Zugl.: Köln, Univ., Diss., 2008

Thesis (Ph. D.)--University of Wisconsin--Madison, 1961. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Zugl.: Köln, Universiẗat, Diss., 2008.

Zugl.: Kassel, Univ., Diss., 2010

Universiẗat, Diss., 1997--Giessen.

M.B.A. / Increased environmental pressure in a firms' local market are forcing many companies to consider markets outside of their own to do maximize their profitability. According to Henisz (2000) when expanding internationally, a firm's management often must contend with a new culture, a new language, a new social system, new market structures, and a new political system. Titan, a premier brand in the Indian sub-continent aspires to assess the Gulf Cooperation Countries (GCC) market for watches. Despite global market recessionary trends, the luxury watch market in the GCC reflects a constant thirty percent increase in business over the previous year, as measured on a monthly comparative basis. The research will indicate that Titan cannot simply apply the local strategies used in India, as this global market possesses different characteristics to those experienced in the GCC, the importance if brand utility may provide a distinct differential over the major competitors in this market. Though the model that is derived will be based on the Titan experience, it will also be applicable to other items in the luxury goods market, and may be utilised to facilitate market entry for all luxury goods which will be categorised in the same band as watches, examples of these include fashion accessories, sunglasses, perfumes and jewellery. The aim of the study was to develop a model to guide the market entry process for new watch brands under the Titan umbrella into the GCC market.

Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promotion spend can comprise of as much as 50% of the marketing budget in certain industries and the majority of the marketing budget for most FMCG companies. This has been heightened further by the global financial recession which has both direct and indirect effects on South Africa. Approximately 70% of purchasing decisions are made in store by understanding how these decisions are made and how to influence them is essential in developing an effective marketing strategy. Besides product characteristics, promotional techniques are among the most popular instruments used by marketers to influence this process. Global trends show that 83% of all senior marketers increase or maintain spend on promotional merchandise year on year. However, they had limited insight into how to best spend the funds or if they even achieved their intended purpose. Despite the rise in promotional activity, especially in the FMCG sector, limited research has been conducted on the influence and effectiveness in South Africa. The purpose of this treatise, then, is to examine addresses the paucity in research with regard to consumer sales promotions in the non-alcoholic ready to drink (NARTD) market, particularly within South Africa. By developing a relationship model to measure the influence and effectiveness of selected sales promotion techniques on consumer off-take and attitude. That can be used by organisations to retain consumers, grow market share, improve brand equity and achieve higher profitability. Equipping marketers with an improved understanding of the impact of sales promotion techniques and consumer buying patterns within the South African NARTD market and delivering value to consumers through targeted promotions. In order to achieve this goal a thorough literature review was performed which drew on both academic- and industry-based research. This led to the development of a conceptual relationship model which was tested using rigorous measures incorporating questionnaire-style, quantitative data collection and statistical analysis. The research revealed that sales promotion techniques are an important element of a successful marketing strategy and when correctly executed deliver positive business results. FMCG companies operating within the NARTD market need to ensure that they incorporate sampling and premiums into their marketing mix even if this requires them to reduce their spend on above the line marketing activities. Ultimately, sampling and premiums were found to be effective sales promotion techniques within the South African NARTD market and have the ability to positively influence consumer off-take, brand love and buying behaviour.

This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

As more and more consumers getting used to surfing the internet, the situation which the e-shops confronting is also getting tougher and more competitive. How to impress their consumers becomes an important issue for the e-business corporate. In this difficult situation, a unique marketing model took over the websites¡¦ banners and the consumers¡¦ e-mail title unconsciously. This marketing model lets consumers receive their product freely but a little amount of dealing and delivering fees. The whole new marketing model tried to get consumers¡¦ notice with the surprising way of sales promotion. This thesis is about the issue that who will be the most interested in this marketing model, and what kind of product will be most suitable for this marketing pattern.