Relevant bibliographies by topics / Marketing-Mix / Dissertations / Theses
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Dissertations / Theses on the topic 'Marketing-Mix'

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Published: 4 June 2021
Last updated: 11 September 2023

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1

Saint-Esteven, Alain. "Marketing mix et diététique." Bordeaux 2, 1992. http://www.theses.fr/1992BOR2P004.

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Delpiano, Carla. "Marketing mix de Herceptin Subcutáneo." Tesis, Universidad de Chile, 2012. http://www.repositorio.uchile.cl/handle/2250/117148.

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Tesis para optar al grado de Magíster en Marketing
Delpiano, Carla [Parte III]
Autor no autoriza el acceso a texto completo de su documento.
Apoyándonos en la historia de é xito que ha tenido Herceptin IV, se desarrollan las tácticas promocionales para la entrada del nuevo producto al mercado, antes de que la competencia obtenga los permisos necesarios para anunciar su llegada. Basándonos en los resultados entregados por el análisis situacional y la investigación de mercado, se obtienen tres pilares fundamentales para las tácticas del período analizado, las que se convertirán en el hilo conductor de promoción: 1. Desmitificar percepciones acerca de medicamentos subcutáneos 2. Gen erar evidencia de los beneficios para asegurar continuidad de uso 3. Fidelizar a los stakeholders con la historia de Herceptin Siguiendo con lo que se ha estado haciendo durante estos años con la versión intravenosa del medicamento , se propone acompaña r con actividades especiales a cada uno de nuestros stakeholders, incluyendo por primera vez con fuerza a las pacientes, quienes habían sido dejadas en un segundo plano, mientras la compañía se enfocaba en los oncólogos y en los pagadores. Durante un año, y a través de información científica respaldada por los buenos resultados que se han obtenido en otros lugares del mundo, se pretende demostrar los beneficios que se logran con la utilización de este producto, el que mejorar de gran forma la calidad de vida d e las pacientes y que trae ahorros en los costos de administración del medicamento en las instituciones de salud
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3

Ryabchun. "THE CONCEPTION OF MARKETING MIX." Thesis, Київ 2018, 2018. http://er.nau.edu.ua/handle/NAU/33894.

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Andrews, Rick L. "Temporal changes in marketing mix effectiveness." Diss., This resource online, 1992. http://scholar.lib.vt.edu/theses/available/etd-07282008-134759/.

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Lahtinen, Ville. "Assessing the effectiveness of the marketing mix in social marketing." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/381271.

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This research investigates whether a program utilising a full commercial marketing mix (4P) is more effective than a program using a promotion-only approach in increasing fruit and vegetable (FV) intake of children. Additionally, this research examines the effectiveness of the parental component of the same program examining the attitudes, subjective norms, behavioural control and intentions of parents for serving more fruit and vegetables to their children. Finally, the last study investigates the benefits and barriers of parents for serving fruit and vegetables, as separate groups of food, to their children as a first step to enhance the effectiveness of the parent component of the program. This research program responds to previous criticisms in social marketing about the relevance of the marketing mix. While social marketers such as Gordon (2012), Peattie & Peattie (2003), Wood (2008) and Tapp & Spotswood (2013) have criticised the marketing mix their criticisms are not founded on empirical data examining the effectiveness of the 4Ps. Further, systematic social marketing literature reviews show that most social marketing programs do not use the full marketing mix (4P) and most programs rely on promotion strategies (Carins & Rundle-Thiele, 2014b; Kubacki, Ronto, Lahtinen, Pang, & Rundle-Thiele, 2017; Kubacki, Rundle-Thiele, Lahtinen, & Parkinson, 2015; Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Therefore before one can criticise the marketing mix or develop new models (see Tapp & Spotswood, 2013) and move beyond the 4Ps altogether, fundamental field experimental research is required to test whether a 4P approach is superior to a 1P approach. As a result, the first research question in Study 1 is: RQ1: Is an intervention using 4Ps more effective than an intervention using only 1P in increasing FV intake for Finnish children? The study demonstrated that the program using a full commercial marketing mix (4Ps) was more effective than the program using a promotion-only approach in creating behaviour change. The children participating in the 4P program showed a significant increase in FV intake at breakfast and breakfast and dinner combined. The children in the 1P program and control group showed no significant differences. Future research could benefit from empirically testing alternative marketing mix models. The second study aims to expand views beyond the downstream audience (children) and focus on an important midstream audience, the parents, who have a significant impact on their children’s FV intake. The social marketing discipline has been known for focusing on downstream audiences, while the importance of midstream and upstream audiences has been recently acknowledged (Gordon, 2013; Hoek & Jones, 2011; Russell-Bennett, Wood, & Previte, 2013). To contribute to the midstream literature in social marketing, the second research question asks: RQ2: Can a social marketing FV campaign increase the attitudes, subjective norms, perceived behavioural control, and intentions for parents to serve more FVs to their children? The results of the study showed some promising effects for the parent component, as there was a significant increase in subjective norms and behavioural control towards parents serving more FV to their children. The control settings showed significant decreases in attitudes and subjective norms of parents when considering to serve FVs to the children. While the results showed some promise, future research is needed to build a more effective parent program component. Finally, Study 3 investigates the barriers and benefits for parents for serving fruits and vegetables for their children. While the previous literature has examined the barriers and benefits of fruits and vegetables as one single group; this study aimed to understand if the barriers and benefits were different for fruits and vegetables. This led to the last two research questions: RQ3a: What are the perceived benefits and barriers for Finnish parents when serving fruit for their children? RQ3b: What are the perceived benefits and barriers for Finnish parents when serving vegetables for their children? The results showed that the benefits and barriers are very different for fruits than they are for vegetables. Additionally, most of the benefits and barriers were fruit or vegetables specific, and cannot be generalised to a whole fruit or vegetable category. Limitations of the research and future research directions are outlined.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Szwejkowska, Aneta, Leszek Puczynski, and Konrad Jezierski. "TWO COUNTRIES - ONE MARKETING MIX? HOW TO ADOPT COMPANY’S MARKETING MIX TO FOREIGN MARKET - CASE STUDY OF VOLVO." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-733.

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The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.

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Яренко, А. В. "Стисла характеристика Marketing-mix та його еволюція." Thesis, КНУТД, 2016. https://er.knutd.edu.ua/handle/123456789/2535.

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Hommel, Mandy, Jeannine Ryssel, Caroline Muss, Anja Rogas, Janet Kunath, Annett Herchenbach, Nancy Handke, Jana Sassin-Weise, and Nicole Schmalfuß. "Handbuch zur Fallstudie “Der Marketing-Mix macht’s”." Dresdner Beiträge zur Wirtschaftspädagogik, 2020. https://tud.qucosa.de/id/qucosa%3A39016.

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Wirtschaftsunterricht kann für viele Lernende abstrakt und nur wenig nachvollziehbar bleiben. Wirtschaftliche Zusammenhänge und Wirkungen verschiedener wirtschaftspolitischer Maßnahmen im Unterricht zu verstehen, ist nicht immer leicht. Handlungsorientierter Unterricht kann hilfreich sein, um leichter an Vorwissen anknüpfen zu können, Lerninhalte erfahrbarer zu machen sowie eine tiefere Elaboration und Anwendbarkeit neuen Wissens zu fördern. An der Professur Wirtschaftspädagogik der TU Dresden wurde ausgehend von diesen Grundgedanken die Entwicklung von Fallstudien für den Wirtschaftslehreunterricht initiiert. In didaktischer Hinsicht ist die vorliegende Fallstudie so konstruiert, das sie lebens- und wirklichkeitsnah ist und die bisherigen Erfahrungen aber auch zu erwartende zukünftige Erlebenssituationen von Lernenden berücksichtigt. Für die methodische Abfolge wurde der Ablauf handlungsorientierten Unterrichts zugrunde gelegt. Das hier vorliegende Fallstudienhandbuch basiert auf dem Unternehmen „Die Bau-Hütte“ und umfasst Fallstudienmodule zu den Themen Sortiments- und Produktpolitik, Lieferantenauswahl, Preispolitik und Kommunikationspolitik aus dem Marketing-Mix. Lernende sollen in den Fallstudienmodulen mit realen Problemen auf Tuchfühlung gehen können, diese Probleme erfassen und nach Lösungswegen suchen. Theoretische Vorstellungen sollen an Abstraktheit verlieren und besser fassbar werden. Die Portfolioanalyse im Rahmen des Marketings wird so für Lernende ein reales Hilfsmittel für die komplexe Problemstellung. Die Politikfelder des Marketing-Mix werden anhand konkreter Problemfälle, in die die Lernenden hineinversetzt werden, tiefer elaboriert. Das Vorgehen ist ganzheitlich ausgerichtet und umfasst alle Phasen einer Handlung (Probleme wahrnehmen, bewerten, definieren; Ziele formulieren, Handlungsalternativen suchen und bewerten, für konkrete Lösungswege entscheiden und diese ausführen, Ergebnisse bewerten). Dieses Vorgehen soll Lernenden dabei helfen Wissen aufzubauen, das verstanden, tief elaboriert, anknüpfend an Vorwissen in vorhandene kognitive Schemata eingebunden und in realen Anforderungssituationen anwendbar ist.
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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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Mirošová, Leona. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414478.

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The master’s thesis focuses on the online marketing communication of the fashion brand Sledgehammer. The thesis acquaints with the current structure of the communication mix and online marketing communication and, based on performed analyses and its own research, suggests appropriate suggestions to improve the communication of Sledgehammer with the public.
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MAGALHAES, MARCOS FELIPE DE SA. "SIMULATOR FOR TRAINING MARKETING DECISIONS AN EXAMPLE OF MARKETING MIX IMPLEMENTATION." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2003. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=3547@1.

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ESCOLA SUPERIOR DE PROPAGANDA E MARKETING
Uma das dificuldades encontradas pelos professores de Marketing é demonstrar para os aluno as aplicações práticas de um certo número de princípios consagrados nos modelos teóricos, especialmente no que concerne às decisões do composto mercadológico, sua implementação e avaliação. A prática de Marketing se desenrola num cenário extremamente aberto e é difícil conseguir um mirante de onde se possa observar o campo de batalha, aonde se desenrolam estas ações competitivas. Uma vez que a natureza sistêmica do Marketing indica que os mercados estão fundamentados em uma lógica estrutural na qual cada fato, ação ou decisão, está relacionado a um modelo configurado e a um arcabouço de pilares que sustentam o mercado em si, a ação individual e seus efeitos sobre os demais participantes, este trabalho desenvolve um Simulador para Treinamento de Decisões de Marketing - STDM, objetivando cumprir um papel de ponte entre a teoria e a prática. No STDM podem ser observados alguns efeitos quantitativos, no mercado e nas organizações, das ações que forem tomadas, com a vantagem adicional de que, por se tratar de um modelo teórico, pode conter nos exemplos, informações detalhadas que seriam, quase sempre, inacessíveis no mundo real, tais como volumes precisos de vendas, custos internos e remunerações de todas as empresas concorrentes.
One of the difficulties in teaching Marketing, is how to demonstrate the practical applications of a certain number of principles consecrated in the theoretical models, especially those related to the decisions on marketing mix as well as its implementation and evaluation. Marketing practices are developed in a scenario extremely open and it is difficult to obtain an observation deck from where one could see the battle field, where the competitive actions take place. The system dynamics of Marketing indicates that markets are supported by pillars, according to a structured logic in which each fact, action or decision are related to a configured model that encompasses the specific actions and its effects. This paper develops a Simulator for Training Marketing Decisions - STDM, functioning like a bridge between theory and practice. Thru the STDM some quantitative effects can be observed in the market and organizations like the actions to be taken, with the additional advantage that being an hypothetical situation, it can contain in the examples, detailed information that would be inaccessible in the real world, such as sales volume, the internal costs and the economical results of all the competing companies.
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Vaz, Jacques Chicourel Nunes. "Mobile marketing: novos usos do sms no mix promocional de marketing." Universidade Federal da Bahia, 2007. http://www.adm.ufba.br/sites/default/files/publicacao/arquivo/jacques_chicourel_nunes_vaz.pdf.

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A telefonia celular tem se desenvolvido e no decorrer da sua evolução, o telefone celular antes visto apenas como um mero dispositivo de voz, agora passa a ser um protagonista na vida das pessoas desempenhando outras várias funções. Uma destas funcionalidades, o envio de SMS (Short Message Service)1, se tornou um padrão de comunicação usando apenas mensagens de texto para comunicação entre indivíduos. Aproveitando esta capacidade de enviar mensagens de texto para indivíduos com o intuito de divulgar e promover marcas e conceitos, surge o mobile marketing2 e mobile advertising3 que apresentam uma inovação no conceito de interação entre empresas e clientes. Neste trabalho, foi realizada uma pesquisa exploratória referente aos conceitos acerca do tema além de modelos de análise que tratam sobre os fatores de influência da receptividade de mensagens publicitárias enviadas através de SMS.
Salvador
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Querci, Della Rovere Andrea <1995&gt. "Contemporary Marketing Practices: applicazione del mix ottimale di strumenti di marketing." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18166.

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La tesi si propone, a partire dall'analisi della letteratura, di esaminare il tradizionale paradigma del Transactional Marketing e delle 4P. Una volta evidenziate la sua evoluzione e le problematiche ad esso connesse, lo scritto procede con un'analisi di casi concreti e ricerche recenti nell'evidenziare come il Relationship Marketing (ovvero la creazione e il mantenimento di relazioni a lungo termine tra aziende e consumatori) possa portare ad un'ampissima gamma di benefici. In conclusione, si propone un framework integrativo delle diverse correnti di pensiero e si fornisce un quadro completo di analisi per la ricerca futura.
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Šléglová, Miroslava. "On-line marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442921.

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The master’s thesis is focused on the on-line marketing communication of the brand Pěkný domov shop. The thesis acquaints with the current structure of the communication mix and the online marketing communication and based on the performed analyses and own research, suggests the appropriate suggestions to improve the on-line communication of Pěkný domov shop with the public.
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Jamborová, Markéta. "Komunikační mix společnosti Tovares s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223855.

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This diploma thesis focus on suggestions of the suitable communication mix, which is coming out of the analysis of the current situation in Tovares s.r.o. company. This company is failing to compete and break through on the market. The company is engaged in the production and distribution of the wide range of equipment and accessories needed for the hairdressing – starting with furniture, complete range of the equipment and technology, chemical preparations, finishing with the combs and hairpins. This work is supposed to help as the source of the information while implementing new suitable communication mix. This communication mix contains a suggestions which aim is to approach new customers and to retain the existing ones.
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Karasová, Barbora. "Komunikační mix denního stacionáře." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223583.

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The main subject of the thesis “Communication mix of day-care centre“ is a proposition of a communication mix for the starting civic association JOHANKA. The first part focuses on the necessary theoretical data. The second part presents a philosophy of the day-care centre, market analysis, customer, competitors and SWOT analysis. The communication mix is proposed on the basis of the analyses and it will be effective for the day-care centre for gaining awareness in the market with the lowest cost possible.
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Turčanová, Pavlína. "Marketingová komunikace společnosti při vstupu na zahraniční trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443139.

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The main subject of this thesis is the communication mix of selected company which is focused on the production and sale of natural and healing cosmetics and dietary supplements, as well as a proposal for an appropriate marketing communication when entering the market in Poland. The theoretical part contains important terms of marketing and marketing communication, and it presents a theoretical framework for two following parts. The analytical part is then focused on the main characteristics of the selected company and this part also deals with the processing and evaluating of the analysis of internal and external environment, current level of marketing and communication mix. The last part is devoted to the proposals of marketing communication of the company for operating on the B2B market in Poland. These proposals should lead to raising awareness of the company and its products in this market, as well as reaching out and gaining potential business partners and customers.
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Svobodová, Kateřina. "Návrh marketingové strategie pro firmu VISUS AGENCY, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-222780.

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Nyström, Mattias, and Johannes Åbonde. "gooh! Marketing Mix och Brand image : En fallstudie om hur brand image och marketing mix modellens faktorer påverkar konsumenters köpbeteende." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8827.

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Till följd av en ständigt ökad konkurrens blir det allt svårare att som ny aktör att ta sig in på olika marknader. Vad som däremot kan underlätta etableringsprocessen för nya företag och varumärken är att associeras och förknippas med redan etablerade och välkända varumärken. Företaget gooh! är ett nytt måltidskoncept som funnits i drygt två år och är ett samarbete mellan Lantmännen och Operakällaren. Det intressanta här är att företaget gooh! har två kända varumärken som medverkar och står bakom konceptet.

I den här uppsatsen kommer vi att undersöka hur Marketing mix modellens faktorer påverkar en konsuments första köp av en gooh! produkt, med syfte att se om någon av dessa faktorer är mer viktig än någon annan samt att se hur dessa samverkar med varandra. Vi vill också i denna uppsats se hur konsumentens första köp påverkas av att två starka varumärken står bakom konceptet gooh!.

Undersökningen baseras på en kvantitativ undersökning där vi slumpmässigt frågat 50 konsumenter som alla handlat i en och samma gooh! butik.

Resultaten vi kommit fram till i denna undersökning tyder på att den valda ”platsen” av butik, dvs. lättillgängligheten till butiken är den faktor som påverkar konsumentens första köp mest, men även de andra faktorerna i Marketing mix modellen är av stor betydelse. Vidare visar även våra resultat på att Lantmännens och Operakällarens samverkan, har en positiv inverkan på konsumentens köpbeteende. I vår slutsats kommer vi bl.a. fram till att dessa två aktörers medverkan bidrar till en kvalitetsstärkning av gooh! produkterna och skapar ett mervärde hos konsumenten.

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Fikejzová, Kristýna. "Marketingová komunikace podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377580.

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This diploma thesis deals with the marketing communication of the company Kostka-kolobka s.r.o. In the theoretical part are characterised important concepts related to marketing and marketing communication. The second part is focused on the introduction of the company and the description its current situation using marketing analyzes and questionnaire survey. The findings are summarized in the SWOT analysis. Based on the results from the analytical section, in the third part of the thesis are presented the suggestions to improve marketing communication.
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Vlašínová, Radka. "Komunikační strategie společnosti PLASTIC BOX CZ, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241433.

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The content of this diploma thesis is to elaborate a complete communication mix of PLASTICBOX CZ, Ltd. The study is divided into a theoretical and a practical part. The first part analyzes in detail the theoretical basis of individual marketing tools, which are tested in the second part.
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Novotná, Lenka. "Komunikační mix podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377415.

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Diploma thesis deals with communication mix of company Zahradní centrum V Aleji. The theoretical part of the thesis defines the basic concepts from marketing, marketing mix and communication mix. The analytical part of the thesis describes the current situation of the company, analysis macro environment and micro environment, marketing research and SWOT analysis. At the end of the thesis are presented suggestions which should lead to improvement of the communication mix.
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Repaská, Kristína. "Marketingový mix vybraného podniku." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75325.

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The aim of presented Master's degree work is to analyze already established marketing mix of new business and to optimize it or suggest the new one. This master's thesis is divided into two parts, theoretical and practical. In theoretical part we have elaborated theoretical knowledge about marketing mix and its creating and summarized the basic analyses and theoretical resources, necessary to define particular parts of marketing mix. Second, practical part of this thesis includes a description of new established business Coffee Beer Wine bar u Kemov, characterization of the actual structure of its marketing mix and the scheme of suggested optimized new one.
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Vodáková, Gabriela. "Marketingový mix podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416844.

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This diploma thesis is focused on marketing mix of company named Nedbal trading s.r.o. Thesis is divided into three parts. Introductory part is dedicated to theoretical foundations of the problematics. Second part starts with introduction of the analyzed company itself, then continues with individual analyses mentioned in theoretical part. In the last part are mentioned possible suggestions to improve marketing mix of the company determined according to previous analyses.
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Konečná, Eva. "Marketingový mix společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223566.

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The diploma thesis is focused on marketing problems of company. The thesis solves marketing mix, products and offered services. The result is suggestion of marketing mix improvement, especially of marketing communication, which leads to acquisition of customers.
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Firlová, Markéta. "Marketingový mix společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223998.

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The subject of this diploma thesis is focused on marketing problems of company. The thesis includes solutions of marketing mix and identification of products and services. The result is suggestion of marketing mix improvement, especially of marketing communication.
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Wang, Hua. "The effects of marketing mix on brand equity /." View abstract or full-text, 2005. http://library.ust.hk/cgi/db/thesis.pl?MARK%202005%20WANG.

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Awan, Anam ul Haq, and Shahzad Ali. "Regionalization and Marketing Mix Strategies of a company." Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.

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Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Vignali, Claudio. "Marketing management : applying the concept of the mix." Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/marketing-management(48b0b85b-67cd-4875-97b3-88619312f1d5).html.

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One of the key concepts within the marketing literature remains the 'marketing mix.' An unexamined element of this mix remains, to pursue the cooking metaphor, the way in which the chef is able to balance the various ingredients to achieve a palatable dish. Therefore, the impetus behind this thesis is this lack in the literature. The approach to remedy this lack is developed through Action Research. The original notion of the marketer as a mixer of ingredients strongly suggests that marketing was (and remains) largely a craft. As practitioners within the craft, managers require devices to guide them in their everyday operations. However, the use and effectiveness of such 'heuristic devices' by practising marketers remains little explored. Matrix schemas have always been traditionally used, by both academics and practitioners, in the development and interpretation of both strategy and tactics in marketing. While the strategic schemas have attained the status of dogma (the Boston Box, for example), at the tactical level,use of the marketing mix has never reached such heights, (apart from an occasional stress on the need for the 'blending of ingredients'). As marketing has developed as a craft, numerous definitions have been offered. Today there are several different authoritative, but accepted definitions. The Chartered Institute of Marketing [CIM] and the American Marketing Association [AMA] define marketing as: 'Marketing [management] is the process of planning and executing the conception of pricing, promotion, and distribution of ideas, goods and services that satisfy organisational objectives.' [Fifield & Gilligan, 1996; 2] A clear understanding of the development of the matrix approach from the level of strategy to tactics in marketing is the essence of the published works. The marketing mix concept seems relatively simple. Since Culliton [1947] first carried out his study (amongst the major American companies of his time), the notion of managers within the marketing function as 'mixers of ingredients' has enjoyed wide currency. Culliton's study included a full examination of a number of case histories and the use by the participating companies of marketing ingredients. Borden [1964] expanded this work to a formal use of the term 'marketing mix' and he presented a list of mix constituents, based on Culliton's work. These developments were taken further by McCarthy [1964] in terms of simplification and classificatory order as the famous 4Ps. It is now just over 30 years since McCarthy provided this gloss on Borden's work and offered a generic marketing mix [product, price, promotion and place] as a means of translating marketing planning and tactics into practice [Bennett 1997:151] This eventually led to Kotler [2000) defining the mix as being 'A set of marketing tools that a firm uses to pursue its objectives.' Thus, ingredients become tools and the analogy changes. McCarthy's 4Ps classification of the marketing mix variables has received acceptance in past decades. However, in recent years increasing criticism of this approach has been voiced in academic circles (Van Waterschoot, 1992, p.83). It is believed by some academics that this paradigm is beginning to lose its position (Gronroos, 1994, Gronroos, 1992, Sheth 1988). It is sometimes called 'traditional' or out-dated (Shimpock-Viewg,/1993, Lane, /1988, Turnbull, 1987). Over the past few years, it has been argued that marketing is concerned not just with the original 4Ps and the various elements associated with them, but also with less controllable variables (or ingredients, or tools) such as people, processes and service evidence. (Rafiq, 1995). However, the shifts from 'ingredients' to 'tools' to 'variables' hints at an underlying confusion as to the conceptual status of the artefacts described. Borden's work has the merit that his classificatory schema derives directly from empirical evidence. Borden reflected this basis when he identified the need to record within case studies evidence of what was being mixed in the marketing domain. Later extensions do not, by and large, have this merit. There have been no published studies which replicate Culliton's original work. Extensions to the mix (the conceptual device contributed by Borden) and the distilled formulation of the mix offered by McCarthy rely on conceptual processes only. The nature of the extensions seems clear, but they rest on different assumptions about how the world of the marketing manager should be construed. This thesis draws on several case studies of the world of marketing managers and a test of the 4P's framework within that world as its modus operandi. The examination uses a process of 'Action Research'. It thus is placed in the tradition established by Culliton in his pioneering work. Unlike Culliton, the work does no flow from a considered execution of a single research design, but has emerged in the search for consistency in marketing management, as pursued with the manager themselves. In essence, the Action Learning method of research has been adopted. The outcome, a new model for application, is seen as the contribution to knowledge. In essence the thesis pulls together the understanding and criticisms that both practitioners and academics need to investigate the gaps that exist in marketing management research. The importance of a company's participation as being integral to the action it takes and the solutions it prescribes is the essence of the Action Research and the model process.
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Mhitarean, Ecaterina. "Marketing Mix Modelling from the multiple regression perspective." Thesis, KTH, Matematisk statistik, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-208474.

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The optimal allocation of the marketing budget has become a difficult issue that each company is facing. With the appearance of new marketing techniques, such as online advertising and social media advertising, the complexity of data has increased, making this problem even more challenging. Statistical tools for explanatory and predictive modelling have commonly been used to tackle the problem of budget allocation. Marketing Mix Modelling involves the use of a range of statistical methods which are suitable for modelling the variable of interest (in this thesis it is sales) in terms of advertising strategies and external variables, with the aim to construct an optimal combination of marketing strategies that would maximize the profit. The purpose of this thesis is to investigate a number of regression-based model building strategies, with the focus on advanced regularization methods of linear regression, with the analysis of advantages and disadvantages of each method. Several crucial problems that modern marketing mix modelling is facing are discussed in the thesis. These include the choice of the most appropriate functional form that describes the relationship between the set of explanatory variables and the response, modelling the dynamical structure of marketing environment by choosing the optimal decays for each marketing advertising strategy, evaluating the seasonality effects and collinearity of marketing instruments. To efficiently tackle two common challenges when dealing with marketing data, which are multicollinearity and selection of informative variables, regularization methods are exploited. In particular, the performance accuracy of ridge regression, the lasso, the naive elastic net and elastic net is compared using cross-validation approach for the selection of tuning parameters. Specific practical recommendations for modelling and analyzing Nepa marketing data are provided.
Att fördela marknadsföringsbudgeten optimalt är en svår uppgift som alla företag ställs inför. Med uppkomsten av nya marknadsföringstekniker, som reklam på nätet och sociala media, har komplexiteten av data ökat, vilket gör detta problem ännu mer utmanande. Statistiska verktyg för förklarande och prediktiv modellering har vanligtvis använts för att hantera problemet med budgetallokering. Marknadsföringsmix Modellering är en term som omfattar klassen av statistiska metoder som är lämpliga för modellering av den intressanta variabeln (i denna uppsats är det försäljning) när det gäller reklamstrategier och externa variaber, med målet att maximera vinsten genom att konstruera en optimal kombination av marknadsstrategier. Syftet med denna uppsats är att konstruera ett antal modellbyggnadsstrategier, som även inkluderar avancerade regulariseringsmetoder för linjär regression, med en analys av fördelar och nackdelar för varje metod. Flera stora problem som den moderna marknadsföringsmix modellering står inför har beaktats, som till exempel: att välja en passande funktionsformel som bäst beskriver relationen mellan den oberoende variabeln och de beroende variablerna, att hantera marknadsföringens dynamiska omgivningar genom att välja det optimala förfallet hos varje marknadsföringsstrategi, utvärdera säsongsmässiga effekten och marknadsföringsverktygens kollinjäritet. För att överkomma de två vanligaste problemen inom marknadsföringsekonometri, som är multikollinearitet och val av variabler, har regulariseringsmetoder använts. I synnerhet har prestationsnoggrannheten av ridge regression, lasso, naive elastic net och elastic net jämförts- för att ge specifika rekommendationer för Nepa data. Parametrarna för de regulariserade regressionsmetoderna har valts genom korsvalidering. Modellens resultat visar en hög nivå av förutsägelse noggrannhet. Skillnaden mellan nämnda metoder är inte signifikanta för det givna datasetet.
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Pelikánová, Adéla. "Návrh komunikačního mixu cateringové společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223999.

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Master’s thesis deals with the proposal of communication mix for start-up company. This proposals is based on theoretical knowledge of marketing, marketing communications as well as the analysis from the study of external and internal factors of the company. The aim of this thesis is to create a communication mix for a new start-up company and proposal of appropriate communication tools for the entry of start-up company to the market.
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Kurimai, Radim. "Návrh marketingové strategie pro firmu Petr Kurimai." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222091.

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33

Macejová, Petra. "Návrh změn marketingové strategie krémů proti vráskám společnosti L´Oréal." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112692.

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Target of the diploma thesis is to set the proposals for Garnier anti-wrinkle care marketing strategy. The theoretic part of the thesis deals with strategic marketing and planning, desribes marketing research in detail and is also focused on marketing mix and its concrete parts and trends. Practical part desribes and analyses skin care market and anti-wrinkle cream category and subsequently presents Garnier brand. Attention is paid to two marketing studies which are focused on Garnier brand in detail. Marketing goals and action programmes are set according to market data and study learning.
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Veselý, Tomáš. "Návrh komunikačního mixu vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377435.

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The goal of the thesis is, based on analysis of the current state of the communication mix of selected company, to propose specific measures, which will lead to their improvement. This thesis is divided into three parts – theoretical, analytical and propositional. The theoretical part is dealing with defining theoretical background which serves as the basis for the development of analytical and propositional part. In the second part is introduced the selected company and are performed the analysis of current state of the communication mix. Results of these analyses are used in the third part of the thesis, which describes the measures to improve the current communication mix of the company.
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Havlíčková, Barbora. "Návrh marketingového mixu v oblasti služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224454.

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This master´s thesis deals with the assessment of the current state of the marketing mix business entity providing manicure and pedicure services and suggestions for improvement. In the theoretical section provides the theoretical background associated with the problem. analytical part deals with basic information about the business entity application marketing analysis and evaluation of the survey. The practical part is based on the analysis results and the survey deals with a recommendation proposing changes to the marketing mix to ensure widespread awareness on services of the business entity.
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36

Čarná, Lenka. "Návrh změn v marketingovém mixu společnosti podnikající v HoReCa sektoru." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-234815.

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The thesis is focused on a proposal for changes in the marketing mix of companies operating in HoReKa sector, specifically in the restaurant area. The thesis analyzes the current position on the market, the competition and the internal and external environment in which it operates. Thesis contents proposals for measures and changes to improve the current status of the company.
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Lišková, Barbora. "Návrh komunikačního mixu vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241617.

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The goal of the thesis is to propose measures to improve the communication mix based on the analysis of current state of the communication mix of the company. The Thesis is dividend into theoretical, analytical and proposition part. The teoretical part is to introduce the teoretici background needed for analyzing analytical and proposal part. . Second part contains the introduction of the company and the analysis of current situation. In the proposition partdelas with a proposal of measures to improve the current state of the communication mix of the company.
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38

Havlíková, Petra. "Návrh komunikačního mixu vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319211.

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The goal of the thesis is, based on analysis of the current state of the communication mix of selected company, to propose specific measures to improve it. The Thesis is divided into three parts, namely theoretical, analytical and propositional. In the theoretical part are defined theoretical background, which serves as the basis for the development of analytical and propositional part. In the practical part is introduced the selected company and are performed the analysis of current state of the communication mix. Analysis results are used in the propositional part of the Thesis, which describes the measures to improve the current communication mix of the company.
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Veličková, Daniela. "Marketingový mix sportovního centra." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241172.

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The main topic of the diploma thesis “Marketing mix of a sports facility” is a detailed analysis related to a marketing strategy of the company that offers services in the area of sports and physical training. The theoretical part is devoted to the general basis that is essential for further elaboration of following practical sections. The analytical part deals with analysis of the current situation within the sport facility. On the basis of the conclusions from analytical part, the specific recommendations are presented to be implemented in the analysed company in order to significantly strengthen its overall marketing strategy.
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Cemperová, Nikol. "Návrh marketingového mixu na zvýšení konkurenceschopnosti polygrafického podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224440.

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The thesis deals with the change of marketing mix components at polygraphic company. Its aim is to increase the competitiveness of the enterprise in printing industry market. The thesis is divided into three parts. The theoretical part focuses on explaining terms customer, marketing, enlarged marketing mix and basic market analysis. The analytical part compares theoretical knowledge with reality at polygraphic company. The proposal part contains factual suggestions how to improve the actual situation of polygraphic company in terms of market competitiveness. These were compiled on the basis of the analytical part.
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Záhoříková, Zuzana. "Marketingový mix výrobkové řady." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-15377.

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The dissertation is concerned with the analysis of the marketing mix of the czech cosmetic company Dermacol, in the concrete its products of firming care Enja Body Control Program. The objective is to review present application of marketing instruments and confront it with the opinion of consumers (design of product, comparison of czech anf foreign brands, price level, effectiveness of distribution and comunication etc.).
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Matoušková, Petra. "Návrh komunikačního mixu ve vybraném podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416872.

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This theses deals with the communication mix for the shop and e-shop. The theoretical part of the thesis deals with marketing terminology. The analytical part of the thesis contains current state of the company in order to discover its core problems and drawing up new communication mix. New communication mix should improve strenghten its market position and attract new customers.
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Matoušková, Jana. "Návrh na zlepšení marketingové komunikace ve vybrané společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442935.

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The master thesis deals with the marketing communication of a specific company. The work is divided into three basic parts. The first part is theoretical, defines the basic concepts that are necessary to know to understand the topic. In the second part of the master thesis, a selected company is introduced in more detail, on which an analysis of the current state is performed. The last part contains suggestions for improving marketing communication, the proposals are based on theoretical knowledge along with an analysis of the company.
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Tomášková, Lenka. "Marketingová komunikace realitní kanceláře." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2014. http://www.nusl.cz/ntk/nusl-233043.

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The diploma thesis deals with analysis of marketing communication. The theoretical part presents basic marketing and marketing communication terms. The practical part contains basic information on the reality estate office Lotos Reality. Next, it analyses the marketing communication of this specific company. By the means of questionnaire survey the proposals to improve the marketing communication were worked out and they are summarized in the conclusion
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Petruchová, Denisa. "Komunikační mix společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377955.

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This diploma thesis deals with communication mix of company Sonnentor s.r.o. The main aim of the thesis is to extend current communication mix which should mainly attract new potential customers and improve current propagation. Theoretical solutions defined in the first part of thesis are followed by analytic part where current status of the company is described. The last part suggests changes and recommendations which should be oriented to improvement of customers satisfaction and future revenues.
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46

Černohorská, Karolína. "Uvedení nového produktu Bonduelle na český trh." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262326.

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The thesis is focuse on contemporary brand marketing, which these days is increasingly facing with oversupply and increasing competition. More than ever before, marketing is becoming the most important components of the company management, especially in FMCG companies. In the theoretical part I deal with the key concepts of marketing and describe in detail the marketing and the communication mix of B2C companies. I will get to the topic of brand marketing and the areas associated with it, such as marketing research, marketing and communications strategies based on business objectives. In the practical part the reader will get a chance to see the detailed proces of new product launch onto the Czech market within the canned vegetables segment and the retail chain. In the first half I will describe the product launch and the steps taken with regards to communication. I will describe the current market trends within the pickled vegetable´s market and the development of competitive brands, especially the problem of the growing influence of private labels. The second part will describe the communication mix of the launched novelty and the proposed changes based on the findings. At the end I will propose the new ATL support for the novelty
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47

Li, Shanshan, and Zifei Tang. "Understanding Green Marketing with Marketing Mix : a case study on The Body Shop." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8060.

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Aim: The purpose of the study is to investigate how a company blends its greenness sense into their marketing mix and marketing strategy and the response from the customers toward corresponding aspects.   Method: A case study was adopted. Both qualitative and quantitative methods were constructed, in which face-to-face interview and questionnaires were used to collect the fundamental data.    Result & Conclusions: The Company has completely involved greenness into their marketing strategies. However, not many consumers are aware of it. The quality of the product, the price and the popularity of the brand still the most important influence factor in their purchase decision-making.    Suggestions for future research: A further study can be put on a research about how to gain advantages, such as customers’ loyalty and trust, by improving their green strategy.   Contribution of the thesis: This study contributes to enhancing the understanding of the combination of the 4Ps of marketing and green marketing. Furthermore, the findings have improved our knowledge of the consumers’ attitude toward their strategies.   Paper type Case study/ Research paper
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Bless, Christian. "Marketing-Mix für die Neupositionierung der Davoser Pischa-Bergbahnen." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/04602041001/$FILE/04602041001.pdf.

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49

Kočí, Babeta. "Marketingový mix společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224539.

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This thesis is based on theoretical knowledge of the marketing mix tools and analysis that form an integral part of the work. In the practical part the company Prowork is described and analyzed. Based on my analysis I made suggestions and recommendations how to increase sales and reputation of the company. The aim of my thesis is to propose an improvement of the marketing mix of Prowork Company, Ltd., focused on production and sales of the professional chairs and armchairs.
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Pospíšilík, Štěpán. "Návrh marketingové strategie firmy Liquid Design, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223180.

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This thesis is focused on analyzing the current situation of Liquid Design s.r.o. engaged in information technology and proposal new marketing strategies. In the first part there are chapters depicting the theoretical background needed to create an appropriate marketing strategy. The second part is devoted to analysis of the current state of Liquid Design s.r.o., namely its marketing strategy. The third and final part of this thesis includes a proposal for a new marketing strategy that aims to reach new customers and retain the existing ones.
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