Millennials are the largest generation in history and are frequently the targets of major marketing campaigns. However, no current research exists that focuses on Millennials' brand related communication habits. Focus groups with 50 college students were used to study the brand related communication habits of Millennials. Focus group data indicate that face-to-face communication is preferred by Millennials when communicating about brands and products; however, participants noted an increased use of digital communication (text messages, instant messages, social networks) when communicating a negative brand experience. Price, family tradition, and product type were found to have the biggest influence over what types of messages were communicated and with whom they were communicated.

The process to identify and describe target markets can be challenging for marketers due to the complexity of B2B markets and industrial products. This case-based study aims to bridge the gap between theory and praxis by developing a process to determine target markets for Siemens SIMATIC controllers, which are highly technological products designed for process control and used in industrial applications. The author conducted a literature review to investigate the current understanding of B2B market segmentation and target marketing and collected qualitative data from Siemens. This study defines segmentation variables leveraging segmentation models as a foundation to build and describe customer clusters. Next, target markets for SIMATIC controllers, focused on redundant systems, are selected and mapped. On that basis, the author derives a process for reviewing and defining target markets for the existing controller portfolio and future product launches.

Small and medium-sized enterprises (SMEs) account for 92% of all Ghana firms, providing 60% of citizens' employment and contributing about 70% of Ghana's income from gross domestic products. Within the first 5 years of operation, 40% of new businesses fail. The purpose of this multiple case study was to explore strategies used by Ghanaian SME manufacturing leaders in the fruit industry to sustain business for longer than 5 years of operation. The conceptual framework for this study was open systems theory and complexity theory. The population for this study was 5 Ghanaian SME manufacturing business leaders in the fruit industry who maintained their businesses longer than 5 years of operation. The data sources were semistructured face-to-face interviews, interview notes, and the organizations' manuals for standard operations. Data collected were transcribed, member checked, analytically coded, and analyzed using Yin's 5-stage method of qualitative data analysis. Four themes emerged: training and capacity building, the need for good equipment and good packaging, the availability of working capital, and the need for target marketing. The implications of this study for positive social change include lowering high unemployment, alleviating poverty, supporting community development, and enhancing economic growth in the country.

Today's children are a multi-billion dollar consumer market that not only has the power to spend their own money but directly influences the spending for household consumer purchases. They present an extremely healthy and potentially long term wealthy consumer market for marketers to target and reap the benefits from their loyalty. However, the area of young children's consumer behaviour is significantly under researched. Very little is known about how young children develop preferences, make brand choices, and develop equity towards a brand. This study investigates the brand knowledge elements associated with brand preference and brand equity for young children. An experimental procedure was employed utilising personal interviews and collecting data from five Australian Day Care facilities and four Australian Community Pre-school Centres. The respondents were three and four year old children, who performed a game involving questions about fast food brands. The hypotheses explored various aspects of brand knowledge (e.g., brand awareness) and, their influence on the child's initial preference between fast food choices (brand preference), and their loyalty when tempted by a toy and their second choice (brand equity). The study's analysis was divided into two parts. The first part determined whether there were any significant differences evident between three and four year old children in relation to the effect of brand awareness, affect toward, and brand image in brand preference and brand equity using chi-square analyses. The second part of the analysis employed binary logistic regression analyses to determine which elements of brand knowledge influenced a child's brand preference and brand equity regarding fast foods. 2 The study found there were no major differences between a three year old and a four year old in relation to the influences of brand awareness, affect toward, and brand image in brand preference or brand equity. The binary logistic regression analysis found that brand images provided the greatest effect in explaining and predicting brand preference and provided a contributing influence in brand equity. Brand awareness was found to provide the second greatest effect on brand preference and the greatest effect on brand equity, and affect towards the brand or main menu item provided the least amount of effect in explaining and predicting brand preference and brand equity for 3 and 4 year old children. The research also comments on the use of a toy as a marketing tool to lure children to a brand and provides suggestions for future research. Marketing, managerial and public policy implications are also provided.

Universiẗat, Diss.--Jena, 2004.

Thesis (Ph. D.)--University of Texas at Austin, 2008. / Vita. Includes bibliographical references.

Main goal of diploma thesis is to show senior segment as potencial lucrative market

This study investigates the ways in which advertisers employ acculturation and intercultural communication tactics when targeting advertising campaigns to Hispanic consumers. The study focused on three research questions regarding (1) how advertisers adapt marketing plans to account for the differences in the dominant Hispanic subgroups, (2) the role of the target audience's level of acculturation on the planning of an advertising campaign, and (3) how advertisers employ accommodation strategies when constructing advertising messages for Hispanics. The study utilized personal interviews with eight advertising professionals from various markets across the country to answer the research questions. The results of the study indicated that (1) advertisers frequently rely on similarities among the various Hispanic groups when planning advertising campaigns, (2) a Pan-Hispanic approach is used in the language of many advertising campaigns that target Hispanics, and (3) advertisers seek to formulate messages that resonate with Hispanics based on knowledge of the target audience's values and beliefs.

Prior research has shown that both lead users and opinion leaders may propel the diffusion of innovation. This raises the question of whether lead users and opinion leaders are positioned similarly in social networks, which we address using a sample of 23 school classes consisting of 537 children. Research among children is very scarce in this particular domain. Our statistical analyses based on hierarchical linear modeling reveal two general results: first, lead users among children appear to possess a variety of links between clusters; second, opinion leaders are locally positioned within clusters of children and have many direct links. (authors' abstract)

行動電話早已成為大多數人日常生活中的必需品。在台灣，幾年前行動電話普及率便已超過100％，手機市場是一個非常成熟和相當競爭的市場。手機供應商在市場上提供不同平台（作業系統）產品，來滿足消費者的需求和與其他手機製造商競爭。任何新的公司誰想要進入這個飽和的手機市場，並與其他供應商競爭，將是一個很大的挑戰。 ABC是一個國外品牌的手機供應商，自行開發Windows Mobile平台的手機產品在世界很多地區和國家行銷多年。該公司決定進入台灣市場，第一階段選定一款PDA手機作為進入市場的先驅產品。這項研究的目的是想要瞭解這一外國品牌如何來進入這個成熟的市場，研究者將運用一般行銷人員廣泛採用的行銷計劃相關過程，來進行分析與建議。 這個新品牌理想的行銷策略是什麼？如何區分市場和選定目標市場？什麼樣的定位最適合這的產品？要找什麼樣的銷售管道？研究者在做了相關的分析包含消費者分析、競爭者分析、SWOT分析和STP分析後，建議此新品牌應該在較小市場採取”焦點差異”策略的目標行銷、只選定兩個市場、並定位該研究產品為商業人士的手機。研究者也依據所建議的策略和STP結果，提供行銷4P的作法。希望這些建議可作為該新品牌規劃行銷計畫的參考。除此，這份研究也可做為其他任何對於在台灣銷售行動電話業務有興趣的公司來參考。 / Mobile phone has been in our daily life for the majority of the people. In Taiwan, the penetration rate had been over 100% a few years ago. The mobile phone market is very mature and competitive. Phone suppliers in the market provide different platform (operating system) products to meet consumer needs and compete with other phone manufacturers. Any new player who wants to get into this saturated phone market and compete with other suppliers would be a big challenge. ABC is a brand phone supplier being designing Window Mobile products and selling them in many countries for years. The company decided to enter Taiwan market with a selected PDA phone for the first phase of the entry. This study is aimed to realize how this foreign brand can penetrate into this mature market by going through most of the processes of preparing a marketing plan which is widely used by markers. What strategy is ideal for this new brand to adopt? What segments should be targeted and how the brand should position the studied product? What channel partner should be considered? After going through customer analysis, competitor analysis, SWOT analysis, and STP process, the researcher suggested this new brand pursue “differentiation focus” strategy to differentiate the studied product with competing products in a narrower market, target only two selected segments, and position the studied product as a business user device. The researcher also suggested suitable marketing mix based on the recommended strategy and STP to penetrate this market. This study result can be a good reference to the new brand company and any other companies who might be interested in the same business in the industry.