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Dissertations / Theses on the topic 'Relationship marketing strategies'
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Wachner, Trent. "Relationship strategies over the customer relationship lifecycle the differential effect of individual versus organizational relationships /." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Spring2008/t_wachner_042108.pdf.
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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.
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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.
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Kar, Malobi. "A classification of relationship marketing strategies in business to consumer markets." Thesis, University of Manchester, 2006. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.487936.
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Relationship marketing is a process which adopts information enabled marketing strategy and involves acquiring, retaining and partnering with selective customers to create superior value for the company and the customers. The literature suggests that distinctive types of relationship marketing strategies are successful in different contexts. Review of literature on categories or typologies of relationship marketing suggested an inadequate conceptualisation of relationship marketing, with primary emphasis on the value creation aspects of relationship marketing. The role of customer data utilisation is discussed rather superficially. Moreover, there is a lack of empirical research in identifying the contextual aspect of these relationship marketing categories. A combination of qualitative and quantitative research was used in this research. Thirty key respondent interviews were carried with senior marketing executives across ten industry sectors to gain an insight into their relationship marketing strategies. The qualitative data was analysed using constant comparison method advocated by the proponents of grounded theory and this resulted in the identification of five distinctive relationship marketing strategies appropriate under different market conditions. The model of strategic relationship marketing was developed from the qualitative findings and the relationship between strategic relationship marketing and its proposed dimensions was tested using stepwise regression. This research contributes to the academic literature by identifying a typology of relationship marketing strategies in consumer markets, where expanded and integrated use of customer information across the organisation, resulting in focused customer acquisition capabilities and improved proposition customisation for customers, enables companies to gain competitive advantage from their relationship building endeavours. The findings also highlight how data utilisation capabilities are determined by the synergies between frequency of purchase of the product, market heterogeneity and proposition customisability. The synergy between consumer involvement in the product or service category, government regulations and overall industry lifecycle are identified as key factors influencing the mutual value creation capabilities of companies.
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Zhou, Gang. "Relationship marketing strategies at distribution channel in gas appliance market in Guangdong." Thesis, University of Macau, 2000. http://umaclib3.umac.mo/record=b1636678.
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Giddy, Peter Allan Spence. "An investigation into relationship-marketing strategies used by Morkels to retain customers." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/134.
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The research problem addressed in this study was an assessment of the relationship-marketing strategy that Morkels currently has in operation. This strategy focuses on membership of a club that is sold to customers when they open an account. The strategy is to keep in touch with the customer by means of the club magazine, a club card and various special events and offers that are exclusive to club members. The strategy, however, may not be entirely successful in achieving the goals and objectives as envisaged by the senior management of the company. The objective of the research was to establish what exactly relationship marketing is. Once having investigated the theory of relationship marketing, the objective of the research was to establish what the goals of the management at Morkels were and whether or not these goals were met. The methodology of the research was, firstly, to conduct a literature survey on relationship marketing. In particular the study of literature focused on the theory related to the retail market focussing essentially where similar marketing strategies had been investigated. A variety of aspects of relationship marketing and strategies that had previously been implemented were then examined. The literature survey also considered the way in which a successful strategy of relationship-marketing should be motivated, planned, implemented and followed through. Secondly the research established what the goals and objectives of the management of Morkels were by means of an investigation into the policies and manuals of the relationship-marketing department. Finally a questionnaire was disseminated to the senior management of Morkels to establish what they considered to be the needs and opinions of the customers of the Garden Route Area. A second questionnaire with similar questions was also submitted to a sample of club members. This was done to establish the opinions of both groups. The major findings of the research were that Morkels is experiencing a degree of success with its relationship-marketing strategy. The research findings also revealed that opinions of the customers and the management of Morkels do not concur on a number of issues. These differences and the most important factors were discussed and recommendations were made to management.
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Monteiro, Bruno. "A conceptual model of a brand's presence on Facebook aligned with teenagers' motivations and marketing strategies." Master's thesis, NSBE - UNL, 2011. http://hdl.handle.net/10362/10095.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>This research aimed to propose a conceptual model of Relationship Marketing, embracing the stimuli and strategic marketing outcomes of the adolescent’s engagement with a brand, in Facebook (considering teenagers from 15 to 18 years old).
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Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.
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Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.
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Visagie, Hendrik J. "Relationship marketing : an evaluation of content, strategies and models applying in a monopolistic market." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/49680.
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Thesis (MBA)--Stellenbosch University, 2000.<br>ENGLISH ABSTRACT: Relationship Marketing can be defined as an ongoing process of identifying and
creating new value with individual customers, and then sharing that value over a lifetime
of business association.
The definition incorporates a number of key concepts such as long-term commitment,
open and ongoing communication, trust and interdependence, collaboration and
cooperation, as well as total organisational commitment.
A wide range of models and strategies describe the processes and underlying
constructs and clearly distinguishes between an organisational process and a
behavioral process. The organisational approach focuses on the key organisational
processes, technology, culture and values as well as corporate commitment needed to
make this a success.
The behavioral approach focuses on the key behavioral constructs needed for
successful relationship management between buyer and seller, or manufacturer and
retailer, for example ongoing communication, joint planning and performance
evaluation, and trust and commitment.
Customer satisfaction is highlighted as a key driver of the relationship management
process and a number of cases clearly indicate that satisfied customers are needed for
successful Relationship Marketing. It is not only about the wining and dining, but more
about adding real value that will make customers commit their lifetime business.
Relationship Marketing in a monopolistic market is discussed and the question is asked
why any business should implement a relationship management process when that
business is dominating the market. It is quite obvious that the benefits of a relationship
marketing approach will drive customer value and satisfaction to higher levels and that
the future lies in retaining customers and not recruiting new customers all the time.
Even in monopolistic market situations organisations will try to increase or protect market share and developing long-term relationships with customers might just provide
that competitive edge needed.
Relationship Marketing is clearly not only about behavioral issues ,or on the other hand
about organisational systems. It is an integrated approach incorporating all key
organisational processes and systems which needs to be cemented in the corporate
culture and values of the business. It is also an approach that advocate very specific
behavioral constructs for example trust and commitment.
- Any organisation that plans to incorporate a relationship marketing approach, needs to
focus on the behavioral as well as organisational aspects of business.<br>AFRIKAANSE OPSOMMING: "Relationship Marketing" vertaal as verhoudingsbemarking word gedefinieer as 'n
deurlopende proses van waarde toevoeging vir individuele kliente oor 'n lewenslange
periode van besigheidassosiasie.
Definisies van hierdie benadering beklemtoon 'n aantal belangrike konsepte soos onder
andere langtermyn verbintenis, twee-rigting kommunikasie, vertroue en
interafhanklikheid, en samewerking.
'n Aantal modelle en strategeë onderskei baie duidelik tussen 'n organisatoriese
benadering en 'n gedragsbenadering tot verhoundingsbemarking. Die organisatoriese
benadering beklemtoon die belangrikheid van stelsels, prosesse, waardes en kultuur,
en implementering op totale organisatoriese vlak.
Die gedragsbenadering definieer verskeie gedrags konsepte onderliggend aan 'n
suksesvolle verhoudingsbemarking proses.
Klientbevrediging as 'n sleutel suksesfaktor word bespreek en die stelling word gemaak
dat ongelukkige kliente nie hulle lewenslange besigheid sal toevertrou aan 'n verskaffer
wat nie hul behoeftes bevredig nie.
Verhoudingsbemarking in 'n monopolistiese mark word bespreek en die voordele van
hierdie benadering word uitgelig. Enige organisasie, ongeag die markaandeel, poog
voortdurend om verder te groei en 'n verhoudings benadering kan daardie addisionele
voordele bied.
Ten slotte, word uitgewys dat verhoudingsbemarking beide 'n organisatoriese sowel as
'n gedragsbenadering insluit en enige maatskappy wat poog om hierdie konsep te
implementeer, moet beide inag neem.
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Fisher, Gary. "An investigation into the relationship marketing strategies applied by Eastern Cape based travel agents." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/251.
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Relationship marketing has grown in importance. This growth affects all industries, including the tourism, hospitality and travel industry. Of particular importance is the bond of relationship marketing between suppliers (principals) and retailers (travel agents) in the distribution channel. The research was undertaken to: determine whether Eastern Cape travel agents perceive relationship marketing as important; establish, what the key elements of relationship marketing strategies are,according to literature; determine what marketing strategies are currently applied by Eastern Cape travel agents; provide guidelines to Eastern Cape travel agents to implement or improve their relationship marketing strategies. Fifty self-administered questionnaires were distributed to the entire population of travel agents in the Eastern Cape. A total of 30 travel agents responded. The empirical findings showed that: Most Eastern Cape travel agents perceived relationship marketing as important; Travel agents realized the importance of the management of such relationship marketing strategies; Most travel agents were aware of or used retention strategies to enhance relationship marketing strategies; Travel agents realized that to survive relationship marketing should be part of their future planning; All respondents believed that to successfully implement relationship marketing, all staff, from front-line to top-management, need to be committed to the programme. In conclusion, relationship marketing is growing in importance and all role players need to acknowledge and manage this trend. However, this research has shown that there is a paradigm shift as more travel agents are moving away from the traditional marketing to relationship marketing.
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Sundermann, Larissa M. [Verfasser], and Silke [Akademischer Betreuer] Boenigk. "Nonprofit Donor Relationship Management : An Evaluation of Blood Donor Relationship Marketing Strategies / Larissa M. Sundermann ; Betreuer: Silke Boenigk." Hamburg : Staats- und Universitätsbibliothek Hamburg, 2020. http://d-nb.info/1216629579/34.
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Steinvall, Vendela, and Anton Leif. "Selection, Evaluation and Disclosure strategies : within the pheonomenom influencer marketing." Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185473.
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Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. Therefore, relevant scholars have suggested that further research on the subject is of highest importance to the society as well as for brand/ company perspectives. The authors of this thesis have therefore focused on the most crucial elements that needs further research within the field of influencer marketing. These elements are elaborated by previous research, however, there are inconsistencies that needs to be reviewed and clarified. Although, influencer marketing requires more research in general, the authors of this thesis have decided to focus on the Swedish market, to understand and display the common strategies used within influencer marketing today, andpotentially foresee future strategies and trends.Inconsistency among previous research exists in terms of influencer selection, influencer evaluation and disclosure strategies. Additionally, there is a further need of elaborating on preferred relationships between brands/ companies and influencers, as well as preferred traits and characteristics brands/ companies seeks within an influencer. Therefore, the research question states; How do decision makers within the field of influencer marketing select andevaluate influencers; andhow are the different disclosure strategies used?Based on theoretical books, scientific articles, and journals the authors of this thesis have chosen suggested approaches to evaluate and analyse the data gathered. The primary data itself was gathered through semi-structured interviews consisting of six respondents. The respondents operate in different industries, but all are decision makers within the field of influencer marketing. For convenience, the authors of this have categorized the respondents based on size of company and whether their main focus are products or services.The findings of the thesis are presented in a model where the most common practices are displayed. The result will provide the reader with cause of action within the quantitative and qualitative approaches one can take. It has been established that qualitative approaches are becoming more common, contributing to a need of a trustworthy evaluation of such subjective approaches. In addition, the model presents the disclosure strategies used by the respondents in this study, hence, providing an understanding of how disclosure can be used to prevent certain issues. Evidence also points at missing opportunities regarding disclosure strategies. Furthermore, influencer characteristics and relationship approaches will be discussed. This thesis provides the most common approaches used by decision makers within the field of influencer marketing, especially when selecting and evaluating influencers. However, there is a need for further research regarding selection and evaluation of qualitative approaches as well as for disclosure strategies.
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Da, Silva Talita. "From Attract to Delight: A Qualitative Study Investigating the Relationship Between Inbound Strategies and Business Growth : A B2B Centric Approach." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38522.
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This thesis was written as part of a Master of Science Degree in Strategic Entrepreneurship for International Growth and International Marketing. Aligned with the nature of the degree, this study aims to share useful insights to managers and marketers whom are looking into innovating their business by adopting an inbound strategy. This thesis researches a modern topic within business: inbound marketing. It aims to comprehend how the implementation of an effective inbound strategy drives sales growth, by understanding the effects that inbound has over the B2B buying and selling process. The study considers the newly presented changes within the European general data protection regulation and emphasizes the relevance of an inbound strategy. An in-depth study of existing theories and exploratory primary data was conducted in order to attain these objectives. Due to restricted existence of scientific theories within the topic, this study developed an original cohesive relationship model integrating inbound marketing to the B2B buying and selling process. This model served as a theoretical framework for the conduction of this research. The exploratory research was characterized by interviewing a number of experts within the field. Those experts provided indispensable insights regarding the phenomenon in focus, which in combination with the theoretical framework allowed for the completion of this study’s analysis. The focus was to understand the impact that the implementation of an inbound strategy had over business and how such impact led to an increase in sales. The results indicate that when effectively implemented by suitable companies, an inbound marketing strategy is relevant in acquiring potential customers at the right stage of the buyer’s journey and therefore driving a noticeable increase in sales.
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Zafari, Hesameddin. "Marketing Strategies to Enhance Profitability Among International Oil and Gas Service Companies." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4118.
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A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 senior marketing managers of international oilfield service companies throughout the Middle East. Data analysis was composed of organizing data, becoming familiar with the data, putting data in nodes, giving proper codes, interpreting the data, and presenting the results, which led to 5 primary themes including customers, relationship, differentiation, services, and prices. To increase reliability and reduce bias, triangulation was achieved by combining, comparing, and contrasting companies' annual reports and website contents with participants' information. Identifying the right strategies that lead to higher profitability is crucial for international oilfield companies. Developing dynamic segmentation strategies, targeting new market players, differentiating via innovation, and promoting reliable relationships increase the likelihood of grasping new opportunities. This study's implications for positive social change include having more sustainable and profitable firms contributing to prosperity of local communities, which leads to healthier economies and more stable societies.
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Damberg, Johan, and Marcus Nyström. "Konsten att skapa och behålla långsiktiga affärsrelationer : - en studie av vilka faktorer som påverkar Roupéz kundrelationer." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-3874.
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<p><!--StartFragment--><p>Det har inom området marknadsföring skett en förskjutning av fokus, från enbart aktioner i syfte att öka försäljningen till att företag i dag vill skapa en relation med sin kund. Tanken bygger på att företagen ur ett långsiktigt perspektiv ska vinna på att delta i relationen, även om relationen ibland medför ökade kostnader, andra uppoffringar och utbyten av bland annat känslig information.</p><p> </p><p>Vi har undersökt fenomenet genom att läsa litteratur inom området samt utfört en egen undersökning av Roupéz kunder där vi fått fram vilka faktorer som är viktiga för att en långsiktig relation ska existera. Vi har också haft tillgång till tidigare undersökningar som gjorts åt Roupéz.</p><p> </p><p>Roupéz är verksamma inom profil och presentreklambranschen. Deras mål är att på ett enkelt och rationellt sätt stärka kundens varumärke genom att fördjupa kundrelationen och öka teamkänslan hos personalen. Roupéz startades år 1989 och har kontor i Värnamo, Jönköping och Växjö.</p><p> </p><p>De faktorer som är viktiga vid skapandet och bibehållandet av en relation av affärskaraktär är enligt litteraturen, vår egen studie och de tidigare undersökningarna att företagen arbetar i interaktion där det sker utbyte socialt, utbyte av information men även utbyte i processer så som produktion. Andra viktiga faktorer för att en relation ska kunna existera är tillit företagen emellan och att parterna är engagerade och kommunicerar i de processer som hör relationen till. Vi vill slutligen peka på att i ett föränderligt affärsklimat är det viktigt att underhålla relationen genom att arbeta kreativt och innovativt i de processer där företagen interagerar.</p><!--EndFragment--></p>
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Arruda, Guilherme Fagundes de. "Marketing de relacionamento e negociação: uma visão interdisciplinar sobre o declínio de um relacionamento interorganizacional." Universidade de São Paulo, 2017. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-20092017-164129/.
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Este estudo tem como objetivo entender como a dinâmica do relacionamento entre duas empresas é afetada por fatores internos e externos à mesa de negociação. Interdisciplinar, a pesquisa convergiu as contribuições de diversas literaturas, notadamente marketing de relacionamento e negociação, para poder lidar com a complexidade dos dados empíricos coletados. Através de um estudo de caso único, baseado na relação diádica entre um fornecedor e um canal do varejo alimentício brasileiro, foram analisados os fatores que levaram um relacionamento interorganizacional estável por décadas a se deteriorar em apenas dois anos. Os resultados encontrados apontam para o fortalecimento da concorrência e o conflito intradepartamental na empresa fornecedora como os principais motivos da migração para um estado relacional danificado. O histórico positivo do relacionamento se mostrou insuficiente para ajudar na recuperação do relacionamento, assim como a utilização da estratégia de compromisso pelos negociadores. A importância de distinguir em estudos as diferentes formas de conflito é ressaltada pela conclusão da pesquisa. Ao final do trabalho, implicações gerenciais derivadas das conclusões são apresentadas.<br>The present study aims at understanding how the relationship dynamic between two companies is affected by both internal and external factors to the negotiation table. Interdisciplinary, the research converged the contribution from several literatures, such as relationship marketing and negotiation, in order to deal with the empirical data complexity. Through a case study based on the dyadic relation between a supplier and a channel from Brazilian food retail, the research analyzed the factors that led a solid, long lasting interorganizational relationship to deteriorate into a damaged state in just two years. The results point to a strengthening of the competition and intradepartmental conflict as the main reasons of the migration to a damaged relationship state. The positive relationship history proved to be insufficient to aid in the recovery of the relationship, such as compromising. The importance of distinguishing different types of conflict when studying this phenomenon is highlighted by the study\'s conclusion, and managerial implications to channel management practice are presented.
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Fung, Sun-wai Leo, and 馮新偉. "The relationship between parental choice and marketing strategies of secondary schools: case study in a newlydeveloped district." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31958643.
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Halldén, Carlsson Adam, and Axel Dahlin. "Content with Content? : A qualitative study on the implementation, maturity and future of inbound marketing strategies in the Swedish B2B sector." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39472.
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Background: There is a knowledge gap in the B2B-businesses adoption of inbound marketing strategies. The B2B sector has a substantial economic impact on the society and their marketing activities need to adapt towards the digital era. In the Swedish market, this has not yet been sufficiently researched up until this point. Purpose: This study serves to provide insight in key issues and problems when B2B businesses incorporate inbound marketing strategies. The maturity in the Swedish B2B market aims to be investigated and implementation problems to be highlighted. This information could aid Swedish B2B businesses in the future by becoming aware of issues beforehand. Also, this can give B2B businesses beneficial insights when the sector is increasingly adopting inbound marketing in the future. Method: In order to achieve in-depth understanding on the subject, a qualitative study with an exploratory design was conducted. By judgemental sampling methods, the research incorporates insights by knowledgeable industry professionals. Empirical findings were conducted through semi-structured interviews in which participants were encouraged to discuss inbound marketing in a B2B context in both detailed and broader terms. Conclusion: This study show that digital marketing is widely adopted in a B2B context, but inbound marketing strategy maturity is difficult to measure on a scale from this type of research. Key issues to implementation are organisational issues within a business, difficulty to determine goals, lack of knowledge in management about digital channels and possibilities, in addition to changing behaviour by B2B sales representatives. The future is looking bright for inbound marketing strategies even after the GDPR takes effect in May 2018, this study has shown.
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Fung, Sun-wai Leo. "The relationship between parental choice and marketing strategies of secondary schools : case study in a newly developed district /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17598266.
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Roux, Alida. "Relationship marketing strategies employed by the Afrikaans daily newspapers in the media 24 group focusing on customer service." Thesis, Bloemfontein : Central University of Technology, Free State, 2006. http://hdl.handle.net/11462/84.
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Barosso, Elisa Maria. "From “no go” to “Yo Co”: Smithsonian adminstrators' perceptions of Public Affairs strategies to create relationships to attract, educate, & retain Young Cosmopolitans." Scholarly Commons, 2009. https://scholarlycommons.pacific.edu/uop_etds/2487.
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The purpose of this study was to analyze if, and if so, how, Smithsonian art museum administrators perceive their current Public Affairs strategies to create relationships that attract, educate, and retain Young Cosmopolitans (YoCos). Using a qualitative approach, this study reported the findings from interviews with Public Affairs practitioners, museum educators, and museum webmasters at five Smithsonian art museums, galleries and affiliates. YoCos were defined as well-educated young adults who are pan-cultural. The study found six cross-case themes. Participants in the study generally agreed about defining YoCo characteristics and reported varying degrees of interest in attracting YoCos. Some of the museums in the study used a variety of social and educational activities to convey their interest in YoCos, including late evening events and programming. While most of these organizations expressed the belief that today's YoCo was a potential donor of tomorrow, museums will also have to adapt their Social Networking/Web 2.0 tools in order to attract more YoCos to the museum setting. Currently, museums have made little effort to adapt their publicity or educational activities to the preferences of YoCos. Using frameworks from The Model of Contextual Learning (Falk and Dierking) and Relational Dialectics (Baxter and Montgomery), the study found that even when museums place a high priority on establishing relationships with YoCos, those relationships will not be static. Museums will need to continually re-define Public Affairs strategies including buzz and viral marketing, Social Networking/Web 2.0 tools, Bluetooth text messaging and more traditional forms of advertising for YoCos, to retain this demographic long enough to share educative experiences. The study concludes with recommendations for museums to build stronger and more communicative relationships with YoCos.
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Miralam, Mohammad. "An exploratory study into buyer and supplier relationship problems : causes, control strategies and effects in Saudi Arabian companies." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3558.
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Around the world, companies are rapidly moving towards outsourcing to enhance their competitive position in the market through reduction in product development cycle times (costs), demands for better quality, improvement in supply chain management and higher expectations from more discriminating and demanding customers (Lyons and Krachenberg, 1990). An outsourcing mechanism consists of two parties, buyer and supplier. Hence, the success of the buyer and supplier relationship is the main factor to achieve successful outsourcing operations. This research studies the buyer and supplier relationship in each relationship type in the Saudi Arabian market; market exchange, captive buyer, strategic partnership and captive supplier. The main objective of this research was to study in depth buyer and supplier relationships (outsourcing) by discovering which problems exist in each type of relationship, how they can be controlled and what are their effects. It examines and tests certain factors associated with the relationships, such as incentives for their creation, relationship problems, cause of problems, problem control mechanisms and finally the effects of these problems on the buyer, the relationship and the market. The methodology used in this study was as follows: an interpretative research philosophy, an inductive research approach and an exploratory research strategy. Semi-structured interviews were found to be the most appropriate method of data collection because they enabled the researcher to gather valid and reliable data. The research model involved all the components affecting the buyer and supplier relationship. These components were categorized and classified in a meaningful way, describing the flow of the relationship from the research perspective in terms of testing the effect of each component in the relationship between buyer and supplier in general and its effect on the category to which it belongs. The data was collected from purchasing employees on the buyers’ side and sales employees on the suppliers’ side. The total number of participating buyer and supplier firms was 57, distributed across manufacturing and service industries. The first data collection phase involved all the buyer data and the second following up, reviewing and completing the data that the researcher thought had been missed during the first phase of interviews, and which needed to be explained more fully by the interviewees. This phase also involved collecting all the supplier data. 40 interviews were conducted to collect buyer data within three months. The 40 interviews involved 88 recorded hours, and each buyer discussed 4 relationships (not necessarily 4 different types of relationship), resulting in a total of 64 market exchange, 30 captive buyer, 22 strategic relationship and 44 captive supplier relationships, accounting for the total of 160 different types of relationships across the 40 different buyers. Supplier data was collected by conducting 17 interviews within 27 days. The 17 interviews involved 34 recorded hours. While the researcher was analyzing the data collected, a special case in market exchange relationship was found. In this case, buyers preferred to deal with suppliers under a captive buyer relationship though the relationship characteristics were market exchange relationship because of their interests. The researcher also found that Saudi firms are the same as other firms in the rest of the world. They are trying to maximize their competitiveness in the market by improving product or service quality and speed of delivery, reducing product or service costs and enhancing decision making efficiency. Additionally, it was found that relationship incentives, arising from buyer wishes or compulsory reasons, create any one of the buyer and supplier relationship types, which were other than what has been mentioned in the outsourcing reasons in the literature. In addition, the researcher also found that relationship incentives might cause problems, so the buyer should be more careful with them. Additionally, there are also other causes that might create agency problems than those mentioned in previous studies. At the same time, it was observed that there are new control mechanisms, not previously discussed in the literature. The study found that the outsourcing relationship is affected negatively, and there are other effects than those mentioned in the literature by Tezuka (1997). In addition, the researcher found that because of the ‘agency’ system in Saudi Arabia its economy is affected negatively. Finally, the original research conceptual model was found applicable to all types of relationship.
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Nilsson, Sofie, and Nathalie Wendel. "CRM via Facebook : En kvantitativ studie om den svenska millenniegenerationens uppfattning av företags CRM-aktiviteter via Facebook." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28510.
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Problemområde Användningen av digitala sociala nätverk har under de senaste åren ökat och Facebook är det nätverk med flest anhängare över hela världen. Statistik tyder på att användningen av sociala medier och Internet är en väsentlig komponent i den svenska befolkningens vardag, speciellt bland den yngre generationen. Millenniegenerationens användning av sociala medier kan betraktas som en förutsägelse över hur framtida generationers konsumentbeteende kommer att se ut och är därmed av stor relevans för marknadsförare för att hålla sig uppdaterade kring denna generation. Företagens största utmaning idag är att skapa en god kundrelation via de sociala medierna. För att bättre förstå konsumenters beteenden behövs vidare forskning i ämnet, vilket har mynnat ut i studiens problemformulering: – Hur uppfattas CRM-aktiviteter via Facebook av den svenska millenniegenerationen? Teoretisk ansats Den teoretiska ansatsen har delats in i fyra delar; relationsmarknadsföring och CRM, sociala medier, marknadsföring via sociala medier och Facebook samt millenniegenerationen och segmentering. Relationsmarknadsföring är strategier som företag använder för att attrahera, behålla och förbättra kundrelationer. Det består av tre grundpelare; relationer, nätverk och interaktion. Kärnan i ett företags marknadsföring bör vara att upprätthålla sina relationer. De strategier, processer och värderingar som företag implementerar i sin verksamhet för att hantera sina kundrelationer kan kallas för CRM (Customer Relationship Management). CRM kan beskrivas som företagets strategiska relationsmarknadsföring. Vidare kan CRM vidareutvecklas till att även omfatta aktiviteter på sociala nätverksplatser och kallas då SCRM (Social Customer Relationship Management). Den önskvärda reaktionen på CRM-aktiviteter via sociala medier är Word-of-Web, vilket kan beskrivas som personlig kommunikation om produkter, tjänster eller företag mellan konsumenter. W-o-W kan även beskrivas som förtjänad mediekommunikation och har som mål att generera positiv feedback. Metod Studien har antagit en deduktiv ansats. Vidare har en kvantitativ metod tillämpats för att på bästa sätt besvara problemformuleringen. Primärdatan samlades in genom en standardiserad och Internetbaserad enkätundersökning som besvarades av 488 respondenter. Den insamlade datan analyserades i statistikprogrammet SPSS där signifikans, median-, medel- och typvärde samt andra relevanta värden togs fram. Slutsats/resultat Slutsatserna är av relevans för handelsföretag, då det är viktigt för företag att existera på Facebook för att erbjuda konsumenter möjligheten att skapa en relation. W-o-W är den önskvärda reaktionen på CRM-aktiviteter, men det är svårtriggade reaktioner. Millennier är aktiva användare av Facebook, men passiva observatörer. De vill hellre ta del av andras publikationer än att själva aktivt publicera socialt mediainnehåll. Således är det viktigt för företag att vara aktiva på nätverket, men de kan inte räkna med önskvärd respons. Värdet att finnas på Facebook är större för företag än för konsumenten, även om millennier anser att det är positivt att företag bedriver aktivitet på Facebook. Resultaten är användbara och tillämpliga för alla typer av branscher och bidrar med ny information kring millenniegenerationens konsumentbeteende.
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Burnside, Lisa Marie. "Strategies to Attract and Retain Customers for U.S. Private Country Clubs." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5834.
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The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 manager from 4 different PCCs in Arizona who used MIS successfully to attract and retain customers. Data were collected from semistructured, open-ended interviews and from marketing documents and website content. Data were analyzed using a 6-phase approach to thematic analysis. The 3 primary themes that emerged included broadening the marketing message to entice people to frequent the club; creating experiences that rated high in satisfaction by members, guests, and employees; and using a variety of communication media. The results of this study may contribute to positive social change by helping PCCs to remain in operation, which could benefit local communities by providing employment opportunities at the clubs and venues for local charities to raise funds.
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Menezes, Jerliane Cruvinel. "O marketing de relacionamento como estratégia competitiva para pequenas empresas: um estudo de casos múltiplos no varejo farmacêutico de Goiânia (GO)." Universidade do Vale do Rio dos Sinos, 2010. http://www.repositorio.jesuita.org.br/handle/UNISINOS/3533.
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Previous issue date: 2010<br>IESRIVER - Instituto de Ensino Superior de Rio Verde<br>O estudo de estratégias de marketing de relacionamento, orientadas para micro e pequenas empresas do setor de comércio e de serviços, pode contribuir como área de investigação devido ao forte papel que desempenham no canal de distribuição e na economia do país. Apesar de não ser um fenômeno novo, percebe-se uma escassez de estudos teóricos com abordagem do marketing de relacionamento desenvolvida no âmbito do comércio varejista e, ainda, julga-se que a maioria das micro e pequenas empresas deste segmento desconhecem a
importância do marketing de relacionamento. O tipo de comércio no qual as farmácias e drogarias operam possui algumas peculiaridades em relação aos demais ramos do varejo. Elas, além de serem responsáveis pela distribuição e abastecimento de medicamentos e produtos de higiene e beleza para a população, têm responsabilidade com a saúde pública. É importante salientar que essa atividade comercial coloca à disposição da sociedade basicamente produtos padronizados, ou seja, não há grandes possibilidades de diferenciação.
O marketing de relacionamento é, antes de tudo, uma perspectiva de como a empresa pode se relacionar com seus clientes e outras partes interessadas de modo a causar impacto sobre como o negócio é desenvolvido e os clientes são gerenciados. É importante salientar que a estratégia de marketing também tem um papel significativo na criação de uma vantagem competitiva. Diante desse contexto, para atingir o objetivo proposto, identificar como o marketing de relacionamento pode gerar vantagem competitiva para pequenos varejistas do setor farmacêutico na cidade de Goiânia-Goiás, optou-se por realizar uma pesquisa de caráter exploratório, utilizando-se do método qualitativo apoiado em um estudo de casos múltiplos. A partir do levantamento do número de farmácias cadastradas pela Vigilância Sanitária de Goiânia, foram selecionadas por acessibilidade, dezoito drogarias independentes e quatro drogarias pertencentes a redes de farmácias. O método de análise empregado nestes resultados de estudo foi o da análise de conteúdo. Para as entrevistas, utilizou-se um roteiro semiestruturado, fundamentado no referencial teórico e nos modelos de marketing de relacionamento, em seguida seis categorias de análise foram escolhidas de acordo com os objetivos da pesquisa: estratégia; estratégia de marketing; marketing de relacionamento; confiança e comprometimento, satisfação, valor, lealdade; estratégia de marketing de relacionamento e serviços. Os resultados analisados foram divididos em três fases: a primeira referente às drogarias de pequeno porte. A segunda, concernente às drogarias de grande porte. Por último, uma comparação entre os dois resultados analíticos. Pôde-se constatar que diante da competitividade do mercado, principalmente em setores fragmentados, o marketing de relacionamento pode representar um diferencial competitivo importante, através da criação de valor para os clientes, ampliação de serviços de forma customizada e do estabelecimento de relacionamentos sustentáveis entre as partes interessadas no processo de troca. Portanto, o uso correto das ferramentas do marketing de relacionamento é essencial para a sobrevivência das micro e pequenas empresas, pois trata-se de uma alternativa eficaz para minimizar o impacto da guerra de preços determinada pelas grandes empresas ao agregar maior valor na oferta de serviços.<br>The study of the strategies of relationship marketing targeted to micro and small companies in the sectors of trade and services can add value as a research area because of their strong roles in the distribution and the economy of the country. Besides not being a new phenomenon, a lack of theoretical studies is observed concerning the approach on the relationship marketing developed in the retail trade, and also it is thought that most micro and small companies in this segment are unaware of the importance of the marketing relationship. The type of trade in
which pharmacies and drugstores operate has some peculiarities in relation to other branches of retailing. They, besides being responsible for distribution and supply of medicines and hygiene and cosmetic products for the population, have responsibility on public health. It is important to emphasize that this commercial activity offers the company basically standardized products, that is, there aren’t many possibilities for differentiation. The relationship marketing is, above all, a perspective of how the company can connect to customers and other interested people in order to make an impact on how business is developed and customers are managed. It is also hig hlight that the marketing strategy also has a significant role in creating a competitive advantage. Given this context, in order to achieve the proposed objective, identify how relationship marketing can generate competitive advantage for small retailers in the pharmaceutical industry in the city of Goiânia - Goiás, we opted for an exploratory research, using the qualitative method supported in a study of multiple cases. From the survey of the number of pharmacies registered by the Health Surveillance of Goiânia, eighteen independent drug stores and four drug stores belonging to four pharmacy chains were selected by accessibility. The analysis method employed in the results of this study was the content analysis. Forthe interviews, a semi-structured script was used, based on theoretical referential and relationship marketing models, following this, six categories of analysis were chosen according to there search objectives: strategy, marketing strategy, relationship marketing, trust and commitment, satisfaction, value, loyalty, relationship marketing strategy and services. The results analyzed were divided into three phases: the first regarding the small drugstores. The second, concerning the large drugstores. Finally, a comparison between the two analytical results. It could be observed that given the competitiveness of the market, especially in fragmented sectors, the relationship marketing can represent a competitive and important differential by creating value for customers, expansion of services in a customized way and of the establishment of sustainable relationships between people interested in the exchange process. Therefore, the correct use of tools of relationship marketing is vital to the survival of micro and small companies, since it is an effective alternative to minimize the impact of war on prices determined by big ompanies,
adding greater value in the services provided services.
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Cohen, Howard. "The use of strategies to promote and market products and services online as well the use of customer relationship management to attract and retain customers." Thesis, Port Elizabeth Technikon, 2003. http://hdl.handle.net/10948/270.
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The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.
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Jackson, Daniel Lee. "Strategies for Insurance Agency Managers to Retain Customers and Improve Revenue." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4924.
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The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer concerns. Three data collection methods were used: semistructured interviews, documentation review, and review of physical artifacts. The approach to data analysis was general inductive to allow codes to emerge from the raw data, one with qualitative software used to condense raw data into key themes. Five themes emerged in the study: customer relationship management, employee communication, customer satisfaction, influence of strategic planning, and competition. The study may contribute to social change by offering guidance to property and casualty insurance agency managers on business sustainability, which may result in improvements to the local economy through the provision of sustainable jobs to community members, increases in employee retention, and the offering of reliable services to customers.
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Gray, Keith Edgar. "Evaluating the significance and determinants of relationship marketing strategies within the former NHS internal market : a comparative analysis of NHS trust and district health authority perspectives in England." Thesis, University of Leicester, 2000. http://hdl.handle.net/2381/31109.
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This thesis evaluates the extent to which relationship marketing (RM) strategies were prevalent within the former NHS Internal Market and the determinants of such strategies. The research achieves its aims through the analysis of a postal survey of NHS Trust hospitals and District Health Authorities in England and case studies of the Warwickshire and Dudley health markets. The impetus for the research is the paucity of literature evaluating RM in the NHS context, resulting from the predominance of the traditional economics perspective on the purchaser - provider relationship. The latter is unable to systematically evaluate relational behaviour within quasi - markets given its adversarial contracting focus. Subsequently, the Relationship Marketing Paradigm is used to design a framework appropriate to evaluating relational oriented behaviour within the NHS Internal Market. To further investigate the determinants of NHS Trust hospital's RM strategies a series of hypotheses were developed and tested using Logit modelling techniques. These hypotheses sought to explain contract augmentation, contract customisation, loyalty discounting, default contracting and the use of cost - sharing contracts. In addition the case studies further examined the role of 'trust' within the purchaser - provider relationship through evaluation of contractual, competence and goodwill trust typologies. Equally, the case studies investigated the negative impact of RM strategies from the perspective of purchasers, providers and service users. The key conclusion is that RM was significantly more widespread than the literature suggests, indicating the centrality of relational oriented contracting. Furthermore, the nature of and determinants of the identified relationship marketing strategies were found to be mature and complex. Moreover, this weight of evidence questions Government policy's success in generating a competitive environment within the NHS Internal Market based upon adversarial contracting. To explore the likelihood of RM remaining an important phenomenon within the "new" NHS arrangements, evidence is drawn from the case studies and predictions from the Logit analysis.
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張雅惠. "Research on the relationship between relationship marketing strategies and relationship quality of non-profit organizations." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/18661379310500538962.
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碩士<br>國立政治大學<br>教育研究所<br>97<br>In this study, in view of the importance of marketing to non-profit organizations, cultural and educational foundations as the main types of Taiwan's foundations, relationship marketing research in the ascendant, the interests developed by relationship marketing in regard to non-profit organizations, the researcher took cultural and educational foundations or educational matters foundations as the research objects to explore the relationship marketing strategies they use, the quality of relationship marketing they perceive, and the relationship between relationship marketing strategies and quality. The researcher used questionnaire survey methods, used self-designed "the questionnaire of relationship marketing strategies and relationship quality of non-profit organizations" as a research tool, used 300 cultural and educational foundations or educational matters foundations that meet the purpose of this study as the research objects. And the researcher issued a total of 600 copies of questionnaires, excluding invalid questionnaires, and 453 copies were recovered and the recovery rate is 75.5%. A total of 123 pre-test questionnaires were
Recovered at the pre-trial stage, and a total of 453 formal questionnaires were recovered at the formally measuring stage.
The researchers got the following conclusions in this study:
1. The current use situations of the overall relationship marketing strategies of non-profit organizations in Taiwan are still to be improved. For each level, the current use situations of "building strategy" and "maintaining strategy" are better, but "upgrading strategy" is worse.
2. The overall relationship quality of non-profit organizations in Taiwan is between "common" and "often so". For each level, the level of "relationship commitment" is the highest, but the current statuses of "relationship satisfaction" and "relationship trust" are worse.
3. "Religious background" and "ways of management and leadership" are the important environmental factors that impact relationship marketing strategies of foundations.
4. "The fixed number of years of establishment" and "service items" are the important environmental factors that affect relationship marketing strategies and quality of relationship of foundations.
5. The "age" and "educational level" of the members of foundations are the important demographic factors that affect relationship marketing strategies of foundations.
6. The "religion," "nature of the duties," and "work remuneration" of the members of foundations are the important demographic factors that affect relationship marketing strategies and quality of relationship of foundations.
7. Relationship marketing strategies for non-profit organizations can positively affect relationship quality.
This study brings up the following suggestion for cultural and educational foundations:
1. Foundation leaders should understand the fundamental differences of non-profit marketing and profit-oriented marketing and value the importance of relationship marketing for non-profit organizations.
2. Foundations should actively improve the added values of the services or currency and finances to make "regular services" upgrade to "moving services."
3. Foundations should value and maintain the interests of donors and make products or services meet the expectations of donors to enhance donors’ relationship trust and satisfaction to the foundations.
4. No matter what kind of characteristics foundations belong to, they should value the importance of relationship marketing strategies and relationship quality for non-profit organizations to pursue the sustainable competitive power of organizations.
5. Foundations should realize that if the use level of relationship marketing strategies is higher, the relationship quality will be also higher.
6. Educational administrative authorities may play the roles of exchange platforms of cultural and educational foundations to provide opportunities of conversations and cooperation between different natures of foundations and thereby increase the quality of relationship between foundations.
Finally, this study respectively brings up some recommendations for research objects, research variables, and research methods of the follow-up studies.
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Li, Kun-Chung, and 李坤鐘. "The relationship between entrepreneurship orientation, marketing strategies and market performance." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/37251437372895050362.
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碩士<br>國立中正大學<br>企業管理研究所<br>89<br>The major purposes of this empirical study are to determine the nature of the entrepreneurial orientation (EO) of small and medium-sized enterprises (SME) in Taiwan, and its relationship with marketing strategy and marketing performance. Five dimensions of the EO are refined as innovativeness, autonomy, risk taking, competitive aggressiveness and proactiveness. And two factors are found in marketing strategy: sale orientation and product orientation. The study offers empirical findings and conclusions on the critical roles of EO and marketing strategy to assist SME managers.
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Chang, Wan-lin, and 張菀麟. "Effects of Relationship Marketing Strategies on Relationship Quality and Customer Loyalty in Online Shopping." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/d73784.
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碩士<br>國立中山大學<br>傳播管理研究所<br>95<br>The purpose of this research is to study the influence of different bonding strategies for customer relationship management on customer loyalty in online shopping. In particular, the research is focused on the mediation effect of relationship quality.
More Specifically, this study examines the following issues：(1) the relationship between relationship bonding strategies and relationship quality; (2) whether relationship bonding strategies will influence customer loyalty; and (3) the influence of relationship quality on customer loyalty. An online survey received 311 useful responses. The results include (1) social bondings had a positive effect on customer loyalty, but financial and structural bonding had no direct correlation with customer loyalty, (2) with respect to different dimensions of relationship quality, financial and structural bondings had a positive effect on customer satisfaction, trust and commitment. Social bonding had partial correlation with relationship quality; (3) Customer satisfaction, trust and commitment in relationship quality showed positive connection to customer loyalty. The effect of customer satisfaction was weaker than those of trust and commitment; and (4) Relationship quality is a moderator between bonding strategies and customer loyalty. A complete mediating effect has been observed.
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曾美蓉. "The Relationship between Marketing Cognition and Acceptability of Marketing Strategies of Elementary Schools in Taipei City." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/50575361856399202983.
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碩士<br>臺北市立教育大學<br>教育行政與評鑑研究所碩士班<br>96<br>The purpose of this study is to investigate the relationship between marketing cognition and acceptability of marketing strategies of elementary schools in Taipei city, to observe the discrepancy caused by individual variables and environmental variables, and to discuss the correlation between the two mentioned above.
The questionnaire developed in this research were utilized to acquire needed data for the study. The valid samples collected was 752 teachers, who were delaminated and randomly selected from 45 municipal elementary schools in Taipei city . The data were analyzed and presented by describe statistic, t-tests, one-way ANOVA and Duncan.
Based on the questionnaire, the conclusions are as follows:
1. The degree of teachers’ cognition of marketing is above average.
2. The degree of teachers’ acceptability of marketing strategies is above average.
3. The teachers’ cognition has no significant difference in gender, age, education level, position; but, in seniority was significant variable.
4. The teachers’ cognition has significant difference in school’s location, scale, history; but, schools having different recruitment have no significant difference.
5. The teachers’ acceptability of marketing strategies has no significant difference in gender, age, education level; but, it has significant difference in position and seniority.
6. The teachers’ acceptability of marketing strategies has significant difference in school’s location, scale, history; but, it has significant difference in school’s recruitment.
7. The different degree of teachers’ cognition of marketing has significant difference in acceptability of marketing strategies.
Based on the results of this study, I’d hereby make some suggestions, as a reference , to our educational administrations , schools , teachers, and future researchers.
Key words：marketing cognition ; marketing strategies ; acceptability of marketing strategies
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Chuan-Chih, Ding, and 丁專枝. "An Empirical Study on the Relationship Between Marketing Strategies and Marketing Performance in Taiwan LCD Industry." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/61374631868150476347.
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碩士<br>淡江大學<br>管理科學研究所<br>92<br>In this research, we focus on the LCD industry of Taiwan as studying target. The purpose is to evaluate how the corporations in such dynamic environment to perform their business operation through the information and technical infrastructure efficiently.
The samples collect 84 copies of questionnaires feedback from the firms among the LCD Industry. To analysis data by the software SPSS of version 10.1 and to use this software for further evaluation descriptive statistics, factor analysis, independent-samples t test, Pearson correlation analysis and regression analysis as well.
The important results was found from this research as follows: When LCD companies very concern the investment on R&D expenditure for getting improvement of product quality, technical level, warranty and service level, product segmentation and market perceiving strategies, etc. Although the market performance improvement reflect to the growth of sales profit, it somehow indeed cause the negative influence on the market share.
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Wu, Feng-Da, and 吳逢達. "A Study on Relationship Marketing Strategies of Ocean Freight Forwarder in Taiwan." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/64460691281009470607.
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碩士<br>國立臺灣海洋大學<br>航運管理學系<br>98<br>Ocean freight forwarder industry has been in a fierce competitive circumstance, in addition to the tendency toward offering customer-oriented service, the ocean freight forwarders must offer full services which can match customer demand in order to attract more customers. The relationship between customers and companies is a critical point for well-managed businesses to reach their success.
This thesis focus on whether and how the ocean freight forwarder industry in Taiwan uses the relationship marketing strategy. After reviewing former researches at home and abroad, a questionnaire had been developed and applied to the ocean freight forwarder companies. The conclusions are as follows:
1.Currently the social bond of relationship marketing strategies is most used by the ocean freight forwarder industry in Taiwan.
2.Due to the larger scale and their experiences, bigger companies adopt the relationship marketing strategy more than those of medium or small scales, especially at the structural bond.
3.Companies use relationship marketing strategy more when their decision makers receive higher education or normal marketing training, because those decision makers equip much sense of marketing.
4.Companies with higher perception of market demand have higher usage of the relationship marketing strategy because they want to make the most proper decisions quickly when facing the rapidly environmental change. And companies with higher perception of the speed of industrial environmental change also use relationship marketing strategy because they regard continuing developing new products as an important issue.
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Liu, Hung-Liang, and 劉宏良. "An Empirical Study on the Relationship Between Marketing Strategies and Marketing Performance in Taiwan Precision Machine Industry." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/25458726885415374538.
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碩士<br>國立成功大學<br>高階管理碩士在職專班<br>91<br>Recently, several local factories and company work hard to defend themselves from the international competition pressure since Taiwan joined the World Trade Organization (WTO). They tried to find the optimizing marketing matrix to cope with the new e-commerce’s age coming. As for the best resource allocation to link with the global market successfully, it has become the most important subject for corporation to strive for. Thus, the e-commerce’s aging is not specified as so-called the “crisis”, but for developing the “new opportunity” for survival. Moreover, the exact application of marketing strategy would be more important than the information technology acquired.
In this research, we focus on the precision machinery and automatic industry of Taiwan as studying target. The purpose is to evaluate how the corporations in such dynamic environment to perform their business operation through the information and technical infrastructure efficiently.
The samples collect 127 copies of questionnaires feedback from the firms with the international reputation among the Precision machinery and Automatic Industry in 2002. To analysis data by the software SPSS of version 10.1 and to use this software for further evaluation descriptive statistics, factor analysis, cluster analysis, Pearson correlation analysis and canonical correlation as well.
The important results was found from this research as follows:
1.The corporations with high utilization on e-commerce as the marketing strategies and marketing channel mean the “high e-commerce” executed.
2.The e-commerce corporation could reach the positive feedback by “sales profit rate” and “sales goal achievement” from “distinguish pricing strategy” even if lack of job training on sales persons.
3.However, the e-commerce corporations could reach the negative reaction by the growth of total sales volume from the “distinguish pricing strategy” if weakness performance on sales ability.
4.The e-commerce corporation would be easy to oversee the operation cost on brand name establishment, but very concern the investment on R&D expenditure for getting improvement of product quality, technical level, warranty and service level, lead time, marketing information, product segmentation and market perceiving strategies, etc. Although the market performance improvement reflect to the growth of sales profit, it somehow indeed cause the negative influence on the market share.
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Lu, Chien-hsuan, and 盧建勳. "RESEARCH ON THE RELATIONSHIP OF CUSTOMER KNOWLEDGE MANAGEMENT, MARKETING ORIENTATION, MARKETING STRATEGIES AND MARKETING PERFORMANCE－A CASE OF THE TAIWAN FRANCHISE." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/68207104447682436276.
Full textAbstract:
碩士<br>南華大學<br>管理科學研究所<br>93<br>With the coming of knowledge-based economy, the enterprises change their way of value creation from managing “tangible assets” to “intangible assets.” Currently, there aren’t many researches concerning customer knowledge management which is certainly the weakest part in knowledge management. Since most managers are only concerned about collecting customer information or setting a database of customer, but ignore the importance of analyzing customer information.
Since franchise is one of the industries tending to use knowledge management with advanced digital database, it is selected as the research object in order to discuss the differences and the effects of different customer knowledge managements by choosing 614 chain stores as the testing samples. The results of the research are displayed as below:
1.In the respect of individual characteristics, there are distinct differences on the process of customer knowledge management because of different age and seniority. Otherwise, in the respect of enterprise characteristics, the marketing strategy and the market orientation are obvious different because of different operation year.
2.Except the strategy of determining price has no significant relationship with other dimensions, customer knowledge management, market orientation, marketing strategy and marketing performance all have the significant correlations with each other.
3.Based on the result of analyzing the relation between customer knowledge management, market orientation, marketing strategy and marketing performance, customer knowledge management has the significant positive influence on the others; market orientation has the significant positive influence on marketing strategy and marketing performance as well. Also, marketing strategy has a significant influence on marketing performance.
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C, Chen Charles H., and 陳顯忠. "Relationship Marketing Strategies of Nonprofit Organization-The Case of Social Welfare Charitable Foundatoins." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/83723806949237846947.
Full textAbstract:
碩士<br>國立中山大學<br>企業管理研究所<br>86<br>Under the limited social resources circumstances, it has been a key issue for non-profit organizations to apply management skills to retain their existing donors. This study investigated the applications and extent of relationship marketing strategies among the social welfare charitable foundations (SWCF), and also tested the significance between the application extent and organization characteristics and between the application extent and management ones.This study extracted 7 factors, including " building reliability," "providing personal encounters," "building non-personal communication channels," "maintaining enthusiasm," "offering added value," " enhancing interpersonal reaction," and "managing database." The finding showed the application extent of relationship marketing strategies were significantly affected by the history of the foundation, religion orientation, marketing expertise, fund-raising experiences, serving scope, organization scale, and the age of management. Meanwhile, this study found that the main characteristics of SWCFs were based on their internal operations and public relationship efforts. However, most of them are less engaged in the areas of understanding and analyzing the needs of donors and communicating with them. As a result, this research concluded that the SWCFs were generally lack of marketing concepts, and had low market orientation which led to the low extent of relationship marketing strategies.
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LIN, PAO-SHENG, and 林寶昇. "The Impacts of Marketing Strategies on Customer Relationship Management- A Case of Cabinet OEM." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/07961766589995742379.
Full textAbstract:
碩士<br>逢甲大學<br>經營管理碩士在職專班<br>99<br>Furniture market in Taiwan has been significantly boosted due to the increasing needs of local real estate market; which has quickly recovered from the economic recession in 2008 and shown strong growth on all aspects since.
As the furniture market being more active; Original Equipment Manufacturers (will be referred as OEM in the rest of the article) in Taiwan are now facing a higher competitive level. Apart from the long-existing keen pricing competition; customer relationship management has grown to be one of the crucial competition aspects.
By analyzing secondary statistic data and comparing the results with the subjected companies, this paper intend to explain how implementing 4C marketing strategy in OEM can improve on both cost-management and customer relationship management sides.
This study has discovered with 4C marketing strategy implemented, several key benefits listed below:
1. Centralized procurement can help the company to lower the cost and create price competence to client.
2. To help the client to understand more quickly the application of the products and to get benefit.
3. Increasing client’s confidence and creating client’s loyalty to the products.
4. Customers are willing to promote the new products and are pleased to buy again with loyalty.
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HSIAO, CHIA-HUA, and 蕭佳華. "The Relationship between the Marketing Strategies and Service Quality in Community Colleges in Taiwan." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/83934522711089783327.
Full textAbstract:
博士<br>國立臺中教育大學<br>國民教育研究所<br>94<br>The main purposes of this research were: (1) to understand how community college administrators evaluate different marketing strategies, (2) to investigate the practices of marketing strategies in community colleges, and (3) to exam the relationship between marketing strategies and service quality. The study was conducted in 67 Taiwan’s community colleges. It employed a quantitative strand and collected data from 464 participants. The results of this study were summarized as follows: (1) The strategies of “product, ” “price” and “promotion” applied in community colleges were different in “city-type” category. (2) “Working period” and “school history” categories were not different in every dimension of strategies. (3) “Sex” category was different in “physical facilities strategy. ” (4) Both “education” and “position” categories were different in the quality of service.（5）The indexes of quality in service were ” people strategy,” “promotion strategy” and “physical facilities strategy.”
Analyses indicated that a relationship existed between quality and marketing strategies. Finally, suggestions for college community administrators include: (1) viewing the proposition of marketing in educational organization, (2) shifting from the traditional satisfaction to mind satisfaction of service quality, and (3) acting as the civic society and local community by linking structures of public service to community colleges .
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Retief, Anje Danielle. "A literary relationship between South Africa and Germany: adapting marketing strategies to different cultures." Thesis, 2017. https://hdl.handle.net/10539/24536.
Full textAbstract:
Submitted to the Faculty of Humanities in partial fulfillment of the requirements for the degree of M.A (Publishing Studies) University of the Witwatersrand, South Africa, 2017<br>Gérard Genette famously noted that paratexts are ‘those liminal devices’, elements, both within and outside the book, that form part of the complex relationship between book, author, publisher, and reader. He determined that titles, forewords, epigraphs, and publishers’ jacket copy are part of a book’s ‘private and public history’. By considering each of these liminal devices in the larger context of marketing strategies, this research report addresses the question of how paratexts are altered to appeal to different markets in different countries – specifically South Africa and Germany – and how this is done in relation to five translated novels: Stadt des Goldes by Norman Ohler; Portrait with Keys by Ivan Vladislavić; Township Blues and Themba by Lutz van Dijk; and Fiela se Kind by Dalene Matthee. The research report argues that the relationship between paratext and reader is of vital importance when it comes to understanding how cultures are perceived by foreign readers. With each comparison between the paratexts of the original and their translated novels, the research report demonstrates that paratextual alterations are predominantly influenced by alterations in time and geography; use or dismissal of clichés and stereotypes; educational value; and either techniques which familiarise or defamiliarise the reader. By uncovering the way novels are marketed to a foreign readership, it becomes possible to uncover why translations occur and how the source-culture is perceived.<br>XL2018
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LEE, ZHAO-XUN, and 李昭勳. "To investigate the relationship between the visual and the marketing strategies of international exhibition." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/90827666118132257403.
Full textAbstract:
碩士<br>逢甲大學<br>經營管理碩士在職專班<br>105<br>Regarding Taiwan’s economic, there’s over 60% distributed by export trade to Taiwan’s GDP. Industry of Taiwan needs to join worldwide trade show to increase exposure and opportunity to earn more international orders. Taiwan External Trade Development Council, TAITRA, actively integrate members of Industry together and participate in international trade show. Their great contribution makes Taiwan’s excellent performance in foreign trade for decades.
Being in actively participating in international trade show, Taiwan’s company observe various kinds of exhibitions, and learn a lot from foreign exhibitors.
After many exhibitions and observation, they can use these experiences to reduce faults and become their foundation of evolution. The focus of this essay is on Visual Design and Marketing Strategy of International trade show. The range of research will be set in Asian International Food Expo. The sincerely advise would be proposed from experience of foreign exhibitions and exhibitors to TAITRA.
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Hsu, Ju-Ying, and 許如瑩. "The Relationship of Marketing Strategies and Parent’s Satisfaction in Elementary Schools of Taipei County." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/56008792968111335823.
Full textAbstract:
碩士<br>國立臺北教育大學<br>教育政策與管理研究所<br>98<br>This study aims to explore the situation, differences, and relationship of the marketing strategies and parent’s satisfaction in public elementary schools of Taipei County. With self-compiled “Questionnaire for the Relationship of Marketing Strategies and Parent’s Satisfaction in Elementary Schools of Taipei County”, 738 parents in Taipei County were selected as samples and given a questionnaire survey. The effective samples were 671 parents. The statistics methods including descriptive statistics, t-test of average number of independent samples, one-way ANOVA, Pearson correlation and regression analysis were employed to analyze in the data processing.
Followings are conclusions:
1.The marketing strategies of schools are well perceived by the parents of public elementary school students in Taipei County.
2.The parents’ satisfaction in public elementary schools of Taipei County is high in general.
3.The parents in towns have better performance in perceiving the marketing strategies of schools than the parents in cities.
4.The parents in towns and suburbs have higher satisfaction than the parents in cities.
5.The parents in schools with less than 12 classes have higher satisfaction than the parents in schools with more than 49 classes.
6.The parents’ perception of marketing strategies of the elementary schools has positive correlation with parents’ satisfaction.
7.The parents’ perception of marketing strategies of the elementary schools is predictive to parents’ satisfaction.
According to the conclusions above, the study provides the following suggestions:
1. For education authorities/organizations:
(1) Keep promoting the concept of school marketing.
(2) Establish the school marketing channels; raise parents’ satisfaction.
(3) Learn marketing concepts from enterprises; use them in schools.
(4) Set up/assign specialized departments for marketing; strengthen the school marketing ability.
2. For elementary schools:
(1) Revise the school marketing strategies.
(2) Analyze current marketing situation; keep the successful parts and correct the defects.
(3) Analyze the current satisfaction of parents; reform the shortcomings.
(4) Improve the learning environment of schools.
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Costa, Luis Miguel Barbosa Sousa. "Estratégias e práticas de marketing relacional de pequenas empresas de serviços profissionais especializados em arquitetura." Master's thesis, 2013. http://hdl.handle.net/1822/25181.
Full textAbstract:
Dissertação de mestrado em Marketing e Gestão Estratégica<br>A aplicação do marketing relacional é transversal a diferentes tipos de organizações e
setores. No entanto, a operacionalização do conceito requer estratégias e práticas
específicas adaptadas a diferentes realidades. Esta investigação qualitativa analisa a
aplicação do marketing relacional em pequenas empresas de serviços profissionais
especializados em arquitetura no mercado português. Este estudo baseia-se em dados
recolhidos junto de oito profissionais liberais do setor. Estes profissionais participaram
em três grupos de discussão realizados em diferentes datas. A análise de dados mostra
que existe um padrão de comportamento comum às pequenas empresas que prestam
serviços especializados em arquitetura. Os resultados mostram ainda que existe uma
hierarquização das estratégias e práticas de relacionamento usadas nestas empresas,
indiciando que elas abordam os seus relacionamentos de acordo com um quadro mental
específico do setor. O tratamento personalizado, a agregação de serviços e a interrelação
de preços são as estratégias que constituem o núcleo duro do exercício de
marketing relacional nestas empresas, enquanto a interação, o network marketing e o emarketing
são as práticas fundamentais que foram identificadas. Em síntese, estas
pequenas empresas estão claramente enquadradas no conceito de marketing relacional e
praticam-no no seu quotidiano, mas possuem um entendimento distinto das estratégias e
práticas genéricas revistas na literatura. Isto é, nas empresas estudadas
existem especificidades nas estratégias e práticas de relacionamento que permitem
concluir que a aplicação do conceito de marketing relacional requer adaptações aos
diferentes contextos. Desta forma, parece não fazer sentido uma abordagem genérica ao
conceito que não tenha em conta as especificidades do seu contexto de aplicação. Para
além desta contribuição, a presente dissertação contribui para um melhor
conhecimento das estratégias e práticas de relacionamento, sobretudo no contexto das
pequenas empresas de serviços profissionais especializados em arquitetura em Portugal.<br>The application of relationship marketing is transversal to different types of
organizations and industries. However, the operationalization of the concept requires
specific strategies and practices adapted to different realities. This qualitative research
examines the application of relational marketing in small professional service firms
specializing in architecture in the portuguese market. This study is based on data
collected from eight liberal professionals. These professionals participated in three
focus groups held in different dates. The data analysis shows that there is a pattern of
behavior common to small businesses that provide specialized services in architecture.
The results also show that there is a hierarchy of strategies and practices used in these
firms, indicating they approach their relationships according to a specific mental
framework. The personalized treatment, aggregation of services and interrelation of
pricing are the strategies that form the core of relational marketing of these firms, while
the interaction, network marketing and e-marketing are the key practices that have been
identified. In summary, these small businesses are clearly framed in the concept of
relationship marketing and practice it in their daily lives, but have a different
understanding of the strategies and practices described in the literature. That is, the
studied firms use specific strategies and practices of relationship marketing that allow
us to conclude that the application of the concept of relationship marketing requires
adaptation to different contexts. Thus, it seems to make no sense to use a generic
approach to the concept that does not take into account the specificities of context. In
addition to this contribution, this dissertation contributes to a better understanding of the
strategies and practices of relationship marketing, especially in the context of small
professional services firms specialized in architecture in Portugal.
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Huang, Chiao-Ven, and 黃教文. "An Empirical Study of the Relationship between Entrepreneurial Orientation, International Marketing Strategies, and Business Performance." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24316274582759680973.
Full textAbstract:
碩士<br>淡江大學<br>管理科學研究所企業經營碩士在職專班<br>98<br>The internationalization of businesses has been one of the most significant economic transformations in recent years. For many firms around the globe, “going international” has become imperative for growth and survival. This is apparently the case of firms located in small size market such as Taiwan.
While the rapid growing “globalization” has created many opportunities, it has further intensified competition and threatened the existence of many firms, large or small, worldwide. To compete successfully in today’s rapid changing world of businesses, evidently, firms have to rely on effective marketing strategies that foster by the entrepreneurial orientation.
The present study intends to examine the relationship between entrepreneurial orientation, international market strategies, and business performance. The research results, based on 225 Taiwanese small and medium sized international manufacturers, appear to verify the premised relationships between the variables in questions. The outcomes suggest entrepreneurial orientation influences business performance directly and in directly. The findings suggest a high entrepreneurial oriented firm tend to achieve above average in terms of sales and profit growth. The results also suggest a high entrepreneurial oriented firm inclines to adopt more effective international marketing strategies which are verified to be related to the business performance of the firm.
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Lai, Li-Ting, and 賴莉婷. "The Importance of Different Marketing Tools in Customer Relationship Management Strategies of Wealth Management Banking." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/31020903784534232471.
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Shao, Changyi, and 邵常怡. "Discussion on Relationship Satisfaction swimming pool teaching professional civil service, marketing strategies, equipment and facilities." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/56389013966357986957.
Full textAbstract:
碩士<br>樹德科技大學<br>經營管理研究所<br>104<br>Abstract
Swimming In addition to recreational activities in line with the needs of the individual and the community will have better leisure activities
Features, such as the promotion of physical health; improve interpersonal relations; people get the quality of life improved from swimming, to achieve the purpose of health (Wu Jesus, Linji Ling, Ding Chunzhi, 2000).
In this study, participation in public construction in accordance with the civil institution to complete junior high school and civic institutions crown source Swimming pool facility management contract of the parent survey and interview subjects, mainly discusses the current state of the schools private swimming pool facilities Swimming Teaching Status and Satisfaction. Recycling 207 survey respondents to the consumer and civil institutions after the questionnaires by descriptive statistics, independent samples t test, one-way analysis of variance comparing the present study and taking Measurement Method Detection Tool Ministry of Education, Sports Department, issued a research tool . Satisfaction requested swimming pool teaching professional services, marketing strategies, equipment and facilities and other service attitude overall satisfaction with the performance, then statistical software package SPSS data analysis, and the results of the analysis recommendations, of providing parents, schools educational institutions or administrative authorities and the subsequent researchers of reference.
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Lin, Ting-Ru, and 林庭如. "The influence of customer relationship and innovation marketing strategies on consumer behavior of theme park." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/07188955134375546041.
Full textAbstract:
碩士<br>國立勤益科技大學<br>企業管理系<br>102<br>People in modern days have a higher demand for quality of life, and tend to participate in recreational activities. Tourism has become a popular recreational activity, which leads to enhanced consumer consciousness, and intensive competition between operators in the amusement and leisure industries. Securing a space in the market, building anlong-standing competitive advantage, and maintaining a long-term relationship with existing customers are the keys to sustainable operation, besidescontinuous innovation. Hence, continuing innovation, maintaining an interactive customer relation, and strengthening customer loyalty are important tasks. Using theme parks as a case study, we researched and modelled the relationships among relational bonds, innovative marketing, perceived value, satisfaction, trust and loyalty. A consumer survey returned 803 valid questionnaires and revealed the following: (1) Relational bonds with customers have a significantly positive effect on their perceived value and satisfaction. (2) Innovative marketing has a significantly positive influence on customer perceived value. (3) Perceived value has a significant and positive influence on satisfaction. (4) Satisfaction has a significant and positive influence on trust. (5) Trust has a significantly positive influence on loyalty. Consumers were categorized by their visit frequency (high, moderate, or low) and compared by group. Results showed the most significant difference between moderately frequent and infrequent visitors in relation to the influence of trust on loyalty. The results of this study can serve as reference for companies in implementing customer relations and innovative marketing strategies.
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Yu-Fen, Sheng, and 沈玉芬. "The Relationship between School Marketing Strategies and Public Relations of Public Elementary Schools in Taipei County." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/41843742093254890895.
Full textAbstract:
碩士<br>國立臺北教育大學<br>教育政策與管理研究所<br>97<br>This study aims at understanding relation between current use and difference of personal background variables and school environment variables of teachers at elementary schools in Taipei County on school marketing strategies and public relation.
The sample is teachers at public elementary schools in Taipei County. Study tool is Survey Questionnaire of School Marketing Strategies and Public Relation of Elementary Schools. Number of effective samples is 482. Collected data are in descriptive analysis, t-Test, One-way ANOVA analysis, Post-hoc Scheffe and product-moment. The results are:
1. In modern society, elementary schools have to emphasize and draw up concrete, feasible marketing strategies.
2. Quality public relation molds quality public relation through plan making, resources participation, communication propagation, and evaluation feedback.
3. Education personnel at elementary schools in Taipei County have good awareness in school marketing strategies, meaning school marketing strategies of elementary schools in Taipei County are approved.
4. Education personnel at elementary schools in Taipei County have good awareness in public relation, showing that teachers at elementary schools in Taipei County agree that it is necessary for schools to promote public relation.
5. Teachers at elementary schools in Taipei County have greater identification with marketing strategies than public relation.
6. The awareness of education personnel at elementary schools in Taipei County on marketing strategies than public relation is in close relation.
7. The awareness of education personnel at elem
entary schools in Taipei County on marketing strategies than public relation shows significant difference due to ages, highest education attainment, service years, current position, school scale and school locations.
8. The awareness of education personnel at elementary schools in Taipei County on marketing strategies shows no difference under genders.
9. Male education personnel at elementary schools in Taipei County has significantly better awareness than female counterparts in public relation.
10. Teachers concurring to being directors have higher awareness on marketing strategies and public relation than those concurring to being division chiefs, homeroom teachers and department teachers do.
11. It is most difficult for medium schools with 25-48 classes to promote school marketing strategies and public relation.
12. Senior teachers serving longer have better awareness on marketing strategies and public relation than those serving shorter time.
13. Teachers serving in cities (under jurisdiction of county) have better marketing strategies and public relation than those serving in towns and townships (including remote areas).
In the end, the researchers proposes suggestions based on the preceding findings for reference of education administration institutes, teachers at elementary schools and future researchers in utilizing school marketing strategies and promoting school public relation or in future studies.
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Chen, Ting Han, and 陳廷漢. "Offensive or Defensive? Marketing Strategies on the Customer’s Relationship Quality in Chain Convenience Stores in Taiwan." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/22uew7.
Full textAbstract:
碩士<br>長庚大學<br>工商管理學系<br>103<br>Since the first 7-ELEVEN in Taiwan opened in 1980, the new era of retail channel has been launched. After 33-year rapid development, transnational and local brands have participated in one after another. At present, there are over 10,756 chain convenience stores around the island. The density of the stores is almost the top in the world which reveals the incredible operational capacity. For each chain system, with the increase of numbers of store and severe competition, market approaches saturation, each industry needed to think about is what kind of marketing strategy to response.
On the one hand, each chain convenience stores must continue developing new customers and markets by “offensive marketing strategies”; on the other hand, it should maintain current customer by “defensive marketing strategies”. However, for customers, The strategy perception degree of chains convenience store have taken are Especially in the face of repurchase or otherwise, Chains convenience store usually will adopt a series of strategies and measures of tangible and intangible additional values and remedy values to try to keep the old customers. However, from the perspective of customers of chain convenience stores, what kind of marketing strategy has positive influence on the relation quality perception of customers and chain convenience stores ? The question becomes the motive of this research. Therefore, through the development of research infrastructure, this research want to reach for research purposes: To investigate the chain of convenience stores have taken “offensive marketing strategies” and, “defensive marketing strategies” when customers face to repurchase, customer relationship quality and repurchase intention.
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YUAN, CHING-YUEH, and 袁慶岳. "A Study of the Relationship between the Marketing Strategies and Brand Value：The Case of Convenience Store." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/u4agbg.
Full textAbstract:
碩士<br>東吳大學<br>會計學系<br>104<br>Economy’s industrial environment in Taiwan has been changed from traditional industry to services recently. Establishing the first 7-11 convenient store in Taiwan in 1969, there are throughout at least 5,000 retails so far, and sitting the greatest density in the world. Therefore, this study took the 7-11 convenient stores as the research subject, using the questionnaire to qualify the attitudes whose were surveyed, and calculated the brands value by HIROSE, the brand-evaluating model. Trying to find out how 7-11 using its marketing strategies to effect its brands equity and value during the shaping and maintaining procedure.
The empirical results indicated that price, store images, advertising and discounts in the marketing strategies all have the positive effects on the brands equity and the HIROSE drivers. However, it also indicated that product component cannot have positive effect on the HIROSE drivers. This study reveals that by stabling the convenience, differentiating the segmentation, providing appealing discounts, and promoting the favorability of store images so that it can make consumers identify the brand, form the positive association and royalty, and therefore creating the premium price advantage and the brand price value through the experience of sensitive quality.
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Lun, Chen Che, and 陳哲倫. "The Study of Relationship Between The Marketing Portfolio Strategies and Purchase Intention of Traditional Grains Stores." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/07829133299277354320.
Full textAbstract:
碩士<br>大葉大學<br>管理學院碩士在職專班<br>103<br>This study aimed at discussing the effect of the marketing mix strategy developed by traditional grains stores on purchasing intentions of customers, where purchase intentions of consumers in such traditional grains stores was analyzed through marketing mix strategy and consumer-
chracteristic perspective. How traditional grains stores choose the best position in marketing mix strategy under limited resource and in face of a variety of stores as the competitors worth us to make study further.
We reviewed related literature, developed framework in this study and discussed the effect of product, price, place, promotion and characteristic of consumers in the marketing mix strategy on purchase intentions in traditional grains stores, also set such product, price, place, promotional strategy of firms and attitude of purchase of consumers as variants to validate difference reflected in purchase intentions of consumers in traditional grains firms.
In this study, consumers in Banciao District, New Taipei City in Taiwan were interviewed, where a total of 300 questionnaires were distributed and a total of 298 were collected, with which valid collection rate has reached up to 99.3%. The findings indicated that we may see posifive significant differences of “product” and “promotion” on purchase intentions of buying grains in traditional grains stores from statistic analysis , which showing the fact that the better performance of design of product and promotion, the higher the purchase intentions of consumer; on the other hand, “place” and “price” did not show significant differences in the purchase intentions of consumers in traditional grains stores, which means that “place” and “price” may not have significant differences on intentions of consumers to purchase grains.
Keyword: Satisfaction; purchace intentions; marketing mix strategy; brand marketing; business strategy; branding strategy; market segmentation.