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Adams, Meredith Elaine. "Beyond the Glass: Examining Wine Tasting Room Profitability Using the 4Ps of the Marketing Mix." Thesis, Virginia Tech, 2016. http://hdl.handle.net/10919/71351.
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Recent exponential increases in attendance at wine tasting rooms resulted in growing research in this subject area as producers seek to learn more about wine tasting room customers and identify ways to capitalize on additional revenue-generating opportunities. Direct wine sales are big business with $3.4 billion in sales in the United States in 2010. Research has shown that small and medium-sized wineries have become financially dependent on direct sales linked to wine tasting rooms with an average of 70 percent of winery sales coming from the tasting room. With limited sources outlining best practices within wine marketing, there is a clear need to identify and classify the literature on this topic. This research applies a marketing theoretical approach using the 4Ps (product, place, price, and promotion) of the marketing mix in conjunction with a comprehensive citation-based global literature review, with the goal of assessing those factors, if any, which may impact wine tasting room profitability. Our findings highlight key differences in individual wine tasting room marketing mix strategies which emphasize the need to understand consumer tastes and preferences for the wine tasting experience. Research shows that investing in the product and promotion of the wine tasting room has a positive impact on profitability. Key profit drivers include investing in branding, tasting room staff, and aggressively pursuing word-of-mouth recommendations to enhance wine tasting room profitability.Master of Science
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Qureshi, Muhammad Farhan Wahid. "Role of Social Marketing in Social Enterprises : The Case of Gavle." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19036.
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Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society. Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.
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Danielsson, Simon, and Jakob Flygare. "Vad utgör en framgångsrik film? : En analys av Hollywoods filmindustri." Thesis, KTH, Matematisk statistik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188994.
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I detta arbete undersöktes vilka de främsta framgångsfaktorerna var med avseende på biointäkter för en amerikansk film i produktions- och distributionsfasen. Analysen av produktionsfasen baserades på filmer mellan åren 2010-2014 och bestod dels av en övergripande regressionsanalys över alla filmer och dels en genrespecifik regressionsanalys. Undersökningen av distributionsfasen grundade sig i 4p modellen för att visa på filmbolagens strategiska möjligheter. Resultaten visade att det fanns signifikanta faktorer som påverkar biointäkterna både positivt och negativt. Däribland var uppföljare och budget de två faktorerna som hade störst positiv påverkan på biointäkterna för majoriteten av regressionsmodellerna. Den genrespecifka analysen visade även på skillnader för vilka faktorer som bidrar till att öka biointäkterna för de olika genrerna.This work examined the main drivers behind box office success for American movies in the production- and distribution phase. The data sample consisted of movies released between 2010 and 2014. An overall regression analysis of all movies as well as a genre specific regression analysis were made. The 4ps model of marketing was used to investigate a film studio’s strategic possibilities during the distribution of a film. The results showed that it was possible to determine significant drivers behind a movie’s revenue. Budget and sequel were the two factors that had the largest positive˛ effect on revenue for the majority of the regression models. The genre specific analysis showed that the impact of each factor varied between genres.
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Uhlíř, Petr. "Web-marketing mix 4S v malé organizaci." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124719.
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The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.
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Jarilinas, Lukas. "Įmonių marketingo galimybės socialiniuose tinkluose." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140620_112411-57909.
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Darbo objektas – socialinių tinklų marketingas.
Darbo tikslas – išanalizuoti socialinių tinklų marketingo atsiradimą paskatinančius veiksnius, bei atlikti įmonių susijusių su turizmu galimybių socialiniuose tinkluose įvertinimą.
Darbo uždaviniai:
1. Atskleisti socialinių tinklų marketingo sampratą.
2. Atlikti socialinių tinklų marketingo galimybių analizę.
3. Išnagrinėti socialinių tinklų marketingo atsiradimą ir veikimo principus.
4. Atskleisti neišnaudotų, socialinių tinklų marketingo, galimybių priežastis įmonių susijusių su turizmu sektoriuje.
Hipotezė – socialinių tinklų marketingo galimybės įmonėse turinčiose sąsajas su turizmu, išnaudojamos pilnai ir tinkamai.
Atlikus literatūros socialinių tinklų marketingo galimybių literatūrinę analizę išskiriami e - marketingo privalumai, įtakos vartotojui veiksniai, atlikta priežasčių pagal vartotojus ir verslininkus analizė.
Išnagrinėjus socialinių tinklų populiarumą paaiškėjo, kad teik pasaulyje, tiek Lietuvoje tarp tokių tinklų lyderiu galime laikyti „Facebook“.
Atlikus neišnaudotų galimybių socialiniuose tinkluose tyrimą galima nustatyti ir padaryti tokias išvadas: įmonės neturi pakankamai žinių ir pakankami duomenų analizėms atlikti; įmonės neturi pakankamai kompetentingo personalo; neįvertinamas pilnas marketingo proceso kompleksas; neatitinka vartotojų ir verslininkų požiūriai dėl netinkamos ir neišsamios analizės; netinkamai traktuojamos ir įvertinamos tokio marketingo galimybės.
Hipotezė - socialinių tinklų... [toliau žr. visą tekstą]The object - social network marketing. The aim - to analyze the emergence of social networking marketing incentives, within the factors, and implement enterprise - related tourism opportunities in social networking assessment. The objectives: 1. Reveal social network marketing concept. 2. Perform social network marketing opportunity analysis. 3. Examine the emergence of social network marketing and how it works. 4. Uncover untapped, social network marketing, opportunity, enterprises related to tourism sector. Hypothesis - social network marketing opportunities in companies having links with tourism exploited fully and properly. The literature of social network marketing opportunities for literary analysis distinguishes e - marketing advantages of consumer influence factors , done by reason consumers and business analysis. An examination of the popularity of social networks showed that providers in the world, both in Lithuania between these networks can be considered a leader in Facebook. After untapped social networks to identify and study the following conclusions: the company does not have sufficient knowledge and sufficient data to perform analysis; companies do not have enough qualified personnel; fails to recognize the full marketing process complex; does not meet consumer and business attitudes of inadequate and incomplete analysis; properly treated and evaluated the marketing possibilities. Hypothesis - social network marketing opportunities in companies having links... [to full text]
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Pokorná, Martina. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2008. http://www.nusl.cz/ntk/nusl-228323.
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The aim of the thesis is to make profitable communication strategies in an economic way. This will increase publicity and take the best effect on people. It will also improve standing of a firm ARAVER CZ on a market.
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Nordlund, Nelli, and Shayan Karimi. "The 4P theory's role in a company's social media." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-396018.
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This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how companies applies the 4P theory in their social media. The research question of this thesis is as follows: How does a company apply 4P in its social media platforms? In order to answer the research question of this thesis, the authors have used existing theories on digitalization, the new 4P’s and the traditional 4P’s as well as empirical data in the form of semi structured interviews. The results showed that the 4P theory has an enormous role in these companies’ marketing in social media.
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Palacký, Miloslav. "Marketingové aspekty činnosti high-tech firem." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224544.
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Cílem diplomové práce je analýza marketingových nástrojů použitých firmou XAX a následně vyhodnotit a navrhnout zvýšení jejich efektivity. Popis strategie společnosti a faktory ovlivňující budou identifikovány. Práce obsahuje návrhy a doporučení na zvýšení efektivity marketingových nástrojů dané firmy v oblasti High-tech odvětví.
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Jirků, Jiřina. "Marketingová strategie pro společnost PRAKAB PRAŽSKÁ KABELOVNA, s.r.o. při uvedení nových výrobků na trh." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162639.
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This diploma thesis deals with a marketing strategy for the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. and new products -- cables PRAFlaGuard SPF -- pair, PRAFlaGuard SPF -- XN and PRAFlaDur SP. The thesis is divided into three main chapters. The first chapter describes the theory of B2B marketing and shows main differences between B2B and B2C market. The second chapter presents the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. -- history, structure, product portfolio and new cables. The third chapter deals with a marketing strategy and is divided into two subchapters -- Situation analysis and Marketing mix.
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Pinto, Débora Duarte. "O composto mercadológico para web (modelo 4S): um estudo de caso em uma instituição financeira brasileira." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-05022007-173243/.
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O comércio eletrônico tem expandido sua área de aplicação em indústrias como a de serviços bancários e, especialmente, tem gerado novas oportunidades de negócios e possibilitado a presença das empresas em novos mercados. Esse fenômeno motivou a necessidade do desenvolvimento e adaptação de ferramentas para analisar essa nova realidade. Com o propósito de fazer uma análise crítica do composto mercadológico para Web (Modelo 4S), realizou-se um estudo de caso exploratório em uma instituição financeira brasileira que possui um site de comércio eletrônico e para proporcionar a aplicação desse modelo foi desenvolvido um instrumento de pesquisa para analisar esse comércio eletrônico sob a ótica do Modelo 4S. O estudo de caso revelou que a instituição financeira refletiu sobre os principais aspectos estratégicos e operacionais do marketing na Internet (escopo, site, sinergia e sistema). Como principais resultados deste estudo pode-se destacar que escopo desse comércio eletrônico, ou seja, a estratégia e objetivos, é voltado para o estabelecimento da presença internacional da instituição financeira. O site ou interface com o cliente enfoca o oferecimento de serviços on-line como remessas de valores e abertura de contas na Internet. A sinergia foi conquistada por meio da integração dos processos físicos da organização e com a criação de parceiros. Quanto ao sistema, isto é, tecnologia, requisitos técnicos e administração do site, a principal decisão foi a de não terceirizar.The electronic commerce has expanded its area of application in industries as banking services and it has especially generated new business opportunities and made possible the presence of companies in new markets. This phenomenon motivated the necessity of development and adaptation of tools to analyze this new reality. With the intention to make a critical analysis of the Web Marketing Mix (Model 4S), an exploratory case study was fulfilled in a Brazilian financial institution which has an electronic commerce site. And to provide the application of this mode it was developed a research instrument. The case study has disclosed that the financial institution reflected on the main strategical and operational aspects of Internet marketing (scope, site, synergy and system). As main results of this study can be detached that the scope of this electronic commerce, is come back toward the establishment of the international presence of the financial institution; the site or interface with the customer focuses on-line banking services; the synergy was acquired by the integration of the physical process of the organization and with the creation of partners; and about system, or either, technology, technical requirements and site administration, the main decision was to make, not buy.
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Sklenář, Tereza. "Podnikatelský záměr - uvedení nového produktu na trh." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2008. http://www.nusl.cz/ntk/nusl-228239.
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This marketing thesis focuses on the elaboration of a business plan for market penetration of a new product. This novel product will be a newly designed mobility aid addressed for people with limitated ability of movement of their legs. It would lift their legs from the vertical to the horizontal position and back without any effort being exerted by the user. Such a device is currently not available on the Czech market. This project contains both a theoretical background which is instrumental for better orientation in this area and also an analysis of the inner and the outer backgrounds behind a business plan for the market penetration of this new product. This thesis also contains a review of today’s products in the general area, measures taken before the commencement of potential sale, a distribution plan, promotion strategy, economical evaluation and a plan for the lead-in of the produkt onto the market.
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Landsberg, Evelina, and Linda Löfberg. "Sökmotoroptimering inom sällanköpsvaruhandeln : En kvalitativ studie som undersöker uppfattningen av SEO inom den svenska sällanköpsvaruhandeln." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45900.
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Sedan utvecklingen av world wide web på 1990-talet har den digitala utveckling vuxit mer och mer. I takt med digitaliseringen har SEO blivit ett viktigt marknadsföringsverktyg som företag kan använda för att öka sin synlighet online. I slutet av 2019 spreds ett virus vid namn covid-19. Viruset utlöste en pandemi som skakade om världen. En tydlig förändring som skett under coronapandemin är att den digitala utvecklingen har påskyndats. Samtidigt som digitaliseringen påskyndats har även konsumentbeteendet förändrats i form av ökad kundnärvaro online under pandemin. Dessa faktorer har tillsammans lett till ökad konkurrens online inom den svenska sällanköpsvaruhandeln. En ny verklighet har utvecklats där digitala strategier får en allt mer betydande roll för att bemöta konkurrens, vilket företag som bedriver onlinehandel måste förhålla sig till. Syftet med studien är att kartlägga på vilket sätt företag inom den svenska sällanköpsvaruhandeln har förändrat sin uppfattning av SEO på grund av ökad konkurrens online till följd av coronapandemin. Studiens teoretiska bakgrund tar avstamp i två teorier, Inbound marketing samt The 4S web-marketing mix model. Studien tillämpar en kvalitativ ansats där semistrukturerade intervjuer använts för att samla in data. Sex (6) företag inom sällanköpsvaruhandeln intervjuades. Empirin visar att företagen utvecklat ett ökat intresse, en ökad värdesättning samt en ökad användning alternativt planerar implementering av SEO till följd av ökad konkurrens online under coronapandemin. Sammanfattningsvis visar empirin att företagen har utvecklat en mer positiv uppfattning av SEO vilket tyder på att SEO kan vara ett användbart verktyg för att bemöta den ökade konkurrensen online för företag inom sällanköpsvaruhandeln.Since the development of the world wide web in the 1990s digital development has grown more and more. As the digitization has become an integrated part of organizations, SEO has become an important marketing tool that companies can use to increase their visibility online. At the end of 2019, a virus was spread by the name Covid-19. The virus triggered a pandemic that shook the world. During the pandemic the digital development has rapidly increased. The consumer behavior has also changed during the pandemic as the online presence among consumers has increased heavily. Both of these factors have led to increased competitiveness online among the Swedish rare goods trade. In this new reality digital strategies play an important role, which companies who conduct online trading have to take into consideration. The purpose of this study is to examine in which way companies in the Swedish rare goods trade have changed their perception of SEO due to increased competition online as a result of the covid-19 pandemic. The theoretical background covers two theories, Inbound Marketing and The 4S Web-Marketing Mix Model. The study applies a qualitative approach where semi-structured interviews have been used to collect data. Six companies in the rare goods trade have been interviewed. Results show that the companies has developed an increased interest, an increased value and an increased use of SEO or a plan to implement SEO due to the increased competitiveness online during the pandemic. To summarize, the study proves that companies have developed a more positive perception of SEO which suggests that SEO can be a useful tool for addressing increased competitiveness online among companies in the Swedish rare goods trade.
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Nováková, Hana. "Návrh marketingové strategie pro individuální vstup do podnikání v oblasti jazykového vzdělání." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224768.
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The master’s thesis is concerned with the proposal of marketing strategy of individual entry into the business of language education in Brno. The thesis contains primary and secondary research of the market. The secondary research is focused on competition and informal education of adults. The primary one inquires into consumer, the needed data were obtained through online questionnaire survey. Consequently, the marketing strategy is defined with emphasis on marketing mix.
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Weinebrandt, Gustaf, and Sara Pernbrink. "Den traditionella marknadsföringsmixen utifrån digitaliseringen : Har digitaliseringen skapat ett behov av att utveckla den traditionella marknadsföringsmixen?" Thesis, Södertörns högskola, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35565.
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Bakgrund: Marknadsföringen har under det senaste decenniet genomgått fundamentala förändringar och digitaliseringen har varit en del i den utvecklingen. Borden var först med att presentera marknadsföringsmixen som koncept på 1950-talet. Bordens koncept utgick från tolv punkter som praktiker kan använda sig av vid utformningen av sin marknadsföring. McCarthy utvecklade Bordens koncept och definierade marknadsföringsmixen som 4P; Produkt, Pris, Påverkan och Plats. Kotler fortsatte sedan att utveckla modellen till det som idag är en av de centrala delarna inom marknadsföring. McCarthys traditionella marknadsföringsmix med 4P används än idag, däremot har modellen inte utvecklats i samma takt som digitaliseringen. Därför anser forskare att 4P-modellen inte är aktuell i dagens marknadsföring och att modellen har begränsat utvecklingen av disciplinen. Syfte: Syftet med uppsatsen är att undersöka om digitaliseringen skapat ett behov av att utveckla den traditionella marknadsföringsmixen. Metod: Uppsatsen använder en kvalitativ forskningsstrategi och angriper vetenskapen med ett deduktivt angreppssätt. Semistrukturerade intervjuer har använts vid insamling av primärdata för att sedan analyseras och tolkas i relation till sekundärdata. Analys och slutsatser: Den traditionella marknadsföringsmixen används idag som en enkel och lättförståelig grund för att operationalisera marknadsföringen. Den tillämpas däremot inte utifrån den traditionella utformningen, då den inte är anpassad efter digitaliseringen. Kunden utgör i dagens marknadsföring en större roll och digitaliseringen har möjliggjort nya sätt att nå ut till och kommunicera med kunden. Relationen mellan företag och kund är idag mer viktig och nödvändig för företagets långsiktiga tillväxt. Slutligen presenterar uppsatsen en vidareutvecklad marknadsföringsmix modell, där kunden och företaget är det centrala och att aspekter som kunderbjudande, kommunikation och relationer är viktiga komplement till denna kundorienterade modell.Background: Marketing has over the past decade undergone fundamental changes, and the digitalization has been a part of this development. Borden was the first to present the marketing mix as a concept in the 1950s. The concept consisted of twelve factors that marketing practitioners can use in developing their marketing strategy. McCarthy developed the concept further and defined the marketing mix as 4P; Product, Price, Promotion and Place. Kotler developed McCarthy’s 4P-model to one of the most used marketing models today. The 4P- model has not developed in the same rate as the digitalization, however it is still used by practitioners and researchers today. Furthermore, some researchers consider that the 4P-model is not essential for today's marketing and claims that it has limited the development of the discipline. Purpose: The purpose of the paper is to investigate whether or not the digitalization has created a need to develop the traditional marketing mix. Methodology: This paper applies a qualitative research method and uses a deductive approach to science. The primary data has been collected through semi-structured interviews, and later been analyzed and interpreted in relation to the secondary data. Analysis and conclusions: The traditional marketing mix is today used as a simple and easy-to- understand basis for operationalization of marketing. Due to the digitalization practitioners do not apply the model based on its traditional design. The customer has a major role in today's marketing and the digitalization has created new ways for businesses to reach out and communicate with the customer. The B2C-relationship is more important today and necessary for businesses long-term growth. Finally, the paper presents a further developed a customer- oriented marketing mix model where the customer and the business are surrounded by customer offering, communication and relationships.
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Horáková, Ilona. "Marketingová strategie." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193749.
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The main goal of this thesis is to identify the differencies and specifics of arts marketing and then evaluate a strategy of specific project. The theoretical part introduce the culture, art and theater. The following section is focused on classical marketing always accompanied by specifics in the area of culture and art. The theory is then applied to a particular project and thesis is finished with marketing research aimed to identify the motivation to visit and percepiton's level of marketing tools by visiters.
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Čermák, Jan. "Zavedení nového výrobku na trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221532.
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The diploma thesis deals with a new product launch in Czech market. First, the appropriate market segment, competitive products and environment of launching company is analyzed. Based on the analysis and the knowledge gained from the literature, the diploma thesis proposes a solution in form of a marketing mix, which is suitable for the new product.
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Sombergová, Markéta. "Návrh komunikačního mixu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223406.
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The diploma thesis focuses on problems associated with the suggestion of the communication mix of the Fitness centre „Kameňák“. It includes evaluation of the current state of company´s communication mix and revelation of problems in this field. Afterwards the thesis contains suggestions for improvement of this state. The diploma thesis is divided into three parts. The first part contains theoretical knowledge of the subject, the second part is focused on analysis of the company´s current state and the main content of the third part is suggestion of such a communication mix that can help the company present better its services and brings more customers.
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Pikula, Michal. "Marketingová strategie společnosti ZDT spol. s r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2016. http://www.nusl.cz/ntk/nusl-254437.
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This Diploma Thesis deals with problems of marketing strategy proposal for the company ZDT spol. s.r.o. – Agriculture and transport machinery Ltd. A marketing strategy proposal based on theoretical knowledge, analysis of the company’s current condition and questionnaire survey is introduced. This proposal should lead to strengthening our position on domestic market, gaining new market outlet and as a result of this to higher sales and profits.
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Bavlnka, Jan. "Podnikatelský záměr." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-222865.
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Master´s thesis is based on making analysis of the present state company Dutch Impuls s.r.o. From this analysis are made the proposals for getting better than actual situation. In the first part there is explained the theoretical introduction to the problem, there are defined basic notions and methods. The second part is based on analysis present situation of the company. In the final part there are drawn up the proposals thanks to making business plan.
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Majlišová, Simona. "Podnikatelský záměr rozvoje společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225120.
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The present dissertation is the design of a company's business plan, with a view to the construction of a servis, with all the important factors such as economic and non-economic factors, and legislative changes in the branch taken into consideration. Last but not least, the economic standing of the company is also evaluated. The project is simultaneously assessed from the viewpoint of potential implementation of the proposed solution.
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Pavlík, Vladimír. "Podnikatelský plán pro založení komerčního divadla." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225092.
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The thesis focuses on creating a possible business plan for an economically prosperous commercial theater in Brno. The work is divided into three parts. The first part describes the typology of theaters and their possible legal form. The second part is an analysis of internal and external factors that affect the project. The final section provides possible solutions for running the theater.
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Posádková, Radka. "Hodnocení finanční výkonnosti společnosti prostřednictvím benchmarkingu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443149.
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The diploma thesis is focused on the financial and business performance evaluation of the company New Yorker CZ, s.r.o. The evaluation is created using the method benchmarking. The company New Yorker CZ is being compared with its five competitors within czech market in the analytical part. In the first part of this thesis there is a summary of selected methods and approaches. The next part focuses on comparing selected competitors using method benchmarking, which is concluded with SWOT analysis. In conclucion there are individual recommendations and summarization of findings of the performed analyzes.
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Novák, Michal. "Komplexní marketingová strategie v online prostředí." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223301.
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This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
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Kárová, Eva. "Budování konkurenceschopnosti firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222174.
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This master's thesis deals with the strategy proposal of the Ski school MARO. The basis of the development strategy proposal is strategy analysis (financial analysis, general and related professional analysis, SLEPT and SWOT analyses). The final part of this work is focused on an evaluation of how the proposed strategy could be implemented.
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Ježková, Barbora. "Strategie expanze Žateckého pivovaru na zahraniční trh." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205203.
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The Master's thesis focuses on international expansion process of a company. For the application part of the thesis I have chosen a company called Žatec brewery Ltd. which belongs into a category of small and medium enterprises. The main objectives of the thesis comprise selection of a convenient Western Balkans region market for expansion of the brewery and subsequent formulation of a specific market entry strategy. The market entry strategy consists of a market entry mode selection, competitive strategy and marketing strategy as well as marketing mix 4P. The minor objectives include characteristics of the brewery's business strategy and the role of international expansion in it and also the company's financial analysis whose results underpine its expansion possibilities. The other minor objectives comprise multi-criteria decision model creation in order to decide for the most attractive target market and the expansion key success factors identification. As for the methods used, analyzes like financial analysis, PEST analysis, Porter's model of five forces and SWOT analysis, and then comparisons dominate. Croatia was finally identified as the most suitable regional market for the brewery's expansion and the company was advised to enter it with its gluten-free lager product. It was suggested, at the same time, that the brewery use to its advantage the background provided by its current owner - beer brewing company Carlsberg.
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Kozlova, Elena. "Marketingový mix vybraného strojírenského podniku na B2B trhu v Rusku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414490.
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This diploma thesis is focused on marketing mix of a concrete company, which is operating in international environment. The thesis is divided into three main parts. The theoretical part describes basic concepts related to the topic. The analalytical part of the thesis focuses on the business environment of company Dieffenbacher CZ, assuming its future expansion to Russian market, while the results obtained are further summarized in SWOT analysis. The practical part offers proposals and recommendations from the perstective of marketing mix for successful entry of a selected engineering company to Russian market based on the findings from the complied analyses and theoretical concepts.
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YU, JU-LI, and 李侑如. "Applying Design Thinking in Developing Educational Board Game - An Example of Marketing Strategies(4Ps)." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/nbsnqu.
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碩士明新科技大學
管理研究所碩士班
107
Due to the promotion of the Ministry of Education’s policy, table game is used to be one of the teaching tools in class. The use of the characteristics of table games is integrated into the education. Students can improve their learning and the ability of brain-thinking by playing table games. This study designed an educational table game by using Marketing Strategies (4Ps) as a design category. This educational table game, which allows students to understand the definitions and methods of using, and then integrate the design-thinking tool to the board game, and finally do some modifications and adjustments on it. The purpose of this research is to develop an educational table game which is based on the Marketing Strategies (4Ps). This study combines the steps of “The Loop Mode of Educational Board Game Design” and “Design Thinking”, and which includes the Empathy Map, Point of View (POV), and How Might We (HMW) three techniques. Those two games are named "Marketing Pats" and "Story Marketing", which were expected to be useful tools apply to marketing education.
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Lai, Chih-Neng, and 賴智能. "Explore the Marketing Approach Between the Brand Computers and Assembled Computers with 4Ps Aspects." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/00811222067070775037.
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碩士靜宜大學
管理碩士在職專班
103
Nowdays increasingly sophisticated knowledge, marketing campaign management become more important. Good image of the computer product (brand computers and assembled computers) can create product differentiation to attract consumer preferences, causing customers to buy, but also accumulated a positive image of the company for the computer business. The study use 4Ps aspect from Jerome McCarthy, detailing the differences between the brand computers and the assembled computers marketing, and use marketing model make the diagram to instructions 4Ps of product, price, place, promotion of individual interaction, and try to analyze the computer development and the marketing approach by Systems Thinking. And use structure to illustrate brand computer and assembled computer marketing dynamic mode. The findings of our research are as follows: 1.The difference between the brand computers and the assembled Computers: the brand computers use differentiation and high-quality to create advantage, and the assembled computers use low-cost marketing strategies to create number of sales. 2.If computer products brand image is higher, the willingness of consumption is the higher. 3.As consumer behavior change, the customer requires not only better quality computer products, computer prices also requires lower. 4.Because information and network in come, the customers have a preference to buy relatively cheap assembled computers product with distributors guaranteed. Based on the above mentioned, when consumers demand high-quality, they will tend to buy brand computers, and if consumers demand lower price, they will tend to buy assembled computers. But also the findings of our research have many suggest every computer seller.
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Tai, Hsiu-Shan, and 戴秀珊. "A study of the crowdfunding cases using marketing 4Ps and three levels of design." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/88565844837137958263.
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碩士國立高雄應用科技大學
資訊管理研究所碩士班
101
The total amount of fund-raising in global crowd funding platform in recent years has grown explosively. Through marketing projects of crowd funding platform, it has successfully raised funding which is very significant. Past researches focused on exploring the crowd funding industry, economics and management, but seldom on exploring how to build the project marketing commodities research in global crowd funding platform. This research analysis all factors affecting our project through marketing 4Ps, three levels of design and the content analysis. We will apply the analysis result to establish a project on FlyingV crowd funding platform. We discuss the project result at last. The following two categories of factors are summarized according to the result: (1) Text content factor: visceral design, product mix, Product-line Pricing and rational appeal. (2) Video content factor: Reflective Design, rational appeal. This research will build "Observer cloud video remote control car" project based on the construction of the project content factors, and raise funding in the crowd funding platform, FlyingV. We finish the basic goal of our fund-raising project, but the sales volume of product is not as respect. The probably reason is that we have inconsistent selection of analysis unit. We don’t adjust the reliability of three programmers. It results coding inconsistency. We explain the result and application of our research and have some suggestions about future work to the people who wants to have funding project.
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Isoux, Alice. "Introduction of OTC drugs in mass market the case of OTC drugs marketing in France." Master's thesis, 2015. http://hdl.handle.net/10071/11227.
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JEL Classification: M31, D70A presente dissertação aborda o assunto do marketing na indústria farmacêutica. Em Franca, os medicamentos OTC (Over-the-counter, medicamentos de venda livre, não sujeitos a prescrição médica) são apenas vendidos em farmácias, de acordo com a lei, mas o governo está a considerar abrir o monopólio das farmácias através da autorização da sua venda no mercado de grande consumo. Este é já o caso nos países anglo-saxónicos e noutros países europeus. Os franceses continuam dependentes do seu farmacêutico: como reagirão então e em que basearão a sua decisão de compra dos medicamentos OTC? Uma revisão de literatura será desenvolvida nesta dissertação para que se compreenda os 4P da industria farmacêutica e será dada especial atenção ao processo de tomada de decisão por parte dos consumidores. Parece, no entanto, que o branding e alguns aspectos visuais têm um papel importante, bem como confiança, experiências passadas e preço. A pesquisa primária desta dissertação tem como objectivo aprofundar o tema especificamente em Franca, que é um país conhecido por ser adverso ao risco (Hofstede). Os resultados mostram que muitos consumidores franceses estão dispostos a comprar os seus medicamentos OTC em supermercados, uma vez que deste modo pouparão tempo. Por outro lado, e como não poderão pedir aconselhamento ao farmacêutico, acabarão por comprar produtos que conhecem e nos quais confiam. Os resultados demonstram também o papel fundamental da experiência com o produto, que está ligada à confiança: os consumidores irão comprar os medicamentos OTC que já experimentaram e com os quais tiveram uma boa experiência. Foi criado um modelo de tomada de decisão, de modo a compreender-se melhor o seu funcionamento, e com base nisso, foram dadas recomendações aos laboratórios
This essay deals with marketing in the pharmaceutical industry. In France, OTC drugs (drugs which do not need a mandatory prescription) are only allowed in pharmacies, but the government is considering opening this pharmacy monopoly by authorizing their sales in mass market. It is already the case in Anglo-Saxon countries and in other European countries. The French are quite attached to their pharmacist: how will they react, on what will they base their decision to purchase an OTC drug? A literature review will be developed in this essay to understand the 4P’s in the pharmaceutical industry and particular attention will be given to consumers’ decision-making. It seems that branding and some visual cues play an important role, as well as trust, past experience and price. The primary research of this essay is aimed at going deeper into the topic and specifically in France, which is known to be a risk adverse country (Hofstede). The results show that most French consumers are ready to buy their OTC drugs in supermarkets, given that it will make them save time. As they will not be able to ask advice to a pharmacist, they will buy products they know and in which they trust. Results also show the crucial role of experience, which is linked to trust: consumers will buy the OTC drugs they already tried and with which they had a good experience. A decision-making model was realized in order to understand better their functioning and recommendations to laboratories were given based on that.
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Hsu, I.-Teng, and 許藝騰. "How Marketing Materials for Kaohsiung LOHAS Building Affect the Public''s Attitude from the Viewpoint of Social Marketing 4Ps." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/3d89md.
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碩士國立中山大學
公共事務管理研究所
103
Kaohsiung LOHAS (Lifestyles of Health and Sustainability) Building Label Project is a Taiwanese regional building development project based on the concept of green building considering energy saving, environmental friendly, and waste reduction. This project encourages people to accept and to modify their attitude toward Kaohsiung LOHAS Building voluntarily as the concept of social marketing. However, researches about Kaohsiung LOHAS Building from perspective of social marketing and marketing materials are none. Because the social benefits contained, the concept of social marketing 4Ps was used to form this study. Then, the subjects’ attitude change toward Kaohsiung LOHAS Building Label Project were analyzed after viewing marketing materials. Finally, the goal of this study as promoting Kaohsiung LOHAS Building for better environmental sustainability could be accomplished by providing suggestions on marketing materials. One group pre-experiment &; post-experiment design of quasi-experiment was conducted to 21 subjects in 30 minutes with marketing materials of Kaohsiung LOHAS Building Label Project. The research findings are: 1. Few subjects have heard Kaohsiung LOHAS Building or Kaohsiung LOHAS Building Label Project. 2. No matter what the demographics the subjects have, their attitude toward Kaohsiung LOHAS Building Label Project shows no significant difference. 3. Marketing materials of Kaohsiung LOHAS Building Label Project have positive influence on changing subjects’ attitude in social marketing 4P dimensions. According to the result, the promotional effectiveness of Kaohsiung LOHAS Building’s marketing materials is quite good. However, several improvements on marketing materials are acquired for achieving the better public awareness.
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Liu, Shu-Tzu, and 劉淑姿. "The Study of the Difference of Marketing Strategy between Generics and Brands- From the 4Ps Model Perspective." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/40285903398975701969.
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碩士樹德科技大學
經營管理研究所
91
This study adopts document analysis to understand the differences of marketing strategy between generics and national brands from the 4Ps model perspective being advanced by McCarthy. The study found that as the economy recession, the generic grocery products are welcome. The national brand is to face the threats because they would probably be replaced by generic grocery products. Moreover, as retailer became more powerful, it is possible that consumers change this purchasing strategy to buy generic grocery products which are low price and have retailer’s guarantee. Simultaneously, a manufacturers’ brand have to face the increasing threat relatively. National brand, hence, should create the competitive advantages by using differentiation and low cost advanced by Michael Porter to build the strong brands for responding the competition of generic grocery products.
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Lin, Yu-Chun, and 林玉純. "The Relationships on How Marketing 4Ps Influence Students on Choosing Vocational High School-Using a Private School in Taichung as an Example." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/77na9q.
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碩士東海大學
教育研究所
103
The purpose of this study is to investigate how product , place , pricing and promotion strategies (below referred as 4Ps) influence students on choosing a vocational major in a private senior high school in Taichung and the relationships among background variables, gender and vocational majors, and 4Ps. 711 sets of valid data are collected and analyzed with SPSS20.0. The qualitative tests adopted are descriptive statistics, t-test, One-Way ANOVA and logistic regression. Discovers are summarized as below: 1. Importance of 4Ps is in the order of pricing strategy followed by place strategy, product strategy and promotion strategy. 2. The independent variable, gender, has significant difference in both product and promotion strategies. Compared to male students, female students consider them as more important factors. 3. The independent variable, vocational majors, has no significant difference in pricing promotion and place strategies. 4. The independent variable, vocational majors, has significant difference in product strategy, especially in Applied English, Electrical Engineering, Computer Science and Information Processing. 5. Through logistic regression, product strategy, gender and vocational majors could be assistance of students to forecast the satisfaction of their school choices. With the findings, the specific recommendations are made in Chapter 5. Hopefully it can be a great help to this school or other schools similar in nature. Key words: marketing 4Ps, private senior high school, vocational majors
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Hsiao, Ya-Fang, and 蕭雅方. "A Study On Marketing Strategy Of Hosiery Industry In She-Tou, Chang-Hua County: A Perspective Of Marketing Mix 4P’s Model." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/60824488330116855968.
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碩士玄奘大學
大眾傳播研究所
100
Shetou is Taiwan’s leading center of hosiery industry in the past fifty years. All kinds of sock can be find in shetou. So, Shetou is commonly known as “The Hosiery Kingdom”. But the changing industrial structure as well as the low-price competition initiated by market players in some new developing regions makes it urgent for Shetou stocking manufac-turers to chang their way, just like many traditional industries have to do in Taiwan. The purpose of this study is to discuss industrial development vein and present situation of hosiery industry in Shetou, and going to discusses industry marketing combination variable, proposed analyzes that will hosiery industry to develop the marketing strategy and the suggestion on future. The research technique penetrates the literature material analysis, induces hosiery industry the marketing dissemination pattern, and penetrates the depth interview law visit industrial field the entrepreneur, according to hosiery industry to produce the system flow, the product category, the market area to separate, the marketing strategy as well as meets the bottleneck and so on, marketing mix 4P’s model analysis present stage society head using the marketing to hosiery industry, reorganizes the suitable marketing dissemination strategy. This research conclusion marketing mix 4P’s model to know that hosiery industry in Shetou marketing strategy main center of gravity in the product oral traditions and the field operating mode. In the product oral traditions aspect, must guarantee that the sock quality control, as well as sock's multi-functional, meet the consumer need. Operates the aspect in the entrepreneur, the use storefront sale, the topic promotion, the plane advertisement, the media, increases promoted the opportunity, earns more profits, so as to manages continually hosiery industry.
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Cabrita, Ana Mafalda de Magalhães da Franca Neto. "Os 4P'S na indústria farmacêutica: o caso da Genéricos Portugueses." Master's thesis, 2012. http://hdl.handle.net/10071/5422.
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Comparando Portugal e os restantes países da Europa, no ano de 2006, verifica-se que o mercado português farmacêutico de genéricos não segue o mesmo comportamento que os mercados no resto da Europa. Portugal tinha medicamentos genéricos com um preço elevado, tendo em conta as quotas de mercado serem superiores em valor (e não em quantidade). Comportamento de mercado contrário, que se observa nos restantes países europeus. A Genéricos Portugueses, uma PME portuguesa que opera no mercado de genéricos nacional, identificou a potencialidade desta oportunidade. Assim, e considerando as influências do Estado português no mercado e nas políticas de preço das empresas do sector, foi efectuada uma mudança na política de preços da Genéricos Portugueses. As modificações registadas geraram uma alteração no paradigma de acção.
Tendo este contexto como referência, o presente trabalho consiste num estudo de caso e pesquisa descritiva, e visa a contribuir para o desenvolvimento de projeto de Gestão - com o objetivo de caracterizar uma PME nacional do sector farmacêutico – Genéricos Portugueses. Pretende-se igualmente analisar a sua dimensão interna, recorrendo aos 4 P’s. Com o intuito de conjugar os dados das dimensões externas e internas do objecto de investigação, será efectuada uma análise SWOT. O espaço de análise do objecto de estudo está definido entre 2008 e 2011, com o intuito de verificar uma linha de evolução mais próxima da realidade das mudanças implementadas.
Salienta-se um crescimento em unidades vendidas superiores a 250% entre 2010 e 2011, enquadrados no contexto económico actual. Acresce-se a exploração da Genéricos Portugueses da prescrição por via do sistema informático, e o desenvolvimento de um novo canal de comunicação e de distribuição no mercado de medicamentos genéricos, pelo recurso ao negócio B2B com as farmácias.Comparing Portugal with the rest of European countries, in 2006, it’s clear the Portuguese pharmaceutical market of generics does not have the same behavior as the markets from the rest of Europe. Portugal had generic drugs with a high price, considering the market share was superior in value (and not in volume). A contrary market behavior is noted in the rest of the European countries. Genéricos Portugueses, a Portuguese SME (small/medium enterprises) which has its functions in the national generic drugs market. Therefore, and considering de Portuguese government influence in the market and in the enterprises’ price policy, Genéricos Portugueses made a change in their price policy. The changes recorded have created a turn of the action paradigm in the pharmaceutical market. By having this context as a reference, the following essay consists of a case study and descriptive research, and aims to contribute to develop a management project – with the goal of characterize a Portuguese SME from the pharmaceutical industry – Genéricos Portugueses. It is intended to analyze its intern dimension, using 4 P’s. In order to combine data from external and internal dimension of the object of this investigation, will be executed a SWOT analysis. The space analysis of the study object is set between 2008 and 2011, in order to check a line of evolution closer to the reality of the changes implemented. It’s highlighted a generation of results in sales in volume higher than 250% on its increased tax, between 2010 and 2011, framed in the actual economical context. In addition, the exploring of Genéricos Portugueses of the prescription process by informatics system, and the development of a new communication and distribution channel in the generic drugs market, by resourcing to B2B business with the pharmacies.
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Lee, Cheng-Ya, and 李正亞. "A study on Applying 4P and 4C Marketing Concept to Establish a Real Estate Marketing Strategy." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/58624027860739675600.
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碩士中華大學
科技管理學系碩士班
102
"Real estate" is the general title for both of the houses and the land of public and the Letting agents. Real estate is different from the general consumer products which have differences, longevity, costly, immovable, investment and consumption as well as inseparable duality and other characteristics. Besides, invest in real estate needs more time than the general commodity. For the current status of the old concept of real estate marketing strategies, the applicability of the legitimacy of institutions and regulations and other problems, proposed to real estate sales apply for Taiwan's new marketing strategy. Combined with the concept of 4P and 4C in real estate marketing, the future is no longer to enterprises, but to customers as a starting point for customer service. The result shows the external marketing commitment to customers, internal marketing must have the ability to realize the promise, and interactive marketing must realize the customer's commitment, that three complementary to each other. And then enable enterprises and customers through interactive platforms easily pass information to each other, with the appropriate the marketing strategy for customer service.
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CHEN, PO-CHANG, and 陳柏璋. "The Research of the Marketing Mix 4P’s on Customer Satisfaction and Loyalty in Frozen Seafood Industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/vqxw9c.
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碩士醒吾科技大學
行銷與流通管理系所
105
Frozen Seafood, majorly in processing aquatic raw materials, is one of the largest categories of frozen food industry. Accompanied with the more concerns paid to food safety by end-customers in recent years, the Government established traceability and management system of food safety, unified descriptions of aquatic products in order to take duly monitor on aquatic goods. In addition to above, the suppliers of aquatic products have also proactively upgraded capability on information collection, transformed into factory tour to attract more business opportunities, built the dialogue platform with customers so as to strengthen the implemented policy of food safety and enhance competitiveness in the industries. This Study was conducted by a domestic leading frozen aquatic supplier of Taiwanese company who collected the feedback of questionnaires from its overall customers in order to establish the long-term management policy and planning of marketing strategy. By verifying the customer satisfaction and customer loyalty on marketing element of 4P’s-product, price, place, promotion, the assumed difference of customer attributes and categories for cross-analysis were referenced together with the questionnaire results of narrative statistics and variation analysis. The Study conclusion indicated as below: 1-Product quality has a positive impact on overall customer satisfaction referred to the element of “Product”. 2-Price has a positive impact on overall customer satisfaction referred to the element of “Price”. 3-Traditional access has a positive impact on overall customer satisfaction referred to the element of “Place”. 4-Professional level & attitude toward customers of sales staff has positive impact on overall customer satisfaction referred to the element of “Promotion”. 5-Overall customer satisfaction has a positive impact on customer loyalty. In the end, basing upon the results of the Study, the Researcher proposed eleven practical recommendations to the Case Enterprise as the crucial reference in building its business strategy and marketing planning in the future. Above Proposal could also be the reference to the frozen aquatic industries. Keywords: Frozen Seafood, Marketing Mix, Customer Satisfaction, Customer Loyalty
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Chen, Yi-Wen, and 陳義文. "The 4P marketing strategy for different types of customers on Internet." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/54450480176207031058.
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碩士國立中興大學
電子商務研究所
93
The purpose of this study is to explore the fitness between online 4P and online shoppers. According to GVU (1998), perceive risk consists of four types: financial risk, performance risk, psychological risk, and time risk, and online customers can be therefore classified into these four perceive risks. Data were obtained from a sample of 247 customers who have ever bought products via internet. The findings are fourfold. First, customers prefer to buy low-price products except those who perceive higher psychological risk. Second, customers view tangible and intangible products in similar ways in four groups. Third, customers prefer cash promotion except those who perceive higher time risk. Forth, customers prefer companies using pull approach to attract them in four groups.
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Kang, Chia-Chi, and 康嘉琦. "Automatic Price Ranking of E-commerce Trading Impacts 4P in Marketing." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/91464273234955549818.
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碩士國立東華大學
國際企業學系
101
Nowadays, most of online sellers still use low price or promotion approaches to attract consumers. However, they don’t realize that with the development of network technology, consumers are now easy to search and compare the product price online. It means that the degree of product’s price transparency on internet is more obvious today. This change will make different impact in pricing and promotion. The purpose of this research is to find out the reason why product’s price transparency could impact pricing and promotion. In this study we finish the survey via questionnaire to people who has online shopping experience. After retrieving the results, we use statistical analysis to verify that whether the price transparency impacts consumers in choice of the price for same product or not? In addition, the promotional activities whether stimulate consumer willingness to purchase product even after product price ranking or not? The result of this study hopes to help enterprises arrange business and promotion strategies to provide and meet the services of consumer’s demand, to promote consumer’s royalty and stimulate the intention of re-purchase for obtaining favorable competitive advantages.
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Cheng, Ching-fang, and 鄭晴方. "A Study of the Relational Between Different Demographic Variables and Marketing Mix 4Cs ：A Case Study of Melaleuca Company." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/63274751812962176238.
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碩士國立臺灣科技大學
企業管理系
100
This study mainly explores the recognition analysis of potential members influenced by the marketing mix 4Cs of American Melaleuca company in terms of different demographic variables such as gender, age, marital status, personal monthly income, educational level. The study is based on the literature of Lauternborn (1990) who proposed the so-called 4C including Customer Wants and Needs, Costs to Customer, Convenience, and Communication. Furthermore, the study conducted a questionnaire survey of marketing mix 4Cs through the classification and induction of Melaleuca’s practical marketing strategies; the face-to-face questionnaires were distributed by a random sampling method. The study then analyzes T-test and ANOVA test by SPSS statistical software to determine whether there are significant differences among demographic variables. The results of recognition analysis of different demographic variables versus Melaleuca’s marketing mix 4Cs found that there was a significant impact mainly related to the daily living habits of using staple goods. For example, the examination of demographic variable of “non-members” shows a significant aspect of Customer Needs and Wants; people who are willing to switch brands to those of natural, environmental and healthy are all relevant to the daily living habits of using staple goods. Furthermore, the study found the reason why it is significant when analyzing the variable of educational level of “members-consumers” versus the aspects of Customer Wants and Needs as well as Convenience, which is because the relation to the daily living habits of using staple goods. It is shown significantly that people who are under 40 years of age and those over 51 love the “exclusive birthday gift campaign” of Communication aspect versus age variable. In regard to personal income variable versus the aspect of Customer Wants and Needs, the study found that customers with income less than $30,000 cherished and recognized more the “60-day trial and satisfaction guarantee campaign” as well as “special offers for full points campaign” of the aspect of Costs to Customer. The study also found that people with higher personal income have more recognition for introducers’ services of Communication aspect which influencing their decisions of getting the membership. In addition to the above, the study also analyzes the demographic variable of “members-operators”; people with income between $30,000 and $70,000 as well as those above $70,000 have higher recognition of “60-day trial and satisfaction guarantee campaign” of the aspect of Customer Wants and Needs as well as the aspect of Costs to Customer which is due to the psychological perception of relative cost savings. From the business management standpoint, this study is to help the business owner understand the recognition feedback of Melaleuca’s marketing mix 4Cs in terms of different demographic variables. The company can use it as references for the revision of future marketing strategies and may probably find the major target of market segmentation. In addition, the business operator can have a better grasp of the reasons why the demographic variables appeared significantly, such as the understanding of customers’ daily living habits and the evaluation of psychological recognition.
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Chih, Yen Jui, and 嚴瑞芝. "The 4P marketing strategy for the fashion-luxury mobile phone-the case of PORSCHE DESIGN P'9521 mobile phone." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31270556526469379611.
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碩士長庚大學
企業管理研究所
96
The study intends to focus on the marketing strategy for trendy, fashion-luxury handsets as the study subject. Given that fashion-luxury handsets differ from common function-oriented handsets for a longer product life cycle and a unique brand position; there is a need to distinguish their market position, distribution strategy, marketing approach and the like from the traditional handset marketing mode in order to showcase the true value of luxury goods. The thesis aims to examine, by analyzing and exploring the world premiere PORSCHE DESIGN fashion-luxury handset P’9521’s marketing strategy as the case study subject, how to uncover the target marketing groups for fashion-luxury handsets, how best to adopt effective market segmentation, and how best for fashion-luxury handset manufacturers to improve and devise a suitable marketing portfolio through analyzing and examining the aspects of 4P market strategy: product, price, place and promotion in the future that would help to achieve the sales objective and create marketing value. The objective of the study lies in exploring the fashion-luxury handsets’ marketing strategy to discern the consumer’s buying motive and the handset manufacturers’ future marketing focus that would enable the manufacturers to be more competitive in the future fashion-luxury handset market. Relevant factors and interview subjects are sorted through exploring relevant study literature amassed, and in-depth interviews are made with managers of the case company’s seven distributors and eleven consumers, through which to analyze the case company’s marketing strategy. The conclusion derived from the interviews and factual validation study is as follows: 1.In the aspect of product: As there is a distinct characteristic on a fashion-luxury handset product itself that differentiates it from other products, the differentiation can be regarded as the product’s unique position. And with consumers from the top tier of a pyramid being highly scrutinizing of a product’s uniqueness, only a product that differentiates itself from the rest can it draw the attention of the high-roller consumers from the top tier of the pyramid. 2.In the aspect of price: Setting a firm pricing policy remains an important pricing policy for marketing and distributing fashion-luxury handsets. In spite that most consumers would tend to hope for a discount, yet the manufacturer should draft a year-round pricing strategy with no discount allowing the values of luxuries instilling in the minds of the consumers last forever. 3.In the aspect of place: Aligning with high-end shops, such as luxury car dealerships, luxury watch distributors, design shops to build a distribution network for fashion-luxury handsets not only helps to strengthen a product’s luxury value and image, but also differentiate it from the handsets sold through general telecommunications shops. Aligning with such select distribution networks also helps to tap into consumers with true spending power. 4.In the aspect of promotion: Under the circumstances of limited marketing resources, it is prudent for a wholesaler to advertise by focusing on a particular niche market, or subscribe its product advertisement routinely in the commercial, watch, fashion types magazines that luxury shoppers often read and discuss such magazines to lock in the target consumers effectively.
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Huang, Chih-Min, and 黃致閔. "The Influence of Pharmaceutical Marketing Strategy 4P and Health Insurance in Willing of Usable Medicine : A Case Study in the Kaohsiung Area." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/62670389466325341155.
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碩士義守大學
公共政策與管理學系碩士班
98
The main purpose of training and education in working fields is for us to gain the related abilities that we need in working place. The research mainly focuses on the effects of product knowledge and sales skills work training and education on working performance. Basing on 160 effective questionnaire samples, we adopt the way of hierarchical regression analyses to validate the effects of product knowledge and sales skills work training and education on working performance. As the result of demonstration shows, that product knowledge and sales skills work training and education have notable effects. The choice and use of basic training and education on sales skills and product knowledge are both very important. These two kinds of training can positively affect working performance. So both kinds of training should be made regularly in employees’ working life in order to make better work performance. Since work performance has a positive correlation with the degree of both kinds of training and education. The result of demonstration also proves that both kinds of training in pharmaceutical factory are necessary, at the same time, it would be better for employees to get the training at some relaxing places. This research presents the conclusion and recommendations.
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ČERMÁK, Pavel. "Marketingový mix." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-156539.
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The thesis aims to analyze the current situation regarding the marketing mix in the selected company. Based on this analysis it was found that the current marketing mix should be adjusted in an attempt to increase sales and brand awareness. It was suggested solutions to improve the situation, which consists of improvement proposals. These proposals focus according to the results of the SWOT analysis to improve brand image and expand its presence among the customers. It is also trying to solve the problem with the purchasing power of customers, not least the problem of obtaining customers. Two selected suggestions, which attempts to solve the problem of obtaining customers and also partly to raise awareness about the company and its operations were subsequently tested market.
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ŠVAMBERK, David. "Řízení vztahů se zákazníky ve vybrané organizaci." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-173638.
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The aim of the thesis is to evaluate customer relationship management in a selected organization through a questionnaire survey. At first was identified company marketing through 4P, making it possible to outline how the company does with the product, distribution, pricing and marketing communications. Subsequently, a survey was conducted on a total of 100 respondents. The questionnaire had 20 questions, in which customers expressed their satisfaction with the company's employees, offered goods, services and also compared the individual areas of business to competitors. After evaluation questionnaire was also conducted guided interview with the director of questions regarding the results of the survey. On the basis of all the facts were subsequently proposed changes that the company should take to improve customer relationship management.
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PODHORA, Radek. "Inovace podnikatelského plánu vybrané společnosti." Master's thesis, 2016. http://www.nusl.cz/ntk/nusl-251578.
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The aim of the thesis was to innovate a business plan for the company Domitruck Ltd. This means make every necessary details, which would serve as a part of the loan application for implementation of the repair space expand project. In the first part of own work was described present situation of the company, reasons for the service expanding and schedule of the realization. In this part were also detected terms for getting a loan from particular bank, Komerčníbanka. Second part was dedicate to a business plan, where were described key personalities and services, followed by a SWOT analysis, marketing mix 4P and complete financial plan associated with the expansion of the company. At the end of this part were noticed risks associated with the realization of the project.
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Santos, Marisa Raquel Ribeiro. "A incorporação das rotas turísticas, como complemento ao turismo religioso e ao marketing mix – 4P’s, dos hotéis localizados em Fátima e o impacto na satisfação dos turistas portugueses e estrangeiros: o caso de hotéis de 4 e 3 estrelas." Master's thesis, 2017. http://hdl.handle.net/10400.8/2598.
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O Turismo exerce influências económicas, sociais e culturais, sendo cada vez mais evidente as proporções deste fenómeno, tanto nos locais turísticos como nas unidades hoteleiras que acolhem os turistas. De facto, esta relação é notória na cidade de Fátima, onde o Turismo Religioso apresenta uma maior influência. Tendo em consideração que os turistas tendem a conhecer novas regiões e novas ofertas, é crucial que existam sinergias entre os locais turísticos e os hotéis. Assim, os hotéis deverão alargar os seus serviços, incorporando rotas turísticas na sua oferta de produto/serviço, de modo a exceder as expectativas e a dar resposta às necessidades dos turistas.
O objetivo da presente dissertação é a compreensão da influência da incorporação das rotas turísticas, como complemento ao turismo religioso e ao marketing mix – 4P’s dos hotéis localizados em Fátima e o impacto na satisfação dos turistas portugueses e estrangeiros. Para este efeito, procedeu-se à recolha de dados secundários e primários, sendo este último caracterizado pela aplicação de questionários (na língua portuguesa, espanhola, italiana, inglesa e francesa), em três hotéis localizados em Fátima. No total, obtiveram-se 30 questionários válidos, que foram analisados através do programa IBM SPSS Statistics 22, mais concretamente através da aplicação da correlação de Spearman e Pearson, e dos testes de Wilcoxon, teste t de Student e do teste de Mann-Whitney. Através dos dados obtidos, é possível concluir que a incorporação de rotas turísticas influencia positivamente a escolha dos hotéis, assim como o prolongamento nos mesmos e o volume de negócios destes.
Há diversos estudos que analisam o impacto do marketing mix na indústria hoteleira, contudo desconhecem-se estudos que analisam a influência da incorporação das rotas turísticas, como complemento ao turismo religioso e ao marketing mix – 4P’s, dos hotéis localizados em Fátima e o impacto na satisfação quer nos turistas portugueses quer nos turistas estrangeiros. Assim, este estudo pretende contribuir para o conhecimento na área, bem como sugerir práticas aos gestores dos hotéis sobre o desenvolvimento de atividades do marketing mix – 4P’s, que visam o aumento da satisfação dos turistas, e consequente melhoramento da performance das unidades hoteleiras.
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BRYCHTA, Michal. "Uvedení výrobku na trh." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394611.
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The aim of this thesis is to determine the strategy and partial steps that are needed to introduce the product on the market. The theoretical part defines the basic terms, which were described in accordance with professional literature related to this topic. The thesis describes SWOT analysis, BCG Matrix, market segmentation and Marketing Mix. In the practical part, the current state of the Marketing Mix is evaluated and it is pointed out how it should be newly set up correctly. The product development strategy was chosen based on Ansoff matrix. The market share of old brilliant watercolours gradually decreased, so the company took a step that innovated this product (saturation, pigment expansion and new packaging). Changes made to the product should have a positive impact on the volume of units sold and the gradual increase in market share. Furthermore, it is important that the company follows the new steps that are suggested based on the marketing mix. It is crucial that the company segment the market properly. In the Market Segmentation section, 11 categories are newly introduced. Brilliant watercolours are newly categorized as Creative, designed for a wide range of elementary art schools and creatives who are not satisfied with plain watercolours and products from ART category (professional products) are, in terms of price, inadequate to use. The new steps to introduce the product on the market include the costs that are reflected in the break-even point calculation. The resulting value is to show whether the payback time has been extended or shortened.