Asian financial storm in 1997 seriously impacted the banks of Asia. Likewise, the banking industry of Taiwan was by no means staying away from the disturbances. In consequences, bad debts increased enormously. Hence, the government announced related measures to rescue the financial industry continuously. After the storm, the banks reverted with a new operation model¡Xwinning major profits from risk-free transaction charge, instead of gaining spreads from loan businesses. In another word, ¡§Wealth Management¡¨ means ¡§Money Management¡¨. According to the report under the title of ¡¨The consumption financial market in Asia, the future change of the decade¡¨ published by SSB in 2003, the potential of wealth management market in Taiwan is astonishing. In Year 2000, the number of families holding property available for investment over NT¢C3,300,000 was 400,000 in total. Hopefully, the number could exceed 1,010,000 with a 9.8% growth rate per year. Comparing with European countries and USA, Taiwan can be regarded as a virgin soil to rival. Therefore, all the banks set foot in this market one after another. This research has been composed based on case study. It adopts marketing 4Ps (Product, Price, Place & Promotion) as the principle approach and the method of ¡§interview¡¨ to probe into the marketing policy of the ¡§selected bank¡¨, by presenting the current condition and problem the bank faces in developing wealth management business, and thus bring up opinions of the writer.

<p>Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market.</p><p>The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were important in the efforts of building a strong brand. Classical marketing mix theories have been augmented with theories on brand-building as well as international marketing to give further depth to the theory section.</p><p>Interviews were conducted with key people in each company, who we believed would have good insight into the strategies that these had pursued. After analyzing our empirical data, we drew the conclusion that the companies had many similar traits when it came to their brand-building efforts. The foundation for rapid brand building was laid by having an innovative product. A standardized promotion strategy was used by both companies in all target markets. The ability to disregard lucrative short-term gains in order to secure long-term benefits for the brands was also a common trait in the building of their brands.</p><p>Keywords: Brand-building, Branding Strategies, Born Globals, 4Ps</p>

Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market. The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were important in the efforts of building a strong brand. Classical marketing mix theories have been augmented with theories on brand-building as well as international marketing to give further depth to the theory section. Interviews were conducted with key people in each company, who we believed would have good insight into the strategies that these had pursued. After analyzing our empirical data, we drew the conclusion that the companies had many similar traits when it came to their brand-building efforts. The foundation for rapid brand building was laid by having an innovative product. A standardized promotion strategy was used by both companies in all target markets. The ability to disregard lucrative short-term gains in order to secure long-term benefits for the brands was also a common trait in the building of their brands. Keywords: Brand-building, Branding Strategies, Born Globals, 4Ps

Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society.   Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.

I detta arbete undersöktes vilka de främsta framgångsfaktorerna var med avseende på biointäkter för en amerikansk film i produktions- och distributionsfasen. Analysen av produktionsfasen baserades på filmer mellan åren 2010-2014 och bestod dels av en övergripande regressionsanalys över alla filmer och dels en genrespecifik regressionsanalys. Undersökningen av distributionsfasen grundade sig i 4p modellen för att visa på filmbolagens strategiska möjligheter. Resultaten visade att det fanns signifikanta faktorer som påverkar biointäkterna både positivt och negativt. Däribland var uppföljare och budget de två faktorerna som hade störst positiv påverkan på biointäkterna för majoriteten av regressionsmodellerna. Den genrespecifka analysen visade även på skillnader för vilka faktorer som bidrar till att öka biointäkterna för de olika genrerna. / This work examined the main drivers behind box office success for American movies in the production- and distribution phase. The data sample consisted of movies released between 2010 and 2014. An overall regression analysis of all movies as well as a genre specific regression analysis were made. The 4ps model of marketing was used to investigate a film studio’s strategic possibilities during the distribution of a film. The results showed that it was possible to determine significant drivers behind a movie’s revenue. Budget and sequel were the two factors that had the largest positive˛ effect on revenue for the majority of the regression models. The genre specific analysis showed that the impact of each factor varied between genres.

我國失業率從1996年突破2%以來，一路攀升至2002年5.17%的高峰。政府未償債務餘額佔GDP的比率從1980年代平均8.8%，到2005年為31.9%，時至今日仍在不斷增加中。相較於此，軍公教人員18%優惠存款利率之正當性與妥適性，遂引起社會各界的懷疑與關注。 2005年10月間，前總統陳水扁公開宣示要對軍公教18%優惠存款制度進行改革，主管機關銓敘部與教育部、國防部及行政院人事行政局等相關主管機關組成專案小組，在一次退休金及優惠存款利率18%不作變動之前提下，擬具「公務人員退休所得合理化改革方案」，並訂於2006年2月16日軍公教三類人員同步實施，一時間各大電視節目及平面媒體對此議題廣泛討論，社會大眾正反雙方意見衝突瞬間爆發。本研究透過政策行銷策略4Ps之架構，探討改革方案在一片撻伐聲浪中，如何透過政策行銷來爭取社會大眾以及標的團體的認同。 改革方案從2006年2月16日實施3年以來，社會各界仍有不同意見。考試院於2008年9月4日第11屆考試委員第1次會議作成決議，要求銓敘部檢討。銓敘部在邀集相關主管機關會商後，於2008年10月23日提出處理方案與相關配套措施函送考試院審議；考試院經過3次全院審查會，於2009年4月2日考試院第11屆第29次會議審議通過，新的修正方案將俟公務人員退休法完成修法程序，再據以訂定實施日期，向後生效。筆者依據研究結果，提出本文之研究發現與研究建議，提供主管機關日後從事修正方案之政策行銷參考。同時也企盼政策行銷在承繼企業行銷之概念之餘，能以公共政策之｢公共性｣為出發點，並透過學術與實務的相互呼應與驗證，建立出健全完善且運作良好的政策行銷理論。