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In recent years, due to people's living standards improve, people's comsuming ability rises, while the rapid development for the beverage market lead people have more selection in the water supply . Taiwan's beverage industry has matured, and the development of tea show explosive growth because the demand of product gradually trend more health and natural, the research for tea drink are countless, but in recent years, as China's sustained economic development, and promote the show jumping growth for all industy, the beverage market growth is unstoppable. But for the beverage market of china does no more complete research. In this thesis, the market selling and deviation of the China tea drinks is introduced as a index of the relevance among marketing theory and the perceived value, demographic statistics variables, this thesis can be the reference for the international enterprise which production and sell in china and the basis for the further study of drinks selling market research. In this study, use Zeithaml (1988) theory of perceived value and marketing 4C theory to study why consumers drink tea in China, what¡¦s the reasons for the purchase of tea? Therefore, this thesis use marketing 4C four dimensions as independent variables, and perceived value as the dependent variable. And then verify the demographic statistics variables on the marketing strategy and the impact of perceived value. The study found that 4C marketing strategy because of the lack of clarity in the definition of dimensions, the dimensions will be revised to the intrinsic attribute of _ the basic, intrinsic attribute of _ perception, intrinsic attribute of _ the form, brand equity, customer communication, customer costs six dimensions. And on the demographic variables on the perceived value and the marketing strategy forward with the only difference with the customer and gender have significant differences, and the remaining variables are no different. In the six dimensions and the perceived value there is a very significant positive relationship for each other, that the tea beverage market in the six dimensions of the use of this marketing is indeed the consumers can effectively enhance the perceived value. By regression analysis also found that the highest priority in terms of perceived value into account the intrinsic properties of _ for the perception, that is, consumers are more abstract level, non-universal awareness of the drink taste or price. Finally, this thesis has the following important discoveries of consumer demand in China: 1. The meaning of traditional culture and national consciousness 2. The rise of health consciousness 3. The rise of quality consciousness

To consumers, price promotion delivers economic incentive. Lower price means lower cost which consumers need to pay for products and services. That explains the reason that price promotion becomes a common short-term sales strategy. In the other hand, price promotion could be one negative signal to the quality. As a result, positive benefits in sales volume brought about by economic incentive of price promotion could be canceled out by the negative signal to quality, so far as to cause the decrease of sales volume. However, the positive relationship between prices and qualities is not necessarily tenable. When some outside factors exist, the negative effects which price promotion causes to the quality will be reduced. This will make price promotion work more effectively. According to Transaction Utility Theory, consumers¡¦ purchase intention depends on perceived acquisition value and perceived transaction value. Perceived acquisition value decides the percentage between perceived benefit and perceived cost. And perceived transaction value determines the difference between the fair price which consumers consider and the real price which they pay. The higher perceived acquisition value and perceived transaction value, the greater consumers¡¦ purchase intention. This research takes outbound package travel as the observation target and applies 2*2*2 experimental design method to analyze. The variables include price promotion range (fewer discount, larger discount); brand awareness (lower brand awareness, higher brand awareness) and information supply (shorter supply, richer supply). After taking questionnaires analysis, this research concludes: 1. When price promotion gets fewer, brand awareness higher and information supply richer, consumers¡¦ perceived quality and internal reference price will be higher. 2. When consumers¡¦ perceived quality gets higher, perceived transaction value higher, and perceived cost lower, their perceived acquisition value will become higher and so as their purchase intention. Based on conclusions of this research, when brand awareness is higher, price promotion will produce more significant effect on raising consumers¡¦ purchase intention. Secondly, marketing sectors can stop price promotion from becoming the negative signal to the quality by providing consumers with more related information. Thirdly, since perceived quality is the most important factor which will influence consumers¡¦ purchase intention, enterprises should concentrate efforts on raising the quality for effectively stimulating consumers¡¦ purchase intention.

No / The purpose of this paper is to present a critical viewpoint on the negative aspects of market, price and cost transparencies to consumers in terms of its costs. It adopts an inter-disciplinary approach from the marketing, economics and accounting literature. The paper explores market transparency in the ever-changing world and uses brand names like Starbucks and iPhone to illuminate instances where imperfect markets are supported by consumers. Recognizing the role that the Internet plays in promoting price transparency, it espouses how extant information can add costs and risks to the consumer’s value judgement. Finally, the paper advocates that arbitrary judgements existing in cost accounting make it difficult to compare unit cost. This could result in consumers paying extra money to benefit from cost transparency. This paper argues that three main issues may arise in providing unit cost to the consumers. First, transparency entails built-in costs, whether they are in taxes or product prices. Second, in accounting, unit cost information is currently not equitable between businesses. Finally, the paper argues that extra time and effort in making sense of unit cost information lead to questions about the viability of transparent costing. The arguments for transparency have been widely discussed, supported and promoted by many. While negative aspects are known to businesses, few consider the consumer’s perspective. By amalgamating evidence and arguments from different disciplines, this paper lends value, providing a critical perspective where transparent unit cost revelation can be more costly and less viable than what is assumed.

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There is ample research (Bova & Phillips, 1994; Cordeiro & Smith-Sloan, 1995; Daresh, 2002; Ginty & Gaskill, 1993; Playko, 1995; Riche, 1979) to demonstrate the need for and benefits of mentoring both in the business world and with first year teachers. Mentoring allows a more experienced person to work directly with a less experienced person. Some benefits of such a relationship can include knowledge transfer, increased learning, creation of a support network, a decrease in job stress and anxiety, and an opportunity for the prot&#233;g&#233; to learn the big picture. School administrators face an increasing number of challenges in a job where new responsibilities are created almost on a daily basis. Many states will experience a shortage of qualified administrative applicants for open positions. This shortage is due to the retirement in the next several years of many existing administrators in addition to a larger number of positions accompanying increased school enrollment. Many states are exploring ways to address this concern. The first is through a reevaluation of certification criteria (training). The second is through the development of mentoring programs for new administrators (keeping the administrators we have). However, there is little research available on the mentoring of new administrators. This study identified the existing opinions, beliefs, and attitudes, including perceived value that administrators have towards mentoring for their job assignment. Statistical significance was determined at alpha < .01 for each analysis of variance between the groups. There was one item on the survey where a statistically significant difference was found between gender; assessment and grading (p(F) = .007). There was one item on the survey where a statistically significant difference was found between principals and assistant principals; school management (p(F) = .008). There was one item on the survey where a statistically significant difference was found between administrators who have and have not served as a formal mentor; time for discussion together (p(F) = .003). There was one item on the survey where a statistically significant difference was found between administrators who have and have not served as an informal mentor; mentor at same school level (p(F) = .005). However, the final two items of statistical significance are from Section B of the survey. Section B had a reliability of Cronbach's alpha = .50 (see Table 1). Therefore, results of these items must be viewed with caution. It is important to note that 400 out of 414 (96.7%) individual item analyses found no statistically significant differences between the various groups. / Ed. D.

Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which serve as illustrative/reference brands in this study. These four European luxury fashion brands are chosen as illustrative brands in this study based on the determination that heritage is a central part of their brands. Secondary data was collected through Internet based document analysis of the illustrative brands to determine whether these qualify as heritage brands. Furthermore, semi-structured interviews were conducted to collect primary data for the purpose to explore how consumers perceive the value of brand heritage of the illustrative brands. The findings of the study reveal that consumers perceive the value of the brand heritage of the illustrative brands because it serves as a source of credibility and trust between the consumers and the brands. There is a perception that the brands have managed to maintain a certain standard regarding quality and craftsmanship, and likewise delivered according to consumers’ expectations over time. Furthermore consumers perceive the value of the brand heritage of the illustrative brands since it contributes to a sense of belongingness and social acceptance. They value the identity and meaning of the illustrative brand, hence the perception that the brands have managed to persistently deliver according to their core values and promises over time. It provides the consumers with the opportunity to connect with the brands on a personal level and to create their own individual identities and lifestyles through the brands. All this, in combination with the perception of the brands as timeless and durable, that they inhabit a sense of credibility and trust, which in the long run may generate loyalty - they value that the brands are loyal to them - conclude how consumers perceive the value of the brand heritage of the illustrative brands.

Purpose: The aim of the research is to investigate what successful booksellers provide in store that increase interaction and thereby enhance perceived value for the customers. Approach: The study is based on a combination of using both quantitative and qualitative data, collected through questionnaire and through face-to-face interviews. A deductive approach has constituted the paper as the theoretical framework was constructed upon already existing theories. Findings: The investigated booksellers are working with all of the three interaction facilitators; servicescape, shopping event as well as employee competence to create interaction in store that thereafter through relating, communicating and knowing increase the customer perceived value. The success behind the booksellers is based on their niche and personal approach that is thoroughly implemented in their offerings, which will create a community feeling. The personal relationship with the customers gives a structural support for the communication that in the end increase the knowledge. However, the knowledge renewal was more vital for the employees in order to provide personal service. Practical implications: Brick-and-mortar stores should fully acknowledge the importance of interacting with customers, by implementing servicescape, shopping event and employee competence with a personal touch. It is important to be as physical as possible and use the store as a social meeting place. The store should create a unique atmosphere, where like-minded customers socialize. The employee competence is vital for the brick-and-mortar stores in order to provide personal service. Theoretical implications: Grönroos and Voima’s (2012) Value creation sphere-model was extended by integrating Ballantyne and Varey’s (2006) triangulated value-enable-model into the joint sphere of Grönroos and Voima’s (2012) model. Since both of the models were tested empirically the paper supplies empirical evidence for both of the theoretical models.

O shopping center ainda é, sem dúvida nenhuma, um local atraente para os clientes realizarem suas compras. O mix de lojas presentes neste modal varejista, responsável pela oferta de serviços como estacionamento, entretenimento, alimentação, além de uma gama interminável de todo tipo de mercadoria que se possa imaginar, é o responsável por atrair, todos os dias, milhares de clientes para seu interior. Não obstante todas essas facilidades, os lojistas de shopping centers estão enfrentando uma forte concorrência de outros modais varejistas como as vendas diretas (por meio de demonstradores), as compras eletrônicas; a venda automática (por meio das máquinas de venda) e os serviços de compras (varejo sem loja que atende a clientes específicos). Em função disso, este trabalho propôs-se a discutir como as lojas poderiam atrair uma maior atenção de seus clientes por intermédio do valor percebido por eles. Este valor, sob a perspectiva do benefício, deriva da avaliação global do cliente quanto às vantagens que ele ganha ao ponderar os benefícios e os sacrifícios percebidos quando adquire produtos. Tais sacrifícios podem ser de ordem não monetária (custos de transação, pesquisa, negociação, tempo incorrido na aquisição do produto etc.). Também se estudou o impacto deste valor na fidelização do cliente a certa loja. Após extensa consulta bibliográfica sobre os conceitos apresentados, adotou-se a metodologia do Discurso do Sujeito Coletivo (DSC) para se analisar os resultados obtidos na coleta dos dados por meio de entrevista com clientes fiéis de lojas situadas em shoppings. O DSC apoia-se na teoria da representação social, de Jodelet, segundo a qual grupos sociais específicos compartilham ideias e valores comuns em um dado momento. Ele busca, portanto, estabelecer um caminho sistemático para descobrir estas representações sociais destes grupos específicos no que tange aos temas propostos. Os resultados apresentados revelaram que o ambiente da loja e sua imagem influenciaram, muito positivamente, a percepção dos clientes como atributos importantes para se gerar valor percebido, enquanto o prestígio e o local onde a loja está situada dentro do shopping foram avaliados por eles como características medianamente influenciadoras neste sentido. Além disso, verificou-se que o valor percebido pelo cliente influencia, positivamente, em sua decisão de se tornar fiel a determinada loja. No final, foram lembradas ações de marketing que poderiam ser desenvolvidas pelos gestores de loja a fim de alavancarem o valor de loja percebido pelo cliente, na perspectiva dos benefícios, vital à sua fidelização. / The shopping mall is also, undoubtedly, an attractive location for customers to conduct their purchases. The mix of shops present in this retailer modal, responsible for the provision of services such as parking, entertainment, food, and an endless array of all kinds of unimaginable merchandises, is responsible for attracting, every day, thousands of customers to inside the mall. Despite all these easinesses, shopping center tenants are facing strong competition from other retailers modal as direct sales (through demonstrators), electronic shopping; automatic sale (through vending machines) and shopping services (retail without store that caters to specific customers). As a result, this study aimed to discuss how the stores could attract more attention of their customers through the non-monetary value perceived by them. This value, from the perspective of benefits, derives from the overall assessment of the client as to the advantages that he gets to weigh the benefits and perceived sacrifices when he purchase products. Such sacrifices may be non-monetary order (transaction costs, search, negotiation, time incurred in acquiring the product etc.). This Thesis also studied the impact of this value in the loyalty of the customer towards the certain store. After extensive bibliographical research on the concepts presented, we adopted the Collective Subject Discourse methodology (CSD) to analyze the results obtained in data collection through interviews with loyal customers of stores located in malls. The CSD is based on the theory of social representation, from Jodelet, according to which specific social groups share common ideas and values at a given time. It seeks therefore to establish a systematic way to discover these social representations of these specific groups regarding the proposed themes. The presented results show that the store environment and its image influenced very positively the perception of the customer as important attributes to generate non-monetary perceived value, while the prestige and the place where the store is located inside the mall were evaluated by them as moderately influential features in this regard. In addition, it was found that the non-monetary perceived value by the customer influences positively in his decision to become loyal to a particular store. In the end, marketing actions were reminded that could be carried out by store managers to promote the non-monetary perceived value by the customers, vital to their loyalty

<p>Background</p><p>After a successful launch in early 2007 Pond’s Age Miracle, Unilever Vietnam’s anti-aging skincare product, is now experiencing falling sales and a declining market share having failed to complete its mission of counter-attacking its main competitor – P&G’s Olay Total Effect. This predicament poses a question of how Unilever Vietnam can improve market performance of this product.</p><p>Purpose</p><p>To determine Pond’s Age Miracle customer perceived value and propose recommendations on how to improve it.</p><p>Method</p><p>A combination of qualitative and quantitative approaches was pursued. In-depth interviews with consumers were used to discover relevant attributes of anti-aging skincare. A consumer survey was employed to measure relative importance and relative performance of the identified attributes – a basis for determining Pond’s customer perceived value.</p><p>Findings, Analysis and Conclusion</p><p>Customer perceived value of Pond’s Age Miracle was found to have a negative character on the entire market scale and across most of the listed consumer groups.</p><p>Recommendations</p><p>A re-launch of the upgraded version of Pond’s is suggested to maintain the current consumers and recruit the potential anti-aging skincare users.</p>