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Wessén, Fredrik, and Mats Forsberg. "On Target Marketing in Mobile Devices : MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6321.
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In the best of worlds, all marketing is relevant.
This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement.
Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed.
Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the Long Tail phenomena is shaking the old media houses’ business position.
Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity.
From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider as Google and a marketing agency, Mobiento Mobile Marketing.
Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “target marketing house concept” points out four significant areas for companies to benefit from the power of target marketing in mobile devices.
Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.
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Soutar, Garron. "Target marketing : the geographical information systems approach." Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53611.
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Thesis (MA)--Stellenbosch University, 2003.ENGLISH ABSTRACT: Geodemographics has been used extensively as a decision-support tool in both the business sector and the market survey environment in the United States, the United Kingdom and numerous other countries. This has however not been the case in South Africa, partly because of the expense involved in capturing current and complete customer information. As an alternative to capturing all the required customer information, geodemographics has frequently made use of government census data to supplement the organisation-specific data. However, even the census data has its shortcomings. This research has explored a method for building an organisation-specific database using a combination of government census data and organisation-specific data. The organisation-specific data was captured using a questionnaire that was targeted to a specific group of people. The information obtained from the questionnaire and which overlapped with specific census data variables was then used to update the relevant census variables. Cluster analysis was subsequently conducted on the census data in order to identify enumerator areas within the Western Province that had demographic and economic characteristics similar to those of the surveyed areas. Once the appropriate enumerator areas had been identified, the organisation-specific information from the survey was extrapolated to these new areas outside of the surveyed areas. The methodology used in this research provides a process that allows organisations to build a unique geodatabase by making use of the good qualities of both the census data and user-specific data. The resulting geodatabase is one that contains current and pertinent information while also providing complete spatial coverage.
AFRIKAANSE OPSOMMING: Geodemografie word op groot skaal gebruik as n hulpmiddel vir die ondersteuning van besluitneming in die sakesektor en die markopname-omgewing in die Verenigde State, die Verenigde Koninkryk en talle ander lande. Dit is egter nie in Suid-Afrika die geval nie, deels as gevolg van die onkoste verbonde aan vaslegging van die jongste en volledige kliente-inligting. As n altematief vir die vaslegging van al die vereiste kliente-inligting maak geodemografie dikwels gebruik van sensusdata om data eie aan n organisasie aan te vul. Selfs sensusdata het egter tekortkominge. Hierdie navorsing het n metode ondersoek vir die opbou van n databasis eie aan n organisasie deur gebruik te maak van n kombinasie van sensusdata en data eie aan n organisasie. Die data eie aan ri organisasie is vasgele deur gebruik te maak van ri vraelys vir n spesifieke teikengroep. Die inligting wat uit die vraelys verkry is en wat met die spesifieke sensusdataveranderlikes ooreengestem het, is toe gebruik om die relevante sensusveranderlikes by te werk. Skakelingsanalise is daama op die sensusdata uitgevoer ten einde opnemerareas in die Westelike Provinsie te identifiseer wat soortgelyke demografiese en ekonomiese kenmerke gehad het as die areas waarin die vraelysopname gemaak is. Nadat die geskikte opnemerareas gei'dentifiseer is, is die inligting eie aan die organisasie uit die opname geekstrapoleer na hierdie nuwe areas buite die areas waar die opname gemaak is. Die metodologie wat in hierdie navorsing gebruik is, verskaf n metodologie wat organisasies in staat stel om n unieke geodatabasis op te bou deur gebruik te maak van die goeie eienskappe van beide die sensusdata en die data eie aan die gebruiker. Die geodatabasis wat hieruit voortspruit, is een wat die jongste en verbandhoudende inligting bevat en volledige ruimtelike dekking bied.
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Albanese, John Stephen. "Developing a local outreach target marketing strategy at New Victoria Baptist Church." Theological Research Exchange Network (TREN), 1995. http://www.tren.com.
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Richards, Johannes Douglas. "Promotion of a legal firm during recessionary times / Johannes Douglas Richards." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4471.
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Nearly 80 years earlier, Henry Ford advised during the 1930 depression that: "A
man who stops advertising to save money is like a man who stops a clock to save
time". The purposes of this case study was to determine whether legal firms have
taken cognisance of these wise words and have refrained from cutting back on
expenses, and more particularly its promotional budget expenses during a down
turning economy.
It was discovered that, like nearly 80 years ago, costs today is still an important
issue when considering and exploreing promotional opportunities. Small legal
organisations have in general indicated that cost effectiveness is an important
factor to take into consideration when deciding which type of promotion to explore.
A further prerequisite was that the promotion should be target market orientated
and effective. Interestingly enough, more than 60% of the sample organisations
have failed to analyse their target market before commencing with any type of
promotion. This immediately raised the question whether costs have not been
wasted on wrong promotional efforts, rather than costs being an issue when
considering promotion?
It was concluded that small legal organisations have failed to properly analyse their
target market and hence was unaware of their client?s needs. Various types of
promotion were undertaken by the organisation, but in many instances were
ineffective and costly. Should organisations have properly analysed their target
markets they would have been in a better position to select an effective and less
costly type of promotion.
Limited recommendations were made in an attempt to assist small legal
organisations to firstly analyse their target market which will result in more cost
effective marketing and will enable them to address the needs of their target market
directly.Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.
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Thomas, Jason E. "Exploring Primary Target Market Segment Buyer Motivation for Martial Arts Businesses." Thesis, Northcentral University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10143682.
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The martial arts industry is experiencing a period of immense growth, which has created a highly competitive environment where challenges in attracting and retaining customers cause substantial losses and an inability to compete effectively. Customer memberships are the primary revenue source for firms in the fitness services industry. Understanding buyer motivation is essential for marketing message creation and product development to attract and retain customers. The purpose of this qualitative, exploratory, single-case study was to investigate parent purchase motivation for children’s martial arts classes and to document internal buying motives in order to address the problem of acquiring and retaining customers in the commercialized martial arts industry. The qualitative, exploratory, single-case study consisted of seven parents with 6- to 12-year-old children enrolled in a martial arts school in Lakeway, Texas; two instructors working with the children and parents; and two owners of the school responsible for marketing. The data collection methods were semistructured interviews comprising open-ended questions that were audio-recorded. Interviews were analyzed using NVivo ® qualitative analysis software, which was used for coding and identifying themes. The semistructured interviews helped identify 10 themes. Seven of the themes validate and expand upon current themes discussed in the literature. Three new themes—ease of participation, alternative to team sports, and convenience—were uncovered. The findings of the study contribute to the theory of planned behavior, as well as other theories used to predict behavior, and may be used to predict purchase behavior. Recommendations for practice include refinements of product offerings and marketing messages and the creation of a new marketing segment, resulting in business alignment with customers and increased ability to attract and retain customers for commercialized martial arts schools, which is one of the largest challenges in the fitness industry. Future research is recommended to replicate this study in other geographies, to use the data gathered in this study to seed qualitative research studies, and to weigh the relative influence of the three types of behaviors influencing intention in the theory of planned behavior.
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Kressner, Josephine D. "Leveraging targeted marketing data in travel demand modeling: validation and applications." Diss., Georgia Institute of Technology, 2014. http://hdl.handle.net/1853/51870.
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To date, the collection of comprehensive household travel data has been a challenge for most metropolitan planning organizations (MPOs) and state departments of transportation (DOTs) due mainly to high costs. Urban population growth, the expansion of metropolitan regions, and the general unwillingness of the public to complete surveys conflict with limited public funds. The purpose of this research is to leverage targeted marketing data, sometimes referred to as consumer data or just simply marketing data, for travel demand modeling applications. This research reveals a first step in exploring the use of targeted marketing data for representing population characteristics of a region.
Four studies were completed: an aggregate validation, a household-level validation for hard-to-reach population groups, an airport passenger model, and a residential location choice model. The two validation studies of this work suggest that targeted marketing data are similar to U.S. Census data at small geographic levels for basic demographic and socioeconomic information. The studies also suggest that the existing coverage errors are at least similar, if not lower than, the levels of those in household travel surveys used today to build travel demand models. The two application studies of this work highlight the benefits of the targeted marketing data over traditional household travel surveys and U.S. Census data particularly well, including the additional behavioral information available at the household-level and the very large sample sizes.
These results suggest that the combination of targeted marketing data with other third-party and non-traditional data could be particularly powerful. It offers tremendous opportunities to enhance, or even transform, existing travel demand modeling systems and data collection practices. Inexpensive, up-to-date, and detailed data would allow researchers and decision-makers alike to better understand travel behavior and to be more equipped to make important transportation-related decisions that affect our lives each day.
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Balážová, Barbora. "Marketing cílený na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71810.
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This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.
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Chubukova, O., and I. Ponomarenko. "Features of YouTube marketing in modern conditions." Thesis, National Aviation University, 2020. https://er.knutd.edu.ua/handle/123456789/17663.
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In the 21st century YouTube has the top three search services in the world (the first place Google takes), enabling users to receive information on their requests in the form of video content. Given the large number of users of this service, it is advisable for a large number of companies to optimize their operation to use YouTube to enhance communication with the target audience. This service is one of the best sources for online businesses in terms of profitability, since in many niches it is possible to attract potential customers using small amounts of money.У ХХІ столітті YouTube входить до трійки кращих пошукових сервісів у світі (перше місце посідає Google), надаючи можливість користувачам отримувати інформацію за їх запитами у вигляді відео контенту. Враховуючи значну чисельність користувачів зазначеного сервісу, великій кількості компаній доцільно в рамках оптимізації їх функціонування використовувати YouTube для посилення комунікацій з цільовою аудиторією. Зазначений сервіс є одним з найкращих джерел для онлайн-бізнесу з позиції рентабельності, оскільки у багатьох нішах можливо залучити потенційних кліентів, використавши незначні грошові ресурси.
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Idenfors, Evelinn, and Jennie Kjellin. "Customer value in a B2B setting : An analysis of potential target markets for the rehabilitation company Svenska-Re." Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-58118.
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This study aims to investigate potential B2B customer segments in Umeå concerning company-wellness and rehabilitation services. We will investigate the market, identify a prospect target market and evaluate this target market on commission from Svenska-Re. The company Svenska-Re offers a service where customers travel to Gran Canaria, Spain, for a three week rehabilitation program. They offer various programs and are specialized in work-related injuries. By evaluating the target market we will investigate if there is an interest and need of the services provided by Svenska-Re in Umeå.
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Buyucek, Nuray. "“On Premise Alcohol Consumption: A Stakeholder Perspective in Social Marketing”." Thesis, Griffith University, 2017. http://hdl.handle.net/10072/365272.
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Excessive alcohol consumption is a common practice in licensed premises (Fortin, Belanger, & Moulin, 2015) and is a global problem (Graham et al., 2011). Excessive alcohol consumption poses threats to both individuals and society (Laslett et al., 2010; WHO, 2011a). Different approaches have been taken to minimise harm caused by alcohol, for example law enforcement (Wechsler, Lee, Nelson, & Lee, 2003), education (Clark, Ringwalt, Shamblen, & Hanley, 2011), and social marketing (Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015).
Social marketing is a behaviour change approach, and the use of social marketing benchmarks has been suggested as one means to highlight the essential characteristics of social marketing (Andreasen, 2002). One of the benchmarks is consumer orientation, which requires deep understanding of the target audience, and typically occurs through formative research (Kubacki & Rundle-Thiele, 2017). While mixed methods are recommended to obtain deep insights, application of mixed method research designs in the formative research phase in social marketing remains limited (Truong & Dang, 2017).Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Kraft, David J. "A needs asses[s]ment of risk control services for Rotterdam International Safety Center, the Netherlands." Online version, 1999. http://www.uwstout.edu/lib/thesis/1999/1999kraft.pdf.
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Pinho, Uryel Henrique Lumertz de. "Plano de marketing pessoal de Rafael Beti 2019." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16929.
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Mestrado em MarketingNo mundo atual, um atleta necessidade se destacar para poder angariar grandes contratos. O Plano de Marketing é hoje uma das mais importantes ferramentas. Pois é ele que agrega um conjunto de técnicas, desde os estudos de mercado, à segmentação, à publicidade, redes sociais, entre outros, baseando-se numa filosofia de gestão que se alicerça no grupo de consumidores de desporto interessados pelos serviços do atleta. Por este o motivo este projeto tem como finalidade aumentar a notoriedade de Rafael Beti através do desenvolvimento do plano de marketing pessoal. Rafael começou sua carreira na Associação Portuguesa de Desportos e após um breve período no clube foi aprovado pelo São Paulo Futebol Clube e na data de 17/03/2015, assinou seu primeiro contrato de formação. O plano repercute o ambiente interno e externo de Rafael Beti, nomeadamente a concorrência, análise legal, os fatores chave de sucesso, fornecedores e recursos humanos. Do mesmo modo, é analisada a segmentação, o mercado alvo, o posicionamento, objetivos de marketing e os aspetos que necessitem ser melhorados e propostos para o ano de 2019.
In the contemporary world, an athlete needs to stand out in order to sign great contracts. Marketing Plan is one of today's most important tools since it carries on its forefront a bundle of techniques ranging from market studies to segmentation, publicity, social media, among others. It is based on a management philosophy that grounds itself within the group of sports consumers who are interested in the athlete's services. This project aims to amplify Rafael Beti's awareness through the development of a personal marketing plan. Rafael began his career in the Associação Portuguesa de Desportos and after a brief period in the club he was accepted by São Paulo Futebol Clube and signed his first training contract on 17/03/2015. The plan includes Rafael Beti's internal and external environment, mainly the competition, legal tendency, key success factors, suppliers and human resources. In the same manner, the segmentation, the target market, the positioning, the marketing objectives, and the aspects that need to be improved and proposed for the year 2019 are analysed.
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Mattix, Christopher James. "Branding, Communication, and Millennials: A Look at the Communication Habits of the Largest Generation in History." Thesis, North Dakota State University, 2011. https://hdl.handle.net/10365/29910.
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Millennials are the largest generation in history and are frequently the targets of major marketing campaigns. However, no current research exists that focuses on Millennials' brand related communication habits. Focus groups with 50 college students were used to study the brand related communication habits of Millennials. Focus group data indicate that face-to-face communication is preferred by Millennials when
communicating about brands and products; however, participants noted an increased use of digital communication (text messages, instant messages, social networks) when communicating a negative brand experience. Price, family tradition, and product type were found to have the biggest influence over what types of messages were communicated and with whom they were communicated.
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Lhotáková, Markéta. "Positioning as a Strategic Marketing Planning Tool." Doctoral thesis, Vysoká škola ekonomická v Praze, 2001. http://www.nusl.cz/ntk/nusl-77135.
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Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and its definition, as well as practical application of theoretical conclusions in case study from corporate practice
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Walker, Brittanny L. "A Content Analysis Investigating Persuasion Intent in YouTube Videos that Target Preschool-Age Children." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10815095.
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Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children?s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos. The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.
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Trainor, Kevin J. "An Examination of Technical Knowledge and Technical Output Following Acquisitions." Kent State University / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=kent1245769445.
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Aubert, Cathy Dorothee. "The teenage market and the fashion industry in France and in theUnited States." CSUSB ScholarWorks, 2002. https://scholarworks.lib.csusb.edu/etd-project/2333.
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This project dealt with the teenage market in France and in the United States. Its aim was to provide the readers with an overview of this market and outline distribution and communication strategies that manufacturers and retailers can use to attract this market to make their business grow. Until a few years ago, the fashion industry did not pursue this market. In stores, most brands were dividing their clothing range into three catagories, women, men, and children. As a growing market with over 23 million teens in the U.S. and over 5.4 million in France, teenagers have an incredible spending power with 100 billion dollars spent in 2000 in the United States and 2.54 billion dollars spent in France. Now marketers are recognizing the teenage market as a huge potential for the future of their brands.
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Pereira, Marta Bustorff Dornellas Azevedo. "Plano de marketing para o vinho em copo "Split"." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10467.
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Mestrado em MarketingEste projeto tem como objetivo desenvolver um plano de marketing para a Split, um produto inovador na indústria do vinho que permite um consumo prático, num formato totalmente reciclável, inquebrável e portátil para locais onde o consumo é legalmente proibido ou dificultado por razões logísticas. O enfoque deste plano está na identificação do target da marca, na possibilidade de se implementar uma estratégia de co-branding e, por último, identificar novos canais de distribuição. A metodologia utilizada foi o Action Research o que permitiu uma relação de proximidade com a empresa. Simultaneamente, foram recolhidos dados primários e secundários. Numa primeira fase, foi concebida uma entrevista a um colaborador da empresa Vinko e, posteriormente, realizou-se um inquérito para identificar o target, através da segmentação por estilo de vida de Trent & Bruwer (2003). O inquérito foi também utilizado para responder às questões de investigação referentes à estratégia de co-branding e aos novos canais de distribuição. Por último, foi desenvolvido um focus group com enfoque no target da marca e na identificação de novos pontos de venda. Conclui-se que o target da marca é o Enjoyment oriented, social wine drinker, e que o co-branding é uma estratégia a aplicar com outras marcas de vinho também identificadas. A nível de canais de distribuição, foram propostos pelo target novos pontos de venda: festivais, restauração em mercados e bares. O desenvolvimento deste plano considerou as ameaças e oportunidades do mercado nacional e as ações propostas estão em consonância com o novo posicionamento: SplitWine, Split the moment!
The main goal of this project is to develop a marketing plan for Split - an innovative product that allows a practical consumption of wine in a fully recyclable, unbreakable and portable format for places where consumption is legally forbidden or, due to logistics, becomes difficult. This plan focuses on the identification of the brand target, the possibility of implementing a co-branding strategy and, finally, on identifying new distribution channels. The leading methodology used for this project was Action Research, which allowed a closer relationship with the company. Both primary and secondary data were collected simultaneously. At a first stage, an interview to a Vinko employee was carried out and after, it was developed a survey, not only to identify the Split target, based on Trent & Bruwer (2003) lifestyle segmentation, but also to answer research questions related with co-branding strategy and new distribution channels. Finally, it was developed a focus group focusing on the brand target and new points of sale. To sum up, one could conclude that the brand target is Enjoyment oriented, social wine drinker and that co-branding is a strategy that should be applied with other wine brands, also identified. For distribution channels, points of purchase were also proposed by the target which vary between bars, restaurants in refurbished markets and festivals. Note that the development of this marketing plan took into account domestic market threats and opportunities, and that the proposed actions are in line with the new positioning: SplitWine, Split the moment!
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Preisová, Martina. "Marketingový mix výrobku určeného pro seniory." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11131.
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Pires, Andre de Moura. "Estratégias de posicionamento usadas pelo Continente: a perceção do consumidor." Master's thesis, Universidade de Évora, 2021. http://hdl.handle.net/10174/30063.
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As empresas que não conseguem ter uma saúde financeira estável não têm um espaço no mercado competitivo. Para obter lucro a organização deve atrair o cliente, demonstrando que o seu produto ou serviço é o mais indicado para compra. Assim, o objetivo deste estudo foi o de analisar a perceção do consumidor acerca das estratégias de posicionamento da marca utilizadas pela insígnia Continente. Foi utilizada uma pesquisa exploratória bibliográfica e documental e aplicado um inquérito por questionário online. A partir da pesquisa, pode-se perceber que o posicionamento do hipermercado Continente contribui para obtenção de vantagens competitivas, assim como, da diferenciação da marca no momento de compra e na vontade de recomendar e recomprar nestes estabelecimentos. Os resultados obtidos mostram que as estratégias de posicionamento de marca utilizadas pelo Continente, correspondem à estratégia do atributo; estratégia da qualidade-preço; estratégia do uso ou aplicação; estratégia da categoria/liderança setorial; ABSTRACT:
Positioning strategies used by Continente: consumer perception
Companies that are unable to have a stable financial health do not have a tight space in the market. To make a profit, the organization must attract the customer by demonstrating that the product or service is the most suitable for purchase. As a result, the objective of this study was to analyze the consumer's perception of the brand positioning strategies used by the Continente brand. An exploratory bibliographic and documentary research was used, and an online questionnaire survey was applied. From the research, it can be seen that the positioning of Continente hypermarket contributes to obtaining competitive advantages, as well as the differentiation of the brand at the time of purchase and the desire to recommend and buy again in these establishments. The results shows that the brand positioning strategies used by Continente correspond to the attribute strategy; quality-price strategy; strategy of use or application; category/sector leadership strategy.
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Loponen, Mejia Denise, and Viktoria Mirkovic. "Påverkan av GDPR på företag: : en studie om betydelsen av GDPR för insamling av personliga uppgifter till target marketing och data mining." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42130.
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Title: The affects of GDPR on companies: a study about the impact of GDPR on the collection of personal data for target marketing and data mining. Keywords: GDPR, target marketing, data mining Subject: Bachelor's thesis, International Marketing, 15hp. Author: Denise Loponen Mejia & Viktoria Mirkovic Problem: How has GDPR affected companies when collecting personal data for target marketing and data mining? Purpose: The purpose of this study is to clarify the affects that GDPR has had on companies and what alterations the companies have had to make since the enforcement of the regulation regarding target marketing and data mining. Method: In this study a deductive method has been applied. Primary data has been obtained through qualitative semi-structured interviews, which were transcribed and analyzed in order to find a conclusion. Conclusion: The conclusion of this study shows that GDPR has had an impact on companies regarding their collection of personal data. The companies have had to change the way they have handled this in comparison to before. Furthermore, implementation of new strategies in order to be able to identify customer groups and lawfully be able to use data mining has had to be established. Moreover, the study shows that companies have had to introduce changes in order to comply with the regulation, as well as the fact that the change has been successful.Titel: Påverkan av GDPR på företag: en studie om betydelsen av GDPR för insamling av personliga uppgifter till target marketing och data mining. Nyckelord: GDPR, target marketing, data mining. Ämne: Kandidatuppsats i företagsekonomi, inriktning internationell marknadsföring, 15 hp Författare: Denise Loponen Mejia & Viktoria Mirkovic Problemformulering: Hur har GDPR påverkat företag vid insamling av personlig data till target marketing och data mining? Syfte: Syftet med denna studie är att klargöra hur införandet av GDPR har påverkat företag och vilka ändringar de har varit tvungna till att införa vid insamling av personliga uppgifter till target marketing och data mining. Metod: I denna studie har en deduktiv metod tillämpats. Primärdata har nhämtats genom kvalitativa semi-strukturerade intervjuer, vilka sedan transkriberat och analyseras i syfte att finna ett svar på frågeställningen. Slutsats: Resultatet av denna studie påvisar att GDPR har haft en påverkan på hur företag hanterar insamling och hantering av personlig data. De har blivit tvungna till att förändra sättet de hanterar detta på. Även implementering av nya strategier för att kunna identifiera kundgrupper och lagligt använda data mining har krävts. Vidare visar resultatet att samtliga företag har fått införa förändringar för att efterfölja den nya regleringen, samt att den har varit framgångsrik.
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Carmichael, Pamela L. "Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /." Online version of thesis, 2004. http://hdl.handle.net/1850/11800.
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Andia, Toledo Lilianne Haydee, Flores Sebastian Jesús Monterroso, Segura Maria Jose Rojas, Vasquez Yessica Quispe, and Avincola Selene Soledad Ynquilla. "Im care: Crema a base cúrcuma." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626534.
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El presente proyecto está dentro de las estrategias del océano azul porque se basa en crear un nuevo espacio en el mercado donde la competencia es mínima o casi nula. La crema cúrcuma no compite con un mercado donde existe una guerra de precios, el producto nos ha permitido encontrar nuevos mercados y clientes ofreciéndoles propuesta de valor diferente a las de la competencia. Se detallarán todas las estrategias necesarias para lograr posicionar el producto dentro del mercado de océano azul de la industria del cuidado de la piel.
● Crear nuevos espacios de consumo
● Centrarse en la idea de negocio, mas no en los números
● Asegurar la viabilidad
● Conocer más allá de la demanda
Por otro lado, plan de RSE nos ayuda a diferenciar a los principales grupos de interés para la empresa, es por lo que se debe tener mayor cuidado con ellos, principalmente debido a que nuestra propuesta de valor está orientada en un comienzo a nuestros clientes y sin dejar de lado a las comunidades con las que se trabajará para desarrollar un progreso sostenible y de la mano con nuestros colaboradores. Además, dentro del trabajo se desarrollará uno estrategia de marketing mix que nos permita logra cada uno de los objetivos de la empresa. Teniendo en cuenta las nuevas tendencias del mercado, los puntos de venta estratégicos, los mecanismos de aceleración o aumento de las ventas en el menor tiempo posible y la formulación de la propuesta de nuestro producto.This project is within the strategies of blue ocean since it is based on creating a new space in the market where competition is minimal or non-existent. Turmeric cream does not compete with a market where there is a price war. The product has allowed us to find new markets and customers by offering them a value proposition different from those of the competition. All the necessary strategies to position the product within the blue ocean market of the skin care industry will be detailed below: To create new consumer spaces, To focus on the business idea, not the numbers, To ensure viability, To know beyond demand. On the other hand, RSE plan helps us to differentiate the main stakeholders for the company, that is why we must be careful with them. This is mainly because our value proposition is oriented, firstly, to our customers, without leaving aside the communities with which we will work. And all of this in order to develop sustainable progress and also with the help of our workers. In addition, within our work we will develop a marketing mix strategy that will allows us to achieve each of the objectives of the company. Taking into account new market trends, strategic points of sale, mechanisms to accelerate or increase sales in the shortest period of time and the formulation of the proposal of our product.
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Hutabarat, Laura Louisa. "Direct marketing and Asian American in Inland Empire." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2466.
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This thesis employed a series of surveys of Asian Americans residing in the Inland Empire to determine their personal views towards direct marketing. Data is broken out by age, gender, ethnicity and employment status.
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Bártolo, Alexandra Gregório e. "Plano de marketing - Portugal Premium Tours, Agência de Viagens." Master's thesis, Instituto Superior de Economia e Gestão, 2015. http://hdl.handle.net/10400.5/10614.
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Mestrado em MarketingEste Trabalho Final de Mestrado consiste na elaboração de um plano de marketing para a agência de viagens Portugal Premium Tours (PPT). Tendo como objetivo central o aumento das vendas da empresa em questão e como objetivos secundários a identificação de segmentos e a otimização a comunicação de modo a alcançar os mesmos e desenvolver a notoriedade da empresa. Para isso, fizeram-se estudos dentro do marketing de serviços, da qualidade do serviço e do marketing turístico. A empresa em questão, criada em 2012, encontra-se presentemente em franca expansão, uma condição que acompanha a evolução da indústria do turismo em Portugal. Para a realização deste estudo, foi necessário proceder a uma análise de setor de turismo em Portugal e observação das tendências e a dinâmica do mercado. Como abordagem metodológica deste projeto foram utilizados os primeiros dois passos de action research. Tendo sido a recolha de dados primários realizada através de uma entrevista semiestruturada a um dos fundadores e à responsável pela coordenação de Marketing, método de observação direta e, por fim, questionário aos atuais clientes, elaborado com base no modelo SERVQUAL (Parasuraman et al.,1988). As restantes informações necessárias foram obtidas por meio de recolha de dados secundários. Assim, este plano visa, aumentar o valor atribuído pelo cliente, sendo que para esse efeito se pretende melhorar a comunicação com cada um dos targets e apostar na qualidade do serviço prestado.
This final Master's degree project consists of a Marketing Plan for the travel agency Portugal Premium Tours and its principal objective is to increase the company's sales volumes and as secondary objectives to outline segments and to optimize communication in order to reach them and to develop as well as develop the company's awareness. Therefore, studies under the fields of service marketing, service quality and tourism marketing were conducted. The company, founded in 2012, is presently in growth, keeping up with the industry of tourism in Portugal. To carry out this study, we proceeded with an analysis of the tourism sector in Portugal and observation of tendencies and market dynamics. This project's methodological approach were the first two steps of action research. The primary data was gathered through a semi-structured interview made to one of the founders and the Marketing Coordinator, direct observation methodology, and finally, one questionnaire was performed to PPT clients in order. Their preparation was based on the SERVQUAL model (Parasuraman et al., 1988). Thus, this plan is aimed mainly increase value assigned by the client and for this purpose it is intended to improve communication within each of the targets, as well as focus in quality service.
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Ho, Keang Hong. "The impact of takeover announcements on target stock returns and market efficiency : the Hong Kong experience." Thesis, University of Macau, 1994. http://umaclib3.umac.mo/record=b1636718.
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Kašpráková, Soňa. "Marketingová strategie orchestru Berg." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-205434.
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The main goal of this diploma thesis is to create a base of marketing strategy of Berg Orchestra, because of focusing on new target group of younger audience. Theoretical part describes marketing of orchestras and specifics of marketing mix, then issues of segmentation, targeting and positioning. This part also focuses on marketing research, especially on quality research, which is used in practical part of this thesis. Practical part introduces Berg Orchestra, its aims, marketing and analysis through SWOT. Then it offers the quality research itself and in-depth interviews with nine respondents. At the end of this part there is an approximate framework of new marketing strategy with suggestions coming from the applied research.
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Jarl, Felicia, and Maja Åfeldt. "Modern marknadsföring i en utav Sveriges äldsta branscher : En kvalitativ studie om hur livsmedelsföretag stärker sin varumärkeskännedom med influencer marketing." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45340.
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In today's society, influencers have grown and become much more common, thus marketing insocial media has increased drastically. Many companies today have influencer marketing aspart of their marketing strategy. With the help of influencer marketing, companies can increasetheir reach in campaigns and thus increase their brand awareness. The purpose of the study wasto create a deeper understanding of how food companies that work with influencer marketing,select their influencers to collaborate with. The main question was: "How do food companieschoose influencers to work with to strengthen brand awareness among the target group?". Thestudy was based on abductive reasoning with a qualitative method. Empirical data werecollected from interviews with two respondents from the food companies Zeta and Pändy. Thestudy showed that food companies see influencer marketing as an effective way to increasebrand awareness among the target group and that they want to be valued as top-of-mind.Furthermore, the study indicates that food companies value the influence of influencers higherthan the statistics regarding followers.I dagens samhälle har influencers växt och blivit betydligt vanligare, därmed harmarknadsföringen i sociala medier ökat drastiskt. Många företag har idag influencer marketingsom en del av sin marknadsföringsstrategi. Företag kan med hjälp av influencer marketing ökasin räckvidd i kampanjer och på så sätt öka sin varumärkeskännedom. Syftet med studien varatt skapa en djupare förståelse för hur livsmedelsföretag som arbetar med influencer marketingväljer ut influencers att samarbeta med. Detta med hjälp av frågeställningen “Hur väljerlivsmedelsföretag influencers att samarbeta med för att stärka varumärkeskännedomen blandmålgruppen?”. Uppsatsen utgick från en abduktiv ansats med en kvalitativ metod. Empiriskdata samlades in från intervjuer med två respondenter från livsmedelsföretagen Zeta och Pändy.Studien visade på att livsmedelsföretag ser influencer marketing som ett effektivt sätt att ökavarumärkeskännedomen bland målgruppen och önskar på så sätt värderas som top-of-mind.Vidare pekade studien på att livsmedelsföretag värdesätter influencers image högre änstatistiken gällande följare.
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Dítě, Filip. "Návrh na rozšíření marketingových činnosti firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2007. http://www.nusl.cz/ntk/nusl-221484.
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The aim of this thesis is the proposal of amplification of marketing activities of the company. This work consist of the theoretical, analytical and practical parts. On the basis of findings of analysis are formulated particular proposals of amplifications of marketing activities in practical section. This proposals should give support to the company marketing strategy and help to achieve company aims.
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Van, den Berg Marinus. "Evolutionary consumers an investigation into the ethical implications of marketing to children." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95683.
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Thesis (MBA)--Stellenbosch University, 2012.ENGLISH ABSTRACT: When it comes to getting people to spend money on consumer goods, Madison Avenue have trust in the power of a whining child. The very young are more and more becoming the target of the advertising industry. As more and more companies are turning to child psychologists to help fine tune their messages, some specialists in child development are disturbed by the trend. As marketers are pitching to younger audiences, the question arises if children are being robbed of their innocence and childhood. Children are very naïve about advertising and can easily be manipulated and exploited. The general belief in the industry is that marketers can shape these children into lifelong customers with brand loyalties. Estimates have shown that children's aggregate spending has roughly doubled during the 1960's, 1970's, 1980's and almost tripled in the 1990's (Zoll, 2000). Why is this the case? What are the big corporations really up to: recruiting children to promote products on the playground, acting as their friends on social networks, repackaging junk food as a new health alternative and blurring the lines between what is advertising and what is not. Marketing that targets children are virtually everywhere - television, the internet, the playground and even the classroom. Product placements and other innovations have introduced more subtle ways of conveying their message. All this have created "commercialised children". The debate regarding the ethics of marketing to children is not a new development. Over the last three decades there were some fundamental questions asked about the fairness of marketing to children. Most of these questions are still unresolved. As the consumers started to understand their rights better over the last few years, this debate has started to move to the fore. While parents at home are struggling to set limits, marketing executives are working just as hard to undermine these efforts with irresistible offers. We need ask ourselves if too much marketing leads to unhappy families or will all these products lead to a more happy life. Because of the difficulty of gaining access to the child as a research subject, for the purpose of this thesis the focus was on secondary data available. This thesis is therefore a work of investigation, bringing research together from studies conducted in the United States of America, Canada, the United Kingdom and other European countries. The starting point was to gain knowledge of the cognitive development of a child. Using the work of Piaget as a basis and working with the developmental blind sports developed by Acuff and Reiher, vulnerabilities where identified for each of the developmental stages. Studies where then conducted into how the marketing industry targets each of those groupings and the products sold to them. In the end the products can be classified as: Inherently dangerous, safe and neutral. The classification of these products is an important aspect of the moral value of the companies selling them. It was necessary to look at the current legislation that is protecting the child and how the industry is finding their way around these. Finally, an ethical framework was designed that was used to look at the marketing industry's actions in each of the developmental phases and the products they sell. Because this thesis looks at the development of the child and the way that marketers target the child by focusing on the developmental blind spots, the feminine is also included when the masculine is used unless specifically stated that there is an important difference. In the end, it is clear that it is the ones who are in the daily "trenches" of homes everywhere who are under the most pressure. It is the parents and caretakers who are purposefully trying to design a healthy and enriching environment for their kids to grow up in who needs to be applauded. They are encouraging these children to have the courage to say no to the negative influences of materialism and irresponsible marketing. Although legislation does exist, it is in most cases not nearly strong enough to have a significant impact. In most cases the industry is left to regulate itself and the flow of money has the strongest pull. All over the world, parents are starting to form a united front against the irresponsible marketers and are forcing new laws and legislation to be implemented to help regulate the industry better.
AFRIKAANSE OPSOMMING: Wanneer dit kom by die motivering vir mense om geld uit te gee op verbruiksgoedere, het Madison Avenue baie vertroue in die krag van 'n kermende kind. Die jong kind word al meer en meer geteiken deur die advertensie industrie. Meer en meer ondernemings gaan na kindersielkundiges toe om hulle te help om hul boodskap te verfyn. Sommige spesialiste in die ontwikkeling van die kind is baie bekommerd oor hierdie tendens. Soos wat bemarkers al meer na jonger markte neig, het die vraag begin ontstaan of hulle nie besig is om die jeug te beroof van hul onskuld nie. Sover dit die bemarkingsboodskap aangaan, is kinders baie naïef en kan hulle maklik gemanipuleer en uitgebuit word. Die algemene gevoel in die industrie is dat bemarkers hierdie kinders kan omskep in lewenslange kliënte deur gebruik te maak van handelsmerk lojalitiet. Skattings toon dat die kinders se gemiddelde spandering rofweg verdubbel het gedurende die 1960's 1970 en 1980's en amper verdriedubbel het in die 1990's (Zoll, 2000). Die vraag is nou, waarom is dit die geval? Waarmee is die groot maatskappye werklik besig wanneer hulle kinders werf om hul produkte op die speelgronde te bemark, of voorgee dat hulle vriende is op die sosiale netwerke, of kitskos herverpak asof dit gesond is en die lyne tussen realiteit en advertensie laat verdof. Bemaring wat kinders teiken kom amper orals voor - televisie, die internet, die speelgrond en selfs in die klas. Die plasing van produkte en ander innoverings maak die oordra van die boodskap baie meer subtiel. Dit alles is besig om 'n gekommersialiseerde kind te skep. Die debat oor die etiek van bemarking na kinders is nie 'n nuwe ontwikkeling nie. Oor die laaste drie dekades was daar reeds fundamentele vrae gevra oor die regverdigheid van bemarking na kinders toe. Die meeste van die vrae is steeds onbeantwoord. Soos wat verbruikers hulle regte oor die laaste paar jaar beter begin verstaan het, het dit die debat opnuut na die voorgrond gebring. Terwyl ouers tuis sukkel om grense te bepaal, werk die bemarkingsbestuurders net so hard daaraan om hierdie reëls te ondermyn met baie aantreklike en onweerstaanbare aanbiedings. Dit gee aanleiding tot die vraag vra of te veel bemarking kan aanleiding gee tot ongelukkige gesinne en of al hierdie produkte werklik sal lei tot 'n beter lewe. As gevolg van die beperkinge op die toegang tot kinders in navorsing, is daar vir die doel van die tesis gebruik gemaak van sekondêre data bronne. Die tesis is dus 'n ondersoek na bestaande navorsing gedoen in die Verenigde State van Amerika, Kanada, die Verenigde Koninkryke en ander Europese lande. Die begin punt van die studie was om kennis op te bou oor die kognitiewe ontwikkeling van 'n kind. Deur die werk van Piaget te gebruik en te werk met die ontwikkelingsblindekolle wat ontwikkel is deur Acuff en Reiher, is kwesbare areas geïdentifiseer vir elke stadium van die ontwikkelingsproses. 'n Studie is gedoen om te bepaal hoe die bemarkingsindustrie elk van hierdie groepe teiken en watter tipe produkte op elke vlak verkoop word. Die produkte is in drie kategorieë geklasifiseer: gevaarlik, veilig en neutraal. Die klassifikasie van die produkte is 'n belangrike aspek in die morele waarde van die onderneming wat dit verkoop. Dit was ook nodig om na die huidige wetgewing te kyk wat die kind beskerm en hoe die industrie rondom hierdie wette beweeg. Laastens is 'n etiese raamwerk opgestel waarteen die bemarkingsindustrie se aksies in elke ontwikkelingsfase gemeet word. Omdat hierdie tesis fokus op die kind en die wyse wat bemarkers die kind teiken deur te fokus op die ontwikkelingsblindekolle word die vroulik ingesluit elke keer waneer die manlike aanspreek vorm gebruik word, tensy daar spesifiek verwys na die feit dat daar 'n verskil is in die optrede. Op die uiteinde is dit duidelik dat die wat in die loopgrawe op die tuisfront is, is die wat onder die meeste druk verkeer. Dit is die ouers en die versorgers wat doelbewus probeer om 'n gesonde en verreikende omgewing te skep vir die kinders wat lof en waardeering verdien. Dit is hulle wat poog om die kinders te ondersteun en aan te moedig om nee te se vir die negatiewe invloede afkomstig van die materialistiese en onverantwoordelike bemarking. Alhoewel wetgewing wel bestaan, het dit in die meeste gevalle nie 'n sterk genoeg impak om die kind se belange te besterm nie. In die meeste gevalle is die industrie ook oorgelewer aan self-regulering en het die vloei van geld die sterkste aantrekking. Reg oor die wêreld is ouers besig om saam te staan teen die onverantwoordelike bemarkers en begin hulle druk uitoefen om die huidige wetgewing te verander en nuwe wette ingestel te kry om die industrie beter te reguleer.
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Antunes, Miguel di Giovine Freire de Andrade. "Plano de marketing para o CES (Clube Exercício e Saúde)." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/11419.
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Mestrado em MarketingO Plano de Marketing apresentado neste trabalho é para o ginásio CES (Clube Exercício e Saúde), localizado dentro da Universidade Lusófona de Humanidades e Tecnologias. O público-alvo é bastante abrangente e vai dos 18 aos 65 anos. Actualmente, a população é cada vez mais sedentária, e muita gente tem problemas de excesso de peso. Devido a isso, as pessoas têm-se preocupado mais com a activdade física. Nos últimos dez anos, tem-se assistido a um crescimento de ginásios e health clubs; apesar disso, a crise financeira existente em Portugal pode ser um entrave para algumas pessoas frequentarem os ginásios. Assim, o conceito de ginásio low-cost tem ganho bastantes adeptos ultimamente, pois alia bons serviços a preços reduzidos. O objectivo deste plano é tentar fazer uma análise completa desta área, tanto na vertente teórica, falando da importância do fitness e da actividade física, como na parte empírica, onde se descreve o ginásio. Para a empresa encontrar o rumo do sucesso, precisa de prestar um bom serviço e ter ofertas de qualidade. Para isso, é vital que haja uma boa comunicação, pois só assim conseguirá chamar mais clientes, e recursos humanos motivados, já que estes podem ajudar a que haja uma maior fidelização dos clientes.
The Marketing Plan presented in this work was made for the gym CES (Clube Exerício e Saúde), located inside the Universidade Lusófona de Humanidades e Tecnologias. Our target audience ranges widely between 18 to 65 year-old people. Nowadays, the population is increasingly sedentary, and many people struggle with being overweight. Because of that, people have been worrying more about their physical activity. In the last 10 years, we have observed an increase in the number of gyms and health clubs; in spite of that, the economic crisis in Portugal may be an obstacle for some people who want to go to gyms. Therefore, the concept of a low-cost gym has recently gained many followers, since it unites the advantages of great services with reduced prices. The main goal of this plan is to attempt a full analysis of this area, from a theoretical point of view, discussing the importance of fitness and physical activity, as well as the empirical section, where the gym is described. If a company wishes to find the route to success, it must provide good service and quality offers. In order to achieve that, it is vital to have great communication, as that is the only way to acquire more clients, and motivated human resources, since they can help to achieve greater loyalty from the clients.
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Tirupattur, Viswanath. "Integrated production and marketing risk management for cash grain producers of Virginia's Northern Neck region:a target MOTAD analysis." Thesis, Virginia Tech, 1990. http://hdl.handle.net/10919/42569.
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Slaton, Kelcie Shaelyn. "Best Practices in Targeted Advertising for Fashion Entrepreneurs." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1011865/.
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A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.
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Tirupattur, Viswanath. "Integrated production and marketing risk management for cash grain producers of Virginia's Northern Neck region : a target MOTAD analysis /." This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-05092009-040700/.
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Menegazzo, Stefania <1989>. "Strumenti di Marketing Tribale per definire il target e veicolarlo sul tema della sostenibilità Caso studio: Strategy Innovation srl." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15604.
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Il presente elaborato analizza come tema principale la sostenibilità.
L’analisi fa emergere come nel momento storico attuale, il pianeta sembra essere arrivato ad un punto di non ritorno anche se fortunatamente nasce la consapevolezza da parte della popolazione che il benessere generale debba basarsi su una visione economica che tenga conto sia qualità della vita che della salvaguardia ambientale e sociale dall’altra.
Ecco quindi che vedremo come le imprese si rendono conto che la sostenibilità non può essere trascurata e non è nemmeno una moda passeggera, ma una vera e propria filosofia di conduzione aziendale che va a rivedere e revisionare i processi e il prodotto in ottica green.
La maggiore consapevolezza del “valore dalla sostenibilità” sta ampliando le prospettive in tema di riconfigurazione dell’attività economica. Le aziende sono infatti stimolate a modificare le proposte di valore, i processi operativi, le tecnologie, i prodotti e ad inserirli in modelli di business che recuperano i principi della sostenibilità.
Vedremo i vantaggi che possono risultare adottando un percorso sostenibile.
Nella seconda parte vedremo l’importanza di sviluppare un’accurata strategia di comunicazione ambientale. Si noterà come risulta necessario avere la capacità di comunicare argomenti tecnici in maniera efficace ed efficiente.
Se adeguatamente e correttamente comunicato si possono ottenere vantaggi competitivi e si evita di sconfinare nel Greenwashing.
Una comunicazione integrata è sempre la scelta migliore che ha il pregio di potenziare la propria azione quando più strumenti e canali sono utilizzati in sinergia.
Infine nella terza parte si analizza l’opportunità di utilizzare il marketing tribale per comunicare la sostenibilità.
Le aziende che devono restare al passo con i tempi e sfruttare al meglio le nuove opportunità per la realizzazione delle proprie strategie di marketing passando da un’identità tradizionale a una non convenzionale.
Verrà illustrato come viene indi
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Samawi, Jamil Nazih. "Global banks' marketing communication in Jordan : standardisation or adaptation : developing an effective integrated marketing communication model to target the Jordanian market : a study of global banks in Jordan." Thesis, University of Huddersfield, 2011. http://eprints.hud.ac.uk/id/eprint/17515/.
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This research is concerned with international Integrated Marketing Communications (IMC) by global banks targeting a Jordanian audience. The main research question addressed in this work is concerned with adaptation versus standardisation of international IMC by global banks. The aim of the research is to establish whether the standardised IMC approach is sufficiently effective when targeting Jordanian customers or whether adaptation of the IMC mix is necessary. A mixed methodological approach has been used consisting of qualitative in depth interviews and a more quantitatively based sample survey. Semistructured interviews were conducted with bank managers. Likewise, a survey instrument in the form of questionnaires were sent to the clients through bank management because of the confidentiality issues. The purpose of the research is to answer the standardisation versus adaptation question with the intention of deriving specific, operationally useful suggestions for IMC improvements for global banks operating in Jordan. The problems and weaknesses identified in current IMC policies used by global banks in Jordan are identified and suggestions for future marketing communications improvements made. These weaknesses and suggestions are integrated into a conceptual model. The managerial implications of adapting the suggestions made are examined and discussed. The weaknesses identified, suggestions made to overcome them and the managerial implications of implementation make an important and original contribution to the subject area from both a practical and conceptual point of view. The findings of the research strongly indicate that significant adaptation is required in order for the IMC approach by global banks to be effective. The findings should be specifically relevant to global banks operating in Jordan but may have relevance to other international companies from different sectors operating in or wishing to operate in Jordan.
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Silveira, Christopher. "User information and the bus stop: designs and applications in the United States and Canada." Thesis, Georgia Institute of Technology, 2013. http://hdl.handle.net/1853/47530.
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Bus stops are interwoven into the urban landscape, providing direct access to the transit system and offering upfront information to users. This contact creates an ever-present opportunity for transit agencies to market their services to the public and attract ridership. The purpose of this thesis is to help transit agencies exploit this opportunity through the development and deployment of user information. The thesis examines how agencies are leveraging bus stop infrastructure in the United States and Canada. Site visits were conducted at twenty-nine transit agencies across the continent with observations photographed and processed into matrices. The photographs provide examples of innovative ways in which agencies have employed elements, while the matrices reveal the current state of the practice. The thesis concludes with recommendations for the conceptualization and development of bus stop signage that integrate many of these innovative elements as well as ADA regulations to improve user information at transit agencies.
The findings of this thesis may be of interest to transit agencies that are seeking to construct a new or improve upon an existing user information system as well as to those interested in or studying public transit, wayfinding, or environmental graphic design. While there exists a large degree of difference as to the level of information that is made available to users in different transit agencies, all agencies have room to improve.
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Tatičová, Lucia. "Relaunch značky Physiogel na českom a slovenskom trhu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162718.
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A new product launch is important and difficult part of product life cycle. It also means uneasy process for company. Goal of this diploma thesis is to evaluate chosen marketing mix strategy of relaunch Physiogel on Czech and Slovak market through marketing plan conduct and realization of marketing research focusing on target group. Theoretical part offers basics for better understanding of the topic. Then practical part, consists from two phases, offering conduct of marketing plan and structure, analysis of marketing research and evaluation of results. Output from these activities will consist not only from analysis and evaluation of marketing mix strategy, but also enrichment of information concerning target group and proposal of marketing activities for the brand for year 2014.
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Rossi, Audrey Laëtitia. "Generation Y online shopping behaviors and habits." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2302.
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Online marketing opportunites regarding the teenage market are often underestimated due to the fact that the general information to date is neither particular, specific nor exact. Therefore, this project aims at giving guidelines for webmarketers willing to capture the "consumers of tomorrow".
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Kafková, Petra. "Faktory spotřebního chování ve vztahu k sportovním aktivitám životního stylu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76070.
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The aim of this Master's Thesis is to reveal and describe segments within a group of university students. The first part includes the theory of market segmentation, including the market research theory and description of the technique of cluster analysis. The second part contains the exploration of secondary data - identifying characteristics of the target group and searching for ideas for own research. The third part describes preparation for primary research, collecting of the data and their analysis. At the end I reveal segments with the help of cluster analysis and describe all uncovered segments.
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BERN, PATRIK, and Joakim Larsen. "How to Target the Need for Self-Scanning Solutions in the Northeastern American Food Retail Market : A Case Study with Datema." Thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-189466.
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The development of digital solutions has changed the way consumers complete purchases today. New distribution channels through internet and mobile applications have come to challenge the business of traditional retailers. Thus, retailers must find new ways of keeping customers loyal to the store. One way of retaining customers is to provide a more prominent customer experience. This study focuses on technological solutions for the food retail industry that enables the creation of this experience, more specifically self-scanning applications provided by the Swedish company Datema.The Swedish market, in which Datema acts, is among the most technologically advanced in the world regarding self-scanning solutions and has begun to reach a maturity phase. This, along with desires to expand the marketplace, has created an attraction to larger foreign markets such as North America. Similarities in business culture and a strong buying power have led to a certain interest in the Northeastern part of America. Thus, the purpose of this thesis is to investigate the need for self-scanning solutions in this specific area and to provide recommendations for how the market could be targeted.To create an overview of the market structure the consumer market has been studied through an in-depth literature review of the latest market investigations. Furthermore, the technological level of Northeastern supermarket chains was investigated through market observations and interviews with store managers in Boston, Massachusetts. To create the holistic view of the market, interviews with experts in the US retail market and with US IT-vendors were conducted. Additionally, interviews with management consultants and experts in market entries have contributed to answering the question of how the market should be entered. Finally, in order to provide conclusions and recommendations, the results have been analyzed with relevant literature and theories within marketing, change management and entry mode management.The findings in this master thesis indicates that there is a need for technological solutions that enhance the customer experience in the Northeastern American food retail market. Furthermore, the technological level of the existing supermarket chains in Boston is considered low and that the level and acceptance varies with the store concept. The previous resistance towards implementation of new technological solutions in the stores was found to mainly depend on a low knowledge, low trust in the consumers and fear of losing customer interaction.Datema is recommended to address the middle and high-end supermarket chains with a follower approach. Further recommendations include that the market should be entered through a joint venture with a local partner.
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Науменко, В. В. "Маркетингові рішення виробничого підприємства на цільовому ринку (на прикладі ТОВ «ТАН»)." Thesis, Чернігів, 2021. http://ir.stu.cn.ua/123456789/24952.
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Науменко, В. В. Маркетингові рішення виробничого підприємства на цільовому ринку (на прикладі ТОВ «ТАН») : випускна кваліфікаційна робота : 076 «Підприємництво, торгівля та біржова діяльність» / В. В. Науменко ; керівник роботи Н. В. Іванова ; НУ "Чернігівська політехніка", кафедра підприємництва і торгівлі. – Чернігів, 2021. – 95 с.Об’єкт дослідження – процеси прийняття маркетингових рішень в ТОВ «ТАН». Предмет дослідження – сукупність методів і засобів прийняття маркетингових рішень підприємства на цільовому ринку. Метою роботи є обґрунтування маркетингових рішень виробничого підприємства на цільовому ринку на прикладі діяльності товариства з обмеженою відповідальністю «ТАН». Методи дослідження – теоретичні (аналіз та синтез, порівняльний аналіз, узагальнення), емпіричні (моніторинг наукових праць вітчизняних та зарубіжних авторів, монографій, статей, ЗМІ), практичні (економічний аналіз діяльності підприємства, аналіз продуктів діяльності, табличний, графічний методи представлення інформації). В першому розділі розкрито теоретичні та методичні основи прийняття маркетингових рішень на виробничому підприємстві. В другому розділі досліджено маркетингову діяльність ТОВ «ТАН». В третьому розділі розроблено проект маркетингових рішень підприємства «ТАН» на цільовому ринку.
The object of this study is processes of making marketing decisions in TAN LLC. The subject of this study is a set of methods and tools for making marketing decisions of the enterprise in the target market. The aim of this study is substantiation of marketing decisions of the production enterprise in the target market on the example of the Limited Liability Company "TAN"\TAN LLC. Study methods: theoretical (analysis and synthesis, comparative analysis, generalizations), empirical (monitoring of scientific works of domestic and foreign authors, monographs, articles, media), practical (economic analysis of the enterprise activity, analysis of activity products, tabular, graphical methods of provision of information). The first paragraph reveals the theoretical and methodological bases of making marketing decisions in a manufacturing enterprise. The second paragraph analyzes the marketing activities of TAN LLC. The project of marketing decisions of TAN LLC in the target market is developed in the third paragraph.
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Svobodová, Jana. "Marketingový mix společnosti Alcon." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223567.
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The theme of this thesis is an analysis of Alcon Pharmaceuticals Ltd. Czech Republic, engaged in the sale and manufacture products for eye care on the basis of the marketing mix. My goal is to help improve the care of existing customers and find the best combination of funds that will lead to entirely new customer acquisition. In my work I focus mainly on the division of CLC (Contact Lenses Care).
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Gabel, Sebastian. "One-to-One Marketing in Grocery Retailing." Doctoral thesis, Humboldt-Universität zu Berlin, 2019. http://dx.doi.org/10.18452/20084.
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In der akademischen Fachliteratur existieren kaum Forschungsergebnisse zu One-to-One-Marketing, die auf Anwendungen im Einzelhandel ausgerichtet sind. Zu den Hauptgründen zählen, dass Ansätze nicht auf die Größe typischer Einzelhandelsanwendungen skalieren und dass die Datenverfügbarkeit auf Händler und Marketing-Systemanbieter beschränkt ist.
Die vorliegende Dissertation entwickelt neue deskriptive, prädiktive und präskriptive Modelle für automatisiertes Target Marketing, die auf Representation Learning und Deep Learning basieren, und untersucht deren Wirksamkeit in Praxisanwendungen.
Im ersten Schritt zeigt die Arbeit, dass Representation Learning in der Lage ist, skalierbar Marktstrukturen zu analysieren. Der vorgeschlagene Ansatz zur Visualisierung von Marktstrukturen ist vollständig automatisiert und existierenden Methoden überlegen. Die Arbeit entwickelt anschließend ein skalierbares, nichtparametrisches Modell, das Produktwahl auf Konsumentenebene für alle Produkte im Sortiment großer Einzelhändler vorhersagt. Das Deep Neural Network übertrifft die Vorhersagekraft existierender Benchmarks und auf Basis des Modells abgeleitete Coupons erzielen signifikant höhere Umsatzsteigerungen.
Die Dissertation untersucht abschließend eine Coupon-Engine, die auf den entwickelten Modellen basiert. Der Vergleich personalisierter Werbeaktionen mit Massenmarketing belegt, dass One-to-One Marketing Einlösungsraten, Umsätze und Gewinne steigern kann. Eine Analyse der Kundenreaktionen auf personalisierte Coupons im Rahmen eines Kundenbindungsprogrammes zeigt, dass personalisiertes Marketing Systemnutzung erhöht. Dies illustriert, wie Target Marketing und Kundenbindungsprogramme effizient kombiniert werden können.
Die vorliegende Dissertation ist somit sowohl für Forscher als auch für Praktiker relevant. Neben leistungsfähigeren Modellansätzen bietet diese Arbeit relevante Implikationen für effizientes Promotion-Management und One-to-One-Marketing im Einzelhandel.Research on one-to-one marketing with a focus on retailing is scarce in academic literature. The two main reasons are that the target marketing approaches proposed by researchers do not scale to the size of typical retail applications and that data regarding one-to-one marketing remain locked within retailers and marketing solution providers. This dissertation develops new descriptive, predictive, and prescriptive marketing models for automated target marketing that are based on representation learning and deep learning and studies the models’ impact in real-life applications. First, this thesis shows that representation learning is capable of analyzing market structures at scale. The proposed approach to visualizing market structures is fully automated and superior to existing mapping methods that are based on the same input data. The thesis then proposes a scalable, nonparametric model that predicts product choice for the entire assortment of a large retailer. The deep neural network outperforms benchmark methods for predicting customer purchases. Coupon policies based on the proposed model lead to substantially higher revenue lifts than policies based on the benchmark models. The remainder of the thesis studies a real-time offer engine that is based on the proposed models. The comparison of personalized promotions to non-targeted promotions shows that one-to-one marketing increases redemption rates, revenues, and profits. A study of customer responses to personalized price promotions within the retailer’s loyalty program reveals that personalized marketing also increases loyalty program usage. This illustrates how targeted price promotions can be integrated smoothly into loyalty programs. In summary, this thesis is highly relevant for both researchers and practitioners. The new deep learning models facilitate more scalable and efficient one-to-one marketing. In addition, this research offers pertinent implications for promotion management and one-to-one marketing.
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Glazebrook, Jonathon R. "Advertising to the Hispanic community : an intercultural communication approach." Scholarly Commons, 2005. https://scholarlycommons.pacific.edu/uop_etds/619.
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This study investigates the ways in which advertisers employ acculturation and intercultural communication tactics when targeting advertising campaigns to Hispanic consumers. The study focused on three research questions regarding (1) how advertisers adapt marketing plans to account for the differences in the dominant Hispanic subgroups, (2) the role of the target audience's level of acculturation on the planning of an advertising campaign, and (3) how advertisers employ accommodation strategies when constructing advertising messages for Hispanics. The study utilized personal interviews with eight advertising professionals from various markets across the country to answer the research questions. The results of the study indicated that (1) advertisers frequently rely on similarities among the various Hispanic groups when planning advertising campaigns, (2) a Pan-Hispanic approach is used in the language of many advertising campaigns that target Hispanics, and (3) advertisers seek to formulate messages that resonate with Hispanics based on knowledge of the target audience's values and beliefs.
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Schumann, Jan H. "The impact of culture on relationship marketing in international services a target group-specific analysis in the context of banking services." Wiesbaden Gabler, 2009. http://d-nb.info/995886458/04.
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Мартинова, Г. Д. "Маркетингові комунікації на підприємстві в сферах послуг (на прикладі салону краси «STYLE DELUXE»)." Thesis, Одеський національний економічний університет, 2021. http://local.lib/diploma/Martynova1.pdf.
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Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижчеУ роботі розглянуто ринок послуг країни в індустрії краси, сучасні підходи в розвитку маркетингових комунікацій. Представлена загальна характеристика закладу салону краси «Style Deluxe». Проведено аналіз маркетингового середовища підприємства на ринку м. Одеси. Визначено місце комунікацій маркетингу у комплексі маркетингової діяльності салону краси «Style Deluxe». Запропоновано заходи з удосконалення маркетинговії діяльності підприємства (на прикладі салону краси «Style Deluxe»). Були розроблені рекомендації, щодо удосконалення маркетингової діяльності салону краси «Style Deluxe» та розраховано економічно обґрунтувати запропоновані заходи щодо удосконалення маркетинговї діяльності салону краси «Style Deluxe».
The paper considers the market of services of the country in the beauty industry, modern approaches in the development of marketing communications. The general characteristics of the Style Deluxe beauty salon are presented. The analysis of the marketing environment of the enterprise in the market of Odessa is carried out. The place of marketing communications in the complex of marketing activity of beauty salon "Style Deluxe" is determined Measures to improve the marketing activities of the company (for example, beauty salon "Style Deluxe"). Recommendations were developed to improve the marketing activities of the beauty salon "Style Deluxe" and calculated to economically justify the proposed measures to improve the marketing activities of the beauty salon "Style Deluxe".
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Březík, Jan. "Marketingový plán zájmového sdružení." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162832.
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The diploma thesis focuses on the preparation of a marketing plan for a civic association that offers products and services for both professional and amateur cyclists. The thesis is divided into two main parts, a theoretic one and a practical one. The theoretic part describes the general view at the strategic marketing and the marketing plan; the practical part describes the concrete application of the above stated marketing approaches. The outcome of the thesis is the plan that comes directly out from the mission and strategic goal of the association. In practical part of the thesis, I am analysing the market of domestic travels, I am focusing on the segmentation of target group later on. The current status of the association is analysed and described in terms of product portfolio and strategic approaches. I am offering a new structure of the portfolio for which the marketing plan is being prepared. The action plan with all communication activities is part of the final outcome as well.
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賴淯淳. "Applying association rules in target marketing." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/69470224002175015752.
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碩士輔仁大學
資訊管理學系
89
In this research, we use one of the models of Data mining─Association rules, to help business in target marketing. In the light of some shortcomings about the research of association rules： 1.Association rules may generate too many rules. 2.The rules are not all interesting for the user. 3.The core parameters of Association rules, minimum support and minimum confidence, have some problems. Our research designs a series of processes to improve the shortcomings of association rules, besides finding the association of products, we also combine the results with the customers’ data to analyze the purchase behaviors of the customers. At last, we find the purchase behaviors of the target customers that users feel interesting. This research is divided into four parts, the first part is to generate large itemsets, we use the traditional algorithms “Apriori” and MSapriori algorithms which can reflect the real world facts to compare the respective results. The second part is the generation of the rules. We use PR Model to avoid the independence or negative correlation between items. The third, we use templates to filter the items in order to find the user-interested rules for users. The fourth, we combine the results with customers’ data, to find the target customers. In this part, we use concept hierarchies to classify the customers’ data. The final results can be referenced for business in target marketing.
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March, Nicolas. "Building a Data Mining Framework for Target Marketing." Thesis, 2011. http://epub.wu.ac.at/3242/1/diss_epub_nicolas_march_20111002.pdf.
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Most retailers and scientists agree that supporting the buying decisions of individual customers or groups of customers with specific product recommendations holds great promise. Target-oriented promotional campaigns are more profitable in comparison to uniform methods of sale promotion such as discount pricing campaigns. This seems to be particulary true if the promoted products are well matched to the preferences of the customers or customer groups. But how can retailers identify customer groups and determine which products to offer them? To answer this question, this dissertation describes an algorithmic procedure which identifies customer groups with similar preferences for specific product combinations in recorded transaction data. In addition, for each customer group it recommends products which promise higher sales through cross-selling if appropriate promotion techniques are applied. To illustrate the application of this algorithmic approach, an analysis is performed on the transaction database of a supermarket. The identified customer groups are used for a simulation. The results show that appropriate promotional campaigns which implement this algorithmic approach can achieve an increase in profit from 15% to as much as 191% in contrast to uniform discounts on the purchase price of bestsellers. (author's abstract)