The purpose of this dissertation was to conduct empirical exploratory research to determine whether marketing strategic objectives of U.S. subsidiaries of German firms would differ, given firms' differences in perception of competitive position and market trends.

by Leung Kwok-Yiu. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 55-57). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATION --- p.vi / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / What is a Cordless Telephone ？ --- p.1 / Cordless Telephone in Local Industry --- p.2 / Manufacturers Pushed Towards Digital With Little Success --- p.3 / Study on Latest Scenario --- p.4 / Chapter II. --- RESEARCH METHOD --- p.5 / Data Collection --- p.5 / Analysis --- p.6 / The Subject Company --- p.7 / Chapter III. --- EXECUTIVE SUMMARY OF THE FEASIBILITY PLAN --- p.9 / Chapter IV. --- BUSINESS CONCEPT --- p.11 / Chapter V. --- PROPOSED PRODUCT --- p.13 / Target Users --- p.13 / User Centred Features --- p.14 / Communication Range --- p.16 / Secure Communication --- p.17 / Less Interference --- p.17 / Chapter VI. --- MARKET SIZE --- p.19 / Chapter VII. --- COMPETITIVE ANALYSIS --- p.22 / Legal and Regulatory Environment --- p.23 / Social-Cultural Environment --- p.23 / Technological Environment --- p.24 / Competitors --- p.26 / Strength and Weakness --- p.28 / Chapter VIII. --- PRODUCT DEVELOPMENT AND MANUFACTURING STRATEGIES … --- p.30 / Technology Licensing --- p.30 / Capability Building --- p.33 / Regulatory Requirements --- p.34 / Patent Issues --- p.34 / Manufacturing Strategy --- p.35 / Chapter IX. --- MARKETING STRATEGIES --- p.37 / Product Strategy --- p.37 / Pricing Strategy --- p.37 / Distribution Strategy --- p.39 / Promotion Strategy --- p.40 / Chapter X. --- FINANCIAL PROJECTIONS --- p.42 / Development Expenses --- p.42 / Material Costs --- p.43 / Gross Margin --- p.44 / Breakeven Quantity --- p.44 / Chapter XI. --- RISKS AND CONTINGENCY --- p.46 / Market Risk --- p.46 / Technical Risk --- p.46 / Other Risks --- p.47 / Contingency and Exit --- p.48 / Chapter XII. --- CONCLUSION --- p.49 / APPENDIXES / Chapter A. --- DIFFERENT TYPES OF CORDLESS TELEPHONES --- p.50 / CT0 --- p.50 / CT1 --- p.50 / CT2 --- p.51 / DCT --- p.51 / DSSS --- p.52 / DECT --- p.52 / PHS --- p.52 / Chapter B. --- VOICE QUALITY IN DIGITAL CORDLESS --- p.53 / Echo Problem --- p.53 / BIBLIOGRAPHY --- p.55 / Books --- p.55 / Reports and Periodicals --- p.56 / Internet Websites --- p.56 / Interviews --- p.57

The purpose of this quantitative study was to survey Liberal Arts II Colleges nationally to determine the strategic marketing orientation adopted by these small, private colleges. A random sample of 198 Liberal Arts II schools were surveyed. Three top administrators at each school, the president, academic dean, and admissions officer, received the mailed surveys. The research instrument - the Academic Marketing Strategy Survey - combined questions on institutional characteristics, administrators' perceptions of the acceptability and effectiveness of college marketing programs, and the Marketing Index for Higher Education (Kotler, 1977).Findings showed little or no relationship between measures of college "success" (enrollment trend, and trend in quality of the student body), and either level of college strategic orientation, or administrators' perceptions of the acceptability and effectiveness of college marketing programs. Discriminant analysis produced some statistically significant relationships between the following institutional characteristics and other variables:1.In geographic regions with fewer Liberal Arts II colleges,admissions officers were more enthusiastic about marketingprograms in their colleges;For the smaller Liberal Arts II colleges, annual strategic planning may be problematic in its ability to produce clear and comprehensive marketing strategy.Recommendations for further research include investigating- why marketing programs seem well-accepted among administrators, while bearing so little relationship to measures of success. Correlating perceptions and levels of marketing orientation with "success" variables may be too simplistic. / Department of Educational Leadership

Although growth in the Hispanic population and its buying power has outpaced by far non-Hispanic U.S. growth in the last decade, only a limited amount of attention has been given to study consumer acculturation among Hispanic subcultures. That lack of research represents one of the biggest gaps in the ethnic marketing literature. Previous research has shown that leveln of acculturation is one of the best ways to segment markets, yet key concepts in the acculturation literature have been used interchangeably (Wallendorf & Reilly, 1983 ; Metha & Belk, 1991 ; Hui, Laroche and Kim, 1998 ; Webster, 1994 ; Penaloza, 1994 ; Laroche, Kim, Hui, and Tomiuk, 1998 ; Ogden, Ogden & Schau, 2004). This research clarifies such concepts and studies the effects of level of acculturation on attitudes toward money among Mexican Americans. Findings suggest that one of the sub-processes of acculturation, integration, can be effectively used to predict Mexican American attitudes toward money. Results address the need of a better understanding of consumption among Hispanic Americans. The importance of research in this area is underlined for public administrators, marketing managers and scholars alike. / by Luis Eduardo Torres. / Thesis (Ph.D.)--Florida Atlantic University, 2012. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader.

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The problem of the present study was to describe and analyze marketing in Saudi Arabia and American marketing executives' knowledge about the Saudi market. The purposes of the study were twofold: (1) to describe and analyze marketing in Saudi Arabia and (2) to determine what American marketing executives know about the Saudi Arabian market. This study employed both primary and secondary data. For the analysis of marketing in Saudi arabia, primarily secondary sources were used from the available literature. For the analysis of American marketing executives' knowledge about the Saudi Arabian market, primary sources were used in the form of American marketers' responses to a mailed questionnaire.

This study investigates the use of the consumer buying club concept in the savings and loan industry. The major purposes of the study were to determine the effectiveness of savings and loan clubs as promotional tools and to reveal some broader marketing implications of the savings and loan club concept. The study's findings provided support for the following hypotheses: I. If savings and loan clubs were independent business operations in the channels of distribution for the goods and services they offer members, these clubs, based upon the marketing functions they perform, would be classified as two or more different types of distinct marketing institutions. II. Rather than being temporary promotional tools, savings and loan clubs are permanent organizational units of some savings and loan associations. III. Savings and loan clubs offer access to a large market for manufacturers and middlemen of certain goods and services. Primary data on the operations and activities of savings and loan clubs were collected in semi-structured interviews with executives of ten clubs that are believed to represent every type of club program existing in the fall of 1973. A mail survey of selected regulatory authorities provided information about the present and future regulatory environment in which clubs operate. Analyses of the data suggest that there are qualitative and quantitative differences in club programs based upon the geographic scope of a club's operation and the size of the sponsoring savings and loan association; however, the club concept appears to be an effective and relatively inexpensive promotional tool when matters of club objectives and design are carefully considered. The regulatory environment for club operations may be described as a passive one, and the findings indicate that this environment will not change in the near future. Savings and loan clubs are consumer-oriented and service-oriented promotional tools indicative of a recent marketing awareness in the savings and loan industry. Clubs both require and facilitate the planning of marketing strategies and objectives, including the use of market segmentation and product differentiation. The study's findings suggest the club concept is growing in popularity in the savings and loan industry, and the use of clubs as promotional tools will continue to grow in the future. Savings and loan clubs function as facilitating agencies in the marketing process by arranging for members to receive special discounts from established sellers of a wide variety of consumer goods and services. Some clubs function as merchant middlemen, either as retail stores or as mail order retail establishments, based upon their practices of buying merchandise to be sold to club members at cost. Savings and loan clubs are not profit-making organizations, with the exception of franchising activities by some national clubs. A functional analysis of club operations suggests that these clubs may be more effective than American consumer cooperatives have been. The savings and loan club market is a large and growing one offering manufacturers and middlemen, particularly retailers, access to an affluent market. The findings indicate that merchandise offers, involving buying and re-selling items to members, is an unpopular and unsuccessful type of club benefit. For this reason, manufacturers and wholesale middlemen derive indirect benefit from the club market through increased sales that established retailers may obtain by participating in a club's discount program.

This study investigates the ways in which advertisers employ acculturation and intercultural communication tactics when targeting advertising campaigns to Hispanic consumers. The study focused on three research questions regarding (1) how advertisers adapt marketing plans to account for the differences in the dominant Hispanic subgroups, (2) the role of the target audience's level of acculturation on the planning of an advertising campaign, and (3) how advertisers employ accommodation strategies when constructing advertising messages for Hispanics. The study utilized personal interviews with eight advertising professionals from various markets across the country to answer the research questions. The results of the study indicated that (1) advertisers frequently rely on similarities among the various Hispanic groups when planning advertising campaigns, (2) a Pan-Hispanic approach is used in the language of many advertising campaigns that target Hispanics, and (3) advertisers seek to formulate messages that resonate with Hispanics based on knowledge of the target audience's values and beliefs.

Dairy marketing cooperatives provide marketwide services, such as lobbying for higher support prices and negotiating for premiums above marketing order prices, which benefit all dairy farmers in the market. The presence of free riders, people who benefit from these marketwide services without paying any of the costs of these services, can jeopardize the existence of the cooperative. Understanding why members were attracted to the cooperative and why independents (non-members) were attracted to the investor oriented firm (IOF) allows cooperatives to target specific membership groups. Depending on the cooperative's goals, management can then use this information to focus on either retaining current members or attracting new members or both. The purpose of this study is to produce practical recommendations for dairy marketing cooperatives for recruitment and retention of members. This study begins with a background on cooperatives and a conceptual framework based on group and game theory. The data are a result of a regional survey of dairy farmers. The data are then analyzed using t-tests for continuous responses and chi-square tests for categorical responses. This analysis results in a comparison of responses from cooperative members and independents. The independents stressed immediate benefits over long-run gains. Independents also appeared to have a risk/return trade-off. They received higher prices in exchange for fewer written contracts. Economic issues were important to both groups but significantly more important to independent producers. The two groups exhibited no difference on tradition and loyalty issues. Cooperative members emphasized prices and deductions, but they also highlighted assured markets and field services offered by their cooperatives. / Master of Science

This study demonstrates how discourse is used to construct popular myths. This study analyzes magazine advertisements used by businesses in overcoming the rhetorical problem posed by a public opinion that blamed them for environmental problems. This study shows how businesses used advertisements to construct a popular myth that businesses were doing their part in overcoming the environmental crisis.