Groupon was founded in 2008 and became the first official social couponing site, attracting widespread attention from many individuals. By putting a new spin on an old marketing strategy, Groupon was able to alter the manner in which consumers viewed coupons. Their social business model took network marketing to a whole new level by capitalizing on the rising trend of social media and online communities. In addition, the company’s rapidly growing subscriber base has prompted many retailers to engage with Groupon in an attempt to generate higher brand awareness. This professional report will explore the influence that Groupon has on retail brands by providing an analysis of two case studies that yielded positive and negative experiences with Groupon. / text

Ever since the appearance of internet bubbling in 2000, the development of e-commerce entered a substantial commercialization age. No matter in provision of information service or e-shopping of products, they all take profit-making as the sole objective. In Taiwan the supply chain of 3C products is complete, and the industry itself is a highly competitive industry. Therefore, the e-commercial e-shopping market has been developing prosperously again in recent years, and the market overlapping is even getting greater. When a 3C chain retailer is going to establish an e-shopping website, what are the things it has to pay attention to? Do its customers overlap with the original group of customers? How is the product marketing way of its e-shopping website different from that of its physical stores? These are something that the 3C chain retailer should clarify beforehand. Using qualitative analytic interview method, the study takes an enterprise of 3C retail business as a case platform, and refers to the viewpoints and comments of the experts in other related fellow industries and supply chain firms in order to know the keys and factors for the success in adding e-commercial e-shopping platform to the enterprise, and furthermore, understand the actual effects and changes brought to the enterprise after e-shopping is added to the enterprise. The study finds that after the 3C chain retailer has established its e-commercial e-shopping platform, there is no conflict between the two groups of customers with different shopping behaviors. Besides, the fame of brand in the physical stores and the virtual shopping website can be mutually increased. Actually, the keys and factors for the success in adding e-commercial e-shopping to an enterprise include the mutual cooperation between the decision maker and the person implementing the decision. In fact, the marketing of e-shopping platform and the management mechanism of backstage customer service are of the same importance. The healthy financial structure of the enterprise has stabilizing function in operation of shopping website in the early stage. The brands of chain channels enjoy certain advantages, which can be used to promote e-shopping and achieve good sale; and in turn, the brands can achieve higher popularity. Above all, the most important key to the success is that consumers not only find that the prices of products are cheap, but also value the excellent service offered. The marketing practice of 3C chain e-business is not different from that of general enterprises. It still has to regress to the practice of the core 4P of marketing and STP (segmentation, targeting, positioning) target customers. According to the needs of consumers on different platforms, convenience in operation interface should be provided. The main characteristic of 3C products is the fast change in product specifications, inventory, price and delivery timing. Therefore, integration of the e-systems of an enterprise is extremely important to the establishment of its e-shopping platform. Of them, the core systems are B2B system, ¡§product information exchange of supply chain¡¨ and B2C system, ¡§consumers interface platform.¡¨ Therefore, fast adjustment to the change of market price and improvement of service quality are the main keys to enhancement of the competitiveness of an enterprise¡¦s e-shopping website. With the advantages of chain store brand combined with the growth of virtual e-shopping platform, the enterprise can subsequently use the platform to expand the marketing of other products and cross over different domains. To the 3C retailer, it can at the same time run the business of its stores and its e-shopping website. Furthermore, it can expand its product line, make the full use of the double-platform mechanism, and increase the operation performance of the enterprise.

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UNIVERSITY Mälardalen University (Mälardalens högskola) School of Sustainable Development of Society and Technology COURSE Master Thesis in Business Studies with Specialization in International Marketing COURSE CODE EFO705 TITLE Cultural influences on the social network marketing effectiveness: A case study in Thailand. RESEARCH QUESTIONS How does collectivism influence the effectiveness of social network marketing? PURPOSE OF THE STUDY The purpose of this thesis is to investigate and analyze whether the cultural dimension of collectivism among Thais has an influential impact on the effectiveness of social network marketing implementation on clothing retailing companies toward online customers or not. METHODOLOGY This thesis has employed both primary and secondary data to operationalize the conceptual framework. A questionnaire given to 160 respondents and the interview of 2 Thai expert marketers has been carried out to operationalize this research question. CONCLUSION The collectivistic behaviors among Thais show a slightly positive relationship which supports the effectiveness of social network marketing implementation. The other influential factors, apart from collectivism, are detergency in educational levels, knowledge of using social network, smart phone trends, and internet facility readiness.

It is more and more popular to transmit and receive information with Wireless LAN(WLAN) as the time of science and technology has been approaching. Every type of business gradually has priority on WLAN for marketing. Especially business of agents of real estate, they use WLAN as tool for marketing to improve the service with information and human nature and to break through the shape of traditional human operation. They record characters and functions of surrounding environment of the houses which are entrusted by clients in their system to provide immediate and local information with house-buyer. This becomes personalizing and valuable selling information. It takes both quantitative and qualitative methods as research methods in the study, and agents of real estate using and not using WLAN in Kaohsiung City are picked as research objects. The study takes depth interviews to realize conditions for wireless network marketing using, motivation for wireless network marketing, and using mode for wireless network marketing, and it also analyzes the differences among wireless network marketing, traditional marketing, and internet marketing. Meanwhile the study use questionnaires survey to figure out the reason why some agents of real estate do not use WLAN for marketing. There are four findings in the study as follows: (1) Agents of real estate using WLAN for marketing are mainly direct branches and over 15 years old. (2) The traditional way for marketing used by agents of real estate using or not using WLAN for marketing is newspaper. (3) Agents of real estate using WLAN for marketing know the requirements of clients and can improve the quality of service better then agents of real estate not using WLAN for marketing. (4) The rate of agents of real estate not using WLAN for marketing at present would like to use WLAN for marketing in the future become more. The conclusion of the study indicates the marketing mode of using new science technology can inquire new information anytime and anywhere. The mode of marketing with WLAN provides business of agents of real estate with the immediate and local information, and this is the point that mass media can not achieve. There are difficulties for business of agents of real estate in Kaohsiung City to use high science technology as a kind of marketing mode. Kaohsiung City should try to upgrade M capacity step by step and take both traditional marketing and WLAN marketing to enhance the function of WLAN for marketing in business of agents of real estate.

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Baigiamuoju darbu atskleidžiama bendro vertės kūrimo koncepcijos svarba lojalumo formavimo kontekste bei pagrindžiama prielaida, kad bendras kūrimas gali sąlygoti klientų lojalumą įmonei. / Final work reveals the importance of concept of value co-creation in the context of the concept of loyalty formulation; and justifies that value co-creation can lead to customer loyalty.

Dietary supplements overall constitute a multibillion-dollar industry in the U.S. today. This dissertation investigates a heretofore poorly-documented aspect of the burgeoning dietary supplements industry: network marketing. Network marketing, exemplified by companies like Amway as well as a host of smaller, less well-known companies, operates within the so-called "grey economy." Hawai'i ranks second in the nation in the percentage of network marketing distributors relative to its population. Network marketing works at the grassroots level of existing social networks to promote and sell its products, making it the ideal setting in which to do social science research. Semistructured and structured interviews were conducted with members of three companies. Aside from gathering baseline data on products used, health conditions addressed by these products and the structure of each company, interviews and product promotional material were analyzed using text analysis. Results of this research show that while perceived efficacy of network-marketed products is an important motivator in becoming a product distributor, factors such as control over one's health, creation of a support community through shared efforts, and economic opportunity are also important. Finally, analysis of themes in product advertising simultaneously reflect as well as inform network marketers' beliefs and desires for autonomy in the spheres of finance, personal life, and health.

Zugl.: Münster (Westfalen), Univ., Diss., 2009