FMCG快速移動消費性產品泛指商品使用週期較短、產品消費速度較快、消費者需要不斷重複購買的產品，由於消費者對此種產品的涉入程度低、認知品牌間產品特性差異不大，為了提高市佔率，企業常會以品牌價值創造做為行銷要點，因此，本研究主要依據邱志聖教授所提出的「4C策略行銷分析架構」，就FMCG買方面對品牌廠商所投入的行銷組合的價值評估，與賣方在交易過程獲得品牌權益累積的作法，以雙方所投入的四種成本：外顯單位效益成本 (C1)、資訊搜尋成本(C2)、道德危機成本(C3) 以及專屬陷入成本(C4) ，找出品牌發展與建構的成功關鍵因素。 採用居家領導品牌案例並針對產品生命週期的產品導入期、成長期等品牌建構、發展時期進行成功因素分析，發現： 1.就產品導入、品牌建構期： 品牌建構的基礎是商品，品牌廠商必須確保消費者獲得與品牌承諾一致的C1商品品質與效益，產品的開發策略也必須聚焦於產品本身的關鍵技術或者利基開發滿足各種消費者需求，且能不斷提升與累積其使用產品總效益的產品組合延伸，再透過有效的C2投資，建議採用中央路徑直接溝通品牌的商品獨特利益，並採用整合性的行銷傳播媒體傳遞一致的商品訊息與品牌形象，建立一致清楚的品牌內涵並系統性的累積品牌資產。品牌建構的過程必須在商品上市前即對於可能的C3成本建立有效的管控做法與危機處理機制，而持續透過與買者C1效益連結為品牌商品的專屬資產，透過C2活動建立的品牌印象累積品牌專屬資產C4，建立品牌忠誠。 2.就產品成長、品牌發展期： 維持品牌商品的穩定產品品質與運用關鍵技術進入新區隔市場或者產品線延伸都是持續降低消費者外顯單位效益成本C1的有效做法，再透過活用不同的溝通通路與新興科技整合傳遞一致的定位與商品、品牌訊息，降低消費者C2並持續累積品牌C1效益訊息傳遞進而建立品牌的專屬資產C4。品牌發展階段C3的管理控制作業甚或危機處理致關重要，所提及穩定的C1產品品質、透過C2建立C4品牌信任感、面對品牌競爭的C2回應操作都是控制或降低道德危機成本C3的關鍵因素。自品牌建構期到發展期必須定義清楚與系統性的累積消費者對於該品牌的技術方案產品效益、品牌印象偏好等品牌的專屬陷入成本C4，持續的追蹤與運用C4創造更深厚的品牌資產，產生態度與行為的忠誠，促使品牌永續的發展。

1 online resource ([13], 172 leaves) / The concept of a service-oriented approach and the role of communication in such an approach is nothing new. Service management and marketing are two constructs that are deemed invaluable for an organisation operating in the current competitive and seamless globalised business environment. Literature proposes that a market-oriented point of view is not enough anymore to achieve a competitive advantage; the core solution to an organisation's problems should lie in a management perspective that understands the internal value-generating processes of customers and employees alike. This study strives to assess the role of internal communication in creating a service-oriented approach. Particular attention is given to the support that communication can provide to an organisation wishing to establish a service-oriented approach. The evolution of the service-oriented approach is discussed along with the internal and external changes that took place in the organisational environment. A service-orientation as a possible answer to environmental changes is discussed. An assessment of the contribution of communication to service orientation was undertaken. The results of the research undertaken have led to the deduction that internal communication at George Municipality is not effective. / COMMUNICATION SCIENCE / MA - SPEC IN ORG COMMUNIC

Made available in DSpace on 2017-07-10T18:33:41Z (GMT). No. of bitstreams: 1 Rafael Ricardo Gruber.pdf: 1931816 bytes, checksum: 1444e415feee900daf27a52e4aa0dd49 (MD5) Previous issue date: 2009-05-25 / This study analyses strategically the regional development together with the economical viability subject. An analysis model is proposed, inspired on SWOT and BCG matricial analysis, bringing concenpts from business strategy, creating tolls based on a theorical structure about regional development and economical viability analysis. This model is applied on soybean chain in Toledo-PR. Forty-eight opportunities are identified along the chain, and seven are analysed in details. The results show in a grafical analysis the position of each opportunity studied, crossing regional development and economical viability indicators. Among the opportunites studied, the ones considered strategical for the region are: agricultural machinery and implements industry, fertilizer industry; and margarine and vegetable oil industry. It is also presented the analysis model proposed, that can be used in researches in future. / Este estudo analisa estrategicamente o desenvolvimento regional, entrelaçando os temas e literatura de desenvolvimento regional com o tema da viabilidade econômica de projetos. Para tanto, o estudo propõe um modelo de análise, inspirado nas matrizes de análise SWOT e BCG, trazendo conceitos da estratégia empresarial, criando ferramenta de análise baseada em referencial teórico sobre desenvolvimento regional e de análise de viabilidade econômica. O modelo é aplicado na cadeia da soja no município de Toledo-PR. São identificadas 48 oportunidades de negócio ao longo da cadeia, das quais 7 são objeto de análise aprofundada. O resultado demonstra em análise gráfica a posição de cada oportunidade estudada, cruzando indicadores de desenvolvimento regional com indicadores de viabilidade econômica. Das atividades pesquisadas, as consideradas estratégicas pelo modelo são: indústria de máquinas e implementos agrícolas, indústria de fertilizantes, e indústria de margarina e gordura vegetal. Também é apresentado o modelo de análise proposto, para que possa ser usado em pesquisas e análises futuras em outras cadeias ou outras regiões.

This bachelor’s essay sets to create a prototype analysis model that can be used to analyse radio documentaries. The purpose is to develop a new tool to understand radio documentary storytelling from a listener’s perspective.To create the analysis model we have used Mia Lindgren’s doctoral thesis Journalism as research: Developing radio documentary theory from practice (2011) and film theorist Bill Nichols Introduction to Documentary (2010).The result, a prototype of an analysis model, is a list of questions that is to be used with the help of the essays theory chapter. In short the model looks at the aspects of the story idea, motif, scenes, sounds, narrator, music, interviews, dramaturgy and the six modes of documentary storytelling as explained by Bill Nichols.The analysis model is then tested, with aim to find ways to improve it in future research. The test takes form as two analyses of two radio documentaries, Granaten Excalibur - och den svenska vapenexporten by Måns Mosesson and The Rhino Hunter by Simon Adler.The results of the test shows that the analysis model functions well in giving insight to the storytelling of the analysed radio documentaries. Though, the test also shows that the analysis model has to be complemented with deeper explanations of dramaturgy, scenes, music and narrator. Also, the used film theory by Bill Nichols has to be tested on more radio content to determine its functionality on radio.In conclusion the research shows that the analysis model works and can be tested on more material and developed further.

Feature-based formalisms provide an elegant way to specify families of systems that share a base functionality and differ in certain features. They can also facilitate an all-in-one analysis, where all systems of the family are analyzed at once on a single family model instead of one-by-one. This paper presents the basic concepts of the tool ProFeat, which provides a guarded-command language for modeling families of probabilistic systems and an automatic translation of family models to the input language of the probabilistic model checker PRISM. This translational approach enables a family-based quantitative analysis with PRISM. Besides modeling families of systems that differ in system parameters such as the number of identical processes or channel sizes, ProFeat also provides special support for the modeling and analysis of (probabilistic) product lines with dynamic feature switches, multi-features and feature attributes. By means of several case studies we show how ProFeat eases family-based modeling and compare the one-by-one and all-in-one analysis approach.

The concept of features provides an elegant way to specify families of systems. Given a base system, features encapsulate additional functionalities that can be activated or deactivated to enhance or restrict the base system’s behaviors. Features can also facilitate the analysis of families of systems by exploiting commonalities of the family members and performing an all-in-one analysis, where all systems of the family are analyzed at once on a single family model instead of one-by-one. Most prominent, the concept of features has been successfully applied to describe and analyze (software) product lines. We present the tool ProFeat that supports the feature-oriented engineering process for stochastic systems by probabilistic model checking. To describe families of stochastic systems, ProFeat extends models for the prominent probabilistic model checker Prism by feature-oriented concepts, including support for probabilistic product lines with dynamic feature switches, multi-features and feature attributes. ProFeat provides a compact symbolic representation of the analysis results for each family member obtained by Prism to support, e.g., model repair or refinement during feature-oriented development. By means of several case studies we show how ProFeat eases family-based quantitative analysis and compare one-by-one and all-in-one analysis approaches.

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The master´s thesis deals with the proposal for marketing communication improvement in chosen company. The thesis is divided into three parts. The first, theoretical part describes the important terms of marketing and presents theoretical framework for following parts. The second part is focused on the characteristics of selected company and describes its current situation. This part also analyses the internal and external environment, marketing and communication mix and contains the results of questionnaire survey. Based on results of analytical part, the third part contains proposals for marketing communication improvement.

This diploma thesis describes the creation of a business plan for a small company which deals mainly with the production of carbon-composite cylinders and shafts. The aim of the thesis is to find a conceptual solution how to ensure profitability of the company. The thesis describes methods of internal and strategic analysis and together with interviews with potential clients builds a probable financial plan and based on it offers conclusions.

In the present study, we compare factor analytic models of post-traumatic stress disorder (PTSD) in terms of their fit and predictive utility with regard to external correlates such as comorbid diagnoses and other psychosocial outcomes. Competing models were compared and validated in an epidemiological dataset (N = 23,936). Confirmatory factor analyses (CFA) using models from prior literature with four through seven factor solutions were conducted. The seven factor Hybrid model, the six-factor Anhedonia model, and the six-factor Externalizing Behaviors model were the first, second, and third best-fitting models, respectively; however, the inconsistency of associations with external correlates and high factor intercorrelations suggested that higher-factor solutions may sacrifice parsimony for minimal gains in utility. The Anhedonia and Hybrid models’ separate Anhedonia and Negative Affect factors (a core difference from other models) demonstrated limited utility in differentially associating with distinct constructs under the internalizing umbrella. Anhedonia and Negative Affect also correlated highly with each other and nearly perfectly with the factors composed of their combined symptoms (e.g. the Externalizing Behaviors model’s Numbing factor), suggesting a "lumped" factor would be more parsimonious. The Externalizing Behaviors model showed predictive utility in accounting for externalizing comorbidities as well as differentiating among constructs within the internalizing spectrum; however, it lacked robust associations with externalizing behavioral outcomes such as frequency and quantity of drinking. These results give reason for concern that predominant structural models of PTSD may not be adequate for discriminating among or predicting functional outcomes related to PTSD symptomatology in trauma-exposed populations.<br>