Diss. (sammanfattning) Uppsala : Sveriges lantbruksuniv., 2008. / Härtill 4 uppsatser.

Diss. (sammanfattning) Uppsala : Sveriges lantbruksuniv., 2008. / Härtill 4 uppsatser.

The main goal of this diploma thesis is detailed presentation of the banner advertising, explaining key terms associated with this phenomenon and introduction to the history, actual situation and also the new trends in this area. Part of this thesis is introducing of banner advertising as a part of wider context of internet marketing, historical development and description of the banner formats or measuring of banner efficiency using specific methods like click-through rate or dwell rate. In my thesis is also included topic of the banner blindness or the current trends like behavioral advertising or HTML5 ads and using the banners on new platforms (mobile pages or social sites). I am also presenting some recommendations based on existing theoretical studies, practical research and also on my own working experiences. Using these recommendations should improve the efficiency of banner campaigns.

Livestock production is the primary financial resource for most farmers in Mpumalanga province. Although commercial farmers require necessary equipment and technology to maximise their production and profit, but emerging small-scale farmers in the province face many challenges which have hindered their efforts to improve their livelihood, besides intervening in the procedure of commercialisation. Therefore, this study investigates the socioeconomic characteristics of the livestock farmers in the province, the determinants of market access and those influencing marketing inefficiency, with a view to developing policy recommendations. Structured questionnaire was administered to 300 farmers in order to capture information on market access and factors that could influence marketing inefficiency. Descriptive statistics was utilised regarding basic characteristics of the households. A logit regression model was used to analyse market access (sale of livestock through formal markets) using STATA. Marketing inefficiency was computed as the reciprocal of marketing efficiency which was calculated using Shepherd formula, while the two stage Least Square regression was applied for factors influencing marketing inefficiency after identifying market access endogenous variable. The study’s extrapolations indicated that 7 variables were consequential at 1% and 5% significance level with market access, namely transport ownership, transport cost, market price information, advertisement, farmers’ perception, marketing channel used and municipality. In addition, the results of the two stage least square model indicated that only 3 variables had remarkable significance with regard to marketing inefficiency. These are market access, livestock composition and infrastructure. The findings of the study evidenced that to reduce marketing inefficiency, then it is paramount to enable the easy dissemination of information and improving infrastructure so as to give small-scale farmers easy access to the markets. Consequently, addressing marketing constraints will provide an insight that will allow development of strategies to deal with those problems correctly and more efficiently. The study recommended that focus should be centred on addressing the constraints existing in livestock marketing system to enhance access to markets by encouraging youth participation in agricultural activities and providing training programmes and easy access for marketing related information. Also, infrastructure deserves to be given more attention by renovating the marketing facilities especially road networks in rural areas. In addition, extension officers and veterinary services are to provide help and support in preventing infections and diseases in order to minimise the losses. / Agriculture, Animal Health and Human Ecology / M. Sc. (Agriculture)

The master’s thesis is proposal of loyalty program of food reailer, which should serve as a tool for building relationship with the costumers and potential for creating competitive advantage. In order to program be best used by the company, should serve an analysis of current situation in the company, then also present loyalty program analyses and analyses of needs and wisch of company’s costumers, as well as researching loyalty programs in other companies in Czech Republic and foreign countries. Klíčová slova

Marketing activities in a company ought to be controlled permanently. We may rate its efficiency by the analysis of the individual indexes or by the complex method. Thereby we have a problem of choosing the most effective marketing rating method, that allows us to rate the marketing quality in general and discover possible ways of its rising. In this article we consider the marketing efficiency rating methods by the Russian authors’ treatises. Finally we can draw some conclusions. Firstly, the marketing rating allows us to measure marketing efficiency in industrial company, to identify it’s optimization direction and realization consequences. Secondly, it is much more effective to use complex measuring for making marketing efficiency ratings. Thirdly, marketing has an influence on profit by the effect on sales amount and prices. So it is necessary to make an economic analysis of marketing activities results. The approach that we proposed allowed us to evaluate marketing effectiveness from different angles and to highlight the most powerful and weak points of marketing. After evaluating marketing in the enterprise in different ways, we concluded that the marketing activity of the enterprise is effective at the moment. / Маркетинговая деятельность на предприятии должна постоянно и планомерно контролироваться. Оценить ее эффективность можно посредством анализа отдельных показателей, так и комплексным методом. В связи с этим возникает проблема выбора наиболее эффективного метода оценки маркетинговой деятельности на промышленном предприятии, который позволит оценить качество службы маркетинга в целом, обнаружить возможные пути ее повышения. В статье рассмотрены методы оценки эффективности маркетинговой деятельности предприятий различными российскими авторами. Рассмотрев методы оценки эффективности маркетинговой деятельности, которые предлагают авторы, можно сделать следующие выводы. Во-первых: оценка показателей комплекса маркетинга позволяет определить эффективность службы маркетинга на предприятии, выявить направления их оптимизации и последствия реализации. Во-вторых: для более точной оценки маркетинговой эффективности на промышленном предприятии лучше всего использовать комплексную оценку показателей. В-третьих: маркетинг оказывает влияние на прибыль от реализации продукции прежде всего, через воздействие на объемы продаж и цены, поэтому требуется так же проводить экономический анализ результатов маркетинговой деятельности. Предложенный нами подход позволил оценить маркетинговую эффективность с разных сторон и выделить наиболее сильные и слабые места маркетинга. Оценив маркетинг предприятия разными способами, мы пришли к одному выводу, что маркетинговая деятельность предприятия является эффективной на данный момент.

With the value of initiating contact or a relationship being intangible, marketing departments are currently struggling to prove their contribution to the business. Evaluating the efficiency of B2B marketing investments has been proven hard, and the prerequisites for doing so are many. However, the enabling of measuring marketing efficiency would provide companies with a tool for prioritizing between marketing investments and thus optimize budget allocation and business value. This study aims to examine the underlying technical and organizational difficulties of evaluating the efficiency of marketing investments, as well as contributing with guidance on how to overcome them. By combining an exploratory theoretical investigation and a case study that followed a descriptive approach, this study covers the investigated phenomena in both a general and a specific context. The technical difficulties of evaluating marketing efficiency that were found include contamination of data due to unstructured gathering of field data, unaligned definitions, and a high level of individual judgment when categorizing data. Findings on organizational difficulties concentrate on the Sales-Marketing Interface (SMI) and include missing feedback loop between the two departments, unaligned goals and rewards, unstructured handover phase, and broken information streams. Finally, the authors suggest a number of measures that can be taken in order to solve the stated difficulties and excel in SMI and marketing intelligence maturity towards a state where marketing efficiency can be evaluated. By comparing theory to empirical findings, a connection between theory and practice is established, which contributes to bridging the theory-practice gap that exits in B2B marketing research. In specific, this study contributes to science by presenting a number of measures that can help organizations enable the assessment of marketing efficiency. Yet, further research on the effect marketing has on customer lifetime is necessary. / Eftersom värdet av att initiera en kontakt eller en relation är ogripbar behöver dagens marknadsavdelningar kämpa för att bevisa sitt bidrag till företagets affär. Att utvärdera den inre effektiviteten i investeringar i industriell marknadsföring är bevisat svårt och de nödvändiga förutsättningarna är många. Dock skulle möjliggörandet av mätning av marknadsföringseffektivitet kunna ge företag ett verktyg för att prioritera mellan olika investeringar i marknadsföring och därmed också optimera budgetallokering och affärsvärde.  Denna studie syftar till att undersöka de underliggande tekniska och organisatoriska svårigheterna med att utvärdera effektiviteten i marknadsföringsinvesteringar, liksom även att bidra med guiding för hur dessa ska överkommas. Genom att kombinera en explorativ teoretisk undersökning och en fallstudie genomförd med ett deskriptivt tillvägagångssätt studeras det undersökta fenomenet i både en generell och en specifik kontext. Resultatet visar att de tekniska svårigheterna med att utvärdera marknadsföringseffektivitet inkluderar nedsmutsning av data till följd av ostrukturerad insamling av fältdata, ickeöverensstämmande definitioner och en hög nivå av individuell bedömning då data kategoriseras. Det organisatoriska svårigheterna är koncentrerade till gränssnittet mellan sälj och marknadsföring och inkluderar bristande feedback-loop mellan det två avdelningarna, icke-överensstämmande mål och belöningar, ostrukturerad överlämningsfas och brutna informationsströmmar. Slutligen föreslår författarna ett antal åtgärder som kan vidtas för att lösa dessa svårigheter och därmed excellera gränssnittet mellan sälj och marknadsföring samt mognadsgraden av intelligent marknadsföring till en studie där marknadsföringseffektivitet kan utvärderas.  Genom att jämföra teori med empiriska resultat sammankopplas teori med praktik, vilket bidrar till att överbygga det forskningsgap mellan teori och praktik som existerar i forskningen om indutriell marknadsföring. Mer specifikt så bidrar denna studie till vetenskaper genom att presentera ett antal åtgärder som kan möjliggöra bedömning av marknadsföringseffektiviteten. Ändock finns ett behov av vidare forskning vad gäller effekten marknadsföring har på kundens livslängd.