Dissertations / Theses on the topic 'Retail selling'

This thesis investigates the history of labour management at David Jones, the major Australian retailer and manufacturer, between the years 1838 and 1958. This thesis examines the development of consent-based approach to labour management at David Jones, in particular the development of paternalism and welfarism. In doing so this thesis explores both general questions regarding the factors that influence why certain firms adopt a consent-based approach to labour management, as well as informing debates around the existence of nineteenth century paternalism and the origins of twentieth century welfarism. The historical material contained at the David Jones Archives and elsewhere reveals little evidence of paternalism as a deliberate management strategy. This brings into question the usefulness of paternalism as a concept in the historical study of Australian labour management. The inability to trace paternalism also undermines explanations of twentieth century welfarism premised on the pre-existence of nineteenth century paternalism. The historical materials, however, do note that twentieth century welfarism was a deliberate labour management strategy adopted by David Jones management. Welfarism, combined with systematic management and training, was initially adopted following the First World War to deal with the threat of industrial turmoil. However, in the 1930s, welfarism increasingly became a pro-active strategy designed to create skilled selling and raise the profile of the firm within the community. Further, welfarism at David Jones in the inter-war period was more than merely a new form of paternalism, somehow transformed by being in a larger, more bureaucratic setting or a result of employers confronted an increasingly feminised workforce. Welfarism at David Jones was a deliberate strategy, informed by overseas experiments, management consultants and the new science of psychology. Welfarism at David Jones continued into the post World War Two period. However, new forms of retailing, in particular self-service, undermined attempts to create skilled selling. Elements of welfarism remain at David Jones and continue to support the firm???s corporate image as a provider of high-quality customer service.

This thesis aims to find a definition of fast-selling clothing options and to find a way to predict them using only a few weeks of sale data as input. The data used for this project contain daily sales and intake quantity for seasonal options, with sale start 2016-2018, provided by the department store chain Åhléns. A definition is found to describe fast-selling clothing options as those having sold a certain percentage of their intake after a fixed number of days. An alternative definition based on cluster affiliation is proven less effective. Two predictive models are tested, the first one being a probabilistic classifier and the second one being a k-nearest neighbor classifier, using the Euclidean distance. The probabilistic model is divided into three steps: transformation, clustering, and classification. The time series are transformed with B-splines to reduce dimensionality, where each time series is represented by a vector with its length and B-spline coefficients. As a tool to improve the quality of the predictions, the B-spline vectors are clustered with a Gaussian mixture model where every cluster is assigned one of the two labels fast-selling or ordinary, thus dividing the clusters into disjoint sets: one containing fast-selling clusters and the other containing ordinary clusters. Lastly, the time series to be predicted are assumed to be Laplace distributed around a B-spline and using the probability distributions provided by the clustering, the posterior probability for each class is used to classify the new observations. In the transformation step, the number of knots for the B-splines are evaluated with cross-validation and the Gaussian mixture models, from the clustering step, are evaluated with the Bayesian information criterion, BIC. The predictive performance of both classifiers is evaluated with accuracy, precision, and recall. The probabilistic model outperforms the k-nearest neighbor model with considerably higher values of accuracy, precision, and recall. The performance of each model is improved by using more data to make the predictions, most prominently with the probabilistic model.

The study employed 206 entry-level, retail sales associates working for a large telecommunications company across 70 store sites. The purpose of the study was to discriminate successful performers from those with little sales potential via a valid, fair, and practical selection procedure. The experimental test set consisted of the General Ability Battery, Sales Attitude Checklist, Wonderlic Personnel Test, SRA Verbal Form, School and College Ability Test Verbal, SPA Arithmetic Index, and SRA Reading Index. Supervisory ratings and percent revenue data were used as measures of sales performance. Based on the multiple regression results, the SPA Reading Index and SRA Verbal Form were chosen to compose the final selection system for the retail sales position.

This thesis is a description of the sales process for Toolox, the newest of four products produced by SSAB Oxelösund. Toolox is a tool steel, sold using eleven external dealers throughout Europe. Each dealer carries a wide range of steel grades for different uses. To increase sales volumes SSAB want to have the right support for their dealers. In this thesis the organizations and individuals who influence in the buying decision are identified as well as their buying behavior and the information that is needed in the sales situations. The requirements on the tool steel derive not only from the toolmaker itself but also from end users of a product further down the product chain. The study indicates that communication of benefits along the chain difficult because is not well integrated. The decision of what steel to buy is often made by the tool designer and these are influenced by a number of other individuals. It is also found that risk aversion and conservatism are barriers for product introductions.

Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.

The advent of the Internet, the influx of technology comparison shopping, and the evolvement of channels have increased the knowledge base of the consumer to the point where some scholars claim the multichannel consumer has more knowledge and control than the salesperson. Selling to a customer who has the control is a challenge for retailers and their sales forces. The purpose of this research is to examine the underlying decision process of the multichannel consumer and the impact of the retail salesperson. This present study tests a conceptual model that suggests multichannel consumers' perceptions of information asymmetry lead to perceived control and purchase intention. Based upon the model, the salesperson's new role is to motivate purchase intention by using adaptive selling to affect the consumer's perception of information asymmetry and perceived control. Using a scenario-based methodology tested with a sample of 307 multichannel consumers, the current investigation examined the impact of: (1) information asymmetry on the consumer's perceived control, (2) perceived control on purchase intention, (3) perceived control as a mediator between information asymmetry and purchase intention, (4) adaptive selling behavior on the consumer's perception of information asymmetry, and (5) adaptive selling behavior on the consumer's purchase intention. The findings revealed that if the multichannel consumer perceives an advantaged information asymmetry then perceived control and purchase intention will be impacted. Adaptive selling behavior affects the consumer's perceptions of information asymmetry but not perceived control. These findings can be used to help managers devise techniques to support the salesperson's ability to secure the sale with the multichannel consumer.

Thesis (MBA)--Stellenbosch University, 2007.
ENGLISH ABSTRACT: Companies within the FMCG sector are continually trying to create value from their brands by increasing their margins and/or selling more of their products. Taking cost out of the value chain gives the company a competitive advantage, but this advantage is short lived as competitors also reduce costs. Differentiating a product through enhanced features and benefits also provides a competitive advantage, but is also subject to imitation by rivals. As competition increases, companies are looking for new avenues to differentiate themselves. Relationships marketing has, as a result, increased its prevalence as a competitive tool to provide that point of difference. This research report analyses the factors that influence the relationship between a Coca-Cola sales representative and his/her customers with the Cape Town region. The geography is unique in that is has a cross section of people who represent different races, religions and languages. This research report examines the impact that age, gender, education and culture have on the ability of a sales representative to build a relationship with a customer. Culture is broken down into four categories. These categories examined the race, language, religion and area of residence of a sales representative relative to a customer and the impact these attributes have on the ability to build a relationship. Positive relationships have an impact on the sales representative's ability to influence the store owner to activate certain in-store drivers which will increase the sales volume of products through an outlet. In-store drivers have been defined as the availability of a product through listing, the amount of forward share allocated to the product and the price of the product. If the profile of a sales representative relative to that of a customer, has an impact on the strength of the relationship, companies could "match" sales representatives to customers based on their respective profiles. This "matching" would have a positive benefit for the sales representative and his/her company. The research showed that there was a correlation between the profile of a sales representative and a customer. It is easier for a sales representative to build a relationship with a customer who is a similar age. It is however easier for the sales representative to influence a younger customer. Gender plays no role in a sales representative's ability to build a relationship. With respect to education, a stronger relationship exists between a customer and sales representative of a similar education. Again it is easier for a representative to influence a customer who has a lower level of education. Race does have an impact on the ability to build relationships. The research showed that an African sales representative should service an African customer. The same applies to a Xhosa speaking sales representative. There is a positive link between matching sales representatives and customers who come from similar areas and have the same religion. Understanding what factors can improve or inhibit a relationship provides important insights into how management can influence a competitive advantage in customer relationship marketing.
AFRIKAANSE OPSOMMING: Maatskappye binne die FMCG-sektor probeer deurlopend om waarde tot hulle handelsmerk toe te voeg deur hulle winsmarges te vergroot en/of meer produkte te verkoop. Om koste uit die waardeketting te verwyder, gee die maatskappy slegs vir 'n kort tydjie 'n mededingende voordeel aangesien mededingers ook koste verlaag. Om produkte te differensieer deur kenmerke en voordele te verbeter, bied ook 'n mededingende voordeel maar kan eweneens deur mededingers nageboods word. Soos wat kompetisie toeneem, soek maatkappye nuwe maniere om hulself te differensieer. Verhoudingsbemarking kom gevolglik al meer voor as 'n mededingende instrument om daardie klein verskil te maak. Hierdie navorsing ontleed die faktore wat 'n invloed uitoefen op die verhouding tussen 'n verkoopsverteenwoordiger van Coca Cola en sy/haar mededingers binne die Kaapstad-streek. Die geografie is uniek omdat dit 'n verskeidenheid mense van verskillende rasse, godsdienste en tale omvat. Die navorsingsverslag ondersoek die impak wat ouderdom, geslag, opvoeding en kultuur uitoefen op die vermoe van die verkoopsverteenwoordiger om 'n verhouding met 'n klant op te bou. Kultuur word in vier kategoriee verdeel. Hierdie kategoriee ondersoek die ras, taal, godsdiens en woonarea van 'n verkoopsverteenwoordiger relatief tot 'n klant en die impak wat hierdie kenmerke uitoefen op die vermoe om 'n verhouding op te bou. Positiewe verhoudings het 'n impak op die verkoopsverteenwoordiger se vermoe om die winkeleienaar te beinvloed om sekere aandrywers in die winkel toe te pas om die verkoopsvolume van produkte deur so 'n winkel te verhoog. Hierdie aandrywers in die winkel is geidentifiseer as die beskikbaarheid van 'n produk deur notering, die hoeveelheid aandele wat vooruit aan die produk toegeken word en die prys van die produk. As die profiel van 'n verkoopsverteenwoordiger relatief tot die van die klant 'n impak uitoefen op die kwalitieit van die verhouding kan maatskappye verkoopsverteenwoordigers by klante "pas" op grond van hulle onderskeie profiele. Hierdie "passing" kan 'n positiewe voordeel vir die verkoopsverteenwoordiger en sy/haar maatskappy inhou. Die navorsing het aangetoon dat daar 'n korrelasie bestaan tussen die profiel van 'n verkoopsverteenwoordiger en die klant. Dit is makliker vir 'n verkoopsverteenworrdiger om 'n verhouding op te bou met 'n klant van 'n soortgelyke ouderdom. Dit is egter vir die verkoopsverteenwoordiger makliker om 'n jonger klant te beinvloed. Geslag speel geen rol in die verkoopsverteenwoordiger se vermoe om 'n verhouding op te bou nie. Sover dit opvoeding aangaan, is daar ook 'n sterker verhouding tussen 'n klant en verkoopsverteenwoordiger van soortgelyke opvoeding. Weer eens is dit makliker vir 'n verteenwoordiger om 'n klant met 'n laer vlak van opvoeding te beinvloed. Ras het wel 'n impak op die vermoe om verhoudinge te bou. Die navorsing het aangetoon dat 'n swart verkoopsverteenwoordiger beter vaar met 'n swart klant. Dieselfde geld vir 'n Xhosa-sprekende verkoopsverleenwoordiger. Daar is 'n positiewe gevolg waar verkoopsverteenwoordigers en klante uit soortgelyke areas en met dieselfde godsdiens by mekaar gepas word. 'n Begrip vir die faktore wat 'n verhouding kan verbeter of inhibeer bied belangrike insigte in maniere waarop bestuur 'n mededingende voordeel kan meebring deur verhoudingsbemarking op klante toe te pas.

[Truncated abstract] Relationship marketing and some of its associated strategies, including customer relationship management (CRM), is an approach to marketing that is increasingly recognised as important by researchers and marketers. The approach suggests that marketers should focus on developing and maintaining strong relationships with existing customers in order to increase customer lifetime value (CLV) and to reduce the costs associated with constantly acquiring new customers. Advocates promote increased revenue per customer, increased products per customer (customer share), lower customer churn (higher retention) and increased chance that loyal customers will advocate on behalf of the organisation (positive word of mouth), as just some of the benefits of building relationships. While the concept of developing stronger relationships with customers appears convincing; the successful implementation of relationship marketing & CRM initiatives has been a challenge for many enterprises. There are many reasons cited for this including differing benchmarks for success, the range of relationship marketing activities available to marketers, customer differences and how marketers choose to model customer response. To cut through this complexity and to contribute to the field, the current study was carried out to explore, in detail, a single relationship marketing initiative being implemented in a large consumer oriented organisation. The goals of the current study were to see whether the introduction of a cross-selling initiative (CSI) helped front line employees to cross-sell additional products to existing customers during face-to-face interactions and whether the technique used to predict product adoption influenced the effectiveness of those cross-selling activities. Cross-selling refers to the promotion of additional products to existing customers. .... It was considered likely that retail employees would be more confident if they received a specific cross-selling recommendation for a customer and that the increased confidence would lead to increased cross-selling activity and better results. The results confirmed that: Retail employees were more likely to approach a customer with a cross-sell offer if they had a specific recommendation for that customer. Cross-sell offers based upon those recommendations were more likely to be successful. Logistic regression was a better technique for identifying customers likely to adopt the product than anecdotal modelling approaches. The current study makes an important contribution to marketers considering or engaging in customer relationship marketing by confirming the effectiveness of CSIs. Based upon the results, CSIs appear to offer marketers an effective tool to increase customer share thereby increasing revenue and potentially increasing customer loyalty, tenure and profitability. The study also illustrates that effective modeling reduces the chance of making superfluous cross-selling offers to customers thereby reducing the cost of cross-selling, enhancing the confidence of retail employees and minimising the risk of damaging existing relationships. Overall, the study illustrates that the potential for CSIs as a relationship marketing tool is substantial and should not be underestimated.

The aim of this work is to clarify the fundamental role and impact of psychology and buzzmarketing in practice. Also approach the most important tools needed to understand the proper utilization of all their advantages, such as procedures to become a successful professional seller, how to avoid failure and to be able to cope with problems, how to communicate with clients and how is this all influenced by the motivation itself. The work provides an overview of how psychology of selling is closely related to buzzmarketing. These theoretical findings are substantiated and analyzed on the basis of empirical research in wholesale and in depth research in a particular retail chain.

The goal of this paper is to analyze alternative instrument for financing of government debt, the system of selling retail government bonds. These would be intended solely for individuals. In this work I try to characterize and quantify revenues and costs of implementation and operation of the system, also I mention the possible risks, which the system could bring. In conclusion, I appraise the latest variant of the system presented by the Ministry of Finance of the Czech Republic and introduce my own proposal of the system, which is based on previous economic analysis.

This diploma thesis deals with the employment of the Pareto principle in increasing the efficiency of the product range in a selected grocery outlet of the Brněnka chain. A methodology for the evalution of the offered product range has been created based on general knowledge and practical usage of the Pareto principle in scientific work. The methodology is applied on sale records of a selected store. The work includes suggestions of product range alteration based on application of the formed methodology.

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This paper aims at identifying the influence of variables that make up the layout on the purchase behavior of the consumer, considering the object of this paper, the selling point, its place and retail of bijouterie and accessories. For this, based on a bibliographic search about purchase behavior, the selling point, through the exploratory analysis and an attitudinal instrument, along the collection of data, in order to draw a parallel between the variables that make up the layout of the store and purchase behavior of consumers. It was concluded that all the variables that constitute the layout of retail store influence the purchase behavior of the consumer, including the colors, the lighting and the visual and physical accessibility of the product
Este estudo teve como objetivo investigar a influência de variáveis que constituem o layout sobre o comportamento de compra do consumidor, considerando o ponto de venda objeto deste estudo, sua praça e cenário de atuação, ou seja, o varejo de bijuterias e acessórios. Para tanto, utilizou-se a pesquisa bibliográfica e a análise ambiental de uma loja específica e de seu ponto de venda, a análise ambiental de cunho exploratório, utilizou-se de um instrumento atitudinal ao longo da coleta de dado, a fim de traçar um paralelo entre as variáveis que compõem o layout da loja e o comportamento de compra do consumidor. Concluiu-se que todas as variáveis que constituem o layout exercem influência sobre o comportamento de compra do consumidor, entre elas as cores, a iluminação e a acessibilidade visual e física do produto

碩士
朝陽科技大學
財務金融系碩士班
101
The numbers of using smart phone have an astonishing growth globally. There are various brands and types of smartphones which are with complicated functions on the market. The affection of smart phone ratings used to be more discussed on their brands, instead of consideration on sales clerks’ marketing schemes. This study involves the previous researches on attribution of smart phone ratings, and further discussions on causes which marketing schemes may bring will be analyzed. Research methodologies for this paper utilize Secondary Research, and Interview Method. Data collection will consist of System Integrator, Trade marketing, and analyzing the selling activity outcomes under franchise stores.The purpose of this research is to identify influential of smart phone selling schemes, selling achievement and KPI model selling, the selling schemes of trailers has limited influence on brand rating; furthermore, a genuine factor that may impact the brand rating is resource involvement and operation channel of Original Equipment Manufacturer.

碩士
國立虎尾科技大學
資訊管理系碩士班
106
Most of existing studies on the telecom retail industry were mainly based on market segmentation or customer research. No prior study was conducted on the improvement of gross profit in the telecom retail industry. Several studies were conducted on data mining and retail sales, but data exploration was not conducted to analyze the sales information of telecom retailers. Thus, the present study will use K-mean combined with C5.0 to analyze the historical sales information of telecom retailers and establish a special tariff model that can assist salespersons. The data set will be divided into four, namely, the main data set, F-carrier data set, W-telecom data set, and T-telecom data set. The K-mean group will be used to classify the results. Rule analysis shows sales content with high gross profit and high agreement rate. The experimental results show each cluster in the four data sets, which can be used to identify rules for the combination of good tariff items in different tariff ranges. The rules for recommendation of special tariffs are established to assist salespersons.

Since the mid 1980s, the Australian VET system has experienced significant reforms in terms of policies and regulatory frameworks, resulting in a system characterised by demand-side requirements that seek to cater to the needs of industry and employers. These reforms were instigated by a perceived change in Australia’s international competitiveness and an overall lack of flexibility that hindered productivity and technological advancements. This thesis draws upon research into the changes in VET policy and the implications for management strategy within the retail industry. It discusses the key elements of the contemporary VET system and outlines the nature and introduction of the National Training Package in Retail. Evidence from case study research into three large Australian retail organisations is presented as a means of contrasting employer experiences in the implementation of retail traineeships. The case studies highlight the different ways the same structural system can be adapted and utilised across different organisations with various degrees of success. In analysing the changes in VET policy and the implications for management strategy in the retail industry it is evident that the outcomes of implementing traineeships will be reliant on the strategic choices made by the employers.
Master of Commerce (Hons)

Customer retention has been shown by academic researchers to be more profitable than customer acquisition. However, its implementation in the business environment has not been so successful. One of the reasons for this is that customer retention can be achieved in several ways (e.g.. loyalty programs, affinity cards and switching costs)and that the translation from the concept of “retaining customers” to the actions and strategies to retain them is not always easy. One of the most attractive strategies to ensure that customers remains within the organisation is through cross-selling and up-selling. In short, the objective is to increase the number (or the value) of the products that a customer buys from a company to make it more difficult for him/her to leave. Whilst academic research has deeply investigated the concepts of loyalty, retention programs and trust, amongst others, cross-selling has not received the same level of attention. Moreover, existing research on cross-selling has been focused on products rather than on services. Finally, this research has mostly been conceptual in nature, with limited attempts to model or design practical cross-selling and up-selling strategies. In order for cross selling and up-selling to be effective strategies, they need to be tailored to the needs of the customer. The offer must be adequate in terms of the target (who is going to buy the product), the content (what is going to be purchased) and a time (when is the right moment to offer the new product). This thesis investigates cross-selling and up-selling from a practical point of view in Nedbank It assesses the importance of the concepts of customer retention and cross-selling and up-selling through several interviews conducted within Nedbank. Finally, this research highlights, from an empirical analysis, how repurchase decision is highly influenced by the length of the relationship with the provider and the type of products already purchased. Understanding these factors is key to successfully retaining customers via cross selling.
Thesis (MBA)-University of KwaZulu-Natal, Westville, 2011.

by Li Kar-cheung.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1990.
Bibliography: leaves 78-79.
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.v
PREFACE --- p.ix
Chapter I. --- INTRODUCTION --- p.1
Company Background --- p.1
The Office Equipment Market --- p.3
Action Adopted --- p.5
Objective of Study --- p.6
Chapter II. --- RESEARCH METHODOLOGY --- p.8
Customer Perception Survey --- p.8
Data Collection Method --- p.8
Focus Group Study --- p.9
Questionnaire Design --- p.9
Sample Design --- p.9
Data Collection --- p.10
Method of Analysis --- p.10
Limitations of the Study --- p.11
Personal Interview --- p.11
Breakeven Analysis --- p.11
Chapter III. --- SURVEY FINDINGS --- p.13
Demographic Characteristics --- p.13
Demand and Usage --- p.14
Channel Preference --- p.15
Key Considerations to Buy --- p.16
Brand Name and Vendor Reputation --- p.17
Shop Location --- p.18
Shopping Habit --- p.19
Price --- p.20
Summary of Findings --- p.20
Chapter IV. --- BREAKEVEN ANALYSIS --- p.22
Personal Interview Findings --- p.22
Determination of Breakeven Sales Revenue --- p.25
Chapter V. --- RECOMMENDATIONS --- p.28
Product --- p.28
Brand --- p.30
Location --- p.30
Price --- p.30
Advertising and Promotion --- p.31
Chapter VI. --- CONCLUSION --- p.32
APPENDIXES
Chapter Appendix 1 --- Organization Chart --- p.33
Chapter Appendix 2 --- Focus Group Study --- p.34
Chapter Appendix 3 --- Questionnaire --- p.37
Chapter Appendix 4 --- Tables --- p.48
BIBLIOGRAPHY --- p.78

Nowadays the world is based on global economy with almost unlimited access to information where the technology development is a constant. This context led to a transformation on customers’ behavior that became more informed and demanding which obliges companies to have the adequate means to ensure time to market, create value and warranty a high level of quality service. Therefore the mass-marketing era seems to have already passed and be replaced by a one-to-one marketing approach. Thus, Customer Relationship Management is now one of the most important research fields to be studied in a Marketing context and applied in companies that want to be successful in a competitive business environment. Considering this new strategy that puts customers in the center of a company’s priorities, Contact Centers emerge as an extremely important tool to interact with customers through multiple channels. The concept of service provided in a Contact Center is now seen in a wide perspective, involving all the phases of contact between customers and the organization. Furthermore, the products and services offered by Contact Centers are becoming more sophisticated which implies a more elaborated strategy of customers’ relationship and gives companies new challenges to face. Taking into account all the aspects mentioned above, this project aims to suggest new ways of optimizing the Contact Center services of a Portuguese company, specialized in the electronics and appliances retailer business, with the final aim of maximize customers’ satisfaction, improve their loyalty and exceed their expectations.
Atualmente vive-se numa economia global onde o acesso praticamente ilimitado à informação e o desenvolvimento tecnológico são constantes. Esta conjuntura conduziu a uma transformação no comportamento dos consumidores que se tornaram mais informados e exigentes obrigando as empresas a disporem dos meios adequados de forma a assegurar time to market, criar valor e garantir um elevado nível de qualidade dos serviços prestados. Deste modo, a era do Marketing de Massas parece já ter passado, tendo sido substituída pelo Marketing Relacional. Assim sendo, o Customer Relationship Management é agora uma das áreas mais importantes a ser estudada na área do Marketing e aplicada nas empresas que querem ser bem sucedidas no mercado competitivo onde se inserem. Tendo em conta esta estratégia, que coloca os clientes no centro das prioridades de uma organização, os Contact Centers surgem como uma importante ferramenta de interação com os clientes através de múltiplos canais de comunicação. O conceito do serviço prestado pelos Contact Centers é agora visto numa ampla perpectiva, envolvendo todas as fases de contato entre o cliente e a empresa. Para além disso, os produtos e serviços oferecidos pelos mesmos estão a tornar-se cada vez mais sofisticados o que implica uma elaborada estratégia de acompanhamento dos clientes constituíndo novos desafios para as organizações. Tendo em conta este contexto, este projecto pretende sugerir novas formas de optimizar os serviços de Contact Center de uma empresa portuguesa, especializada na área do retalho de electrónica e electrodomésticos, sendo o objetivo final maximizar a satisfação dos clientes, aumentado a sua fidelidade e excedendo as suas expectativas.

In Portugal, the current situation in the marketing of financial products has flaws explored in this thesis, with a biased view to the delivery of these products to retail investors, in order to explain why unethical and mis-selling incidents are still happening nowadays. Compensation schemes for commercial staff are not well structured, so measures are introduced to balance and disclose them. The processes for commercial staff training and certification, related to the distribution of investment products, are inefficient so ways to correct the education methodologies are introduced, as they are key for commercial staff to a reliable source of adequate information and knowledge to their clients, which is essential to rebuild trust and reduce mis-selling. There is no direct impact in the bank's balance sheet if their products are mis-sold, except clients withdrawing their money. I introduce preventive measures for banks to be accountable if their products cause mis-selling. The current documentation supporting the selling of investment products is complex and does not provide clear information for investors to take appropriate decisions. Corrective measures are introduced to how that documentation is structured. The sales of complex financial products to investors must be further restricted. Therefore, a model is introduced to implement limits to those processes. The work around this Dissertation is supported by a Survey where 94 persons answered questions drafted around these topics.
Em Portugal, a situação actual relativa à distribuição de produtos financeiros tem falhas que são exploradas neste tese, olhando especificamente para a entrega destes produtos a investidores do retalho, de forma a explicar como ainda acontecem incidentes de falta de ética e de vendas incorrectas. Os esquemas de remuneração para os colaboradores das áreas comerciais não estão bem estruturados e, por isso, medidas são introduzidas para seu equilíbrio e divulgação. Os processos de formação e certificação para os colaboradores das áreas comerciais, relacionados com a distribuição de produtos financeiros, são ineficientes e, assim, são introduzidos meios para corrigir as metodologias de educação, dado serem chave para que estes colaboradores sejam fontes fidedignas de informação adequada para os seus clientes, essencial para reconstrução da confiança e para redução das vendas incorrectas. Não existe impacto directo no balanço de um banco se os seus produtos são vendidos incorrectamente, excepto se os clientes retirarem o seu dinheiro. Introduzo medidas preventivas para que os bancos sejam directamente responsáveis se os seus produtos forem alvo de vendas incorrectas. A documentação actual que apoia vendas de produtos de investimento é complexa e não fornece informação clara para os investidores tomarem decisões apropriadas. Medidas correctivas são introduzidas para a estruturação dessa documentação. As vendas de produtos financeiros complexos a investidores deverá ser mais restringida. Assim, um modelo é introduzido para implementação de limites a esses processos. O trabalho em torno desta Dissertação foi apoiado por uma Pesquisa onde 94 pessoas responderam a questões sobre estes tópicos.

The purpose of this research was to investigate the marketing communication practices of car dealerships, in order to identify what factors are considered in the selection of the marketing communication mix incorporated in the marketing communication strategy. Furthermore, identify and establish an understanding of the marketing communication mix elements used by car dealerships in their marketing communication strategies. A qualitative research approach was followed in this paper. Semi-structured, in-depth interviews were conducted with marketing personnel of various car dealerships in Gauteng, South Africa. In this paper, a qualitative content analysis was followed, and Atlas.ti version 10 computer software was used to generate themes. The study uncovered that car dealerships use various marketing communication mix elements to achieve their marketing communication objectives, such as creating dealership brand awareness, stimulating sales, and closing sales transactions. The study revealed also uncovered that internet is also used by car dealerships in executing marketing communication strategies. The study revealed the internal and external factors considered in planning and executing marketing communication strategies and campaigns. The study further discovered that these marketing communication elements are not used in isolation, but support each other in conveying marketing messages that lead to the attainment of various marketing communication objectives. The findings revealed that despite the use of radio and print media, social media types are increasingly being used by dealerships to share information with existing customers and potential customers regarding the dealerships‟ products and special offers, although the use of social media platforms varied. The study also discovered that car dealerships experience some challenges in planning and executing marketing communication strategies and campaigns. Recommendations to stakeholders in the motor industry and future research directions are provided.
Business Management
M. Com. (Business Management)

碩士
國立雲林科技大學
工業工程與管理系
105
In the past, product information was only available to consumers in the season selling. Presently, consumers can easily obtain the product information and user experiences before the start of the selling season. Thus, consumer behavior changes to be strategic. As a result, this study will discuss how a retailer makes effective pricing and quantity decisions in response to strategic consumers. In this study, we discuss a two-period newsvendor problem: the first period is an advance-selling season, and the subsequent period is the selling season. After the second period, the remaining products will be sold at salvage price. A strategic consumer has a belief about the probability of obtaining products with salvage price, and then decides to wait or purchase immediately, even quit purchasing. All the consumers face uncertain valuations of products, and thus, the demand is stochastic. 　　In the first period, the retailer announces an advance discount of product, inducing consumers to pre-commit their orders. Thus, through the advance-selling policy, the retailer can collect the demand information and adjust its prediction of the market size. At the second period, the retailer depends on the information of the advance-selling season to revise the order quantities, and opts to (i) quantity commitment or (ii) price commitment to decrease consumers' waiting time. We formulate the retailer’s problem based on newsvendor models, and further, solve the retailer’s decisions under rational expectations strategy and two commitment strategies. Then, we investigate the retailer’s decisions regarding the parametric changes, and probe into the retailer’s superior commitment strategy. Finally, we provide the managerial insight based on our findings.

碩士
元智大學
管理研究所
97
Traditionally, agricultural products were primarily sold in physical store; hence, customer only could buy product via physical distribution. Due to the popularization of informational technology and the internet, customer can buy the product via e-commerce channel. Business model is the important mechanism that enables the firm to make and sustain profit continually. Under diversified competition, how the firms timely based on the customer need to revise their operational model of developing service process and create customer value is the critical issue for business to gain sustained and competitive advantage. This study mainly adopted the Hamel (2000) definition of business model. In addition, the methodology of this research is qualitative research to interview with four agricultural firms. From the result of analysis, the research found the four common points of operational model, as follows: Firstly, when firms focus on the quality of product, they can set up trust in the customer relationship; furthermore, that customer will be the loyalty customer. Secondly, firms can increase the willingness that customers purchase the product by using the mass media to connect with them. Thirdly, when firms pay much attention to post-service, they can increase the willingness that customers repurchase the product. Finally, when firm the strengthen relationship of supplier and collaborative partner, that can enable them to acquire cost competitive advantage. Based on the result of analysis, we make the conclusion of the research, as follows: Firstly, when firms establish the well relationship with customer, they can gain the superior competitive advantage. Moreover, to set up the differentiation strategy of service innovation in the field of selling agricultural products is the first consideration for the firm. Besides, when firms set up the brand, they can increase the willingness that customers buy the product. Eventually, our research brings forth the new framework of business model in the field of selling agricultural products; therefore, that can provide the reference to the existing fruit retailer and the firms who want to enter agricultural industry in the future.

by Wu Yuk-Fai.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1993.
Includes bibliographical references (leaves 193-195).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
ACKNOWLEDGEMENTS --- p.vii
Chapter
Chapter I. --- INTRODUCTION --- p.1
Title of the Project --- p.1
Statement of the Problem --- p.1
Purpose of the study --- p.1
Industrial Background --- p.2
Research Objectives --- p.5
Justification --- p.5
Scope of the Study --- p.6
Overview of Following Chapters --- p.6
Chapter II. --- LITERATURE REVIEW --- p.8
Definition of Sales Promotion --- p.8
Get Something for Nothing --- p.8
An Element of the Promotion Mix --- p.8
Extraordinary Selling Efforts --- p.8
Out-of-the-ordinary Event Sales --- p.9
Short-term Nature --- p.9
"""Idea"" behind Sales Promotion" --- p.9
Conclusion --- p.10
Growth of Importance of Sales Promotion --- p.10
Sales Promotion Spending Outpaces Media Advertising --- p.10
Reasons for Growth of Sales Promotion --- p.11
Basic Goals of Sales Promotion --- p.11
To Increase Number of New Customers --- p.11
To Increase Consumption of Current Consumers --- p.12
To Build Continuity of Purchase --- p.13
Additional Role Play of Promotion Activities --- p.13
Establish Shop Personalities --- p.13
As a Tool to Persuade --- p.13
Meet the Market Standard: Constant Promotion --- p.14
Common Sales Promotion Activities --- p.14
Sampling --- p.14
Premiums --- p.15
Contest and Sweepstakes --- p.15
Customers as Selling Agents --- p.15
Windows Display --- p.16
Trading Stamps --- p.16
Coupons --- p.16
Trend in Sales Promotion --- p.16
"No ""Sure-Winner""" --- p.16
"""Diminishing Marginal Impact"" Effect" --- p.17
Conclusion --- p.17
Chapter III. --- METHODOLOGY --- p.18
Overview --- p.18
Literature Review --- p.18
Personal Interview with PC Retailers --- p.18
Qualitative Focus Group Discussion --- p.19
Quantitative Questionnaire Survey --- p.20
Conjoint Analysis Interview --- p.20
Chapter IV. --- QUALITATIVE RESEARCH RESULTS AND ANALYSIS --- p.22
Overview --- p.22
Customer Needs of Personal Computer (PC) --- p.23
Usage of PC --- p.23
Dissatisfaction of PC --- p.23
Customer Needs --- p.23
Purchase Behaviour of Personal Computer (PC) --- p.24
Information Searching Process --- p.24
Evaluation Criteria --- p.26
Aftersales Satisfaction and Reinforcement --- p.29
Reaction to different types of sales promotion activities --- p.29
Overall Comparison --- p.30
Guarantee-added promotion --- p.31
Price-cut promotion --- p.32
Value-added promotion --- p.33
Conclusion --- p.34
Market Situation --- p.34
How Important of Sales Promotion is in Shaping the Purchase Behaviour? --- p.35
Hypotheses Formulation --- p.36
Chapter V. --- QUANTITATIVE SURVEY RESULTS AND ANALYSIS --- p.38
Overview --- p.38
Preference for PC Retail Outlets --- p.39
Choice Criteria of PC Retail Shops --- p.40
Consumer Preference of Different Sales Promotion Activities --- p.42
Conclusion --- p.44
Chapter VI. --- CONJOINT ANALYSIS AND INTERPRETATION --- p.46
Overview --- p.46
Evaluation of Relative Importance Among Sales Promotion Activities --- p.47
Conclusion --- p.50
Chapter VII. --- MARKETING IMPLICATIONS --- p.51
Retail Outlets --- p.51
Sales Promotion vs. Advertising --- p.52
Price as the Only Factor? --- p.52
Effective Sales Promotion Plan --- p.53
Chapter VIII. --- RECOMMENDATION ON FUTURE RESEARCH --- p.55
Limitations --- p.55
Recommendations --- p.55
TABLES --- p.57
APPENDICES --- p.181
BIBLIOGRAPHY --- p.193

Yes
The issues of channel conflict and channel power have received widespread research attention, including Geylani et al.’s (2007) work on channel relations in an asymmetric retail setting. Specifically, these authors suggest that a manufacturer can respond to a dominant retailer’s pricing pressure by raising the wholesale price for a weak retailer over that for the dominant retailer while transferring demand to the weak retailer channel via cooperative advertising. But, is online expansion another kind of strategic manufacturer’s optimal response to a dominant retailer? In this paper, we extend this work by adding a direct online selling channel to illustrate the impact of the manufacturer’s internet entry on firms’ demands, profits, and pricing strategies and on consumer welfare. Our analysis thus includes a condition in which the manufacturer can add an online channel. If such an online channel is opened, the channel-supported network externality will always benefit the manufacturer but hurt the retailers. Consumers, however, will only benefit from the network externality when a dominant retailer is present and will be hurt when both retailers are symmetric.
National Natural Science Foundation of China, Chongqing’s Natural Science Foundation, British Academy