The Analysis and Research for the Function and Position of City Marketing in Governmental Information OfficeHsieh, Shu-hsien 27 July 2004 (has links)
As a result of the internet & digital technology developing rapidly, the effectiveness of communication between countries has improved dramatically, thus giving birth to the concept of a global village-replacing the idea of traditional country land. The positions of cities becomes increasingly important day by day, and becomes a country¡¦s critical centre point for its existence & development. The modern idea of city country induces the attention & sparks discussion amongst people all over the world, Therefore, questions of how to improve the marketing of a city, how to increase the rate of development of a city, and how to promote competition within a city become the main focus of international cities. City marketing becomes the key point in whether a city succeeds or failures in the global market. For this reason, the main point of research will be how local governments, can excel in city marketing, better understand the professional process of marketing management including object, analysis, project, performance, evaluation, and how the information office can assist as well as act as the framework of the organization. This research paper is written on the topic of ¡§the analysis and research for the function and position of city marketing in governmental information office¡¨. It adopts the method of question investigation, and uses statistics of material in researching the reason for all hypotheses. The targets for investigation include the information officers and journalists from 23 counties. There are 177 valid samples in total, discovering that 80% of counties understand the importance of city marketing, and promote it positively. Both ¡¨Propagating decree of Government¡¨ and ¡§City Marketing¡¨ are the key points, as well as, developing internet technologies, e-city, combining public & private resources, uniting unbeneficial organizations, encouraging citizens to attend public affairs, etc. The above mentioned promoting strategies should be performed positively. As for the problem of the existence of information office, 90% of those who answered thought it was necessary, and over 80% of those who answered want the information office expanded and its functions reinforced. By collecting the domestic and foreign documents, successful examples of city marketing and analysis of investigation statistics, this research will supply some suggestions and opinions to the reorganization of local governments. Key words: city country, city marketing, marketing management
A STUDY ON THE INTER-RELATIONSHIP AMONG RISK RECOGNITION, MARKETING MANAGEMENT, AND COMPETITION ADVANTAGES OF THE TEACHING STAFF AT JUNIOR HIGH SCHOOLS IN KAOHSIUNG COUNTYChen, Chi-ping 04 June 2008 (has links)
This study is to investigate the inter-relationship among risk recognition, marketing management of the school, and the competition advantages of the teaching staff at junior high schools in Kaohsiung County. The study object is the teaching staff at public junior high schools in Kaohsiung County. The number of valid returned questionnaires is 494, with a kickback rate of 95.0%. Since the formal questionnaires were collected, the data have been analyzed and tested by description statistics, t-test, single-factor ANOVA, Pearson movement correlation, typical correlation, and multiple-gradual transgression. According to the results of data analysis, the following conclusions are reached: 1. Teaching staff at junior high schools possesses favorable recognition of risk, among which ¡§risk of employees¡¨ is the best. 2. Marketing management at junior high schools is good, in which the category of ¡§staff strategy¡¨ is the best. 3. Competitive advantages at junior high schools are favorable, especially the category of ¡§quality.¡¨ 4. Male teachers who are at age 51 or above, hold concurrent jobs as section deans, and teach in remote areas have better risk recognition. 5. Male teachers who hold concurrent jobs as section deans, teach in remote areas, and whose schools have less than 12 classes have better marketing management. 6. Male teachers who are at age 51 or above, hold concurrent jobs as section deans, teach in remote areas, and whose schools have less than 12 classes have better competitive advantages. 7. The better the risk recognition of the teaching staff at junior high schools, the better their ability to carry out marketing management. 8. The better the risk recognition of the teaching staff at junior high schools, the better opportunity they have to boost their schools¡¦ competitive advantages. 9. The better the junior high schools¡¦ ability to carry out marketing management, the better opportunity they have to boost their schools¡¦ competitive advantages. 10. Both the channel strategies of schools¡¦ marketing management and personnel strategies toward schools¡¦ competition advantages have conspicuous predictability, and the channel strategies is especially useful in precisely predicting schools¡¦ competitive advantages. Based on the main findings and conclusions, some concrete suggestions are provided for school and educational administrative authorities concerned for future reference.
Merino, Maria Cruz
28 August 2008
Not available / text
28 August 2008
Not available / text
Data mining and optimization : applications in customer portfolio management in the credit card industryChatterjee, Abhijit, 1971- 07 July 2011 (has links)
Not available / text
An investigation into how strategic marketing is done in practice : insights towards components of more effective strategic marketing application.Macquet, Jemma. January 2005 (has links)
This study seeks to engage in a discourse on the praxis of strategy and more specifically, marketing strategy. Within the confines of this study, an exploratory analysis is done looking at the difference between the theory and praxis of marketing, as motivated by concerns about the current emphasis and methodology in which marketing theory is taught and applied in practice. The findings of the study showed that the majority of practitioners working in senior strategic marketing positions had not received specific marketing training. This suggests that marketing, in the current degree structure, is not reaching its desired target market. Although there was an acknowledgement of the value of theory as a frame for thinking, the majority of practitioners spoke to the need for compromise between the ideal and the 'practical-implementable'; the need to augment the strategic theory with practical, tactical skills and a dualistic approach to the dissemination of the theory. This approach should work firstly, to master the theory and/or theoretical model as designed and written and secondly, to enable creative use of the model in different contexts. The practitioners further pointed to the need for marketing and accountancy as core subjects in the Bachelor of Commerce degree, explaining that both subjects provide a meaningful platform for understanding how business works. Practitioners expressed a lack of support for marketing in their organizations using ongoing internal education and feedback to massage a fundamental overhaul of current perceptions relating to the ineffectiveness of marketing. Practitioners suggested a lack of full utilization of marketing capacity explaining that their primary responsibility related to the promotion function only. Finally, they discussed the need for tools to assist in the management of marketing in a complex environment. In terms of practitioner responses to theoretical constructs, it was suggested that strategy developed for the organisation and for marketing specifically did not follow a linear, traditional format, but was more flexible and adaptive working inclusively and consultatively to develop core objectives and issues used as a working frame. In terms of the measurement of implementation success, most of them alluded to the use of feedback as a monitoring mechanism, talking further about the benefit of communication, internal marketing, teams, education and learning as drivers of successful implementation. / Thesis (MCom.)-University of KwaZulu-Natal, 2005.
A SERVQUAL investigation into customer expectations and perceptions of service quality at DTA College Pietermaritzburg during 2010Machaka, Zivai. January 2011 (has links)
The marketisation of higher and further education institutions whereby education institutions adopt commercial practices to operate has led to increased competition in the education industry. Various sources of competitive advantage are being searched for aggressively by education institutions in the hope of securing customers and remaining competitive. Service quality has become one of the biggest sources of competitive advantage for higher and further education institutions as it enables the institutions to differentiate themselves from the competition. Development and Training for Adults (DTA) College in Pietermaritzburg, South Africa also faces similar challenges of the need to be competitive in an increasingly competitive environment. The study investigated the customers‟ perceptions and expectations of service quality at DTA College in Pietermaritzburg in order to identify and assess any existing service quality gaps. The SERVQUAL instrument which consists of 22 statements on perceptions and 22 on expectations of service quality was utilised to collect data for the research study at DTA College. A sample size of 58 was used and it was selected through stratified random sampling to maximise representativeness of the sample. Statistical Package for the Social Sciences (SPSS) was used to analyse the data. Statistical tools that include frequencies, meanscores and tabulations were utilised to present the data from findings. The Wilcoxon signed ranks test was also utilised to further analyse the significance of the gaps. The findings from the study indicated that, a negative service quality gap exists at DTA College. Reliability was the service quality dimension that had the widest gap which indicated that the respondents do not rely on the College as it does not deliver as per promise. Assurance was the service quality dimension which had the narrowest gaps. However, 3 of the 4 assurance gaps were significant according to statistical tests conducted which mean that DTA College has to pay attention to all the service quality dimensions regardless of the gaps being small. Frequent interaction between the college and the customers is recommended for DTA College as it provides the college with important information on customer expectations and perceptions. Continuous employee training to improve the existing skills is also recommended for the college‟s employees as it can have a good impact on meeting the customers‟ expectations of the service quality dimensions. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2011.
The Baby Boomer market is a lucrative market, largely ignored by marketers. This fact has attracted much media attention, both in South Africa and abroad. Research conducted by the UCT Unilever Institute of Strategic Marketing and Synovate shows that the mature market often feels marginalised and ignored by the retail, corporate and media worlds (Scher, 2008:Para 7). Furthermore, they feel estranged from marketing communications, disregarded by product developers and dissatisfied with customer service (Mitchell, 2008:Para 10). Hence there is an opportunity for marketers to communicate with this market, by positioning products better in the minds of Baby Boomers. Positioning as described by Mullins, Walker and Boyd (2008:191) is “both the place a product or brand occupies in customers minds’ relative to their needs and competing products or brands, and to the marketer’s decision-making intended to create such a position”. Thus, positioning has many facets. It relies on consumer perception, segmentation and targeting and selecting attributes which are both important to the target market and distinctive in comparison to competitors. Hence it is important to choose a position which creates a competitive advantage and use this position to guide the development of the marketing strategy, more specifically the marketing mix. Ultimately the marketing mix communicates with the target market and thus potentially influences perception as well as the way consumers position the product. Generational theory explains how different generations develop different value systems, and the impact that this has on how younger and older people interact with the world around them and with each other (Codrington, 2008:1). Schewe and Meredith (2004:51) explain that, generations experience similar external events during their late adolescent and/or early adulthood years which influence their values, preferences, attitudes and buying behaviour in ways that remain with them over their entire life. Hence, since each generation experiences different events, generations differ and need to be targeted separately and differently from the other generations. As Underwood (2007: 43) stresses since career, consumer, and lifestyle decisions are significantly influenced by generational values and attitudes, all businesses need to be trained in generational marketplace strategy and generational workplace strategy. One industry which seems to have recognised the attractiveness of the lucrative Baby Boomer market and recognised the necessity for targeting this generation using an approach which has been customised, is the skin care industry as many facial care products are specifically developed and targeted at the ages which make up the Baby Boomer Generation. Thus, this research investigates the positions occupied by skin care brands based on the perceptions of three generations of females, namely the Baby Boomers, Generation X and Generation Y. The research focuses on determining if there are differences amongst the generations and whether Baby Boomers feel marginalised by the facial care industry. Consequently the literature review focuses on positioning, generational theory and how it affects marketing strategy as well as the current state of the facial care industry. A triangulation methodology was implemented to conduct the research. The triangulation methodology combines qualitative and quantitative data (Banister et al., 1994, cited in Holzhausen, 2001: Para 28) and for the purpose of this research the methods were used sequentially, collecting qualitative data before the quantitative data. One of the biggest advantages of using qualitative and quantitative research is that the styles have complimentary strengths, and as a result research that uses both methods tends to be more comprehensive (Neuman, 2006:150). First three focus group sessions were conducted to gather qualitative data, each focus group representing one of the three generations central to this study. The participants were selected using a snowball sampling method which is a non-probability sampling technique where an initial group of respondents identify others who belong to the target group and subsequent respondents are selected based on referrals (Malhorta, Hall, Shaw and Oppenheimer, 2008:274). This initial group was selected purposively to ensure all race groups were included and to attempt to ensure representivity. A mall-intercept method was used to collect quantitative data, where respondents were selected using convenience sampling. The findings were presented and briefly discussed. This was followed by an in-depth discussion of each of the research objectives, which enabled conclusions to be drawn. It was found that in terms of the attributes which are most important when choosing facial care, Boomers most important attributes differed from the other two generations. Boomers look for facial care products which last all day, have effective moisturising capabilities and make skin soft and smooth. The perceptual maps showed that based on the perception of Baby Boomers, Clinique held the most favourable position. In addition this research identified that Boomers are more sceptical of advertising than the other two generations and generally rated the various media vehicles as less effective than both Xers and Yers did. Finally a number of recommendations were made, these included recommendations as to how the generations differed and how marketers could ensure they target the specific generations and capture their attention. It also included brand specific recommendations, focussing on ways each brand could improve their positioning. Since the study found that females from the three generations central to this study do differ and place importance on different attributes the main recommendation is that each brand needs to ensure their marketing efforts are focused on the generation they wish to target and that they base their positioning on an attribute which is important to the target customers and which will allow customers to differentiate the brand from competitor brands. / Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2010.
Neagley, John P. O'Brien, Robert T.
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Thesis (M.S. in Management)--Naval Postgraduate School, December 1990. / Thesis Advisor(s): Moore, Thomas P. Second Reader: Gates, William R. "December 1990." Description based on title screen as viewed on April 2, 2010. DTIC Identifier(s): Water Supplies, Irrigation Systems, Salinas River Valley (California), Theses, Free Market, Water Conservation, Public Policy, Salt Water, Policies, Farm Crops, Marketing. Author(s) subject terms: Groundwater Allocation, Groundwater Markets, Agricultural Groundwater, Salinas River Valley. Includes bibliographical references (p. 90-94). Also available in print.
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Master-Arbeit Univ. St. Gallen, 2007.
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