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.

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.

El presente trabajo de investigación evalúa la viabilidad técnica, económica y financiera de un plan de negocios para la implementación de una cadena de centros de fisioterapia en la ciudad de Lima. El modelo de negocio utilizado identifica un mercado objetivo comprendido por personas de 15 años a más, de niveles socioeconómicos A, B y C, ubicadas en su mayoría en Lima moderna. Para esto, se utilizaron herramientas de sondeo de mercado, focus group y cliente incógnito. Se partió de la identificación de lo que quiere el cliente para crear la oferta de valor adecuada dentro de los centros de fisioterapia, fisioterapeutas y competidores La clave de éxito de este plan está en el factor de diferenciación respecto a los demás centros de fisioterapia el cual está en contar con personal técnico altamente calificado y el soporte en tecnología que va desde concertar la primera cita hasta el seguimiento post venta. Nuestro objetivo es mejorar la experiencia del cliente en esta nueva normalidad. En la evaluación económica y financiera considera la apertura de 3 sedes en 5 años con una inversión inicial de PEN 297k con un VAN de S/2,943,511 y una TIR de 158.87%.   La proyección de ingresos de PEN 5,7M demuestra la viabilidad del plan de negocios en los escenarios evaluados, considerando los resultados de los indicadores financieros con un payback de 1.8 años. Los riesgos esperados son mínimos por lo cual creemos en esta inversión. / The present research work evaluates the technical, economic and financial viability of a business plan for the implementation of a chain of physiotherapy centers in the city of Lima. The business model used identifies a target market comprised of people aged 15 years and over, from socioeconomic levels A, B and C, mostly located in modern Lima. For this, market survey tools, focus group and mystery shopper were used. It started from the identification of what the client wants to create the appropriate value offer within the physiotherapy centers, physiotherapists and competitors. The key to success of this plan lies in the differentiation factor with respect to other physiotherapy centers, which is to have highly qualified technical personnel and technology support that ranges from making the first appointment to post-sale follow-up. Our goal is to improve the customer experience in this new normal. In the economic and financial evaluation, it considers the opening of 3 branches in 5 years with an initial investment of PEN 297k with a NPV of S / 2,943,511 and an IRR of 158.87%. The PEN 5.7M income projection demonstrates the viability of the business plan in the evaluated scenarios, considering the results of the financial indicators with a payback of 1.8 years. The expected risks are minimal, which is why we believe in this investment. / Trabajo de investigación

The basic goal of this thesis is to propose a communication campaign for a chosen firm by using modern tools in the communication mix. The theoretical part contains an explanation of basic concepts, tools and methods in marketing communication. The information is collected from secondary sources as are scholarly literature or internet sources. The practical part is focused on the analysis of the chosen company background and on analysis of communication tools that the company uses by encouraging information from the theoretical part. There is a proposal for a new communication campaign including the budget of the campaign in the last part of the thesis. The campaign is primarily focused on online communication and social networks.

Bakalauro baigiamajame darbe, remiantis teritorijos marketingo produkto koncepcija, siekiama išsiaiškinti, koks teritorijos marketingo produktas yra patrauklus Jurbarko rajono gyventojams. Šio darbo tikslas yra parengti patrauklią teritorijos marketingo produkto koncepciją, kaip pagrindą Jurbarko poilsio, užimtumo-sveikatingumo produktams vystyti. Pirmoje darbo dalyje pateikiama literatūros apžvalga, susijusi su teritorijos marketingo teorija ir teritorijos produkto kūrimu. Antroje darbo dalyje pateikiami empiriniai tyrimo rezultatai: esamos analizės, anketinės apklausos, pusiau sruktūrizuoto interviu rezultatai. / Based on the area of marketing of the product concept there is determined attractive place products for residents of Jurbarkas district. The aim of this bachelor work is to develop an attractive product concept of quaryy of Jurbarkas and product of activity and health. In the theoretical part of research there is analysed the process of development of place product. In practical part of research there are given results of current situation analyses, survey and interview data.

El desarrollo del sector inmobiliario ha tenido grandes cambios evolutivos donde hemos visto crecer y caer muchas empresas. Nos ha permitido conocer la importancia de la elaboración de un plan de negocios que nos permitirá planificar mediante una secuencia lógica la rentabilidad y sostenibilidad de una inmobiliaria sólida y competente en el mercado constructivo. Se ha investigado, analizado y evaluado los sectores económicos sociales mediante un análisis de mercado donde se optó por los sectores A - AB, hemos elaborado proyectos sustentados con análisis económicos independientes, basados en la recopilación de los análisis de mercado, investigaciones y estudios realizados por empresas de alta confiabilidad, publicaciones por autores reconocidos y de experiencia en el área. Esto nos permitió dar inicio a la etapa investigativa el cual tiene un enfoque cuantitativo en donde se determinan los procesos para elaborar un plan de negocio sustentado, confiable y sobre todo actualizado. Los resultados obtenidos en el análisis financiero nos han demostrado altas probabilidades de obtener rentabilidades atractivas y con expectativas de crecimiento a futuro, se ha obtenido una tasa interna de retorno de 38.9% para un escenario base conservador. The real estate sector development has made great evolutionary changes where we have seen many companies grow and fall. It has allowed us to know the importance of developing a business plan that will allow us planning through a logical sequence the profitability and sustainability of a strong and competent real estate in the construction market. The social economic sectors have been researched, analyzed and evaluated through a market analysis where it was chosen to sectors A & AB, we have developed projects supported with independent economic analysis, based on the collection of market analysis, researches and studies by businesses highly reliable, publications by recognized authors whom have experience in the area. This allowed us beginning the investigative stage which has a quantitative approach where processes are determined to develop a supported, reliable and above all updated business plan. The results obtained of the financial analysis have shown high probability of obtaining attractive profitabilities and future growth expectations, it has obtained an internal rate of return of 38.9% for a conservative baseline scenario.

Submitted in fulfilment of the requirements of the Degree of Master of Technology: Marketing, Durban University of Technology, 2017. / Social networking is the use of dedicated websites and applications to interact with other users sharing interests, activities, backgrounds or real life events. The use of social media has been predominantly reported among young adults, accounting for about 93% of all users. Social networking websites such as Facebook, Twitter and Skype are member based Internet communities that permit users to share views, perceptions and ideologies. Social media influences youth development, most especially among the millennials who invest approximately seven hours per day with media. More so, the social media shapes the millennials perception, ideology and principles. Bearing this in mind, this tool can serve as an effective tool for bringing both social awareness among youths and the society at large. Therefore, this study sought to determine how Facebook can be used as an effective social awareness tool among millennials. The current study focused on Facebook as it has the highest number of subscribers globally, and also due to its wide acceptance among South African Millennials in tertiary intuitions. Questionnaires were distributed to a total of 400 undergraduate students. These included 150 students from the Durban University of Technology, 125 from the Mangosuthu University of Technology; and 125 from the University of KwaZulu-Natal. The study revealed that millennials are digital natives and their lives are basically lived through the internet and technology. Based on the findings the majority of millennials spend between at least two to well over six hours every day on social media. This proves that Facebook as a social network can be used to reach out and provide much needed information to millennials. / M

The thesis comprises of three principal parts. The first part summarizes theoretical backround in the field of international markets expansion. It describes strategic management process as well as individual forms of international martets entry. The second part analyzes ČEZ Group strategy. The individual chapters assess recent activities of the company in domestic and international markets. The third part is dedicated to the analysis of a concrete business case, i.e. Turkey.

B. Tech. (Department of Tourism Management, Faculty of Human Sciences) Vaal University of Technology. / Tourism is considered one of the most important industries in the global economy and is still growing, especially in South Africa. Effective marketing is only possible if knowledge is available on tourists’ decisions, wants, needs and so forth. This will allow for effective market segmentation and improve the understanding of the market and what the market requires. This will also lead to more effective marketing campaigns, marketing spend and use of scarce resources. This can be achieved by studying the unique characteristics of the various markets in South Africa. Market segmentation refers to a technique used by tourism organisations to divide a market into smaller, more clearly defined, groups that share similar needs, wants and characteristics. This will allow for tailor-made products and services. Although the tourism industry in South Africa is well developed for the Caucasian market it is not as familiar with the black market and its needs. Therefore products cannot be developed according to the life styles of black South Africans. This requires more research to be conducted. The main purpose of the study was thus to segment the black market visiting Abrahamsrust Resort in the Vaal Region. This has enabled the researcher to identify important factors with regard to market segmentation to be implemented for black tourists in the Vaal Region and enable marketers to target the selected market segments in the region. A total number of 400 questionnaires were distributed among visitors of which 319 were completed and used. All questionnaires were distributed at Abrahamsrust Resort. Data were used and captured in the form of graphs and tables so as to design the profile. The main variables of this study were gender, occupation, language, province of origin, number of visits, number of children, number of days spent as well as average spend. The results found can contribute in the sense of helping marketers to target the selected target market. Suggestions from attendees were that management should improve facilities and services at the events. In order to cluster the segments, hierarchical clustering was done which revealed three significant clusters based on travel motivations, namely Social Relaxers, Quality Seekers and Loyal Relaxers. Cluster one is motivated by social and relaxing needs, cluster two focuses on quality and value for money aspects and cluster three seems to be the loyal visitors to the resort travelling for relaxation purposes. In terms of describing the three clusters it was found that the demographic segmentation variables did not differ significantly between the clusters, with only a small difference in terms of gender. In terms of describing the behavioural segmentation variables it was also found that the clusters did not differ significantly but differences were found on number of days at the resort and recreation activities preferred for the children. Besides the differences in travel motivations it was thus found that the current market is very much homogenous. This holds certain implications for the marketing strategy of the resort.

The current health trend in Sweden has created a gym industry where the competition hardens for each day. Dominant actors fight for customers and the customers are many. The basic need of being psychically active is with each individual and therefore everyone, in theory becomes potential customers for the gyms. The gyms targets the widest of target groups and invite with slogans like workout for everyone. However, there are problem with maintaining customers who refrain from training or completely leaving the membership. The purpose of this study is to investigate how gyms present segmentation strategy creates disloyal customers who abandon the gym despite their individual needs and how gym can through segmentation measures create more profitable relationships with more loyal customers.The method used for this was based on interviews with two groups, the non-loyal customers and the gyms as well as an content analysis of the gyms own communication. The result from the study shows a number of gaps when it comes to the communicated target groups versus which resources are put on the operational work from gym. The study's conclusion is that the current segmentation strategy does not justify the stated target group, but instead shows obvious deficiencies which lead to non loyal customers to an excessive extent. Instead a number of measures with a focus on inclusion and focus are presented