Global warming is definitely the most important environmental issue today. In order to reduce global warming, our government has endeavored to economize on energy in recent years and encouraged the people to save energy in daily life. Pursuing household electricity savings is the easiest and most immediate way to save energy in our daily life. The demand for household electrical appliances has increased by a wide margin for the past 15 years as a result of the noticeable improvement of life quality in Taiwan, and therefore the growth rate of an average annual household electricity consumption per person is about 72¢H from 1993 to 2008.If we do not actively save electricity, the growth rate of household electricity consumption will continue rising. In view of this, public policy marketing and strategic marketing planning were both used by the author to study the strategic marketing of saving household electricity in the present study. This study has come up with the following main conclusions and suggestions¡G. 1. To promote the electricity savings program that should definitely describe the core benefits of this program. 2. Use the customer-oriented marketing concept to understand the residents' knowledge, belief, behavior, obstacles and demands about saving household electricity. 3. Use market segmentation to choose one or more target markets for saving household electricity and focus limited marketing resources on the said target markets. 4. Set the behavior, knowledge and belief objectives and quantifiable goals of saving household electricity, and make positive efforts for the said objectives and goals. 5. Use integrated marketing to communicate and convey the value of saving household electricity. 6. Establish a method for carrying out the electricity savings program and a system of examination and review.

In recent years, the number of AIDS patients in Taiwan has steadily increased, the infection rates have grown year by year, teenagers have become the major group of infection, and the ratios of AIDS patients who infected by drug injection have increased steadily. Above various trends have brought about serious impacts on the economy, society, labor losses, and medical care burdens of Taiwan. So it is necessary to prevent AIDS from going rampant in Taiwan. The government¡¦s ¡§The Third Five-year Plan for the Prevention and Cure of Acquired Immune Deficiency Syndrome¡¨ was implemented in 2001, but it has not achieved significant results, which requires review and improvement. This study adopts the ¡§Strategic Marketing Planning¡¨ frame of public policy marketing and examines the part of prevention in the Third Five-year government plan, especially in relation to teenagers. This purpose is to investigate whether the plan can go with the important points of policy marketing. The study has come up with the following findings and suggestions on policy advancement, which can be used by the government sector and schools so as to elevate the effectiveness of AIDS prevention programs: 1. A customer-oriented marketing approach should be adopted. 2. Limited administrative resources must be focused on the target market. 3. Use integrated marketing communication (IMC) methods to achieve the expected outcome. 4. Establish accurate and specific organizational goals and a system of examination and review.

In Taiwan, the business of fishery and its related industries always rely on every kind of fish for living. Once the fishery has faced a difficult situation, catch limited and vessels reduced, it will affect against the business. The oceanographic satellite information system is a tool which can help in fishing, if it also faced the same difficult situation. The current study assists this industry to understand Taiwan Far Ocean Fishery¡¦s demand on what kinds of oceanographic satellite data, the way in retrieving data, and purchase behavior. Finally, it analyzes the current situation for the products. With these found data, to think up the strategies and write a marketing plan for the oceanographic satellite data.

<p>Jewelry designers might not be as customer-centered as Kotler recommend. Additionally, they are not constantly seeking to grow and make the most profit out of satisfying consumer needs better than competitors. However, it is imperative even for an individual designer to examine what the customers want and demand as well as think of a plan to satisfy this demand. Consequently, the purpose of this study is to create a guideline for a marketing plan for a beginning jewelry designers using jewelry designer Anniina Dunder as an example. A qualitative method was chosen for this study in form of interviews and observation. Moreover, secondary data was collected in order to gain a wider and clearer picture of the subject.</p><p>Based on this study an individual actor has every possibility to reach the desired level of profit in the jewelry market in Helsinki by designing and producing jewelry. Reaching this level of profit requires activeness, customer-centered view and productivity from the designer. Consequently, individual designers should start paying more attention to potential customers’ needs and wants even when designing collection jewelry and be constantly aware of changes in these wants in order to satisfy customers even in the future.</p>

No description available.

Jewelry designers might not be as customer-centered as Kotler recommend. Additionally, they are not constantly seeking to grow and make the most profit out of satisfying consumer needs better than competitors. However, it is imperative even for an individual designer to examine what the customers want and demand as well as think of a plan to satisfy this demand. Consequently, the purpose of this study is to create a guideline for a marketing plan for a beginning jewelry designers using jewelry designer Anniina Dunder as an example. A qualitative method was chosen for this study in form of interviews and observation. Moreover, secondary data was collected in order to gain a wider and clearer picture of the subject. Based on this study an individual actor has every possibility to reach the desired level of profit in the jewelry market in Helsinki by designing and producing jewelry. Reaching this level of profit requires activeness, customer-centered view and productivity from the designer. Consequently, individual designers should start paying more attention to potential customers’ needs and wants even when designing collection jewelry and be constantly aware of changes in these wants in order to satisfy customers even in the future.

xiii, 177 p. A print copy of this title is available through the UO Libraries. Search the library catalog for the location and call number. / Marketing Planning is the most prescribed tool for "doing" marketing. The marketing plan's implementation schedule provides a roadmap for accomplishing a firm's stated marketing objectives. For over three decades researchers have investigated planning's link to firm performance. The consensus has been that they do improve performance although there is little empirical evidence to suggest how implementation of those plans is related. Environmental turbulence, new information and failed implementation cause firms to act outside of the planning framework. Improvisation is the contemporaneous creation and execution of an action. The extent to which firms act improvisationally has been studied, but to date there has been no empirical investigation that exposes the different types of post plan improvisations of strategic marketing plans that exist. This dissertation attempts to identify the different types of post plan improvisations (PPI) used in marketing. Using the Critical Incident Technique, 384 incidents of PPI were gathered from marketing planners and then used to create categories and systematically classify each incident. Four primary categories of causes of deviations, six categories of deviations and four categories of outcomes emerged from the data. The results provide a foundation for a theoretical model of the types of post plan improvisations in practice. This will allow further research into contextual differences that could help managers decide when to improvise and when to follow their plan. Further, by exposing the useful application of the CIT method in a new field, additional researchers might begin to use the technique to update and more deeply understand other marketing phenomenon. / Adviser: David M. Boush

M.Comm. (Business Management) / Marketing as field of study has developed as a vibrant and evolutionary management function over a number of decades. In the 1950's the primary focus was on consumer goods. In the ensuing three decades industrial marketing, societal orientation and the marketing of services respectively, came to the fore. It is anticipated that relationship marketing will increasingly capture the attention of marketers in the 1990's. Relationship marketing addresses internal markets in the organisation, such as the personnel and jobs, suppliers, influencer markets, referral markets and customer markets. The focus in relationship marketing shifts from transaction marketing, as practised in the past, to long term relationships developing between the markets mentioned above (Christopher, 1991:9).The student holds the opinion that both relationship marketing and internal marketing have immense application potential in business on corporate and small business level. These concepts however, are still in the infancy stage with a low level of awareness amongst businessmen and entrepreneurs alike.

The research problem addressed in this study was to develop a marketing plan consisting of selected elements that would give a cellular company like Vodacom a competitive advantage over competitors and to capture a significant market share when marketing mobile data services like 3G. To achieve this object, a literature study to determine the key components of a marketing plan was undertaken and a theoretical model was selected to develop a marketing plan of selected components In addition to the literature study, an empirical study was conducted to identify core concepts critical to the development of a selected element marketing plan to market 3G and re-launch mobile data services. The results of the literature study were combined with the empirical study and a marketing plan based on McDonald was developed. Michael Porter’s five forces model was used as a reference to discuss the competitor analysis, a marketing strategy was compiled with specific referencing to the four P’s of marketing and marketing controls formed the basis of this research. This study concludes with recommendations applicable for the implementation of the marketing plan and options for further research.

Addresses the issue dealing with marketing technical innovations. A practical conceptual framework which offers a systematic approach to overcoming barriers related to the marketing of technical innovations is presented. The framework is currently being field tested in several organizations and comprises three parts. The first part (integration) addresses the open system organizational structure necessary to facilitate the successful marketing of technical innovation. The second part (investigation) addresses the formulation of systematic marketing efforts and strategies targeted at the the different entities in the customer's organization. The third part (implementation) outlines a practical implementation approach.