Dissertations / Theses on the topic 'Marketing expenditure'

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

This exploratory study investigated changes in the allocation of household expenditure between various product or service categories in a sample of South African low-income or 'bottom of the pyramid' (BoP) households. First, the mixed methods research quantified the monthly income and expenditure fluctuations in the sample of households over a period of four months. In addition, study identified and quantified expenditure category trade-offs in the target households. Finally, a qualitative inquiry explained the reasons for the fluctuations and the trade-offs identified in the first two components. The study was based on the existing BoP proposition and specifically focused on BoP consumer decision-making theory. Methodologically, the study was a monthly longitudinal panel over four months. The quantitative component employed a once-off baseline questionnaire to gather household data. The participating households then completed monthly self-complete financial diary questionnaires that recorded both income and expenditure. The qualitative component involved interviews with representatives from the participating households and provided details to explain the underlying causes for changes in monthly expenditure patterns. The study was conducted in four provinces with eighty BoP households participating in the research. The study found significant variation in both household income and expenditure between months. The variation and consequent trade-offs between expenditure categories was caused by calendar-related phenomena (such as the festive season), income shocks, unforeseen expenses and spreading the household budget over multiple months. In addition, large fluctuations in income resulted in a constantly shifting allocation of expenditure to categories that required the most attention at a particular point in time. Informal savings (stokvels) and micro-enterprise expenses also contributed to fluctuations in income and expenditure. This study provides unique insights that fill a vacuum in the current body of academic and industry knowledge for this segment of close to forty million BoP South Africans. No study of this nature has been published in either South African or international journals.

Submitted by Guilherme Pita (guipita@microsoft.com) on 2011-10-04T13:18:06Z No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5)
Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:39:45Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5)
Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:40:23Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5)
Made available in DSpace on 2011-10-04T13:43:54Z (GMT). No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5) Previous issue date: 2011-09-21
Internet advertising spending as a percentage of total advertising expenditure varies significantly from one country to another. The figure is as low as 4.7% in the Brazilian market and as high as 28.5% in the British market (ZenithOptimedia, 2011b). A few reasons explain such disparity. At the macro level, Internet share of advertising spending is strongly connected to variables such as gross domestic product per capita and Internet penetration within the population. At the micro level, qualitative research has been done to identify drivers and inhibitors of Internet share of advertising spending growth in the Brazilian market. The vast list of inhibitors appears to have deeper impact on how market professionals make decisions of advertising investment allocation per media type. Due to regulation, self-policing and industry dynamics, much of the decision-making authority is performed by advertising agencies. These appear to have strong economic incentives to select other media types than Internet when defining media plans. At the same time, regulation and self-policing provide disincentives for companies known as media brokers to operate in the local market. The lack of qualified professionals and the limited standardization also play important roles to inhibit a higher Internet share of advertising spending in Brazil. The convergence of the quantitative results with the qualitative findings indicates possible outcomes to why Internet share of advertising spending in Brazil is so low. Firstly, the share is explained by the development stage of countries. The richer and the more developed a country is, the higher the Internet share of advertising spending tends to be. Secondly, the economic emerging stage of Brazil potentially gives room to the raising of market inefficiencies such as disproportionate rebate programs offered to key decision makers of media budget allocation. This fact apparently produces a negative feedback, contributing to keep the Internet share of advertising spending low in the overall advertising spending.
Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar, a participação é explicada pelo estágio de desenvolvimento dos países. Quanto mais rico e mais desenvolvido um país, maior a proporção de gastos com publicidade online tende a ser. Em segundo lugar, o estágio econômico emergente do Brasil potencialmente dá espaço para o aumento do ineficiências do mercado, tais como programas de descontos oferecidos de forma desproporcional para os principais decisores de alocação de investimentos de mídia. Este fato aparentemente produz um feedback negativo, contribuindo para manter a baixa participação da publicidade online no total dos investimentos publicitários.

This thesis analyzes the influence of advertising expenditure for ADF recruitment using data covering the period from June 2008 to December 2011. Econometric analysis was used to analyze the effect of media advertising on ADF enquiries, applications and enlistments. These models were developed to predict the impact of changing advertising expenditure on the generation of enquiries, applications and enlistments. The econometric recruiting models included independent variables for total monthly ADF media expenditure, monthly enlistments targets, national monthly youth unemployment rates and quarterly propensity to enlist in the ADF. Advertising expenditure was found to be positively related to various measures of recruitment. Increasing advertising expenditure was found to generate enquires and applications. For example, a 10% increase in monthly advertising expenditure was found to increase enquiries by 1.6%. Similarly, a 10% increase in monthly advertising expenditure would increase applications by 1.3%. Youth national unemployment and enlistment targets were positively related to enlistments, while advertising expenditure was found to have no effect on enlistments.

In this thesis it is recognised that marketing has a dual role to satisfy both customer and shareholder objectives. The issue of shareholder value creation of marketing is an important and immediate agenda for marketing executives, management and academics. To date, marketers have not been able to adequately quantify and measure shareholder value creation through marketing assets and marketing expenditure. This has led to a dilution of marketing power and influence in the boardroom with management tending to treat marketing as discretionary expenditure and not as an asset. Academics have responded with conceptual models that relate marketing assets back to shareholder value, generally through cash flow or sales models. The creation of shareholder value through marketing assets and expenditure is then conceptualised and tested empirically. The conceptual model builds on the theory of agency and incomplete markets setting to illustrate the flow effects through marketing assets to shareholder value. The conceptual model also demonstrates that marketing expenditure can have stock and/or flow impacts on shareholder value. Flow effects are indirect effects that are mediated through sales, cash flows, and earnings and can be either temporary or longer term. It is concluded that in listed markets stock prices are the general surrogate for shareholder value, and risk adjusted earnings are the appropriate surrogate in non-listed markets. The thesis then empirically illustrates and tests the relationships between marketing communications expenditure on two data sets representing firms in listed and non-listed settings. The empirical results reveal that marketing expenditure does play an important role in the creation of shareholder value and that stock and flow effects are both present. Knowledge of the various empirical impacts from marketing across firm size, industry and listed and non-listed market settings observed in this thesis should prove highly valuable for marketers and managers. Finally, a conceptual understanding by marketers of the financial metrics that are required to be influenced in order to increase shareholder equity will provide greater clout in negotiations with management and boards of directors.

In this thesis it is recognised that marketing has a dual role to satisfy both customer and shareholder objectives. The issue of shareholder value creation of marketing is an important and immediate agenda for marketing executives, management and academics. To date, marketers have not been able to adequately quantify and measure shareholder value creation through marketing assets and marketing expenditure. This has led to a dilution of marketing power and influence in the boardroom with management tending to treat marketing as discretionary expenditure and not as an asset. Academics have responded with conceptual models that relate marketing assets back to shareholder value, generally through cash flow or sales models. The creation of shareholder value through marketing assets and expenditure is then conceptualised and tested empirically. The conceptual model builds on the theory of agency and incomplete markets setting to illustrate the flow effects through marketing assets to shareholder value. The conceptual model also demonstrates that marketing expenditure can have stock and/or flow impacts on shareholder value. Flow effects are indirect effects that are mediated through sales, cash flows, and earnings and can be either temporary or longer term. It is concluded that in listed markets stock prices are the general surrogate for shareholder value, and risk adjusted earnings are the appropriate surrogate in non-listed markets. The thesis then empirically illustrates and tests the relationships between marketing communications expenditure on two data sets representing firms in listed and non-listed settings. The empirical results reveal that marketing expenditure does play an important role in the creation of shareholder value and that stock and flow effects are both present. Knowledge of the various empirical impacts from marketing across firm size, industry and listed and non-listed market settings observed in this thesis should prove highly valuable for marketers and managers. Finally, a conceptual understanding by marketers of the financial metrics that are required to be influenced in order to increase shareholder equity will provide greater clout in negotiations with management and boards of directors.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
Full Text

Visitor expenditure can be affected by different economic, socio-demographic and psychological variables. Previous literature have focused on the use of observed tourists and destination characteristics as explanatory variables to explain visitor expenditure, whereas the use of psychological factors has been underresearched. The present study aims to fill in the gap in the existing literature through the exploration of more extensive use of psychological variables. This is accomplished by the use of structural equation modelling (SEM), a methodological approach which seems not to have been applied before in tourism expenditure econometric models. In econometrics expenditure research, Mortazavi (2018) found satisfaction to be an endogenous regressor of expenditure. Hence, the contribution of our model is that it allows for the relationship between visitor satisfaction and visitor expenditure, and vice versa, to be tested simultaneously. Consequently, under this context we may identify the magnitude of one variable impact on another while at the same time accounting for simultaneous relationship between the two paths. The findings of this study go in hand with previous literature and economic theory which have found a positive relationship between visitor satisfaction and visitor expenditure.

In this thesis, I conducted an analysis of the consumption patterns associated with demographic and socio-economic characteristics, using Tobit and double-hurdle models. Data were collected for 11,574 households from the US Bureau of Labor Statistics for the year of 2014. Specific determinants included household size, age, income, gender, education, race, region, marital status, and whether the household lived in a coastal state. The results reveal that seafood expenditures are sequential decisions. Asian racial groups, households headed by married couples, a large number of members in households, higher income households, and households residing in the Atlantic and Gulf Coasts were variables that significantly impacted seafood expenditures.

Tyrimo objektas – valstybės skola. Tyrimo tikslas – įvertinus Lietuvos valstybės skolą, ištirti jos poveikį socialinėms išlaidoms. Uždaviniai: 1. Pateikti valstybės skolos sampratą bei valstybės skolinimosi poreikį sąlygojančius veiksnius. 2. Apibrėžti valstybės skolos naštą ir skolinimosi reikšmę ekonomikai. 3. Pateikti valstybės skolos vertinimo kriterijus. 4. Įvertinti Lietuvos valstybės skolą tarp ES valstybių pagal išskirtus vertinimo kriterijus. 5. Nustatyti Lietuvos valstybės skolos poveikį socialinėms išlaidoms bei palyginti jį su kitomis ES šalimis. Tyrimo metodika. Valstybės skolos sampratai bei valstybės skolinimosi poreikio nustatymui naudoti bendramoksliniai tyrimo metodai – mokslinės literatūros bei teisinių dokumentų analizė ir sintezė. Atliekant Lietuvos valstybės skolos analizę – statistinių duomenų rinkimo bei analizės metodai, palyginimo, grafinio vaizdavimo būdai, loginė analizė ir sintezė. Pritaikius regresinę analizę nustatytas Lietuvos valstybės skolos poveikis socialinėms išlaidoms. Lyginamosios analizės dėka šis poveikis įvertintas Europos Sąjungos šalių kontekste. Tyrimo rezultatai. Pirmojoje darbo dalyje pateikta valstybės skolos samprata, valstybės skolinimosi poreikį sąlygojantys veiksniai, skolinimosi reikšmė ekonomikai, išanalizuoti ir susisteminti skolos naštos modeliai. Antrojoje darbo dalyje, išanalizavus įvairių mokslininkų darbus, pateikti valstybės skolos vertinimo kriterijai, nustatyta valstybės skolos sudėties svarba, pateiktas... [toliau žr. visą tekstą]
Object of the research – public debt. Aim of the research – to evaluate the Lithuanian public debt, to assess its influence on social expenditure. Objectives of the research: 1. to present the concept of public debt and to discuss the factors, which influence government borrowing needs; 2. to define the debt burden and to determine the effect of public debt on economy; 3. to provide the public debt evaluation criteria; 4. to evaluate the Lithuanian public debt in respect to the situation in the EU countries according to the identified criteria; 5. to determine the impact of the Lithuanian public debt on social expenditure and to compare it with that in other EU countries. Research methods. Analysis and synthesis of scientific literature and legal documents, statistical data collection and analysis methods, comparative analysis, graphical representation techniques, logical analysis, regression analysis. Research results. Part One introduces the concept of public debt, analyzes the factors influencing government borrowing needs, importance of borrowing to economy and structured models of debt burden. Part Two, having analyzed various scientific articles, provides criteria of the public debt evaluation, reasons importance of the public debt composition and presents the assessment model of the impact of public debt on social expenditure. Part Three gives structural and dynamic analysis of the Lithuanian public debt, evaluates the amount of public debt, according to the... [to full text]

Florists in today’s industry are competing against mass-markets that are able to buy and sell fresh-cut flowers at low prices in bulk. Mass-markets offer little or no design or other services. Consumers find it convenient to order flowers online through wire services, paying large fees to order flowers. Order gatherers pose as local floral shops taking consumers orders online or by phone then call the local florist to fill orders. Packaged flowers became popular in the early 2000’s ordering flowers directly from the farm to the consumer. Rural and metropolitan areas of Central Kentucky and North Central Tennessee were surveyed. Florists were selected within a 160 – mile driving distance of Bowling Green, Kentucky. Florists were identified through an Internet search for florists in each county and also the Teleflora database. Survey data were analyzed using Statistical Analysis System 9.3. Ordinal data were analyzed using PROC NPAR1WAY, and Kruskal –Wallis Analysis. Wilcoxon analysis was used for individual treatment separation. This study results had 103 florists’ surveys and 321 of their returning consumer surveys. This study examined correlations in the florist’s survey studying the relationships between marketing effects verses repeat consumers. The consumer survey examined the relationships between when and what consumers purchased arrangements for and the average price per arrangement. Florists using websites as their main form of marketing increased their number of return consumers. Florists targeting consumers 30 years old and younger had more repeat consumers. Consumers whose main method of purchasing was telephone increased their price per arrangement. Walk-in consumers spent less money per purchase. Florists who contributed to this study will receive summary of the results, permitting them to benefit from their contribution

A la frontière entre les industries du divertissement et la production culturelle, grand fournisseur de contenu à l'économie numérique, l'industrie du cinéma soulève des questions intéressantes dans le champ de l'économie et du marketing. Cette thèse répond à trois questions empiriques importantes sur ce sujet à l'aide de différentes méthodes adaptées (économétrie des données de panel, différence-de-différences, économétrie structurelle) et propose un nouveau développement théorique du modèle nested logit. Le premier chapitre étudie l'effet des notes des consommateurs sur Internet, et analyse la complémentarité et la substituabilité de ces notes avec l'information disponible avant la sortie des films en salle. Le deuxième chapitre étudie l'effet redistributif de la loi anti-piratage Hadopi sur les entrées des films en salle, en écartant minutieusement les phénomènes alternatifs pouvant affecter les résultats. Le troisième chapitre considère la saisonnalité dans l'industrie française du cinéma et décompose séparément les entrées des films en salle en le niveau de l'offre (le nombre et la qualité des films), la demande saisonnière sous-jacente, les variations météorologiques, et les promotions nationales en estimant un modèle nested logit à trois étages tenant compte de la congestion des films dans les salles de cinéma. Le modèle est utilisé pour identifier les dates de sortie optimales en fonction des types de film
At the frontier between entertainment industries and cultural production, vital content provider of digital economy, the motion picture industry raises several interesting questions in the field of economics and marketing. This dissertation tackles three important empirical questions in the motion picture industry using different methods (panel data models, difference-in-differences, and structural econometrics) and brings a new theoretical development about the nested logit model. The first chapter deals with online consumer reviews, also known as electronic word of mouth (eWOM), and focuses on the extent to which prerelease information alters the effect of eWOM on movie sales. The second chapter studies the collateral damages of the French anti-piracy law known as Hadopi on box office performances of movies, by carefully ruling out alternative explanations of the result. The third chapter investigates on seasonality in the French movie industry. The analysis separately identifies and decomposes movie sales into the number and quality of available movies, underlying seasonal demand, weather shocks, and national sales promotion by estimating a three-level nested logit model of weekly demand accounting for congestion on movie theaters' screens. The model is used to identify optimal release periods depending on the types of movie

碩士
大葉大學
管理學院碩士在職專班
106
The purpose of this study is to investigate the impact of promotional fees on operating income. We target smart phone manufacturers as the research object so select HTC (2498), Acer (2353), Inventec (2356) and other three companies for collecting securities transactions in Taiwan. We will analyze the sales costs and operating income of these three companies. This study is based on quarter data. The study period was from the first quarter of 2009 to the third quarter of 2017. In addition, data analysis was conducted using the VAR model, and we want to know whether the marketing fees had a delayed effect on operating income. After a rigorous empirical process, the results show that HTC and Acer had a non-stationary sequence and a significant positive relationship with the same period. Inventec's two variables show a steady state sequence, but the two variables are not significant in same period relationship. HTC and Acer brand manufacturers mainly deal with their own brands. Therefore, operating income and sales expenses are more relevant, except Inventec.

碩士
國立高雄第一科技大學
運籌管理研究所
100
To meet customer requirements in product varieties, products are more often customized than past. This strategy makes product life cycle shorter and product demand unpredictable. The uncertainty of such single-period products usually results in inventory shortage or overstock in the supply chain, which deteriorates retailer’s and/or supply-chain’s profits. Buy-back contract is often used in the single-period product sales to share inventory risks and to encourage retailers to increase their order quantities. In the meantime, marketing efforts are taken by retailers to promote customer demands. The study focuses on a Stackelberg’s supply chain with one manufacturer as the leader and one retailer as the follower to determine the optimal order quantity and marketing expense of the retailer to maximize retailer’s profit with buy-back contract provided by the manufacturer and marketing efforts adopted from the retailer. Different scenario models are developed. Optimal decisions are proved and derived for each model. Sample data are applied and several results are observed. It is found that buy-back contract and marketing efforts will provide positive effects to the profits of the retailer and the overall supply chain. The effects are most significant when both are applied. Coefficients of the demand function are investigated to find that customers are more sensitive to the price than to other marketing efforts.

碩士
逢甲大學
國際經營管理碩士學位學程
102
Marketing communication theory has evolved along with new technologies, changing consumer attitudes and emergent ways of advertising. This study wishes to better understand the quantifiable relationship between consumer equity in marketing theory, and how marketers in the actual market use these theoretical ideas. Television, the Internet, Social Media and Mobile advertising are compared to each other in terms of advertising revenue per consumer time spent – which is taken to indicate marketers’ valuation of consumers’ unit of time spent per a given media. This study creates a unified metric, &;#39;money per user minute,&;#39; that allows comparison of dissimilar and otherwise difficult-to-compare media channel marketers’ valuation. These results are then compared to theory and knowledge about these media to better understand what the behaviour of marketers in the actual market may tell us about their strategic approaches. It is proposed that the extent to which marketers value a media channel with this approach in conjunction with the typical strategy of that channel may be indicative of the marketers’ formal or informal marketing communication strategy.

碩士
淡江大學
企業管理學系碩士在職專班
95
Lots of academic and empirical researches pointed out that the concerned mostly for most companies are to make a reasonable and appropriate distribution to secure maximum profits. Judging from the operation of marketing practice, a majority of companies budgeted their marketing expense are in accordance with the budget ratio used in the past years, or through the conference resolution to make a joint decision, all of which is short of quantified and scientific result expectation, sometimes even ignores the practical demands, so it often causes an unnecessary resource waste. The effective deployment of resources, therefore, becomes considerably important and worthy for this study to explore. 　　This study is taking the M Company in general merchandise retail business as the case, and the purposes of this research are: 1. To explore the relationship between marketing promotion expense and sales performance in general merchandise retails; 2. To explore the relationship between combination of the marketing promotion and sales performance. 　　This research takes the marketing promotion expenditure (includes media project, SP activities, event activities, card-friend activities, and art-displaying project) as the independent variable, and the sales performance as the dependent variable, so as to explore the relationship between them. Through statistic analyses, there are following findings: 1. The higher the expenditure of total marketing promotion expense, the better the sales performance. 2. The influence of individual expenditure of each variable in marketing promotion mix on sales performance is different. 3. The higher the expenditure of total marketing promotion mix, the more the customer patronage. 4. The influence of the individual expenditure of each variable in marketing promotion mix on the number of customer patronage is different. 5. There is no significant correlation between expenditure of the total marketing promotion expense and purchasing amount per patronage of customer. 6. The influence of individual expenditure of each variable in marketing promotion mix on the purchasing amount per patronage of customer is different. According to the findings mentioned above, the expenditure of each variable in marketing promotion activities has different impact on the sales performance. To create a good sales performance, therefore, it is necessary for a company to distribute the expenses properly to various marketing promotion activities.

The theoretical part of this diploma thesis defines basic terms related to the marketing and gives a general overview of marketing strategies. It also evaluates the importance of marketing in public health services and describes possibilities of internet health technologies that patients use for the contact with health professionals and getting information about health. The practical part analyzes patients' opinion on pharmacy marketing practice and importance of internet communication. Data were collected via the questionnaire survey among the users of internet and Facebook and customers in one independent community pharmacy in Beroun. Practical part also refers about the experimental marketing campaign that was performed in the pharmacy in Beroun and that focused on the creating promotion materials and technologies of internet communication. According to results, many patients appreciate marketing activities of community pharmacies. There is also noticeable a positive trend of using the web sites and social media to connect with the community pharmacy. Key words: marketing, healthcare, community pharmacy, internet, social media, the Czech Republic

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.
Business Management
D. Com. (Marketing Communication)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services.
Business Management
D. Com. (Marketing Communication)

碩士
國立中山大學
財務管理學系研究所
99
Prior studies show the evidence of non-financial variables such as marketing affects investor’s response to risky asset pricing, and indicate that the distribution of risky asset returns is asymmetric and non-nomality, implying using Ordinary Least Squares (OLS) method with the assumption of normal distributions may lead to unreliable estimates. This study tries to apply quantile regression to the analysis of the sample in order to avoid estimation bias. This study examines whether a firm’s pre-IPO marketing expenditures affects its’ initial public offering (IPO) underpricing in Japan and examine whether market states influence the existing relation between pre-IPO marketing expenditures and IPO underpricing. The empirical results shows: (1) pre-IPO marketing expenditures significantly reduce IPO underpricing levels, (2) pre-IPO marketing expenditures can reduce IPO underpricing levels following bear markets as it cannot reduce IPO underpricing levels following bull markets. Therefore, as firms decide to use marketing strategies to make their firm remarkable, and in turns without concerning for market states to reduce the degree of IPO underpricing, their objective may not be reached.

碩士
國立成功大學
高階管理碩士在職專班(EMBA)
107
The purpose of the study is to investigate and confirm the relationship between the marketing expenditure of electronics industries in Taiwan and the current and future operational performances. Information of Taiwan Stock Exchange (TWSE) and Taipei Exchange (TPEx) listed companies in technology industry from 1998 to 2017 were used as research samples. In total, there were 11,484 observation values taken from Taiwan Economic Journal (TEJ) in this study. The empirical results show that marketing expenditure (ADV) has a significant positive relationship on current operational performance (ROA and PM). We also found that the significant positive relationship between ADV and future operational performance (ROA and PM), which is in line with this expectation.

碩士
國立中山大學
財務管理學系研究所
97
Recently, there has been considerable concern with determining underpricing of initial public offerings (IPOs). This study utilizes both OLS and quantile regression model to examine whether pre-listing marketing expenditure reduce IPO underpricing using China A-share IPOs data. Our OLS result shows that firm‘s marketing expenditure could reduce IPO underpricing significantly that was consist with Luo‘s (2008) finding who investigate US IPOs market. With regard to quantile regression results, we find that pre-listing IPO marketing expenditures are significantly associated with lower underpricing for lower-underpricing stocks but with no significant effects for median-, and higher-underpricing stocks. We infer that: for lower-underpricing stocks, the risk premium investors require would be lowered because pre-listing marketing expenditures can help for raising transparency of the firm.

碩士
國立交通大學
管理科學系所
101
Taiwan's electronics industry is famous in the world. There are a variety of categories in the electronics industry, that they vary greatly among categories, It is different for R & D and marketing expenditures of inputs. How to use limited resources to create the largest corporate differentiation, and thus a profit maximization, is the aim of this research. How marketing expenditures affecting the company's operating performance is relatively less than research and development expenditures on the company's operating performance. This research first summarizes the literature, and uses the regression analysis, to associate the R & D and marketing expenditures with the firm’s revenue in the electronics industry. It is found that the amount of investment expenditures and the electronics industry supply chain characteristics have played a significant role.

O presente trabalho tem como objectivo analisar o impacto das medidas tomadas no sector do medicamento nos últimos 5 anos, encontrar padrões de comportamentos e explorar os possíveis padrões estratégicos que serão implementados pelas empresas da Indústria Farmacêutica de Investigação e Desenvolvimento em ambulatório com operações em Portugal. Esta investigação teve como princípios orientadores a determinação das diferentes medidas tomadas no território nacional e o seu paralelismo com acções e reformas já descritas para o contexto europeu, assim como a compilação das novas acções estratégicas implementadas pelas empresas no contexto mundial como forma de minimizar o impacto produzido pelas medidas no sector. Com a inclusão de diferentes peritos do sector do medicamento assim como quadros de direcção das empresas de Investigação e Desenvolvimento (na fase qualitativa e quantitativa) permitiu obter uma visão alargada das novas opções estratégicas para este mercado. Como principais conclusões, segundo a análise empírica efectuada, as medidas tomadas no sector da saúde são avaliadas como necessárias pela amostra, no entanto os objectivos e formato com que foram implementadas são consideradas como não satisfatórias e o sucesso como não visível. Dentro do sector da Indústria Farmacêutica é reconhecido pela amostra que o sector que foi mais afectado pelas medidas e reformas foi o das empresas de I&D, as quais avaliam com maior probabilidade de ocorrência estratégias futuras de downsizing, outsourcing de serviços, a Iberização e a Focalização do portfolio em moléculas de maior valor acrescentado e/ou biotecnologia. Este estudo exploratório, pretende constituir uma base de discussão e estudo sobre as melhores opções estratégicas a implementar nos próximos anos no sector da Indústria Farmacêutica de I&D em Portugal.
The present work aims to analyze the impact of measures taken in the medicine sector over the past five years, finding possible strategic patterns that will be implemented by Research and Development Pharmaceutical companies in ambulatory with operations in Portugal. This investigation had as guiding objectives the determination of the cost containment measures impact in Portugal and find some similarities with actions and reforms already described in the European context, as well as to compile and analyze the trend of new strategic actions that can be implemented by companies in order to minimize the measures impact. With the participation of different experts in medicine field and directors of Research and Development companies (in the qualitative and quantitative phase of the study) brought a broader overview of new strategic options that can be followed in this market. The empirical analysis performed showed that the measures taken in the health sector were evaluated by the sample as necessary, however the objectives and format that have been implemented are not considered satisfactory, nor its success as visible. Regarding the pharmaceutical industry, there is recognition that the most affected sector by the measures and reforms are the R & D companies, which considers having an increased probability of occurrence future strategies like downsizing, services outsourcing, Iberization and focusing the portfolio in higher added value molecules and/or biotechnology. This exploratory study aims to provide a basis for discussions and study of best strategic options for R & D Pharmaceutical Industry operating in Portugal for the coming years.

碩士
國立臺灣大學
會計學研究所
91
Marketing and R&D expenditures always are important to enterprise innovation and sale spread, and researchers also concern about these two expenditures’ impact on operation performance and enterprise value. This study applies financial statements of motor companies listed in Taiwan Stock Exchange between the forth quarter of 1995 to the third quarter of 2002 as data resource, and uses earnings and fair value of stockholder equity as measurement of operation performance and firm value to observe the relation of marketing and R&D expenditures to operation performance and firm value. The empirical results show: 1. Marketing expenditures of motor companies listed in Taiwan Stock Exchange do not have significant effect on operation performance and firm value. 2. Companies with high intensive marketing activity have more positive contribution in operation performance than the low intensive ones. 3. R&D expenditures of motor companies listed in Taiwan Stock Exchange have significant effect on operation performance and firm value. 4. R&D expenditures of the firms with high intensive R&D activity have more positive contribution in operation performance than the low intensive ones. But the R&D expenditures of the companies with high intensive R&D activity have adverse effect on their market value.