The aim of this research was to determine if strategic marketing options will grow the sales of finer grade vermiculite.

In the late 1980s, companies in a wide variety of industries began to implement segmented marketing strategies using database marketing (DBM) systems. Several surveys noted that some organisations were developing sophisticated DBM systems to achieve competitive advantage, while others, in similar marketplaces, seemed unable, or unwilling, to exploit the potential benefits of these powerful systems. Alternatively, evidence from industrial reports suggested that most companies were failing to fully exploit the capabilities oftheir systems. Hence, this research was designed to determine the factors affecting levels of sophistication in database marketing (DBM) systems. First, theories from marketing and information systems were synthesised to develop a generic model of DBM systems. Next, notions about the sources of competitive advantage were reviewed to identify potential factors promoting the development of sophisticated DBM systems. This review resulted in four such factors being hypothesised: market orientation as a specific organisation culture, database size (i.e. number of customers) as a key resource, locus of control of the senior marketing manager as an important individual characteristic, and the difference between consumer and business markets as a factor in firms' external environment. Empirical data were collected from two random samples of senior marketing managers in US catalogue companies using postal surveys. Data from the first sample (36 observations) were used to develop a valid and reliable construct to measure the level of sophistication in DBM systems. Further data were collected from a second random sample using two further postal surveys (69 observations), which confirmed and replicated the results obtained from the first sample. Overall, the research findings show that the development of sophisticated DBM systems is positively associated with two factors: market orientation of organisation culture, and database size. The other two factors - locus of control and type of market - failed to show any association with the level of sophistication in DBM systems. Further data analyses revealed a strong association between the elements of sophisticated OBM systems and marketing notions of sources of competitive advantage.

The aim of this research was to determine if strategic marketing options will grow the sales of finer grade vermiculite.

Abstract Authors:   Ekman, Felix 890924                Henriksson, Richard 880325 Tutor:    <img src="file:///page3image1648" />   Prof. Anders Pehrsson Examiner: Ass. Prof. Sarah Philipson Title:         Explanatory Factors of Perceived Expansion Barriers Introduction: A characteristic of the twenty first century business environment is the increased globalisation. Due to the globalisation, it has become necessary for organizations to be involved in international business, and the globalisation of the marketplace in general has increased the export. When expanding to international markets, companies might face some obstacles and barriers, which makes it an important topic in the research field of international marketing and strategy. Since most research focuses just on the importance of the expansion barriers, it would be of importance to provide empirical evidence on what types of explanatory factors that are associated with firms’ perception of expansion barriers. Purpose: Gain an understanding of different explanatory factors regarding expansion barriers for companies’ expansion on international markets. Methodology: The research approach was quantitative with mainly primary data, which was collected through a questionnaire distributed through e-mail. The sample frame was Swedish companies that exporting goods to Norway, Poland, Russia and/or the Baltic region. A total of 157 completed questionnaires, response rate of 20%, were collected and was the foundation for the analysis and results. Conclusion: The explanatory factors that are associated with the perception of expansion barriers were; Geographical and Cultural distances, Market experience and Institutional collaborations. The fourth explanatory factor, intermediating strategy, has in this study no association to the perception of the barriers. Keywords: Expansion Barriers, Explanatory Factors, International Marketing Strategy.

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.

Abstract The importers of wood, sources from around the world through an exclusive of the way to import and export of wood materials to meet the needs of the Asian region, particularly in the domestic market. The wood materials used in public landscaping works are the most valuable and quantitative. Hence, many varieties of imported timbers which require the recommendation by the importer , and therefore the marketing strategy of timber importers often becomes the key decision to use wood materials, such as the United States imported Southern Yellow Pine and the Southeast Asia Pacific iron wood (Merbau), Borneo ironwood (Belian). However, due to the more mature trees being widely accepted by the users but some bad importers sell newly developed cheap replacement, resulting in shorter and the poor quality of life. And this resulted in lower market demand for timber, as a situation of economic theory, "bad money drives out good money". For these above reasons, there is a lack of coordinated organization to consolidate for such a long time in past one-stand-along critical competitive situation resulting in the decline of timber industry. Based on this, to integrate the business platform, the establishment of a national association should be implemented to avoid the price of damage a, build the coordination mechanism, and set up a set of standard testing procedures. Under the gradually declined timber industries, a strong sales promotion strategy should be developed to achieve the success in 1980s. The marketing promotion strategy of timber industry is developed and analyzed with marketing 4P tools. This study gathered the collective opinions of member companies towards the Association's recommendations and expectations. The survey was conducted collectively and analyzed. Finally, the conclusion and recommendations is proposed for guiding future marketing direction. Keywords: Timber Industry Association, marketing strategy, marketing communication

In recent years, due to people's living standards improve, people's comsuming ability rises, while the rapid development for the beverage market lead people have more selection in the water supply . Taiwan's beverage industry has matured, and the development of tea show explosive growth because the demand of product gradually trend more health and natural, the research for tea drink are countless, but in recent years, as China's sustained economic development, and promote the show jumping growth for all industy, the beverage market growth is unstoppable. But for the beverage market of china does no more complete research. In this thesis, the market selling and deviation of the China tea drinks is introduced as a index of the relevance among marketing theory and the perceived value, demographic statistics variables, this thesis can be the reference for the international enterprise which production and sell in china and the basis for the further study of drinks selling market research. In this study, use Zeithaml (1988) theory of perceived value and marketing 4C theory to study why consumers drink tea in China, what¡¦s the reasons for the purchase of tea? Therefore, this thesis use marketing 4C four dimensions as independent variables, and perceived value as the dependent variable. And then verify the demographic statistics variables on the marketing strategy and the impact of perceived value. The study found that 4C marketing strategy because of the lack of clarity in the definition of dimensions, the dimensions will be revised to the intrinsic attribute of _ the basic, intrinsic attribute of _ perception, intrinsic attribute of _ the form, brand equity, customer communication, customer costs six dimensions. And on the demographic variables on the perceived value and the marketing strategy forward with the only difference with the customer and gender have significant differences, and the remaining variables are no different. In the six dimensions and the perceived value there is a very significant positive relationship for each other, that the tea beverage market in the six dimensions of the use of this marketing is indeed the consumers can effectively enhance the perceived value. By regression analysis also found that the highest priority in terms of perceived value into account the intrinsic properties of _ for the perception, that is, consumers are more abstract level, non-universal awareness of the drink taste or price. Finally, this thesis has the following important discoveries of consumer demand in China: 1. The meaning of traditional culture and national consciousness 2. The rise of health consciousness 3. The rise of quality consciousness

The primary purpose of this research is to study the marketing strategies for the real estate industry in Taiwan. After literature review, the aspects of 4Ps and 4Cs are used as the framework of this study. Qualitative research method is used to generate perception understanding of real estate industry phenomena and the interpretations behind each of them. Two real estate corporates are selected and interviewed with one store manager in each of them. Marketing strategies and directions are found from the interviews; by analyzing the answers through 4Ps and 4Cs. Moreover, recommendations are presented at the last chapter of this study.

Abstract The purpose of the thesis is to realize the development of mattress industry in Taiwan, and key successful factors of case company-Bedding World. Then based on the above analysis, some suggestions for entrance of Chinese market will be proposed as well. Not only some domestic studies, the reports & data of case company was studied, but some analysis tools such as marketing mixes and STP was also utilized to develop the better marketing strategies for entering the Chinese market. The conclusions will be followed, 1. The combination of production and sales and multi-brand strategies are the both of competitive advantages. 2. The case company should put emphasis on images of one brand of Taiwan and all products made in Taiwan. 3. The case company should start up at the second grade cities in Suzhou Province, and authorize franchisee to explorer markets of the inland cities. Keyword: marketing strategy, marketing mix, STP, Bedding World