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

<p><strong>Datum:</strong>         2008-11-13</p><p><strong> </strong></p><p><strong>Nivå:             </strong>Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng</p><p><strong> </strong></p><p><strong>Författare:</strong>  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde</p><p><strong> </strong></p><p><strong>Handledare:</strong> Mats Viimne</p><p> </p><p><strong>Titel:             </strong>Communities – en marknadsföringskanal med effekt?<strong></strong></p><p><strong> </strong></p><p><strong>Syfte:            </strong>Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.<strong></strong></p><p><strong> </strong></p><p><strong>Metod:</strong>          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.</p><p><strong> </strong></p><p><strong>Slutsats:        </strong>Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på.</p> / <p><strong> </strong></p><p><strong>Date:             </strong>2008-11-13</p><p><strong> </strong></p><p><strong>Level:           </strong>Bachelor Thesis in Business Administration, 15 ECTS<strong></strong></p><p><strong> </strong></p><p><strong>Authors:      </strong>Amina Ahmed Ibrahim               Carol Nakajugo Basudde</p><p><strong> </strong></p><p><strong>Tutor:           </strong>Mats Viimne</p><p> </p><p><strong>Title:             </strong>Communities – A marketing channel with effect?</p><p><strong> </strong></p><p><strong>Purpose:       </strong>To describe communities as a marketing channel and its communication effect. </p><p> </p><p><strong>Method:       </strong>Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.<strong></strong></p><p> </p><p><strong>Conclusion:  </strong>Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.</p><p> </p>

Datum:         2008-11-13   Nivå:             Kandidatuppsats i Företagsekonomi, 15 Högskolepoäng   Författare:  Amina Ahmed Ibrahim                 Carol Nakajugo Basudde   Handledare: Mats Viimne   Titel:             Communities – en marknadsföringskanal med effekt?   Syfte:            Att beskriva communities som marknadsföringskanal och dess kommunikationseffekt.   Metod:          Primärdatainsamlingen för denna uppsats har skett via intervjuer som utförts på tre olika sätt, personligt möte, telefonintervjun samt e-post intervju. Uppsatsen har baserats på fältstudier av fyra communities i Sverige, nämligen Lunarstorm, Glife, Nightlife och Nattstad. Sekundärdata har använts i form av böcker, artiklar och Internet.   Slutsats:        Fördelen av att företag använder sig av communities är bl.a. träffsäkerheten och att företag ska enklare kunna nå ut till målgruppen som deras reklamannonser riktar sig till. En nackdel är att det råder fortfarande en stor kunskapsbrist hos de olika företagen och de förlitar sig mest på dem traditionella marknadsföringssätt som TV, tidningar och radio. Den ökande publiciteten av communities i media har bidragit till att allt fler får upp ögonen för detta marknadsföringssätt och väljer att lära sig om de olika communities och vad de går ut på. / Date:             2008-11-13   Level:           Bachelor Thesis in Business Administration, 15 ECTS   Authors:      Amina Ahmed Ibrahim               Carol Nakajugo Basudde   Tutor:           Mats Viimne   Title:             Communities – A marketing channel with effect?   Purpose:       To describe communities as a marketing channel and its communication effect.    Method:       Primary data was collected through face-to-face, telephone and e-mail interviews. These interviews were used to gather information on the case studies used in this thesis. Four Swedish online communities namely Lunarstorm, Glife, Nightlife and Nattstad were used. Secondary data used in this thesis has consisted of books, articles and online sources.   Conclusion:  Companies using communities as marketing channels have the added advantage of a higher segmentation which means that they can easier find and reach their target audience. One of the problems associated with this medium is that today many companies still suffer from a lack of knowledge when it comes to communities due to the fact that this medium has not been paid the attention that it needs. Companies prefer to rely more on the traditional marketing channels like TV, newspapers and radio. With this new found interest in communities and the attention being paid to them in the media, more and more companies are opening their eyes to these new marketing channels and are choosing to learn more about them.

Background: Since the mid 1990s the usage of mobile phones has been increasing exponentially (Bauer, Barnes, Reichardt and Neumann 2006) and many firms are aware of the upraising potential with mobile marketing. Thus, the impact of mobile marketing is not yet fully exploited and in need of investigation to fully understand its potential. E-mail is another marketing channel that is claimed to be decreasing in effectiveness. This thesis explores where these channels stands today. Purpose: The purpose of this thesis is to explore differences in advertising response between mobile marketing through applications and electronic mails. Research question: What differences can be identified in the consumer buying process when exposed to an offer trough the mobile marketing channel compared to the e-mail marketing channel? Method: We have implemented a qualitative and deductive study where we expose one sample for an offer coming from the mobile marketing channel and one sample exposed to an offer coming from the e-mail marketing channel. The thesis is of a comparative character and the selection is a non-probability sampling. Conclusions: Offers coming through the mobile marketing channel are easier to recall, perceived as more attractive and lead to purchase decisions at a higher rate than offers coming from the e-mail marketing channel.

In biotechnology industry, health-care food is the most influential product accounting for considerable market share. Nowadays, National Health Insurance has been in the red innumerably, and Bureau of National Health Insurance has become stricter toward the payment to medical systems. Consequently, the medical market is reapportioned. Preventive Medicine, which has no subsidies from National Health Insurance, has become the ¡§Blue Sea¡¨ soon that medical systems intend to develop, instead of its original unnoticed situation; also, health-care food is the main subject collocated within this area. However, Taiwan¡¦s health-care food has numerous brand names which have their own independent channels, unable to develop an established business model effectively due to the limits of their scales. Hence, although many health-care food companies have good products, they are unable to find a good partner with insight of appreciation, so that they can not survive in the market. This study has explored how to cultivate a business model to expand the health-care food market under the current macro-environment. In this study, health-care food companies were the research targets. Through questionnaire surveys, this study has explored that choosing different marketing channel structures will bring in different marketing channel benefits. In this study, based on channel planning in marketing strategy, through the collections of questionnaire data by Analytic Hierarchy Process (AHP) Method, the key success factors in health-care food marketing channels have been induced, aimed at the interactive relationship between health-care food industry and the developing trend of the consumer market. Also, the market is divided into four groups, namely TV Shopping, convenient stores and professional comprehensive pharmacy chains, health-care food distributers, the state-owned enterprises systems operating health-care food, to produce the common (consistently indentified) key success factors and the individual difference factors. In the overall conclusions in this study, the high weight is given according to weighting value, and the priority is: unique marketing method, customer satisfaction survey mechanism (customer response), nationwide media advertisement benefit, headquarters¡¦ goodwill value (brand image), and mechanism of reducing inventory and distribution costs. But for the consideration of resources utilization, if the proprietors of health-care food marketing channels can carry out the foregoing key indicators step by step according to the priority, in order to gain competitive advantage in business management, they may yield twice the result with half the effort.

In 1995, few retailers considered the Internet important to the future of their businesses. By 2000 the prevailing wisdom suggests that it has become almost imperative to incorporate the Internet into a company's business activities. However, whilst some areas of the U.K. retail sector are successfully integrating the Internet into their businesses others remain unconnected. This work is a study of Internet adoption amongst UK retailers from 1995 to 2000. It explores the level of adoption in terms of the technical progression and extent of adoption, in terms of the range of features included in retail Web-sites. Additionally, the project explores the factors that are likely to influence the retailers' Internet adoption progress. A multi-method research strategy was used combining qualitative and quantitative methods: an on-line survey of retail Web activities followed by in-depth interviews and finally, a postal survey. The results of the on-line survey reveal that Internet adoption varies according to retailer size and product assortment. Some retailers' Web-sites include a range of informational, interactive or transactional features, while others have yet to be developed sufficiently to be available via the Web. The results of the Interviews and postal survey indicate that some retail organisations may be better positioned to take advantage of the Internet than others. Indeed, nine critical factors are found to have a significant influence upon the retailers' level of Internet adoption. In particular, operating in an appropriate market sector and having a positive view of the viability of the Internet, in-conjunction with the development of an appropriate Internet strategy, can strongly facilitate a retailer's adoption progress. From the, researcher's perspective, this study is important as it identifies many new variables and factors, and provides insights into how to devise a robust, multi-faceted methodology.

This thesis aims to answer the research question of how an industrial retailer’s level of channel integration can be evaluated and improved. A conceptual model is developed and applied in a case study context of the shop channel of a large international industrial distributor of maintenance, repair and operations goods. Marketing channel integration is proven to improve customer satisfaction, customer loyalty and customer expenditure - despite these benefits, there does not exist any evaluation method that helps researchers or practitioners determine the level of channel integration of an industrial retail channel. The case study follows a mixed method approach and uses qualitative data from in-depth interviews with 11 managers and 24 employees, as well as quantitative data from a management survey with 26 respondents. Using the conceptual model the shop channel of the German parent company was rated at a multi-channel level of integration and the Dutch shop channel at a multiple channel level of integration. Any improvement to the level of channel integration of an industrial retail channel depends on the understanding of and commitment to the integrated channel strategy by the shop management.

Made available in DSpace on 2016-06-02T19:51:30Z (GMT). No. of bitstreams: 1 DissMDM.pdf: 3180347 bytes, checksum: 0ef681444d6c1815d15c01067248a84c (MD5) Previous issue date: 2004-02-27 / Financiadora de Estudos e Projetos / The intention of this work is to study marketing channel for products proceeding from small holders agriculture. Considering that small holders agriculture,in São Paulo State, represents 95% of the production of fresh vegetables, the focus this research falls again on the marketing channel of the related production. Initially a background revision was become about some topics to the subject, in special: marketing channels and small holders agriculture. In the empirical research, a multi-case study was made with small holders agriculture and involved companies in the distribution of fresh vegetables, in two subsequent phases. In the first, searched to understand the particularitities of small holders agriculture. Then, twenty-four small holders agriculture and five specialists of the area had been interviewed. In the second phase, twenty-four members of the retail market, wholesale market and food service companies had been interviewed, two managements of CEASAs, some agents who if had shown to potentials for the fresh vegetables distribution and non-small holders agriculture (patronal). To point out the reader to the studied sector, before the empirical analysis, a panorama of the marketing channels of fresh vegetables in São Paulo State was prepared. The sample included the main important involved in the distribution of fresh vegetables, except the final consumers, was possible to identify the currently channels used by the small holders agriculture, the main important agents in the marketing channel of these products and the requirements demanded for each agent. On the basis of such information, had been formulated some recommendations and suggestions about some alternatives channels for the distribution of fresh vegetables, as well as proposes for a better positioning of the small holder agriculture in the distribution of its products. / O propósito deste trabalho é estudar os canais de distribuição para produtos provenientes da agricultura familiar. Considerando-se que a agricultura familiar no Estado de São Paulo representa 95% da produção de hortaliças, o foco desta pesquisa recai sobre os canais de distribuição da referida produção. Inicialmente realizou-se uma revisão bibliográfica sobre alguns tópicos ligados ao tema, em especial os canais de distribuição e a agricultura familiar. Na aproximação empírica, foi feito um estudo multicaso com produtores familiares e empresas envolvidas na distribuição de hortaliças, em duas fases subseqüentes. Na primeira, buscou-se entender as particularidades da agricultura familiar. Para tanto, foram entrevistados vinte e quatro produtores familiares e cinco especialistas da área. Na segunda fase, foram entrevistados vinte e quatro representantes do mercado varejista, atacadista e do ramo de refeições coletivas, duas gerências de Centrais Estaduais de Abastecimento (CEASAs), alguns agentes que se mostraram potenciais para a distribuição de hortaliças e produtores patronais. Para melhor situar o leitor no setor estudado, antes da análise empírica, foi exposto um panorama da distribuição de hortaliças no Estado de São Paulo. Como a amostra contou com os principais envolvidos na distribuição de hortaliças, exceto os consumidores finais domésticos, foi possível identificar os canais atualmente utilizados pelos produtores familiares, os principais agentes inseridos na distribuição desses produtos e os requisitos exigidos por cada agente. Com base em tais informações, foram formuladas algumas recomendações e sugestões quanto a canais alternativos para a distribuição de hortaliças, assim como proposições para um melhor posicionamento dos produtores familiares na comercialização de seus produtos.

Made available in DSpace on 2016-06-02T19:51:31Z (GMT). No. of bitstreams: 1 DissMB.pdf: 1615938 bytes, checksum: 2b3332c0b7fc9e100a26030202054cd6 (MD5) Previous issue date: 2006-11-29 / The pet, especially dogs and cats, possess a growing participation in home living and in the human and social coexistence, linking intensely with their owners and providing moments of pleasure and happiness. The market of consumption of goods and services, for maintenance of the lifestyle of these pets, especially its feeding, has been growing globally in great scale, especially in Brazil. The accelerated growth of the Petfood market, the changes in the purchase behavior and consumption and the form as the products are marketed by the distribution channels, specialized, grocery and discount stores, present a great administration challenge for the industries. In function of this, this work was accomplished with the main objective to study and comprehend which are the main functions of the structures of distribution of Petfood used by the manufacturers to reach the final consumer. It is also aimed at to know as the main manufacturers manage their distribution channels and which strategy they use. / Os animais de estimação, especialmente cães e gatos, possuem uma participação crescente nos lares e na convivência social, relacionando-se intensamente com seus proprietários e proporcionando momentos de prazer e alegria. O mercado de consumo de bens e serviços, para manutenção do estilo de vida destes animais, em especial sua alimentação, tem crescido em grande escala mundialmente e, especialmente, no Brasil. O acelerado crescimento do mercado de Petfood, as mudanças no comportamento de compra e consumo e a forma como os produtos são comercializados pelos canais de distribuição especializados e de auto-serviço, apresentam um grande desafio de gestão para as empresas. Em função disto, este trabalho foi realizado com o principal objetivo de estudar e buscar compreender quais são, e quais as principais funções, das diferentes estruturas de distribuição de alimentos para cães e gatos (Petfood) utilizadas pelos fabricantes para atingir o consumidor final. Objetiva-se também saber como os principais fabricantes gerenciam seus canais de distribuição e que estratégia utilizam. Estas informações podem contribuir para o aumento da eficiência na gestão dos canais, além de permitir menores índices de conflitos, aumentando os níveis de satisfação entre os membros. Os resultados indicam que diferentes formas de gestão de canal e estratégias podem ser aplicadas, de acordo com a filosofia empresarial adotada e os objetivos de distribuição existentes.

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