Apesar de todo o crescimento apresentado, o comércio eletrônico está apenas iniciando. As diferenças entre as lojas virtuais e as lojas físicas além das estratégias inovadoras de marketing neste novo ambiente devem estar mudando hábitos e estilos de compra. Não obstante às novas opções e formas para comprar que o consumidor passou a ter, muito pouco se sabe sobre as mudanças em relação às suas atitudes, percepções, adoção ou não da compra virtual. Este foi o elemento direcionador deste trabalho que procura analisar as inter-relações entre a inovatividade e o envolvimento, fatores que se apresentaram como preditores da adoção da internet em estudos anteriores, a atitude dentro do modelo TPB (Theory of Planned Behavior) decomposto desenvolvido, na Psicologia Social com o processo de adoção da compra pela internet. Considera-se a Cultura como fator moderador, comparando-se os resultados com países de culturas diferentes a partir das dimensões de Hofstede. Com este propósito foi elaborado um modelo integrativo considerando os estudos desenvolvidos sobre os fatores apontados e que possibilitasse explicar a relação entre estes fatores e a compra pela internet dentro de um contexto de diferenciação cultural de consumidores de diferentes países. O trabalho envolveu uma pesquisa de campo considerando uma amostra não probabilística internacional de estudantes de grupos de países com grandes diferenças nas dimensões culturais, possibilitando assim, destacar a influência da cultura na relação entre inovatividade, envolvimento, atitude e experiência com a internet e a adoção da compra pela internet. O procedimento de coleta envolveu o desenvolvimento de um site contendo um questionário com auto preenchimento pela internet. Para poder ser entendido pelos respondentes, o questionário é apresentado nos idiomas: português, inglês, francês, espanhol e alemão. Para a análise dos resultados foi utilizado o método multivariado de modelagem de equações estruturais, aplicado por meio da técnica PLS (Partial Least Squares) para a verificação, explicação e comparação das relações entre os construtos. Os resultados mostram que a intenção da compra pela internet é diretamente influenciada pela atitude como fator interno e pela pressão social como fator externo. Apresenta também a influência indireta do envolvimento. A relação entre os fatores intenção e compra, assim como, envolvimento e atitude é mais forte nos países com mais igualdade entre seus membros e mais individualistas, enquanto a influência dos fatores inovatividade e condições facilitadoras se apresentou mais forte nas sociedades mais coletivistas que nas mais individualistas. As sociedades mais voltadas para a realização e a aquisição de dinheiro e posses materiais apresentaram maior influência de fatores sociais na intenção de adotar a compra pela internet que as culturas com maior preocupação com com a qualidade de vida e com o meio ambiente. As culturas com menor aversão ao risco mostraram uma relação mais forte entre o envolvimento e a atitude que as mais aversas ao risco enquanto para estas últimas a influência social é mais forte na adoção da compra pela internet. Estes resultados podem ajudar no desenvolvimento de estratégias de marketing num ambiente em que as barreiras internacionais parecem estar estão diminuindo e as empresas buscam estar presentes em diferentes países por meio do marketing global. / Although all the presented growth, the electronic commerce is only initiating. The differences between the virtual store and the physical store beyond the innovative strategies of marketing in this new environment must be changing habits and styles of purchase. Not obstante the new options and forms to buy that the consumer started to have, much little is known on the changes in relation to its attitudes, perceptions, adoption or not of the virtual purchase. This was the driving element of this work that it looks to analyze the relations between the innovativity and the involvement, factors that if had presented as predictors of the adoption of the Internet in previous studies, the attitude inside of model TPB (Theory of Planned Behavior) decomposed developed in Social Psychology, with the process of adoption of the purchase by the Internet. The Culture is considered as factor moderator, comparing the results between countries of different cultures from the dimensions of Hofstede. With this intention an integrated model was elaborated considering the studies developed on the pointed factors and that it made possible to explain the relation between these factors and the purchase on line. The work involved a field research considering an international not probabilistic sample composed by students from groups of countries with great differences in the cultural dimensions, thus making possible, to detach the influence of the culture in the relation between innovativity, involvement, attitude and experience with the internet and the adoption of the purchase on line. The data collected procedure involved the development of a site contends a questionnaire with auto fulfilling by internet. To be able to be understood by the respondents, the questionnaire is presented in the languages: Portuguese, English, French, Spanish and German. For the analysis of the results the technique used was multivaried statistics of structural equations modeling applied by means of the program PLS (Partial Least Squares) for the verification, explanation and comparison of the relations between the constructs. The results show that the intention of the purchase on line is diectly influenced by the attitude as internal factor and the social pressure as external factor. It also presents the indirect influence of the involvement. The relation between the factors intention and involvement, as well as, involvement and purchase on line is stronger in the countries with more equality between its members and more individualistic. Societies that have tendency to the acquisition of money and goods. had presented greater influence of social factors in the adoption of the purchase by internet than the cultures with bigger concern with the quality of life and the environment. The cultures with less aversion to the risk had shown a stronger relation between the involvement and the attitude to buy on line than the societies with more aversion to the risk, while for this last the social influence is stronger in the adoption of the purchase on line. These results can help in the development of programs of marketing in an environment where the barriers are diminishing and the companies search to be gifts in different countries.

by Chan Kwok Wah Norman, Yue Man Chun. / Includes questionnaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (leaves 129-130). / ABSTRACT --- p.I / TABLE OF CONTENTS --- p.III / LIST OF ILLUSTRATIONS --- p.V / LIST OF TABLES --- p.VI / ACKNOWLEDGEMENTS --- p.VII / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- RESEARCH METHODLOGY --- p.7 / Descriptive Study ´ؤ Laying Down the Framework --- p.7 / Exploratory Research --- p.9 / Presentation of the Questionnaire --- p.9 / Sampling Method --- p.10 / Procedures of the Survey --- p.72 / Chapter III. --- BUILDING BLOCKS OF CYBER MARKETING --- p.14 / Interactivity --- p.15 / Reverse Marketing --- p.19 / Relationship Marketing --- p.22 / One-to-One Marketing --- p.28 / Market Segmentation in the Internet --- p.30 / Demographic Segmentation --- p.31 / Psycho graphics --- p.31 / Behavior Segmentation --- p.33 / Chapter IV. --- CYBER MARKETING TRANSACTION PLATFORM --- p.37 / An Overview --- p.37 / World Wide Web --- p.40 / E-mail --- p.41 / Newsgroups/Discussion lists --- p.42 / Internet Relay Chat --- p.43 / Chapter V. --- CYBER MARKETING IN ACTION --- p.46 / Cyber Marketing and conventional marketing ´ؤ a nominal difference --- p.46 / Nuts and Bolts in Establishing a Web Presence --- p.50 / Selecting a thread ´ؤ a strategic intent --- p.50 / Creating a theme --- p.57 / Web Page Authoring --- p.52 / Selecting a Domain name --- p.54 / Promoting the web presence --- p.54 / Marketing Mix in Cyber Marketing --- p.55 / Promotion --- p.56 / "Place, Price and Product" --- p.65 / Chapter VI. --- SURVEY ON CYBER MARKETING SUCCESS FACTORS --- p.68 / Questionnaire Design --- p.68 / The transaction platform --- p.68 / The transaction --- p.68 / Internet Usage Characteristics At A Glance --- p.69 / Survey results --- p.73 / General Comments --- p.73 / Demographics --- p.74 / Usage Pattern --- p.77 / Transaction Platform --- p.81 / User expectation and attitude --- p.86 / Chapter VII. --- ANALYSIS ON SURVEY DATA --- p.91 / Inferential Statistics --- p.91 / The age group above 25 --- p.92 / Chapter VIII. --- CONCLUSION --- p.99 / APPENDIX --- p.103 / Questionnaire --- p.103 / ANOVA analysis of survey data --- p.108 / REFERENCES --- p.129

Orientadora: Amélia Silveira. / Dissertação (mestrado) - Universidade Regional de Blumenau, Centro de Ciências Sociais Aplicadas, Programa de Pós-Graduação em Administração.

Este trabajo se realiza amparado en la necesidad de realizar un diagnóstico basado en estrategias de marketing en la Facultad de Ingeniería de la Universidad San Martin de Porres, la misma que está enfrentando decrecimiento en la cantidad de alumnos, debido a la gran competencia, variedad de clientes y otras necesidades; por ello se debe aplicar un plan de marketing, herramienta elemental para cualquier institución que desee mantenerse en este medio competitivo. Este trabajo de investigación “Diagnóstico del servicio educativo basado en estrategias de marketing en la Facultad de Ingeniería de la Universidad San Martin de Porres”, se señaló como problema general ¿Cómo incrementar la demanda de postulantes a la Facultad de Ingeniería de la Universidad San Martin de Porres - Lima? Se tuvo como utilizar estrategias de marketing para diagnosticar el servicio educativo dentro de la Facultad de Ingeniería en la Universidad de San Martin de Porres – Lima. El tipo de estudio es aplicada de nivel exploratorio, basado en una la muestra sea de 500 estudiantes, para el acopio de información se utilizó la técnica de encuestas, el instrumento fue el cuestionario el cual se aplicó en la muestra; donde luego del estudio se propone contar con personal capacitado en el área de marketing, procesos administrativos funcionales, esto permitirá ir generando cambios observados por el cliente, su satisfacción y atención a sus necesidades y como consecuencia una imagen institucional que demuestre cambios y generará el entorno que se requiere para generar mayor captación de alumnos.

This research focused on East Tennessee State University (ETSU) Management and Marketing Alumni who graduated between 2003 and 2008. Based on the available literature and research on this topic, there was a limited amount of specific information as to the careers these alumni seek. As a means to gather data about the careers management and marketing alumni pursue, an online survey was used, which also supported three specified objectives. In summarized form these objectives are: non-corporate career choices and certain factors that influence entrepreneurship, B.B.A. Management and Marketing Alumni careers (or employment), and small and medium-sized enterprises (SMEs) or multinational corporations (MNCs) in regards to entrepreneurship. The results of this research revealed significant conclusions for these three objectives.

The purpose of this research is to show how Performance Solutions Group, LLC can effectively use segmentation marketing both in their current market and in expansion. The goal is to find a solution and suggest changes that should be made to the marketing team at Performance Solutions Group. This research was completed by looking at how segmentation marketing is used in broad industries currently and investigating how Performance Solutions Group can use it in their company. This case study shows that segmentation marketing is an effective way for Performance Solutions Group to market its services.

abstract: Objective: It’s not well understood how youth perceive existing fruit and vegetable (FV) marketing materials available in schools. This ancillary study sought to assess the acceptability of FV marketing materials freely available to schools among adolescents in grades 6-12. Methods: Middle and high school adolescents (n=40; 50% female; 52.5% Hispanic) in the Phoenix, AZ area were asked to rank marketing materials (n=35) from favorite to least favorite in four categories: table tents, medium posters, large posters and announcements. Favorites were determined by showing participants two items at a time and having them choose which they preferred; items were displayed to each adolescent in a random order. Adolescents participated in a 20-30 minute interview on their favorite items in each category based on acceptance/attractiveness, comprehension, relevance, motivation and uniqueness of the materials. A content analysis was performed on top rated marketing materials. Top rated marketing materials were determined by the number of times the advertisement was ranked first in its category. Results: An analysis of the design features of the items indicated that most participants (84%) preferred marketing materials with more than 4 color groups. Participant preference of advertisement length and word count was varied. A total of 5 themes and 20 subthemes emerged when participants discussed their favorite FV advertisements. Themes included: likes (e.g., colors, length, FV shown), dislikes (e.g., length, FV shown), health information (e.g., vitamin shown), comprehension (e.g., doesn’t recognize FV), and social aspects (e.g., peer opinion). Peer opinion often influenced participant opinion on marketing materials. Participants often said peers wouldn’t like the advertisements shown: “…kids my age think that vegetables are not good, and they like food more than vegetables.” Fruits and vegetable pictured as well as the information in the marketing materials also influenced adolescent preference. Conclusion: Students preferred advertisements with more color and strong visual aspects. Word count had minimal influence on their opinions of the marketing materials, while information mentioned and peer opinion did have a positive effect. Further research needs to be done to determine if there is a link between adolescent preferences on FV marketing materials and FV consumption habits. / Dissertation/Thesis / Masters Thesis Nutrition 2019

The objective of this research was to examine the competitive structure of the international tourist market, to establish how and with whom destinations compete. Instead of adopting traditional perceptual methods for identifying and describing competitors, this thesis takes an empirical approach by applying the behaviourally grounded Duplication of Purchase Law. The Duplication of Purchase (DOP) Law is an empirical generalisation that illustrates the structure of competitive markets through simple patterns of repeat purchase (Goodhardt, Ehrenberg et al. 1984). It states that brands share their customers with other brands in line with penetration levels, where penetration is the proportion of people who buy an item at all in any given time period (Uncles, Ehrenberg et al. 1995; Ehrenberg, Uncles et al. 2003). This means that any brand will share customers more with other bigger brands and far less with the smaller brands. Consequently, it is a very useful tool that can help identify and predict the competitive market structure, by simply knowing each individual brand's market share. This research specifically addresses whether the DOP Law can be successfully applied to the international tourist market using destinations as brands. It analyses and predicts how brands such as 'Destination France' or Destination USA' compete on an international scale, and discusses the instances where the competition is identified as being substantially more, or less, intense. Such exceptions to the DOP Law are often referred to as 'partitions'. / thesis (MBusiness-Research)--University of South Australia, 2004.

<p>Date: May 28th, 2008</p><p>Course: Master thesis, EFO705</p><p>Authors: Prapanrat Prommeenate 830202</p><p>Ruechupan Chookruvong 811004</p><p>Tutor: Tobias Eltebrandt</p><p>Title: Political Marketing: Brand Personality for Generation Y Thai voters.</p><p>Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?</p><p>Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions.</p><p>Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand.</p><p>Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed.</p><p>Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.</p>

<p>The background to this paper is that that many new founded companies have a problem to achieve such a growth rate that they manage to stay alive their first five years. Only a few of the new started company is able to achieve a rapid growth rate in their early lives. Why is this? And can a vision be the answer? The answer to this is yes, a vision can be the answer. But how shall the vision be implemented in the organization in order to work? With this back ground a question were formulated:</p><p>“How do small, high growth companies work with their vision?”</p><p>The study is a case study of a small company in Sweden; company Alpha, who has had a growth rate of over 100 percent per year over the last six years. The company was chosen because of its size and its almost unique way of achieving a high growth rate. </p><p>From several theoretical references a model were created. This model focuses on four different dimensions that are important in order to work and use a vision within a company. These four aspects were; vision development, vision articulation, and vision communication and vision implementation. </p><p>The conclusion of the paper is that rapid growth companies work with visions as a tool to attract personal, and stakeholders. They also work with it in a way that the vision becomes a management tool, used for controlling and showing the direction to the employees, making their work, and decision-taking easier. This is a way to make the employees more secure in both their own actions and what to expect of the company. The paper also shows that companies’ works with smaller visions, department visions, in order to easier implement the vision in the day-to-day work.</p>