Datum:         2008-11-13   Nivå:             Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng   Författare:  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde   Handledare: Mats Viimne   Titel:             Communities – en marknadsföringskanal med effekt?   Syfte:            Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.   Metod:          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.   Slutsats:        Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på. / Date:             2008-11-13   Level:           Bachelor Thesis in Business Administration, 15 ECTS   Authors:      Amina Ahmed Ibrahim               Carol Nakajugo Basudde   Tutor:           Mats Viimne   Title:             Communities – A marketing channel with effect?   Purpose:       To describe communities as a marketing channel and its communication effect.    Method:       Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.   Conclusion:  Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.

Background: Since the mid 1990s the usage of mobile phones has been increasing exponentially (Bauer, Barnes, Reichardt and Neumann 2006) and many firms are aware of the upraising potential with mobile marketing. Thus, the impact of mobile marketing is not yet fully exploited and in need of investigation to fully understand its potential. E-mail is another marketing channel that is claimed to be decreasing in effectiveness. This thesis explores where these channels stands today. Purpose: The purpose of this thesis is to explore differences in advertising response between mobile marketing through applications and electronic mails. Research question: What differences can be identified in the consumer buying process when exposed to an offer trough the mobile marketing channel compared to the e-mail marketing channel? Method: We have implemented a qualitative and deductive study where we expose one sample for an offer coming from the mobile marketing channel and one sample exposed to an offer coming from the e-mail marketing channel. The thesis is of a comparative character and the selection is a non-probability sampling. Conclusions: Offers coming through the mobile marketing channel are easier to recall, perceived as more attractive and lead to purchase decisions at a higher rate than offers coming from the e-mail marketing channel.

In 1995, few retailers considered the Internet important to the future of their businesses. By 2000 the prevailing wisdom suggests that it has become almost imperative to incorporate the Internet into a company's business activities. However, whilst some areas of the U.K. retail sector are successfully integrating the Internet into their businesses others remain unconnected. This work is a study of Internet adoption amongst UK retailers from 1995 to 2000. It explores the level of adoption in terms of the technical progression and extent of adoption, in terms of the range of features included in retail Web-sites. Additionally, the project explores the factors that are likely to influence the retailers' Internet adoption progress. A multi-method research strategy was used combining qualitative and quantitative methods: an on-line survey of retail Web activities followed by in-depth interviews and finally, a postal survey. The results of the on-line survey reveal that Internet adoption varies according to retailer size and product assortment. Some retailers' Web-sites include a range of informational, interactive or transactional features, while others have yet to be developed sufficiently to be available via the Web. The results of the Interviews and postal survey indicate that some retail organisations may be better positioned to take advantage of the Internet than others. Indeed, nine critical factors are found to have a significant influence upon the retailers' level of Internet adoption. In particular, operating in an appropriate market sector and having a positive view of the viability of the Internet, in-conjunction with the development of an appropriate Internet strategy, can strongly facilitate a retailer's adoption progress. From the, researcher's perspective, this study is important as it identifies many new variables and factors, and provides insights into how to devise a robust, multi-faceted methodology.

This thesis aims to answer the research question of how an industrial retailer’s level of channel integration can be evaluated and improved. A conceptual model is developed and applied in a case study context of the shop channel of a large international industrial distributor of maintenance, repair and operations goods. Marketing channel integration is proven to improve customer satisfaction, customer loyalty and customer expenditure - despite these benefits, there does not exist any evaluation method that helps researchers or practitioners determine the level of channel integration of an industrial retail channel. The case study follows a mixed method approach and uses qualitative data from in-depth interviews with 11 managers and 24 employees, as well as quantitative data from a management survey with 26 respondents. Using the conceptual model the shop channel of the German parent company was rated at a multi-channel level of integration and the Dutch shop channel at a multiple channel level of integration. Any improvement to the level of channel integration of an industrial retail channel depends on the understanding of and commitment to the integrated channel strategy by the shop management.

Made available in DSpace on 2016-06-02T19:51:30Z (GMT). No. of bitstreams: 1 DissMDM.pdf: 3180347 bytes, checksum: 0ef681444d6c1815d15c01067248a84c (MD5) Previous issue date: 2004-02-27 / Financiadora de Estudos e Projetos / The intention of this work is to study marketing channel for products proceeding from small holders agriculture. Considering that small holders agriculture,in São Paulo State, represents 95% of the production of fresh vegetables, the focus this research falls again on the marketing channel of the related production. Initially a background revision was become about some topics to the subject, in special: marketing channels and small holders agriculture. In the empirical research, a multi-case study was made with small holders agriculture and involved companies in the distribution of fresh vegetables, in two subsequent phases. In the first, searched to understand the particularitities of small holders agriculture. Then, twenty-four small holders agriculture and five specialists of the area had been interviewed. In the second phase, twenty-four members of the retail market, wholesale market and food service companies had been interviewed, two managements of CEASAs, some agents who if had shown to potentials for the fresh vegetables distribution and non-small holders agriculture (patronal). To point out the reader to the studied sector, before the empirical analysis, a panorama of the marketing channels of fresh vegetables in São Paulo State was prepared. The sample included the main important involved in the distribution of fresh vegetables, except the final consumers, was possible to identify the currently channels used by the small holders agriculture, the main important agents in the marketing channel of these products and the requirements demanded for each agent. On the basis of such information, had been formulated some recommendations and suggestions about some alternatives channels for the distribution of fresh vegetables, as well as proposes for a better positioning of the small holder agriculture in the distribution of its products. / O propósito deste trabalho é estudar os canais de distribuição para produtos provenientes da agricultura familiar. Considerando-se que a agricultura familiar no Estado de São Paulo representa 95% da produção de hortaliças, o foco desta pesquisa recai sobre os canais de distribuição da referida produção. Inicialmente realizou-se uma revisão bibliográfica sobre alguns tópicos ligados ao tema, em especial os canais de distribuição e a agricultura familiar. Na aproximação empírica, foi feito um estudo multicaso com produtores familiares e empresas envolvidas na distribuição de hortaliças, em duas fases subseqüentes. Na primeira, buscou-se entender as particularidades da agricultura familiar. Para tanto, foram entrevistados vinte e quatro produtores familiares e cinco especialistas da área. Na segunda fase, foram entrevistados vinte e quatro representantes do mercado varejista, atacadista e do ramo de refeições coletivas, duas gerências de Centrais Estaduais de Abastecimento (CEASAs), alguns agentes que se mostraram potenciais para a distribuição de hortaliças e produtores patronais. Para melhor situar o leitor no setor estudado, antes da análise empírica, foi exposto um panorama da distribuição de hortaliças no Estado de São Paulo. Como a amostra contou com os principais envolvidos na distribuição de hortaliças, exceto os consumidores finais domésticos, foi possível identificar os canais atualmente utilizados pelos produtores familiares, os principais agentes inseridos na distribuição desses produtos e os requisitos exigidos por cada agente. Com base em tais informações, foram formuladas algumas recomendações e sugestões quanto a canais alternativos para a distribuição de hortaliças, assim como proposições para um melhor posicionamento dos produtores familiares na comercialização de seus produtos.

Made available in DSpace on 2016-06-02T19:51:31Z (GMT). No. of bitstreams: 1 DissMB.pdf: 1615938 bytes, checksum: 2b3332c0b7fc9e100a26030202054cd6 (MD5) Previous issue date: 2006-11-29 / The pet, especially dogs and cats, possess a growing participation in home living and in the human and social coexistence, linking intensely with their owners and providing moments of pleasure and happiness. The market of consumption of goods and services, for maintenance of the lifestyle of these pets, especially its feeding, has been growing globally in great scale, especially in Brazil. The accelerated growth of the Petfood market, the changes in the purchase behavior and consumption and the form as the products are marketed by the distribution channels, specialized, grocery and discount stores, present a great administration challenge for the industries. In function of this, this work was accomplished with the main objective to study and comprehend which are the main functions of the structures of distribution of Petfood used by the manufacturers to reach the final consumer. It is also aimed at to know as the main manufacturers manage their distribution channels and which strategy they use. / Os animais de estimação, especialmente cães e gatos, possuem uma participação crescente nos lares e na convivência social, relacionando-se intensamente com seus proprietários e proporcionando momentos de prazer e alegria. O mercado de consumo de bens e serviços, para manutenção do estilo de vida destes animais, em especial sua alimentação, tem crescido em grande escala mundialmente e, especialmente, no Brasil. O acelerado crescimento do mercado de Petfood, as mudanças no comportamento de compra e consumo e a forma como os produtos são comercializados pelos canais de distribuição especializados e de auto-serviço, apresentam um grande desafio de gestão para as empresas. Em função disto, este trabalho foi realizado com o principal objetivo de estudar e buscar compreender quais são, e quais as principais funções, das diferentes estruturas de distribuição de alimentos para cães e gatos (Petfood) utilizadas pelos fabricantes para atingir o consumidor final. Objetiva-se também saber como os principais fabricantes gerenciam seus canais de distribuição e que estratégia utilizam. Estas informações podem contribuir para o aumento da eficiência na gestão dos canais, além de permitir menores índices de conflitos, aumentando os níveis de satisfação entre os membros. Os resultados indicam que diferentes formas de gestão de canal e estratégias podem ser aplicadas, de acordo com a filosofia empresarial adotada e os objetivos de distribuição existentes.

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行銷通路的研究，在企業涉及外在資源運用時，變得極為重要，而通路領導的研究又佔有重要的地位。然而，過去相關通路領導文獻中，分系行銷通路系統內行銷資訊者不多，並且對不同的通路角色掌握關鍵行銷資訊產生的影響等問題，尚未有學者深入研究。因此，本研究只在更精確的界定通路領導關鍵行銷資訊的意義，並劃分通路領袖與關鍵行銷資訊的類型，以進一步探討關鍵行銷資訊與通路領袖的相關性、分析通路成員應掌握哪些關係行銷資訊以成為通路領袖、採取什麼通路策略的通路成員比較容易掌握關鍵行銷資訊、以及通路角色對於關鍵行銷資訊和通路領袖關係的影響。 本研究為探索省研究，為求深入瞭解此新興的議題，本研究採用個案研究方法進行探討。本研究針對了十八個案，同時運用深度訪談、次級資料分析、問卷調查、專家評選等方法，以建立關鍵行銷資訊、通路領袖、通路策略、通路角色之研究架構，並實證所引伸出不同的研究命題。為避免研究者所作的推論過於主觀，本研究設了結構式表格彙集整理資料，同時，兼採用定性和定量分析方法，例如：比較通路領袖和非通路領袖差異時，是以無母數統計檢定兩者差異的顯著性；在分析通論領袖的領導構面上，是以個案公司的上、下游通路成員以李克特尺五點順序尺度表示同意的程度，然後以t-test檢定這些通路成員意見的顯著性。 經過多方歸納論證，本研究根據研究架構推演出五個主要的研究命題，主要發現與涵義分述如下：第一，本研究發展出兩個通路領導構面（定規程度和互動程度），並可據此分類通路領袖類型（控制型和參與型通路領袖），雖然此分類架構與理想的分類架構仍有段距離，但本研究初步證實其有效性，足以提供後續研究的參考。第二，本研究以一個完整、全面系統的觀念，將關鍵行銷訊分類為成本導向和市場導向兩大類，並且分析出各類型關鍵行銷資訊的內涵，本研究提出關鍵行銷資訊分類架構，將能提供後續研究對行銷資訊分類的參考，同時對行銷資訊理論的精煉與應用有相當的貢獻。第三，本研究提出通路成員可藉由掌握觀關鍵行銷資訊而成為通路領袖的論點，已成功推功推導為理論，並且獲得個案的分析，發展出相關的命題，這不僅對行銷資訊的重要性提供了新的詮釋，同時也對通路領袖找到一個新的研究方向。第四，本研究發現通路領袖的經營績效比非通路領袖的經營績效較佳，這也解釋了通路成員想成為通路領袖的主要原因，第五，本研究發現要成為不同類型的通路領袖，必須掌握不同類型的關鍵行銷資訊，因此，根據本研究的論點，通路成員可掌握適當的關鍵行銷資訊類型，而成為通路領袖。第六，本研通路領袖採取的通路策略，與其掌握的關鍵行銷資訊具有高度的相關性，因此，企業若想成為通路領袖，應審慎評估所採取的通路策略類型，即對掌握關鍵行銷資訊的關係性，而能以最有效的方法，掌握到相關類型的關鍵行銷資訊，成為不同類型的通路領袖。第七，本研究發現不同的通路角色要成為通路領袖，所掌握的關鍵行銷資訊會不一樣，因此，企業在落實應用時，可針對不同通路角色在行銷通路系統中所交換的行銷資訊，各別分析與建立關係行銷資訊及其資訊內涵。

Syfte Syftet med uppsatsen är att vi ska identifiera nya potentiella utvecklingsmöjligheter med direktreklam. Vilken betydelse har DR för företagen? Metod Den här uppsatsen har vi valt att genomföra utifrån en deduktiv ansats med en kvalitativ karaktär. Det här valet gjorde vi därför att vår strävan har varit att kunna besvara vårt forskningsproblem. Vi har genomfört sex intervjuer, för att ha kunnat samla in våra empiriska data, med personer i ledande positioner på företag som arbetar eller är i kontakt med direktreklam. Tre av dessa har varit personliga intervjuer, två telefonintervjuer och en via e-post. Slutsatser Vi har kommit fram till att direktreklam är en mycket stark och fortfarande mycket aktuell marknadsföringskanal. Trots den stämpel som direktreklamen har fått, av att vara skräppost och junkmail, så har kanalen ändå något alldeles extra att tillföra konsumenterna tycker vi. Direktreklamens fysiska attribut skapar en speciell känsla bland mottagarna av den. Direktreklamen har flera positivt utmärkande egenskaper då vi anser att den både kan driva försäljning och bygga varumärken så länge som dess budskap är relevant för konsumenten. För att relevansen skall finnas med i meddelandet måste företag hantera konsumenternas integritet med respekt. Den integriteten kan företagen respektera genom att ha en tillräckligt nära kommunikation med kunden, vilket på sikt även stärker relationen. Kommunikationen mellan företagen och kunderna sker genom den adresserade direktreklamen som därför har kommit att bli aktuell för oss att utveckla. Utvecklingsmöjligheterna ligger därför i att konsumenterna ska kunna, via internet, välja vilken reklam som de själva vill ha i brevlådan. Det här samtycket bidrar till att kunderna blir sedda, vilket på sikt kan leda till att deras lojalitet inför både företaget och dess varumärke kan stärkas. När kunderna blir lojala så kommer också företagens träffsäkerhet med utskicken att bli bättre. Konsekvensen av det kan bli att den totala volymen av direktreklam minskar, vilket i sin tur leder till en bättre miljö, samtidigt som företagens distributionskostnader reduceras. När andelen av nöjda kunder växer så ökar också lönsamheten för företagen. Därför anser vi att det här förslaget är något som både företagen och kunderna tjänar på i längden, då modellen bidrar till en win - win situation där båda parterna till slut blir vinnare. / Purpose The purpose of this essay is to identify new development opportunities for direct mail. What impact has direct mail on the companies? Method This essay we have chosen to implement is based on a deductive approach with a qualitative nature. We made this choice to be able to answer our research problem. We have conducted six interviews, to collect our empirical data, with managers in companies that are working or in contact with direct mail. Three of these were personal interviews, two telephone interviews and one was made by e-mail. Conclusions We have found that direct mail is still a very strong and very current marketing channel. Despite the stigma that direct mail has been received to be spam and junk mail it has something special to bring to the customers. Direct mail´s physical attributes creates a special feeling among consumers. Direct mail has several positive features, since we believe that it can both drive sales and build brands as long as its message is relevant to the consumer. For the relevance to be included in the message, companies have to deal with consumer privacy with respect. Companies can conform to consumer´s integrity by having a sufficiently close communication with the customer, which in time also strengthens the relationship. Companies communicate with customers through the addressed direct mail, which therefore has to be defined for us to develop. The potential is therefore in that the consumer can by using an internet based technology choose the advertising that they want in their mailbox. This permission marketing based solution helps companies to have a better look on their clients, which also could ultimately lead to strength consumer´s loyalty. As customers become more loyal so will the companies' success rates by mailing to be better. The total volume of direct mail will be reduced which leads to a better environment conditions, while companies distribution costs will be also decreased. When the percentage of satisfied customers grows, the profitability of companies will increase. Therefore, we believe that this proposal is something that both businesses and customers benefit from in the long run as the model contributes to a win - win situation where both parties end up being winners.

[pt] Para suprir a demanda crescente por alimentos orgânicos, houve um aumento da oferta dessa categoria de alimentos e muitos produtores aderiram a esse método sustentável de produção. Para abastecerem os centros urbanos e os clientes, muitos desenvolveram parcerias com o intuito de se ajudarem e distribuírem amplamente a produção. Com isso, o objetivo desse trabalho é identificar os fatores que facilitam e dificultam a comercialização dos alimentos orgânicos no estado do Rio de Janeiro e como os empreendedores lidam com eles por meio de suas estratégias de negócio, envolvendo, sobretudo, parcerias e redes de colaboração. A fim de atingir os objetivos propostos, foi utilizada a estratégia de estudos de casos múltiplos com duas organizações que adotam diferentes modelos de comercialização. Foram realizadas entrevistas em profundidade com gestores e stakeholders e analisados documentos referentes a esses negócios. Nos resultados, destacam-se, como fatores facilitadores, as parcerias entre produtores para certificação e transporte e entre eles e alguns revendedores finais. Essas parcerias, por envolverem a formação de laços de confiança entre os próprios produtores de feiras orgânicas e de cooperativas e com os vendedores, ajudam a encurtar a cadeia de suprimento, aumentando os lucros de produção. Já como barreiras, os custos, e a falta de certificação de vendedores apareceram como as que mais se destacam. As parcerias entre fornecedores, a adoção de certificação SPG por produtores e a venda de produtos certificados são estratégias competitivas que aparecem como relevantes. Este trabalho contribui para que as organizações envolvidas nesse comércio consigam aprimorar suas estratégias, processos e relacionamentos. / [en] In order to meet the growing demand for organic food, there was an increase in supply of this food category and many producers have joined this sustainable method of production. For supplying urban centers and customers, many have developed partnerships with the aim of helping and widely distribute production. The aim of this study is to identify the factors that facilitate and make harder the marketing of organic food in the state of Rio de Janeiro and how entrepreneurs deal with them through their business strategies, involving, above all, partnerships and collaborative networks. In order to achieve the proposed objectives, it was used the strategy of multiple case studies with two organizations that adopt different marketing models. In-depth interviews were conducted with managers and stakeholders and documents related to these businesses were analyzed. As a result, it stands out as facilitating factors the partnerships between producers for certification and transport and between these and some resellers to make sales. These partnerships involve the formation of bonds of trust between producers (organic fairs, cooperatives) and producers and sellers, which help to shorten the supply chain, increasing the profits of producers. As for barriers, costs, lack of sellers certification emerged as the most prominent. Partnerships between suppliers, the adoption of SPG certification by producers and the sale of certified products are competitive strategies that appear to be relevant. This work contributes to the organizations involved in this trade hone their strategies, processes and relationships.