A reform of higher education in Sweden in 1993 led to stiffer competitive climate among educational institutions. The reform meant that educational institutions now had the opportunity to plan their curriculum autonomously. Prior to the reform educational planning was restricted to the Swedish government. The new rules spelled a greater opportunity for educational institutions to profile themselves based on their educational offerings. The higher degree of competition means that marketing becomes increasingly important when recruiting new students. This thesis focuses on the marketing activities done by educational institutions to recruit new students. This study will specifically investigate the activities regarding marketing of business education in Luleå University of Technology and the officer education The Military School of higher education in Karlberg. Both schools are chosen because they have among other things, experienced a shortage of applicants. This study will also show student opinions of marketing activities from both institutions. Our results points out that both schools are firmly aware of the benefits of marketing when recruiting new students. However, the students experience a certain disharmony between the marketing and reality. Our conclusions are that this disharmony might partly explain the shortage of applicants to these specific educations.

Title: The challenge of marketing water filters in Uganda   Purpose: The purpose of this research is to assess why sales of the water filter (CrystalPur) is stagnant. The authors will investigate the viability of the approach used to market CrystalPur with help of the marketing mix after which necessary adjustments best fitted for the Ugandan market will be suggested.   Method: This research takes a qualitative approach. Data collection method used was both interviews and documentation. Telephone interviews were conducted with the management of ATU, schools and health centers that have received the filter as a donation. The secondary data used were articles, related studies and books. Since it is a research based on a qualitative approach, the theories and the findings is synthesized to make implication regarding the study.   Conclusions: The investigation has shown that the target customers are not buying the filter because they doubt its functionality of providing safe water which has thus hindered its acceptance rate. Boiling water is the accepted method which thus makes filtering disadvantaged. Also the filters performance does not meet the expectation of the respondents due its fragility and slow flow rate. The price of the filter was shown to be very expensive and unaffordable by the target group. The channels used to create awareness are not effective due to the low literacy rate affecting the level of understanding. Lastly, the underdeveloped distribution channels have not enabled easy accessibility of the product.

Datum: 2010-03-22 Nivå: Kandidatuppsats i företagsekonomi, 15 hp Författare: Kristina Flintull, Malin Severin Handledare: Nazeem Seyed-Mohamed Titel: Katt och hund ska bli vår kund! En studie om Cura apotekets ambition att bli husdjursägarnas favoritapotek. Syfte: Med Cura apoteket som uppdragsgivare syftar studien till att undersöka vilka kvaliteter företaget bör framhäva i sin marknadsföring för att bearbeta och bli ICA Maxi:s kundsegment husdjursägares favoritapotek. Studien utreder även huruvida åsikterna om kvaliteter skiljer sig inom segmentet; mellan katt- och hundägare samt mellan män och kvinnor. Metod: Utifrån en kvalitativ intervju med Cura apotekets chef för inköp och sortiment presenteras teorier kring The Services Marketing Mix samt kundlojalitet. Med denna bakgrund genomfördes en kvantitativ enkätundersökning med 208 ICA Maxikunder med hund- eller katt. Telefonintervjuer med åtta deltagare från enkätundersökningen utfördes för att erhålla ett ytterligare kvalitativt perspektiv. Slutsats: Inga betydande skillnader mellan män och kvinnors åsikter inom segmentet husdjursägare kan utläsas. Olika åsikter förekommer däremot mellan hund- och kattägare inom kundsegmentet, där hundägare är mest positiva till de kvaliteter Cura apoteket kommer att kunna erbjuda. Cura apoteket bör därför rikta sin marknadsföring främst mot ICA Maxi:s hundägare och framhäva personalens kunskap, ett brett produktsortiment, lönsamma kunderbjudanden samt utökad tillgänglighet genom lojalitetsskapande aktiviteter. / Date: 2010-03-22 Level: Bachelor Thesis in Business Administration, 15 credits Authors: Kristina Flintull, Malin Severin Advisor: Nazeem Seyed-Mohamed Title: We aim higher with your pet as our buyer! A study about the Cura pharmacy’s ambition to be pet owners’ favourite pharmacy. Purpose: The aim of this thesis is to study what qualities the Cura pharmacy should focus on in its marketing to become ICA Maxi’s segment pet owners’ favourite pharmacy. The study analyses differences in opinions about qualities within the segment; between cat- and dog owners as well as men and women. Methodology: Based on a qualitative interview with the Cura pharmacy’s head of purchase and assortment, the theories of The Services Marketing Mix and Customer Loyalty are presented. A quantitative survey was conducted with 208 cat or dog owners who do their shopping at ICA Maxi. Phone interviews were then made with eight participants from the survey to obtain further qualitative perspectives. Conclusion: No differences regarding opinions between men and women can be observed. Cat and dog owners have different views though, where dog owners are more positive to the qualities the Cura pharmacy will be able to offer. Therefore, the Cura pharmacy should focus their marketing mostly on ICA Maxi’s dog owners. The company should bring forward the knowledge of their pharmacists, their wide range of products, beneficial customer offers and extended availability, all through loyalty creating activities.

Today we live in a highly developed science, high technology and fast transmit-ted information time, the competition is more and more intense in all industries of course the medical. People in medical industry not only have to response the impact from the change of the national policy but accept the concept to service by patient¡¦s demand and needs. In the past, the staff of hospital needn¡¦t to care about the source of patient, the fair of payment policy and the sustainable management in their hospital. But these competitive advantages had disappeared after the National Health Insurance policy was executed from 1995 AD., the pressure of management are more and more heavy especially the practitioners. In order to manage sustainably, the staff of hospital not only have to control the cost of management but also create the advantages and good chances by understood the demand and needs of the patient. The research of the considering factors in medical treatment is one of the analysis in the patient¡¦s demand and needs. Generally, patient has to know what the illness he or she gets, then patient will choice the suitable hospital for their medical treatment. In this research we separate the illness into two parts¡GOne is the specialty illness (ophthalmology, dental, orthopedic, neurology, psychiatry, obstetrics & gynecology, radiology neoplasm¡K, these illness can be confirmed the part of body.), the other is common illness (catch a cold, a cough, stomachache, headache), we analysis the dif-ferences of the considering factors in medical treatment between specialty and com-mon illnesses. In this research, we analysis the medical industrial by Marketing domain, the marketing mix 7Ps is the skill we adapt because the medical industry is part of service industry. There are 34 sheets of paper related to medical research we study and 502 pieces of considering factors in medical treatment we sort by 7Ps, finally 33 pieces factors were extracted as the items of the questionnaire. There are 528 pieces of valid respondent questionnaire we get and we use them as the data in this research. We think we can provide the result of the research and the marketing suggestions for medical industry and the initial marketing 7Ps research of medical industry.

Non profit organization do not focus on marketing strategy since its¡¦ purpose is not making profits; however, the numbers of non-profit organizations is increasing rapidly, it is more competitive among the organizations to share the resource such as volunteer workers, donation and service customers. Therefore, putting no efforts but just waiting for donation is no longer helpful to non-profit organizations, learning how to adapt marketing strategy to non-profit organization becomes inevitable to all the non-profit organizations. The purpose of the research is to learn marketing strategy from Eden Social Welfare Foundation. We use marketing mix to analyze its¡¦ new product ¡§Eden Oversea Working Holidays¡¨, and to see if it can help meet Eden¡¦s requirement to achieve its¡¦ goals and missions. Also, we put the case into some theories and models through literature review, try to find out the advantages and weaknesses of the product, and summarize the results in order to let other non-profit or profit organizations to refer to. The scope of the research includes recent situations of non-profit organizations in Taiwan, and most of the oversea volunteer work camps held by charity foundations. We try to analyze all its competitors and then give a brief introduction of Eden Social Welfare Foundation and the department which hold the activity ¡§Eden Oversea Working Holidays¡¨. We had an interview with manager from Public Welfare Center in Eden, and summarize the results and our findings as following: (1)On-line marketing and word of mouth is more proper if use on long-term strategy since it takes longer to see the efforts. (2) People nowadays are no longer satisfied with normal travel package. (3)It¡¦s feasible to adapt the concepts of after-sales in tour industry. (4) The best way to earn customer¡¦s trust is to let them see and join your service. (5)Inviting old customers to speak for your product not only make them feel successful but also cost less. In the end of the research, we gave some advices to Eden Social Welfare Foundation and people who want to continue the topic of research.

ABSTRACT The concentration of the study is on the international marketing strategy of marketing mix for jewelry industry. The enduring existence and growth of an enterprise rely upon the persistent pursuit of above-average return. Before invading the market, an elaborate strategic plan is essential in which marketing is the drafting of a well-knit and competitive strategic ¡uplanning¡vbefore action; Sales is the ¡uexecution¡vof selling. With this manner, an enterprise is able to maintain the competitive advantage and create the satisfactory profit that marketing is a science that is to be applied in this arena. In a case study of a company called ¡§S¡¨, they moved operations to Mainland China, prior to entering the Asian Pacific¡ÐAustralian Markets. How will this move help the company become competitive by their manufacturing advantages, develop overseas channels and the setup of an effective marketing strategy which can be implemented into the practical work, will be the motivation of the research. As the outset, the study focused on the marketing mix before entering the market. A questionnaire was carried out to investigate the marketing mix Australian exemplary companies and it will be based on the current situation in the industry to match the theoretical application on the market. The interview was also employed to complement and intensify the practical experience. In order to build up a constructive marketing strategy for ¡uS¡vcompany¡¦s reference. The out come from the research are: 1. By price¡Ðquality as the segmentation variables, the market segments will be high price & high quality, middle price & middle quality and high price & high quality for the market segment of consumers. 2. By the data analysis of demographic variables indicated that the best buying power consumer who with higher income. 3. The most concerning factors¡Bmotivating factors¡Bthe product type are significant related. And the product design preferences and brand name has significant differences. 4. The places for companies and consumer shows a significant related which the companies are mainly have their own outlets/stores for distribution channels¡Fconsumers are direct buying from the stores. 5. The advertising and the way of promotion are significant differences between companies and consumers. The companies are participate international trade show or sponsorship activities as the promotion¡Fconsumer received advertising and promotion are mainly by radio or TV media. In conclusion, based on the result of this research the suggestions are: use¡uhigh value strategy¡v to enter the market at beginning¡F product type in basic design and classic design as the leading products by the short term in OEM, mid term policy in ODM markets and the version for long term will be OBM¡Fthe distribution channel will be constructively large chain stores as the retailer in the middle¡Freferring to product promotion, taking part in trade shows, and for information exchange and develop product technical ability. By centering on the target market & position and marketing mix (4P, product, price, place and promotion) respectively, the out come of the research could be the guideline of international marketing strategy to ¡uS¡vcompany for entering Australian market.

Abstract Because the government¡¦s control over the publishing industry of English teaching has loosened, foreign companies start to set up agencies in Taiwan. In addition, due to more attention on English education by the public in recent years, the potential market of the publishing industry becomes larger; publishing companies try to share the benefit of the huge market, so the competitions in the industry also become extremely drastic. The foreign publishing company has kept higher market share until the chain of cram school raised and the native advantages plus tricks used by the local publishing companies. Thus, the foreign publishing companies now face a big challenge of ¡§live or die¡¨. The structure of the thesis is focused on the marketing mix of Oxford University Press (Taiwan Branch). The outset is the motivation, and a questionnaire is designed to investigate the six dimensions of marketing mix including seminar, product, price, promotion, place and loyalty. The interview was also carried out to complement and intensify the empirical analysis. The result is used to build the constructive marketing strategy for Oxford University Press (Taiwan Branch) to offer the reference of the company¡¦s business strategy. The results came from the research are: 1.For the most participators, their motivation of participation is increasing their teaching experiences. 2.Participators are highly satisfied with the teacher training seminar and all the factors are over 70%. 3.If participators have high satisfaction with entirely teacher training seminar, they are willing to continue to participate in the seminar, and will recommend the seminar to other people. 4.Participating in the teacher training seminar and buying teaching products have high correlation. 5.Participators are unsatisfied with promotion activities, but the satisfaction with product, price and place are over 65% Keyword: marketing mix, publishing industry of English teaching, loyalty, satisfaction, teacher training seminar.

Firms invested numerous resources in enhancing brand equity. The overall efforts in enhancing design, researching, manufacturing, marketing mix, quality, customer satisfaction, etc are all necessary conditions needed for a firm to enhance its brand equity. Among them, enhancing product identity is one of the ways available. Firms have been developing corporate identity systems (CIS) for years, yet beyond distinctive shop signs, trademarks and layouts, they could spend efforts on products. Firms could develop products with high identity, and use them on enhancing their own brand popularity. If combined with other advantages possessed by a firm, the brand equity must thus be further enhanced. This is the key issue when Taiwan¡¦s industries are trying to transform into OBM. This thesis served ³¯°ê²»¡¦s (1995) six dimensions on product styles as the basis, and tried to verify the hypothesis that Apple¡¦s series products possess high identity. This research also examined the relation between customer satisfaction and product identity. In addition, this study added the marketing mix, user and using conditions as variables in order to understand the comments of Apple¡¦s users (consumers) on Apple¡¦s series products. This study also conducted questionnaire surveys with aforementioned dimensions, participated in Apple users¡¦ gatherings and interviewed employees in Apple¡¦s channels in Tainan and Kaohsiung. The outcomes indicate that high identity is found on the exterior of Apple¡¦s products, and high satisfactions are found regardless of user and using condition. On marketing mix, however, results are indicating that the satisfactions of Apple¡¦s marketing mix are generally low, yet high scores are still documented on dimensions of Apple¡¦s brand equity. This research discovered that product identity dimension and marketing mix dimension bear positive relations with brand equity, and the customer satisfaction was performed as a mediating factor. Insignificant loadings are found on the user and using condition factors.

<p>Nowadays, the service industry, especially banks, faces increasing competition. In such environment, differentiation is necessary. The general purpose of this thesis is to understand how a bank can achieve differentiation based on a marketing approach. Two research questions will respectively examine the three additional P’s of the marketing mix (People, Presentation or Physical Evidence and Process) and the Customer Relationship Management as possible differentiators. To fulfill the purpose, the authors of the thesis introduce an extended model of the CRM concept, including the three additional P’s. Further, the researchers of the thesis interview the four major banks in Sweden SEB, Svenska Handelsbanken, FöreningsSparbanken and Nordea, to test their model. After an analysis of the interviews, the authors come to the conclusion that the extended model of the CRM concept is actually used as a differentiator. However, as the four major Swedish banks have a similar strategy; it then appears really difficult to differentiate to a large extent.</p>

Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.