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Sudbury, Wendy. "Direct selling : a decision frame approach in marketing." Thesis, Cranfield University, 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.305387.
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Koneti, Boniswa. "Determining factors influencing sales growth in business banking in Buffalo City municipality, South Africa." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/10993.
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The increase in number of banks entering the South African banking sector has caused the big four banks to lose their market share to the new entrants. As a result, the new entrants in this sector have also had negative effects on the existing banks’ sales growth and net profits. Business banking, in particular, has been one of the departments which has become competitive as it is considered to generate the most revenue from all the different bank departments. Business clients have been targeted as their fees are high compared to normal individual clients and also, their investment sizes are big compared to individuals, hence the increased interest in this section. This then prompts the question, what are the factors influencing sales growth in business banking? This question then brings one to the following sub-problems: Is the pricing offered by the various banks to their business bank customers competitive enough to retain them?; How competent and knowledgeable is the staff dealing with business bank customers in ensuring good relationships with business banking clients?; is the technology used by the banks advanced enough to address the banking requirements of business banking customers? Are business banking customers loyal to their respective banks to ensure repetitive sales? In dealing with the above, the author undertook a research study to determine whether factors such as competitive pricing, competent staff, advanced technology and customer loyalty influence sales growth in business banking in Buffalo City Municipality “BCM”. The sample of 90 business banking customers who were given questionnaires to test the above were from a population of business banking customers in BCM. The author underwent a theoretical and an empirical investigation using the survey method through questionnaires. These questionnaires were distributed to the various financing institutions dealing with business banking clients. The findings of the empirical study suggest that through the use of the hypothesis test, it was concluded that of the four factors, advanced technology and customer loyalty influence sales growth in business banking in BCM. While pricing and competent staff do not influence sales revenue growth.
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Xu, Feng Lu. "Legitimacy of foreign direct investment activities in the Pearl River Delta." Thesis, University of Macau, 2005. http://umaclib3.umac.mo/record=b1636674.
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Kennedy-Tucker, Patricia Elaine. "Direct-to-Consumer Advertising of Drugs and Patients' Health Care Seeking Behaviors." ScholarWorks, 2014. https://scholarworks.waldenu.edu/dissertations/42.
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Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were derived from an online survey adapted from the U.S. Food and Drug Administration. Participants included 235 college-affiliated adults. Data were analyzed using descriptive statistics and analysis of variance. The Bonferroni correction was used to control the family-wise Type I error rate. The most significant findings of this study are that DTCA is associated with patients asking more questions, having more office visits, and patients having a lower overall health status. Future researchers should consider a non-college-affiliated sample and the post-implementation impact of the Affordable Care Act. This study helps to address the community challenges of how DTCA impacts prescription drug use and costs, as well as patients' understanding of the associated risks. Having knowledge of the impact of DTCA can help patients and their communities, employers, and governments make more informed decisions that will positively impact their health, wellbeing, and prescription expenses.
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Mai, Li-Wei. "Direct marketing : an analysis of consumers' characteristics and their perceptions of, and attitudes to mail-order speciality food in the UK." Thesis, University of Newcastle Upon Tyne, 1997. http://hdl.handle.net/10443/310.
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The objectives of this thesis are to establish a profile of the characteristics, perceptions, and attitudes of mail-order customers. In particular it identifies the differences between mailorder shoppers and non mail-order shoppers, investigates the structure and level of perceived risks associated with mail-order, and identifies the prime benefits provided by mail-order foods from the perspective of the consumer. Hypotheses are established to search for a profile of consumer behaviour in association with the objectives of this study. Both qualitative and quantitative research methodologies are employed. Regarding qualitative method, it involves interviews with eight mail-order speciality food company's managers and focuses on examining their current direct marketing practice. The quantitative research is based upon a mail survey of approximately 1600 mail-order food customers and non mail-order food customers. Based on the result of analysis, mail-order food shoppers are identified as self-indulgent in food, having higher level of education, qualification, and media exposure, and being more loyal in comparison with non mail-order shoppers. They tend to have negative opinions towards shopping and shopping environment or get less enjoyment from shopping. Moreover, for mail-order food shoppers, shopping is not seen as a social activity nor assistance from the shop is important. With respect to perceived risk, consumers perceived higher level of risk when they purchased through mail-order. Moreover, 'risk relievers' are found to reduce the level of the perceived risk although mail-order food shoppers and non mail-order food shoppers attach different levels of importance to these factors. In addition, this study also discovers consumers who purchase food from mailorder are attracted to either the product or to certain advantages associated with mail-order buying behaviour. As such, mail-order food shoppers are clustered into to sub-groups. Based on the results, marketing implications are addressed that minimise the perceived risks and maximise the product perceived value. Finally, the recommendations focus on the issues of the competitiveness of the product and the effectiveness and efficiency of direct marketing.
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Gois, Joana Rita Medina. "Marketing management de uma MNE na indústria cosmética : Portugal vs. outras filiais : benefícios e limitações da estandardização/adaptação." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10761.
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Mestrado em Gestão e Estratégia IndustrialNão existe consenso na literatura quanto à opção entre estandardização ou adaptação de estratégias, sendo o seu equilíbrio tão complexo quanto crucial na gestão de operações internacionais. Também escassos são os estudos efectuados no âmbito de empresas de venda directa. Servindo-se sobretudo de questionários e entrevistas, o presente estudo de caso aborda o modo como uma empresa multinacional da indústria cosmética, a operar sob um modelo de venda directa, articula práticas estandardizadas e adaptadas de gestão da cadeia de abastecimento, sobre uma estrutura própria de relações em rede. Concluímos que essas duas esferas influenciam a partilha e integração de conhecimento local e global, reflectindo-se ciclicamente no desenho de estratégias e relações futuras.
Extant literature is far from a consensus regarding standardization versus adaptation. However, this is a complex and crucial balance in international operations management. Research on direct selling business models is also scarce. Based on questionnaires and interviews, the present piece of research shows how a MNE in the cosmetics industry, operating under a direct sales model, combines standardized and adapted practices in supply chain management on top of specific network relationships. The findings of this research connect standardization/adaptation and the parent-subsidiary structure to the process of knowledge management in the MNE network. The interplay among these factors is continuously re-shaping future developments of global and local strategies and relationships.
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Zou, Fanfan. "Extension ou nouvelle théorie de l'internationalisation ? une analyse des stratégies marketing de quatre entreprises multinationales chinoises en Europe." Thesis, Paris 2, 2015. http://www.theses.fr/2015PA020047/document.
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Aujourd’hui les chercheurs du commerce international ne peuvent pas négliger la croissance significative et soutenue de l’investissement direct étranger (IDE), à la fois entrant et sortant, réalisé par des pays en voie de développement. Parmi ces pays, la Chine est en position de leader, en démontrant un fort élan en tant que récepteur d’IDE et investisseur, pas seulement dans des pays en voie de développement, mais aussi dans des pays développés. Les principaux acteurs derrière cette scène sont des entreprises multinationales (EMN) chinoises. Etant des retardataires en terme de l’internalisation, des EMN chinoises sont en train de concurrencer leurs compétiteurs plus établis, des EMN pionnières, dans le monde entier, y compris dans leurs marchés domestiques. Les études existantes sur l’internalisation de la Chine ne peuvent pas refléter la grandeur et la profondeur du processus d’internalisation de l’empire au milieu. Spécifiquement, des EMN chinoises démontrent des particularités bien distinctes qui méritent des études plus poussées et focalisées. A cet égard, la question souvent posée est si le processus d’internalisation des EMN chinoises peut être expliqué par les théories classiques dérivées des EMN pionnières, ou par les analyses effectuées dans les littératures sur des EMN retardataires. Dans cette thèse, nous répondons cette question en menant une étude sur les stratégies de Marketing des quatre EMN chinoises majores s’internationalisant dans des marchés développés, notamment l’Europe de l’ouest : Huawei, Haier, Lenovo et Geely, qui sont tous déjà leaders dans le marché domestique. En juxtaposant des propositions dérivées des stratégies des EMN chinoises avec les théories d’internalisation existantes (les théories classiques et alternatives), nous démontrons l’évolution et l’adaptation de ces théories dans le nouveau contexte de la globalisation, qui constitue aussi à une contribution managériale à la fois aux EMN retardataires et aux EMN pionnièresNowadays researchers of International Business could not possibly fail to notice the phenomenon that the FDI (Foreign Direct Investment) inflows and outflows of the world's developing countries keep increasing at a steady pace, and within this group, China continues to take the lead, showing great momentum both as a recipient of foreign investments and as an investor itself, not only in fellow developing countries, but in developed ones as well. And the main player and driver behind the scene is the country's MNEs (Multinational Enterprises) - latecomers in terms of internationalization, Chinese MNEs are competing their more established competitors, the MNE early-movers, all over the world, including in the home markets of the latter. Existing studies on China’s internationalization fail to reflect its scale and depth; Chinese MNEs as well as the social-economical situation of the country as a whole demonstrate distinct features, which deserve more-focused and case-specific studies. While questions often linger on whether the internationalization process of Chinese MNEs can be explained in terms of mainstream theories derived from early-movers, or in terms of the analyses that have so far been offered for latecomers, we decide to make a contribution to the solution of the question by having a focused examination on the Marketing strategies of four major Chinese MNEs internationalizing into developed country markets, notably West Europe: Huawei, Haier, Lenovo and Geely - all of which are already leaders in the domestic market and actively seeking a global leadership. By juxtaposing propositions derived from the strategic behaviors of Chinese MNEs with existing internationalization theories (both mainstream and alternative), we demonstrate how such theories could evolve in the new context of globalization, and make managerial contributions to both MNE latecomers and early-movers alike
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Vydra, Pavel. "Návrh referenčního modelu vybraných procesů marketingové podpory a jeho zhodnocení." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198264.
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Corporate expenses for IT support of marketing are surging every year, and therefore the processes of marketing support, which contain all the technical aspects of marketing campaign execution and measurement, are attracting more attention than before. The diploma thesis introduces a basic overview of direct marketing and marketing support operations in corporations and presents a reference model to help optimize the marketing support processes. The thesis contains a research of theoretical fundamentals of process modelling and reference model building, a basic overview of corporate direct marketing, an analysis of direct marketing processes and the most relevant processes of marketing support. The reference model, which is based on the outputs from both theoretical parts, includes a detailed description of marketing support processes and outlines the process boundaries in the form of SLA. The model is then tested on two case studies, which emphasize the practical opportunities as well as the major benefits of using the model.
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Li, Xiaolin. "An Empirical Examination of Factors Affecting Adoption of An Online Direct Sales Channel by Small and Medium-Sized Enterprises." Kent State University / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=kent1214531897.
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Mimra, Jonáš. "Cílená marketingová komunikace v rámci CCM software." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201764.
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In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.
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Tran, Thi Thanh Nga. "Komunikační mix začínající firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222609.
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Master’s thesis deals with the proposal of communication mix for start-up company. This strategy is based on theoretical knowledge of international marketing, marketing communications as well as the analysis from the study of external and internal factors of the company.
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Jakobsson, Christina, and Markus Herrmann. "Scandinavian Airlines : En fallstudie om Scandinavian Airlines kundrelationer." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106312.
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For many companies, the Internet has revolutionized the relationship they have with their customers concerning costumer service. The use of Information Technology in regard to Internet as a media has provided companies with the opportunity to build customer databases in order to target their customers individually. The airline industry was one of the first pioneers to use the full potential of Internet to improve customer relations and its profits which we aim to investigate in greater detail in our thesis.
Our thesis answers the question on how Scandinavian Airlines' (SAS) Eurobonus department uses their website to create valuable and profitable relationships with SAS loyalty club members through direct marketing. In order to answer our research question, three key informants have been interviewed - each representing different sub departments at Eurobonus; service and support, IT and marketing. Our results were that the Eurobonus department use direct marketing methods by sending customized e-mail offerings to target specific customer, using their customer databases. Other findings were that SAS Eurobonus' customer relations were vital and well functioning, except for the fact that SAS homepage lacks sufficient opportunities to create a dialogue and proper communication between Eurobonus and its customers.
För många organisationer har Internet revolutionerat förhållandet för kundservice. Med hjälp av informationsteknologi med Internet som medium kan organisationer skapa kunddatabaser som ger dem möjlighet att behandla kunder som enskilda individer. Flygbranschen var en av de första att inse de många möjligheterna med Internet för att förbättra kundrelationerna och att göra dessa lönsammare, och detta ämnar vi undersöka i denna uppsats.
Uppsatsen behandlar hur flygbolaget, Scandinavian Airlines, SAS, Eurobonusavdelning arbetar med direktmarknadsföring via sin hemsida för att skapa bättre och lönsammare relationer med sina medlemmar i Eurobonusprogrammet. För uppsatsens räkning har tre av SAS medarbetare, som var och en representerar olika Eurobonusavdelningar, intervjuats: service och support, IT och marknadsföringsavdelningen. Vi har kommit fram till att Eurobonusavdelningen använder sig av direktmarknadsföring främst via e-post till sina kunder och att informationen i e-postmeddelandet är individualiserat till kunden - vilket är möjligt genom Eurobonus kunddatabaser. Vi kom även fram till att Eurobonus idag har fungerande kundrelationer, det saknas dock en fungerande dialog mellan kunden och företaget på hemsidan.
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Howell, John R. "Choice Models with Nonlinear Pricing." The Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1370020683.
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Shrivastava, Utkarsh. "Analytics for Novel Consumer Insights (A Three Essay Dissertation)." Scholar Commons, 2018. https://scholarcommons.usf.edu/etd/7711.
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Both literature and practice have investigated how the vast amount of ever increasing customer information can inform marketing strategy and decision making. However, the customer data is often susceptible to modeling bias and misleading findings due to various factors including sample selection and unobservable variables. The available analytics toolkit has continued to develop but in the age of nearly perfect information, the customer decision making has also evolved. The dissertation addresses some of the challenges in deriving valid and useful consumer insights from customer data in the digital age. The first study addresses the limitations of traditional customer purchase measures to account of dynamic temporal variations in the customer purchase history. The study proposes a new approach for representation and summarization of customer purchases to improve promotion forecasts. The method also accounts for sample selection bias that arises due to biased selection of customers for the promotion. The second study investigates the impact of increasing internet penetration on the consumer choices and their response to marketing actions. Using the case study of physician’s drug prescribing, the study identifies how marketers can misallocate resources at the regional level by not accounting for variations in internet penetration. The third paper develops a data driven metric for measuring temporal variations in the brand loyalty. Using a network representation of brand and customer the study also investigates the spillover effects of manufacturer related information shocks on the brand’s loyalty.
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Sedlářová, Alena. "Mezinárodní marketingová strategie společnosti ExxonMobil." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125206.
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Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.
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Elsner, Ralf. "Optimiertes Direkt- und Database-Marketing unter Einsatz mehrstufiger dynamischer Modelle /." Wiesbaden : Dt. Univ.-Verl, 2003. http://www.gbv.de/dms/zbw/36194411X.pdf.
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Denobile, Tatiana. "Modelo de gestão estrategica com foco no cliente para comercialização de produtos organicos." [s.n.], 2005. http://repositorio.unicamp.br/jspui/handle/REPOSIP/257250.
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Orientador: Luiz Henrique Antunes RodriguesDissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Agricola
Made available in DSpace on 2018-08-04T08:41:08Z (GMT). No. of bitstreams: 1 Denobile_Tatiana_M.pdf: 883481 bytes, checksum: 91043c7848e2f4e5a1a4799a10f51346 (MD5) Previous issue date: 2005
Resumo: O objetivo deste trabalho foi o desenvolvimento de um Modelo de Gestão Estratégica com foco no cliente para a comercialização de produtos orgânicos por meio da venda direta. Este modelo foi desenvolvido por meio de um estudo de caso do Sítio Vila Yamaguishi de Jaguariúna ¿ SP e se baseou nas teorias da Inteligência Competitiva e da Gestão do Relacionamento com Cliente (CRM), contando também com o auxílio da tecnologia de Mineração de Dados para elaboração de um modelo de diferenciação dos perfis dos clientes, bem como para a descoberta dos hábitos de compra. No contexto da venda direta é muito importante que se conheça os hábitos e perfis dos clientes, pois cada um se configura como uma transação comercial, portanto, sua satisfação e o atendimento de suas necessidades pode representar a continuidade do negócio. Assim, por meio do modelo de diferenciação dos clientes foi possível detectar os clientes ativos e os não ativos, além de destacar os de maior valor para o negócio e, ainda, os que costumam comprar regularmente. Deste modo, foipossível também sugerir ações de comercialização de acordo com os perfis e hábitos descobertos. Por último, este trabalho visa ilustrar como dados internos de um negócio, quando bem trabalhados, são transformados em conhecimento que, juntamente com ações comerciais adequadas, podem se tornar uma ferramenta valiosa para aquisição de vantagens comerciais e competitivas
Abstract: The main objective of this research was to develop a Strategic Management Model with focus on customer to commercialize organic products by direct sales. It was based on Competitive Intelligence and Customer Relationship Management (CRM). Data Mining technology was used in order to elaborate a model of customer differentiation as well as to identify consumption habits. This research was developed by a study of case. It is very important to know the habits and the profile of each customer in the context of direct sales, once each client means one transaction. Therefore, their satisfaction and the response for their needs can mean the continuity of the business. This model allowed distinguishing which clients had been buying or not, which ones were more valuable to the business and also which of them had a regular frequency. Considering this scenery, it was possible to suggest commercialization actions according to the different profiles and habits discovered by the using of Data Mining technology. This study aimed to illustrate how internal data of a business can be transformed in knowledge by a planned way, which can become a valuable instrument in order to gain competitive and commercial advantages
Mestrado
Planejamento e Desenvolvimento Rural Sustentável
Mestre em Engenharia Agrícola
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Rychlá, Jana. "Marketing bankovních služeb v České spořitelně, a.s." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221806.
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This diploma work deals with marketing problems of bank services. The theory of marketing bank mix is described in it, creation of marketing campaign and control of relations with clients. The goal is a detection of an embarrassment of marketing methods and campaigns used in Česká spořitelna, then evaluation of this methods and finally making some concept how to solve this situation.
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Meriac, John P., Charles Allen Gorman, and Therese Macan. "Seeing the Forest but Missing the Trees: The Role of Judgments in Performance Management." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/536.
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Various solutions have been proposed to “fix” performance management (PM) over the last several decades. Pulakos, Mueller Hanson, Arad, and Moye (2015) have presented a holistic approach to improving PM in organizations. Although this approach addresses several key elements related to the social context of PM, namely the buy-in of organizational stakeholders, timely and regular feedback, and future-directed feedback, we believe that several robust findings from the PM research literature could further improve this process. Are Pulakos et al. looking at the forest but missing the trees? In the following commentary, we offer several reasons that performance judgments and perhaps even informal ratings are still operating and occurring in the proposed holistic system. Therefore, advancements in other areas of PM research may offer additional ways to fix PM.
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Chieh, Tang Yu, and 唐玉潔. "The Utilization of Customer Relationship Management in Insurance Direct Marketing." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/92047656235861639826.
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碩士淡江大學
保險學系保險經營碩士在職專班
93
In the dynamic insurance industry, the use of direct marketing strategy has gained its importance. To make direct marketing one of the competitive advantages, however, is to have excellent customer service while building strong relationship with customers. The purpose of this thesis is to be able to conduct accurate analysis and make better predictions on consumer behavior through the use of customer relation management. From the study, it can be seem that direct marketing with emphasizes on customer relation management is more efficient, and will benefit in the long run. The ability to analyze and forecast consumer behaviors helps direct marketing by increasing customer response rate and maintaining relationship with customers. Therefore, it is important to place great emphasize on establishing customers’ long-term value through the use of customer relation management.
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KUO, SHIH-AN, and 郭時安. "A Study of the Marketing Management and Direct Selling of doTERRA." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9bz9au.
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碩士世新大學
傳播管理學研究所(含碩專班)
107
Essential oil has a long history of development. After time changes and the shaping of business model, it has become a hot commodity in the market. However, the current trend of market competition in essential oil is quite chaotic, and there is no unified market marketing model. Therefore, we choose the well-known international company doTERRA for instance, and try to explore the planning and operation process of doTERRA Direct Selling Strategy. We found that the development prospects of the essential oil market are quite good. In order to obtain market opportunities, operators can try to reduce operating costs and improve market competitive advantages through direct marketing. However, they must first define the market positioning and confirm consumer preferences, and secondly, through word-of-mouth publicity and experiential marketing strategy planning, supplemented by direct marketing. Participation in public welfare activities and various large-scale observation and exchange activities are held to enhance their brand awareness and market visibility, so as to give full play to the operational and development advantages of direct marketing strategy.
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Chung, Daw Chen, and 鍾道成. "The Study of Direct Marketing in Commercial Bank''s Operation and Management." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/43848466188051480681.
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Chatterjee, Abhijit. "Data mining and optimization applications in customer portfolio management in the credit card industry /." 2003. http://www.lib.utexas.edu/etd/r/d/2003/chatterjeea036/chatterjeea036.pdf#page=3.
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chang, tzu-yu, and 鄭資榆. "Direct Selling Marketing Industry Management Law Construction and the Case Research in People’s Republic of China." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/48827308474401292700.
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碩士中原大學
財經法律研究所
97
Be subjected to international financial tsunami in 2008 impact and the cross-strait talk mechanism recovers operation, the cross-straits direct shipping links formally carries out, cross-straits of economic trade exchanges development the trend is subjected to concern. Because of consuming power, People’s Republic of China became very a region of having the development business opportunities, all countries wanted to go to an investment in succession, and Taiwan is no exception. However, the Taiwanese businessmen want to get into a Chinese market need to face previous view and dilemma, had better have to foresee and prepare. Direct Selling, called multi-level sales in Taiwan, the mainland china then is called a direct selling and points only to single-level sales. This kind of China founds to only adopt caused by the development background is forbid to pyramid selling and open a direct selling keep both. See with existing multilateral rule of the service trade, does this kind of lawmaking stipulate if disobey the spirit of WTO or not? The law construction of People’s Republic of China to managing with the illegal pyramid selling is very mess. When applying, there are many doubts, such as where should the law management of the boundary marked, how to define legal and illegal, how should every kind of related management document that central or each local government send out be applied, etc. In the end, this text enumerates five more special cases and explains an actual situation how the court apply "Illegal Operating a Business offense" of the penal code Article 225 to illegal pyramid selling behavior. At the same time, this text puts forth that in practice the result contained of many doubts of applying because of the property of illegal pyramid selling changed, and explain a "The Organizer and the Exercise Leadership of Pyramid Selling offense" of Article 224-1 that the penal code revision bill adds. This text explains Mainland Chinese direct selling management law construction and puts forth the imperfection and the shortage on the actual situation of ordinance. Besides which, this text sorting analytical collection, research actual situation verdict, try to find out the problem that the ordinances application and crave for to provide for enterprises whom want to get into the direct selling market of People’s Republic of China to configure the systematic understanding of the Management Law Construction there. It will also benefit to the management of the enterprises and spread to the development of the direct selling market.
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Chatterjee, Abhijit 1971. "Data mining and optimization : applications in customer portfolio management in the credit card industry." 2003. http://hdl.handle.net/2152/12064.
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Kim, Kihyun. "The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets." 2016. http://scholarworks.gsu.edu/marketing_diss/38.
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Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on the customer management efforts initiated by the firm. Specifically, studies on how firms communicate different values to B2B customers and how they perceive the values the firm offers by consistently evaluating the direct marketing communication which ultimately affect their buying behaviors have been largely overlooked. Typically, the direct marketing communication efforts are geared towards explicitly featuring economic values or relational values. To implement an effective communication strategy catering to customers’ preferences, firms should understand how these organizational marketing communications dynamically influence the perceived importance of different values offered by the firm. Therefore, using data from a Fortune 500 B2B service firm and employing a content analysis and a robust econometric model, we find that (i) the effect of economic and relational marketing communication on customer purchase behavior vary by customers and change overtime (ii) the latent stock variable of direct marketing communication affect the customer purchase behaviors and (iii) the evolution of customers’ perceived importance can be recovered using the transaction data. Overall, we provide a marketing resource reallocation strategy that enables marketers to customize marketing communication and improve a firm’s financial performance.
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Lin, Shin Lun, and 林詩倫. "The Effects of Customer Knowledge Management and Demographic Characteristics on Relationship Performance-A Case Study of Direct Marketing." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/72024261683168088788.
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碩士清雲科技大學
經營管理研究所
94
Retailing has been the most important function in marketing activity all the time, the retail business is a middle mechanism between consumer and supplier, playing an indispensable role in the course of marketing, if enterprises can grasp and retail, can top management is on sale throughout the battle field. Retail besides way to sell the shop, can traffic the shop, the former calls the Store Retailing, the latter is calls Non-store Retailing, the marketing way carried on of the way divides into for the shop marketing (Store Marketing) and not has shop marketing (Non-store Marketing) too according to this, this research aims at the straight result marketing that will be put in having marketing category of the shop especially (Direct Marketing). This research makes use of the key content of customer's knowledge management and demography parameter to regard two of this research to construct the surface greatly mainly, sum up several parameters that may exert an influence on the relation performance in customer's knowledge management and demographic parameter, and with its Direct Marketing industry of discussion. Find ' the key content of customer's knowledge management ' for the straight most important influence factor managing of result marketing industry at present according to the result of study, and sum up the consumption type of the Direct Marketing industry through ' the demographic parameter '.
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Lee, Chao-hsin, and 李招欣. "The Application of Value-Based Management Model Used on the Multi-Level Direct Marketing Unit in a Religious Organization." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/36429910903571304206.
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Guerner, Gonçalo Azevedo dos Santos. "O processo e a potencialização da gestão de informação em programas de fidelização : eficiência das estratégias de marketing direto e otimização do modelo de negócios." Master's thesis, 2019. http://hdl.handle.net/10362/59017.
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Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceO presente relatório pretende avaliar o papel distintivo e diferenciador da gestão de informação nas dinâmicas relacionais das organizações com os seus stakeholders. Mais concretamente, e posicionando-se sobre a crescente relevância dos programas de fidelização - tanto para os consumidores como para as próprias organizações -, o presente documento desenvolve, e salienta, a “inteligência” e a “sensatez” que a informação proporciona à economia, e à sociedade como um todo, constituindo assim a motivação para este projeto. Conjugando os métodos empíricos, dos estudos de caso e da experimentação, a investigação propõe uma abordagem explanatória dotada, não exclusivamente de domínios teóricos, mas de domínios que incluem a observação, a análise e a discussão dos temas propostos. Para a consideração das experimentações praticadas, foi escolhido o Cartão de Fidelização (programa de fidelização multimarca da Empresa, líder de mercado do setor do retalho alimentar em Portugal). Os resultados obtidos são congruentes e clarividentes: a gestão de informação traduz-se numa relevância e reciprocidade absolutamente crucial aos programas de fidelização. Permite-lhes identificar e satisfazer as mais singulares individualidades dos clientes - através de interações e experiências de marketing direto e personalizado -, e refletir racionalmente sobre as oportunidades e ameaças que envolvem o programa e a tomada de decisão sobre o seu modelo de negócios.
The present report intends to evaluate the distinctive and differentiating role of information management in the relational dynamics of organizations with their stakeholders. More specifically, and being positioned on the growing relevance of loyalty programs - both for consumers and for organizations themselves -, the present document develops, and highlights, the "intelligence" and "wisdom" that information provides to the economy, and to society as a whole, thus constituting the motivation for this project. Combining the empirical methods of history, case studies and experimentation, the subsequent research proposes an explanatory approach, endowed not only with theoretical domains, but with domains that include the observation, analysis and discussion of the proposed subjects. For the consideration of the experimental practices was chosen the Loyalty Card (multi-brand loyalty program of the Company, market leader in the food retail sector in Portugal). The results obtained are congruent and clairvoyant: information management translates into relevance and reciprocity absolutely crucial to loyalty programs. It allows them to identify and satisfy the most unique individualities of clients - through direct and personalized marketing interactions and experiences - and rationally reflect on the opportunities and threats that surround the program and the decision-making about its business model.
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Makgopa, Sipho Selatole. "Investigating the marketing communication practices of car dealerships in Gauteng Province, South Africa." Diss., 2016. http://hdl.handle.net/10500/21789.
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The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided.Business Management
M. Com. (Business Management)
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Smit, Petrus Coenrad. "'n Lewensvatbaarheidsondersoek vir 'n direkte bemarkingsonderneming gefokus op die swart verbruikersmark." Thesis, 2014. http://hdl.handle.net/10210/9157.
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M.Com. (Business Management)This dissertation deals with the subject of feasibility studies, as applied to the determination of the viability of a business idea or - concept. The first section of the study comprised a search for available material on the topic. Information regarding feasibility studies and business plans, and the difference between the two, was gleaned from contemporary literature covering the subject, such as tutorials by the Small Business Development Corporation, as well as several local and international text books, in order to construe an appropriate framework for the compilation of such a study. In the second section of the dissertation the framework decided on was applied to a specific business idea. Information for the completion of this section was obtained by interviewing representatives actually engaged in a similar enterprise, requesting information from various departments of state and business enterprises, as well as searches in relevant literature. The dissertation concludes by reiterating that the purpose of such a study is purely to determine the viability or feasibility of a project or business idea, and should it be necessary to obtain funds from third parties in order to initiate such a business (given a positive result from the feasibility study), a comprehensive business plan should be compiled...
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Moro, Sérgio Miguel Carneiro. "Optimização da gestão de contactos via técnicas de business intelligence: aplicação na banca." Master's thesis, 2011. http://hdl.handle.net/10071/8262.
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Com a massificação de campanhas publicitárias é cada vez mais reduzido o efeito que
as mesmas têm sobre o público-alvo, pelo que os responsáveis de Marketing têm cada vez
mais apostado em campanhas direccionadas. Desta forma, a área de Business Intelligence
reveste-se de um enorme potencial com vista à melhoria da selecção de contactos a efectuar.
Em particular, realçam-se as técnicas de Data Mining, a partir das quais se pode extrair
conhecimento útil a partir de dados não tratados. Devido a pressões externas, como a crise
financeira internacional, e à concorrência interna, as instituições financeiras portuguesas têm
apostado no Marketing direccionado, optimizando as suas campanhas de forma a aumentar a
sua eficiência.
Assim, esta dissertação irá focar-se num estudo de caso de uma instituição bancária
nacional, tendo em conta dados de campanhas de subscrição de depósitos a prazo efectuadas
entre 2008 e 2010, os quais serão utilizados na aplicação de técnicas de Data Mining para a
optimização dessas campanhas. Da investigação resulta um modelo explicativo da evolução
das campanhas, nomeadamente na sua capacidade de previsão do sucesso dos contactos.
Desta forma, é possível extrair conhecimento útil e que poderá suportar decisões de negócio
pelos gestores, que poderão assim conceber campanhas que beneficiem das características
identificadas pelo modelo.The increasingly vast number of marketing campaigns over time has reduced its effect on the general public. That led the marketing managers to invest on directed campaigns, which have been enhanced strongly through Business Intelligence techniques to help select the best set of available contacts for each campaign. In particular, by using Data Mining techniques which allow to extract knowledge from raw data. Furthermore, economical pressures and competition has led marketing managers to invest on directed campaigns and its optimization to increase efficiency. Having this information into account, the present dissertation will focus on a case-study about a Portuguese financial institution, by using its data about directed marketing campaigns of long-term deposits subscription (which were executed between 2008 and 2010) and applying Data Mining techniques with a goal on the optimization of future similar campaigns. From this research, an explanatory model is conceived that can, with a good precision, predict success in contacts (subscription of the deposit). Valuable knowledge can be extracted from this model in the form of characteristics that can be used to benefit future similar campaigns.
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Costa, Rita Teixeira. "A propriedade intelectual e o marketing : marcas sensoriais : as marcas cromáticas em análise." Master's thesis, 2018. http://hdl.handle.net/10400.14/26691.
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No presente tratamos a questão das marcas não-tradicionais, nomeadamente das
sensoriais. Na sociedade atual verificamos a necessidade de as considerar a par das
tradicionais já tão populares entre nós e identificamos a sua dificuldade de registo e
tratamento por parte dos tribunais – no âmbito que diz respeito ao direito como um
problema a solucionar. No âmbito da gestão, consideramos importante que os gestores
estejam informados relativamente às “novas marcas” e que as considerem.
O objetivo deste trabalho consiste em esclarecer e aferir do que se tratam estas
marcas não-tradicionais, aferir a sua importância, procedimento de registo, obstáculos e
dificuldades.
Mais em concreto tratamos do problema das marcas cromáticas – dando os
exemplos da marca LOUBOTIN e da sua batalha pelo registo da cor da sola dos seus
sapatos de salto alto feminino face a outras marcas da mesma indústria tocando o
problema da cópia e ainda os exemplos de uma companhia aérea e marca de automóveis
onde as marcas cromáticas não podem deixar de ser consideradas.
Terminaremos esta dissertação com uma conclusão geral do tema em análise e
apresentando alguns pontos que os gestores devam ter em conta face ao tema em
análise.In the present we address the issue of non-traditional brands, namely of the sensorial. Today's society needs to consider them alongside traditional that are already so popular with us and we identify their difficulty in registration and treatment by the courts in the area of law as a problem to be solved. In the management side, we consider it important that managers are informed about this figure and consider it. The purpose of this paperwork is to clarify and measure what these so-called non-traditional are about, to assess their importance, registration procedure, obstacles and difficulties. More specifically, we deal with the problem of chromatic marks - giving the examples of the LOUBOTIN brand and its battle to register the color of the sole of their women's high heel shoes against other brands of the same industry touching the copy problem and also the examples of an airline and car brand where color marks can not fail to be considered. We will conclude this dissertation with a general conclusion of the topic under analysis and presenting some points that managers should take into account in relation to the topic under analysis
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Abrantes, João Bernardo Rocha Marques Martins. "Plano de marketing para a F. H. da Rocha Marques: Concessionário KIA, Leiria." Master's thesis, 2017. http://hdl.handle.net/10071/16139.
Full textAbstract:
O presente projecto tem como objectivo a elaboração de uma estratégia de marketing, adaptado à realidade do mercado e concretamente à empresa F.H. da Rocha Marques, concessionário KIA de Leiria, especializado no comércio de automóveis ligeiros de passageiros e na sua manutenção e também no comércio de peças para automóveis.
Inicialmente foi elaborada uma análise externa através da realização de uma análise PESTAL, do modelo das 5 Forças de Porter e também do estudo do mercado, consumidores e concorrência. Deste estudo resultaram ameaças e oportunidades. Da análise interna à empresa, através da estrutura organizacional e da cadeia de valores, resultaram pontos fortes e fracos.
Feito o cruzamento entre ambos, através de uma SWOT dinâmica, obtiveram-se directrizes
estratégicas para o desenvolvimento de acções concretas, a aplicar pela empresa.
O projecto termina com a apresentação das acções, plano de contingência e uma avaliação de
viabilidade económico-financeira das mesmas, na perspectiva de que a sua implementação terá
frutos não só no imediato como ao longo do tempo permitindo à empresa crescer.This project main goal is to create a marketing strategy, adapted to the market reality and to F.H. da Rocha Marques company, the KIA dealer in Leiria, Portugal, which is specialized in passenger's cars commerce and service and, also, car parts commerce. Initially, an external analysis was made, which included a PESTEL and a 5 Forces of Porter analyses and, also, a market, consumer and market competition studies. The result of this external study was a list of Threats and Opportunities. From the internal analyse, through the study of the organization structure and the value chain, results a list of strengths and weaknesses. Using a dynamic SWOT matrix, the strategic guidelines to develop concrete actions to be used by the company were obtained. This project ends with the presentation of the actions, its contingency and economic-financial viability plan, under the perspective that the implementation of them will bring success not only in the present but also in the future.
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Santos, Maria Ana Pereira dos. "Dinâmicas comerciais e comunicação com o cliente nas sociedades de advogados." Master's thesis, 2019. http://hdl.handle.net/10400.14/28879.
Full textAbstract:
Este estudo versa sobre de que modo as Sociedades de Advogados a exercer funções em Portugal, aplicam o Mix Marketing, mais especificamente a vertente da Comunicação. Olhando para as Sociedades de Advogados que se pretendem competitivas e rentáveis, pretende-se estudar como se aplica um Mix de Comunicação sem nunca deixar de atender à essência da profissão e aos seus princípios deontológicos. É um tema pouco estudado no nosso ordenamento jurídico e, para uma maior investigação serão realizadas entrevistas a um número de sociedades e realizada uma comparação com o que é feito no exterior, de modo, a entender se é possível uma estratégia semelhante em Portugal. Pretende-se assim, contribuir para o crescimento das práticas de marketing nas sociedades de advogados, com o intuito de uma melhor comunicação com o cliente e, consequentemente, uma melhor satisfação e fidelização do mesmo.study concerns how the Law firms acting in Portugal, apply the Mix Marketing, concretely the Communication concept. Knowing that firms want to be competitive and profitable, is planned to study how can we apply a Communication Mix while never failing to address the essence of the profession and its deontological rules. It is a subject that has not been studied much in our legal system and as such, it deserves further investigation and a comparison work about what is being done abroad in order to comprehend if a similar strategy is applicable in Portugal. Thus, is intended to contribute to the growth of the marketing practices in law firms, with the goal to increase a better communication with the client and, consequently, a better satisfaction and customer loyalty