by Lee Sai-yin, Patrick, Wong Kim-man. / Bibliography: leaves 173-174 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

by Wu Yuk-Fai. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 193-195). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENTS --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the Project --- p.1 / Statement of the Problem --- p.1 / Purpose of the study --- p.1 / Industrial Background --- p.2 / Research Objectives --- p.5 / Justification --- p.5 / Scope of the Study --- p.6 / Overview of Following Chapters --- p.6 / Chapter II. --- LITERATURE REVIEW --- p.8 / Definition of Sales Promotion --- p.8 / Get Something for Nothing --- p.8 / An Element of the Promotion Mix --- p.8 / Extraordinary Selling Efforts --- p.8 / Out-of-the-ordinary Event Sales --- p.9 / Short-term Nature --- p.9 / """Idea"" behind Sales Promotion" --- p.9 / Conclusion --- p.10 / Growth of Importance of Sales Promotion --- p.10 / Sales Promotion Spending Outpaces Media Advertising --- p.10 / Reasons for Growth of Sales Promotion --- p.11 / Basic Goals of Sales Promotion --- p.11 / To Increase Number of New Customers --- p.11 / To Increase Consumption of Current Consumers --- p.12 / To Build Continuity of Purchase --- p.13 / Additional Role Play of Promotion Activities --- p.13 / Establish Shop Personalities --- p.13 / As a Tool to Persuade --- p.13 / Meet the Market Standard: Constant Promotion --- p.14 / Common Sales Promotion Activities --- p.14 / Sampling --- p.14 / Premiums --- p.15 / Contest and Sweepstakes --- p.15 / Customers as Selling Agents --- p.15 / Windows Display --- p.16 / Trading Stamps --- p.16 / Coupons --- p.16 / Trend in Sales Promotion --- p.16 / "No ""Sure-Winner""" --- p.16 / """Diminishing Marginal Impact"" Effect" --- p.17 / Conclusion --- p.17 / Chapter III. --- METHODOLOGY --- p.18 / Overview --- p.18 / Literature Review --- p.18 / Personal Interview with PC Retailers --- p.18 / Qualitative Focus Group Discussion --- p.19 / Quantitative Questionnaire Survey --- p.20 / Conjoint Analysis Interview --- p.20 / Chapter IV. --- QUALITATIVE RESEARCH RESULTS AND ANALYSIS --- p.22 / Overview --- p.22 / Customer Needs of Personal Computer (PC) --- p.23 / Usage of PC --- p.23 / Dissatisfaction of PC --- p.23 / Customer Needs --- p.23 / Purchase Behaviour of Personal Computer (PC) --- p.24 / Information Searching Process --- p.24 / Evaluation Criteria --- p.26 / Aftersales Satisfaction and Reinforcement --- p.29 / Reaction to different types of sales promotion activities --- p.29 / Overall Comparison --- p.30 / Guarantee-added promotion --- p.31 / Price-cut promotion --- p.32 / Value-added promotion --- p.33 / Conclusion --- p.34 / Market Situation --- p.34 / How Important of Sales Promotion is in Shaping the Purchase Behaviour? --- p.35 / Hypotheses Formulation --- p.36 / Chapter V. --- QUANTITATIVE SURVEY RESULTS AND ANALYSIS --- p.38 / Overview --- p.38 / Preference for PC Retail Outlets --- p.39 / Choice Criteria of PC Retail Shops --- p.40 / Consumer Preference of Different Sales Promotion Activities --- p.42 / Conclusion --- p.44 / Chapter VI. --- CONJOINT ANALYSIS AND INTERPRETATION --- p.46 / Overview --- p.46 / Evaluation of Relative Importance Among Sales Promotion Activities --- p.47 / Conclusion --- p.50 / Chapter VII. --- MARKETING IMPLICATIONS --- p.51 / Retail Outlets --- p.51 / Sales Promotion vs. Advertising --- p.52 / Price as the Only Factor? --- p.52 / Effective Sales Promotion Plan --- p.53 / Chapter VIII. --- RECOMMENDATION ON FUTURE RESEARCH --- p.55 / Limitations --- p.55 / Recommendations --- p.55 / TABLES --- p.57 / APPENDICES --- p.181 / BIBLIOGRAPHY --- p.193

Due to intense competition, retail stores are today forced to come up with exciting new sales promotional ideas to remain a relevant choice for customers. Gift giving is a sales promotional tool which has previously demonstrated to increase customer satisfaction and spending - an ideal situation for any retailer. However, gift giving has only been researched and confirmed for retailers that offer consumable goods. It has yet to be measured in a context where it is of greater difficulty for the customer to spend more than planned. This research fills that void by conducting a field experiment at a retail store offering durable shopping products.The purpose of the study is to investigate the effect gift giving has on gratitude, obligation, satisfaction, impulsive buying, and spending at a retail store offering durable shopping products. Through a field experiment, the study tests the effect on these variables of both small and large gifts and explore whether customer spending increases alongside the gift’s monetary worth.To complete the purpose of the study, a case company representing a durable shopping products retailer was selected. A field experiment was setup with two experimental groups and one control group. The results from the manipulation were collected through questionnaires which included questions pertaining to the study’s five variables. The collected data was then analysed through the statistics program SPSS.The only emotion that is affected from providing gifts in this retail environment is obligation, a negative emotion, which in turn decreases customer satisfaction. Since giving a gift only evokes negative emotions, it is concluded that a durable goods retailer should not use gift giving as a sales promotional tool. Additionally, when given a large gift, customer spending decreases considerably. This could imply that gift giving does not work in this retail environment, or that an extraneous variable affected the experiment’s outcome.

Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge   Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding. Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers. Research questions: R1: What influence does monetary promotions have on brand awareness? R2: What influence does monetary promotions have on brand image? R3: What influence does non-monetary promotions have on brand awareness? R4: What influence does non-monetary promotions have on brand image? Hypotheses: H1: Monetary promotions of a brand influence brand awareness H2: Non-monetary promotions of a brand influence brand awareness H3: Monetary promotions of a brand influence brand image H4: Non-monetary promotions of a brand influence brand image   Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.   Conclusions: H1,H3 and H4: May from this study be supported. H2: May from this study be rejected.

The aim of this thesis is to understand the diffusion process of Swedish life insurance during the period c. 1830-1950, with the specific aim to understand financial modernization and social mobilization as reflected in the diffusion of life insurance to less well-to-do classes and women. In contrast to British and American experiences, the results of this thesis show that the rural classes played an important role in the diffusion of Swedish life insurance. The thesis shows that demand-side factors such as income and urbanisation cannot fully explain this diffusion of life insurance, and why additionally, non-quantitative factors need to be addressed. It is shown how cultural preferences assist in understanding the development of industrial life insurance in different countries. It is also stressed that women, in their capacity as policyholders, beneficiaries of life policies, as dependents, and their limited property rights, constituted the conditions under which the life insurance industry had to adjust and operate. In sum, female policyholders, cultural representations of women and legal constraints on women, constituted an important subset of the 'rules of the game' for the life insurance industry. Important results of the thesis are that female policyholders constituted a large part of the policyholders in the largest industrial life insurance company already in the early twentieth century. It is furthermore shown that life insurance representatives were members in organizations of the women's movement and that they acted for married women's property rights in parliament. It is also argued that different notions of 'a good death', as reflected in funeral practices, contributed to different developments of private and public insurance in Sweden and the United States. By widening the concept of 'business' and recognizing the cultural and social contexts under which the industry operated, this thesis highlights the interaction between business and social change. / "Den enskildes risk och det gemensamma åtagandet" Jan Wallanders och Tom Hedelius Stiftelse Tore Browaldhs stiftelse

This thesis was prepared on company communications mix. Selected company was SOME Jindrichuv Hradec Ltd. The work is divided into theoretical and practical part. In the theoretical part is described the issue using the professional literature. In the practical part describes the communication mix of the company and are designed to improve it.

The theme of this diploma thesis is ,,The meaning and use of selected promotional tool". The aim of this study was to evaluate the effectiveness of the selected promotional tool. The subject of the analysis was fairs and exhibitions of ESCO PODLAHY, s.r.o. Based on the information found, suggest possible recommendations for their further use or improvement.

Diploma thesis is focused on marketing communication of IKEA Czech Republic, Ltd., particularly on a subdivision in Brno. The theoretical part consists of theory of market-ing mix with focus on propagation and marketing-mix tools. Furthermore, the analysis of communication mix of IKEA Brno and the most significant competitor is conducted. Based on the findings from the analytical part, the suggestions for propagation im-provement are constructed.

The diploma thesis deals to design and develop mobile application for sales promotion in retail chains. Mobile application is created on base of designed service for sales support, that subject and design is written in thesis too. Mobile application uses the most modern technologies, which are now available in mobile devices. This technologies ensuring identification of customer in store, share marketing information to customer and other possibilities gaining detailed information about shopping behavior of customer. Thanks to those data is possible analyze customer by different methods which are in thesis described too. Based on this analyses it can be streamlined sales, shopping and other retail processes. Main aim of thesis is make usable mobile application which promote sales in retail chain. Theoretical part of thesis deals to describe general marketing on which is based analytical marketing resp. Data-Driven Marketing. Next part of this chapters is defining of retail, explaining its specifics and showing interleave to modern technologies. Concrete possibilities of modern technologies is presented in last chapter of theoretical part which is primary focused on mobile application developing in IBM Worklight environment. Practical part of thesis is divided to two chapters where first chapter deals to description designing service for sales promotion. Description is built by architecture, data flows and design of communication interfaces. In second chapter is described design of mobile application based on the service, from user interface to technological architecture. In this part of thesis the mobile application is developed, provided as a OpenSource with all source codes and available online as a demo version. The main output of thesis is mentioned mobile application, which is detailed described in end of practical part. There is specified link to online available version of this application. Mobile application contains diverse functionality for customer and its aims to test usability of modern possibilities in real-life.

The Master's thesis deals with the commercial communications and their contemporary trends with emphasis on the sport branch. Theoretical part focuses on particular forms of commercial communications and then the running phenomena in Czech Republic is described. Practical part characterizes the marketing communications of the running circuit RunCzech, the analysis of supplied services, competition and target groups. The main benefit of the Master's thesis for the practical use is the evaluation of the communication activities and the recommendations and the ideas for the prospective marketing plans.