This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT:The financial services industry in South Africa, and indeed internationally, is facing enormous challenges in terms of defining and implementing effective business models to compete in the new economy. Dated paradigms, such as market share being the main driver of profitability and product-push sales models, are increasingly being challenged by a shifting balance of power towards the consumer. The consumer's purchasing power is being strengthened by the increasing commoditisation of financial products and the proliferation of channels through which products can be purchased. Competitive differentiation purely on the basis of price, product, place and promotion is thus becoming more difficult. Financial services companies have to reinvent their business models to account for the fast changing consumer landscape. The ownership and management of customer relationships and the lifetime value of customers are key factors influencing the revision of business strategies. This study serves as a case study of the strategies that Old Mutual has put in place and is now implementing to rise to the challenges of the new market. The requirement for market segmentation and value chain re-engineering is investigated in detail. These strategies are critically evaluated against the modern thinking of international business strategists. The specific subordinate focus points for the study comprise the following: i. Industry and competitive conditions ii. Key success factors for organisational transformation and customercentricity iii. Market segmentation and value chain re-engineering iv. Customer relationship management (CRM) and the role of technology v. Product and channel dynamics vi. Organisational implications for Old Mutual It becomes evident from the case study that financial institutions such as Old Mutual must continue and even accelerate their transformation from product-centric to customer-centric enterprises. This transformation will enable them to address effectively the issues they face today: decreasing customer satisfaction, increased competition, and multiplying customer management costs. A valid approach to initiating customer-centricity is through the segmentation of the market - identifying customer segments that are distinct in terms of demographics, attitudes and behaviours. New value propositions can then be developed that fit the needs and wants of the segments. These propositions should encompass the total value delivery chain - brand, product, channel and service in such a manner that it makes economic sense. Companies need to assess existing propositions and marketing initiatives in the light of the segmentation exercise to determine whether there any opportunities to fill gaps, create new businesses or to terminate value destruction. The development of segment specific propositions must be underpinned by business processes and complimentary structures, controls and systems. This requires a fundamental alignment of the organisation to deliver customer focused value propositions. Entrenched interests in existing structures and an inward focus as opposed to an outward (market) focus are major obstacles in this alignment process. Intervention and leadership is required to affect the necessary transformation. Alignment is needed throughout the organisation for this type of transformation to succeed. Old Mutual is acutely aware of these obstacles and has committed to the new strategy at executive level. Many institutions are tempted to spend time and effort building CRM capabilities in the belief that these alone will deliver success. However, without a clear, compelling value proposition, the power of marketing is limited. Instead institutions must develop value propositions that give them an edge over product focused rivals. They can then use CRM tools to extract maximum value from their competitive advantage. An emphasis on relationships can indeed become part of their strategy, but first they must make sure that enough customers value the proposition sufficiently to make it profitable, and that they can deliver on that promise. Technology investments alone will therefore not allow a company to transform to a customer-centric enterprise. These investments must be coupled with commensurate investments in organizational restructuring, process improvements and definition of enterprise-wide metrics for establishing the present and potential value of each customer. It is for these reasons that Old Mutual is implementing CRM incrementally. With the development of a segmented approach to the market and the advance of technology, new and superfluous distribution channels are equally likely to appear. Institutions such as Old Mutual will have to manage the conflicts that arise with care. There is great risk in alienating or cannibalising existing channels prematurely. The issue is to decide when and how to creatively destroy a distribution model that is no longer appropriate. The alignment of channels and service to the market is as important, if not more so, than products in delivering the brand promise. It is critical that there is total alignment of brand, marketing, product, channel and service. Consumers are really purchasing branded solutions, not products. Old Mutual has superior brand recognition, but needs to focus the brand in particular segments and ensure delivery of the brand promise through every customer interaction. In the final analysis Old Mutual, like its peers, has recognised the imperative for total value chain re-engineering and organisational re-alignment along market segments where the brand has appeal. These institutional transformations will remain work-in-progress for some time and constant adaptability to market forces will become the modus operandi. / AFRIKAANSE OPSOMMING: Die finansiële dienste bedryf in Suid-Afrika en inderdaad, wereldwyd, staar groot uitdagings in die gesig in terme van die definisie en implementering van effektiewe besigheidsmodelle om in die nuwe ekonomie te kompeteer. Uitgedateerde paradigmas soos markaandeel as aanduider van winsgewindheid en produkgerigte verkoopsmodelle word al hoe meer bevraagteken deurdat verbruikers al hoe meer die hef in die hand het. Verbruikers se koopkrag word versterk deurdat finansiële produkte toenemend kommoditeite word en deur die toevloei van kanale waardeur die produkte gekoop kan word. Dit word spoedig moeiliker om op grond van prys, produk, plek en promosie te kompeteer. Finansiële dienste firmas moet hul besigheidsmodelle hersien om tred te hou met die snel veranderende verbruikersmark. Die besit en bestuur van kliënteverhoudings en die leeftydwaarde van kliënte is kernfaktore in die herformulering van sakestrategië. Hierdie gevallestudie ondersoek die strategië wat Ou Mutual in plek gesit het en tans implementeer ten einde die nuwe markuitdagings die hoof te bied. Die vereistes vir marksegmentasie en die hernuwing van die waardeketting word in diepte ondersoek. Hierdie strategië word krities ge-evalueer teenoor hedendaagse internationale sakestrateë. Die spesifieke fokuspunte van die gevallestudie behels die volgende: i. Bedryfs- en kompeterende toestande ii. Sleutelfaktore vir die sukses van organisasie-transformasie en kliëntgerigtheid iii. Marksegmentasie en waardekettinghernuwing iv. Kliënte-verhoudingsbestuur (CRM) en die rol van tegnologie v. Produk- en kanaaldinamika vi. Organisatoriese implikasies vir Ou Mutual Die gevallestudie dui aan dat finansiële instansies soos Ou Mutual moet voortgaan en selfs versnel met hul transformasie van produkgesentreerdheid tot kliëntgesentreerdheid. Hierdie transformasie sal hulle in staat stelom effektief aandag te verleen aan die hedendaagse uitdagings van afnemende kliënttevredenheid, toenemde kompetisie en snelgroeiende kliënte-bestuurskostes. 'n Geldige benadering tot die aanvang van kliëntgerigtheid is om die mark te segmenteer op grond van demografie en die benadering en optrede van kliënte. Nuwe waardeproposisies wat die behoeftes van die mark aanspreek kan op grond hiervan ontwikkel word. Hierdie proposisies behoort die hele waardeketting aan te spreek - bemarking/handelsmerk, produk, kanaal en diens op so 'n manier dat dit ekonomies sin maak. Firmas is genoop om bestaande proposisies en bemarkingsinitiatiewe te evalueer in die lig van segmentasie ten einde uit te vind of daar geleenthede is om leemtes te vul, nuwe besighede te skep of waardevernietiging te staak. Die ontwikkeling van segmentgerigte proposisies moet ondersteun word deur besigheidsprosesse en aanvullende strukture, beheer en stelsels. Dit vereis 'n fundamentele belyning van die organisasie ten einde kliëntgerigte proposisies te lewer. Gevestigde belange in bestaande strukture en 'n interne fokus in plaas van 'n markgerigte fokus, is groot struikelblokke vir die proses van belyning. Intervensie en leierskap is nodig om die nodige transformasie te bewerkstellig. Die hele organisasie moet belyn wees ten einde hierdie tipe transformasie te laat slaag. Ou Mutual is deeglik bewus van hierdie struikelblokke en is op uitvoerende bestuursvlak verbind tot die proses. Vele instansies staar die versoeking in die gesig om tyd en moeite spandeer ten einde kliënteverhoudingbestuurs-vermoëns (CRM) te ontwikkel met die vertroue dat dit genoegsaam is vir sukses. Sonder 'n duidelike en aangrypende waardeproposisie is die krag van bemarking egter beperk, ondanks al die voorafgenoemde ontwikkelings. Daarom moet instansies fokus op proposisies wat hulle sal bevoordeel relatief tot die kompetisie. Dan alleen kan kliënteverhoudingsbestuur (CRM) benut word om maksimum waarde uit die kompeterende voordeel te trek. 'n Fokus as verhoudingsbestuur kan inderdaad deel word van die strategie sodra daar genoeg winsgewende kliënte bestaan wat die proposisie aantreklik vind en hul verseker is dat hulle die belofte van die proposisie kan vervul. Investering in tegnologie alleenlik is dus nie genoeg om 'n firma te transformeer tot 'n kliëntgerigte organisasie nie. Sulke beleggings moet gekoppel wees aan soortgelyke beleggings in organisasievernuwing en prosesverbeterings en die definiëering van maatstawe vir die bepaling van huidige en potensiële kliëntwaarde. Dit is daarom dat Ou Mutual kliënteverhoudingsbestuur inkrementeel implimenteer. Met die ontwikkeling van 'n gesegmenteerde benadering tot die mark en die voortuitgang van tegnologie, is dit waarskynlik dat verskeie distribusiekanale oorbodig sal word. Instansies soos Ou Mutual sal die konflik wat ontstaan met sorg moet hanteer. Die risiko is groot om bestaande kanale te vroeg te vervreem of te kannibaliseer. Die uitdaging is om te besluit wanneer en hoe om oorbodige distribusiekanale kreatief te vernietig. Om verkoopskanale en diens markgerig te kry is net so belangrik, indien nie meer belangrik nie, as om produkte te ontwikkel wat die handelsmerk uitdra. Dit is krities dat daar deeglike belyning is van die handelsmerk en bemarking, produkte, kanale en diens. Kliënte koop handelsmerk-oplossings en nie produkte van handelsmerke nie. Ou Mutual het 'n uitstekende handelsmerk, maar moet dit fokus op spesifieke segmente en moet verseker dat die handelsmerk se belofte gestand gedoen word met elke interaksie met die kliënt. Op die keper beskou, erken Ou Mutual, soos sy eweknieë, die imperatief om die waardeketting en die organisasie te hernu ooreenkomstig die marksegmente waarin die handelsmerk hom beroep. Hierdie transformasies sal lank duur en die vermoë om aan te pas by markkragte sal die modus operandi word.

Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links. (authors' abstract)

本論文共一冊，約五萬字，分成五章十七節，其簡要內容如下： 本論文打算利用企業管理之行銷觀念（MARKETING CONCEPT） 及市場區隔之策略（M ARKET SEGMENTATION STRATEGY ），對大學生之國劇觀賞行為做一研究，以提供一嶄 新觀賞者類型之透視方式，直接描述觀賞者之內在心□、觀賞動機、外在生活型態及 觀賞行為之關係。期望使各劇團及有關單位對其現有及潛在之觀眾能有更深一層之瞭 解，進行發揮行銷觀念於國劇節目之製作上。如此，不但可使觀眾獲取真正的滿足， 而且我優良的國劇文化也可以繼續發揚光大。至於以大學生為研究對象，主要是基於 ：大學生不但是年輕一輩的觀眾，有其成長與繁延之可能性，而且以其知識尖兵角色 ，對於國劇文化之推展將更具成效。因此本文乃以大學生為主要研究對象，探討其生 活型態與國劇觀賞行為之關係。

In the wake of globalization, an increasing amount of firms must consider internationalization strategies to remain competitive. The strategic decision of where to expand is complex by nature. This is particularly true for retailers, and despite this being generally accepted, relatively little is in fact known about retailers ́ choice of foreign markets. Hence, this study investigates international market selection (IMS) strategies of Swedish retailers with global operations. The purpose of this study is twofold; first, to explore which criteria Swedish retailers use upon making international market selection decisions and investigate the relative importance among these criteria. Second, to assess the possibilities of creating a weighted IMS model for retailers, which can be use as guidance for marketing practitioners. The research questions which will be answered are: How do Swedish international retailers select foreign markets? What are the possibilities of creating a weighted IMS model for retailers? The study embraces a qualitative strategy with an exploratory research approach and a multiple case study design. Through extensive literature review, a conceptual framework is constructed, and subsequently developed, post gaining insight in practitioners’ reasoning. The empirical data was gathered through interviews with managers of Swedish retailers with international presence, as well as strategy consultants who routinely work with strategy conformation for Swedish retailers. Our findings show that criteria which influence IMS decisions among Swedish retailers are quite similar among firms and can be arranged under three main categories; market attractiveness, psychic distance and internal factors. Moreover, as a result of the empirical findings, we suggest previous IMS research lack one important factor which influences the IMS decisions, namely “gut-feeling”/coincidence. The relative importance among factors proved to vary among firms. Consequently, four concepts aiming at explaining the variations were developed. The four concepts include firm size, firm objective, industry of the firm, and ownership structure. Finally, with support from respondents, we arrived at a conclusion suggesting that construction of a weighted IMS model for all types of retailers is unfeasible. However, if the scope is limited to only include firms of similar characteristics as proposed by the four concepts, such model could potentially yield solid validity.

Rapportens namn: Vilka är egentligen våra kunder?- en kvalitativ studie om segmentering i B2B företag Frågeställning: Hur utarbetas och genomförs segmentering av företag verksamma på B2B marknaden? Syfte: Syftet med arbetet är att undersöka hur företag utarbetar och genomför segmentering på B2B marknaden. Vidare undersöka vilka faktorer som är viktiga att ta i beaktning för företag vid utförandet av segmentering på B2B marknaden.Vi ämnar även att presentera både teoretiska och praktiska förslag på hur B2B företag bör arbeta med segmenteringsstrategier. Metod: Uppsatsen är en kvalitativ fallstudie som antagit en abduktiv forskningsansats. Datainsamlingen har skett vi semistrukturerade djupintervjuer med sju olika B2B företag. Resultat och slutsatser: Resultatet visar hur företag idag utarbetar och genomför segmentering. Vidare vilka kunskaper och vilken förståelse de besitter utifrån de segmenteringsvariabler som framkommit i studiens teoretiska referensram. Slutsatser kunde dras kring att företag i dagsläget inte i många fall arbetar aktivt och iterativt med att segmentera sin marknad och har inte följt en specifik och tydlig process vid utförandet. De besitter kunskaper som hade kommit till användning vid en vidare utveckling av de segment de arbetar utifrån idag. Teoretiskt och praktiskt bidrag: Uppsatsen presenterar en reviderad segmenteringsmodell utifrån den teoretiska referensramen i kombination med den insamlade empirin. Behov och potential framkommer som kompletterande faktorer att ta i beaktning. Det praktiska bidraget ger förslag på hur företag bör utarbeta och genomföra segmentering. Vidare presenteras förslag till segmenteringsstrategi till uppsatsens uppdragsgivare. / Name of report: - a qualitative study of segmenting the B2B market Research question: Who are actually our customers?- a qualitative study concerning segmentation in B2B companies Purpose: The purpose of this thesis is to examine how companies active in the B2B market prepare and implement segmentation. Furthermore to examine which different factors to take into consideration when segmenting the B2B market. We also intend to provide theoretical as well as practical implications of how B2B companies should work with segmentation. Method: This thesis is of qualitative character and follows an abductive research approach. The empirical data of this study have been gathered through semi-structured interviews with seven different B2B companies. Results and conclusions: The results shows how companies work with segmentation today, furthermore which knowledge they possess concerning the presented segmentation variables from the study’s theoretical framework. Conlusions have been made that in many cases companies do not actively and ongoing work with segmenting their market. Furthermore they have not followed an specific and clear process when segmenting. Companies do however possess knowledge which can come to use in order to develop the segment for which they work with today. Theoretical and practical contribution: The thesis presents a revised segmentation model based on the theoretical framework in combination with the collected empirical results. Customers needs and potential emerged as complementary factors to take into account. The practical contribution provides suggestions on how companies should develop and implement segmentation. Furthermore, proposals for segmentation strategy are presented to the principal of this thesis.

The first step of the hierarchical approach to the international market segmentation is described and demonstrated in this master's thesis. The theoretical part that covers the methodology, statistical background and secondary data sources is followed by the illustration of cluster analysis. The outcome is the division of thirty European countries into five segments with respect to the post-productive population. The formed segments are then characterised and interpreted. Their usability is shown in three challenges in the European Year of 2012, which is dedicated to Active Ageing.

The aim of my diploma thesis is to reveal, describe and develop the profile of segments. To gather the primary data I used the method of on-line questioning. Using the aggregate analysis tool -- the statistics program SPSS Statistics for Windows 19 -- I revealed four segments, consequently I focused on the development of the profile. Each of the monitored segments showed certain specifics based on which I suggested a marketing recommendation.

This thesis deals with gender roles and their importance for marketing on consumer markets. This thesis is based on the general premise that gender roles are dynamic, adaptive, and there may be trends of convergence. Since gender roles are ranked among cultural and social predispositions of consumers, their knowledge can be regarded as one of the major prerequisites of successful marketing orientation on consumer markets. This thesis deals with the differences of gender roles in terms of consumption in selected product categories, the use of leisure time, media behaviour and other fields. The approaches to the gender role portrayals in advertising are surveyed. Pivotal part is an extensive quantitative research on consumer perception of gender roles and consumer attitudes towards gender role portrayals in advertising.

O objetivo geral desta tese é avaliar a segmentação setorial, entre a agropecuária e os setores não agropecuários, no mercado de trabalho brasileiro de 2004 a 2009. A segmentação do mercado de trabalho reduz a mobilidade de trabalhadores entre os setores, alterando a alocação desses e gerando diferencial de rendimentos entre os trabalhadores. Para a análise do impacto da segmentação sobre a alocação dos trabalhadores, é estimado um modelo de escolha multinomial de forma a determinar qual é o efeito de cada característica sobre a probabilidade do indivíduo pertencer a um dos estados de emprego, desemprego e inatividade propostos. E, para a avaliação do impacto da segmentação sobre o diferencial de rendimentos, inicialmente, os determinantes do rendimento são estimados por meio do procedimento de Heckman, controlando-se a seleção para os trabalhadores remunerados. O impacto da segmentação sobre o diferencial de rendimentos é avaliado por meio de uma variável binária para o setor agropecuário (regressão de rendimentos inclui a agropecuária e os demais setores) e pela decomposição de Oaxaca (regressões de rendimentos separadas para a agropecuária e para os demais setores). Em seguida, a diferença entre os rendimentos é explicada considerando-se a população com duas ocupações, utilizando um procedimento em dois estágios com seleção por meio de um modelo de escolha ordenada. Neste modelo, procura-se avaliar o impacto da segmentação sobre a diferença entre o rendimento da primeira e da segunda ocupação de um mesmo indivíduo, assim controlando suas características não observáveis. Em todas as estimativas, são utilizados dados da Pesquisa Nacional por Amostra em Domicílios (PNAD). Os resultados mostram que há segmentação setorial entre a agropecuária e os setores não agropecuários (tomados em conjunto), sendo que a mobilidade entre esses dois setores é limitada, principalmente, pelas seguintes características: a escolaridade do indivíduo, ser cônjuge, ser indígena e morar na zona rural. Além disso, há diferencial de rendimentos em favor dos setores não agropecuários, que também apresentam mercado de trabalho interno mais desenvolvido que a agropecuária, pois são percebidos maiores incentivos à mobilidade na carreira e à redução da rotatividade dos trabalhadores naqueles setores. A tese encerra-se com a proposição de algumas políticas que possam minimizar os efeitos da segmentação e aumentar o bem-estar dos trabalhadores. / The objective of this thesis is to evaluate the sectoral segmentation between agriculture and non-agriculture in the Brazilian labor market from 2004 to 2009. The labor market segmentation reduces the mobility of workers among sectors, changing the allocation of workers and generating income differential among them. To analyze the impact of segmentation on the allocation of workers, a multinomial choice model is estimated in order to determine the effect of each characteristic on the probability of an person belonging to one of the proposed situation of employment, unemployment and inactivity. And, to assess the impact of segmentation on the income differential, initially, the determinants of income are estimated by the Heckman procedure, controlling the selection of paid workers. The impact of segmentation on the income differential is evaluated by a binary variable for the agricultural sector (regression of income includes agriculture and other sectors) and the Oaxaca decomposition (separate regressions of income for agriculture and other sectors). Then, the income difference is explained by considering the population with two jobs, using a procedure in two stages with selection through an ordered choice model. In this model, we attempt to assess the impact of segmentation on the difference between the earnings of the first and second occupation of the same person, what permits to control the unobservable characteristics. Data used is from the National Sample Survey of Households (PNAD). The results show that there is segmentation between agriculture and non-agriculture and mobility between the two sectors is primarily limited by the following characteristics: formal education, marital status, being indigenous and living in rural areas. In addition, there is income differential in favor of non-agricultural sector, which also have internal labor market more developed than agriculture, as there are greater incentives to career mobility and reduction of labor turnover in those sectors. The thesis concludes with the proposition of some policies that can minimize the effects of segmentation and increase the welfare of workers.