In the past time, I had opportunity to serve as Rear Admiral Executive Officer, Office of Deputy Chief of General Staff for Personnel, Ministry of National Defense ROC. To establish "The National Armed Forces Recruitment Center" was my duty during that time. Under my command and control,the Recruitment Center, Ministry of National Defense, was founded on Jan 1, 1999. Now this center has operated for 7 years. After attending the EMBA Class, marketing and business management are our core courses, I want to use this knowledge to analysis the recruiting situation, market segmentation, target market, marketing strategy and management of this center. I hope to get some useful conclusion to enhance the marketing strategy and management, and make youths obtain the military information of joining the ROC military academies in time, and therefore the National Armed Forces can enhance quality of cadres. The major research findings of this study are summarized as follows: 1. The achievement of Recruitment Center has been excellent for seven years. Especially, in 2000 and 2001, the center got the Excellent Award Of Executive Yuan for two times. 2. In Taiwan, there are 77.7% people to know the activity of Recruitment Center according the issue of Executive Yuan in 2001. 3. The number of female joining the National Armed Forces is adding. The major target market is in the South of Taiwan, the second one is in the North of Taiwan, the third is in the Central Taiwan. 4. Most of student, their family outcome is 20000 to 50000 New Taiwan Dollars and most of them are the middle-low outcome family. 5. Speaking the occupation of student parents, most of them are workers and merchants, and most of them graduated from the high school. 6. Most of student, their motivation of joining the National Armed Forces is to emphasize the requirement of high level, such as Love and Belongingness Needs; Esteem Needs;Self Actualization Needs. 7. People Communication plays a very important role and network marketing also plays a key role according the Metcalfe Law. 8. In 2003, over 25000 young people took part in the entrance examination.But only 5.4% examinee can be elected to go to military academies, this is the lowest record in the history. Their examination score is up to the level of national university. 9. In the near future, the master degree will be the major market requirement. The voluntary officer should get the master degree before promoting to major or lieutenant commander. All of these achievement will enhance the image of National Armed Forces and competitive strength. 10. This study provides marketing strategy and action items in the Chapter 6, Article 2.

Syfte: Syftet med denna uppsats är att utvärdera utvecklingen av objektannonser i mäklarbranschen genom tiden, vad gäller utformning av annonser och val av mediekanaler. Syftet är även att försöka utläsa om fastighetsmäklaren marknadsför objektet så som marknadsföringsteorin säger att man bör marknadsföra en produkt. Metod: Metoden som används är att samla primärdata genom att göra en jämförelse mellan objektannonser från år 1990 med objektannonser från år 2009. Därefter har primärdata samlats in med hjälp av kvalitativa intervjuer med fastighetsmäklare såväl som med experter som besitter stora kunskaper inom området. Sekundärdata som används är hämtad från litteratur och Internet.   Resultat & Slutsats: Uppsatsens resultat visar att dåtidens fastighetsmäklare inte hade tillräckliga marknadsföringskunskaper för att marknadsföra objektet. Utvecklingen har dock gått framåt och idag besitter de den kunskap som krävs för att marknadsföra ett objekt så som marknadsföringsteorin säger att man bör marknadsföra en produkt. Denna slutsats baseras på jämförelsen av annonser. Slutsatserna styrks ytterligare med hjälp av expertutlåtanden och av fastighetsmäklarna själva. Förslag till fortsatt forskning: Vad denna uppsats inte tar upp, men som skulle vara intressant att undersöka, är hur fastighetsmäklare använder dagstidningar för att marknadsföra sig själva och deras kontor. Det skulle även vara intressant att göra en jämförelse av objektannonser mellan olika länder, såsom USA och Sverige. Uppsatsens bidrag: Uppsatsen har bidragit till ett konstaterande att utvecklingen av fastighetsmäklarens marknadsföring av objekt har utvecklats på flera olika plan de senaste 19 åren. / Aim: The purpose of this study is to evaluate the differences how gets on advertisements in the real estate industry and see how they have developed during the last 19 years when it comes to design an advertisement (layout) and media channel selection. The purpose is also to try to understand if the real estate agents own think that they market the house in the best way in order to get the prospective buyer to buy. Method: To collect the primary data I will do a comparison between advertisements in 1990 and 2009. I have done qualitative interviews with real estate agents but also collect expert opinions from marketers which are well informed in advertising matters. I have collect secondary data from books, Internet and also from old and new newspapers. Result & conclusion: This study shows that the real estate agent two decades ago did not have enough knowledge of how to market a house. However, there has been a considerable progress since than. Today real estate agents have the necessary knowledge for marketing a house. The conclusions are based on the comparison of advertisements. Marketing experts and real estate agents confirm this conclusion.  Suggestion for future research: It would be interesting to investigate how real estate agents use newspaper advertising to market themselves and their offices. Furthermore, it would be interesting to make an comparison between advertising in two different countries, e.g. the US and Sweden. Contribution of the thesis: This study shows that the development of advertisement have advanced during the last 19 years. This can establish.

Businesses have realised that they cannot appeal to all consumers in the marketplace. Consumers are too numerous, geographically wide-spread, and too varied in their needs and buying practices. Furthermore, the business& themselves vary widely in their abilities to serve different segments of the market. Businesses consequently conduct market segmentation to identify the parts of the market that it can best serve and most profitably. Therefore, the goal of this study was to determine the actual target markets of selected retailers by means of the Living Standards Measure (LSM) tool, and to recommend improved marketing strategies based on the Media Groups Measure (MGM) tool. The objectives of the study were to describe market segmentation by emphasising its importance and discussing the market segmentation process. Further objectives include explaining the application of the LSM- and MGM-tools in identifying target markets and selecting media to reach these target markets, and to conduct an empirical investigation on the application of the LSM tool for the selected retailers. A market segmentation strategy concentrates the business' marketing efforts on consumers who have a similar interest in the business' values. Therefore, market segmentation enables the business to identify consumer needs more accurately. The aforementioned assists the business in creating a basis for developing products to satisfy consumer needs. The basis is developed by the identification of the attributes that are of value to consumers. Market segmentation furthermore assists in the development of an effective marketing mix, tailored to the business' strategy and objectives. A proper marketing mix can determine the promotional appeal, media choices, and the prices consumers are willing to pay. The LSM and MGM are only two of the variety of segmentation tools that can be used to segment a heterogeneous market. The LSM is a relatively new and unknown instrument - in comparison with other segmentation tools - and was specifically developed for the South African market. It is furthermore a multivariate segmentation tool, consisting of 29 household variables, which excludes discriminators such as race and income. The MGM-tool is used to obtain media consumption information on market segments. Its primary function is to assist businesses in selecting media that are most effective in reaching their target markets. The most important conclusions of this study are that the current target markets of Shoprite Checkers and Pick 'n Pay in Potchefstroom differs from their actual target markets. Gender and age do not differentiate shoppers significantly, and although race and income are not included as differentiators in the LSM index, these two variables correlate strongly with the various LSM-groups. Some of the most important recommendations include: The headquarters of both retailers should consider developing differentiated marketing strategies for stores in different locations. Shoprite Checkers and Pick 'n Pay (in Potchefstroom) should both target SU-LSM groups 6 to 10. Both retailers should adapt their marketing efforts in order to provide for the local market in Potchefstroom. The recommendations will enable the retailers to enhance their business and marketing efforts, and accordingly satisfy the needs of their customers. / Thesis (M.Com. (Marketing))--North-West University, Potchefstroom Campus, 2005.

Businesses have realised that they cannot appeal to all consumers in the marketplace. Consumers are too numerous, geographically wide-spread, and too varied in their needs and buying practices. Furthermore, the business& themselves vary widely in their abilities to serve different segments of the market. Businesses consequently conduct market segmentation to identify the parts of the market that it can best serve and most profitably. Therefore, the goal of this study was to determine the actual target markets of selected retailers by means of the Living Standards Measure (LSM) tool, and to recommend improved marketing strategies based on the Media Groups Measure (MGM) tool. The objectives of the study were to describe market segmentation by emphasising its importance and discussing the market segmentation process. Further objectives include explaining the application of the LSM- and MGM-tools in identifying target markets and selecting media to reach these target markets, and to conduct an empirical investigation on the application of the LSM tool for the selected retailers. A market segmentation strategy concentrates the business' marketing efforts on consumers who have a similar interest in the business' values. Therefore, market segmentation enables the business to identify consumer needs more accurately. The aforementioned assists the business in creating a basis for developing products to satisfy consumer needs. The basis is developed by the identification of the attributes that are of value to consumers. Market segmentation furthermore assists in the development of an effective marketing mix, tailored to the business' strategy and objectives. A proper marketing mix can determine the promotional appeal, media choices, and the prices consumers are willing to pay. The LSM and MGM are only two of the variety of segmentation tools that can be used to segment a heterogeneous market. The LSM is a relatively new and unknown instrument - in comparison with other segmentation tools - and was specifically developed for the South African market. It is furthermore a multivariate segmentation tool, consisting of 29 household variables, which excludes discriminators such as race and income. The MGM-tool is used to obtain media consumption information on market segments. Its primary function is to assist businesses in selecting media that are most effective in reaching their target markets. The most important conclusions of this study are that the current target markets of Shoprite Checkers and Pick 'n Pay in Potchefstroom differs from their actual target markets. Gender and age do not differentiate shoppers significantly, and although race and income are not included as differentiators in the LSM index, these two variables correlate strongly with the various LSM-groups. Some of the most important recommendations include: The headquarters of both retailers should consider developing differentiated marketing strategies for stores in different locations. Shoprite Checkers and Pick 'n Pay (in Potchefstroom) should both target SU-LSM groups 6 to 10. Both retailers should adapt their marketing efforts in order to provide for the local market in Potchefstroom. The recommendations will enable the retailers to enhance their business and marketing efforts, and accordingly satisfy the needs of their customers. / Thesis (M.Com. (Marketing))--North-West University, Potchefstroom Campus, 2005.

The question of whether or not advertising is effective has been a topic of research for decades. More specifically, this research asks the question of advertising effectiveness regarding anti-smoking advertising by the use of a method of advertising known as ‘fear-appeal advertising’. Due to the nature of this study, attention and focus are placed on the affective and emotional aspects of this type of advertising and aims to understand the perceptions that smokers have of anti-smoking advertisements. The respondents recruited for this study all classified themselves as smokers, and were selected to form a representative sample of the South African population, ranging between the ages of 24-49 years. The perceptions of these smokers are discussed against the backdrop of literature, in an attempt to highlight the effectiveness of these advertising campaigns and ultimately suggest a way forward. The value of this exploratory study lies in its potential for generating further questions about emotions, the complexity of human health-risk behaviour and the impact that exposure to health warnings will ultimately have on future actions. / Dissertation (MA (Research Psychology))--University of Pretoria, 2007. / Psychology / unrestricted

The report aims to examine how property owners position themselves to reach their target market, and which strategies they use when positioning their product. The investigation has been carried out mainly in the form of a case study in which a number of interviews with Stockholm real estate companies has been conducted, focusing on commercial property market segment. The interviews have resulted in identification of common and specific strategies among the companies. These strategies have been analyzed in the light of the theory by Philip Kotler and Kevin Lane Keller, focusing on how an offer should be designed to reach a competitive position. It can be concluded that positioning is a key activity for successfully addressing the target market. Successful positioning mandates three key requirements to be met; determining the category to which the offer belongs, identifying similarities and differences compared to the competitors and developing a brand mantra. The result of the case study concludes that the property companies work similar in many ways. Furthermore a key prerequisite is to work with environment and sustainability as well as to focus on delivering on strategy execution of keeping a close relationship with the tenants. The results also show that main ways of working do not differ extensively between studied companies, except focusing on different target groups. Some companies have also indicated lack of clarity in defining their target group / Syftet med rapporten är att utreda hur fastighetsägare använder sig av positionering för att nå ut till sin målgrupp samt vilka strategier som används för att positionera sitt erbjudande jämfört med konkurrenternas. För att kunna utreda detta har en fallstudie genomförts där ett antal fastighetsföretag verksamma på Stockholms kontorsmarknad har intervjuats. Från intervjuerna har gemensamma och särskilda strategier identifierats. Dessa strategier har analyserats mot bakgrund av marknadsföringsteorin om positionering och segmentering. Denna teori av Philip Kotler och Kevin Lane Keller förklarar hur ett erbjudande utformas för att positioneras i jämförelse med konkurrenternas. Positionering är alltså en aktivitet för att nå målgruppen. För att lyckas med positioneringen bör tre krav uppfyllas; bestämmande av kategori som erbjudandet tillhör, identifiering av likheter och skillnader i jämförelse till konkurrenterna och utvecklandet av ett motto eller ledord. Resultatet från fallstudien visar att fastighetsbolagen arbetar lika på många sätt; att arbeta med miljö- och hållbarhet är en nödvändig strategi precis som att ha en nära relation med sina hyresgäster. Resultatet visar också på att trots att bolagen arbetar likvärdigt, har de ibland skilda målgrupper, eller ingen påtaglig målgrupp alls.

Microfinance is a development tool used to reduce poverty among extremely poor households. Impoverished households can access lines of credit through microfinance institutions (MFIs), in order to create a new business, smooth household consumption, fund medical emergencies, etc. Many authors postulate that MFIs are drifting from a welfarist to an institutionalist approach to lending. Using MIXMarket data on specific MFIs in 118 countries between 1995 and 2011, the average loan balance of these organizations will be regressed against measure of outreach and sustainability of these institutions by charter type through a series of four, fixed effects models. The main research question is: given that a positive, overall shift in average loan balance indicates an institutionalist shift in mission, how does this impact microfinance institutions and the demographics they target on the intensive and extensive margins? These analyses will test the theory that MFIs with larger average loan balances serve households closer to the subsistence poverty level, a manifestation of mission drift toward the institutionalist philosophy of lending. The phenomenon of mission drift directly impacts the outcomes of microfinance institutions and the target demographic of the organization. The results of this study indicate that the mission of these organizations is drifting toward the institutionalist philosophy of lending. With this general result, mission drift can be observed within both the internal and external margins of the microfinance industry, which influences the chosen target market, profit generated, and structure of MFIs, as determined by the mission of the organization.

[pt] O presente estudo tem por objetivo analisar as redações escritas por alunos brasileiros de uma mesma turma de curso de inglês assim como suas respostas aos questionários e às entrevistas, a fim de investigar, primeiro, as produções escritas como gêneros discursivos e, segundo, as percepções dos alunos acerca dos gêneros discursivos que produziram. Esta análise é feita com base nas cinco características de gêneros propostas por Swales (1990:58): propósito comunicativo, estrutura genérica, estilo, conteúdo e público-alvo. O estudo qualitativo foi feito através da análise de vinte e oito redações escritas por dezesseis alunos de uma mesma turma de nível avançado de curso de inglês sobre dois gêneros distintos e um tipo textual. Foram escritas dez redações sobre o gênero carta de conselho, dez sobre resenha de filme e oito narrativas. Após responderem um questionário, cinco alunos desta turma foram entrevistados para que suas respostas pudessem auxiliar o estudo das suas redações à luz da teoria de gêneros discursivos (Swales 1990, 2001). A análise dos dados mostra que os alunos têm conhecimento do propósito comunicativo e do conteúdo dos gêneros que escreveram, no entanto, eles demonstram uma certa falta de domínio da estrutura genérica quando não há um modelo a ser seguido. Esta variação estrutural, contudo, não impede que o evento comunicativo seja bem sucedido, a julgar pelo desempenho dos alunos no curso. Há variação, também, com relação à percepção do público-alvo do texto, sendo que ora o aluno tem em mente um leitor imaginário para o seu texto ora ele escreve para o professor. Tanto as entrevistas quanto as redações demonstraram que uma maior aquisição lexical e revisão de estruturas gramaticais são pertinentes para que o aprendiz escreva com maior fluência e confiança. Os resultados mostram que, apesar dos alunos terem conhecimento dos gêneros que produzem, eles necessitam adquirir maior autonomia no aprendizado para que saibam investigar suas próprias dificuldades e possam revisar e consolidar os conteúdos por si mesmos. A pesquisa aponta na direção de uma abordagem pedagógica que estimule os alunos a adquirir maior confiança e fluência ao escrever e produzir os gêneros de forma autônoma, levando-os a uma participação ativa em práticas discursivas em sua vida social, profissional e acadêmica. / [en] This study analyzes the writing of Brazilian students from one class in a language course as well as their responses to a questionnaire and an interview, in order to investigate genre characteristics in their written work and also their perceptions concerning the genres they produce. The analysis is based on the five characteristics of genres presented by Swales (1990:58): communicative purpose, structure, style, content and audience. This qualitative study used 28 compositions written by 16 students in one advanced-level class in a language course; two genres and one text type were analyzed. The data include 10 advice letters, 10 film reviews, and 8 narratives. After all the students answered the questionnaire, five from the same class were interviewed so that their perceptions could be considered in the genre analysis (Swales 1990, 2001). The analysis of the data showed that the students have some awareness of the communicative purpose and content of the genres they produced; however, they demonstrate a lack of control of genre structure when there is no given model for the writing. This structural variation does not hinder the students success as learners, though, considering their overall performance in the course. There is also variation in the students perception of audience, since either they envision an imaginary reader or they write for the teacher. Both the interviews and the texts showed that further lexical learning and review of grammatical structures would help them write more fluently and confidently. The results indicate that, although the students have some genre awareness about their writing, they need to acquire greater learner autonomy in order to be able to investigate their own difficulties and revise and consolidate the content on their own. The study suggests an approach to teaching that will encourage learners to gain more confidence and fluency in their writing and to produce genres with autonomy, so that they may be enabled to participate actively in discourse practices in their social, professional and academic life.

Este trabalho examina perfis de consumo, e do consumidor, de baixa renda. Este estudo se assenta em dados de um levantamento por amostragem aleatória com 1.092 famílias em quatro regiões da Grande São Paulo (Brasil). Baseado em técnicas estatísticas de análise multivariada (principalmente, regressão logística binária, análise de conglomerados e análise de homogeneidade), alguns resultados foram encontrados. Aspectos demográficos, de opinião e de comportamento influenciam o consumo das famílias e o comportamento dos consumidores. Satisfação com a renda da família é a variável mais relevante para a discriminação de grupos, não importando qual a perspectiva de tempo adotada (presente, passado próximo, passado distante ou futuro). Gastos da família (com alimentação, higiene e limpeza; saúde; e habitação) identificam segmentos distintos. Os resultados são generalizáveis apenas para as quatro regiões estudadas. Possíveis estudos futuros incluem pesquisa sobre os motivos pelos quais os trabalhadores com vínculo informal, em comparação com os que têm vínculo formal, tendem a posicionar seus filhos (quando estes tiverem a sua idade) em degraus mais altos numa escala socioeconômica. / This work examines low-income classes consumption, and consumers, profiles. This study relies on data from a random sampled survey with 1,092 families in four regions of Sao Paulo metropolitan area (Brazil). Based on multivariate statistics analysis techniques (primarily, binary logistics regression, clusters analysis, and homogeneity analysis), some results have been found. Demographics, opinions, and behavior aspects influence families consumption, and consumers behavior. Family income satisfaction is the most valuable variable in discriminating groups, no matter what time perspective be adopted (present, near past, distant past, or future). Family expenditures (on food, hygiene, and cleaning; health; and living generate distinct segments. Results are generalizable only to the four regions. Possible future studies include research on the reasons why informal workers, in comparison with formal ones, tend to position their sons (by the time they were at their age) on higher degrees on a socioeconomic scale.

Nearly 80 years earlier, Henry Ford advised during the 1930 depression that: "A man who stops advertising to save money is like a man who stops a clock to save time". The purposes of this case study was to determine whether legal firms have taken cognisance of these wise words and have refrained from cutting back on expenses, and more particularly its promotional budget expenses during a down turning economy. It was discovered that, like nearly 80 years ago, costs today is still an important issue when considering and exploreing promotional opportunities. Small legal organisations have in general indicated that cost effectiveness is an important factor to take into consideration when deciding which type of promotion to explore. A further prerequisite was that the promotion should be target market orientated and effective. Interestingly enough, more than 60% of the sample organisations have failed to analyse their target market before commencing with any type of promotion. This immediately raised the question whether costs have not been wasted on wrong promotional efforts, rather than costs being an issue when considering promotion? It was concluded that small legal organisations have failed to properly analyse their target market and hence was unaware of their client?s needs. Various types of promotion were undertaken by the organisation, but in many instances were ineffective and costly. Should organisations have properly analysed their target markets they would have been in a better position to select an effective and less costly type of promotion. Limited recommendations were made in an attempt to assist small legal organisations to firstly analyse their target market which will result in more cost effective marketing and will enable them to address the needs of their target market directly. / Thesis (M.B.A.)--North-West University, Potchefstroom Campus, 2011.