There are different kinds of marketing, for example public relations and exhibit marketing. Exhibit marketing is a part of the study of marketing and sales. A function studied under the heading of exhibit marketing is the trade show. It’s a marketing event that brings manufacturers, suppliers and related services from a given industry to a single location to exhibit products/services. People working at trade shows are called exhibit marketers. They have different tasks and different levels of engagement. This paper has the ambition to describe exhibit marketing as a profession and whether students would be able to work at a trade show and why. Data were collected with a survey with a sample of 234 students. The age distributions were overrepresented of people between the ages of 16 to 25. The survey shows that most students could imagine working at a trade show. Moreover the survey shows that it seems to be more common among females rather than among males. One main reason why students could imagine working at a trade show is because they like to have different tasks. The result of the study is that the profession has many different tasks. It's about so much more than just standing and talking in a booth. An exhibitor must be able to handle many tasks such as stress level, customer relations and planning etc. Most students responded that they could handle work under stress.

The importance of online brand communities has received increasing attention from both academia and industry. This paper reports a case study. It explains successful online strategies developed by two leading brands, Samsung mobile and Chungjungwon, in Korea. The current study has shown that the online brand community can act as a marketing tool to develop a group of loyal consumers around the brand. This study provides marketers with insights into and some useful guidelines for the creation and maintenance of successful marketer-generated online brand communities. The findings also suggest that there are differences in community development and management strategies, according to the characteristics of product category and community members, as well as in the purpose of the community operation. / text

Since the early days of corporate societal marketing, managers and researchers alike have considered perceived marketer motives as a key factor in eliciting positive consumer response. However, little is known as to how the perception of marketer motives is formed. This dissertation research looks into a number of factors that may influence the process of perceived marketer motives formation. In particular, the roles of corporate societal marketing type, cognitive capacity, ad skepticism, and cause-involvement are examined. In addition, the underlying structure of perceived marketer motives is also explored. The results showed that the effect of corporate societal marketing type on perceived marketer motives was not significant. Cognitive capacity did have a significant effect that subjects with unconstrained cognitive capacity perceived higher community-oriented motives than those with constrained cognitive capacity. The effect of ad skepticism was equivocal. Ad skepticism had a significant effect on perceived marketer motives in Study 1, but not in Study 2. The key methodological difference between the two studies is that ad skepticism was measured along with other constructs in Study 1 whereas it was measured two weeks prior to the lab experiment in Study 2. Cause-involvement had no significant effect on perceived marketer motives, although it did affect the subsequent consumer response. As for the structure of perceived marketer motives, data from both studies suggest that there are three dimensions: community-oriented motives, company-oriented motives, and manipulative motives. These three dimensions appeared to be independent from one another; each of them had unique effects on subsequent consumer response. Most notably, company-oriented motives had no significant effect on company evaluation, attitude toward the company, or purchase intent. As expected, community-oriented motives had positive effects on all three indicators of consumer response whereas manipulative motives had negative effects. Limitations in the current investigation are discussed and suggestions for future research are proposed. / text

Submitted by Ricardo Cedraz Duque Moliterno (ricardo.moliterno@uefs.br) on 2016-07-01T21:47:43Z No. of bitstreams: 1 Disserta??o Morgana_aspectos psicossociais_2014.pdf: 1767268 bytes, checksum: 2dbee28f9cfc9ab4d1ec8c2f090a8886 (MD5) / Made available in DSpace on 2016-07-01T21:47:43Z (GMT). No. of bitstreams: 1 Disserta??o Morgana_aspectos psicossociais_2014.pdf: 1767268 bytes, checksum: 2dbee28f9cfc9ab4d1ec8c2f090a8886 (MD5) Previous issue date: 2014-03-31 / Informal work is characterized by low productivity activities, unstable employment, low wages, hand disqualified work and lack of benefits and social security. In this group are the vendors. The working process of the fairground structure in inadequate and precarious environmental and organizational conditions that can have a negative impact on physical and mental health, causing damage, among them the mental illness. The psychosocial aspects of work have been identified as important occupational stressors, with significant impacts on the mental health of workers. This study aimed to evaluate the association between psychosocial aspects of work and the occurrence of Common Mental Disorders among fairground workers with informal work contracts. This is a cross-sectional study with a sample of 774 fairground workers in the urban area of the city of Feira de Santana, Bahia. A questionnaire was used with questions on sociodemographic characteristics, professional job characteristics, psychosocial aspects of work and mental health. To measure psychosocial aspects of work used the Job Content Questionnaire (JCQ); and to assess Common Mental Disorders was used the Self-Reporting Questionnaire (SRQ-20). We conducted univariate and bivariate and multivariate logistic regression through the Multiple analysis. The overall prevalence of CMD in the fairground was 32.4%. CMD were associated sociodemographic characteristics (gender, age, marital status, low level of education, have children, low monthly income and lack of practice of leisure activity), occupational (insert age at work and exposure time, days work / week, time pressure and productivity requirement) and for the desktop. Higher prevalence of mental disorders were observed in high-strain groups (42.8%) and active work (34.8%), while the prevalence in low strain was 28.2%. Findings obtained in the analysis of multiple logistic regression revealed association between the group of high strain and mental disorders. Workers in high strain showed higher prevalence of CMD than the low strain group, after adjustment for sex, children, old who started working, noise presence in the workplace and leisure activities. The results showed that the disorders constitute a major public health issue affecting a significant portion of marketer workers. / O trabalho informal se caracteriza por atividades de baixa produtividade, emprego inst?vel, baixos sal?rios, m?o de obra desqualificada e aus?ncia de benef?cios e seguridade social. Neste grupo, encontram-se os feirantes. O processo de trabalho dos feirantes estrutura-se em condi??es ambientais e organizacionais inadequadas e prec?rias que podem repercutir de forma negativa sobre a sa?de f?sica e mental, causando danos, entre eles, o adoecimento ps?quico. Os aspectos psicossociais do trabalho t?m sido apontados como importantes estressores ocupacionais, com impactos significativos na sa?de mental dos trabalhadores. Este estudo teve por objetivo avaliar a associa??o dos aspectos psicossociais do trabalho e a ocorr?ncia de Transtornos Mentais Comuns entre trabalhadores feirantes com v?nculos informais de trabalho. Trata-se de um estudo do tipo corte transversal com uma amostra de 774 trabalhadores feirantes da zona urbana da cidade de Feira de Santana, Bahia. Foi utilizado question?rio contendo quest?es sobre caracter?sticas sociodemogr?ficas, caracter?sticas do trabalho profissional, aspectos psicossociais do trabalho e sa?de mental. Para mensurar aspectos psicossociais do trabalho utilizou-se o Job Content Questionnaire (JCQ); e para aferir Transtornos Mentais Comuns foi utilizado o Self-Reporting Questionnaire (SRQ-20). Realizou-se an?lise uni e bivariada e multivariada atrav?s da an?lise de Regress?o Log?stica M?ltipla. A preval?ncia global de TMC entre os feirantes foi de 32,4%. Os TMC estiveram associado as caracter?sticas sociodemogr?ficas (sexo, idade, situa??o conjugal, baixo n?vel de escolaridade, ter filhos, baixo rendimento mensal e aus?ncia de pratica de atividade de lazer), ocupacionais (idade de inser??o no trabalho e tempo de exposi??o, dias de trabalho/semana, press?o do tempo e exig?ncia de produtividade) e referentes ao ambiente de trabalho. Preval?ncias mais elevadas de transtornos mentais foram observadas nos grupos de alta exig?ncia (42,8%) e trabalho ativo (34,8%), enquanto a preval?ncia em baixa exig?ncia foi de 28,2%. Achados obtidos na an?lise da regress?o log?stica m?ltipla revelaram associa??o entre o grupo de alta exig?ncia e transtornos mentais. Trabalhadores em alta exig?ncia apresentaram maior preval?ncia de TMC do que o grupo de baixa exig?ncia, ap?s ajuste por sexo, filhos, idade que come?ou a trabalhar, presen?a de ru?do no ambiente de trabalho e atividades de lazer. Os resultados encontrados revelam que os transtornos constituem-se importante problema de sa?de p?blica, atingindo parcela significativa dos trabalhadores feirantes.

Teorin som ställs i denna studie är att det utvecklats ny problematik i samband med uppkomsten av marknadsföring i sociala medier. I denna studie identifieras de etiska utmaningarna och hur konsumenterna påverkas av dem. Det empiriska materialet är baserat på en enkätundersökning med 115 respondenter och en jämn fördelning mellan kvinnor och män. Då studien stämmer överens med tidigare forskning kring traditionell marknadsföring kan antagandet att den speglar verkligheten om digital marknadsföring göras. I resultatkapitlet går det att utläsa att de huvudsakliga anledningarna till att respondenterna uppfattar marknadsföring i sociala medier som oetisk är att det inte framgår att det är reklam, att reklamen är riktad mot barn (under 16 år), att reklamen är påträngande (individanpassad) och att reklamen är sexistisk. Respondenternas svar visade att deras köpbeslut och uppfattning av företag påverkas av om den uppfattat reklam som oetisk. I resultatet går det även att utläsa att konsumenterna anser att marknadsföring i sociala medier helt borde exkluderas för brukare under 18 år. Slutsatsen som kan dras är att respondenterna har en etisk medvetenhet gällande marknadsföring i sociala medier. / The theory posed in this study is that new problems have developed in connection with the emergence of marketing in social media. This study identifies the ethical challenges and how consumers are affected by them. The empirical material is based on a survey of 115 respondents and an even distribution between women and men. Since the study is consistent with previous research on traditional marketing, the assumption that it reflects the reality of digital marketing can be made. In the results chapter it can be seen that the main reasons why respondents perceive marketing in social media as unethical is that it does not appear that it is advertising, that advertising is aimed at children (under 16), that advertising is intrusive (individualized) and that the advertising is sexist. Respondents' responses indicated that their purchasing decisions and perceptions of companies are affected by whether the perceived advertising is unethical. The result also shows that consumers believe that social media marketing should be completely excluded for users under the age of 18. The conclusion that can be drawn is that the respondents have an ethical awareness regarding marketing in social media. This study is written in Swedish.

Le manque d’accountability qui est reproché au marketing est un alignement insuffisant sur les objectifs stratégiques. La plupart des recherches préconisent généralement de renforcer l’accountability du marketing en développant des instruments de mesure de performance. Se différenciant de ces approches, cette recherche choisit de traiter le praticien du marketing comme unité d’analyse. Nous mettons en évidence une identité professionnelle propre aux praticiens et distinguons deux formes d’accountability ressentie : l’accountability ressentie lors d’une prise de décision (ASR) et l’accountability ressentie dans l’organisation (AOR). L’autodétermination, composante de l’identité professionnelle des praticiens du marketing, influence positivement l’ASR mais limite la conformité. En rendant accountable des praticiens du marketing sur une décision, nous observons qu’ils cherchent à prendre la meilleure décision possible du point de vue des objectifs marketing même si ceux-Ci s’opposent aux objectifs stratégiques. En étudiant les comportements de managers, nous montrons que l’ambiguïté de rôle, caractéristique de la pratique marketing, diminue l’AOR. Les cultures organisationnelles qui favorisent l’accountability augmentent alors la probabilité de conflits de rôle préjudiciables à la performance. La probabilité de conflits de rôle est néanmoins modérée sous réserve que la culture soit perçue comme encourageant la collaboration et la prise d’initiative. Ce type de culture correspond à l’identité professionnelle des praticiens du marketing contribuant à leur performance. En conclusion, nous proposons un modèle d’accountability adapté à la pratique du marketing dans l’organisation. / Marketing has been criticized for its lack of accountability, which is qualified by a misalignment with strategic objectives. Most of the researches propose that marketing accountability must be reinforced with more performance measures. In this doctoral thesis, we employ a different approach in treating the marketer as unit of analysis. We identify a marketers’ professional identity and make a distinction between two types of felt accountability: an accountability felt in a decision-Making situation (ASR) and an accountability felt within an organization (AOR). ASR is positively influenced by self-Determination that is a component of marketers’ professional identity, where self-Determination reduces conformity. In making marketers accountable, we show that that they seek to make the best decision according to marketing objectives even if they are conflicting with strategic objectives. In studying managers’ behavior, we show that role ambiguity, which is consistent with marketing practice, reduces AOR. Organizational cultures that promote accountability increase the likelihood of role conflicts detrimental to performance. However, the likelihood of role conflict is moderated by organizational cultures provided they encourage collaboration and initiatives. This type of culture is consistent with marketers’ professional identity therefore contributing to performance. Finally, we propose an accountability model tailored to marketing practice within the organization.

No / Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.

L’objectif de ce mémoire est d’évaluer l’adoption du marketing politique par les partis politiques québécois. Nous entendons par marketing politique une succession d’étapes intégrées (processus marketing) qui permet à un parti politique d’identifier un besoin chez l’électorat et de créer un produit visant à y répondre. Ainsi, à la question de recherche «Est-ce que les quatre principaux partis politiques québécois (Parti Québécois, Parti libéral du Québec, Coalition Avenir Québec et Québec solidaire) ont eu recours au marketing politique lors des élections provinciales de 2012 et de 2014? », nous posons l’hypothèse que le contexte québécois en 2012 et 2014 ne permettait pas aux partis politiques d’adopter une approche marketing au cours des campagnes. À cet égard, nous avons mené une étude qualitative basée sur des entrevues faites auprès des responsables des campagnes électorales de 2012 et 2014 pour chacun des partis. Notre collecte de données et notre analyse construite autour deux éléments (les acteurs du marketing politique et l’application qu’ils ont faite du processus marketing), nous ont permis d’infirmer notre hypothèse initiale et d’établir, faits à l’appui, que certains partis ont eu recours à l’approche marketing au cours des deux dernières élections alors que d’autres s’en sont tenus à l’approche publicitaire. / This dissertation studies the adoption of political marketing by the political parties in Québec. We hear by political marketing a succession of integrated steps (marketing process) which allows a political party to identify a need from the electorate and to create a product to answer it. Thereby, to the question, "Did the four main political parties in Québec (Parti Québécois, Parti libéral du Québec, Coalition Avenir Québec and Québec solidaire) used political marketing during the past provincial elections of 2012 and 2014?" we had the hypothesis that the Québec context, in 2012 and 2014, did not allow the political parties to adopt a marketing approach during their campaign. In this respect, we led a qualitative study based on interviews led with political campaign managers from each party, who worked during the past elections of 2012 and 2014. A collection of qualitative data and an analysis based on two elements (political marketers and the way they followed the marketing process) allowed us to counter our initial hypothesis and to establish that the some political parties used the political marketing during the elections of 2012 and 2014, while others focused on tactical marketing.

This thesis concerns the development of the self-regulation of advertising in Sweden from 1950 until 1971. Self-regulation was initiated in the 1930s due to a business desire to regulate fair competition in marketing, and while it initially was a minor operation, the 1950s and 1960s were characterized by extensive development. When self-regulation was overtaken by state policies in 1971, it included several interlocking systems, of which parts survived the introduction of the state regime. The thesis’ aim has been to analyze how the rapid regime transitions in the self-regulation regime can be understood. The existing literature identifies four major transitions that occurred during the studied time period. To understand them, the thesis has studied the policy processes leading up to these transitions. Focus has been on the business interest organizations that controlled the regime and their regulatory strategies. Theoretically, the analysis has departed from the hypothesis that tensions between these organizations, due to their members’ different market interests and varying levels of exposure to regulation and public badwill, to a significant degree informed their strategic choices as well as policy outcomes. The results show that the policy processes preceding the regime transitions were characterized by internal tensions, whereby organizations representing advertisers, and to a lesser degree media carriers, due to their members’ higher level of exposure to regulation and public badwill, successfully supported stronger market policing, while ad agencies, being less exposed, as well as a peak industry organization for the proliferation of marketing largely opposed such measures, preferring a more lenient regulation. However, due to increased exposure to regulation and bad will, the ad agencies finally abandoned their opposition and took the lead in regulatory innovation through the introduction of an extensive clearance program that survived the launch of the state regime, becoming a key component in the co-regulatory structure that followed.