Every local government make all-out efforts to hold different kinds of art festivals in order to present their local cultural characteristics every year, such as Kaohsiung Zuoying Quarter Million Art Festival and Pingtung Back Tuna Art Festival. However, the impact of suspension of Yilan International Children's Folklore and Folkgame Art Festival is obvious. Based on my observation of field studies, the intense contrast between blossom of Kaohsiung Zuoying 2008 Quarter Million Art Festival and downfall of Pingtung Back Tuna Art Festival comes from whether the art festival is unique or not. Copy is the main reason for failure of art festivals. In the past, few studies focus on applying internet marketing strategy to promote every local government art festivals and studying its application and effects. That is why the purpose of this study is based on the case of Kaohsiung Dashu Township Lai Fung Art Festival in order to gather internet marketing strategy, the relative information on marketing tools and opinion of participants from in-depth interviews and analysis of documents. Therefore, after collecting results of interviews and comparing them with other relative studies and my observation, this study reveals the internet marketing strategy for Kaohsiung Dashu Township Lai Fung Art Festival. The main focuses of this studies are as follow, (a) finding the track of internet marketing strategy (b) local government marketing strategy and its relationship with internet marketing tools (c) how local government use its internet to set up effective marketing strategy (d) the impact internet marketing tools bring to Kaohsiung Dashu Township Lai Fung Art Festival (e) according to results of interviews and the needs of interviewees to set up websites, blogs shopping platforms and nature ranking of keywords search in order to assist Kaohsiung Dashu Township Lai Fung Art Festival promotion, advance development of local economy, improve the marketing channels of local agriculture products and farmers¡¦ life.

The aim of this work is to evaluate Marketing Tools in the company Medin inc., Nové Město na Moravě. Most attention is paid to a product and its price, their present state of affairs and the development to the future.

<p>The purpose is to gain an understanding of the marketing knowledge and tools single person businesses have and use within the service sector in southern Sweden.</p><p>Previous research on single person businesses in Sweden and their marketing knowledge and usage of marketing tools is very scarce. Many small firms suffer from resource poverty and this is often a reason for why they market their firms in certain ways. By asking single person business owners why, how and what they do to market their firms the authors will find a general pattern and a deeper understanding. During a pre-study conducted to capture the essence of the issue before starting the research, it was found that there existed several marketing knowledge gaps. It is therefore of interest to study the marketing knowledge among single person business owners in Sweden.</p><p>To meet the purpose a qualitative research approach was chosen. The qualitative data was collected through six in-depth interviews with single person business owners. The answers from the interviews generated a picture of the usage of marketing knowledge and tools among single person business owners in Sweden.</p><p>The result of this study showed that all of the single person business owners thought that since their firms were small businesses, well developed marketing strategies was more of a luxury than a necessity. It was clear that they instead used effectual reasoning when marketing their firms. Concerning knowledge, the results showed that a mixture of education and work experience is the optimal combination. It was also clear that service firms usually find difficulties with intangibility and all of the interviewees knew that they have to use a special approach when marketing services. Through the authors’ findings, it is hard to tell if there is an optimal marketing strategy since most of the interviewees do not perform any follow-ups and therefore do not know what works and what does not.</p>

Darbo objektas - socialinio marketingo priemonių taikymas aktyvaus laisvalaikio skatinimui. Probleminis klausimas. Kaip taikyti socialinio marketingo priemones jaunimo aktyviam laisvalaikiui skatinti? Darbo tikslas – įvertinti socialinio marketingo priemonių taikymą jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose. Darbo uždaviniai: 1. Atskleisti socialinio marketingo teorinius aspektus; 2. Įvertinti socialinio marketingo priemones, taikomas aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose; 3. Identifikuoti socialinio marketingo priemones, taikytinas jaunimo aktyvaus laisvalaikio skatinimui Jonavos ir Kėdainių miestuose. Darbo metodai:  mokslinės literatūros analizė;  anketinė apklausa;  aprašomoji statistinė duomenų analizė; Rezultatai, išvados, pasiūlymai: Socialinio marketingo paskirtis – ne įsakynėti žmonėms, ką ir kaip jiems daryti, o nukreipti juos teigiama linkme, pakeisti jų gyvenimą į gerąją pusę. Dažniausiai jis bando spręsti problemas susijusias su sveikata ar aplinkosauga. Norimi rezultatai neateina taip greitai kaip norėtūsi, tačiau dažniausiai jie būna ilgalaikiai ir teigiami. Tokia socialinio marketingo priemone, kaip reklama, galime paskatinti Jonavos ir Kėdainių jaunimą savo laisvalaikį leisti aktyviau. Išsiaiškinome, kad šių miestų jaunimas labiausiai pastebi lauko reklamą, bei reklamą spaudoje ir internete. Taigi jei reklamuojant aktyvius laisvalaikio praleidimo būdus būtų panaudoti tokie teigiami faktoriai, kaip... [toliau žr. visą tekstą] / The object - social marketing measures to promote active leisure. Issues. How to apply social marketing tools to promote youth active leisure? The aim – identify social marketing measures to promote active leisure among youth in Jonava and Kėdainiai cities. Tasks: 1. to expose the social marketing aspects of the theoretical; 2. to evaluate social marketing tools applied active leisure promotion in Jonava and Kėdainiai cities; 3. Identify the social marketing tools, which are used to promote active leisure in jonava and kėdainiai cities. Methods:  analysis of scientific literature;  questionnaire;  descriptive statistical analysis of the data; The results, conclusions, recommendations: Social marketing is trying to change not only individuals but also society well-established attitude to certain things. In most cases social marketing is trying to solve the problems related to health or the environment. The desired results do not come as quickly as we would like, but they are usually long-term and positive. This social marketing tool like advertising, we can encourage Jonava and Kėdainiai cities young people to spend their leisure time more active. We found that most of these urban youth most observes outdoor advertising and advertising in press and online advertising. If promoting active leisure activities we use such positive factors as the original presentation, unusual, information, famous people, humor and the idea, we can achieve great results.

The aim of the Master's Thesis is on the basis of the analysis used to identify the weaknesses of the Internet marketing tools of the Vichy brand with focusing on the brand Normaderm and to make recommendations in terms of future campaigns. The first part begins with general information about the brand Vichy and the brand Normaderm. The second part describes the various tools that the Vichy brand uses, followed by detailed analysis of tools utilized in two marketing campaigns for the Normaderm brand. Marketing tools are evaluated from the perspective of an ordinary user and from the perspective of marketer. In the thesis there are used data extracted from internal advertising and measuring systems of L'Oreal. The final part of the work discusses the current state of the Internet marketing of the brands Vichy and Normaderm and formulates recommendations for the future.

<p>The purpose of this dissertation is to present how online marketing tools influence customer relationship management (CRM) in a Business to Business (B to B) company. After reviewing the relevant theories, a frame of reference for client relations through the internet is selected from the research of Bauer</p><p><em>et al (2002). Six key characteristics of internet were discussed in order to reveal their impact on CRM. Meanwhile, three variables, which are commitment, satisfaction, and trust, are explored to measure the concept CRM. Both qualitative and quantitative research are used in this study, through analyzing the company’s internal documents, the authors come to a conclusion that the internet tool could improve customer satisfaction, commitment and trust, so as to improve customer relationship. <strong><p>Key words:</p><p>Internet marketing Tools, Customer Relationship Management, Commitment, Satisfaction, Trust, Webinar, Multiple method</p></strong></em></p>

The purpose of this dissertation is to present how online marketing tools influence customer relationship management (CRM) in a Business to Business (B to B) company. After reviewing the relevant theories, a frame of reference for client relations through the internet is selected from the research of Bauer et al (2002). Six key characteristics of internet were discussed in order to reveal their impact on CRM. Meanwhile, three variables, which are commitment, satisfaction, and trust, are explored to measure the concept CRM. Both qualitative and quantitative research are used in this study, through analyzing the company’s internal documents, the authors come to a conclusion that the internet tool could improve customer satisfaction, commitment and trust, so as to improve customer relationship. Key words: Internet marketing Tools, Customer Relationship Management, Commitment, Satisfaction, Trust, Webinar, Multiple method

The purpose is to gain an understanding of the marketing knowledge and tools single person businesses have and use within the service sector in southern Sweden. Previous research on single person businesses in Sweden and their marketing knowledge and usage of marketing tools is very scarce. Many small firms suffer from resource poverty and this is often a reason for why they market their firms in certain ways. By asking single person business owners why, how and what they do to market their firms the authors will find a general pattern and a deeper understanding. During a pre-study conducted to capture the essence of the issue before starting the research, it was found that there existed several marketing knowledge gaps. It is therefore of interest to study the marketing knowledge among single person business owners in Sweden. To meet the purpose a qualitative research approach was chosen. The qualitative data was collected through six in-depth interviews with single person business owners. The answers from the interviews generated a picture of the usage of marketing knowledge and tools among single person business owners in Sweden. The result of this study showed that all of the single person business owners thought that since their firms were small businesses, well developed marketing strategies was more of a luxury than a necessity. It was clear that they instead used effectual reasoning when marketing their firms. Concerning knowledge, the results showed that a mixture of education and work experience is the optimal combination. It was also clear that service firms usually find difficulties with intangibility and all of the interviewees knew that they have to use a special approach when marketing services. Through the authors’ findings, it is hard to tell if there is an optimal marketing strategy since most of the interviewees do not perform any follow-ups and therefore do not know what works and what does not.

Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market? Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness. Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets. Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.

Guided by integrated marketing theory, the foundation of integrated marketing is the understanding of market and customers. The first step is the utilization of marketing tools. This study analyzed the sales data from 2009 to 2011 and focused on the salience of four main marketing tools used by Heinz. Primary information and data come from inside of the company. Our analysis has shown Heinz’s profit structure, regional characteristics of the Chinese market, and the effectiveness of promotional activities. The main finding of this study is that regional factors significantly influence the company’s marketing strategy in the Chinese business environment. Also, cultural divergences do have an impact on the company’s business operations. The limitation of our study is that this data set spanning three years cannot represent the situation in the long run or holistically.