Dissertations / Theses: 'Marketing strategies'

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Petrová, Eva. "Marketing inovácií." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-110441.

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The gross domestic product (GDP), as a basic measure of a country's domestic economic output is a product of the size of the labour force and its efficiency. Its result is a combination of two immediate factors: utilization of labour and productivity of labour. Productivity is the most relevant in the long run and the key to sustainable economic growth, while innovation is the central factor of productivity growth. Assessing the innovative performance of a country, as well as explaining it, goes a long way in understanding the dynamics of its productivity, hence its prospects for long term economic growth. The aim of this dissertation thesis is to confirm the importance of innovations' influence on the GDP growth in the chosen developed countries. Another aim of this thesis is to point at innovation as a source of competitive advantages for companies that allows further market share gains and thus revenue and margin increase as well as other strategic advantages. The main aim of this thesis is to provide a complete picture of a successful innovation launch in the market and its management during its life cycle, while considering various influences impacting the success of innovation strategies. The focus will be mainly on high-tech product innovations.

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Ashford, Philip. "Newspaper marketing strategies." Thesis, Massachusetts Institute of Technology, 1991. http://hdl.handle.net/1721.1/13310.

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Thesis (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1991.
Title as it appears in the June, 1991 M.I.T. Graduate List: Newspaper pricing strategies.
Includes bibliographical references (leaves 39-40).
by Philip Ashford.
M.S.

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Hruzova, Barbara. "Marketing Strategies during financial crisis." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2547.

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The current financial crisis has spread around the world and no business sector has stayed untouched. While companies in some sectors have been forced to close down or lay off employees, companies in the food retail sector mainly have to adapt to their customers´ preferences, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this dissertation was therefore to examine how Swedish food retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.

A qualitative method with an abductive approach was chosen for this research, and the empirical data was gathered from three companies in the Swedish food retail sector; ICA, Coop and Axfood. Primary data was collected through phone interviews and was supported by annual information from their websites, annual reports and different articles.

The findings show that all three companies have recognized a change in their consumers buying behavior and done several changes in their marketing strategies.

This research can be useful for every company in the same or similar situation, in order to see how important it is to have a flexible marketing strategy and be able to adapt to the changing environment in order to either survive or improve their position on the market.

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Matheson, Fiona Combe. "Museum policy and marketing strategies." Thesis, Northumbria University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.333143.

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Howard, Laura. "Technical Communication Strategies in Marketing." Miami University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=miami1304622588.

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Čmielová, Zuzana. "Marketing Strategies in Fashion Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162650.

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The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.

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Lee-Palis, Melissa. "Marketing Strategies in the Luxury Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201799.

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The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section then goes onto clearly defining what luxury is and stating the different industries found in the luxury market. The secondary research identified the use of five different marketing strategies in the luxury industry. A survey was then conducted in order to understand consumer s motivations for purchasing luxury goods and their beliefs values and view s on luxury products. Results showed that the majority of survey participants agreed there existed a difference between premium and luxury and that quality and craftsmanship are the biggest motivators for purchasing luxury goods. The survey was carried out worldwide but there was a greater focus on consumers from North America and Europe. Survey participants were categorized into three target groups: management students managers with high disposable income and regular luxury consumers. Based on the findings the author made recommendations for new entrants into the luxury industry according to each marketing strategy.

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Collazo, Patricia, Anita Radu, and Berglund Mikaela. "Sustainable Marketing : Challenges faced when implementing sustainable marketing strategies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97836.

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Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.

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McCrory, Derine. "Senior Marketing Executives' Strategies to Implement Multicultural Marketing Campaigns." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5751.

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The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were collected from semistructured interviews and organizational documents. Data were analyzed using Yin's 5 stages of analysis: compiled and organized, disassembled into fragments, reassembled into a sequence of groups, interpreted for meaning, and conclusions were drawn. Methodological triangulation and member checking were used to validate the trustworthiness of data interpretations. The findings showed 3 emerging themes: marketing using diversity and inclusion strategies; segmentation, target marketing, and positioning strategies; and cultural competence strategies. The information gathered in this study is valuable to current and future marketing managers with an interest in marketing to multicultural consumers. The implications for positive social change include creating and sustaining an environment of inclusion that proactively and strategically engages underrepresented populations of consumers.

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Rojienė, Rasa. "Marketingo strategijų formavimas statybos gaminiais prekiaujančiose įmonėse." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20060523_103841-51456.

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This Master‘s Work is aimed to analyse the theoretical and practical aspects of forming the marketing strategies. The theoretical part includes summaries of Lithuanian and foreign authors’ works; it also reveals the essence of stages while forming the marketing strategies. Each stage of marketing strategy formation, including the whole process of marketing, is thoroughly analysed and presented. The goal of the main part of this work is to present the marketing strategy formation model of the enterprises which deal in building products. The ideas are based on the analysis of external and internal environment as well as on the results of qualitative and quantitative research.

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夏吳佩淑 and Ng Pui-suk Ophelia Ha. "Global marketing strategies applicability within Asia." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1985. http://hub.hku.hk/bib/B31263185.

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Kwan, Kwok-wing, and 關國榮. "Marketing strategies for liquefied petroleum gas." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1991. http://hub.hku.hk/bib/B31264967.

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Sawant, Samir. "Mobile marketing strategies for B2C companies." Thesis, Massachusetts Institute of Technology, 2010. http://hdl.handle.net/1721.1/59272.

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Thesis (S.M. in System Design and Management)--Massachusetts Institute of Technology, Engineering Systems Division, 2010.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 60).
Mobile application ('apps') development is a recent pandemic phenomenon; companies that are not associated with mobile technologies are noticing it and want to develop their own mobile apps. However, these companies do not realize that they need to have a mobile strategy in place, just like their IT strategy. Mobile technology is a new paradigm for businesses. The mobile device is emerging as a powerful sales channel and marketing medium, which these businesses must strategize and plan for. Companies need to be equipped with a framework within which they can develop marketing initiatives through mobile technologies. The world is reaching a point where developing a viable mobile strategy is an imperative for small and large businesses to enable their long term growth and sustenance. Recently, the iPhone and its app store have created a vibe in industry with almost 1 billion mobile apps being downloaded from the iphone app store by July 2009. However, many marketers still doubt iPhone's reach to a larger, and, more importantly, a targeted audience. Also, there is increasing complexity with a variety of architectures, platforms and processes being adopted by each player, for example: iPhone App store, Blackberry App world, Palm's App Catalog, Microsoft's Windows Mobile Marketplace, Nokia's ovi, Google Android Market and more in the pipeline by various players in the market ecosystems, mainly device manufacturers-Samsung, LG, Motorola-as well as service providers - AT&T, T-Mobile and 02, to name a few. The purpose of this thesis is to analyze the mobile application development framework and its implications for marketers, and try to answer some of the questions regarding mobile application development strategy. The author will attempt to address the lack of knowledge that companies have available today when deciding whether to develop mobile applications for marketing and how to choose which platform(s), and provide a reference document that companies can use in order to be successful.
by Samir Sawant.
S.M.in System Design and Management

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Faried, Aamir. "Social media marketing strategies forweb startups." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-190837.

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A successful startup requires not only great product but also requires effective marketing strategy. After explosion of internet, online marketing has changed the way brands and businesses approach market using technology and digital marketing. The penetration of social media platforms in large audience gave birth to new marketing channel called social media marketing. Social media marketing can be very effective for startups with right planning and good execution. While talking about social media strategy, different people talked about different things and available social media marketing strategies are scattered in terms of context and content and it is difficult for startups to find out the one that can help them with their newly started venture, especially in their early stage. So the purpose of this thesis to go through all available social media strategies in literature and device a common framework that can help and guide startups to adopt social media marketing.

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Hoover, Michael G. "Corn storage marketing strategies for Virginia." Thesis, This resource online, 1997. http://scholar.lib.vt.edu/theses/available/etd-08222008-063143/.

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Chen, Yubo. "Independent product information and marketing strategies." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005540.

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Ha, Ng Pui-suk Ophelia. "Global marketing strategies applicability within Asia /." [Hong Kong : University of Hong Kong], 1985. http://sunzi.lib.hku.hk/hkuto/record.jsp?B12349719.

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King, Stetson Samel Jacque's. "Marketing Strategies for Small Business Sustainability." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6052.

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The restaurant industry is the second largest employer in the United States; however, only 33% of restaurant owners sustain profits longer than the first 5 years from inception. The purpose of this multiple case study was to explore marketing strategies that owners of small business restaurants use to sustain profitability for longer than the initial 5 years. Aaker's brand equity model was the conceptual framework used to ground this study. Purposeful criterion sampling was used for the study. Participants included 3 owners of small restaurants operating in the southern United States. Data analysis involved using Yin's 5-step data analysis process to identify and code themes. Analysis included data compilation, data disassembly, data reassembly, data interpretation, and data conclusion. Three themes emerged from the analysis of data: social media, word of mouth, and brand differentiation. The implications of this study for positive social change include business development opportunities, opening resource centers for training programs, and free webinars associated with marketing and brand equity strategies. Communities, organizations, and new entrepreneurs may benefit from the increase of social resources, community economic growth, and expanded employment opportunities.

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Rowland, Jonica. "Financial Advisors' Marketing Strategies to Minorities." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5938.

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Independent financial advisors face challenges with successful marketing strategies as competition from web-based resources, large U.S. financial services, and wealth advisors' corporations increase. The purpose of this exploratory case study was to understand financial advisors' perceptions, experiences, and marketing strategies to improve their companies' sustainability by targeting a broader population base, including minorities, who need assistance with retirement planning strategies. Consumer culture theory was the conceptual framework for this study. Purposeful sampling was the basis for selecting 7 financial advisors from the mid-Atlantic region of the United States for face-to-face interviews. Semistructured interviews with open-ended questions were used to identify financial advisors' marketing strategies to support financial stability. Secondary sources for data collection included documented client testimonials and reviews of company data. Yin's 5-step process of compiling, disassembling, reassembling, interpreting, and drawing conclusions was used; 6 themes emerged from the data: (a) building a referral system, (b) hosting events, (c) implementing community involvement, (d) knowing minorities' behavioral language, (e) providing financial literacy tools, and (f) maintaining effective marketing strategies. Implications for social change include financial advisors' strategies for marketing retirement planning strategies to the U.S. minority subcultures who are not solicited by financial advisors.

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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.

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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.

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Olsson, Emilie. "Consultancy Services : Marketing Strategies for Intangible Services." Thesis, Växjö University, School of Management and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-1984.

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Den traditionella marknadsföringen med sin marknadsmix har länge varit den dominerande marknadsstrategin där fokus har vilat på att placera produkten på bästa plats och till ett så förmånligt pris som möjligt. När det rör sig om tjänster finns inte samma möjligheter; företagen måste ta till sig nya markandföringsmetoder för att på bästa sätt marknadsföra sina tjänster. Är tjänsterna dessutom ”osynliga”, måste konsulten skapa ett löfte och kunden måste känna förtroende. Ömsesidiga relationer blir då av högsta vikt, och fokus läggs istället på kundens behov snarare än på företagets egenintressen.

Syftet med denna uppsats var att undersöka hur managementkonsulter effektivast marknadsför och säljer sina tjänster. Vidare var syftet att se hur stora konsultbolag skiljer sig mot små. Teorier inom traditionell- respektive relationsmarknadsföring användes för att få en djupare inblick kring ämnet. Inledningsvis intervjuades 4 konsulter för att kunna konstruera en enkät som senare skickades ut till 25 olika konsultbolag. Resultaten analyserades sedan för att få fram vilka marknadsföringsmetoder som var de mest frekvent använda och vilka faktorer som påverkade valet av metod. Likaså studerades och analyserades likheter och skillnader mellan stora och små företag.

Forskningsnivån inom ämnet är inte markant utbrett, och tanken var därför att testa teorierna och eventuellt bekräfta eller opponera dem. Resultaten från studien visade sig stämma hyfsat bra med teorierna. Slutsatserna är att ju mindre produktifierade tjänsterna är desto mer relationsbaserad marknadsföring bör tillämpas. De företag som endast arbetade med lösningsbaserade konsulttjänster tenderade att lägga mycket tid på att involvera kunden i processen. Dessa konsultbolag ansåg att rekommendationer och referenser var det mest effektiva sätten att nå nya kunder samt fortsätta med nuvarande. Traditionella marknadsföringsaktiviteter användes till en mycket mindre grad, och ansågs vara tidskrävande och ineffektivt. Skillnaderna mellan stora och små konsultbolag var färre än likheterna. Ett svar på detta kan vara att konsultbolag konkurrerar på ett annorlunda men mer jämlikt sätt än företag som säljer produkter. Det är inte det största, och det mesta kända konsultbolaget som blir starkaste konkurrenten, utan det är de som skapar bäst förtroende hos kunden. På så sätt spelar företagets storlek mindre roll, och valet av marknadsstrategi påverkas ej.

The traditional marketing with its marketing mix have for long been the dominating marketing strategy, where focus have been on placing the product at the best place with the best possible price. When it comes to services, the possibilities are not the same; the firms must adapt new marketing methods in order to sell and market their services effectively. If the services are “invisible” as well, the consultant must create a promise and the client must feel secure. Mutual relations then become important, and focus is instead put on the client’s needs rather than the firm’s own interests.

The purpose of this thesis was to examine how management consultants most effectively sell and market their services. Further the purpose was to discover how big consultancy firms differ from small. Theories within the traditional - respectively relationship-based marketing were used in order to get a deeper insight in the subject. By way of introduction four consultants were interviewed to facilitate the construct of a questionnaire, which was later sent out to 25 different consultancy firms. The results were analyzed with the objectives of finding out which marketing methods that were most often used and which factors affected the choice of method. In addition, similarities and dissimilarities between big and small firms were studied.

The state of the art within this subject is not very broad, and the thought was therefore to test the emerging theories and thereby support or oppose them. The results from the study showed to support the theories to a high extent. The conclusions are that the less productified the services are, the bigger effort is needed on relationship-based marketing. Those firms who only sell solution-based consulting tend to put much time on involving the client in the project process. These firms considered recommendations and references to be the most effective ways of reaching new clients and continue with existing ones. Traditional marketing activities were used to a much smaller extent, and were considered to be time-demanding and ineffective. The differences between big and small firms were less than the similarities. An answer to this might be that within the consultancy business the effectiveness is not made through the market share or the numbers of clients, i.e. how big the firm is; instead it is the special expertise and unique knowledge that every consultant keeps that makes them compete equally on the market no matter the firm size.

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Pieczek, Aleksandra Urszula. "Analysis of marketing strategies in Polish ports." Thesis, University of Plymouth, 2000. http://hdl.handle.net/10026.1/445.

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The service sector of economy is a field of growing interest to marketing research and in particular such services as provided by seaports. However, these activities have rarely been considered to date. This project consists of three parts. Firstly a review of service marketing approaches, their status and development, the nature of marketing strategies and the marketing mix had to be provided. Also the development of marketing in seaports had to be examined. The focal elements discussed were the elements of the services provided by seaports, and competition between them in the context of Poland Secondly the situation in Eastern Europe and Poland under the communist rule and during the transition had to be provided. This part examined East European economic development, focusing down upon Poland and the consequenceso f the changesi n recent years particularly for the maritime sector and its structure and ownership. Thirdly, an analysis of marketing strategies in the main international ports of Poland were developed, with particular reference to their potential users' point of view, in the context of recent economic and market changes. A conceptual model had been developed to analyse these changing strategies that resulted in a derivation of a multivariate approach (cluster, factor or conjoint analysis) to accommodate the large number and diversity of variables that are required. A structured interview approach, plus mail survey techniques were used to collect the data in direct interviews with the Polish port authorities and the operating companies. More questionnaires were distributed amongst the most important maritime companies. Problems of language, customs and accessibility to individuals and data were overcome, as the researcher is a native Pole wi * th good English and Russian skills and close contacts with port experts at the University of Gdansk. Finally analysis from the data obtained from both personal interviews and mail surveys resulted in the identification of the main, underlying constructs of. the marketing strategies in the ports of Gdansk and Gdynia as perceived by their users. Application of factor analysis indicated the existence of six main factors in"each of the ports. The results were valid and reliable and also supported on a-theoretical basis from the service marketing and port marketing literature. A discussion of the results provides implications for practitioners. The research shows that some of the elements of the marketing mix are less developed than others as seen by customers. It can help marketing managers to alter their strategies and better satisfy customers' desires. Furthermore, implications for theory development, research methodology and scope for future research in transition countries and port industries are discussed.

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Popova, O. Yu, and A. V. Rubtsova. "Reasons and strategies for adopting green marketing." Thesis, Sumy State University, 2015. http://essuir.sumdu.edu.ua/handle/123456789/42831.

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As customers become more environmentally conscious and their demands for eco-friendly products and services increase, many industry professionals have engaged in developing and promoting ecologically sustainable products and services while striving to strengthen their business commitment to sustainability. Green practices enable companies to save on long-term operational costs while gaining a competitive advantage by developing or enhancing a positive image and reputation.

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Wilson, Amanda Janice. "Database Marketing Management Strategies for Agricultural Lenders." Thesis, Virginia Tech, 1998. http://hdl.handle.net/10919/36734.

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This study examines the use of databases to improve marketing techniques and customer segmentation in lending institutions. Specifically, this study examines the use of products and services by agricultural customers, and then determines the relationship between the use of those products and services with farm business characteristics. Information is also obtained on the interest rate sensitivity of the producers and correlated with farm business characteristics. The importance of technology and strategic alliances and other influences in the decision making process are determined after survey analysis. The survey was sent to producers who had some type of loan. Respondents from this study used an average of 3.2 loan products and 7.6 services for a total of 10.8 loans and services. Only 1 percent of the respondents indicated that they did not have a personal checking account. Twelve percent of the respondents indicated that they did not use a credit card. Only 16 percent of the respondents indicated that they used leasing services. Investment products did not have a high percentage of use. Thirty-three percent indicated they were using certificates of deposit, while only 21 percent indicated the use of money market funds, and 30 percent indicated the use of mutual funds. Thirty-seven percent indicated they were using IRAs. However, most of the respondents were using some form of insurance. Three-fourths of the respondents were using life insurance, while only 21 percent indicated that they did not possess disability insurance. Other services were also analyzed in this study. Only 15 percent of the respondents indicated that they were utilizing estate planning services, despite the 67 percent of respondents who were greater than age 41 and the 58 percent of respondents with greater than $500,000 in assets. Seventeen percent of the respondents were using an appraisal service. Due to the lower levels of usage for the investment products, this study focused on the relationship between farm characteristics and the investment products. This study showed that a relationship existed between farm and non-farm income with IRA usage. iii Only farm income had a relationship with money market fund usage and mutual fund usage. While, the use of estate plans was related to asset level. The analysis on interest rate sensitivity was determined by the amount an interest rate would have to decrease for a producer to switch lending institutions. The producers who were found to be less interest rate sensitive were those who had lower farm and non-farm incomes, lower asset levels, lower education levels, higher debt-to-asset ratio, and those who owned a computer. This implies that these are the more loyal customers to an institution or perhaps these producers have fewer opportunities to switch institutions. Producers in this study indicated that when selecting a lender/service provider, a competitive interest rate (76 percent of respondents) and the institution being a dependable source of credit (75 percent) was important. Knowledge of agriculture was also very important (69 percent of respondents). Internet banking and educational seminars rated as the characteristics that were least important, 3 percent and 9 percent, respectively. However, in the decision making process, lenders (69 percent of respondents), accountants (53 percent), and veterinarians (38 percent) were shown to be very important. The spouse/partner has considerable influence also on decision making. Sixty-seven percent of the respondents indicated that the spouse/partner had a considerable influence on investment decision, while sixty-one percent of the respondents indicated that the spouse/partner had a considerable influence on credit decisions. Five specific recommendations were made to the institutions following this study. These recommendations include: use of technology, institutional use of databases, use of influencers, and targeting and segmenting the marketplace.
Master of Science

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Jewell, Stacy Ellen. "Integrated Marketing Communication Strategies in Ohio Agribusinesses." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1338162453.

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Lee, So Yon. "Marketing Strategies for Bed and Breakfast Operations." Thesis, University of North Texas, 1999. https://digital.library.unt.edu/ark:/67531/metadc2188/.

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The purpose of the study was to determine (a) types of marketing strategies, (b) perceived success of marketing strategies, (c) importance of marketing strategies, (d) amenities offered to consumers, and (e) negatives (problems) in marketing strategies by bed and breakfast owners/operators. A questionnaire to assess areas of concern covered in the research questions was developed. The questionnaire contained closed- and open-ended questions, with nominal, interval, and ratio levels of measurement. The sampling frame included the 1,140 bed and breakfast owners/operators listed in the Texas Hotel Occupancy Tax Accounts Report, first quarter, 1998, as interpreted for this study. A sample of 775 of this population was randomly chosen, using a random numbers table. A response rate of 36% was obtained.

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Hupp, Cassaundra. "Marketing strategies of Ohio agri-tourism businesses." Connect to resource, 2009. http://hdl.handle.net/1811/37083.

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Roy, Melissa R. "Effective Marketing Strategies to Reach Mobile Users." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4252.

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Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a review of the marketing plan documents were thematically analyzed and methodically triangulated. There were 11 themes that emerged from the interviews and marketing plan document review. The results indicated that mobile marketing managers could focus their efforts on 3 of the 11 themes to reach mobile users. The 3 primary themes included getting close to their customers to learn about customers' preferences, gathering and using big data in an intelligent way, and tailoring experiences by sending messages and offers at times when users are most likely to transact. Results from this study may foster positive social change by increasing profits within the organization as a result of more effective mobile device marketing strategies. The profits retailers generate through effective mobile device marketing strategies could allow them to provide additional community support through charitable donations and provide additional support through the creation of new positions within the community.

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Hubbard, Lyle John. "Small Business Restaurant Marketing Strategies for Sustainability." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4921.

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Approximately 52% of food and accommodation businesses survive 5 years or more. Small business restaurant owners face greater challenges in marketing and sustainability than larger and well-established chain restaurants. The purpose of this multiple case study was to explore the successful marketing strategies of small business restaurant owners who sustained their businesses 5 years or more. The population was small business restaurant owners in Eugene, Oregon. The conceptual framework for this study was Porter's 5 forces. Data collection included semistructured interviews with 4 business owners, and data analysis consisted of coding and thematically analyzing interview data and data collected from the business and marketing documents of research participants. Five themes emerged: adherence to fundamental restaurant marketing principles; migration of restaurant promotions to websites and social media; innovation and flexibility in marketing; diner loyalty, reputation, and relationship marketing; and marketing evolution from hospitality experience. Each research participant emphasized the importance of food and service quality, flexibility in marketing, budgeting, and relationships with diners as marketing strategies for sustainability. Each restaurateur recognized the prohibitive costs of traditional television, radio, and print marketing and disclosed how social media and word of mouth were effective promotional channels with minimal costs. Findings may be used by small business restaurateurs to increase opportunities for duplicable and predictable sustainability and to increase revenues, job growth, and funds for environmental and philanthropic programs.

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Waller, Talaya. "Marketing Strategies of Mobile Game Application Entrepreneurs." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1809.

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Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained their businesses for 3 or more years, completed semistructured interviews. The entrepreneurs responded to open-ended questions designed to determine how they successfully marketed their mobile game applications. Moustakas's modified van Kaam method was used and included coding and organizing data into 5 primary themes that emerged from the analysis. The primary themes that emerged from the analysis were marketing challenges, social network influences, financing opportunities, innovative marketing approaches, and marketing strategies. The findings suggest that social media and networks are essential for marketing success, and mobile games should be innovative to ensure competitive advantages. The knowledge generated from this study may help mobile game entrepreneurs successfully market their mobile game applications and sustain their business. An increased number of businesses may lead to social change by helping to create jobs, thus reducing unemployment.

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Clark, Elijah G. "Integrating Consumer Feedback Into Business Marketing Strategies." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3286.

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Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis and methodological triangulation of the data revealed themes of marketing objective, response, and reputation management. Based on the findings, the successful businesses focused on building relationships with consumers, and the business leaders prepared responses to reviews to ensure appropriateness. Other marketing managers can review the findings' relevance to create or enhance successful marketing strategies, which could help to increase profitability. The implication for social change is that jobs would be created for enhancing the local economy and residents' standards of living.

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Adeleke, Abi. "Marketing Strategies of Successful Coffee Shop Owners." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6875.

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Failure is an issue with small businesses globally; some owners of small businesses lack the knowledge of business administration and marketing strategies necessary to help ensure success. The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith's 8Ps of marketing mix was the conceptual framework used in the study. Data were collected from semistructured interviews and a review of publicly available data and company websites. Data were analyzed using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of successful coffee shops were actively engaged in the day-to-day business operations and in the community; provided premium products; used social media for marketing, promotion, and branding; used competitive pricing; were precise about the location; provided exceptional customer service and personalization, and had points of marketing differentiation to promote their brand. The implications of this study for positive social change include the potential to support the welfare of the citizens of Arkansas, and owners of coffee shops across the United States that could provide independent coffee shop owners with marketing strategies necessary to sustain business operations, contribute to new job creation and regional economic sustainability.

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Moras, Carlo <1992&gt. "Human centered design’ approaches to marketing strategies." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11736.

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L'elaborato si pone come obiettivo quello di analizzare i principali approcci che pongono al centro del proprio focus le persone. Questi, identificati in Design Thinking, Neuromarketing e Marketing Antropologico, concorrono e impattano in diverso modo sulle strategie di marketing e business delle aziende.

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DHAKAD, PRADHUMN. "MARKETING STRATEGIES OF TELECOM COMPANIES IN INDIA." Thesis, DELHI TECHNOLOGICAL UNIVERSITY, 2021. http://dspace.dtu.ac.in:8080/jspui/handle/repository/18353.

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The marketing mix of India's top telecom service providers is compared in this study. Telecom companies are engaged in a vigorous price war to capture significant market share and maintain their dominance in the industry. Reliance Jio, for example, is one of these service providers that has gained a significant market share, the largest subscriber base, and also leads in terms of overall customer satisfaction. So this research is a study of all around analysis of Indian telecom environment and other stakeholders involved which are companies, government, vendor and OTT services providers. Different set of data and report have been used to assess and compare telecom operator in telecom industry. Various variables like average revenue per user, subscribers, call drop rate, reachability, efficiency of services are taken into consideration to find the best performing company in telecom industry.

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Şeref, Michelle M. H. "Operations management and marketing interface making supply chain decisions under various marketing strategies /." [Gainesville, Fla.] : University of Florida, 2009. http://purl.fcla.edu/fcla/etd/UFE0024879.

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Awan, Anam ul Haq, and Shahzad Ali. "Regionalization and Marketing Mix Strategies of a company." Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.

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Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Bilotti, Katie. "Emotional Brand Attachment: Marketing Strategies for Successful Generation." Scholarship @ Claremont, 2011. http://scholarship.claremont.edu/cmc_theses/273.

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Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and Nike, Inc. Although the means were different, both companies successfully generated emotional brand attachment between their products and modern consumers.

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葉承偉 and Sing-wai Ip. "Evaluation of marketing strategies of Hong Kong newspapers." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1994. http://hub.hku.hk/bib/B3126606X.

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Planck, Charles F. (Charles Francis) 1966. "Transit marketing : strategies for San Juan, Puerto Rico." Thesis, Massachusetts Institute of Technology, 1998. http://hdl.handle.net/1721.1/10140.

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Khanlarov, Eldar, Олена Юріївна Чигрин, Елена Юрьевна Чигрин, Olena Yuriivna Chyhryn, Олексій Валентинович Люльов, Алексей Валентинович Люлев, and Oleksii Valentynovych Liulov. "Marketing and management strategies for enhancing green competitiveness." Thesis, Varazdin Development and Entrepreneurship Agency and University North, 2020. https://essuir.sumdu.edu.ua/handle/123456789/83877.

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The article deals with green competitiveness advantages for companies. The green competitive development is considered to be an essential condition to provide a high level of sustainable social and economic development. The authors systematized scientific investigation of the key determinants of the green competitiveness according to the marketing, technological, innovative, communicative, stakeholders, qualitative, level, fiscal and ethic approaches. The primary purpose of the study is to analyse the preconditions for promotion the green competitiveness of enterprises and analyse the influence of the using marketing tools (ensuring the proper quality (environmental) of green goods and services, differentiation of pricing policy, creation of green commercial networks and platforms, promotion of eco-goods and green activity, interaction with the consumers) on a company’s descriptive variables (market segment (sales volumes), green image, efficiency of companies activity, products competitiveness). The object of study is the companies from the food industry, agriculture, machinery-producing industry and production of building materials. The quantitative study employed a sample of 110 companies, for testing each competitive advantage dimension against the established green marketing tools and company descriptive variables using the method of logistic regressions. The obtained results showed the level of integration mix marketing tools for supporting the green competitive advantages. The highest level of integration is in the food industry, the lowest level – in the production of building materials. Provided evaluation gives the opportunity to suggest the system of marketing instruments for forming and strengthening the company’s green competitive advantages.

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Ip, Sing-wai. "Evaluation of marketing strategies of Hong Kong newspapers /." [Hong Kong : University of Hong Kong], 1994. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13857782.

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Kokosenski, Rachel Elizabeth. "Art as business: Creating marketing strategies for artists." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2982.

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The project takes marketing strategies learned in business and applies them to the work of visual artists. The project consists of two parts. The first part includes marketing materials and brand identity for a marketing/career counseling business (coach4artists). Materials for the counseling business consist of a corporate identity package, a brochure, a website, a business plan, and a marketing plan for the company. The second part includes marketing materials for a student artist (the "client") from California State University, San Bernardino. Materials for the client consist of a corporate identity package, a brochure, a postcard, a website, a business plan and a marketing plan.

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Solvalier, Ilona. "Green Marketing Strategies." Thesis, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-5850.

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Hsu, Ching-Fang, and 許慶芳. "Explore Marketing Strategies of Leaders." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/05685608430986212534.

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碩士
國立中興大學
企業管理學系
85
Firms select and adopt different marketing strategies by different competitive positions. Then, marketing strategies will be distinct when stages of product life cycle are different. Another, characters of products will influence plans of marketing strategies. This thesis is according to leader''s competitive position and stage of product life cycle and characters of products to study marketing strategies of leaders, and study similarities and dissimilarities of marketing strategies between leaders. In studying process, find many results, for example: 1.Marketing targets of leaders are maximum of the market share and maintenance of the market share. 2.When leaders seek maximum of the market share and maintenance of the market share, leaders attach importance relative prestige and image. 3.Leaders should maximize market needs. 4.Target markets of leaders are the scope of all markets. 5.Target markets that can obtain the market share and prestige have priority over other target markets. 6.In maturity of product life cycle, leaders give diversified products, and launch new products or improved products continuously. 7.In maturity of product life cycle, leaders should establish more wwidth and depth market channels. 8.In maturity of product life cycle, advertisement should emphasize difference and benefits of brands or products.

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Wen, Shiang-Jeng, and 鄭文祥. "The "PowerCycle" Brand Marketing Strategies." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/yrtf49.

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碩士
大葉大學
事業經營研究所
89
In the past, because of enterprises in Taiwan lacked in experiences of market control and marketing, we had few international brands. This thesis did an explorative research on enterprises that have their original brands circulating in the market. It tries to analyze the impact that the experiences, company resources and marketing strategies of enterprises with original brand manufacturing have on the competitiveness in companies creating their own brands. Meanwhile, it explains the appearance of brand efficiency and performance resulting from the brand competitiveness so as to offer prospective entrepreneurs for references and create more famous brands for our country. This thesis focuses its research on the bicycle-manufacturing giant, Merida Industry Co., LTD. It studies the company's brand name, PowerCycle. Through the retrospect on related literature and interviews with the manufacturer, it establishes theoretical framework. It undertakes questionnaires, collects market performance data, utilizes statistical analysis, and obtains the effectiveness of the manufacturer's marketing strategy in rooting its brand name into consumers' hearts before offering original brand manufacturers for references in marketing strategies. This thesis first obtains factors through factor analysis, which serve as the structures for evaluating the success of original brands. Second, it begins the cluster analysis on the foregoing factor structures. The questionnaires contain a series of questions that help to classify different groups of living styles. This thesis, based on the classification, embarks on further analysis. Through statistical arrangement, interviews with Merida Industry Co., LTD, exploration on brand related literature, the conclusions can be categorized as follows: 1.When an enterprise is seeking to strengthen its market competitiveness, one of the important ways is to continuously innovate new products so as to gain higher profits. The management and continuous development of new products will affect the market competitiveness of products. 2.For the enterprise, the establishment of brand assets can enhance competitive advantages, market portions and can promote the efficiency and effectiveness of the marketing strategies. 3.The more engaged the enterprise is in product research and development and promotion, the more competitive the brand will be. The number of company resources and the manipulation of the marketing strategy will affect the competitiveness of company brands. 4.In the past, consumers valued products but now they emphasize the consumption value. With consumers awakening, brands become their consumption reference index. The additional value of brands such as sound goods services is also the consumers' concern. 5.Business profits can only lead when differential strategies are taken. To establish a permanent and unique brand, it is necessary to formulate eye-catching and ever-lasting brand features to create a differential advantage and satisfy the consumers with their needs for product symbolic effect. Key Words : original brand manufacturing, marketing strategy, Merida Industry Co., LTD.

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Chen, Ren-Pin, and 陳瑞萍. "Marketing strategies for teacher colleges." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/49900426484397977265.

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Chou, Hui-Lin, and 周慧玲. "Political Marketing Strategies on WWW." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/91012217735497473681.

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碩士
淡江大學
大眾傳播研究所
86
The main purpose of this research is to realize how candidates engage in political marketing on WWW in the election and what their election-campaign communication strategies are. In the meanwhile, the research hopes through literature or documents to establish a standard which can measure the candidates how to make use of the political marketing strategies on WWW. Besides, according to this measuring standard to go step further probe into the differences between the candidates from different parties, different, areas, different level of education and different ages on using political marketing as a tool in the Internet. 　　This research is based on a case study to the county magistrate election in the end of 1997. Research objects are KMT''s and DPP''s candidates. Research method uses content analysis, and according to the measuring standard which has mentioned above comparing the differences with the candidates from different parties, different areas, different level of education and different ages making use of the new media-WWW as a tool to devote themselves to political marketing. The period of the research was Oct, 1 1997 through Nov, 29 1997. This research is mainly focused on web sites of all candidates, not including any other applied services, such as BBS and other''s services. 　　From the result of the research, we discover that vast majority candidates in the Homepage design form of expression is not conformed to the circumstances within WWW use limits. Most candidates prefer to design style using big pictures, Frame, Java. According to the previous literature, however, these style of the design way will produce the negative effect to users on WWW. Besides, the differences between the candidates from different parties, different areas, different level of education and different ages are not conspicuous. 　　Although there are about 90% candidates using the "political view" and "candidates" items, yet most of them using the number of pages are within five. This reveals most candidates do not making good use of the new media merits. The expenditure of carrying on the traditional media is more expensive, and it will be restricted on the layout of a printed pages. Therefore, Most candidates in using th3 number of pages are not active. Besides, in the "negative advertisement" and "celebrity endorsement" items, there are only about 20% candidates to exercise them. most candidates are not to take these items into account. As to "entertainment and pragmatism" item very few candidates use them. This shows most candidates still not to face squarely the importance of additional values on WWW. Separately, the divergences between candidates from different parties, different areas, different level of education and different ages are not conspicuous. 　　The "service" item provides very few on WWW, but the "relationship" item provides a little higher than the former. Its use ration as still low on the ads appeal. Those two items are the key to increase the additional value of political marketing on WWW. Besides, the divergences between candidates from different parties, different areas, different level of education and different ages are not conspicuous.

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Ke, Sheng-chen, and 柯信成. "Marketing Strategies of financial products." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/77594845222128212804.

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碩士
龍華科技大學
商學與管理研究所
98
The research applies money attitude theory (MAS Theory and MES Theory), financial literacy theory, risk tolerance theory, and expertise and trustworthy of service quality to develop the conceptual framework and then examines the impact of consumer’s money attitudes, financial knowledge, risk tolerance, service quality on making financial products I decision. The factors of MAS include “power/prestige”, “retention/time”, “anxiety”, “success”, “good” and “disturb”. And the factors of financial literacy include “general finance ideology”, “financial instrument awareness”, and “financial practice”. The investment risk tolerance and the speculation risk tolerance are two risk tolerance factors. And the factors of service quality are trustworthy and expertise. It applies factor analysis, reliability, K-means cluster analysis and logistic regression methods, and found the major conclusions of this study are as follows: 1. some factors of money attitude, financial knowledge, risk tolerance, and service quality of customers determinate to their current and future financial products investment decisions. 2. from K-means cluster analysis, the different “Monthly income”, “investment experience”, and “the investment proportion on monthly income ”, of consumers have different risk tolerance and services quality. And than they also have different money attitude. The findings of this study are helpful to financial industries to design their development plan and promotion strategy of financial products in the commercial marketplace. Furthermore, the study findings can be referred by scholars and academic research in the future.

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Chen, Yu-Hsien, and 陳昱先. "The Marketing Strategies of Twilight." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/94137859050807283968.

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碩士
國立臺灣大學
商學研究所
101
The Twilight series by Stephenie Meyer is arguably one of the biggest marketing successes in the publishing industry from the mid to late 2000s, growing from a single book to an entire franchise spanning multiple industries worldwide. There are numerous academic works in the psychology and literature fields that discuss the appeal of Twilight, but there are comparatively few academic works that specifically examine the marketing strategies of Twilight, and, at the time of this writing (2013), none that examine the marketing strategies of the entire Twilight franchise as a whole. This thesis uses a case study format to discuss the appeal of Twilight on a marketing level. A study is first made of the history of vampire and werewolf literature and the psychological attractiveness of the books, and then the marketing strategies of the Twilight franchise are discussed from four aspects: the author, books, the films, and the actors playing the characters. Especial emphasis is laid on social media usage and word of mouth marketing.

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Giang, Nguyen Bao, and Nguyen Bao Giang. "The Marketing Strategies of Vinamilk." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/523pbu.

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碩士
國立雲林科技大學
企業管理系
106
The thesis describes Vietnam dairy industry and dairy companies in the market with some general information. As the topic of the thesis is “The marketing strategies of Vinamilk”, the author has introduced the company in details with its history and development. The literature is collected from books, journals, economics magazines and online newspapers which write about dairy industry and Vinamilk company. To have the most exact information about the development process of Vinamilk, the data was collected from the official website of Vinamilk. The secondary data of this thesis is collected from different articles and the Annual Report 2015 and 2016 of Vinamilk. To get to know more about the company from the customers’ point of view, a questionnaire was designed and sent to a number of people to gather their opinions. Based on both literature and questionnaire results, it is concluded that Vinamilk has gained significant achievements that cannot be done easily by any dairy manufacturers in Vietnam. Vinamilk is considered to be the market leader in Vietnam dairy industry with the biggest total market shares. The company has always been finding a way to maintain its product price at a certain level to be suitable with purchasing ability of most Vietnamese consumers. Vinamilk has invested strongly in its advertisements and implement many meaningful community activities. From the results of the questionnaire and the secondary data, there are some managerial implications drawn out and recommended to increase the effectiveness of the company performances.

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Dissertations / Theses on the topic 'Marketing strategies'

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