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1
Tsiligiannis, Georgios. "Marketing aspects of consumer price perception". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-9704.
Testo completoAbstract (sommario):
This thesis focuses on two theoretical approaches from the marketing literature: first, the degree to which consumers tend to associate a higher product price with a higher quality (price-perceived quality relationship) and second, the assumption that odd prices (prices set just below the nearest round figure) generate higher than expected demand at that level. The thesis concludes that there seems to exist an overall positive weak correlation between product price and perceived quality, which is also product/market specific, and that the effects of odd pricing on demand have been mixed and inconclusive. Important managerial implications arise from these conclusions. On the same grounds, an empirical study examines the relation between product price and actual product quality and shows that the relation is actually very weak for products falling into the category of electronics. Lastly, a second empirical study shows that odd prices prevail in the retail sector of the Czech Republic.
2
Ng'andu, Frederick Mwansa. "Legal aspects of the marketing of Zambian copper". Thesis, SOAS, University of London, 1985. http://eprints.soas.ac.uk/28698/.
Testo completoAbstract (sommario):
This thesis examines the legal problems affecting the marketing of Zambian copper. In this respect, the thesis seeks to discover the real causes of copper price instability and the effectiveness of international legal principles and institutional measures employed in an attempt to reduce such instabilities, A study of this nature, demands a careful scrutiny of the various legal and institutional mechanisms governing the marketing of copper and international measures designed to regulate such arrangements. To this effect, chapter one of the thesis provides an introduction which seeks to set out in general terms, the nature of the problems faced in the marketing of copper. These problems are then examined in relation to their effect on the Zambian economy in general. Chapter two, examines the background and development of the Zambian mining industry with a view to highlighting the genesis of the copper marketing system employed by Zambia. Discussed in this chapter are issues relating to mineral rights, mineral taxation, and measures aimed at the control of the production process. In chapter three an attempt is made to examine the rules and institutional organization of the most important copper marketing and price setting institution - the London Metal Exchange. Chapter four, examines one of the intergovernmental machinery employed to tackle the problems of commodity price instability and the possible application of its principles to copper. Chapter five, evaluates the United Nations Common Fund which is designed to support the international commodity agreement mechanism. Of prime concern in the analysis is to discover how far its principles may go in supporting a possible international copper agreement. Chapter six is devoted to a discussion of one of the existing intergovernmental mechanism for the stabilization of copper prices. The discussion centres on the role and effectiveness of the Intergovernmental Council for Copper Exporting Countries (CIPEC). The second existing intergovernmental approach to price stabilization is discussed in chapters seven and eight. This approach involves some form of international financial support machinery which may allow developing countries that produce copper to maintain their export earnings even when demand or prices decline. There are two such schemes operating at the moment and chapter seven is devoted to one scheme which is operated by the International Monetary Fund. Chapter eight examines the second scheme operating under a treaty of co-operation between the EEC countries on the one hand and ACP countries on the other. Chapter nine suggests an alternative approach to the problem of stabilization of copper prices. This approach involves the creation of a Southern African mineral marketing corporation that could act as a sole mineral marketing agency for countries in the sub region associated under Southern African Development Co-ordinating Conference (SADCC). The final chapter provides a summary of conclusions.
3
Solberg, Karolina, Linda Svensson e Cecilia Sjögren. "Customer Capitalism : identifying key aspects from a". Thesis, Växjö University, School of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-704.
Testo completoAbstract (sommario):
The traditional internationalization theories suggest that the process of going international is gradual. Recent theories about “born global” firms state they internationalize from the day they are founded or shortly thereafter. TAT (The Astonishing Tribe) is a small but growing Swedish software technology and design company and a “born global” company. TAT has a small number of very large companies as their customers, which could be unsafe if they were to lose one of these important clients.
The strategic states model show the need for different combination of competitive edges and presents optimum strategies to reach high performance. To move to a more desirable state in the model the theory of customer capitalism is suggested in this thesis. The theory is supposed to make the customer “lock on” to a corporation for a win-win long term relationship. Two aspects of the theory that are more distinguished than the four others has been identified, these being relationship and developer.
4
Tam, Kam Chuen. "Adolescent cigarette smoking and social marketing". HKBU Institutional Repository, 1996. http://repository.hkbu.edu.hk/etd_ra/57.
Testo completo
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Sethna, Zubin. "Entrepreneurial marketing and the Zarathustrian entrepreneur : thoughts, words and deeds". Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/20430.
Testo completoAbstract (sommario):
This PhD thesis examines the factors that have shaped entrepreneurial cognition and practice in entrepreneurs from within the world’s oldest monotheistic religious community; the Zarathustrian community. Zarathustrianism is the religion that was founded by a Prophet named Zarathustra in approximately 1200 BCE. Marketing and Entrepreneurship have, until quite recently, remained two quite independent scholarly domains. In 2002, Morris et al., provided a definition of Entrepreneurial Marketing as, "an integrative construct for conceptualising marketing in an era of change, complexity, chaos, contradiction, and diminishing resources, and one that will manifest itself differently as companies age and grow. It fuses key aspects of recent developments in marketing thought and practice with those in the entrepreneurship area into one comprehensive construct". Since then, research in this field has grown in significance across the globe. A recent book by Sethna, Jones and Harrigan (2013) presents important theoretical developments with regard to research at the Marketing and Entrepreneurship Interface and which addresses critical issues for businesses, both small and large, from global perspectives, and covers topics such as new venture creation, marketing in Small-to-Medium-Sized Enterprises (SMEs) as well as large companies, renewal of existing businesses facing market challenges, internationalization, innovative cost-effective marketing strategies and practices, along with recent exploration of entrepreneurship theory and entrepreneurial behaviour of individuals and, in organisations. Zarathustrianism has not only been instrumental in shaping nascent civilisation of ancient Iran, but has also wielded a considerable influence on Biblical religions and Greaco-Roman philosophical thought. Zarathustra gave his followers a basic and comprehensive ethical rule to live by, namely that they should think Good Thoughts, speak Good Words and perform Good Deeds (Humata, Hukhta, Hvarshta in the ancient Persian language called Avestan). This PhD thesis explores the impact of these basic tenets – Good Words, Good Thoughts and Good Deeds - on Zarathustrian entrepreneurship. The researcher takes the stance that the realities of the Entrepreneur/Owner-Manager (EOM) are socially constructed, using ‘thoughts, words and deeds’, rather than objectively determined. In doing so, this research is interested in understanding why things are happening to those Zarathustrian EOMs (actors) and how their different experiences eventually shape, nurture and affect the actors’ entrepreneurial behaviour. Thus, throughout this research study, a qualitative research design based on the Carson et al. (2005) perspectives on an ‘integrative multiple mix of methodologies’ is used, but primarily all centred around ethnographic form. The use of narrative theory and life story techniques is further overlaid with the use of the EMICO framework, a qualitative research model developed by Jones and Rowley (2009) as the basis for exploring ‘entrepreneurial marketing and the Zarathustrian entrepreneur’. The findings reveal that whilst the dimensions of the EMICO framework are both usable and valid for Zarathustrian entrepreneurs, when applied to these firms in the context of ‘ethnic’ entrepreneurs, the framework is lacking in two particular areas; Family Support and Religio-Cultural Identity and Influences of business practice. The thesis makes a significant contribution to the EM and ethnic entrepreneurship literature by first of all re-developing and re-naming the framework, 2e(EMICO), and secondly by further extending the knowledge in respect to Zarathustrian entrepreneurship, about which nothing currently exists in the EM literature.
6
Boberg, Edvin. "Datadriven content marketing : Användning av sociala data inom content marketing på Facebook". Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-347514.
Testo completoAbstract (sommario):
Denna uppsats innehåller en förståelseinriktad analys av hur sociala data från Facebook används inom Content Marketing bland ett urval av kommunikationsbyråer i Stockholm. Uppsatsen förklarar hur sociala data används för att skapa content, samt hur sociala data används för att mäta resultat av publicerat content på Facebook. Uppsatsen presenterar även en analys av begreppet Content Marketing genom att ställa olika vetenskapliga definitioner mot varandra. Uppsatsen belyser även den rådande bristen på aktuella vetenskapliga publiceringar inom området Content Marketing från ett datadrivet perspektiv, vilket motiverar uppsatsens relevans i ett vetenskaplig sammanhang.
7
Anderson, Larna. "Art marketing and management". Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002188.
Testo completoAbstract (sommario):
Formal art education equips students with skills to produce artworks. A formal art education may increase the opportunity for employment, however, art-related employment is very limited. Art graduates would be better equipped to market and manage art establishments or their own careers if art education were to be supplemented with basic business skills. Artists who wish to earn unsupplemented incomes from their art should undertake to acquire business acumen. This includes being presentable to the market place in attitude and appearance. It also includes aptitude in art, marketing and management. Role models and non-models of success and failure in business should also be observed. Art graduates should adopt applicable tried and tested business methods. Good marketing is a mix of business activities which identifies and creates consumer needs and wants. Marketing activities involve research, planning, packaging, pricing, promoting and distributing products and services to the public to create exchanges that satisfy individual and organisational objectives. Art products include artworks, frames, art books and art materials. Art-related services include the undertaking of commissions, consulting, teaching, free parking, convenient shopping hours, acceptance of mail or telephone orders, exhibitions, ease of contact, approval facilities, wrapping, delivery, installations (picture hanging), quotations, discounts, credit facilities, guarantees, trade-ins, adjustments and restorations. Good management is a mix of business activities which enables a venture to meet the challenges of supply and demand. There is a blueprint for management competence. The three dimensions of organisational competence are collaboration, commitment and creativity. Self-marketing and management is an expression of an artist's most creative being. It is that which can ensure and sustain recognition and income. Artists, like other competent organisations and entrepreneurs from the private sector, should operate with efficient manufacturing, marketing, management and finance departments. They are also equally important and therefore demand equal attention. Artistic skill together with business acumen should equip the artist to successfully compete in the market place. There are no short-cuts to becoming an artist but there are short-cuts to becoming a known and financially stable artist. Understanding marketing and management could mean the difference between waiting in poverty and frustration for a "lucky break" (which may only happen after an artists's death) and taking control. Success should be perpetuated through continuous effort.
8
BRENÉ, SOFIA. "Marketing by the use of algorithmsA multiple case study on the impact of automated systems concerning marketing aspects". Thesis, KTH, Skolan för industriell teknik och management (ITM), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-223910.
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Chan, King-tung Tony, e 陳景東. "International market aspects of telecommunications services in Hong Kong". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126556X.
Testo completo
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Patti, Frank Anthony. "Branding in Independent Schools| Identifying Important Aspects of the School Branding Process". Thesis, University of Pennsylvania, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10608474.
Testo completoAbstract (sommario):
Branding in independent schools is a topic that has not been fully explored by researchers in the field of marketing and branding. Many factors have forced independent schools to begin to look at brand management as a way to respond to sudden enrollment issues. The recession of 2008, increasing quality of public schools, and the rising cost of an independent school education are three major factors that have prompted independent schools to think much more carefully about their images. Although there is some research on the ways that colleges and universities successfully apply branding strategies, K-12 independent schools have very little academic research on which to rely.
The purpose of this research project was to explore the branding process in K-12 independent schools through a case study of one independent school’s professionally led branding initiative. Research on college and university branding tells us that certain parts of the process are more important than others. The qualitative methods employed in this case study revealed that there are three aspects of the branding process that were particularly useful in the branding process of this independent school: understanding the social and political context of a school’s setting, engaging the faculty in the branding process, and developing clear and consistent brand messaging to the internal community. This study concludes by examining the implications of these findings for research and practice.
11
Blette, Melissa. "Marketing trends in home health care : the four aspects that affect sales". Honors in the Major Thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1360.
Testo completoAbstract (sommario):
This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.Bachelors
Business Administration
Marketing
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Cohen-Codar, Rébecca. "Le traitement du reflux gastro-oesophagien : aspects marketing, Lanzor 15mg, rétrospective, perspectives". Paris 5, 1998. http://www.theses.fr/1998PA05P166.
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Marchesini, Junior Atlilio 1983. "O "marketing ambiental" na sociedade capitalista = o Shopping Center e o consumidor". [s.n.], 2011. http://repositorio.unicamp.br/jspui/handle/REPOSIP/287150.
Testo completoAbstract (sommario):
Orientador: Regina Célia Bega dos SantosDissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Geociências
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Resumo: A pesquisa analisa a participação do Shopping Center e de seus consumidores, na (re) construção econômica e social do espaço, a partir da análise do modelo estratégico do "Marketing Ambiental". É analisado um empreendimento recente, que demonstra de forma significativa à construção e a venda do espaço, o Parque Dom Pedro Shopping, na cidade de Campinas, interior do estado de São Paulo. Através de uma ferramenta característica do atual capitalismo - o marketing - pretendemos analisar o contexto do Shopping Center, a partir da característica específica de marketing promovido no espaço analisado, o chamado "marketing ambiental". O espaço do shopping procura evidenciar ao consumidor uma condição de bem estar, para que o indivíduo sinta-se em pleno contato com o meio ambiente, e com isso tal espaço atende tanto ao lazer, como de fato ao consumo de quem o freqüenta. O estímulo ao consumo gerado pelo marketing, dentro de um shopping center, rua ou mesmo televisão, provoca no consumidor um processo de "consumir por consumir". O "consumidor perfeito" do século XXI é portanto analisado procurando demonstrar a influência do consumismo na vida da sociedade capitalista atual e a relação que o shopping center e o marketing tem na vida dos consumidores. Padilha (2006) nos ajuda para com a definição da importância do presente trabalho, quando coloca que analisar criticamente o Shopping Center e o que ele significa para as sociedade capitalistas é fundamental, visto que é um espaço privado que se traveste de público, e que cria a partir disso uma ilusão na sociedade, de uma cidade mais bonita, menos desigual, sem problemas, etc, o que gera um indivíduo mais adaptado a obsessão capitalista e de certa forma mais alienado
Abstract: The research examines the participation of the shopping center and its customers, the (re) building economic and social space, from the analysis of the strategic model of the "environmental marketing". It's analysed a recent project that demonstrates significantly to the construction and sale of space, the Parque Dom Pedro Shopping, in city of Campinas, in the state of São Paulo. Through a feature of the current capitalist tool - marketing - we intend to analyze the context of the Shopping Center, from the marketing promoted specific feature space analysis, called "green marketing". The space of the mall looking for evidence a condition of the consumer welfare, so that the individual feels in full contact with the environment, and thus such a space serving both leisure, as in fact the consumption of those who attend. The stimulus generated by consumer marketing, a shopping mall, street or even television, consumer causes a process of "consume by consume". The "perfect customer" of the twenty first century is therefore considered trying to demonstrate the influence of consumerism in the life of modern capitalist society and the relationship of the mall and marketing has in the lives of consumers. Padilha (2006) helps us to defining the importance of this work, when you put that critically analyze the Shopping Center and what it means for the capitalist society is fundamental, since it is a private space, that dresses as a public, and establishing an illusion in this society, a city more beautiful, less unequal, smooth, etc., which generates more suited to an individual capitalist obsession and somewhat more alienated
Mestrado
Análise Ambiental e Dinâmica Territorial
Mestre em Geografia
14
Kokosenski, Rachel Elizabeth. "Art as business: Creating marketing strategies for artists". CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2982.
Testo completoAbstract (sommario):
The project takes marketing strategies learned in business and applies them to the work of visual artists. The project consists of two parts. The first part includes marketing materials and brand identity for a marketing/career counseling business (coach4artists). Materials for the counseling business consist of a corporate identity package, a brochure, a website, a business plan, and a marketing plan for the company. The second part includes marketing materials for a student artist (the "client") from California State University, San Bernardino. Materials for the client consist of a corporate identity package, a brochure, a postcard, a website, a business plan and a marketing plan.
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Shuaibi, Abdulaziz Mohamed 1960. "PUT OPTIONS ON LIVE CATTLE FUTURES CONTRACTS AND ALTERNATIVE MARKETING STRATEGIES". Thesis, The University of Arizona, 1987. http://hdl.handle.net/10150/276487.
Testo completoAbstract (sommario):
The main objective of this study was to evaluate alternative marketing strategies involving options on live cattle futures contracts during the period of 1966-85. To predict the option premiums that would have occurred at various points in this period of time, the study did research on market premiums of options on live cattle futures contracts from October 30, 1984, to November 22, 1985. The research showed that actual premiums conform closely to the premiums estimated by the Black model of option pricing. The generalized stochastic dominance with absolute risk aversion function intervals is demonstrated in the study in order to make the evaluation. The results showed that under different risk preferences, the commodity options provide the dominant alternative for cattle producers. Options provided protection from losses resulting from falling cash price and in some cases raised average income of hedgers.
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Goldberg, Andra Kellum 1955. "OPTIMAL MARKETING STRATEGIES FOR ARIZONA COTTON PRODUCERS, 1975-1985". Thesis, The University of Arizona, 1987. http://hdl.handle.net/10150/276459.
Testo completoAbstract (sommario):
This study concerns the analysis of marketing strategies for Arizona cotton producers. Cash sale, forward contracting, futures contracting, and cooperative marketing strategies were evaluated for the years 1975 through 1985. Unique to this study was the use of variable cotton quality to calculate revenues for Arizona growers. Stochastic dominance and mean-variance analysis were the tools used to analyze the data. The results indicate that: (1) stochastic dominance was successful in reducing the efficient set found with mean-variance analysis; (2) given the model assumptions, forward contracting early in the production year was the dominant strategy for the grower defined by the model as risk averse; and (3) the results of the analysis were not significantly different when only strict low middling was used.
17
Svendsen, Anne Sakseide. "Selected Aspects of Cultural Differences and their Influence on the International Marketing Mix". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74650.
Testo completoAbstract (sommario):
Culture is an important business element which can make the difference between success and failure for businesses that will expand abroad. The differences between two cultures do not have to vary to a large extent, but they still have to be considered. Hence knowledge about culture plays an important role in a company's decision making process. This master thesis is focused on selected aspects of cultural differences and their influence on the international marketing mix. The first part of the thesis contains a theoretical overview of culture and some of the main research which has been done through history: Hofstede and Trompenaars. Further on theory about Philip Kotlers' four P's are discussed, as well as how the culture elements influence the international marketing mix. The practical part consists of a case study of the international marketing mix Häagen-Dazs uses on the Chinese market. It starts with general knowledge about Häagen-Dazs, their products and their strategy in the United States. Then it continues with basic information about China, Chinas' history and culture which is relevant to understand the changes Häagen-Dazs have made on their marketing mix used in China. Further analyses of Häagen-Dazs' marketing mix on the Chinese market is discussed. The emphasis is put on the elements which are adapted to the Chinese culture and why these changes were made. The practical part also includes Hofstede's analyses about China and sees if these analyses are applicable on the marketing mix that Häagen-Dazs use. As a closure of the practical part further recommendations for Häagen-Dazs' in China have been conducted with emphasis on adaption to the Chinese culture.
18
Halforty, Gail Avril. "Constraints to students' participation in sport on a formalised level: implications for marketers". Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1012120.
Testo completoAbstract (sommario):
The rate of obesity has risen dramatically over recent years and is an epidemic in many countries. School pupils and university students are no exception to this. The negative effects physically, mentally and emotionally of being overweight are detrimental to one’s quality of life. It is therefore critical to encourage pupils and students to participate in physical activity. Formalised sport is a key component of encouraging physical activity. The habits learnt in childhood and early adulthood are often carried through for the rest of one’s life. The benefits of participating in sport need to be promoted extensively to the students, as research has shown students that participate in sport are not only healthier but achieve better academic results. This study examined the constraints to students’ participation in formalised sport. The empirical data was collected by means of a survey, using self-administered questionnaires distributed to students on the three Summerstrand campuses at the Nelson Mandela Metropolitan University in Port Elizabeth. Two hundred and eighty three usable questionnaires were received. Time and scheduling was found to be the most constraining factor to participation in sport. I am too busy with my university studies attracted the highest mean score of all the items on the questionnaire. It is recommended that: • sport organisers at NMMU emphasise to the students the benefits of regular participation in physical activity; • the effectiveness of the current NMMU sport programmes and accessibility be further investigated as only 18 per cent of the students in 2011 were participating in sport programmes at NMMU; • time management skills be taught to the NMMU students as the Time and scheduling constraint was the most profound constraint to participation in formalised sport; • NMMU academic staff work more closely with the staff at the University Sport Bureau to promote regular sport participation and to disseminate sport related information that could promote being more actively involved in sport; and • relevant introductory sport programmes and more internal leagues be offered, that gently introduce various sport codes to the students.
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Tomiuk, Daniel 1967. "The impact of site-communality on the attitudinal and behavioural components of site-loyalty : a cross-sectional study". Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85960.
Testo completoAbstract (sommario):
We examine whether the precepts of what have been termed 'close', 'intimate', or, more specifically, 'communal' relationships in Social Psychology may be communicated via Web site content and whether this positively impacts Site-Loyalty. We introduce a variable called Site-Communality defined as the extent to which Web site content signals that a company's relationship with its customers goes beyond the formal, 'tit for tat' business dealings that are typically expected from purely commercial exchanges, and instead, more closely abide by the norms and behaviours evocative of friendships and/or family relations. We develop multi-dimensional measures of Site-Communality and Site-Loyalty. Using Structural Equation Modelling (LISREL VIII), we then empirically investigate the influence of Site-Communality on the attitudes and behavioural intentions associated with Site-Loyalty using cross-sectional data collected from 305 subjects asked to explore and evaluate one among many real Web sites chosen so as to maximize variability on Site-Communality.Our results show that Site-Communality has a strong, direct, positive effect on the attitudes and behavioural intentions associated with Site-Loyalty. This directly contradicts conjectures from several authors dismissing as unimportant or irrelevant to Web site design, the affective/relational aspects more closely associated with traditional, interpersonal, face-to-face commercial encounters (e.g., Cox & Dale, 2001; Zeithaml, Parasuraman, & Malhotra, 2001, 2002). Generally, such factors were believed to loose their relevance in self-service, Web-based commercial environments, at best, becoming contingently important only when customer/employee communications actually occurs (i.e., emails/telephone conversations).
However, contrary to our expectations, our results show that the positive relationship between Site-Communality and Site-Loyalty is attenuated (rather than accentuated) by the visitor's 'Communal-Orientation in Traditional Commercial Environments' which is defined as the extent to which a consumer enjoys 'getting to know' employees (i.e., waitress, bank teller, hair stylist) and relating with them on a more personal-level than is typically required for the effective delivery of a service. One possible explanation for this unexpected result is that when highly communally-orientated consumers are exposed to a Web site high in Site-Communality, they may be reminded of what they are missing out on if they choose to conduct their business online rather than in more traditional business environments.
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Leung, Ka Shing Wilson. "The role of customer orientation support, individual swift trusts and trust in promoting social commerce". HKBU Institutional Repository, 2019. https://repository.hkbu.edu.hk/etd_oa/672.
Testo completoAbstract (sommario):
Social commerce (s-commerce) relies on social media to support the buying and selling activities between customers and sellers. S-commerce sites have nowadays enabled their sellers to form their individual community, constitutes invited members of other shoppers, serving as trusted agents or targets and share shopping information and experience with their new customers. This study termed this new facet of communities as social commerce individual vendor community (SCIVC). A recent business paradigm of s-commerce sites indicates that customers spend a little time with s-commerce sellers and/or members in SCIVC, and thus swift trust, a quickly formed trust in a new relationship, deems be more appropriate representing as a basis of their trust building formulated. From the perspective of trust transfer theory, this thesis firstly develops the swift-based trust transfer process model and then examines how both swift trusts factors of individual sellers and members in SCIVC would affect customer trust in s-commerce sites. Secondly, this thesis verifies how the social support affects the model constructs of the swift-based trust transfer process, and subsequently how they further affect relationship outcomes on s-commerce sites. In this thesis, we quantified social support based on functional customer orientation construct and relational customer orientation construct; whereas respective swift guanxi and swift credibility constructs used to measure factors of swift trust factor between a customer with their seller and between a customer with their members of SCVIC. Lastly, we measured relationship outcomes by the following factors: repurchase intention, social shopping intention (i.e. measured by WOM adoption), and social sharing intention (i.e. measured by WOM intention). Based on a survey of 287 s-commerce shoppers from a s-commerce site - WeChat, our results revealed that the customer trust in s-commerce sites can be transferred from both respective swift trusts. This implies that their trust can be influenced by s-commerce parties, that are individual sellers and members of SCVIC. Our results also showed that the proposed social support factors, namely functional and relational customer orientation, both have mainly a positive relationship on respective swift guanxi, swift credibility, and customer trust factors, and subsequently influenced the three proposed factors of relationship outcomes. Exceptional insignificant cases included the relationship between relationship customer orientation and customer trust, the relationship between swift guanxi and WOM adoption and the relationship between swift credibility and WOM intention. In conclusion, this thesis makes three main contributions. First, it confirms consumer trust in s-commerce sites can be transferred from their sellers via guanxi trust and members in SCVIC via credibility trust. Second, it confirms functional and relational customer orientation have a profound total effect on both the proposed relationship mediator of trust and relationship outcomes. Lastly, it confirms the proposed customer orientation constructs and relationship mediator of trust promote not only s-commerce shopping behavior through collaborative sharing and social shopping but also individual-based repeat buying decisions.
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Saeed, Muneer Mohammed. "The loyalty and defection aspects of relationship marketing in the Bahrain financial services sector". Thesis, University of Leeds, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.530820.
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Santos, Edimar Paulo 1980. "Produção orgânica e estratégia de comercialização e marketing verde em supermercados". [s.n.], 2014. http://repositorio.unicamp.br/jspui/handle/REPOSIP/257125.
Testo completoAbstract (sommario):
Orientador: Maria Angela FagnaniDissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Agrícola
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Resumo: Cresce significantemente o número de consumidores de produtos orgânicos, pela preocupação com os efeitos dos alimentos ingeridos no dia-a-dia, com relação à saúde e sua ação no meio ambiente. Percebe-se que há um lugar reservado aos produtos orgânicos em grandes redes de supermercados e que, apesar do preço superior aos similares produzidos sem a tecnologia orgânica, a demanda por este produto tem aumentado. O trabalho buscou explicitar as insuficiências e limitações das práticas de mercado dos produtos orgânicos em supermercados e o risco da adoção dos mesmos pelos pequenos agricultores orgânicos, como base para buscar melhorar este canal e/ou pensar em outros canais de comercialização. Para cumprir com esses objetivos foram analisadas diferentes estratégias de comercialização adotadas pelos supermercados. Foram selecionados para estudo 10 supermercados na região do Pólo Bandeirante do estado de São Paulo, onde os produtos orgânicos foram comparados com os não orgânicos: preços praticados e estratégias de mercado. Foi verificado que há uma diferença significativa de preço de produtos orgânicos quando comparado com os não orgânicos tornando o mesmo acessível a apenas uma parcela da população e tendo como conseqüência um desserviço ao movimento de agricultura orgânica
Abstract: Significantly increasing number of consumers of organic products , the concern with the effects of food intake on a day- to-day with regard to health and its action on the environment. It is noticed that there is a place reserved for organic products in large supermarket chains and that , despite the higher price to similar produced without organic technology , the demand for this product has increased. The study sought to explain the shortcomings and limitations of market practices organic produce in supermarkets and the risk of adopting the same by small organic farmers , as a basis for seeking to improve this channel and / or think of other marketing channels . To fulfill these objectives were analyzed different marketing strategies adopted by supermarkets . Were selected for study 10 supermarkets in the Bandeirante pole of São Paulo , where organic products were compared with non- organic region : prices and market strategies . It was found that there is a significant price difference of organic products compared with non- organic making it accessible to only a portion of the population and as a consequence having a disservice to the organic farming movement
Mestrado
Planejamento e Desenvolvimento Rural Sustentável
Mestre em Engenharia Agrícola
23
Argwings-Kodhek, Clement Gem 1963. "An economic analysis of the desirability of another tree nut marketing order: Pecans". Thesis, The University of Arizona, 1988. http://hdl.handle.net/10150/276789.
Testo completoAbstract (sommario):
The Agricultural Marketing Agreements Act of 1937 allows groups of specialty crop producers to form marketing orders to affect various aspects of the market in which they sell. Two of the three major tree nuts--almonds and walnuts--operate under marketing orders. This study examined the question of whether or not the third major tree nut industry--pecans--should follow suit. An econometric model of the demand side of the tree nut industries was developed and used in simulations to see how prices and total revenues in the pecan industry would change under different assumptions as to the existence, or form, of a marketing order. The results showed that over the simulation period--1988 to 1992--the industry would benefit from the formation of a marketing order that limited quantities reaching the primary market, and used the surplus for developing new markets.
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Ray, Daniel. "L'asymétrie dans la chaîne attributs-satisfaction-fidélité : aspects théoriques et méthodologiques". Paris 1, 2006. http://www.theses.fr/2006PA010020.
Testo completoAbstract (sommario):
En tant qu'antécédents du profit, la satisfaction et la fidélité des consommateurs constituent deux préoccupations centrales des chercheurs et des managers. A ce titre, la détermination des meilleurs leviers d'amélioration de la chaîne attributs-satisfaction-fidélité-profit constitue un thème prépondérant au plan académique. Différentes contributions ont suggéré l'existence d'une asymétrie des impacts au sein de cette chaîne: par exemple, l'impact d'une baisse de la satisfaction sur la fidélité serait différent de l'impact d'une hausse de satisfaction similaire. La mesure de l'asymétrie constituant un sujet de recherche d'intérêt croissant, de nombreuses méthodes d'estimation ont été proposées. La convergence de leurs résultats n'étant pas établie, quelle(s) méthode(s) faut-il alors privilégier? Après une revue de la littérature sur le sujet, cette thèse propose, en premier lieu, une analyse critique des atouts et des limites des méthodes actuelles à partir de deux types de critères: leur validité de résultats, mesurée empiriquement à partir d'un échantillon de clients d'EDF (n = 1 489), et leur validité méthodologique. En second lieu, une nouvelle méthode est proposée afin de pallier les limites observées. Enfin, les validités discriminantes et nomologique de cette nouvelle méthode sont validées auprès d'un échantillon de consommateurs dans une Grande Surface Spécialisée (n = 30795).
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da, Silva Aida Maria Goncalves 1951. "Market potential for Portuguese vinho verde". Thesis, The University of Arizona, 1989. http://hdl.handle.net/10150/277125.
Testo completoAbstract (sommario):
It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability. It was concluded that there is a free potential for future growth in the quality sector. Price trend analysis for different qualities is consistent with the expected growth. Envisaged changes in production patterns will bring increased revenues for the industry. However, if government intervention goals are to increase substantially industry profitability and farmers income, a balance between government incentives to expand the area of quality wine and government and private investment in market promotion are required. The non-adoption of marketing strategies to increase demand or a failure to promote quality wine demand will have negative effects on prices and on the industry profitability.
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Booth, Tara. "Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa". Thesis, Rhodes University, 2013. http://hdl.handle.net/10962/d1015692.
Testo completoAbstract (sommario):
Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.
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Schmitt, Andre Schwarz Camara. "Aspects of the physiology of some crustacean species with particular reference to their live marketing". Thesis, University of Hull, 1995. http://hydra.hull.ac.uk/resources/hull:11084.
Testo completo
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Coussia, Venetia. "Aspects of marketing banking services in Greece : the case of the agricultural bank of Greece". Thesis, University of Newcastle Upon Tyne, 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.239837.
Testo completo
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Meyer, Tracy Hindman. "Experience-Based Aspects of Shopping Attitudes: The Moderating Roles of Norms and Loyalty". Cincinnati, Ohio : University of Cincinnati, 2005. http://www.ohiolink.edu/etd/view.cgi?1115920770.
Testo completoAbstract (sommario):
Thesis (Ph. D.)--University of Cincinnati, 2005.Advisor: Dr. Karen A. Machleit. Title from electronic thesis title page (viewed May 15, 2008). Keywords: Loyalty; Hassles; Shopping Behavior; Norms. Includes abstract. Includes bibliographical references.
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Roesch, Stefan, e n/a. "There and back again - comparative case studies of film location tourists� on-site behaviour and experiences". University of Otago. Department of Tourism, 2008. http://adt.otago.ac.nz./public/adt-NZDU20080211.090920.
Testo completoAbstract (sommario):
Over the last decade, film location tourism has been established as a niche segment in the tourism industry. While this niche has attracted attention from both researchers and marketers alike, not much knowledge has been accumulated about the tourist encounter itself. It is the main purpose of this thesis to research on-site behavioural and experiential aspects of the film location encounter.
For the overall research design, an inductive, comparative case-study approach was implemented. Three cases were selected for this research: The Lord of the Rings locations in New Zealand, The Sound of Music locations in Austria and Star Wars locations in Tunisia. The applied methods are participant observation, image-based data and semi-structured interviews. The data collection was conducted while participating in organised film location tows in order to secure access to the informants.
The first fundamental outcome of this research is that there is no 'film location tourist' as such. People who travel to film locations come from different socio-economic backgrounds, comprise all age groups and possess varying degrees of fandom. The majority of film location tourists, however, have one thing in common, regardless of the underlying movie genre: the longing to connect with the imaginary world of the film by visiting the physical and thus 'real' location places. These places are consumed in two ways: as places of spectacle and as sacred places.
The nature of the location consumption is dependent on a number of factors, including the degree of fandom of the consumers, the attractiveness of the encountered locations, the consistency of the interpretive community, the amount and nature of external distortions and, if applicable, the structure of the location tour. Means of consumption of film locations as spectacle are formal posing, sight recordings and shot re-creations. When experiencing film locations as sacred places, shot re-creations, mental simulations and filmic re-enactments occur. The latter form of consumption can result in a symbiosis between the imaginary and the real place component: the gazing subject becomes the previously (photographed) object.
Regardless of the degree of experiential satisfaction, film location tourists want to bring some of the magic back home. This is achieved not only via mental pictures and physical photographs, but also through souvenirs. These can be off- or on-site. Regarding the latter, these souvenirs are almost holy relics, brought home from a successful pilgrimage and subsequently framed and displayed in an altar-like fashion. The benefits from this are not only self-pride and satisfaction, but also the distinction to other movie fans who have not been able to do the journey themselves. Thus, the person in possession of such a relic gains privileged status amongst peers which in turn raises the satisfaction with the location encounter.
The film location experience cycle comes to a full closure by re-watching the movie. This procedure involves a renewed connection to both the imaginary filmic places as well as the real locations visited. The filmic gaze is extended, as the movie scenes are now seen as part of a real place which extends beyond the filmic sight.
Keywords: Film location tourism - multiple, comparative on-site case study inquiry - film locations as spatial and temporal constructs - the film location tourist encounter - behavioural and experiential interactions with place.
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Evans, Daniel, e mikewood@deakin edu au. "The internet and competitive advantage in Australian professional sport organisations". Deakin University. Bowater School of Management and Marketing, 2002. http://tux.lib.deakin.edu.au./adt-VDU/public/adt-VDU20050825.144334.
Testo completoAbstract (sommario):
The electronic revolution has proven to be a powerful stimulus for change in business practice. As a business tool however, the Internet must endure the same scrutiny under which other business activities are placed. If the use of the Internet in business is a sound strategy, then it must contribute toward competitive advantage. The sport business industry has not been isolated from the vagaries of Internet applications. Moreover, as the industry has become more competitive, forcing sporting organisations towards unprecedented levels of accountability and business practice, the Internet has been increasingly seen as a potential 'holy grail' for sport organisations struggling for revenue (Stewart & Smith, 1999). This research is a response to these pressures. It seeks to identify Internet based opportunities for competitive advantage, and to provide strategies and recommendations for the successful use of the Internet in Australian professional sport organisations.
In realising this objective, a newly developed and integrated Business Activity Model has been constructed. The model assists in the identification of specific Internet based competitive advantage strategies, and provides a theoretical framework for this research. The Business Activity Model conceptualises, for the first time, the relationships between the value chain, constituents of electronically enabled competitive advantage, and the Internet.
With Australia's limited group of fully professional sports capable of sustaining the human resources and budgets necessary to implement comprehensive e-commerce strategies, the organisations selected to participate in this research represent the pinnacle of Australian professional sport clubs. Specifically, the 55 clubs competing in the Australian Football League (A.F.L.), National Basketball League (N.B.L.), National Rugby League (N.R.L.), and National Soccer League (N.S.L.) constituted the research sample and population. In concert with the 87% participation rate, sampling approached a census. A telephone-administered survey, based primarily on
the rigorously tested instrument developed by Sethi and King (1994), was employed for data collection.
This research employs a comprehensive set of descriptive statistics, and is bolstered by a confirmatory and an exploratory factor analysis, undertaken on one component of the data. The outcome of this research was the identification of seven practical recommendations for Australian professional sport organisations seeking to improve competitive advantage via the Internet. These recommendations were based on an inventory of the 'gaps' between the strategies proposed by the literature, and the practices of the sample, and relate to both overall Internet strategy, and specific web site applications. The development of the new Business Activity Model and the identification of key online strategy themes support and complement these recommendations. An examination of variations in the practices of participating organisations, and some comparisons against United States sporting organisations, also provides depth and context to the findings.
This research provides a platform for sport managers to effectively harness the potential of the Internet, through their web sites in particular, and realise significant competitive advantages. The Business Activity Model provides managers in all industries with a tool for the detection and understanding of potential elements of competitive advantage, and incorporates all activities critical to business in the new digital economy. Seven practical recommendations for improved online performance based on identified competitive advantage and strategies fulfils the primary objective of this research. E-commerce continues to grow at astronomical rates, and with the Internet poised to become the life-blood of 21st century sporting organisations, these recommendations will assist managers in their ongoing search for competitive advantage.
32
Ip, Ka Weng. "The use of Facebook fan page on promotion :a case study of the local online cake shop : Choco Choco". Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3690644.
Testo completo
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West-Newman, Timothy. "Imaginative travel experiential aspects of user interactions with destination marketing websites [: a thesis submitted to AUT University in partial fulfilment of the degree of Doctor of Philosophy, 2008]". Click here to access this resource online, 2008. http://hdl.handle.net/10292/665.
Testo completoAbstract (sommario):
In this thesis a discursive examination of backpacker attitudes towards and use of a New Zealand tourism website, based on their own accounts of their experiences of using the web for travel, offers a contribution to existing knowledge about human computer interaction. The study enhances current understandings of the processes through which backpackers interact with travel websites by including the social and personal context of their experience. Analysing interview data on user attitudes and behaviour, it argues the importance of taking into account the use-context of human computer interactions. Placing participants’ interaction with the newzealand.com website within themes of imagination, emotional engagement, and authenticity in experience allows an exploration of such context. It demonstrates that backpackers’ engagement with websites is shaped not only by their material circumstances but by their attitudes to travel in general, their assumptions and feelings about New Zealand as a place, and as a site for their own experiences. The research applies usability techniques and methods to observe and inquire into tourists’ experiential interaction with a destination website. The emotional, affective, reflective and behavioural aspects of tourists’ decision making processes are studied in order to show how websites, as a medium of communication, evoke users’ travel imaginings. In this way the study contributes to research into tourists’ web-related motivation and behaviour. In addition, by applying discursive, performative, and experiential lenses drawn from travel research to human-computer interaction, it augments current research techniques for studying the social effects of virtual technology and web related human behaviour. The thesis explores themes of representation of place and self in relation to backpacker experiences and frames them in terms of authenticity and trust. It argues that in navigating places, backpackers seek authentic experiences and that this notion of authenticity is mediated by their encounters with other travellers, locals, tourism providers, as well as books, television and the Internet. Websites as travel information sources shape how backpackers think about their tourist experiences; to do this effectively, what the site presents must resonate with the backpacker’s views on how they think those experiences should be.
34
Chau, Long Fung Lewis. "Corporate entrepreneurship and ethical decision-making behavior of marketing managers". HKBU Institutional Repository, 1997. http://repository.hkbu.edu.hk/etd_ra/134.
Testo completo
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Al-Shudukhi, Hind Nassir. "Marketing of bank services to the Saudi consumer". Thesis, University of Stirling, 1989. http://hdl.handle.net/1893/2185.
Testo completoAbstract (sommario):
Services marketing is a relatively new concept for the banking industry. Intense competition has forced banks to take greater interest in consumer banking. The focus of consumer banking is the provision of retail bank services which meet individual customers needs. Therefore, bankers need better ways to explore and understand the consumers market and needs. Banks need to understand the attitudes which affect consumers evaluation of bank services. This thesis is concerned with assessing the attitudes and marketing practices of Saudi banks and the consumers attitude towards these banks. A conflict exists between the two parties. Interest is prohibited by Islamic law, however, commercial banks operate on the basis of interest. The views of the bankers and consumers were analysed through questionnaires administered in Jeddah in the summer of 1988. Issues raised include attitude, concept, and marketing approach, usage of and satisfaction with bank services, attitude towards banks and bank interest as well as views on Islamic banking. While it is shown bankers grasp the concept and practise of marketing, consumers show reluctance and strong negative attitudes to dealing with banks due to the religious factor. It seems Islamic banking is an attractive alternative banking system for Saudi Arabia.
36
Gaughan, Tara J. "Selling the pearl : an analysis of the language used in the marketing of Hong Kong to tourists /". Thesis, Hong Kong : University of Hong Kong, 2001. http://sunzi.lib.hku.hk/hkuto/record.jsp?B23424515.
Testo completo
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Rwigema, Jean Bosco Minega. "An analysis of the non-traditional agricultural export potential for Rwanda: A case of flowers". Thesis, University of the Western Cape, 2004. http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=init_6789_1177917650.
Testo completoAbstract (sommario):
Rwanda is constrained by an export structure that is heavily dependent on one or a few agricultural export products such as coffee, tea , pyrethrum and cinchona. The country did not manage to industrialize or to diversify its export structure significantly during the post-independence period. The situation was worsened by the civil war of 1994, which almost destroyed all sectors of the economy. Traditional export crops, such as coffee, cotton, tea, cocoa, palm oil, and tobacco are all subject to large price fluctuations and declining world market prices. This paper considered the case for diversification into non-traditional agricultural exports as a strategy for improving a developing country's terms of trade. The study put forward a case of Higland Flowers Projecta flowers project located in rural Kigali about 5 kilometers to the Kigali International airport.
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication". Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.
Testo completoAbstract (sommario):
Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.QC 20171219
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Nelson, Kim Allen. "Consumer decision-making and image theory: Understanding the socially responsible consumer". Diss., The University of Arizona, 1994. http://hdl.handle.net/10150/186868.
Testo completoAbstract (sommario):
Many consumers are now considering the effects of general corporate behavior (e.g., political views, charitable contributions, environmental disasters) and of the product's manufacture, consumption or disposal (e.g., animal testing, ecological harm) on society's overall well-being. These situations involve the issue of individual social responsibility and are good examples of complex decisions that are not readily explained by traditional decision theories. Abstract attributes (e.g., product "greenness" or lack of harm to the environment) and the active role of the decision maker's values, principles, and ethics are problematic. The primary purpose of this research is to develop a conceptual framework for consumer decision making in the presence of a social responsibility issue. The secondary purpose of the study is to assess the value of image theory for explaining the decision process. Image theory (Beach and Mitchell 1987; Beach 1990), a relatively recent development in decision making, provides a compatible decision framework for these types of decisions due to its emphasis on an individual's values and on the screening of alternatives using value-laden attributes. Survey methodology and consumer preference tasks are utilized, and the hypothesized models are tested by structural equation modeling. The findings suggest that image theory provides a credible explanation of socially responsible consumer choice. In terms of this study's context, a consumer who has a strongly held social responsibility principle, values a clean environment, has a high level of environmental concern, and believes that his/her actions make a difference, is more likely to be committed to a pro-environmental plan of action and to use certain decision processes. These specific processes are screening alternatives to eliminate those that are not environmentally friendly and weighting the greenness attribute heavily in evaluating options. Using image theory's terminology and structure, social responsibility and environmental value form the value image. Environmental concern and perceived consumer effectiveness form the trajectory image. The strategic image is reflected in the plan (commitment to pro-environmental behaviors) and tactics (using the social responsibility attribute in the decision process). This research demonstrates that enduring values and principles guide consumer behavior involving social responsibility issues.
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Yuen, Wai Yee. "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads". HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1189.
Testo completo
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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group". Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.
Testo completoAbstract (sommario):
Thesis (MBA)--Stellenbosch University, 2010.ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agricultural sector in the North West, Limpopo, Mpumalanga and Gauteng provinces in South Africa. Unexpected growth in the company as well as the deregulation of the industry necessitated a bona fide marketing communication department to manage and coordinate all advertising, promotional and communication efforts. After establishing this department all marketing communication efforts were still fragmented. Consequently, the cost-effectiveness of this department was questioned by the company’s board of directors. The MGK Group’s the board of directors received a mandate to follow a holistic approach and formulate a strategy to enhance the impact of its marketing communication efforts while cutting costs. This study sets out to establish whether the implementation of an integrated marketing communication programme can ultimately satisfy the board of directors’ requirements for marketing communication that is more accountable, effective and efficient. This study starts with a literature review of the practices and theories underpinning integrated marketing communication. This is followed by testing the applicability of the various approaches and methodologies in the MGK Group environment. The study is concluded with the formulation of a marketing communication strategy and recommendations based on the needs of the MGK Group.
AFRIKAANSE OPSOMMING: Die Wet op die Bemarking van Landbouprodukte (Nr 47 van 1996) het eenkanaal-bemarking in die sektor verwater. Dit het daartoe gelei dat bemarkingsrade soos die Mielieraad afgeskaf is. Nuwe wetgewing het landbou-ondernemings genoop om in 'n veranderende sake-omgewing aan te pas en koöperasies in maatskappye te omskep. Die aanpassing het ook beteken dat maatskappye hulself in 'n meer mededingende en gedereguleerde mark moes herposisioneer. Die MGK Groep Bedryfsmaatskappy Edms Bpk is 'n vooraanstaande rolspeler in die landbousektor in die volgende provinsies in Suid-Afrika: Noordwes, Limpopo, Mpumalanga en Gauteng. Onverwagse groei asook die deregulering van die bedryf het meegebring dat dié maatskappy 'n bona fide bemarkingskommunikasie-afdeling nodig gehad het om alle reklame-, promosie- en kommunikasie-aktiwiteite te bestuur en te koördineer. Nadat die afdeling op die been gebring is, het bemarkingskommunikasie-aktiwiteite steeds los van mekaar gestaan. Dit het daartoe gelei dat die kostedoeltreffendheid van die funksie op divisievlak bevraagteken is. Die direksie van die MGK Groep het 'n mandaat gehad om 'n holistiese benadering te volg en 'n strategie te formuleer om die impak sowel as die kostedoeltreffendheid van die maatskappy se bemarkingskommunikasie te verbeter. Hierdie studie poog om vas te stel of die implementering van 'n geïntegreerde bemarkingskommunikasieplan uiteindelik in die direksie van die MGK Groep se behoefte aan verantwoordbare, doeltreffende en doelmatige bemarkingskommunikasie kan voorsien. Die studie begin met 'n literatuuroorsig van die praktyk en teorie van geïntegreerde bemarkingskommunikasie. Daarna word die toepaslikheid van die onderskeie benaderings en metodologieë ten opsigte van die MGK Groep getoets. Die studie word afgesluit met 'n bemarkingskommunikasiestrategie en aanbevelings wat op die behoeftes van die MGK Groep gegrond is.
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Ahn, Inja Marketing Australian School of Business UNSW. "The impact of national culture on the planning and purchase-consumption behaviour of international leisure travellers". Awarded by:University of New South Wales. School of Marketing, 2005. http://handle.unsw.edu.au/1959.4/20803.
Testo completoAbstract (sommario):
This research investigates the influence of national culture on the trip planning and purchase-consumption behaviour of international leisure travellers. This study focuses on achieving a theory-driven, rigorous study that covers a large number of national cultures in empirically testing systematic relations between national values and overseas leisure travel behaviour. The study proposes a conceptual model linking four sets of generalized national value dimensions drawn from the Hofstede, Schwartz and Inglehart studies with trip planning and purchase-consumption behaviours, drawing on and extending the model of a tourism consumption system suggested by Woodside and King (2001). Both country- and individual-level control variables are incorporated in the model. Per capita GDP and statutory annual leave are country-level covariates; prior-destination experience, trip purpose, age and gender are individual-level covariates. In addition to these covariates, trip itinerary planning and total external search are included in models of consumption behaviours. Secondary data obtained from the quarterly Australian International Visitor Survey (from quarter one 2000) is used to test the proposed model. The final sample for the study comprises international leisure travellers from 22 Asian, European and North American countries. Trip planning and consumption behaviours are taken as the dependent variables in a series of weighted and multi-level (HLM) regression models where the independent variables include national values, per capita income and statutory leave (at the country-level) and four travel segments constructed from prior-destination experience and trip purpose, age and gender at the individual-level, as well as trip itinerary planning and total search. The study found that national values play a significant role in influencing both trip planning and purchase-consumption behaviour. National values were found to have a stronger impact on trip planning behaviours than on consumption behaviours at a destination. The four sets of national values differed in explanatory power as did, the three national culture models in an international tourism context, although there was substantial convergent validity across the three models of national culture. The impact of national values on overseas leisure travel behaviour was strongest among the holiday travellers and the youngest (15-24) female tourists, followed by older (45-55plus) tourists. The study contributes a theory-driven, rigorous investigation of national culture and overseas leisure travel behaviour by provision of comprehensive conceptual model and by empirically testing the hypotheses on a large number of countries. It enriches our understanding of the role of national culture on cross-cultural consumer behaviour. The study's findings may assist in developing more effective international destination marketing strategy (e.g., positioning, communication and products-services development) by showing the potential usefulness of national values. Finally, several avenues for future research are suggested including direct measurement of cultural values, further empirical testing based on larger samples, further advances in the conceptual model adding post-purchase behaviour and other confounding variables.
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Diekmann, Anya. "Bridging the gap: the relationship between heritage preservation and tourist consumption". Doctoral thesis, Universite Libre de Bruxelles, 2004. http://hdl.handle.net/2013/ULB-DIPOT:oai:dipot.ulb.ac.be:2013/211073.
Testo completo
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Bonnaud-Le, Roux Sophie. "Les aspects communicationnels de la confiance dans la « relation client » : construction et représentations". Thesis, Sorbonne université, 2020. http://www.theses.fr/2020SORUL021.
Testo completoAbstract (sommario):
L’engouement pour la notion de confiance dans la sphère professionnelle marketing intervient au sein d’une mouvance dont les catégories réflexives se sont déplacées d’un marketing transactionnel à un marketing dit « relationnel ». La confiance y est pensée comme la résultante d’un savoir-être relationnel détenu par l’entreprise ou la marque, qui se coache et se construit suivant un système de codes, supposément empruntés à la sphère interpersonnelle. La focalisation de cette thèse CIFRE sur la confiance prend sens dans un contexte économique et sociétal supposément affligé d’une dégradation des liens sociaux, particulièrement entre les institutions et les individus, incitant d’autant plus les entreprises et les marques à mobiliser l’argument de la confiance et à développer des moyens détournés pour recréer du lien avec les consommateurs. Aussi l’idée prééminente de cette thèse est que la thématique de la confiance relève du politique, au sens étymologique du terme : la thématique de la confiance représenterait pour les marques une opportunité d’humaniser le discours marchand et de le « dépublicitariser » en atténuant l’ambition économique pour l’orienter dans le sens de l’engagement humaniste. Le caractère appliqué de la thèse est en outre une invitation à interroger les imaginaires soulevés par la « relation » à cette entreprise particulière qu’est EDF qui, du fait de sa sortie de monopole tardive sur le marché français de l’énergie, a dû s’efforcer de façon relativement récente à courtiser et séduire celui qui de simple « usager » est devenu « client »The true success of the notion of trust both in advertising and in the professional marketing sphere is directly related to a global marketing movement, which reflexive categories have moved from a transactional marketing model to a so-called "relational" form of marketing. Building trust in the professional marketing sphere is directly linked to relational skills that can be coached, following a system of codes borrowed from the interpersonal sphere. The success of trust also makes sense in a very special economic and societal context that is presumably afflicted by social bonds being deteriorated, particularly between institutions and individuals. That encourages businesses and brands to adopt alternatives forms of advertising and new customer relationship strategies, in order to recreate satisfying links with consumers. The main idea in this thesis is that trust is basically political, when referring to the etymological origin of “trust”: the theme of trust tends to offer brands an opportunity to humanize their commercial argumentations, cover their economic ambition and promote non-economic values. As this thesis was prepared in collaboration with EDF, the historical leading firm on the energy market in France, it especially explores how, in this context, EDF tends to interact with its customers who formerly were “service users” and now are able to choose to whom they want to buy their energy
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Mphahama, Litsoanelo Evodiah. "Institutional constraints to horticulture production and marketing". Thesis, University of Fort Hare, 2011. http://hdl.handle.net/10353/428.
Testo completoAbstract (sommario):
Lesotho has a land area of about 30.340 square kilometers and is completely surrounded by the Republic of South Africa. Much of the country is mountainous. Its agricultural sector is characterized by low productivity due to erratic climatic conditions, limited arable land and fragile soils with a low water holding capacity. These conditions have proved very detrimental to crop production, rendering agriculture a risky economic activity. Numerous efforts have been made over the years to address the technical constraints confronting the sector, but nothing seems to be changing. The implication is that the technical/climatic factors mentioned above may be only part of the problem. The current situation whereby Lesotho imports nearly 95% of its domestic food requirements is unsustainable, but this desperate picture looks set to worsen with the continuing threats of contracting farm sizes and further declines in farmer participation rates. But this sector has continued to be an important source of household survival and existence. A study was designed and conducted during 2008 and 2009 to identify the institutional constraints to horticulture production in Lesotho, looking specifically at the obstacles to effective production and marketing of horticultural products. A total of 100 farming households were enumerated in four districts of the country, namely Butha Buthe, Berea, Mafeteng, and Thaba-Tseka. A range of institutional and non-price factors in the farming and marketing environment were incorporated in a binary choice model to investigate the degree of satisfaction of the farming households with their previous year’s farming results. To avoid selection bias in the sample, a probit model was chosen, and the Stata-10 software was used to estimate probit coefficients. The results provide indications that property rights, the agricultural extension service, the condition of the physical infrastructure, and distance to markets may be crucial elements threatening the existence of this sector in Lesotho. The difficulties in accessing markets and land remain important institutional constraints to horticulture production and marketing in Lesotho. Recommendations made on these issues include providing more policy support to homestead gardening and for these issues to be incorporated into the Vision 2020 process. Also to be included is the issue of addressing the growing national food insecurity and enhancing Basotho livelihoods in general.
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Groover, Gordon E. "An evaluation of production and marketing strategies for eastern Virginia cash grain producers". Thesis, Virginia Tech, 1988. http://hdl.handle.net/10919/42345.
Testo completoAbstract (sommario):
Eastern Virginia grain producers face production and marketing decisions under conditions of considerable yield and price variability. Traditionally MOTAD and other risk programming models have relied on the variability of historical returns series as a proxy for the risk an individual producer experiences. The mean forecast deviation method provides an alternative to the standard method of calculating deviations for MOT AD models. This method was applied to an eastern Virginia cash grain farm to provide a farm plan based on expected prices during the first week of February. The acreages of com, soybeans, and small grains were specified based on soil type, government program participation, sales at harvest, storage, pre-harvest hedging, and post-harvest hedging. The expected farm plans for the 1987 crop year resulted in participation in the government commodity programs at all levels of risk aversion and for each crop and soil type. Elimination of government commodity programs from the model resulted in two major findings: wheat and barley doubled cropped with soybeans preformed well on both soil types and at all levels of risk aversion, and given 1987 expected prices, idling lower quality land was a profitable decision at all levels of risk aversion.Master of Science
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Kuo, Yi-Chun. "The impact of corporate stadium sponsorship". CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3261.
Testo completoAbstract (sommario):
The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
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Walla, Peter, Gerhard Brenner e Monika Koller. "Objective Measures of Emotion Related to Brand Attitude: A New Way to Quantify Emotion-Related Aspects Relevant to Marketing". Public Library of Science, 2011. http://dx.doi.org/10.1371/journal.pone.0026782.
Testo completoAbstract (sommario):
With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were taken. Participant's eye blinks as responses to acoustic startle probes were registered with electromyography (EMG) (i) and their skin conductance (ii) and their heart rate (iii) were recorded. We found significantly reduced eye blink amplitudes related to liked brand names compared to disliked brand names. This finding suggests that visual perception of liked brand names elicits higher degrees of pleasantness, more positive emotion and approach-oriented motivation than visual perception of disliked brand names. Also, skin conductance and heart rate were both reduced in case of liked versus disliked brand names. We conclude that all our physiological measures highlight emotion-related differences depending on the like and dislike toward individual brands. We suggest that objective measures should be used more frequently to quantify emotion-related aspects of brand attitude. In particular, there might be potential interest to introduce startle reflex modulation to measure emotion-related impact during product development, product design and various further fields relevant to marketing. Our findings are discussed in relation to the idea that self reported measures are most often cognitively polluted. (authors' abstract)
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Tham, Poh Weng Electrical Engineering & Telecommunications Faculty of Engineering UNSW. "Managing market risks in the Australian national electricity market". Awarded by:University of New South Wales. School of Electrical Engineering & Telecommunications, 2005. http://handle.unsw.edu.au/1959.4/20834.
Testo completoAbstract (sommario):
The restructuring of many national and state electricity industries over the last two decades has created new sets of laws and regulations, market design and participants. Along with those changes, industry risks have also been transformed significantly. Prior to restructuring, government-owned or carefully regulated monopoly private utilities would manage most of these industry risks. With restructuring, however, both the government, through their market regulators, and industry participants need to manage a range of previous,, yet also now new, risks. While the government???s risk management strategy is focused on the industry as a whole, participants are naturally more concerned with their individual risks. The Australian National Electricity Market (NEM) is one of the many electricity markets that were formed through the restructuring process underway worldwide. It created a number of new types of market participants facing different sets of risks. The main objective of this thesis is to examine the management of market risk by these different NEM participants. The methodology used in the thesis involves developing a fundamental understanding of electricity restructuring, the NEM and the various risks faced by the different NEM participants. Data on NEM spot prices, ancillary costs and forward prices are analysed to gain a better understanding of its relationship with market activities. Different risk management strategies, both proactive and reactive, that can be taken by the participants are discussed This thesis has highlighted some of the complexities involved in managing risks in a restructured electricity industry. Risks are never static and changes in market conditions alter the risk exposure of the participants. Therefore, participants will need to constantly monitor their risk exposure and update their risk management strategies. The Cash-Flow-at-Risk methodology is introduced as a possible tool to measure risk and analyse risk management options for different NEM participants.
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Duffett, Rodney Graeme. "Social media as a marketing communication channel amongst Generation Y : a new paradigm for hierarchy response models". Thesis, Cape Peninsula University of Technology, 2015. http://hdl.handle.net/20.500.11838/2090.
Testo completoAbstract (sommario):
Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2015.The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals to connect with each other and the rest of their world. Consequently, social network sites (SNS) and other mobile applications have become an integral part of life, as well as a daily destination for billions of individuals, offering them novel and an instant means of communication in this interactive ICT space. Internet, social media and smartphone usage are also expanding prolifically in developing countries such as South Africa (SA). This incremental expansion of social media usage is directly related to the progression of Internet usage across the globe, primarily as a result of the irrevocable dissemination of smartphones. The use of social media has become the most common activity among modern adolescents and young adults (referred to as Generation Y or Millennials). SNS such as Facebook, Mxit, YouTube, Twitter, LinkedIn, Google+ and numerous others have grown exponentially in recent years, enabling Generation Y with a portal for entertainment and communication. The increase of social media adoption has captured the attention of marketers and consumers alike on a global scale, and with the quickly changing communication environments, marketers now confront new challenges in terms of understanding consumer behaviour, attitudinal responses and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with young consumers; create real time conversations; and provide immediate feedback via interactive marketing communications at a fraction of the cost compared to traditional media advertising. Internet and social media usage, as well as access, grown has prolifically in SA, while minimal research has been conducted regarding attitudes towards social network advertising (SNA). Millennials are sophisticated and technology savvy, therefore, social media is important to them to maintain contact with their friends, and to continually interact in the digital environment. Hence, it is important for organisations to strategically market their brands in a way that would appeal to this market, which is notoriously difficult to reach. Furthermore, Generation Y consumers have huge buying power and also exert a major influence on their household purchase behaviour, so their social media usage and attitudes towards various ICT platforms media are important to marketers. A complete knowledge base of this generation will enable brands to increase their marketing communication effectiveness when targeting this cohort. Yet, many organisations have used SNA without truly discerning the real attitudinal effect that it has on their young consumers