Personas, fictional user profiles based on research data, have gained popularity in the design field over recent years. These profiles include names, personalities, behaviors, and goals that are representative of a unique group of individuals. This paper examines the creation and utilization of personas as a tool for understanding others, specifically within the context of product design. A review of current literature revealed published methods for creating and using personas, along with the challenges and benefits associated with this tool. Current design industry practices were investigated through 15 semi-structured interviews with design professionals. Topics included persona creation and implementation, the tools use, and perceived outcomes from the inclusion of personas in the design process. Participatory research examined persona creation methods including user data collection and the selection of topics to be included in these profiles. Additionally, persona utilization was investigated through the tools integration into a 12-week Industrial Design student project. Observations and interviews with 8 student groups and instructors revealed the tools impact on the design process and potential within the educational environment, with specific attention being paid to universal design applications.

This thesis adds the market orientation approach to a global value chain analysis of four farmed seafood value chains from two Asian countries to the EU. The overall aim of the research is to critically evaluate whether, and to what extent, access to market information is the key to unlocking the potential of developing countries to create greater value: whether knowledge is power. The objectives of the thesis are therefore to explore the process of generating market information in seafood value chains from Asia to the EU; understand under what conditions market information is, is not or is only partially disseminated; and, evaluate the role of market information in responses by chain agents that create value. In order to achieve these objectives, fieldwork was conducted along the length of shrimp (Penaeus monodon) and prawn (Macrobrachium rosenbergii) from Bangladesh, and shrimp (Penaeus vannamei) and tilapia (Oreochromis niloticus) from Thailand to the EU. The EU is the world’s largest single market for imported fish and fishery products. France, Germany and the UK were selected for fieldwork as they are primary importers of the species from the selected countries. The research found that although increased knowledge is necessary, it is not a sufficient condition for increased value creation. Instead, the research advances existing understanding of seafood value chains by revealing that successful integration of developing country producers into global markets is partly dependent on governance and industry development in the exporting country. Weaknesses in these structures and relationships undermine supplier power by reducing access to market information, lessening incentives for sharing information, and restricting response capabilities. A number of methods for overcoming these constraints were found in the chains examined, focusing on direct links between market and value chain agents. Importantly, the research found that integration is also dependent on the willingness of those with a market presence in importing countries to share knowledge and power. Critically, the research has led to the conclusion that the possession of market information is one way for value chain agents, particularly those downstream, to guard knowledge and power for themselves. A better understanding of seafood markets and an improved analysis of aquaculture value chains from Asian countries to the EU revealed through the research will facilitate public and private responses that focus on the competitive advantage of the whole chain as a means to more sustainable development. This may well promote new chain configurations that place a premium on stronger and more collaborative linkages, increasing coordination between weak and strong suppliers and contribute to private sector development assistance. Only when knowledge is shared and suppliers gain power, will the market orientation of seafood value chains be improved, if not optimised.

The globalisation of economies and trade growth have made it necessary for international companies to communicate with consumers of different languages and cultures, since a major objective is to sell a standardised product to consumers with linguistic and cultural backgrounds which are different from those to which the manufacturers are accustomed. Once brought to a foreign country, the sales of a product must be promoted by way of advertising. To begin with, the method of advertising depends on the kind of product to be marketed. In addition, persuasive texts, which are characteristic of the language of advertising, not only employ particular pragmatic strategies, but are based on the values and cultural traditions of the relevant society. In different cultures different signs, symbols, names and customs will be used in different situations. In the case of the translation or localisation of advertisements, a translator must be very sensitive to the loss and gain of cultural elements. These could include objects, historical references, customs and habits that are unique to the source culture and not present in the target culture. The main focus of the research is on the culture-specific elements in advertising texts and their depiction in translation. This treatise investigates certain aspects of translation theory (such as theories of equivalence, Skopos theory and other similar theories) to form a basis for conducting this study and then adapts them to the process of translation. In addition, two main opposite techniques known as standardisation or localisation of the advertising message are discussed. The number of source texts (original) and target texts (localised) are examined closely to reveal any misrepresentations and to identify the method of translation applicable in each case.

This diploma thesis deals with marketing segmentation of food for dogs. The market is specified by companies existing on the market, devided into five pricing group. For better understanding of the problem there are mentioned also general principles of dog feeding and researches realized in past. Segments are revealed on basis of one segmentation criteria, other possible views are just briefly mentioned. Marketing strategy is suggested for three chosen target groups.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.

This project presents the marketing strategy that should be developed in order to be successful in the Latin American market. Therefore, it is necessary to analyze the market's opportunities and threats linked to the customers/consumers expectations by using the SWOT (strengths, weaknesses, opportunities and threats) analysis.

The purpose of this project is to gain a better understanding of gender segmentation strategy possibilities in the Kingdom of Saudi Arabia. The findings from this survey graphically illustrate and statistically demonstrate some critically important information about the consumer demographics, needs, and behaviors of the targeted female Saudi shopper.

Online marketing opportunites regarding the teenage market are often underestimated due to the fact that the general information to date is neither particular, specific nor exact. Therefore, this project aims at giving guidelines for webmarketers willing to capture the "consumers of tomorrow".

This thesis employed a series of surveys of Asian Americans residing in the Inland Empire to determine their personal views towards direct marketing. Data is broken out by age, gender, ethnicity and employment status.

Dissertation submitted in compliance with requirements for the Master Degree in Technology: Marketing, Durban University of Technology, 2010. / Hip-Hop culture has created a lot of interest and controversy around the world. Most people have used and engaged in debates without having a clear understanding of it. Although there are numerous articles to be found on Hip-Hop culture, very little research has been done on this particular topic. The confusion that surrounds Hip-Hop culture highlights the need for marketers to conduct more research on this particular area. This particular study was conducted within the South African marketplace, in four Durban areas using a quantitative research method. The sample for the study was supposed to consist of 400 hundred respondents, but only 350 respondents were selected using a convenience sampling. Respondents were required to complete a six paged questionnaire with the interviewer's assistance. The main objective of the research was to identify and analyze the marketing implications of Hip-Hop culture in the greater Durban area. The results revealed that 60% of the respondents are strongly committed to Hip-Hop culture and they are brand fanatics. Therefore, this seeks to say, that marketers need concentrate on promoting Hip-Hop products and services. And is the high time to know the Hip-Hop culture's needs and wants. / Lesotho Government (National Man-Power) ; Pebble Bed Modular Reactors ; National Research Foundation