Firms targeting high-income consumers are finding their markets becoming increasingly saturated and this has caused a shift in focus to the extensive base of low-income consumers. The opportunity and wealth that is present in the low-income segment has been iterated in numerous instances, yet the challenges to compete in this market are plentiful. To better understand the low-income market and their needs, firms need to develop strong market sensing capabilities that allow them to interpret and develop insights into this market. This report seeks to better understand the adaptive and dynamic nature of these market sensing capabilities and how firms are using these to compete in low-income markets. A qualitative design was followed where 12 senior managers from 11 firms competing in the South African low-income market were interviewed. This was facilitated by a semi-structured in-depth interview method. An inductive and deductive analysis approach was used to interpret the findings against existing models, as well as to discover new themes emerging from the data. The findings included three key themes: the use of mixed method market sensing practices to adapt to the market; improving the capability through continuous sensing, responding and learning; and influencing success by creating an adaptive internal environment. Based on these findings, a framework for competing in low-income markets using market sensing capabilities was constructed. / Dissertation (MBA)--University of Pretoria, 2013. / zkgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted
Harris, Daniel Arthur
This research project explores a number of issues related to the topic of Total Customer Engagement Value, specifically looking to ascertain whether encouraging engagement amongst consumers can be costly to a firm, whether Word of Mouth activity distributed through high engagement channels may be relatively ineffective, whether the acquirement and utilisation of information from these channels can damage an organisation and whether the rewarding of customers for engagement behaviours can lead to resentment on behalf of their lower engaged counterparts. A quantitative study was undertaken wherein the following was measured amongst consumers of Internet Service Providers: Total Customer Engagement Value, Personal Values, the level of technological-savviness of individuals who seek out information from respondents, the stated likelihood of switching to an alternative service provider, measurements related to service expectations, and perceptions related to the preferential treatment of other customers. The study did find that there are a number of potential issues regarding the asserted benefits of customer engagement. It was illustrated that in some instances lesserengaged customers may be more desirable to a firm. Word of Mouth may remain isolated to a group of similar individuals, and thus limit the supposed effectiveness of the spread of information via social media. Focussing on Highly-Engaged individuals as a source of information was also shown to be potentially dangerous, as they differed in four of their personal values. / Dissertation (MBA)--University of Pretoria, 2013. / zkgibs2014 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted
Welch, Joe Lloyd
This study is designed to examine distribution channel selection and evaluation policies of small, medium, and large United States manufacturers. Significance of various factors considered in the selection and evaluation procedures is ascertained.
Intellectual capital and marketing strategy intersect for increased sustainable competitive advantage.Van Zyl, Charlene Rowena 06 May 2008 (has links)
Prof. H.E.C. de Bruyn
Seobi, Mankone Lerato Precious
05 May 2014
M.Com. (Business Management) / The study focuses on the return on marketing investment (ROMI) in the life insurance industry in South Africa. Although this is a growing industry, it is characterised by high competitiveness and similar product offerings from the different insurance providers. Therefore, in competing for the larger market share, the companies differentiate themselves by relying more on their unique strengths. They compete by promoting themselves and their products through various above-the-line and below-the-line marketing activities and campaigns in order to drive sales, build awareness, manage reputations, and to be top of mind to consumers. This study focuses on establishing whether these various marketing activities are measured to determine whether they contribute to the bottom line/ profit margins (basic purpose of ROMI) and to what extent. The ultimate goal is to establish whether ROMI is considered as being important to measure in the life insurance industry and whether spending on marketing activities does contribute to profit margins. A total of 16 recognised life insurance companies were identified and a sample size of seven companies selected. The sampling frame consisted of marketing managers, who happened to be heads of departments in this case. Structured interviews were conducted with these managers, and feedback was transcribed and analysed. Only marketing managers were interviewed as they are directly responsible for the marketing budget, and are accountable for marketing spending and the overall success of the department. It was identified in the study that in order to measure ROMI, it starts by being accountable for the marketing spending. The overall results of the study indicate that spending on marketing does contribute to profits margins and that ROMI is considered by the life insurance industry as important to measure. The study was limited only to the Gauteng province, thus it can be generalised to the life insurance companies in South Africa, but cannot be generalised to other insurance industries, e.g. short-term insurance, thus allowing for the possibility of a comparative study in the future, in addition to future studies listed in chapter 5.
Uplatnění marketingového řízení v podniku CANON CZ, s.r.o. / The Application of Marketing Management in CANON CZ, s.r.o.Sýkora, Miroslav January 2008 (has links)
The objective of this diploma paper is to descibe basic theoretic recurrences of the application of marketing management, to analyse the application of marketing management in Canon CZ company and to make some proposals for steps leading to the improvement in Canon CZ company.
Barberis, Ashley Paul
09 June 2009
The aim of this thesis is to assess the current situation and propose appropriate marketing management of joint-stock company Moravian ceramic factories with business activities in the field of metallurgy and foundry.
An Investigation of the Differential in Consumer Behavior of the Working Woman as Opposed to the Non-Working Woman, and the Resulting Impact on the Performance of Marketing Functions and InstitutionsMcCall, Suzanne H. 05 1900 (has links)
The purpose of this research is to investigate the differentials and commonalties in the consumer behavior and attitudes of the working woman as opposed to the non-working woman. The findings of the research are analyzed to determine their impact on the performance of marketing institutions and functions. The major hypothesis tested in this research is: Working women comprise a distinct market segment, which differs in kind from the non-working woman. Both primary and secondary data are used for this study. The principal sources of secondary data are the 1960 and 1970 U.S. Government Census Tracts of the Census of Population. The primary data was obtained from a questionnaire, sent to 1,093 women residing in specific Census Tracts within the Dallas, Texas Standard Metropolitan Statistical Area. The Tracts were selected by geographical dispersion and statistically tolerable limits for female labor force participation and median family income. This criteria insured the inclusion of women for whom the value of work was either high or low. The analysis of the data revealed that working women may be segmented into a distinct consumer market. Demographic characteristics related to consumer behavior were found to be (in order of importance) Age, Income, Education, Age of Children at Home, and Marital Status. The working woman is more likely to be younger, unmarried, have fewer, if any, children at home, and have a family income of less than $10,000 dollars, than her nonworking counterpart. Major differentials, related to work status were found in the areas of Food Shopping, Personal Clothing Shopping, Use of Leisure Time, Newspaper Readership and Television Viewing, Frequency of Eating Out, Use of Vending Machines, Use of Mail Order Catalogs, Attitude Toward and Use of Discount Houses, Opinion and Use of Advertising and Its Portrayal of Women, and Use and Knowledge of Credit. The use of services was more related to income than to work status.
Komparace poboček firmy 3M v Česku a Slovensku prostřednictvím kvantitativní interkulturní metodologie Globe s aplikací výsledků na marketing management / Comparison 3M subsidiaries in the Czech and Slovak through quantitative methodologies intercultural Globe with applications of marketing managementČiháková, Michaela January 2014 (has links)
The goal of this thesis is cross-cultural comparation of Czech and Slovak subsidiary of 3M Company. It will be reached through GLOBE study in comparison with Geert Hofstede method and its five main cultural dimensions. Questionnaire research will be conducted for achieving this goal ( according to original questionnaire of GLOBE study) among employees of mentioned subsidiaries in Prague and Bratislava. Findings of this research method will be used for explanation of cultural differences (should there be any) between 3M Cesko and 3M Slovensko. Also these findings will proof wheter or not is possible to apply the same marketing management in both countries.
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