Dissertations / Theses on the topic 'Post-marketing'
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Armah, Paul Waldrine. "Post-harvest maize marketing efficiency : the Ghanian experience." Thesis, Cardiff University, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.304540.
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Whalen, Peter S. "Post plan improvisations of strategic marketing plans : towards a taxonomy /." Connect to title online (Scholars' Bank) Connect to title online (ProQuest), 2008. http://hdl.handle.net/1794/8585.
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Thesis (Ph. D.)--University of Oregon, 2008.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 169-177). Also available online in Scholars' Bank; and in ProQuest, free to University of Oregon users.
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Mishra, Saurabh. "Two essays on post-acquisition performance a marketing perspective /." [Bloomington, Ind.] : Indiana University, 2006. http://wwwlib.umi.com/dissertations/fullcit/3210044.
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Thesis (Ph.D.)--Indiana University, Kelly School of Business, 2006.Source: Dissertation Abstracts International, Volume: 67-03, Section: A, page: 1014. Advisers: Franklin Acito; Rebecca Slotegraaf. "Title from dissertation home page (viewed March 16, 2007)."
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Speid, Lorna. "The safety assessment of medicines : pre and post-marketing." Thesis, Cardiff University, 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.362576.
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Whalen, Peter S. 1971. "Post Plan Improvisations of Strategic Marketing Plans: Towards a Taxonomy." Thesis, University of Oregon, 2008. http://hdl.handle.net/1794/8585.
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xiii, 177 p. A print copy of this title is available through the UO Libraries. Search the library catalog for the location and call number.Marketing Planning is the most prescribed tool for "doing" marketing. The marketing plan's implementation schedule provides a roadmap for accomplishing a firm's stated marketing objectives. For over three decades researchers have investigated planning's link to firm performance. The consensus has been that they do improve performance although there is little empirical evidence to suggest how implementation of those plans is related. Environmental turbulence, new information and failed implementation cause firms to act outside of the planning framework. Improvisation is the contemporaneous creation and execution of an action. The extent to which firms act improvisationally has been studied, but to date there has been no empirical investigation that exposes the different types of post plan improvisations of strategic marketing plans that exist. This dissertation attempts to identify the different types of post plan improvisations (PPI) used in marketing. Using the Critical Incident Technique, 384 incidents of PPI were gathered from marketing planners and then used to create categories and systematically classify each incident. Four primary categories of causes of deviations, six categories of deviations and four categories of outcomes emerged from the data. The results provide a foundation for a theoretical model of the types of post plan improvisations in practice. This will allow further research into contextual differences that could help managers decide when to improvise and when to follow their plan. Further, by exposing the useful application of the CIT method in a new field, additional researchers might begin to use the technique to update and more deeply understand other marketing phenomenon.
Adviser: David M. Boush
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Hemsley-Brown, Jane. "Marketing post-sixteen colleges : a qualitative and quantitative study of pupils' choice of post sixteen institution." Thesis, University of Southampton, 1996. https://eprints.soton.ac.uk/192399/.
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The thesis concentrates on both the supply and the demand sides of the post sixteen education market place. On the supply side, the study examines four key issues - responses to competition; changes in the performance of colleges; the effect of the market on social inequality; and the possibility of bias and manipulation in marketing information. Firstly, on the supply side, the marketing undertaken by one sixth form college is examined alongside quantitative data from college records, (retained over a period of twelve years.) Data are analysed to determine patterns and trends in the profiles and qualifications of students entering the college throughout the period when a niche marketing strategy was emerging. On the demand side, qualitative research data were collected through a series of interviews with twenty five fourteen to sixteen year olds, in a multisite study. Analysis concentrates on the decision making processes and strategies emerging during the period when students selected among post sixteen colleges. The study concludes that firstly, the potential to manipulate information about colleges is increased in a culture of markets and competition. Colleges need to evaluate and gain feedback on the success of promotional communications through marketing research, to monitor the development of the college's reputation, as well as to identify new markets. Secondly, markets have the potential to allocate resources by socioeconomic class. Colleges seeking to reduce inequalities in post sixteen education and training need to ensure that a number of niche markets are identified, appropriate to local need and labour market conditions, to accommodate a range of decision makers in the market. Thirdly, the findings suggest that sixteen year olds are rarely able to give coherent reasons for selecting colleges until they are exposed to the marketing and promotional information provided by colleges. The findings emphasise the importance of effective promotion and public relations, to ensure that positive and accurate marketing information is entering the marketing and choice cycle. Finally, a 'Typology of Decision Makers' is developed to summarise the decision making behaviour of sixteen year olds. The study concludes with a 'Marketing, Choice and Communications Input-Output Model', which highlights the significance of 'psychological defence mechanisms', and reinforcement strategies', in the decision making processes employed by sixteen year olds when selecting among post sixteen colleges.
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McCarthy, Suzanne. "Post-marketing evaluation of ADHD drug treatment in children and young adults." Thesis, University College London (University of London), 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.509310.
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Seo, Soobin Hwang Johye. "Consumer reactions to restaurants' post-food crisis marketing strategies a risk-benefit appraisal approach /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6601.
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Title from PDF of title page (University of Missouri--Columbia, viewed on Feb 18, 2010). The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Thesis advisor: Dr. Johye Hwang. Includes bibliographical references.
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Shui, Yinzi, and Yuesi Wu. "Internationalization of firms through acquisition : A case of post-acquisition market integration management in Chinese market." Thesis, Högskolan i Halmstad, Centre for Technology, Innovation and Marketing Management (CTIM2), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15784.
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MacRury, Iain. "Advertising readerships : psychosocial change in Britain 1950-1995." Thesis, University of East London, 2000. http://roar.uel.ac.uk/3130/.
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This thesis uses the content analysis of a large sample of advertisements to trace a narrative of changing self experience in post-war consumer culture. The thesis challenges the tendency in cultural studies of advertising to see texts solely as a record of advertisers' commercial intentions. It questions the assumption that advertising secures producers' control of the symbolic economy. As a complement to such 'producer narratives' the thesis presents a 'narrative of readerships'. This traces changes and continuities in readers' orientations to objects of consumption in the period. A detailed examination of the theoretical underpinnings of critical approaches to advertising leads to the proposal of an alternative to the models of reception evident in text based studies. This alternative model draws on object relations psychoanalysis. The thesis asserts the value of the close empirical study of advertising texts. This provides evidence to counter both negative and positive generalisations about advertisements as 'creativity 1 or manipulation. The thesis proposes instead that advertising serves a range of commercial, practical, aesthetic and social communicative functions. The thesis questions the validity of analyses of advertising textualities in the 'diagnosis' of pathologies of the self and culture, suggesting that the ascription of such pathologies depends upon an inadequate model of reception. The thesis sets out an account of psychosocial change binding an analysis of disruptions to sociologically conceived trajectories to an account of an increasing prevalence of anxiety in psychosocial experience. Advertising, seen in the light of these disruptions to cultural inheritance is presented as an increasingly important communicative mode because of its contribution to a symbolically rich cultural environment which can facilitate 'identity work'. The thesis presents evidence for a continuing preoccupation amongst consumers with function and practicality. This finding is explored as evidence, not only of a persistent strand of consumer rationality, but as an indicator of an emerging new orientation to materiality in culture. The thesis proposes that totalising narratives, either optimistic or pessimistic, about the cultural experience of consumption are suspect. A more complex and variegated account is more likely to capture the consumer experiences The thesis suggests the necessity for close empirical analysis of changing consumer cultures as a counter to overarching narratives of cultural change
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Staples, Joseph Perry. "Constructing "The Land of Sunshine": Charles FletcherLummis and the marketing of a post-frontier West." Diss., The University of Arizona, 2004. http://hdl.handle.net/10150/290051.
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This dissertation investigates Charles F. Lummis and his editorial influence, arguing that he contributed significantly to the literary and cultural construction of the American West. From 1895 to 1907, Lummis edited a Los Angeles magazine, The Land of Sunshine. Renamed Out West in 1902, the magazine served as a platform from which Lummis trumpeted his visions of the West and its literature, and helped launch various causes celebres , including restoration and preservation of Southern California's Spanish missions, establishment of a museum of the southwest, and agitation for Indian rights and education reform. I contextualize the decade of his influence within the rhetorics of realism and regional literature, both then prominent on the American literary scene, and within the emergence of mass culture at the beginning of the twentieth century. This dissertation contributes to American cultural studies because it is the first comprehensive analysis of Lummis's influence on the American literary tradition and his role in the cultural colonization of the West. Drawing upon previously unpublished material from the University of Arizona Special Collections, Colorado State University Archives, the Braun Research Library at the Southwest Museum, and the Sharlot Hall museum, it is also the first study to describe the extent of his intersections with artists, scholars, and historical figures at the turn of the twentieth century. These figures include Fred Harvey, Alex Harmer, Theodore Roosevelt, Charlotte Perkins Stetson (later Gilman), L. Maynard Dixon, Margaret Collier Graham, and many others.
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Scollen, Rebecca. "Building new theatre audiences: Post performance audience reception in action." Thesis, Queensland University of Technology, 2002. https://eprints.qut.edu.au/36428/1/36428_Digitised%20Thesis.pdf.
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The aim of this research is to arrive at an effective method for gathering and analysing nontheatregoers' reception of theatrical performance. It is anticipated that this method will provide insight into non-theatregoers' reasons for non-attendance, their reactions to theatre productions, and the likelihood that they might change their attitudes towards theatregoing and become theatre attenders in the future.
A combined methodical approach to audience reception is created by adapting and combining the methods of Sauter (1986), Lidstone (1996), Knodel (1993) and Krueger (1994), and the model of Miles and Huberman (1984). This approach consists of a collection of questionnaires, a series of post performance group discussions, and analytical methods designed for examining qualitative data. This approach is tested and refined across three studies: a 1997 Pilot Study, a 1998 La Boite Theatre Study, and a 2000 Queensland Theatre Company Study.
The primary result of this research is the emergence of the Scollen Post Performance Audience Reception (SPP AR) method for audience development. This method is the refined final version of the rigorously tested combined approach. Other results include the formation of a non-theatregoer profile; an understanding of how non-theatregoers perceive performances; the discovery that gender, age, and income have no direct impact on theatre attendance or reception of theatrical performance; confirmation that exposure to performance and an arts education increases interest and confidence in theatregoing; and that self and peer education is an effective way for non-theatregoers to learn about theatre.
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Onakpoya, Igho. "An evidence-based approach to the post-marketing withdrawal of medicinal products because of adverse reactions." Thesis, University of Oxford, 2017. https://ora.ox.ac.uk/objects/uuid:086dcf03-5adc-4cb1-9bc6-59fcba0b8c64.
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Background: The aim of this thesis was to develop an evidence-based approach to the post-marketing withdrawal of medicinal products when harms are attributed to their use. Methods: Electronic and non-electronic searches were conducted to identify medicinal products withdrawn from the market because of adverse reactions. Data relating to the time periods between launch, first adverse reaction reports and withdrawals, the mechanism through which the adverse reactions occurred, and the countries of withdrawal were extracted. Standard criteria were used to document the levels of evidence used by drug regulators to make the withdrawal decisions; scatter plots and two-by-two tables used to explore the trends over time. A previously published algorithm was used to examine the justification for withdrawals. To examine the benefits and harms of medicinal products before regulatory approval, searches were conducted on drug regulatory websites and scientific databases. The Cochrane criterion was used to examine the risk of bias, Review Manager Software for meta-analysis, and GRADE criterion to rate the quality of evidence. Results: Improvements in pharmacovigilance over the past six decades have resulted in quicker detection of harms caused by approved medicinal products; however, there have not been corresponding improvements in how quickly harmful products are withdrawn from the market following the reports of harms. Harmful drugs are significantly less likely to be withdrawn in low resource settings. The quality of evidence in drug trials for which regulatory approval decisions are based is on the whole, poor. There is a lack of consistency in the methods used by drug regulators to assess the harms of medicinal products before granting marketing licences. Conclusions: Universally accepted guidelines for deciding when to withdraw approved medicinal products from the market should be developed. Pharmacovigilance systems in low-resource settings should be strengthened. The methods used to assess harms in clinical trials require improvement.
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Tritt, James Patrick. "A study of the national post-secondary DECA goals as viewed by Missouri's post-secondary DECA student members, marketing and distributive education instructors and DECA advisers /." The Ohio State University, 1985. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487260135355446.
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Qvist, Olof, and Julia Berggren. "Viral Marketing : How does the individual view a viral marketing message and what makes him or her pass it along?" Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-672.
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Viral marketing is a form of marketing that is based on individuals sharing of a message within their social network. When viral marketing works, it’s cheap and efficient and there are several examples of successful viral marketing campaigns that has given products or companies great success.
Viral marketing is relatively unexplored as a phenomenon, and there are several different suggested paths to choose to form a successful campaign. One suggestion is that viral marketers base their campaigns on different feelings to make the individual share the campaign, or feeling, with its social network. This is one of the things that we are looking at in this report. With a quantitative study based on the replies of over 800 students, we try to determine which feeling is more efficient in viral marketing campaigns. We also try to determine how viral campaigns are received and handled as well as students view on viral marketing as a phenomenon.
This report shows that receivers of viral marketing campaigns have a pattern in the way they act as a result of it. Receivers who view one viral marketing campaign as spam, block the messages sender or delete the message are likely to view all campaigns as spam, no matter which type of viral marketing campaign they receive. This pattern does not exist for those who choose to forward viral messages, nor does the strength of the feeling matter. However, we are able to distinguish that campaigns based on sadness, anger, fear and disgust are forwarded more than campaigns based on other feelings. These types of campaigns are often forwarded by women. Campaigns based on sick humor or surprise are more commonly forwarded by men. However, women are more likely to forward viral messages.
Virusmarknadsföring är en typ av marknadsföring som går ut på att individer inom sociala nätverk skickar ett budskap vidare till varandra. När marknadsföringsformen fungerar är den mycket billig och effektiv. Det finns ett flertal exempel på framgångsrika virusmarknadsföringskampanjer som lyckats och gett produkter eller företag stor framgång.
Virusmarknadsföringen som fenomen är relativt outforskad och det finns olika förslag på vägar att gå för att forma en framgångsrik kampanj. Bland annat kan virusmarknadsförare spela på individers känslor för att få dem att skicka ett budskap vidare inom sitt sociala nätverk. I denna uppsats tittar vi närmare på just detta, och tar reda på vilka känslor som bäst lämpar sig för en virusmarknadsföringskampanj. Genom en kvantitativ undersökning där cirka 800 studenter från Blekinge Tekniska Högskola och Högskolan i Gävle deltagit tar vi också reda på hur synen på virusmarknadsföring ser ut, samt vilken reaktion det får när det mottas.
Detta examensarbete visar att de som tar emot virusmarknadsföring har ett mönster i sitt agerande. De som ser en virusmarknadsföringskampanj som spam eller till och med blockerar avsändaren, gör detsamma för oberoende av vilken typ av kampanj de mottar. Samma sak gäller de som väljer att radera meddelandet. Mönstret i agerandet gäller dock inte för de som skickar budskap vidare. Hur stark känsla som väcks av kampanjen spelar heller ingen roll. Dock tycker vi oss se att virusmarknadsföringskampanjer baserade på sorg, ilska, rädsla och äckel fungerar bättre än andra kampanjer. Dessa skickas oftast vidare av kvinnor. Män skickar inte virusmarknadsföringskampanjer vidare lika ofta som kvinnor. När de gör det så väljer de dock att skicka vidare sjuk humor eller budskap baserade på förvåning.
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Edholm, Emma. "Marknadsföring av en destination efter en kris: Tunisien efter terrorattackerna 2015." Thesis, Umeå universitet, Kulturgeografi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-148570.
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This study aims to reveal what marketing strategies Tunisia has used to alter their place image for the better after the terror attacks that occurred in the country 2015. These terror attacks had a negative effect on Tunisia’s tourism industry; the annual GDP brought by the tourist industry decreased by 19,73%. By using “the multi-step model for altering place image” developed by Eli Avraham and Eran Ketter, this study contains a thematic analysis on qualitative content such as news reports, advertising campaigns and press interviews to uncover what marketing strategies were used by Tunisian official tourism marketers and officials to restore the destinations positive place image and bring back tourist after the terror attacks. The result shows that Tunisia has used strategies from all three categories of strategies; source, audience and message. Furthermore, this study contributes to a better understanding on what marketing strategies a destination could use to alter their place image after gone through a crisis.
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Dekel, Ofer. "Anti-essentialist marketing : an alternative view of consumers' 'identity'." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/antiessentialist-marketingan-alternative-view-of-consumers-identity(2ab47e24-4af1-4950-a730-2bea89be02e7).html.
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One problem with the traditional marketing segmentation view of consumer markets is that it treats social categories as an ontology, which somehow becomes independent of its own members. It assumes that the self is required to adjust to its segment. In my research, I follow writers such as Hall (1996) who claim that consumer identity is not a reflection of a fixed, natural, state of being but a process of becoming. The meaning of social economic class, Britishness, religion, masculinity and so forth, are subject to continual change. Identity then becomes a ‘cut’ or a snapshot of unfolding meanings; it is a strategic positioning of the individual, which makes meaning possible. My primary research focuses on one cultural category - second generation British South Asian. This is a group of consumers who are required to negotiate with multiple discourses – local, global, past, present, future, western, eastern, religious, national, popular culture and more - and with many social and cultural categories - British society, South Asian community, county of origin, religion, professional identity and others. The mainstream literature takes an essentialist view when analysing this group treating ethnic minority consumers as acculturating individuals who hold a hyphenated identity and who have to balance pressures from two sides of the hyphen- South Asian and BritishIn my research I take inspiration from Hall (1996) and treat ethnicity in its de-totalised, or deconstructed forms, recognising ethnicity as a concept that cannot be thought of in the ‘old way’ as representing essential, discrete differences between groups. Ethnicity and race are conceptualised here as socially constructed, relationally and culturally locatedMy data collection strategy is designed to help participants (Sample size of 13) to explore the landscape of their self by eliciting life narratives and their constituent attachments. The data were collected in two stages. The initial phase is based on the collection of 2 collages one of self-identity and one of shopping experience. The objective of this phase was to give the participants an opportunity to explore and map the different discursive influences in their lives. The second stage uses a narrative interview where the collages were used as a guide for the structure of the conversation. The findings of this research confirm a picture of self-identity as a ‘Field of Discursivity’ (Laclau and Mouffe, 1985) where self-identity can be viewed as a field in which no one discourse can fully master the others. Consequently, ‘who one is’ becomes an open question, with a shifting answer depending upon the positions available between one's own and others' discursive practices and within those practices. This understanding is the foundation of my claim that traditional marketing discussion rests on a flawed assumption which renders segmentation strategy incompatible with current market reality.
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Gerber, Fabiano Lehmkuhl. "O pós-venda como premissa do marketing de relacionamento." Universidade do Estado de Santa Catarina, 2010. http://tede.udesc.br/handle/handle/207.
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Relationship marketing is considered an important strategy in customer loyalty. Consumers are increasingly demanding, especially with products of superior standard. Customer contact, affection, respect, attitudes are companies that maintain healthy relationships with their customers. Before selling companies usually keep these attitudes. The central theme of this study is aftermarket. We tried to identify through interviews with managers of three segments of the construction industry, furniture and decoration, furniture and electronics and planned residential automation of Florianopolis, the actions are conducted as post-sale. The research is characterized as exploratory as to their goals. In nature, it is a qualitative research, by collecting data in the form of in-depth interviews. The sample is considered non-probability, selected by the judging criteria and accessibility. The choice of segments analyzed and provided through the concept of constellations of consumption. It was concluded that the concern of these managers after the sale is the maintenance of product quality offered
O marketing de relacionamento é considerado uma importante estratégia na fidelização de clientes. Os consumidores estão cada vez mais exigentes, principalmente com os produtos de padrão superior. Contatos com clientes, carinho, respeito, são atitudes de empresas que mantém relacionamentos saudáveis com seus consumidores. Antes de vender as empresas costumam manter estas atitudes. O tema central deste estudo é pós-venda. Buscou-se identificar através de entrevistas em profundidade com três gestores dos segmentos da indústria da construção civil, de móveis e decoração, de móveis planejados e de eletroeletrônicos e automação residencial de Florianópolis, como se processam as ações de pós-venda. A pesquisa caracteriza-se como exploratória quanto aos seus objetivos. Quanto à sua natureza, trata-se de uma pesquisa qualitativa, mediante coleta de dados na forma de entrevistas em profundidade. A amostra considerada não probabilística, selecionadas pelos critérios de julgamento e acessibilidade. A escolha dos segmentos analisados e deu através do conceito de constelações de consumo. Concluiu-se, dentre outros aspectos, que a preocupação destes gestores após a venda, reside na manutenção da qualidade do produto ofertado
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Norman, David, and Johan Rappling. "Ett glokalt växelspel för ett multinationellt företag : En studie om branding-arbetet för Post-it på den nordiska marknaden." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-243319.
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Datum: 15/1/2015 Nivå: Kandidatuppsats 15 hp, Företagsekonomi C, HT 14 Författare: David Norman, Johan Rappling Handledare: Jukka Hohenthal Titel: Ett “glokalt” växelspel för ett multinationellt företag - En studie om branding- arbetet för Post-it på den nordiska marknaden Syfte: Syftet med denna studie är att visa hur branding-arbetet ser ut för ett globalt varumärke, ägt av ett multinationellt företag, på den nordiska marknaden samt till vilken grad marknadschefer för ett varumärke av denna typ är fria att lokalanpassa brandingen. Förhoppningen är att denna fallstudie ska fungera som ett komplement till rådande studier inom glokalisering. Teori: Uppsatsens teoretiska referensram består av erkända koncept inom marknadsföringsområdet såsom global branding, glokalisering och produktlivscykeln men även Hofstedes kulturella dimensioner. Metod: En kvalitativ fallstudie för det multinationella företaget 3Ms varumärke Post- it har utförts. Primärdata har samlats in genom ostrukturerade och semi-strukturerade djupintervjuer med personer med marknadsansvar över Post-it samt genom en dokumentstudie. Analysen har skett med ett analysverktyg skapat utifrån de teoretiska utgångspunkterna. Resultat: De lokala marknadsförarna för varumärket Post-it är relativt fria i branding- arbetet och lokala anpassningar förekommer i allra högsta grad. Standardisering förekommer också i form av bl.a. gemensamma kampanjer och hemsidor. Glokalisering är implementerat i Post-its varumärkesstrategier. Slutsats: Branding-arbetet anpassas relativt mycket lokalt i Norden och frihetsgraden är stor. Hofstedes dimensioner och produktlivscykeln kan till viss del förklara varför det empiriska resultatet som framkommit ser ut som det gör.
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Fredriksson, Martin, and Martin Andersson. "Decision-makers’ Attitudes and Behaviors Toward E-mail Marketing." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18416.
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Background E-mail marketing is used to get consumers’ attention to one’s products, services, need, etc., and ultimately to get them to act in a specific way. How consumers are affected by E-mail marketing is a topic that has not been thoroughly investigated even though it is of great interest due to the vast increase of E-mail marketing the last couple of years. Thus, there is a major gap in the research of this topic, especially in a B2B context. Purpose The purpose of this thesis is to analyze behaviors and attitudes of decision-makers in the Swedish manufacturing industry regarding B2B E-mail marketing. Method The authors used a quantitative research approach with an online-survey in order to collect necessary data. The population is decision-makers within the manufacturing industry in Sweden. The result is based on 1 777 participating decision-makers. The questionnaire was constructed by the authors and is based on the theoretical framework consisting: Tri-Component Model of Attitudes, Planned Behavior, Micheaux’s (2011) theory of perceived pressure and A(ad). The authors used analysis techniques such as descriptive univariate analysis, Anova-test, factor analysis and linear regression analysis to derive the result. Conclusion The conclusions drawn from this study are that the decision-makers within the manufacturing industry in Sweden tend to have a negative attitude and behavior toward E-mail marketing messages, only a small minority of the decision-makers had a positive attitude. Furthermore, the authors discovered an association between their attitude and how they actually behave. The study also reveals differences in the attitudes and behaviors regarding age and position within the company. A final conclusion drawn from this study is that the decision-makers do not read all marketing messages they receive and they also delete some marketing messages without reading them. The result of this is a non-functional marketing method, as it does not work as it is intended. A suggestion for marketers working with E-mail marketing is to try to establish more positive attitudes by building relationships with the recipients.
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Beatriz, Galindo Lisbeth Milagros, and Tineo Aline Clara Antonieta Pérez. "El Marketing Relacional en la fidelización de clientes en el negocio de post venta de una empresa del rubro automotriz : Caso : DERCO." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2018. http://tesis.pucp.edu.pe/repositorio/handle/123456789/12491.
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El presente trabajo de investigación tiene como objetivo general describir la estrategia de
Marketing Relacional en la fidelización de clientes e identificar oportunidades de mejora en el
área de post venta de la empresa del sector automotriz DERCO. Para lograr dicho objetivo, se
cumplieron otros específicos que permitieron conocer cómo influyen las distintas acciones que
realiza la empresa DERCO en el negocio de post venta las cuales son parte de una estrategia de
Marketing Relacional en la fidelización de sus clientes.
La investigación examina los conceptos teóricos de Marketing Relacional e identifica su
importancia en el alcance de fidelización de clientes; a través de la perspectiva de Alcaide donde
se visualiza el enfoque ya sea Transaccional o Relacional para la fidelización de clientes; se afirma
luego que en los servicios de post venta de DERCO predomina el enfoque relacional, puesto que
la mayoría de sus acciones se basa en el criterio de generar relaciones con el cliente y gestionarlas
para retenerlos.
La estrategia de fidelización de clientes que viene realizando DERCO se encuentra
alineada con los conceptos teóricos de la disciplina del Marketing Relacional, puesto que en los
últimos tres años, la empresa viene trabajando por una adecuada gestión de las relaciones con los
clientes como lo sugiere la teoría de la gestión de relaciones con clientes, en inglés Customer
Relationship Management (CRM) además de preocuparse por generar una experiencia positiva
en los clientes durante su asistencia a los talleres o concesionarios DERCO como lo señala la
teoría de la gestión de la experiencia del cliente, en inglés Customer Experience Management
(CEM).
Desde el 2015 la empresa viene realizando acciones enfocadas en sus clientes, buscando
satisfacerlos y alcanzar sus expectativas; entre las principales actividades se encuentran las
siguientes: DERCO acompaña con un programa de llamadas para recordar al cliente sobre el
mantenimiento de su vehículo; Entrenamiento de clientes, para empoderarlos sobre el
funcionamiento de sus autos; Capacitaciones a los asesores, así estos abordan con el protocolo
correcto a los clientes; Experiencia agradable en el taller, dándoles algún merchandising o
haciendo que participen en “la ruleta” por algún premio; entre otras acciones como reforzamiento
a la imagen de garantía, respaldo y calidad, factores que son relevantes para los clientes.
Los usuarios encuestados y entrevistados manifestaron sus valoraciones antes las acciones
de DERCO, las diferentes expectativas que tienen y cómo responde DERCO ante ellas; se
identificaron las brechas entre el valor ofrecido por la empresa y las expectativas de sus clientes
mediante el modelo Prima. Este modelo permitió conocer las brechas en sus 4 tipos: en primer lugar DERCO posee un gap bajo ante las actividades con expectativas bajas de los clientes como
la entrega de merchandising; segundo, un gap alto frente a las acciones con bajo nivel de
expectativa como las llamadas telefónicas para un seguimiento; tercero, se aprecia un gap bajo
ante las expectativas altas de los clientes para acciones como el uso de materiales con garantía y
servicio de calidad; por último, existe presencia de un gap alto frente a algunas acciones con altas
expectativas por parte de los clientes como el precio, la puntualidad de entrega del vehículo o
servicio entre otros, falta de comunicación entre cliente y asesor, entre otros.
Ante la identificación de brechas se exponen las recomendaciones de mejora reconocidas
como una evaluación de reducir el precio de los servicios pues el cliente valora los precios
inferiores de los talleres competentes; trabajo en la eficiencia de entrega de vehículos ya sea para
una entrega por ser nuevo o para cuando se le ha realizado algún servicio post venta y una mejora
en la comunicación entre los asesores quienes son los principales representantes de DERCO ante
los clientes cuando estos van a recoger sus vehículos o cuando retornan por un servicio post venta.Tesis
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Martinez, Katynka Zazueta. "The "Latin Explosion," media audiences, and the marketing of Latino panethnicity : Latina Magazine and the Latin Grammys in a Post-Selena América /." Diss., Connect to a 24 p. preview or request complete full text in PDF format. Access restricted to UC campuses, 2003. http://wwwlib.umi.com/cr/ucsd/fullcit?p3112195.
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Sunyansanoa, Sophapan. "Examining factors influencing the repurchasing intention of credence products : empirical evidence from Thailand." Thesis, University of Bedfordshire, 2013. http://hdl.handle.net/10547/333445.
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The purpose of this study is to examine post-purchase evaluation factors influencing repurchase intention of credence products, and develop a model of consumer’s post-purchase evaluation for the repurchase intentions. The credence products in this case are dietary supplements, with a focus on consumers in Thailand. The study classifies a conceptual model and hypothesised relationships into two consumer perspectives: product; and brand. This research assumes that trust, expectations, satisfaction factors may relate to repurchase intention for the consumer product perspective. Also, brand trust, brand experience, expectation, and satisfaction factors are correlated with repurchase intention from the consumer brand perspective. The research adopts a hypothetico-deductive method to enable the testing of hypotheses and also a structural equation modelling (SEM) to measure the constructive relationship and regression analysis that evaluates the relationship between independent and dependent variables. Both simple regression and hierarchical multiple regression analysis were used to examine the effect of post-purchase evaluation factors on repurchase intention. These analyses are based on a sample of 504 dietary supplement users of vitamins, minerals, and herbs or other botanical products in four regions of Thailand through face-to-face structured interviews. Findings indicate that from consumers’ product perspective, consumer trust has no significant direct effect on consumer repurchase intentions whereas the relationship between consumer trust and consumer repurchase intentions of credence products are related, when it is mediated by consumer expectation and consumer satisfaction. In terms of consumers’ brand perspective, the study leads to a better understanding of consumer brand trust and consumer expectation, both of which have no significant direct effect on consumer repurchase intentions. Consumer brand trust, consumer brand experience and consumer repurchase intentions are not correlated when mediated by consumer expectation. Other findings reveal that brand experience has a direct impact on repurchase intentions whereas consumer satisfaction is a significant mediating factor when connected with: (1) the relationship between consumer brand trust and repurchase intention; (2) the relationship between consumer brand experience and repurchase intention. The study makes a contribution to a post-purchase evaluation for repurchase intentions of credence products from both consumers’ product and brand perspectives in Thailand. This study also suggests that consumer brand experience is the strongest factor and consumer satisfaction is the strongest mediator for consumers’ P-PE for the repurchase intention of credence products. From a managerial perspective, the findings of this study provide evidence for both the public and private sector in Thailand in terms of devising marketing strategies in accordance with this model.
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Butkouskaya, Vera. "Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical models from firms' and customers' perspectives in spain and belarus." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/458127.
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La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor.
Mejorado por el avance en las tecnologías, el crecimiento de la competencia y la incertidumbre en el mercado, el concepto CIM evolucionó de un simple instrumento de coordinación táctica a una capacidad dinámica de marketing. Su evolución y una mayor participación en los procesos gerenciales determinan la necesidad de su revisión y mejor comprensión. Basado en la teoría de las capacidades dinámicas, CIM, cuando se combina con la estrategia correcta, puede traer una ventaja competitiva a la empresa y afectar positivamente su rendimiento. Sin embargo, investigaciones anteriores sugieren que las empresas pueden enfrentarse a obstáculos al implementar CIM. En primer lugar, los factores endógenos, incluyendo los efectos relacionados con la gestión interna de negocios y en segundo lugar, factores exógenos, relacionados con los efectos ambientales externos. Además, teniendo en cuenta la relación directa entre los antecedentes estratégicos de CIM y el rendimiento de la empresa, se sugiere el efecto de mediación de CIM. Finalmente, a pesar del enfoque centrado en el consumidor del concepto CIM, los investigadores se han centrado principalmente en analizarlo desde un punto de vista empresarial, pasando por alto la opinión del cliente.
Partiendo de las teorías de las dimensiones institucionales y culturales, para el proceso de recolección de datos se seleccionaron dos países económica y culturalmente diferentes, una economía de transición (Bielorrusia) y una economía desarrollada (España). Para probar los modelos teóricos, realizamos encuestas a empresas y consumidores en Bielorrusia y España.
El análisis de los datos sugiere que la orientación al mercado influye de manera positiva en CIM en ambas economías, pero el efecto de la orientación tecnológica sobre CIM sólo es significativo en la economía desarrollada. Las CIM afectan directamente al resultado de los clientes y el mercado, pero el efecto directo de CIM sobre el rendimiento financiero no es significativo en ninguna de las dos economías analizadas.
El análisis de los efectos moderadores muestra que el tamaño de la empresa y el perfil del gerente moderan las relaciones en el modelo teórico, mientras que el sistema económico no lo hace. El efecto moderador de la estructura organizativa sólo es significativo en la economía desarrollada. Además, en una economía en transición, CIM sólo media las relaciones entre la orientación al mercado y los resultados de los clientes y los mercados. En una economía desarrollada, tanto la orientación al marketing como la tecnológica tienen efectos indirectos en el rendimiento de la empresa a través de CIM.
Los resultados de la encuesta a los consumidores sugiere que la orientación tecnológica afecta positivamente a la percepción de CIM basada en el cliente, pero la orientación al cliente no tiene ningún efecto. Sin embargo, las orientaciones de los clientes y la tecnología tienen efectos indirectos en los comportamientos posteriores a la compra a través de CIM, pero sólo en España. Además, CIM afecta positivamente a la satisfacción del cliente, lo que a su vez influye positivamente en el boca-oído y la intención de recompra. Sin embargo, el boca-oído no tiene impacto en la intención de recompra. Además, la comparación intercultural revela diferencias que indican que sólo en una economía más orientada al mercado como España, CIM afectan al boca-oído y la intención de recompra. Estas relaciones están plenamente mediadas por la satisfacción del cliente en Bielorrusia y parcialmente en España.The Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception. Enhanced by advancement in technologies, the growth of competition and uncertainty in the market, the concept of IMC evolved from a simple instrument of tactical coordination to a dynamic marketing capability. Its evolution and deeper involvement in managerial processes determine the need for the review and better understanding. Based on the dynamic capabilities theory, IMC, when combined with the right strategy, can bring a competitive advantage to the firm and positively affect its performance. However, previous researchers suggest that companies may face barriers while implementing the IMC. First, endogenous factors, enclosing the effects related to internal business management. Second, exogenous factors, related to the external environmental effects. Additionally, taking into consideration the existence of a direct relationship between the strategic antecedents of IMC and company performance, we suggest the mediation effect of IMC. Finally, in spite of the customer-centric approach to the IMC concept, researchers have been mainly focused on analysing it from a managerial point of view, overlooking the understanding of customer opinion about IMC. Thus, we address three interrelated objectives. Chapter 1 focuses on analysing the strategic antecedents of the IMC concept and its consequences for company performance (customer, marketing, financial) under the moderating effect of the economy type. Chapter 2 aims to analyse the existent moderating and mediating effects in the IMC theoretical model. Chapter 3 studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, repurchase intention) from an inter-country perspective. To test theoretical models, we conduct companies and customer surveys in Belarus and Spain. Drawing from institutional and cultural dimensions theories, for the data collection process we selected two economical and culturally different countries, a transition economy (Belarus) and a developed economy (Spain). The data analysis suggests that market orientation positively influences on IMC in both transition and developed economies, but the effect of technology orientation on IMC is only significant in the developed economy. IMC directly affects customer and market performance, but the direct effect of IMC on financial performance is not significant in any of the two economies analysed. The moderating effects analysis shows that company size and manager's profile moderate the relationships in the theoretical model, whereas the economic system does not. The moderating effect of the organisational structure is only significant in the developed economy. In addition, in a transition economy, IMC mediates only the relationships between market orientation and customer and market performances. In a developed economy, both marketing and technology orientation have indirect effects on company performance through IMC. The results of customer survey analysis suggest that technology orientation positively affects the IMC customer-based perception, but customer orientation has no effect. However, customer and technology orientations have indirect effects on post-purchase behaviours through IMC, but only in Spain. Furthermore, IMC positively affects customer satisfaction, which in turn positively influences WOM and repurchase intention. However, WOM has no impact on repurchase intention. In addition, the cross-cultural comparison reveals differences, indicating that only in a more market-oriented economy as Spain IMC affects WOM and repurchase intention. These relationships are fully mediated by customer satisfaction in Belarus and partially in Spain. Implications of these findings for researchers and managers are further discussed, as are the limitations.
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Strnad, Jakub. "Příprava a vstup nového produktu České pošty na náš trh." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-125182.
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The aim of this thesis is to propose a design and implementation of a new product in the field of parcel services in the Czech Post and propose its communication strategy. The basis for correct and efficient product design theme consists of description of the main postal market aspects and principles in the Czech Republic and detailed monitoring and analysis of domestic and global competition and customer environment. This, together with a summary of the basic theoretical approaches to the field of marketing and commercial communication forms the basis for designing a communication strategy. Results of this work confirmed that the proposed new product "Předplacené balíkové obaly" is a promising service that could help the Czech Post in the growing competitiveness in the field of express parcel delivery. Succes of its implementation will largely depend on the ability of the Czech Post effectively inform customers. Communication campaign, however, must reflex and develop the previous link of the "Great Parcel Revolution ".
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Ceneri, Valentina. "Una nuova sfida per la traduzione pubblicitaria: Il multilingual social media marketing." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2021.
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Questo elaborato si propone di illustrare e analizzare il ruolo della traduzione nel quadro delle strategie adottate dalle aziende per diffondere contenuti promozionali tramite il cosiddetto multilingual social media marketing. Oggi, infatti, il canale delle reti sociali svolge un ruolo fondamentale all’interno del processo di diffusione e promozione dei prodotti e dei servizi, in particolare di quelle aziende che operano in aree del mondo sempre più vaste.
Nella tesi vengono presentate le dinamiche che entrano in gioco al momento del trasferimento di un messaggio promozionale da una lingua A a una lingua B mediante il canale dei social network, ponendo l’accento sulla maniera in cui le differenze culturali spesso diventano parte integrante delle strategie di marketing delle aziende. Inoltre, vengono illustrati gli elementi principali che compongono un post e gli aspetti fondamentali che un’azienda deve prendere in considerazione al momento della pubblicazione di un contenuto promozionale in lingua straniera.
Infine, attraverso un caso di studio incentrato sull’azienda alimentare italiana Barilla G. e R. F.lli S.p.A., viene effettuata un’analisi delle strategie adottate dall’azienda per promuovere i propri prodotti nel mondo, con un focus sulle tecniche di traduzione e di localizzazione impiegate, mediante un confronto tra i contenuti pubblicati da Barilla sulla pagina Instagram italiana e quelli presenti sulle pagine indirizzate ai paesi anglosassoni.
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Narasimhan, Anirudhan. "Commercialization of HFAC Electronic Nerve Block Technology to Treat Chronic Post Surgical Pain." Case Western Reserve University School of Graduate Studies / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=case1290641992.
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Norman, Grant. "A comparative analysis of the pre-1996 marketing control board system and the post-1996 free market system, with reference to the South African fruit and vegetable industry." Thesis, Stellenbosch : University of Stellenbosch, 2009. http://hdl.handle.net/10019.1/4579.
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Thesis (MBA (Business Management))--University of Stellenbosch, 2009.ENGLISH ABSTRACT: This research report is a comparative analysis of the pre-1996 marketing control board system and the post-1996 free market system in the fruit and vegetable industry in South Africa. The report investigates and discusses the advantages and disadvantages of both systems and their effect on the stakeholders of the industry. The control boards had both positive and negative effects on the producer within the fruit and vegetable industry. The free market system is currently also having an effect, both positive and negative, on the producer. In this research report these divergent effects are explored, the objective being to obtain a better understanding of their impact on the industry stakeholders. On reaching a clearer understanding, strategy recommendations have been designed and are presented for all producers operating within the fruit and vegetable industry. The fresh produce industry is large, with many stakeholders. The information potentially available is vast, but, given the fact that time was too limited to do a complete research study on the entire industry, it was decided to focus on four sectors of the industry, namely bananas, deciduous fruit, citrus and potatoes. To give the report more credibility in terms of the data acquired, a number of interviews were conducted with producers and producer organisation leaders, from whom first-hand, ground level information was obtained. In this research it was found, among other things, that in general there was an imbalance in both the producer and consumer surplus in South Africa. Despite regulation, the marketing control boards had, through the pooling of prices, provided benefits only to certain producers. This, in effect, meant that quality improvement was largely negated, as the return to the producer did not provide an incentive to produce a better quality product. Contrary to the control board system, the free market system provides industry stakeholders with many opportunities, while the role of producers is also evolving to incorporate aspects of marketing. Producers consider service excellence, and culture and diversity to be important. Furthermore, in terms of available channels for marketing, many producers view the fresh produce markets as a desirable means of marketing their produce, as these outlets are still considered to be the price-determining mechanism for the fresh produce industry.
AFRIKAANSE OPSOMMING: Hierdie navorsingsverslag is 'n vergelykende studie van die bemarkingsbeheerraadstelsel voor 1996 en die vryemarkstelsel ná 1996 in die vrugte- en groentebedryf in Suid-Afrika. Die verslag ondersoek en bespreek die voor- en nadele van albei stelsels en hul uitwerking op die bedryf se belangegroepe. Die beheerrade het ’n positiewe sowel as negatiewe uitwerking op die produsent in die vrugte- en groentebedryf gehad. Die vryemarkstelsel het tans ook ’n positiewe sowel as negatiewe uitwerking op die produsent. Hierdie uiteenlopende gevolge word in hierdie navorsingsverslag verken om só ’n beter begrip van die impak daarvan op die bedryf se belanghebbers te verkry. Strategie-aanbevelings is op grond van groter begrip ontwerp en aan produsente in die vrugte- en groentebedryf voorgelê. Varsprodukte is die grootste bedryf in vrugte- en groentebedryf, en daar is talle belangegroepe. Die inligtingsmoontlikhede is enorm, maar gegewe die feit dat tyd te beperk was om ’n volledige navorsingstudie van die hele bedryf te onderneem, is daar besluit om vier sektore te beklemtoon, naamlik piesangs, sagtevrugte, sitrus en aartappels. Om die verslag meer geloofwaardigheid te gee ten opsigte van die data wat verkry is, is ’n aantal onderhoude met produsente en die leiers van produsentorganisasies gevoer om eerstehandse, voetsoolvlakinligting te bekom. Die verslag het onder meer bevind dat daar oor die algemeen ’n wanbalans in die produsente- sowel as verbruikersurplus in Suid-Afrika is. Die bemarkingsbeheerrade het ondanks regulasie voordele slegs aan sekere produsente gebied deur die saampot van pryse. Dit het in werklikheid beteken dat gehalteverbetering grootliks ontken is omdat die opbrengs nie die produsent aangespoor het om die gehalte van hul produkte te verbeter nie. Die vryemarkstelsel bied, in teenstelling met die beheerraadstelsel, talle geleenthede aan die bedryf se belangegroepe terwyl die rol van produsente ook ontwikkel word om aspekte van bemarking te inkorporeer. Produsente beskou voortreflike diens, en kultuur en diversiteit as belangrik. Daarby beskou produsente die varsproduktemark, wat een van die beskikbare bemarkingskanale is, as ’n wenslike manier om hul produkte te bemark omdat dié afsetpunt steeds as die prysbepalende meganisme vir die varsproduktebedryf gesien word.
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Nagel, Christian [Verfasser], Jan H. [Akademischer Betreuer] Schumann, and Dirk [Akademischer Betreuer] Totzek. "Three Essays on the Marketing of Innovations : Community Collaboration, Strategy at Product Launch, and Customers’ Post-Adoption Experience of Really New Products / Christian Nagel ; Jan H. Schumann, Dirk Totzek." Passau : Universität Passau, 2017. http://d-nb.info/114022168X/34.
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Nagel, Christian Siegfried Anton [Verfasser], Jan Hendrik [Akademischer Betreuer] Schumann, and Dirk [Akademischer Betreuer] Totzek. "Three Essays on the Marketing of Innovations : Community Collaboration, Strategy at Product Launch, and Customers’ Post-Adoption Experience of Really New Products / Christian Nagel ; Jan H. Schumann, Dirk Totzek." Passau : Universität Passau, 2017. http://d-nb.info/114022168X/34.
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Lu, Xuan, and Laura Woo. "Creating Engaging Brand Posts on Social Media : A quantitative study on brand post characteristics and consumer engagement." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157983.
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Background: Over the past two decades, the media landscape has undergonesubstantial changes. Social media is increasingly replacing traditionalmedia, which has influenced the way of advertising. Social mediaplatforms enable a two-way communication between brands and itsconsumers. However, it remains a challenge for brands to create relevantand attractive content in order to market themselves and build strongrelationships with consumers on social media. Purpose: The aim of the study is to investigate what should be taken into accountin order to generate a higher level of consumer engagement when brandspublish posts on social media. Method: This study is conducted with a quantitative research design. It employsa content analysis of brand posts by a selection of worldwide fast foodand beverage brands on the social media platform Instagram. Eightinternational brands are selected based on the size of their businessaround the world and the variation of their brand posts. A total of 287brand posts from the brands’ international accounts are collected andexamined in order to investigate what leads to higher levels of consumerengagement. Findings: The results of the study reveal that image posts lead to higher levels ofconsumer engagement compared to video posts. However, content type,emotions, source of content, presence of hashtags and posting time donot create significant differences in engagement levels.
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Pauly, Vanessa. "Evaluation de l'abus et du détournement des médicaments psychoactifs en addictovigilance : analyse de bases de données hétérogènes." Thesis, Aix-Marseille 2, 2011. http://www.theses.fr/2011AIX20696.
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L’objectif de ce travail était d’analyser de manière conjointe différents indicateurs d’abus, de dépendance et de détournement de médicaments psychoactifs en conditions réelles d’utilisation issus de sources de données hétérogènes afin d’en présenter une vision synthétique. Les sources de données utilisées dans ce travail sont issues des outils et programmes des Centres d’Evaluation et d’Information sur la Pharmacodépendance – Addictovigilance (CEIP-A). Elles permettent de mesurer directement l’abus auprès de populations spécifiques de patients dépendants ou sous traitement de substitution par l’enquête OPPIDUM (Observation des Produits Psychotropes Illicites ou Détournés de leur Utilisation Médicamenteuse). Ces outils permettent aussi de mesurer le détournement via la mesure du nombre d’ordonnances falsifiées par l’enquête OSIAP (Ordonnances Suspectes, Indicateur d’Abus Possible) ainsi que la mesure du phénomène de « Doctor Shopping » (chevauchement d’ordonnances) et la mesure du nombre de patients présentant des comportements déviants (issu d’une analyse de classification) à partir de bases de données de remboursement de l’assurance maladie. Cette approche multi-sources a d’abord été appliquée à l’analyse de l’importance du détournement d’usage du clonazépam (Publication n°1). Ce travail a permis de mettre en évidence le détournement émergent du clonazépam et a surtout permis d’illustrer les difficultés à faire émerger cette information de manière cohérente et standardisée au travers des différentes sources de données. Ensuite, l’un des pré-requis d’un système de surveillance de l’abus et du détournement de médicaments étant de permettre d’étudier des tendances évolutives, nous avons proposé la méthode de classification visant à établir des profils de sujets déviants de manière à analyser l’évolution de détournement d’usage de méthyphénidate sur quatre années (Publication n°2). Cette méthode de classification a par la suite, été appliquée de manière conjointe à une méthode de mesure du « Doctor Shopping » pour étudier le détournement d’usage de la Buprenorphine Haut Dosage (BHD) dans la région PACA-Corse (Publication n°3). Cette étude nous a non seulement permis de mettre en évidence un problème important de détournement d’usage de la BHD mais elle nous a permis aussi de montrer la concordance entre ces deux méthodes (mesure du « Doctor Shopping » et méthode de classification) et d’évaluer leurs apports respectifs pour la surveillance de l’abus des médicaments. Ces deux méthodes ont par la suite été analysées de manière conjointe aux données issues des enquêtes OPPPIDUM et OSIAP pour permettre d’étudier et de comparer le détournement d’usage des médicaments de la famille des benzodiazépines (Publication n°4) et des opioïdes (Publication n°5). Cette approche multi-sources permet de limiter les biais inhérents à chaque méthode ou source prise isolément. L’ensemble de nos travaux met en exergue la pertinence d’un tel système pour évaluer l’abus d’un médicament mais aussi pour le comparer à d’autres substances. Néanmoins, le développement d’un tel système appliqué au domaine de la pharmacodépendance est relativement nouveau, et nécessite des améliorations tant dans l’intégration d’autres sources de données, que dans la méthodologie employée pour intégrer et synthétiser l’information ainsi obtenue. Finalement, cette thèse a montré que les CEIP-A avaient le potentiel pour mettre en œuvre un système multi-sources pouvant apporter une réelle contribution à l’étude de la pharmacodépendance en FranceThe objective of this work was to analyze abuse, dependence and diversion of psychoactive medicines in real settings using jointly different indicators issued from mixed datasources in order to present a synthetic vision. The datasources used in this work are issued from the tools developed by the Centres for Evaluation and Information on Pharmacodependency (CEIP). They allow to measure directly drug abuse with specific populations of dependent patients or under opiate treatment (OPPIDUM (Observation of the Illicit Psychotropic Products or Diverted from their Medicinal Use) survey)). These tools also allow to measure the diversion via the measure of the phenomenon of “doctor shopping” (overlapping of prescriptions) and the measure of the number of patients presenting a deviant behaviour from general health insurance databases; then they measure diversion through falsified prescriptions presented at pharmacies (the OSIAP (Forged prescriptions indicating potential abuse) survey).This multisources approach has been firstly applied to analyse abuse and diversion of clonazepam (1st publication). This study has highlighted the emerging problem of diversion of clonazepam, after flunitrazepam and has also illustrated the difficulty of analysing with consistency the information gathered by these different datasources. A good system for controlling drug diversion and abuse has to allow analysing trends. We have so proposed a classification method aiming at revealing profile of subjects with deviant behaviour to use it on an evolutive manner so as to study diversion of methylphenidate on a four year period (2nd publication). This classification method has then been applied jointly with a method measuring the “doctor shopping” to analyse diversion of High Dosage Buprenorphine (HDB) (3rd publication). This study has revealed an important problem of diversion of HDB, has also demonstrated that the two methods were globally concordant and has allowed to evaluate their advantages for the controlling of the abuse and diversion of prescription drugs. These two last methods have then been analysed jointly with data from the OPPIDUM and OSIAP surveys to allow to study and compare diversion of benzodiazepine drugs (4th publication) and opioids drugs (5th publication). This multisource approach allows to limit biases linked to each method seen individually. Our work points out the relevance of such a multisources system to estimate the abuse of a prescription drug and to compare it with the other substances. Nevertheless, the development of such a system applied to the domain of the drug dependency is relatively new, and requires improvements concerning the integration of the other sources of data and the methodology used to join and synthetize the information obtained. Finally, such a system "multi-sources” has the potential to exist and to make a real contribution to the domain of the drug dependency in France
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Nilsson, Eddie, and Tobias Grieg-Halvorsen. "The experienced value journey of slow fashion consumers: from pre-purchase to post-purchase of apparel." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96179.
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Purpose: The purpose of this research is to explore how consumers of slow fashion experience value of apparel in relation to price, quality, appearance and style, awareness, and trust.Research questions: How do the extrinsic cues in relation to slow fashion influence the value journey of slow fashion consumers? What is the experienced value journey of slow fashion consumers from pre-purchase to post-purchase of apparel?Methodology: data was collected through semi-structured interviewing with eight participantsFindings: The research identified that slow fashion consumers undergo a value journey based on five components: their knowledge, altruistic concerns, personal investment, expectations, and their emotional connection. Their knowledge is formed by how much the slow fashion consumers know about the production process of the apparel, the material quality of the apparel, and themselves in terms of their personal preferences. Their altruistic concerns involve influences how they consume and use clothes based on their ethics. Their personal investment is determined by how much time, effort, and resources they are willing to spend on pieces of apparel. The slow fashion consumer then set an expectation on how well the piece of apparel satisfies these three components through its usage in a post-purchase context. If the piece of apparel exceeds their expectations, they form an emotional connection. This emotional connection again determines their next line of consumption of apparel in a pre-purchase context. These five components determine therefore the process of slow fashion consumers’ perceived value pre-purchase to the perceived value-in-use post-purchase.
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Cunha, Luisa, and Delila Kidanu. "The use of digital technologies to improve the post-purchase phase of a traditional company in the white goods sector: Case study on Electrolux." Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-209407.
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Digital transformation effects the way companies engage with their customers, which is reflected in the post-purchase offerings. This change and added utilization of digital technologies allow companies to capture more data about their customer through different sources and by having the digital capabilities to transform this data into knowledge, companies can offer better products and personalized experiences. The purpose of this thesis is to investigate how a traditional company in the white goods sector can improve its post-purchase phase offerings to engage with its customers, through the use of digital technologies, by conducting a case study on Electrolux. To do so, an extensive literature review was conducted and key learnings used to investigate the post-purchase offerings from Electrolux, compared with three traditional and eight born digital companies. Empirical data is collected through direct observation, desk research, and interviews. Overall, the analysis revealed Electrolux offers about the same to its customers as the other companies in the post-purchase phase. However, the differences are in the process behind the creation of each offering. This lead to the creation of a substantive model that presents the process by which a company in the white goods sector can deliver personalized and data-driven experiences to their customers. The model additionally outlines the need for a quick-learning environment, developed through testing and experimentation within the companies. Concluding, the conclusions and recommendations suggested identifies what focuses need to be implemented by traditional companies in the white goods sector in order to succeed in a digital environment.
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Mishra, Himanshu Kumar. "Ignorance is bliss the information malleability effect /." Diss., University of Iowa, 2006. http://ir.uiowa.edu/etd/60.
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Perdigoto, Miguel Amaral Barata d'Almeida. "A importância da expetativa e satisfação para o marketing das instituições de ensino superior : o caso da formação pós-graduada." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/8845.
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Mestrado em MarketingAtualmente assiste-se a uma mudança de paradigma no comportamento das Instituições de Ensino Superior (IES), motivada não só pela competitividade no setor da educação, pelas exigências do mercado laboral, bem como pela evolução demográfica verificada em Portugal e na Europa, mas especialmente pela complexidade e diversidade da procura, cada vez mais à escala global. As IES deparam-se progressivamente com novos desafios no sentido de melhor atrair, fidelizar e satisfazer os estudantes, sendo, assim, fundamental identificar e compreender as necessidades e expetativas dos mesmos, relativamente à sua formação académica. Este estudo tem como objetivo primordial obter informação acerca da expetativa e satisfação de atuais e antigos alunos de uma formação pós-graduada de 2º ciclo, evidenciando ,simultaneamente, os pontos fracos e fortes das estratégias de marketing vigentes nas IES, sugerindo alternativas que promovam a captação e fidelização dos estudantes, estabelecendo e desenvolvendo com estes relações mais fortes e duradouras.
Currently, Higher Education Institutions (HEIs) are suffering a paradigm shift in behaviour motivated not only by the competitiveness in the education sector and the requirements of the labour market, but especially by the complexity and diversity of demand, increasingly on a global scale due to the demographic changes occurring in Portugal and in Europe. HEIs progressively face new challenges in order to attract, retain, and satisfy students and therefore it is essential to identify and understand their needs and expectations regarding education. The objective of this study is to obtain information about the expectations and satisfaction of current and former post-graduate degree students, highlighting both the strengths and weaknesses of the marketing strategies used in HEIs, while suggesting alternatives to promote the uptake and retention of students, establishing and developing with these, stronger and lasting relationships.
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Nelson, Nicole. "Skuggsidan av platsmarknadsföring : En djupstudie av Karlstads platsvarumärkesmaterial." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36708.
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Platsmarknadsföring är ett växande fenomen internationellt och i Sverige, då det påstås att ”städer tävlar mot andra städer” om besöksnäringen, nyetableringar av företag och befolkning. Att platsmarknadsföra sin stads specifika värden, genom att paketera och ”sälja” in staden, har blivit mer av en regel än ett undantag, där man genom texter och bilder vill lyfta fram stadens specifika kvalitéer.Men vad gömmer sig i skuggsidan av platsmarknadsföringen? Och vidare vad blir effekterna av de bilder man visar upp av staden?Många kritiska forskare menar att risken är att befolkningen i staden inte känner igen bilden av sin stad och då känner sig åsidosatta och platsmarknadsföringen förlorar då sin styrka. Därför blir också intern platsmarknadsföring oerhört viktigt för att vinna legitimitet hos befolkningen.I min undersökning har jag gjort en djupstudie av Karlstad relativt nya platsvarumärke °Karlstad med tillhörande platsvarumärkesmaterial. Genom analyser av materialets texter och bilder och med kompletterande intervjuer med nyckelpersoner som arbetar med marknadsföringen, har jag dessutom fått ett djupare perspektiv och förståelse för platsvarumärkets syfte. Genom analyser har jag kunnat urskilja teman och diskurser som återkommer i materialet.Det finns inga faktiska siffror på hur mycket platsmarknadsföringen ger en stad eller om det i huvud taget ger en ekonomisk vinning för staden. Det som marknadsföringen däremot ger om man lyckas i sin marknadsföring, är igenkännande och vidare ett stark platsvarumärke som blir igenkänt nationellt och kanske till och med internationellt. Om man dessutom har starka värden, som Karlstad faktiskt har lyckats skapa och som stark förknippas med platsen, ger det också bredare djupverkningar och igenkännande på marknaden. På lång sikt kan det ge starkt underlag för att locka till sig besöksnäring, befolkning och företag.Place marketing is a growing phenomenon both internationally and in Sweden, where it is alleged that "cities are competing against other cities' of the tourism industry, new businesses and population. To place market the specific values of the city, by packaging and "sell" an idea of the city, has become more of a rule than an exception, where they want to highlight the specific qualities of the city through texts and images.But what hides in the shadow-side of the place marketing? And what will the actual effects be of the photos used to showcase the city?Many critical scholars believe that a risk is that the population of the city does not recognize the image of their own town and may feel neglected leading to the marketing losing its power. Hence the importance of internal site marketing as it is extremely important to win legitimacy among the population.In my research I have done in-depth study of Karlstads relatively new place brand °Karlstad with related brand materials. Through analysis of the texts and pictures from the material with additional interviews with key figures working with the marketing in Karlstad municipality, I have also gained a deeper perspective and understanding of the purpose of the subject of place marketing. Through analysis, I have been able to discern themes and discourses that recur in the material.There are no actual numbers or statistics on the gain of place marketing for a town in financial or other values. Instead, what it does give is recognition, and if done properly, a strong brand that can be recognized by citizens of Sweden and even internationally. If there are other strong and important values that can be associated with the town it will give wider effects of depth in the long perspective, creating a possibility to attract tourists, inhabitants and companies.
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Celik, Rozelin, Josefine Persson, and Adam Tkáč. "Who Cares? : A Comparison of Consumer Perceptions of CSR Between Western and Eastern Europe." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75705.
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Corporate Social Responsibility (CSR) is a topic that has been widely researched and is still a progressing and important subject to study. Many researchers have focused on the importance and risks of CSR but have been unsuccessful in conducting research that brings forth managerial implications regarding the challenges and complexity that comes from contextual differences. Furthermore, little attention has been assigned to consumer awareness, perception of CSR as well as analysing differences in related markets such as developed Western European countries (WECs) and emerging Post-Communist countries (PCCs) of Eastern Europe. This research is essential as theoretical ground and for managers to be able to successfully adapt and implement their CSR strategies to various markets, something that is beneficial for gaining a long-term competitive advantage. This study wishes to fill the existing research gap by gaining an insight into the differences in perceptions of CSR between consumers from WECs and PCCs. The outcomeof this study contributes to the existing frame of research regarding consumers’ perceptionson CSR and the importance of adapting a firm's CSR strategies to differentiating perceptions when operating in various international markets. The research was executed by using a qualitative method, carrying out three focus groups with participants originating from the two different regions respectively, and later mixed in a third group. The outcome from these focus groups was analysed using relatedtheoretical frameworks such as Carroll’s pyramid for corporate social responsibility (1991)and Dhanapal, Vashu, and Subramaniam (2015), who explores influencers affecting consumer perception. The findings conclude that CSR is gaining awareness among consumers across both regions, who agree that companies should be engaged in CSR, whereas members from PCCs desires a higher commitment than is currently done. Consumers are willing to pay a higher price when they know that the companies implement philanthropic projects. However, for WECs, this depends on the price of the product, and for PCCs, on whether the activities are locally implemented or not. Finally, this study concluded that companies can gain a competitive advantage by concentrating on social CSR in the PCC region and environmental CSR in the WEC region since the findings indicate that these are the most prioritised issues in each region. Furthermore, managers should adapt their CSR strategies based on these findings in order to relate to the consumer, create legitimacy, and gain trust.
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RANA, ITALIA. "What Women Want: parlano le donne. L'esperienza di consumo e la costruzione della corporeità." Doctoral thesis, Università Cattolica del Sacro Cuore, 2017. http://hdl.handle.net/10280/17729.
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L’obiettivo di questa tesi è di analizzare la relazione fra l’esperienza di consumo e la costruzione della corporeità. Il lavoro si sviluppa all’ interno di un frame teorico che ha previsto lo studio integrato di tre discipline: sociologia, filosofia e marketing esperienziale. In particolare, l’analisi sociologica dei consumi ha messo in luce la complessità del consumo postmoderno collocandolo all’ interno del più ampio contesto socio culturale contemporaneo. Un consumo dove si evidenziano nuove modalità di espressione dell’identità dell’individuo attraverso l’uso degli oggetti, innovativi spazi di comunicazione e condivisione (offline e online) e una pluralità di stili di consumo che di volta in volta il consumatore cambia in base agli stili di vita, gusti, preferenze e contesti sociali.
In questo quadro, allora, è emersa la necessità di studiare il consumo da una seconda prospettiva teorica che chiama in causa il marketing esperienziale, al fine di comprendere le modalità e le strategie attraverso cui il marketing veicola la propria offerta commerciale. Pertanto, si è inteso approfondire il concetto di esperienza di consumo, fornendo una definizione teorica e le sue principali caratteristiche.
Da queste analisi si è evidenziato il ruolo del corpo nel processo di costruzione dell’esperienza; partendo da questo assunto si è proceduto allo studio della filosofia per fare chiarezza sulla contrapposizione fra corpo soggetto agente dell’esperienza e corpo agito dall’intelletto.
Inoltre, attraverso l’analisi della letteratura sociologica, si è approfondito la contrapposizione fra una visione della corporeità intesa come progetto individuale e quella che la intende come oggetto sociale. Infine si è analizzata una terza chiave di lettura (Featherstone 2010) che identifica nel ‘soggetto’ una sua possibile ricomposizione.
La base empirica della tesi si fonda sull’uso della netnografia per l'analisi di un forum (Ciao.it) dove sono stati rilevati i post di consumatori di cosmetici e offline attraverso 15 interviste semistrutturate.
La tesi mette chiarisce quali sono le categorie di consumo comunicate dai consumatori, se sono presenti nuove categorie non individuate dalla letteratura e la differenza fra la comunicazione online e offline dell’esperienza. Inoltre, l’analisi consentirà di delineare i processi sottostanti la costruzione della corporeità nell’esperienza di consumo e se il ‘soggetto’ si configura quale effettivo elemento di ricomposizione fra corpo come progetto individuale e corpo come oggetto culturale.The aim of this thesis is to analyze the relationship between the experience of consumption and body construction. The work is developed within a theoretical framework that provides for the integrated study of three disciplines: sociology, philosophy and experiential marketing. In particular, the sociological analysis of consumption has highlighted the complexity of postmodern consumption by placing within the broader socio-cultural context of the contemporary. A consumer wherever there are new ways of individual expression of identity with objects, innovative communication and sharing spaces (offline and online), and a plurality of styles of consumption that the consumer changes according lifestyles, tastes, preferences and social settings. In this context, then, it is important to study the consumption by a second theoretical perspective that involves experiential marketing, in order to understand the ways and strategies through which conveys marketing its product offering. Therefore, it was necessary to deepen the concept of consumer experience, providing a theoretical definition and its main characteristics. From these analyses it is highlighted the role of the body within the process of construction of experience. So, the study of philosophy was important to clarify the contrast between the body as an agent of experience and a vision that considers the body as an object of the intellect . In addition, through the analysis of the sociological literature, it has deepened the contrast between a vision of corporeality as an individual project, and one that considers the body as a cultural object. Finally, we examined a third interpretation (Featherstone 2010) that identifies the 'subject' a possible third interpretation of this phenomenon. The empirical basis of the thesis is based on the use of netnography for analysing a forum (Ciao.it) where the post of consumers of cosmetics and offline through 15 semi-structured interviews were detected. The thesis clarifies the categories of consumption reported by consumers, if there are new categories not identified in the literature and the difference between the online and offline communications experience. In addition, the analysis will outline the processes underlying the construction of corporeality in the experience of consumption and whether the 'subject' is presented as an effective third interpretation of the conflict between the vision of the body as an individual project and the body as a cultural object.
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Banks, Troylin Lavon. "Where am I?Intersections between Ethnic Minorities and Liberal Arts Writing-Intensive Programs." University of Findlay / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=findlay1462266182.
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Bui, Mai Nguyen A. (Anh). "The impact of destination brand associations on tourists’ post-consumption behaviours:a case of Phu Quoc island, Vietnam." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201805091651.
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Phu Quoc, the largest island in Vietnam, is planned to be one of the special economic and administrative centres of Vietnam by the year of 2030. As a long-term strategy, understanding the tourist’s behaviour has become a necessity and an important element of the success of the place. Despite the significance of destination branding and destination image in both academia and the industry of tourism, there has been still scantiness in studying about destination branding and image of a destination brand in a way to build a strong action plan for the development of tourism in Phu Quoc island by the year of 2030.
The purpose of this study is to examine the relationships among brand associations (i.e. cognitive, affective, and unique image components) and tourists’ future behaviours in the island of Phu Quoc. The study also aims at providing some recommendations for the development of the island of Phu Quoc island from the perspective of destination branding in a way to build up a strong brand image for the destination. This research used an online questionnaire to collect data by sending out in Google® Forms to members of Vietnamese tourism forums, fan-pages, etc., aiming at collecting responses from people who had been to Phu Quoc island during the last one year from the survey. Multiple regression analysis was utilized to test the impact of brand association components on tourist’s future behaviours in the particular case of Phu Quoc island.
The results confirmed that tourists’ future intention was influenced by two out of the three types of brand associations (cognitive and affective image), whereas the unique image had no significant impact on the tourists’ intention. Based on the results, a brand positioning strategy was proposed for the island of Phu Quoc. In addition, the findings of this study provided several critical implications for further study on the socio-cultural effects on the formation of the brand associations of a destination, especially its unique image element.
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Fayo, Sicelo Nathaniel. "Innovation in post production stage of print Newspaper." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1544.
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Print newspapers in South Africa are the oldest formal mode of news and information dissemination but which has come under tremendous pressure with the advent and spread of technological innovation involving information communication infrastructure and processes, but specifically the internet. The main challenge facing print newspapers in terms of circulation growth of print and advertising revenue is speed to market. The internet has not only provided a new avenue for news and information dissemination but has the distinct advantage of tremendous speed to deliver news and information to readers. Meanwhile, print newspapers whose production is still almost entirely dependent on traditional structures, processes and physical mode of delivery are battling to stay afloat as the chase for readers' attention is gaining more ground on digital platforms. This new competition landscape has now cast focus fully on traditional print media‟s production processes competency levels as well as their suitability for the nature of competition posed by digital news platforms. The processes involved in the production of a print newspaper can be described as hybrid (Davis and Heineke. 2005: 220) in that they involve different types of processes at different stages to produce the final product. The focus of this study at Avusa Media (Port Elizabeth) was on the post production processes involving the printing and distribution of printed newspapers with the objective of gaining an understanding of the extent and impact of the information technology advancement in the post production phase of printed newspapers. v In pursuing the goal, the case study research followed a phenomenological paradigm involving exploratory and descriptive research processes as described by Yin (1994) in Collis and Hussey (2003: 69) and Clifford Geertz (1973) in Babbie and Mouton (2005: 272) The research found that the traditional business structure for printed newspapers is increasingly becoming unviable due to poverty of technological innovation in critical parts of the production value chain; namely post production processes that encompass printing and distribution of printed newspapers. The research established and revealed that while there are some technological innovations and advances in the print newspaper publishing industry value chain worldwide, they are not only severely limited and disjointed but are also seemingly moving apart rather than towards consolidation in terms of the speed to market need faced by print newspaper publishers.
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Ahmad, Abadelzeen. "Transitional response model for post-crisis tourism : a case study of Libya." Thesis, University of Derby, 2018. http://hdl.handle.net/10545/622815.
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The thesis provides an integrated approach to tourism development within a destination (in this case Libya) that is currently suffering from lack of both short and long term investment due to an extremely uncertain political and social environment. The influences are both internal and external and could be classed as a ‘perfect storm’ affecting the country. The thesis identifies the stages of development, and those responsible for development by using an adapted butler model. It then suggests potential interventions at stages within the development, and ways in which the industry can respond quickly to the ever-changing environment of both investment and capacity building. The responses are based within the concept E-Marketing; a broad term but a modern approach to marketing that can respond quickly to changing environmental conditions. The thesis asserts that with these new methodologies the uncertainty element within a destination can be somewhat negated by the ability of the tourism industry to respond quickly both to market and de-market a destination. The suggestion is that for the foreseeable future tourism development in Libya will always be in a transitional period. The why for the thesis is because tourism has the potential to generate sizeable revenues within the Middle East and Africa, but has always suffered from significant underinvestment and varying levels of development. Libya has tourism development potential, and the thesis outlines the large number of tourist areas and unique attractions. To understand the current position of Libya in touristic terms an exploratory, qualitative, cross-sectional research strategy was adopted based on interviews with Libya stakeholders, Muslims consumers and country case analysis. The theoretical framework draws on contemporary marketing and e-Marketing theory intersecting development theory and destination management theory to investigate the role of e-Marketing. The key findings indicate that e-marketing represents a diverse toolbox that can be brought to bear in a highly integrated and focused approach that in itself becomes a source of competitive advantage. A technology-enabled e-marketing driven tourism framework provides Libya with the capacity to de-market its tourism programme, combined with the ability to reposition geographically and respond to crises caused by civil unrest. e - ii - Marketing systems provide significant potential to establish highly resilient and available infrastructures and the creation of a virtual space for planning management and tourism marketing. Critically, this thesis suggests tourism development is not wholly constrained by fragmented and transitional context. E-Marketing can counter physical and geographical constraints to facilitate diverse forms of information, communication, knowledge transfer and collaboration that enable creative forms of financing and resourcing and product development. The interconnectedness of e-Marketing processes and systems and the links between diverse actors, and institutions reflects in essence an ecosystem that is significant in allowing countries in transition to develop in highly dynamic and responsive approach. There is thus the substantial potential for the model proposed to progressively mobilise collective action, market knowledge and engagement that is critical for transitional economies.
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Mitchell, Lorianne D., and T. Sanford. "Post-Secondary Intentions of Hispanic and African American Students in Tennessee." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/8330.
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Lorca, Mesina Paula. "Satisfacción post-recuperación del servicio : caso de la industria de las telecomunicaciones." Tesis, Universidad de Chile, 2014. http://www.repositorio.uchile.cl/handle/2250/117419.
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Tesis para optar al grado de Magíster en MarketingAutor no envía autorizacion, para ser publicada en el Portal de Tesis Electrónicas de la U. de Chile
Dentro de la naturaleza de los servicios, existe una alta posibilidad de que ocurran problemas que afecten a los clientes (Weun, Beatty y Jones, 2004). Pese a que una falla en el servicio puede formar parte del día a día dentro del funcionamiento de una compañía, éstas causan insatisfacción y desagrado en el cliente que experimenta el problema. Este tipo de incidentes críticos no pasan inadvertidos para el proveedor del servicio, puesto que pueden provocar una tasa de pérdida de clientes cercana al 10% anual (Anupam, Dangayach y Rakesh, 2011). Frente a fallas en el servicio, las empresas que se encuentran en esta situación suelen ejecutar acciones para solucionar los problemas causados a sus usuarios. Dichas recuperaciones, cuando son implementadas adecuadamente puede llegar, no solo a recuperar la satisfacción del cliente, sino que ha fortalecer la relación que existe entre éste y el proveedor del servicio, aumentando su lealtad (Miller, Craighead y Karwan, 2000; Hart, Heskett y Sasser, 1990). Incluso, puede aumentar la rentabilidad del cliente (Tax y Brown, 1998). En las últimas décadas, el interés por el tema de las fallas en el servicio y los factores que moderan la efectividad de la recuperación de éste, ha generado el estudio de variables como: la relación previa con la organización (Kim, Ok y Canter, 2012; Hui, Ho y Wang, 2011), la magnitud de la falla en el servicio (Weun, Beatty y Jones, 2004; Smith, Bolton y Wagner, 1999; Crainghead, Karwan y Miller, 2004; McCollough, 2009), han comparado los efectos de las recuperaciones tangibles versus las psicológicas (Miller et al., 2000; Crainghead et al., 2004; Chuang, Chang, Cheng y Yang, 2012). Pese a ello, pocos autores han analizado la influencia de la experiencia previa con fallas en los servicios en la satisfacción post-recuperación del servicio (De Matos et al., 2007; Chuang et al., 2012). Ante esto, la presente investigación lleva a cabo dos estudios experimentales contextualizados en la industria de telecomunicaciones en Chile, con un muestreo no probabilístico por conveniencia. Teniendo como objetivo evaluar la influencia del tipo y magnitud de la falla del servicio, la experiencia previa con fallas en el servicio y tipo de recuperación, en la satisfacción post-recuperación del servicio del cliente. La importancia de realizar una indagación respecto a la variable “experiencia con fallas en el servicio”, es que el cliente fijará sus expectativas sobre la calidad del servicio en base a la información previa que maneja (Parasuraman, Zeithaml y Berry, 1985). En ese sentido, el primer estudio es un experimento de 2X2X2, que tiene como variables el tipo de falla, el tipo de recuperación y la experiencia previa con fallas en el servicio. Los resultados de dicho experimento mostraron que los clientes que cuentan con experiencia previa con fallas en el servicio se siguen comportando de acuerdo a la Teoría de las cuentas mentales, e incluso, tienen una satisfacción post-recuperación del servicio mayor que los clientes que no cuentan con dicha experiencia cuando sufren una falla relacionada al resultado y reciben una recuperación tangible y cuando se enfrentan a una falla relacionada al proceso y reciben una recuperación psicológica. Este resultado concuerda con lo expuesto por Holloway et al. (2005). El segundo estudio es un experimento de 2X2X2X2, que tiene como variables el tipo de falla, magnitud de la falla, el tipo de recuperación y la experiencia previa con fallas en el servicio. Los resultados de dicho experimento mostraron que tanto en fallas relacionadas al resultado como en fallas relacionadas al proceso, la experiencia previa con fallas en el servicio actúa como “amortiguador” para la satisfacción post-recuperación del servicio ante fallas leves. También se descubrió que quienes contaban con experiencia previa con fallas en el servicio evidenciaron que la severidad de la falla en el servicio está inversamente relacionada a la satisfacción post-recuperación del servicio, en las fallas relacionadas al resultado y en las relacionadas al proceso, coincidiendo con McCollough (2009), Weun et al. (2004) y Chua et al. (2010). Mientras quienes experimentaban por primera vez una falla en los servicios, solo mostraron esta relación severidad de la falla/satisfacción post-recuperación, en el caso de fallas relacionadas al resultado. El segundo estudio establece dos resultados más: primero, no habrá diferencia significativa entre el efecto que causa la diferencia de severidad de la falla (leve versus severo) en la satisfacción post-recuperación de las personas con experiencia previa con fallas en el servicio al efecto que dicha diferencia en la severidad de la falla causa en los individuos sin dicha experiencia, cuando se trata de una falla relacionada al resultado con recuperación tangible. Segundo, cuando se trata de fallas en el proceso con recuperación psicológica sí existirá una diferencia significativa entre el efecto que causa la diferencia de severidad de la falla en la satisfacción post-recuperación de quienes cuentan con experiencia previa con fallas en comparación al efecto que dicha diferencia en la severidad de la falla causa en las personas sin experiencia. Finalmente, la presente investigación entrega explicaciones a aquellos resultados que discreparon con lo propuesto por las investigaciones previas, limitaciones del estudio e implicancias para la práctica del Marketing.
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Stenlund, Magdalena. "Selling the colonial Other : A discourse analysis of marketing and communications of development organisations." Thesis, Uppsala universitet, Statsvetenskapliga institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-295338.
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Kleber, Philipp. "Entry and post-entry operations in the Saudi Arabian market : a qualitative study of German SMEs (Mittelstand) in the metal-forming machine tool sector." Thesis, Northumbria University, 2016. http://nrl.northumbria.ac.uk/36163/.
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The Kingdom of Saudi Arabia (KSA) is one of the most important trade partners in the Middle East for the German machinery industry, which mainly comprises small and medium enterprises (SMEs). In Germany, these firms are named Mittelstand firms due to their distinctive characteristics. This study investigates the question, ‘How do German Mittelstand firms in the metal-forming machine tool sector (MFMTS) successfully enter the Saudi Arabian market?’ It further explores the challenges that occur during the entry and post-entry operations, and how they are overcome. Furthermore, the study investigates the success factors of these firms entering the Saudi Arabian market. The study follows an inductive research approach and uses the philosophical assumptions of social constructionism and interpretivism. Qualitative, primary data were collected through semi-structured interviews with relevant first-line practitioners from Mittelstand firms and support agencies. The results indicate that the clear link between ownership and management, flexibility to customer requests and product adaptation, and a still strong ‘Made in Germany’ claim are some of the most important success factors when entering the Saudi Arabian market. Major challenges are identified along the political and legal environments, including the labour nationalisation system and local partner enforcement. Additional obstacles are identified within the cultural and religious belief system and the special roles of women, families, relationships, and hierarchies. This study highlights that, in their initial steps to KSA, most Mittelstand firms act randomly and without structure, contrary to most of the theories and concepts. While there is evidence in the literature for the need of German Mittelstand firms to expand abroad, the theory-building approach to and knowledge about entry and post-entry operations in the Saudi Arabian market will close an existing gap in this literature by providing empirical insights. The study further reveals the partial relevance of the Resource-Based Theory and the network view for the Mittelstand firms’ expansion into the Saudi Arabian market.
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Rocchetti, Giulia. "Definizione di un piano d'azione per l'aumento del win rate delle offerte di servizi post-vendita mediante ricerca di variabili di correlazione che ne influenzino il trend. Il caso ACMA." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2019.
Find full textAbstract:
Il progetto di tesi si occupa della definizione di un Action Plan, mediante l'applicazione del BPR, volto all'aumento dell'efficacia commerciale dei servizi di post-vendita di ACMA spa, azienda produttrice di macchine automatiche a media-alta velocità nel settore del packaging. Attraverso l'analisi delle performance misurate in termini di tasso di conversione da valore offerto a ordinato per le variabili rilevanti del mercato e l'analisi di correlazione tra di esse con il software Rapidminer, si è mappato il processo d'offerta scomponendolo in tutte le attività che lo compongono, rilevandone le criticità ed identificandone la causa-radice. Da qui la definizione delle azioni necessarie alla riprogettazione del processo in un ottica proattiva, secondo l'odierno orientamento del mercato di tipo customer-oriented, per la costruzione di una Value Proposition personalizzata al cliente: sviluppo del marketing relazionale, formazione, integrazione strategica del software CRM, ridefinizione della strategia d'offerta e sistematizzazione della metodologia di lavoro Si valuta infine il possibile impatto economico e organizzativo che l'implementazione dell'Action Plan apporterà al processo d'offerta sul lungo periodo.
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Kennedy, Ryan. "LIFTING THE CURSE: DISTRIBUTION AND POWER IN PETRO-STATES." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211481058.
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Mouri, Nacef. "A CONSUMER-BASED ASSESSMENT OF ALLIANCE PERFORMANCE: AN EXAMINATION OF CONSUMER VALUE, SATISFACTION AND POST-PURCHASE BEHAVIOR." Doctoral diss., University of Central Florida, 2005. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/2326.
Full textAbstract:
Strategic alliances have become a recognized strategy used by firms in the pursuit of their diverse organizational objectives. Consequently, the literature on alliances is replete with research investigating the value strategic alliances generate for participating organizations. Strategic alliances have been shown to contribute to firm value through numerous sources, including scale economies, effective risk management, cost efficient market entries, and learning from partners. Largely overlooked in the literature however, are issues investigating the relationship between strategic alliances and one of the organization's most important constituents, the consumer. Questions such as how the consumer reacts to inter-firm alliances, how strategic alliances impact consumer value, satisfaction, and customer post-purchase behavior have yet to be answered. This lacuna has been recently highlighted by prominent researchers in the discipline (Rindfleisch and Moorman 2003). Focusing on marketing alliances, the present dissertation attempts to address this gap in the alliance literature by advancing and testing a theoretical framework examining consumers' cognitive, affective, and behavioral reactions to organizational strategic alliances. The dissertation also contributes to the satisfaction literature. Scholars in this area have traditionally viewed satisfaction as a cognitive response to the comparison of actual consumption experiences with some comparison standard (confirmation/disconfirmation paradigm). Recently however, there have been increasing calls for satisfaction measures to capture not just how the customer thinks the product performed relative to the comparison standard, but also the resulting customer emotion. The study provides additional support of an affective route to customer satisfaction, particularly when customer hedonic value is enhanced. Moreover, the association between customer satisfaction and behavioral outcomes is also examined. While prior research shows that satisfaction is positively related to loyalty and word of mouth and negatively related to intentions to switch, it was found that these relationships are even stronger in the presence of alliances. The results of this dissertation provide important theoretical and managerial insights. The strategic alliance literature is enhanced insofar as this is the first effort aimed at investigating the impact of strategic alliances on the consumer. The study examines the relationship between marketing alliances and customer value, particularly utilitarian and hedonic value, as well as the moderating role of alliance type (functional or symbolic) in this relationship. From a managerial perspective, engaging in strategic alliances is strategically critical and costly. By providing insight into how alliances enhance consumer value, and how in turn value enhancement is related to customer satisfaction and behavioral outcomes, the present research will help managers make more appropriate and better-informed alliance decisions.Ph.D.
Department of Marketing
Business Administration
Business Administration: Ph.D.