This paper deals with Swedish B2B firms marketing activities in the culturally diverse Indian market, and what adaptations are made to meet the cultural diversity of India. The perception of cultural diversity in India is investigated from a Swedish B2B perspective. The findings were retrieved from three face to face interviews with equal number of respondents and firms; Roxtec, Norden Machinery and Gunnebo, three swedish B2B firms all established in India. The literature review is divided in two categories; Marketing and Culture, the former containing theory on relationship marketing and adaptation vs standardization when designing a marketing strategy, and the latter models of national culture as well as models on multicultural countries, with the models applied on India. The dimensions of culture that we found were most relevant in this paper were Power Distance and Perception of Time. The literature review is concluded with a conceptual framework containing our main concepts. The results from this study suggest that it is the managing of relationships with customers that are the most important part of marketing in India. It was also found that while India is characterized as a multicultural country, the way business is conducted and relationships managed are similar all over this vast country, leading us to suggest that a mutual Indian business culture exists.

Aktörer inom fastighetsbranschen har visat stort intresse att möta den nya Generation Y och söka kunskap inom marknadsföring mot dessa. Aktörerna efterfrågar kunskap för att bygga långsiktiga kundrelationer, där bostadsbristen inte är lika utbredd som i storstäderna. Syftet med denna studie är att analysera om engagemang, förtroende och lojalitet är avgörande faktorer vid skapandet av långsiktiga kundrelationer med Generation Y. Vidare presenteras teori angående vad som ligger till grund för långsiktiga kundrelationer.  103 respondenter har medverkat i en internetbaserad enkätundersökning där svaren har analyserats i det statistiska analysverktyget SPSS. Följande analyser har genomförts: korrelationsanalys, faktoranalys, regressionsanalys samt klusteranalys. Resultaten visar att Generation Y har en positiv inställning till relationsmarknadsföring där de anser att engagemang och förtroende är avgörande faktorer hos en hyresvärd. Studien visar även att Generation Y har en neutral inställning till Customer Relationship Management, vilket gör att fastighetsbolag bör överväga användandet av detta verktyg. Väletablerade kundrelationer kan förbättras av detta verktyg medan de relationer som är under uppbyggnad kan försämras. Studien bidrar med information till beslutsfattare inom fastighetsbranschen som är aktiva i kommuner inom glesbefolkade regioner och glesbygdskommuner. Kunskap om de framtagna faktorerna är avgörande vid skapandet av långsiktiga kundrelationer och kan bidra till minskade omflyttningskostnader och stabila inkomster under längre tid.

One of the major challenges facing service businesses today is the rapidly changing and highly competitive nature of service industries. As a result, customer expectations are also rising quickly. Increased competition in this regard has resulted in fitness facilities in particular aiming to improve their services in order for these businesses to differentiate themselves from their competitors. By improving their services, fitness facilities can better satisfy the needs of their members. Therefore, fitness facilities need to identify those service elements which are important to their members in order to satisfy members' service needs by improving the quality of services delivered. The primary objective of the study is to determine whether customers of fitness facilities in the North West Province are satisfied with the services that are provided by these facilities. The research study on fitness facilities was based on descriptive research in order to allow for the identification of service elements that are important to members of fitness facilities. During the course of the study, secondary data was used for the literature review in order to investigate the research problem through the use of publications such as books and reliable academic and research articles. A quantitative research design was used in the form of self–administered questionnaires with a view to determine the level of customer satisfaction as well as the desires, perceptions and expectations of members regarding fitness facilities. Pre–testing of the questionnaire was also performed during this study to ensure that the collection and analysis of data would proceed as smoothly as possible. Self–administered questionnaires were distributed to members of fitness facilities from the 17th of May to the 26th of May 2010 by three fieldworkers in the cities of Potchefstroom and Klerksdorp in the North West Province. A convenience sampling method was used, which implied that respondents who were readily available and willing to complete the questionnaire at selected fitness facilities were selected for participation in the study. Furthermore, an exploratory factor analysis was used to identify those service elements which are important to members of fitness facilities. Ten factors were identified, namely personnel professionalism, equipment condition, membership possibilities, fitness programmes, convenience issues, medical assistance, cleanliness, information availability, membership preferences and the opportunity to exercise in another town. The results indicated that differences exist in terms of respondents' gender, levels of education as well as differences between various age groups and the ten identified importance factors. Results also showed that customer satisfaction can influence customer behaviour, as satisfied customers would recommend the fitness facility to others and want to have a long–term relationship with the fitness facility. It is recommended that fitness facilities need to focus on those service elements that members view as important when planning and maintaining their service offerings. Furthermore, fitness facilities need to realise that all their members do not view the importance of service elements in the same way, and therefore they should deliver services specifically tailored to various age groups, levels of education and gender. Recommendations for future research include that a similar study can be conducted for individual fitness facilities, because fitness facilities are unique and have different capabilities to deliver services. When conducting a study for each individual fitness facility, a relevant comparison can be made between the services that the specific fitness facility offers and what the members of that fitness facility really want or view as important. Specific strategies can then be recommended to the individual fitness facility with a view to improve their service offering and concomitantly increase their member satisfaction. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

One of the major challenges facing service businesses today is the rapidly changing and highly competitive nature of service industries. As a result, customer expectations are also rising quickly. Increased competition in this regard has resulted in fitness facilities in particular aiming to improve their services in order for these businesses to differentiate themselves from their competitors. By improving their services, fitness facilities can better satisfy the needs of their members. Therefore, fitness facilities need to identify those service elements which are important to their members in order to satisfy members' service needs by improving the quality of services delivered. The primary objective of the study is to determine whether customers of fitness facilities in the North West Province are satisfied with the services that are provided by these facilities. The research study on fitness facilities was based on descriptive research in order to allow for the identification of service elements that are important to members of fitness facilities. During the course of the study, secondary data was used for the literature review in order to investigate the research problem through the use of publications such as books and reliable academic and research articles. A quantitative research design was used in the form of self–administered questionnaires with a view to determine the level of customer satisfaction as well as the desires, perceptions and expectations of members regarding fitness facilities. Pre–testing of the questionnaire was also performed during this study to ensure that the collection and analysis of data would proceed as smoothly as possible. Self–administered questionnaires were distributed to members of fitness facilities from the 17th of May to the 26th of May 2010 by three fieldworkers in the cities of Potchefstroom and Klerksdorp in the North West Province. A convenience sampling method was used, which implied that respondents who were readily available and willing to complete the questionnaire at selected fitness facilities were selected for participation in the study. Furthermore, an exploratory factor analysis was used to identify those service elements which are important to members of fitness facilities. Ten factors were identified, namely personnel professionalism, equipment condition, membership possibilities, fitness programmes, convenience issues, medical assistance, cleanliness, information availability, membership preferences and the opportunity to exercise in another town. The results indicated that differences exist in terms of respondents' gender, levels of education as well as differences between various age groups and the ten identified importance factors. Results also showed that customer satisfaction can influence customer behaviour, as satisfied customers would recommend the fitness facility to others and want to have a long–term relationship with the fitness facility. It is recommended that fitness facilities need to focus on those service elements that members view as important when planning and maintaining their service offerings. Furthermore, fitness facilities need to realise that all their members do not view the importance of service elements in the same way, and therefore they should deliver services specifically tailored to various age groups, levels of education and gender. Recommendations for future research include that a similar study can be conducted for individual fitness facilities, because fitness facilities are unique and have different capabilities to deliver services. When conducting a study for each individual fitness facility, a relevant comparison can be made between the services that the specific fitness facility offers and what the members of that fitness facility really want or view as important. Specific strategies can then be recommended to the individual fitness facility with a view to improve their service offering and concomitantly increase their member satisfaction. / Thesis (M.Com. (Marketing Management))--North-West University, Potchefstroom Campus, 2011.

Abstract Title: If it doesn’t spread it’s dead - a qualitative study on how young entrepreneurs are positioning themselves in the marketplace and with the help of social media spreading their brand. (If it doesn’t spread it’s dead ­- en kvalitativ studie om hur unga entreprenörer positionerar sig på marknaden, med hjälp av sociala medier sprider sitt varumärke).   Number of pages: 48   Author: Sandra Ahlinder, Anna Hoffman   Tutor: Peder Hård af Segerstad Course: Media and Communications Studies C   Period: Fall 2013 University: Division of Media and Communication, Department of Information   Purpose/Aim: The aim with this study is to investigate how companies use social media as a marketing tool. The study will investigate possible differences between two groups of newly started companies. The first group is companies that has recieved a relatively large amount of media attention and the second group is companies that has received less attention in media. The study will examine the usage of social media in the two groups.   Material/Method: A qualitative method has been used in this study in the the collection of data and in the analysis of the collected material. The collection of data is based on semi-structed interwievs as a qualitative method.  In the analysis of the data a content analysis was applied.   Main results: The study's main results shows that there is a difference between the two groups of companies use of social media as a marketing tool. The difference is evident in the respective phases the companies are subject to. The group of companies that receives a significant larger amount of media attention has a developed structure in their marketing strategies. In contrast, the group with less media attention are still in a startup-phase and do not have the same means to reach that level of awareness and development in their marketing.               Keywords: Sociala medier, Entreprenör, Traditionell marknadsföring, Icke-traditionell markandsföring, Word-of mouth (WOM), Relationship Marketing (RM), Storytelling, Relationsmarknadsföring.

Building and maintaining business relationships is becoming increasingly important as organisations seek to improve their competitive advantage by entering long-term relationships with strategic business partners. It is suggested that the quality of the relationship determines the likelihood of maintaining an ongoing relationship between buyers and sellers. Research in the area of business-to-business relationship quality is still in its infancy with limited agreement of the dimensions of relationship quality or even the definition of relationship quality in a business-to-business context. The aim of this Interpretivist study, set in the financial services industry in Australia, was to develop an understanding of what participants in a dyadic business relationship perceive to be the attributes of a high quality relationship. Methodologically the research took a case study approach to the collection of primary data through the use of open-ended depth interviews. Epistemologically the research derived categories and concepts from the social actors engaged in the mutually constructed social reality of the business relationship dyad. This formed the basis for understanding the quality concept by describing relationship-based activities and meanings. The findings indicate that some dimensions of relationship quality are identified dyadically whereas other dimensions are buyer or seller specific. Some dimensions of relationship quality suggested by the literature emerged from the data generated for this study, while others were previously unidentified, including good product, reciprocity, face-to-face contact, problem resolution, efficiency of service, staff consistency, business support and hierarchy of contacts. The findings suggest four implications for professional practice: the need for face-to-face contact; the importance of establishing a hierarchy of contacts across the business relationship; the suggestion that relationship quality is a continuum rather than a destination; and the suggestion that problem resolution may be a catalyst for relationship strength.

Thesis (M.S.) -- Mississippi State University. School of Architecture. / Title from title screen. Includes bibliographical references.

Thesis (Doctoral)-- Åbo Akademi., 2005. / Extra t.p. with thesis statement inserted. Errata slip inserted. Includes bibliographical references (p. 182-190).

Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society.   Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.

Aim: To investigate how the University of Gävle conducts relationship with graduate students and retains graduate students and creates loyalty. This study explores the importance of relationship marketing theories that intends to be applied in higher education through alumni programs and services. University of Gävle and Stockholm University will be compared in benchmarking to determine in what ways the alumni offices create relationships to retain and create loyalty to alumni students.  Method: A qualitative research was conducted on the University of Gävle and Stockholm University in Sweden for this study, which included interviews with the relation officers on this subject. Result & Conclusions: It was evident that the University of Gävle alumni actually exist as titles, and there is no certain relationship strategy, however, only they are NOT actively operational. The study identified that the University of Gävle was not using a certain strategy to create lasting relationship, loyalty and increase prospective students. The study revealed the importance of relationship marketing strategy to effectively administrate the progress in establishing relationship with the alumni, to increase the prospective international students, to keep a regular track and communications with alumni. Suggestions for future research: This study focused on two universities, further research could be conducted to examine the relationship marketing with alumni students and investigate students’ relationship with university in other countries and institutions.