With the development of the Internet and online payment, Online to Offline (O2O) platforms come into people’s lives. O2O platforms provide offline goods and ser-vices for their online users and these platforms are various, for example, they can help the users to call taxis, order food, call babysitters, make orders for cleaning the car and so on, which help people a lot for its convenience. At the same time, attracting customers for these platforms becomes a problem and many of these choose to make discount strategies to reach their goals. Companies invest a lot of money on discounts for competition while investment sometimes is risky, because the company maybe cannot earn the money back, so it is very important to learn how to make discount strategies for O2O platform wisely.Eleme will be studied as the case of this study, because it is a successful example of developing its food delivery O2O platform through investing a lot of money on giving discounts to attract lots of users. Eleme is one of the best food delivery O2O platforms in China, and its users are quite many, so it is a suitable choice to investigate. A mixed method is used in this study. Interviews have been done on commercial tenants of Eleme and questionnaires have been sent to ordinary end-users of Eleme, and the combination of these two parts can lead to good dis-count strategies. To answer the questions of the thesis, relevant knowledge about O2O platform, market strategies, discount strategies, consumer behavior and measures taken by Eleme will be used.The result of this study shows that discounts of the O2O platform do attract lots of customers and giving discounts is a good way to be competitive. At the same time, the platform needs to balance the profits of itself and its commercial tenants, and pays attention to needs of the ordinary end-users behind discounts in case of los-ing them. Eleme used a lot of wise discount strategies to develop itself, but the competition in this area is continuing and many measures can be taken for further development.

La conferencia se enfocó en primer lugar en las características de la cultura coreana que permitieron el despegue económico del país y sus empresas, hoy conglomerados económicos de impacto mundial. En segundo lugar, en base a la ventaja competitiva de Corea como desarrolladores de tecnología, LG logró posicionarse como uno de las principales empresas innovadoras del mercado de tecnología. En tercer lugar, en el Perú, la estrategia de LG busca tropicalizar la tecnología coreana a los usos y costumbres de nuestra cultura.

This research provides empirical evidence on the implementation of the strategic marketing planning in the context of Indonesia, a newly industrialized country. Drawing from a contingency theory, the research posits that the credibility of marketing strategy depends on the external business environments and its formulation process. The credibility of marketing strategy and the strategy formulation process, in turn, determine the effectiveness of the implementation of the strategy in achieving the desired performance. The causal relationships amongst these variables were then analyzed by structural equation model using LISREL 8.30 program. The primary data for this study were collected through structured interviews with the Marketing Managers of 219 Indonesian companies. The results of the study not only strengthen the notion of the influence of external business environments on the actions of organizations, such as the credibility of marketing strategy, but also confirm the belief of the importance of an innovative culture in implementing strategic marketing planning. The study also identifies that marketing managers play a pivotal role in the formulation and implementation of the strategy. Within the scope of the strategy formulation, marketing managers as boundary spanners of their companies provide the decision makers with current and up to date strategic issues, which in turn enhance the credibility of the formulated strategy. On the other hand, within the strategy implementation, the managers with their autonomy conduct evaluation and control of the marketing strategy, and adjust the strategy to any significant environmental changes to achieve the desired performance. / These findings not only support the view that it is inappropriate to separate the strategy formulation from its implementation aspects, but also corroborate the importance of the fit between marketing strategy and its external and internal environments to gain the desired performance. Finally, the use of Indonesian companies as the sample of this study and the consistencies of most of the results of the study with the existing findings reveal that the results are applicable in both industrialized and newly industrialized countries.

<p>Abstract</p><p>Date: May 29, 2008</p><p>Course: Master Thesis (EFO 705)</p><p>Authors: Apiwat Suvagondha 790819</p><p>Pattamaporn Soparat 840216</p><p>Tutor: Tobias Eltebrandt</p><p>Title: Creating marketing strategies for wedding business unit of Amari Atrium Hotel</p><p>Problem: What should be marketing strategies for wedding business unit of Amari Atrium Hotel?</p><p>Purpose: The aim of our thesis is to analyze the wedding market in Bangkok together with consumer purchasing behavior of Thai’s couple regarding to wedding ceremony in order to create the marketing strategies towards marketing mix (7Ps) for wedding business unit of Amari Atrium Hotel.</p><p>Method: This thesis will be mainly focused on the information gathering from the primary data by conducting interviews and questionnaires distribution to gain the insight and in-dept information for this market and very useful for the target audience. Moreover, the researchers realized that the secondary data can give us the general overview for this market. The theoretical framework is based on “Marketing Plan for Service Business” book by Malcolm McDonald. This framework illustrated the outline of marketing planning process for service organizations which consisted of four phases: establishing the strategic context; conducting the situation review; formulating marketing objectives and strategies; allocating budgets and devising a detailed first-year implementation plan. However, the phase of formulating marketing objectives and strategies will be focused.</p><p>Conclusion and Recommendation: As the rapid growth of wedding market in Thailand, many companies would like to take the opportunity to gain the market value. Amari Atrium Hotel is known as the wedding venue provider also would like to be in this market that comes with the new form, providing full wedding service or one stop service. In order to compete with the existing rivalries, the hotel should have sustained marketing objective and strategies toward their target customers. Since the full wedding service is considered as the services development for Amari Atrium Hotel; therefore, the marketing objective is to promote one stop service about value added and benefit of this new service to target audience in order to increase sales volume by 10 percent in one year. Moreover the created marketing strategies are compatible with this marketing objective in order to archive the objective. The specific approach for marketing strategy in each element of the marketing mix will be explained in the recommendation part.</p>

Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group. Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.   Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.   Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans. Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.

The financial crisis has affected every economy during the last decade thus under this changing environment that effect the marketing strategies and these strategies began to change according to the buying behavior of the people. In this research the consumer perspective is examined with the change in mobile phone technology. This is an industry of constant change and innovation in which manufacturers are continually developing new technologies for consumers. As the buying behavior of the consumer is changing but how these changes in mobile phone technologies are effecting the consumer is analyzed in this research. The technologies used in the mobile phone are upgrading quickly that effect the prices and technology of every new version of mobile phone. This made the consumer confused to make a buying decision of mobile phone. We examined the problem with consumer buying behavior, in which the consumers purchase decision and post purchase decision were analyzed under the impact of financial crisis. Furthermore, the buying process of consumer helped us examining the attributes and satisfaction of purchase decision. For this purpose, we formulated four propositions which were based on research problem and these propositions were analyzed through different variables. We conducted questionnaire survey from the consumers in Umea, Sweden and collected data from 150 respondents. To analyze and draw conclusion from the collected data, we ran different univariate and bivariate analysis. The marketing strategies were analyzed through the buying behavior which involved usage situation and source of information for making the decision. The impact of financial crisis was examined through the change in spending of consumer. The change in technology of mobile phone was examined through the features and performance of mobile phone used by the consumer.  Thus, we concluded that the buying behavior of people changed due to change in income, but this change showed more effect on the sales of the mobile phone than on its technology. We analyzed that consumer want to retain their mobile phone for a long period, but the technologies used by the mobile phone manufacturers are attracting them by showing different benefits. As a result, the effect of different marketing strategies attracted the consumer to purchase mobile phone with advanced technologies. On the other hand, financial crisis didn’t show a major impact on the mobile phone market. The spending of the consumer in crisis did not increase the demand for new technology but the change was due to the nature of the mobile phone because it was considered as a commodity by the consumer. Mobile phone performance and technology has built satisfaction in the people mind because mobile phone manufacturers are providing advance technologies to the people.

Modern society is structured around consumption. The climate of the current consumer culture is one of intense competition. In order to differentiate their brands and products, companies are beginning to focus on differentiating their brands on the basis of distinctive emotional, rather than functional, characteristics. Emotional brand attachment is defined as the bond that connects a consumer with a specific brand by involving feelings of affection, passion, and connection. When established, emotional brand attachment is a powerful tool for building brand equity and influencing the purchasing decisions of consumers. This paper explores the marketing tactics utilized by Dove brand and Nike, Inc. Although the means were different, both companies successfully generated emotional brand attachment between their products and modern consumers.

The advancement in technology in the twenty first century has introduced new and exciting ways for artists to self-promote their artwork while traditional methods remain viable. To be competitive in the art market an artist must understand and implement a variety of marketing strategies. Effective marketing is particularly critical for an art teacher who is also a practicing artist in order to sell their artwork. Through a comparative analysis of readily available marketing tools for artwork, I explore in this study a variety of ways that an artist can establish a successful career in art through the use of technology, and create a roadmap that can be used to shorten their route.

The purpose with this research is to examine how the green marketing in retail trade can be developed in order to promote the eco-labeled products closer to the consumer. The method for the survey includes interviews with managers of a few retailers and their customers in the industrial sector. The purpose with the interviews was to produce the retailer and the customer’s perspective of products with eco-label on. The research is limited to the region of Västra Götaland. The results from this research indicate that there is a lack of communication between the retailer and the consumer. The consumers don’t think that the product is available. And the retailer thinks that there is not any demand of the product. Further the examination presents that the eco-labeled products is about 30% more expensive than a conventional product, which mean that it does not generate much profit to the retailer.

With the rise of knowledge economy and global integration of patterns of development, in order to maintain a high degree of industrial competitiveness, legal and economical way to obtain the patent is the subject of the competing companies. Many colleges and universities in Taiwan and other academic and research institutions are highly value-added R&D capability, patented technology is conducive to good output, the patent also has its unique marketing strategy, so the study of academic institutions, the development of marketing strategy patent case for schools with special characteristics of the case study. The study design was a qualitative research method, through the marketing literature to understand the development trend of the patent, and so the selected patent marketing research framework to measure factors to construct and use the case study of technology licensing for academic institutions, sector depth interview senior managers , followed by interviews by the case of schools to summarize their marketing strategy patents, according to SWOT analysis and five forces analysis of the industry in which the threat environment and competition, together with a breakdown of the marketing strategies used by schools to analyze the combination of STP and Marketing 4P tools to analyze the marketing strategy of the patent cases, the direction the school, the study following recommendations are hereby summarized. 1. R & D should have a patent for the patent the patent strategy of integrated marketing: 2. Schools patent marketing agencies in the industry should increase self-positioning: 3. To enhance marketing decisions should be based on the pursuit of patent royalties to maximize the overall efficiency target: 4. Should be to cultivate a professional marketing personnel engaged in the business of the patent: 5. Patent research and development should strengthen the reverse-developed technologies to provide customized services: 6. Technology licensing authorities to strengthen the innovation and development model to improve the development effectiveness: Schools may, based on their expectations of the patent cases the nature of marketing, integration of academic and industrial research and development of energy required to expand the benefits, create a win-win situation. Also hope that the results of this study can be extended to related areas of research and planning more efficient use of its patented proprietary marketing strategy development and planning capacity, to provide a modicum of academic and industry contributions, in order to create greater effectiveness of patents.