Дисертації: "MARKETING TACTIC"

1

Krieg, Roland. "Protagonist placement and pseudo protagonist placement : merging elements of sponsorship, product placement and endorsement in one powerful marketing communication tactic." Thesis, University of Warwick, 2012. http://wrap.warwick.ac.uk/59326/.

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Purpose – While considerable research has been dedicated to sponsorship, product placement and celebrity endorsement, hybrid forms that employ two or more of these approaches in a single execution have been largely neglected. A documentary that is woven around a single brand and employs elements of endorsement, product placement and television sponsorship to an extent unprecedented on German television is analysed here. Such "Protagonist Placement" had not previously been explored empirically. The purpose of this research was thus to identify, whether Protagonist Placement (PP) has a significant impact on intermediate consumer response. The second objective was to identify a potentially existent mediating role of Persuasion Knowledge (PK) on PP outcomes. The second unit of analysis – Pseudo Protagonist Placement (PPP) – is a broadcasting sponsorship with characteristics that suggest a strong association of the sponsoring brand with the sponsored programme. Again, the focus was laid on the identification of the impact of PPP on intermediate consumer response and the mediating role of PK. Design/methodology/approach – The research covered two studies – one on PP and the other on PPP. Each consists of a qualitative analysis of the programme itself and of theoretical thematic interview analysis using the NVivo qualitative research software. Each study further included an experiment employing a 2x2x2 factorial design. The experimental data was analysed using ANOVA and Chi-square. The scales used in the experiment were subjected to a panel of judges and a scale purification procedure in order to arrive at a common core of items to be used in the subsequent analysis. The approach was guided by the philosophical foundation of critical rationalism. Findings – It was possible to identify a positive impact of the chosen example of PP on intermediate consumer response in the form of a significant increase of unprompted and prompted brand awareness immediately after exposure. While PK did not adversely affect the observed impact of PP, it induced a special kind of 'Sleeper Effect' in the form of increased purchase intention after the delay period, without any noticeable suppression of advertising impact in the immediately-after condition. The researcher suggests the existence of a third route towards the Sleeper Effect, that adds increased association to the two already existent explanations, namely differential decay and disassociation. Similar results were found for PPP, which elicited a significant and favourable impact on brand awareness immediately after exposure and increased purchase intention after the delay period. Again, this increased persuasiveness over time was not caused by suppression of an immediate impact and, therefore, also indicated a third route towards the Sleeper Effect. Practical implications – The findings provide new empirical data concerning merged forms of indirect marketing and in particular such intense forms as PP and PPP. The studies offer new insights for both the academic researcher and the marketing practitioner. In particular, the way in which PK mediates the advertising outcomes and the way in which it triggers delayed persuasiveness are subjects that offer new insights for both marketer and researcher. Originality/value – Both studies offer new empirical evidence that broadens the research in the field of indirect marketing, and augments the concept of PK by offering an indication of its ability to elicit increased persuasiveness over time. Furthermore, this PK-induced Sleeper Effect demonstrates the existence of a third route towards increased persuasiveness after time delay. Both observations suggest the need for an augmentation of both the PK and Sleeper Effect theory.

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2

Goliath, David Quinton Daniel. "The marketing strategies and tactics of management consulting firms." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51992.

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Thesis (MBA)--Stellenbosch University, 2000.
ENGLISH ABSTRACT: Management consulting refers to the area of intervention, which is assistance to entrepreneurs, managers and other decision-makers in business management and the public sector. The study will cover the area of management consulting and the primary focus of this study is companies presently doing business as Management Consulting firms with a global presence. The study excludes software vendors and management consulting firms that specialise only in implementing computer software systems like Oracle, SAP, etcetera. There are a great number of firms offering management consulting among other services like auditing for example. Prominent among these are the major accounting firms namely Ernst and Young, Deloitte Consulting, PriceWaterhouseCoopers, and Arthur Andersen. They form part of this study. Marketing has become a more critical need than ever and it has become an important and influential factor in building and maintaining a profitable enterprise. The marketing of a product and or service is very important and the question can be posed whether management consulting firms have clear marketing strategies and tactics, or whether they stumbled onto their success in attracting clients per chance. The purpose of this study is to identify existing marketing strategies and tactics being used by management consulting firms. The objective is to determine the nature of the compilation of a structured framework for an effective standardised marketing strategy plan. The problem statement is the following: "How can marketing strategies and tactics for management consulting firms be used as an effective marketing tool to attract business for the consulting firm?" The greatest problem concerning this study is the fact that minimal research and literature has been directly compiled on thé topic. It was therefore a study on opinions, viewpoints, books in general on the topic of marketing as well as the daily media was researched to determine and evaluate possible existing marketing strategies and tactics. Since the field of marketing strategies and tactics for management consulting services and firms is relatively new, the exploratory research approach was used. Chapter 1 deals with the purpose, objective, problem statement and research methodology. Chapter 2 involves a literature study to define the term and scope of management consulting, and an overview of the management consulting process is given. Chapters 3 identifies and evaluates the existing marketing strategies and tactics of management consulting firms. Chapter 4 explores differentiation based on service and skills as well as industry specialisation. The question that needs to be answered is whether management consulting firms should be specialists or generalists. Chapter 5 addresses pricing. The different approaches to costing and fee setting are discussed. The study is completed in chapter 6 with conclusions and recommendations.
AFRIKAANSE OPSOMMING: Bestuurs konsultasie verwys na die area van intervensie waar hulp aan entrepreneurs, bestuurders en ander besluitnemers in die private en publieke sektor verleen word. Hiedie studie dek die area van bestuurs konsultasie en die primêre fokus van die studie is firmas wat tans konsultasie firmas bedryf met 'n internasionale teenwoordigheid. Hierdie navorsings verslag fokus op die bemarkings taktiek en strategieë van bestuurs konsultasie firmas. Die studie sluit sagteware firmas en bestuurs konsultasie firmas uit wat uitsluitlik spesialiseer in die implementering en instandhouding van rekenaar sagteware. Voorbeelde van sulke firmas is Oracle en SAP. Daar is 'n groot aantal firmas wat bestuurs konsultasie saam met ander dienste soos byvoorbeeld ouditering aanbied. Prominent onder hierdie groep is Ernst and Young, Deloitte Consulting, PriceWaterhouseCoopers, and Arthur Andersen. Hulle vorm deel van hierdie studie. Bemarking van die diens word al hoe meer belangriker as ooit en dit is 'n kritiese faktor om 'n winsgewende firma te bedryf. Die bemarking van 'n produk of diens is baie belangrik en die vraag kan gevra word of bestuurs konsultasie firmas uitgewerkte bemarking strategieë en taktiek het om kliënte te werf, en of hulle per toeval daarin slaag om besigheid te kry. Die doel van hierdie studie is om bestaande bemarkingstrategieë en-taktiek wat deur bestuurskonsultasie firmas gebruik word, te evalueer. Die doelwit is om die aard van die gestruktureerde raamwerk vir 'n effektiewe gestandardiseerde bemarkingsplan te bepaal. Die probleem stelling is as volg: "Hoe kan bemarkings taktiek en strategieë vir bestuurskonsultasie firmas gebruik word as 'n effektiewe bemarkingsmiddel ten einde besigheid vir die konsultasie firma te lok?" 'n Groot probleem is dat minimale navorsing en literatuur aangaande die onderwerp opgestel is. Dit gaan dus 'n studie wees van opinies, standpunte, asook boeke in die algemeen oor die onderwerp bemarking. Die daaglikse media gaan ook nagevors word om die moontlikheid van bemarkingstartegiëe en taktiek te bepaal. Aangesien die veld van bemarkingtaktiek en -strategiëe vir bestuurskonsultasie firmas redelik nuut is, gaan die eksploratiewe navorsings metode gebruik word. Hoofstuk 1 behandel die doel, doelwit, probleemstelling en navorsingsmetodologie. Hoofstuk 2 dek 'n literatuurstudie aangaande die aard en omvang van bestuurs konsultasie, asook 'n oorsig van die bestuurs konsultasie proses. Hoofstuk 3 identifiseer en evalueer die bestaande bemarkingstrategiëe en taktiek van bestuurs konsultasie firmas. Hoofstuk 4 ondersoek differensiasie gebaseer op diens en bevoegdhede sowel as industrie spesialisasie. Die vraag wat beantwoord moet word is of bestuurs konsultasie firmas slegs in een veld moet spesialiseer en of hulle 'n meerdoellige fokus moet hê. Hoofstuk 5 spreek prys aan. Die verskillende benaderings tot prys en koste word bespreek. Die studie word afgesluit in hoofstuk 6 met 'n samevatting en aanbevelings.

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3

Huang, Weiyang, Hongyu Zhu, and Yuxin Pan. "How relationship marketing tactics affect customer satisfaction : Evidence of supermarket industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65291.

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Within the competitive marketing environment, companies are faced with many challenges to stay competitive. Companies are consistently trying to establish the longterm relationship with customers by satisfying them as much as possible. Since relationship marketing has highly-discussed concerns building the long-term relationship and improve customer satisfaction, the study aims to describe how different relationship marketing tactics affect customer satisfaction. According to previous scholars, four different major relationship marketing tactics were selected to investigate and described in the study, which are the quality of service, price perception, brand perception and value proposition. The authors developed a theoretical framework by reviewing previous works of literature to see how companies use relationship marketing tactics as a business strategy to develop customer satisfaction. The method of quantitative research was applied to this study and a online questionnaire was used to collect data. In results chapter, the authors tested descriptive analysis, reliability, validity, regression analysis by analyzing the empirical findings. There are three hypotheses accepted and one rejected. In the end of this paper, the authors analyzed and described the data in detail and revealed the effect of each relationship marketing tactics on customer satisfaction. Limitation of this study and further research are also presented.

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4

Vrontis, Demetris. "Integrating adaptation and standardisation in international marketing : the AdaptStand Modelling Process." Thesis, Manchester Metropolitan University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.311206.

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The debate of whether to standardise or to custom-tailor marketing strategies and tactics in international markets has continued to trouble academics and practitioners alike and has produced many and varied opinions. Supporters of global standardisation argue that a single marketing strategy and a standardised marketing mix (tactics) should be used in international markets to minimise total costs and promote a global corporate image. In contrast, advocates of international adaptation debate that marketing in overseas markets should be adapted to fit the unique dimensions of each local market. Opposing the two polarised positions, literature quoting practical evidence suggests that companies make contingency choices which relate to key determinants in each circumstance. This doctoral research focuses on the tactical level. It hypothesises that multinational companies' tactical behaviour is integrated as a result of several reasons `pulling' it towards the one or the other side of the continuum. Equally, it proposes that such behaviour and the importance of reasons `pulling' it, could be significantly different based on nine factors. Consequently, this research seeks to discover the unique way in which the reasons and factors interact with international marketing tactics in any given `country and company situation'. A review of the literature (chapters two and three) allowed the development of a framework (chapter three) that presents the main perspectives of the different schools of thought towards the processeso f adaptation,s tandardisationa nd integration of marketing tactics. Its formulation made possible two main stages in this research: it firstly allowed the researcher to formulate the secondary hypotheses, and secondly it permitted the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. Based on the Positivist philosophy, the research design (chapter four) involved a questionnaire survey on the 500 biggest UK multinational companies across five industrial sectors. The analysis (chapters five and six) was mainly quantitative and was undertaken with S. P. S. S. and Excel statistical packages. It utilised chi-square (x2) and analysis of variance (ANOVA) statistical tests. Research results identified that UK multinational companies do not solely utilise adaptation or standardisation across their marketing mix elements. When facing the dilemma of implementing marketing tactics, the researched UK multinational companies were found to integrate the processes of adaptation and standardisation. Both processes co-exist and multinational companies are striking to find a balance. This research identified that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified, and an understanding of how these are affected by a number of factors. Followed the results of the analysis, this thesis proposes a new modelling approach, the AdaptStand Process (chapter seven), which outlines different steps to be undertaken by multinational companies towards identifying the degree of integration across the marketing mix elements. Consequently, this thesis aims to enlarge the existing body of knowledge in the subject area and guide marketing directors acid managers in deciding on marketing tactics when competing in the international marketing arena.

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5

Jalili, Monire. "CONSUMPTION PREFERENCES, TIME AND UNCERTAINTY: IMPACTS ON RETAIL PRICING TACTICS." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22681.

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My dissertation is a collection of three essays with analytical models at the interface of marketing and operations with a focus on pricing. The common theme in this dissertation is studying the effect of the consumer-driven demand on the optimal operational decisions of a single firm. This dissertation includes co-authored material. In my first essay, I study the role of consumers' opposing perceptions of green quality on the optimal product line decisions, i.e., products, prices and quality by analyzing the firm's optimization problem and incorporating an endogenous demand model that emerges from the consumers' preferences while considering the cost implications of introducing a green product. My second essay is on optimal timing of price discounts. Delaying discounts, i.e., giving discounts on future spending based on current spending is a prevalent retail discounting practice. For a market of rational and forward-looking consumers who repeatedly visit and purchase with the firm, we analyze the relative efficacy of delayed credits vs. a natural alternative of immediate discounts. In my third essay, I explore a firm's optimal pricing strategy when it simultaneously rents and sells a product for which consumers have a priori valuation uncertainty.

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6

Scheetz, Dan M. "Wholesale value uncovered: implementing effective marketing strategy and tactics to enhance customer perception." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/35744.

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Master of Agribusiness
Department of Agricultural Economics
Allen Featherstone
The Company is comprised of retail and w holesale agri-input outlets, toll/contract manufacturing and various departments that aid in three tiers of the supply chain. The Company Department 2’s principal goal is to earn a profit and that is achieved by helping their retail customers succeed across Division M. Therefore, a comprehensible strategy for selecting, positioning and promoting wholesale products and services is fundamental in uncovering actual value. The Company has grown to be one of the nation’s foremost agricultural distributors across the United States. Various geographies across the United States, excluding the region, have moved to a three-tier supply chain by merging retail and wholesale outlets. Currently, value demanded from end-users and retail outlets has been supplied from the wholesale level that has sustained the four-tier supply chain a cross the region of the United States. Even though the Company is vertically integrated, their knowled ge and core offerings originate from the retail segment of the supply chain. Retail firms that provide differentiated products and services with the most value to the end-user are those that fit the Company Department 2’s market. In addition, targeted retail fir ms emphasize a full-service business model by supplying produ cts and services across multip le categories. Company Department 2 provides value internally and externally. The three core areas from Company Department 2 are proprietary products, precision products and services, and other retail services valu able to retail customers. Positioning of these core areas differs based on the depth of the current relationship. A flanking strategy is proposed for prospective customers by bundling prestige goods and distribution innovations specifically in the focused proprietary line of products. A guerilla strategy is proposed for existing customers by highlighting product proliferation and improved services across all three of the core areas. Both strategies emphasize advertising and promotion, but more intensive campaigns are proposed with prospective customers. These positioning strategies and tactics are accomplished through accurate implementation at the field level. By risking a claim for what Company Department 2 stands for, communicating how value is created for a customer and communicating the reliability of these offerings, Company Department 2 will develop a unique identity in the marketplace.

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Liška, Martin. "Marketingový plán – informační systém pro veterináře." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359724.

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The subject for the Diploma Thesis is Marketing Plan for a company whose core business is development and sell of the Information software for veterinarian. The framework is focused on strategic marketing management and preparation of Marketing plan in theoretical way. Practical part consists of the marketing plan for the company.

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8

Tsang, Hing Yiu. "The structure and pressure tactics of internet charity organizations' advertisements." HKBU Institutional Repository, 2007. http://repository.hkbu.edu.hk/etd_ra/849.

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9

Feng, Yuanyuan Jr, and Xuan Jr Zhang. "The Impact of Customer Relationship Marketing Tactics On Customer Loyalty Within Swedish Mobile Telecommunication Industry." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2664.

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Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty.

a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.

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10

Parham, Antonio M. (Antonio Miguel). "Prodigy Business Services--an "instructional case" study of marketing tactics for a computerized electronic information service." Thesis, Massachusetts Institute of Technology, 1990. http://hdl.handle.net/1721.1/45186.

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11

Begalle, Mary S. "Effectiveness of relationship marketing bonding tactics in predicting customer share in the public sector school foodservice market." [Ames, Iowa : Iowa State University], 2008.

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12

ROBERTSON, BRUCE C. "THE IMPACT OF UNEXPECTED ADVERTISING TACTICS ON SOURCE VERSUS PRODUCT EVALUATIONS: A CONCEPTUAL MODEL AND EMPIRICAL TEST." University of Cincinnati / OhioLINK, 2001. http://rave.ohiolink.edu/etdc/view?acc_num=ucin983475800.

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13

Koorts, Christie. "A qualitative exploration and cognitive mapping of retail consumers sensitivity regarding the use of personal and behavioural information in relationship marketing tactics." Thesis, Stellenbosch : Stellenbosch University, 2015. http://hdl.handle.net/10019.1/97340.

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Thesis (MBA)--Stellenbosch University, 2015.
ENGLISH ABSTRACT: In a global era of growing consumer economies, retailers rely extensively on the exploitation of consumers’ personal and behavioural information, in order to successfully execute and sustain their business models and strategic objectives. The gathering and mining of consumers’ personal and behavioural information represent tremendous potential in the application of relationship marketing tactics, towards consumer intimacy, and ultimately towards competitive advantage. However, in their quest to understand consumers better, retailers need to be acutely aware of consumers’ views regarding the gathering and use of their personal and behavioural information, in order to derive the associated benefits whilst mitigating the risk of alienating consumers. To this end, the main objective of this research assignment was to understand the thoughts and feelings of a selected sample of retail consumers, regarding the use of their personal and behavioural information in relationship marketing tactics. The research aim was achieved through a qualitative exploration of the thoughts and feelings of thirty millennial retail consumers who shared their individual views in written format and small group interviews. Cognitive mapping was used as the central technique for the coding and interpretation of written and interview data, depicting the central themes of consumer rationale, as well as the causal relationships of the concepts, which influenced their sentiment and decisions. The insights produced by the cognitive mappings were triangulated using additional techniques of sentiment analysis and word frequency analysis. The combination of research techniques produced robust overarching insights of universal value, coupled with insights of specific subtleties alluding to consumer groups with differentiated engagement needs. Universal insights included strong negative sentiment whenever consumer participants considered the possibility that retailers with whom they engage on the basis of their personal information could potentially share such personal information with third-party entities outside of their explicit or implicit relationship with a particular trusted retailer. Similarly, the personally intrusive nature of telemarketing as an engagement and communication channel was met with universal disdain at every mention thereof, clearly eliminating it as a viable channel for any retailer who would seek to build and sustain trusted consumer relationships. The sample of participants revealed four broad groups of millennial consumers, each with different preferences of engagement with retailers. The majority of the participants across two groups recognised a conditional and transactional basis for exchanging varying degrees of personal information for a variety of derived benefits. A small group of participants indicated a clear preference towards avoiding engagement on a personal basis and sharing of personal information with retailers. A similarly small group of participants exhibited general openness and willingness to engage retailers and share personal and behavioural information with little restraint or concern. The insights derived from this research assignment provide a solid foundational exploration for future research on the specific and related topics, whilst the application of the cognitive mapping technique provided profound multi-dimensional insights. Businesses stand to gain potential material benefit through the careful consideration of the terms of engagement with their consumers, as provided through the universal and specific insights of this research assignment.

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14

Perkins, Brian. "Modeling Factors that Influence Firm Performance in the Eastern Hardwood Lumber Manufacturing Industry." Diss., Virginia Tech, 2009. http://hdl.handle.net/10919/27735.

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This research investigated the relationship between several firm-controlled, marketing and management factors and firm performance. Hypotheses describing the relationship between the strategic, geographic, tactical, technological and organizational factors and firm performance of hardwood lumber manufacturers were tested. These factors were operationalized, measured in a mail survey and used in statistical analysis to identify relationships among the variables. An adjusted response rate of 19.8% was obtained from the mail survey. Non-response bias was not found to be a significant problem in the data. A twelve measure performance indicator was developed and utilized to evaluate the performance of hardwood lumber manufacturers who were predominantly privately-held companies. The averages for the profit and costs performance measures were the lowest of all twelve performance measures and this suggested that firms should focus improvement on these measures. The current marketing tactics, including species mix, product mix, customer mix, and promotion mix was determined. The utilization of advanced production technology has increased in the industry since it was last measured in 1999. The majority of respondents (60%) had dry kiln operations and 49% had a surfacing mill. Thirty five percent of respondents indicated that their company was certified by either forest, chain-of-custody, or both. Of the five firm-controlled factors investigated in this research, four of them were found to be related to firm performance. Geographic location was not found to be related to the performance of hardwood sawmills. Firms who were backward integrated and firms who were both backward integrated and forward integrated performed significantly better than firms who were not vertically integrated or forward integrated. Higher performance scores were associated with larger firms, firms who had multiple sawmills and firms who were members of the NHLA. There was no relationship found between diversification of the product mix, species mix, customer mix variables and performance. The diversification of a firm's promotion expenditures was positively correlated to performance. Firms that used optimized headrigs, optimized edgers and optimized trimmers performed significantly better than did firms not using all three of these technologies. Firms that used computer based log tallying, lumber tallying or inventory control performed significantly better than firms utilizing none of these technologies. An increase in the use of business strategy from previous studies along with a shift towards the use of a differentiation strategy was discovered. Firms interpreted to be following a hybrid differentiation/cost leadership strategy performed better than firms following a cost leadership, focus, or differentiation strategy. The implication of these results is that larger, vertically integrated firms are likely to perform better than smaller, non-integrated hardwood lumber manufacturers. It is recommended that firms diversify their use of promotion media and venues in order to attract new customers. Adoption of production and information technology will help some hardwood lumber manufacturers improve their performance. It is recommended that hardwood lumber manufacturers control costs and differentiate their products in order to gain competitive advantage.
Ph. D.

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15

Sujarittanonta, Lavanchawee Marketing Australian School of Business UNSW. "Empirically derived strategy types for SMEs in developing countries - a study of knowledge in action." Publisher:University of New South Wales. Marketing, 2008. http://handle.unsw.edu.au/1959.4/43603.

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This study provides a better understanding of the interactions between firm resources, strategy choice, marketing environment, and performance in rural SMEs. To date, a strategy framework specifically for SMEs in developing countries had not been developed. Past studies adapted the Miles and Snow (1987) strategy typologies or have developed strategy types for SMEs in developing countries only conceptually. This study extended the modelling approach adopted by DeSarbo et al., (2005, 2006) by empirically deriving a strategy typology specifically for SMEs in a developing country. Based on K-means clustering of theoretically relevant strategy dimensions, two strategy clusters were identified??lower performing conservative strategy A, and higher performing customer oriented strategy B. The issue of resource limitations in strategy formulation had not been adequately addressed by past studies on SME strategy. By examining how and to what extent objective and perceived dimensions of the external environment impact the resources-strategy-performance (RSP) links in rural SMEs, the study tested the applicability of the Resource-Based View (RBV) and the Knowledge-Based View (KBV) in a new context??that of rural SMEs in a developing country. Both RBV and KBV were supported by the findings. Key strategic resources in rural SMEs were explored for its strategic and performance implications. General resources and capabilities, knowledge-based resources, and in particular ??tacit?? marketing knowledge, were examined in an aggregated sense through the intuitive understanding within the one SME owner-manager. Strategy choice moderated and mediated the resource-performance relationship. SMEs with higher levels of resources and capabilities tended to adopt the higher performing strategy B. The study provided further insights on the kinds of knowledge that mattered. Knowledge-based resources that were more tacit in character determined strategy choice and performance??higher customer serving skills led to adopting the higher performing strategy B, while planning skills led to adopting the lower performing strategy A. Both the objective and perceived environments influenced SME performance by moderating the resource-strategy-performance relationship. SMEs located in more munificent provinces perceived their market environment accurately, possessed higher knowledge-based resources, and were more likely to adopt the higher performing strategy B.

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Lindahl, Caroline, and Malin Stark. "Det visuella ordets kraft på kunders känselbeteende : En kvantitativ studie om kunders beslutsfattande i detaljhandelsbranschen." Thesis, Linnéuniversitetet, Institutionen för ekonomistyrning och logistik (ELO), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-27036.

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Syfte: Syftet med uppsatsen är att beskriva, analysera samt tillhandahålla rekommendationer om huruvida stimulans av sinnena, leder till att kundernas beslutsfattande förändras genom taktil beröring. Vi vill med hjälp av en empirisk studie klargöra om kunder ändrar sitt känselbeteende efter att sinnet syn blivit påverkat. Metod: Uppsats är baserad på en kvantitativ metod med en deduktiv ansats. Arbetet kretsar kring de experiment som utförts med tillhörande kundintervjuer på heminredningsavdelningen på Åhléns i Kalmar. Hypoteser har formats ur instuderad teori, som sedan har testats under experimenten på Åhléns. Slutsats: Genom stimulans av sinnena syn och känsel, har författarna med hjälp av experiment kunnat registrera ett förändrat beteende gällande kunders beslutsfattande. Resultatet tyder på att företag kan använda sig av sinnesstimuli för att skapa kontakt med sina kunder. Det har även framkommit att stimulans av synen och känseln har påverkat den tid kunderna känner på produkterna, och då också tagit dem ett steg längre i deras beslutsfattande i köpprocessen.

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17

Мардус, Наталія Юріївна, Наталия Юрьевна Мардус та Nataliia Yuriivna Mardus. "Цінове позиціонування товарів виробничо-технічного призначення в системі маркетингу". Thesis, Нац. техн. ун-т "Харківський політехн. ін-т", 2013. http://essuir.sumdu.edu.ua/handle/123456789/31841.

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У дисертаційній роботі було комплексно досліджено теоретико–методичні й практичні підходи щодо ціноутворення на товари виробничо-технічного призначення з позиції маркетингу для досягнення конкурентної стратегії підприємства. Удосконалено підхід до прогнозування цільового сегменту ринку за співвідношенням «ціна–цінність». У роботі розроблено методичний підхід до визначення співвідношення ціни і цінності товару виробничо-технічного призначення, який включає в себе комплекс найбільш значимих кількісних і якісних показників товару, що співвставляються до ціни за розробленим у роботі співвідношенням «ціна–потужність–комфорт» і дозволяє за допомогою математично обґрунтованих функцій ідентифікувати позиції як існуючого так і нового товару на цільовому ринку й здійснювати цінове позиціонування, що дає змогу інтерпретувати відповідну до цільового сегменту ринку стратегію й тактики ціноутворення в системі маркетингу. Рекомендовано при ціновому позиціонуванні впровадження розробленого комплексу основних тактичних маркетингових інструментів («маркетинг–мікс») для реалізації відповідної до цільового ринку стратегій ціноутворення, які передбачають формування системи найбільш важливих маркетингових заходів за допомогою яких реалізується загальна стратегія маркетингу підприємства. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/31841
Диссертация посвящена развитию теоретико–методических положений ценообразования в системе маркетинга и их возможности реального практического использования в конкретных отраслях с учетом особенности товаров производственного назначения. В работе уточнено и дополнено толкование понятий «цена», «ценообразование», «ценовая политика», «ценовая стратегия», «ценовая тактика», которые рассматриваются комплексно с позиции маркетингового подхода к ценообразованию для достижения конкурентной стратегии предприятия. Установлено, что ценовая политика предприятия должна включать глубоко обоснованную долгосрочную ценовую стратегию и разумную ценовую тактику, каждый из этапов которой предполагает свою технологию выполнения работ. Обоснована целесообразность использования не одного, а комплекса взаимосвязанных подходов и методов ценообразования с учетом внутренних и внешних факторов, которые ориентированы за соответствующими функциональными подразделениями предприятия и участниками рынка. Систематизированы существующие методы и подходы к ценообразованию и предложена классификация факторов (внешних и внутренних), которые оказывают влияние на формирование цены, имеют отраслевые особенности и определяют выявленные в результате экономического анализа устойчивые соотношения между признаками и экономическими процессами на основе чего можно прогнозировать экономические показатели. В отличие от описанных в литературе факторы ориентированы за соответствующими функциональными подразделениями предприятия и участниками рынка, что регламентирует их ответственность за принятие решений и приобретает особое значение для предприятий-производителей технической продукции. Уточнено и дополнено подход к определению цены как составляющей системы стратегического управления и инструмента маркетингового комплекса, основанного на поиске «оптимальной» окончательной цены. В работе исследованы проблемы и перспективы развития деятельности предприятий машиностроения в Украине и в частности Харьковской области. Обосновано влияния вторичного рынка на формирование цены товара производственного назначения на первичном рынке, что должно учитываться производителями и другими участниками рынка. Усовершенствован подход к идентификации целевого сегмента рынка за соотношением «цена–ценность», на основе чего разработан методический подход, который базируется на комплексе наиболее значимых количественных и качественных показателей товара которые сопоставляются к цене за разработанным в работе соотношением «цена–мощность–комфорт» и позволяет с помощью математически обоснованных функций идентифицировать позиции как уже существующего так и нового товара на рынке, что дает возможность интерпретировать стратегию и тактику ценообразования в системе маркетинга к соответствующему сегменту рынка. Данный подход позволит осуществлять ценовое маневрирование, выгодно позиционировать товар в соответствующем сегменте, гибко реагировать на изменения рыночной среды и принимать адекватные управленческие решения. Сформированы методические рекомендации по формированию комплекса основных тактических маркетинговых инструментов («маркетинг–микс») для реализации соответствующей стратегий ценообразования, которые предусматривают формирование системы важнейших маркетинговых мероприятий для целевого рынка с помощью которых реализуется общая стратегия маркетинга предприятия. При цитировании документа, используйте ссылку http://essuir.sumdu.edu.ua/handle/123456789/31841
The thesis has been comprehensively studied theoretical-methodological and practical approaches to pricing of products for industrial purposes from the standpoint of marketing for competitive strategy. Improved approach to the prediction of the target market segment for the «price-value». In this paper, methodical approach to determining the value and worth of goods for industrial purposes, which includes a set of the most important quantitative and qualitative goods that compared the price for the work developed in the ratio «price-power-comfort» and allows using mathematically based features to identify the positions of both existing and new products in the target market and exercise price positioning, which enables to interpret relevant to the target market segment strategy and tactics of pricing in the marketing system. Recommended at the price positioning of the developed set of basic tactical marketing tools («marketing mix») to implement relevant to the target market of pricing strategies, which involve the formation of the most important marketing activities by which the overall marketing strategy implemented by the company. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/31841

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Перфильева, М. А., та M. A. Perfilyeva. "Речевые стратегии и тактики в продвижении магазинов эко-товаров в социальных сетях : магистерская диссертация". Master's thesis, б. и, 2021. http://hdl.handle.net/10995/100864.

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Работа посвящена сравнительному анализу речевых стратегий и тактик в продвижении магазинов эко-товаров в социальных сетях Facebook и Instagram. Материал исследования составили 63 текста на русском языке и 63 текста на английском языке, опубликованные на 20 страницах магазинов, предлагающих эко-товары, за 2020 – 2021 гг.. Первая глава исследования посвящена рассмотрению подходов к определению понятий «речевые стратегии» и «речевые тактики», а также классификаций речевых стратегий и тактик, разработанных российскими и зарубежными авторами. В данной главе также рассмотрены особенности продающих и продвигающих текстов. Во второй главе исследования уделяется внимание социальным сетям Facebook и Instagram, рассмотрен их функционал, история развития и особенности продвижения страниц компаний на данных площадках. Также в данной главе дано определение понятия «экологический маркетинг» и приводится обоснование причин спроса на эко-товары в 2021 году. Третья глава посвящена анализу англоязычных и русскоязычных рекламных текстов. Разработана классификация, которая отражает наиболее часто встречающиеся речевые стратегии и тактики, опубликованные на страницах магазинов эко-товаров. Результаты исследования могут быть использованы практикующими копирайтерами, занимающимися текстовым наполнением страниц экологической направленности в социальных сетях, а также блогерами и другими пользователями социальных сетей, публикующих тексты по теме экологии. Разработанная классификация речевых стратегий и тактик может стать основой для дальнейших лингвистических исследований речевых стратегий и тактик различных дискурсов. В приложении приводится корпус проанализированных текстов в формате классификации.
The research is focused on a comparative analysis of speech strategies and tactics in promoting eco-shops in social networks such as Facebook and Instagram. The collected material includes 63 texts in Russian and 63 texts in English, which were published on 20 pages of shops offering eco-products for the period 2020 – 2021. The first chapter of the study is devoted to the consideration of approaches to the definition of the concepts of "speech strategies" and "speech tactics", as well as classifications of speech strategies and tactics developed by Russian and foreign authors. This chapter also examines the features of selling and promoting texts. In the second chapter, the study focuses on social networks Facebook and Instagram, examines their functionality, history of development and features of promoting company pages on these platforms. Also, this chapter provides a definition of the concept of "environmental marketing" and provides an explanation why eco-products are in demand in 2021. The third chapter is devoted to the analysis of English-language and Russian-language advertising texts. A classification has been developed that reflects the most common speech strategies and tactics published on the pages of eco-shops. The research results can be used by practicing copywriters who are engaged in text filling of pages with an ecological focus on social networks, as well as by bloggers and other users of social networks who publish texts on the topic of environment. The developed classification of speech strategies and tactics can become the basis for further linguistic research of speech strategies and tactics of various discourses. The appendix contains the corpus of the analyzed texts in the classification format.

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Hansell, Ebba, and Wurood Harbi. "Att överleva i av- och ombokningarnas tid : En kvalitativ studie av hur två hotell och två resebyråer anpassat sig till och hanterat effekterna av Covid-19 pandemin." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43899.

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Syfte: Syftet med denna studie är att belysa hur den kris som Covid-19 pandemin skapat harpåverkat hotell och resebyråers digitala taktiska respektive planerade strategiska marknadsföring,samt den krishantering som tillämpats av företagen under denna pandemin och de lärdomar dedragit av denna kris.Teori: Den teoretiska referensramen för denna studie innefattar marknadsförings-, krishanteringsoch organisationsteori. Inom marknadsföring har SCRM samt RACE marketing planningframework modellerna tillämpats och inom krishantering har krisprocessen och kriskurvanmodellerna. Vad gäller organisationsteori har fokus varit på organisatoriskt lärande och teoriernasingle-, double- och triple-loop learning samt learning in crisis.Metod: Studien omfattar en kvalitativ undersökning av två hotell och två resebyråer grundad på ensemistrukturerad intervjumetod.Slutsatser: Covid-19 pandemin har tvingat respondenterna att vara flexibla och att göra kortsiktigaanpassningar av sina marknadsföringsmetoder. Den taktiska marknadsföringen har skett genom enökad användning av digitala kanaler som lyhört anpassats till kundernas behov av hälsa ochsäkerhet. Det var ännu för tidigt för att bedöma eventuella förändringar i den strategiskamarknadsföringen men några respondenter förväntade sig ett större fokus på värde begrepp somhälsa och trygghet. Samtliga respondenter har i praktiken ägnat sig åt krishantering och de flestarespondenterna hade någon form av förberedda krisplaner, som dock inte varit anpassade till en såomfattande och djup kris som den förevarande. Samtliga respondenter verkar ha fått en större insikti vikten av att ha en effektiv och tät intern och extern kriskommunikation. Den yttre situationen harskapat ett stort tryck på respondenterna och har givit dem lärdomar som de möjligen inte hade fåttunder normala omständigheter, inklusive att på ett flexibelt och lättrörligt sätt anpassa sig till nyaoch föränderliga situationer. Även om Covid-19 pandemin framkallat mycket stress och ångest såhar den även haft positiva effekter som kan ge upphov till mer varaktiga förändringar.
Purpose: The purpose of this study is to shed some light on how some hotels and travel agenciesin the Swedish tourism and hospitality industry have adapted to and managed the effects of theCovid-19 pandemic, particularly in terms of strategic and tactical digital marketing as well as crisismanagement, and the lessons learned from this crisis.Theory: The theoretical foundations for this paper include digital marketing theories, crisismanagement and organizational theory. In marketing theory, the SCRM and the RACE marketingplanning framework models have been applied and in terms of crisis management, the crisismanagement process as well as the crisis curve models have been applied. In terms oforganizational theory, focus has been on organizational learning and the theories single-, doubleand triple-loop learning as well as learning in crisis.Method: This study is a qualitative study of two hotels and two travel agencies based on semistructured interviews.Conclusions: This study demonstrates that the Covid-19 pandemic has forced the respondents tobe flexible and to make short-term adjustments to their marketing tactics. The tactical marketinghas included an increased use of digital channels and an adaptation of their marketing to theircustomers' needs for health and safety. It was too early to assess any changes in strategicmarketing, but some respondents planned to place a greater focus on value concepts such ashealth and safety. In practice, all respondents were engaged in crisis management and most of therespondents had some form of prepared crisis plans, which, however, were not adapted to such anextensive and protracted crisis as the Covid-19 pandemic. All respondents seemed to have gainedgreater insight into the importance of having effective and frequent internal and external crisiscommunication. The external situation has put a great deal of pressure on the respondents and hasgiven them lessons that they might not have acquired under normal circumstances, including acapacity to adapt flexibly and easily to new and changing situations. Although the Covid-19pandemic has caused a lot of stress and anxiety, it has also had positive effects that could triggerchanges in their longer term strategic marketing.

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Chemerik, Fateh. "La mobilisation du parler populaire dans la presse francophone algérienne. : Repérage et analyse des stratégies des acteurs médiatiques à partir de la couverture du match Égypte-Algérie de novembre 2009." Thesis, Université Grenoble Alpes (ComUE), 2018. http://www.theses.fr/2018GREAL014/document.

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Ce travail propose d’étudier la mobilisation du parler populaire lors de la couverture médiatique du match Égypte-Algérie par la presse généraliste et la presse spécialisée algérienne. Nos premières observations sur le traitement de l’évènement footballistique nous conduisent à supposer que le discours des journaux d’information générale n’est pas différent de celui des quotidiens de sport. La recherche propose, ainsi, de saisir les stratégies qui encadrent l’usage du parler populaire. Il s’agit d’analyser l’émergence d’une pratique info-communicationnelle qui peut s’inscrire dans une stratégie de pénétration du marché, à la recherche d’un lectorat élargi.L’analyse des jeux d’acteurs médiatiques, dans un contexte marqué par une crise mondiale de la presse écrite, envisage permet de montrer comment ces derniers ont recours au parler populaire, comme dispositif signifiant de captation et argument de vente. Pour appréhender cet enjeu, nous avons privilégié une approche qui ne néglige pas l’étude des identités éditoriales de chaque titre de presse. Nous proposons, de ce fait, de déconstruire les publications de quatre journaux de « référence », en défendant une méthodologie axée sur des aspects théoriques, alimentée par une analyse du discours, combinée à une étude quantifiée de l’évènement et appuyée sur les visions et discours d’autolégitimation sociale des professionnels algériens de l’information médiatique.Mots clés : Évènement médiatique, dispositif, cadre, co-construction, parler populaire, stratégie, tactique, identité éditoriale et loi de proximité
This work suggests to study the mobilization of popular speech during the media coverage of Egypt-Algeria match by the French-written generalist press and the Algerian specialized press. Our first observations on the treatment of the football event, lead us to suppose that the discourse of the newspapers of general information is not different from the dailies of sport. Thus, the research suggests grasping the strategies which frame the use of popular speech. It consists of analyzing the emergence of a communicational-info practice that can be part of a market penetration strategy seeking for an enlarged readership.The analysis of media acting skills, in press global crisis context foresees to show how they make use of popular speech, as a significant capitation pattern and a selling argument. To apprehend this issue, it seems necessary to situate this work in an approach that does not neglect the study of editorial identities of each press title.Therefore, we suggest to deconstruct the publications of four "reference" newspapers by defending a methodology based on theoretical aspects. That methodology is supplied by discourse analysis combined with quantified study of the event and supported by the visions of Algerian professionals’ media information.Key words: Media event, device, framework, co-construction, popular speech strategy, tactics, editorial identity and proximity law

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Couto, João Ferreira. "How does strategic and tactical alignment, effort coordination, internal communication and process standardization affect PT’s efficiency and effectiveness on e-mail and SMS marketing strategies?" Master's thesis, 2016. http://hdl.handle.net/10362/18242.

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The following project at Portugal Telecom (PT) is motivated by the needs employees stated, namely strategic alignment, coordination, communication and process standardization. After analyzing the data collected, the results stated this unit is aligned with the overall strategy, but lacks tactical unity. There is lack of coordination damaged by the poor communication, and 25% of the e-mails and SMSs collected have content going against the standardization rules. It is suggested the development of inter-department shared goals, monitoring of every e-mail and SMS through a unit-wide software, joint planning in activity scheduling and enforcing standardized guidelines through courses and regular monitoring.

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MENG, JIA, and 孟佳. "Gentle monster's Display Art Marketing-An Example of Diverse Marketing Tactics." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/d95e69.

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碩士
中華大學
企業管理學系
106
This thesis selects the Korean new glasses brand Gentle Monster (hereinafter referred to as GM) as the case of study to deeply discuss how a Korean glasses company uses installation art and multiple marketing strategy to build a brand successfully and become a dark horse in the field of fashion glasses retail within few years. This company overturns the common cognition to traditional retail industry, and realizes the rapid increase of sales volume. This thesis uses the study case of GM to discuss below related questions:1. How to use installation art to build core identification of brand. 2. How to maintain consumer's brand loyalty. 3. How to spread its brand value through multiple marketing strategy 4. How to use the new retail mode to successfully connect online purchasing and offline experience. The analysis of the new brand glasses company which owns Gentle Monster shows that this company uses installation art of different themes to bring novel shopping experience to consumers, creates business patterns in form of art exhibition hall, gives the traditional glasses retail industry a new sales model and establishes unique brand value and core identification. It also uses the five senses of experience marketing to maintain consumer's brand loyalty so that it could combine the multiple marketing strategy with the new retail mode, set up their own brand's official website, use combination of offline experience and online purchase to develop GM into a globalized glasses brand. Keywords: Enterprise Competitiveness, Installation Art, Multiple Marketing Strategy, New Retail, Experience Marketing.

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Hsieh, Mei-huang, and 謝玫晃. "Design Innovation and Marketing Tactics of Artistic Commodities." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/80105037350380202730.

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博士
國立雲林科技大學
設計學研究所博士班
102
The artifacts of museums’ or with local characteristics, such as Aboriginal or Hakka culture, are currently used as the main objects of research or design in cultural commodities. However, the abstractive, intuitive, multi-media performance and non-prescriptive codes of contemporary artists’ works rarely become the direction of cultural commodity design. Printing the logos, photographs of artifacts or characteristic icons thoughtlessly on products turns into the major design technique for cultural commodities, so we found that the innovative developments and researches of art cultural commodities are very necessary. Moreover, the trends in cross-over cooperation between art and design are increasing, but cognitive differences are hidden in each field. If we can communicate in advance to reach a consensus, we would create a win-win situation. With three aspect analysis of “ethos”, “logos” and “method” fields and according to the rise of cultural and creative industries, we studied that the paradigm shift between art and design will bring about different inspiration-oriented model of artistic commodities design, and then generate the design innovative principles with its corresponding shifting ways, and proposed the artistic commodity design methods in order to present different forms of artistic commodity design from before. The research methods and results of three aspects are as follows: Ethos field: We used the paradigm shift theory as method, which is brought up by Thomas Kuhn, to analyze the current shifting phenonmenon between art and design. Then, according to the situation of transferring the artwork to commodity design, we addressed two artistic inspiration-oriented models: Art-oriented and Design-oriented. Logos field: We created the innovative form principles of designing artistic commodities based on the proportion of innovation: Duplication, Decomposition and Innovation. We also brought up its corresponding 3T shifting ways: Transfer, Transit and Transform. Then, we examined the design with or without specific product target to understand the final generated artistic commodities are inspirited by art-oriented or design-oriented in these two different conditions. Method field: We modified “morphological analysis”, “free association” and “forced relationships” for the characteristics of artworks. Based on the sequence of “form (shape, color and material)-association-relationship”, we also brought up an “Associative forced relationship of formative elements” for cultural commodity design, which emphasizes the associative function. The case study shows that junior designers can easily transform 2D & 3D artworks into much more meaningful and productive commodities by this method instead of copying patterns directly. In view of this, we finally shared a practice. In which, an artist is considered to be an artistic commodity, and we operated with the marketing tactics to make the commodity innovatively. Through the design power, we hope that the contemporary arts could transfer to be commodities, bring more funding for living artists in creation and exhibitions, creating affordable art commodities for the general public, making the arts no longer unattainable, approaching to the vision of "Art is life, life is art”.

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Yi-ChenChen and 陳怡貞. "Research into marketing tactics of the medical tourism industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/53232261277603750491.

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Анотація:

碩士
國立成功大學
高階管理碩士在職專班
98
Tourism has been the main source of income from foreign exchange in many countries. Tourism is not only the main income and important economic activity in developed and undeveloped countries; it is also an important goal for modern countries as well. Medical tourism is also currently one of the most rapidly developing industries in today’s world. If medical health and travel tourism were combined it would create and develop a new type of industry for the modern world. With the combination of these two industries there would be endless possibilities and innovations with marketing, technologies, management styles and values that go along with its inception. Medical tourism will be a brand new superstar in the advancement and development of Taiwan’s economic future. Taiwan’s medical placement in Lousanne’s 2006 medical evaluation was rated 21st for overall medical development and 2nd place for worldwide health which was just behind Sweden. Taiwan currently has a high technology and equipment base as well as highly trained peopled in the use of them. The Taiwanese people have a good lifestyle and are very popular with citizen’s living abroad for the lower cost but higher quality of healthcare. The high expense of medical services as well as inadequate medical insurance in Europe, America and Japan have promoted the government to increase opportunities for Chinese people coming to Taiwan for medical purposes as well as further advancement in medical tourism in Taiwan. However a lack of English and prohibited advertising of medical services has impeded other countries from developing their medical tourism industry

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Hong, Bing-Zhao, and 洪炳照. "Explore the Effect of Relationship Marketing Tactics to e-WOM Effect: Relationship Marketing as Mediator." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/yry2zv.

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Анотація:

碩士
國立臺北科技大學
商業自動化與管理研究所
98
In the past many studies to investigate the relationship marketing tactics and relationship quality, relationship quality and word of mouth what will affect each other and their causal relationship. This study compiled based on past research, the relationship marketing tactics, relationship quality and electronic word of mouth when variable for research, the main analysis of relationship marketing tactics and the impact of electronic word of mouth to join the relationship quality as mediator variables, and relationship marketing tactics in accordance with past scholars were divided into categories: direct mail, tangible rewards and preferential treatment, to analyze whether the electronic word of mouth (positive word of mouth, negative word of mouth and volume of word of mouth) and relationship quality (commitment, trust and satisfaction) have a significant impact on the role of relationship quality for the network connecting it with a significant effects, finally test to determine the use of mediator variables of relationship quality in the foregoing whether the two variables mediating effect. The experimental design of this study, through experimental design to the extent of relationship marketing tactics into high, medium and low three levels, and by way of a questionnaire survey to measure network relationship quality reputation and a total recovery of 210 valid questionnaires, the results show Shopping Network of different degrees of relationship marketing tactics for the number of positive word of mouth and word of mouth, and the dimensions of relationship quality have a significant impact, and relationship quality reputation in the Internet the number of positive word of mouth and word of mouth also has a significant impact, while intermediate effects were detected during found that the dimensions of relationship quality in the relationship marketing tactics and the number of positive word of mouth and word of mouth between the mediating effect. This indicated that consumers perceived different degrees of relationship marketing tactics generated by the number of positive word of mouth and word of mouth, and the shopping network will be the relationship between the impact showed a significant positive effect, researchers also point out the last few limitations of this study and recommendations for follow-up research and development.

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26

Tsao, Chun_lei, and 曹春蕾. "Strategy Discussion of Brand Development for HANNSpree ─Product Design and Marketing Tactics." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/39288518588865199420.

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Анотація:

碩士
國立臺灣科技大學
設計研究所
98
Product and marketing is essential to brand establishment if one product is aimed to create a own brand which integrates design, production and marketing altogether. Product and marketing is vital to brand establishment. The key of success for a new brand depends on being able to control 3~5 golden years of crucial period, lower strategy risk of brand positioning, product differentiation, and marketing promotion, and earn consumers’ recognition. This study uses HANNSpree, a domestic brand of LED TV, as an example to collect primary information and literature, and secondary information like media, and assisted with interviews as supplement. It discusses the influences of strategies changes for brand development owing to sale reaction when the brand enters the market with non-main stream market and appearance design of individualized product. Hopefully this study may be a reference for future brands. This paper actually studies the difficulties and risks of product design and marketing promotion decision in the process of brand development for HANNSpree. The study results and findings are as follows. 1. This brand centers on「design centric lifestyle」as the core of design. It favors individualized appearance design. To use product appearance design as the competitive basis of differentiation strategies is rather weak for high-tech products after our study. 2. The product is too focused on product design instead of market demand. The defects caused by being unable to command the advantages esteemed by consumers, value outweighed the price, and the differentiation cost being too costly owing to over design should be avoided in differentiation strategies. 3. This brand is initially positioned by sense of value and quality and attempts to lead the audio and visual revolution. However, the later medium and low price products promoted as the extension of the previous production has not been able to continue the original style of consumers’ recognition. It is easy to generate the risk of brand recognition. There is no obvious benefit of brand growth because of the effect of brand expansion. 4. The marketing tactics has not well adopted performance, customers’ compliance, and elevation of expectation to reinforce the added value of products. Reversely, the promotion strategy is demoted to a price cut proclaiming the valuable as being price low and the brand image is unable to be elevated. 5. The self-operated channels like flagship shops and apartment counters are totally forsaken. The general authorized channels are expanded to increase sale. The brand image of boutique level and the contact point of consumers’ experience is sacrificed. The maximum synergy of brand promotion is failed owing to the lack of overall brand communication plan resulting from the limitation of marketing budget and strategies.

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27

Chandler, Geoffrey John. "Marketing tactics of selected micro small businesses in the East London CBD area." Diss., 2002. http://hdl.handle.net/10500/1878.

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This study investigates the application of conventional marketing tactics of 93 hawkers in the East London Central Business District (CBD). Its focus is on what is being practiced in this informal trading environment from a marketing point of view. To this end the primary objective was to determine the extent of the use of generally accepted principles of common (conventional) marketing in primarily black owned or managed hawker businesses in the East London CBD area. Secondary objectives centred around the degree to which new or unknown marketing tactics were implemented and to identify any influencing factors and the relevance of these to marketing. An in-depth analysis of the marketing environment of the hawker and East London region is depicted and the literature review of the relevant theory relating to the marketing of small businesses is covered and debated thoroughly. A three section questionnaire covering demographic information (Section A), the extent of the use of researcher-identified generally accepted marketing tactics (Section B), and an open ended question identifying which marketing tactics and their ranking the hawkers used in order to achieve marketing success (Section C) was implemented through interviews with 93 hawkers in the East London CBD. Although many of the individual questions results produced interesting statistics, conclusions from analysis of the composite results indicate a fair application of the marketing concept (29%) a slightly higher percentage applying the societal marketing concept (51,6%) and 38,6% of hawkers in the East London CBD applying the marketing mix. The top 3 of 7 marketing tactics identified as being used to achieve good marketing performance were customer service, stall/product presentation and the offering of a discount or discounted pricing. No significant correlations existed between the demographic statistics and the application of any particular marketing tactic. The significant influencing factors noted were the hawkers zero tolerance for competition, the lack of any long term planning, no delayed gratification or building of capital and the strong need to belong to a group or association. It was concluded that much needs to be done to investigate methods of improving the application of marketing tactics but more importantly to analyse the reason for many of their actions. Special attention is recommended to be placed on obtaining further insight and support for the observed influencing factors in order to be able to state them as fact.
Business Management
M.Comm.

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28

Pao, Ting-Hao, and 包定豪. "A Study of Relationship between Group Insurance Relationship Marketing Tactics and Cross Selling." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/38842319114768027333.

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Анотація:

碩士
銘傳大學
風險管理與保險學系碩士在職專班
97
Competition is fierce within the group insurance and the market is not easily expanded. This has resulted in efforts within the insurance business to increase the use and effectiveness of cross selling, besides developing the group insurance market, as a marketing strategy to increase overall competitiveness. Relationship marketing tactics have become increasingly important in maintaining customer relationships as well as with the cross selling impact on customers. This research attempt to use concepts of Financial Bond and Social Bond (Berry and Parasurrman, 1991),Preferential Treatment , Interpersonal Communication, Tangible Rewards (Wulf, Schroder and Iacobucci, 2001) and customized relationship bond (Lovelock and Wirtz, 2005) to develop 3 variables – Interpersonal Communication, Price and Preferential Treatment as well as Customized Innovative Services. This study takes group insurance policy makers as its target using a questionnaire format in attempting to explore the level of influence group insurance relationship marketing tactics has on trust and selection problem. It also would like to look at the level of influence trust and selection problem has on cross selling. After analyzing the questionnaires, the following conclusions were reached: 1. The aspects of relationship marketing tactics such as interpersonal communication, price and preferential treatment as well as customized innovative services have a positive influence on trust. 2. Price and preferential treatment as well as trust have a negative influence on selection problem. 3. Trust has a positive influence on cross selling. 4. Selection problem has a negative influence on cross selling of other financial products other than group insurance. Key Words: Relationship Marketing Tactics, Trust, Selection Problem, Cross Selling

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29

chiu, Hsin-hui, and 邱馨慧. "A Research of Community Mental Health Institution's Public Relations Marketing Tactics on Counseling Services." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/27400234925906980188.

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Анотація:

碩士
國立暨南國際大學
輔導與諮商研究所
96
The purpose of this study was to probe into the community mental health institution how to using public relations marketing tactics on counseling services. Issues including the content of institution’s public relations marketing, difficulties that institution’s afford counseling services and the influences of public relations marketing to provide counseling services. This research used the qualitative depth interview method to collect information and totally interviewed 4 community mental health institutions’ workers. The results were found and summarized as follows: 1. The content of institution’s public relations marketing include three situations, including the organization frame effect public relations marketing tactics, marketing tactics’ purpose of administer institution’s object and using different ways to marketing. 2. Difficulties that institution’s afford counseling services include human resources, marketing cognitive and consumer attitude. 3. The influences of public relations marketing to provide counseling services include organization frame, transaction and counseling character. Finally, based on the above research findings, suggestions were proposed as a reference for other community mental health institution, counselor, marketing professional workers, and follow-up studies.

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30

Chuang, Chi-sun, and 莊繼舜. "The Study of Tacit Knowledge Transfer of Medicine Marketing." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/58801333867045669561.

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Анотація:

碩士
義守大學
管理研究所碩士班
95
We are in the era which is information transmitting and competitive environment changing fast. Knowledge has already become the important factor that enterprises create the competition advantage now. We face the change of medical environment and National Health Insurance regulations reform in recent years. It is a key point that having and using knowledge to work well for medicine marketing. And the worker of medicines marketing must acquire various knowledge more to face the competitor and solve problem in market. It is a competitive advantage that knowledge transfers successfully of medicines marketing. Knowledge share is an important link of knowledge management. In types of knowledge, to acquire and represent for explicit knowledge is easier, acquisition of tacit knowledge is by communication, record etc, make person speak out or write down his knowledge by informal way. This study probes into tacit knowledge transfer of worker of medicine marketing. To collect the materials is with depth interview. The method of data analysis is by content analysis, with using computer software NVivo7.0 to analyze data. Finally expand into some propositions about tacit knowledge transfer of worker of medicine marketing.

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31

"Multimarket Contact And Competitive Aggressiveness At The Marketing Mix Tactical Level." Tulane University, 2015.

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Анотація:

acase@tulane.edu
ABSTRACT Multimarket competition theory centers in interfirm competition, specifically when a set of firms have presence and face each other as competitors in multiple different markets (Baum & Korn, 1996; Bernheim & Whinston, 1990; Gimeno, 1999; Gimeno & Woo, 1994, 1996; Haveman & Nonnemaker, 2000; Jayachandran, Gimeno, & Varadarajan, 1999). In such situation, the chances of knowing, hurting or benefiting each other increase, allowing firms to recognize their interdependence, pressing them to be cautious when deciding which competitive actions to make because the outcome of a move depends heavily on how rivals respond to it (Baum & Korn, 1996; Bernheim & Whinston, 1990; Gimeno, 1999; Haveman & Nonnemaker, 2000; Jayachandran et al., 1999). This situation pushes firms to tacitly collude and mutually forbear (Bernheim & Whinston, 1990; Edwards, 1955; Feinberg, 1985), lowering the intensity of competition understood as the level of aggressiveness and speed of the actions and counteractions firms initiate to compete in the market (Chen, 1996). According to Smith, Ferrier and Ndofor (2001), most competitive actions can be classified as pricing actions, marketing actions, new product actions, capacity and scale-related actions, service and operations actions, and signaling actions. Each one describes a set of similar moves, that are assumed to have similar implications for the intensity of rivalry (Chen, 1996). However, in the field of marketing it is widely argued that many actions across categories are naturally interconnected (Borden, 1984; Constantinides, 2006; Magrath, 1986; McCarthy, 1978), and categorization used in competitive dynamics ignores that fact. Thus, in this dissertation, I propose to categorize all product, pricing, distribution, and promotional actions as marketing actions, and group them in the marketing mix (McCarthy, 1978), which presents marketing tactics as sets of actions that can be categorized as either product, price, promotion, or place. I emphasize in this dissertation that what is broadly accepted by competitive dynamics researchers as different competitive action categories should be considered all marketing actions, and equally important, these actions should be jointly analyzed as tactical competitive moves, rather than analyzed in isolation or as independent strategic action categories. Since tactical marketing actions, those of the marketing mix, are deployed on a day-to-day basis, even under multimarket contact conditions it may seem that competitive aggressiveness and intensity of competition increase, contrary to the tenets of the theory. In this line, I am proposing to analyze the consequences of multimarket contact from a tactical marketing perspective, mainly with the aim of understanding how firms under a multimarket contact setting deploy competitive movements at the marketing mix’s tactical level without disrupting mutual forbearance. For this, I will develop some hypotheses and test them using the Colombian car industry as empirical setting.
1
Juan Manuel González Sánchez

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32

KUO, YEN-TING, and 郭彥廷. "The Study of Relationship between Brand Image and Marketing Tactics of South Franchise Chain Restaurant." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/85725726838870923251.

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Анотація:

碩士
國立高雄師範大學
成人教育研究所
104
This study aims to investigate the relationship between brand image and marketing strategy of South Franchise Chain Restaurant.420 questionnaires were distributed, while 409 were collected, and 402 replies were valid. The proportion of usable questionnaires was 98%. The statistics procedures including t-test, one-way ANOVA, Person product-moment correlation and two-way ANOVA. The conclusions of the study are presented as follows: I. The brand image of middle and high level managers in South Franchise Chain Restaurant is of middle-high degree, especially on “functional-oriented”. II. The marketing strategy of middle and high level managers in South Franchise Chain Restaurant is of middle-high degree, especially on “price strategy”. III. Education background will influence the awareness of brand image and marketing strategy of middle and high level managers in South Franchise Chain Restaurant. IV. There was a positive correlation between brand image and marketing strategy. middle and high level managers who have higher brand image, have better marketing strategy to middle and high level managers. V. Age, seniority and brand image show significant influences to marketing strategy in South Franchise Chain Restaurant. According to the conclusions, some suggestions are made to math teachers of cram schools, Franchise System Cram School and future researchers.

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33

Tseng, Wen-jia, and 曾文嘉. "The Theory and Practice of Sun-tze's Military Tactics-Applications to Marketing Management in Enterprises." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/11757027236696209215.

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34

Lu, Liang, and 盧亮. "Co-niche Marketing Tactics - A Case Study of Maintaining Mobile Clients for a Telecom Company." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/ewgup8.

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Анотація:

碩士
國立東華大學
國際企業學系
106
This study applys the adjusted technology acceptance model and SEM statistical techniques to explore three major niche advantages such as “full rebate replacement of old machines, suitable for circular economy,” “enhanced transaction facilitation mechanism,” and “enhanced innovation experience and service applications,”. Co-construction marketing methods and their acceptance of innovative intentions. Through questionnaire survey and adjustment of technology acceptance model, combined with SEM statistical techniques, the analysis of the three major facets and their asked items, and to learn what is the most important influence on facets and variables for establishing a niche. The purpose of this study is to provide references for the telecom companies to upgrade and maintain the number of custmers. The results which are obtained will also enable telecom companies to plan ahead for possible business innovations that may arise in the future.

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35

Juntunen, M., Elvira Ismagilova, and E. L. Oikarinen. "B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics." 2019. http://hdl.handle.net/10454/17022.

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Анотація:

Yes
The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives, strategies, and tactics in the most engaging tweets (N=365) of the worlds’ ten leading B2B brands, covering five industries, in 2017. Finally, we quantitatively examine how the use of diverse objectives and strategies differs between the most engaging tweets (N=318) and least engaging tweets (N=229) of the companies in 2018. The companies use objectives, strategies and tactics that relate to creating awareness, knowledge and trust, interest, and liking in the majority of their most and least engaging tweets, and express preference, conviction and purchase aspects much less. Differences exist in general, industry-wise, and company-wise. The study is a rare attempt to integrate the extant B2B advertising and social media research, and compare the most and least engaging B2B social media content.

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36

Adebayo, Rufus Olufemi. "The use of marketing tactics by the church in fulfilling its social mandate in KwaZulu-Natal." Thesis, 2015. http://hdl.handle.net/10321/1362.

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Submitted in fulfillment of the requirements of the degree of Doctor of Philosophy: Management Sciences (Marketing), Durban University of Technology, Durban, South Africa, 2015.
Marketing and communications have become part of church activities in order to get the attention of congregations. It has become clear that church activities and marketing activities are interrelated. People become attached to a religion in the same way they become attached to a brand. This study examined whether the principles of marketing in traditional product areas are transferable to the marketing of the church and church services, persons and ideas in South Africa. It examined the ways in which core values of marketing and church are interrelated and interconnected to offer social values. The study also explored the way social marketers make use of the marketing mix in their routine activities. Religious organisations can also apply the marketing mix in order to communicate religious values in their social roles. It emerged that the church can also apply the service marketing mix through the “7P’s” with a view to achieving its social mandate. Specifically, spirituality (product), communication (promotion), delivery (place), exchange (price), employee involvement in service delivery (people), the mechanisms, via which the service is delivered (process), and the environment in which the services are delivered (physical environment). In addition, the church marketing theoretical frame work is derived from social marketing which is designed to influence individuals’ behaviour, improve their well-being and that of society. This study was conducted in Wentworth, Umlazi, Phoenix and Glenwood communities located in Durban, KwaZulu-Natal, South Africa. The sample size of this survey and the number of units that were required in the process of gathering data was based on interviews with professionals in the church business. Eight interviews were conducted with the officials in the four communities (two officials in each of the communities) while four focus group discussions consisting of 10-12 participants each were conducted among the selected church members of these four communities. The study used exploratory research design and the qualitative approach as data collection methods. The findings reveal that the church efforts aimed at fulfilling its vi social mandate are clouded by a number of marketing tactics. The use of marketing tactics appears to be more important in achieving church social mandates than the use of specific word-of-mouth (preaching) methods. Furthermore, there is an indication that in developing and running programmes for the church, there is an inclusion of marketing components in the planning, such as programmes that will have effect in transforming the surrounding, community, awareness, and evangelical missions. It was established that although the Holy Spirit is supreme to the church in transforming life, marketing tactics also can be employed to create an atmosphere that is welcoming to the Spirit’s work of restoration, rebirth, and awakening. Overall, the findings suggest that a church’s marketing tactics should be determined by marketing goals that relate to the vision and mission of the church. Hence, the study proposes an additional 8th “P” which is philosophy and underpinned by the vision, mission, passion, planning and ethics which could enhance the church’s ability in presenting a value proposition to its congregation in a similar manner that other marketers do.

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37

CHAUDHARY, DEEPAK. "DIGITAL MARKETING TACTICS & STRATEGIES FOR HOTEL INDUSTRY- TO CONVERT THIRD PARTY BUSINESS TO DIRECT CHANNEL." Thesis, 2019. http://dspace.dtu.ac.in:8080/jspui/handle/repository/17246.

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Digital marketing has become one of the most important aspect for all businesses. With digital marketing the organizations are becoming more powerful in terms of “reach” or “deeper penetration” and customizing the search result as per the customer preferences. Online travel agents (OTA’s) have successfully implemented digital marketing techniques, due to which they have become one of the powerful business source in the hospitality industry. Bookings from online travel agents are increasing year on year which is directly impacting the hotels direct channel and affecting the bottom line. Questionnaire were made using the “Likert” scale to understand the purchase intention from online travel agents & survey was conducted to collect the data using the simple random sampling technique. This project will help us to understand the key things that Online travel agents were able to implement through digital marketing and identifies the gaps where these strategies can be implemented in the direct booking channels of hotels, so that de-growth on the direct channels can be arrested. Project is concluded with the recommendations that can be used for the direct booking channel so that de-growth can be arrested.

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38

Mueller, Margaux Julie. "An analysis of digital marketing strategies on Instagram: comparing storytelling and informational creative strategies amongst other creative tactics." Master's thesis, 2019. http://hdl.handle.net/10071/18994.

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In a competition-based economy, organizations use various factors to influence advertisement and brand engagement effectiveness. Companies strive to implement social media, as this form of brand communication is increasingly powerful in terms of reach and still quite inexpensive compared to other media tools. This dissertation compares storytelling versus informational content formats in Instagram brand posts and explores their impact on users’ brand engagement. This study employed qualitative and quantitative research methods, conducting eight in-depth interviews and a content analysis using a sample of 1000 Instagram brand posts from four different industries (beauty, technology, apparel and fast food industry). A total of 9 hypotheses were proposed to analyze brand engagement activities in view of content post characteristics (i.e. vividness, level of interactivity, content type, publication timing). Results reveal that storytelling strategy in posts increase the number of comments, however it does not impact the engagement or number of likes. Using highly vivid content instead of photos on Instagram does not benefit the engagement. Highly interactive posts and posts with additional information about the product have no impact on the number of likes and comments. Posting on weekends results in significantly higher engagement regardless of storytelling or informational post strategy, whereas weekdays indicate overall less engagement. Several conclusions and implications for marketing practitioners are derived from the study findings, while several aspects of this study corroborate with previous research. This dissertation can be a guide to marketers for best practices on social media and ways to enhance engagement across industries on Instagram.
Numa economia baseada na concorrência, organizações usam vários fatores para influenciar publicidade e a eficácia do engajamento de marca. As empresas esforçam-se para implementar redes sociais, pois esta forma de comunicação é cada vez mais poderosa em termos de alcance e mais barata comparando com outras ferramentas. Esta dissertação compara e contrasta narrativa versus apelos informativos nas publicações de marca no Instagram e tenta explorar o impacto destes no engajamento. Este estudo utilizou métodos qualitativos e quantitativos, realizando oito entrevistas e analisando o conteúdo de 1000 publicações de marca no Instagram de quatro indústrias diferentes. Um total de 9 hipóteses foram propostas para analisar o engajamento da marca em função das características do conteúdo partilhado. Resultados revelam que a narrativa em publicações aumenta o número de comentários, porém não impacta no engajamento ou no número de gostos. Usar conteúdo de fotos em vez de vídeos altamente vívidos no Instagram beneficiará o engajamento. Mensagens altamente interativas e publicações com informações adicionais sobre o produto não têm impacto sobre o número de gostos e comentários. Publicar nos fins-de-semana resulta num engajamento significativamente maior, independentemente da narrativa ou da estratégia de informação, enquanto os dias de semana indicam um engajamento significativamente menor. Conclusões e implicações para os profissionais de marketing são derivadas dos resultados do estudo, enquanto vários aspetos deste estudo corroboram com pesquisas anteriores. Esta dissertação pode ser um guia para os profissionais de marketing para as melhores práticas nas redes sociais e maneiras de melhorar o engajamento entre indústrias no Instagram.

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39

Ogburn, Claire Ellicott. "“Drink water, last longer” : the application and development of a campus-wide hydration campaign using second screen marketing tactics." 2012. http://hdl.handle.net/2152/19950.

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This paper outlines the development of a second screen marketing campaign to raise awareness of the importance of hydration among male students at The University of Texas at Austin. Existing literature, communication theories, and current second screen campaigns are used to inform campaign development. The development process and key recommendations for this, and future second screen marketing campaigns, is then discussed.
text

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40

Wu, Hsin-yuan, and 吳欣沅. "A Study of the Linkage between Membership Relationship Marketing Tactics and the Positive Word of Mouth in Retailing Context." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/85608614102981306699.

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Анотація:

碩士
東吳大學
企業管理學系
93
In addition to relationship marketing, few researches focused on the membership marketing. Membership programs are likely to prove an effective tool within a relationship marketing framework. Therefore, similarly to relationship marketing, the goal of implementing membership marketing is to foster customer loyalty. Therefore, this study attempts to investigate membership marketing tactics based on relationship marketing tactics. However, authors describe word of mouth as the “ultimate test of the customer’s relationship” in services marketing (Bendapudi and Berry, 1997; p. 30). Therefore, instead of investigating repurchase as the outcomes of membership marketing, this study examines the effect of membership marketing on the positive word of mouth. Additionally, consumer commitment, psychology state, should be affected by the membership marketing tactics, and then influence the positive word of mouth. Structural equation modeling is used to test the model based on data from the Internet questionnaires of 241 department stores customers who enroll in the membership programs. The results showed that the preferential treatment can only affect normative commitment, while consumers’ identification can affect consumers’ affective commitment and normative commitment. Then, the positive word of mouth is influenced by affective commitment and normative commitment. Additionally, the results showed that not only affective commitment but also normative commitment has positive impacts on the word of mouth. Retailers should make more efforts to enhance consumer commitment so that customer loyalty, such as repurchase and the word of mouth can be reinforced.

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41

Hien, Tran Thi Thanh, and 陳氏清賢. "A study of the impact of relationship marketing tactics on customer loyalty - Case study of Vietnam’s telecommunication service market." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/sm7256.

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Анотація:

碩士
國立高雄應用科技大學
製造與管理外國學生碩士專班
103
Abstract Telecommunication industry is increasingly playing a very important part in the economic development of every nation, especially towards a developing country like Vietnam. This study attempts to identify the main factors in relationship marketing affecting customer loyalty in Vietnamese telecommunication market. With a study on literature review and the conducting of survey with 200 customers, five factors have been mentioned: service quality, price, alternative attractiveness, value offers and brand image. The data are analyzed through some analysis steps, including reliability analysis, exploratory factor analysis, correlation analysis, multiple linear regressions and one-way analysis of variance. The results indicate that among the five relationship marketing tactics, price shows highest impact on customer satisfaction, and in turn on customer loyalty. The findings provide some useful implications for Vietnamese service providers in telecommunication sector in building policies towards customer loyalty. This study also suggested some solutions for adapting and enhancing customer satisfaction as well as customer loyalty and meeting the customer expectations. Keywords: Relationship Marketing tactics, Vietnamese telecommunication, Customer satisfaction, Customer loyalty

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42

Lee, Chaur-Cherng, and 李朝成. "The Exploring Study of Strategic Marketing and Tactical Marketing of The Telecommunications enterprise privatization － An Example of The Chung-Hwa Telecom Co., Ltd." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/28848987262480774664.

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Анотація:

碩士
靜宜大學
企業管理研究所
92
After Taiwan becoming a member of WTO, government-owned corporations face both domestic and international strong competition. People are proceeding to loosen the law of personal affair and budget which are restricted tightly as well as toward the internationalization and privatization. How to develop a package of marketing model for the coming age of new economics and how to create outstanding management, are the focal topics for the eternal management of government-owned corporation. Therefore, effective executions and applications of marketing models must meet the customers’ needs further. Under this circumstances, customers will really be satisfied to our services. After the deregulation of Taiwan telecommunication, Chung-Hwa Telecommunication, an existing government-owned corporation, has been facing crisis, but just a turning point too. The key point of survival is how to establish marketing model and strategy so that enterprise will be more competitive. This research refers previous documents and interview with the private telecommunication managers and banking managers transformed from government. The purpose is to investigate a successful marketing model and strategy affecting market share, sale growth rate and customer satisfactory level. The inquiry form is designed with interview and e-mail. The collected data from 52 samples are analyzed and the strategic and tactical marketing model statistics and analysis are implemented by SPSS statistical software. After interview, enquiry and data analysis, below is its summary: 1.Market share affected by strategic marketing model includes strategic alliance, market segmentation, strategic acquisition. Tactic marketing model includes sales promotion, pricing adjustment, convenience channel, quality of products and services. 2.Sale growth affected by tactic marketing model includes sales promotion, pricing adjustment, convenience channel, quality of products and services. 3.Satisfactory level affected by tactic marketing model includes personal sales, quality of products and services, convenience channel and customers satisfaction. Above discovery may be cited by Chung-Hwa Telecommunications during government and private business transition.

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43

CHANG, LI-KUAN, та 張麗寬. "Tactics planning study of local government to promote regional marketing一In Namasia district agriculture product maketing as an example". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/12899118601673333124.

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碩士
國立暨南國際大學
公共行政與政策學系
102
Because Typhoon Morakot damaged heavily the autonomous regions for Taiwan indigenous peoples, the government then began looking into the policies and planning on the autonomous regions for Taiwan indigenous peoples. Most people still think that the aboriginal people are gluttonous and lazy but the author who has been working for and with the aboriginal people for more than 20 years does not think so. The aboriginal people are diligent and hard working people who want to sell the agricultural products they grow. The findings of this study are as follows: 1. The agricultural products on the mountains are bountiful and have many varieties but because they lack the channels of distribution, they can only be bought by and distributed through Jiaxian District Farmers’ Association. 2. The agricultural products cannot last for a long time. They need to be processed in order to be kept. 3. Landslides often happen during the raining season or the monsoon season so there is no way for the agricultural products to be sold. Based on the findings above, this study comes up with the following suggestions: 1. The websites of Namaxia District and the Indigenous People Affairs Commission, Kaohsiung City should provide the most recent news on the different agricultural products of different seasons. 2. There is the need to develop different functions of agricultural products from the existing agricultural products. 3. There can be different open houses on different kinds of fruit. For examples, there can be open houses on plums during plum season and the juicy peaches during juicy peach season. 4. Reasonable utilization of the lands reserved for aboriginal people to help the agricultural production and marketing teams. For examples, to set up the simple greenhouses, PE greenhouses, and the low cost smart drip irrigation systems to improve the farming facilities to improve the productivity and reduce the cost. Therefore, both the government and the aboriginal people can be benefitted so to have the win-win situation. Keywords: Agricultural Products, Marketing Strategies

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44

HUANG, JIAN-JIA, and 黃建嘉. "The Case Study of Marketing Strategy in Local Specialization Industry – An Example of Tachi TaFang." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/qqm6ps.

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碩士
開南大學
企業與創業管理學系
102
This study hopes to explore Tachi TaFan adopt adequate business models in fast change business environments, for provide effective marketing strategy and promotion mode to increase their competitiveness in the industry. After literature review and empirical analysis, We have conclusions: Tachi TaFan design customer-need project for full integrate technical resource; Tachi TaFan combine local specialization culture activity for expand integrate tourist activity; and Tachi TaFan integrate brand image, then adopt different distribution channel. Based on the conclusions, we have the following suggestions to the firms: When Tachi TaFan adopt promotion activity, it must combine some restriction and take mass benefit; Tachi TaFan must create consume motivation; Tachi TaFan must reinforce product functions, then increase consumer purchase intention; and Tachi TaFan must support brand image for adapt fast change business environment.

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45

Chen, Ying-Chien, and 陳盈蒨. "Marketing Mix’s effects to diagnose on Festival ManagementA Case Study of Taichung County Tachia Mazu International Festival." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/99876695864084229140.

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碩士
國立嘉義大學
休閒事業管理研究所碩士班
92
A big and successful festival not only can attract many thousands of visitors in a short time, but also can improve local residents’ income, cultural recognition, and physical environment. Countries such as England, France, and the United States have used their distinctive cultural or ethnic festivals to attract foreign visitors for promoting their traditional culture and generating revenue from festival tourism. For example, the Edinburgh Festival in England, Festival d’ Avignon in France, Next Wave Festival in New York, USA are ones of the most successful art festivals and became the models for other festivals in the world. As for the art festivals in Taiwan, they are numerous but some of them are not successful. They are even criticized as meaningless and criticized because they do not develop significant business opportunities for local communities. The research problem in this study is how to improve festival performance. Based on the Taichung County Tachia Mazu International Festival, this study is to examine festival performance considering marketing mix, gap theory, IPA (Important-Performance Analysis) and SWOT (strength, weakness, opportunity, threat). Its audience’s demographics are to be considered in assessing importance-performance, satisfaction, willingness to revisit and the interrelationship among these. The research finds that the male visitors were more than female, the age between 21-30 was the biggest group, the tourist is through the background and the value, experience degree, satisfaction, revisit the will to all have it to relate, the tourist have low satisfaction to the 8P each item of its festival activity, the professional sells of results to measure in the analysis, displaying the price, product, personnel's factor for promote the social cultural benefit beneficial; Cooperating factor's displaying up with the alliance can increase the economic benefit. On the location and the environment factor for promote the substance environment benefit is beneficial; has no for the marketing and the public relations factor benefit that it produces obvious, display to program the overall benefit that this your factor can promote threes. And under aggressive promotion" 2004 the sightseeing year in Taiwan " of the government unit, in addition to everyone heart saves the sightseeing, parties concerned to make every effort to even need to be on measuring the tool under concert to evaluate the benefit of the activity, so expect the valid diagnosis festival activity of this research result and "sell the results measures to measure the form" ability, and be in the days to come the reference of the government or the other sponsorses everlasting management festival activity.

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Wu, Chi-Ta, and 巫奇達. "The effect of relationship marketing tactics on the relationship quality between customers and behavior loyalty: The case of Banks, Airlines and Traveling agencies." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/77052774436186519215.

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Анотація:

碩士
淡江大學
國際貿易學系
91
By the globalization, what an entrepreneur faces is a more competitive environment; a customer with high loyalty to the entrepreneur is one of stable profit source. So, by constructing relationship marketing system, to build a long-term and stable exchange relationship will increase the entrepreneur’s profit. This research is focus on relationship marketing used in the service industry. Three service-supply businesses are picked: Banks, Airlines and Travel agencies to analyze the effect of relationship marketing tactics used on relationship quality and behavior loyalty. Reference on past literatures, five relationship marketing tactics are listed: “Direct mail”, “Tangible rewards”, “Interpersonal communication”, “Preferential treatment” and “Membership”, also to structure the construct of moderating factor, relationship quality and behavioral loyalty. By Simple Regression Analysis and Multiple Regression Analysis, the conclusion of research is completed. Findings in research conclusion; first of all, in the effect of relationship marketing tactics and moderating effect, in the three service-supply businesses only two relationship marketing tactics which listed by the researcher is partially worked. It is “Direct mail” and “Intangible rewards”. This illustrate when the service-supply business take this two tactics, a long-term exchange relationship with consumer will be constructed successfully. As for others tactics, the possible reason why it doesn’t worked is written, too. As the effect of moderating factor; generally, in the three service-supply businesses selected, all relationship marketing tactics will be affected by the moderating factor except the “Direct mail”. Besides; for the individual service-supply business, the possible reason why it doesn’t worked is also written. For the relationship quality and behavior loyalty, the research conclusion also demonstrate that relationship marketing tactics used in three service-supply businesses could result in better quality of relationship and strength loyalty of customer’s behavior. In the end of the thesis, according to the data-analyzing to make conclusion, also provide some suggestions to marketing practical field and future research, to be the reference for the service suppliers and following research.

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47

Chang, Ju-Chun, and 張如君. "The Empirical Case studies of Tactical Marketing Mix and Operational Performance Using by Large High-Tech Manufacturing and Service Industries." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88811461448576208393.

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Анотація:

碩士
靜宜大學
企業管理研究所
92
Overview the past, the 4Ps Marketing Mix by McCarthy in 1964 is the most important concept and accepted by practices in the marketing area. But there is few relatively researches in comparing whether the practical marketing viewpoint are correspond with academic ones or not. Therefore, this research will probe into the Marketing Mix via large enterprise at high-tech industry, in order to specify nowadays ambiguous practical marketing and to make use of theory. The range of this research is limited in high-tech manufacturing and service industries, focus on DRAM, IC design, communication agency and information service industries. The research methods are case studies with in-depth interview and to induce the key information. The results find that the practical identify with the importance of the 4Ps Marketing Mix, especially the high degree in“Product”and“Place.” In addition to traditional Marketing Mix, the practical thinks that two more factors are more important than“Place,”“Price,”and“Promotion.” “Strategy”and “Enterprise Competence”are key factors affect marketing with success or failure. From the viewpoint of large high-tech manufacturing and service industries, the research finds that industries think“Product,”“Enterprise Competence,”and“Strategy”are the most important factors which affect marketing success or failure as a result. But high-tech service industries care about“Price,”“Place,”and“Promotion”more than high-tech manufacturing industries.

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48

Jonathan, Lalremruata. "A thesis on,Strategic and Tactical marketing plan. For foreign companies entering the Indian Market:Focusing on Consumer Electronics Industry(PC and mobile phones)." 2006. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0016-0109200613411744.

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49

Lalremruata, Jonathan, and 廖若塔. "A thesis on,Strategic and Tactical marketing plan. For foreign companies entering the Indian Market:Focusing on Consumer Electronics Industry(PC and mobile phones)." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/81716296464981070175.

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50

Ferreira, Leonor Tomaz Branco Vieira. "Driving Lidl´s growth strategy in Portugal through customer loyalty: assessing price in the implementation of a loyalty program." Master's thesis, 2021. http://hdl.handle.net/10362/131494.

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This report is part of the work project “Driving Lidl's Growth Strategy in Portugal through Customer Loyalty”, developed for the Strategic and Marketing Plan field lab. It assesses how Price, a fundamental element of the Marketing Mix, influences the implementation and maintenance of a Loyalty Program for Lidl, a German grocery and food retailer in Portugal. The aim of this paper is to create a strategic approach on how to develop a lucrative Loyalty Program which increases the average spending per ticket of Lidl.

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