Cable television is an essential part of Taiwanese¡¦ life and its penetration has been already over 80%. However, the community public are lacking of positive identification toward system operators because of some problems resulting from rapid development of the industry and industrial features. The system operators not only serve the principal client, the community public, but also play the key roles in the whole working. Unfortunately, cable system continues to merge and to converge since the Cable Radio And Television Law enacted.Besides, due to the financial default of over-competition, the cable television system operators ignore the operation and development of community relationship, which is highly associated with sustainable running itself. This is also the main discord between the cable television system operators and the community public.To make a comprehensive survey of the related research on cable television, most of them focus on the performance, management strategy, rating, satisfaction and program planning. Generally speaking, these researches lack of the discussion of community relationship. Therefore, the purposes of this research include three dimensions. n To discuss the operation of cable television system operators in managing community relationshipn To find out the requirement of the community public toward cable television system operatorsn To offer operational suggestions to the cable television system operatorsThis research aims at the cable television system operators in Kaohsiung as the target group. In order to understand the community public¡¦s needs of the cable television system operators, this research first takes advantage of focus group discussion to survey the community opinion leaders¡¦ comment and depth interview method to discuss how system operators manage their community relationship as well.The third step of this paper is to add quantitative dimension to complete the research. In this part, a survey to understand the opinions of community public regarding to the community relationship that cable television operate is processed. The last part of this paper explains the data with relationship marketing in three dimensions: identification, satisfaction and participation. This paper expects to offer operational suggestions to the cable television system operators.The main results as follow:n The cable television system operators offering the basic service obtain the identification and satisfaction from the community public.n The cable television system operators view the constructional participation as the highest level in building up the community relationship.n The community public highly expects the cable television system operators to play a local media role.n The cable television system operators should improve the participation and the relationship with community public.

¡§Loyalty Programs¡¨ is a necessary and important step in the formation of relationship marketing. However, not only been applied in practice but also been researched by academia, there are still some gaps because of lack of a complete frame to analyze the vales of the loyalty programs. Therefore this research aims to fill-in the gaps that past practice and academics have failed by providing a conceptual frame by studying related literatures of loyalty programs and takes advantage of the frame to analyze the relationships among those values, relationship quality and customer loyalty in the telecom industry. The results of this study find that four values of nine values in the frame, including ¡§economic value¡¨, ¡§choice of redemption options¡¨, ¡§relevance¡¨ and ¡§social benefits¡¨ will influence relationship quality and customer loyalty in the telecom industry. However, customers still care more about economic value and relevance. The corporations in the industry can increase customer loyalty by designing high level of economic value and relevance. But if those would like to build higher level of relationship with the customers, they have to take advantage of social benefits through which to build strong and long customers loyalty. Therefore through this frame, the corporations can realize which value they should attach importance to. The results also prove the effectiveness of the loyalty program conceptual frame.

Relationship marking, which focuses on ways to build, develop, and maintain successful relational exchanges, is an important way to sustain loyal customer. Previous studies that note the types of bonds that enhance commitment suggest that customer commitment can be built through the application of financial, social, and structural bonds. Although empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. The purpose of this study is to explore that different bonds(financial bonds, social bonds, and structural bonds) can enhance what kinds of consumer commitment(continuance commitment, affective commitment, and normative commitment). This study also attempt to explain the relationships between types of bonds and consumer commitment in different degree of customization and consumer relationship proneness. This study takes the consumer who in hair beauty and gas station for example. A total of 291 questionnaires were recovered, and after deducting the 71 invalid responses, the effective questionnaire sample contains 220 copies. The data gleaned from the questionnaire was subjected to descriptive statistical analysis, SEM, 1-Way MANCOVA and regression analysis in order to prove the hypothesis proposed in the theoretical structure of this research.The findings of this study are fivefold. 1.Almost all respondents confused social bonds with structural bonds. In this study, we combine social bonds with structural bonds, and named it core bonds. 2.The results suggest that financial bonds have positive impacts on normative commitment and continuance commitment. 3.The results suggest that core bonds have positive impacts on normative commitment, continuance commitment and affective commitment. 4.The different degree of customization influences relationship between bonds and commitment. 5.The people who has high relationship proneness will have high commitment.

Globalization, rapid hi-tech developments, and deregulations have heated up the competitions in retail industry. Retailers, in order to gain competing edge to stay in business, have to jump over board for substantial investments in new retail technologies to keep up the paces for business developments and services or for mere survival. Yet, customers are the source of fund for a corporation and are the purposes of the existence of a corporation. At the forefront of a corporation, it is the focus on retaining existing customers and developing new customers (markets). It is about sales and marketing of which all require more sophisticated skills for paying attention to in this new information age. Therefore, CRM (customer relationship management) has become an issue that new computer technologies are used for gaining the edge winning customers. New technologies enable CRM to provide information and manage data faster than like never before. This research study is quantities and qualitative analysis of CRM¡¦s role with current mass retailers¡¦ membership programs. We outline present consumer behaviors and market trends, as well as, identifying what future trends could be. We hope this research could server as references for top management decision making so that the CRM program(s) can be tailored to their needs. The objectives of this research report are 1. Qualitative searches for definitions, benefits, and features of CRM 2. Connect the dots of marketing and information technology 3. Case study of mass market retailer¡¦s membership program 4. Future trend of CRM and what could impede the performance of a CRM program We¡¦d draw the issues of why a corporation today needs to implement CRM, what results a CRM can bring for a corporation, and how a corporation could achieve with it.

In recent years, many companies face extreme competition in this business. They also recognize one thing that it is very important for them to manage and maintain the existing customers. Companies should think how to make their customers satisfied, and make the customers like to keep long-term relationship with them. It is the so called ¡§relationship marketing¡¨. The purpose of this study is to discuss what factors will affect the degree of relationship orientation of a company in the B2B setting. Through the case study of the S company and its major customer and supplier, we have found that social and structure bonds let the S company keep relationships with its major customer and supplier in ten years. Environmental uncertainty and dependence among companies are the two reasons that make the S company high relationship-orientated. Finally, relationship marketing brings customer satisfaction, customer loyalty, and financial performance for the S company, but no negative effect is found in this case study.

<p>It is becoming increasingly difficult, although very important, for companies to reach out to its customers and differentiate themselves in the market place. The main reason is that the competition is extremely intensified and customers can quite easily switch between suppliers. Focusing on relations is a way for companies to overcome some obstacles of competition that is evident in today’s market place. One way for companies to reach its customers, strengthen the relation, and meet them face-to-face is to create events. How-ever, finding the target group and motivating individuals to attend events is an important issue for the companies arranging events. There has to be a match between what the company arranging the event want to communicate and what the invited individual expects to gain out of attending the event. It is further important to direct the event towards certain individuals and also to make sure that the invited people actually attend the event.</p><p>The purpose of the thesis is to explore how companies can arrange meaningful events to a targeted audience and examine what factors motivates the individuals to actually attend these events.</p><p>An inductive approach is mainly used since it allows for flexible structure where empirical data is collected and before applying appropriate theoretical framework. The authors have further chose to collect data in a qualitative manner as this allows for open ended inter-views which can generate in deeper understanding of the reasons for individuals to attend corporate events. The primary data was based on interviews related to four corporate events previously taking place.</p><p>The authors found that there are numerous reasons for creating corporate events mainly because events are a platform that naturally integrates many marketing activities. When targeting individuals a personal contact can increase the likelihood that the invited people will attend an event. The reason is that through direct communication a person has the opportunity to tailor the invitation by explaining the reasons for why this particular person should find the event important and interesting to attend. Corporate events should offer valuable information for the attendees otherwise there is risk that invited individuals will not attend an event. Individuals attend events for the purpose of interacting with representatives from the arranging company as well as people from other attending companies. It can be concluded that a corporate event should be work related in some how and include new information and/or offer networking possibilities.</p> / <p>Det blir allt svårare, men ständigt mer viktigt, för företag att nå ut till sina kunder och differentiera sig på marknaden. Den främsta anledningen är att konkurrensen är mycket intensiv och det är förhållandevis enkelt för kunder att byta leverantörer. Genom att fokusera på relationer kan företag övervinna några av de konkurrenshinder som är påtagliga på dagsläget. Genom skapande av events kan företag nå sina kunder, möta dem öga mot öga och där-med stärka relationen till dem. För att lyckas med detta är det viktigt för företag att hitta de tilltänkta målgrupperna och motivera individer till att bli intresserade och faktiskt besöka eventet. Det är viktigt att anpassa ett företags motiv för skapandet av ett event men det som de inbjudna individerna förväntar sig få ut av att besöka eventet. Det är vidare viktigt att ett event riktas mot de tilltänkta individerna och för ett företag att se till att de inbjudna verkligen besöker eventet.</p><p>Uppsatsen syftar till att undersöka hur företag kan arrangera meningsfulla events för en tilltänkt målgrupp och ta reda på vilka faktorer som motiverar individer att faktiskt besöka dessa events.</p><p>Ett induktivt tillvägagångssätt används till största delen i uppsatsen eftersom det är tillåter en flexibel struktur där författarna utgår från empirisk data för att sedan hitta lämplig teori. Författarna har även valt att använda kvalitativ data eftersom det möjliggör öppna intervjuer som kan ge djupare inblick i hur företagsevent kan skapa mervärde för ett företag och dess besökare och förståelse för de inbjudnas motivationsfaktorer. Primär data baserades på intervjuer med individer relaterade till fyra olika företagsevent som tidigare ägt rum.</p><p>Studien visar att företag har många olika skäl till att arrangera events och den främsta orsaken till detta är att events är ett forum som integrerar flera marknadsföringsaktiviteter på ett naturligt och ofrånkomligt sätt. När ett företag marknadsför ett event till en tilltänkt målgrupp kan personlig direktkontakt öka sannolikheten att de inbjudna kommer att besöka eventet. Anledningen till detta är att direktkommunikation ger ett företag möjligheten att skräddarsy inbjudan genom att förklara varför just denna individ bör besöka eventet och varför det bör vara viktigt för denne. Ett företagsevent bör erbjuda besökande individer värdefull information, i annat fall riskerar företaget att många individer inte kommer priori-tera just detta event. Individer besöker företagsevent i syftet att integrera med representan-ter från det arrangerande företaget och individer från andra besökande företag. Studien visar att företagsevent bör vara arbetsrelaterade i dess utformning och erbjuda intressant in-formation och/eller erbjuda integrationsmöjligheter.</p>

<p>When firms are doing business it is important to meet the customer’s expectations. It is often in the first impression (the first time the parties meet in a sales encounter) that the seller fails to do this, sometimes resulting in the prospective customer dropping the whole thought of a business deal and no further relationship is established. The first impression results from the first image and understanding a seller creates in a potential customer: here the latter gets a brief insight into the former’s organization, credibility and overall quality. Each encounter or meeting is an opportunity to achieve trust and build a relationship, but also contains the risk of reducing credibility and losing all chances of a relationship. The purpose of this thesis is to describe and analyse the importance of the first impression when creating and building a business to business relationship and to describe the factors which influence this process. The theoretical framework is based on theories regarding the concept of first impression and the implications of two-way communication during the first encounter. These include the seller’s preparation and categorisation of the customer before each encounter. Other variations of communication concerns verbal and non-verbal communication, generalizations, cultural differences and circumstances where a failure can turn into an advantage. The present qualitative case study is based on interviews with five highly competent respondents with long experience of business relationships. They were chosen after discussions with Walter Carvajal, owner and MD of City Guest Service. The results showed that the first impression was very important in creating a business relationship. Some variables, e.g. gender, had less significance. Generally, the first impression included the small things a person perceived and interpreted during the first encounter. Combined, they determined whether a person chose to do business with the counterpart in question. All aspects of verbal and non-verbal commu-nication formed a basis for judging the other person. Cultural differences increased the acceptance level, reducing the risk of failure, when the parties were from differ-ent cultures.</p>

<p>Introduction: When the American investment bank Morgan Stanley suddenly decide to increase their target stock price of the Ericsson stock by 100 percent, it became the point of origin for our interest in investor relations. In this particular case the increase of target stock price was announced right after new Morgan Stanley analysts started covering the stock. Why this tremendous increase in target stock price, we will probably never know. Perhaps the new analysts perceived the information disclosed from Ericsson’s investor re-lations function different from the prior analyst, and ended up in adjusting the target stock price.</p><p>Problem: Stock prices today are very dependent on the market expectations of future company growth. Market actors estimate the potential growth by analysing information disclosed by the company. It has therefore become increasingly important for companies to manage their investor relations with a strategic marketing perspective to be able to meet the internal and external needs. Companies must also present themselves to investors in a way that appeals both on a rational and an emotional level. Once new investors are attracted and old ones are kept, companies must constantly communicate about their performance to uphold investors trust and there by creating or maintain long-term relationships.</p><p>Purpose: The purpose is to explore if and how a marketing perspective is applicable when managing investor relations in traded companies.</p><p>Method: This study has been conducted with qualitative research method. Collection of empirical data has been done through six semi-structured interviews with directors and managers whom all work with investor relations for their respective company. The six par-ticipating companies are all traded on the Stockholm stock exchange. The collected data were first analysed with the Kotler, Kartajaya & Young (2004) model and secondly ana-lyzed from a relationship marketing point of view.</p><p>Analysis: The analysis shows that our sample of companies subconsciously work in align-ment with the Kotler et al. (2004) model and that they also work with different types of re-lationship marketing. Together this provides a holistic image of how traded companies work with a marketing perspective in their investor relations.</p><p>Conclusion: After having analysed our empirical findings it is our belief that a marketing perspective is applicable when managing investor relations.</p>

Thesis (Ph. D.)--University of Oregon, 2001. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 141-147). Also available for download via the World Wide Web; free to University of Oregon users.

In the Swedish Fast-moving consumer goods industry (FMCG), most suppliers sell their products through retailers. For a successful product-launch, retailer acceptance is essential. Up to ninety percent of all product-launches fail, thus retailers must choose wisely which products to accept. Failing product-launches cost large sums of money for both retailers and suppliers. A number of factors have been shown by previous research to affect the success of a productlaunch and retailer acceptance, but there are factors that have been previously ignored, such as inter-organizational relationships. The authors of this study have chosen to conduct a study regarding how retailer acceptance and relational factors affect the success of a product launch in the Swedish FMCG-industry. The focus of this study has been on the relationships of Swedish retailer ICA AB and three of its suppliers. ICA AB was chosen because it is the largest retailer on the Swedish market. This study shows that retailer acceptance is positively affected by mutual trust, commitment and the relationship itself between the supplier and the retailer. However, the importance of these factors varies depending on the size of supplier and type of product.