Purpose: The purpose of this studie is to map and describe the marketing strategies of professional sport organizations and examine in what extent and how they apply the 7P’s of the Marketing mix. Method: We have used an abductive approach in this study. The research was conducted as a two case study, the studied objects are AIK Ishockey AB and Djurgården Hockey AB. A qualitative method has been used. The empirical content was collected by triangulation in form of interviews, telephone interviews, studie of webpages and participating observation. The theory was collected via scientific articles and literature. Result & Conclusions: The result indicates that both studied objects use all 7P´s of the Marketing mix, but in shifting extent. For example they both use a variety of different pricing strategies, but none of them to it’s full potential. Further on we have seen that some parts from different theories are being used but no overall strategy. The marketing strategy rather seems to focus on the individual P´s from the Marketing mix and especially on the parts they think they could influence. The unusual character of the sports industry and the scarce resources makes marketing difficult. The organizations express that they would like to be more effective when it comes to marketing but they feel restricted for several reasons.   Suggestions for further research: There´s a demand within the sports industry for a dynamic pricing model, research in this area could contribute to increasing revenues from spectators. Research on whether marketing efforts result in higher revenues for sports organizations would be valued. It would also be interesting if someone executed the same study as us but studied different objects.

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Title:Marketing mix in banking in the time of global financial crisis. Purpose:The purpose of this study is to gain better understanding of banks‟ marketing mix in the time of a global financial crisis. Theoretical framework:The theoretical framework presents a review of selected theories of marketing mix and crisis management, the focus on marketing mix in banking and marketing mix in the time of a crisis. Method:This is a qualitative research, with a deductive approach. The research has a form of multiple case study. Empirical Framework:The empirical data have been obtained through interviews and secondary data research. Analysis:The empirical data have been compared with the theoretical framework. The changes of marketing mix trough those phases are analyzed – separately for Sweden and Estonia, by doing two within-case analysis. This is followed by a cross-case analysis. Findings:The global financial crisis resulted in a two-stages crisis for Swedbank. Marketing mix has been used actively by the company while overcoming the impact of the crisis. Depending on the type of the crisis, different marketing mix elements can contribute to the battle against the crisis. The marketing mix changes over different stages of the crisis, because of both internal and external factors.

The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.

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Schizophrenia is a chronic and degenerative mental disease. Patients suffer from this disease for a whole life. It`s not clear the causes of schizophrenia. Correct diagnosis and treatment are essential for disease recovery, helping patients return home or community as early as possible. Up to now medicine has been the most effective treatment for schizophrenia. Antipsychotic drug has experienced the first generation and the second generation stages. The second generation antipsychotics are significantly more effective and with less side effects compared with the first generation drugs. This study focused on schizophrenia marketing strategies in Taiwan. A detailed case study of Risperdal® was undertaken to analyze the marketing strategies and marketing mix (product, price, place, and promotion). The study illustrated a successful implementation of marketing plans regarding antipsychotic drugs, shed light on how to launch new products and accelerate new product introductions.

This study aims at movie theaters in Kaohsiung to explore the relationship between marketing mix strategy and repurchase intention. single screen, miniplex, multiplex and megaplex. Our three targeted movie theaters are in the form of multiplex (holding 8 to 15 screens): Vieshow Cinemas in MegaA, Cinemark in Dream Mall and 3.Ambassdor Theatres in E-Da World. The audiences who have tickets to the three movie theaters are the researched samples. This study adopts structured questionnaires and qualitative method to analyze diverse variables. The formal questionnaire includes three sections: marketing mix strategy scale, repurchase intention scale and the consumer¡¦s basic profile. The questionnaires are made with reference to literatures and previous surveys in order to revise to conform to the purpose of the study. For the pilot study, the number of the questionnaires is 100 copies. Then, the number of the samples amounts to 1200 persons by means of convenience sampling. From survey participants, 1012 respondents were collected, and invalid ones were excluded, at the rate of recollection of 84.3%. Two hypotheses are proposed: 1¡GDifferent customers-one variable of population- has significant impact on marketing mix strategy. 2¡GMarketing mix strategy has significant impact on repurchase intention. The statistic tool SPSS17.0 are used for analysis of data and test of hypotheses covering multi analysis in terms of description, reliability, factor, T test, single-factor ANOVA, correlation and regression. The following are the findings: 1¡GDifferent consumers, the variable of population, significantly impact on marketing mix strategy. 2¡GMarketing mix strategy has significant impact on repurchase intention. Our suggestions are made as follows: 1¡GDesign specific network communication for youngsters and adults. 2¡GConvey more advertisement messages on popular networks and papers toward students and employees 3¡GStrengthen the diversity, accessibility and popularity with respect to the contents of network marketing. 4¡GImplement diversified marketing mix strategy for different customers. 5¡GExtend other dimensions (e.g., customer¡¦s satisfaction) for study. 6¡GStudy more movie theaters in different areas (such as Tainan, Taichung, New Taipei City and Taipei) or non-premier theaters by expanding our scales. 7¡GCollaborate and cooperate with the authority.

Books and magazines are the two most popular merchandises traded through e-Commerce. This thesis is a case study of the largest online bookstore ¡§Books.com.tw¡¨ in Taiwan. It was founded in 1995 and was the first online bookstore for Chinese Internet customers. Without brick-and-mortar bookstore, ¡§Books.com.tw¡¨ has focused on the advances of information technology and the efficiency of e-commerce operation. This research analyzes the trends of online bookstore and the impact of the 24-hour delivery service by ¡§Books.com.tw.¡¨ The qualitative research method was adopted for the research design, data collection and analysis. The research results are summarized into the following four findings. First, the e-commerce strategies of ¡§Books.com.tw¡¨ have extended to from selling books, CDs or DVDs to become an e-retailer. Second, the word-of-mouth marketing and virus marketing play important role for the online bookstore that can effectively approach its target customers. Third, the success of ¡§Books.com.tw¡¨ can be comprised of the three online transaction characteristics that are convenience, safety and speed. The service has built customers¡¦ royalty and increased repurchase rate as well as the sales and the profits. Finally, with the information integration associated with the efficient logistic management, ¡§Books.com.tw¡¨ successfully executes the 24-hour delivery policy that has firmly assured its leading position of online bookstore in Taiwan for recent years.

<p><strong>Purpose: </strong> 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.<em> </em></p><p><strong> </strong></p><p><strong>Background: </strong>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.</p><p> </p><p><strong>Problem: </strong>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.</p><p> </p><p><strong>Methodology: </strong>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.</p><p><strong>Conclusions: </strong>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.</p>

We live in turbulent times. Success in today’s challenging economy marked by constant technological innovations, global competition and tight markets. A technological development and innovations often modifies the basis of competition in a given industry and technology is, in many cases, one of the main sources of competitive advantage. But it doesn’t means that it’s enough for a manufacturing enterprises to understand technological part for successful business. Technology management in a company is completely connected with marketing management. Engineering cannot be taken only as a technical activity, but as a set of human and technological activities securing the efficiency of technical solution and profitability in the given business. The marketing environment affects the solutions of the technology management and technological environment effect marketing management decisions. But the trouble is that most companies’ lack much in the way of an effective technological management and marketing program, and worse yet, seem at all doesn’t care about it effective utilization. In the first, theoretical part of the final work are analysed relationships between the technology management and the marketing mix. In the second one, JSC “Metos” technological strategy, its advantages and the place of the conveyor dishwashing machine in product life cycle. And lastly, there are presented improved marketing mix considering company’s technological strategy and product place in product... [to full text]