Dissertations / Theses on the topic 'Proximity Marketing'

Purpose - In 2009, U.S. coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1%. This article shows how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaigns' success. Design/methodology/approach - The paper reports an empirical study conducted in cooperation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions. Findings - We found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant the less does the amount of monetary incentive determine the motivation to redeem. Practical implications - When designing a coupon campaign for a company, coupon distribution should not follow a 'one-is-good-for-all-strategy' even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence. Originality - This article is the first to our knowledge that systematically investigates the impact of context variables on coupon redemption. We focus on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns.

In questa tesi vengono descritte le tecnologie dell'Indoor Geolocalization e Beacon, fornendo un'ampia rassegna circa il loro funzionamento e le applicazioni nei vari settori. Successivamente viene presentato il progetto realizzato che consiste in un'applicazione per dispositivi mobili con sistema operativo Android. Il sistema è in grado di geolocalizzare l'utente in ambienti indoor e di introdurre una serie di funzionalità context-aware all'interno di un'area geofence delineata dall'utente.

Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Includes bibliographical references.

Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.

QC 20171219

Si analizza il nuovo protocollo iBeacon, proposto da Apple, e come questo possa essere utilizzato per migliorare e rendere maggiormente efficace la user experience delle applicazioni. Viene inoltre definito lo stato dell'arte di questa tecnologia analizzando l'hardware e il software a oggi presenti sul mercato. Proponendo un esempio di come tale protocollo possa essere utilizzato per implementare tecniche di marketing di prossimità.

La gamification e il marketing di prossimità si stanno affermando come strategie sempre più efficaci per attrarre e fidelizzare il pubblico grazie anche alla grande diffusione degli smartphone che sono ormai alla portata di tutti e all'avanzamento tecnologico degli ultimi anni. Diversi studi ne testimoniano l'importanza e mostrano come le risposte dei consumatori all'utilizzo di queste tecniche siano molto positive, prestando attenzione però a non violare la privacy facendo uso improprio o non esplicitato della posizione dell'utente. La tesi propone un nuovo strumento che applica questi concetti al turismo trasformando gli itinerari in percorsi a premi, che sono interamente stabiliti dagli operatori. Così si associa a quella che sarebbe una classica visita a luoghi e monumenti un momento divertente di gioco che in più offre vantaggi economici.

Mestrado em Marketing
O marketing de proximidade é uma estratégia de comunicação que permite enviar mensagens publicitárias para os dispositivos móveis de consumidores que se encontram próximos ou dentro dos pontos de venda. As mensagens atingem apenas os consumidores que se encontram na localização específica e ideal, e por isso, no estado mental ideal para completar uma transação. Por ser um tipo de marketing relativamente recente, e ainda pouco investigado, a presente pesquisa tem como objetivo de compreender quais são os fatores influenciadores das atitudes da geração Millennial em relação ao Marketing de Proximidade, assim como da intenção de participar nas suas campanhas. Para tal foi utilizada uma metodologia de caracter qualitativo, na qual foram realizadas dezasseis entrevistas semiestruturadas em profundidade, a indivíduos da geração Millennial. De acordo com os resultados, as atitudes dos entrevistados são influenciadas pela compatibilidade, conteúdo relevante, utilidade percebida, e facilidade de uso. Contrariamente ao que era esperado, as preocupações com a privacidade e a segurança dos dados, não se revelaram determinantes, pois os entrevistados mostraram-se mais preocupados com um tipo de risco inesperado, o risco de consumismo. Os entrevistados demonstraram na sua generalidade atitudes positivas em relação ao Marketing de Proximidade, e intenção de participar nas suas campanhas. O presente estudo contribui para o preenchimento da lacuna de conhecimento existente acerca do Marketing de Proximidade, e auxilia ainda as empresas a desenvolverem campanhas mais eficazes.
Proximity marketing is a communication strategy that allows to send advertising messages to consumers' devices that are nearby or inside the point of sale. The messages reach only the consumers who are in a specific and ideal location, and therefore, in the ideal mental state to complete a transaction. Because it is a relatively recent type of marketing, and still scarcely investigated, this research aims to understand the factors that influence Millennial's attitudes regarding Proximity Marketing, as well as the intention to participate in its campaigns. For this purpose, a qualitative methodology was used, and sixteen in-depth semi structured interviews were carried out to individuals of the millennial generation. According to the results, the attitudes of the interviewees are influenced by compatibility, relevant content, perceived utility, and ease of use. Contrary to expectations, concerns about privacy and data security were not decisive, as the questioned individuals were more concerned about an unexpected type of risk, the risk of consumerism. The interviewed demonstrated in general positive attitudes towards Proximity Marketing, and the intention to participate in their campaigns. The present study contributes to filling the existing knowledge gap about Proximity Marketing and helps companies to develop more effective campaigns.
info:eu-repo/semantics/publishedVersion

In a time when Americans are waking up to the health consequences of consuming fast food, researchers have discovered that fast food restaurants seem to be located in greater concentrations near primary or secondary schools. While this phenomenon affects the food environments of some children and carries implications as to their short term and long term health (which has also been well researched), this paper focuses primarily on fast food restaurants that are within walking distance of schools. Using Geographic Information Systems (GIS) to integrate geospatial, business, demographic, and food quality data, I use linear regressions to examine whether and which fast food restaurants achieve greater sales by being closer to schools. By including an interaction term in my regressions, I find that low-quality, unhealthy fast food restaurants are rewarded with higher sales when in proximity to schools than identical restaurants that are farther away. Conversely, higher-quality fast food establishments actually earn lower sales when in proximity to schools. This paper adds to the existing literature by using fast food sales near schools to infer the dietary choices of children, evaluate the success of location strategies employed by the fast food industry, and offer new insights to public health professionals.

L’arboriculture de la Moyenne Vallée du Rhône, concurrencée par les pays à faible coût de production, subit une importante crise structurelle. Dans ce contexte, nous interrogeons les liens existants entre l’arboriculture et ses territoires. Ils peuvent en effet constituer des ressources mobilisées par les acteurs locaux pour développer des formes de valorisation territoriale.Le modèle productif historique de l’arboriculture de la Moyenne Vallée du Rhône, celui de bassin de production-expédition, est aujourd’hui remis en question par deux tensions opposées. La première, dite « centrifuge », est exercée par les principaux expéditeurs qui élargissent leur aire d’approvisionnement au-delà de celle du bassin de production pour être capables d’offrir des volumes de fruits standardisés satisfaisant à la demande des grands distributeurs. A l’inverse, un ensemble de tensions « centripètes » produisent un effet de morcellement interne au bassin, résultant des initiatives d’identification territoriale des fruits portées par les producteurs. A l’intersection de ces tensions, les arboriculteurs développent des stratégies pour maintenir la viabilité économique de leurs exploitations. La tendance est d’ajouter aux circuits d’expédition existants de nouveaux débouchés qui valorisent plusieurs proximités entre production et consommation. Nous décrivons ainsi des « circuits de proximité » pluriels et multi-scalaires, où interviennent différents types de professionnels (grossistes, détaillants, IAA), de consommateurs (habitants ou plus éloignés) et de modes de commercialisation. S’articulant entre concurrence et complémentarité au bassin de production-expédition, ces circuits bénéficient de soutiens de la part des collectivités territoriales. La conclusion de la thèse propose une caractérisation des différents circuits de proximité ainsi qu’un cadre théorique pour penser la diversité des formes de valorisation territoriale en agriculture
The fruit growing sector in the Middle Rhône Valley, competed by low-cost-production countries, faces a serious structural crisis. Then, we analyze the links between the arboriculture and its territories which can constitue resources mobilized as territorial valorization forms by local actors.The historic productive model of the arboriculture in the Middle Rhône Valley, the production-shipping basin, is now questioned by two rival forces. The first, called « centrifugal », is exercised by the main shippers who enlarge their supply area to be able to deliver large volumes of standardized fruits, relevant for the main retailers demand. In the opposite, some « centripetal » forces produce a fragmentation effect in the basin. These result from territorial identification initiatives for fruits, lead by the producers.Between these forces, farmers develop some strategies to maintain economic viability of their farms. They add to the existing shipping-circuits news outlets which valorize various proximities between production and consumption. We describe multi-scale « proximity circuits », including different types of the fruits supply chain actors, of consumers and marketing chanels. These circuits are shaped by competition and complementarity relationships with the basin of production-shipping. They benefit from the local communities supports.The conclusion of the research displays a characterization of the different proximity circuits and a theorical model to analyze the diversity of territorial valorization forms in agriculture

Alors que l’auto-efficacité apparaît comme une variable majeure de l’explication des comportements, peu de recherches se sont intéressées aux mécanismes susceptibles de l’améliorer dans le contexte particulier de la communication. De même, malgré les forts enjeux liés au don d’organes et au don de gamètes, ces causes ont peu reçu l’attention des chercheurs en marketing social et en communication persuasive. Au fil des recherches, l’expérience vicariante (apprentissage par observation) est apparue comme l’un des leviers majeurs d’auto-efficacité. L’objectif était donc de transposer cette expérience vicariante dans un contexte imaginaire en activant une imagerie mentale de transportation. Cette expérience de transportation, suscitée par des communications sous forme narratives et impliquant l’identification du récepteur au personnage de l’histoire, a permis de donner envie aux récepteurs de ressembler au donneur et a renforcé leur auto-efficacité à faire don de leurs organes / de leurs gamètes. Deux études indépendantes ont été menées pour tester et valider le modèle de recherche proposé. Les apports et limites de cette recherche sont soulignés et des voies de recherche future sont développées
While self-efficacy appears as a main behaviour’s explanatory variable, little research has been conducted regarding the potential mechanisms that could improve self-efficacy in the specific context of marketing communication. Moreover, despite the strong stakes linked with organ and gamete donations, such causes have received little attention from researchers in social marketing and persuasive communication. Through research, vicarious experience (observation learning) appeared as one of the main levers of self-efficacy. The objective was to transpose this vicarious experience in an imaginary context by activating transportation mental imagery. This transportation experience, provoked by narrative communications and involving receiver’s identification to the main character of the story, leads to receiver’s desire to look like the donor and to the reinforcement of their self-efficacy to donate their organs / gametes. Two independent studies were conducted in order to test and validate the proposed research model. Contributions and limits of this research are highlighted and potential future research directions are presented

Ce travail propose d’étudier la mobilisation du parler populaire lors de la couverture médiatique du match Égypte-Algérie par la presse généraliste et la presse spécialisée algérienne. Nos premières observations sur le traitement de l’évènement footballistique nous conduisent à supposer que le discours des journaux d’information générale n’est pas différent de celui des quotidiens de sport. La recherche propose, ainsi, de saisir les stratégies qui encadrent l’usage du parler populaire. Il s’agit d’analyser l’émergence d’une pratique info-communicationnelle qui peut s’inscrire dans une stratégie de pénétration du marché, à la recherche d’un lectorat élargi.L’analyse des jeux d’acteurs médiatiques, dans un contexte marqué par une crise mondiale de la presse écrite, envisage permet de montrer comment ces derniers ont recours au parler populaire, comme dispositif signifiant de captation et argument de vente. Pour appréhender cet enjeu, nous avons privilégié une approche qui ne néglige pas l’étude des identités éditoriales de chaque titre de presse. Nous proposons, de ce fait, de déconstruire les publications de quatre journaux de « référence », en défendant une méthodologie axée sur des aspects théoriques, alimentée par une analyse du discours, combinée à une étude quantifiée de l’évènement et appuyée sur les visions et discours d’autolégitimation sociale des professionnels algériens de l’information médiatique.Mots clés : Évènement médiatique, dispositif, cadre, co-construction, parler populaire, stratégie, tactique, identité éditoriale et loi de proximité
This work suggests to study the mobilization of popular speech during the media coverage of Egypt-Algeria match by the French-written generalist press and the Algerian specialized press. Our first observations on the treatment of the football event, lead us to suppose that the discourse of the newspapers of general information is not different from the dailies of sport. Thus, the research suggests grasping the strategies which frame the use of popular speech. It consists of analyzing the emergence of a communicational-info practice that can be part of a market penetration strategy seeking for an enlarged readership.The analysis of media acting skills, in press global crisis context foresees to show how they make use of popular speech, as a significant capitation pattern and a selling argument. To apprehend this issue, it seems necessary to situate this work in an approach that does not neglect the study of editorial identities of each press title.Therefore, we suggest to deconstruct the publications of four "reference" newspapers by defending a methodology based on theoretical aspects. That methodology is supplied by discourse analysis combined with quantified study of the event and supported by the visions of Algerian professionals’ media information.Key words: Media event, device, framework, co-construction, popular speech strategy, tactics, editorial identity and proximity law

Cette recherche s'intéresse à la proximité dans le cadre de la communication commerciale. Elle démontre que les relations établies autour de valeurs communes construisent le sentiment de proximité et permettent d'identifier les composantes et la nature du rapprochement. L'analyse concerne : - le ressenti de proximité dans le cadre des relations en grande surface, - la nature du contrat relationnel entre les parties prenantes de la communication en télé-achat. "Le concept de proximité", en tant que donnée territoriale, se situe entre le discours et les actes. La recherche concerne donc trois niveaux de réflexion : - la façon dont l'espace de proximité est organisé et vécu. Ce qui, caractérise ses dimensions et ses contenus. Il s'agit de l'examen de son territoire linguistique. - la réalité des pratiques commerciales qui établissent des contacts permanents favorisent des échanges quotidiens et développent des relations entre les chalands les vendeurs et les enseignes. - la manière dont est gère le discours des entreprises qui s'appuient sur la variable de proximité : l'organisation de cet espace et les rapports qu'elles tentent d'instaurer entre l'énonciateur et le destinataire
This research deals with the notion of proximity within the context of commercial communication. It demonstrates that the relationships established through common values create a feeling of proximity and make it possible to identify the components and the nature of bringing shoppers, salespersons and stores together. The analysis is about : - the feeling of proximity within the context of relationships inside hypermarkets and superstoires. - the nature of the relational contract between the parties to communication in tv shopping. "the concept of proximity", as a territorial datum, is situated between speech and action, therefore, this research concerns 3 levels of reflection : - the way in which the space of proximity is organized and lived. What characterizes its dimensions and contents. It is the study of its linguistical territory - the reality of the commercial practices that establish permanent contacts, promoting daily exchanges and developing relationships between shoppers, salespersons and stores. - the way in which the companies that lean on the variable of proximity manage their speech, the organization of that space and the speaker-hearer relations they try to establish

Cette thèse pose la question de la territorialisation de l'action publique avec pour champ d'application la culture. Il s'agit de déterminer dans quelle mesure le management stratégique du portefeuille territorial d'évènements culturels participe au management de la proximité territoriale et, par extension, à l'attractivité durable du territoire. Il s'agit dans un premier temps de rappeler les enjeux territoriaux d'un management de la proximité. L'un des concepts centraux mobilisés ici est le management territorial stratégique, entendu comme le nouveau paradigme de l'action publique locale. L'approche par les dynamiques de proximité est ensuite proposée comme grille de lecture du territoire, l'activation des potentiels de proximité permettant un renforcement de l'attractivité territoriale (Chapitre 1). Reste que l'action culturelle peut prendre des formes variées. Or, nous avons pu constater un déplacement de la politique culturelle française, anciennement fondée sur le développement d'équipements relais pour mailler le territoire et favoriser la démocratisation culturelle, et aujourd'hui soumise à un phénomène de « festivalisation ». Si l'évènement apparaît comme une forme moderne d'action culturelle, l'essoufflement constaté sur certains territoires et la mise en concurrence accrue des « destinations évènementielles », invitent à replacer l'analyse de l'évènement culturel dans une approche stratégique fonctionnelle et dynamique du portefeuille territorial d'évènements culturels. Il s'agit alors de s'interroger sur les différentes fonctions attribuées aux évènements et ce au regard d'une logique stratégique territoriale (Chapitre 2)
This work is a theoretical and methodological analysis of the public action territorialisation in the cultural field. We want to determine to which extent the strategic management of a territorial events portfolio takes part in the reinforcement of territorial proximity, and, by extension, in the sustainable attractiveness of this territory. First, we recall the territorial issues of a strategic management thought in the way of territorial proximity. One of the central concepts mobilized in this reflection is the territorial strategic management. It is understood as the new paradigm of the local public action. The “dynamics of proximity” approach is then proposed as an analytic framework of the local governance system. The activation of the potentials of proximity make a strengthening of territorial attractiveness possible (Chapter 1). Moreover, the cultural action can take many forms. However, we have seen a shift in French cultural policy. Formerly based on the development of equipment used to cover the territory and promote the democratization of culture, it is now subject to a phenomenon of “festivalization”. If the event is seen as a modern form of cultural action, the possible running out of steam as the development of a real competition on the “event destinations” marketplace invite us to place the analysis of the cultural event in a functional and dynamic approach of the territorial events portfolio. The aim is thus to consider the various functions assigned to the different events under a territorial strategic logic (Chapter 2)

Cette recherche envisage la compréhension et la représentation du phénomène de compétitivité territoriale. Phénomène encore peu étudié par le management public, le parti pris est celui d’une exploration hybride susceptible d’inclure dans l’analyse les contextes, les contenus et processus mobilisés. La compétitivité territoriale est donc appréhendée comme un construit et non comme une donnée. L’approche par la complexité vise à re-construire les pratiques effectivement mise en œuvre par les managers territoriaux au travers d’une confrontation de la théorie et de l’empirie.La première partie est destinée à formaliser un cadre conceptuel et méthodologique pour le management de la compétitivité territoriale. Suivant une approche transdisciplinaire, les contours de la mise en action publique pour la compétitivité des territoires y sont délimités. L’heuristique d’axiome global permet la prise en compte des influences des contextes selon une logique « en marché » et une logique « en société ». Les dimensions idiosyncrasiques et diachroniques de la compétitivité territoriales sont définies pour analyser contenus et processus de l’objet de la recherche. Les analogies mécaniques et biologiques permettent ainsi de faciliter la compréhension des modalités managériales émergentes. La deuxième partie passe l’objet de la recherche à l’épreuve empirique. Une étude de cas longitudinale avec deux unités d’analyse encastrées est menée en pays d’Aix. Quatre modalités de management de la compétitivité territoriale sont ainsi dégagées. Suivant un régime d’accumulation, la délimitation du périmètre de la mise en action publique est l’étape initiale. La construction par les managers des arènes collaboratives via les structures génériques de projets des politiques publiques volontaristes dégagent des bouquets de services. La transition de la logique « en marché » à la logique « en société » est assuré par une modalité de proximité sociétale qui émerge des politiques publiques territoriales. La construction d’une arène de convergence des intentions finalisées d’acteurs hétérogènes passe alors par une chaîne locale de l’innovation tissée entre des managers experts. L’écosystème local de l’innovation est constitué par l’encastrement des réseaux personnels de chaque manager et permet de relier des structures hétérogènes aux finalités diverses. Cet écosystème doit alors être managé pour assurer la pérennité du système de compétitivité territoriale au travers du temps. A ce titre, les modes de gouvernance de la compétitivité territoriale doivent favoriser des configurations souples, différenciées et partagées. Des configurations susceptibles de voir se croiser les chemins de la prospérité avec ceux de la compétitivité (différenciées) ; des configurations susceptibles encore de permettre la dialogique des processus d’actions publiques pour arbitrer entre polarisation et dispersion des activités productives (souples) ; des configurations susceptibles enfin de permettre à l’énergie cinétique de se déployer sur un territoire pour le rendre compétitif au travers de la construction d’une arène de convergence des intentions par la proximité sociétale (partagées)
This research considers the understanding and representation of the phenomenon of territorial competitiveness. The thesis is an hybrid exploration of new phenomenon studied by the Public Management and may be included analysis of the contexts, contents and processes used. Territorial competitiveness is understood as a framework, not a fact. The complexity approach is to re-build practices effectively implemented by managers through a territorial confrontation of theory and empiricism. The first part formalizes a conceptual and methodological framework for the management of territorial competitiveness. As a transdisciplinary approach, the outlines of public policy-making are defined for the competitiveness of territories. The overall heuristic axiom allows the consideration of the influences of contexts according to a market logic and society logic. Idiosyncratic and diachronic dimensions of territorial competitiveness are defined to analyze contents and processes of the subject of research. Thus, the mechanical and biological analogies allow a better understanding of the emergent management modalities.The second part goes over the empirical test. A longitudinal case study based on two embedded units of analysis is conducted at Aix-en-Provence. Four modalities of territorial competitiveness management have been found. The boundaries lines of public policy-making are defined by the growth of continuous additions. The packages of services emerge from the construction of collaborative arenas by managers through proactive public policies projects. The transition from market logic to society logic is provided by a form of societal proximity that emerges from the territorial public policies. The erection of an arena to lead intentions finalized of heterogeneous actors goes through a local chain of innovation between managers. The local ecosystem of innovation is constituted by the embedding of personal networks of each manager and for linking heterogeneous structures with different purposes. This ecosystem must be managed to ensure the sustainability of the system of territorial competitiveness. Tree types of territorial competitiveness governance would appear concurrently: flexible, differentiated and shared. The first one type will mix the paths of prosperity with those of competitiveness (differentiated). The second type may allow the dialogical processes of public policy-making to arbitrate between polarization and dispersion of productive activities (flexible). The last one may permit the kinetic energy to deploy in an area to be competitive through the construction of an arena of convergence of intentions by social proximity (shared)

Pour s’imposer sur ce marché de consommation alimentaire fortement concurrentiel, les enseignes de la grande distribution se sont attelées au terroir et à ses produits. Aujourd’hui, les MDD de terroir, porteuses de différenciation, sont les seules à progresser confirmant l’intérêt croissant des consommateurs pour ce type de produit. Le terroir devient un enjeu à la fois en termes de pratique de consommation et de marché alimentaire. L’objectif de recherche est de montrer comment les MDD de terroir contribuent à construire la légitimité de l’enseigne de distribution lui permettant, d’une part, d’accéder aux meilleures ressources locales afin de disposer d’un avantage compétitif et, d’autre part, de créer des conditions nécessaires de conformité en réponse aux pressions de l’environnement qui brouillent et/ou menacent sa légitimité et le sens de ses actions. Pour répondre à la question de recherche le cadre théorique mobilise trois champs théoriques : les concepts image terroir et valeur de consommation, le marketing relationnel sur le comportement du consommateur expliqué notamment par la satisfaction et la confiance et la légitimité élément central de la sociologie néo-institutionnelle. La méthodologie mixte adoptée combine approches qualitative (20 interviews) et quantitative (631 répondants en deux enquêtes) et démontre l’effet positif significatif de l’interaction image terroir – valeur perçue de consommation de la MDD de terroir sur la légitimité territoriale perçue de l’enseigne. La légitimité territoriale perçue participe à la construction de la confiance et médiatise les effets de l’image de la MDD de terroir et de la valeur perçue sur la satisfaction, la confiance en la MDD et la confiance envers l’enseigne
To impose themselves on the very competitive food consumption market, mass-marketing retailers have tackled the terroir and its regional food products. Today, store-brand regional products, which contribute to differentiation, are the only products whose market share continues to grow. This phenomenon reaffirms the consumers’ increasing interest for this type of products. Regional food products are becoming a new challenge not only in regards to consumption habits but also in regards to the food industry. The first goal of the research is to show how store-brand regional products contribute to building up the legitimacy of the brand by allowing it access to the best local/regional resources in order to obtain a competitive advantage. Its second goal is to create the necessary compliance requirements, in response to the pressure from the environment which confuses and/or threatens its legitimacy and the meaning of its actions. To answer the research question, the theoretical framework mobilizes three theoretical fields: terroir/regional image concepts and consumption value, as well as relationship marketing based on the consumer’s behavior and explained in particular by satisfaction, trust and the central legitimacy component of sociological institutionalism. The mixed methodology combines both a qualitative (20 interviews) and a quantitative approach (631 persons answered the two surveys). It also demonstrates the significant positive effect of the regional image interaction – how the store-brand regional consumption value and the territorial legitimacy of the brand are perceived. The territorial legitimacy contributes to building up confidence and gives media attention to the store-brand regional image and to the perceived value of the satisfaction and the confidence towards the brand

碩士
實踐大學
資訊科技與管理學系碩士班
105
Positioning technology can be classified for outdoor and indoor use. Because of the rapid development of Global Positioning System (GPS) for outdoor positioning, it is widely applied in many areas, including tracking vehicle and path navigation. However, GPS signal cannot penetrate building that it is unable to provide accurate indoor positioning. A number of new indoor positioning technologies has been developed since then, such as ZigBee, Ultrasound, Wi-Fi, Ultra-broadband, and Bluetooth. The iBeacon is currently the most widely used indoor positioning technology device, which is not only lightweight and easy to obtain, many businesses have begun to use it as a new way of advertising, quite different from flyers and news ads. As long as there is corresponding APP running, the device within the range of iBeacon signal can receive new advertisement messages and link to various activities of a store, such as collecting points for exchange of product. The research would use the Bluetooth Low Energy based iBeacon with advertising messages to develop different application. First, a platform was established and then a corresponding APP for use in public transportation, such as bus and train. The use of public transportation application could enhance the mobility that people could receive pushed messages to create a higher business value.

碩士
國立高雄大學
經營管理研究所
97
As environmental concerns develop and diffuse throughout society, advertisers are interested in developing green messages and targeting green consumer segments. Advertisers also have relied on emotional appeals to try to form and change attitudes and to convince consumers to purchase products. This paper discusses the optimal way for information presented in an advertisement for green marketing programs. An experiment of 2 (issue proximity: high vs. low) 2 (guilt appeals: guilt appeals vs. non-guilt appeals) factorial design is conducted to explore green advertising effectiveness for consumers with different levels of environmental involvement. The results indicate that using an issue with high proximity and guilt appeals on green marketing advertising enhances advertising effectiveness. The results reveal that participants in an issue with low proximity condition, guilt appeals would show more effective than non-guilt appeals. On the other hand, no differences between the effects of non-guilt appeals and those of guilt appeals in an issue with high proximity condition. More interestingly, the aforementioned influences differ from consumers with low environmental involvement. Focusing on low-involved consumers, an issue with high proximity is more effective under guilt appeals condition than those under non-guilt appeals condition. Managerial implications for green marketers and suggestions for future research are discussed.

Corporate social responsibility (CSR) has become part of many companies’ DNA. Some enterprises link this corporate philanthropy to their business interests by selling productcharity bundles. Much is known about the circumstances in which cause-related marketing (CRM) works well, though little research has been done about the design of CRM campaigns. This paper seeks to understand which product-charity bundle components should be used in order to have an impact on consumers. With data obtained through a questionnaire with an experimental design component, the research examines whether the way a donation message is framed, the type of visual appeal and the country of donation reception, affect the effectiveness (measured through purchase probability) of CRM campaigns. The results suggest that consumers are more likely to purchase product-charity bundles when the donation message is framed directly, a negative visual appeal gets presented and when the donation receiving institution is from a foreign country that consumers have a mental proximity to. In addition, it is found that sadness related negative emotions mediate the effect of message framing and visual appeal on the likelihood of purchase. Finally, the role of consumer values on the design of CRM campaigns is analysed. It is found that consumer values moderate the success of some experimental conditions. For consumers cherishing tradition and security, physical donation proximity seems more important than mental donation proximity to a foreign country. The opposite is true for consumers valuing universalism, as they favour mental proximity to a country other than their home country. The value materialistic hedonism is further negatively related to the effectiveness of CRM.
A responsabilidade social empresarial (RSE) tornou-se parte do DNA de muitas empresas. Algumas companhias vinculam esta filantropia empresarial aos seus interesses comerciais através da venda de pacotes produto-caridade. Embora se saiba bastante sobre as circunstâncias em que o marketing de causas (MdC) é eficaz, a questão do design de campanhas de MdC tem sido relativamente pouco estudada. Este trabalho procura investigar que componentes dos pacotes produto-caridade devem ser usadas para se obter maior impacto nos consumidores. Com os dados obtidos através de um questionário com uma componente experimental, a pesquisa examina se a forma da verbalização de uma mensagem, o tipo de apelo visual e o país de recepção da doação afetam a eficácia (medida através da probabilidade de compra) de campanhas de MdC. Os resultados sugerem que os consumidores são mais propensos a comprar pacotes produto-caridade quando a mensagem de doação é verbalizada diretamente, o apelo visual é negativo e a instituição que recebe a doação é de um país estrangeiro com qual consumidores têm uma proximidade psicológica. Além disso, verifica-se que os efeitos da verbalização das mensagens e do tipo de apelo visual na probabilidade de compra são mediados por emoções negativas relacionadas com tristeza. Finalmente, investiga-se a forma como os valores dos consumidores afectam a eficácia de campanhas de MdC, não só por efeito directo como também como moderador dos efeitos das variáveis experimentais. Os resultados empíricos sugerem que para os consumidores que apreciam tradição e segurança, a proximidade física da doação é mais importante do que a proximidade psicológica com um país estrangeiro. O efeito oposto é encontrado para os consumidores que valorizam o universalismo, devido ao facto de estes favorecerem a proximidade psicológica a um país diferente do seu país de origem. O hedonismo materialista está além disso negativamente relacionado com a eficácia do MdC.

O Marketing Relacional é sinónimo de aproximação ao mercado e um dos pilares da sustentabilidade das organizações. Baseado na Satisfação e Confiança, tem como consequência a Lealdade dos Clientes que se traduz na recompra e na recomendação. Este trabalho tem como objetivo perceber a influência do Marketing Relacional na Lealdade do cliente corporate dos CTT. Para a realização deste estudo optou-se pela metodologia quantitativa, com recurso à aplicação de um questionário a uma amostra de 110 clientes corporate da empresa CTT. Os dados foram tratados recorrendo ao programa estatístico SPSS (Statistical Package for Social Sciences), versão 25. A análise de dados demonstra que os clientes do segmento B2B dos CTT seguem a tendência defendida na revisão da literatura, sobrevalorizando, na sua maioria, aspetos de ordem relacional e desvalorizando aspetos de ordem funcional. Outra das convergências com a revisão da literatura é o facto de concluirmos que a idade está inversamente correlacionada com a Lealdade, confirmando-se que apesar dos clientes mais jovens estarem satisfeitos, são menos leais. Pela análise sobre os meios de comunicação preferidos dos clientes do segmento B2B dos CTT, percebe-se a importância dada à relação de proximidade, através da visita, combinada, por relações apoiadas pelo e-mail e telemóvel ou telefone. Conclui-se ainda que existe uma relação entre a Satisfação dos clientes e a sua Lealdade e também entre a Confiança e Lealdade, confirmando que o Marketing Relacional influencia a Lealdade dos clientes corporate dos CTT.
Relational Marketing is a synonym of alignment with the market and one of the pillars of organizations’ sustainability. Based on factors such as Satisfaction and Confidence, it results in Customer Loyalty which translates into repurchase and recommendation. This work aims to understand the influence of Relational Marketing in CTT corporate clients’ loyalty. To carry out this study it was one chosen a quantitive methodology, using a questionnaire with a sample of 110 CTT corporate clients. The data have been processed using the Statistics Program SPSS (Statistical Package for Social Sciences), version 25. Data analysis shows that CTT clients from segment B2B follow the trend supported in literature review, mainly overrating relational ranking aspects and dismissing functional order aspects. Another similarity with literature review is that age is inversaly co-related with Loyalty, confirming that, despite younger clients are satisfied, they are less loyal. Based on the analysis on favourite communication channels of the segment B2B, one understands the importance given to proximity, namely through visits, combined with contacts by e-mail, cell phone or phone. Finally, we also conclude that there is a relation between Clients’ Satisfaction and their Loyalty and also between Trust and Loyalty, thus confirming that Relational Marketing influences CTT corporate clients’ satisfaction.

The in-company project takes place in the 20s pandemic atmosphere, where the Customer-Journey has undergone various modifications, and investigates how the proximity-digital technology, proposed differently after 8 years1 of existence, could take off yet again in a new industry, in support of the healthcare one. Accordingly, this prospect of re-proposing proximity technology channels in the market raises a range of challenges to be faced, such as the citizen’s scepticism about the probable storage and theft of personal data. Yet, it offers unique stimulating opportunities for the project success, in terms of Customer Service, Administrative and Building Management – multiple types of studies to establish a definitive strategy aimed at disrupting and enhancing the market. For instance, leveraging the new Tech-Customer path may be complex on one hand, but it may also be a source of new value development on the other. Finally, the research will be mean for shaping a strategic Business Model Canvas for ExpandReality®. As a result, the Final Research aims to assist the start-up in understanding how the launch of the Beacons-based products and platform can work and be marketed, as well as ensuring an overcome of initial consumer’s scepticism. In conclusion the investigation will outbreak in an ultimate Business Model Canvas for the start-up, first analysed by a group of professionals and then re-shaped. “The innovation and entrepreneurship journey is about turning ideas into value propositions that customers care about and business models that can scale”. (Osterwalder, 2020)
O projeto in-company ocorre na atmosfera pandémica do ano de 2020 e seguintes, em que o “Customer Journey” sofreu algumas alterações, e desta forma investiga como a tecnologia digital de proximidade, proposta de maneira diferente depois de 8 anos2 de existência, pode desenvolver-se mais uma vez numa nova indústria e numa nova realidade. Nesse sentido, a possível proposta de canais de tecnologia de proximidade no mercado, levanta alguns desafios. Como por exemplo, o ceticismo do cidadão quanto ao provável armazenamento e roubo de dados pessoais. Ainda assim, oferece possibilidades estimulantes de sucesso do projecto, em apoio ao cliente, gestão administrativa e arquitetónica - diferentes tipos de estudos direcionados no sentido de desenvolver uma estratégia com o objetivo de agitar o mercado e lucrar com ele. Por exemplo, pode ser arriscado explorar o novo caminho do cliente técnico, mas ao mesmo tempo pode ser uma possibilidade de criação de novo valor. Finalmente, a própria pesquisa será um meio para a intenção final de moldar um Modelo de Negócios estratégico para a start-up ExpandReality®. Desta forma, a Pesquisa Final tem como objetivo ajudar os conselheiros a perceber como o lançamento de produtos baseados em Beacons pode funcionar e como estes podem ser comercializados, com um uso seguro dos dados extraídos.. Concluindo a investigação surgirá no formato de um plano de modelo de negócios final para a start-up, primeiramente analisado por um grupo de profissionais e posteriormente reformulado. “Inovação e empreendedorismo consiste em transformar ideias em propostas de valor com as quais os clientes se preocupam, e modelos de negócios que podem ser escalados”. (Osterwalder, 2020)

Marketeers face an increasingly complex task of pleasing a population that is evolving digitally. The new typical consumer is an individual that is extremely tech-savvy and critical of any campaign created by his/her favourite brands, therefore, companies are adopting new advertising practises to stand out from competition, but also to be closer to their consumers. In recent years, a new marketing approach has been gaining popularity due to the growth of social media channels, and also because it is considered to be socially closer to people and able to trigger stronger emotional responses: Influencer marketing. This dissertation was developed with the purpose of understanding how Millennials, a truly digital generation of consumers, perceive Influencers as endorsers through the lens of the Source Credibility Model. Via both descriptive and exploratory research approaches, an extensive literature review and an online questionnaire were conducted which enabled the enrichment of the existing academic literature and the development of recommendations that will assist marketing professional in creating better Influencer endorsement campaigns. Also, the psychological phenomenon of Social Proximity was studied in the context of endorsement marketing, which was yet to be done in existing literature. The main conclusions taken from this study indicate that Influencers are the best form of endorsement marketing for hedonic products. Also, it was possible to conclude that Social Proximity positively affected consumers’ purchase intentions. Finally, and as a recommendation for marketeers, Influencers are capable of generating high purchase intentions whenever perceived as highly expert and trustworthy.
Profissionais de marketing enfrentam uma tarefa cada vez mais complexa de satisfazer a população cada vez mais digital. O novo consumidor típico é um indivíduo extremamente tecnológico e critico de qualquer campanha realizada pelas suas marcas favoritas, por isso as empresas estão a adotar novas técnicas publicitárias capazes de destacar da concorrência e estar mais próximo dos consumidores. Nos últimos anos, uma nova abordagem de marketing tem vindo a ganhar popularidade devido ao crescimento das redes sociais e por ser capaz de despoletar respostas emocionais mais fortes: Marketing de Influenciadores. Esta dissertação foi desenvolvida com o objetivo de perceber de que forma os Millennials, uma geração realmente digital, percecionam Influenciadores como endossantes através do Modelo de Credibilidade. Através de abordagens de pesquisa descritiva e exploratória, foi possível realizar uma extensa revisão literária e um questionário online que possibilitaram o enriquecimento da literatura académica existente e desenvolvimento de recomendações que ajudarão profissionais de marketing a criar melhores campanhas de endosso com Influenciadores. Adicionalmente, o fenómeno psicológico de Proximidade Social foi estudado no contexto de marketing de endosso de forma a complementar a literatura académica existente. As principais conclusões deste estudo indicam que Influenciadores são o melhor formato de marketing de endosso para produtos hedónicos. Também foi possível concluir que a Proximidade Social afeta positivamente as intenções de compra. Finalmente, e como recomendação para profissionais de marketing, os Influenciadores são capazes de gerar intenções de compra mais elevadas quando são percecionados como altamente especialistas e confiáveis.

碩士
國立中山大學
管理學院高階經營碩士學程在職專班
107
This study explores the key success factors of long-distance marketing and short-term marketing activities in the pharmaceutical market development strategy of a Taiwanese international pharmaceutical company. We collects secondary data and biotechnology of case companies. The study found that telemarketing is similar to short-distance marketing. In order to maintain the competitive advantage of the company''s basic competitiveness, the similarity between short-term marketing and telemarketing is that the organization must make commitments and conditions for corporate marketing activities. The biggest difference between short-term marketing and long-distance marketing is the degree of economic renting and investment efforts generated by the business. The key factor in the establishment of the competitive advantage of short-term marketing lies in the company''s scale strength and intangible resources. As a whole, it has a higher bargaining power than the price of the pharmaceutical industry. Even if the business is expected to break the business of the other industry, the introduction of new drugs from the hospital excludes the same industry. In addition to the personal efforts provided by the business, in addition to the personal effort to interact with the physician, the business needs to be scheduled to implement the marketing strategy and meet the standard workflow within the company''s A specification, so close marketing can maintain operational competitive advantage and enjoy economic rent. The key success factor of long-distance marketing is to adopt detailed tactical strategy marketing, so that competitors in the same industry can not get their product status threatened, and reduce the stress of competitive actions.

Com a evolução das novas tecnologias de informação, começaram a desenvolver-se novas redes de trabalho e equipas que, através das tecnologias, conseguem comunicar e trabalhar ainda que à distância, difundindo serviços e até conhecimentos. Contudo, e apesar de existirem diversas vantagens em adotar este método de trabalho, indubitavelmente surgem novos desafios à gestão deste tipo de equipas que devem, em última instância, ser dirimidos pelo líder da mesma. Assim sendo, a presente investigação analisa o impacto da liderança transformacional e liderança virtual (e-liderança), na virtualidade percebida pelos membros, ao nível da proximidade e eficácia de comunicação entre equipas, tendo em linha de conta o work engagement das mesmas enquanto mediador desta relação. Para isto, foram analisadas 30 equipas e respetivos líderes, sendo que os resultados demonstraram que, efetivamente, a liderança transformacional e a e-liderança apresentam um efeito positivo na proximidade e na eficácia de comunicação entre os membros, tal como o team work engagement tem capacidade de mediar a relação entre os dois tipos de liderança e a perceção de proximidade. No entanto, a mediação do team work engagement com a liderança transformacional e e-liderança não funciona ao nível da perceção da eficácia da comunicação. As implicações práticas e teóricas dos resultados foram devidamente analisadas, seguindo-se das potenciais questões de investigação futura, com sugestões de melhoria.
The evolution of new information technologies has spurred the creation of new work networks and teams, which through technologies can communicate and work at a distance, spreading services and even knowledge. However, although there are several advantages in adopting this work method, there are undoubtedly new challenges to the management of this type of teams that must, ultimately, be resolved by the team leader. This research analyzes the impact of transformational leadership and virtual leadership (e leadership) on the members perceived virtuality in terms of proximity and effectiveness of communication between teams, taking into account their work engagement as a mediator of this relationship. To this end, 30 teams and their respective leaders were analyzed, and the results showed that, effectively, transformational leadership and e-leadership have a positive effect on the proximity and effectiveness of communication between members, and team work engagement has the ability to mediate the relationship between the two types of leadership and the perception of proximity. However, the mediation of team work engagement with transformational leadership and e-leadership does not work in terms of perception of effective communication. The practical and theoretical implications of the results were also analyzed, followed by potential questions for future research, with suggestions for improvement.