Marketing
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Course of studies
Mobile internet and smartphones have experienced a strong growth in the past years.
Teenagers and increasingly younger children consume the mobile internet via mobile end devices, especially smartphones. Such technical innovations are commonly
accompanied by social changes that affect societal as well as individual behaviours.
For this reason, the question of how mobile internet influences and changes children’s behaviour arises. Therefore, the topic being treated in this thesis is about
“Marketing to children: Do smartphones change children’s behaviour? – An approach to children’s consumer behaviour and the ethical perspective of the economy.” The objective is to find out whether children’s behaviour is changed by mobile internet and smartphones and which marketing opportunities arise due to these changes as well as observing which marketing practices are conducted. Firstly, general consumer behaviour, its theories and tendencies as well as the consumer behaviour of children is studied. Following that, the examination of the ethical perspective of the economy including general ethics and theories are treated and marketing ethics as well as answers to ethical issues that arise in business are scrutinised. Basic facts of marketing aimed at children practiced by the media as well as the neurological perspective and ethics of marketing directly to children is investigated. To get more
evidence of changes in children’s behaviour due to mobile internet and smartphones a practical experiment in the sports field is conducted to find out whether
smartphones lead to a lack of concentration during training.
As a result, the literature review confirms that mobile internet and smartphones lead to social changes and to changes in children’s behaviour such as variances in their
communicative, consummative and social behaviour which present new opportunities for modern mobile marketing practices. The hypotheses of the experiment that
smartphones lead to a lack of concentration could not be validated. Relating to the measurements, concentration under smartphone presence was higher than without it.
From an ethical perspective it is critical to use (mobile) marketing opportunities for targeting children as their brains are still in development and they are not able to
identify the intentions of marketing.
This thesis is based upon an interest in the field of neuromarketing and a desire to depict which is the most advisable strategy to implement in a situation, where there is a potential introduction of a methodology coming from that field in a new / foreign market. Special emphasis is put on the market entry strategy (modes of entry and marketing strategy).
At the beginning of the thesis, there is a brief inspection of the neuromarketing field according to the nowadays situation that lead to the creation of a methodology, which is called neuromerchandising®. This methodology is the competitive advantage of a German consultant company called neuromerchandisinggroup GmbH&Co.KG. With this patented methodology, this consultant company provides strategic solutions to numerous companies mainly in the field of retail.
The main purpose of the thesis is to define which are the decisions to be made while introducing this methodology to a foreign country and in particular to Greece, in order to improve the Greek retail situation.
This thesis provides an analysis of the tools necessary to speculate whether Greece is the appropriate country to introduce this methodology. After this analysis, the thesis provides solutions of the potential market entry strategy putting emphasis on the marketing strategy of introducing this methodology.
Internal documentation of this company, market reports and analyses are used to provide a professional framework of the dynamic capabilities in the venture of introducing this methodology to Greece.
In the last few years no other innovation has been able to influence the marketing environment like neuromarketing, the new science of consumer behaviour, which combines neuroscientific techniques with marketing in order to understand brain functions in terms of marketing activities. This combination helps to improve the understanding of the influence of emotions and senses on decision-making and buying-behaviour. The aim of this study is to investigate the potential and limitations of neuromarketing, by taking a close look into published data, conducted studies and expert opinions concerning this new field of science. The published data retrieved from studies using brain-imaging techniques found that emotions and human senses influence every second in human beings’ perception and that consumers are not able to decide completely economically. Nevertheless, further research is recommended in order to gain a deeper understanding of the human brain and how it conducts
decision-making processes. Additionally, consumer neuroscience has high potential to become a commonly used technique, which sustainably supports traditional
market research. Neuromarketing seems to become a promising technique to provide consumers with desired products, services, web shops and advertising
design.
The purpose of this paper is a conceptualization of the identification and motivational methods for top distributors in the Chinese market for frequency converters. An examination of the market size, participants and segments is provided. Further the benefits for the manufacturer and distributor that occurring from a partnership are elaborated on and the term top distributor is defined.
Based on marketing channel literature a conclusive multidimensional model for the top distributor selection has been developed. The basic dimensions for distributor selection were determined as Sales/Market, Product/Service and Risk/Uncertainty factors. Those dimensions are supplemented by the China specific factors Guanxi and Human Capital. With special focus been given on the aspects that businesses might encounter when operating in China the reginal factors in distributor evaluation are also being discussed.
IN order to determine the value of different rewards two surveys were conducted. For the identification of the most valuable motivators a rewards portfolio was developed and applied on the data gathered in this surveys. The rewards portfolio was based on the portfolio analysis first developed by the Boston Consulting Group. The rewards determined as most valuable from both the manufacturers and distributor sides were “additional marketing and customer acquisition support”, “extended payment terms” and “market intelligence from manufacturer”. An explanation for the importance of those rewards is additionally provided.
Modern online marketing strategies, techniques and problems - based on product ''Weddings in Bali''
(2015)
The purpose of this Bachelor-Thesis is to analyze the current situation of the company The Seven Agency in regards to the efficiency of currently used online marketing
channels to promote the website www.baliwedding.org in the international market. The conclusions were made based on results of a questionnaire which has been sent to
current and former clients of the company. Another part of this work contains research about how the company can achieve optimal results with using appropriate channels.
Both, the results of the Situation- and Target-Analysis have been compared to each other and were completed with a summary of the effectively and not effectively used
channels and a recommendation based on secondary data and literature study in order to achieve targeted results has been given.
The Bachelor-Thesis has been written in cooperation with The Seven Agency, located in Bali, Indonesia.
Living in times when the Internet and Social Media is changing customer’s behavior, Customer Relationship Managers face the question how to deal with those changes and how to optimize their strategy to remain attractive for the customers. The behavior of people is changing immensely as customers do not prefer to be influenced by companies which are pushing products and brands to them. The force and pressure of customers towards brands is rising steadily, since they expect them to actively engage with them and to offer high quality information rather than a brand who is trying to make the purchase decision for the customer. These times, ordinary customers turn into active influencer who could reach a huge number of people and potential customers and therefore influence their purchase decision. Therefore understanding the current customer behavior and the way how, when and why they make a purchase and what could influence their decision is crucial to businesses. Consequently, businesses have to start managing the complete Customer Decision Journey of each target group and customer. On this account, this Thesis will cover each step of the Customer Decision Journey – Formulation, Pre-Purchase, Purchase, and Post-Purchase - and its influence factors. Thus the key success factors will be indicated, afterwards the Thesis will continue with the concept of corporate Online Shops and Multichannel Retailing and two Case Studies will finish this paper. After a secondary research, findings show that the participation of a certain generation and culture, as well as product reviews on the Internet and Social Media peers are influencing the Customer Decision Journey tremendously. Thus, Online Shops are playing an important role in the first two stages of the Customer Journey and the second Case Study shows the importance of the post-purchase stage. On the one hand side, all those new channels that are influencing and changing the customer and his/her behavior could be a big challenge for businesses. But on the other hand, businesses could start to modify their strategy and approach towards its customers, make use of new possibilities the Internet is offering and start creating a positive, memorable and shareable customer experience.
The following thesis aims at analyzing the development of media in travel planning and the role of Google.
The theoretical part of this thesis deals with the media used and their evolution and impact in travel planning. Due to tools like Google Maps, Google Hotel Finder and Google Flight Search the company has enormous opportunities to step further into the online travel market. If the European Parliament does not restrain Googles power, it is likely to extend its current position as an uncontested market leader in search engine marketing even further, leading to a monopoly in online travel planning. The vast impact of Google in travel planning is tested and proven by the advertising spending of the Danish holiday house portal Cofman A/S and a survey among newsletter subscribers of this company in the practical part.
Die nachfolgende Arbeit befasst sich mit der Ausarbeitung eines Marketingkonzeptes für das Start-up Unternehmen THE EARTHBAG, mit Ausrichtung auf den deutschen Markt.
Die Bedeutung der Arbeit liegt in der Etablierung des jungen Unternehmens auf dem deutschen Markt sowie in der Steigerung des Verkaufs. Um diese Ziele zu erreichen, wird das Unternehmen in einer internen Situationsanalyse und dessen Konkurrenten in einer externen Marktanalyse untersucht. Weitere Informationen werden im Rahmen einer Online-Umfrage gesammelt. Anschließend wird eine Marketingstrategie anhand aller ausgewerteten Ergebnisse abgeleitet, welche mit Hilfe konkreter Maßnahmen imple-mentiert werden soll. Ein Mangel an Markterfahrung sowie eine finanzielle Einschränkung stellen Herausforderungen für diese Arbeit dar. Dennoch wird mit entsprechender Fachliteratur zum Thema Marketing sowie internen Informationen von THE EARTHBAG ein Marketingkonzept erarbeitet.
In this thesis, the author researches the topic of global Scotch whisky marketing strategies and adapted strategies for the emerging markets in Asia, using the example of Johnnie Walker and Chivas Regal. Scotch whisky has become a truly international spirit, with a growing demand coming from the emerging markets of Asia. The multinational players in the Scotch whisky industry soon recognized the need to adapt their marketing strategies for the Asian markets in order to gain a foothold and survive in the highly competitive spirit market. The two leading multinational Scotch whisky producers are Diageo and Pernod Ricard. They both successfully market two blended Scotch whisky brands globally, Johnnie Walker and Chivas Regal. Their current global marketing strategies for these brands are based on six key elements, which are Innovative Packaging, Responsibility/Consideration of Social Aspects/Care about Society, Strategic Sponsorships/Partnerships, Celebrity Branding, Digital Marketing/ Social Media Engagement, and Experiential Marketing /Physical Spaces. The marketing actions of Johnnie Walker and Chivas Regal in Asian markets have four elements in common, which can be seen as key success factors for a successful marketing strategy in Asian markets: tell sophisticated Brand Stories in an authentic, inspiring and emotional connecting way; use Digital Content and interactive platforms, like Social Media, to engage with Asian consumers; create rich brand experiences with Physical Spaces, and use the power of Influencers to inspire and communicate brand content.
City branding
(2015)
The subject of this Bachelor thesis is based on place branding. The goal is to show its evolution since its creation until today and to analyze its importance nowadays. Our work focus mainly on four aspects of place branding, namely sense of place, identity of a place, stakeholders and communication. Sense of place helps to create meanings and attachment to the place. Identity of a place is mostly created by the different people living there and is very important to build a successful brand. Stakeholders are fundamental to place branding and it is very important to recognize the right groups of stakeholders to involve in the branding process, especially local people. Communication is a big part of place branding and has to be managed in an adapted way. The growing evolution of online branding has to be taken into account and managed closely. Word of mouth is a very efficient and powerful way of communication and it should not be neglected when creating a city brand. All these elements are being studied through the example of Strasbourg’s city branding, “Strasbourg, the Europtimist”. We see that the city is ignoring some of the elements mentioned above and could improve its city branding by applying these aspects more carefully. The Bachelor thesis then analyses the success of one of Strasbourg’s sub-brands: “Strasbourg, Capital of Christmas”. Through its analysis, we demonstrate that the key success factors of this event are based on the involvement of the right groups of stakeholders, a strong identity of place, the creation of meanings to the place and a powerful word of mouth. Recommendations are then made to improve the branding of “Strasbourg, the Europtimist”, based on the successful branding of “Strasbourg, Capital of Christmas”.