<p>The purpose of this essay is to develop marketing strategies, from a service management perspective, for camping’s interested in the German tourist as a new target audience. This essay focus upon extending the season for camping grounds on Öland, Sweden. To extend the season we recommend the camping grounds to target a new audience - the German tourist.</p>

Title: Television in the Service of the Public - a Study of the Public Service Concept (Television i allmänhetens tjänst - en studie av public service-begreppet). Author: Daniel Färnstrand Aim: To describe the ideals, or principles, that the Public Service Ideology or concept of Pub­lic Service is based upon. The two main questions the paper aims to answer are thus: · Which principles should, according to the theoretical norm, guide Public Service activity? · Which principles guide Public Service television in Sweden today, according to the actual guidelines for the Public Service organization SVT? Method / Material: A study of relevant literature is carried out. Further, the actual guidelines for SVT are summarized. The normative guidelines are then also summarized, and a compari­son is made between this summary and the actual guidelines for SVT. Main results: Although a comprehensive definition is hard to find within the theoretical frame­work, a summary of the theoretical ideal is carried out. Hereby, a broad definition of the theoretical, normative ideal for Public Service activity is created. A comparison between the actual guidelines for SVT and the theoretical ideal of Public Service activity, revealed that these show almost exact coherence. The ideal seems to have been fulfilled, at least when one analyses the guidelines for SVT. Whether these guidelines are then followed by the actual ac­tivity of SVT is a question outside the range of this paper. Number of pages: 41 Course: Media and Communication Studies C. University: Division of Media and Communication, Department of Information Science, Uppsala University. Period: Spring 2000 Tutor: Lowe Hedman Keywords: Broadcasting, Public Service, Public Service Concept, Public Service Ideology.

The purpose of this essay is to develop marketing strategies, from a service management perspective, for camping’s interested in the German tourist as a new target audience. This essay focus upon extending the season for camping grounds on Öland, Sweden. To extend the season we recommend the camping grounds to target a new audience - the German tourist.

The fierce competition on the retail market has led firms to stop focusing on firm-customer transactions and start focusing on firm-customer relations. New customer demands makes it impossible for firms to gain a sustainable advantage by focusing only on their goods assortment. This forces retailers to consider the customer experience and differentiate themselves by how they offer what they offer. This have led to that many retail companies try to shape the behaviours and emotional displays of their frontline employees in encounters with customers. Many firms define customer service concepts as an attempt to create high quality customer experiences. However, a successful realisation of these concepts can be challenging.   Service-Dominant Logic researchers argue that firms cannot single headedly create value but that it is co-created in the interaction with customers. Therefore, they can only create value propositions, which is a proposal for value co-creation based on an integration of products and services. Services marketing researchers emphasise the importance of internal marketing for enabling frontline employees to represent the firm in the interactive value-creating process with the customer. Prior research focuses on the customer-driven development of value propositions, and techniques to conduct internal marketing, but does not provide relevant theories about the realisation of value propositions or the implementation of these internal marketing techniques. This thesis conceptualise the human factor of the realisation of the value proposition with the concept of intended and enacted value propositions. The purpose was to develop a deeper understanding of how internal marketing can be used to manage the gaps between intended and enacted retail value propositions. This was addressed by investigating one of Sweden’s largest retail companies on commission. Since the company has requested to remain confidential, it will be called Anonymous Commission Company (ACC) in this thesis. The current study has answered the following research question: “How can the gaps between intended and enacted retail value propositions be managed through internal marketing?”   The research question was answered through a qualitative study and in-depth interviews with both CS concept managers and frontline employees. The intended value proposition was investigated by a combination of ACC documents related to the CS concept, and interviews with the CS concept managers. By interviewing the frontline employees, their perceptions and enactment of the value proposition was investigated, as well as how they experience the current internal operations at ACC. The findings confirmed the proposed concept of intended and enacted value propositions, and four main barriers causing the gaps between them were identified through a thematic network analysis. Internal marketing theories were used to analyse how retail companies can overcome these barriers by engaging, enabling, empowering and ensuring their frontline employees. The thesis offer implications for retail managers on how they can manage the gaps between intended and the enacted value propositions. The study contributes to prior research by combining value proposition theories and internal marketing theories, and by offering detailed recommendations for retail firms. Furthermore, the study enriches the practical implications regarding retail value propositions and retail value proposition realisation.

<p>From having relied on its employees in the interaction with customers, the service industry now move towards an increased adoption of technology to enhance the value of the service</p><p>offering to the customer. This development has also reached the public transport sector which is traditionally seen as low-tech.</p><p>In this study we investigate how the customers experience the use of high-tech supporting services within a low-tech context. The case that is used is the city-bus transport provider Karlstadsbuss who provide a high-tech supporting service called Live, which delivers realtime information on bus departures through a website, a WAPsite, and electronic boards at certain bus stops.</p><p>Focused group interviews were used to get in-dept information from commuters of how they perceive Live. Results show that respondents do not use Live website or WAPsite because the information is not worth the effort of use. Commuters question the service because many</p><p>buses do not run according to the Live-schedule. Still the commuters say they benefit from Live because it contributes alternative ways of finding departure times, and it presents an overview of departure options. However, if the information is in real-time or not is of</p><p>secondary importance.</p>

From having relied on its employees in the interaction with customers, the service industry now move towards an increased adoption of technology to enhance the value of the service offering to the customer. This development has also reached the public transport sector which is traditionally seen as low-tech. In this study we investigate how the customers experience the use of high-tech supporting services within a low-tech context. The case that is used is the city-bus transport provider Karlstadsbuss who provide a high-tech supporting service called Live, which delivers realtime information on bus departures through a website, a WAPsite, and electronic boards at certain bus stops. Focused group interviews were used to get in-dept information from commuters of how they perceive Live. Results show that respondents do not use Live website or WAPsite because the information is not worth the effort of use. Commuters question the service because many buses do not run according to the Live-schedule. Still the commuters say they benefit from Live because it contributes alternative ways of finding departure times, and it presents an overview of departure options. However, if the information is in real-time or not is of secondary importance.