclusive listeners than the smaller stations. The most compelling result of this thesis is the apparent ability of the Dirichlet to describe a radio market place. Thus has managerial implications – especially to what extent a manager should take the patterns as ‘normal’ or seek to ‘buck the trend’. The conclusion is that radio station managers need to carefully manage their station working with the market rather than trying to ‘buck the trend’. This is likely to involve station managers actively promoting their stations to ensure that their station remains salient to its current listeners while also trying to increase its awareness amongst non listeners. This thesis has also made several contributions to knowledge about the Dirichlet. First, it has extended knowledge about the model to a new area – that of radio listening. Second, it has shown that while some radio listening seemingly violates some of the assumptions behind the model it is still robust enough to account for variations in multivariate count data in a manner that is parsimonious. Third, it has confirmed the known boundary condition that the Dirichlet does under-predict sole loyal purchase frequency. This thesis also calls for further research into both the Dirichlet model with further extensions to differentiated product categories; and into the question of radio audience measurement. It calls for the New Zealand Radio Broadcasters Association to commission a report into the effect of introducing portable people meters as a form of audience measurement.
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Scolaro, Maqueli. "Mensuração do grau de uso corporativo e repercussão nas mídias sociais: um estudo do setor hoteleiro." Universidade do Vale do Rio dos Sinos, 2016. http://www.repositorio.jesuita.org.br/handle/UNISINOS/5407.
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CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
Com o surgimento da Web 2.0 viu-se a introdução de canais alternativos para a comunicação de marketing entre as empresas e seus consumidores, abrangendo plataformas online que são constantemente modificadas pelos seus usuários, como as mídias sociais. Estas plataformas online estão presentes no dia-a-dia dos indivíduos e das organizações e tornaram-se para diversas empresas o principal meio de divulgação da marca e de comunicação com os seus clientes. Identificando esta realidade para o setor hoteleiro da Serra Gaúcha, este trabalho tem por objetivo mensurar o Grau de Uso Corporativo e de Repercussão nas Mídias Sociais (GUCRMS) dos estabelecimentos selecionados através do levantamento das atividades realizadas nas mídias sociais e as reações geradas nos seus seguidores. Para a aplicação da pesquisa, realizou-se o levantamento de dados de 85 hotéis situados na Serra Gaúcha e oriundos de cinco mídias sociais, Facebook, Twitter, Instagram, Google+ e YouTube. Os resultados mostram que os hotéis da Serra Gaúcha não tendem a atuar em um grupo de mídias sociais, mas sim, em até duas plataformas online, com destaque para as mídias sociais Facebook e Twitter que possuem o maior fator de impacto para o setor analisado. Em complemento, verificou-se que os seguidores do Facebook são mais propensos a curtir e compartilhar as publicações geradas pelos estabelecimentos se comparado as demais mídias sociais. Por fim, percebeu-se que os estabelecimentos analisados apresentam em sua maioria baixo GUCRMS (51% da amostra), seguido de estabelecimentos que apresentam forte e médio GUCRMS, representando 28% e 21% da amostra respectivamente. Com os resultados pode-se concluir que a mensuração do GUCRMS contribui no direcionamento das atividades dos estabelecimentos, auxiliando na identificação das plataformas online com maior fator de impacto e de estabelecimentos que servem como referência de atuação e repercussão nas plataformas online de maior audiência.
The emergence of Web 2.0 introduced an alternative channel for marketing communication between companies and their consumers, including platforms that are constantly modified by its users, such as social media. These online platforms are present in the day-to-day life of individuals and organizations and became for many companies the primary means of brand communication and communication with their clients. Identifying this reality for the hospitality industry of Serra Gaúcha, this study aims to measure the degree of Corporate Use and Impact on Social Media (GUCRMS) of selected establishments through a survey of activities in social media and the reactions generated in their followers. For the application of the research, there was a survey of 85 hotels data located in Serra Gaúcha and from five social media, Facebook, Twitter, Instagram, Google+ and YouTube. The results show that the hotels in Serra Gaúcha do not tend to work in a group of social media, but, within two online platforms, highlighting the socials media Facebook and Twitter that have the highest impact factor for the analyzed sector. In addition, it was found that Facebook followers are more likely to enjoy and share the publications generated by establishments compared to other social media. Finally, it was noted that the analyzed establishments have mostly low GUCRMS (51% of the sample), followed by establishments that have strong and medium GUCRMS with 28% and 21% of the sample respectively. With the results we can conclude that the measurement of GUCRMS helps in directing the activities of the establishments, assisting in the identification of online platforms with high impact factors and hotels that serve as reference performance and effect on online platforms wider audience.
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Forbes, Sharon L. "The influence of individual characteristics, product attributes and usage situations on consumer behaviour : an exploratory study of the New Zealand, Australian, UK and US wine markets : a thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Lincoln University /." Diss., Lincoln University, 2008. http://hdl.handle.net/10182/901.
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Previous research has suggested that the country of origin cue is important to consumers during their purchase decision making process; the cue is utilised as an indicator of product quality and thus has an effect on purchase decisions. However, country of origin research has been heavily criticised in terms of methodology and has tended to focus on durable, manufactured products such as automobiles, electronics and apparel. This research investigates whether consumers do utilise the country of origin cue during actual wine purchase decisions and whether consumer perceptions of wine will vary based upon the country from which it originates. In addition, this study also seeks to identify all of the product attributes which are utilised by wine purchasers, and the degree to which these attributes are important to them during the purchase decision process. Finally, the research seeks to understand the influence that individual consumer characteristics (i.e. demographic variables, product knowledge and product involvement) and usage situations will have upon attribute utilisation and importance. In order to examine these broad research questions, a structured survey was developed and administered to respondents in four countries immediately following an actual wine purchase. Analysis of the collected survey data revealed that consumers typically utilised only a small number of attributes during their purchase decisions, and that the attributes which were most frequently utilised were not necessarily the most important to wine consumers. The country of origin cue was the eighth most frequently utilised attribute and the fourth in terms of importance. The majority of consumers could accurately identify the country of origin of the wine they had just purchased and their perceptions of wines were found to vary based upon the country of origin. Individual consumer characteristics were found to have varying effects upon attribute utilisation and importance ratings. Three-quarters of all wine purchases were made to resolve just four usage situations, and these situations were found to moderate the origin of the wine that the consumer selected during their purchase decision. From a theoretical standpoint, this study supports the idea that consumers utilise only a small number of attributes during their decision making process, and that this number will increase as product knowledge and product involvement levels increase. The most important attributes for consumers were found to be intrinsic in nature. Country of origin theory has also been advanced by this study; consumers were found to hold stereotyped perceptions of wine based upon its national origin, and both the nationality and education level of the consumer were found to moderate the utilisation of the country of origin cue. Whilst earlier researchers had suggested that any home country bias may be product specific, this study suggests that it may actually be a product dimension specific phenomenon. The high reliability of the product involvement and subjective knowledge scales should also be of value to future consumer behaviour researchers. Similarly, the idea that the usage situation influenced which product was purchased, but not how it was selected, expands current knowledge. Practical implications arising from this study include the identification of the importance of having previously tried a wine; marketers could increase sales through the provision of wine tasting opportunities for consumers. The significant correlation between involvement and the frequency of wine consumption also provides wine producers with an opportunity to increase sales through initiatives which will increase consumer involvement with wine. The results indicate that the wine industry should focus on the production and marketing of wines which are suitable for consumption in the identified four dominant usage situations and should seek to increase consumption in dining situations in the US. Finally, promotional strategies linking New Zealand wines with high quality appear to have been successful, but these messages will need to be repeated in order to reinforce the positive consumer perceptions.
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Lange, Candy. "Marketing the visual arts in New Zealand a critical analysis of promotional material by Christchurch's art galleries : a thesis submitted to the Auckland University of Technology (School of Communication Studies) in particular fulfilment of the requirements for the degree of Master of Arts (Communication Studies), October 2007." Click here to access this resource, 2007. http://hdl.handle.net/10292/308.
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Thesis (MA--Communication Studies) -- AUT University, 2007.Includes bibliographical references. Also held in print (xi, 242 leaves : col. ill. ; 30 cm.) in the Archive at the City Campus (T 708.99383 LAN)
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Wellman, Neil. "Are marketing degrees fit for purpose? : re-shaping the undergraduate marketing curriculum to better equip early career marketing practitioners for employment and career progression." Thesis, Cardiff Metropolitan University, 2017. http://hdl.handle.net/10369/9256.
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This thesis asks if, as literature and stakeholders suggest, the primary purpose of marketing degrees is to educate the next generation of marketing professionals, are they ‘fit for purpose?’ A wide-ranging literature review suggests not, with substantial gaps between academic theory and tools and those used in practice, but that vocational degrees can develop both relevant marketing competences and the graduate and employability skills valued in employment. The multi-dimensional Vocational Competence Profile (VCP) model is proposed, together with a Vocational Competence Curriculum (VCC) showing how HE’s theory driven paradigm may be adapted to more effectively prepare graduates for practice. Adopting a pragmatic and mixed-methods approach, primary research comprised analysis of job and person specifications for 375 early career marketing posts and semi-structured interviews with 45 practitioner, graduate and academic stakeholders. The job analysis identified that only 56% of suitable posts asked for a degree and of them only 25% for one in marketing, whilst 77% required prior experience. That marketing degrees hold little value and aren’t pre-requisites for marketing posts, together with the importance of experience and a variety of employability skills was confirmed by stakeholders. The research identifies that the curriculum’s focus on strategy above tactics, large consumer above business and services markets and ‘full-mix’ (4/7Ps) marketing as promulgated in standard textbooks and courses fail to reflect and prepare graduates for their early career jobroles, a majority of which focus on tactical marketing communications. It also identifies the importance attached to a range of employability skills, notably communications, teamworking, ITC, numeracy and organisational skills together with a variety of personal traits. Findings are used to populate the VCP, then, drawing on examples of good practice, suggest how the VCC may be reverse-engineered to focus on practice, employability and experiential learning, ‘teaching less, but better’ to better prepare graduates for their career.
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Mariampillai, John K. "Collaborative provision within UK higher education : perceptions of stakeholders of UK and Sri Lankan private colleges offering university degrees in business and management." Thesis, University of West London, 2014. https://repository.uwl.ac.uk/id/eprint/1059/.
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Collaborative higher education refers to an array of different arrangements between higher education institutions (HEIs) and other providers - private providers in the case of this thesis. The main focus of the thesis is to understand stakeholders’ perspectives on collaborative partnerships between HEIs and private for-profit providers in the provision of UK degree courses in business and management. Recent decades have seen the massification of HE. The demand for HE in the UK has been growing significantly. But the state has begun to disengage itself from financing HEIs and thus their continuing state funding is under challenge. Market mechanisms have been introduced. Collaborative HE provision between HEIs and private for-profit providers can be seen as an activity undertaken as part of an increasingly marketised UK HE landscape. Management, staff such as link-tutors, and policy-makers in quality organisations were interviewed: thirteen in the UK and six in Sri Lanka. Five former non-European Union (EU) private college international students were interviewed in the UK. Three focus groups were conducted with non-EU private college international students in the UK. This is an exploratory study, from which it is not possible to generalise, but findings indicate that: a. Non-EU international students choose to study in private HE colleges because it enables them to acquire a UK degree at a lower cost. b. Working with private partners in the UK and overseas is perceived to have an economic motive and collaborative partnerships are seen as a partial solution to the difficult financial situation of HEIs. c. Collaborative HE partnerships help UK HEIs to expand their market. d. Government intervention in the private for-profit HE sector is discernible, for example through the Educational Oversight Review of private providers. This is blurring the boundary between what is described as public and private.
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Silva, Jefferson Oliveira da. ""Quando um degrau faz a diferença": um estudo sobre a acessibilidade em meios hoteleiros à luz do marketing social." Universidade Federal da Paraíba, 2014. http://tede.biblioteca.ufpb.br:8080/handle/tede/7953.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
Durante muchos años las personas con discapacidad fueron relegadas a los estratos más bajos de la sociedad. En muchas culturas tener una discapacidad era sinónimo de estar enfermo, ser improductivo y no válido. Con los años, estas personas han ganado derechos inimaginables. Entre ellos, el derecho a acceder a cualquier sitio de consumo, sea este privado o público. Por lo tanto, el presente estudio buscó identificar las acciones de accesibilidad en la hostelería y sus acciones en vista de los hoteleros y de las personas con discapacidades físicas que consumen este servicio. Para este fin, se trató de examinar cómo los consumidores con discapacidad física perciben las acciones de accesibilidad en los servicios del hotel, teniendo en cuenta las seis barreras de acceso e identificando cómo los gerentes de hoteles ubicados en João Pessoa, perciben la accesibilidad desde la perspectiva de la hospitalidad y el contraste visión y percepción presentada por consumidores y administradores en relación con los medios hoteleros de accesibilidad. Con un enfoque descriptivo cualitativo para la coleta de datos de esta investigación fueran utilizadas entrevistas semi-estructuradas. Estas entrevistas se llevaron a cabo con las personas con discapacidad, así como con los gestores de los hoteles, con un total de veintitrés entrevistas, siendo quince de estas con los consumidores con discapacidad y ocho con los gerentes. En cuanto a la explicación de la información contenida en los discursos, se utilizó el análisis del discurso, el cual permite rendimientos aún más relevantes en los resultados de esta búsqueda. En cuanto a los resultados obtenidos, parece que las seis dimensiones de acceso, aunque no sea tan notable, están presentes en el equipo del hotel. Por otra parte, también se estableció que la dimensión arquitectónica es el más común para las personas con discapacidades físicas, así como la accesibilidad no es considerado por los administradores como una forma de facilitar el consumo de servicios del hotel, ya que se justifican con la baja demanda de este público. Por lo tanto, esta investigación resulta ser de importancia fundamental, teniendo en cuenta que estas personas con discapacidad física son consumidoras y tienen el derecho de acceso en todos los ambientes, incluyendo en el hotel.
Por muitos anos as pessoas com deficiência eram relegadas as camadas mais inferiores da sociedade. Em muitas culturas ter uma deficiência era sinônimo de estar doente, ser improdutivo e inválido. No decorrer dos anos, estes indivíduos conquistaram direitos antes inimagináveis. Dentre estas o direito a acessibilidade em qualquer ambiente de consumo, seja este privado ou público. Para tanto, esta pesquisa identificou as ações de acessibilidade em meios hoteleiros, bem como a sua implantação na visão dos gestores hoteleiros e das pessoas com deficiência física consumidoras deste serviço. Para tal, buscou-se analisar como estes indivíduos percebem as ações de acessibilidade nos serviços hoteleiros, tendo em vista as seis barreiras de acesso, bem como identificar como os gestores dos hotéis situados em João Pessoa percebem a acessibilidade sob a ótica da hospitalidade e contrastar a visão e percepção apresentada pelos consumidores e pelos gestores no tocante à acessibilidade em meios hoteleiros. Com uma abordagem qualitativa do tipo descritiva, e para a coleta dos dados esta pesquisa utilizou-se de entrevistas semiestruturadas. Estas entrevistas foram realizadas com as pessoas com deficiência, bem como com os gestores hoteleiros, totalizando vinte e três entrevistas, sendo quinze com os consumidores com deficiência e oito com os gestores. No tocante a explanação das informações contidas nos discursos, utilizou-se para tal a análise do discurso, que viabiliza obterem-se resultados mais relevantes para esta pesquisa. No tocante aos resultados obtidos, infere-se que as seis dimensões de acesso, embora não sejam tão perceptíveis, estão presentes nos equipamentos hoteleiros. Além disso, concluiu-se também que a dimensão arquitetônica é a mais recorrente para as pessoas com deficiência física, bem como a acessibilidade não é considerada, pelos gestores, como uma maneira de viabilizar o consumo nos serviços hoteleiros, pois estes se justificam na baixa demanda deste público. Diante disso, esta pesquisa se mostra ser de fundamental importância, tendo em vista que estas pessoas com deficiência física são consumidoras e tem o direito ao acesso em todos os ambientes, inclusive o hoteleiro.
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Peng, Chen-Hui, and 彭振輝. "The Study of the Relationship among the Degree of Marketing Standardization, Entry Mode and the Marketing Performance." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/80022062455511426214.
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碩士中國文化大學
國際企業管理研究所
86
The internationalization is the one of the important policies for our country. Choosing the entry mode and using the original marketing program or mortifying all are the important topics for a company. This study is going to discuss the relationship among the degree of marketing standardization, entry mode and the marketing performance. This study also adds an intervene variable to the framework, and discuss that the intervene variable whether influence the entry mode decision and the degree of the marke program standardization. The research results are as below: First, The degree of the marketing program standardization will influence the sales growth rate. Second, The different entry mode will influence the degree of the distribution program standardization, and the degree of the distribution standardization of sole proprietorship mode is higher the joint venture and licensing mode. Third, The different entry mode will influence the sales growth rate. Fourth, The different entry mode and the different degree of marketing program standardization will influence the sales growth rate and the satisfaction of the manager. Fifth, The different type of product will influence the degree of the distribution standardization. Sixth, The different type of product will not influence the entry mode decision.
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温崇弦. "School Marketing and Student Degree of Satisfaction Influence -The Degree of Involvement in Student Organizations Perceived as Interference Variables." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/u89c4j.
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碩士德明財經科技大學
行銷管理系
104
Abstract Low birth rate is the future trend,Therefore, all public national high school level are facing enrollment problems. In this study, we are hoping to be able to study the marketing point of view of consumer satisfaction,That is student satisfaction. In today's Open Education,How to develop features to attract students attending school is an important issue. Therefore, this study is to investigate the effects of the status of student organizations involved in the perception and satisfaction of students. Learn school marketing analysis, student satisfaction and the community perception of the degree of involvement with each other relevant circumstances,specific recommendations,for the relevant units in the planning of the school and community involvement marketing degree,the reference to enhance student satisfaction. In this study, high school and vocational school students in Taipei States for the study,And student organizations involved in the perception of interference variables. Impact on student satisfaction after marketing research schools. In this study, high school and vocational school students in Taipei States for the study, and student organizations involved in the perception of interference variables, impact on student satisfaction after marketing research schools. This study collected samples collected questionnaire Questionnaire, And use the Reliability and Validity, SPSS hierarchical regression analysis. And interaction analysis, to verify this conclusion. The results depend :(1) school marketing will positively affect student satisfaction. (2) the level of consciousness of the student community involvement will positively affect the marketing school on the student satisfaction. (3) After school marketing and student organizations involved in the interaction of consciousness level, it does not have a significant impact on student satisfaction. Therefore, to make the following two suggestions: (1) strengthen school marketing effect, to use its influence in the promotion of student satisfaction. (2) enhance the enthusiasm of community activities to enhance students' school solidarity. Keyword: School Marketing, Student organizations involved in perception, Student Satisfaction
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Hsieh, An-Cheng, and 謝安城. "Examining the Degree of Marketing Channel Cooperation -- An Integrated Model and Empirical Analysis." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/63532478348339638842.
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碩士國立臺灣科技大學
企業管理系
89
As business environment and technology change, how to obtain channel resources to maintain sustainable competitive advantage for firms has been an important issue. Respectively, the development of marketing channel cooperation has been regarded as a vital strategy for global competition the business world nowadays as well as an important issue for marketing channel research. Although there has been quite a few studies on channel cooperation, most of the literature focused mainly on limited factors affecting channel cooperation and the consequent issues following cooperation such as channel conflicts and performance evaluation. There have been relatively few empirical studies focusing on all the important factors affecting channel cooperation and the degree of cooperation, not to say developing an integrated conceptual framework. Consequently, this research tries to establish an integrated model of channel cooperation to explore the determinants of the degree of cooperation. The research was conducted with data from the consumer-product manufacturers with their own brands in Taiwan. Determinants, such as “Trust and commitment”, “channel interdependence”, “channel structure” and “complementary degree of resources”, have been found positively related to the degree of cooperation. The results also shows that there are differences in the degrees of channel cooperation between emerging and traditional industries, but no differences across nationalities.
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HOU, JIA-ZHENG, and 侯嘉政. "The study of being accepted the degree of marketing concept by Taiwan business." Thesis, 1991. http://ndltd.ncl.edu.tw/handle/35242053408239967310.
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Jan, Men-Jen, and 詹孟真. "An Empirical Study on Relationship Among Cause-related Marketing, Degree of Involvement and Brand Equity." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/75939140099359898792.
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Lin, Jin-Fa, and 林進發. "Research of Teachers’ Identification Degree on Marketing Strategies in Private Complete Schools in Tainan County." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/89463493888336343632.
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碩士致遠管理學院
教育研究所
95
The research aims at exploring the identification of the signification, actual situation of operation, school marketing function and school marketing dilemma of the school marketing strategy in the minds of the teachers of Private Tainan County Complete High Schools. The research adopts the method of the questionnaire with 166 available samples from the deans, section chiefs and teachers of Private Tainan County complete high schools, applying the researcher’s self-complied questionnaire titled “The Questionnaire of the School Marketing Strategy of Private Tainan County Complete High Schools.” With the methods of t-test for independent samples, One-way ANOVA, Scheffe’s method, frequency distribution, percentage and sorting, the researcher has undergone quantification statistic analysis, gaining the research result as follows: 1. Private complete high schools’ teachers adopt the positive identification over school marketing strategy, among which “ approach strategy”ranks the highest level.” 2. Teachers of different ages have remarkable differentia of identification of school marketing strategy. The older the teachers are, the higher identification degree of the school marketing strategy they have. 3. There exists no distinct difference among the teachers with different positions and in any school sizes. No matter what position the teachers are, they always take positive attitude towards school marketing strategy. 4. There also exists no distinct difference among the teachers of different sexes, ages and positions towards function of school marketing strategy, which should aim at upgrading the image and prestige of the school. 5. The main promotion targets of school marketing focus on the junior high students and their parents in the neighborhood of the school district. Therefore, the school authority is obliged to design safe transportation routes to and after school. It is the best marketing strategy to provide the service of convenient transportation tools. 6. As for different individual variation, private complete high school teachers are not totally the same in the marketing activity content. However, most teachers consider as the best marketing activities,such as recruiting promotion to junior high schools, declaring school contest result and individual excellent performances, and students’ performance of advancing to a higher school. 7. As far as private complete high school marketing plight is concerned, the biggest problem is that the school lacks specific duty units or marketing personnel; the secondary is that the school is in want of the system of rewarding marketing staff. According to the research results, the researcher makes the following suggestions as the references to the educational and the school authorties. 1. Establish rewarding system, hold demos or performance exhibition of excellent schools in marketing. 2. Widen organization of school personnel, found professional marketing units, and strengthen school information net equipment to facilitate school marketing promotion. 3. Make possible for teachers to gain advanced study to exalt school marketing professional knowledge and competence. 4. In the procession of school marketing, need to evaluate school inside and outside conditions, formulate feasible marketing projects and actualizing methods in the view of integer. 5.School authority should do secure and efficient service to obtain the identification of students and their parents. “Public praise marketing will soon take effect
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Chiang, Meng-Chun, and 江孟珺. "The Study on Relationship Marketing for Cooperative Degree between Plastic Raw Material Industry and Associate Distributor." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/m82h8n.
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碩士國立交通大學
管理學院運輸物流學程
101
The main purpose of this study is to investigate relationship marketing for Cooperative Degree between plastic raw material industry and associate distributor. This study referred the commitment - trust management theory model (Key Mediating Variables, KMV), proposed by Morgan and Hunt (1994) ,to investigate how the relevant variable number of relationship marketing – Relationship Termination Costs, Relationship Benefits , Shared Values, Communication, Relationship Commitment, Trust dimensions affect the cooperative degree between the enterprises and associate distributor. This study by the point of view from supplier to investigate how the relationship marketing affects the cooperative degree between the P Company of plastics raw material industry and its distributor. In the future, to focus on the long time profits between supplier and distributor and upgrade the cooperative degree by improving quality of trading relationship. This study referred literature and used six dimensions of relationship marketing to design questionnaire and survey P Company of plastics raw materials industry. The survey indicated that the relationship commitment dimension has a significant positive correlation with the cooperative degree .The more supplier commitment to distributor, the higher cooperative degree. The trust dimension has a significant positive correlation with the cooperative degree .The more supplier trust to distributor, the higher cooperative degree.From variance analysis of different statistical variables and cooperative degree investigated that the staff background of different genders, different levels of education, different positions, different ages, different seniority employees cooperated with distributor are significantly different. This study could explore relationship marketing for cooperative degree between supplier and distributor to manage relationship quality. This study suggests that P Company could enhance cooperative degree via dimensions of Commitment and Trust of relationship Marketing. P Company should support resources timely according to different requirements of staffs to enhance the cooperative degree and distributor satisfaction.
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Lin, Kai-Chen, and 林楷真. "Effects of Internationalization Degree and International Marketing Strategies on International Marketing Performance : A Comparison of High-Tech and Non-High-Tech Industries in Taiwan." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/85224646408290400845.
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碩士龍華科技大學
商學與管理研究所
101
With the tendency of globalization, firms persuade higher profit have to explore their operation scope by globalization. Consequently, those domestic firms keep on engaging international trade business. The shortage and small market of Taiwan, cause the process of internationalization become necessary, and the internationalization speed of Taiwan has also become the key of survival in the competitive environment. However, while internationalizing the industries face the environment which is no longer simple, but to face the multi-cultural and different political environment. To develop a successfully international marketing strategy, has now become the most important issue to all industries within country. However, there is no certain conclusion for whether the internationalized firms have better performance or not. This study investigates whether the Taiwanese firms have better performance by internationalization. International competition was more intensive than before. In the global environment, the dual pressure of global integration and local responsiveness that MNCs faced were increasing. Thus, the level of standardization and adaptation for the international marketing programs that are dispersed in different countries is a critical issue. The aim of this research lies in developing a base of international marketing strategy concept which is suitable for company’s operation. This study involves the issues including degree of internationalization, international marketing strategies, and international marketing performance by empirical examination. And also make a comparison between companies of high technology, and those of non-high technology industries. After analyzing the examples and results, the mainly findings are as follows: (1)The degree of internationalization has significant influence on international marketing performance. (2)The international marketing strategy of standardization strategy has significant influence on international marketing performance. (3)The international marketing strategy is used significantly differently within companies of high technology and non-high technology industries. (4)The degree of internationalization and the international marketing performance are related significantly differently within companies of high technology and non-high technology industries.
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Hsieh, Ming Ju, and 謝銘儒. "The Study of Relationship on The Degree of Parents’ Satisfaction to School Marketing Strategies and The Degree of Parents’ Identity-- A Case of Yunlin Country Chung Cheng Elementary School." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/00586395009857057027.
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碩士國立中正大學
企業管理所
93
The objectives of this study, taking Yunlin Country Chung Cheng Elementary School as an example, are to understand and measure the degree of Chung Cheng Elementary School parents’ identity and also discuss the possibility of School’s Marketing Strategies affecting the degree of parents’ identity. Based on the results of investigation, conclusion and recommendations has been generated, providing analytical design for elementary school and also act as a reference for future research. This study is based on a collection of domestic and international relevant literature and documents，documents of interview. Investigation is taking place by the method of questionnaire enquiry. The questionnaire consists of “Satisfaction of Parents Questionnaire” revised from the paradigm questionnaires by Jian-Zhi Lin and Hui-Mei Lu et al., “The Degree of Parents’ Identity Questionnaire” edited by myself. This research gathers opinions from the parents of Chung Cheng Elementary School and Community Day Care Centers. Five hundred and thirty two copies of questionnaires have been passed out and those that have been collected back and contain effective information are 325 copies. The results and information collected from the questionnaires was analyzed and compared by employing the methods of frequency, means, One-Way ANOVA, and Pearson Collection. Finally in the collaboration of results from literature and documents, interview and questionnaire will generate the final conclusion and recommendations of this research. Based on the analysis of data collection, the conclusion of this research has been made as following: 1. The degrees of parents’ satisfaction and identity in Chung Cheng Elementary School score high. 2. Teacher’s teaching attitude gets the highest score , and campus environment gets the lowest score in the degree of parents’ identity in Chung Cheng Elementary School. 3. Neither the degree of parents’ satisfaction nor the degree of parents’ identity is different in sex, age, education level, occupation and children's grade. 4. There’s high relation between the degree of parents’ satisfaction and identity. 5. The parents’ participation in Chung Cheng Elementary School affairs operation is still not common. 6. There is a need for improvement in Chung Cheng Elementary School’s marketing strategy. In accordance research results and the conclusion draw from the research results, the following recommendations had emerged to Chung Cheng Elementary School. 1. Strengthen personnel training and make sure policy executions practicable. 2. Improve the whole campus environment and hardware facility. 3. Make good use of medias to convey school information. 4. Strengthen the interaction between school and parents effectively. 5. Combine community and school, altogether honor and coexist.
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黃雅玲. "The Study on The Degree of Parents and Teachers’ Satisfaction to School Marketing Strategies and The Degree of School Identity.─Take I-lan County some township as the example." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/5jj643.
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碩士佛光大學
社會教育學研究所
97
Education is an important policy for a country’s future. With diversification of the society, liberalization of the economy, democratization of the politics, globalization of the world and speeding of the technology, educationists will face more and more difficult challenges. Therefore, educational policy has to adjust itself to the time current. Schools are the educational frontlines to confront all the challenges. Great vision and capability are necessary to operate and manage schools. In the competitive social environment, educationists should think about how to convey the educational concepts and distinguishing features to the parents and the public people to get identification and support for the school’s goal and vision. The questionnaire is used in this research to get relative data. The statistic analysis (t test, one-way analysis of variance, Pearson relative analysis, multiple regression analysis) and Importance-performance Analysis (IPA) are used to understand the parents’ and teachers’ degree of satisfaction and perception of importance to the school marketing strategies, and their school identity in one of the junior high schools in Yi-lan County. The conclusions are as followings. 1. Parents and teachers all have above-average degree of satisfaction toward school marketing strategy. As for parents of the elementary or junior high school students, the degree of their satisfaction toward school marketing strategy do not reveal any differences against the dependent variables, their specific backgrounds in this study. However, among teachers in elementary or junior high school, dependent variables, their various duties, bring obvious differences of the responses especially in the reaction of all the dimensions such as product strategy, promotion strategy, place strategy, people strategy and overall satisfaction degree. 2. Parents and teachers roughly have high cognition about the importance of school marketing strategy. They only have the above-average degree of satisfaction toward promotion strategy. However, among parents of the elementary or junior high school students, dependent variables are different genders and occupations. They bring large differences about the importance of school strategy marketing. As for teachers in elementary or junior high school, dependent variables are different duties. They dominantly arouse obvious differences of the importance toward school strategy marketing. 3. In the degree of school identity, parents and teachers have the highest positive degree of cognitive dimensions and the lowest degree of emotion dimensions. Among parents of the elementary or junior high school students, the dependent variables, different backgrounds, definitely result the obvious difference in the degree of school identity. As for teachers in elementary or junior high school, the dependent variables, different backgrounds, never dominantly bring any difference in the study of school identity. 4. All the dimensions and the degree of satisfaction in school marketing strategy have average or below-average positive reactions with those of school identity. 5. Parents and teachers’s degree of satisfaction toward school marketing strategy can efficiently predict the degree of school identity. 6. The IPA analysis of the whole samples from those parents and teachers has roughly matched their required strategic dimensions and reached the 45% percentage.
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Cooper, K. J. "Does CEO leadership style impact on adoption of the marketing concept? : a thesis submitted in partial fulfilment of the requirements for the degree of Master of Commerce in Management in the University of Canterbury /." 2007. http://library.canterbury.ac.nz/etd/adt-NZCU20070807.212420.
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Daloonpate, Apichart. "Estimating the degree of market power and price-response strategies in a product-differentiated oligopoly the case of the canned tuna industry in a local market /." 2002. http://etd.utk.edu/2002/DaloonpateApichart.pdf.
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Thesis (Ph. D.)--University of Tennessee, Knoxville, 2002.Title from title page screen (viewed Oct. 8, 2002). Thesis advisor: Matthew N. Murray. Document formatted into pages (x, 158 p. : ill. (some col.)). Vita. Includes bibliographical references (p. 151-157).
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chen, chieh-hsun, and 陳建勳. "A Study on Fans’ Degree of Participation, Supportive Factors,and Satisfication of Marketing Strategies toward Professional Baseball Club-Using Sinon Bulls As Example." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/69960489473765818604.
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碩士大葉大學
運動事業管理學系
94
ABSTRACT The main objective of this study is to discuss Sinon Bulls fans’ level of involvement to understand the factors affecting their support in the team and their satisfaction in the marketing strategies of the team. This study also compared different background variables to determine their effects on the fans’ level of involvement, factors of support, and satisfaction on the marketing strategies of the team. This study adopted “Sports Involvement Questionnaire”, “Scale for the Factors of Support in Sinon Bulls”, and “Fans’ Satisfaction Scale” as research tools. A total of 560 subjects were randomly selected from fans attending the Sinon Bulls’ game for on-site questionnaire survey. There were 527 valid questionnaires, and the valid return rate was 94.11%. The data were analyzed with independent t-test, one-way ANOVA, and chi-square test. The results are as the following: 1. The fans of Sinon Bulls are mostly males (66.98%), 18-35 years old (61.70%), with college education (60.53%), students (57.31%), and with income of NT$23250 or less (54.46%). 2. The fans of Sinon Bulls are mostly involved in the sports as light consumer (1-10 games) (65.28%). 3. In terms of the level of involvement, the fans of Sinon Bulls with different background variables showed significant difference only in “average monthly income”. 4. In terms of the factors of support, the fans of Sinon Bulls with different background variables showed significant difference only in “age” and “education background”. 5. In terms of the satisfaction on marketing strategies, the fans of Sinon Bulls with different background variables showed significant difference only in “age” and “education background”. 6. In terms of the factors of support, the fans of Sinon Bulls different levels of involvement showed significant difference only in “admirable characteristics and achievements”. 7. In terms of the satisfaction in marketing strategies, the fans of Sinon Bulls different levels of involvement showed no significant difference.
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Chuang, Chung-Han, and 莊忠翰. "A Study on brand extension, sale promotion, experiential marketing, customer satisfaction degree and brand equity – An Empirical Investigation of the Clothing Retail Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/w5k8c8.
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碩士國立臺北科技大學
商業自動化與管理研究所
99
Because of recession, personal disposable income is becoming lower and lower. Therefore, consumers start to take economical element account to choose product. Taking clothing retailer industry for example, there are many famous value clothing retailers cutting down cost of channel to provide more attractive and reasonable price. As above mention, they create their own competitive advantage at the same time. Furthermore, in order to touch customers and let customers know more about brand, more and more famous clothing brand start to build flagship stores to make customers feel happy and satisfied while they are shopping. This research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in Taipei City, probe into the value clothing retail industry this brand extension, sale promotion and experiential marketing, is it close of connecting with customer satisfaction degree and brand equity by way of structural equation modeling. The most significant finding : There is a significant, positive correlation between brand extension and customer satisfaction degree.There is a significant, positive correlation between sale promotion and customer satisfaction degree.There is a significant, positive correlation between experiential marketing and customer satisfaction degree.There is a significant, positive correlation between customer satisfaction degree and brand equity. The survey takes consumer of the value clothing retail industry to discover the relationships in different variables. Contributions of the findings are to provide business marketing strategy.
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Hung, Tzu-Ying, and 洪慈霙. "An Examination on the Service Quality, Experiential Marketing and Customer Satisfaction Degree of a Tourism Factory: A Case Study of Plum Genki House." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5ubv6d.
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碩士南華大學
文化創意事業管理學系文創行銷碩士班
103
Tourism is one of the fast growing industries in 21st century. The tourism has been fuelled by the growth in leisure time and engaged in holidays both domestically and internationally. The tourism industry is also essentially regarded as service industry. In view of this, the Ministry of Economic Affairs saves no endeavors on assisting those cultural and creative factories which have willingness for transformation and upgrading. By referring through the design and planning of the overall development, the successful experience of foreign tourism factories and through comprehensive scheme, they would become the factories which combine manufacturing, historical culture and tourism demand. Apart from manufacturing production, in Taiwan factories have also been transformed to open-to-the-public tourism factories. Under such circumstances, in addition to the manufacturing process, consumers can understand and strengthen product identification, and also create a different kind of tourism niche. Besides improving local tourism income, it is also beneficial for diversifying tourism market demand. We take Plum Genki House as case study, consisting of Service Quality, Experiential Marketing and Customer Satisfaction Degree of a Tourism factory. According to Dabholkar et al. (1996) in terms of quality of service proposed RSQS scale to measure basis. Experiential marketing by Schmitt (1999) proposed that is based on the senses, emotion, action, thought and association composed of five measure factors. Customer satisfaction is referred to the American Customer Satisfaction Index reference model (ASCI) views. In this study, the survey was applied at Plum Genkikan House during January to February at year 2015 for the sampling. Total valid questionnaires are 330. Statistical analysis is worked out in light of the narrative structure of the sample analysis, reliability and validity analysis, and the overall pattern of each facet of analysis. According to the study, when it comes to the customer base, we notice that the number of female is more than male. Regarding age, it is between 31 to 40 years old. For educational degree, college or university is the majority. As to occupation, most of them are students. With respect to place of residence, visitors from the southern part are the majority. In addition, as far as the total satisfaction is concerned, the experimental marketing is greater than service quality. Thus, we can determine that the experimentail marketing has more influence on satisfaction.
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Knight, Elizabeth. "The Impact of Massification of the Higher Education Sector on the Idea of a Degree in the UK." Thesis, 2018. https://vuir.vu.edu.au/41703/.
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This study investigates whether the messages sent by academic institutions of different status in their prospectuses about the idea of a degree have changed over the period of massification in the UK 1976-2013. The study concludes that there are differing identifiable discourse topics, and these have changed over the period, especially away from a traditional liberal higher education to a focus on graduate employment. The major change found over the period is an increase in the homogenisation of marketing materials, which enhanced the coding of institutional status, and as a result now requires increased support for prospective students.
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Maneesoonthorn, Chadinee. "An empirical examination of the effects of permission, interactivity, vividness and personalisation on consumer attitudes toward E-mail marketing : a thesis submitted in partial fulfilment of the requirements for the degree of Doctoral of Philosophy of Commerce in Management in the University of Canterbury /." 2006. http://library.canterbury.ac.nz/etd/adt-NZCU20060625.131903.
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Wang, Huey Lan, and 王惠蘭. "The Analysis of Integrated Marketing Communication Degree for Animal Protection Association－The Cases Study of Taichung Universal Animal Protection Association and Animal Benefits Association of Republic of China." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/79148616130973232125.
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碩士義守大學
管理科學研究所
91
ABSTRACT The problem of the stray dogs in Taiwan can be reasonably dated from the year of 1986. But we still have a large number of stray animals today. People who possess rich philanthropy and humanism strive for the existence right of animals, and then set up the animals’ protection association. However the animals’ protection association works very hard because they lack the money, resources and marketing knowledge to expand their practice smoothly. The past literature found that the integrated marketing communication process could promote the performance of business operation. The purpose of our study is to apply the philosophy and concept of the integrated marketing communication to the animals’ protection association and to increases their operational performance. Based on the name list of the social groups, we selected a team of the representative associations for our interview sample. After their completing and returning the enclosed questionnaires, we executed the deep interviews and obtained the information about their marketing activities. Retrieving the result of the questionnaires, we measured the degree of the integrated marketing communication and analyzed the marketing activities performance of the animals’ protection association. The results show that: 1.The animals’ protection association lacks the ability to cope with database analysis. 2.The animals’ protection association can’t accept the traditional marketing and commercial activities. 3.The animals’ protection association only utilize a small minority of media to communicate their message to the stateholder.. 4.They don’t understand the characteristics of the media. Key word: Integrated Marketing Communication, Animals’ Protection Association, Stray Animals
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Hawkins, Jacinta Carol. "Applying marketing theory in educational settings : a study of communication processes within school-based health promotions : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy at Massey University, Albany, New Zealand." 2009. http://hdl.handle.net/10179/1071.
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School-based health promotions targeted at improving nutrition and increasing physical activity are seen by governments and public health experts as integral to reducing obesity among children even though such promotions often produce disappointing results. This mixed methods research involving six case schools explored the application of marketing theory in educational settings and postulates that marketing communications processes are relevant when facilitating school-based health promotions. The research intention was to determine the impact of communication processes on the implementation of school-based health promotions by investigating children‘s exposure to promotions and outcomes of promotions. Hence stakeholder perceptions and expectations of promotions were analysed. Additionally, communication enhancers and inhibitors for promotions were identified and communication approaches used by Health Promoting Schools (HPS) were compared with those used by non-HPS. Principals and teachers were interviewed to discover selection, implementation and health promotion outcomes while parents were surveyed about the influence of school-based health promotions on their children‘s eating and exercise behaviours. Children participated in focus groups to determine their perceptions of health promotions, issues and behaviours. Data were analysed using a blended models framework combining best practice principles from marketing communications theory and behavioural theory. The framework was used to explore communication processes within school-based health promotions and behavioural outcomes of those promotions. It was discovered, first, that government policy and community priorities impact upon which health messages are promoted and why. Second, it was found stakeholder roles and relationships impact upon when and where health is promoted and by whom. Third, the extent to which health concepts are integrated into school life highlighted the importance of how health is promoted. Finally, it was established that communication processes and related behaviours, which take place within different environmental contexts, are influenced by communication noise, the skills and abilities of parents and children, and environmental conditions. Future research directions include examining how health priorities of school communities can be combined into a shared vision for health promotions. Clarifying stakeholder roles and examining formation, strength and success characteristics of stakeholder relationships in health promotions is a possibility too. Exploring the HPS initiative and environmental influences on healthy behaviours also warrants further investigation.
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McKenzie, Stephanie J. "Brand-sponsored versus consumer-generated online brand communities : a thesis presented in fulfilment of the requirements for the degree of Masters of Business Studies in Marketing at Massey University, Auckland, New Zealand." 2009. http://hdl.handle.net/10179/1285.
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This research focuses on online brand communities from a brand management perspective. The purpose of this study is to contribute to understanding of online brand communities by examining differences in brand-sponsored and consumer-generated online brand communities, and to extend research into online brand communities by examining online brand communities for a sports brand. The first phase of this study investigates how consumption practices differ in brand-sponsored and consumer-generated online brand communities. Online brand communities for the All Blacks brand were selected as a case study for this research. The All Blacks brand-sponsored and consumer-generated online brand communities were observed for eight weeks and afterwards discussions in both communities were analysed for two weeks to identify consumption practices. Ethical issues pertinent to this research design meant raw comments and discussions could not be collected and instead discussions were immediately analysed through a coding process. The second phase of this study investigates marketing industry expert views on brand-sponsored and consumer-generated online brand communities. Interviews with three representatives from service and sports organisations were held. The findings from this research contribute to literature on online brand communities by demonstrating brand-sponsored and consumer-generated online brand communities differ in consumption practices, language, self-expression, modes of interaction, and legitimacy. This study also extends research into online brand communities by investigating online brand communities for sports brands. Findings imply there are minimal differences between online brand communities for service or sports brands compared with online brand communities for goods. The outcomes from this research may also have a number of implications for marketers, hoping to capitalise on the growth of online brand communities.