Master-Arbeit Univ. St. Gallen, 2007.

Univ., Diss.--Kiel, 1996.

Master of Science / Department of Hospitality Management and Dietetics / Betsy Barrett / Alcoholic beverages and on premise alcoholic beverage retailers have become important to the food and beverage industry in the past three millennia. On premise consumption of alcoholic beverages is necessary for income in bars which makes it crucial for alcoholic beverage producers and retailers to identify methods to increase sales and consumption of their products. One method used by retailers and producers is to market their product at the point of sale (POS). However, the effectiveness of various POS marketing methods can vary depending on the demographics of the consumer cohort being targeted. The Generation Y cohort is reaching legal drinking age and is quickly becoming the majority of customers patronizing bars. Because many members of Generation Y are new to the drinking and bar scene, point of sale marketing may be an effective method of introducing Generation Y to high profit beverages. Currently, 33% of all alcohol beverage marketing expenditures target customers at the point of sale. Therefore, the purpose of this study was to investigate how components of on-premise marketing methods, along with demographics, influence Generation Y’s purchasing decisions in bars. The sample was 216 members of Generation Y from across the country. Instrument development included a review of literature, three focus groups, a pilot study and a review by three industry experts. The final survey was distributed nationwide by Zoomerang.com. T-tests, ANOVA, factor analysis, and regression were used for data analysis. Results indicated that respondents patronized local bars and usually once a week, they drank regular beer, and spent an average of $23 per outing. Males, non-whites, and those who patronize bars on a weekly basis were significantly more likely to purchase alcoholic beverages based on POS logoed items at a bar. However, most respondents indicated that POS logoed items had no impact on their decisions and that assurance marketing was more important. Future studies need to be conducted focusing on either assurance marketing or logoed items. Also, demographic specific studies could be useful for local bars.

Theme of this thesis is utilization of ERP system MS Dynamics AX 2009 in retail environment. Its main goal is to create analysis that will evaluate suitability of MS Dynamics AX implementation in retail business. This goal is realized by achieving three steps. First step is introduction and analysis of retail business processes. This includes introduction of general process in theory followed by description of typical needs and requirements of retail enterprise. Second step is analysis of functionality offered by MS Dynamics AX and identification of its deficiencies in terms of usability in retail. Third step is creation of solution proposal for requirements that are not covered by MS Dynamics AX functionality. Contribution of this thesis is introduction of common needs and requirements of retail enterprise in chosen business segment. Also practical demonstration of how are key business processes supported by MS Dynamics AX. At last added value is also in creating a solution proposal, which will solve identified deficiencies by means of program customization. Structure of thesis is based on key business processes of retail and it's divided to theoretical and practical part. Chapters of each part are sorted into order of product life cycle, which is purchase, logistics and sales. Practical part also deals with product management.

In the current big data era, customer data are being accumulated and managed at an unprecedented rate. Examples of big marketing data range from traditional brick-and-mortar retailers (e.g., point-of-sale or POS scanner data, radio-frequency identification customer tracking data, and supply chain data) to online retailers (e.g., e-commerce transactions, mobile location-based services, clickstream, and Web traffic data), and other user-generated contents (e.g., customer review, blogging, and social networking data). Among all off-line and online data sources, POS data are the most extensive and frequently regarded as the most valuable marketing asset of retailers. / This study proposes a visual marketing analytics framework (VMAF) to analyze POS transaction data. VMAF is introduced to transform POS data into a display of products and customers on a map. A visual dynamic marketing analytics framework (VDMAF) aims to analyze the time-varying transaction patterns on a joint space map. This map presents a thousand words and allows marketers to view product–customer interaction, which enables them to perceive, compare, and derive insights intuitively to execute correct marketing actions. / VMAF and VDMAF solve two key problems in visual marketing analytics. First, we represent products and customer segments from a high-dimensional space as points on a 2D space with zero dimension reduction errors. Second, we can conduct customer segmentation, product association, and prediction analysis simultaneously, thereby allowing marketers to visualize complete results on a single map and apply these results to marketing campaigns. We apply VMAF to the POS data set (37 products and 49,027 customers) of a fast-food restaurant over a period of one month. We also employ a VDMAF to analyze the transaction data set (28,092 customers and 27 product categories) of a supermarket over a period of four months. Thereafter, we illustrate the different applications and report the results. / 在今天的大數據時代，客戶數據呈現爆炸式增長並廣泛地收集。大數據營銷例子包括從傳統的實體零售店（例如銷售點終端掃描數據、RFID 的客戶跟蹤數據、供應鏈數據）到網上零售點（電子商務交易、行動定位位置服務、點擊流數據和網站流量通數據）和其他用戶生成內容（客戶評論、博客和社交網路數據）。在眾多線下數據和線上數據中，銷售點終端掃描數據 (POS) 往往被視為對零售商最有價值的營銷資產。 / 針對處理大量營銷數據的需要，此論文提出可視化營銷分析框架 (VisualMarketing Analytics Framework – VMAF) 分析POS 的交易數據。VMAF 把POS數據轉換成營銷地圖，把產品和客戶顯示在地圖中。動態可視化營銷分析框架(Visual Dynamic Marketing Analytics Framework – VDMAF) 是分析隨時間變化的聯合空間圖。一幅畫能繪出千言萬語，並讓營銷人員以可視化方式查看產品和客戶的互動，使他們能夠感知、比較和洞察消費者，得出正確的營銷行動。 / 可視化營銷分析框架 (VMAF) 和動態可視化營銷分析框架 (VDMAF) 解決營銷兩個關鍵問題。首先，我們沒有誤差地從高維空間數據表示產品和客戶群在二維空間上。其次，我們可以同時進行客戶細分、產品關聯分析、和預測分析，由此容許營銷人員透過視象方式在同一張地圖上觀看完整的結果，並應用分析結果在營銷活動上。我們應用可視化營銷分析框架 (VMAF) 在有37個產品及49,027顧客的快餐店POS交易系統，並使用動態可視化營銷分析框架 (VDMAF)分析一家超級市場的交易數據集的28,092顧客和27個產品類別超過四個月時間。我們將舉例說明不同的應用，並報告結果。 / Chung, Yu Ho. / Thesis Ph.D. Chinese University of Hong Kong 2015. / Includes bibliographical references (leaves 127-134). / Abstracts also in Chinese. / Title from PDF title page (viewed on 11, October, 2016). / Chung, Yu Ho. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only.

Muzika yra viena iš svarbiausių parduotuvės atmosferos formavimo priemonių. Kartu su interjero dizainu pasirenkama muzika turėtų atspindėti pardavimo vietos stilistiką ir tokiu būdu pritraukti pageidaujamus klientus. Verta paminėti, jog muzikos kuriama atmosfera neapsiriboja parduotuvės plotu ir sukuria zoną šalia parduotuvės, kurioje atsidūręs praeivis pasijaučia beveik viduje: muzikinis fonas veikią žmogaus pasąmonę sužadindamas emocijas ir maloniai kviečia užeiti į vidų, taigi parduotuvės slenksčio peržengimas tampa natūralesniu ir mažiau įpareigojančiu veiksmu. Tyrimai rodo, jog muzika skatina geras lankytojų emocijas, palankesnį nusiteikimą parduotuvės ir jos personalo atžvilgiu ir mažina kontakto užmezgimo su darbuotojais baimę. Atitinkamo tempo muzika gali nuraminti klientą arba sužadinti jame aktyvumą ir tokiu būdu išspęsti srauto problemas. Muzika taip pat veikia subjektyvų laiko suvokimą, mažina nepasitenkinimą tuomet, kai tenka laukti eilėje, taip iššaukia įvairias asociacijas, kurias tikslingai išnaudojus galima nepastebimai reklamuoti pasirinktas prekes ir tokiu būdu skatinti jų pardavimus. Apgalvotas muzikinio fono pasirinkimas įmonei atneša didesnį pelną, taigi kiekvienoje pardavimo vietoje turi būti išnaudojamos muzikos teikiamos galimybės norint pasiekti užsibrėžtų tikslų. / Music is one of the most important means of forming the retail environment. Along with interior design music should illustrate the style of a retail establishment in order to attract desired customers. It is worth mentioning that that the atmosphere that music provides is not limited to the confines of a shop. Music creates a zone surrounding the shop, where a passing by consumer feels almost as though he is already inside. The musical background affects the consumer subconsciously, it pleasantly invites the person to come in, at which point coming in doesn’t seem like such a commitment – the transition becomes more natural. Research shows that music stimulates customers’ good emotions, a more favorable judgment of the shop and its employees and also it helps decrease the fear of engagement with personnel. A respective tempo of music can make the customer more relaxed or more energetic and thus solve problems concerning customer traffic flow. Music also affects customers’ time perception, decreases dissatisfaction caused by the occasional waiting time and tends to evoke all kinds of associations which, if used correctly, become a form of covert marketing. A well chosen musical background means greater sales for the company, thus music should be used in every point of sale, if its owners wish to reach their desired goals.

Universiẗat, Diss. u.d.T.: Zimmermann, Gregor: Das Such- und Entscheidungsverhalten von Kunden im stationären Einzelhandel--Duisburg-Essen, 2007.

Zugl.: Saarbrücken, Univ., Diss., 2007

Wirtschaftsuniv., Diss.--Wien, 2001.

Zugl.: Berlin, Freie Univ., Diss., 2008