22 June 2002
Experiential marketing exploring the dimensions, characteristics, and logic of firm-driven experiences /Lanier, Clinton D. January 2008 (has links)
Thesis (Ph.D.)--University of Nebraska-Lincoln, 2008. / Title from title screen (site viewed Oct. 31, 2008). PDF text: iii, 317 p. ; 2 Mb. UMI publication number: AAT 3307116. Includes bibliographical references. Also available in microfilm and microfiche formats.
Davis, Derrick Lamar
25 June 2012
In this report, the author investigates the process of encoding cultural cues into advertisements targeting the African American market. More specifically, this study focuses on advertising professional’s perceptions of African American culture, and using them to create relationships between brands and the African American community. While the cues integrated into an advertisement’s message seek to prompt a favorable response from African Americans, they also communicate perceptions of African American identity and culture to society. This report is an analysis of three in-depth case studies, which give insight into the production process of target marketing for the African American market. This process includes learning about culture, generating ideas relevant to the culture, and integrating that knowledge into advertisements intended to influence consumer behavior through mass communication. / text
A needs asses[s]ment of risk control services for Rotterdam International Safety Center, the NetherlandsKraft, David J. January 1999 (has links) (PDF)
Thesis--PlanB (M.S.)--University of Wisconsin--Stout, 1999. / Includes bibliographical references.
03 July 2002
Since the construction industry in Taiwan started declining at the beginning of 1990s, many firms withdrew from this industry. Most of the surviving firms downsized their organization, and expanded their business to other markets or industries for continuous operation. However, after our survey, we find that there are construction companies who focus on original industry and market but still make good profit under the severe recession. Tunghuei Construction Company, who sells single houses in HsiaoKung Area of Kaohsiung, is just the best example. The ROI every year of Tunghuei Construction Company in past 10 years was over 20%, except 1999(The ROI of 1999 was 15.8%). Among the past decade, there are five years in which Tunghuei's ROI was over 30%. This is a very rare example of Taiwan's construction industry. The manager of Tunghuei Construction Company indicates that the company's success is because of "target marketing". After analyzing the environment of the construction industry in Taiwan, we find it an monopolistic-competitive market that is very good for target marketing and just fits the concept of Tunghuei Construction Company very well. After studying Tunghuei Construction Company, we find that it has its own strategic developing model of target marketing, which matches normal academic definition. Tunghuei uses geographic and behavioral variables to segment market, and decides to sell cheap single houses in HsiaoKung, which is more competitive than multi-storey buildings and similar products. Sample houses, advertising billboards, and handbill mailing are three main promotion ways of Tunghuei. Talking about distribution, Tunghuei uses bonus system to make old customers help promotion, in addition to salesmen. Tunghuei also pays much attention to public relationship by helping hold activities of the schools and community in HsiaoKung. In recent ten years, Tunghuei sold all the houses in every case with reasonable profit. Besides, over 80% of Tunghuei's customers feel satisfied with its products according to the result of the questionnaire survey. By studying the successful experience of Tunghuei Construction Company's target marketing widely and deep, we hope to do something for Taiwan's construction industry.
Target Market Prediction for New Mobile Telecommunications Products and Services: A Data Mining ApproachChung, Yung-jui 11 August 2004 (has links)
As the deregulation of the mobile number portability (MNP) and the emergence of such new technologies and services as PHS and 3G, the mobile telecommunications industry in Taiwan becomes highly competitive than ever. Under such competition, customer churning and profit declining have become of great concerns to mobile service providers. In response, most of providers continuously develop and introduce new value-added products and services. Frequent value-add products and services might strengthen customers¡¦ loyalty (i.e., decrease customer churning) and improve gross profits, but the corresponding marketing cost would also be increased dramatically. To lower the marketing cost and respond to market quickly, marketing staff typically adopts a pilot test based on the simple random sampling (SRS) approach or relies on marketing experts for defining potential target market for a new value-add product or service. The former approach requires a large number of respondents in the pilot test, while the latter is knowledge intensive and may suffer from unavailability of knowledge due to turnover of experienced marketing experts. In this thesis, we propose a novel approach for efficient and effective search for the target market for a new product/service. Specifically, we consider the target market of a new product or service being that of the most similar existing product/service, where the similarity of products/services can be defined based on either their product/service attributes or the similarity between the pilot test of the new product/service and the customer-base of an existing product/service. Accordingly, we propose two target market prediction models for new product/service, i.e., ¡§customer-based target market prediction model¡¨ and ¡§product-attribute-based target market prediction model.¡¨ Our empirical results show that the proposed prediction models are more effective in predicting potential customers for new products/services than traditional approaches.
Customer value in a B2B setting : An analysis of potential target markets for the rehabilitation company Svenska-ReIdenfors, Evelinn, Kjellin, Jennie January 2012 (has links)
This study aims to investigate potential B2B customer segments in Umeå concerning company-wellness and rehabilitation services. We will investigate the market, identify a prospect target market and evaluate this target market on commission from Svenska-Re. The company Svenska-Re offers a service where customers travel to Gran Canaria, Spain, for a three week rehabilitation program. They offer various programs and are specialized in work-related injuries. By evaluating the target market we will investigate if there is an interest and need of the services provided by Svenska-Re in Umeå.
Påverkan av GDPR på företag: : en studie om betydelsen av GDPR för insamling av personliga uppgifter till target marketing och data mining. / The affects of GDPR on companies: : a study about the impact of GDPR on the collection of personal data for target marketing and data mining.Loponen Mejia, Denise, Mirkovic, Viktoria January 2020 (has links)
Title: The affects of GDPR on companies: a study about the impact of GDPR on the collection of personal data for target marketing and data mining. Keywords: GDPR, target marketing, data mining Subject: Bachelor's thesis, International Marketing, 15hp. Author: Denise Loponen Mejia & Viktoria Mirkovic Problem: How has GDPR affected companies when collecting personal data for target marketing and data mining? Purpose: The purpose of this study is to clarify the affects that GDPR has had on companies and what alterations the companies have had to make since the enforcement of the regulation regarding target marketing and data mining. Method: In this study a deductive method has been applied. Primary data has been obtained through qualitative semi-structured interviews, which were transcribed and analyzed in order to find a conclusion. Conclusion: The conclusion of this study shows that GDPR has had an impact on companies regarding their collection of personal data. The companies have had to change the way they have handled this in comparison to before. Furthermore, implementation of new strategies in order to be able to identify customer groups and lawfully be able to use data mining has had to be established. Moreover, the study shows that companies have had to introduce changes in order to comply with the regulation, as well as the fact that the change has been successful. / Titel: Påverkan av GDPR på företag: en studie om betydelsen av GDPR för insamling av personliga uppgifter till target marketing och data mining. Nyckelord: GDPR, target marketing, data mining. Ämne: Kandidatuppsats i företagsekonomi, inriktning internationell marknadsföring, 15 hp Författare: Denise Loponen Mejia & Viktoria Mirkovic Problemformulering: Hur har GDPR påverkat företag vid insamling av personlig data till target marketing och data mining? Syfte: Syftet med denna studie är att klargöra hur införandet av GDPR har påverkat företag och vilka ändringar de har varit tvungna till att införa vid insamling av personliga uppgifter till target marketing och data mining. Metod: I denna studie har en deduktiv metod tillämpats. Primärdata har nhämtats genom kvalitativa semi-strukturerade intervjuer, vilka sedan transkriberat och analyseras i syfte att finna ett svar på frågeställningen. Slutsats: Resultatet av denna studie påvisar att GDPR har haft en påverkan på hur företag hanterar insamling och hantering av personlig data. De har blivit tvungna till att förändra sättet de hanterar detta på. Även implementering av nya strategier för att kunna identifiera kundgrupper och lagligt använda data mining har krävts. Vidare visar resultatet att samtliga företag har fått införa förändringar för att efterfölja den nya regleringen, samt att den har varit framgångsrik.
The profile of Taiwanese adult Generation Y internet shoppers and its application to business marketing strategies /Liang, Danna. Unknown Date (has links)
Generation Y (born between 1978 and 1995) has tremendous buying power and represents the future markets for most e-commerce Websites and companies. All online businesses should try to attract them and keep them as returning customers. Although former research findings distinguished Internet shoppers from the non-shoppers within the Internet user population, they did not focus on the characteristics of Internet shoppers and non-shoppers in specific market segments, especially in generations Y. In addition, studies on Taiwanese generation Y's profile and buying behaviours were not many either. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2006.
Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /Carmichael, Pamela L. January 2004 (has links)
Thesis (M.S.)--Rochester Institute of Technology, 2004. / Typescript. Includes bibliographical references (leaves 39-41).
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