Zugl.: Bayreuth, University, Diplomarbeit.

The debate of whether to standardise or to custom-tailor marketing strategies and tactics in international markets has continued to trouble academics and practitioners alike and has produced many and varied opinions. Supporters of global standardisation argue that a single marketing strategy and a standardised marketing mix (tactics) should be used in international markets to minimise total costs and promote a global corporate image. In contrast, advocates of international adaptation debate that marketing in overseas markets should be adapted to fit the unique dimensions of each local market. Opposing the two polarised positions, literature quoting practical evidence suggests that companies make contingency choices which relate to key determinants in each circumstance. This doctoral research focuses on the tactical level. It hypothesises that multinational companies' tactical behaviour is integrated as a result of several reasons `pulling' it towards the one or the other side of the continuum. Equally, it proposes that such behaviour and the importance of reasons `pulling' it, could be significantly different based on nine factors. Consequently, this research seeks to discover the unique way in which the reasons and factors interact with international marketing tactics in any given `country and company situation'. A review of the literature (chapters two and three) allowed the development of a framework (chapter three) that presents the main perspectives of the different schools of thought towards the processeso f adaptation,s tandardisationa nd integration of marketing tactics. Its formulation made possible two main stages in this research: it firstly allowed the researcher to formulate the secondary hypotheses, and secondly it permitted the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. Based on the Positivist philosophy, the research design (chapter four) involved a questionnaire survey on the 500 biggest UK multinational companies across five industrial sectors. The analysis (chapters five and six) was mainly quantitative and was undertaken with S. P. S. S. and Excel statistical packages. It utilised chi-square (x2) and analysis of variance (ANOVA) statistical tests. Research results identified that UK multinational companies do not solely utilise adaptation or standardisation across their marketing mix elements. When facing the dilemma of implementing marketing tactics, the researched UK multinational companies were found to integrate the processes of adaptation and standardisation. Both processes co-exist and multinational companies are striking to find a balance. This research identified that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified, and an understanding of how these are affected by a number of factors. Followed the results of the analysis, this thesis proposes a new modelling approach, the AdaptStand Process (chapter seven), which outlines different steps to be undertaken by multinational companies towards identifying the degree of integration across the marketing mix elements. Consequently, this thesis aims to enlarge the existing body of knowledge in the subject area and guide marketing directors acid managers in deciding on marketing tactics when competing in the international marketing arena.

Marknadsföring är ett viktigt verktyg att använda sig av för att locka konsumenter till att köpa hotellens produkter. Det finns ett antal olika sätt att åstadkomma detta. Syftet med uppsatsen var att undersöka olika marknadsföringssätt som kan vara gynnsamma inom dagens hotellverksamheter. Senare diskuterades det kring bakgrunden och resultatet. Här belystes det att segmentering av marknad är viktigt för att kunna möta olika kundgrupper på bästa sätt. Här framkom även att marknadsföringsmixens olika delar går att koppla till varandra. Ytterligare diskuterades det kring word-of-mouth och att det beror på flera faktorer om gästen ska bli nöjd med hotellet. Gynnsamma marknadsföringssätt som ett hotell kan nyttja är marknadssegmentering, marknadsföring baserad på den förlängda marknadsföringsmixen samt spridning av positiv word-of-mouth, där kundnöjdhet är ett centralt tema. / B-uppsatser

Target of the diploma thesis is to set the proposals for Garnier anti-wrinkle care marketing strategy. The theoretic part of the thesis deals with strategic marketing and planning, desribes marketing research in detail and is also focused on marketing mix and its concrete parts and trends. Practical part desribes and analyses skin care market and anti-wrinkle cream category and subsequently presents Garnier brand. Attention is paid to two marketing studies which are focused on Garnier brand in detail. Marketing goals and action programmes are set according to market data and study learning.

In order for a city to maintain keep continuous development, it must have a convenient public transportation system. Of all the public transportation, the MRT is one of the most important transportation because it is not affected by any traffic jams and it even saves you the trouble of looking for a parking space. Therefore, the convenience of the MRT will make it the choice of residents in general. In this research, it appears that the population in Kaohsiung is rapidly increasing. According to the statistics, the population from 1991 to 2006 has increased from 100,000 to 118,281. Tsoying District appears to have increased the most from 70,000 to 74,847. However, the data shows that the other districts remain stable. So that the traditional area shows moving out due to the limitation of land. Because of the land plan anew still have a land not to develop around Tsoying District, therefore the surrounding suburb and district has people moving into the area. That¡¦s why this area is targeted among as a Kaohsiung MRT Exit area. (R13) The MRT will run business from the end of 2007. The consumer behavior of purchasing house around the MRT exit area and the real estate agency face and handle the changes to promote the product itself. To combine the theory and the practicality of this marketing. We use the 4Ps: Product, Place, Promotion and the Price. This research shows that real estate is a high involvement purchasing behavior, this is deal with million to billion, different consumers have their different needs and request. First-time buyer will be concerned with the total price, bank loan and bank interest. People who already have a house or they want to trade into a bigger house will be concerned with the functionality of this living area, the standard of life, the environment and schools. For the Mansion Group, people will be concerned with the location and uniqueness. Therefore, real estate agents need to focus on their Target Market in order to create niches.

Nowadays, the globalization phenomena makes companies of every size think beyond domestic market. However, implement an international strategy that is efficient is not a simple task for firms. Indeed, companies have to respond to market specific context while they have different characteristics. In the literature, with regard to the adaptation/standardization of the marketing mix, most of the researches have built their theories upon the analysis of multinationals’ cases. Little attention has been paid on the cases of SMEs although in different topics of interest it has been seen that these two types of companies do not behave exactly the same ways. Therefore, this thesis aims to find the reasons affecting the SME’s decision of adapting/standardizing the marketing mix and how do they proceed to do so. A qualitative research has been done with one Belgian small-medium enterprise (Bruyere) that evolves in the chocolate industry and more precisely in the market of pralines. The data gathered, thanks to the interview of two managers of Bruyerre, are structured with the theoretical framework beforehand developed. The analysis and discussion section contrasts and compares the theoretical framework and the data gathered. The research brought specific and significant findings about the small-medium Belgian enterprise (Bruyerre). Beyond general factors affecting their decisions either to adapt or standardize the element of the marketing mix strategy across nations, in this case, we found that managers have to build strong relationships with their partners across nations, take into consideration the nature of their product when deciding the strategy of adaptation/standardization and be flexible for their partners’ requests.

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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

Abstract The gross value of service industry in Taiwan has reached 63.3% of the GDP in 1998, and the percentage of the employed population in the service industry also accounted for over 50% (Central Statistics Service, 2000). In the service industry, the gross value produced by chain stores reached a market size of NT$18,190million in year 2002, and the proportion of chain management in the industry as was high as 33.62% (Department of Commerce, MOEA, 2003). Chain-Bookstores should plan for a marketing mix suitable to the needs of the corporation, establishing a differentiated yet high level of quality service so that in the process of making purchases, the customers will deeply remember the consumption experience, thereby strengthens the image of the brand name and loyalty of the customers. These are key issues that chain bookstores need to carefully evaluate and consider in developing a marketing mix strategy to effectively meet the trends and changes in the market. In light of the above discussion, the objectives of this study are to discuss the following: I.The development history and contemporary status of chain bookstores in the country. II.The application of primary marketing mix strategies in the chain bookstores of the country. III.Case study of the content of corporate marketing mix strategy, and conduct a comparative analysis and make recommendations on the feasibility of developing a chain bookstore marketing mix strategy. In respect of the chain bookstore market in the country, Eslite and Kingstone bookstores are used as case studies. Through literature review and in-depth interview, the marketing mix of the case study bookstores were reviewed, the results of the study are as follows: I.Management methodology: Strengthen the ability of distribution channel and reposition the brand name; make use of the price negotiation advantage to promote book sale through the mailing system. II.STP strategy: Expand the market segment to the Asia and Chinese region; conduct differentiated marketing in different regions; design marketing activities and product mix appropriate to the needs of local customers in the different regions. III.Marketing mix strategy: 1.Product: In order to grasp the trends of consumer tastes, product mix should be diversified and cross-discipline business cooperation should be encouraged. 2.Pricing: Market related products by value rather than by price. 3.Distribution channel: Combine local culture, to create differentiation in store designs. 4.Promotion: Make use of theme exhibitions, extended readings and community activities, and connect with the community-based living functions. 5.Staff: Promote the internal values of staff, which is helpful to the creation of brand image. 6.Physical evidence: Create a service environment and marks of tangible goods, which is helpful in the creation of a consumer environment and identifying a clear distinguished corporate image. 7.Service process: Strengthen the virtual distribution channel service, and effectively integrate corporate resources in the direction of customized service. Based on the results of the study, the following recommendations were made: I.Emphasize the professional niche of the bookstore to distinguish the differences in the corporate brand name and the marketing ability. II.In positioning the brand and executing the marketing strategy, the virtual website management model should be an integral part of the overall corporate considerations. III.Promote the efficiency of the logistics system, and strengthen the electronic business transaction service, so as to effectively decrease the cost of marketing and distribution. IV.Develop the extended niche of the brand, so as to strengthen the virtual and personalized customer service. Keywords¡GChain-Bookstores¡BMarket Positioning¡BMarketing Mix

Foreign and domestic researches reveal that influenza vaccine is safe and can effectively reduce related healthy trouble caused by influenza in the elderly, infant and high-risk population, etc. The main purpose of ¡§Influenza vaccine policy¡¨ is public service. To promote concepts of citizenism and consumer-right brings the concept of marketing. With the progress of democratic trend, when policies are discussed, planned, established and executed, the government should consider policies as ¡§products¡¨ to sale and emphasize policy-marketing concept to gain public approval and acceptance. This study was based on influenza vaccine policy carried out by Centers for Disease Control, R.O.C. (Taiwan). In accordance with the marketing framework of public policy advocated by Snavely (1991), we designed a questionnaire investigation on surveying citizen and medical staff of Kaoshiung to see if government vaccine policies can grasp the important path as well as positive effectiveness of policy marketing, and issued our research outcomes on promoting prevention and cure of vaccine to be part of references for government health center. The results of descriptive statistics displayed that 80% of survey candidates regardless of common people or medical practitioners possessing professional knowledge agreed that influenza vaccine was an outstanding policy and approved the government¡¦s response and clarification in facing medial negative report. 60% of survey candidates were affected and worried about safety of influenza vaccine, after receiving these medial negative reports. Former experience of vaccination would considerably affect the willingness of general public to receive a flu shot. Survey candidates mainly received information about influenza vaccine from television media and preferred to approve either experts or endorsers. Results of Chi-square test showed that there was a significant correlation between ¡§influenza vaccination¡¨ and common people¡¦s experience of suffering from chronic disease or unhealthy inoculable response. Results of independent-samples T test and one-way ANOVA indicated the factors correlating significantly with the analytic variables of approval of degree ¡§service¡¨ in marketing mix program. In the case of common people, these factors included the following variables such as ¡§those who had ever been vaccinated¡¨, ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education during the past year¡¨. In respect of medical practitioners, these factors included the following variables such as ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken the thematic speech, related websites or webpages¡¨. With regard to analytic variables of approval of degree ¡§cost¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education, related bulletin board and scrolling text marquee during the past year¡¨. For medical practitioners, the factors comprised ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken thematic speech, related vedio, websites or webpages¡¨ As for analytic variables of approval of degree ¡§supply of information and education¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated¡¨, and ¡§those who had ever participated related bulletin board, scrolling text marquee, thematic speech, TV vedio, broadcasts, websites or webpages during the past year¡¨. For medical practitioners, the factors comprised ¡§occupation¡¨ and ¡§those who had ever perused related books, journals, newspaper, websites or webpages¡¨. Policy marketing concept should not be neglected in the application of executing public policy. For influenza vaccination policy marketing, first of all, public mental barriers of safety of influenza vaccine must be overcome, therefore the most critical issue is to enhance advertisement and education about safety of vaccine in order to improve confidence of public for influenza vaccine and to prevent from the loophole of influenza prophylaxis and treatment. This study suggests that we must to adopt consumer-driven marketing concept for the influenza vaccine policy marketing mix program. Government public relations should establish harmonious media relations and use higher acceptance of promotion way to focus on the limited resources to target market. We should make concise and rememberable messages and integration marketing communication way to achieve the comprehensive effect. We expect that the government performs policy marketing to promote the public approval of ¡§influenza vaccine policy¡¨ and to raise influenza vaccination rate on diminishing influenza morbidity and mortality rate.