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Gardiner, Michael William. "Local government marketing model." University of Southern Queensland, Faculty of Business, 2005. http://eprints.usq.edu.au/archive/00001428/.
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Local government is one of three tiers of government that operate in Australia. This research investigates how marketing can be applied to local government in a holistic manner. To achieve this goal, theory needed to be reviewed and developed with one particular outcome being a model outlining the components of the marketing environments that need understanding prior to the application of marketing practice. Local government was selected as the context of this study as much is written about the marketing of not-for-profit, social and public sector organisations but the literature on the integration of these practices in a holistic approach for local government is very limited. Further local government has a major economic impact on the viability and longevity of many rural and semi-rural areas of Australia. Equally in the metropolitan areas, local government accounts for a considerable proportion of the employment and impact on growth and development of these regions. Traditional marketing theory has been found wanting in the local government area, as traditional marketing practices is being applied in a piecemeal approach. This practice has caused local governments to have conflicting messages and product offerings to the community. However the review of marketing derivatives theory shows that no one derivative addressed the scope of products and activities managed by local government. Reviewing these derivatives show that marketing core concepts are relevant to local government, but the complexity lies in the application of marketing where the components of added complexity were derived from the organisational focus, structure and target market definitions. The theoretical process to develop this understanding of local government marketing and to develop a proposed model for the application of local government marketing was derived from the literature relating to the core traditional marketing concepts and the marketing derivatives of public, not-for-profit and social marketing. This review of the literature aided in defining the complexities of local government marketing and helped found the preliminary local government marketing model. With the use of case analysis three local government cases were explored. The first case, a metropolitan local government, used convergent interviewing to determine the factors relevant to the development of the holistic local government marketing model. Confirmatory case analysis was used for the remaining two cases, one semirural and one rural, to refine the developing model. Ultimately, the model was confirmed in principle but minor changes were required to make the model robust across the three cases. From a theoretical perspective the research identified that the marketing derivatives used in the development of the local government marketing model were relevant and further sets local government apart from but integrated with the three derivatives studied. From a practical perspective the development of the local government marketing model goes some way to developing practices that are coordinated and integrated across the local government organisation, thus providing local government with the advantages of having an integrated local government marketing approach.
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Rubinsson, Sebastian. "Global marketing through collaboration of local marketing agencies : How can local marketing agencies work together for global clients?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41110.
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Background: The world becomes more connected as technology advances and with the internet as a distribution channel more companies internationalises. However, there are still cultural differences around the world that marketers must take into consideration. The marketing industry faces difficult challenges in adaptation to international marketing, as collaboration between local marketing agencies could be a solution. Purpose: The purpose of the study is to contribute with understanding of how local marketing agencies can work together for global clients, and how these agencies can adapt local marketing for these clients. In order to understand how marketing agencies can work together, this study will contribute with understanding of this collaboration between local marketing agencies and how they can help each other grow their businesses. Method: This study uses a qualitative method with unstructured interviews of five people operational within a network of local marketing agencies. Theory: The theoretical framework for this study consists of theories in international marketing, collaboration and learning. Results and conclusions: By collaborating in a network, local marketing agencies get access to international markets and can support global clients. By having multiple local agencies working together for global clients, these agencies all provide local knowledge and create local communication. The collaboration in a network is most effective if the competition is eliminated, which can be done through shared ownership and personal connection within the network.
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Rees, Patricia Louise. "Marketing in local government : from a local government officer's perspective." Thesis, Manchester Metropolitan University, 2003. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.398550.
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Bartis, Hugh Henry. "Local tourism governance of destination marketing organisations." Thesis, Nelson Mandela University, 2018. http://hdl.handle.net/10948/17799.
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Globally tourism is one of the biggest industries and its role is considered key in economic development. In South Africa, tourism is one of the main economic drivers. Thus, tourism contributes to the gross domestic product, generates foreign exchange and provides sustainable employment opportunities. In order to facilitate local economic development (LED), local destination marketing organisations (DMOs) need to ensure that their operations are geared towards optimising the economic advantages related to tourism growth and development. As a result the DMOs must be strategic and well-managed. One way of achieving this is to ensure that the board of directors and specifically the non-executive directors (NEDs) practise good governance. In South Africa, three (3) types of DMOs are found, namely those that are funded by local government and incorporated into the municipality. The second type of DMOs is funded by the private sector. The third type of DMOs is those funded by both the local government and the private sector. In this case, the DMO has an agreement with the local government in terms of what their mandate is and what the agreed outcomes would be. A board of directors, comprising both executive directors (EDs) and nonexecutive directors (NEDs) is responsible for the governance of the local DMO. The main research problem of the study is the attributes and experience of the nonexecutive directors that serve on the boards of DMOs in accordance with developmental standards of best practices. In order to address the main problem, the following research objectives were formulated: To identify best practice by examining the literature as to how NEDs are prepared to serve on boards of both listed and non-listed organisations. To determine whether any policy frameworks provide guidance to NEDs serving on DMOs in South Africa. To examine whether any training or preparatory programmes exist specifically for NEDs in DMOs. To investigate whether NEDs should have specific attributes that would improve their governance of DMOs. To develop a set of recommendations that would assist NEDs to play a more effective role when executing their responsibilities. In order to address these research objectives, a quantitative research methodology was adopted sampling all the DMOs in South Africa that could be identified and were governed by a board of directors. For this purpose, a self-completed questionnaire was distributed to the board of directors of DMOs and specifically the non-executive directors. The results of the study indicated that no guidelines existed that DMOs could follow to better prepare the NEDs of local DMOs. Furthermore, no policy frameworks provide guidance to NEDs serving on local DMOs. The only guidelines that exist are generic guidelines of the King IV Report for NEDs of listed and non-listed organisations. In addition, Pike (2016:108) listed a number of characteristics of good governance. The study also revealed that no training or preparatory programmes exist for the NEDs of local DMOs. Finally, the study highlighted five (5) attributes that NEDs consider as critical in fulfilling their obligations. These include the empowerment of NEDs, the commitment of NEDs, communication with NEDs, job satisfaction of the NEDs and the need for NEDs to understand policy frameworks relevant to their tasks.
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Chow, Po-fun Wendy, and 周寶芬. "Marketing of local drama production in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268730.
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Rashid, Sharifah Norazizan Syed Abd. "Cultural sustainability and local involvement in place marketing." Thesis, Cardiff University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.326318.
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Chow, Po-fun Wendy. "Marketing of local drama production in Hong Kong /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19876555.
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Hlophe, Nthabiseng. "The role of local context in the local strategies of global brands." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/29785.
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The greatest task of many international marketing practitioners in host organisations, entails understanding the factors that influence the localisation or standardisation of marketing programmes. The purpose of this paper is to gain insight into the role of local context in the local strategies of global brands. This paper uses a qualitative case study design of two global brands.Findings – The findings show that the role that emerging macro-level factors of local context play in the local strategies of global brands is in determining the levels at which marketing programs will be standardised or localised.Micro-level factors of local context play the role of a) setting the preconditions for product development and b) determining the extant of productivity that can be achieved in the local contextThe strategic implications that must be considered at the local level when applying a global brand include brand identity standards as well as making specific choices about global or local consumer culture positioning.Practical implications- For practitioners, the practical implications encompass strategic considerations in the course of making decisions to standardise or localise marketing programs.Originality/value – This paper highlights new variations in contextual factors within-countries. It also provides an international perspective that is rooted in local context regarding global marketing intermediaries. Lastly, it explores the strategic implications considered when applying a global brand.Dissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
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Richard, Kassie. "Promotional Communications| Professional Writing for Local Organizations." Thesis, University of Louisiana at Lafayette, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10681103.
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This thesis explores the use of Facebook as an advertising tool for small businesses. It views advertising through Facebook from the perspective of a professional writer, looking at the context, audience, goals, and media to provide small businesses with guidelines for building Facebook advertising campaigns. This report will discuss 1) the audience for advertising campaigns, 2) the need for a professional writing approach for context and design, 3) the features of Facebook that complicate marketing efforts, and 4) the analysis of a local marketing campaign on Facebook. In the conclusion, the report will summarize recommendations to small businesses interested in using Facebook for promotional purposes. The report is accompanied by a detailed portfolio including works created for various local organizations.
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Galva, Scarlet, and Marie-Laure Pocheron. "CHILL'OTE : local de comida rápida de papas fritas." Tesis, Universidad de Chile, 2016. http://repositorio.uchile.cl/handle/2250/144059.
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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETINGScarlet Galva [Parte I], Marie-Laure Pocheron [Parte II]
Chill’Ote es un local de comida rápida ubicado en la galería del Subcentro en metro Escuela Militar del sector oriente de Santiago. Abrió en enero del 2015, ofreciendo una propuesta novedosa: el plato de fondo se centra en las papas fritas, las cuales suelen ser un acompañamiento en otros restaurantes. El menú de Chill’Ote consiste en que la papa fritas es la estrella de cada plato y vienen acompañada de distinta variedades de agregados y salsas como pollo teriyaki y carne mechada. Actualmente Chill’Ote tiene una clientela muy fiel, y un posicionamiento claramente diferenciado en la mente de sus clientes sin embargo tiene un bajo nivel de awreness dentro del mercado a cual pertenece. A casi dos años de su apertura, el restaurante apenas consigue cubrir sus costos, y no genera ganancias para sus dueños. Esto se debe principalmente a que las ganancias generadas entre las 13 y 15 horas son aniquiladas para la rentabilidad negativa de los horarios bajos: 10 a 13h y 15h a 21h. En este informe realizamos un diagnóstico de la situación inicial, con segmentación del mercado y posicionamiento actual de la marca, para poder analizar sus fortalezas y debilidades.
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Šimůnková, Tereza. "Lokální marketing na internetu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74444.
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This Master thesis is devoted to the local marketing on-line of the small and medium businesses (SMEs). The aim of this thesis is to provide SMEs with suggestions for local marketing on the internet with respect to their limited budget. The outputs of the survey which deals with local search show how users search for services (products) on-line and how they use a location in the search queries. The results appearing on the first page (SERP) were analyzed with special focus on the listings from Google Places. Such listings can significantly influence the businesses visibility and conversion rate on-line.
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Hurst, Ashley Maria. "Local marketing and promotional efforts of Florida cooperative extension agents." [Gainesville, Fla.] : University of Florida, 2005. http://purl.fcla.edu/fcla/etd/UFE0012144.
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Hoke, Joni Lea. "Homegrown rhetoric rhetorical vision in states' marketing of local foods /." Connect to this title online, 2009. http://etd.lib.clemson.edu/documents/1247508821/.
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Albanese, John Stephen. "Developing a local outreach target marketing strategy at New Victoria Baptist Church." Theological Research Exchange Network (TREN), 1995. http://www.tren.com.
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Alsdai, Mhmed. "Marketing territorial et développement touristique." Thesis, Reims, 2017. http://www.theses.fr/2017REIME001/document.
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Ce travail s’intéresse au rôle du marketing territorial dans l’évaluation des ressources touristiques qui sont le moteur du développement touristique. Il s’intéresse particulièrement à la relation entre le marketing territorial et l’évaluation du patrimoine touristique. L’étude d’un cas de comparaison entre Tripoli en Libye et Oran en Algérie va nous permettre de diagnostiquer les points de ressemblances et de divergences entre les composantes de l’environnement spatial (les moyens, l’organisation, les stratégies, l’évaluation…) dans le but de déterminer la façon d’exercer le marketing territorial et le degré d’implication des acteurs pour évaluer le patrimoine dans les deux régionsOur research deals with the role of territorial marketing in the evaluation of tourism resources that drive tourism development. We foucus especially on the relationship between territorial marketing and the evaluation of the tourist heritage. The study of a case of comparison between Tripoli in Libya and Oran in Algeria will allow us to diagnose the points of resemblances and divergences between the components of the space environment (means, organization, strategies, Evaluation ...). The goal is to determine how to carry out the territorial marketing and the degree of involvement of the actors to evaluate the heritage in the two regions
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Morsi, Atef Habashi. "Saudi Market Strategies for Transforming Local Brands into Global Brands." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4872.
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Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of successful brand globalization strategies in the consumer goods industry. The interviewees also provided pertinent internal documents that traced the decision-making processes of their companies. The conceptual framework for this study was the Uppsala internationalization model, modified by organizational learning theory. The data were coded key words, phrases, and concepts identified through analysis software and organized into themes. Themes were interpreted by applying a case-study discussion format and comparing findings to published peer-reviewed research. The analyses revealed 5 major themes: focus on long-range strategic objectives, be flexible to adapt to market and environmental changes, satisfy consumer needs while expanding brand acceptance, standardize marketing of product attributes, and maintain quality assurances. The findings from this study could lead to social change by providing business leaders with information they need to become positive global citizens contributing to society through the generation of revenues, employment, and products for the betterment and benefit of society.
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Abrahamian, Karineh. "Global Marketing through Local Cultural Strategies : A Case Study of IKEA." Thesis, Uppsala universitet, Teologiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-211859.
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Lowe, Mecca Jackson Molnar Joseph J. "Collaborative marketing enterprises local food exchange and the promise of sustainability /." Auburn, Ala., 2009. http://hdl.handle.net/10415/1950.
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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.
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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.
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Iao, In Mei. "How MBA graduates and local employers look at MBA." Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636721.
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McLennan, Steven. "THE IMPACT OF LOCAL ON MEAT PURCHASING DECISIONS." DigitalCommons@CalPoly, 2014. https://digitalcommons.calpoly.edu/theses/1315.
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The research examines the target market for a meat product produced by the local university. Further, desirable attributes of meat and how consumers definition of “locally produced and/or raised” are identified. A total of 290 personal interviews were completed in San Luis Obispo County, California on the consumers’ willingness to purchase Cal Poly meat. Likely purchasers are found to be 31 percent of the San Luis Obispo population. The target buyer of Cal poly meat products are both male and females, who tend to be older, and make more than $60,000 a year. Local is defined by 31 percent of likely Cal Poly Meats buyers as being grown and/or raised within the county they reside in, and also shared by residents of San Luis Obispo County. Additionally, it was found local vegetables are a more highly valued product than local meats, fruits, and wines product grown within the San Luis Obispo County.
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Van, Eyk Marlé. "Building blocks of marketing strategy for targeting local biltong hunters: an evaluation." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/207.
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Game ranch owners are spoilt by the high prices overseas hunters are prepared to pay, and tend to forget that in the long term it is the local market that may ensure the survival of the game industry. More effort should therefore be put into marketing hunting opportunities for the local hunter. This research focused on analysing the typical building blocks of marketing strategy applicable to service organizations. This was done to determine and evaluate the building blocks of marketing strategy applicable to game ranches in the Eastern Cape Province who are targeting local biltong hunters. A literature review was conducted to determine the ideal building blocks of marketing strategy for service organizations such as game ranches. Thereafter, a survey was conducted by means of a questionnaire to determine the ranchers' perceptions of marketing and evaluate their marketing strategies. Most of the respondents: had a fair idea of what marketing entails; were unaware of the thread that links customer expectations, satisfaction and loyalty; realized the importance of relationship marketing with external markets, but not with internal markets; perceived direct competition as their biggest threat, while other travel opportunities were seen as the most important substitute for hunting; mainly positioned themselves based on the features the ranch offered, and believed that the standard of service delivery and physical features of the ranch (the nature of the offering) were their important competitive advantages. The study proposes that the framework of building blocks of marketing strategy, designed by the researcher be used as a tool with which marketing strategies for game ranches in the Eastern Cape Province targeting local biltong hunters could be developed. Additional research on topics such as advertising and the various market opportunity strategies of diversification and product development, could lead to improvement and modification of this framework, making it an even more powerful tool in developing marketing strategies.
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Attia, Arnaud. "Entre service public et entreprise commerciale, la stratégie d'Électricité de France dans le développement local." Marne-la-Vallée, 1999. http://www.theses.fr/1999MARN0053.
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Edf a symbolise pendant des decennies la grande entreprise publique au service de la collectivite nationale. Depuis les annees 1980, edf doit neanmoins s'adapter a une phase delicate. Par ailleurs, le chomage persistant de la societe francaise a confere au concept de developpement local un interet grandissant. Depassant le caractere ineluctable des mecanismes economiques, ce concept montre que les habitants veulent valoriser les specificites de leur territoire au sein d'une dynamique de projets. Dans les annees 1980, edf a du contribuer au developpement local et etre solidaire des territoires. Outre sa logique de service public, edf affirmait aussi que le dynamisme de l'economie locale ne pouvait qu'etre profitable a ses propres resultats. Cependant, ses actions ont ete tres clairsemees et ont principalement releve d'enjeux d'entreprise. Confrontee a des situations locales souvent delicates, edf a ete tentee de mettre en avant le developpement economique local afin d'evoluer aisement sur les territoires. Finalement, edf a tenu un langage de service public mais a realise des actions d'entreprise, ce qui a suscite incomprehension et interrogations. En comparaison, les entreprises electriques americaines contribuent au developpement local dans une approche tres commerciale. Gaz de france considere que cette activite fait partie du metier de base et illustre le statut public de l'entreprise. Enfin, vivendi prefere confier cette activite a sa fondation. Ces exemples combinent chacun a leur facon competitivite et solidarite et montrent qu'une politique doit etre legitime pour etre efficace. Finalement, edf devrait probablement partir de son domaine de competences qu'est le secteur electrique et rapprocher ainsi le concept de developpement economique local du metier de base de l'entreprise. Portee par une organisation interne plus sensible au dynamisme local, edf pourra alors valoriser son important gisement social et considerer l'employe comme un facteur de convergence pertinent entre l'entreprise et le territoireElectricite de france (edf) has been, for decades, the symbol of a mighty public-owned company, serving the nation. Since the 1980's, edf has had a strong productivity policy and now is about to enter a freed european energy sector. In france, the context of high unemployment has focused on the concept of local development. Through this concept, the local population attempts to develop its identity by building and sharing projects. The french government has asked edf to contribute to local economic development and to also show social care in areas of bad economic structure. Beyond its public-owned status, edf also wants to act as a commercial company, saying that growing local economies could enhance its own business. However, edf involvement was very selective and frequently revealed commercial goals. Facing some difficult local situations, edf has sometimes used its economic development policy to get an simpler development at local level. Instead of benefiting from the communities projects, edf focused on its own development. Finally edf talked as a public-owned company and frequently acted as a private-owned company. Thus, edf regularly surprised and sometimes irritated the local political environment. The us energy utilities have officially combined their local development policy with their own development and have had a very commercial attitude. Gaz de france, the french public-owned gas utility, also considers that its role in this economic development is part of its core business. At last the vivendi group asked its own foundation for support in some local job creation. These examples have used both their industrial and cultural identity in building a suitable policy concerning local involvement. Finally, edf should officially connect its local economic development policy to its core business. Through a more receptive local organization, edf could develop its important human resources and then would consider that its employees are the best contact between company and local environment
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Bozkir, Duygu. "The Branding Dilemma: Why Local Brands Might Be Stronger Than Global Brands?" Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9710.
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This paper discuss the conditions which may allow local brands to outperform global ones in order to show that there is a higher chance for local brands to succeed than what is commonly thought. Together with current globalization trends, global brands are expanding everywhere as they build on their high level of economic resources and rich experiences in various markets. Even though global synergy is sometimes important for customers, it might cause the death of local brands which have a unique value for domestic customers. The aim of this study is to offer valuable insights into the decision-making process that determines whether or not a local brand can be kept within an MNC's portfolio, as well as to discuss the hope and opportunities of local companies in their struggle to compete with global corporations. It will be shown that LCs remain to play an important role in the development of the domestic market, which is why companies should not give up on them that easily. The decision-making process of LCs is therefore also outlined in this research paper.
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Millington, Steven David. "An assessment of city marketing strategies and urban entrepreneurialism in UK local authorities." Thesis, Manchester Metropolitan University, 2002. http://e-space.mmu.ac.uk/615976/.
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Fernando, Braga e. Silva Antonio. "City Marketing, Empresarialismo Turístico e Desenvolvimento Local Sustentável no Município de Tamandaré- PE." Universidade Federal de Pernambuco, 2007. https://repositorio.ufpe.br/handle/123456789/7676.
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Previous issue date: 2007Este trabalho de dissertação propõe-se a construir reflexões sobre a importância do papel exercido pelo city marketing e pelo empresarialismo turístico na promoção do desenvolvimento local sustentável, focando o município de Tamandaré, no estado de Pernambuco, como possível alvo de alternativas, por parte do poder publico, voltadas para dinamização da atividade turística.Com base numa leitura aportada nas abordagens de autores como Kotler, Harvey Sanchez, Leal, entre outros, procura-se resgatar as principais visões teóricas com respeito às temáticas do marketing dos lugares e do city marketing, do empreendedorismo e empresarialismo urbano, e do papel do turismo no desenvolvimento local sustentável. Face à importância da recuperação do patrimônio ambiental de Tamandaré, hoje em franca degradação, e a necessidade de reapropriação do seu acervo cultural, histórico e artístico, como vetores principais na promoção de um projeto de desenvolvimento com bases sustentáveis, considera-se de fundamental importância realizar uma análise empírica apoiada na percepção dos atores locais. Com este intuito buscouse avaliar junto aos moradores, veranistas, turistas e representantes dos segmentos público e privado, a sua percepção sobre a problemática local e seu grau de envolvimento no sentido da superação dos estrangulamentos críticos de natureza econômica, social e ambiental por que passa o município. Tem-se a convicção de que a cooperação entre os atores, por meio de um modelo participativo de gestão e governança compartilhada, constitui-se no caminho principal para possibilitar e embasar um planejamento estratégico centrado no city marketing e no empresarialismo urbano. As experiências de incentivo ao empresarialismo turístico atuando dentro de uma visão compartilhada com governo e sociedade, visando ao desenvolvimento sustentável por meio do uso da ferramenta city marketing, têm tido histórias de sucesso em cidades como Barcelona (Espanha), Lisboa (Portugal) e Curitiba (Brasil). A adoção deste modelo, associado à formulação de estratégias de desenvolvimento endógeno e voltadas à internacionalização do lugar, visto que o espaço econômico hoje ultrapassa as fronteiras locais, sendo um desafio do mercado e do Estado, constituem-se, sem dúvida, em ferramenta imprescindível aos gestores públicos na implantação do planejamento estratégico voltado para promoção do desenvolvimento local sustentável
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He, Shu. "Building Marketing Capacity of Local Food Systems: Case Studies from the Shenandoah Valley." Thesis, Virginia Tech, 2014. http://hdl.handle.net/10919/64911.
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Small and medium-sized farms are an important demographic of the agricultural sector in the Shenandoah Valley and Chesapeake Bay watershed. Having sufficient food system infrastructure available and accessible to these farm operations is essential to help them add value to their farm products; diversify their operations and differentiate their farm and food products in an increasingly competitive and commodity-based food system. Despite its importance, however, local food systems (LFS) frequently have incorrect types or insufficient amounts of the equipment and facilities needed to support these systems. Through the use of two case studies, this study investigates current circumstances, future needs, and offers recommendations for two important components of LFS infrastructure in the Shenandoah Valley. The first study inventories and assesses existing infrastructure capacity available in the region. Using data collected from farmers, LFS organizations, and institutional foodservice organizations, a needs assessment is then completed to determine the specific amounts and types of equipment and facilities which would be needed to meet current LFS infrastructure needs. The second study explores current and potential benefits, and future challenges of a produce auction to impact Mennonite communities in the Shenandoah Valley. This analysis of the Shenandoah Valley Produce Auction (SVPA) was conducted using data obtained from both interviews and surveys.
Results indicate that producers, existing infrastructure, and institutional buyers in the region would like to own, use, or rent food system infrastructure. There is unmet LFS infrastructure demand in due to the current lack of enough food cleaning, processing, packaging, and storing equipment in this area. For the SVPA, most of participants were satisfied with the auction. Buyers, however, reported that their procurement from the SVPA is limited by fluctuating prices, demand outpacing supply of produce, insufficient delivery services.
Overall, food system infrastructure in general, and the SVPA in particular, were reported to have an important role in the region in supporting market access for local small and medium sized farmers, improve viability of local food system and the regional economy, and facilitating connections between consumers and their local food system. Several recommendations to strengthen the region's LFS are derived from these results.Master of Science
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Zackrisson, Patrik. "Changing the Game : a Pre-Study to Marketing Planning in a Local Squash Club." Thesis, University of Gävle, Department of Business and Economic Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6796.
Full textAbstract:
Aim:
The purpose was to perform a pre-study to marketing planning for a local squash club in Sweden that had difficulties with membership growth and development. This pre-study would provide the squash club with valuable information and a starting point when creating its first marketing plan.
Method:
The chosen research approach included theoretical and empirical studies. Empirical data was collected by triangulation, using both qualitative and quantitative methods. A semi-structured interview and two surveys using on-line questionnaires were conducted, analyzed and presented. The discussed theory including key definitions, models and concepts was related to the empirical data findings and reflected on.
Results & Conclusions:
A small non-profit squash club with scarce resources and slim organization has to implement a customer centered mindset and work smarter instead of harder.It is important for the club to carefully match market opportunities with its objectives and capabilities.Engaging in marketing planning and the development of a marketing plan will enable the club to find new creative ways to offer a unique squash experience that will result in a positive membership development.
Recommendations:
The squash club should strive to develop key strategic partnerships that can compliment its strengths and help reduce its weaknesses.An own club website would improve internal and external communication significantly and decrease the club management’s administrative workload.It would be advisable for the club to perform annual online customer satisfaction surveys to monitor and measure own performance and detect key changes in the marketplace.
Contribution:
This pre-study could be a good opportunity for the squash club’s management team to engage in marketing planning and develop its first marketing plan. Perhaps this study could also benefit other small sports clubs with similar challenges and give them ideas and new tools for future development, such as using on-line surveys.
Suggested future research:
It would be interesting to perform a comparison among the four racket sports: tennis, badminton, table-tennis and squash and the reasons behind young people choosing to play one sport over the others.The result would help racket clubs to better understand how they should position themselves in the market place to attract young people to their particular sport.
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Silva, Roberto Pereira da. "Satisfação do consumidor em relação ao supermercado como local de compra." Florianópolis, SC, 2001. http://repositorio.ufsc.br/xmlui/handle/123456789/79999.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Sócio-EconômicoMade available in DSpace on 2012-10-18T09:29:22Z (GMT). No. of bitstreams: 0Bitstream added on 2014-09-25T19:54:25Z : No. of bitstreams: 1 181848.pdf: 29150284 bytes, checksum: f5c86f8b74206181ba8e3a5b0c8519d5 (MD5)
Esta dissertação avalia a satisfação do consumidor em relação ao supermercado como local de compra, em função de atributos salientes e por variáveis de segmentação demográfica selecionadas e por variáveis de segmentação demográfica, relacionadas ao nível de satisfação do consumidor. Tratar-se de uma pesquisa qualitativa e quantitativa inserida no estudo do comportamento do consumidor sob a visão do Marketing, que utilizou como objeto de pesquisa a empresa Hippo Supermercados Ltda. da cidade de Florianópolis - SC, Brasil. Os objetivos específicos da pesquisa são: investigar atributos salientes de supermercado como local de compra; descrever o perfil do consumidor, por variáveis de segmentação demográfica selecionadas; pesquisar hábitos de mídia do consumidor e avaliar a satisfação do consumidor para com o supermercado como local de compra, em função de seus atributos e por variáveis de segmentação demográfica selecionadas. Dentre as conclusões pode-se destacar que consumidores em questão estão extremamente satisfeitos com aos atributos Preço/Promoção, Variedade de Produtos/Marcas, Eficiência nos Caixas, Atendimento, Localização e Qualidade dos Produtos. Descobriu-se ainda que o atributo atendimento é o ponto forte mais expressivo e de grande contribuição para a satisfação dos consumidores estudados
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Kwok, Wai Kei. "A study of job attitudes between local and Chinese immigrant workers in Macau." Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636733.
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Méndez, Rojas Guillermo, and Vergara Pablo Muñoz. "Local de comida orgánica y saludable Take a Green." Tesis, Universidad de Chile, 2014. http://www.repositorio.uchile.cl/handle/2250/130136.
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Tesis para optar al grado de Magíster en MarketingAutor no envía autorización para permitir el acceso a su documento (Parte I)
Méndez Rojas, Guillermo (Parte I),Muñoz Vergara, Pablo (Parte II)
El objetivo del siguiente trabajo es establecer un plan de marketing para un local llamado Take a Green. Una nueva apuesta que ofrecerá comida orgánica y saludable, al paso y con un gran énfasis en la Responsabilidad Social Empresarial. La idea de negocio se fundamenta principalmente por las oportunidades existentes en el mercado. Por un lado, la voluntad política que apoya la alimentación saludable y por otro, las tendencias sociales que están totalmente en sintonía con un el cuidado de la salud, el medio ambiente y el ser responsables socialmente.En este sentido, la segmentación abarca al grupo socioeconómico ABC1 catalogados como “motivados”. Es decir, con preferencia a la comida de calidad por sobre la cantidad e interesados en el bienestar de la vida. Take a Green se ubicará en el sector denominado Sanhattan, punto de intersección entre las comunas de Vitacura, Providencia y Las Condes, donde se encuentra mayoritariamente el perfil de nuestro segmento. Los objetivos de este plan de marketing se basan en un periodo de 12 meses y abarcarán el conocimiento (35%) y recordación asistida de marca (20%), además de cuota de mercado (0,7% de un mercado de 31.500 personas). Para esto, nuestra propuesta valor se centrará en que “Take a Green te ayuda al bienestar de cuerpo, mente y alma”. Satisfaciendo las necesidades de alimentación saludable, ofreciendo una alternativa “al paso”, pero preocupados del medio ambiente y la sociedad. Es decir, una propuesta de valor integral. Por lo tanto, nuestra estrategia será de diferenciación en enfoque. Centrándonos en recetas innovadoras, sabores originales con estándares internacionales, envases hechos con material reciclable, un local con ambientación moderna/sustentable, énfasis en la relación con el cliente y una apuesta comunicacional distintiva.
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Harrington, Hannah. "A Study Of Food Hub Buyers In Vermont: Motivation, Marketing, And Strategy." ScholarWorks @ UVM, 2018. https://scholarworks.uvm.edu/graddis/890.
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Food hubs have been discussed as a promising option for scaling-up the local food system while maintaining close relationships and shared responsibility amongst producers and consumers. Food hubs have the capacity to share important messages about food safety, origin, and production methods with consumers, however little is known about if, and how, food hubs communicate the value of local food to their buyers. This is crucial when assuring value to the consumer, which is necessary for the long-term sustainability of the food hub model. It is important to know more about these methods and practices because these messages can impact the long-term viability of food hubs and local agriculture, as well as community health and economic stability.
This thesis explores the motivation behind why buyers chose to buy through food hubs, what information provided by food hubs is useful in marketing and selling local products, and how buyers allocate their money and their time that allows them to efficiently purchase local products. A mixed methods approach was used to gather data. Qualitative research methods were used in conducting semi-structured interviews with key informants. Interview questions focused on local food marketing strategies and practices, motivations for buying local, consumer behavior, firmographic characteristics, communication, challenges, opportunities, and relationships. In addition, data was collected through an online survey that followed the same themes. These themes were identified through a review of alternative food network literature, which identified gaps in knowledge on the buyer-side of the food hub value chain.
The themes that emerged from these semi-structured interviews and online survey have been used to better understand buyer motivations for purchasing local food through food hubs, how buyers make use of the information, services, and marketing material provided by food hubs, and what strategies buyers use to integrate local food purchasing efficiently into their budget.
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Catarino, Maria Francisca Oliveira. "A recuperação do Centro Comercial Solátia." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14885.
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Mestrado em MarketingEste trabalho é, um Plano de Marketing para a recuperação do Centro Comercial Solátia. Para tal, foi feita uma pesquisa para tentar encontrar soluções a alguns dos problemas existentes, e tentar perceber quais são os melhores procedimentos a adoptar para atingir aquele objectivo. Foram inquiridos 51 clientes. Desde o início da década de 2000 este centro comercial tem vindo a quebrar, de um modo geral as principais causas foram: o aparecimento de grandes centros comerciais nas proximidades, e as crises económicas da década de 2000. Estas situações têm contribuído para uma redução do volume de vendas das lojas existentes ou mesmo para o encerramento de outras lojas. A pesquisa foi de caracter exploratório. Trata-se de um estudo cujo método é misto, ou seja, quantitativo e qualitativo. As técnicas de recolha de dados utilizadas foram o questionário e entrevistas não estruturadas. As grandes conclusões da pesquisa são de que os clientes gostam deste centro comercial mas gostariam de ter uma maior oferta de lojas, de produtos e de um ou mais pontos de atracção. Muitos afirmaram que, caso estas situações ocorressem, frequentariam mais o centro comercial, uma vez que de um modo geral, residem ou trabalham nas proximidades, e por este motivo preferiam ter mais comércio perto de si. Pretende-se posicionar este centro comercial como um centro comercial local que oferece uma diversidade de produtos e serviços de qualidade e criar condições atractivas para os clientes. Este projecto permitiu perceber a importância do Marketing e da Comunicação neste centro comercial.
This is a Marketing Plan for the recovery of Solátia Shopping Center (Centro Comercial Solátia). To be able to do so a research has been made search is to try for solutions to some real problems, of "Centro Comercial Solátia", and to try to understand what are the best ways to proceed to get to this objective. 51 clients have been inquired. Since the 2000 decade this shopping center has been decaying. Main causes were the construction of big shoppings nearby, and economics crisis of decade 2000. These situations have contributed to reduction of volume of sales of existent shops or the closing of others. The research is exploratory. Its a mixed study, because is quantitive and qualitative. The techniques used to collect data was a questionnaire (in paper) and unstructured interviews. The most relevant conclusions of the research are that customers like this shopping center but would like to have more variety of shops and products and one attraction point. Some customers state that if these situations would occur they would go there more times, because the majority of them lives or works nearby. The purpose is positioning this shopping center as local shopping center, that offers a variety of products and services of quality and to create attractive conditions for costumers. This project helps to understand the importance of Marketing and Communication in this shopping center.
info:eu-repo/semantics/publishedVersion
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Šímová, Václava. "Využití marketingu v rozvoji Středočeského kraje." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9360.
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This thesis deals with using marketing in development Of Central Bohemia region. In the thesis there will be explained the term local marketing, organization of Central Bohemia region (council, vestry,...) and documents focused on marketing. The main part of thesis will be about marketing instruments -- comunication, product, price, distribution and people -- their analysis, instructions for improvement and new impulses.
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Schmidt-Devlin, Ellen M. "OMNI-BRAND: THE PARADOX OF GLOBAL ACCEPTANCE AND LOCAL AUTHENTICITY." Case Western Reserve University School of Graduate Studies / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=case1584618669205106.
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Frazão, Diana Filipa Pinheiro. "Marketing, Sustentabilidade e Desenvolvimento Local." Master's thesis, 2014. http://hdl.handle.net/10362/15310.
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O objectivo deste Trabalho de Projecto é criar um plano de comunicação para a futura empresa Chousa Grande, com enfoque no lançamento do seu Queijo de Cabra “Chousa Grande Gourmet”. Mais do que um produto de qualidade premium, a marca Chousa Grande tem subjacente os valores de desenvolvimento local, sustentabilidade e preservação ambiental, concentrados num projecto ambicioso, da autoria de dois jovens naturais da aldeia de Chãos, que, com a construção de uma queijaria tradicional, pretendem revitalizar a actividade pastorícia e torná-la economicamente sustentável, assim como a outras actividades económicas relacionadas.
Para tal, enquadramos as temáticas do marketing, sustentabilidade e desenvolvimento local, três dos pilares fundamentais que suportam o projecto e que, estrategicamente conjugados, posicionam a marca de acordo com as principais tendências dos consumidores actualmente identificadas.
Assim, as acções de comunicação também devem espelhar os valores defendidos neste projecto. A estratégia assenta, portanto, na aposta em ferramentas de comunicação que não impliquem investimentos demasiado avultados, como a assessoria de imprensa, as relações públicas, os novos meios, a força de vendas e a promoção, mas que demonstrem ser igualmente eficazes a transmitir as mensagens ao público-alvo e a tornar a marca reconhecida.
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Huang，Yi-Shuang and 黃乙軒. "Taipei Dadaocheng local cultural marketing design." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/07525417090766899597.
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碩士國立雲林科技大學
視覺傳達設計系
103
Half of the main tourist attractions in Taipei can be seen as historical monuments, the depth and characteristics of cultural itinerary, can give tourists feel Taiwan's most traditional style appearance, elegance and prosperity of old memories. When mentioning the moment of Taiwan's thriving prosperity, can not be forgotten in the case of downtown was the first start of the district - "Taipei Dadaocheng" Recalling history of the development of Dadaocheng, almost equivalent to reading the history of changes from Taipei metropolitan life.The purpose of this research is the creation of Taipei Dadaocheng, by using cultural marketing infrastructure to re-create a new local culture and "theme packs" to let all kinds of cultural Dadaocheng be integrated into a whole new impression of rebranding town. In the planning stage, through the collection of literature on all aspects of regional Dadaocheng preliminary understanding, given more expert interviews and in-depth interviews with local elders on the second stage. To consolidate and create the result of a comprehensive analysis of the "religion", "commercial activity" "Arts and Humanities" "local food" four dimensions, as the overall image and theme design of this project.In this study, the creation by the above analysis, we put together four theme-oriented activities to experience in the overall visual design version of Dadaocheng as part of the local cultural festival. Just so visitors can follow the new navigation guide to experience Dadaocheng’s multicultural character and cultural tours by design concept and manuals, as well as the navigation maps. The whole idea is to make history of Dadaocheng not being forgotten and evoke the old place, to regain traveller’s interest and in love with this local refreshing culture again.
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Chen, Yu-Tong, and 陳雨彤. "Local Marketing and Local Governance:A Case Study of Damshui in Taiwan." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/34778120677374411186.
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LEE, PI-CHING, and 李碧菁. "Discussion the Marketing Strategies on Local Elections." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qwu695.
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碩士國立中正大學
高階主管管理碩士在職專班
107
Most of the current studies on elections were related to political parties or the overall electoral system, or only discussed the elections of five special municipalities. Therefore, this study aimed to find out the marketing strategies of local elections. This study reviewed the literature and targeted three candidates as the research cases. Case A was the elected case. Case B was an unsuccessful candidate whose constituency was adjacent to that of Case A, but has different personal background with Case A. Case C was another unsuccessful candidate who has similar background to that of Case A, but his constituency was different from that of Case A. This study found out that in addition to targeting the farmers, workers in the tourism industry and the vulnerable people in the constituency, Case A further divided voters into different age groups and proposed political views for the old age, middle age, and youth individually. Case A had a broader target and a clearer position. All candidates’ marketing methods included physical promotions and online marketing. However, Case A was mainly based on online marketing, participation of election hustings, and direct interaction with the public. The frequency and quantity of physical advertisements of Case A were quite small. The content of his online marketing contained many political ideas and the pictures of serving the people in various towns and villages. In contrast, Case B and Case C focused on the participation of campaign rallies, official interactions and physical advertisements. Summarizing the research results, this study suggested that candidates should understand the current universal values first, and choose a wide range of targets to establish a competitive position. Candidate’s marketing medium should keep pace with the times to avoid the counter-effects such as disturbing the people. The contents of marketing should show candidate’s clear ideas and friendly image. The marketing method of elections should carefully combine online exposure with physical promotion, so as to win the largest support of voters. key word:Local Elections、Marketing Strategies.
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"Vertically integrated systems in the local garment sector." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5887147.
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by Cheung Lam Hung, Vincent.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references.
ABSTRACT
ACKNOWLEDGEMENT
TABLE OF CONTENTS
LIST OF TABLES
CHAPTER
Chapter I. --- INTRODUCTION --- p.1
Background --- p.1
Objectives --- p.2
METHOD --- p.4
Literature Review --- p.4
Interview --- p.4
Survey --- p.5
Chapter II. --- VERTICALLY-INTEGRATED SYSTEMS - A THEORETICAL FRAMEWORK --- p.6
Channel System --- p.6
Theoretical Perspective --- p.7
Economic Perspective --- p.8
Transaction Cost Analysis --- p.10
Chapter III. --- THE LOCAL GARMENT MARKET --- p.12
Market Trend --- p.12
Market Size --- p.20
Summary of Findings --- p.22
Channel Strategy --- p.25
Chapter IV. --- CASE STUDY - GIORDANO LTD --- p.29
Background --- p.29
History & Development --- p.29
Analysis on Channel Strategy --- p.31
Chapter V. --- CONCLUSION --- p.35
APPENDIXES
Chapter 1) --- Channel Alternatives for a Manufacturer of Industrial and Consumer Goods
Chapter 2) --- Hong Kong's Imports of Articles of Apparel and Clothing Accessories (SITC84 )
Chapter 3) --- Hong Kong's Re-exports of Articles of Apparel and Clothing Accessories (SITC84 )
Chapter 4) --- Giordano's Retailing and Distribution Operation Chart
Chapter 5) --- Giordano's Taiwan Outlet Location Map
Chapter 6) --- Giordano's Singapore Outlet Location Map
Chapter 7) --- Giordano's Hong Kong Outlet Location Map
Chapter 8) --- Customer Survey
Chapter 9) --- Seller Survey
BIBLIOGRAPHY
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TING, WEI-JEN, and 丁威仁. "Research on Local Marketing of Houli District of Taichung." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/4z4zac.
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碩士世新大學
行政管理學研究所(含博、碩專班)
105
The subject of this research is the analysis of local marketing situations. To discuss the arrangement of activities and the enhancement of marketing strategies around Taichung Houli. In order to realize the festival activity and the tourism of marketing in Taiwan. The development of local marketing is the main question which challenge the local government. By the way of local marketing, take the site as a “product”. Featuring the site to surpass other opponents. Using the congential superiority and later nurture of the place, to find out the specialty of the place. In other words, local marketing strategies are the main topic of the local government. Good tools are prerequisite to the successful execution of a job. There are two different parts to discuss in the thesis review. The explanation of a proper noun’s definition must be clear. Afterward, to review the documents, expecting to investigate the previous research results further. Broaden our horizon, I will select their good qualities and follow them, their bad qualities and avoid them. In the thesis, the father of Marketing Philip Kotler, histheory will be used. The future development and perspective are going to be attractive products. Considering the SWOT analysis of the place, strengthening the foundation of the local marketing, such as the city image and basic facilities, quality of life, including those marketing factors. Targeting the main market of city development. To market actively, for the purpose of local developments. In order to research in all aspects, exceling this thesis. The study will contain three various ways to analyse. Using three various ways to make the research whole. Secondary research and case study, in-depth interview will be main ways to do the research. All of them will examine and analyse the material I collect. I look forward to accomplish the research purpose. Examples of this research, Instruments Carnival and Bicycles and Horses Tourist Festival in Taichung has become the start. It creates brand new ideas and patterns. On the side of local industries, local promotions and the experience of tourists. Even in the terms of government agencies. Those two festivals foreshadow the future carnival activities in Houli. Providing a lot of valuable experiences, and lead to the activities in the coming year.
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LIAO, WUN-PING, and 廖文平. "How do the Local Undertakers Create the Marketing Channels?" Thesis, 2018. http://ndltd.ncl.edu.tw/handle/39767g.
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碩士國立臺南大學
經營與管理學系科技管理碩士班
106
This study aims to investigate how the local undertakers create the marketing channels. Moreover, it also checks the process of the consumer decision standing on undertakers’ point of view. This study thus uses consumers’ time pressure, undertakers’ relationship bonds, and relationship marketing to explore how the consumers’ choice decisions about the undertakers can be influenced. This study uses undertaker A as a single-case study to analyze the primary data from interviewing the participants with research questions during the period from June 2017 to May 2018. Based on the results, this study proposes the findings, as follows: 1. Consumers’ time pressure influences the undertakers’ relationship bonds.; 2. The undertakers’ relationship bonds influences their efforts of relationship marketing.; 3. The undertakers’ efforts of relationship marketing influence consumers’ choice decisions about the undertakers.
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Wu, Kuan-Pei, and 吳冠霈. "Analysis on Service Value of Local Agricultural Products Marketing." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/62750504286149131009.
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碩士國立中興大學
應用經濟學系所
103
In the past decades, consumers are mainly to buy food ingredients through general selling channels. However, the transportation process of agricultural products would go through several stages of the transaction flow from the production side to the market side and this kind of situation resulting in the unfamiliar relationship between farmers and consumers. It’s hard to understand the planting process of farmers as well as the transportation of middlemen, deriving lots of food safety and environmental protection issues. Therefore, consumers are gradually turning to purchase fresh food ingredients through local channels nowadays. Local channels imported the cultural characteristics and agricultural experience activities with the core concept of primary industries, agro-processing and services. It’s the upgraded six industries with the combination of primary, secondary and tertiary industries, creating new economic value-added services. Local channels continuing to reach consumers’ agree to establish the sense of trust between consumers and farmers, achieving the irreplaceable status. Thus, in the activities in the display and sale of agricultural products, not only to sell fresh produce, but to enhance the value of economic, cultural and social aspects are also important implications. Eventually, it would establish consumers’ brand image of local specialty and overall perceived value of products. This study aimed to analyze agricultural exhibitions and sales activities through consumer point of view, applying Structural Equation Modeling (SEM) for the construction of the establishment. It also discussed on the service quality and the cultural image served by producers (farmers) from the display and sale of agricultural activities in Taiwan. First of all, according to the evaluation of consumer’s perception, this study analyzed the consumer satisfaction of the agricultural commodity prices and products. Second, analyzing consumers’ loyalty based on their repurchase intention and willingness to recommend. Finally, it attributed the direct and indirect benefits which were driven by the face-service in line with the agricultural development goals for the six industries in display and sale of agricultural activities. During this investigative period, researcher did 450 consumer’s surveys in agricultural activities around the country. The result of this study is the analysis of 419 effective questionnaires which were collected from the consumers directly in each display and sale activities. Those activities are divided into two types according to their holding period: regular activities are mostly held in urban area or consumption site about once a week; while seasonal activities are mostly held in origin with the fruit or vegetable marketing theme. The estimated results were found by the structural equation model in this study. For consumer reviews, the refusal of positively affects the image of customer satisfaction and loyalty, the service quality positively affects customer satisfaction and customer satisfaction also has a positive impact to customer loyalty. Moreover, the empirical results showed that service quality positively affect customer satisfaction and customer satisfaction has a positive impact on customer loyalty which can clearly be seen that service process plays an important key role in the agricultural exhibitions and sales activities. Refer to “Service-Profit Chain” theory which proposed by Heskett & Schlesinger in 1994, the model considered that loyalty will affect the profits and growth of the enterprise. For the economic growth, the primary task is to improve service quality in order to achieve the concept of the service economy. There is no positive impact on consumer satisfaction while the cultural characteristics are delivered through the display and sale of agricultural activities. The display and sale of agricultural activities have not been able to fully express local culture during the promotion of the marketing policy of the developing stage in the past 2-3 years. However, if they could be continuing held and let consumers have the deeper understanding of the culture, the evaluation of cultural image might be more different in the future.
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CHOU, YULING, and 周育伶. "THE META-ANALYSIS ON ASSESSMENT OF LOCAL MARKETING ACTIVITIES." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17076129721440716731.
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碩士國立臺北大學
公共行政暨政策學系碩士在職專班
99
How to attract consumers under more than 100 activities held every year in Taiwan? How to use limited budget to create infinite possibility under the Government in debt? Requirements of local activities organized by the Government are not only for communication with current or potential customers (the use of advertising and public relations to promote), but also for developing a good product (innovative activity), sell out a profitable price (tickets income), as well as mutual cooperation with the private sector (public-private partnership relationships). So, all activities must be integrated and coordinated systematically. The paper by "meta-analysis" of system integration features archives the relevant literature to explore the effectiveness of Taiwan's local marketing activities. First, by papers of domestic data analysis, I find the number of papers published in recent years are on a decline; a wide range of research papers are "management -based"; local activities are mainly at Ilan County and Pingtung County; activities aim to promote culture, art, agricultural and food as well. Then, from the impact of factors, we can see the effectiveness of marketing, use of marketing advertising and public relations, and use of more than 2 different types; event ticket sales and innovative is not enough; public-private partnership are widely used and organized in the public sector, and the tightened relations are mainly on public-private partnership. Finally, the cross-analysis shows that advertising does create a win-win but there is no specific form of publicity that can decide whether a win-win; public relations activities are not necessary for every activity, but sometimes public relations can do wonders; most activities use public-private partnership and are organized by the public sector, but the tightness is the most important factor affecting a win-win. Taiwan's beauty is not on its beautiful scenery or delicious food, but on the story hidden behind, and profound culture, whether rural or urban; mountains, water or cultural customs should be discovered and exerted their advantages. With local characteristics, we are able to organize festivals to create unlimited business opportunities for the sustainability of urban development.
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Hsueh, Chi-I., and 薛棊一. "A study of marketing functions and marketing related information systems in the local banking system." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/68383410085833079992.
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碩士淡江大學
資訊管理學系
90
The Taiwan’s banking industry is the top ones among all the industries about the degree of business process computerization after many years later. In the recent years, local banking market is forced to face with the quite intensive competition because of the trend of deregulating, globalization. Marketing is hence necessary to take the competitive advantage. Therefore, the IT supporting the bank marketing affairs becomes more important for the local banks to consider. The research is a exploratory study focus on the marketing support func-tion of transaction systems and the marketing related systems from the sight of IT units, and explore the driven factors affecting the banking marketing related information systems and the status of implementation. This research scheme in-cludes four dimensions, such as the degree of marketing function of the transac-tion systems, the driven factors of adoption about implementing the marketing related information system, the type of the banks, and the current status of im-plementing the marketing related information systems. And then the relationship among those dimensions mentioned above will be explored through the specific individual interviews, the design of a questionnaire, investigations and data analysis and statistics. First, the research reviews the literature about the marketing information system and the driven factors of adopting technique. Next, catch the marketing function variables of the transaction by individual interviews of some local banks. Finally, the research develops the research framework combined above studies, construct a questionnaire, and then submit 88 questionnaires to the chief of IT units of the local bank. There are 37 returned from this survey, and the ef-fective return rate is 42%. After data analysis, the result shows that it seems the degree of the market-ing related systems implementation is not satisfied although the interviewees accept the system quite well. Besides, some relationship and differentiation among those variables had also been noticed.
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Mount, Philip. "Local Food, Scale and Conventionalization: Mid-scale Farms and the Governance of “Local Beef” Chains." Thesis, 2012. http://hdl.handle.net/10214/3971.
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Media and consumer attention has propelled local food to prominence, and a significant price premium has signaled its potential as a value-added option for family farms looking to transition from commodity production. Many of these farms –entering an unfamiliar market– have been selling local food in groups, to share risks and investments. This strategy has introduced a scale of production and operations to the marketplace that could challenge some of the basic premises of the local food contract.
This research project was premised on the notion that the local food movement –dominated by small-scale production and direct marketing– appears to be governed by a set of principles that would be tested by the introduction of farms and farm groups of increasing scale. To understand the implications –for these farm families, local food marketing groups, and growing local food systems– this research sought to address whether these groups would adopt a more conventional approach to meet their needs, and fit their scale, or change their approach and practices to conform to the requirements and expectations established by the principles of governance that characterize local food systems.
‘Local beef’ chains from across Ontario were selected to capture a range of operational and geographic scale. Interviews with farmers and coordinators investigated the extent to which scale –at farm and group level– affected motivations, as well as group governance decisions.
The research found that increased group scale limits the range of options available, and magnifies pressures towards conventionalization. Transition to larger scale favours governance based on surveillance and discipline, and suffers from lack of infrastructure that would facilitate mid-scale aggregation, distribution, and the development of bridging capital.
Farmers who had direct input into decisions invested more time and effort, but also identified more strongly with their group. Farmers who marketed through larger-scale intermediary-led groups faced fewer costs, but were treated as commodity input suppliers, and were less engaged in the group’s success. Most farmers did not see these intermediary-led groups as a long-term solution, and looked instead to policy solutions, or other alternative marketing models – including smaller-scale regional intermediaries.
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Howard, Elisabeth L. "Local produce marketing in Wisconsin a multiple-case-study analysis /." 2004. http://catalog.hathitrust.org/api/volumes/oclc/56616172.html.
Full textAbstract:
Thesis (M.S.)--University of Wisconsin--Madison, 2004.Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 139-151).
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林世媛. "A Study in Marketing Strategy of Nanfangao Local Cultural Industry." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/22425428289996001732.
Full textAbstract:
碩士佛光大學
公共事務學系
99
In the 2009 Cultural and Creative Industries Roundtable Forum, President Ma pointed out that culture is where social vitality exists; it is at the time of predicaments that we need the power exerted by culture to see us through. When he was the mayor of Taipei City, he once mentioned that a city expands by means of construction, but excels with the aid of culture. Now he states that economic construction reinforces a country, but cultural construction magnifies a country. He expects that the government can dutifully undertake the mission of “running the country by culture”. Besides maintaining the significance of cultural industry in the Cultural Policy, the President emphasized once more the indispensability of cultural creativity in rejuvenating our nation via culture while attending the annual conference of National Cultural Association at the end of last year. In the conference, he also suggested that cultural creativity was the direction and goal that the government should attain by cooperating with the non-governmental circles (Report of the 2009 Cultural and Creative Industries Roundtable Forum, 2009). In addition, since “total community construction” was proposed in 1994 by the Council for Cultural Affairs, each division of this nation, from the community, civil society, local government to the central government, has striven to hold folk festival activities combined with industry and culture unique to locals. They all hope to employ the limited local resources, assisted with various marketing approaches, to highlight the specialty of local cultural industry. Furthermore, through the report of the mass media, it is hoped that the activities can attract more tourists, turning into the focus of the public. Nowadays in our society, the rapid development of technology has ushered in the fast, convenient and comprehensive exchange of information, which triggers the development of economy, culture and politics. This is the reason why culture and products with local features can draw attention immediately in the market, which leads the activity organizing division and the local government to confront the challenge of the market directly. Such trend poses as a tremendous advantage as well as a challenge to local industry. Hence, how each local division promotes its feature culture and industry successfully, and properly conducts the professional process of marketing management such as setting up goals, analyzing, planning, executing, and evaluating, is strongly influenced by the role and function played by the local government. In recent years, because of the opening of the Hsuehshan Tunnel, Yilan has turned into the backyard garden of Taipei. As the Yilan County government attempts to create the image of Yilan as a place of “water and fishing ports”, lots of infrastructure and activities are based on the theme of “water and fishing ports”. The representative tourism features of each region include “Su-ao Cold Spring Carnival”, “Jiaosi Hot Spring Festival”, “Yilan Water Lantern Festival”, “Yilan International Children's Folklore & Folkgame Festival”, “Nan-fang-ao Mackerel Festival”, and so on. Among them, the unique cold springs in Suao, along with the tasty seafood, the only gold Mazu statue, jade Mazu statue, and the Mazu statue made of gems and coral in Nanfangao, helps Yilan change into the most special county in the country. The experience of promotion of each town and city in Yilan has established as a legend in Yilan County. The present study aims to understand the local features of Suao, as well as explore the condition of local culture, the multiple functions of fishing ports, and the development of tourism. Furthermore, based on the literature reviewed here, the study intends to figure out the factors that influence the development of the local cultural industry in Nanfangao. The researcher adopted the method of literature collection and in-depth interview, together with SWOT analysis to analyze and induce the advantage and disadvantage of the inner environment as well as the opportunity and threatening condition of the outer environment in the process of the development of the local cultural industry in Nanfangao. The present study has mapped out a marketing strategy of the future development of the local cultural industry in Nanfangao in the hope of more sustainable management and further economic development and prosperity of the whole Nanfangao area.
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He, Chun-Ming, and 何俊明. "The indexical roles of local featured products in destination marketing." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/07224779769158704006.
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碩士國立中興大學
高階經理人碩士在職專班
101
The purpose of this study is to explore the mediating effect of experiential and social-energy indexicality on both the causal relationship between overall destination image and willingness of destination revisit as well as the one between overall destination image and willingness of local product repurchase. A sample consisted of 161 travelers from China was obtained at Kinmen through a purposive sampling procedure. Quantitative data regarding sample members’ overall destination image of Kinmen, willingness of Kinmen revisit, willingness of local product (i.e., Kinmen Kaoliang Liquor, peanut candy, Glycine tomentella Hayata (GTH), and miniature of Feng-Shih-Yeh (FSY)) repurchase, and the indexicality of the four local product were collected through structured questionnaires. Structural Equation Modeling analysis was performed to analyze the data. The result showed that the experiential indexicalities of peanut candy, GTH, and miniature of FSY mediate the relationship between overall image of Kinmen and willingness of Kinmen revisit significantly, however, no significant mediating effects of the social-energy indexicalities of the four local products were found on the above relationship. On the other hand, the experiential indexicalities of the four local products mediate the relationship between overall image of Kinmen and willingness of the corresponding product repurchase. The social-energy indexicalities of Kinmen Kaoliang Liquor and GTH mediate the relationship between overall image of Kinmen and willingness of the corresponding product repurchase significantly.
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Huang, Yu-Chun, and 黃郁鈞. "The Innovation and Marketing of Local Industry—Two Cases of Shihtan." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/71522363300077273367.
Full textAbstract:
碩士國立聯合大學
客家語言與傳播研究所
100
In this study, I choose two industries which had a long history and deeply related to local resources, industry, history and culture in Shihtan Township of Miaoli County, they are「Shian-Shan Shiantsau」and「Cyuan-Ming Silkworm Farm」。 There are four topics in this study that discuss about when the traditional industries were entering into the crisis of “The declining industry” , which are “Industries change”,”Reforming and Creation”,”Marketing dissemination strategy”, and ”Local culture presentation”, by passing which of the directions of innovation that can rebuild the value of industry. Using Target marketing、Positioning、marketing 4P tools , exploring the marketing dissemination strategy of industry and promotion；And observing the process of combining the local culture with industry . The research adopt in-depth interview, began from June, 2010 to December, 2011.The research discover Shian-Shan Shiantsau and Cyuan-Ming Silkworm Farm both combine local resource with culture that create more the value of industries. For example: Shian-Shan Shiantsau includes Hakkas' diet culture to introduce various Hakkas special products, hian-Shan Shiantsau even brings the symbol of Hakka's culture, " Tung Blossom",to the design of product. In the edible environment, utilizing the Hakkas image ornaments to build up the atmosphere of Hakka's culture space. The early Japanese colonial period to 1990s, the silkworm industry in Taiwan is a Source of income of Hakka ethnic who lived around Dahu Township of Miaoli County. Cyuan-Ming Silkworm Farm retain intact local history and culture of the silkworm industry. Through the expertise and sericulture knowledge is passed by educational experience, creating the industry value. After the transformation, Changes in management style influence the marketing strategies of the industry. The marketing plan of Shian-Shan Shiantsau make the industry to create a favorable brand image. Successfully to achieve the promoting effect of mouth spread between blog users. Cyuan-Ming Silkworm Farm all the products are sold and produced by itself and still research and development silkworm products. Cyuan-Ming Silkworm Farm market products through the official website and experiential guide.