Zugl.: Giessen, University, Diss., 2006.

Diploma thesis is focused on creation of new marketing strategy for company QUERCUS' electronic store. Theoretical part deals with basic concepts of marketing and strategic marketing planning. It further introduces marketing mix specifics on the internet, basic aspects of electronic commerce and consumer behavior on internet. Practical part includes introduction of company QUERCUS, e-shop SWOT analysis, brief characteristic of current marketing strategy and finally proposal of new marketing strategy.

Failure is an issue with small businesses globally; some owners of small businesses lack the knowledge of business administration and marketing strategies necessary to help ensure success. The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith's 8Ps of marketing mix was the conceptual framework used in the study. Data were collected from semistructured interviews and a review of publicly available data and company websites. Data were analyzed using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of successful coffee shops were actively engaged in the day-to-day business operations and in the community; provided premium products; used social media for marketing, promotion, and branding; used competitive pricing; were precise about the location; provided exceptional customer service and personalization, and had points of marketing differentiation to promote their brand. The implications of this study for positive social change include the potential to support the welfare of the citizens of Arkansas, and owners of coffee shops across the United States that could provide independent coffee shop owners with marketing strategies necessary to sustain business operations, contribute to new job creation and regional economic sustainability.

The purpose of this dissertation was to research into Sri Lanka’s tourism and study the development over the last five years, 2009-2014. The author did a small contradistinction between Sri Lanka and Thailand to see the difference between both countries in Asia. Following years was chosen because of the ended war in Sri Lanka. Interviews that have been done to accomplish this dissertation were expert interviews with three tour operators/agencies and two individuals. All five persons that were interviewed work within promoting or selling trips to Sri Lanka for Swedish travelers. Sri Lanka could be improved and market by using the 8P factors in the Marketing Mix by Morrison. Factors as Promotion, Partnership, Packaging and Impact should be prioritizing while promoting Sri Lanka as a tourist destination in Asia. During their development towards a tourism destination they have reached the Involvement stage in the Butler’s sequence model. They are developing roads, hotels and striving towards a better marketing and they will surely increase their inbound tourism as soon as the development is finished. / Syftet med uppsatsen var att forska om Sri Lankas turism och dess utveckling kring the senaste fem åren, 2009-2014. Skribenten har valt att göra en liten jämförelse mellan Sri Lanka och Thailand för att se vad som skiljer sig åt mellan båda Asien länderna. Fokus ligger på svenskarnas resor till vardera av länderna. Statistiskt har de fem valda åren undersökts och skribenten valde dessa år för att kriget i Sri Lanka slutade 2009 och man kan lägga fokus på att forska kring utvecklingen av turismen. Intervjuer, så kallade expert intervjuer, har gjorts för att slutföra denna uppsats. Skribenten intervjuade tre touroperatörer/resebyråer och två individer. Alla fem personer som blev intervjuade till denna uppsats jobbar med Sri Lanka genom att marknadsföra och sälja resor till svenska resenärer. Sri Lanka skulle kunna förbättras och marknadsföras bättre genom att använda sig av de 8P faktorerna ur Marketing Mix av Morrison. Faktorerna så som Promotion, Partnership, Packaging och Impact bör prioriteras vid marknadsföring av Sri Lanka som turism destination i Asien.

Ao tomar decisões de marketing mix, o gestor de marketing tem a sua disposição uma grande quantidade de métricas para definição de suas metas e avaliação dos impactos das atividades de marketing. O presente estudo determina as variáveis condutoras do uso gerencial de métricas durante a tomada de decisões de marketing mix, com base no modelo de Mintz e Currim (2013). A análise de 245 atividades de marketing mix reportadas por 163 gestores de médias e grandes empresas brasileiras demonstra que a estratégia da empresa, a orientação para métricas e a accountability financeira do profissional de marketing tem um maior impacto sobre o uso de métricas financeiras e de marketing do que as características da empresa e do ambiente de atuação. Ademais, o uso de métricas financeiras é também influenciado pelas características gerenciais do gestor de marketing. Estes resultados contrariam os achados de Mintz e Currim (2013), que indicam uma forte influência das características da empresa e do ambiente no qual o gestor atua sobre o uso de métricas. Do ponto de vista teórico, os achados indicam que a teoria da agência e a teoria da homofilia explicam melhor o uso gerencial de métricas do que a teoria contingencial. As decisões reportadas também demonstram uma forte associação entre o uso de métricas de marketing e a performance das atividades de marketing mix, mas uma associação muito fraca entre esta performance e o uso de medidas financeiras. Por fim, apesar da grande cobrança para que os executivos de marketing associem suas atividades aos resultados financeiros da empresa (SRIVASTAVA; SHERVANI; FAHEY, 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), os dados indicam uso restrito de métricas financeiras como Payback, Valor Presente do Fluxo de Caixa e Taxa Interna de Retorno e um amplo uso de métricas de Marketing como Participação de Mercado, Satisfação do Cliente e Qualidade Percebida. / While making a marketing mix decision, marketers have a large number of metrics to setting goals and to evaluate the impacts of their marketing activities. This study determines the impact of environmental, firm, and managerial characteristics on metric use in marketing mix decision, based on the Mintz and Currim’s (2013) model. The analysis of 245 marketing-mix activities, which were reported by 163 Brazilian managers, demonstrates that firm strategy, metric orientation, and marketing financial accountability have a stronger impact on marketing and financial metric use than firm and environmental characteristics do. Furthermore, managerial characteristics have a strong impact on financial metric use. These results are different from Mintz and Currim’s findings (2013). The authors indicate firm and environmental characteristics are the most important drivers of marketing and financial metric use. From a theoretical perspective, the findings indicate that agency theory and homophily theory are more useful in explaining the managerial metric use in marketing mix activities than the contingency theory is. The analysis also reveals that marketing metric use is positively associated with marketing-mix performance, but the financial metric use is not. Finally, despite the great pressure for linking marketing-mix activities with financial metrics (SRIVASTAVA; SHERVANI; FAHEY; 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), the reported activities indicate not just a limited use of financial metrics such as Payback, Cash Flow, and Internal Rate of Return, but also widespread use of marketing metrics such as Market Share, Customer Satisfaction, and Perceived Quality.

Ao tomar decisões de marketing mix, o gestor de marketing tem a sua disposição uma grande quantidade de métricas para definição de suas metas e avaliação dos impactos das atividades de marketing. O presente estudo determina as variáveis condutoras do uso gerencial de métricas durante a tomada de decisões de marketing mix, com base no modelo de Mintz e Currim (2013). A análise de 245 atividades de marketing mix reportadas por 163 gestores de médias e grandes empresas brasileiras demonstra que a estratégia da empresa, a orientação para métricas e a accountability financeira do profissional de marketing tem um maior impacto sobre o uso de métricas financeiras e de marketing do que as características da empresa e do ambiente de atuação. Ademais, o uso de métricas financeiras é também influenciado pelas características gerenciais do gestor de marketing. Estes resultados contrariam os achados de Mintz e Currim (2013), que indicam uma forte influência das características da empresa e do ambiente no qual o gestor atua sobre o uso de métricas. Do ponto de vista teórico, os achados indicam que a teoria da agência e a teoria da homofilia explicam melhor o uso gerencial de métricas do que a teoria contingencial. As decisões reportadas também demonstram uma forte associação entre o uso de métricas de marketing e a performance das atividades de marketing mix, mas uma associação muito fraca entre esta performance e o uso de medidas financeiras. Por fim, apesar da grande cobrança para que os executivos de marketing associem suas atividades aos resultados financeiros da empresa (SRIVASTAVA; SHERVANI; FAHEY, 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), os dados indicam uso restrito de métricas financeiras como Payback, Valor Presente do Fluxo de Caixa e Taxa Interna de Retorno e um amplo uso de métricas de Marketing como Participação de Mercado, Satisfação do Cliente e Qualidade Percebida. / While making a marketing mix decision, marketers have a large number of metrics to setting goals and to evaluate the impacts of their marketing activities. This study determines the impact of environmental, firm, and managerial characteristics on metric use in marketing mix decision, based on the Mintz and Currim’s (2013) model. The analysis of 245 marketing-mix activities, which were reported by 163 Brazilian managers, demonstrates that firm strategy, metric orientation, and marketing financial accountability have a stronger impact on marketing and financial metric use than firm and environmental characteristics do. Furthermore, managerial characteristics have a strong impact on financial metric use. These results are different from Mintz and Currim’s findings (2013). The authors indicate firm and environmental characteristics are the most important drivers of marketing and financial metric use. From a theoretical perspective, the findings indicate that agency theory and homophily theory are more useful in explaining the managerial metric use in marketing mix activities than the contingency theory is. The analysis also reveals that marketing metric use is positively associated with marketing-mix performance, but the financial metric use is not. Finally, despite the great pressure for linking marketing-mix activities with financial metrics (SRIVASTAVA; SHERVANI; FAHEY; 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), the reported activities indicate not just a limited use of financial metrics such as Payback, Cash Flow, and Internal Rate of Return, but also widespread use of marketing metrics such as Market Share, Customer Satisfaction, and Perceived Quality.

Ao tomar decisões de marketing mix, o gestor de marketing tem a sua disposição uma grande quantidade de métricas para definição de suas metas e avaliação dos impactos das atividades de marketing. O presente estudo determina as variáveis condutoras do uso gerencial de métricas durante a tomada de decisões de marketing mix, com base no modelo de Mintz e Currim (2013). A análise de 245 atividades de marketing mix reportadas por 163 gestores de médias e grandes empresas brasileiras demonstra que a estratégia da empresa, a orientação para métricas e a accountability financeira do profissional de marketing tem um maior impacto sobre o uso de métricas financeiras e de marketing do que as características da empresa e do ambiente de atuação. Ademais, o uso de métricas financeiras é também influenciado pelas características gerenciais do gestor de marketing. Estes resultados contrariam os achados de Mintz e Currim (2013), que indicam uma forte influência das características da empresa e do ambiente no qual o gestor atua sobre o uso de métricas. Do ponto de vista teórico, os achados indicam que a teoria da agência e a teoria da homofilia explicam melhor o uso gerencial de métricas do que a teoria contingencial. As decisões reportadas também demonstram uma forte associação entre o uso de métricas de marketing e a performance das atividades de marketing mix, mas uma associação muito fraca entre esta performance e o uso de medidas financeiras. Por fim, apesar da grande cobrança para que os executivos de marketing associem suas atividades aos resultados financeiros da empresa (SRIVASTAVA; SHERVANI; FAHEY, 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), os dados indicam uso restrito de métricas financeiras como Payback, Valor Presente do Fluxo de Caixa e Taxa Interna de Retorno e um amplo uso de métricas de Marketing como Participação de Mercado, Satisfação do Cliente e Qualidade Percebida. / While making a marketing mix decision, marketers have a large number of metrics to setting goals and to evaluate the impacts of their marketing activities. This study determines the impact of environmental, firm, and managerial characteristics on metric use in marketing mix decision, based on the Mintz and Currim’s (2013) model. The analysis of 245 marketing-mix activities, which were reported by 163 Brazilian managers, demonstrates that firm strategy, metric orientation, and marketing financial accountability have a stronger impact on marketing and financial metric use than firm and environmental characteristics do. Furthermore, managerial characteristics have a strong impact on financial metric use. These results are different from Mintz and Currim’s findings (2013). The authors indicate firm and environmental characteristics are the most important drivers of marketing and financial metric use. From a theoretical perspective, the findings indicate that agency theory and homophily theory are more useful in explaining the managerial metric use in marketing mix activities than the contingency theory is. The analysis also reveals that marketing metric use is positively associated with marketing-mix performance, but the financial metric use is not. Finally, despite the great pressure for linking marketing-mix activities with financial metrics (SRIVASTAVA; SHERVANI; FAHEY; 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), the reported activities indicate not just a limited use of financial metrics such as Payback, Cash Flow, and Internal Rate of Return, but also widespread use of marketing metrics such as Market Share, Customer Satisfaction, and Perceived Quality.

Made available in DSpace on 2014-08-20T13:44:28Z (GMT). No. of bitstreams: 1 dissertacao_antonio_carlos_marx.pdf: 566131 bytes, checksum: ec2541dc7b7bae06d880c4f55056276b (MD5) Previous issue date: 2011-12-22 / This project shows the understanding of marketing-mix as a strategy to be used to divide in segments the aimed market, in order to overwhelm the competition and excel the customers demand. The theoretical fundaments about the theme suggest a defined conceptual option. It shows the marketing composed by four basic elements product, price, place and advertising which are combined in order to achieve the customer satisfaction in the aimed segment, that is the Coopavel s (COOPAVEL in Cascavel, PR) soybean farmer with a planted area equal or less than 350 ha. The project objective was to identify the variables which are more evident to the soybean seed customer, giving dimensions to the major points of decision in the product purchase process, highlighting relevant technical and behavioral details and creating marketing-mix actions and strategies for COOPAVEL according to the project proposition. The case study gives an interesting opportunity to gather information allied with a market oriented entrepreneurial strategy. Facing the project results, one will conclude that the company that uses modern marketing concepts will follow the market metamorphosis and will guarantee its competitiveness and the customer s loyalty and satisfaction. / A pesquisa desenvolve um entendimento do marketing-mix como uma estratégia de segmentar mercado-alvo, com foco principal a superar a concorrência e as exigências dos consumidores. A fundamentação teórica que difunde o tema sugere uma opção conceitual delimitada. Entende o composto de marketing organizado em quatro elementos primários produto, preço, praça e promoção e que secombinam no alcance da satisfação dos consumidores de segmento visado, nestecaso, do sojicultor da cooperativa COOPAVEL, Cascavel PR, com área igual ou inferior a 350ha. Procura-se identificar as variáveis de maior percepção por parte dosclientes no agronegócio de sementes de soja, valorizar o que consideram na decisão de compra do produto, levantar detalhes técnicos e comportamentais de relevância e criar ações e estratégias do marketing-mix para a empresa Coopavel em face ao que foi proposto. O estudo de caso representa uma interessante oportunidade de coleta de informações com uma estratégia empresarial orientada pelo mercado. Diante dos resultados da pesquisa, conclui-se que a empresa que adota modernos conceitos de marketing acompanha o processo metamórfico e garante competitividade, manutenção e, satisfação do consumidor.

El desarrollo del presente trabajo de investigación tiene como objetivo principal reconocer el impacto de las estrategias producto del marketing editorial en la decisión de compra de libros impresos en Perú, aplicado a jóvenes Millenials peruanos. Es así como el presente trabajo de investigación presentará el nivel de impacto de las estrategias de producto del marketing editorial, determinando el perfil del lector millenial que forma parte del grupo que más lee en el Perú y presentará el nivel de impacto de la estrategia de producto del marketing editorial en la decisión de compra del consumidor en la adquisición de libros impresos. La investigación previa que existe de este mercado en el Perú es bastante escasa, aún así se logro conocer los puntos más relevantes del tema y desarrollar las herramientas de investigación, tanto para el estudio cualitativo como cuantitativo. En lo que respecta al estudio cualitativo, se realizó un focus group a 6 personas como también entrevistas a profundidad a dos expertos en el sector editorial. En cuanto al estudio cuantitativo, se realizó una encuesta virtual a una muestra de 196 personas que cumpliesen con el perfil establecido. Finalmente, las conclusiones a las que se llegan con esta investigación, es que las estrategias de producto del marketing editorial si impactan de una importante manera la decisión de compra del lector, especialmente si se enfoca en las características del producto valoradas por el consumidor / The main objective of the present research work is to recognize the impact of the strategies produced by editorial marketing in the decision to purchase printed books in Peru, applied to young Peruvian Millennials. This is how the present research work will present the level of impact of the product strategies of the editorial marketing, determining the profile of the millennial reader that is part of the group that reads the most in Peru and will present the level of impact of the product strategy of editorial marketing in the purchase decision of the consumer in the acquisition of printed books. The previous investigation that exists of this market in Peru is quite scarce, even so it is possible to know the most relevant points of the subject and to develop the research tools, both for the qualitative and quantitative study. Regarding the qualitative study, a focus group was carried out for 6 people as well as in-depth interviews with two experts in the publishing sector. As for the quantitative study, a virtual survey was conducted on a sample of 196 people who met the established profile. Finally, the conclusions that are reached with this research, is that the product strategies of editorial marketing if they impact in an important way the purchase decision of the reader, especially if it focuses on the characteristics of the product valued by the consumer / Trabajo de investigación

The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value ​​for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value ​​for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value ​​should be combined with other more basic values ​​that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value ​​can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value ​​and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.