<p>Aim of this paper is to describe and analyze why customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. The results of empirical research support both hypotheses. Also during the empirical research we have highlighted some interesting results which are visualized in Illustration 5.1, Illustration 5.2 and Illustration 5.3. In research qualitative and quantitative approaches are used. Data collection method is interview. One deep interview was conducted with restaurant manager in order to enhance the quality of results interpretation. The results of the research can be used by marketers especially in restaurant sphere in order to better understand what influence customers’ behavior and why they come back to the service provider. Also restaurants’ managers can use our findings as a tool to increase the retention rates by adjusting relevant restaurants’ service elements within their restaurant.</p>

Aim of this paper is to describe and analyze why customers come back to the restaurants, what influence their decisions. During the research we formulate 2 hypotheses. Hypotheses 1 – most reasons of the restaurants’ customers retention can be associated with restaurants’ service elements adapted from the 8Ps of Service Marketing Model. Hypotheses 2 - retention and loyalty have unidirectional relation – loyalty means retention of the customer, but retained customer doesn’t mean loyal. The results of empirical research support both hypotheses. Also during the empirical research we have highlighted some interesting results which are visualized in Illustration 5.1, Illustration 5.2 and Illustration 5.3. In research qualitative and quantitative approaches are used. Data collection method is interview. One deep interview was conducted with restaurant manager in order to enhance the quality of results interpretation. The results of the research can be used by marketers especially in restaurant sphere in order to better understand what influence customers’ behavior and why they come back to the service provider. Also restaurants’ managers can use our findings as a tool to increase the retention rates by adjusting relevant restaurants’ service elements within their restaurant.

<p>The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.</p>

The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.

Sedan utvecklingen av world wide web på 1990-talet har den digitala utveckling vuxit mer och mer. I takt med digitaliseringen har SEO blivit ett viktigt marknadsföringsverktyg som företag kan använda för att öka sin synlighet online. I slutet av 2019 spreds ett virus vid namn covid-19. Viruset utlöste en pandemi som skakade om världen. En tydlig förändring som skett under coronapandemin är att den digitala utvecklingen har påskyndats. Samtidigt som digitaliseringen påskyndats har även konsumentbeteendet förändrats i form av ökad kundnärvaro online under pandemin. Dessa faktorer har tillsammans lett till ökad konkurrens online inom den svenska sällanköpsvaruhandeln. En ny verklighet har utvecklats där digitala strategier får en allt mer betydande roll för att bemöta konkurrens, vilket företag som bedriver onlinehandel måste förhålla sig till. Syftet med studien är att kartlägga på vilket sätt företag inom den svenska sällanköpsvaruhandeln har förändrat sin uppfattning av SEO på grund av ökad konkurrens online till följd av coronapandemin. Studiens teoretiska bakgrund tar avstamp i två teorier, Inbound marketing samt The 4S web-marketing mix model. Studien tillämpar en kvalitativ ansats där semistrukturerade intervjuer använts för att samla in data. Sex (6) företag inom sällanköpsvaruhandeln intervjuades. Empirin visar att företagen utvecklat ett ökat intresse, en ökad värdesättning samt en ökad användning alternativt planerar implementering av SEO till följd av ökad konkurrens online under coronapandemin. Sammanfattningsvis visar empirin att företagen har utvecklat en mer positiv uppfattning av SEO vilket tyder på att SEO kan vara ett användbart verktyg för att bemöta den ökade konkurrensen online för företag inom sällanköpsvaruhandeln. / Since the development of the world wide web in the 1990s digital development has grown more and more. As the digitization has become an integrated part of organizations, SEO has become an important marketing tool that companies can use to increase their visibility online. At the end of 2019, a virus was spread by the name Covid-19. The virus triggered a pandemic that shook the world. During the pandemic the digital development has rapidly increased. The consumer behavior has also changed during the pandemic as the online presence among consumers has increased heavily. Both of these factors have led to increased competitiveness online among the Swedish rare goods trade. In this new reality digital strategies play an important role, which companies who conduct online trading have to take into consideration. The purpose of this study is to examine in which way companies in the Swedish rare goods trade have changed their perception of SEO due to increased competition online as a result of the covid-19 pandemic.  The theoretical background covers two theories, Inbound Marketing and The 4S Web-Marketing Mix Model. The study applies a qualitative approach where semi-structured interviews have been used to collect data. Six companies in the rare goods trade have been interviewed. Results show that the companies has developed an increased interest, an increased value and an increased use of SEO or a plan to implement SEO due to the increased competitiveness online during the pandemic. To summarize, the study proves that companies have developed a more positive perception of SEO which suggests that SEO can be a useful tool for addressing increased competitiveness online among companies in the Swedish rare goods trade.

p. 1-131 / Submitted by Santiago Fabio (fabio.ssantiago@hotmail.com) on 2013-03-14T19:14:33Z No. of bitstreams: 1 222.pdf: 4046589 bytes, checksum: e6969271aa65f1ba1489f0ca1b2a93dc (MD5) / Approved for entry into archive by Tatiana Lima(tatianasl@ufba.br) on 2013-03-14T19:21:29Z (GMT) No. of bitstreams: 1 222.pdf: 4046589 bytes, checksum: e6969271aa65f1ba1489f0ca1b2a93dc (MD5) / Made available in DSpace on 2013-03-14T19:21:29Z (GMT). No. of bitstreams: 1 222.pdf: 4046589 bytes, checksum: e6969271aa65f1ba1489f0ca1b2a93dc (MD5) Previous issue date: 2005 / Esta dissertação buscou elaborar, a partir de um conceito de marketing eleitoral proposto, um modelo de análise de campanhas eleitorais majoritárias que não somente evidenciasse a utilização do instrumental inerente ao marketing eleitoral, como também pudesse ser utilizado para futuramente mensurar a presença de atividades deste tipo de marketing em campanhas eleitorais. Para atingir este propósito, inicialmente, resgatou algumas abordagens teóricas e conceituais acerca do marketing convencional, inclusive do marketing mix; do marketing político e do marketing eleitoral; além de abordagens específicas acerca da atuação teatral dos indivíduos e do papel da comunicação no contexto contemporâneo. Em um segundo momento, propôs o modelo de análise, intitulado marketing mix eleitoral, contemplando as seguintes dimensões (e componentes relacionados): candidato (apresentação, marca, personalidade pública, plataforma/ programa de governo e fator dramatúrgico), comunicação (televisiva, radiofônica, através de jornais, telefônica, “internética”, via documentários/filmes, “marketing eleitoral corpo a corpo”, comícios/“showmícios” e comunicação eleitoral complementar), contato (comitê e cabos eleitorais) e custo eleitoral (custo de oportunidade eleitoral e custo de campanha) — além de esboçar os indicadores. Simultaneamente, aplicou parcialmente tal modelo ao contexto das campanhas eleitorais majoritárias, particularmente, das eleições para prefeitura de Salvador em 2004. Em um terceiro momento, esboçou o índice de mediação mercadológica eleitoral e os seus indicadores, além de aplicá-los nas campanhas eleitorais mencionadas. Por fim, teceu algumas considerações finais. / Salvador

The thesis is aimed at business plan forming for a company establishment, which would provide services in area of grafic design and advertising. This thesis includes all specifics taken into consideration at business plan realization. The contents of this business plan are the environment analysis, financial plan, evaluation of investments and risk analysis.