The aim of the diploma thesis is to analyse marketing strategy of Listerine Smart Rinse and recommend possible improvements into the future. Theoretical part is divided into three chapters. The first chapter deals with the essence of marketing and definition of marketing process. The second chapter covers brand policy and the importance of brand in marketing. The third chapter offers basic theoretical approaches for the formulation of product, pricing, promotional and distribution strategy which are applied in the practical part. The theoretical part is followed by analysis of Listerine Smart Rinse strategy in terms of 4Ps -- product, price, promotional and distribution policy. Based on the findings there are recommendations offered in the last chapter to improve marketing strategy for the future.

Submitted by Mariana Gonçalves (marijl2002@gmail.com) on 2013-11-14T13:04:20Z No. of bitstreams: 1 Tese Consolidada posbanca biblioteca digitalx.pdf: 339413 bytes, checksum: cf14aa34bcb76ed02ed266632bb17569 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2013-11-14T13:30:48Z (GMT) No. of bitstreams: 1 Tese Consolidada posbanca biblioteca digitalx.pdf: 339413 bytes, checksum: cf14aa34bcb76ed02ed266632bb17569 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-11-19T17:57:34Z (GMT) No. of bitstreams: 1 Tese Consolidada posbanca biblioteca digitalx.pdf: 339413 bytes, checksum: cf14aa34bcb76ed02ed266632bb17569 (MD5) / Made available in DSpace on 2013-11-19T18:09:20Z (GMT). No. of bitstreams: 1 Tese Consolidada posbanca biblioteca digitalx.pdf: 339413 bytes, checksum: cf14aa34bcb76ed02ed266632bb17569 (MD5) Previous issue date: 2013-07-31 / In this paper the concepts of strategy and public p olicies related to the participation of BNDES in the Brazilian industrial scenario are presented and discussed. The expressiveness of BNDES’s acting, the origin of its resources and the relevance of its disbursements ratify the importance of its fina ncings for the Brazilian economy. The proposal of this research is to identify the ef fects of BNDES’s financing on the performance of the national industry companies, having as a target the understanding of how and to whom the financing of t he Bank generates value. At this point, this essay presents an evolutionary analysis of the concept of development bank and contextualizes BNDES’s activity in the Brazilia n reality, which is marked by the restriction to the long term credit, as a bank of d evelopment oriented to credit democratization, conciliating the idea of profitabi lity with the need to promote social objectives (BRUCK, 1998; BRUCK, 2009; HERMANN, 2010 ; CULPEPER, 2012). As a public institution, the Bank plays a unique ro le in the national economy, which makes it different from the traditional finan cial institutions. The effects of the financings should promote the conciliation of the p rivate benefits with the public priorities aimed by the institution. The fulfillmen t of these goals involves the concepts of value creation and the appropriation of the crea ted value. BNDES creates value when it democratizes the access to the credit to finance projects which are not attractive to private financial institutions. On the other hand, the appropriation of the value of the financial activity of BNDES is reflected on the met rics of the growth of the supported companies. The research result consolidated an analysis of per formance of the supported companies and allowed us to get to the conclusion t hat there are no evidences that after the support of the Bank, variations in the growth a nd profitability rates of these companies have taken place. Regarding 'BNDES Automá tico' ('BNDES Direct'), there was a positive and significant effect on the growth of some indicators. / A presente dissertação tem por objetivo articular os conceitos de estratégia e políticas públicas, orientadas para o papel do BNDES no contexto brasileiro. A expressividade da atuação do BNDES, a origem de seus recursos e a relevância de seus desembolsos ratificam a importância dos financiamentos da instituição para a economia doméstica.

The aim of this thesis is on stock valuation and possible methods of determining the internal value. The focus is on alternative method -- value strategy. This strategy is practicaly demostrated on evaluating a concrete company.

台灣廠商長期以OEM方式替國外廠商做低階產品代工，缺乏市場掌握、行銷經驗是重要原因之一，近年台灣OEM訂單流失，廠商紛紛尋求產品升級與自創品牌。藉著多年來累積的競爭優勢和經驗，不少資訊業廠商具有自創品牌，在國際市場上佔相當品牌知名度。台灣若想擺脫MIT次等產品的形象及宿命，非得自創品牌行銷國際。本研究動機為了解影響台灣資訊業廠商成功自創國際品牌的因素及其影響程度，以提供給有心業者做為參考的依據。 經過品牌相關文獻的回顧及廠商專訪後，建立理論架構並以問卷調察的方式，收集到71家臺灣地區有自創品牌外銷國際市場實績資訊業廠商的資料，試圖了解行銷策略及其與地主國特性配合對自創國際品牌績效的影響，行銷策略包括目標市場選擇策略、產品策略、價格定位策略、推廣策略及通路策略；地主國特性包括經濟發展程度與產品來源國形象。由於廠商之產品類別不同，整個關係的呈現也應會有所差異，所以視為干擾變數來處理。 本研究重要結論：1.產品策略，包括產品品質、服務與創新，對自創品牌各績效指標皆有正面貢獻；對資訊業而言，尤其產品創新程度是影響自創品牌績效最重要因素，對每個績效指標皆有顯著影響。2.廠商單獨執行的行銷策略，除了產品策略之外，其他策略對自創品牌績效沒有顯著正面貢獻。建議廠商採取行銷策略時考慮策略之間的互相配合。3.推廣策略及不同目標市場選擇策略對自創品牌績效影響，因廠商類別不同對各績效指標的影響程度也不同。本研究中，推廣活動對資訊業自創品牌績效的影響微乎其微，並不明顯。為了維持品牌知名度與品牌形象，推廣活動經常是品牌廠商很大的支出，因此建議廠商在進行推廣活動時，對於支出需較為謹慎。4.行銷策略與地主國特性配合對自創品牌績效有正面貢獻。當行銷策略與地主國市場經濟發展程度或是來源國形象配合時，由於行銷策略能夠符合市場特性以及行銷策略與產品形象一致，自創品牌績效較佳。