Med en allt mer konkurrensutsatt marknad är det svårt för företagen att nå ut med sina budskap till konsumenterna. Reklam är inget som lockar längre och möjligheterna  att  slippa  dem  blir  bara  fler  och  fler. Ett  relativt  nytt  sätt  att ändå få ut sitt budskap är att förpacka det i redaktionellt material och göra ett TV-  program  av  det  hela,  programming,  det  vill  säga  helt  eller  delvis förfinansierade program. / Due to more and more competition on the market companies find it harder to get  their  message  through  to  the  customers.  Nowadays,  popularity  for commercials is decreasing and the possibilities to skip commercials increases everyday. A relatively new form to reach out to the customers is to wrap up the advertising  in editorial material and make an ordinary TV-program,  i.e. pay for part- or the whole production.

Den traditionella marknadsföringen med sin marknadsmix har länge varit den dominerande marknadsstrategin där fokus har vilat på att placera produkten på bästa plats och till ett så förmånligt pris som möjligt. När det rör sig om tjänster finns inte samma möjligheter; företagen måste ta till sig nya markandföringsmetoder för att på bästa sätt marknadsföra sina tjänster. Är tjänsterna dessutom ”osynliga”, måste konsulten skapa ett löfte och kunden måste känna förtroende. Ömsesidiga relationer blir då av högsta vikt, och fokus läggs istället på kundens behov snarare än på företagets egenintressen. Syftet med denna uppsats var att undersöka hur managementkonsulter effektivast marknadsför och säljer sina tjänster. Vidare var syftet att se hur stora konsultbolag skiljer sig mot små. Teorier inom traditionell- respektive relationsmarknadsföring användes för att få en djupare inblick kring ämnet. Inledningsvis intervjuades 4 konsulter för att kunna konstruera en enkät som senare skickades ut till 25 olika konsultbolag. Resultaten analyserades sedan för att få fram vilka marknadsföringsmetoder som var de mest frekvent använda och vilka faktorer som påverkade valet av metod. Likaså studerades och analyserades likheter och skillnader mellan stora och små företag. Forskningsnivån inom ämnet är inte markant utbrett, och tanken var därför att testa teorierna och eventuellt bekräfta eller opponera dem. Resultaten från studien visade sig stämma hyfsat bra med teorierna. Slutsatserna är att ju mindre produktifierade tjänsterna är desto mer relationsbaserad marknadsföring bör tillämpas. De företag som endast arbetade med lösningsbaserade konsulttjänster tenderade att lägga mycket tid på att involvera kunden i processen. Dessa konsultbolag ansåg att rekommendationer och referenser var det mest effektiva sätten att nå nya kunder samt fortsätta med nuvarande. Traditionella marknadsföringsaktiviteter användes till en mycket mindre grad, och ansågs vara tidskrävande och ineffektivt. Skillnaderna mellan stora och små konsultbolag var färre än likheterna. Ett svar på detta kan vara att konsultbolag konkurrerar på ett annorlunda men mer jämlikt sätt än företag som säljer produkter. Det är inte det största, och det mesta kända konsultbolaget som blir starkaste konkurrenten, utan det är de som skapar bäst förtroende hos kunden. På så sätt spelar företagets storlek mindre roll, och valet av marknadsstrategi påverkas ej. / The traditional marketing with its marketing mix have for long been the dominating marketing strategy, where focus have been on placing the product at the best place with the best possible price. When it comes to services, the possibilities are not the same; the firms must adapt new marketing methods in order to sell and market their services effectively. If the services are “invisible” as well, the consultant must create a promise and the client must feel secure. Mutual relations then become important, and focus is instead put on the client’s needs rather than the firm’s own interests. The purpose of this thesis was to examine how management consultants most effectively sell and market their services. Further the purpose was to discover how big consultancy firms differ from small. Theories within the traditional - respectively relationship-based marketing were used in order to get a deeper insight in the subject. By way of introduction four consultants were interviewed to facilitate the construct of a questionnaire, which was later sent out to 25 different consultancy firms. The results were analyzed with the objectives of finding out which marketing methods that were most often used and which factors affected the choice of method. In addition, similarities and dissimilarities between big and small firms were studied. The state of the art within this subject is not very broad, and the thought was therefore to test the emerging theories and thereby support or oppose them. The results from the study showed to support the theories to a high extent. The conclusions are that the less productified the services are, the bigger effort is needed on relationship-based marketing. Those firms who only sell solution-based consulting tend to put much time on involving the client in the project process. These firms considered recommendations and references to be the most effective ways of reaching new clients and continue with existing ones. Traditional marketing activities were used to a much smaller extent, and were considered to be time-demanding and ineffective. The differences between big and small firms were less than the similarities. An answer to this might be that within the consultancy business the effectiveness is not made through the market share or the numbers of clients, i.e. how big the firm is; instead it is the special expertise and unique knowledge that every consultant keeps that makes them compete equally on the market no matter the firm size.

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.

Social media is a very important marketing channel for marketers. Marketing through social media can easily enhance the effects of viral marketing or accelerate the word-of-mouth effect. How small e-stores and startups that lack marketing resources conduct their online marketing strategies and overcome their marketing weaknesses are the points of interest in this research. This research examines how new online shops implement marketing strategies using social media. Our samples come from the E-commerce Idea Competition of 2009 and 2010. The students who participate in this competition only have two months to operate their online stores so that they can be taken as typical samples of new online shops. We encode 141 online shops¡¦ contents, including their final reports and website contents of blogs, Facebook, micro-blogs and YouTube. We use the content analysis method to analyze the dimensions of product information, trust messages, promotions, interactivities, multimedia contents and brand stories. This research is to answer two research questions. The first research question asked is how small e-stores implement their marketing strategies using social media. The findings show that information is exposed more completely in blogs because of the students¡¦ familiarity with blog platforms and the variety of information that it can handle. Promotions information such as special offers is the most commonly used information pattern on social media. The second research question is how the e-stores enhance and overcome marketing weaknesses in using social media. We found out that trust messages are seldom used in social media and only a few promotions skills were used. These are caused by the time constraints and the unfamiliarity with social media. From the results, it was shown that these students used very limited resources in implementing their marketing strategies. Analyzing the contents of the social media can give us a better understanding of the behavior and strategies of small e-stores and startups. To overcome these weaknesses, it is suggested that the features of the social media they want to use be studied first and to reduce the numbers of social media usage to become more familiar with the social media platform. The current study found what the operating characteristics of small e-stores and startups are and some suggestions are given to strengthen their weaknesses and establish long-term businesses. We hope that these suggestions can be applied to the e-commerce environment so that future startups can have a better working understanding of marketing using the social media.

Recently, the festival activities who hold in Taiwan not only promote the development of related industries, but also directly rise regional ecomomic productivity value. In past, the related study about the festival activities usually focused on North Taiwan. Generally speaking, the administrative and financial resource who were gotten by North Taiwan was better than South Taiwan. To understand the marketing strategies of festivals in South Taiwan, the study will focus on the festival activity in South Taiwan to Further speaking, the study will focus on the ¡§Neimen Song Jiang Battle Array in 2009¡¨. By this case study, we will discuss whether the government supports the activity by administrative recourse. On the other hand, we will explore the effect on marketing strategies whether impact on festival activity. In research method, we will take on the relative of difference population statistic variables and the scatification on customers. Second, we will take interview method to understand the practice situation by different groups. In our result, we find the marketing strategies of festivals almost lack the support of government sector and only depend on civil groups. The role of festival acaticities can satisfy the demand of consumers, and promote visitors who can experience the culture meanings and infrastructure. On the other hand, the visitors pay attention on the level of restaurant and hotel side, but unsatisfy on walking line and commodity sale side.

English Abstract The essay argues the transformation from business marketing strategies to political ones. It accumulates the empirical data interviewed from the Tai-nan city councilwomen, discusses the advantages and the disadvantages from the interviewers, and provides the modes of position marketing. The essay argues that the politicians should adopt the ¡¥material principle¡¦, ¡¥macro-behavior principle¡¦, and ¡¥productive behavior principle¡¦ as their marketing segmentation systems to get the best investment return rate. The politicians should make self- positioning after adopting the marketing segmentation principles,. The politicians should be aware of the related opponents, make sure the fatal factors of the image positioning, accumulate the images of the politicians from the representative voters according to ¡¥decisive factor¡¦ from the marketing, and analyze the positions of the politicians in the voters. The candidates should thereby discuss the best compositions of the voters¡¦ decisive factors with their staffs and examine the correspondence between the market segmentation and the competitive position of the politicians to accomplish the market positioning.

The purposes of this study, taking National Sun Yat-Sen University¡]NSYSU¡^as an example, are to understand the current status of external marketing, internal marketing and interactive marketing endeavors and also to analyze the perceptive difference in different backgrounds of undergraduates of NSYSU. Based on the results of investigation, conclusions and recommendations has been generated, providing analytical design for higher education institutions and also act as a reference for future research. This study is taking place by the method of interviewing and questionnaire survey. In the section of interviews, a generalized interview summary has been written in the accordance of the documentary analysis. One representative person is selected from among the groups of marketing affairs in National Sun Yat-Sen University, five persons in total and a semi-structured interview method has been adopted. As for the questionnaire survey, based upon the paradigm questionnaires by Wang I-Ting, Lee Chun-Ling, Cheng Jane-Pei et al., a questionnaire was revised from several paradigms by the researcher and named ¡§Questionnaire of National Sun Yat-Sen University Marketing Strategies¡¨, and were delivered to 600 undergraduates of NSYSU with 497 copies returned valid. The results and information collected from the questionnaire were analyzed and compared by statistical methods of item analysis, factor analysis, reliability analysis, mean, standard deviation, t test, one-way ANOVA. After integrating the results both from interviews and questionnaire survey, some conclusions have been reach and several recommendations were raised by the researcher. The conclusions of this research are as follows¡G 1. The current external marketing level of¡@NSYSU is right in the middle level, with perception of ¡§place strategy¡¨ being the highest among students, but the perception experience with ¡§all marketing strategy¡¨ is lowest. 2. The current internal marketing strategy of NSYSU are ¡§refresher course training ¡¨, ¡§participation and authorization¡¨, ¡§positive encourage¡¨, ¡§high-grade environment¡¨ and ¡§congregate the communication¡¨. 3. The current interview marketing level of¡@NSYSU is slightly low, with perception of ¡§service capacity strategy¡¨ being the highest among students, but the perception experience with ¡§service enthusiasm strategy¡¨ is lowest. 4. The senior students have better awareness of school external marketing strategies. 5. The senior students and girl students have better awareness of school interviewing marketing strategies . According the results as stated above, the researcher advances the suggestions for ¡§National Sun Yat-Sen University¡¨, and ¡§Related Research in the Future¡¨, hoping that they can be of referential value as far as related research and practice are concerned.

<p>Den traditionella marknadsföringen med sin marknadsmix har länge varit den dominerande marknadsstrategin där fokus har vilat på att placera produkten på bästa plats och till ett så förmånligt pris som möjligt. När det rör sig om tjänster finns inte samma möjligheter; företagen måste ta till sig nya markandföringsmetoder för att på bästa sätt marknadsföra sina tjänster. Är tjänsterna dessutom ”osynliga”, måste konsulten skapa ett löfte och kunden måste känna förtroende. Ömsesidiga relationer blir då av högsta vikt, och fokus läggs istället på kundens behov snarare än på företagets egenintressen.</p><p>Syftet med denna uppsats var att undersöka hur managementkonsulter effektivast marknadsför och säljer sina tjänster. Vidare var syftet att se hur stora konsultbolag skiljer sig mot små. Teorier inom traditionell- respektive relationsmarknadsföring användes för att få en djupare inblick kring ämnet. Inledningsvis intervjuades 4 konsulter för att kunna konstruera en enkät som senare skickades ut till 25 olika konsultbolag. Resultaten analyserades sedan för att få fram vilka marknadsföringsmetoder som var de mest frekvent använda och vilka faktorer som påverkade valet av metod. Likaså studerades och analyserades likheter och skillnader mellan stora och små företag.</p><p>Forskningsnivån inom ämnet är inte markant utbrett, och tanken var därför att testa teorierna och eventuellt bekräfta eller opponera dem. Resultaten från studien visade sig stämma hyfsat bra med teorierna. Slutsatserna är att ju mindre produktifierade tjänsterna är desto mer relationsbaserad marknadsföring bör tillämpas. De företag som endast arbetade med lösningsbaserade konsulttjänster tenderade att lägga mycket tid på att involvera kunden i processen. Dessa konsultbolag ansåg att rekommendationer och referenser var det mest effektiva sätten att nå nya kunder samt fortsätta med nuvarande. Traditionella marknadsföringsaktiviteter användes till en mycket mindre grad, och ansågs vara tidskrävande och ineffektivt. Skillnaderna mellan stora och små konsultbolag var färre än likheterna. Ett svar på detta kan vara att konsultbolag konkurrerar på ett annorlunda men mer jämlikt sätt än företag som säljer produkter. Det är inte det största, och det mesta kända konsultbolaget som blir starkaste konkurrenten, utan det är de som skapar bäst förtroende hos kunden. På så sätt spelar företagets storlek mindre roll, och valet av marknadsstrategi påverkas ej.</p> / <p>The traditional marketing with its marketing mix have for long been the dominating marketing strategy, where focus have been on placing the product at the best place with the best possible price. When it comes to services, the possibilities are not the same; the firms must adapt new marketing methods in order to sell and market their services effectively. If the services are “invisible” as well, the consultant must create a promise and the client must feel secure. Mutual relations then become important, and focus is instead put on the client’s needs rather than the firm’s own interests.</p><p>The purpose of this thesis was to examine how management consultants most effectively sell and market their services. Further the purpose was to discover how big consultancy firms differ from small. Theories within the traditional - respectively relationship-based marketing were used in order to get a deeper insight in the subject. By way of introduction four consultants were interviewed to facilitate the construct of a questionnaire, which was later sent out to 25 different consultancy firms. The results were analyzed with the objectives of finding out which marketing methods that were most often used and which factors affected the choice of method. In addition, similarities and dissimilarities between big and small firms were studied.</p><p>The state of the art within this subject is not very broad, and the thought was therefore to test the emerging theories and thereby support or oppose them. The results from the study showed to support the theories to a high extent. The conclusions are that the less productified the services are, the bigger effort is needed on relationship-based marketing. Those firms who only sell solution-based consulting tend to put much time on involving the client in the project process. These firms considered recommendations and references to be the most effective ways of reaching new clients and continue with existing ones. Traditional marketing activities were used to a much smaller extent, and were considered to be time-demanding and ineffective. The differences between big and small firms were less than the similarities. An answer to this might be that within the consultancy business the effectiveness is not made through the market share or the numbers of clients, i.e. how big the firm is; instead it is the special expertise and unique knowledge that every consultant keeps that makes them compete equally on the market no matter the firm size.</p>

Syfte: Studien syftar till att undersöka förhållandet mellan standardisering och anpassning. Detta genom att undersöka prestationen för olika marknadsstrategier beroende på anpassningsgrad samt omvärldsfaktorer. Problemformulering: Hur korrelerar anpassningsgraden för marknadsstrategier till prestation? Metod: Kvantitativ och kvalitativ metod har används i första hand för att angripa vår problemformulering. Valet av ansats är viktigt för att kunna avgöra lämplig analysmetod. Det finns sedan två sätt att mäta hur verkligheten ser ut och det är genom induktion och deduktion. För att få en bra överskådlig bild har fallstudie varit en utmärkt val. Flerfallstudier består av flera fall och avsikten med en sådan studie är att få fram det säregna med huvudfallet genom att jämföra med andra fall. Dessa utgör vår population och därmed måste ett urval göras för att det inte skall bli för stort och det måste rymma inom vår tidsram. Totalt har 1102 produkter undersökt för sju olika varumärkena i tio länderna. Teorier: Lönsamhet och prestation är av stor vikt i uppsatsen eftersom beslutet för om en marknadsföringsstrategi ska standardiseras eller anpassas kommer i slutändan ned till den ekonomiska vinsten för företaget. Det finns tre övergripande synsätt, total standardisering, total anpassning eller att använda en mix av dessa. Vi har använt oss av AdaptStand process modellen, och det beror på att modellen visar hur företag bör gå till väga vid utformning av marknadsstrategier. Modellen är en kombination av standardisering och anpassning och utgör ett hjälpmedel för att finna vilken grad en strategi ska anpassas/standardiseras. Marknadsmixen, de fyra P:na, har haft en ledande roll i uppsatsen. Dock föll ett av P:na bort och det var plats. Anledningen till detta var på grund av att det var svårt att få tag på informationen som behövdes för att det skulle vara relevant för att besvara problemformuleringen. Slutsatser: För att man ska vara lönsam måste man finna en balans som är tillåten mellan marknaden man vill etablera sig i samt företagets kärna. man kan inte tillämpa en marknadsstrategi fullt ut, dvs. med en total anpassning eller total standardisering. Man måste visa för den nya marknaden att man tar hänsyn till deras behov och omständigheter samtidigt ska man inte ge för mycket av vad som kärnan i ens eget företag. Kärnan kan vara namnet, logo, produkterna, förpackningarna osv. Man måste hitta en balans som fungerar för båda parter om man vill vara långvarig och lönsam på den nya marknaden och slå igenom som en världsprodukt. / Objective: This study aims to examine the relationship between standardization and adaptation. This by examining the performance of different marketing strategies depending on the degree of adaptation and environmental factors Problem formulation: How to correlate the degree of adaptation marketing strategies to performance? Methodology: Quantitative and qualitative methods have been used primarily to attack our problem. The choice of approach is important to determine the appropriate method of analysis. There are then two ways to measure the reality and it is through induction and deduction. To get a good overall picture this methodology an excellent choise for our case. More Case Studies consists of a number of cases and the purpose of this study is to seek out the peculiarity of the main case by comparing with other cases. These are our population and therefore a choice hade to be made and that was to make sure that the population become too large and it must fit within our time frame. A total of 1102 products were investigated for seven different brands in ten countries. Theories: Productivity and performance are of great importance in the essay because the decision of whether a marketing strategy to standardize or adapt will ultimately down to the economic benefit for the company. There are three general approaches, total standardization, overall adjustment, or to use a mix of these. We have used the AdaptStand process model, and it is because the model shows how companies should design there marketing strategies. The model is a combination of standardization and adaptation, and as a tool for finding the degree to which a strategy will be adapted / standardized. Marketing mix of the four P's hade a leading role in the essey. However, one of the P´s fell away and there was place. The reason for this was because it was difficult to obtain information needed for it to be relevant to answer the problem formulation. Conclusions: In order to be profitable you have to find a balance that is allowed between the market they want to establish themselves in and the company's identity. You can not use a marketing strategies in full use which a total adaptation or total standardization. You have to show for the new market that the company takes their needs and circumstances in to consideration at the same time the companies should not give too much of what is their identity. The identity may be such as the name, logo, products, packaging and so on. One must find a balance that works for both parties if you want to be a lasting and profitable company in the new market and to make it as a world product.

Välgörenhet är något som har ökat de senaste 30 åren och 2008 slogs det ett världs rekord i insamling till välgörenhetsändamål. Med flera organisationer som ägnar sig åt välgörenhet kan det bidra till att konkurrensen hårdnar i mellan dem. Med ökad konkurrens i en marknad växer behovet av att ha en strategisk marknadsföringsplan som bidrar till konkurrenskraft. I denna uppsats undersöks hur välgörenhetsorganisationer kan stärka sitt varumärke och utveckla förtroendet hos sina bidragsgivare via sociala medier. Varumärke är något som är under ständig påbyggnad. Det går att jämföra med ett pussel, där alla bitar skall tillsammans bilda en helhet. För att en organisation ska kunna skapa ett starkt varumärke är de i behov av att få en enhetlig kommunikation som sprider sig utöver hela organisationen. Förtroende skapas då en bidragsgivare har möjligheten att lära känna en organisation, via upplevelser, aktiviteter och engagemang skapas en relation som i sin tur gynnar både organisationen och bidragsgivaren. De teoretiska utgångspunkterna i uppsatsen behandlar hur konkurrenskraftiga strategier skapar fördelar för organisationer på marknaden. Därefter framförs hur marknadsföring i sociala medier kan se ut och vilka effekter det kan bidra till. Varumärke, förtroende och dialoger tas även upp för att få en förståelse för hur de hänger ihop. Uppsatsens tillvägagångssätt består av observationer och intervjuer med tre organisationer som är aktiva inom välgörenhet. De organisationer som berörts är Rädda barnen, Hjärt- och lungfonden samt Barncancerfonden. Observationer och intervjuer som genomförts har därefter ställts mot den analysmodell som togs fram utifrån de teoretiska utgångspunkterna. De slutsatser som uppsatsen kommer fram till är att välgörenhetsorganisationer idag använder sig av strategiska marknadsföringsplaner för att stärka sitt varumärke. De ser på sociala medier som en kommunikationskanal som bidrar till att skapa förtroende för befintliga och potentiella bidragsgivare. Genom att skapa aktiviteter och dialoger via sociala medier medför det att bidragsgivare kan skapa en relation till välgörenhetsorganisationen. En relation som skapar förtroende och en starkare tillit till organisationen och varumärket. / Charity has grown tremendously the last 30 years. In 2008 there was a new world record revolving the most donated amount combine towards charitable causes. With an increasing of charity organizations around the world, the competition around these organizations has also increased. And with the increased competition between the charity organizations, the need for competitive strategies has become more important.  This thesis examines how charity organizations use social media to strengthen their brand and create trust towards donors. Through a study involving observations and interviews of three chosen charity organizations, a conclusion has been determined. The chosen organisations in this thesis are: Rädda barnen, Hjärt- och lungfonden and Barncancerfonden. A brand is something that is under constant development, it is almost refered to as a puzzle. All the bits and pieces have to be there to see the big picture. The same thing applies to the brand. A brand that is transparent and can be seen throughout the whole organization can result in a stronger brand. The conclusion of this thesis is that trust can be achieved by creating and maintaining activities and participation that involves donors. By making the donors feel more connected to the organization and by encourage dialogues, a relationship is created. The relationship can lead to a long commitment from the donor that will benefit both parties. It can also lead to a word of mouth-effect, also known as buzz-marketing. The WOM-effect involves the donor and his or hers ability to spread the organizations brand and knowledge to other donors, thus increasing trust for the organizations cause and brand.