Abstract Since non-profit organizations (NPO) in Taiwan have been developing rapidly, they have to compete for the limited resources in the society. In the meantime, the depression has made the government increase its budget deficit so industry and people reduce their donation. Waiting for the donation can no longer cope with the service cost. Non-profit organizations (NPO) begin to learn to construct and apply commercial marketing channels, and think how to use the least resources, manpower and equipment to frame suitable marketing channels. Thus, they can get what they need and provide service to invite more people to attend public welfare so as to create the greatest value for the society. This is the motif of the research. The purpose of this research is to investigate the relativity between the service specialty of non-profit organizations and the variety and proficiency of marketing channels hoping to achieve the purposes. First, what are the differences between service characteristics and gaining resources of non-profit organizations in choosing marketing channels. Second, what are the contents and levels of marketing channels for non-profit organizations. Third, what are the proficiency orientations on raising resources and service promotion of the marketing channels chosen by non-profit organizations. This research adopted literature analysis and case studies. We chose eight non-profit organizations which provide the welfare for the mentally and physically challenged, the so called social charity groups, and interview them about the relations between their service and marketing. The results are as follows: 1. Marketing channels of non-profit organizations are similar. However, the differences of individual mission statement, service specialty and resources will influence their choice on major marketing channels. 2. To achieve missions with rare resources, singular and multiple marketing strategies are suitable for non-profit organizations 3. The construction of organization channels depends on the cooperation of outer organized systems. Therefore, the cooperation model among channel members will influence the effects of marketing channels. 4. Non-profit organizations have not established sound estimated mechanism on their chosen marketing channels for raising fund and service promotion. 5. Digital marketing channels are new marketing ones to be learned. At the end, this research makes a conclusion and gives some suggestions according to the analyzed discussions of the investigations above. We hope that it can provide a reference for marketing fellows in industry and non-profit organizations, and for further research. Keywords£ºNon-profit organizations (NPO)¡¢Marketing Channel

Marketing has been developed and revalued the last years. The consumer today is moreeducated and is therefore able to have higher demands. These requirements together with theincreased competition is forcing brands to find creative ways to reach their target market.Fashion has throughout history contributed to, and been influenced by, changes in society.Through all times, people have used fashion and clothing as a way to demonstrate their socialidentity and to be accepted. Companies in the fashion industry can be successful if theydevelop brands that attract consumers. To achieve this, companies must find newcommunication tools to reach out to the consumer, among these tools, we find the fashioneditorials.Our aim is to investigate whether product placement occurs in Swedish fashion editorials.Through our thesis we want to explore how consumers perceive the editorials and alsowhether if they are used as a marketing channel.The method is qualitative and the study is based on semi structured interviews and a focusgroup interview. To get several opinions of the problem area, the issue is discussed from twodifferent perspectives. According to the hermeneutical approach, with interpretation in focus,the empirical material has been analyzed alternately with theory. The theories have thereforebeen reviewed during the process.Our conclusion is that all respondents experience that product placement occurs in fashioneditorials. It is also clear that there are differences between the interview perspectives. Theoccurance of product placement in fashion editorials is percieved in different ways. The maindifference is that the fashion industry operatives can see the press offices as messengers forthe brand's image. The consumer, on the other hand, is completely unaware of their existence.Furthermore, readers believe that the content is selected by someone who is an interpreter inthe fashion area and therefore it is accepted. Readers can see the fashion editorials as a sourceof inspiration when shopping. The fashion brands that frequently appears in fashion editorialsbecome top-of-mind of the consumer/reader. Our results suggest that consumers actually areshopping garments from the brands that appear in editorials. Fashion editorials can thus bedescribed as an important part of a fashion company's marketing. Finally, we discuss thefuture of fashion magazines as internet and blogs are changing the conditions to attract theconsumer. / Program: Textilekonomutbildningen

Este estudo buscou compreender o canal de marketing usado para distribuição de servidores de microinformática do tipo x86 que, segundo institutos de pesquisas como o IDC (2009), responderão pela maioria absoluta de todos os servidores vendidos no país. Dentro da categoria de servidores x86, foram explorados os que estão em fases de crescimento e maturidade no ciclo de vida, devido aos potenciais de venda e de agregação de serviços ao cliente final. Para tanto, foram entrevistados doze membros deste canal, incluindo o fabricante dos produtos, três atacadistas, quatro varejistas e quatro clientes finais. Estes foram questionados sobre suas funções no canal de marketing analisado, avaliação de capacitação técnica para venda e prestação de serviços ao cliente, além dos papéis dos clientes e suas expectativas quando ao serviço ao cliente prestado. Percebeu-se que deficiência na capacitação e falta de estruturação nos varejistas pode ser um fator crítico para o canal de marketing, podendo comprometer a imagem dos produtos vendidos, o entendimento das necessidades e a prestação de serviços ao cliente e, de certa forma, o resultado de todos os outros membros do canal. / The intent of this study was to understand the marketing channel used to distribute x86 servers which, according to research institutes such as IDC (2009), will account for the majority of the servers sold in Brazil. Within the x86 category only products in growth or maturing lifecycle were considered in the investigation. These were selected due to potential of sales and customer services aggregation to the final purchasing customers. To accomplish that, twelve members of this channel were interviewed, including the product manufacturer, three wholesalers, four retailers and four final customers. They were asked about their function in the studied marketing channel, about their technical capability to sell and to serve customers, in addition to understanding the customer roles and their expectations on the performed service. The results found that reseller deficiency in technical skills and poor structure definition may be a critical factor for the marketing channel. This possibly compromises the image of sold products, the understanding of customer needs, customer services delivered and, in a certain way, the results for the other channel members.

The purpose of this research study was to compile regional profiles of the consumers who intend to consume grass-fed beef in the U.S. and to create marketing strategies that would assist producers in marketing their product to consumers. The researcher sent an online survey to a panel of 484 consumers across the U.S. to learn about their perceptions of and intention to purchase grass-fed beef. Respondents had a weak, positive attitude toward purchasing grass-fed beef but had low knowledge of production practices. These consumers had a desire to eat healthier; however, they wanted meat that was priced right and had a desirable leanness. Consumers were divided based on U.S. regions (Northeast, Midwest, South, and West) to determine any differences in their knowledge, attitudes, subjective norm, importance of quality cues, meat and beef consumption habits, beef consumption habits, and meal preparations. The information gathered from respondents was used to create a marketing plan for each region of the U.S. Recommendations for future research included exploring how the processing of meat, environmental attitudes, and eating habits influence consumers’ intention to purchase grass-fed beef. Information about consumer willingness to pay would also be helpful for grass-fed beef producers who are creating a marketing plan.

In Taiwan, the rubber industry began to bloom from the Japanese Colonial Era, and most of the rubber technologies were originated from Japan. Its evolution began from the rubber parts to the synthetic rubber manufacturing. The most of synthetic rubber manufacturers are cooperated with companies from Japan and US, the rubber industry was allowed to develop vigorously in a short period of time. In contrary to Taiwan, China could only obtain the obsolete rubber technologies and management skills from the Former USSR due to economy sanction during the Cold War period. The rubber industries lagged behind in terms of quality, production efficiency, and management. As China embraced the Socialist Planned Economy after the Communist Victory in Civil War, the marketing and sales made subject to state control and development was being dragged. After the Reform and Opening-Up, although there were a bunch of rubber manufacturers from Japan and western countries started to establish local production activities in China, the foreign investment bogged down after the Tiananman Square Protest in 1989. Only the Taiwanese manufacturers moved their steps to China against the tide with modern production technologies and management skills. The complementary development brought by Taiwan and China contributed significant improvement in quality of Chinese rubber goods and became a story on everybody¡¦s lips on the cooperation of the rubber industries between two sides of Taiwan Strait. Rubber industries are closely related to national defense and consumer goods, which makes themselves equally import to plastic industries. However, due to the labor-intensive nature of rubber industries and the serious lack of labor force in Taiwan in 1990¡¦s, the Taiwanese rubber industries began to move their production sites to China and accelerated the inosculation of the rubber industries in Taiwan and China. As the main raw material of rubber industries, the synthetic rubber is no exceptional either. In the end of 20th Century, China has successfully become the ¡§World Factory¡¨ and the consumption and capacity of synthetic rubber became the top of the world. Then the financial crisis in 2008 turned the China¡¦s policies to concentrate the development of the domestic demand, which made China the ¡§World Market¡¨. In recent years, the relationships between Taiwan and China have been substantially improved. The Economy Cooperation Framework Agreement (ECFA) is officially signed and taking effects, the economical activities and relationships between both sides are expected to be more liberalized than the past. The study is specially focused on the evolution of the marketing channel of the synthetic rubber between Taiwan and China, and how ECFA is going to possibly affect the synthetic rubber industries. The study will integrate the writer¡¦s points of view and the various ideas abstracted from the interviews with the several Associations and main agents/distributors in Taiwan and China in order to infer the trends of future development of rubber industries. With this study, the readers who are in the business are allowed to be more clear about the evolution of the marketing channel of the synthetic rubber industries and the trends of future development, so that the readers can take the initiatives to prepare for the future.

Syfte: Studien syftar till att undersöka vilka avsikter företag kan ha med att använda sociala medier som en marknadsföringskanal. Syftet kommer brytas ner i en frågeställning. Metod: Studien har genomförts genom en kvalitativ ansats. En semi-strukturerad mall tillämpades. Kvalitativa ansatsen var genom att intervjua tio olika företag som närvara på sociala medier. Teori: Denna studie innehåller följande teorier – viral marknadsföring, AIDA-modellen, och linjära kommunikationsmodellen. Empirin: Här presenteras informanternas svar kortfattat. Intervjumallen men utförliga frågor och svar framgår som bilaga. Slutsats: Genom att analysera den insamlade data har vi lyckats besvara studiens syfte som syftar till att undersöka vilka avsikter företag kan ha med att använda sociala medier som en marknadsföringskanal. Företag vill skapa en dialog med sina kunder och stärka kundrelationen. De vill ständigt vara tillgängliga för sina kunder och få feedback för att växa och åtgärd sina brister. Den största nackdelen med sociala medier enligt studiens involverade företag är den hastiga spridningseffekten av negativ information. / Purpose: The purpose of this study is to investigate and discover the intention(s) behind company’s use of social media as a marketing channel. The purpose will be divided into a research question. Method: The study is of a qualitative type and a semi-structured model was applied. The data was gathered by interviewing ten different companies, all of which using social media in some way. Theory: The study is comprised of the following theories: Viral marketing, the AIDA-model and the linear communication model. Empirics: The answers from the interviews are briefly presented in this section. The questions given during the interviews and the answers are presented as an attachment. Conclusion: Through analyzing the gathered data, we have been able to answer the purpose of this study with the goal of discovering what intentions a company might have when deciding to use social media as a marketing channel. Companies want to create a dialog with their customers and strengthen their relationship with them. They want to be available constantly and receive feedback in order to grow and attend to whatever flaws they may have. According to the companies interviewed, the greatest disadvantage with social media is the ability to rapidly spread negative information.

Este estudo buscou compreender o canal de marketing usado para distribuição de servidores de microinformática do tipo x86 que, segundo institutos de pesquisas como o IDC (2009), responderão pela maioria absoluta de todos os servidores vendidos no país. Dentro da categoria de servidores x86, foram explorados os que estão em fases de crescimento e maturidade no ciclo de vida, devido aos potenciais de venda e de agregação de serviços ao cliente final. Para tanto, foram entrevistados doze membros deste canal, incluindo o fabricante dos produtos, três atacadistas, quatro varejistas e quatro clientes finais. Estes foram questionados sobre suas funções no canal de marketing analisado, avaliação de capacitação técnica para venda e prestação de serviços ao cliente, além dos papéis dos clientes e suas expectativas quando ao serviço ao cliente prestado. Percebeu-se que deficiência na capacitação e falta de estruturação nos varejistas pode ser um fator crítico para o canal de marketing, podendo comprometer a imagem dos produtos vendidos, o entendimento das necessidades e a prestação de serviços ao cliente e, de certa forma, o resultado de todos os outros membros do canal. / The intent of this study was to understand the marketing channel used to distribute x86 servers which, according to research institutes such as IDC (2009), will account for the majority of the servers sold in Brazil. Within the x86 category only products in growth or maturing lifecycle were considered in the investigation. These were selected due to potential of sales and customer services aggregation to the final purchasing customers. To accomplish that, twelve members of this channel were interviewed, including the product manufacturer, three wholesalers, four retailers and four final customers. They were asked about their function in the studied marketing channel, about their technical capability to sell and to serve customers, in addition to understanding the customer roles and their expectations on the performed service. The results found that reseller deficiency in technical skills and poor structure definition may be a critical factor for the marketing channel. This possibly compromises the image of sold products, the understanding of customer needs, customer services delivered and, in a certain way, the results for the other channel members.

Este estudo buscou compreender o canal de marketing usado para distribuição de servidores de microinformática do tipo x86 que, segundo institutos de pesquisas como o IDC (2009), responderão pela maioria absoluta de todos os servidores vendidos no país. Dentro da categoria de servidores x86, foram explorados os que estão em fases de crescimento e maturidade no ciclo de vida, devido aos potenciais de venda e de agregação de serviços ao cliente final. Para tanto, foram entrevistados doze membros deste canal, incluindo o fabricante dos produtos, três atacadistas, quatro varejistas e quatro clientes finais. Estes foram questionados sobre suas funções no canal de marketing analisado, avaliação de capacitação técnica para venda e prestação de serviços ao cliente, além dos papéis dos clientes e suas expectativas quando ao serviço ao cliente prestado. Percebeu-se que deficiência na capacitação e falta de estruturação nos varejistas pode ser um fator crítico para o canal de marketing, podendo comprometer a imagem dos produtos vendidos, o entendimento das necessidades e a prestação de serviços ao cliente e, de certa forma, o resultado de todos os outros membros do canal. / The intent of this study was to understand the marketing channel used to distribute x86 servers which, according to research institutes such as IDC (2009), will account for the majority of the servers sold in Brazil. Within the x86 category only products in growth or maturing lifecycle were considered in the investigation. These were selected due to potential of sales and customer services aggregation to the final purchasing customers. To accomplish that, twelve members of this channel were interviewed, including the product manufacturer, three wholesalers, four retailers and four final customers. They were asked about their function in the studied marketing channel, about their technical capability to sell and to serve customers, in addition to understanding the customer roles and their expectations on the performed service. The results found that reseller deficiency in technical skills and poor structure definition may be a critical factor for the marketing channel. This possibly compromises the image of sold products, the understanding of customer needs, customer services delivered and, in a certain way, the results for the other channel members.

The theoretical frameworks of transaction cost economics and agency theory are widely used to design appropriate governance structure for constraining opportunism within marketing channels. These approaches generally assume that marketing channel managers are opportunistic, and only economic constraints deter opportunism in exchange relationships. However, some empirical studies have shown that managers do not always behave opportunistically even if conditions permit such behavior. In addition, some researchers have proposed a "cycle of self-fulfilling prophecy" and have argued that the uncritical assumption of opportunism and excessive use of control mechanisms such as monitoring only exacerbates the problem. Thus, it is important to identify conditions in which opportunism likely occurs. The present research argues that marketing channel managers exhibit differing propensities for opportunism (PFO), and it spans three levels of analysis to identify contributing factors. The individual-level analysis treats marketing channel managers as a heterogeneous population and investigates the impact of individual traits on their behaviors in business relationships. At the dyadic level, I modify standard microeconomics models to incorporate norms of fairness. Finally, the extra-dyadic level of analysis goes beyond the traditional dyadic focus to include network-wide social influence on a relationship. Using the data collected from 162 unit franchieees. the hypotheses were tested using structural path analyses. The findings of this dissertation provide guidance on the extent to which costly and potentially damaging control mechanisms are really necessary in a given marketing channel relationship. Overall, the research contributes to the existing literature by re-examining a fundamental behavioral assumption about marketing channel managers and providing an alternative framework that can meaningfully inform us as to when and why opportunism occurs. / Ph. D.

The survey Distanshandeln idag 2005, made by the Swedish postal service, tells us that web shops started to pop up in the 1990´s and began competing with the catalogue sells in the end of the decade. Ten years ago, it was said that the web shops would take over the distance trade market. Today we know that did not happen. Internet shopping accounted for 4, 2 % of all distance shopping in Sweden last year. Our inquiry is guided by the observation that the catalogue is still in use and moreover, it seems to have changed very little from when we were kids. It might be that the catalogue has potentials that the Internet lacks. Hence, this study aims to identify and describe differences between mail-order catalogues and web shops in the presentation of fashion products. The theoretical frame of reference for this study consists of literature on marketing, brands, and fashion marketing by catalogue and Internet. This is primary an empirical study and the literature's function is that of inspiration and support for us in our analysis and our conclusions. The empirical material consists of a survey on the mail-order company Ellos’s spring and summer catalogue of 2009, and their web shop for the same time period. First we constructed a set of mutually exclusive criteria to apply in our analysis (e.g., colour, perspective and information). A number of standard garments were then chosen, and for each of these garments, we applied our model and performed a comparative analysis. To give the reader a better understanding of the survey's result, we included images to show specific phenomena along with our findings. The main differences between catalogues and web shops could be summarized as follows: Web shops provides immediate information about stock status and campaign prices, this cannot be done in the catalogue. The catalogues on their hand provides the customer with a lot of ideas on how to wear, and how to combine the different garments. This could easily be achieved in the web shop too, and we find it a bit surprising that it is not. / Program: Textilekonomutbildningen