Ecommerce sales were expected to increase to $4.8 trillion dollars in 2021 for online retailers in the United States. Behavioral marketers increase sales and revenue by targeting potential customers based on the use of ecommerce consumers' personal information. This correlational research study was framed with the theory of planned behavior. The participants were behavioral marketers based in the United States who completed an online survey. The data were analyzed using multiple regressions and analysis of variance analyses to answer the research question. The results of the analysis answered the research question regarding the correlation between behavioral marketer's attitudes, social norms, and perceived behavioral control (PBC), especially concerning the collection of ecommerce consumers' personal information. The results of the analyses indicated attitude is a strong predictor for behavior intention, as indicated by a positive correlation. The ρ value was greater than .05; therefore, the null hypothesis was rejected. The social norms and PBC variables were not significant. Social norms resulted in F (14,18) = 2.298, ρ = .026. The p value is less than .05; therefore, the null hypothesis was accepted. PBC results were F (78,5) = 4.263, ρ = .048. The p value was less than .05; therefore, the null hypothesis was accepted. The findings showed that behavioral marketers have a strong correlation between their attitude and intention to protect ecommerce privacy. Behavioral managers might benefit from this study and contribute to social change by taking the lead in their organizations to change data collection methods to reduce the number of security breaches.

The thesis is firstly focused on television broadcasting. The author briefly describes the development of television broadcasting and the market specifics of TV stations. Then he describes the operation as well as financing issues of TV stations. The commercial broadcasters are dependent on revenues from advertising, so this issue is appropriately emphasized in the thesis. Then the thesis deals with targeted advertising on television from the perspective of advertisers. It describes their approach to targeted marketing, the criteria for selecting appropriate media for advertising message, suitable television channel, programme and type of advertising message. Describes the electronic audience measurement which helps to position the TV ads properly. Author also proposes the use of viewer satisfaction surveys for more effective positioning of TV ads. The last part is devoted to research of targeted advertising on TV Barrandov and observes if it is possible to place the TV spots properly according to the selected target group.

To date, the collection of comprehensive household travel data has been a challenge for most metropolitan planning organizations (MPOs) and state departments of transportation (DOTs) due mainly to high costs. Urban population growth, the expansion of metropolitan regions, and the general unwillingness of the public to complete surveys conflict with limited public funds. The purpose of this research is to leverage targeted marketing data, sometimes referred to as consumer data or just simply marketing data, for travel demand modeling applications. This research reveals a first step in exploring the use of targeted marketing data for representing population characteristics of a region. Four studies were completed: an aggregate validation, a household-level validation for hard-to-reach population groups, an airport passenger model, and a residential location choice model. The two validation studies of this work suggest that targeted marketing data are similar to U.S. Census data at small geographic levels for basic demographic and socioeconomic information. The studies also suggest that the existing coverage errors are at least similar, if not lower than, the levels of those in household travel surveys used today to build travel demand models. The two application studies of this work highlight the benefits of the targeted marketing data over traditional household travel surveys and U.S. Census data particularly well, including the additional behavioral information available at the household-level and the very large sample sizes. These results suggest that the combination of targeted marketing data with other third-party and non-traditional data could be particularly powerful. It offers tremendous opportunities to enhance, or even transform, existing travel demand modeling systems and data collection practices. Inexpensive, up-to-date, and detailed data would allow researchers and decision-makers alike to better understand travel behavior and to be more equipped to make important transportation-related decisions that affect our lives each day.

This master thesis "Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors" consists of two major parts -- practical and theoretical. In the theoretical part there are explained terms such as arts marketing, marketing mix, marketing planning, situational analysis, marketing research, visitors of cultural institutions and targeted marketing. These terms are applied on the Gallery of the Central Bohemia. The main goal for this thesis is to produce complex situational analysis of marketing of the Gallery of the Central Bohemian Region, segmentation of the visitors and from these parts target on chosen segment of visitors.

This master thesis deals with the problematics of marketing in education. It analyses and compares marketing tools used in education, methods of implementing marketing activities in secondary schools in Slovakia, it examines how schools percieves problem of school massification of the education. Thesis consists of two parts. In the first part are defined basic concepts and theoretical foundations related to marketing and to the issue of massification of education. The second one is a research. Methodology characterizes research methods, methods of selection and a description of respondents. This is followed by evaluation and presentation of results. The conclusion is the summary of point key elements and it describes and evaluates the obtained knowledge.

No description available.

Genom digitalisering av samhället och teknologins utveckling har marknadsföringsstrategier progressivt reformerats, från att uppmärksamma produkter mot konsumenten till att istället sätta konsumenten i fokus. Genom avancerade algoritmer, Business Intelligence och digitala DNA spår har det blivit möjligt att individualisera och rikta marknadsföring mot konsumentens intressen och även förutse individens konsumentbeteende. Samtidigt uttrycker individer ett stort värde för anonymitet och integritet online. Trots detta fortsätter konsumenter att frivilligt att lämna sin persondata, främst via olika kundklubbar, internet och sociala medier. Detta beteende påvisar en så kallad “privacy paradox”. Privacy paradox syftar på medvetenhet och oro kring utgivandet av persondata samtidigt som man agerar annorlunda. Avsikten med denna studie var att utforska om fenomenet privacy paradox existerar inom svenska konsumenters handlingar och konsumentens medvetenhet kring användning av personlig data för riktad marknadsföring online. Det empiriska materialet i denna studie består av semi-strukturerade intervjuer med sju olika respondenter gällande deras medvetenhet, tillit och integritet online. Resultatet analyserades med hjälp av den tematiska strategin för att lättare identifiera beetendemönster som respondenterna utgav. Slutligen besvaras fenomenet privacy paradox hos svenska konsumenter genom tre forskningsfrågor 1.​“Hur medvetna är svenska konsumenter om den information som de delar med sig av, i synnerhet inom riktad marknadsföring?” 2.​“Hur mycket värnar svenska konsumenter om sin integritet?” ​3.​“ Påvisar svenska konsumenter privacy paradox och varför?”. Majoriteten av respondenterna var medvetna om personliga uppgifter online, dock varierade medvetenheten om vad för information som fanns tillgänglig både för privata användare och verksamheter. Man sa sig även värna om sin integritet men ens handlingar stödde inte detta till fullo. Med hjälp av denna studie fann man att fenomenet privacy paradox existerar hos de svenska konsumenter som deltog under denna studie. Anledningar till dessa var bland annat att man inte vill bli exkluderad från samhället och det kognitiva förtroendet till verksamheter. Man litar på att de gör rätt för sig. Värnande om integritet visades då genom att man minskade mängden personinformation som andra privatpersoner kunde komma åt. En annan anledning som uppkom var svårigheten i att bryta vanor och beteendemönster. Därför fortsätter man agera på samma sätt som tidigare, trots ny kunskap samt GDPR. Respondenter hade olika nivåer av förståelse riktad marknadsföring. Det majoriteten inte var medvetna om var mängden av lagrad information samt hur den samlas in t.ex. genom cookies. / Through digitalisation of the society and the technological development, the marketing strategies has progressively been reformed. From mainly giving attention to the product towards the consumers to instead place the consumer in the center of attention. Subsequently advanced algorithms, Business Intelligence and digital DNA tracing has enabled individualisation and target marketing, for the interest of the consumer, this also gave access to predict consumer behaviour. Meanwhile individuals put a big value on anonymity and integrity online. Despite this consumers keep sharing their data voluntary, primarily through customer clubs, the internet and social media. This behaviour demonstrates a so called “privacy paradox”. Privacy paradox refers consumers awareness and concern about sharing personal data, while still sharing their information. The purpose of this study was to examine whether the phenomenon of privacy paradox exists in Swedish consumers actions and the consumer’s awareness of the use of personal data for targeted online marketing. The empirical material in this study exists of semi-structured interviews with 7 different respondents regarding their consciousness, trust and integrity online. The results were analyzed through the thematic strategy to easily identify behavioural patterns that the respondents showed. Lastly, the phenomenon of privacy paradox in Swedish consumers is answered through three research questions 1. ​“How aware are Swedish consumers regarding the information they share, particularly in target marketing? ​2. ​“How much does the Swedish consumer care about their integrity?” ​3. ​“Does the Swedish consumer show privacy paradox and why?”. The majority of the respondents were aware that personal information exists online. The awareness regarding what kind of information that is available for both private users and organisations varied. While respondents mentioned that they want to protect their privacy, their actions proved otherwise. With the help of this study, we could conclude that the phenomenon named privacy paradox exists through the information gathered from the swedish consumers that participated in this study. Reasons being the willingness to not be excluded from society and the cognitive trust towards organizations. You trust that they do the right thing. Respondents protected privacy by reducing the amount of personal information other individuals could access. Another reason that was brought up was the difficulty in changing habits and behaviour. Therefore respondents continued doing the same things as before, despite new knowledge and GDPR. Respondents showed different levels of understanding regarding targeted marketing. However the majority was not aware of the amount of stored information and how it is collected, for example through cookies.

Title: No thanks to unnecessary advertising! -A study on targeted marketing via Big Data in a consumer perspective Authors: Ricky Carlsson and Alexander Vilhelmsson Supervisor: Anders Parment Key words: Targeted marketing, Big Data, Customer segmentation, Buying process, Integrity concern, Customer relationship management, Marketing communication, Strategic management, Big Data management, Online Behavioural Targeting Introduction: In a world that is globalizing and where digital development is advancing, companies have had to adapt. In recent times with the increasingly more digital world, technology has become an increasingly more relevant factor, not least in marketing. A digital method that has emerged is Big Data, whichmakes it possible forcompanies tocollect large amounts of information about consumers. By analysing the information extracted from Big Data, it is easier to find and understand consumers' needs and what motivates their buying process. It is important that companies analyse the information correctly so that they do not run the risk of creating negative effects from targeted marketing via Big Data. Purpose: To investigate Swedish consumers' attitudestowards targeted marketing via Big Data and to find out how companies that sell goods and services to consumers can improve their use of Big Data in targeted marketing from a consumer perspective. Method: The study is a cross-sectional study of a qualitative and quantitative nature. The qualitative empirical data consists of 11 semi-structured interviews with students in Sweden. The quantitative empirical data consists of 203 survey answers collected from consumers around Sweden. The study is based on an abductive approach and has a hermeneutic approach. Conclusion: The result of the study shows that there are both opportunities and challenges for companies when using Big Data in targeted marketing. Targeted marketing with the help of Big Data that is performed correctly should only have a positive impact on the targeted marketing and something that creates value for both the consumers and the companies, but this is not the case today. The population of the study perceives that marketing often does not match their needs; this shows that companies must become better at analysing the data. If the data extracted from Big Data is analysed in a better way, the segmentation of consumers will also be better. / Titel: Nej tack till onödig reklam! - En studie om riktad marknadsföring via Big Data i ett konsumentperspektiv. Författare: Ricky Carlsson och Alexander Vilhelmsson Handledare: Anders Parment Bakgrund: I en värld som globaliseras och där den digitala utvecklingen går framåt har företag varit tvungna att anpassa sig. På senare tid i takt med den ständigt mer digitaliserade världen har teknologi blivit en alltmer relevant faktor, inte minst inom marknadsföring. En digital metod som har vuxit fram är Big Data genom vilken företag har möjlighet att samla in stora mängder information om konsumenter. Genom att analysera informationen som utvinns från Big Data går det att lättare finna och förstå konsumenters behov och vad som motiverar deras köpprocess. Det är viktigt att företag analyserar informationen på rätt sätt för att inte löpa risken att skapa negativa effekter av den riktade marknadsföringen via Big Data. Syfte: Att undersöka svenska konsumenters attityder till riktad marknadsföring via Big Data samt ta reda på hur företag som säljer varor eller tjänster till konsumenter kan förbättra användningen av Big Data inom riktad marknadsföring utifrån ett konsumentperspektiv. Metod: Studien är en tvärsnittsstudie av kvalitativ och kvantitativ karaktär. Den kvalitativa empirin består av 11 semi-strukturerade intervjuer med studenter i Sverige. Den kvantitativa empirin består av 203 insamlade enkätsvar från konsumenter runt om i Sverige. Studien grundas i en abduktiv ansats och har ett hermeneutiskt synsätt. Slutsatser: Resultatet i studien visar på att det finns möjligheter och utmaningar för företag vid användning av Big Data inom riktad marknadsföring. En riktad marknadsföring medhjälp av Big Data som utförs på rätt sätt borde enbart ha en positiv påverkan på den riktade marknadsföringen och något som skapar värde för konsumenter och företag, men så är inte fallet idag. Då studiens population uppfattar att den riktade marknadsföringen ofta inte matchar deras behov bör företag bli bättre på att analysera data. Om data som utvinns från Big Data analyseras på ett bättre sätt kommer även segmenteringen av konsumenter att bli bättre.