This degree work is targeted on the analysis of marketing mix tools in the company Barum Continental. At the end it would be analyse also the the portfolio of the products and their effect on the customers. From this informations the author deduced the conclusion, which could be used by the company Barum Continental to improve their current processes.

O comércio eletrônico tem expandido sua área de aplicação em indústrias como a de serviços bancários e, especialmente, tem gerado novas oportunidades de negócios e possibilitado a presença das empresas em novos mercados. Esse fenômeno motivou a necessidade do desenvolvimento e adaptação de ferramentas para analisar essa nova realidade. Com o propósito de fazer uma análise crítica do composto mercadológico para Web (Modelo 4S), realizou-se um estudo de caso exploratório em uma instituição financeira brasileira que possui um site de comércio eletrônico e para proporcionar a aplicação desse modelo foi desenvolvido um instrumento de pesquisa para analisar esse comércio eletrônico sob a ótica do Modelo 4S. O estudo de caso revelou que a instituição financeira refletiu sobre os principais aspectos estratégicos e operacionais do marketing na Internet (escopo, site, sinergia e sistema). Como principais resultados deste estudo pode-se destacar que escopo desse comércio eletrônico, ou seja, a estratégia e objetivos, é voltado para o estabelecimento da presença internacional da instituição financeira. O site ou interface com o cliente enfoca o oferecimento de serviços on-line como remessas de valores e abertura de contas na Internet. A sinergia foi conquistada por meio da integração dos processos físicos da organização e com a criação de parceiros. Quanto ao sistema, isto é, tecnologia, requisitos técnicos e administração do site, a principal decisão foi a de não terceirizar. / The electronic commerce has expanded its area of application in industries as banking services and it has especially generated new business opportunities and made possible the presence of companies in new markets. This phenomenon motivated the necessity of development and adaptation of tools to analyze this new reality. With the intention to make a critical analysis of the Web Marketing Mix (Model 4S), an exploratory case study was fulfilled in a Brazilian financial institution which has an electronic commerce site. And to provide the application of this mode it was developed a research instrument. The case study has disclosed that the financial institution reflected on the main strategical and operational aspects of Internet marketing (scope, site, synergy and system). As main results of this study can be detached that the scope of this electronic commerce, is come back toward the establishment of the international presence of the financial institution; the site or interface with the customer focuses on-line banking services; the synergy was acquired by the integration of the physical process of the organization and with the creation of partners; and about system, or either, technology, technical requirements and site administration, the main decision was to make, not buy.

This dissertation aims at analysis of marketing mix of advertising agency. Besides main 4P (Product, Price, Place, Promotions) contains other 3P (Personnel, Process, Physical evidence), because the product of the agency are services. The dissertations includes also SWOT and BCG analysis, in which provides information about positive and negative aspects of work of the agency. The separate chapter is dedicated to outsourcing, on which the advertising agency FILIP Media concentrates.

The diploma thesis deals with the marketing mix of a three-star hotel in Prague. Its goal is to analyse marketing tools and to suggest possible measures to improve the current hotel situation. A sub-goal is to discover guest satisfaction with quality of hotel services, criteria for choosing this hotel and a way of booking hotel rooms. Results should serve to improve the quality of hotel services and to better meet guest needs. The contribution of this work can be seen in the practise of the specific hotel.

La siguiente investigación pretende analizar las motivaciones del consumidor en su preferencia por las tiendas de conveniencia en el distrito de Miraflores. Para la ejecución del estudio, se han examinado los factores del mix del marketing, tales como producto, plaza, promoción, precio y calidad del servicio; los cuales determinarán en qué grado intervienen en la decisión de compra del cliente. Las tiendas de conveniencia han presentado una expansión en Lima, desde el 2015. Este formato de tiendas es una propuesta que se puede considerar como un punto medio entre el canal moderno y el tradicional, ocasionando el surgimiento de un nuevo grupo estratégico. Se espera que la investigación pueda contribuir a optimizar las estrategias de este grupo empresarial y en la propuesta de valor ofrecida a los consumidores, integrantes de este nuevo formato de negocio; es por ello, que se proporciona información que evidencia la experiencia real de los consumidores. La investigación involucra a 381 personas que hayan realizado compras en las tiendas de conveniencia del distrito de Miraflores. La data recolectada, mediante el cuestionario, se analizó con el software IBM SPSS Statistics, utilizando métodos tales como estadística Descriptiva, Chi Cuadrado y Análisis de Correlación de Spearman, para ver en qué grado afectan las variables del marketing mix en la decisión de compra del cliente. Finalmente, los resultados revelan que el consumidor valora más la localización de la tienda y el amplio horario de atención; así como también, los productos y promociones que son ofrecidos en estas tiendas de conveniencia. / This research proposes to analyze the motivations of consumers in their preferences for convenience stores in Miraflores district. In order to carry out the study, the factors of the marketing mix has been studied, such as product, place, promotion, price and quality service; which will determine if these factors influence the customer’s purchase decision. The convenience stores have presented an expansion in Lima, since 2015. This kind of retail is a proposal that can be considered as a mid-point between the modern and traditional channels, causing the emergence of a new strategic group. It is expected that the research can contribute to improve the strategies of this business group and the value proposal offered to the users among the members of this new business format. That is why, it provides information that demonstrates the real experience of consumers. The research involves 381 persons approached while purchasing at convenience stores in Miraflores district. The data collected, based on the questionnaire, has been analyzed with IBM SPSS Statistics software, and it was evaluated through statistical methods such as descriptive statistics, Chi-square test and Spearman correlation analysis in order to see at what extend, the variables of marketing mix affect the customer's purchase decision. Finally, the results reveal that the consumer values the location, products and promotions offered by convenience stores. / Tesis

<p> </p><p> </p><p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p></p><p><p>The thesis will provide a description of the previous Swedish NRT marketing mix, a description of the present plans of Swedish NRT marketers for the marketing mix of their products, and the present marketing mix of the previously deregulated pharmacy markets in Finland and Norway. The purpose is to develop conclusions on how marketers of NRT products could change their marketing mix in response to the deregulation of the Swedish pharmacy market. </p><p> </p><p>This thesis relies on a descriptive method. Interviews are used as the source of primary data. This is because some of the information sought after is not readily available and cannot be found through secondary data.</p></p><p>Markets are mature only in the minds of the actors on the market. Due to the deregulation the market seems to be a window of opportunity for any innovative, aggressive marketing entrepreneur who wants to radically change his or her position in the market. NRT marketers could attempt to design a new, more aggressive strategy and work with the remaining Ps to unhinge what seems to be regarded a mature market. NRT marketers should work more actively to create an effective market feedback loop. NRT marketers should consider using the Internet to sell their products to consumers, thus opening a new channel.</p>

<p>The research explores the marketing strategies for Chinese local hotels after doing the comparative study and analyzing the operations of Accor and Jin Jiang based on the Marketing Mix theory. The improving strategies are varied, which includes the product, promotion, etc. Offering guidance for the whole Chinese local hotels are the ultimate objective of the research.</p>

No description available.

<p>The purpose of this study was to investigate the consumers’ behaviours towards the</p><p>distributors’ brands. The aim was to find out what were the most important criteria of the</p><p>marketing mix for a consumer in his buying process that make him choose between a</p><p>distributor’s brand and a leader’s brand.</p><p>In order to achieve that, a theoretical framework has been established about the distributors’</p><p>brands, their different types, their management compared to the one of the leaders’ brands,</p><p>then about the consumers, their relation towards the distributors’ brands, their personal</p><p>implication in the brand, and their role, and also the theory of the marketing mix has been</p><p>exposed.</p><p>A quantitative research was applied. The questionnaire focused on every customer leaving,</p><p>after purchases, from Carrefour and Casino in Montpellier. All economic and social status and</p><p>lifestyles were interesting to study.</p><p>12 questions were asked to each customer, and 100 of them fully answered.</p><p>The results of the study were that the price still is the most important criterion for the</p><p>consumers in their buying decisions. The attractive price is the reason.</p><p>But it was discovered that the quality became a real significant element for the consumers.</p><p>The principal conclusion was that consumers still didn’t trust enough the products from the</p><p>distributors’ brands, and that the price wasn’t anymore the only criterion to take into account.</p><p>It was suggested that the distributors’ brands could reinforce their performances if they give</p><p>more priority to the quality.</p>

<p>Aim: This thesis has been conducted after approval of Swedbank, for comparing their services with those of Rabobank. The study aimed finding differences between Swedbank’s and Rabobank’s services. Within the subject services, the study has aimed towards finding the differences –and similarities between the services marketing mix of Swedbank and Rabobank. The study also focused on the activities held in order to support the services marketing mix.</p><p>Method: The empirical findings were gathered by use of both written –and telephone interviews. Keywords were written down during the telephone interview and later constructed into full sentences. Data taken from the written interviews was viewed and re-written into complete sentences. The data has been analyzed with use of the literature review.</p><p>Result & Conclusions: Both Swedbank and Rabobank seem to have a highly similar services marketing mix. Small differences were found in marketing research, products, marketing communication, Human Resources Management and servicescape. In all these aspects it showed that Swedbank uses a more personal approach than Rabobank.</p><p>Suggestions for future research: The thesis’ focus has been on the services marketing mix of Swedbank and Rabobank in general. This allowed the research to go more in-depth than other subjects in the services marketing mix. To get a more clear view on the supporting methods both Swedbank and Rabobank use to support its services marketing mix, future research could be focused on the historical development of both banks which has developed the bank’s ways of doing business, the price development methods in detail, the segmentation process, the marketing communication campaigns of both Swedbank’s –and Rabobank’s internet banking, service development process and corporate identity strategy. It would also be interesting to compare these banks with their competitors in order to discover why Swedbank and Rabobank stand out more than their competitors.</p><p>Contribution of the thesis: This thesis compared two of the largest banks in both home countries and shows the implications of successful services marketing mixes. This thesis is useful for financial banks and other related financial service institutions.</p>