<p>Hospitality, tourism and leisure are industry sectors where different factors impinge together</p><p>to provide a unique marketing context. The importance of concept intangibles, their</p><p>significance to life-style and cultural preferences of customers in themselves represent a</p><p>major challenge. Such intangibles may be more vulnerable to changes in customer perception</p><p>than the physical aspects of product and service delivery. However, intangibles also</p><p>present an opportunity for individual entrepreneurs to create alternative and differentiated</p><p>concepts, based on their own view and intuition of what customers will find appealing.</p><p>Resort Västra Lägern was founded under the circumstances. It is one new, small resort firm</p><p>in the countryside of Sweden. The owner identified the niche market in this traditional industry.</p><p>The favorable natural and cultural resources create the business background while</p><p>the active entrepreneurship makes the possibilities. At the start-up of the firm, marketing</p><p>analysis is necessary for this SME to position itself properly on the markets and to target</p><p>the customers effectively.</p><p>Marketing is absolutely central to the entrepreneurial process. For a new venture to be viable,</p><p>customers have to desire what it is being offered, in sufficient numbers, and prepared</p><p>to pay an economical price. This is at the heart of the marketing concept. However, an entrepreneurial</p><p>approach implies taking advantage of market opportunities in a dynamic, proactive</p><p>way.</p>

<p>Nowadays, the service industry, especially banks, faces increasing competition. In such environment, differentiation is necessary. The general purpose of this thesis is to understand how a bank can achieve differentiation based on a marketing approach. Two research questions will respectively examine the three additional P’s of the marketing mix (People, Presentation or Physical Evidence and Process) and the Customer Relationship Management as possible differentiators. To fulfill the purpose, the authors of the thesis introduce an extended model of the CRM concept, including the three additional P’s. Further, the researchers of the thesis interview the four major banks in Sweden SEB, Svenska Handelsbanken, FöreningsSparbanken and Nordea, to test their model. After an analysis of the interviews, the authors come to the conclusion that the extended model of the CRM concept is actually used as a differentiator. However, as the four major Swedish banks have a similar strategy; it then appears really difficult to differentiate to a large extent.</p>

Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.

Tyrimo objektas - UAB ,,X“ naujo produkto potencialūs vartotojai. Tyrimo dalykas - rėmimo strategija. Darbo tikslas - parengti UAB ,,X“ naujo produkto įvedimo į rinką rėmimo strategiją. Uždaviniai: 1. išanalizuoti rėmimo kompleksą ir jo vietą produkto rinkodaroje; 2. išanalizuoti naujo produkto sampratas ir jo kūrimo procesą; 3. identifikuoti produktų sėkmę rinkoje lemiančius veiksnius ir jų valdymo būdus; 4. parengti naujo produkto įvedimo į rinką tyrimo metodiką; 5. parengti naujo produkto įvedimo į rinką strategiją. Tyrimo metodai: 1. mokslinės literatūros sisteminė analizė ir apibendrinimas; 2. rinkos tyrimas (apklausa) ir jo rezultatų sisteminimas; 3. naujo produkto įvedimo į rinką rėmimo strategijos parengimas pagrįstas mokslinės literatūros sistemine analize bei rinkos tyrimo duomenimis. Apibendrinimas Šiame darbe analizuojamas rėmimo kompleksas ir jo vieta bei svarba produkto rinkodaroje. Siekiama paaiškinti rėmimo svarbą naujo produkto įvedimo į rinką metu, todėl remiantis moksline literatūra analizuojamas naujo produkto kūrimo procesas bei identifikuojamas sėkmės faktorius - teisingai paruošta rėmimo programa. Atsižvelgta ir į potencialių naujo produkto vartotojų nuomonę - apibendrinus rinkos tyrimo rezultatus išaiškėjo naujo produkto žinomumas, galimas pakuotės tūris, bei galimos rėmimo priemonės. Visa informacija buvo panaudota kuriant naujojo produkto rėmimo strategija, kuri pateikiama darbo pabaigoje. / The object of the research - The potential consumers of the new product made by Jsc ,,X“. Research subject - marketing strategy. The goal of the research - To prepare JSC „X” new product integration in the market and promotion strategy. Tasks: 1. to analyse promotional complex and it’s place in the product marketing; 2. to analyse new product concept and creation process; 3. to identify the fortune of the new product in the market and how to manage it; 4. to prepare the methodology of the research regarding new product integration in the market; 5. to prepare the strategy of new product integration in the market; Research methodology: 1. systematic analysis of the informational resources and summation; 2. market research (the questionnaire) and the structural analysis; 3. preparation of the marketing strategy for the new product based on systematical analysis of informational resources and the results of market research. This final paper includes the analysis of promotion complex and its impact to the product marketing. The goal is to explain the importance of the promotion during the integration of new product into the market, that is why the analysis of the new product creation process was based on the informational resources. It identifies that the fortune of the new product is in correct promotion program. The market research and systematical result analysis is showing the attitude of potencial clients towards knowledge of the new product, the package and... [to full text]

Aktualumas. Marketingo komplekso naudojimas yra svarbus kiekvienai verslo įmonei. Efektyvios marketingo priemonės stiprina konkurencingumą ir daro didelį poveikį vartotojams. Marketingo komplekso elementų analizei buvo pasirinka smulki organizacija, dirbanti jau dešimtį metų statybų sektoriuje, bet susiklosčius nepalankiai ekonominei situacijai, prieš pusantrų metų pradėjusi turizmo agentūros veiklą. UAB „DAITAKA“ - jau ilgą laiką dirbanti įmonė, turi susikūrusi ir naudoja tam tikrus marketingo komplekso elementus, kuriuos pritaikė ir kelionių agentūros vaiklai. Darbe pateikiami marketingo komplekso teoriniai aspektai ir UAB ,,DAITAKA“ paslaugų marketingo komplekso elementų naudojimas, vertinimas, pritaikymas naujai veiklai, vystymo, tobulinimo galimybės ir rekomendacijos. Reikšmingumas. Paslaugų marketingo komplekso analizei pasirinkus smulią organizaciją, siekiama padėti smulkių įmonių vadovams bei būsimiems rinkodaros specialistams, suprasti marketingo komplekso elementų reikšmingumą įmonės įkūrimo, vystymo, tobulinimo bei rinkos pokyčių laikotarpiais. Siekiama pabrėžti efektyviausius įmonei paslaugų marketingo komplekso elementus, esant ribotiems ištekliams. Darbo objektas – UAB „DAITAKA“ paslaugų marketingo komplekso elementai. Darbo tikslas – įvertinti UAB ,,DAITAKA“ paslaugų marketingo kompleksą siekiant jį tobulinti. Darbo uždaviniai:  Išanalizuoti paslaugų marketingo komplekso elementų teorinius aspektus;  Išanalizuoti bei įvertinti UAB ,,DAITAKA“ panaudojamus... [toliau žr. visą tekstą] / Relevance. Using the marketing mix is important for every business enterprise. Effective marketing tools enhances competitiveness and makes a great impact on consumers. For marketing mix analysis were selected small organization, which is working in construction for ten years and just one and half year ago started activity as a travel agency. UAB “DAITAKA” - have been operating company for a long time, has used some elements of marketing mix and adapted for tourism agency activities. The work deals with theoretical aspects of the marketing mix as well as the analyzes, evaluation, adaptation for tourism activities, opportunities for improvement and recommendations, of UAB „DAITAKA“ service marketing mix. For analyzing marketing mix was chousen small travel agency, in order to help small companies or students to understand the future of marketing mix elements of the significance of the company's establishment, development, improvement and market change. The aim is to highlight the most effective enterprise services marketing mix elements, with limited resources. The aim of this work is to evaluate UAB „DAITAKA“ service marketing mix and suggest perspectives for its development. The tasks:  To analyze the elements of service marketing mix theoretically;  To analyze and evaluate UAB „DAITAKA“ elements of the service marketing mix;  To propose ways for its development. The methods:  Analysis of source literature;  Questionnaire;  Analysis of the survey results and... [to full text]

Colour influences the human mind and body through physical as well as psychological reactions to specific colours. These reactions are conditioned by previous experiences leading to certain preferences, associations and perceptions regarding certain colours. There are various aspects within a firm where colour may be utilised to the benefit of its marketing efforts. Marketers must realise that colour may be very influential and it is important to pay close attention to the associations and preferences of the firm’s target market(s) the influence of colour on human perceptions has been widely studied in many research fields. Most marketers recognise the importance of colour within the marketing environment (Section 1.1). Colour has different meanings for different people and these differences need to be acknowledged to ensure success in marketing efforts. If colour is used strategically within the marketing mix (product, place and promotion) of a firm, it may influence consumers positively (Section 1.2). This study endeavoured to determine the colour preferences, associations and perceptions of Generation Y students in South Africa. The findings of this study will be of value to those marketers who target this cohort and may utilised by them to use colour more effectively within their marketing mix. The purpose of this study was to determine the influence of colour on the consumer behaviour of Generation Y students in the South African market. The research study investigated the following aspects: • The colour preferences of Generation Y students. • Emotions Generation Y students associate with different colours. • How Generation Y students perceive various colours. • Product colour and product packaging colour preferences of Generation Y students. • Consumer behaviour patterns of Generation Y students regarding specified products. For this study, the target population comprised of Generation Y students registered at South Africa’s public higher education institutions (HEIs). The sampling frame consisted of a list of South Africa’s 23 public HEIs, as stipulated by the Department of Higher Education and Training (2011). This study made use of a non-probability convenience sample of two HEI campuses located in the Vaal Triangle region of South Africa’s Gauteng province that was drawn from the sampling frame. Thereafter, a convenience sample of 500 under-graduate students was drawn from these HEI campuses - 250 students per campus. A structure self-administered questionnaire was distributed to the respondents. The questionnaire requested respondents to rank colours according to preferences, on a four- and seven-point Likert scales were used respectively to determine colour associations and perceptions. The questionnaire also contained questions using a four-point Likert scale designed to determine product colour and product-package colour preferences as well as questions designed to determine consumer behaviour patterns of Generation Y students regarding certain products. In addition, the respondents were asked to provide certain demographic data. The findings indicate that Generation Y students have distinctive colour preferences, associations and perceptions. The respondents also indicated a number of notable product and product package preferences as well as particular consumer behaviour traits. When comparing male and female respondents as well as black and white respondents respectively, the results depicted various statistical significant differences (p < 0.05). Cohen’s D statistic was computed to determine the level of practical significance of these differences. From this, it is evident that colour do influence Generation Y students’ consumer behaviour and perceptions to some extent. Colour is present in every aspect of marketing. If used strategically, colour may be used by marketers to influence their target market’s perceptions and preferences. The findings emanating from this study should be used as a guideline to incorporate colour into the design of the marketing mix (colour) in such a way as to appeal to Generation Y students. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2012

The purpose of this thesis is to describe and analyze the process of creating of the marketing mix model as well as to investigate whether the participation can be a possible new concept for this model. The empirical material is based on eight interviews conducted on Gotland with the companies that have contributed with their views on the issue. The respondents were selected due to their background in the professional marketing field. The method is qualitative and is based on semi-structured interviews. The conclusions of the research demonstrate that the concept participation could be ranked as the most important concept in comparison to the four concepts of the marketing mix model. The authors consider the most interesting suggestion for the future studies to be the investigating whether the concept Participation can be considered to be the fifth P in the traditional marketing mix model.

Zugl.: Münster (Westfalen), Universiẗat, Diss., 2007.

<p>Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society. These tools can vary from the style and message of the advertisement to the actual channel that it is transmitted through. The second focus is to explore and describe the advertisements role, function and importance in the complete marketing. Advertising is one of the main parts in the Marketing Mix and we are in this research interested in describe advertising in relation to partly the other parts of the Marketing Mix but also to describe advertising in relation to other marketing perspectives such as Service Marketing and Management, Relationship Management and CRM. Also we aim to explore the different fields within Internet related marketing such as communities and describe advertising in relation to that. We aim to see if the role, function and the importance of advertising has changes because of the development of the other marketing perspectives or if advertising still have a significant role. It is important for advertisers to consider the advertisements role in their full marketing.</p>

The objective of this study is to conduct a marketing mix modeling to measure the effectiveness of past marketing activities on the product sales using a time-varying effect model (TVEM) approach. The longitudinal intensive data for this study has come from a large ice cream manufacturer in USA. Traditionally, static regression models have been used to measure the effectiveness of marketing mix variables to predict sales. And, these models used to find the time independent effect of the covariate on the dependent variable. On the other hand, a dynamic model such as time-varying effect model takes time into consideration. Researchers can model the changes in the relationship between dependent and independent variables over time using time-varying effect model. This is the first study, where a time-varying effect model approach has been used to measure the effectiveness of marketing mix elements in the ice cream industry. In addition, we have compared the predictive validity of both static and dynamic models using this data set.