Tesi: "MARKETING-CONCEPT"

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko e A. S. Zhurbenco. "The marketing concept". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/18320.

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RIVIERE, Joseph, e Cyril VALENTI. "The Concept of Sensory Marketing". Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1588.

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Zhylenko, S. "The concept of green marketing". Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/8565.

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Juillard-Martin, Sylvie. "Le marketing-achat : affirmation d'un concept". Clermont-Ferrand 1, 1989. http://www.theses.fr/1989CLF10085.

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Vignali, Claudio. "Marketing management : applying the concept of the mix". Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/marketing-management(48b0b85b-67cd-4875-97b3-88619312f1d5).html.

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Abstract (sommario):

One of the key concepts within the marketing literature remains the 'marketing mix.' An unexamined element of this mix remains, to pursue the cooking metaphor, the way in which the chef is able to balance the various ingredients to achieve a palatable dish. Therefore, the impetus behind this thesis is this lack in the literature. The approach to remedy this lack is developed through Action Research. The original notion of the marketer as a mixer of ingredients strongly suggests that marketing was (and remains) largely a craft. As practitioners within the craft, managers require devices to guide them in their everyday operations. However, the use and effectiveness of such 'heuristic devices' by practising marketers remains little explored. Matrix schemas have always been traditionally used, by both academics and practitioners, in the development and interpretation of both strategy and tactics in marketing. While the strategic schemas have attained the status of dogma (the Boston Box, for example), at the tactical level,use of the marketing mix has never reached such heights, (apart from an occasional stress on the need for the 'blending of ingredients'). As marketing has developed as a craft, numerous definitions have been offered. Today there are several different authoritative, but accepted definitions. The Chartered Institute of Marketing [CIM] and the American Marketing Association [AMA] define marketing as: 'Marketing [management] is the process of planning and executing the conception of pricing, promotion, and distribution of ideas, goods and services that satisfy organisational objectives.' [Fifield & Gilligan, 1996; 2] A clear understanding of the development of the matrix approach from the level of strategy to tactics in marketing is the essence of the published works. The marketing mix concept seems relatively simple. Since Culliton [1947] first carried out his study (amongst the major American companies of his time), the notion of managers within the marketing function as 'mixers of ingredients' has enjoyed wide currency. Culliton's study included a full examination of a number of case histories and the use by the participating companies of marketing ingredients. Borden [1964] expanded this work to a formal use of the term 'marketing mix' and he presented a list of mix constituents, based on Culliton's work. These developments were taken further by McCarthy [1964] in terms of simplification and classificatory order as the famous 4Ps. It is now just over 30 years since McCarthy provided this gloss on Borden's work and offered a generic marketing mix [product, price, promotion and place] as a means of translating marketing planning and tactics into practice [Bennett 1997:151] This eventually led to Kotler [2000) defining the mix as being 'A set of marketing tools that a firm uses to pursue its objectives.' Thus, ingredients become tools and the analogy changes. McCarthy's 4Ps classification of the marketing mix variables has received acceptance in past decades. However, in recent years increasing criticism of this approach has been voiced in academic circles (Van Waterschoot, 1992, p.83). It is believed by some academics that this paradigm is beginning to lose its position (Gronroos, 1994, Gronroos, 1992, Sheth 1988). It is sometimes called 'traditional' or out-dated (Shimpock-Viewg,/1993, Lane, /1988, Turnbull, 1987). Over the past few years, it has been argued that marketing is concerned not just with the original 4Ps and the various elements associated with them, but also with less controllable variables (or ingredients, or tools) such as people, processes and service evidence. (Rafiq, 1995). However, the shifts from 'ingredients' to 'tools' to 'variables' hints at an underlying confusion as to the conceptual status of the artefacts described. Borden's work has the merit that his classificatory schema derives directly from empirical evidence. Borden reflected this basis when he identified the need to record within case studies evidence of what was being mixed in the marketing domain. Later extensions do not, by and large, have this merit. There have been no published studies which replicate Culliton's original work. Extensions to the mix (the conceptual device contributed by Borden) and the distilled formulation of the mix offered by McCarthy rely on conceptual processes only. The nature of the extensions seems clear, but they rest on different assumptions about how the world of the marketing manager should be construed. This thesis draws on several case studies of the world of marketing managers and a test of the 4P's framework within that world as its modus operandi. The examination uses a process of 'Action Research'. It thus is placed in the tradition established by Culliton in his pioneering work. Unlike Culliton, the work does no flow from a considered execution of a single research design, but has emerged in the search for consistency in marketing management, as pursued with the manager themselves. In essence, the Action Learning method of research has been adopted. The outcome, a new model for application, is seen as the contribution to knowledge. In essence the thesis pulls together the understanding and criticisms that both practitioners and academics need to investigate the gaps that exist in marketing management research. The importance of a company's participation as being integral to the action it takes and the solutions it prescribes is the essence of the Action Research and the model process.

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Faltysová, Veronika. "Concept of marketing communication strategy of the firm ESAB". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75591.

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I concerned with concept of marketing communication strategy from the point of view of firm's participation in trade fair. Theoretic part includes introduction to opportunities of marketing and marketing communication and defines meaning of trade fair within communication mix. Practical part describes preparing and presentation of the firm ESAB in trade fair, further I evaluate efficiency and success of the participation in trade fair which is based on my own experience and available data and documents. Last but not least, I offer definite proposal that could contribute to increase in efficiency of presentation and advise of other opportunities that firma ESAB could use when creating communication strategy.

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Brotherton, Timothy Paul. "The concept of routinization and its effects on marketing variables". Full text available online (restricted access), 2001. http://images.lib.monash.edu.au/ts/theses/Brotherton.pdf.

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Leeuw, Maarten Nicolas Andrew. "Niche marketing : an #exploratory' analysis of its concept, construct and application". Thesis, Henley Business School, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.241647.

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Cooper, Kristen Jane. "Does CEO Leadership Style Impact on Adoption of the Marketing Concept?" Thesis, University of Canterbury. Management, 2007. http://hdl.handle.net/10092/869.

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An exploratory investigation using a case study approach was undertaken in five organisations in different sectors, to explore whether there is any connection between CEO leadership style and adoption of the marketing concept by the organisation. Findings emerged on several levels. The market orientation and marketing concept, beyond the level of customer focus, is not well understood in organisations. The integration of market orientation and marketing effort across the organisation presents as the most problematic component of the marketing concept, as well as the one where CEO leadership style has the most potential to impact. The language of leadership theory is not actively assumed by people working in the case study organisations. The way people experience leadership style is ultimately personal, interpersonal and difficult to describe. Leadership attributes are valued differently in different organisations. Highly regarded leadership strengths result in perceived weaknesses being forgiven. In relation to the main research question, intuitively most people believed there is a connection between CEO leadership style and adoption of the marketing concept, but this was difficult to test at an organisational level due to small sample sizes and because each case study business presented with relatively high market orientations and CEOs with appropriate leadership styles. The CEO leadership themes commonly determined to be relevant were people focus (in terms of customers and staff), vision, change orientation, and passion/enthusiasm for the business. Survey data at the individual level was aggregated across the five organisations and analysed. Results showed the above attributes, and others associated with transformational leadership approaches, were related to perceptions of market orientation. While these results cannot be statistically generalisable because of the small and unrepresentative sample used, the findings suggest that the link between individual organisation members' perceptions of market orientation and CEO leadership would be worthy of a larger study.

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Al-Rawi, Khalid Whayeb. "The adoption of the marketing concept in the Iraqi food industry". Thesis, University of Strathclyde, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.314591.

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Roussy, Bernadette. "Le Concept de pouvoir comme instrument d'analyse des canaux de marketing". Grenoble 2 : ANRT, 1986. http://catalogue.bnf.fr/ark:/12148/cb37600890c.

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12

Burnon, Damien, e Roswitha Huber. "Conciergeries : Is the Swedish market ready?" Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1602.

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Abstract (sommario):

The market is flooded with new concepts, some of them are working better than others. The

concept conciergeries is a relatively new concept on the European market, which is well

known on the US one. However, entering a new market with a new concept is not always easy

as there are some factors to be considered by the company.

The objective of this thesis is to provide the reader with a theoretical part, which is led by our

defined model in the introduction. In the empirical part the gathered information is presented

in order to compare the theory and the data gathered in the analysis. Furthermore the aim of

this thesis is to prove if a particular market – namely Sweden – is ready for introducing such a

concept. During the survey, the Swedish market and the Swedes has been regarded in more

detail to compare it with the pioneer (US) and the given market (France). To confirm/not

confirm the first statement, the authors made an interview with one potential customer in

Sweden. In the end a conclusion and some recommendations are given to the reader.

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Owusu-Frimpong, Nana. "The adoption of the marketing concept by the United Kingdom and Ghanaian banks". Thesis, Durham University, 1993. http://etheses.dur.ac.uk/1043/.

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Restifo, Pecorella Alex. "Sviluppo del concept e del marketing plan per una catena di gelaterie". Master's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22042/.

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Nella seguente tesi viene descritto il progetto Amareina, una potenziale start up del settore dolciario situata nel territorio riminese. L’obiettivo è quello di aprire una seconda realtà nella città metropolitana di Londra e, pensando in un'ottica più di lungo periodo, se le situazioni saranno favorevoli, proiettarsi verso un’impostazione aziendale di franchising. Il mantra aziendale è quello di produrre un gelato artigianale senza conservanti o coloranti, usandolo come base per la produzione di dessert, riuscendo così a destagionalizzare il prodotto in tutti i mesi dell’anno. Nel primo capitolo viene affrontato il tema del franchising e del marketing esperienziale e di come questi sono correlati tra loro. Nel secondo capitolo verranno mostrate le analisi di mercato relative al mondo del gelato artigianale; verrà, inoltre, illustrata una descrizione dettagliata della città di Londra e successivamente sarà esposta un’analisi di benchmarking con i competitors diretti. Nel terzo capitolo verranno descritti la strategia di marketing. Saranno analizzate, poi, la scelta della location, l’offerta da proporre al cliente, una proposta di brand e lo slogan. Nell’ultimo paragrafo saranno elencati i canali comunicazionali ed una proposta di promozione. L’ultimo capitolo parlerà dell’impatto che sta avendo il Covid19 sull’economia e della Brexit. Nelle conclusioni verrà illustrata e commentata una SWOT Analysis considerando la possibilità di fare l’investimento a breve termine o meno.

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Šestauberová, Kristýna. "Koncept marketingové strategie vybrané společnosti". Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-206861.

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This diploma thesis is concerned with a concept of marketing strategy for a chosen company. The main goal of this thesis is to create a marketing strategy for the company. This strategy should be in accordance with holistic marketing concept. This marketing strategy will reflect the main characteristic of the company and the situation of the Czech market as well. This diploma thesis is divided into two parts. The first part describes a theoretical basis of the holistic marketing concept. The second part analyses the level of marketing in the company and suggests new marketing activities.

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Becirspahic, Hanna, e Ella Rhodin. "The concept of success in B2B digital marketing activities, from one company perspective". Thesis, Högskolan i Jönköping, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40003.

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Spilková, Eva. "Návrh postupů a opatření pro podporu činnosti vybraného golfového hřiště v České republice". Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201580.

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This thesis deals with the golf theme. Popularity of golf is growing, and increasingly in the context of the rising new golf courses, which are competitors. The main target is to propose methods and measures to support the activities of the Golf Club Pardubice, which I chose on the basis of four years work experience. Prior to its implementation, I developed a survey of customer satisfaction. At the proposal continues marketing concept of Golf Club Pardubice. In this thesis, the emphasis is on the needs and wishes of the customer, as a key element of marketing itself.

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Shiflet, Matthew. "Viral Marketing: Concept Explication and Case Studies in the Video Game and Esports Industries". Ohio University Honors Tutorial College / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1555957153106043.

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Cénophat, Sadrac [Verfasser], Martin [Akademischer Betreuer] Eisend e Tomás [Akademischer Betreuer] Bayón. "Customer Relationship Vulnerability: A New Concept in Relationship Marketing / Sadrac Cénophat ; Martin Eisend, Tomás Bayón". Frankfurt (Oder) : Europa-Universität Viadrina Frankfurt, 2018. http://d-nb.info/1160875626/34.

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Andersson, Stina, e Klint Andrea Hultstrand. "A smart poster? Visual design of marketing material for an exhibition of the concept Smart City". Thesis, Linköpings universitet, Medie- och Informationsteknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-121674.

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Företaget HiQ i Norrköping vill skapa en bättre värld genom att förenkla och förbättra människors liv med hjälp av teknik. Konceptet Smart City handlar om utmaningar inom områden som energi, miljö och trafik som Norrköping kommun kommer att ställas inför i framtiden. HiQ anordnar i maj 2015 ett hackathon där studenter under några timmar ska komma fram till olika Smart City-lösningar. Dessa idéer kommer sedan presenteras i en utställning på Visualiseringscenter i Norrköping. För att dra besökare till utställningen krävs det att utställningen marknadsförs mot en intresserad och relevant målgrupp. Marknadsföringen till utställningen ska verka för att övertyga målgruppen att gå på utställningen. En affisch togs därför fram efter teorier och utvärderades sedan under sex kvalitativa intervjuer. Därefter transkriberades de insamlade data och analyserades med hjälp av meningskoncentrering.Studien syftar till att undersöka hur en affisch bör utformas visuellt för att locka målgruppen, Medieteknikstudenter vid Linköpings universitet, till utställningen. För att locka målgruppen till utställningen bör affischen innehålla fler visuella element i form av bilder, det vill säga illustrationer eller fotografier som är kopplade till konceptet och utställningen. Den textbaserade informationen bör tydligare förklara vad det är utställningen handlar om. Affischen bör utformas mer utmärkande om den ska bli ihågkommen. För att affischen som utformades i denna studie ska generera det förväntade intrycket krävs en del justeringar.

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Tudin, Rabaah. "The recognition, adoption and implementation of the marketing concept by Bumiputra (Ethnic Malay) Companies in Malaysis". Thesis, University of Salford, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.491801.

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The objective of this research is to explore the current marketing practices of Bumiputra firms in the Malaysia business context in order to understand if there is any knowledge gap between the textbook marketing concept and Bumiputra marketing practices, ally, the objectives of this study are: 1) to determine whether the marketing concept as defined in Western literature is recognized and understood by Bumiputra businesses in Malaysia; 2) to determine whether Bumiputra businesses adopt the Western transactional model and to what extent; 3) to determine the extent to which the relationship model adopted by Bumiputra companies is seen as a perceived aid to achieving marketing objectives; and 4) to determine the extent to which relationship marketing is seen to be complementary to transactional marketing or seen to be an alternative to the transactional model, representing, in effect, a paradigm shift.

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Тєлєтов, Олександр Сергійович, Александр Сергеевич Телетов e Oleksandr Serhiiovych Tielietov. "Підвищення ролі маркетингу в різних сферах життєдіяльності людини". Thesis, Хмельницький національний університет, 2015. http://essuir.sumdu.edu.ua/handle/123456789/43112.

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Розглянуто сучасні приблеми соціально-екоонмічного розвитку. Проаналізовано роль складових комплексу маркетингу в економіці України. Акцентовано на поширенні використання концепції маркетингу в сферах життєдіяльності.
Рассмотрены современные проблемы социально-экономического развития. Проанализирована роль составляющих комплекса маркетинга в экономике Украины. Акцентировано на распространении использования концепции маркетинга в сферах жизнедеятельности.
Considered the modern problems of socio-economic development. Analized role of the marketing mix components in the Ukraine`s economy. Were attention to the widespread use of the marketing concept in the spheres of life.

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Mata, André Godinho Miranda Fogaça da. "Plano de marketing para o hostel Twin Fin". Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14782.

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Mestrado em Marketing
O principal objetivo deste projeto passa pelo desenvolvimento de um plano de Marketing tendo em vista o lançamento de um novo Hostel. Este novo Hostel tem como base a zona dos Areais de Santa Bárbara na ilha Açoriana de São Miguel e rege-se segundo um conceito inovador. Os principais focos são identificar de forma concreta o target e criar uma tática de lançamento e entrada no mercado. A metodologia utilizada baseia-se numa pesquisa de métodos mistos. Iniciou-se com uma pesquisa qualitativa de dados secundários relevantes para o tema, utilizando fontes o mais recente e forte possíveis. Isto foi feito de forma a tornar o projeto correto e sólido. Realizou-se também um inquérito por questionário, tendo como objetivo definir e conhecer o target. Este inquérito serviu de base para a maioria dos pontos desenvolvidos. Muito sucintamente pode-se afirmar que se retiraram conclusões importantes: o target é composto por jovens turistas, de ambos os sexos, a viajar em grupo, com vontade de descobrir novos espaços; e a definição de um conceito forte pode marcar a diferença pela positiva. Procurou-se ter em conta, para o desenvolvimento deste projeto, todos os fatores externos, como ameaças e oportunidades que pudessem de alguma forma guiar o plano a uma melhor entrada no mercado.
The main objective of this project is to develop a Marketing plan for the launch of a new Hostel. This new Hostel would be located in the "Areais de Santa Bárbara" area in the Azorean island of São Miguel and it follows an innovative concept. The main focuses are to identify the target and to create a tactic of launching and entering the market. The methodology used is based on a mix-method research. It started with a qualitative research of secondary data relevant to the topic, using the latest and strongest possible sources. This was done in order to make the project, as far as possible, correct and solid. A questionnaire survey was also conducted, aiming to define and identify the target. This survey served as the basis for most of the points developed. Very succinctly, it may be said that some important conclusions were drawn. First, the target is composed of young tourists traveling in groups, willing to discover new spaces, second, the definition of a strong concept can make a difference. It was tried to take into account, for the development of this project, all the external factors, such as threats and opportunities that could somehow guide the plan towards a strong market entry.
info:eu-repo/semantics/publishedVersion

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Blanchin, Audrey, Cyrielle Chareyron e Quentin Levert. "The customer behaviour in men´s cosmetics market". Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-802.

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Kressmann, Frank. "Consumer subjective well-being as a core concept in marketing theoretical basis and application to the automotive sector". Lohmar Köln Eul, 2006. http://deposit.d-nb.de/cgi-bin/dokserv?id=2969251&prov=M&dok_var=1&dok_ext=htm.

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Al-Sanie, Abdulrahman Ibrahim. "The adoption of the marketing concept in the operations of free trade zones : a comparative global study". Thesis, University of Sheffield, 1992. http://etheses.whiterose.ac.uk/3518/.

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This study is an empirical investigation of the marketing concept adoption by the authorities of Free Trade Zones (FTZs) throughout the world. The aim of the study is to gain an insight into the marketing orientation of the FTZs authorities by systematically Identifying, analysing and evaluating the attitudes of selected FTZs authorities towards the adoption of the marketing concept in the operations of their zones. Therefore, forty variables representing the key elements of the marketing concept (i. e., satisfying the customer needs, achieving organisational goals and integrating the marketing functions) are developed to describe and profile the FTZs according to their marketing orientation. , Before starting the data analysis, an attempt is made to develop a proper understanding of FTZs. Therefore, a thorough investigation is conducted on FTZs In terms of a variety of aspects including the historical development, the broad concept of free trade; the definitions, the types, the characteristics, and the advantages of FTZs; the FTZs development, spread, and status in modern times; and the future of FTZs. The efforts made here resulted In the production of two different models. One model shows how FTZs; are related to and distinguished from other forms of the broader concept of free trade. The other model presents an alternative way of classifying the different types of FTZs. In addition, since this study is about the marketing orientation of FTZs, the marketing concept is explored in terms of; its evolution, its contrast with other management philosophies, its criticism, and its relevance to this study. The presentation of the marketing concept is concluded with a further model depicting the flow of transactions involved in a FTZ enterprise. Of particular interest to this research is the establishment of the confidence limits of the marketing orientation in the FTZs operations. Such limits are obtained through taking the average of the received responses of the FTZs experts’ panel, and on which we would be able to assign the FTZs into three suggested groups on the basis of their marketing orientation (i. e., most, moderate, and less marketing-oriented). With such "a priori classification of the FTZs, under study, the data can be readily available for further applications of statistical techniques, and more meaningful analysis can be carried out The design of the research Is guided by a number of hypotheses about discrimination among/between the FTZs groups according to their authorities' attitudes toward the variables related -to the marketing concept in the operations of the zones. The discrimination is made among/between: (a) the most, the moderate, and the less marketing- oriented FTZs; (b) the marketing-oriented (i. e., the most and the moderate combined together) and the less marketing-oriented FTZs; and (c) the FTZs in the developed and developing countries. In addition, the research is based upon another set of hypotheses regarding the significant differences between , the FTZs experts and each of the above mentioned groups of FTZs' authorities, in their evaluative attitudes toward the marketing concept variables. The required primary data are collected via International mail survey preceded by pre-contacts by telephone and telex. All the attitudinal measures developed for this study are assessed in terms of their reliability (using Cronbach's alpha) and validity (using content validity). Then the data are analysed by the application of a variety of statistical tests and techniques: (1) Discriminant Function Analysis (using both versions the Multiple and the Two-group DFA); (2) the Wilks' Lambda for testing the significance of the hypotheses related to the DFA applications by considering all the variables in aggregate; (3) the Univariate F-ratio also for testing the significance of the hypotheses related to the DFA applications but by considering each of the variables individually; (4) using the Jacknife method to validate each of the three DFA functions; (5) Profile Analysis; (6) the Hotelling's T! statistic for testing the significance of the hypotheses related to the application of Profile Analysis; and (7) Correlation Analysis. I The Multiple DFA is applied'to analyse the differences among the most, the moderate and the less marketing-oriented FTZs. And the hypotheses regarding the significance of the differences among the three groups are tested by both the Wilks' Lambda when all the variables are considered in aggregate, and the Univariate F-ratio when each variable is considered individually. The results Indicate that there are significant differences among the three FTZs groups when all the variables are taken together and when each variable is considered separately. The multiple DFA findings show that there are 19 good discriminating variables among the three FTZs groups. Among the most Important discriminators are, the maintenance of telecommunication systems, the offering of a facsimile system, the size of area available for manufacturing, the maximisation of sales, the maximisation of market share, marketing research activities, and expanding the area available for the zone privileges. The Two-group DFA is applied twice. First, to analyse the differences between the marketing-oriented FTZs group (by combining the most and the moderate) and the less marketing-oriented FTZs group. Second, to analyse the differences between the FTZs in the developed countries and the- FTZs in the developing countries. And the hypotheses regarding the significance of the differences between each set of the two FTZs; groups is also tested by both the Wilks' Lambda when considering all the variables together, and the Univariate F-ratio when each variable Is considered individually. In the first run of the Two- group DFA, the results indicate that there are significant differences between the marketing- oriented and the less marketing-oriented FTZs, in both cases when the marketing variables were considered collectively and when each variable is considered individually. Here there are 14 good discriminating variables, and among the main discriminators are: the marketing research activities, the maximisation of market share, the maximisation of sales, and the quality of the work force. The findings of the second run of the two-group DFA shows that there are significant differences between the FTZs In the developed countries and the FTZs in the developing countries when all the variables are considered collectively. However, when each variable is considered individually, the results indicate that there are significant differences between the two typologies but only with respect to 9 variables including: the size of area available for manufacturing activities, the utilities for manufacturing activities, the capacity of space for warehousing and storage, and size of the work force. Later on, Profile Analysis is applied twice. First, to compare the attitudes of the three FTZs groups (the most, the moderate, -and the less marketing-oriented) and the attitudes of the FTZs' experts towards key discriminating variables. Second, to compare the attitudes of the FTZs; in the developed and developing countries with the attitudes of the FTZs; experts. In addition, the hypotheses regarding the differences/similarities, In both cases, are tested by the Hotelling's T1 statistic. The first application of Profile Analysis shows that while the attitudes of the moderate marketing-orientated FTZs; are similar to the attitudes of the FTZs experts, the attitudes of both the most and the less marketing-orientated FTZs are significantly different from the attitudes of the FTZs experts particularly with respect to the well-being of the work force, the capacity of storage and warehousing, and the marketing research activities.

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Сигида, Любов Олексіївна, Любовь Алексеевна Сигида, Liubov Oleksiivna Syhyda e N. O. Sygyda. "Integration of supply chain management and marketing as a base for the demand chain management concept formation". Thesis, SSOTU, 2016. http://essuir.sumdu.edu.ua/handle/123456789/46058.

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Нова концепція управління ланцюгами попиту, що є поєднанням концепції управління ланцюгами поставок та концепції управління взаємовідносинами з клієнтами, розглянута в цьому матеріалі.
Новая концепция управления цепями спроса, что является сочетанием концепции управления цепями поставок и концепции управления взаимоотношениями с клиентами, рассматриваемая в этом материале.
In this paper a new concept of Demand Chain Management (DSM) is investigated. DSM integrates Supply Chain Management (SCM) and Customer Relationship Management (CRM) concepts.

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Herbst, F. J. "An investigation of the product life cycle concept as an instrument in marketing decision-making for selected small organisations in South Africa /". Pretoria : [s.n.], 2001. http://upetd.up.ac.za/thesis/available/etd-06132002-085415.

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Budrienė, Evelina. "Pedagogų nuostatos į konfliktų sprendimą švietimo organizacijoje". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090827_111535-65587.

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Magistro darbe nagrinėjama konflikto sąvoka, konfliktų tipologija, konfliktų priežastys ir sprendimo būdai. Remiantis teorine analize atliktas empirinis pedagogų nuostatų į konfliktų sprendimus švietimo organizacijoje tyrimas, nustatant pedagogų konfliktų kilimo priežastis, bei sprendimo būdus švietimo organizacijoje. Išanalizavus gautus rezultatus galima daryti išvadą, kad švietimo organizacijoje vengiama konfliktinių situacijų. Pastebime, kad iš visų pateiktų konfliktų tipų apibūdinimų ir konfliktų sprendimo būdų, pedagogai švietimo organizacijoje naudoja tik atvirų durų konflikto sprendimo būdą. Jis naudojamas, todėl, kad pedagogas gali jaustis nevaržomas ir išsakyti savo nuomonę, bei kreiptis į organizacijos vadovą bet kada ir bet kokiu jam iškilusiu klausimu. Apibendrinus gautus tyrimo rezultatus galima patvirtinti išsikeltą hipotezę, kad konfliktų kilimo priežastys ir sprendimo būdai vangiai ir neprofesionaliai sprendžiami švietimo organizacijoje.
The concept of conflict, ist tipology, reasons of different conflicts and way to solve them are presented and discussed in the master paper. On the base of theoretical anglysis the research was done in order to discover teachers views on conflict reasons and way to solve the conflicts in education organization. In research results enable to come to a conclusion that any education organization tends to awid conflicting situations. There were described some types of conflicts and different way to solve them. However, teachers use the way – open doors way to solve any conflict. In this case teachers ful and easy. They can express their opinion, any problem can be discussed with the headmaster. In condusion, the hypothesis that reasons of conflicts and ways to solve them are not professional and idle can be affirmed.

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Henneberg, Stephan C. M. "Voting behaviour as a special case of consumer behaviour : a political marketing oriented theory of voter behaviour and the implications for the concept of political marketing management". Thesis, University of Cambridge, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.285001.

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31

BJÖRKGREN, SANDRA, e NORDIN ANNA SILFVERSTEN. "Hur utformar vi en hållbar affärsplan?" Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20126.

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Syftet med uppsatsen är att skapa en affärsplan och utveckla vår affärsidé som från början var att sälja herrkläder i ett lägre prissegment till killar mellan 18-30 år på den svenska marknaden. Våra problemformuleringar är; Hur utformar vi en hållbar affärsplan? Hur skapar vi en affärsidé för vårt valda koncept? Hur ska erbjudandet utformas och vilka delar bör ingå för att nå potentiella konsumenter?Vi har studerat olika källor där exempel på affärsplaner och vad de innehåller tagits upp, vi har även genom personliga möten på Drivhuset i Borås fått hjälp av projektledaren Linn Johansson att utveckla vårt koncept och affärsplan. Genom en marknadsundersökning där vi tillfrågade killar mellan 18-30 år så ville vi ta reda på vilken som är vår målgrupp och även se om det finns intresse får vårt koncept. Undersökningen gav oss en bra grund att bygga vidare vår affärsplan och affärsidé på. I vår affärsplan har vi valt att koncentrera oss på affärsidén, visioner och mål, marknadsplan och risker. I marknadsplanen bestämmer vi vår marknad genom segmentering och positionering. Vi tittar på konkurrensbilden genom SWOT-analyser och en omvärldsanalys. Vi presenterar marknadsmixen och hur vi valt att använda oss av den för att nå ut på marknaden och vilka delar som vi tycker är viktigast för oss. Vi har i uppsatsen analyserat vår tänkta kund, marknad och konkurrenter genom olika metoder. Exempelvis har vi gjort SWOT-analys på vår affärsidé och även på de två största konkurrenterna som vi fick fram genom marknadsundersökningen, Jack & Jones och Carlings. Genom Porters femkraftsmodell har vi också analyserat andra tänkbara faktorer som kan påverka oss än de faktorer som tar upp den befintliga situationen på marknaden. I slutet av vår affärsplan har vi presenterat tre tänkbara riskscenarier där vi tar upp det bästa som kan hända(bästa fallet), det värsta som kan hända(sämsta fallet), det som troligtvis kan inträffa(normalfallet), riskerna med dem samt hur vi skall kunna åtgärda dem.

The purpose of this paper is to create a business plan and develop our business concept that was originally selling men's clothing at a lower price segments for men between 18-30 years in the Swedish market. Our problem formulation is: How do we design a sustainable business plan? How do we create a business concept for our selected concept? How should the offer be designed and what elements should be included to reach potential consumers? We have studied different sources with examples of business plans and what they contains, we have also through personal meetings at Drivhuset in Borås been assisted by the Project Manager Linn Johansson to develop our concept and business plan. In a survey did we interview men between 18-30, because we wanted to find out which one is our target audience and also see if there is interest for our concept. The study gave us a good foundation to build our business plan and business concept on. In our business plan we have chosen to concentrate on the business concept, vision and objectives, marketing plan and risks. In the market plan we will determine our market through segmentation and positioning. We look at the competitive landscape through SWOT analysis and business intelligence. We present the marketing mix and how we chose to make use of it to reach the market and which parts we think are most important to us. In our essay we have analyzed our prospective customer, market and competitors through various methods. For example, we have SWOT analysis of our business and also on the two largest competitors as we got up by the market investigation, Jack & Jones and Carlings. By Porters five forces we have also analyzed other potential factors that may affect us than the factors that reflects the current market situation. I the end of our business plan, we have presented three possible risk scenarios in which we take up the best thing that can happen (best case) and, the worst that could happen (worst case), it is as likely to occur (typically), the risk associated with them, and how we to remedy them.

Program: Butikschefsutbildningen

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Šojdelová, Eva. "Návrh on-line komunikační strategie divadla Činoherní klub". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162403.

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The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC advertising systems are used in this strategy. The data from a banner (3 options) concept test research are the main fundament for an appropriate graphic and communication tools selection.

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Liao, Mei-Na. "The operationalisation of the marketing concept in a nonprofit context : a study of societal orientation in UK general charities". Thesis, University of Exeter, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.414035.

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34

Meyer, Paula. "Will the show go on? : a marketing concept analysis of the management effectiveness of agricultural show societies in Australia". Thesis, View thesis, 2008. http://handle.uws.edu.au:8081/1959.7/35888.

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Agricultural shows are community-based festivals that represent a majority of festivals staged in rural destinations within Australia. Recent anecdotal evidence indicates their survival is being threatened. Declines in the overall number of shows and visitor attendance have been widely reported, yet an analysis of the reason for these declines has not been investigated. Agricultural shows are managed by volunteers within not-for-profit show societies who are finding it difficult to survive in an increasingly competitive and challenging external environment. Little is understood about these show societies, their volunteer managers and the management effectiveness. This study has addressed these gaps by investigating show society management effectiveness by means of a marketing concept paradigm. A case study method employing qualitative in-depth interviews with key show society members and other stakeholders was conducted on one agricultural show. Findings reveal that this show society is managed by volunteers whose primary involvement motivation is based upon self-interest in one or more components of the show. The majority of these individuals do not have management skills and expertise required to manage a festival and whilst it is important to note their volunteering contribution, it is this lack of skills and knowledge that has prevented a systematic approach to management. There is no attempt at consumer research, strategic planning, organisational planning or volunteer recruitment. The show programs do not change to reflect the current needs of the community, rather what is affordable, who can organise it and what has always been done. As a result, the case study show society is not employing a marketing concept orientation but a product concept orientation. This study concludes that without this focus, the show society will be ill equipped to meet changing customer demands and stay abreast of competitors. To assist agricultural shows to manage future challenges and adopt a marketing concept, a theoretical model has been proposed that incorporates existing frameworks and this study’s findings.

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Meyer, Paula. "Will the show go on? a marketing concept analysis of the management effectiveness of agricultural show societies in Australia /". View thesis, 2008. http://handle.uws.edu.au:8081/1959.7/35888.

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Thesis (M. Commerce (Hons.)) -- University of Western Sydney, 2008.
A thesis submitted to the University of Western Sydney, College of Business, School of Marketing, in fulfilment of the requirements for the degree of Master of Commerce (Honours). Includes bibliographical references.

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Droz, Pauline, e Guilherme Gomes. "SpotBox: The concept development of a digital jukebox". Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4924.

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Title SpotBox: The Concept Development of a Digital Jukebox

Authors Guilherme Gomes & Pauline Droz

Supervisor Jean-Charles Languilaire

Level Bachelor Thesis in Business Administration, Marketing

Key words Marketing, Concept Development, New-Product Development, NPD, Jukebox, Music, Spotify, Customer-Oriented business,Live streaming, mp3, Customer-Oriented Music System.

Purpose To Turn the new-product idea of the digital jukebox called SpotBox into a product concept.

Method In the method we explain the process to develop our concept. Based in three phases, we started by combining secondary data and primary data through a focus group in order to understand better the potential consumers of our product, then personal interviews are made with our customers and the technical requirements are measured in the end through an interview.

Theoretical framework Kotler´s and Cooper´s approach about New-Product Development are first introduced. Then the Concept Development theories of both authors are explained which allow us in a last paragraph to build and present our own approach of the process of concept development.

Conclusions The SpotBox concept developed through this work is presented and explained in detail: A digital jukebox in a futuristic shape which allows users to share, listen and program songs in a new, convenient and exciting way, giving to the music market a new customer-oriented dimension.

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Su, Yiran. "ATHLETIFICATION: ATHLETIC IDENTITY AS AN ASPIRATIONAL CONSUMPTION SIGNAL ON SOCIAL MEDIA". Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/553392.

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Tourism and Sport
Ph.D.
This dissertation focuses on the digital presentation of athletification, a process through which non-athletes incorporate an athletic identity into their self-concept. Although many studies have explored consumer behavior driven by team identification and how athletes manage impressions on social media, extant literature has devoted little attention to the symbolic meaning of virtual athletic identity and its impact on consumption from a non-athlete’s perspective. Using a multimethod approach, this dissertation is divided into three standalone essays and examines the following in the context of influencer marketing: 1) the use and role of digital athletic identity in building a digital self-brand; 2) the motivation and consequences of constructing a digital identity; and 3) the impact of a digital athletic identity on consumers. This dissertation contributes to the literature by constructing a theoretical foundation for athletification as a self-branding tool on social media and uncovering its influence on consumers’ attitudes and behaviors. These studies offer insights for social media influencers and marketers attempting to leverage their impacts on consumers. Findings also provide actionable strategies that could improve the promotional messages presented online.
Temple University--Theses

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38

Herrmann, Jean-Luc. "Contribution à la connaissance de la mise en oeuvre du concept marketing en PME manufacturières : le cas du développement de produits". Nancy 2, 1995. http://www.theses.fr/1995NAN22018.

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Tenter de contribuer à la progression de la connaissance sur la mise en oeuvre du concept marketing en PME, nécessite que soit produit d'emblée un effort de définition. Au sens où nous l'entendons, la mise en oeuvre du concept marketing correspond au trytique "effort d'information sur le marché - prise en compte de l'information collectée sur le marché dans l'action - implication de l'ensemble du personnel de l'entreprise". La réflexion développée sur les PME débouche sur quatre caractéristiques spécifiques, chacune doublée d'une certaine diversité : une dimension modeste, une direction personnalisée, une structure peu formalisée et un environnement subi. La problématique générale de cette recherche s'articule autour de trois axes : la possibilité de mettre en oeuvre le concept marketing en PME, l'existence de facteurs de différence et de relations avec la performance. La première partie s'attache à dresser progressivement le cadre de l'investigation. L'analyse synthétique puis critique de la littérature publiée sur la mise en oeuvre du concept marketing en PME (chapitre 1), débouche sur la proposition d'une recherche exploratoire, positive et empirico-inductive. Le développement d'un cadre conceptuel et méthodologique est mené dans le contexte privilégié du développement de produits en PME manufacturières (chapitre 2). L'opérationnalisation prend la forme d'une double approche : quatitative et qualitative. La seconde partie donne lieu principalement à la présentation des résultats empiriques. Sont d'abord exposés les résultats quantitatifs puis qualitatifs relatifs à la question de l'applicabilité du marketing en PME (chapitre 1). La considération des facteurs de différence de la mise en oeuvre du concept marketing en PME, puis des relations avec la performance, font l'objet des deux chapitres suivants (chapitres 2 et 3). Les apports de la recherche apparaissent in fine à la fois d'ordre conceptuel, méthodologique et opérationnel, alors que ses limites ouvrent d'importantes voies de recherches addtionnelles
In order to further research in the field of marketing concept and its implementation in SME'S, it is first necessary to define it. As we see it, the implementation of the marketing concept implies a three-fold course of action: gather information about the market, take the data collected into account, involve the whole staff of the company. A study of SME'S points to four specific features, though many differences can be observed: a relatively small size, personalized management, a flexible structure and uncontrolled environment. The three main problems underlying this research are the feasibility to implement the marketing concept in SME'S the existence of factors of difference and interaction with performance. The first part gradually establishes the framework of this research. In chapter 1, a synthetic, critical analysis of the literature on the subject leads to an exploratory, positive, empirico-inductive approach. In chapter 2 a methodological and conceptual framework is developped in the specific context of the development of products in manufacturing industries. The implementation is both quantitative and qualitative. The second part mainly deals with empirical results. First it lists quantitative and qualitative results showing how the marketing concept can be implemented in SME'S. Then factors of difference in implementing this marketing concept in SME'S and interaction with performance are studied in the two subsequent chapters. Finally, this work sheds light on concepts, methods and implementation while its limits point to new directions for further research

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Chanoux, Maëva. "La rencontre entre la marque et le territoire : intégration du concept de marque dans les pratiques de marketing territorial : les cas de Bretagne et Only Lyon". Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1129.

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Notre recherche s’inscrit au cœur du phénomène nouveau des marques de territoires. Nous avons abordé cet engouement territorial en le situant au cœur des pratiques de marketing territorial. Cette discipline a retenu notre attention pour différentes raisons : il s’agit d’une discipline jeune et énormément critiquée pour son « insuffisance de connaissances ». Mais il s’agit également d’une discipline en attente d’une nouvelle structuration. Au cœur de cette étude, nous avons déterminé les liens très forts unissant les pratiques de marketing territorial et l’attractivité. Nous nous sommes donc positionnés en faveur d’une analyse de ce phénomène nouveau, que sont les marques de territoire, afin de le matérialiser, le décortiquer et surtout de comprendre sa place dans les logiques de marketing appliquées au territoire. Nous avons retenu deux cas d’études de cette pratique : Only Lyon et Bretagne
This research joins at the heart of the new phenomenon of place branding. We approached this territorial craze by placing it in the heart of the practices of place marketing. This discipline caught our attention for various reasons: it is about a young discipline and enormously criticized for its " insufficiency of knowledge ". But it is also about a discipline awaiting a new structuring. At the heart of this research, we determined the very strong links uniting the practices of place marketing and the attractiveness. We positioned in favour of an analysis of this new phenomenon, that are place brands, and especially to understand its place in the applied logics of place marketing. We have analyzed two places brands cases : Only Lyon and Bretagne

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Roberts-Lombard, Mornay. "The influence of the marketing concept on company performance with specific reference to customer services within the travel agency industry in the Western Cape". Thesis, Peninsula Technikon, 2001. http://hdl.handle.net/20.500.11838/1701.

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Thesis (MTech (Marketing))--Peninsula Technikon, 2001
Companies operating in the service industry must take note of three important marketing tasks. The first of these tasks is that companies should realise that they must provide the market with a variety of products. Businesses should therefore furnish the market with a diversified product range. Secondly, customers expect from the business sector to provide them with a quality service that even exceeds their own expectations. Thirdly, to ensure its survival in a competitive environment, the company should improve the productivity of its employees e.g. by improving the level of customer service provided to customers. Kotler (1997: 488) argues that such an improvement in productivity levels of employees can be achieved through employees working more skillfully, increasing the quantity of service by surrendering some quality, industrialising the service, inventing new-product solutions, designing more effective services, presenting customers with the incentive to substitute their own labour for company labour, or using technology to save time and money. Keeping these facts in mind and taking into consideration that tourists have been arriving in South Africa from all over the world for decades, it is of great importance for visitors to South Africa to receive customer service of the highest quality. A tourist travelling in the Republic of South Africa will most probably make use of a local travel agency if they should be in need of any further travel related services. A travel agent representing a particular travel agency, will not be engaged in the sale of travel related services only to tourists, but also to any other consumer interested in making use of the Travel Agencies' services. The Association of Travel Agents' (ASATA) code of conduct stresses that "ach travel agent engaged in the sale of travel-related services direct to consumers shall maintain the highest standard of service possible, complying with all statutory requirements, including those applicable to travel agents and with all provisions of this code" (Business Practices Committee Consumer Code For Travel Agencies, 1994: 5). This thesis is an analysis of the "marketing concept", with specific reference to customer service. It focuses on the top management in the travel agency industry and will be concerned with the degree to which top management is marketing orientated and the influence their marketing-orientated outlook will have on the performance of the travel agency. With marketing being defined as: "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals", it must be emphasized that marketing can be seen as, amongst others, the anticipation and satisfaction of customer needs (Boshoff & Terblanche, 2000: 4). This research study would also include a study of the travel agency's level of customer service, which will have a direct reflection on top management's marketing outlook as well as the travel agency's level of performance.

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Vitulová, Michaela. "Využití marketingového přístupu v řízení lidských zdrojů". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-254265.

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The aim of this diploma thesis is to propose measures to improve the selection process for new employees and also improve working relations in the company Partners, a.s. The main theoretical benefits of this work include the enlargement of the theoretical knowledge of the issue, the extension of the scope of theoretical knowledge and also the possibility of using this work as a starting point for future research. The practical benefits of the work are the improvement of the selection of new employees of the company Partners, a.s. and the improvement of the current state of relations in the workplace. The theoretical methods and models used in this work are CPM, OCAI, 7S and SWOT.

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Haase, Janina [Verfasser]. "Development of a measurement concept for sensory perception and investigation of the relationships with marketing-related performance indicators / Janina Haase". Hannover : Gottfried Wilhelm Leibniz Universität Hannover, 2019. http://d-nb.info/1179909798/34.

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Mazuch, Štěpán. "Import Farnchisingových konceptů na český trh". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223746.

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Diplomová práce se zabývá popisem a rozborem Franchisingu, jako možnosti investice bez většího kapitálového obnosu. Práce se orientuje na nově vstupující společnosti na český trh, a jejich možnosti financování. Práce analyzuje současnou situaci nabídek a možnosti investování do nových konceptů.

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White, Irma. "An initial concept study for a product management decision support system (PMDSS) supporting executives in a manufacturing, marketing and distribution company". Master's thesis, This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-03302010-020213/.

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45

Burešová, Michaela. "Marketingová strategie nově vzniklé společnosti". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223035.

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In my thesis is elaborated marketing strategy of newly established company dealing with wine trade. The objective is successful establisment of company VÍNO SLOVÁCKO on the market. A secondary objective will be to extend the product portfolio, the stabilization of market position and increase turnover. The first part will deal with the analysis of external and internal environment and identifying customers and their requirements. On the basis of of this survey is followed by detailed marketing strategy. I primarily focused in the marketing strategy on product marketing namely new product line of Moravian wines.

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Urbánková, Simona. "Využití nástrojů interního marketingu pro zvýšení spokojenosti zaměstnanců". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319236.

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This diploma thesis focuses on the use of internal marketing in the corporate practice of particular companies in the area of increasing the satisfaction of employees. An important element is the analysis of the current state of the corporate environment and employee satisfaction research, which is a key starting point. Part of the thesis is the proposals.

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Long, L. C. B. "Is the service industry internal marketing concept congruent with the management process of delivering primary health care services in the United Kingdom?" Thesis, University of Oxford, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.389787.

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48

Mulcahy, Natasha. "Investigating the relationship between consumer societal knowledge and the purchase of socially-conscious products: Testing the assumptions of the societal marketing concept". Thesis, Queensland University of Technology, 2005. https://eprints.qut.edu.au/16135/1/Natasha_Mulcahy_Thesis.pdf.

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Abstract (sommario):

Societal marketing - marketing based on socially or environmentally conscious attributes, has for many years been considered an accepted chapter of marketing theory. However, consumer response to many socially-conscious products never met expectations - prompting marketing researchers to re-examine the assumptions underpinning the societal marketing theory. One such assumption is that, given consumer concern for environmental and social issues, there is a positive, significant relationship between consumer societal knowledge and the purchase of socially-conscious products. However, the few studies which have examined this relationship have failed to provide consistent results, and thus the nature of the relationship remains unclear. It is argued within this thesis that the equivocation of results may have been a methodological artefact, as investigations often used general rather than specific measures and excluded moderating variables from their theoretical models. Adopting a mixed-method approach, this study first used qualitative interviews to identify moderating variables which may impact the relationship between the knowledge and purchase. The identified potential moderating variables were then incorporated into quantitative, survey research which was used to examine the nature of the relationship between consumer societal knowledge and the purchase of socially-conscious products. The study found that the relationship between the variables is both positive and significant, but weak. The results revealed that one contextual variable, Health, moderated the relationship between knowledge and purchase. The results also suggest the more traditional product attribute of price remains the most significant predictor of purchase - far greater than the consumers' societal knowledge.

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49

Mulcahy, Natasha. "Investigating the relationship between consumer societal knowledge and the purchase of socially-conscious products: Testing the assumptions of the societal marketing concept". Queensland University of Technology, 2005. http://eprints.qut.edu.au/16135/.

Testo completo

Abstract (sommario):

Societal marketing - marketing based on socially or environmentally conscious attributes, has for many years been considered an accepted chapter of marketing theory. However, consumer response to many socially-conscious products never met expectations - prompting marketing researchers to re-examine the assumptions underpinning the societal marketing theory. One such assumption is that, given consumer concern for environmental and social issues, there is a positive, significant relationship between consumer societal knowledge and the purchase of socially-conscious products. However, the few studies which have examined this relationship have failed to provide consistent results, and thus the nature of the relationship remains unclear. It is argued within this thesis that the equivocation of results may have been a methodological artefact, as investigations often used general rather than specific measures and excluded moderating variables from their theoretical models. Adopting a mixed-method approach, this study first used qualitative interviews to identify moderating variables which may impact the relationship between the knowledge and purchase. The identified potential moderating variables were then incorporated into quantitative, survey research which was used to examine the nature of the relationship between consumer societal knowledge and the purchase of socially-conscious products. The study found that the relationship between the variables is both positive and significant, but weak. The results revealed that one contextual variable, Health, moderated the relationship between knowledge and purchase. The results also suggest the more traditional product attribute of price remains the most significant predictor of purchase - far greater than the consumers' societal knowledge.

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50

Lin, Ken-chung, e 林肯仲. "The Exploration of Confucius’ Marketing Concept". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/08415771603828478684.

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Abstract (sommario):

碩士
育達科技大學
行銷與流通管理所
103
In modern techno-culture progress, everything depends on marketing to promote and increase values, however, parts of enterprises or individuals unavoidably focus only on profit and affect the social welfare. Indeed, marketing does promote the commutation of value. This paper summarized previous studies about Confucius’s marketing and teachings to explore his maketing concept, viewpoint and method of Confucius’s thought, then proposed the following suggestions: 1.The enterprise should establish the core value and construct a fine vision: The core value needs to be carried through to all aspects when drafting systematic management and sales promotion to attain the fine vision. 2.To build a learning organization will strengthen the power of positioning profoundly: The enterprise wants to profound the strength of positioning and forms the difference from others. A learning organization is required to find out whether the position strategy should be "do a different matter" or" to do a matter differently". 3.To sell with sincerity will create customer value: We can be "sincere" and take customer's biggest welfare as the first priority when promoting a product, customers could be touched and turn from passive to active, then both would be satisfied with commutation. 4.To value social responsibility and obey the conscience morals: In the process of marketing, we should consider the social responsibility and not disobey social norm ,or we might lose the good image of organization for pursuing benefit.

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Tesi sul tema "MARKETING-CONCEPT"

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