The macro-environment of pharmaceutical industry in Taiwan is not large enough to support so many companies. All pharmaceutical companies have followed the standardization of manufacturing processes under GMP (Good Manufacturing Practices) which launched by the department of health and purchased automatic equipment. The greatly increased productivity of pharmaceuticals has led the critical price war in market. The domestic market of pharmaceuticals has been significantly changed by the following factors: the initial of national health insurance, the implementation of reimbursement adjustment, the change of payment for medical treatment, the health care utilization of patient and the pattern for prescription of doctor. The previously mentioned factors have deeply influenced all pharmaceutical companies in Taiwan, no matter from marketing channels to the shift of market share in most categories. The life cycle and benefit was decided by government due to the policy of health care. That¡¦s why the payment of pharmaceuticals was deeply connected with the price strategy. An excellent marketing strategy can help the pharmaceutical company survive the competition. This research is to analyze some pharmaceutical company via the following strategic theories: Competitive Analysis, SWOT, Cross-Matrix Analysis and Five-Force-Analysis and diagnose whether it is appropriate that the price and marketing tactics for counteracting the reimbursement adjustment and fiercely competitive etiology. Also, some suggested pricing and other related strategies will be derived to suggest for in the product line of large intravenous solution strategic planning.

The purpose of this study aims at researching the development of promotion strategy of the hotel industry. Take ABC Hotel as the case study of this paper, and analyze it by external environment and internal conditions. The objective of this paper is to analyze and understand the industry environment and possible future situation, and then to provide attainable suggestions for the future development. The case study explores the competitive formulation and the competitive strategies and should make a model case for hotel industry as a whole. The conclusions drawn in this paper are as follows 1. Taiwan tourism has the advantage in the elements of abundant and diversified natural landscapes and the increasing volume of inbound tourist. The government can combine the civil power and under the cooperative mechanism of the leisure industry, the domestic tourism should be leaded to prosperity. 2. The tourism trends are as follows(1)Chain administration(2) Fundamental income is depended on Food and beverage (3)Brand diversity (4)Service diversity(5)Growing of the domestic tourism and the conference market(6)Integrated alliance with related sectors(7)Application of information technology 3. ABC Hotel is more aesthetic than other competitors through the value-chain and internal conditions analysis. In the Blue Ocean age ,ABC Hotel can create its own Blue ocean by connecting the art and promotion.

Background and Purpose: The Massachusetts Male Aging Study found 52% of men aged 40 to 70 years suffered from erectile dysfunction (ED). Approximately two millions men in Taiwan were ED suffers, only 10% of them had taken Viagra®. The potential market is very attractive to pharmatheutical industry. By law, ED medicines are prescriptive drugs; in practice, more than 80% of ED drugs were sold without prescription in Taiwan. The launch of Levitra® and Cialis® has boosted the competition in the ED drug market. The purposes of this study are 1) to compare the marketing strategies of Viagra®, Levitra® and Cialis®, 2) to analyze factors influencing physicians¡¦ prescription, 3) to analyze factors affecting drug purchasers¡¦ decision, and 4) to survey the preference of drugstores owners on selling these drugs. Materials and Methods: The first step is face-to-face, in-depth interviews with product mangers to understand their marketing strategies. We will ask them to rate the significance of factors (e.g. efficacy, safety, price) affecting physicians¡¦ and patients¡¦ preference. Product mangers will be requested to rate the importance and relevance of the way product messages delivered to doctors¡¦ prescription behaviors. Questionnaires will be mailed to all urologists in Taiwan to survey factors they concerned when prescribing. We use mailing questionnaires and face-to-face interviews to assess the impact of drug efficacy, duration, safety, etc. on drug purchasers¡¦ decision. Drugstores owners will be interviewed to understand their favor in promoting certain drug. Comparative studies will be done to evaluate the difference between product mangers, physicians and patients. Results The marketing strategy of Pfizer is to emphasize the well-documented efficacy and long-term safety of Viagra® by seminars for physicians. Educational talks will be given to the public to explore the potential consumers. The goal of Bayer is to urge the silent ED suffers search for medical help, and to convince physicians that Levitra® is the drug of choice for ED patients. Eli-Lilly put almost all their marketing efforts and resources in drugstores. Drug efficacy and safety are most important factors influencing physicians¡¦ prescription. Approximately 85% of urologists surveyed favor Viagra®, 21% have safety concern on Cialis®. Most urologists considered Levitra® as alternative of Viagra® when failed. All product mangers overestimate the impact of key opinion leaders, literature, and seminars on physicians¡¦ prescription behaviors. Patients¡¦ survey disclosed that drug efficacy and safety are most important factors affecting drug purchasing. As compared to physicians, patients have more concern on the time of onset and duration. About 20% of drug purchasers are not ED suffers; 62% of purchasing is sporadic, one third of Viagra® users have the attempt to try other ED drugs. The drugstores owners have no specific preference for any drugs. Conclusions The extension of life expectancy and open discussion of male ED problem had resulted in tremendous growth of ED drug market. The launch of new drug may stimulate the selling amount in short run; the long-term market shares depend mainly on the drug efficacy and safety. In our study, we found that safety profile is the main concern for both physicians and drug purchasers. We believed that Viagra® may stay as the market leader, while Levitra® may have only small market share. Certain groups of drug purchasers, especially fake ED suffers and those who with multiple sex-partners will have high brand loyalty to Cialias®.

Faced with the pressure of competition and reformation of education in public schools, private schools facing difficult plight in recruit students, although they have different reasons, most private schools use poor marketing strategy to enhance the competitiveness of the schools are indisputable fact. This paper takes a case as private schools in Kaohsiung city to discuss the relativity of schools marketing strategy and recruit performance and offer some references for the research of private schools layout in future. The research of this paper is focused on the problems of private schools marketing; because of the occupational schools have lots of sections, so the selection of samples use the fashion of conception, this paper selected the teachers, students and paterfamilias as the objects of this research. This paper studies a total of 1800 questionnaires were issued, recovering valid questionnaires 817 shares and the rate of return was 45.39%, thereinto, students questionnaires were 600 shares, 457 shares valid questionnaires were recovered and the rate of return was 76.17%, paterfamilias questionnaire were 600 shares, 157 shares valid questionnaires were recovered and the rate of return was 26.17%, teachers questionnaire were 600 shares , 203 shares valid questionnaires were recovered and the rate of return was 33.83%. Based on the research, this paper got some conclusions, the conclusions following are: (1)The mixed strategies of marketing of this research are the important lay in the marketing of private schools; (2) According to this study found that the various marketing strategies has its main marketing projects; (3) "Access planning" is the most important content projects of the status of private schools marketing attitude, "equipment strategy" is the most important projects of the cognitive degree of private schools marketing strategies; (4) Through the analysis of questionnaires of teachers, students and paterfamilias, it knows that the vast majority of teachers¡¦ score higher than parents and students, it means the teachers on the status of the marketing approach for the best; (5) Different identity variables exists significant differences in different lays; (6)The study finds students more attractive marketing attitudes, school enrolment more effective performance, paterfamilias marketing attitude better, the marketing strategy for schools to focus on the image of the strategy, teachers marketing attitude more better, more awareness for schools¡¦ marketing.

Holding festival activities is one of the major measures in regional tourism development, and the purposes of which are simply raising the regional awareness via these large-scaled activities, attracting more tourists to expend in order to promote economic benefits. In the beginning, these activities may once bring many helps for the local. However, they often become worse in a predicament of sudden reduction in tourism numbers, revenue deficit, or even suspension after several years. In this study, we take Kenting Music Festival in Spring as an object to investigate whether the current marketing strategies meet the consumer requirement or not, in order to further promote its future development. In this research, the marketing strategy is studied in five dimensions, i.e., product, price, place, promotion and service. A quantitative survey is adopted, and analysis methods of descriptive statistics, chi-square test, one-way ANOVA and independent samples T-test are used to study the consumer satisfaction and importance of current marketing strategy on Kenting Music Festival in Spring, and to investigate whether the variable of population statistics will result in a significant difference on the consumer perception of the marketing strategy. Entirely speaking, the results reveal that the consumers feel ¡§satisfied¡¨ but ¡§unimportant¡¨ on the product strategy of Kenting Spring Music Festival in Spring, ¡§unsatisfied¡¨ but ¡§averagely important¡¨ on the price strategy, ¡§satisfied¡¨ and ¡§important¡¨ on the place strategy, ¡§averagely satisfied¡¨ and ¡§unimportant¡¨ on the promotion strategy, and ¡§unsatisfied¡¨ but ¡§important¡¨ on the service strategy. Meanwhile, consumers with different social and economic backgrounds have dissimilar degrees of satisfaction and respect on the activity experiences. According to the results and focusing on the target market requirements, several suggestions are provided, e.g., imitating the successful foreign and domestic marketing cases, being defined as an international activity, establishing a certification mechanism to effectively control the service quality, building up more basic public facilities, improving the traffic capacity, cooperation with public media, integrating environmental maintenance into cost consideration, cooperation with the government department to set up a marketing inspecting organization, etc.

This study, in very broad terms, is concerned with the contribution of marketing to the success of small companies with particular reference to the textile industry in Egypt. There is abundant evidence that marketing has a fundamental role to play in firms of every size, even in small companies with limited resources. Nevertheless, an examination of the literature reveals that the marketing concept was introduced as a concept applicable to big companies and little attention, therefore, has been paid to marketing in small companies, particularly in underdeveloped countries such as Egypt. Small companies, however, cannot adopt the same marketing strategies as used by large ones. The study, therefore, examines possible marketing strategies for small companies with specific reference to Egypt. In addition to investigating the environmental factors prevailing in Egypt as a developing country and how these factors affect marketing development in small companies, it suggests that the ana lysis must be conducted in the light of Islamic teachings regarding marketing since Egypt is an Islamic country. These teachings, it is argued, are consistent with the societal marketing philosophy. However, it is suggested that there is a distinct lack of awareness and understanding of the Islamic marketing philosophy among the managers of Egyptian small companies - indeed of all Egyptian enterprises. It follows that linking the societal marketing concept to the Islamic doctrines may contribute to persuading the Egyptian management, with special reference to small companies' managers as exemplified by the textile industry, to adopt and implement the societal marketing approach in their business. In this regard, it may be useful to point out that the present study is the first attempt to deal with marketing strategies of Egyptian small companies on the one hand, and handling this problem within the framework of Islamic teaching and a developing economy on the other. To achieve the ends specified above, a thorough examination of the literature relating to Islamic marketing teachings as well as the literature pertaining to the applicability of the societal marketing concept and marketing techniques to small companies in general and in Egypt in particular, was carried out and based upon this examination specific hypotheses have been formulated and tested. The empirical investigation was undertaken in small Egyptian manufacturing textile companies in both the public and private sectors. The study was conducted using a sample of 5 public firms and 100 private companies representing the total number of firms working in this industry. Personal interviews employing three structured questionnaires was the method used for data collection from these companies. The findings of the field work reveal that the managements of the two kinds of companies investigated for the most part pay only limited attention to marketing and consider the societal marketing concept irrelevant to their business. In addition, there is an association between the degree of marketing development and the specific environmental variables which have been suggested as influencing the status of marketing in these companies, namely: 1. The lack of awareness, understanding and adoption of the Islamic marketing doctrines. 2. The small size of companies. 3. Government control over the marketing mix elements and other areas of decision making. 4. The shortage of competent managerial know-how, particularly in the field of marketing. 5. The lack of competition in practical terms.

The saturation of Western markets, strong and predatory competition, and the end of supranational state units, all these factors have contributed to eminent interest of multinational companies in the newly created markets of the Commonwealth of Independent States. For that reason, the thesis discusses marketing theories as well as a wide range of marketing strategies and tools tailored to local specific cosmetics markets based on executed situation analysis.

¡@¡@In 2001, when American Marketing Association selected ¡§the most influential thoughts in history of American marketing¡¨, the positioning theory won this special honor. The positioning theory was proposed by Jack Trout and Al Ries in 1969, and its related concepts has deeply been influenced many people¡¦s marketing viewpoint, moreover, it is widely apply for a variety of fields such as marketing, advertising, design and product development. Since the marketing strategy of the five-star hotels always focus on customers¡¦ need, they have to take advantages of the strategies of target market segmentation and positioning. However, daily fierce market competition, the customers¡¦ need is highly uncertain, and therefore the original position strategy of a five-star hotel might not always be suitable for its customers. Sometimes, a five-star hotel have to change and make a new repositioning strategy for maintaining its competition advantage. The theory of positioning or repositioning is easy to understand; however, the feelings and cognitions of the customers are very hard to express by words because of communication gaps. This research uses Canton Court of Ambassador Hotel Kaohsiung as a case study. The result of the analysis shows that there is significantly different between the customers' satisfactions of product, service, environment, place and price, and the impact on it has positive correlation. ¡@¡@The original terms of the repositioning strategy of the case are newly made, instant availability, new taste of tea and hospitality with great passion. After study, the new terms from customers' experiences and viewpoints are Lover River, feast enjoyed, the culture of Dim Sum, warm feeling and freshly made.

Abstract During the process of marketing strategy planning and positioning in a new venture, the formation process of top management team plays an important role where it¡¦s interesting for research. However, it¡¦s the answer a new venture is eager to know that the marketing strategy and position can meet requirements of market ornot. But, it¡¦s pity the research about fitness of marketing strategy and position is very few. The Spring Hill Resort will be scheduled to be open this November, it¡¦s an issue how it creates a whole new blue ocean with past experiences of building industry. Besides, I would like to know the demands of targeted customers through queationnaires which hopefully provide more objective suggestions as references for future operation and marketing activities. The method of literatures analysis was explored to collect the meeting minutes, marketing plans, and business plans. In accordance with thrughoutly understand the whole pictures of marketing plans and positioning, the research hyposis are set up. Then The three segmentations which separately are engineers of Lu-Zu Science Park & Tainan Science Park, and consumers of Royal Resort in Jiao-Sea and Spring Resort in Jin Mountain. The 150 copies were collected by either email or direct delivery, but only 75 copies meets requirement in the thesis. The primary data were put into Minitab, and subsequently T test or ANOVA were applied to test fitness, which can be concluded as the followings. We concluded that the targeted customers significantly support the positioning and marketing strategy(p-value are all less than£\=0.05). To be analyzed with ANOVA, the groups of both 600-800 thousand dollars & above in personal annual income are indifferent in between, but below the group of below 600 thousand dollar relatively supports the above viewpoint. The entertainment expenses are minority to the low income, thus they would not like to pre-pay big deal money, but oppositely the high imcome would relatively like to do in it. Likewize, the low incomes do not support the positioning of health as strongly as the high income. But for strategy alliances with other companies, the same attractiveness does not differ from the three. Under the consideration of transportation, the accessible of destination is not so important to the targets (P=0.049<£\=0.05), due to 96% people drives to travel domestically. And this result can be applied to service of shuttle bus; they think it¡¦s not necessarily as well. In aspects of spring quality, the expectation of the targets is the same and means a lot (P=0.00<£\=0.05), and this can be taken as a prerequisite. Finally, we can find opinions of customers diversified relatively (see table 4-18), but it¡¦s a little weired that quality of room space is not so emphasized than other aspects and this can be futher discussed. Key words: marketing strategy and position, spring resort,

Aim: This study presents the relationship between marketing strategy and consumer behavior. We discuss how marketing strategy can influence consumers’ buying decision. Hence, our aim is to understand how consumers choose supermarkets for buying and how the supermarkets’ marketing strategies affect their buying decision.Method: This study was carried out by using a qualitative and quantitative research method. We gathered relevant information by conducting a survey on 120 consumers and 3 in-depth interviews with three managers from ICA, Willys and Coop supermarkets.Findings and Conclusions: Through the analysis of the survey and interview, we discover that price strategy is not the most important effect that can influence consumers’ buying decision. Our findings show that consumers will rather pay more attention on product quality and services of supermarkets. Also new marketing promotional methods such as using smart phone application (APP) has become a popular strategy used by supermarkets to attract and retain more customers.Practical Implications: Given the fact that our sample size of respondents is small, the study results cannot be generalized. In other words, the results may not be applicable to all consumer behaviors and supermarket marketing strategies. In addition, this study was restricted to geographical limitations.Originality/Value: The study results show how marketing strategy influences consumer behavior in supermarket industry and the factors that motivate consumers’ buying decision in a global context. More also, the paper fills the gaps in the related literatures. This thesis is a detailed research on marketing strategy for impacting consumer behavior in supermarkets industry.