<p>This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers.</p><p>The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees.</p>

This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers. The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees.

The purposes of this study, taking National Sun Yat-Sen University¡]NSYSU¡^as an example, are to understand the current status of external marketing, internal marketing and interactive marketing endeavors and also to analyze the perceptive difference in different backgrounds of undergraduates of NSYSU. Based on the results of investigation, conclusions and recommendations has been generated, providing analytical design for higher education institutions and also act as a reference for future research. This study is taking place by the method of interviewing and questionnaire survey. In the section of interviews, a generalized interview summary has been written in the accordance of the documentary analysis. One representative person is selected from among the groups of marketing affairs in National Sun Yat-Sen University, five persons in total and a semi-structured interview method has been adopted. As for the questionnaire survey, based upon the paradigm questionnaires by Wang I-Ting, Lee Chun-Ling, Cheng Jane-Pei et al., a questionnaire was revised from several paradigms by the researcher and named ¡§Questionnaire of National Sun Yat-Sen University Marketing Strategies¡¨, and were delivered to 600 undergraduates of NSYSU with 497 copies returned valid. The results and information collected from the questionnaire were analyzed and compared by statistical methods of item analysis, factor analysis, reliability analysis, mean, standard deviation, t test, one-way ANOVA. After integrating the results both from interviews and questionnaire survey, some conclusions have been reach and several recommendations were raised by the researcher. The conclusions of this research are as follows¡G 1. The current external marketing level of¡@NSYSU is right in the middle level, with perception of ¡§place strategy¡¨ being the highest among students, but the perception experience with ¡§all marketing strategy¡¨ is lowest. 2. The current internal marketing strategy of NSYSU are ¡§refresher course training ¡¨, ¡§participation and authorization¡¨, ¡§positive encourage¡¨, ¡§high-grade environment¡¨ and ¡§congregate the communication¡¨. 3. The current interview marketing level of¡@NSYSU is slightly low, with perception of ¡§service capacity strategy¡¨ being the highest among students, but the perception experience with ¡§service enthusiasm strategy¡¨ is lowest. 4. The senior students have better awareness of school external marketing strategies. 5. The senior students and girl students have better awareness of school interviewing marketing strategies . According the results as stated above, the researcher advances the suggestions for ¡§National Sun Yat-Sen University¡¨, and ¡§Related Research in the Future¡¨, hoping that they can be of referential value as far as related research and practice are concerned.

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This thesis describes the design of a marketing plan for the Moravan hostel, which provides short-term accommodation for tourists and long-term accommodation for workers. This thesis contains literature part, which describes the concepts related to the creation of a marketing plan. It also contains an analytical part, where are individual analyzes including comprehensive SWOT analysis made. In the last part is marketing plan created, including the determination of cost, schedule, risks and benefits of proposals and inspection plan for a possible correction of the individual elements is determined.

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability.The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle.The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Frågeställningar:  Vad är förhållandet mellan intern marknadsföring och kundorientering inom den svenska banksektorn? Vad finns det för kunskapsgap i förhållandet mellan intern marknadsföring och kundorientering? Syfte: Syftet med denna studie är tvådelad. För det första syftar studien till att bidra med förståelse för hur förhållandet mellan intern marknadsföring och kundorientering kan studeras genom empirisk granskning av teorier på en oprövad kontext. För det andra ämnar studien upptäcka förhållandets framtida forskningsfokus genom en systematisk litteraturgenomgång. Metod: Genom brukandet av en deduktiv ansats har kvantitativa data insamlats från anställda inom svenska banksektorn. En webbenkät distribuerades till flertalet lokala bankkontor vilket resulterade i 66 fullständiga svar som ligger till grund för studiens första slutsats. Genom en systematisk litteraturgenomgång har framtida forskningsområden identifierats och presenterats.  Slutsatser: Det finns ett signifikant samband mellan anställdas uppfattning av praktisk intern marknadsföring och deras vilja att agera utefter kundorienterat beteende inom den svenska banksektorn. För att fastställa generaliserbarhet av relationen mellan variablerna har ett framtida forskningsfokus identifierats. Vidare studier bör tillämpa flermetodsforskning när fenomenet studeras. / Research questions:  What is the relationship between internal marketing and customer orientation within the Swedish banking industry? What are the knowledge gaps in the relationship between internal marketing and customer orientation?  Purpose: The purpose of this study is twofold. Firstly, the study aims to contribute with an understanding of how the relationship between internal marketing and customer orientation can be studied through empirical examination of theories in an untested context. Secondly, the study intends to discover the relationship's future research focus through a systematic literature review. Method:  By using a deductive approach, quantitative data has been collected from employees in the Swedish banking industry. An online survey was distributed to a number of local bank branches, which resulted in 66 complete responses that form the basis of the study's first conclusion. Through a systematic literature review, future research areas have been identified and presented. Conclusions:  There is a significant correlation between employees' perceptions of internal marketing practices and their willingness to act according to customer-oriented behaviours in the Swedish banking industry. To establish generalizability of the relationship between the variables, a future research focus has been identified. Future studies should apply multi-method research when studying the phenomenon.

本研究旨在探討我國高中職學校運用學校行銷策略之現況為何，並探究學校行銷中之外部行銷、內部行銷與互動行銷及其分層面之適配度關係為何。研究採用問卷調查法，研究工具為自編之「高中職學校行銷策略運用調查問卷」，並以北部地區（台北市、新北市、桃園縣、基隆市）之高中職任教教師為研究對象，共發出630份問卷，回收561份有效問卷，有效問卷回收率為89.04%，問卷回收後，分別以描述性統計、t考驗、單因子變異數分析、Pearson積差相關與結構方程模式等統計方式對回收資料進行分析。 根據分析結果，本研究歸納如下結論： 壹、學校行銷之整體運用程度為中上。 一、外部行銷運用程度最高，內部行銷運用程度最低。 二、外部行銷之中，「師生產品策略」運用程度最高，「成本價值策略」運用程度最低。 三、內部行銷之中，「教育訓練策略」運用程度最高，「參與授權策略」運用程度最低。 四、互動行銷之中，「服務熱忱策略」運用程度高於「服務能力策略」運用程度。 貳、不同性別、服務年資與職務之教師對學校行銷之知覺有所差異。 參、不同性質之學校運用學校行銷之程度達顯著差異。 肆、公私立學校運用學校行銷之程度達顯著差異。 一、外部行銷中，私立學校運用「形象推廣策略」程度較高，公立學校運用「通路規劃策略」程度較高。 二、公立學校運用內部行銷之程度顯著高於私立學校。 三、公立學校運用互動行銷之程度顯著高於私立學校。 伍、高職運用外部行銷「師生產品策略」之程度顯著高於高中。 陸、不同規模之學校運用外部行銷之程度達顯著差異。 柒、外部行銷、內部行銷與互動行銷之間達顯著相關。 捌、本研究模式具有良好之適配度。 最後，本研究根據研究結果分別提出以下建議： 壹、對主管教育機關之建議 一、協助各校發展特色，成為優質學校 二、進行高中職學校之評比，供家長與學校參考 貳、對高中職學校之建議 一、由外部顧客導向，轉為兼顧內部顧客導向的經營 二、重視班級導師與專任教師之意見與需求 參、對後續研究之建議 分別就研究對象與研究方法，對未來後續研究提出建議。 / The main purpose of the study is to investigate how marketing strategies operate in senior high schools and vocational high schools currently. The research method this study adopted is survey research. Data were collected from 630 teachers of senior high schools and vocational high schools in north Taiwan. There are 561 valid samples used in this study, and the usable rates were 89.04％. The collected data were analyzed by the statistical methods of descriptive statistics, t-tset, one-way ANOVA, Pearson product-moment correlation, and structural equation modeling. The conclusions of this study were as follows: 1. The degree of using school marketing was intermediate to higher-intermediate. 2. There was a significant difference in teachers’ perceptions of school marketing due to the differences in the participants’ sex, years of service, and position of service. 3. There was a significant difference in schools’ use of school marketing due to the difference in the participants’ school category. 4. There was a significant difference in schools’ use of school marketing due to the differences of public schools and private schools. 5. The degree of vocational high schools using product strategy was significant higher than that of senior high schools. 6. There was a significant difference in schools’ use of school marketing due to the differences in the participants’ school size. 7. There were positively correlations existed among external marketing, internal marketing, and interactive marketing. 8. The model of school marketing is proper. According to the research results, this study provides recommendations for education authorities, administrative personnel of senior high schools and vocational high schools, and future study.