UUProblem Members of the Singapore Heavy Equipment Spare Parts Industry face a multitude of challenges in developing their pricing strategy and practice, and in establishing, developing, and maintaining successful relational exchanges. They are unable to obtain any guidance from the pricing or relationship marketing literature. These works are either too complex or too general to be of any use to industry members. Consequently, much of industry strategy and practice occurs without the benefit of theory. UUThe Method An extensive review of existing literature was conducted in the major subject areas of pricing and relationship marketing. Literature on other subjects of channels, marketing mix, strategy, value, commitment, trust, cooperation, and satisfaction were also reviewed. A survey instrument was developed and field research was administered to 35 channel members of the industry. The results were analysed using SPSS 11. The results were used to construct a model of the role of pricing in relationship marketing. The model was constructed using Factor Analysis, Correlation Analysis and Regression Analysis. UUThe Findings The findings are all based on the perception of the channel members. Nine factors were extracted. These non-trivial factors to the Singapore Heavy Equipment Spare Parts Industry are: - Downstream supply considerations; - Product/Stock allocations; - Price gap resolution; - Perception of value/profitability; - Business volume; - Intermediate business relationships; - Leads and referrals; - Favourable pricing; and - Long-run relationships. At 5% significance (2-tailed), 4 construct paths were supported. These are: - Support gap correlates with actual price; - Support gap correlates with value; - Support gap correlates with price gap; and - Price gap correlates with value. At 5% significance (2-tailed), 8 hypotheses were supported. These are: - Price gap resolution correlates with commitment; - Price gap resolution correlates with cooperation; - Price gap resolution correlates with satisfaction; - Importance of constructive acts correlates with improved business volume; - Expression of intention to increase business correlates with increased business; - Importance of value correlates with increased business; - Value (through profitability) correlates with increased business; and - Importance of value correlates with improvements in: - Trust; - Commitment; - Cooperation; - Satisfaction; and - Increased business. UUConclusion Pricing has a profound and multi-faceted role in relationship marketing. It is a powerful tool. It has a role as a market tool with new relationships, as a development tool in the growth phase of relationships, and as a control tool in the mature phase of bilateral relationships between first and second echelon distributors. The study recommended that channel members utilise this tool concept and the management of value, price, and support gap in relational exchanges. / thesis (PhDBusinessandManagement)--University of South Australia, 2003.

Consumer trust research has principally developed from established psychological-based research. This conception of consumer trust largely draws from research pertaining to interpersonal trust. This study combined existing theories from both sociological and psychological research in developing a consumer trust model specifically for banks. Partly because of their historical position in society and also because of their government-protected position, banks, bank branches and bank managers have traditionally held a respected, and trusted position in Australian communities. Because of this reputation and position in communities, banks were seen to display institutional attributes. These attributes were defined in this study as local community focus, local availability and visibility, relationship power symmetry and social obligation fulfilment. This study explored the notion of institution-based trust in an Australian retail banking context. Institution-based trust was a measure of the levels of consumer trust in various defined institutional attributes. It was contended that through the diminishment and divestment of its institutional attributes banks were impairing their institutional cachet. The process was termed 'deinstitutionalisation' and was postulated to have a negative impact on consumer trust. The hypothetico-deductive methodological framework was employed throughout the study, with a mail-based consumer survey used as the main means of primary data collection. 468 useable questionnaires from adult bank customers were yielded and the data analysed. These data were analysed and used to test twenty-three research hypotheses of which nineteen were supported. From the results, it was concluded that perceived local community focus, perceived social obligation fulfilment and perceived relationship power symmetry were antecedents to consumer trust in banks. Also, reasonable availability of conventional bank branch services was found to be an important component of perceived community focus of their banks, thus having an indirect relationship to institution-based consumer trust in banks. Community Banks were found to be exhibiting and promoting many of these institutional attributes. Consumers were found to be less likely to need bank branches for transactional or functional purposes, but branches were seen to be symbolically important. Also, consumers were found to be more likely to identify with intangible elements of their bank, principally bank brand, than with tangible attributes such as the bank branch. Importantly, consumers were found to be trusting of their banks, however they were more likely to believe that banks were less trustworthy now than they were in the past.

<p><strong>Abstract</strong></p><p><strong> </strong></p><p><strong>Date</strong>:                              May 21, 2009</p><p><strong> </strong></p><p><strong>Program:                                 </strong>International Marketing</p><p> </p><p><strong>Course name:</strong>                  EFO705 Master Thesis</p><p> </p><p><strong>Title:                                         </strong>Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company</p><p> </p><p><strong>Authors:</strong>                         Nicha Chienchiranai      851212-T107</p><p>                                      Pharktanat Pattararittisak   820930-T251</p><p> </p><p><strong>Tutor:                                      </strong>Daniel Tolstoy</p><p> </p><p><strong>Problem:</strong>                        How can Thaiearthtone exploit opportunity in foreign market by using e-marketing strategy?</p><p> </p><p><strong>Purpose:</strong>                         To develop an appropriate e-marketing strategy to increase satisfaction of existing customers and simultaneously attraction of new customers.</p><p> </p><p><strong>Method:</strong>                           This research is based on qualitative research, using exploratory research method.  The theoretical framework used in the research is E-Marketing Strategy which is developed by the authors with some adaptation from E-marketing Mix Strategy.  The findings were obtained from an in-dept interview as well as second hand sources including Thaiearthtone's website and others.</p><p> </p><p><strong>Conclusion:                             </strong>With the increased number of e-commerce firm, to be stand out of the crowd is rather difficult for small company like Thaiearthtone especially that the target market are foreigners.  To successfully exploit its opportunity in overseas market, Thaiearthtone could probably take the idea from the authors' own developed E-marketing strategy into consideration, and adapt it to the current situation of the company.</p><p> </p><p><strong>Key words:</strong>                       E-marketing, E-marketing Strategy, E-commerce, Relationship Marketing and Site Usability</p>

<p>The hotel industry is highly competitive and the right knowledge about customer values and demands is essential to differentiate from competitors and gain sustainable competitive advantage. Implementing traditional marketing strategies is often no longer enough to achieve this goal. Relationship marketing has increasingly become more important, as this concept suggests more focus on retaining the customer and creating a win- win situation with a long- term perspective. In traditional marketing there is more focus on acquisition. Most importantly a good balance between acquisition and retention directed to the right segments is essential for future success.</p><p>This thesis is a case- study of a single business in the hospitality industry and the company of interest is the Burke & Wills, a hotel situated in Toowoomba, a regional city in Queensland, Australia. The purpose is to explore how well Burke & Wills markets itself, looking closely at the strategies used and how these are implemented. I also wanted to investigate whether the hotel’s present acquisition- and retention efforts are suitably divided between the various segments. The final objective with this thesis is to identify any opportunities for improvements.</p><p>The case- study consists of both a qualitative- and a quantitative approach. Two staff interviews were carried out and a survey in the form of a questionnaire was handed out to the customers of the hotel. The intention with this was to explore whether present marketing strategies are effective or not.</p><p>I found that the management of Burke & Wills has little knowledge about how to best market the hotel both when it comes to acquisition- and retention efforts and to direct these to suitable segments. The company seems inadequate to identify and attract potential customers during quiet periods which results in a big loss of potential revenue. The survey shows that the company’s awareness of what the customer values as quality service is fairly good but might not be enough to prevent future loss of customers. As a result of this these customers may turn to competition for better service in the future. The majority of returning customers also state that they would value a more personalised approach from Burke & Wills. I draw the conclusion that there is a lack of interest in how to improve the marketing of the company. No surveys have been conducted in the last few years to get customers´ opinions. They take their position on the market for granted and even with new competition they chose to stay inactive. Focus on improvement should be a priority but it is not. I believe it is essential to, at this stage, employ a person with marketing experience to make the company stronger and to maximise the possibilities of the hotel.</p>

Abstract   Date:                              May 21, 2009   Program:                                 International Marketing   Course name:                  EFO705 Master Thesis   Title:                                         Foreign Market Exploitation with E-marketing Strategy of Thaiearthtone Company   Authors:                         Nicha Chienchiranai      851212-T107                                       Pharktanat Pattararittisak   820930-T251   Tutor:                                      Daniel Tolstoy   Problem:                        How can Thaiearthtone exploit opportunity in foreign market by using e-marketing strategy?   Purpose:                         To develop an appropriate e-marketing strategy to increase satisfaction of existing customers and simultaneously attraction of new customers.   Method:                           This research is based on qualitative research, using exploratory research method.  The theoretical framework used in the research is E-Marketing Strategy which is developed by the authors with some adaptation from E-marketing Mix Strategy.  The findings were obtained from an in-dept interview as well as second hand sources including Thaiearthtone's website and others.   Conclusion:                             With the increased number of e-commerce firm, to be stand out of the crowd is rather difficult for small company like Thaiearthtone especially that the target market are foreigners.  To successfully exploit its opportunity in overseas market, Thaiearthtone could probably take the idea from the authors' own developed E-marketing strategy into consideration, and adapt it to the current situation of the company.   Key words:                       E-marketing, E-marketing Strategy, E-commerce, Relationship Marketing and Site Usability

The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by investigating and understanding E-marketing activities in combination with parts of Promotion Mix, and Relationship Marketing. Three universities in the south of Sweden were interviewed. A qualitative research method was applied, in combination with an deductive approach. Theories regarding the above mentioned elements were investigated and compared with data from semi-structured interviews of universities’ communication departments. Findings showed that in general universities are taking E-marketing into consideration, and understand the importance of its implementation. Yet, they have not applied all the activities which could have been to their advantage. Findings also showed that the universities’ most efficient E-marketing tool was their websites, as it could be appreciated by both current and potential students. In addition, Relationship Marketing and Promotion Mix seemed, in all universities, as a proper complement for E-marketing. However, it appeared that both elements were not implemented to their fullest either. This study could be of use to both practitioners and academics. The study shares information and knowledge of marketing channels which can be useful, yet, have not been used to their full capacity. Practitioners may benefit from the theory and findings, which show how higher education is adjusting to the technological revolution.

Abstract From the past few years in Sweden telecommunication business has been altered. Earlier when telecom industry was dominant in the market but now it is transformed in to more competitive market with further competitors and provides additional services. In Sweden TeliaSonera is one of the leading and superior telecommunication providers. Currently TeliaSonera is merged among two large companies such as Telia which was one of the outstanding telecommunication companies in all over Sweden and Sonera is the finish counterpart of Telia. TeliaSonera presently facilitate their customers as well as business customers by proving different communication services such as mobile telephony, mobile broadband, Broadband, fix telephony connection and TV. Regarding Customer support service the purpose of this study is to investigate the relationship among customers and telecommunication service providers, and in this study we emphasize on customer-support service concerning “The Role in Customer Relationships”. Our consideration is to find out the better relationship among telecommunication service providers and their customers. Additionally the role of Telia shop is also studied by taking interviews with Telia customer representative office (CRO) and Telia top management. Furthermore from theoretical perspective the research has been conducted through current literatures such as customer support service, relationship marketing, dominant logic, customer loyalty, complaining behavior and trigger model. Approximately all of the literatures are specify from customer viewpoint business processes intended for long lasting relationship. We have sufficient information concerning that how to get better and stand long lasting relationship with the customers in future. For the fruitful outcome we conducted this research by exploratory research method and also conducted interview with the help of open ended questionnaire and our target group was TeliasSonera Top management in Stockholm, manager of TeliaSonera shop in Karlstad city and also from 12 students of Karlstad University. The reason behind this was to know the role of TeliaSonera towards customer-support service as well as their customer experience and perception. Finally in the end we come up with the conclusion by the help of gathering qualitative information that the effective customer support-service can lead to long lasting relationship among customers and telecom sectors. Furthermore we also came to know in the end that superior quality customer support service assist to create more customers loyalty. That means customer-support service play one of the significant role between telecommunication service provider and customers. / LET-Project

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Abstract The aim of this study is to examine the relationship between customers and the telecommunication service provider regarding customer support service. The authors focus on customers support service as a tool of enhancing relationship between customers and telecommunication service provider and to come up with a “best practice” for the customer-support service in the telecom industry. The research has been conducted with recent relevant literature from academic viewpoint such as the relationship marketing, customer loyalty, customer dominant logic, customer support service and triggering factors for switching. After reviewing all of literatures authors have adequate knowledge how to enhance and sustain long term relationship with customers. Nearly every literature stipulates from customers perspective business operations for long term relationship. To accomplish research aim, authors conducted with an explorative research approach and with the help of a designed descriptive questionnaire which consist of seventeen close-ended and open-ended questions. The target group was sixteen master level students of Karlstad University who belong to nine different countries. From the interview, authors try to explore respondents’ experiences and acceptation from customer support service. Authors reached at the conclusion on the basis of collected qualitative information that the effective customer support service plays a vital role for enhancing the relationship between customers and telecom service providers. It is also evident throughout the research that the customer support service is the key link between the customer and the telecommunication service provider. / TeliaSonera

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