Dissertations / Theses: 'Comparative marketing'

1

Taghian, Mehdi. "Market fit, market orientation, and business performance an empirical investigation /." [victoria, Australia] : Deakin University, 2004. http://tux.lib.deakin.edu.au/adt-VDU/public/adt-VDU20050915.135152/.

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2

Taxová, Helena. "Comparative Analysis of New Trends in Ski Resort Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162725.

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The purpose of this thesis is three-fold. First, it explored the ski resort marketing based on place and destination marketing theories. New trends and best practices support the theory by practical examples from the field and online research. Moreover, general hypotheses about ski resorts' visitors were defined. The second objective was to analyze the behavior of ski resorts' visitors based on a quantitative research. As a result, the predefined hypotheses were either confirmed or disproved. Finally, practical implications and recommendations combining the recent trends and tourists' experiences were discussed to suggest future development of ski resort marketing practices. In the end, research results, conclusions as well as its limitations are presented. Overall, this thesis could serve as a comprehensive study of current trends in the area of ski resort marketing and visitors' behavior and experiences.

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Wigren, Richard, and Filip Cornell. "Marketing Mix Modelling: A comparative study of statistical models." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-160082.

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Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to attribute sales to media spendings. However, many problems arise during the modelling. Modelling and mitigation of uncertainty, time-dependencies of sales, incorporation of expert information and interpretation of models are all issues that need to be addressed. This thesis aims to investigate the effectiveness of eight different statistical and machine learning methods in terms of prediction accuracy and certainty, each one addressing one of the previously mentioned issues. It is concluded that while Shapley Value Regression has the highest certainty in terms of coefficient estimation, it sacrifices some prediction accuracy. The overall highest performing model is the Bayesian hierarchical model, achieving both high prediction accuracy and high certainty.

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Wongrattanavichit, Teewin, and Haiyan Wang. "Tuna Park Shopping Centre A comparative study of marketing communication tools." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-872.

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Date: 2008 June 08

Course: Master thesis

Authors: Haiyan Wang, Teewin Wongrattanavichit

Tutor: Jan Löwstedt

Title: The study of marketing communication effectiveness and

customer perception of Tuna Park shopping centre

Introduction: The research about the effectiveness of marketing

communication tool and customer perception was studied in

Tuna Park shopping center, Eskilstuna. The marketing strategy

and objective was to compare with the results from the

questionnaire in order to measure the effect of each

advertising and marketing communication tools.

Problem: “How should the company invest in the marketing

communication tool in the years to come”.

Purpose: The purpose of the study is to measure the effectiveness of

marketing communication tools used in Shopping center

through the focal company ‘Tuna Park Eskilstuna’ using the

framework of Hierarchy-of-effects model and its variation and

FCB grid.

Method: The primary data was collected by the interview and the

questionnaire was conducted with respondents that were

randomly invited to answer the questionnaire on the webpage.

Analysis and conclusion: The television media has the highest reach and high effect on

respondents, The radio media is lesser in effect. Newspaper is

another high reach media while the outdoor advertising

considered effective but has the least reach

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5

Sayadian, Razmik. "A comparative analysis of marketing life insurance policies in the UK." Thesis, University of Sheffield, 1990. http://etheses.whiterose.ac.uk/14457/.

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This research study involves a comparative analysis of marketing life insurance in the UK. The main objectives of this study are: (1) to investigate the attitudes of marketing managers of the large and the small life and composite insurance companies towards marketing life insurance; (2) to investigate the variables which influence life insurance purchasing behaviour; and (3) to conduct a comparative analysis of the attitudes of marketing managers, the insured and the non-insured towards the variables under investigation. The design of this study is by facets. The facet approach helped to compile three sets of questionnaires which were addressed to (a) the insured, (b) the non-insured, and (c) marketing managers of life and composite insurance companies. The data collected consists of both attitudinal and categorical variables. The analytical techniques used to analyse the attitudinal data include: Non-Metric Multidimensional Scaling (MINISSA Programme), Discriminant Analysis, and Spearman RankOrder Correlation Coefficients. As for the categorical data the Multiple Classification Analysis (MCA) is employed in the analysis. Furthermore, Wilcoxon Test and F-Test are used for testing the research hypotheses. Briefly, the research findings suggest that (1) marketing managers of life and composite insurance companies give priority to strategic marketing, direct response marketing, and marketing effectiveness variables and then concern themselves with customer services, competition, economic and sales problems; (2) both the insured and the non-insured attach more importance to saving through other financial institutions than life and composite insurance companies; (3) the insured regard "colleagues/friends", "TV advertising", and "ads in newspapers and magazines" as the main sources of information in keeping them informed and encouraging them to purchase life insurance; (4) both the insured and the non-insured regard "standard of service", "contact by the agent", and "quality of staff" as the most important factors in influencing their purchasing decisions; and (5) both the insured and the non-insured regard "providing for children's education" and "return on investment" as the main reasons for saving through life and composite insurance companies. A comparative analysis of the attitudes of marketing managers, the insured, and the non-insured suggests that marketing managers will need to put more emphasis on "retirement income", and "mortgage repayment plans" in their marketing campaigns; more emphasis should also be placed on the "quality of staff", and "standard of service". Finally, an analysis of the effects of socioeconomic and demographic variables on life insurance purchasing behaviour suggests that selected predictors (i.e., marital status, family life cycle, family size, age, education, occupation and income) when tested together explain a significant portion of the variance of the dependent variable.

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6

Vong, Chuk Kwan. "Comparative management : discussion and an empirical study." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636782.

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7

Chan, Cheung-shing. "A comparative study of marketing strategies of shopping centers in Hong Kong." Click to view the E-thesis via HKUTO, 2003. http://sunzi.lib.hku.hk/hkuto/record/B3196929X.

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Chan, Cheung-shing, and 陳長成. "A comparative study of marketing strategies of shopping centers in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2003. http://hub.hku.hk/bib/B3196929X.

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9

Cockrill, Antje. "A comparative analysis of marketing management in British and German university libraries." Thesis, Aberystwyth University, 1996. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.319373.

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10

Duffková, Pavlína. "Comparative effectiveness analysis of social media monitoring tools." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-149911.

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The main objective of this master thesis is a comparative effectiveness analysis of selected social media monitoring tools. The theoretical part of the thesis first familiarizes the reader with the core terms, which will be used throughout the thesis. The next chapter focuses on the detailed specification of classic online marketing. It describes the growing trend of social media marketing and charts out its current status on the Czech online market. In addition, the vital SEO and SEM techniques are also described. The subsequent chapter is devoted to social network marketing, where the increasing power of "word of mouth" in purchase behavior, is explained. Last but not least, illustrative examples of the most successful social media marketing campaigns are listed. The next part deals with the issues of monitoring social media. The reasons for monitoring social media, its principles and features are stated in this chapter. The practical part of this thesis has a described methodology for testing selected tools, acceptance criteria and metrics of measurement. The selected tools are compared in terms of qualitative properties and the relevance of results, both from a global perspective with English phrases, as well as from the perspective of local phrases suitable for the Czech environment. In the second test a set of free monitoring tools is determined and compared with the tools from the first test. In the conclusion is the last measurement, which is proposes the most appropriate monitoring tool for small sized Czech company.

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11

Gayt��n, Ruiz M��nica. "Design of marketing campaigns and cultural differences. Comparative study in Mexico and Germany." Thesis, Universidad de las Am��ricas Puebla, 2011. http://catarina.udlap.mx/u_dl_a/tales/documentos/lni/gaytan_r_m/.

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This project gives an approach of what constitutes the culture and the reasons why international firms, by trying to conquer foreign markets, have to consider it for doing advertising. A literature review and an observation were made in this thesis and the goal is to find out if the culture really matters when doing advertising in a foreign country. This is taking into account Hofstede��s dimensions and other factors like traditions, values and language. In this particularly case observation was made by analysis of advertisements in Mexico and in Germany. At the end of the research it is find that Hofstede��s cultural dimensions can be also reflected in the commercials. Nevertheless, Individualism and Masculinity are the two mainly dimensions that were observed in the TV spots analyzed. Therefore, Hofstede��s dimensions can be very helpful as a basis when an International marketer wants to expand their products and reach markets in other countries..

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12

Amir, Irfan. "A comparative evaluation of marketing orientation and financial performance in two industry sectors." Thesis, University of Manchester, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.630929.

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This study aims to define marketing orientation, identify it in practice, and examine its association with company financial performance. An empirical analysis is made of marketing orientation of a sample of companies. These are analyzed by financial performance, level of technology and company size. Extant marketing literature is used to develop a model of marketing orientation. This is examined, operationalized and tested. The research methodology involves a sampling frame of all manufacturing firms in Standard Industrial Classification (SIC) codes 320 (industrial plant and steelwork) and SIC 330 (manufacture of office machinery and data processing equipment). These industry sectors are chosen to include the technology dimension in the study. The first sector is classified as 'low-tech': second as ... 'high-tech'. This classification is based on industry averages for R&D expenditure. The study is confined to specific industry sectors and to manufacturing companies in order to make meaningful inter-company comparison of financial performance, measured here using 3-year average for: i) return on capital employed ii) profit margin. Data collection is by a postal survey of chief executive officers to study marketing practices from a preselected framework in order to assess marketing orientation of sample companies and to study its relationship with their financial performance. . The results (based on response from 84 companies -- 42 in each of the two industry sectors) show no significant association between marketing orientation and financial performance. For the sample used in this study, high-tech companies tend to be more marketing oriented than low-tech firms. Also, for both industry sectors, large-sized companies are more marketing oriented than small companies.

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13

Pissoort, Véronique. "Visitor segmentation of arts festivals : a comparative study of three events / Véronique Pissoort." Thesis, North-West University, 2007. http://hdl.handle.net/10394/1298.

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14

Pretti, Nelson. "Zara’s brand perception: a comparative approach between Brazil and Spain." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/19657.

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Submitted by Nelson Pretti (n.pretti.91@gmail.com) on 2018-01-05T15:58:08Z No. of bitstreams: 1 Thesis - Nelson Pretti.pdf: 2041109 bytes, checksum: f5934c1066bf210c83bf047d8126c277 (MD5)
Rejected by Vera Lúcia Mourão (vera.mourao@fgv.br), reason: Olá Nelson, bom dia. estou rejeitando o seu arquivo postado porque você colocou, como se fosse um cabeçalho, o título do seu trabalho em todas as páginas a partir da contracapa, seguindo as normas não pode conter essa informação, peço a gentileza de corrigir e postar novamente. abs. on 2018-01-10T13:11:50Z (GMT)
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In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect data from students in Spain and in Brazil. ZARA’s brand perception and purchase intention were expected to be higher in Brazil, but the results suggest that ZARA has an equal or even better performance in Spain than in Brazil. Although the results provide a strong evidence of a Brazilian preference for nonlocal brands, this preference hasn’t provided the expected positive results on the other variables analysed. A deeper analysis of the correlations among the variables brought light to some aspects, but, due to the limitations of the thesis’ scope, the data collected didn’t allow a full comprehension of all the causes behind the results found.
Neste estudo, o autor analisa os efeitos do país de origem e posicionamento de marca na percepção de marca e intenção de compra do consumidor relativo a marca ZARA. Para a análise, o autor utiliza uma pesquisa on-line para coletar as respostas de estudantes na Espanha e no Brasil. A expectativa era de que a percepção e intenção de compra de marca da ZARA fosse maior no Brasil, mas os resultados sugerem que o ZARA tem desempenho igual ou até melhor em Espanha do que no Brasil. Embora os resultados forneçam uma forte evidência de uma preferência brasileira por marcas estrangeiras, essa preferência não resultou nos resultados esperados nas demais variáveis analisadas. Uma análise mais profunda das correlações entre as variáveis esclareceu alguns pontos, mas, devido às limitações do escopo da tese, os dados coletados não permitiram uma compreensão completa de todas as causas por trás dos resultados encontrados.

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15

Platel, Lea. "The environmental concern and the marketing communications of car manufacturers. : A comparative case study of two carmakers." Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-32847.

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16

Rosa, Alvaro Augusto Da. "The schools of thought in strategic management : a comparative analysis." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636762.

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17

Ekonde, Cathy Nanyongo. "Tourism destination marketing : a comparative study, between Gotland Island, Sweden and Limbe city, Cameroon." Thesis, Gotland University, Institution 2, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-489.

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This research is carried out to explore the factors that influence visitors to choose a particular destination for a visit or the attributes visitors consider necessary to quality a place as a potential destination for a visit. This research is a comparative study on tourism destination marketing conducted in a town in a developed country; Gotland Island in Sweden and a town in a developing country; Limbe city in Cameroon. This research tries test two hypothesis, which were formulated by the researcher.

Hypothesis I; visitors consider particular attributes in a destination before they visit it.

Hypothesis II; some attributes are inevitable in any destination choice decision.

The research contains ideas from 200 respondents, 100 visitors of Gotland Island, and 100 visitors of Limbe City, and the results support both hypothesis. The research also contains a comparison of the attributes visitors consider in Gotland Island and Limbe city. This brings out the factors that would be considered by visitors in a developed country and visitors in developing country.

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18

Yang, Jin Zhu. "Reforming the Chinese corporate governance system : a comparative law and economic analysis." Thesis, Bournemouth University, 2006. http://eprints.bournemouth.ac.uk/10551/.

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One of the major economic themes which characterised the development of modern company law was the well-documented separation of ownership from control and the increase in management control brought about by the wide dispersion of share ownership in large public companies.The growth and complexity of the modern corporation with diversified ownership created the need for governance mechanisms to facilitate the monitoring of managers and to restrain them from acting inappropriately, while not unduly restricting their ability to make decisions. The issue of corporate governance has been fiercely debated in both the US and the UK for several decades. The impact of globalisation and the recent financial crises in East Asia and elsewhere have spurred on corporate governance reform, which is now being implemented in many jurisdictions around the world. In recent years, China appears to have adopted some of the basic corporate governance structures of the Anglo-American system. However, little comparative empirical work has so far been undertaken to document systemic differences in ownership structures, institutional arrangement and legal rules betweenthe current Chinese corporate governance system and the systems in the UK and the US, or to determine how a corporate governance regime can best be designed to overcome the agency problems created by the separation of ownership from control in the Chinese context. In this thesis, we investigate the characteristics of China's corporate ownership structure and assess how effective shareholders are in monitoring directors' activities; we examine how boards are structured and function to ensure the efficient running of the company; and we consider the legal duties imposed on directors and how these duties are enforced in China, drawing comparisons and contrasts with the UK. Also, given the distinctive features of the Chinese corporate governance system, we estimate a regression model to investigate the relationship between corporate governance and corporate performance in China. Our results indicate that the weakness of the Chinese corporate governance system is not only a consequence of the concentrated state-ownership structure. This weakness is also in part due to the ineffectiveness of internal monitoring rules, inadequate/incomplete law and poor law enforcement. Finally, we provide some suggestions for the Chinese government to improve the Chinese corporate governance system.

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Tam, Yiu-wing. "A competitive analysis of the Hong Kong tourism industry : a marketing perspective /." Hong Kong : University of Hong Kong, 1997. http://sunzi.lib.hku.hk/hkuto/record.jsp?B18835934.

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20

Mamaril, Crystal Desquitado. "A comparative analysis of the use of music in advertisements within the car industry." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2296.

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21

Einarsson, Per, and Kristin Ahlberg. "A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish Firms." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1345.

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Background

Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.

Purpose

The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less.

Method

With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC.

Conclusion

We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.

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22

Mitchell, Lorianne D. "Online vs. On-Ground Learning: A Comparative Study of 2 Formats of Teaching OB." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/8314.

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Jallo, Shehu Mohammed. "A comparative and exploratory study of motor oil branding in Nigeria and the UK." Thesis, University of Bedfordshire, 2015. http://hdl.handle.net/10547/622475.

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The importance of branding in the consumer market has been emphasised in many studies. In contrast, branding in the industrial markets is under researched. Even so, few researches on motor oil have been conducted. Motor oil is a good example of an important industrial brand due to its use in the production of other goods. Thus, by studying branded motor oil products in two distinct economies, Nigeria and the UK, the thesis aims to understand the nature and extent of branding industrial products, based on comparing and contrasting aspects of motor oil branding in the two contrasting economies. The choice of comparing the two economies is significant bearing in mind that global brands operate globally, hence the need for a more appropriate global strategic orientation. The dearth of studies in this area supports the rational for the use of grounded theory as research strategy. To fill this gap, the study employed a multi methods research approach by employing the use of exploratory qualitative approach. The thesis utilised a longitudinal archival study to gain insight of motor oil branding. Participant observations in the supply chain of the two countries allowed gaining understanding of motor oil branding. Interviews and documents contributed to knowledge to allow triangulation of the findings. The findings suggest that a collection of branding strategies are done by focusing on inter firm relationships, purchase behaviour, effective distribution and various supporting services in the aftermarket. The thesis reveals motor oil functions between the consumer and the business markets with several branding strategies to attract awareness and differentiation. Additionally, the thesis develops a model of the branding strategies of low involvement, branded motor oil products. The model shows various branding strategies through the middlemen to the two markets (i.e. garages (B2B) and retail (B2C)). This research contributes to the literature by identifying the branding behaviour of a hybrid brand from the supply chain perspectives, showing an inter link of branding in both markets. The research further extends understanding of market behaviour of low involvement, business brands. The study further contributes to literature by understanding the effect of foreign brands operating in developing economies like Nigeria. In practice, the findings offer improvement of branding strategy especially with global brands that cross borders to operate in different economies.

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Bergsman, Joel. "God and man in dogville| Memes, marketing, and the evolution of religion in the West." Thesis, Georgetown University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=1556251.

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The movie Dogville (2003) provides viewers with a rare and provocative twist on differences between on the one hand the rigorous, Old Testament Jehovah, characterized by rules, and by rewards or punishments in this life, and on the other hand the loving, forgiving Christ and God of the New Testament and later Christianity who are characterized by forgiveness, and by rewards or punishments in an eternal afterlife. The movie, especially its ending, challenges the forgiving nature of the New Testament God and Christ, and makes a case that the Old Testament, rigorous Jehovah is more appropriate, at least for humans who respect themselves as responsible grown-ups. Earlier than these two views of God and man, and still alive and kicking, is a third view, the "Heroic." God is irrelevant here, either as a source of rules or as a source of forgiveness and redemption. Rather, man generates his own meaning by accepting his fate and struggling to do the best he can; this life is all there is and the struggle, i.e. living it is the only meaning. The three views can be seen on a continuum with the Heroic on one end and the forgiving Christ on the other, and the rigorous Jehovah in between and closer to the heroic than to the forgiving. The Dogville point of view, preferring a rigorous God to a forgiving one, is very rarely found in literature (the Grand Inquisitor episode in The Brothers Karamazov is similar to some extent) but both the Heroic and the forgiving Christian views appear everywhere, in all kinds of non-fiction, and either explicitly or as metaphors or parables in fiction. The Heroic view is taken here to include not only classic Greek and Roman heroic writings (e..g. those of Homer and Virgil) but also more modern schools of thought including Nietzsche, the existentialists, and other "God is dead" points of view. The paucity of the first view in literature is mirrored by the small number of its followers: all self-identifying Jews are less than 0.5% of the world's population and the orthodox are a minority within that. In stark contrast, about one-third of individuals world-wide self-identify as Christian. Followers of the Heroic view, roughly measured by self-identifying atheists and perhaps including agnostics, are between 15 and 20 percent of the population of the USA. Focusing on the United States, the data show that the number of adherents of each of the two extremes of an expanded continuum, i.e. the Heroic view on one hand and the born-again Protestant version of the forgiving view on the other, has been growing while the numbers of followers of everything in the middle, i.e. Judaism (excluding its New Age, non-religious variants), Roman Catholicism, and mainstream Protestantism have been declining. The waxing and waning of these different views are evaluated in the lights of literature, philosophy, psychology, marketing, and the idea that ideas ("memes" as coined, described and popularized by Richard Dawkins) evolve, endure or disappear according to the Darwinian principle of natural selection. The conclusion is that there are important, long-term reasons for the observed trend, and that therefore both born-again Protestantism and atheism are likely to continue to take market share from their competitors in the middle.

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Rutley, Carla. "Determining Efficacy in University Marketing Programs to Satisfy Employer Talent Needs| A Descriptive Comparative Study." Thesis, Capella University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10928650.

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For decades, business leaders have openly inferred higher education fails to prepare graduates to perform job duties successfully. An unprepared workforce makes it difficult for businesses to compete and produce a profit. The discipline of marketing experiences the most rapid changes due to technology advances and marketplace needs. Marketers play a critical role in the financial success of a business. A descriptive, comparative study was used to determine the efficacy of college marketing program curriculum and tested the assertions from industry leaders concerned about skills gaps related to the field of marketing. Multiple university marketing programs throughout the Midwest United States were investigated to determine what the required courses included. Additional reports from LinkedIn job recruitment sites offered current marketing employment skill requirements and employer preferences. Survey recruitment encompassed a random sampling of academic business dean’s, marketing instructors from two-year, and four-year universities across the Midwest United States. Business participants comprised of small to large Fortune 500 companies, nonprofits, business alliances and chambers of commerce within the Midwest United States. Groups completed survey questions self-ranking marketing courses for job relevancy and rated communication attributes judged essential to succeed as a marketing practitioner. Participants agreed digital marketing and social media ranked as the most relevant courses to master for job success. There existed significant differences for the remaining ranked courses between educators and practitioners. Practitioners placed greater emphasis on analytical skill attainments such as accounting, micro, and macroeconomics over educators. Principles and practices of selling, public relations, and strategic marketing courses topped requirements marketers desired for proficient job performance. Academics ranked business ethics, international marketing, new product development, and supply chain logistics, as critical courses graduates should master. Groups revealed verbal and written communication were the top two communication attributes determined necessary to perform job duties effectively. Educators perceived attire illustrated a practical element towards job success whereby practitioners placed less emphasis on appearance. The findings of this study contribute tactical knowledge towards the discipline of marketing, for it promoted curriculum relevance within university programs designed to supply a pipeline of workforce talent. This investigation uncovered several established collaborations between academia and business as of 2017. The study recommends consistent, standardized industry and academic partnerships nationwide as accreditation criteria from the Higher Learning Commission, which may also serve as a supplemental foundation for workforce talent development.

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Singi, Reddy Dinesh Reddy. "Comparative text summarization of product reviews." Thesis, Kansas State University, 2010. http://hdl.handle.net/2097/7031.

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Master of Science
Department of Computing and Information Sciences
William H. Hsu
This thesis presents an approach towards summarizing product reviews using comparative sentences by sentiment analysis. Specifically, we consider the problem of extracting and scoring features from natural language text for qualitative reviews in a particular domain. When shopping for a product, customers do not find sufficient time to learn about all products on the market. Similarly, manufacturers do not have proper written sources from which to learn about customer opinions. The only available techniques involve gathering customer opinions, often in text form, from e-commerce and social networking web sites and analyzing them, which is a costly and time-consuming process. In this work I address these issues by applying sentiment analysis, an automated method of finding the opinion stated by an author about some entity in a text document. Here I first gather information about smart phones from many e-commerce web sites. I then present a method to differentiate comparative sentences from normal sentences, form feature sets for each domain, and assign a numerical score to each feature of a product and a weight coefficient obtained by statistical machine learning, to be used as a weight for that feature in ranking various products by linear combinations of their weighted feature scores. In this thesis I also explain what role comparative sentences play in summarizing the product. In order to find the polarity of each feature a statistical algorithm is defined using a small-to-medium sized data set. Then I present my experimental environment and results, and conclude with a review of claims and hypotheses stated at the outset. The approach specified in this thesis is evaluated using manual annotated trained data and also using data from domain experts. I also demonstrate empirically how different algorithms on this summarization can be derived from the technique provided by an annotator. Finally, I review diversified options for customers such as providing alternate products for each feature, top features of a product, and overall rankings for products.

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Deshors, Marie. "Publicité et droit des marques." Toulouse 1, 2011. http://www.theses.fr/2011TOU10018.

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Les marques et la publicité sont deux ensembles étroitement liés qui constituent des outils importants pour les entreprises et dont les rapports justifient une analyse approfondie. La marque, qui a une valeur propre, est parfois le principal actif d'une entreprise. Il est donc nécessaire d'y apporter la plus grande attention et c'est notamment par le biais de la publicité que la marque parviendra à accroître sa valeur, son « capital marque ». En effet, la publicité permet à la marque d'augmenter sa notoriété et veille à lui construire une image favorable susceptible d'attirer les consommateurs et ainsi à faire d'elle une marque forte, source de valeur pour l'entreprise. En outre, bien que la fonction de publicité de la marque n'ait été reconnue que récemment par le droit, il est établi que la marque elle-même remplit des objectifs publicitaires en ce qu'elle constitue un instrument d'information mais aussi de séduction et de persuasion. Néanmoins, bien que cette symbiose puisse sembler parfaite, il convient d'apporter des réserves car certaines pratiques récentes se sont révélées dangereuses pour le droit des marques. C'est notamment le cas du référencement payant sur Internet et de la publicité comparative, pratiques qui auraient pourtant pu s'avérer bénéfiques pour les marques si certaines dérives, ainsi que la souplesse d'interprétation des textes par les juges, n'avaient eu pour conséquence des atteintes au droit exclusif conféré aux titulaires de marques enregistrées
Brands and advertising are two closely linked sets which are important tools for all companies in business and whose connections justify a detailed analysis. A trademark, which has its own value, is sometimes the main asset of a company. It is thus necessary to bring to it a special attention and it is especially thanks to advertising that the trademark will increase its value, its "brand equity". Indeed, advertising enables a brand to increase exposure and helps create a favorable image which then attracts consumers and enhances brand loyalty in order to make it a strong brand, a source of value for the company. Besides, although the advertising function of the brand has only recently been recognized by the law, it is proved that the brand itself fulfills advertising objectives as a instrument and influence of information, seduction and persuasion. Despite the appearance that this symbiosis is perfect, consideration must still be given about this being so because certain recent practices have shown themselves dangerous with regards to trademark law. It is in particular the case of paid referencing on the Internet and comparative advertising even though these practices would have been likely to turn out beneficial for brands if certain abuses, as well as the flexibility of interpretation of law texts by judges, had not had for consequence outrages to the exclusive right given to the holders of registered trademarks

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Insch, Andrea. "The Effects of Marketing Organisation on the Delivery of Added Value: A Historical Comparison of Australia's Beef and Chicken Meat Marketing Systems." Thesis, Griffith University, 2006. http://hdl.handle.net/10072/367818.

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This thesis examines how the organisation of marketing activities in Australia’s beef and chicken meat segments shaped the major forms of value exchanged in these two meat marketing systems. Separate contributions from agribusiness, marketing, and business history on the effects of marketing organisation on the delivery of value are reviewed and integrated. This review demonstrates that research has attempted to keep pace with changes in the configuration of agri-food value chains to understand shifting demand patterns and associated value orientations. But, in focusing on a limited number of links in these value chains for limited periods of time, insights from previous studies do not fully account for the observed changes in Australia’s two major meat marketing systems. Inadequacy of existing descriptive accounts and frameworks also relate to their production-focused notion of value. Analysing the forms of value exchanged in terms of the benefits and sacrifices considered by consumers in consuming meat redresses the preoccupation with high volume and low price as the dominant type of value embodied in meat. The food marketing systems perspective adopted permits identification of four interrelated coordination mechanisms that comprise the marketing infrastructure. These mechanisms connect participants in meat value chains to direct and support the flow of resources between them. Despite a few cross-sectional studies examining their role, understanding of how they shape value delivery in Australia’s meat marketing systems has been disjointed and incomplete. The research question at the centre of this study concerns the following gap in knowledge: how does the configuration and control of coordination mechanisms influence the delivery of value in a meat marketing system over time? A comparative historical methodology is applied to identify patterns of value delivery across the two cases. Synthesis of the findings reveals four distinct modes of value delivery. Two factors are decisive in explaining the observed patterns. The locus of control over marketing organisation, whether external or internal, is one decisive factor. The other defining factor is the responsiveness to product market conditions. Responsiveness is categorised as either passive or active and depends on the role of coordination mechanisms in detecting changes in the marketing environment and responding to them in order to deliver value. From the interplay of these two factors four different modes of value delivery are identified - inactive, reactive, submissive, and proactive. These four modes are aligned with different forms of value exchanged in meat marketing systems - commodity goods, generic products, value added products, and added value brands respectively. The profiles fit distinct phases of the configuration and reconfiguration of Australia’s beef and chicken meat marketing systems.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Department of International Business and Asian Studies
Griffith Business School
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Mueller, Santos Milena. "CSR innovation : a comparative study of India and the UK." Thesis, University of Oxford, 2012. http://ora.ox.ac.uk/objects/uuid:fb9bece2-3c66-4afa-aa6c-541e964ebfbc.

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This thesis contributes to the field of research on corporate social responsibility (CSR) and explores the underresearched phenomenon of CSR innovation. It sheds light on this phenomenon by comparing CSR innovation in two nations with differing degrees of economic development, namely the UK and India. An interpretive, multicase study approach was chosen to compare CSR initiatives of British and Indian retailers. Data were collected through interviews, archival research, and observation. The research used sensemaking theory as a theoretical lens to examine how actors made sense of CSR innovation and communicated it to others. Data analysis was guided by a conceptual framework focussing on the triggers of sensemaking for CSR initiatives, formalisation as a key sensemaking process for CSR innovations, and the legitimation strategies employed by the case companies. The analysis shows that CSR leaders, close followers, and aspirants think differently about CSR; it also points to broader patterns of CSR innovation in the UK and India. CSR innovations were identified in both the British and Indian retail industries, contextual differences between the innovations in the two countries were observed, and the complex nature and role of these innovations were illustrated. CSR innovation was seen as involving complex constellations of continuity and newness. The British companies studied engaged in deliberate CSR leadership, actively tried to change CSR practises, and communicated these efforts externally. In contrast, the Indian companies mainly discussed CSR initiatives within the business, experimented with nonphilanthropic CSR, and tried to determine the role of CSR in the emerging Indian retail industry. The observed differences were traced back to country-specific regulatory and market environments and differences in field level conditions were highlighted. The study also examined the impact of environmental uncertainty on the management of CSR innovation and discussed strategies that the case companies use to deal with challenges related to CSR innovation.

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Chilton, Dan J. "Information Operations versus civilian marketing and advertising a comparative analysis to improve IO planning and strategy." Thesis, Monterey, Calif. : Naval Postgraduate School, 2008. http://bosun.nps.edu/uhtbin/hyperion-image.exe/08Mar%5FChilton.pdf.

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Thesis (M.S. in Information Systems and Operations)--Naval Postgraduate School, March 2008.
Thesis Advisor(s): Iatrou, Steve. "March 2008." Description based on title screen as viewed on April 29, 2008. Includes bibliographical references (p. 79-80). Also available in print.

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Kaur, Sant B. "Comparative Evaluation Of Commercially Grown Lupin And Mung Sprouts." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 1994. https://ro.ecu.edu.au/theses/1471.

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More than one million tonnes of lupin seed are produced per annum in Western Australia. Lupin can be considered as an alternative to staple pulse food items such as soybeans, peas, chick peas and mung beans. This research was designed to provide potential investors with objective scientifically obtained evidence of the feasibility, and marketing potential, of using lupin as a basis for the commercial development of value added foods, in this case commercially grown lupin sprouts. Sprouts were selected because sprouted lupins are comparable with mung bean sprouts, the market leader, as regards yield and consumer acceptance as a food ingredient. Moreover, there is evidence that Perth based manufacturers of mung bean sprouts experience problems with the supply and quality of the raw mung seeds. The hypothesis which I sought to test was that lupin could be used for the commercial production of sprouts, either as a substitute for mung sprouts or as an additional sprout crop. The commercial environment at JAS is described and analysed in comparison with Guidelines provided in the Camden Technical Manual. Lupin sprouts can be grown commercially with a few modifications in the procedures as used for the production of mung. The programme of research was done in two major components. A series of preliminary small scale experiments was conducted involving temperature measurements, microbiological testing, physical observations and evaluation of the growing environment. Similar measurements and observations were done on full scale commercial sized batches. A survey was conducted to study the sprout usage by Caucasian and South East Asian consumers. Major findings of the research showed that lupin sprouts have a better potential as a new or a complementary product rather than as a substitute to mung sprouts. It has potential in the domestic as well as the off shore market as a value added product. As a result of this research, lupin sprouts were introduced into 11 retail centres in the Perth metropolitan area. Lupin sprouts also have a cost advantage over mung primarily because of its lower seed price. Lupin offers an exciting new opportunity for the commercial producers of sprout crops.

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Zhou, Jun. "The Chinese dilemma : using comparative management theory to find ways for developing economy in China." Thesis, University of Macau, 1998. http://umaclib3.umac.mo/record=b1636797.

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Piacentini, Maria Grazia. "Modelling fruit and vegetable consumption : a comparative study of two cities with high and low consumption." Thesis, Open University, 1998. http://oro.open.ac.uk/57883/.

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The importance of the consumption of a diet rich in fruit and vegetables, for overall health, has been highlighted by the UK government in recent years. Consumption of fruit and vegetables is considerably lower in Scotland than in other parts of the UK. Behavioural change is most likely to come about through a comprehensive understanding of the range of factors influencing fruit and vegetable consumption, and the nature of the interaction of these factors. With variations in fruit and vegetable consumption by place and social class, this study focused on an area of low fruit and vegetable consumption in Scotland, and compared this to an area of high fruit and vegetable consumption in England, with socio-economic profile matched. The determinants of consumption, and their interrelationship, were investigated using qualitative information from focus group discussions, and quantitative data from a structured questionnaire. Multivariate models of fruit and vegetables consumption were developed, using log linear analysis, logistic regression and discriminant analysis. The models developed identified significant differences between fruit and vegetable consumption behaviour. Fruit consumption was mainly influenced by sociodemographic variables,in particulars mokers tatus. The impact of place and social class was substantial, when these variables were considered in interaction with the other socio-demographic variables. In contrast, vegetable consumption was influenced by motivational and attitudinal factors. Of these, the extent to which vegetables satisfied `convenience' expectations, and `hedonic motivations' were the most important influences, critical to vegetable consumption. The findings also suggest that the development of a generic model of food choice may not be an achievable goal, since the models of these two (similar) foodstuffs are so different. Strategies to promote fruit and vegetable consumption, must address the different characteristics, and priorities, of low fruit and vegetable consumers.

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Wright, Len Tiu. "A comparative study of the marketing strategies of American, British and Japanese companies in the UK market." Thesis, University of Warwick, 1991. http://wrap.warwick.ac.uk/35770/.

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This thesis presents the product of the research into the comparative marketing strategies of competing American, British and Japanese companies in the UK market. These companies were drawn from the audio/hi-fl, ball bearing, machine tools, microwave ovens and photocopier industries. A. The aims of the research were: i) to investigate and compare a matched sample of subsidiaries of the three national parent companies to discover whether there were significant differences in the way that these subsidiaries went about their business of marketing; ii) to identify which marketing applications, supported by behavioural and organisational differences, contributed to the achievement of effective marketing strategies; iii) to examine headquarters-subsidiary relationships regarding the extent of overseas headquarter's support for its UK subsidiary's marketing operations; and iv) to discover whether there were any pointers to change which would be beneficial in the marketing organisation or operations of UK firms seeking to improve their marketing strategies and performances in these industries. Suitable hypotheses indicated by possible gaps in the literature review were prepared for investigation and testing in order to achieve these aims. The literature review discussed in this thesis also highlighted the difficulties faced by UK firms and the challenges posed by overseas companies in the changed international business conditions from the 1980s to 1991.

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Al-Sanie, Abdulrahman Ibrahim. "The adoption of the marketing concept in the operations of free trade zones : a comparative global study." Thesis, University of Sheffield, 1992. http://etheses.whiterose.ac.uk/3518/.

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This study is an empirical investigation of the marketing concept adoption by the authorities of Free Trade Zones (FTZs) throughout the world. The aim of the study is to gain an insight into the marketing orientation of the FTZs authorities by systematically Identifying, analysing and evaluating the attitudes of selected FTZs authorities towards the adoption of the marketing concept in the operations of their zones. Therefore, forty variables representing the key elements of the marketing concept (i. e., satisfying the customer needs, achieving organisational goals and integrating the marketing functions) are developed to describe and profile the FTZs according to their marketing orientation. , Before starting the data analysis, an attempt is made to develop a proper understanding of FTZs. Therefore, a thorough investigation is conducted on FTZs In terms of a variety of aspects including the historical development, the broad concept of free trade; the definitions, the types, the characteristics, and the advantages of FTZs; the FTZs development, spread, and status in modern times; and the future of FTZs. The efforts made here resulted In the production of two different models. One model shows how FTZs; are related to and distinguished from other forms of the broader concept of free trade. The other model presents an alternative way of classifying the different types of FTZs. In addition, since this study is about the marketing orientation of FTZs, the marketing concept is explored in terms of; its evolution, its contrast with other management philosophies, its criticism, and its relevance to this study. The presentation of the marketing concept is concluded with a further model depicting the flow of transactions involved in a FTZ enterprise. Of particular interest to this research is the establishment of the confidence limits of the marketing orientation in the FTZs operations. Such limits are obtained through taking the average of the received responses of the FTZs experts’ panel, and on which we would be able to assign the FTZs into three suggested groups on the basis of their marketing orientation (i. e., most, moderate, and less marketing-oriented). With such "a priori classification of the FTZs, under study, the data can be readily available for further applications of statistical techniques, and more meaningful analysis can be carried out The design of the research Is guided by a number of hypotheses about discrimination among/between the FTZs groups according to their authorities' attitudes toward the variables related -to the marketing concept in the operations of the zones. The discrimination is made among/between: (a) the most, the moderate, and the less marketing- oriented FTZs; (b) the marketing-oriented (i. e., the most and the moderate combined together) and the less marketing-oriented FTZs; and (c) the FTZs in the developed and developing countries. In addition, the research is based upon another set of hypotheses regarding the significant differences between , the FTZs experts and each of the above mentioned groups of FTZs' authorities, in their evaluative attitudes toward the marketing concept variables. The required primary data are collected via International mail survey preceded by pre-contacts by telephone and telex. All the attitudinal measures developed for this study are assessed in terms of their reliability (using Cronbach's alpha) and validity (using content validity). Then the data are analysed by the application of a variety of statistical tests and techniques: (1) Discriminant Function Analysis (using both versions the Multiple and the Two-group DFA); (2) the Wilks' Lambda for testing the significance of the hypotheses related to the DFA applications by considering all the variables in aggregate; (3) the Univariate F-ratio also for testing the significance of the hypotheses related to the DFA applications but by considering each of the variables individually; (4) using the Jacknife method to validate each of the three DFA functions; (5) Profile Analysis; (6) the Hotelling's T! statistic for testing the significance of the hypotheses related to the application of Profile Analysis; and (7) Correlation Analysis. I The Multiple DFA is applied'to analyse the differences among the most, the moderate and the less marketing-oriented FTZs. And the hypotheses regarding the significance of the differences among the three groups are tested by both the Wilks' Lambda when all the variables are considered in aggregate, and the Univariate F-ratio when each variable is considered individually. The results Indicate that there are significant differences among the three FTZs groups when all the variables are taken together and when each variable is considered separately. The multiple DFA findings show that there are 19 good discriminating variables among the three FTZs groups. Among the most Important discriminators are, the maintenance of telecommunication systems, the offering of a facsimile system, the size of area available for manufacturing, the maximisation of sales, the maximisation of market share, marketing research activities, and expanding the area available for the zone privileges. The Two-group DFA is applied twice. First, to analyse the differences between the marketing-oriented FTZs group (by combining the most and the moderate) and the less marketing-oriented FTZs group. Second, to analyse the differences between the FTZs in the developed countries and the- FTZs in the developing countries. And the hypotheses regarding the significance of the differences between each set of the two FTZs; groups is also tested by both the Wilks' Lambda when considering all the variables together, and the Univariate F-ratio when each variable Is considered individually. In the first run of the Two- group DFA, the results indicate that there are significant differences between the marketing- oriented and the less marketing-oriented FTZs, in both cases when the marketing variables were considered collectively and when each variable is considered individually. Here there are 14 good discriminating variables, and among the main discriminators are: the marketing research activities, the maximisation of market share, the maximisation of sales, and the quality of the work force. The findings of the second run of the two-group DFA shows that there are significant differences between the FTZs In the developed countries and the FTZs in the developing countries when all the variables are considered collectively. However, when each variable is considered individually, the results indicate that there are significant differences between the two typologies but only with respect to 9 variables including: the size of area available for manufacturing activities, the utilities for manufacturing activities, the capacity of space for warehousing and storage, and size of the work force. Later on, Profile Analysis is applied twice. First, to compare the attitudes of the three FTZs groups (the most, the moderate, -and the less marketing-oriented) and the attitudes of the FTZs' experts towards key discriminating variables. Second, to compare the attitudes of the FTZs; in the developed and developing countries with the attitudes of the FTZs; experts. In addition, the hypotheses regarding the differences/similarities, In both cases, are tested by the Hotelling's T1 statistic. The first application of Profile Analysis shows that while the attitudes of the moderate marketing-orientated FTZs; are similar to the attitudes of the FTZs experts, the attitudes of both the most and the less marketing-orientated FTZs are significantly different from the attitudes of the FTZs experts particularly with respect to the well-being of the work force, the capacity of storage and warehousing, and the marketing research activities.

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Wang, Wenlin. "A comparison of cosmetic advertising between the United States and Taiwan: A content analysis." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2942.

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The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.

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Elliott, A. C. "A comparative study of factors affecting product quality and customer needs compliance in the new product development process." Thesis, Loughborough University, 2000. https://dspace.lboro.ac.uk/2134/7356.

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To succeed and survive in competitive markets, products need to be of the desired quality. Quality is how well the product, in its entirety, satisfies the needs of the intended customers. With products in industrial markets, there are many different types of customers to satisfy. Research has been published that is of general use to help define the New Product Development (NPD) process and the management of its activities and this was useful as a basis for this research study. However, little previous work is available that details the specific aspect of designing for customer needs compliance. An exploratory investigation, using analysis of selected cases and experience surveys, was undertaken to help direct conceptual work. A conceptual model was developed to help describe the NPD process and customer needs compliance. The hypotheses that guided the main study sought to understand the perceptions which the design team has of the product in terms of different customer needs. They also aimed to determine how information management during NPD may affect the final design and, consequently, the quality of the product. With the objective of drawing conclusions across the four companies involved in the main study, collection methods and data analysis provided quantitative results on what is essentially qualitative types of information. The findings conclude that each of the companies do perceive a difference in the needs of the customers between different product types. However, they also imply that specific types of customers have similar needs, no matter what types of products are involved. With a small set of respondents in each company, no evidence was found to suggest that the different perceptions the people involved in the design and development of the product had could be attributed to the functional, managerial or customer involvement groupings under investigation. However, there was some evidence that customer needs compliance may be affected by the way the company handled its information management during the NPD process.

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Benjamin, Anne Louise. "Service delivery network strategy for Arrowhead Credit Union." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2170.

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Based on research into the area of financial service delivery it has become obvious that convenience and simplicity are the keys to success in the future as far as delivering financial services to consumers. This thesis discusses how this convenience and simplicity will be accomplished. It also covers the changes that need to be made and the financial impact on the institutions.

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Kamau, Gladys Wangari. "A different black: A comparative study between African Americans and Kenyan Americans in direct response advertising." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2430.

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Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.

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Ahmicic, Indira, and Danielle Samuelsson. "Barriers in Launching New Products : - A comparative study of Swedish B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45414.

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The marketplace in the 21st century is intense and highly competitive. Customers have a great variety of products and services to choose from, therefor gaining competitive advantage is crucial for a company´s survival. Companies cannot rely on previous product success, they have to be innovative in order to meet the ever-changing customer needs and wants. New product launch is a critical and challenging phase for every company, which is proven by the high failure rates. There are many barriers that can hinder and determine a new product launch process. This study focuses on Business-to-Business, small and medium sized companies within the Swedish steel and metal industry with the purpose to investigate what barriers occur when launching new industrial products. The study also aims to answer the question on what actions can be taken in order to overcome these barriers. This is a qualitative and comparative study based on a theoretical framework combined with empirical findings gathered from five in-depth interviews. By analyzing and comparing the findings throughout this study, the authors can conclude that there are many barriers that can occur and affect a product launch process negatively. The main barriers identified were lack of knowledge, effort, planning as well as targeting and competition. The study also resulted in practical suggestions and actions that can be taken in order to overcome these barriers and ease the launch process. Key words: New product launch, Barriers in launch processes, B2B, Swedish companies, SME`s, Marketing

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Rootman, Chantal. "An international comparative study on the relationship marketing and customer retention of retail banks : lessons for South Africa." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/1376.

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Despite the extensive research undertaken in the subject area of services marketing, much is still unknown to service providers of specific services in terms of firm-client relationships and how customer retention rates can be increased. This study attempts to address this limitation. The study revolves around the relationship marketing and customer retention of banks in South Africa, Canada and the United Kingdom (UK). Service firms, including banks, are vitally important to the economy of any country as they contribute to its Gross Domestic Product (GDP) (for example a 74 percent contribution in South Africa) and its employment rate. However, to survive in a complex, competitive business environment, service firms are required to focus on their clients’ needs. Banks can focus on their relationships with clients and measure their institutions’ success by considering their customer retention rates. When considering firm-client relationships and customer retention rates, it is important to gather and link the viewpoints of both clients and managers in order to ensure that firms perform according to clients’ needs. In order to establish the influence of selected variables on the relationship marketing and customer retention of banks, from the perspectives of both banking clients and managers, an empirical investigation was conducted. The primary aim of this study was to quantify significant relationships among selected variables; therefore the positivistic research paradigm was used. In addition, in designing the measuring instruments for the empirical investigation, the phenomenological paradigm was used. Thus, in order to use multiple sources of data, the strategy of methodological triangulation was adopted for this study. The samples consisted of banking clients and bank managers in South Africa, Canada and the UK. The empirical investigation conducted among banking clients revealed that significant positive relationships exist between six of the seven identified independent variables, namely communication, personalisation, empowerment, ethics, fees and technology, and banks’ relationship marketing. These relationships imply that, according to banking clients, if each of these aspects in banks improves, bank-client relationships would improve. The empirical investigation conducted among bank managers showed that managers only regard communication and fees as influencers of relationship marketing in banks. This result clearly indicated a difference in the viewpoints of banking clients and bank managers. In addition, the empirical investigation revealed that relationship marketing positively influences the customer retention of banks. This relationship implies that if a bank successfully maintains relationships with its clients, the bank’s customer retention rates will increase. Additionally, the empirical investigation revealed that the population group, education level and country of residence of banking client respondents exerted an influence on the perceptions clients have regarding banks’ relationship marketing and customer retention levels. If banking clients are African or are not educated with a qualification beyond secondary school level or are from Canada, they consider the relationship marketing of a bank to be more important and are more likely to be retained by banks. Generally, the study indicated that Canadian banking clients are more positive regarding the empowerment strategies and personalisation efforts of Canadian banks than South Africans are about those of South African banks. In addition, banking clients in the UK are more satisfied with the communication, fees and use of technology of UK banks than South Africans are about these aspects in South African banks. The study indicated that strategies to improve banks’ communication, personalisation, empowerment, ethics, fees and technology should be implemented by banks in ways to positively influence their relationship marketing and ultimately their customer retention. Strategies relating to each of these areas, successfully implemented by banks in Canada and the UK, are recommended to South African banks. In effect, these strategies will contribute to retail banks’ success, the competiveness in the banking industry, banking client benefits as well as the economic stability and prosperity of South Africa.

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Liu, Chih-Yao Gordon. "Cause related marketing in the UK: a comparative analysis of corporate behaviour in the financial and retail sectors." Thesis, University of London, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.588765.

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The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm's corporate social performance (CSP) to enhance its legitimacy. More specifically, CRM strategies focus on how firms should design their corporate social responsibility (CSR) strategies how and communicate the associated CSP in ways that will enhance a firm's reputation with its key stakeholders thereby improving long-run profitability and stakeholder relationships. Under the CRM perspective, corporate managers view CSR-related expenditures as investments tools. There successes are judged in relation to other potential investments that mayor may not be on the CSR agenda. The purpose of this research is to identify the CRM strategies used by UK firms operating in the finance and retail industries. It is primarily an empirical based project that identifies the motives and returns underlying CRM activities in two important sectors of the economy. The process oriented conceptual framework for CRM is developed and subsequently tested through both quantitative and qualitative methods. The purpose of this exercise is to gain an understanding of firms' CRM behavioural patterns and managers' underlying motives when making CRM related decisions. Simple statistics tests and semi-structured interviews are used to analyse the data. More concretely, T- tests are used to compare the means of corporate activities categorised into four types of CRM behaviours (duration of the campaign timeframe, geographic coverage, causes selection, and CRM strategies selection). This is followed by 116 semi- structured interviews with corporate and non-profit executives. The London Stock Exchange database is used as a sampling frame and the findings are presented in four empirical core chapters titled according to these four types of CRM behaviours. The primary fmding of this thesis posits that corporate managers design CRM strategies in order to demonstrate firm's legitimacy value using effective communication strategy. Since companies within the same industry are subject to more or less the same social expectations, we find that there are industry-wide similarities in the design of CRM strategies. Moreover, the thesis argues that different industries are subject to different stakeholder pressures thereby creating industry-specific CRM strategies. The analyses highlight some of these differences in the retail and financial services sector. Amongst these are the finding that i) organizational structures and the extent to which decision-making is centralised influences the type of causes and CRM strategies that are selected in the retail and financial services industries; ii) the trade-off between corporate demand for 'legitimacy' enhancing schemes and flexibility affects managers' decision regarding the duration of the campaign, iii) symbols and images are at the hearth of cause selection but these will differ substantially across sectors, iv) the industry-specific characteristics such as product types, management expertise and others affects managers' choice ofCRM strategies. This thesis explores corporate rationales and motives underlying managerial strategic decisions to invest in CRM-related activities. It offers academics and both corporate and non-profit managers insights about the role of CRM within an organisation. 3 ! I 11

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Chan, Kah Chee. "Comparative analysis of international marketing strategy of Japanese and Taiwanese CNC machine tool industry in the ASEAN region." Thesis, University of Strathclyde, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.249768.

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Venter, Gertruida Helena Christina. "The application of new product development principles in the pharmaceutical industry : a comparative study of marketing practitioners' perceptions." Thesis, Stellenbosch : Stellenbosch University, 2001. http://hdl.handle.net/10019.1/52486.

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Thesis (MComm)--Stellenbosch University, 2001.
ENGLISH ABSTRACT: New products are indispensable to the growth of the modem business enterprise. Increased global and local competition, better informed consumers, rapidly changing technology and the short life span of products are typical of the reasons why it is necessary to develop new products. Traditionally new product development took place in accordance with a rigid new product development process where a next phase was dependent on the completion of preceding phases. The increased pressure to produce new products in shorter time spans has led to the development and application of less streamlined and rigid processes for the development of new products. The pharmaceutical industry has certain unique characteristics important for new product development. It spends more than five times than the average of all industries on research and development. New product development in the pharmaceutical industry largely depends on the discovery of new clinical entities and the development process is furthermore also highly regulated by governments. The focus of product evaluation in the pharmaceutical industry has also undergone a major shift. Traditionally the industry dealt with diseases which were defined broadly and as such the focus was on diseases and not individuals. The result was that consumer acceptance was virtually never evaluated. The shift is now to consumer acceptance because consumers become increasingly better informed and take part in decisions regarding their health and medical care. A further reason for the consumer focus lies in the genetic understanding of patients and this enable pharmaceutical companies to segment patients on the basis of pharmaco-genomic descriptions. The objectives of the study are twofold. In the first instance, the study assesses whether marketing practitioners in the South African pharmaceutical industry agree with the fundamental principles of new product development which are identified in academic literature. The responses from marketing personnel were obtained and analysed to establish their beliefs regarding new product development. The fundamental principles of new product development which form the focus of this study, were those that Calantone, Di Benedetto and Haggblom (1995) used in their research. The second objective of the study is to compare the findings in respect of the South African pharmaceutical industry with those of the study undertaken by Calantone, Di Benedetto and Haggblom in 1995. The purpose of the study is to establish whether the new product development principles taught in marketing management courses are relevant for the pharmaceutical industry. The method of investigation was divided into two sections, i.e. a literature overview and an empirical study. The literature study commenced with research on new product development in the South African Pharmaceutical Industry and other parts of the world. The Calantone, Di Benedetto and Haggblom (1995) questionnaire was also used in this study for data collection. The 91 pharmaceutical companies listed in Volume 34 of the 1999 MIMS Desk formed the population of the study. After contacting these companies a more accurate list was set up. After taking into account all the mergers that took place, 65 companies eventually constituted the population. Twenty nine of the questionnaires sent were returned and could be used. This represents a response rate of 44.6%. The organisations involved were responsible for 69.4% of the annual turnover of the total pharmaceutical industry in 1998 and their responses could therefore be regarded as representative of the pharmaceutical industry of South Africa. The questionnaire attended to the following principles of new product development: • Product innovation • New product development and launch tasks • Product diffusion • Interface between marketing, research and development • Organisational issues The information collected in respect of each pharmaceutical company was the following: • Annual turnover • Number of products manufactured and marketed • Number of employees • Number of new products launched during the past five years The findings of this study indicate that marketing staff in the South African pharmaceutical industry strongly agreed with those fundamental principles of new product development which were identified in academic literature. There was also a significant correlation between this study and the study undertaken by Calantone, Di Benedetto and Haggblom with respect to the percentage agreement on the various statements. It may thus be concluded that new product development principles taught in marketing managing courses are relevant for and are applied by marketing staff in the pharmaceutical industry in South Africa.
AFRIKAANSE OPSOMMING: Nuwe produkte is onontbeerlik vir die groei van die moderne sake-onderneming. 'n Toename in globale en lokale mededinging, beter ingeligte verbruikers, snel veranderende tegnologie en die kort lewensduur van produkte is tipies van die redes waarom dit belangrik is om nuwe produkte te ontwikkel. Tradisioneel het nuwe produk ontwikkeling volgens 'n rigiede nuwe produk ontwikkelingsproses plaasgevind waar 'n volgende fase afhanklik was van die voltooiing van voorafgaande fases. Die verhoogde druk om nuwe produkte in korter tye te vervaardig het tot die ontwikkeling en toepassing van minder stroombelynde en rigiede prosesse vir die ontwikkeling van nuwe produkte gelei. Die farmaseutiese bedryf het sekere unieke eienskappe wat belangrik is vir nuwe produk ontwikkeling. Die farmaseutiese bedryf bestee meer as vyfkeer die gemiddelde van alle bedrywe op navorsing en ontwikkeling. Nuwe produk ontwikkeling in die farmaseutiese bedryf is grootliks afhanklik van die ontdekking van nuwe kliniese entiteite en die ontwikkelingsproses word verder ook intensief gereguleer deur regerings. Die fokus van produkbeoordeling in die farmaseutiese bedryf het ook 'n verskuiwing ondergaan. Tradisioneel het die bedryf gehandel met siektes wat breed omskryf is en die fokus as sulks was op siektes en nie op individue nie. Die gevolg was dat verbruikersaanvaarding feitlik nooit beoordeel was nie. Die verskuiwing is nou na verbruikersaanvaarding omdat verbruikers toenemend beter ingelig word en deelneem aan besluite wat hulle gesondheid en mediese sorg raak. 'n Verdere rede vir die verbruikerfokus is daarin geleë dat pasiënte nou geneties verstaan kan word en dit maak vir farmaseutiese maatskappye moontlik om pasiënte op 'n farmakologies-genomiese basis te segmenteer. Die doelstellings van die studie is tweeledig. In die eerste instansie beoordeel die studie of bemarkingspersoneel werksaam in die die Suid-Afrikaanse farmaseutiese bedryf, saamstem met die fundamentele beginsels ten opsigte van nuwe produk ontwikkeling wat in die akademiese literatuur geïdentifiseer is. Die response van bemarkingpersoneel is verkry en ontleed om hulle oortuigings ten opsigte van nuwe produk ontwikkeling vas te stel. Die fundamentele beginsels van nuwe produk ontwikkeling wat die fokus van hierdie studie vorm, is dié wat Calantone, Di Benedetto en Haggblom (1995) in hulle navorsing gebruik het. Die tweede doelstelling van die studie is om die bevindings ten opsigte van die Suid-Afrikaanse farmaseutiese bedryf te vergelyk met dié van die studie onderneem deur Calantone, Di Benedetto en Haggblom in 1995. Die doel van die studie is om vas te stel of die nuwe produk ontwikkeling beginsels wat in bemarkingsbestuurkursusse onderrig word, relevant is vir die farmaseutiese bedryf. Die metode van ondersoek is onderverdeel in twee gedeeltes, naamlik 'n literatuuroorsig en 'n empiriese studie. Die literatuurstudie het begin met navorsing oor nuwe produk ontwikkeling in die Suid-Afrikaanse farmaseutiese bedryf en ander wêrelddele. Die Calantone, Di Benedetto en Haggblom (1995) vraelys is ook in hierdie studie vir die insameling van data gebruik. Die 91 farmaseutiese firmas wat in Volume 34 van die 1999 MIMS Desk gelys is, het die populasie van die studie gevorm. Na gesprekke met hierdie firmas en nadat alle samesmeltings in ag geneem is, is 'n meer akkurate lys opgestel en het die populasie uiteindelik uit 65 firmas bestaan. Nege en twintig van die vraelyste wat terugontvang is kon gebruik word. Hierdie verteenwoordig 'n responskoers van 44.6%. Die organisasies wat gereageer het was verantwoordelik vir 69.4% van die jaarlikse omset van die totale farmaseutiese bedryf in 1968 en die responses sou dus as verteenwoordigend van die farmaseutiese bedryf in Suid-Afrika beskou kon word. Die vraelys het aandag aan die volgende beginsels van nuweprodukontwikkeling gegee: • Nuweproduk ontwikkeling en loodstake • Produkdiffusie • Koppelvlakke tussen bemarking, navorsing en ontwikkeling • Organisatoriese kwessies Die inligting wat ten opsigte van elke farmaseutiese firma ingesamel is, is die volgende: • Jaarlikse omset • Aantal produkte vervaardig en bemark • Aantal werknemers • Aantal nuwe produkte wat gedurende die afgelope vyf jaar geloods is. Die bevindings van hierdie studie toon aan dat die bemarkingspersoneel in die Suid-Afrikaanse farmaseutiese bedryf sterk saamstem ten opsigte van die beginsels van nuwe produk ontwikkeling wat in die akademiese literatuur geïdentifiseer is. Daar bestaan ook 'n betekenisvolle korrelasie tussen hierdie studie en die Calantone, Di Benedetto en Haggblom studie ten opsigte van die persentasie wat saamgestem word oor die verskillende stellings. Die gevolgtrekking kan dus gemaak word dat die nuwe produk beginsels wat in bemarkingskursusse aangebied word, relevant is vir en toegepas word deur bemarkingspersoneel in die farmaseutiese bedryf in Suid- Afrika.

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45

Tsourgiannis, Lambros. "The marketing strategies of livestock enterprises in objective one regions : a comparative study between Greece and United Kingdom." Thesis, University of Plymouth, 2007. http://hdl.handle.net/10026.1/2512.

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This research aims to identify the marketing decisions made by agricultural producers in two E.U. Objective I regions and to provide insights into the reasons that such decisions are made, with a particular focus on meat and milk products. Two farm business surveys; one in the involving sheep and goat farmers in the Region of East Macedonia and Thrace (EMT11) in Greece and one in the sheep and dairy cow fanners in Cornwall, U. K. were undertaken in order to identify their marketing behaviour. This study used robust predictive models incorporating bivariate and multivariate statistical techniques in order to develop marketing typologies regarding tile livestock and milk marketing strategiest hat the sheepa nd goat fan-ncrsf ollow in EMT11a nd which tile sheepa nd dairy cow fan-nersa dopt in Cornwall. Results show that the sheep and goat fan-ners in EMTh follow three different livestock marketing strategies: (a) cost-focus strategy, (b) production-orientation strategy and (c) return-focus strategy; and three different milk marketing strategies: (a) differentiation strategy, (b) production orientation strategy and (c) return focus strategy. Sheep farmers in Cornwall adopt the following two marketing strategies: (a) differentiation strategy and (b) production-orientation strategy; while tile dairy cow Cornish fan-ners adopt tile following three marketing strategies: (a) opportunistic strategy, (b) return focus strategy and (c) market orientation strategy.T his study deten-ninedth e factors and the characteristicst hat influence the fanners to adopt a particular marketing strategy. Moreover, marketing channel selection is related to distribution channel utilisation. It also identified the factors included sale price, speed of payment, volurne of livestock and milk production and loyalty that affect tile fanners in EMT11to choosea particular marketing channel. Farmersi n Cornwall are also influenced in their marketing channel selection by welfare issues, marketing cost and convenience. Finally, implications of these findings for agencies and organisations seeking to Increase tile regional GDP derived from the agrifood sector in these regions, were identified.

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Sitepu, Robinson. "A comparative analysis of rice marketing between private traders and cooperatives in the Hulu Sungai Tengah district (Indonesia) /." Title page, abstract and contents only, 1994. http://web4.library.adelaide.edu.au/theses/09AS/09ass623.pdf.

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Sutcliffe, Kenton Drew. "Brand Attitudes Affected by YouTube Advertisements : A comparative analysis of Canada Vs Sweden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-47373.

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This paper focuses on the brand attitudes of generations Y in the areas of Canada and Sweden on YouTube advertisements. The goal of the paper was to see if there is a difference between the attitudes of the two different locations and how these attitudes affect brand recognition and purchase intentions of the products or services being advertised.

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Ronnfeldt, Jane. "Generational marketing: Baby boomers, Generation X and the net generation." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/2019.

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The purpose of this project is to gain a better understanding of the different market opportunities available to credit unions. The project differentiates the markets by age: Net Generation 2 to 22, Generation X 23 to 34 and the Baby Boomers 35 to 53. Each of these groups are important to the ongoing health of credit unions.

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Ahn, Seok-hwa. "A study to conduct a comparative analysis on effective implementation of marketing strategies in terms of marketing tools among selected deluxe hotels in Miami area by Seok-hwa Ahn." FIU Digital Commons, 1989. http://digitalcommons.fiu.edu/etd/1178.

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Roesch, Stefan, and n/a. "There and back again - comparative case studies of film location tourists� on-site behaviour and experiences." University of Otago. Department of Tourism, 2008. http://adt.otago.ac.nz./public/adt-NZDU20080211.090920.

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Over the last decade, film location tourism has been established as a niche segment in the tourism industry. While this niche has attracted attention from both researchers and marketers alike, not much knowledge has been accumulated about the tourist encounter itself. It is the main purpose of this thesis to research on-site behavioural and experiential aspects of the film location encounter. For the overall research design, an inductive, comparative case-study approach was implemented. Three cases were selected for this research: The Lord of the Rings locations in New Zealand, The Sound of Music locations in Austria and Star Wars locations in Tunisia. The applied methods are participant observation, image-based data and semi-structured interviews. The data collection was conducted while participating in organised film location tows in order to secure access to the informants. The first fundamental outcome of this research is that there is no 'film location tourist' as such. People who travel to film locations come from different socio-economic backgrounds, comprise all age groups and possess varying degrees of fandom. The majority of film location tourists, however, have one thing in common, regardless of the underlying movie genre: the longing to connect with the imaginary world of the film by visiting the physical and thus 'real' location places. These places are consumed in two ways: as places of spectacle and as sacred places. The nature of the location consumption is dependent on a number of factors, including the degree of fandom of the consumers, the attractiveness of the encountered locations, the consistency of the interpretive community, the amount and nature of external distortions and, if applicable, the structure of the location tour. Means of consumption of film locations as spectacle are formal posing, sight recordings and shot re-creations. When experiencing film locations as sacred places, shot re-creations, mental simulations and filmic re-enactments occur. The latter form of consumption can result in a symbiosis between the imaginary and the real place component: the gazing subject becomes the previously (photographed) object. Regardless of the degree of experiential satisfaction, film location tourists want to bring some of the magic back home. This is achieved not only via mental pictures and physical photographs, but also through souvenirs. These can be off- or on-site. Regarding the latter, these souvenirs are almost holy relics, brought home from a successful pilgrimage and subsequently framed and displayed in an altar-like fashion. The benefits from this are not only self-pride and satisfaction, but also the distinction to other movie fans who have not been able to do the journey themselves. Thus, the person in possession of such a relic gains privileged status amongst peers which in turn raises the satisfaction with the location encounter. The film location experience cycle comes to a full closure by re-watching the movie. This procedure involves a renewed connection to both the imaginary filmic places as well as the real locations visited. The filmic gaze is extended, as the movie scenes are now seen as part of a real place which extends beyond the filmic sight. Keywords: Film location tourism - multiple, comparative on-site case study inquiry - film locations as spatial and temporal constructs - the film location tourist encounter - behavioural and experiential interactions with place.

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Dissertations / Theses on the topic 'Comparative marketing'

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