Traditional marketing methods are losing their effectiveness and credibility. It has been worse and worse to communicate with customers, and marketers are therefore looking for new techniques and way how to appeal buyers. They turn to the use of modern marketing methods, which typical features are possibility of accurate targeting and low costs, and, also, the fact that they are still not considered being a classic promotion. In the theoretical part of the diploma thesis the alternative marketing forms are described; word-of-mouth, product placement, guerilla marketing, mobile marketing, event marketing and social marketing. Their main features, forms, pros and cons are analyzed, and a practical example is included. The analytic part of the work is dedicated to a company of Budějovický Budvar, n. p. and a launch of a new product Pardál to the Czech beer market at the beginning of 2007. This very important step in the history of the Budějovický Budvar brewery was preceded by a detailed company strategic marketing analysis. This resulted in a decision of an unusual and original new product development and brand launch based on event and buzz marketing principles. The opportunity to influence the final attributes of the new product was given to the very customers -- beer drinkers. They participated in a project called "My New Beer" where the final taste and name of the beer was determined, and they also cooperated at a launch communication campaign of the Pardál brand in the Czech Republic. Significant sales and marketing results were achieved, and the unoriginal product development process and its marketing have been discussed by marketing specialists and professional media since. The brand has entrenched in the Czech beer market and has strengthened its position.

The work as itself focuses on the ways, how to compare direct market competitors by quantifying the variables with impact on their market position. Described methods will be explained on practical examples.

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)

Made available in DSpace on 2016-04-28T14:16:44Z (GMT). No. of bitstreams: 1 Sergio Luis Ignacio de Oliveira.pdf: 6758264 bytes, checksum: c6bdd87612c49b9c548129e00aa7c9a3 (MD5) Previous issue date: 2009-10-15 / This Research analyzes the use of philosophical and scientific methods used by the first ones theoretical in Marketing in the beginning of the century XX. For us to find such methodological indications we discoursed regarding the modifications happened in the context of the organizations in North American territory for us to demarcate as these alterations they created problems that other study areas were not capable to solve creating the demand for the first studies in the area. The institutionalization process that allowed the creation and development of the Marketing. We selected for analysis Marketing Methods, of Ralph Starr Butler, as document for us to find the proposed methodology. Through this study, we observed that the authors of the period were based in a philosophical and scientific methodology for the construction of a manual for the first researchers of the area. With the use of this methodology it allowed to the Marketing an independence of other more traditional areas and an importance in the academic and managerial middle / Esta Pesquisa analisa o uso de métodos filosóficos e científicos usados pelos primeiros teóricos em Marketing no início do século XX. Para encontrarmos tais indícios metodológicos discorremos a respeito das modificações ocorridas no contexto das organizações em território norte-americano para demarcarmos como estas alterações criaram problemas que outras áreas de estudo não estavam aptas a resolver criando a demanda pelos primeiros estudos na área. O processo de institucionalização que permitiu a criação e desenvolvimento do Marketing. Selecionamos para análise Marketing Methods, de Ralph Starr Butler como documento de pesquisa para encontrarmos a metodologia proposta. Por meio deste estudo, observamos que os autores do período se embasaram em uma metodologia filosófica e científica para a construção de um manual para os primeiros pesquisadores da área. Com o uso desta metodologia permitiu ao Marketing uma independência de outras áreas mais tradicionais e uma importância no meio acadêmico e empresarial

Denna studie behandlar ideella organisationer inom den svenska ideella sektorn samt deras prioriteringar av val i marknadsföring i form av marknadsföringskanaler och marknadsföringsmetoder. Ideella organisationer bedriver verksamhet utan vinstsyfte och har ofta som mål att sprida ett budskap, en vision, ett uppdrag eller att hjälpa till i olika sammanhang. På detta vis skiljer de sig ofta ganska mycket från mer kommersiella organisationerna. Utan att lägga resurser på insamlingskostnader, däribland marknadsföring, så når ideella organisationer inte ut till givare, vilket innebär mindre likvida medel till ändamålet. Det finns därför en avvägning att göra i hur mycket som ska fördelas åt marknadsföringen inom en ideell organisation eftersom målet är att kostnaderna ska hållas till ett minimum och att merparten av insamlade medel ska nå ändamålet. Teorierna som behandlas i denna studie är NPO Marketing mix, som är en variant av den klassiska Marketing mix modellen, anpassad för ideella verksamheter. SOEP-modellen som är en variant av den klassiska PESO-modellen samt ICT: capacity and barriers, som behandlar olika typer av barriärer som ofta förekommer hos ideella verksamheter. Dessa teorier ligger till grund för hur empirin har analyserats och har hjälpt till att besvara frågeställningen. Metoden är av en kvantitativ ansats med en tvärsnittsdesign där enkäter samlats in från 112 ideella organisationer av totalt 431 aktiva organisationer, alla med en 90-konto stämpel.  Slutsatsen som denna studie kommit fram till är att delad media är det primära kanalvalet bland ideella organisationer på den svenska ideella marknaden. Anledningen till detta beror främst på att resurser i form av pengar och personal anses som den största barriären för ideella verksamheter. Det var även tydligt att syftet med organisationen var den primära faktorn till varför ideella organisationer upplever att givare fortsätter att donera. Trots detta kunde det konstateras att relationen med givarna också är en essentiell faktor som bidrar till donationer. Denna studie visar således på att 25 %-taket som Svensk Insamlingskontroll satt upp inte upplevs som ett hinder för de flesta ideella verksamheter då dessa lär sig att anpassa sig utefter de restriktioner som finns. Slutligen kan denna studie bekräfta, likt tidigare studier kring detta ämne, att marknadsföringsmetoderna SNS och WOM är de mest populära bland ideella organisationer. / This thesis sets out to analyse non-profit organizations, operating within the Swedish non-profit sector, whom are prioritizing various forms of marketing channels and marketing methods to capitalize on monetary, as well as profitable gains. Non-profit entities are ultimately driven, without a definitive end goal, to maximise financial yield for their own economic progression. Instead, non-profits presently serve purposes of spreading an often positive message, a revolutionary vision or simply that they aim to achieve a goal in which areas of need are attended to, nurtured and re-fulfilled. Without allocating resources to the objective of monetary collection, such as differing marketing avenues, non-profit organisations cannot expect to reach and affect their supporters to act on their behalf (donation or volunteering). This creates a demand within the non-profit sector to balance face value costs and assemble trade-offs when choosing to engage in marketing activities, seeing as their final goal, as established, is to provide as much financial support to aid selected areas of need. The theories used in this thesis include the NPO Marketing mix, which is a variant of the classical Marketing mix model, customized specifically to fit non-profit organizations. In addition to this is the SOEP-model, which originates from the PESO-model, and is a rearranged order of how one prioritizes media types and content to suit the non-profit sector. Finally there is ICT; capacity and barriers, which includes different kinds of barriers and obstacles that occur in the non-profit sector. These theories are fundamental for how the empirical data has been analysed and how the issue, in this thesis, has been addressed. The method in which this thesis has been conducted is that of a quantitative survey design, in which 112 surveys were collected from a total of 431 non-profit organizations within the Swedish non-profit sector, all with the “90-konto” label.  The conclusion that this thesis came to was that shared media is the primary channel choice among non-profit organizations within the Swedish non-profit market. The reasoning behind this is mainly due to the fact that resources, in the form of capital and manpower, are considered as the biggest barrier for Swedish non-profits when pursuing marketing activities. It was also clear that the organization's sole purpose was the primary factor for why non-profit organizations feel that donors continue to donate. Despite this, it could be stated that the relationship with such donors is also an essential factor which contributes to donations, since it is the initial step in building trust and constructive recognition. This study thus shows that the 25%-ceiling set by the Swedish fundraising control is not perceived as an obstacle for most non-profit activities as they have learnt to adapt to the existing restrictions. Finally, this study can confirm, like previous studies on this topic, that the SNS and WOM marketing methods are the most popular among non-profit organizations.

In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / MCOM (Business Management)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)