Heidelberg, Universität, Thesis (doctoral), 2000.

Zugl.: Stuttgart, Hochsch. der Medien, Diplomarbeit.

No description available.

The thesis deals with the change of marketing mix components at polygraphic company. Its aim is to increase the competitiveness of the enterprise in printing industry market. The thesis is divided into three parts. The theoretical part focuses on explaining terms customer, marketing, enlarged marketing mix and basic market analysis. The analytical part compares theoretical knowledge with reality at polygraphic company. The proposal part contains factual suggestions how to improve the actual situation of polygraphic company in terms of market competitiveness. These were compiled on the basis of the analytical part.

<p>This research study focuses on how a company can achieve competitive advantage through total quality management from a marketing mix standpoint. To gain a deeper grasp of the research topic, a research question was formulated and the thesis is based on the marketing mix and competitive advantage model which is the theoretical framework of this study.</p><p>The research is a qualitative study and the empirical data was collected from two international companies operating in Halmstad i.e. HMS Industrial Networks AB and Ernst & Young LLP.</p><p>The findings show that quality is not an extra cost for the company, rather it is a way to increase your productivity, the better quality you have, the fewer products you discard and the better planning you have. Hence it was deduced from the research that competitive advantage is achievable by ensuring proper quality management in the pricing, product, promotion and distribution strategies implemented by a company.</p>

<p>The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.</p>

The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.

This research study focuses on how a company can achieve competitive advantage through total quality management from a marketing mix standpoint. To gain a deeper grasp of the research topic, a research question was formulated and the thesis is based on the marketing mix and competitive advantage model which is the theoretical framework of this study. The research is a qualitative study and the empirical data was collected from two international companies operating in Halmstad i.e. HMS Industrial Networks AB and Ernst & Young LLP. The findings show that quality is not an extra cost for the company, rather it is a way to increase your productivity, the better quality you have, the fewer products you discard and the better planning you have. Hence it was deduced from the research that competitive advantage is achievable by ensuring proper quality management in the pricing, product, promotion and distribution strategies implemented by a company.

No description available.

The logistics industry is known to be one of the main players for integrating Radio Frequency Identification (RFID) into their supply chain. By reflecting radio waves, RFID allows any item to become an intelligent part of an organization’s information infrastructure. RFID can create greater efficiency and effectiveness as it provides real-time information, and thus has the possibility to heavily increase logistics companies’ performance. RFID is also suggested to create marketing opportunities for companies as it facilitates customer value creation. However, little is known of RFID’s true influence on marketing. To fully understand what influence RFID has on marketing, companies must seek insight into what influence RFID has on the four P’s; Product, Price, Place and Promotion. By understanding this, companies can gain an increased knowledge of how to utilize RFID to increase their customer value and hence increase their competitive advantage in the targeted market. This study investigates what perceived influence RFID has on the four P’s within the logistics industry in Scandinavia. This was achieved by performing an exploratory research, and both primary and secondary data was collected in order ensure the validity and reliability of the study. The primary data was gathered by conducting in-depth interviews together with eight logistics companies located in Scandinavia. The findings from the interviews conducted suggested that the perception of RFID’s influence on the logistics industry’s offered product is positive. According to the findings, the use of RFID technology improved the logistic solution offered which also resulted in an increased perceived customer value. The findings also show that RFID has a positive perceived influence on price as well as promotion and place. In conclusion, the authors suggest that for RFID to have positive influence on the four P’s it must not only be successfully implemented into the logistics process, but it also requires the implementing company to reach a certain economy of scale, as well as hold a certain level of expertise about the technology to see the full potential of RFID. If these criteria are met there are several benefits to gain from use of RFID in marketing purposes in the logistics industry.