Dissertations / Theses on the topic 'The others new trends in marketing'

The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.

The goal of this thesis is to analyze new trends in marketing communications that appeared in response to major world changes happening recently, understand the reason and consequences of these changes on business environment in order companies could perform well in modern world. My work is concentrating on the analysis of recent and dramatic changes in a way marketers are communicating to consumers and it could be useful to any professional that deals with creation and performing marketing campaigns. The relation between marketing communications techniques and consumers' behavior will be shown in the thesis -- the way how current technological, ecological, social and economical changes influence modern consumers' lifestyles, habits, and how marketing promotional tactics are adjusting to these changes.

The purpose of this thesis is three-fold. First, it explored the ski resort marketing based on place and destination marketing theories. New trends and best practices support the theory by practical examples from the field and online research. Moreover, general hypotheses about ski resorts' visitors were defined. The second objective was to analyze the behavior of ski resorts' visitors based on a quantitative research. As a result, the predefined hypotheses were either confirmed or disproved. Finally, practical implications and recommendations combining the recent trends and tourists' experiences were discussed to suggest future development of ski resort marketing practices. In the end, research results, conclusions as well as its limitations are presented. Overall, this thesis could serve as a comprehensive study of current trends in the area of ski resort marketing and visitors' behavior and experiences.

Over the past twenty years, the national beverage industry adapted to a growing interest in historic cocktails and classic recipes. Among the many rediscovered classics, New Orleans’ own century-old recipes, like the Sazerac cocktail, garnered praise, national attention, and consumer embrace – even legislative endorsement. However, for most of the past forty years, the city retained a reputation as a place for wild abandon doused in alcoholic beverages of mediocre pedigree. Rather than dismiss the evolution of drinking trends from elegant, classic recipes to indulgent, high-proof booze-bombs as an inherent choice of local drinkers, this paper explores evidence in historic menus and the scholarship in New Orleans tourism marketing. From a careful examination of bar guides, advertisements, newspaper articles, menus and reviews, it is apparent that New Orleans did not eschew its appreciation for traditional, old-time cocktail customs. Rather, two parallel stories unfold; locals continued to demand beverages from previous generations, while business owners recognized the need to accommodate visitors wanting to experience the city’s liberal relationship with liquor. Though the local community is not always harmonious with the dependency on tourism, local bar operators continually offered traditional, historic drink options while also catering to the needs of tourists who chose New Orleans for the escapist experience the city marketed.

The thesis is analyzing potential of the Internet as the marketing instrument. This thesis is trying to show segments of active users of the Internet and the rising tendency of their number. Further in thesis actual instruments of the Internet marketing are analyzed and on the base of research of well-known marketing specialist L. Chase trends are deduced. These trends should be relevant in the Internet marketing very soon. At the end of the thesis is acquired knowledge applied on the Internet activities of the EUROLINES Česká republika, spol. s r.o.

Diploma thesis deals with a role of the new medium -- the Internet. The thesis describes historical development of the Internet wordwide, in the Czech republic and analyzes the situation of Internet users in current czech enviroment. It shows a potential growth of global Internet users until the year 2030. A special attention is applied on the current trends of Internet marketing including e-mail marketing, SEM, banners, blogs and viral marketing. The aim of the diploma thesis is to uncover new trends in on-line marketing -- mobile and video marketing, social networks, location based marketing, virtual worlds, discount portals and others. This theoretical data are used in the case study recommanding appropriate usage of Internet marketing tools for REAL HAPPY HOME, Ltd.

The thesis deals with the new trends in marketing communication. It shows the importance of new media and new tools of marketing communication mix. It aims to analyze new trends and forms of marketing communication and based on the findings to apply their use in marketing communication of company Direct Parcel Distribution CZ.

The assignment is mainly focused on the new trends in marketing with Internet assimilation. Beyond description of the main Internet function and use in Czech Republic, the assignment considers the latest marketing trends. More in detail the assignment is descripting the function of the group shopping. Both in USA (where the Group shopping came into being) and Czech Republic. A part of the assignment is also a research based on a questionaire, which is dealing with the Group shopping and it's future in Czech republic more into detail.

Rater training is important for various human resource activities. The proposed symposium highlights contemporary research on rater training in different arenas such as performance appraisal, job interviews, and foreign language testing. New and emerging trends in rater training research and practice will also be discussed.

For the gastronomy facilities it's very difficult to keep their position in the gastronomy market. If the restaurant wants to be successful it must reflect need and expecations of its customers. The most important factors are: environment of restaurants, excellent cuisine, professional service and good marketing. The facility can use a lot of marketing tools, which are constantly changing due to rapid development of information and communication technologies. The aim of this thesis is interpretation of discount sites as a new marketing tool for gastronomy facilities. Theoretical part deals with general marketing issues in gastronomy and it describe the principle of discount sites. The aim of the practical part is to gain practical knowledge and experiance how the model of discount servers it works in the gastronomy sector. The issue is analyzed from two points of view. The first is from gastronomy facility (how gastronomy facilities use discount servers and what positives bring to them). The second point of view is the angle from customer, whether the client is satisfied with the offer of discount servers. Materials for this section were obtained on the basis of interviews with some of discount sites, with co-owner of the restaurant "Mimoměsto" who used 3 times the offer discount servers in the past and on fieldwork based on research in 15 selected gastronomy facilities which participated on discount servers. Discount sites are very young dynamic industry, which began flourish in the CR. Czech customers are getting used to them and like them. In the future is expected growth in turnover of discount sites, but a reduction of their number to keep only reliable ones on the market.

The thesis "Communication planning in Algotech in 2013" is practically based work with an objective to plan marketing communication of the company for 2013. The planning is based on the current company communication analysis and both communication goals and new trends in marketing communication are taken into consideration. The theoretical part is focused on substance of communication, communication process and tools of communication mix. In the practical part, there is the introduction of company Algotech, analysis of its communication strategy and proposal of communication plan for 2013 inclusive recommendation to utilize new trends in marketing communication and also the evaluation of executed marketing communication plan.

This final thesis deals with the communication strategy of Hervis Sport a móda s. r. o. The first part provides a theoretical framework for marketing communication, explains concepts such as marketing process management, marketing mix, communication mix and new trends in communication. The aim of this thesis is to suggest a new communication strategy based on analysis of current communication of Hervis and results of conducted survey. Description of Hervis is included in terms of its history, the international presence of Hervis subsidiaries, the contemporary marketing mix and the identification of Hervis' competitors.

碩士
輔仁大學
國際創業與經營管理學程碩士在職專班
101
The world has been changing a lot because of the technology. The digital age has come and it has changed our entire life. The way how to communicate with each other, the ability to be informed, even the way how we work has changed. This paper wants to help people understand better all the changes happen during these years in the world of marketing and see how companies are taking advantages of this new era. Finally, we will provide, what we believe, is going to be the new trends of digital marketing.

In the last few decades, several innovations appeared that completely transformed the concept of convenience all around the world. In Portugal, a country where convenience stores and gas stations exist side by side, the propagation of electric cars can quickly change what convenience means for the Portuguese customers – it is expected that these places become unnecessary if they do not adapt to new trends. Several questions arise: How can one engage customers that will now spend around 10/15 minutes waiting for their cars to charge? How can these stores become true entertainment centres instead of being just “places to buy gas”? How can managers prevent that these stores become “obsoletes”? And how can new trends (such as hybrid stores, “retailtainment” and interactive screens) impact Portuguese customers and their decision on where to shop? To try and answer even more questions, this project was developed in a joint effort between the author, Marketing Future Cast Lab and Galp. With the main purpose of studying the influence of future trends on Portuguese convenience stores, an extensive literature review and benchmark analysis phase was started. The most relevant trends were then used as a basis to create new concepts and innovative ideas while posterior testing (both quantitative and qualitative) validated/excluded them. By combining the knowledge obtained from the literature review, the feedback from the stakeholders of the project and the insights from the chosen methodologies, it was possible to conclude that there exists a serious possibility of a breakthrough in this sector through a new, perception-changing positioning on what is a convenience store. The focus should be, namely, on New Assortments (e.g. food and vending machines), Store-in-Store concepts (e.g. fresh food stations), Partnerships with recognized brands and investment on Digital/Technology. In the final remarks, managers are advised to acknowledge the vital need of accepting and implementing these trends, never losing focus with the fact that the only constant is change.
Nas últimas décadas, surgiram diversas inovações que revolucionaram o conceito de conveniência por todo o mundo. Em Portugal, um país onde lojas de conveniência e postos de abastecimento surgem lado a lado, a disseminação de carros elétricos pode rapidamente alterar o que é a conveniência para os portugueses – é expectável que estes locais se tornem desnecessários caso não se adaptem a novas tendências e formas de consumo. Surgem diversas questões: Como entusiasmar pessoas que passam, agora, 10/15 minutos à espera que o seu carro carregue? Como podem estas lojas tornar-se centros de entretenimento e experiências ao invés de serem apenas locais para a compra de gasolina? Como prevenir que se tornem obsoletas? E como podem novas tendências (tais como lojas híbridas, retailtainment e ecrãs interativos) impactar os consumidores portugueses e as suas decisões de escolha de locais de compra? De forma a responder a estas e mais perguntas, este projeto foi desenvolvido entre o autor, o Marketing Future Cast Lab e a Galp. Com um principal foco no estudo da influência das novas tendências nas lojas de conveniência portuguesas, uma profunda revisão literária e análise de benchmark foi efetuada. As tendências mais relevantes foram, então, utilizadas como base para a criação de conceitos e ideias inovadoras que foram posteriormente testadas (quantitativamente e qualitativamente) e consequentemente validadas ou excluídas. Ao juntar o conhecimento obtido pela revisão literária com o feedback recebido pelos stakeholders do projeto e com os insights gerados pelas metodologias escolhidas, foi possível concluir que existe uma forte possibilidade de alteração do paradigma deste sector através de um reposicionamento assente na mudança da perceção dos clientes acerca do objetivo das lojas de conveniência. O foco deve estar, também, na gestão de sortido (como comida e máquinas de venda automática), no conceito loja dentro de loja (estações de comida), em parcerias com marcas conhecidas e no investimento na vertente digital e tecnológica da marca. Nas conclusões finais, sugere-se à Galp que reconheça a necessidade de aceitar e implementar estas novas tendências, nunca perdendo a noção de que a única constante é a mudança.

The decision to apply atmospheric elements to the store environment has been implemented by many managers with favorable outcomes for the company and the clients. Despite the usual application of the traditional stimulus (e.g. color, light, music, scent) the effect of implementing new trends in marketing on the retail space remains unclear. These future trends include hybrid stores, interactive screens, new payment methods, customer-employee interaction, revolving decors, retailtainment, storytelling, co-creation, reverse channels and store mood zones. The effects of these trends become even more unpredictable if these are implemented in the convenience store sector. Hence, the goal of this master’s dissertation is to validate the impact of the new trends in marketing in convenience store’s atmosphere to impact the Portuguese customers. This dissertation reached the established goal through the study of the relevant literature and empirical application. Based on case studies from the literature, the research questions were formulated. These research questions consider the impact of hybrid stores, interactive screens, new payment methods, customer-employee interaction, revolving decor and new products, services and retail formats on the convenience store environment. Furthermore, the empirical research included an exploratory and qualitative methodology (focus group and virtual reality). The following results were confirmed in this study: displaying a parapharmacy showcase will increase the sales of the store (hybrid stores); an employee’s positive attitude will increase the satisfaction of the experience and affect the loyalty of the customer (customer-employee interaction); selling healthy food will increase the shopping intentions; the existence of a printer/copy machine will increase the interest of going to a convenience store and a fresh and natural convenience store concept will attract more customers (new retail products, services and retail formats). Other trends such as the interactive menu screen and the revolving decor (digital signage) were considered with some potential even though the insights were not sufficient to validate the research questions. The rest of the research questions were not conclusive or rejected by the empirical findings. Despite the shortcomings of this study, convenience store retail managers in Portugal must, therefore, understand the potential of these solutions towards convenience stores, but must also always consider the consumption habits of Portuguese consumers.
Estímulos sensoriais em ambiente de loja (cor, luz, música e aroma), têm sido largamente implementados por muitos gestores trazendo resultados bastante positivos tanto para as empresas como para os clientes que entram na loja. Pelo contrário se considerarmos as novas tendências de marketing estas acabam por ainda não ser muito abordadas na atmosfera de loja. Estas novas tendências incluem lojas híbridas, ecrãs interativos, novos métodos de pagamentos, relação empregado-cliente, decoração rotativa, "retailtainment", "storytelling", co-criação, canais invertidos e criação de vários ambientes em loja. O impacto destas novas tendências é ainda menos estudado no sector das lojas de conveniência. Assim sendo, o principal objetivo desta dissertação é validar o impacto destas novas tendências de marketing no contexto do ambiente das lojas de conveniência, em especial para os consumidores portugueses. A questão de partida foi definida após um estudo intensivo da literatura científica e aplicação empírica existente sobre o tema. As questões de investigação foram definidas tendo por base estudos de caso das novas tendências existentes na literatura. As questões de investigação pretendem avaliar o impacto de algumas tendências num ambiente de loja de conveniência, tais como lojas híbridas, ecrãs interativos, novos métodos de pagamento, interação entre empregados e clientes, decoração rotativa e novos produtos, serviços e formatos de retalhos. O método adotado para responder a estas questões foi uma metodologia exploratória e qualitativa ("focus group" e experimentação de realidade virtual). Foram aprovadas as seguintes questões de investigação: a exposição de uma vitrine de parafarmácia irá aumentar as vendas da loja (lojas híbridas); uma atitude positiva por parte dos empregados aumenta a satisfação do cliente e influencia e lealdade do mesmo (interação entre empregados e clientes); vender comida saudável numa loja de conveniência aumenta as intenções de consumo de quem visita a loja; a existência de uma máquina de fotocópias aumenta o interesse a ir a uma loja de conveniência e por fim um novo conceito de loja de conveniência com produtos frescos e naturais vai atrair mais consumidores (novos produtos, serviços e formatos de retalhos). Outras tendências de marketing apresentadas na parte empírica, como menus interativos e decoração rotativa (sinalização digital) foram consideradas com algum potencial, apesar do "feedback" dos participantes não ter sido totalmente conclusivo. As restantes questões de investigação do estudo foram rejeitadas ou tiveram resultados inconclusivos.Apesar das limitações deste estudo, os gestores das cadeias de lojas de conveniência em Portugal devem capitalizar estas soluções para as suas lojas, não esquecendo os hábitos de consumo do consumidor Português.

Store atmosphere is increasingly becoming an area of interest in Marketing studies. Despite the exponential growth of internet use for all purposes (including online shopping), going to physical stores is still consider as essential to consumers. The aim of the present dissertation is to understand new store trends on the market, and their impact on store atmosphere when applied to the telecommunication industry. To achieve the research objectives a literature review was developed followed by an empirical research. This qualitative research allowed the investigation of four types of store trends' impact on telecommunication's stores: "store mood zones", "retailtainment", "co-creation" and "interactive screens". Several cues related to these trends were presented to a sample of consumers as a way of studying its influence on consumer’s perception and behaviour within the store. Overall, the findings revealed that the above presented trends are valuable to improve the consumers' interest on visiting physical stores. Nevertheless, its influence on consumer behaviour may vary according to which sort of idealization and implementation is used. As so, marketeers must understand the relationship among several stimuli, and its effect on consumers to adapt to each circumstance and target audience.
A atmosfera das lojas tem-se tornado, cada vez mais, uma área de interesse em estudos de Marketing. Apesar do crescimento exponencial no uso da internet para todos os fins (incluindo compras on-line), deslocar-se às lojas ainda é considerado essencial para os consumidores. O objetivo da presente dissertação passa por perceber as novas tendências das lojas no mercado e o seu impacto na atmosfera das mesmas, nomeadamente, no setor das telecomunicações. Com o intuito de atingir os objetivos deste estudo, desenvolveu-se, primeiramente, uma revisão de literatura seguida de uma parte empírica. Esta pesquisa qualitativa permitiu assim a investigação do impacto de quatro tipos de tendências em lojas de telecomunicações: "store mood zones", "retailtainment", cocriação e ecrãs interativos. Vários estímulos relacionados com essas tendências foram apresentados a uma amostra de consumidores de forma a estudar a sua influência na perceção e comportamento do consumidor dentro da loja. De uma maneira geral, os resultados revelaram que as tendências apresentadas previamente são valiosas para fazer crescer o interesse dos consumidores em visitar lojas, presencialmente. Não obstante, a sua influência no comportamento do consumidor pode ariar consoante o tipo de idealização e implementação utilizadas. Deste modo, o marketeers devem procurar perceber a relação entre os vários estímulos e os seus respetivos efeitos sobre os consumidores para se conseguirem adaptar a cada circunstância e a cada público-alvo.

In the context of intense competition in the current marketplace, the enhancement of store atmosphere appeared as a strategy that could provide differentiation to retailers and, at the same time, stimulate the interest and satisfaction of consumers. Considering this, the main purpose of this dissertation is to investigate the application of new store atmosphere trends in the Portuguese banking sector as a way to improve the in-store customer experience. The trends under study are the introduction of interactive screens, the digitalisation of customer-employee interaction, the development of co-creation platforms and the implementation of store mood zones inside the banking facility. The research purpose was accomplished through a comprehensive study of relevant literature followed by an empirical research with a qualitative and exploratory methodological approach. Findings provided evidence that most of the suggested store atmosphere trends would improve the pleasantness of the banking spaces, and therefore, should be implemented. However, changes in store atmosphere should not be done abruptly (e.g. implement all the trends in one establishment), to avoid dramatic variations in customers’ perception of these financial spaces. Therefore, the study proposes the development of a sustained balance between a banking atmosphere which is able to transmit rigour and seriousness, and, at the same time, a feeling of relaxation and comfort to customers. Subsequently, in order to thrive, Marketing researchers and banking managers should have this information in mind and act accordingly to it. Ultimately, they should understand the importance of store atmosphere and how it affects the overall customer experience.
Dado o contexto atual de intensa competição no mercado, a melhoria do ambiente de loja apareceu como uma estratégia que poderia oferecer diferenciação aos retalhistas e, ao mesmo tempo, estimular o interesse e a satisfação dos consumidores. Neste seguimento, o principal objetivo desta dissertação é investigar a implementação de novas tendências de atmosfera de loja no sector bancário Português de forma a melhorar a experiência do cliente dentro na loja. As tendências estudadas são a introdução de ecrãs interativos, a digitalização da interação entre o cliente e o empregado, o desenvolvimento de plataformas de co-criação e a implementação de “mood zones” dentro do estabelecimento bancário. O objetivo desta pesquisa foi conseguido através de um estudo abrangente da literatura relevante, seguido de uma pesquisa empírica com uma abordagem metodológica qualitativa e exploratória. As descobertas comprovaram que a maioria das tendências sugeridas iriam melhorar a agradabilidade dos espaços bancários, e, portanto, deveriam ser implementadas. No entanto, alterações na atmosfera de loja não deverão ser feitas de forma abrupta (por exemplo, implementar todas as tendências num único estabelecimento), de forma a evitar variações dramáticas na perceção dos clientes sobre os espaços financeiras. Portanto, o estudo propõe o desenvolvimento de um equilíbrio sustentável entre uma atmosfera bancária capaz de transmitir rigor e seriedade, e, ao mesmo tempo, uma sensação de relaxamento e conforto aos clientes. Posteriormente, a fim de prosperar, os profissionais de Marketing e gestores bancários devem ter esta informação em mente e agir em conformidade. Em última análise, deve ser entendida a importância do ambiente da loja e a sua influência na experiência do consumidor.

Consumers’ expectation towards shopping experience is changing, shoppers are becoming more independent, confident, empowered and increasingly connected. As a way of responding to these changes, retailers started to introduce new stimuli in their stores. The purpose of this thesis is to understand how future trends influence consumer behavior in the supermarket environment, more specifically in the olive oil sector. This dissertation met the research aim through an extensive study of relevant literature and empirical research. Research in the experimental plan domain was developed in Intermarché, with the support of Sovena, a Portuguese company specialized in the production and commercialization of oils. The study was based on stimulus changes at point of sale and examination of consumer behavior through observation, interviews and sales analysis. Findings suggest that shoppers consider useful the implementation of an informative tablet on point of sale, even though they did not have the impulse of using it. Most buyers did not pay much attention to the implemented elements that aimed to create a differentiated zone for the olive oil section, while others found it pleasant and appellative. It is important to note that the results were influenced by several adjacent limitations. Managers should target consumers with a high optimum stimulation level (OSL). Subsequently, retailers should acknowledge the importance that new trends have on consumer behavior and adapt their stores accordingly. Suggestions for future research on the influence of new trends in store atmosphere are posteriorly discussed.
Os consumidores têm vindo a alterar as suas expectativas e perceções face à experiência de compra, tornando-se mais independentes, confiantes e conectados entre si. De forma a responder a estas mudanças, os retalhistas começaram a introduzir novos estímulos nas suas lojas. O objetivo desta tese é a de compreender como as novas tendências em ambiente de loja influenciam o comportamento do consumidor em ambiente de supermercado, mais especificamente na secção dos azeites. Esta dissertação foi realizada a partir de um extenso estudo da literatura relevante e estudo empírico. Estudos no plano experimental foram desenvolvidos no Intermarché, com o apoio da Sovena, uma empresa portuguesa especializada na produção e comercialização de azeite. O estudo teve como base a alteração de estímulos no ponto de venda e análise do comportamento do consumidor através de observação, entrevistas e análise de vendas. Resultados demonstram que os consumidores consideram útil a implementação de um ecrã informativo no ponto de venda, apesar de não demonstrarem intenção de o utilizarem autonomamente. A maioria dos clientes não revelou ter captado a essência dos elementos implementados no ponto de venda, ao contrário de outros que os consideraram agradáveis e apelativos. É importante ter em consideração os diversos fatores externos que influenciaram os resultados. Os retalhistas devem ter como principal target consumidores com um elevado "nível de estimulação ideal" (OSL). Subsequentemente, os retalhistas devem considerar a importância que as novas tendências no comportamento do consumidor e adaptá-las adequadamente. Sugestões para pesquisas futuras sobre a influencia das novas tendências em ambiente de loja são discutidas posteriormente.

The convenience retailing sector is being challenged with the threat of new formats from existing competitors, a downward trend in demand and a new type of customer, which is more demanding, empowered and informed. The purpose of this thesis is to study how the newest trends in retail can be adapted to the context of convenience stores located in gas stations, thus increasing shoppers’ intentions to purchase and to visit those stores. To meet this dissertation goal, an empirical research was pursued, in which a Focus Group was conducted as an exploratory and qualitative method. Empirical research was complemented with individual questionnaires for each concept evaluated. Findings show that from an initial bulk of seven trends, only three are positively accepted, two are partially accepted and other two are rejected. Concepts such as Payment with Smartphone, Interactive Screens with Storytelling and Tutorials and Pick-Up Point Lockers received the best feedback and evaluation from the Focus Group participants and proved that must be implemented by retailers in the convenience store sector. Findings also revealed that new concepts to apply in convenience stores must contribute to an automatized store that is able to provide personalized and more convenient services to its customers – the convenience factor proved to be an obligatory factor when innovating in a convenience store. Moreover, concepts that contribute to bring closer the physical and digital world will be appreciated by customers. Today’s customer no longer fears digital innovations in stores, in fact accepts and want stores to have digital features and processes. Subsequently, retailers should acknowledge the impact that new retail trends have on customers’ behavior and intentions toward convenience stores. Furthermore, they must keep in mind that despite the innovation intended, the main goal needs to be to provide convenient experiences and services to the customer.
O setor das lojas de conveniência está a ser desafiado com a ameaça de novos formatos de concorrentes existentes, uma tendência de queda na procura e um novo tipo de cliente, que é agora mais exigente e informado. O objetivo desta tese é estudar a forma como as mais recentes tendências do retalho podem ser adaptadas ao contexto das lojas de conveniência, localizadas em postos de gasolina, aumentando assim as intenções dos consumidores em comprar e visitar estas lojas. De maneira a alcançar o objetivo desta dissertação, foi realizada uma pesquisa empírica, na qual um Focus Group foi conduzido, enquanto método exploratório e qualitativo. A pesquisa empírica foi complementada com questionários individuais para cada um dos conceitos avaliados. Os resultados mostram que, de sete tendências iniciais, três são aceites, duas são parcialmente aceitas e outras duas são rejeitadas. Conceitos como Pagamento com Smartphone, Ecrãs Interativos com "Storytelling" e Tutoriais e Cacifos de Recolha de Encomendas receberam o melhor feedback e avaliação por parte dos participantes do Focus Group, provando que devem ser implementados pelos retalhistas no setor das lojas de conveniência. Os resultados desta dissertação também revelaram que novos conceitos a serem aplicados em lojas de conveniência devem contribuir para uma loja mais automatizada, que seja capaz de fornecer serviços personalizados e mais convenientes aos seus clientes - o fator conveniência mostrou ser um fator obrigatório ao inovar numa loja de conveniência. Para além disso, conceitos que contribuam para aproximar o mundo físico do digital serão apreciados pelos clientes. O cliente de hoje já não receia inovações digitais nas lojas, na verdade aceita e quer que as lojas tenham processos digitais. Assim, os retalhistas devem reconhecer o impacto que as novas tendências do retalho têm no comportamento e nas intenções de compra dos clientes em relação às lojas de conveniência. Além disso, devem ter em mente que, apesar da inovação pretendida, o principal objetivo deve ser fornecer experiências e serviços mais convenientes ao cliente.

In a time where sports are changing rapidly due to new technologies, this paper sheds light on recent technological innovations in the rather unknown sport of sailing. By applying a qualitative research method in the form of expert interviews, the three most important trends could be identified: social media, drones and GPS. All three trends together are successful when used in live-broadcasting and help to make sailing more transparent and easier to understand. In addition, it could be found out that foiling brings sailing closer to people with its exciting technological features, which do not need many explanations.

JEL - classification system M31 – Marketing | M37 – Advertising | O3 – Innovation
Delivering an enhanced customer experience is a growing concern in today’s marketing world. There is enough scientific evidence and not scientific, that the influence of customer experience depends on the efforts made by firms in several aspects, and one of the most influencing is the store atmosphere that affects customer’s buying decision, depending on the type of business or store format frequented. Therefore, the main purpose of this dissertation is to study the influence of future trends in store atmosphere on Portuguese population in a Gas Station Convenience Store (also known as c-store) context. To achieve the goal of this dissertation, an intensive literature and empirical research was conducted. Henceforward, a Focus Group and Virtual Reality based experiments were carried as exploratory and qualitative methods. Findings revealed that out of a bunch of new trends, some may result better than others in a C-Store. Trends like Front-line Employees-Customer Interaction created value for customers, Digital Signage captured attention, Hybrid Store could enhance visits to the store, Interactive Screens could be a high utility solution and Co-Creation enhanced satisfaction. Only New Payment Methods were not very well accepted due to the lack of trust on security issues. It was found that results are influenced by the number of visits or the amount of knowhow that customers hold about a certain store. A common pattern was found out to be consistent between the people that visited the store every day. Consequently, managers should understand not only which trends fits best their store/business according to their business mission (i.e. convenience stores are meant to be fast, convenient and efficient) but also how it affects each and every customer that visits their outlet. Findings also revealed that it doesn’t matter what strategies are used to manipulate the store ambiance if some main principles such as the price strategies and the products offered are not completely what customers are willing to pay for. As Adcock et al., (2001: 1) would say the customer wants “the right product, in the right place, at the right price and at the right time”.
Os gestores de Marketing de hoje, têm cada vez mais uma maior preocupação em oferecer uma experiência única ao cliente. Esta realidade é comprovada não só pelas provas cientificas como também pelas noticiais do dia-a-dia. A qualidade da experiência oferecida ao cliente depende do esforço de cada empresa. Existem várias condicionantes para influenciar a decisão de compra do consumidor, e uma das mais influentes é a Atmosfera da Loja, dependendo do tipo de negócio e do formato de loja frequentado. Assim, o objetivo principal desta dissertação é estudar a influência de futuras tendências na atmosfera de loja num contexto de loja de conveniência (ou c-store) de gasolineiras em Portugal. Para alcançar o objetivo desta dissertação, foi realizada uma intensiva pesquisa empírica. Foram levadas a cabo duas experiências (Exploratórias e Qualitativas): Focus Group e Experiência à base de Realidade Virtual (exploração do mundo virtual em ambiente controlado). Resultados revelaram que de um grupo inicial de possíveis 10 novas tendências de Atmosfera de Loja, algumas podem resultar melhor que outras mediante o tipo de negócio. Tendências como Interação Colaborares de Loja – Clientes criavam maior valor para os clientes, Lojas Hibridas podem aumentar as visitas à loja, Digital Signage capta a atenção, Ecrãs Interativos podem ter grande utilidade e a Cocriação aumenta a satisfação. Os únicos que não foram bem aceites foram os Novos Métodos de Pagamento por questões de risco de segurança. Os resultados obtidos também indicam que o número de visitas ou a quantidade de know-how que os clientes têm sobre uma determinada loja, influencia as suas respostas. Por exemplo, foi possível notar um padrão comum entre os clientes diários de uma loja. Consequentemente, os gestores devem entender não só quais tendências se encaixam melhor na sua loja/negócio de acordo com sua missão de negócios (isto é, as lojas de conveniência devem ser rápidas, convenientes e eficientes), mas também como isso afeta os clientes que visitam a sua loja. Por fim, também foi possível concluir que não bastam apenas estratégias para criar o ambiente da loja. É necessário também adaptar alguns princípios fundamentais como as estratégias de preços e os produtos oferecidos aos clientes. Como Adcock et al. (2001: 1) diria: o cliente quer "o produto certo, no lugar certo, no preço certo e na hora certa".

The aim of this thesis is to analyse marketing communication of pilsen company Chladírenský servis Jedlička and to find out which trends of company's marketing communication can be used or are used. The first part of thesis is literary research. This part discusses concepts such as marketing, communication, marketing communication and new trends in marketing communications. As marketing trends are definited online marketing, viral marketing, mobile marketing, event marketing and guerilla marketing. The second part of thesis is a practical part. In this part instruments of Chladírenský servis Jedlička's marketing communication are discussed. This part deal with history of marketing communication of chosen company, when company mistakenly considered advertising in the sense of a one-way flow of information as its marketing communication. At present, however, the company uses the concept of marketing communication in the right sense, two- or more-way flow of information. For marketing communication the company uses online marketing, banner advertising on YouTube, Facebook,and watchs their feedback. Futhermore the company plans an event marketing for year 2018. The company also uses QR codes and sponsorships. Several improvements are recommended to the company. The first suggestion is to improve a Facebook communication engaging more employees in marketing communication and responding to comments on posts. The second suggestion is to focus on foreign customers and create websites in foreign languages. The third suggestion is to support event marketing of the company events this for existing and potential customers. The fourth suggestion is to make another shocking events. The fifth suggestion is to start watching a feedback from QR codes. The last suggestion is to create a notebook whither employees write questions from customers which management would deal with twice a month.

CEMS
The work project follows the CEMS business project “The Future of Shopping - New Sales and Marketing Strategies for Gillette to Grow Market Penetration Among Men in 2030”. In order to provide P&G with useful and applicable strategy, Gillette past sales data, future trends and consumer insights were analysed. Based on those insights, four segments with differing needs and sales objectives were identified. Consequently, four different marketing strategy to target the segments defined were developed to grow market penetration in Germany in 2030. Furthermore, some insight about how organization can segment their consumer’s base were discussed.

My diploma thesis deals with external communication with a view to public relations. It´s applied on Robert Bosch company, spol. s r. o., Ceske Budejovice. The main objective was creating an own proposal of external communication for year 2012, aimed at one interest group of the company. This group includes university students with technical and economic specialization = potential future employees of the company. In my proposal there are some suitable elements from new trends in marketing communication (viral marketing, guerilla marketing, event marketing).

The object of this thesis was to analyse marketing communikation in region Táborsko. At first main tourist attrations and services are intordused and than currently used instruments of marketing communikation are characterised. Changes in communication mix are desinged on the basis of acquired knowledge and questionnaire survey.