No description available.

This thesis examines children's consumer choice behaviour using an information processing perspective, with the fundamental goal of applying academic research to practical marketing and commercial problems. Proceeding a preface, which describes the academic and commercial terms of reference within which this interdisciplinary study is couched, the thesis comprises four discernible paris. Initially, the rationale inherent in adopting an information processing perspective is justified and the diverse array of topics which have bearing on children's consumer processing and behaviour are aggregated. The second part uses this perspective as a springboard to appraise the little explored role of memory, and especially memory structure, as a central cognitive component in children's con~umer choice processing. The main research theme explores the ease with which 10 and 11 year olds retrieve contemporary consumer information from subjectively defined memory organisations. Adopting a sort-recall paradigm, hierarchical retrieval processing is stimulated and it is contended that when two items, known to be stored proximally in the memory organisation are not recalled adjacently, this discrepancy is indicative of retrieval processing ease. Results illustrate the marked influence of task conditions and orienta tion of memory structure on re trieval; these c oncl us ions are ac coun ted for in terms of input and integr.ation failure. The third section develops the foregoing interpellations in the marketing context. A straightforward methodology for structuring marketing situations is postulated, a basis for segmenting children's markets using processing characteristics is adopted, and criteria for communicating brand support information to children are discussed. A taxonomy of market-induced processing conditions is developed. Finally, a case study with topical commerci.al significance is described. The development, launch and marketing of a new product in the confectionery market is outlined, the aetiology of its subsequent demise identified and expounded, and prescriptive guidelines are put forward to help avert future repetition of marketing misjudgements.

The purpose of this dissertation is to examine the impact of the market orientation and market based resources of actively involved exporters and their distributors on export venture performance. Previous literature in marketing channels has examined the effect of the market orientation of suppliers and their distributors on supplier-distributor relationships, mainly in a domestic context, as well as the impact of the quality of their relationship on business performance in domestic and international contexts. Little or no research focuses on the interplay between the relevant marketing resources, such as market orientation, proactive market orientation, selling, pricing reputation, and market innovation, of an export venture and their distributor, and consequently on export venture performance. This dissertation is mainly a quantitative study using a mail survey among Greek exporting firms in various industries. The final sample comprised 190 exporting ventures. The survey was enhanced through open interviews with export venture managers and their respective distributors and was pre-tested with a small-scale dyadic survey. Survey data were analysed using structural equation modelling. The main research objective was to assess the impact of marketing support resources, namely market orientation and proactive market orientation, and market-based resources of an export venture and its distributor on export performance. In addition, the relationship of marketing support resources of the export venture and those of the distributor was examined. Some of the relationships examined are a migration of traditional domestic theory (Hooley et al. 2005), to an exporting context, testing whether there are differences in the relationships in a different context. This study contributes to the resource-based view, marketing, and export business literature, as findings indicate that high levels of export venture proactive market orientation lead to distributors with high levels of market orientation. In line with findings of domestic context research, the proactive market orientation of the venture renders its market orientation statistically not significant.

Typescript, etc.

Typescript, etc.

No description available.

D.Com. (Economics) / Chapter 1 defines the investigated problem and presents the methodology of the study. The phenomenon studied (the dependent variable) is the export performance (as defined in the study) of country A's products in country B's market. The independent variables are the following characteristics : Capital intensity, unskilled labour intensity, skilled labour intensity, use of local raw materials, marketing mix variables, total marketing efforts, size of production & marketing which products have gained, size of foreign agents, type of ownership, demand similarity, duration of existence of exporting firms, duration of activity in the market, product quality ...

M.Com. (Business Economics) / Please refer to full text to view abstract

L’objectif d’une offre commerciale est d’être représentatif au mieux de sa population cible. Au cœur d’un même projet, les centres d’intérêts divergent au sein des ingénieries de marketing, design, finance, recherche et développement. Chacun cherche à partager ses besoins en justifiant ses choix par un argumentaire objectif et intelligible par tous. Ce travail développe une méthodologie expérientielle permettant de capter les perceptions sensorielles vécues par les individus. L’approche positionne les attributs sensoriels au niveau de la marque et étudie leurs interactions avec la personnalité. Cet apport à destination des marketers complète les outils des designers sans les remplacer, uniquement en précisant les traits sensoriels à privilégier d’un point de vue des consommateurs. Ce langage commun permet d’encadrer la création d’une valeur ajoutée par la sensorialité de marque. Au final, cette dynamique incarnée par les sens permet de réduire le risque de dissonance entre l’offre voulue par l’entreprise et celle perçue par son utilisateur. / A commercial offering aims to fit at best its target population. The core interests of the same project differ according to marketing, design, finance, research and development engineering perspective. Each one of these fields seeks to share its needs justifying the choices through an objective pitch understandable by all. The present research work develops an experiential methodology enabling to capture the sensory perceptions experienced by people. This approach positions the sensory attributes at the level of the brand and studying their interactions with personality. This contribution targeting marketers completes the designers’ tools without substituting them, but by simply precising the sensory traits to be privileged from a consumer perspective. Thanks to this common language, managing the creation of an added value through brand sensoriality is thus attained. Finally, this senses embodied dynamic reduces the risk of dissonance between the supply intended by the company and the one perceived by its end user.

O ritmo acentuado e a magnitude das mudanças desafiam a estabilidade em diversos setores da economia, sem indícios que o mundo amanhã será menos instável e complicado. Por isso, as informações acerca do que se conhece hoje já não são suficientes para que se tome uma boa decisão: os gestores precisam antever, de modo sistemático, o que irá acontecer para que possam administrar os efeitos da mudança ou, se possível, antecipá-los, construindo assim o futuro e não somente respondendo a ele quando este mudar. Desde o surgimento dos estudos do futuro no meio empresarial na década de 1970, houve um crescimento da utilização dos cenários. Tal crescimento não afastou, contudo, discussões que abordassem a sua real contribuição, apoiadas principalmente nas seguintes idéias: muitas previsões feitas não se tinham concretizado, eventos inesperados alteram o que se conhece; e eventos acontecem aleatoriamente. Porém, tais idéias foram contestadas considerando que não é possível saber se as previsões falharam, ou o curso da história foi alterado pelo homem ao tomar conhecimento prévio dos problemas; os eventos inesperados não alteram permanentemente todos os sistemas e costumes; e, eventos aparentemente aleatórios possuem uma longa acumulação de tendências na superfície. Portanto, embora, não seja possível conhecer plenamente o futuro, pode-se reconhecer ou, pelo menos, ter uma indicação do que vai acontecer. Uma analogia pode ser feita comparando os cenários ao funcionamento dos faróis de um carro à noite. Embora não revelem tudo o que virá à frente, é impossível guiar o carro com os faróis apagados. Nesse sentido, esta tese buscou compreender como os cenários podem ser usados para a tomada de decisão em marketing. A partir do refinamento deste problema de pesquisa, chegou-se ao objetivo de analisar a elaboração de cenários, como um dos produtos possibilitados pelo Sistema de Informação de Marketing (SIM), para fins de aplicação em marketing. Para atingi-lo, inicialmente foi realizada uma revisão teórica do SIM e de cenários - congregando mais de 25 métodos - estes dois corpos teóricos foram aproximados, o que contribuiu por trazer para o centro das discussões a teoria de cenários, que até então era discutida de forma pouco aprofundada na literatura especializada de marketing. Na sequência, realizou-se uma pesquisa de campo, de caráter exploratório e qualitativo, utilizando-se o método de estudo de casos múltiplos. Participaram da pesquisa 3 empresas de grande porte, com atuação em setores diferentes e presença em mais de 90 países. Concluiu-se que o SIM não pode mais ser entendido como o foi no passado, ou seja, como um sistema separado, pois agora ele é uma parte conectada ao sistema que auxilia a gestão da empresa como um todo. Os cenários, que são elaborados para serem utilizados na tomada de decisão de marketing, são um produto do Sistema de Apoio a Decisões de Marketing e são elaborados a partir da interpretação dos dados e das informações fornecidas pelos demais componentes do SIM: Registros Internos, Inteligência de Marketing e Pesquisa de Marketing. As informações originadas de cada um dos componentes se materializam como insumo principal ou secundário para a elaboração dos cenários, dependendo do tipo de pergunta que se coloca em relação ao futuro, ou seja, se o tomador de decisão quer saber \"o vai acontecer\", então são elaborados cenários preditivos, e os registros internos são o insumo principal para isso; já se a questão colocada for \"o que pode acontecer?\", o insumo principal são as informações originadas no Sistema de Inteligência de Marketing; por fim, se a questão é \"como uma meta específica pode ser alcançada?\", o insumo principal são os registros internos. A tese mostrou que os cenários podem ser usados em marketing para apoiar uma série de decisões que requerem uma melhor compreensão do comportamento futuro tanto do consumidor quanto da concorrência, com a finalidade de identificar oportunidades e riscos de mercado. Enfim, os cenários ajudam os gestores de marketing a estarem mais atentos a temas emergentes. / The sharp pace and magnitude of change in business and the economy defies stability in diverse industries, and there are no evidences that the world tomorrow will be less volatile and complicated. Therefore, information about what is known today is not sufficient for making good decisions: managers need to predict what will happen in a systematic way, so that they can manage the effects of change or, if possible, anticipate them, thereby shaping the future and not just responding to it when it changes. Since the emergence of future studies in business in the 1970s, there was a growth in using scenarios. However, this growth not departed discussions that addressed their actual contribution, supported on the following ideas: many forecast had not materialized, unexpected events change what is known; events happen randomly. However, such ideas were challenged whereas that it is not possible to know if the predictions failed, or the course of history was changed by man for having prior knowledge of problems; unexpected events not alter permanently all systems and customs; and apparently random events have a long accumulation of trends in surface. Therefore, although it is not possible to fully know the future, it can be recognize or at least have an indication of what will happen. An analogy can be made comparing the scenarios with the operation of the headlights of a car at night. Although not show everything that will come forward, it is impossible to drive the car with the headlights off. In this sense, this thesis asks how scenarios can be used for decision making in marketing, from the refinement of this research problem, the goal of analyzing the scenario development, as one of the products made possible by Marketing Information System (MIS), was reached. To achieve this, initially a theoretical review of the MIS and scenarios was conducted; these two theoretical bodies were approximate, which contributed to bringing the theory of scenarios to the center of the discussion, which until then was little discussed in the marketing literature. Qualitative and exploratory field research was carried out, using the method of multiple case studies. It was concluded that the MIS cannot be understood as it was in the past, as a separate system, because now it is connected to the system that assists the management of the company as a whole. The scenarios, which are designed to be used in marketing decision making, are a product of the Marketing Decision Support System and are drawn from the interpretation of the data and information provided by other components of the MIS: Internal Database, Marketing Intelligence, and Marketing Research. The information derived from each component materializes as primary or secondary input to the scenario\'s development, depending on the type of question that arises for the future, i.e., if the decision maker wants to know \"what will happen\", predictive scenarios are then elaborated, and the internal database is the main input for this; if the question is \"what can happen\", the main input is the information originating in the Marketing System and finally, if the question is \"how a specific goal can be achieved\", the main input is Internal Database. The literature and field research showed that scenarios can be used in marketing to support a series of decisions that require a better understanding of both the consumer and competitive future behavior, in order to identify opportunities and market risks. Finally, the scenarios help marketing managers\' attend to the emerging themes.