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Dissertations / Theses on the topic 'Services marketing'
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Olsson, Emilie. "Consultancy Services : Marketing Strategies for Intangible Services." Thesis, Växjö University, School of Management and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-1984.
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Den traditionella marknadsföringen med sin marknadsmix har länge varit den dominerande marknadsstrategin där fokus har vilat på att placera produkten på bästa plats och till ett så förmånligt pris som möjligt. När det rör sig om tjänster finns inte samma möjligheter; företagen måste ta till sig nya markandföringsmetoder för att på bästa sätt marknadsföra sina tjänster. Är tjänsterna dessutom ”osynliga”, måste konsulten skapa ett löfte och kunden måste känna förtroende. Ömsesidiga relationer blir då av högsta vikt, och fokus läggs istället på kundens behov snarare än på företagets egenintressen.
Syftet med denna uppsats var att undersöka hur managementkonsulter effektivast marknadsför och säljer sina tjänster. Vidare var syftet att se hur stora konsultbolag skiljer sig mot små. Teorier inom traditionell- respektive relationsmarknadsföring användes för att få en djupare inblick kring ämnet. Inledningsvis intervjuades 4 konsulter för att kunna konstruera en enkät som senare skickades ut till 25 olika konsultbolag. Resultaten analyserades sedan för att få fram vilka marknadsföringsmetoder som var de mest frekvent använda och vilka faktorer som påverkade valet av metod. Likaså studerades och analyserades likheter och skillnader mellan stora och små företag.
Forskningsnivån inom ämnet är inte markant utbrett, och tanken var därför att testa teorierna och eventuellt bekräfta eller opponera dem. Resultaten från studien visade sig stämma hyfsat bra med teorierna. Slutsatserna är att ju mindre produktifierade tjänsterna är desto mer relationsbaserad marknadsföring bör tillämpas. De företag som endast arbetade med lösningsbaserade konsulttjänster tenderade att lägga mycket tid på att involvera kunden i processen. Dessa konsultbolag ansåg att rekommendationer och referenser var det mest effektiva sätten att nå nya kunder samt fortsätta med nuvarande. Traditionella marknadsföringsaktiviteter användes till en mycket mindre grad, och ansågs vara tidskrävande och ineffektivt. Skillnaderna mellan stora och små konsultbolag var färre än likheterna. Ett svar på detta kan vara att konsultbolag konkurrerar på ett annorlunda men mer jämlikt sätt än företag som säljer produkter. Det är inte det största, och det mesta kända konsultbolaget som blir starkaste konkurrenten, utan det är de som skapar bäst förtroende hos kunden. På så sätt spelar företagets storlek mindre roll, och valet av marknadsstrategi påverkas ej.
The traditional marketing with its marketing mix have for long been the dominating marketing strategy, where focus have been on placing the product at the best place with the best possible price. When it comes to services, the possibilities are not the same; the firms must adapt new marketing methods in order to sell and market their services effectively. If the services are “invisible” as well, the consultant must create a promise and the client must feel secure. Mutual relations then become important, and focus is instead put on the client’s needs rather than the firm’s own interests.
The purpose of this thesis was to examine how management consultants most effectively sell and market their services. Further the purpose was to discover how big consultancy firms differ from small. Theories within the traditional - respectively relationship-based marketing were used in order to get a deeper insight in the subject. By way of introduction four consultants were interviewed to facilitate the construct of a questionnaire, which was later sent out to 25 different consultancy firms. The results were analyzed with the objectives of finding out which marketing methods that were most often used and which factors affected the choice of method. In addition, similarities and dissimilarities between big and small firms were studied.
The state of the art within this subject is not very broad, and the thought was therefore to test the emerging theories and thereby support or oppose them. The results from the study showed to support the theories to a high extent. The conclusions are that the less productified the services are, the bigger effort is needed on relationship-based marketing. Those firms who only sell solution-based consulting tend to put much time on involving the client in the project process. These firms considered recommendations and references to be the most effective ways of reaching new clients and continue with existing ones. Traditional marketing activities were used to a much smaller extent, and were considered to be time-demanding and ineffective. The differences between big and small firms were less than the similarities. An answer to this might be that within the consultancy business the effectiveness is not made through the market share or the numbers of clients, i.e. how big the firm is; instead it is the special expertise and unique knowledge that every consultant keeps that makes them compete equally on the market no matter the firm size.
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Palma, Maria da Conceição Dias. "Marketing de serviços no mercado imobiliário." Master's thesis, Universidade de Évora, 2005. http://hdl.handle.net/10174/15803.
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Esta dissertação tem como objetivo fazer um estudo sobre o mercado de imóveis, na óptica dos serviços prestados pelas imobiliárias no sentido definir estratégias, que permitam às empresas do sector diferenciar-se das suas concorrentes de forma a alcançar vantagens competitivas nos serviços oferecidos. A pesquisa realizada fundamenta-se no pressuposto de que o conhecimento sobre a forma como os clientes vendedores e compradores percebem a qualidade dos serviços prestados pelas imobiliárias, bem como o conhecimento sobre a forma como tomaram conhecimento dos serviços, permite às empresas oferecer um serviço compatível com as expectativas do seu público-alvo, constituindo esta informação uma importante fonte de vantagem competitiva. Neste estudo, conclui-se que grande parte das empresas de mediação imobiliária gere mal a qualidade dos serviços oferecidos aos clientes, pois as variáveis utilizadas na avaliação da qualidade percebida pelos clientes, indicam que é sobretudo na competência técnica, informação disponível, rapidez do serviço que os clientes mais sentem as insuficiências dos serviços. ***/Abstract - The objective of this dissertation is to make a research about the real estate market in the point of view of the provided services by the real estate, in the sense of define strategies that permit to the sectors enterprises differentiate fiom each other’s, in such a Way they can reach a competitive advantage in the offered services. The research grounds in the suppose that the knowledge about the way that the sellers and purchasers clients understand the quality of the provided services by the real estate, as well as the knowledge about the Way that they find out the services, permit the enterprises offer a compatible service with the expectations of the target public, being the information an important source of competitive advantage. In this sense, it can be concluded that a considerable part of the real state enterprises doesn’t manage well the quality of the offered services. The results of the analysis of the variables used in the research, suggest that it is in the technical competencies, available information, service speed, that the clients fell more weaknesses.
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Karim, Mohammed Samirul, and Alexander Strzelecki. "Selling Services : Marketing the Intangible." Thesis, KTH, Industriell ekonomi och organisation (Avd.) (stängd 20130101), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-103572.
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The feature of service intangibility is one of the most prominent, albeit controversial, problems in service marketing. Service providing firms have been trying to find ways to ‘tangibilize’ their service offerings in order to assist the potential customers to better understand the benefits and qualities of their services. A review of past literature revealed that most of the studies have been carried out on a theoretical level, but with an insufficient empirical back-up. The authors propose that Marketing based tangibilization (MBT), which has largely remained outside the focus of empirical research for the last four decades, offers a solution to the issue of intangibility on a marketing front. In order to address this issue, the authors of this report have designed a study whose purpose is to explore the effects of intangibility on the marketing activities of eight different service firms. The authors have derived several implications caused by intangibility through a thorough literature review and with that as a foundation they have interviewed one representative from each of the eight service firms – all of them offering consulting services in different domains – as well as analyzed their marketing materials. From this, the authors have deduced eight distinct marketing methods – trials, events and references to name a few – currently in use in those service companies in order to overcome intangibility and then evaluated those methods with respect to the aforementioned implications of intangibility on service marketing. The conclusion is that intangibility is a real issue to be dealt within the context of service provision, and that the resources available and the type of service provided will dictate which of the methods can be implemented at a certain service provider. Finally, several recommendations are provided that the companies could further look into in order to overcome the issue of intangibility, such as an increased use of the possibilities created by the Internet (e.g. social media).KUTA-project
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Nobre, Pedro Miguel Pereira da Silva. "Plano de marketing : restaurante "A Choupana"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10702.
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Mestrado em MarketingEste trabalho de projeto visa desenvolver um plano de marketing para ?A Choupana?, um restaurante que conta com meio século de história e que se situa no coração de Évora. Os objetivos principais deste plano são: aumentar a visibilidade do restaurante e aumentar as vendas em 25% até ao fim de 2016. Na elaboração deste projeto utilizou-se como metodologia o action research que permite desenvolver a pesquisa em contacto com a atividade, enquanto esta se desenrola. Recorreu-se ainda à obtenção de dados primários e de dados secundários. Ao gerente e aos colaboradores foi aplicada uma entrevista semiestruturada, de carácter informal, com o intuito de concluir sobre a prestação do serviço, possíveis pontos de melhoria e ainda perceber as suas opiniões sobre os seus locais de trabalho. Aos clientes foi pedido que respondessem a um questionário direcionado à qualidade do serviço, baseado no modelo SERVQUAL proposto por Parasuraman, Zeithaml & Berry (1988). Destes concluiu-se que a qualidade do serviço estava, bastante bem classificada, e permitiu perceber que os elementos tangíveis do restaurante estão ligeiramente abaixo das expetativas dos clientes.
This project aims to develop a marketing plan for "A Choupana", a restaurant that has half a century of history and is situated in the heart of Évora. The main objectives of this marketing plan are to increase the restaurant's visibility and increase sales by 25% by the end of 2016. In the elaboration of this project was used the action research, methodology that allows to develop research in the direct contact with activity, as it unfolds. The primary data and secondary data were also collected. The manager and employees were engaged in semi-structured informal interview in order to conclude on the provision of the service, possible points of improvement and further opinions about their workplaces. Customers were asked to respond to a questionnaire directed to the quality of service, based on SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). It led to conclude that the quality of service was quite well scored, and allowed us to perceive that the tangible elements of the restaurant are slightly below customer expectations.
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Chan, Ching-ting Janny, and 陳靜婷. "The marketing of pension fund in Hong Kong: services marketing." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1992. http://hub.hku.hk/bib/B31265182.
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Chan, Ching-ting Janny. "The marketing of pension fund in Hong Kong : services marketing /." [Hong Kong : University of Hong Kong], 1992. http://sunzi.lib.hku.hk/hkuto/record.jsp?B13335856.
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Grosskurth, Lisa Kathrin. "Marketing architectural services : the role of the internet in marketing architectural services in the Western Cape." Thesis, [S.l. : s.n.], 2008. http://dk.cput.ac.za/cgi/viewcontent.cgi?article=1009&context=td_cput.
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Ruiz, Patrícia Geraldes Cardoso. "Plano de marketing para a marca “Wickett Jones”." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/15242.
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Mestrado em MarketingA WICKETT JONES será o centro das investigações do presente estudo, tratando-se de uma marca de luxo masculina no setor têxtil e da moda. O facto de se estabelecer no mercado há pouco mais de três anos suscitou no autor interesse, pela importância que os clientes com alto poder económico têm para esta marca, que assiste à atual crise no país e no mundo enfrentando-a. Tornou-se, então, premente a necessidade de aprofundar a qualidade do serviço que a marca presta, em função do objetivo do estudo, isto é, a elaboração de um Plano de Marketing para a marca WICKETT JONES relativo ao ano de 2016. Metodologicamente é adotada a estratégia de Action Research com uma recolha de dados sistemática e continuada através da observação direta dos consumidores e de entrevistas a colaboradores da Marca. A qualidade de serviço, crucial neste tipo de organização, foi abordada comparando-a com os itens do instrumento de medição de SERVPERF. Neste estudo conclui-se que a marca se posiciona como Premium e as estratégias de marketing mix visam a angariação e fidelização de clientes, fundamentalmente, através de estratégias no ponto de venda, uma plataforma centralizada de CRM, foco nos canais digitais, otimização de processos internos e aprendizagem com o cliente.
WICKETT JONES, which is a men's luxury brand in textiles and fashion, will be the center of the present investigation. In the market for about three years, it raised the author's interest due to the importance that customers with high economic power have, for this brand, which is keeping watch and facing the contemporary crisis in the country and in the world. It became urgent the need to enhance the quality of service that the brand offers, relating to the purpose of the study: the development of a marketing plan for WICKETT JONES for the year of 2016. The methodology adopted was an Action Research strategy with a systematic and continuous collection of data through direct observation of consumers and interviews with employees of the Brand. The quality of service, crucial in this organization, was addressed by comparison with the items of the SERVPERF measuring instrument. The study concluded that the brand is positioned as a Premium one and marketing mix strategies aim the attraction and retaining of customers basically through strategies in points of sale, a CRM centralized platform, focus on digital channels, optimization of internal processes and learning with the customer.
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Trobraten, Hans Joachim. "Marketing plan for Comet Consular Services." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9788.
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Rémy, Eric. "Le lien social dans les échanges marchands de service : concept de services de lien et habillage social." Rouen, 2000. http://www.theses.fr/2000ROUEL350.
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Cette recherche a pour objet l'importance et l'appréhension du lien social dans les échanges marchands de service. Dans un premier temps, il s'agit de revenir sur l'émergence de cette problématique et de proposer une lecture sociale de la relation de service en développant le concept de services de lien. Dans un second temps, à partir de la théorie du don et des économies de la grandeur, il convient de concevoir cette socialisation comme un habillage social qui vient entourer l'échange marchand. Une étude de cet habillage social est proposée dans quatre entreprises de la distribution. Avec ses règles propres, le lien social peut être considéré comme un facteur de différenciation.
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Vienings, Francois. "Conceptual services marketing framework for a segmented business to achieve maximum customer value." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/97170.
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Thesis (MBA)--Stellenbosch University, 2012.Relationship marketing is still in its infancy as a mainstream marketing concept, although it has established itself as an underlying paradigm in modern services marketing. Its importance is recognised to a growing extent with a call for organisations to move from a short-term transactional approach to a long-term relationship one (Kotler, 1992; Grönroos, 1994). From the interviews, it is clear that the directors support the findings in respect of the literature review that service marketing should be centred on the key concept that quality should form an integrated component of every step of the development and delivery of a service bundle and should be based on long-term customer relationship development. From the literature review, and with specific reference to the seven P’s marketing mix and relationship marketing approach, it can be delineated that service marketing practices are the combination of service-bundle development, pricing, process, promotion, place, people, physical evidence and the management of the relationship with the customer through the various relationship marketing practices. This conceptual framework will enable the Firm to categorise its marketing objectives and also to provide a clear description of how the marketing objectives identified will be achieved within a stated timeframe. Therefore, quality within the conceptual framework of marketing is measured through the perception of the customer primarily during two occurrences. The first is during any contact session between the customer and service provider or with one or more of the service provider’s employees and the second is when the service bundle is utilised. In the first instance referred to above, customer contact sessions provide the service provider with the opportunity to engage the customer by way of an interactive process in a social context, thus enhancing social bonds through relationship marketing. It has been accepted in the marketing industry that the relationship component is firmly underpinned by mutual trust. Where a service provider maintains strong trust relations with their customers, the relationships involved generally culminate both in the retention of the customer and in long-term profitability. The second determinant of service-bundle quality (product quality) requires from the service provider the skill and ability not only to develop a service bundle that meets the quality expectation of the customer, but which further extends to the ability of the service provider to ensure the recruitment of employees with the appropriate interpersonal skills, aptitude and service knowledge and to provide them with continuous training, leadership, coaching, development programmes and communication to ensure that they retain the skills and expertise to develop a professional service-bundle offering that meets the customers’ expectations. Consumers make judgements and deliver perceptions of the service provided based on that which is provided by those employees with whom they interact. Consequently, employees drive service value which, in turn, drives customer satisfaction and loyalty, resulting in increased revenue and profit (Hanna & Newman, 2007). It is, therefore, submitted that relationship marketing and quality control in development of the various service bundles by the professional service provider are essential if the Firm wants to obtain a form of competitive advantage over its competitors.
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Caleiras, José Miguel Biscaia. "Plano de marketing para o clube WePadel." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14679.
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Mestrado em MarketingO presente Trabalho Final de Mestrado consiste na elaboração de um plano de marketing para o Clube WePadel, a iniciar em janeiro de 2018. Com as oportunidades de mercado existentes, fruto da expansão da modalidade do padel a nível nacional, torna-se imperativo que o potencial de crescimento da empresa em estudo seja sustentado eficazmente por um plano de marketing. O objetivo primordial deste projeto é o de propor as ações de marketing que permitam a atração de novos clientes bem como de manter os já existentes. De modo a alcançar este objetivo, procedeu-se a um diagnóstico à situação atual da empresa, com enfoque na aferição da qualidade dos serviços prestados pela mesma, à determinação dos objetivos e estratégias de marketing e à elaboração das táticas de marketing-mix adequadas. A metodologia deste projeto seguiu uma abordagem mista e a estratégia de investigação adotada foi a action research. De modo a obter a informação necessária para a elaboração do estudo procedeu-se à observação participante, à recolha de dados primários e secundários, à realização de entrevistas semiestruturadas e de um inquérito por questionário, com base no instrumento QUESC, proposto por Kim e Kim (1995). Os resultados obtidos através do questionário aplicado podem traduzir-se em níveis médios de qualidade dos serviços, prestados pela empresa WePadel. Por fim, com o intuito de alcançar os objetivos propostos e tendo por base o diagnóstico efetuado à situação atual da empresa em estudo, foram definidas as táticas de marketing-mix para o período de janeiro a dezembro de 2018.
This project consists in developing a marketing plan for a company named WePadel for the year 2018. Considering the existing marketing opportunities, due to the national expansion of padel, it becomes relevant that the company's growth potential be effectively supported by a marketing plan. Thus, the main goal of this project is to propose the marketing actions that could lead to a larger attraction of customers as well as to maintain the existing ones. To achieve this main goal, a diagnosis of the company's business, focusing on measuring the services quality provided by the same was carried on, as well as setting the generic marketing strategies and goals and developing the appropriated marketing-mix tactics for the company. The methodology adopted in this project consisted on a mixed-method approach and action research was the adopted research strategy. In order to obtain the required information, participant observation, semi-structured interviews and an online questionnaire, based on the QUESC instrument proposed by Kim e Kim (1995) were carried on. The results of the questionnaire showed medium levels of services quality, provided by the company. Finally, in a way of achieving the purposed goals and based on the company's business diagnosis, marketing tactics were set for the period of January to December of the year of 2018.
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Fonseca, Vinicius Borges. "Plano de marketing para a BCS Shop." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19557.
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Mestrado em MarketingO presente projeto tem como objetivo a elaboração de um plano de marketing para a empresa BCS Shop, que atua no sector de retalho de artigos desportivos e vestuário na Europa, nomeadamente no mercado de surf e moda praia. A empresa é jovem, possui uma gestão não profissionalizada e apresenta dificuldades na articulação dos múltiplos canais de venda e dos pontos de contacto com o cliente. O estudo realizado é de natureza exploratória. Com o objetivo de obter informação acerca da situação atual da empresa foram utilizados dados quantitativos secundários e realizada uma entrevista semiestruturada com o CEO. Já para obter informações acerca da qualidade do serviço e da integração e consistência dos pontos de contacto do cliente com a organização, foram realizadas entrevistas semiestruturadas. A estratégia adotada foi a de action research. A realização do diagnóstico da empresa foi essencial para a melhor compreensão da sua envolvente operacional e estratégica. Dos resultados obtidos foi possível propor um plano de marketing para a empresa onde foi dada especial atenção à optimização dos canais de venda e integração dos pontos de contacto com o cliente tanto na loja física quanto na virtual. Os resultados encontrados auxiliaram o desenvolvimento de estratégias e táticas em um plano de marketing coerente e consistente com os objetivos da empresa.
This project aims to develop a marketing plan for BCS Shop, which operates in the sporting goods and clothing retail sector in Europe, especially in the surf and beachwear market. The company is young, and has a non-professionalized management, therefore difficulties in articulating sales channels and touch points with customers. The study is exploratory in nature. In order to obtain information about the current situation of the company, secondary quantitative data were used and a semi-structured interview with the CEO was conducted. To evaluate and obtain information about the quality of service and the integration and consistency of customer contact points with the organization, semi-structured interviews were conducted. The strategy adopted was action research. Conducting the company's diagnosis was essential for a better understanding of its operational and strategic areas. From the results it was possible to build a maketing plan for the company with a special attention in optimizing sales channels and integrates customer touch points in both the physical store and the online store. The results found supported the development of strategies and tactics in a marketing plan consistent with the company's objectives.
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Bellaouaied, Myriam. "L'impact du Marketing interne sur la performance du Personnel en contact dans l'entreprise de services : application au Domaine bancaire." Thesis, Lyon 3, 2011. http://www.theses.fr/2011LYO30050.
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Dans la majorité des entreprises de services, le rôle du « Personnel en contact » est devenu un élément de différenciation; vu qu'il est souvent en interaction avec le client. D’autre part, la place importante accordée au Marketing relationnel dans le secteur des services ne cesse d’évoluer. Cette évolution, affirmée par plusieurs auteurs et particulièrement par Berry (1983), nous ramène à une nouvelle orientation du marketing qu’est le Marketing interne. Cette recherche vise à définir et étudier ce nouveau phénomène.Un examen de littérature a permis de construire un modèle étudiant, d’une part, l’impact du Marketing interne sur les attitudes et comportements du personnel en contact et, d’autre part, sur la performance de l’entreprise de services. Pour valider la revue de littérature, la recherche s’appuie sur la combinaison de deux méthodes d’investigation : une étude qualitative et une étude quantitative auprès deux populations différentes : le personnel en contact et les clients. Les résultats obtenus montrent que le Marketing interne a un impact sur la satisfaction au travail et l’orientation client du personnel en contact ainsi que sur la performance de l’entreprise. Le rôle de la satisfaction au travail apparaît aussi comme un élément déterminant favorisant la relation entre le marketing interne et la satisfaction des clientsIn the majority of the service firms, the role of the “contact employees” became an element of differentiation; considering that it’s often in interaction with the customer. On the other hand, the important place granted to relational Marketing in the sector of the services does not cease evolving. This evolution, underlined by several authors and particularly by Berry (1983), brings back to us to a new orientation marketing which is Internal Marketing. This research intends to study this new phenomenon.A review of literature has built a model studying, on the one hand, the impact of internal marketing on attitudes and behaviors of service employees and, on the other hand, on the business performance of services companies.To validate the literature review, research based on the combination of two methods of investigation: a qualitative and a quantitative study with two different populations: the service employees and customers. The results obtained show that Internal Marketing has an impact on job satisfaction and employees customer orientation and on the performance of the company. The role of job satisfaction also appears to be a key factor promoting the relationship between internal marketing and customer satisfaction
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Wirtz, Jochen. "Consumer satisfaction with services." Thesis, London Business School (University of London), 1991. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.284194.
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Romaguera, José M. "The marketing of small professional service enterprises : physicians' services in Puerto Rico." Thesis, Durham University, 2001. http://etheses.dur.ac.uk/3801/.
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This research utilizes the Model for Marketing in Small Professional Service Firms, based on Carson's Model for the Development of Small Firm Marketing, to examine the marketing of Physician Services in Puerto Rico. To achieve its objectives, a combination of quantitative(survey) and qualitative (cases) research is used. From the literature a series of statements is generated to form hypotheses that are tested utilizing the results of a questionnaire survey of 105 physicians in Puerto Rico. The results suggest a possible change of attitude of service providers towards marketing and its use. They reveal that physicians in Puerto Rico are in agreement with the marketing concept but most do not adopt "traditional" techniques of marketing- preferring to focus on the physician/patient relationship. Analysis of eight cases demonstrates the importance of this relationship and suggests that though is seen as important in attracting and retaining patients, most physicians do not see this as marketing, which is perceived to be mostly "advertising" and "selling." Many are cautious not to "commercialise" their practice and any differences in their behaviour can be explained by the way they believe the physician/patient relationship is best enhanced. The research proposes a Model for Marketing Solo Professional Service Firms that depicts the_ relation between the changes, over time, in the personal life cycle of the service provider/owner manager and the stages in the life cycle of the business practice. The model suggests that throughout there is a need to focus on one aspect of marketing for the practice, which may change over time, and that the elements determining the marketing activities at a particular time, how they are undertaken and why they are utilised, are constantly evolving. Thus the marketing practices of small professional firms appear to be contingent on both the external and internal environment of the practice.
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Andruškaitė, Indrė. "Marketingo komplekso modelis pramogų paslaugų įmonėse." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100903_124527-44129.
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Magistro darbe yra iškelta pramogų paslaugų marketingo komplekso atitikimo vartotojų poreikiams problema. Darbe išanalizuota ir susisteminta įvairių lietuvių ir užsienio autorių literatūra, publikuoti tyrimai bei apklausų rezultatai, susiję su paslaugų marketingu, marketingo kompleksu, vartotojų elgsena. Išanalizuota paslaugų specifika, klasifikavimas. Plačiau nagrinėtas paslaugų marketingo komplekso išskirtinumas, atlikta įvairių autorių pateikiamų marketingo komplekso modelių analizė. Tyrimo metu iš dalies patvirtinta hipotezė, kad pramogų paslaugų įmonių marketingo kompleksas neatitinka vartotojų lūkesčių. Nustatyta, kad vartotojų lūkesčiai ir pramogų paslaugų teikėjų marketingo kompleksai nėra tarpusavyje suderinti. Pasiūlytas į vartotoją orientuotas pramogų paslaugų marketingo komplekso modelis.This Master's thesis analyzes the problem of accordance between marketing mix settings and consumer demands. The paper analyzes and structures various Lithuanian and foreign authors, published studies and surveys, related to services marketing, marketing mix and consumer behaviour. The particularities of services and their classification are discussed. The exclusivity of marketing mix of services was disputed wider in this paper together with the models of marketing mixes proposed by different authors. The investigation made by the author partially confirmed the hypothesis that the marketing mixes applied in local companies of leisure services does not meet consumer expectations. It was found out that marketing mixes of entertainment service providers’ are not concerted with consumer expectation. The author proposes the consumer-oriented entertainment services marketing mix model in this Master’s thesis.
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Al-Rachkidi, Nour Hanna. "Le rôle potentiel des aéroports dans la promotion des pays comme destination touristique : Le cas de l’aéroport international de Beyrouth." Thesis, Rennes 1, 2016. http://www.theses.fr/2016REN1G014/document.
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Nous tentons dans ce travail d’étudier le rôle de l'Aéroport International de Beyrouth (BIA) dans la promotion du Liban comme destination touristique. De même, nous cherchons à identifier les facteurs qui affectent la satisfaction des touristes à l'aéroport autant pendant leur arrivée que pendant leur départ. En outre, nous accordons une importance particulière à l'étude et l'identification de la relation entre le rôle de l'aéroport d’une part et l'image de la destination d’une autre part. Nous identifions ainsi les facteurs qui peuvent influencer la décision du touriste, de visiter une telle destination ou de s’y retournerThis research investigates the role of Beirut International Airport (BIA) in marketing Lebanon as touristic destination and to identify the factors that have influence on tourists’ satisfaction at airport during arrival and departure stages. Furthermore, special emphasis is placed on investigating and identifying the existing relationship between the airport role and the destination image and reputation by pinpointing the factors that might affect tourist decision to visit or re-visit the destination
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Gilmore, Audrey. "Quality in marketing in a services context." Thesis, University of Ulster, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.339251.
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Hodges, Silvia. "Marketing legal services to medium-sized companies." Thesis, Nottingham Trent University, 2009. http://irep.ntu.ac.uk/id/eprint/237/.
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This thesis examines marketing and buying of legal services in the context of medium-sized companies from theoretical and empirical perspectives. The theoretical foundations for the market of legal services are laid by studying the particularities of services and their intrinsic challenges for marketing. Different ways to segment the legal market are examined, including client-led segmentation, which includes segmentation by client size, such as medium-sized companies. After studying the theoretical foundations of legal marketing, this thesis examines forces in the macro- and micro-environment responsible for driving or hindering the development of strategic marketing initiatives in law firms. Taking the standpoint of medium-sized companies as corporate buyers of legal services, the thesis also examines purchasing behaviour in the different stages of the organisational buying process. The empirical research considers both marketing and buying perspectives. Managing partners and marketing directors were interviewed regarding marketing in their organisations. The interviews covered such matters as marketing organisation, marketing information, policies, as well as strategies and tactics. Mirroring the literature review, the purchasing behaviour of decision-makers in medium-sized companies was also studied empirically.
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Chaves, Marisa Isabel Viegas Rocha Barão. "Recrutamento e seleção na Adecco Marketing Services." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14817.
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Mestrado em Ciências EmpresariaisA adaptação ao meio envolvente é fundamental para a sustentabilidade do negócio, no que concerne à flexibilização do mesmo. Desta forma, as empresas redefinem as suas estratégias de modo a focarem os seus recursos nas atividades que lhes permitem criar vantagem competitiva, optando por externalizar as atividades nas quais não se concentra oseu core business. O processo de Recrutamento e Seleção constitui uma dessasatividades. Este processo corresponde a uma das funções mais importantes na Gestão de Pessoas, visto que o desempenho da organização irá depender da qualidade e quantidade dos seus Recursos Humanos. A Adecco apresenta-se como uma empresa especialista nesta área. O presente Trabalho Final de Mestrado consiste num Relatório de Estágio, onde é descrito oprocesso de Recrutamento e Seleção na Adecco Marketing Services, Lda,nomeadamente na Unidade de Contact Center. Tem início com a revisão da literatura quanto ao outsourcing, ao processo de recrutamento e seleção, particularmente os tipos de recrutamento utilizados, os seus métodos e técnicas de seleção, surgindo depois a apresentação da empresa. De seguida, surge o capítulo do confronto da revisão de literatura com o estágio. E por fim, são descritas as atividades desempenhadas no mesmo.
The adaptation to the surrounding environment is fundamental for the sustainability of the business, as far as its flexibility is concerned. In this way, companies redefine their strategies in order to focus their resources on activities that allow them to create a competitive advantage, opting to outsource activities in which their core business is not concentrated. The Recruitment and Selection process is one such activity. This process corresponds to one of the most important functions in People Management, since the performance of the organization will depend on the quality and quantity of its Human Resources. Adecco presents itself as a specialised company in this area. The present Final Master's Work consists of an Internship Report, which describes the Recruitment and Selection process in Adecco Marketing Services, Lda, namely in the Contact Center Unit. It starts with a review of the literature regarding outsourcing, the recruitment and selection process, the selection of users, their methods and selection techniques, followed by the presentation of the company. After that, comes the chapter, where the literature review and the internship are discussed. Finally, the activities performed in the internship are described.
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Pfendert, Eva. "Marketing im Internet Kundenbindung bei Online-Services /." [S.l. : s.n.], 2003. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11675571.
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Massad, Nelson Heckman Robert. "Perceived transaction satisfaction with electronic service encounters: a critical incident analysis of product-related services and pure services on the Web." Related Electronic Resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2003. http://wwwlib.umi.com/cr/syr/main.
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Willerton, David Russell. "Toward a Rhetoric of Marketing for High-Tech Services." Thesis, University of North Texas, 1999. https://digital.library.unt.edu/ark:/67531/metadc2432/.
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The market for high-tech services is expanding, and writers will have to create more documents to market these services. Researchers note marked differences between traditional goods marketing and services marketing. A rhetorical framework for high-tech services marketing will give writers a tool for creating effective marketing messages. This study examines the five canons of rhetoric in their classical context, and then examines how the first professional teachers, the Sophists, used rhetoric to promote their services. The canons of rhetoric are then analyzed to show their modern significance. This study also considers visual rhetoric and how writers can use it effectively. This study shows that companies should promote service quality and strong service relationships through the rhetorical element of ethos. This study examines services marketing samples through a visual and verbal rhetorical framework, providing rhetorical insights that writers can use in their work.
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Silveira, Natani Carolina. "Marketing de serviços para o mercado de idosos: um estudo em moradias especializadas." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-08062015-144316/.
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O mercado de idosos tem ganhado cada vez mais expressividade no contexto de consumo contemporâneo. Sendo assim, as empresas de serviços que atendem esse público-alvo devem desenvolver atividades de marketing específicas para alcançar este segmento de consumidores. Este trabalho teve como objetivo identificar quais são as atividades de marketing desenvolvidas e aplicadas por empresas de serviços que têm como público-alvo o mercado de idosos, mais especificamente moradias especializadas em idosos, e verificar se essas empresas seguem as propostas da literatura. Para atingir este objetivo, realizou-se uma profunda revisão da literatura sobre marketing de serviços e o mercado de idosos. Foi realizada, em seguida, uma pesquisa exploratória e qualitativa, que utilizou como método de pesquisa o estudo de casos múltiplos. Para a consolidação da pesquisa empírica, três empresas de serviço que atendem especificamente o público idoso - moradias especializadas - foram estudadas. Analisaram-se as atividades de marketing de serviços desenvolvidas por elas sob a luz da teoria de segmentação, posicionamento e composto de marketing para serviços - produto, processos, pessoas, preço, promoção, praça e evidências físicas. Foi possível concluir que as atividades de marketing de serviços não são elaboradas de forma estruturada, mas sim com base no feeling e na experiência de seus gestores, e que as empresas não possuem um direcionamento competitivo em relação ao desenvolvimento de suas atividades de marketing de serviços. No entanto, percebeu-se que algumas dessas atividades, ainda que desenvolvidas de forma intuitiva, em diversos aspectos corroboram a proposta da literatura.The elderly market has increasingly gained expression in the context of the contemporary consumer. In consequence, the service companies, which meet the intended target audience, should develop marketing activities in order to reach this segment of consumers. The objective of this study is aimed to identify what the developed and applied marketing activities are by the service companies who possess the elderly market as a target audience, specifically housing specialized for the elderly, and verify if these companies follow the proposals established in the literature. In order to achieve this objective, a profound revision of the literature in regards to marketing services and the elderly market was performed. Subsequently, an exploratory and qualitative survey was completed, which utilized the study of multiple cases as a research method. For the consolidation of the empirical survey, three service companies, which specifically serve the elderly population - specialized housing - were studied. It analyzed the activities of marketing services developed by them in the light of theory of segmentation, positioning and marketing composition for services - product, process, people, price, promotion, place and physical evidence. It was possible to conclude that the activities of marketing services are not elaborated in a structured form, and they follow the feeling and experience of their managers; consequently, the companies do not possess a competitive direction in relation to the development of their activities of marketing services. Nonetheless, it was possible to realize that some of these activities, even developed intuitively, in diverse aspects, corroborate the proposal of the literature.
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Costa, Ruben Alexandre Carrola. "A comunicação interna na intercampus - Grupo GfK." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11120.
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Mestrado em Ciências EmpresariaisO presente projecto destina-se a analisar a comunicação interna de uma empresa de marketing de serviços, a INTERCAMPUS. A ideia é perceber de que modo a comunicação interna da INTERCAMPUS, com foco na estratégia (missão e objetivos),é vista pelos seus colaboradores e, em que medida a mesma é tida como importante. Para atingir este objetivo foi efectuada uma pesquisa da principal literatura associada ao tema. A investigação realizada tem como propósito a criação de linhas orientadoras e soluções constituintes de um plano de intervenção na comunicação interna da INTERCAMPUS. Deste modo, a análise efectuada foi complementada através da realização de entrevistas aos colaboradores de forma a perceber o papel preponderante dos mesmos enquanto principais agentes no desenvolvimento do projeto. Este estudo culminou com a elaboração de objetivos para dar resposta à realidade e às necessidades sentidas pela empresa com o propósito de investigar se na INTERCAMPUS a comunicação interna é utilizada de uma forma eficaz indo ao encontro das necessidades e expectativas dos seus colaboradores. A sua realização teve em conta os valores e visão estratégica da empresa, centrando-se no colaborador e na sua vida na INTERCAMPUS.
This project aims to analyze the internal communication of a Services Marketing Company, INTERCAMPUS. The idea is to understand how the internal communication at INTERCAMPUS, focusing on its strategy (mission and goals), is seen by its staff, and to what extent it is considered important to them. To achieve this goal a research of the literature related to the main theme was made. The research aims to create guidelines and solutions that can constitute a plan of intervention in the internal communication at INTERCAMPUS. Thus, the analysis was complemented by conducting interviews with employees in order to realize their important role as the main agents in the development of the project. This study led to the development of objectives for responding to the reality and needs felt by the company in order to investigate if in INTERCAMPUS the internal communication is used in effectually meeting to needs and expectations for the employees. Its realization took into account the values and strategic vision of the company, focusing on employee and their life at INTERCAMPUS.
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Al-Shudukhi, Hind Nassir. "Marketing of bank services to the Saudi consumer." Thesis, University of Stirling, 1989. http://hdl.handle.net/1893/2185.
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Services marketing is a relatively new concept for the banking industry. Intense competition has forced banks to take greater interest in consumer banking. The focus of consumer banking is the provision of retail bank services which meet individual customers needs. Therefore, bankers need better ways to explore and understand the consumers market and needs. Banks need to understand the attitudes which affect consumers evaluation of bank services. This thesis is concerned with assessing the attitudes and marketing practices of Saudi banks and the consumers attitude towards these banks. A conflict exists between the two parties. Interest is prohibited by Islamic law, however, commercial banks operate on the basis of interest. The views of the bankers and consumers were analysed through questionnaires administered in Jeddah in the summer of 1988. Issues raised include attitude, concept, and marketing approach, usage of and satisfaction with bank services, attitude towards banks and bank interest as well as views on Islamic banking. While it is shown bankers grasp the concept and practise of marketing, consumers show reluctance and strong negative attitudes to dealing with banks due to the religious factor. It seems Islamic banking is an attractive alternative banking system for Saudi Arabia.
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Heron, Thomas. "Managing marketing information in financial services product development." Thesis, City University London, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.307880.
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Zainuddin, Nadia. "Value co-creation in social marketing wellness services." Thesis, Queensland University of Technology, 2011. https://eprints.qut.edu.au/47995/1/Nadia_Zainuddin_Thesis.pdf.
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Customer perceived value is concerned with the experiences of consumers when using a service and is often referred to in the context of service provision or on the basis of service quality (Auh, et al., 2007; Chang, 2008; Jackson, 2007; Laukkanen, 2007; Padgett & Mulvey, 2007; Shamdasani, Mukherjee & Malhotra, 2008). Understanding customer perceived value has benefits for social marketing and allows scholars and practitioners alike to identify why consumers engage in positive social behaviours through the use of services. Understanding consumers’ use of wellness services in particular is important, because the use of wellness services demonstrates the fulfilment of social marketing aims; performing pro-active, positive social behaviours that are of benefit to the individual and to society (Andreasen, 1994). As consumers typically act out of self-interest (Rothschild, 1999), this research posits that a value proposition must be made to consumers in order to encourage behavioural change. Thus, this research seeks to identify how value is created for consumers of wellness services in social marketing. This results in the overall research question of this research:
How is value created in social marketing wellness services?
A traditional method towards understanding value has been the adoption of an economic approach, which considers the utility gained and where value is a direct outcome of a cost-benefit analysis (Payne & Holt, 1999). However, there has since been a shift towards the adoption of an experiential approach in understanding value. This experiential approach considers the consumption experience of the consumer which extends beyond the service exchange and includes pre- and post-consumption stages (Russell-Bennett, Previte & Zainuddin, 2009). As such, this research uses an experiential approach to identify the value that exists in social marketing wellness services. Four dimensions of value have been commonly conceptualised and identified in the commercial marketing literature; functional, emotional, social, and altruistic value (Holbrook, 1994; Sheth, Newman & Gross, 1991; Sweeney & Soutar, 2001). It is not known if these value dimensions also exist in social marketing.
In addition, sources of value said to influence value dimensions have been conceptualised in the literature. Sources of value such as information, interaction, environment, service, customer co-creation, and social mandate have been conceptually identified both in the commercial and social marketing literature (Russell-Bennet, Previte & Zainuddin, 2009; Smith & Colgate, 2007). However, it is not clear which sources of value contribute to the creation of value for users of wellness services. Thus, this research seeks to explore these relationships.
This research was conducted using a wellness service context, specifically breast cancer screening services. The primary target consumer of these services is women aged 50 to 69 years old (inclusive) who have never been diagnosed with breast cancer. It is recommended that women in this target group have a breast screen every 2 years in order to achieve the most effective medical outcomes from screening.
A two-study mixed method approach was utilised. Study 1 was a qualitative exploratory study that analysed individual-depth interviews with 25 information-rich respondents. The interviews were transcribed verbatim and analysed using NVivo 8 software. The qualitative results provided evidence of the existence of the four value dimensions in social marketing. The results also allowed for the development of a typology of experiential value by synthesising current understanding of the value dimensions, with the activity aspects of experiential value identified by Holbrook (1994) and Mathwick, Malhotra and Rigdon (2001). The qualitative results also provided evidence for the existence of sources of value in social marketing, namely information, interaction, environment and consumer participation. In particular, a categorisation of sources of value was developed as a result of the findings from Study 1, which identify organisational, consumer, and third party sources of value. A proposed model of value co-creation and a set of hypotheses were developed based on the results of Study 1 for further testing in Study 2.
Study 2 was a large-scale quantitative confirmatory study that sought to test the proposed model of value co-creation and the hypotheses developed. An online-survey was administered Australia-wide to women in the target audience. A response rate of 20.1% was achieved, resulting in a final sample of 797 useable responses after removing ineligible respondents. Reliability and validity analyses were conducted on the data, followed by Exploratory Factor Analysis (EFA) in PASW18, followed by Confirmatory Factor Analysis (CFA) in AMOS18. Following the preliminary analyses, the data was subject to Structural Equation Modelling (SEM) in AMOS18 to test the path relationships hypothesised in the proposed model of value creation.
The SEM output revealed that all hypotheses were supported, with the exception of one relationship which was non-significant. In addition, post hoc tests revealed seven further significant non-hypothesised relationships in the model. The quantitative results show that organisational sources of value as well as consumer participation sources of value influence both functional and emotional dimensions of value. The experience of both functional and emotional value in wellness services leads to satisfaction with the experience, followed by behavioural intentions to perform the behaviour and use the service again. One of the significant non-hypothesised relationships revealed that emotional value leads to functional value in wellness services, providing further empirical evidence that emotional value features more prominently than functional value for users of wellness services.
This research offers several contributions to theory and practice. Theoretically, this research addresses a gap in the literature by using social marketing theory to provide an alternative method of understanding individual behaviour in a domain that has been predominantly investigated in public health. This research also clarifies the concept of value and offers empirical evidence to show that value is a multi-dimensional construct with separate and distinct dimensions. Empirical evidence for a typology of experiential value, as well as a categorisation of sources of value is also provided. In its practical contributions, this research identifies a framework that is the value creation process and offers health services organisations a diagnostic tool to identify aspects of the service process that facilitate the value creation process.
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Dalakas, Vassilis. "The interaction of cognition and affect in consumption experiences : implications for services marketing /." view abstract or download file of text, 1999. http://wwwlib.umi.com/cr/uoregon/fullcit?p9947975.
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Thesis (Ph. D.)--University of Oregon, 1999.Typescript. Includes vita and abstract. Includes bibliographical references (leaves 144-156). Also available for download via the World Wide Web; free to University of Oregon users. Address: http://wwwlib.umi.com/cr/uoregon/fullcit?p9947975.
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Cuesta, C. de la. "Marketing the service : basic social process in health visiting." Thesis, University of Liverpool, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.316547.
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The present study was undertaken to provide an understanding of the processes underlying health visiting practice. The research strategy selected was grounded theory (Glaser and Strauss 1967, Strauss 1987, Strauss and Corbin 1990). A total of 21 female health visitors from a District Health Authority in the North West of England participated in the study. Data was collected by means of 20 formal interviews and 41 days of participant observation in four different health centres. To recognize the basic social process in any interaction is one of the major aspects of grounded theory. This requires the identification of the "Phenomenon" which motivates the development of a process and the conditions under which it operates. The basic problem or phenomenon in health visiting uncovered in the data was "Securing Life Trajectories". This forms the core of the health visitor's work. The general set of conditions that influence health visiting work was identified as "Working Between Two Worlds". This is used to describe the health visitor's position between the policy agenda and the client's agenda. The process revealed in the data that health visitors use to respond to this overall problem was "Marketing Health Visiting". This refers to the different tactics that they use to introduce the policy agenda into the client's domain. During this process the policy agenda is adjusted to fit the client's circumstances. Three major strategies are identified in this process: 1) Promoting the service, 2) Adjusting delivery and 3) Tailoring the content. This study found that "Marketing Health Visiting" is a gradual process in which the health visitor wins grounds as time passes. As marketing strategies are implemented the conditions influencing the interaction change. Hence it moves from taking place in what is labelled in this study as "Dissociated Context", to a "Convergent Context" and finally to a "Shared Context". The final consequence of implementing marketing strategies is that of constructing "A Common Agenda" with clients. This agenda is basically the personalisation and contextualization of health visiting services. To build this common agenda it is of crucial importance that the client should see and feel the need for the health visiting service as well as the development of trust between the professional and the client. Hence the relationship that is developed between them acts as an enabling factor for reaching mutual collaboration. The discussion of the study focuses on its significance within the actual debate on health visiting about introducing new ways of practice. The health visitor's overall role is examined and the importance of developing relationships with clients is also highlighted.
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Šimko, Dávid. "Návrh marketingové komunikace pro společnost TKTD S.R.O." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241082.
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The master thesis deals with the proposal of marketing communication for selected business activities of the company TKTD s.r.o., which are car wash, tire and car services. The thesis is divided into three main parts. The first part includes theoretical knowledge relevant to marketing and marketing communication. The second one focuses on the company situation analysis, company´s general and sector environment analysis. The last part includes concrete final proposals and procedures based on results of analyses, which should contribute and improve the company´s current situation on the local market.
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Souza, Bolívar Dornelles. "Plano de marketing para a imobiliária "Samsul Imóveis"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/8736.
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Mestrado em MarketingEste trabalho, o plano de marketing, tem como objetivo principal, definir uma nova estratégia de marketing, para a uma empresa do ramo dos serviços, a Imobiliária Samsul Imóveis, que atua no mercado há mais de 20 anos. No entanto, só há pouco tempo, nos últimos 5 anos é que vem investindo na marca e na qualidade da prestação de serviços. Neste projeto, a metodologia utilizada foi a action reserach , com o objetivo de coletar dados (primário e secundário) muito perto da rotina diária da empresa imobiliária.Foram feitas entrevistas com os gestores da empresa que foram fundamentais para o desenvolvimento deste plano de marketing.um guião de entrevista mais abrangente foi desenvolvido com base no instrumento de coleta de dados validados de Reserv Perguntas. Este instrumento de medida adotada por Nelson e Nelson (1995) e referido por Seiler e Reisenwitz (2010). Este projeto permitiu aferir que a Samsul Imóveis está num ótimo momento devido ao grande crescimento imobiliário no Brasil. Assim, a necessidade de investimento é premente para permitir potenciar a notoriedade da marca e a fidelização crescente de mais clientes. Para finalizar, é importante ressaltar a importância deste plano de marketing, pois evidencia os avanços tecnológicos como os ambientes em social media, cada vez mais presentes na vida das empresas, aos quais a empresa Samsul ainda não se adaptou totalmente. É também enfatizada a necessidade que as empresas têm em comunicar a sua existência, de preferência, em todos os veículos de comunicação disponíveis.
This work develops a marketing plan that aims to define a new marketing strategy for a branch company of services, Samsul Real Estate, which operates in the market for over 20 years. However, only recently, in the past five years, it has invested in the brand and quality of service provision. In this project, the methodology was action research, aiming to gather data (both primary and secondary) very close to the daily routine of the real estate company. Input from interviews with the company's managers.I was developed based on the validated instrument of data collection RESERV Questions. This measurement instrument adopted by Nelson and Nelson (1995) and reported by Seiler and Reisenwitz (2010). This project allowed the assessment that the Samsul Real Estate, is at a great time, because of the real estate growth in Brazil. Thus, the need for investment is core to enable a boost in brand awareness and increase loyalty of more customers. Finally, it is important to emphasize the importance of this marketing plan since it shows the speed of technology that reflects in, for example, social media environments. These are, nowadays, increasingly present in the lives of companies, yet, Samsul still needs to adapt to this new reality. Furthermore, the need for companies to communicate in an integrated way their existence and business model in all types of communication media is highlighted.
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Vojtěchová, Martina. "Nové trendy v mezinárodním marketingu: Ekologické služby." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9374.
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Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.
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Kravchuk, Alina. "Marketing v gastronomii." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85875.
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The aim of this thesis is to determine the current situation of gastronomy in the Czech Republic, in particular the use of marketing tools in the field of gastronomic services. The theoretical part deals with the characteristics of gastronomy, the definition of terms, the awareness of the formation of gastronomy and its evolution in time. Specifies marketing, gastronomic services and describes the various components of the marketing mix. It also defines the services of caterers and basic regulations for gastronomic operation. The analytical part describes the czech gastronomy development, analyzes individual marketing tool in the field of gastronomic services and the major gastro projects, events and culinary guides. The conclusion summarizes lessons learned and proposes the basic starting points to improve the current situation on the catering services market.
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Rosa, Pedro Miguel Machado. "Plano de marketing 2022 : Xpand IT." Master's thesis, Instituto Superior de Economia e Gestão, 2021. http://hdl.handle.net/10400.5/22856.
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Mestrado Bolonha em MarketingO presente estudo tem como principal objetivo o desenvolvimento de um Plano de Marketing para a tecnológica portuguesa Xpand IT. Fundada em 2003, esta empresa tem, desde então, ganho terreno num mercado altamente competitivo e especializado, enfrentando novos e importantes desafios por consequência do seu sucesso. As estratégias sugeridas neste projeto visam ser um reforço ao plano atual da empresa. Para a realização deste projeto foi utilizada uma metodologia baseada no Action Research, onde se pretende a realização de um trabalho de pesquisa alusivo aos fatores de influência direta ao negócio da empresa. Foram também recolhidos dados primários e secundários. Dos dados primários destacam-se três entrevistas semiestruturadas, de carácter informal, a funcionários de alta responsabilidade no departamento de marketing e no negócio. Foram também recolhidos dados relativos aos eventos online que a empresa atualmente realiza, de forma a poder-se entender a perceção que os participantes têm em relação a estas iniciativas. Através destas análises, foi possível identificar os principais pontos fortes e fracos desta empresa, bem como os temas com maior necessidade de intervenção por parte do marketing. A criação de novas iniciativas, a reformulação dos vários conteúdos online da empresa e a implementação de novos métodos de trabalho, visam o continuo crescimento e reforço da imagem da Xpand IT no mercado das tecnologias.
This study aims to develop a Marketing Plan for the Portuguese tech company Xpand IT. Created in 2003, it has been fast-growing inside a highly competitive and specialized market facing significant challenges due to its success. The suggested strategies in this project seek to reinforce the current company plan. For this project, an Action Research study was used, which intends to carry out research work referring to factors that directly influence the company's business. Primary and secondary data were also collected, and three semi-structured informal interviews were conducted with high responsible employees in the marketing and business departments. Data related to the company's online events were also collected to understand participants' perceptions about these initiatives. These analysis were a support to identify the company’s mains strengths and weaknesses and the themes most in need of intervention by marketing. The creation of new initiatives, the reformulation of the company's online content, and the implementation of new working methods aim to continuously grow and reinforce Xpand IT's image in the technology market.
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Borba, SÃrgio Luiz Machado. "Marketing in football: an analysis of services offered in stages Fortaleza." Universidade Federal do CearÃ, 2006. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=3613.
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Esta dissertaÃÃo analisa os serviÃos oferecidos aos torcedores, tanto nos estÃdios quanto no entorno de uma partida de futebol. Os estÃdios pesquisados sÃo os dois maiores da cidade de Fortaleza, PlÃcido Aderaldo Castelo, chamado CastelÃo, e Presidente Vargas, sob a Ãtica dos torcedores dos trÃs maiores clubes da cidade. Trata, inicialmente de apresentar a cronologia histÃrica desses estÃdios. O referencial teÃrico mostra as transformaÃÃes ocorridas no futebol, desde sua origem atà o momento da consolidaÃÃo do profissionalismo. Apresenta, ainda, a rede de relaÃÃes dos agentes envolvidos no futebol, que buscam por receitas adicionais neste mercado especÃfico. Destaca a importÃncia da qualidade dos serviÃos à disposiÃÃo do cliente e da preocupaÃÃo do marketing tradicional e esportivo como temas que fundamentam a pesquisa realizada. Na pesquisa, como instrumento de captaÃÃo de dados, utilizou-se entrevistas estruturadas e elaborou-se o mÃtodo da amostragem probabilÃstico. A partir da pesquisa realizada, apresenta a anÃlise dos resultados obtidos na avaliaÃÃo dos serviÃos oferecidos em torno dos estÃdios de futebol.
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Abrantes, Miguel Figueiredo Antunes de Aboim. "Plano de marketing Urban Fit." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/5031.
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Mestrado em MarketingO sedentarismo é uma característica que marca a sociedade moderna, as zonas urbanizadas são as mais afetadas. Com a evolução da internet e das novas tecnologias os jovens passam cada vez mais tempo em casa ao invés de desenvolverem atividades exteriores que permitem um maior consumo calórico. Tal fator leva a um acréscimo da obesidade infantil e juvenil que deterioram a sua qualidade de vida e têm implicações na sua saúde. Este trabalho vem dar resposta às necessidades destes jovens através de um Plano de Marketing para a criação de um Ginásio de qualidade a preços “low-cost” exclusivo para estudantes entre os 18 e os 35 anos. Este plano analisa as perspetivas internas e externas do ginásio relativamente à segmentação, ao posicionamento, ao mercado-alvo e objetivos de marketing e financeiros a atingir nos primeiros dois anos. Os fatores-chave e a concorrência também são analisados. O marketing-mix distribui-se por sete características: Serviço, Preço, Distribuição, Comunicação, Pessoas, Processo e Evidencias Físicas. Os recursos humanos têm um papel fundamental no plano dado que serão estes a lidar diretamente com os clientes na prestação do serviço e poderão observar o desenvolvimento deste.
Sedentary lifestyle is a characteristic that brands modern society, the urban zones are the most affected. With the evolution of the internet and the new technologies, young people spend more time at home instead of developing outside activities that allow a higher caloric consumption. Such factor leads to a higher rate of childhood and juvenile obesity which deteriorate their health and life quality. This work will give an answer to the needs of these young people through a marketing plan that involves the creation of a quality gym with low cost prices exclusively for students aged from 18 to 35 years. This plan analyses the internal and external perspectives of the gym in relation to the segmentation, positioning, target-market, marketing and financial objectives set on the first two years. The key-factors and the competition are also analyzed. The marketing mix is divided in seven characteristics: Service, Price, Placement, Promotion, People, Process and Physical Evidence. The human resources play a fundamental role in the given plan in order that they will deal directly with the costumers during the service delivery and can examine its development.
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Simas, Pedro Manuel Jacinto e. "Plano de marketing para a empresa de rent-a-car “Auto Turística Picoense”." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14928.
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Mestrado em MarketingO seguinte Trabalho Final de Mestrado tem como principal propósito o desenvolvimento de um plano de marketing para a empresa Auto Turística Picoense, uma empresa de rent-a-car fundada em 1978 e conta com trinta e nove anos de atividade na ilha do Pico nos Açores. Nos últimos anos tem enfrentado problemas relacionados com o baixo valor do volume de vendas. Com objetivo de aumentar o volume de vendas foi estudado o que os clientes valorizam na atividade da empresa, o que determina as suas escolhas e também como criar relações com clientes e aprofundá-las. Para a elaboração deste estudo foi utilizada a metodologia de action research para existir uma proximidade entre a empresa e o estudo durante a sua realização juntamente com a aplicação de um questionário online com 422 respondentes. Mais de metade prefere site da empresa como meio de contacto. Foram ainda utilizadas técnicas qualitativas de observação e pesquisa por arquivo. O estudo revelou que os clientes valorizam questões operacionais num aluguer automóvel como os locais disponíveis para a devolução do automóvel e o estado do mesmo no momento de entrega assim como os métodos de reserva disponíveis. A inexistência de website revelou-se o principal condicionante para a aquisição de novos clientes, o que aliado à falta de comunicação revela-se como a principal fraqueza da empresa.
The manin purpose of this Master Degree Final Paper is to draw up a marketing plan for Auto Turística Picoense, a "rent a car" company founded in 1978 and which has been operating in Pico Island, Azores, for the last 39 years. Lately it has been facing some difficulties which arise from a low sales volume. In order to design a plan to rise the sales volume, was studied what the clients value most in the company's activity, what determines their choices and also how to establish and deepen a relationship with those clients. Was used an action research methodology in the study design in order to keep a close involvment of the company as the work proceeded, together with an online survey, which had 422 responders. More than half of those responders mentioned a company's web site as their prefered contact method. In addition we used observation qualitative techniques and archive research. The study showed that customers value most operative details such as the available spots for returning the car, the condition of the vehicle when they pick it up and also the booking methods available. The lack of a web site proved to be the main negative factor in acquiring new customers and, combined with the lack of communication, showed itself to be the company's main weakness.
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Silva, Newton Siqueira da. "Considerações sobre o projeto e gestão do sistema de serviço: uma proposta de modelo orientado para a entrega de valor ao cliente." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-07102009-162549/.
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Apesar do valor percebido pelo cliente ser um dos principais determinantes da intenção de compra, lealdade e da satisfação dos clientes, observa-se que não existem modelos abrangentes de sistemas de serviço orientados para a entrega de valor ao cliente. Visando preencher esta lacuna, esta tese teve por objetivo desenvolver um modelo abrangente de sistema de serviço orientado para a entrega de valor ao cliente. Nesse sentido, inicialmente realizou-se uma pesquisa bibliográfica para levantar na teoria de marketing os diversos aspectos relacionados ao projeto e gestão dos sistemas de serviço e identificar modelos de sistemas de serviço focados no cliente desenvolvidos anteriormente. Os resultados da pesquisa bibliográfica forneceram a base para a construção do modelo proposto, o qual se fundamenta na orientação para o mercado, na cultura de serviço e no marketing interno para implementar os seguintes processos, cada qual se constituindo em um subsistema do sistema de serviços: desenvolvimento da orientação para o mercado; desenvolvimento da cultura de serviço; desenvolvimento de inovações; projeto do sistema de serviço; implementação do sistema de serviço; monitoramento do desempenho; desenvolvimento das ações de marketing interno. Para conferir maior robustez ao modelo proposto, considerou-se importante que ele fosse complementado com a visão de empresários do setor de serviços sobre os aspectos relacionados à entrega de valor ao cliente, a qual foi obtida mediante a realização de uma pesquisa empírica de dois estágios. No primeiro estágio realizou-se uma pesquisa descritiva quantitativa para identificar empresas cujos empresários possuíam atitude favorável à adoção do foco no cliente como direcionador-chave para o sucesso nos negócios e dos esforços para aperfeiçoamento do sistema de serviço. De uma amostra de 16 empresas, 4 foram selecionadas como casos a serem estudados no estágio 2. O segundo estágio da pesquisa envolveu a realização de um estudo de caso de caráter exploratório e natureza qualitativa para captar e entender a visão dos empresários das empresas objeto do estudo de caso sobre os diversos aspectos relacionados à entrega de valor ao cliente, o que foi feito através da condução de entrevistas semi-estruturadas. As informações obtidas a partir dessas entrevistas proveram reflexões sobre os aspectos valorizados pelo cliente, as dificuldades relacionadas à entrega de valor ao cliente, as ações para se garantir a entrega de valor ao cliente e o projeto do sistema de serviço visando à entrega de valor ao cliente, as quais foram utilizadas para complementar o modelo construído anteriormente. Por ter sido concebido com base na abordagem sistêmica, o modelo se comporta como um sistema aberto que se relaciona com o ambiente, recebendo elementos dele (fatores motivadores, condicionantes externos e condicionantes internos), processando-os (atividades desempenhadas pelos diversos subsistemas que compõem o sistema de serviços) e devolvendo os elementos processados ao meio (resultados), gerando uma corrente de entradas e saídas, a qual faz com que o sistema opere como uma caixa preta, mas com mecanismos de controle e auto-regulação (feedback) que permitem conduzir e adaptar o processo de transformação de modo a se alcançar o objetivo de se entregar valor aos clientes. O modelo proposto destaca a necessidade de alinhamento entre filosofia, valores, comportamentos, métricas e sistemas a fim de se projetar um sistema de serviço orientado para a entrega de valor ao cliente e a necessidade de uma liderança forte para se implementar o projeto desenvolvido. Espera-se que o modelo proposto contribua para a ampliação do conhecimento sobre os componentes do sistema de serviço, dos relacionamentos entre eles e de como o aperfeiçoamento deles pode contribuir para a entrega de valor ao cliente, constituindo-se, assim, em uma ferramenta eficaz para o projeto e gestão dos sistemas de serviço.Customer perceived value is one of major antecedents of buying intention, loyalty and customer satisfaction. In spite of it, we observe theres no comprehensive service systems oriented to customer value delivery. For filling this gap, this thesis had the purpose of developing a comprehensive model of service system oriented to customer value delivery. For getting this objective, a bibliographic research focusing marketing theory was conduced for collecting factors related to design and managing of service systems. The results of bibliographic research provided the foundation for building the proposed model, which is based on market orientation, service culture and internal marketing to implement the following processes, which are subsystem of service system: market orientation developing; service culture developing; innovation developing; service system design; service system implementation; performance monitoring; internal marketing developing. For fostering the proposed model, it was complemented with a perspective provide by service sector entrepreneurs about the aspects related to customer value delivery, which was obtained by a two-stage empirical research. The first stage used a descriptive and qualitative research for identifying companies whose entrepreneurs had a positive attitude to customer focus adoption a key-driver for getting success in the business and driving the efforts for service system improvement. From a sample of sixteen companies, four were selected as cases to be studied in the second stage. The Second stage of research involve a exploratory qualitative case study for getting and understanding the perspective of case study companies entrepreneurs about several aspects related to customer value delivery, which was done by conducing semi-structured interviews. These interviews provided insights about the aspects fostered by the customer, difficulties related to customer value delivery, and the design of service system oriented to customer value delivery. These insights were used to complement the proposed model. Because it used systemic approach, the proposed model works as an open system linked to the environment, receiving elements from it (drivers factors and external an internal antecedents) processing these elements (activities executed by the several subsystem of service system) and sending back these processed elements to the environment. This way, the proposed model provides an interrupt flow of entries and outs, which make the system work as a black box with feedback mechanisms that allow conducing and adjusting the transforming process for getting the purpose of customer value delivery. Proposed model highlights the need of aligning between philosophy, values, behaviors, metrics and systems towards designing a service system oriented to customer value delivery and of a strong leadership to implement the system designed. We hope proposed model helps to increase the knowledge about service system components, relationship between the components, and as their improvement can contributes to customer value delivery, working as an effective tool for designing an managing of service system.
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Furtado, Wilderson Moisés. "Music in services marketing: an investigation about the roles music plays in service environments." Universidade de São Paulo, 2018. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-08012019-164007/.
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As a significant distribution of ambient music and the emergence of companies offering the environmental-musicalization service could be noted, this thesis aimed at investigating the roles of music in service environments. Herein, it was presented the evolution and application of music in marketing and services marketing researches in order to contextualize the state of art of the literature, such that the functionalities of music could afterwards be identified and categorized into roles. Moreover, the study discussed the market practices related to the utilization of music in service places and had these practices compared to the literature. It is important to mention that in this thesis, the service environments were found to be the restaurants and clothing stores, once the participants of the study brought cases and examples related to these contexts. Also, it is relevant to say that the thesis was conducted from the qualitative methodological approach and its design was based on the content analysis analytical approach. By this, a systematic review of the literature was conducted in the way the selection of music-in-marketing scholars followed some criteria and the thesis\' analytical goal of operationalizing the functionalities of music in service places could be justified. The field phase of the thesis\' content analysis was characterized by the in-depth interviews with marketing specialists that had been being dealing with the environmental music in service places and the operational observations in some musicalization providers and clients. Hence, three main roles could be identified to categorize the functionalities of music brought by the interviews and observations: the role of being a commodity, the role of being a sound, and the role of being inspirational. As a theoretical implication, it can be highlighted the influence of music on the service environment\' employees and vice-versa. As a practical implication, it was suggested to the musicalization providers and clients to target the consumer outcomes other than the stay duration.Como pode ser notado um significativo valor financeiro relacionado à distribuição de música ambiente além do surgimento de empresas oferecendo musicalização ambiental, esta dissertação objetivou investigar os papéis da música em ambientes de serviços. Assim, foram apresentadas a evolução e as aplicações da música nas pesquisas de marketing e de marketing de serviços a fim de contextualizar o estado da arte da literatura, de maneira que as funcionalidades da música pudessem ser posteriormente categorizadas em papéis. Além disso, o estudo discute as funcionalidades da música praticadas no mercado e as compara com as apontadas pela teoria. Vale notar que, para esta dissertação, os ambientes de serviços foram operacionalizados como sendo restaurantes e lojas de roupas, haja vista que os participantes deste estudo trouxeram casos e exemplos relacionados a esses contextos. Também se faz necessário mencionar que esta dissertação trata-se de um estudo qualitativo sob o design da abordagem analítica de análise de conteúdo. Por meio dessas abordagens, foi realizada uma revisão sistemática a fim de selecionar autores e estudos relevantes para a dissertação, e, consequentemente, justificar o objetivo analítico de operacionalizar as funcionalidades da música nos ambientes de serviços. A fase de campo da análise de conteúdo desta dissertação foi caracterizada por meio das entrevistas em profundidade realizadas com especialistas de marketing que vinham lidando com a musicalização de ambientes de serviços, e por meio das observações operacionais conduzidas com algumas provedoras de ambientação musical bem como com alguns de seus espaços clientes. Logo, três papéis puderam ser identificados na categorização das funcionalidades musicais apontadas pelas pesquisas de campo: o papel de ser uma commodity, o papel de ser um som, e o papel inspirador. Portanto, a influência da música nos funcionários de um ambiente de serviço e vice-versa é apontada como uma implicação teórica. Nas implicações práticas, é sugerido de os provedores e clientes de musicalização ambiental focarem em reações de consumidores além do tempo de permanência nos ambientes de serviços.
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Pohl, Martin. "Marketing v pohřebnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124823.
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The thesis is focused on innovations and marketing of funeral services in the Czech republic. The first part is devoted to theoretical background, including marketing theory, marketing mix, theory of services and theory of marketing research. The practical part describes the funeral business in the Czech republic, including legislative restrictions and marketing regulations. It also lists typical products and services that are offered on the funeral market. The aim of this thesis is to research the marketing of funeral services and to find out, whether Czech funeral services are following the trends in innovations. The thesis is also focused on ethics in funeral business.
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Pinto, João Chanças Miranda da Silva. "Plano de marketing Clube Recreativo e Cultural Quinta dos Lombos – Secção de Corfebol." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/20129.
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Mestrado em MarketingEste Trabalho Final de Mestrado, trabalho de projeto, tem como principal objetivo definir as estratégias de marketing e plano de ação para a seção de Corfebol do Clube Recreativo e Cultural Quinta dos Lombos, para a época 2020 - 2021. O Clube encontra se situado em Carcavelos, no concelho de Cascais, no distrito de Lisboa. A metodologia utilizada para a realização deste projeto foi a action research, sendo o horizonte temporal cross-sectional. Tendo sido realizados inquéritos por questionário, utilizando o instrumento de aferição de qualidade de serviços desportivos QUESC, a todos os atletas seniores praticantes da modalidade do Corfebol. Foram também realizadas entrevistas informais aos atletas seniores, e entrevistas semiestruturadas a três especialistas nesta modalidade e a dois membros da Direção do Clube. Os resultados alcançados através do inquérito são traduzidos em bons níveis de qualidade do serviço prestado pelo CRCQL. Foi realizado também um orçamento e um calendário para as ações necessárias para se implementar este Plano de Marketing, de modo a atingir os objetivos delineados (ex: a angariação de novos atletas).
This Master's Final Project work, has as its main objective to define the marketing strategies and action plan for the Korfball section of Quinta dos Lombos Cultural and Recreational Club, for the season 2020 - 2021. The Club is located in Carcavelos, in the municipality of Cascais, in the district of Lisbon. The methodology used to carry out this project was action research, with the cross-sectional time horizon. Questionnaires were conducted using the QUESC quality of service measurement tool for all senior athletes practicing Korfball. Informal interviews were also conducted with senior athletes and semi-structured interviews with three specialists of this sport and two board members of the Club. The results achieved through the survey translate into good levels of quality of the service provided by CRCQL. A budget and calendar were also made for the actions required to implement this Marketing Plan in order to achieve the objectives outlined (eg, the recruitment of new athletes).
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Mandlik, Milind Anil. "Professional service relationships in chronic illness: the client's perspective." AUT University, 2010. http://hdl.handle.net/10292/942.
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The relationship between professional service providers and their clients is of great importance to many service industries including educational, financial, consulting and healthcare services. The aim of this research enquiry is to identify, generate and describe a theoretical explanation of how a client engages in and manages their relationship with their health professional over a period of time. Fifteen participants living with chronic medical conditions were interviewed over a period of four months with data collected via unstructured in-depth interview sessions, and analysed using thematic analysis. The analysis reveals three major themes, nature of relationship, degree of control and service satisfaction. Of central concern is the longevity of the relationship between the healthcare client and his/her service provider. If the service provider is willing to share their authority and relinquish some of the control to the client, the client feels empowered. The client is then willing to provide information and effort to co-create effective service episodes. This sharing of authority enables the client to have better control on their service consumption. The sharing of authority also has an impact on the client’s propensity to remain engaged with their service provider. The findings of this study have implications for our knowledge and understanding of professional service delivery and how it differs from the delivery of consumer services. The study clearly indicates a shift in the role of a client as an empowered entity who wants to be part of, not just the service consumption, but service production as well. The key lessons from this study may inform other types of services including financial, educational and consulting services.
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Čejková, Romana. "Analýza marketingové strategie firmy Livingston Electronic Services, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15545.
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Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.
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Maliti, Mbulelo Bruce. "Assessing a marketing strategy for an engineering consulting company." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1489.
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The engineering consulting industry in South Africa witnessed an overwhelming growth before the 2010 Fifa World Cup. The country had a lot of infrastructural development that needed the services of consulting engineers. A lot of people saw the challenge as a business opportunity and started their own consulting engineering companies. The demand for consulting engineering services was high before the 2010 Fifa World Cup; this changed after the completion of projects that were due for the world cup and some had to close or retrench staff due to scarcity of projects. The completion of 2010 Fifa World Cup projects is not the only challenge faced by the engineering consulting sector; government policies such tendering and procurement procedures that do not acknowledge performance, lack of funding etc. It is therefore important that companies look for better ways of gaining competitiveness in order to get more projects. These companies must not only rely on government projects but do marketing on the private sector as well. The purpose of the research is to assess and develop a marketing strategy for Company X Consulting engineers. A literature study on most successful marketing strategies employed by other service oriented companies was conducted. The literature study also comprised of the perception of marketing amongst consulting engineering companies. From the literature study mentioned above; questionnaires were drawn towards the development of a marketing strategy for Company X consulting engineers. The findings of the questionnaires were analysed and recommendation were made for the development of a marketing strategy for Company X.
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Un, Man Wai. "Pricing in mobile communications services." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636778.
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Nascimento, Antonio Francisco Rita. "Service quality in CEM customers' expectations and perceptions about electricity distribution services." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636755.
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Kombenjamas, Warangkana, and Nuchanart Lertrattananon. "Services Marketing Mix of Foreign Coffee Franchiser in Bangkok." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12836.
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Abstract Title: Services Marketing Mix of Foreign Coffee Franchiser in Bangkok Program: International Marketing Authors: Miss Warangkana Kombenjamas (19801029) Miss Nuchanart Lertrattananon (19870818) Supervisor: Jean-Charles Languilaire Examiner: Ole Liljefors Final Seminar: 30/5/2011 Research Question: How services marketing mix of Foreign Coffee Franchisers in Bangkok and demographic factors affect consumer behaviors? Purpose: To explore the components of services marketing mix and demographic factors that has an impact on consumer behaviors. Method: This study is mainly grounded on quantitative method using questionnaire The data collection was come from primary data (questionnaire) and secondary data (books, journals, and internet website). SPSS software and Microsoft Office Excel is used as analysis tools. Conclusion: We can conclude that both demographic factors and components of services marketing mix affect consumer behaviors. Demographic factors; age gender and income affect consumer behaviors for example income level affects the frequency of visit coffee shop that people who have higher level of income tend to visit coffee shop more frequent than those who have lower level of income. All components of services marketing mix; product, price, place, promotion, physical evidence, people and process affect some of the consumer behavior pattern. The taste criterion of product and the standardize taste criterion of process are concerned most importance by consumers who visit a coffee shop more frequent while the promotion has the least impact on the frequency of visiting a coffee shop. Keywords: Service marketing mix, consumer behavior, demographic
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Copeland, Susan Marjorie. "Marketing and income generation in Scottish public library services." Thesis, University of Strathclyde, 2001. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=23781.
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This thesis investigates the interaction between marketing practice and strategy and resource allocation in Scottish public library services. It focuses, in particular, on the period immediately prior to local government reorganisation in 1996. The historical framework within which public libraries have developed is described. So, too, is the political environment within which the libraries operate. A review of the literature indicates that, although there are examples of good practice with regard to libraries undertaking market research to ascertain the needs of their users, and potential users, many authorities could make improvements in this area. Similarly, the literature suggests that more could be achieved in other ways to ensure that libraries are more efficient, effective and responsive to user needs, and that some of the more systematic and aggressive approaches to fund-raising that are evident in the U.S.A. could be employed to advantage in Scotland. The results of a survey that was undertaken in 1996 support the view that Scottish public libraries could make better use of marketing techniques with a view to targeting the funds they have available and generating additional income. Existing, published, research has drawn attention to the significance of population size with regard to the efficiency of Scottish public libraries. Statistics published by the Chartered Institute of Public Finance and Accountancy (CIPFA) indicate the relevance of the size of local authorities in terms of the amount of income and expenditure per person. This thesis shows that population size is also a significant factor with regard to the use of marketing techniques and the range of ways in which library services generate income.