...Wong, V. (2011) Marketing – Grundlage des Marketing; 5. Aktualisierte Auflage; München (2011) Arouri, M.; Jawadi, F.; Nguyen, D.(2010) The Dynamics of Emerging Stock Markets: Empirical Assessments and Implications; 1. Auflage; Heidelberg (2010) Bleischwitz, R.; Welfens, P; Zhang, Z..(2011) International Economies of Resource Efficiency.Eco-Innovation Policies for a Green Economy; 1.Auflage; Heidelberg (2011) Burgress, S.; Steenkamp, J. (2006) Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing; 23; p. 337- 356 (2006) Cassia, F.;Magno, F. (2010) Marketing issues for business-to-business firms entering emerging markets: an investigation among Italian companies in Eastern Europe (2010) IV Dawar, N.; Chattopadhyay, A. (2000) Rethinking Marketing Programs for Emerging Markets; Ontario (2000) Homburg, C.; Krohmer, H. (2009) Marketingmanagement. Strategie – Instrumente - Umsetzung – Unternehmensführung; 3. Auflage; Wiesbaden (2009) Jansson, H. (2008) International Business Strategy in Emerging Country Markets; The Institutional Nework Approach; 1.Auflage; Massachussets (2008) Jizhong, W.; Lishuai, Y. (2007) Organization Analysis of Chinese Bier Industry; HLJ Foreign Economic Relation & Trade No. 151; p. 83-84 (2007) Keegan, W. J.; Schlegelmilch, B. B.; Stöttinger, B. (2002) Globales Marketing...
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...werden können.Die Erstellung und der Konsum der Leistung erfolgt zeitgleich, so dass nicht abgesetzte Leistungen unmittelbar in ihrem Wert verfallen (z.B. nicht ausgebuchtes Hotelzimmer). Insbesondere muss im Destinationsmarketing ein spezielles Image für die Region transportiert und aufgebaut werden sowie Qualitäts- und Erlebnisorientierung realisiert werden. * Definition Tourismusmarketing: Alle ziel- und wettbewerbsorientierten Maßnahmen von Tourismusunternehmen und Tourismusorganisationen, um gegenwärtige und zukünftige Kundenpotenziale unter Einsatz planender, steuernder, koordinierender und kontrollierender (formale Seite) sowie marketingpolitischer Instrumente (materielle Seite) auszuschöpfen. Besonderheiten des touristischen Marketing sind angebotsseitig das Werben mit immateriellen und i.d.R. hochemotionalen Dienstleistungsprodukten sowie nachfrageseitig zunehmend 'hybride' Kaufverhalten mit einer Vielzahl differenter Reisearten. * Die Tourismus- und Freizeitindustrie gehört zu einem der boomenden Wirtschaftszweige weltweit, in der insgesamt weltweit ca. 100 Millionen Menschen arbeiten. In Zeiten einer fortschreitenden Globalisierung wird der Bedarf nach maßgefertigten Reiseangeboten für Unternehmen immer größer, um z.B. die Arbeitszeit international operierender Mitarbeiter optimal zu nutzen. Zudem werden auch die Anforderungen der Verbraucher an einen Privaturlaub immer größer. Nicht nur das wachsende ökologische Bewusstsein führt daher zu zahlreichen Innovationen...
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...Zusammenfassung Digitale Medien I. Herausforderungen und Grundlagen des Managements von digitalen Medien 1. Audiovisuelle Medien und Digitalisierung a. Medien b. Medienwandel c. Digitale Medien 2. Mediendienste und digitaler Content d. Content und Assets e. Mediale Angebote und Zielgruppen 3. Akteure des TIME-Sektors und Vernetzung f. Ökonomie der Aufmerksamkeit 4. Übungsaufgaben II. Redaktions- und Contentmanagement 1. Grundlagen des Redaktions- und Contentmanagements a. Definitionen b. Ziele c. Strategisches und operatives Contentmanagement 2. Aufgaben des Content managements d. Content-Syndication e. Entstehung von Content f. Aufbereitung von Content g. Distribution von Content h. Verwertung von Content 3. Aufgaben des Redaktionsmanagements i. Qualitätsmanagement j. Redaktionsmarketing und Personalmanagement k. Kostenmanagement und Technikmanagement l. Entwicklungen im Redaktionsmanagement 4. Grenzen des Redaktions- und Contentmanagements 5. Integriertes Contentmanagement 6. Übungsaufgaben III. Mediale Wertschöpfung im digitalen Zeitalter 1. Wertschöpfungskonzepte a. Wertschöpfung b. Wertschöpfungskonfigurationen i. Wertkette ii. Wertshop iii. Wertnetzwerk c. Value-in-Context 2. Wertschöpfung von digitalen Medien ...
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...Universität St. Gallen Das sozialpsychologische Phänomen TPE bei politischen Werbeplakaten Céline Stalder Wybergstrasse 45 8542 Wiesendangen Matrikelnummer: 14-609-689 Tel.: 0793986728 celine.stalder@student.unisg.ch Einführung ins wissenschaftliche Schreiben Übungsleiterin: Angela Eicher Abgabedatum: 10.11.2014 Abstract Mithilfe des sozialpsychologischen Phänomens „the third-‐person-‐effect“ (TPE) wird im Rahmen dieser Arbeit das Medium „Werbeplakat“ an der Massenein-‐ wanderungsinitiative untersucht. Nachdem Davison (1983) diese Theorie erstmals niedergeschrieben hat, befassen sich aktuelle Studien hauptsächlich mit den Rahmenbedingungen und den unterschiedlichen Ausprägungen des TPE. Anhand von einer Umfrage konnte in dieser Arbeit festgestellt werden, dass 70% der Befragten tatsächlich bei politischen Werbeplakaten – wie es der TPE prophezeit – den Einfluss der Massenmedien auf sich selbst gegenüber Dritten unterschätzen. I. Inhaltsverzeichnis...
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...Rambau, Kristina Hennes & Mauritz: Analysis of the strategic position in marketing terms Seminar paper Document Nr. V101131 http://www.grin.com/ ISBN 978-3-638-99552-8 9 783638 995528 Assignment: BS307 Semester A Year 2000/2001 “Hennes & Mauritz – Analysis of the strategic position in marketing terms” Module: Strategic Marketing Module Tutor: John Batten University Identification Number: 00054801 Scheme: BA (Hons) Marketing Strategic Marketing University Identification Number: 00054801 1 Introduction The first “Hennes” store, a women’s clothes store, was opened in Vastaras, Sweden, in September 1947 by its founder Erling Persson. After expanding to Stockholm, Persson bought a hunting and gun store in 1968, where he sold men’s clothes and which he called “Mauritz”. The new company “Hennes & Mauritz” (H&M), which is Swedish for “Hers & His”, was born. Today H&M is one of the most successful clothing retailers in Europe. It sells around 400 million garments a year and has 620 stores in 14 countries. In April 2000 H&M started going global by successfully expanding to the United States, with its first shop on the Fifth Avenue in New York. The company does not manufacture itself but works together with approximately 900 suppliers in Europe and Asia. To supervise this production H&M maintains twenty production offices around the world. Around 26500 employees are working for H&M in these days, most of them in one of the shops. The overall turnover of the...
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...Term paper in Service Management Revenue Management: does it work for event providers? Contents 1 Introduction 1 2 Theory 1 2.1 Definition 1 2.1.1 Literature Review 2 2.1.2 Working Definition of Revenue Management 3 2.2 Criteria for Applications 3 2.3 Implementation of Revenue Management 5 2.3.1 Objectives for Establishing Prices 5 2.3.2 Pricing Strategy 5 2.4 Methods of Revenue Management 6 2.4.1 Price Discrimination 6 2.4.2 Capacity Control 8 2.4.3 Overbooking 9 2.4.4 Dynamic Pricing 9 3 Case „Theater Hagen“ 10 3.1 Review of the criteria for application 10 3.2 Description of used methods 11 4 Conclusion 13 5 Reference 14 List of figures 1.1 Interdependence between criteria....................................................................4 1.2 Criteria for market segmentation.....................................................................7 1.3 Theatre hall plan...............................................................................................11 1.4 Pricing table......................................................................................................12 Introduction Revenue Management is pioneered by American airlines and is in practice since the “Airline-Deregulation-Act” from 1978. Since this act the airlines are free to set their prices the way they want to. Most of the airlines used this new opportunity to take advantage of their customer’s different levels of price...
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...development. This approach we term “Community Based Innovation.” The Audi case illustrates the applicability of the method and underscores the innovative capability of consumers encountered in virtual communities. Keywords Online communities . User innovations . New product development . Virtual customer integration Customers’ wants and their acquired knowledge through the actual use of products make them an essential external resource for new product development (NPD) [12, 13, 37, 47, 65, 57, 71]. Some customers are not only knowledgeable but also able to develop their own new products [22, 50, 58, 67, 69]. Such innovative customers can be found in online communities J. F¨ ller u University of Innsbruck, Department of Value-Process Management, Marketing Group, Universit¨ tsstr. 15, 6020 Innsbruck, Austria a e-mail: johann.fueller@hyve.de M. Bartl Otto Beisheim Graduate School of Management (WHU), Chair for Technology and Innovation Management e-mail: mbartl@whu.edu H. Ernst Otto Beisheim Graduate School of Management (WHU), Head of the Chair for Technology and...
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...Identity based views of the corporation Insights from corporate identity, organisational identity, social identity, visual identity, corporate brand identity and corporate image Abstract Purpose – The purpose of this paper is to consider advances in corporate identity scholarship on the occasion of the tenth anniversary of the first special edition of corporate identity to appear in the European Journal of Marketing in 1997. Design/methodology/approach – The paper takes the form of a literature review. Findings – The notion of, what can be termed, “identity-based views of the corporation” is introduced. Each of the ten identity based perspectives that inform the above are underpinned by a critically important question which is believed to be of considerable saliency to marketing scholars and policy advisors alike. As a precursor to an exposition of these ten perspectives, the paper discusses five principal schools of thought relating to identity and identification ((the quindrivium) which can be characterised as: corporate identity (the identity of the organisation); communicated corporate identification (identification from the organisation); stakeholder corporate identification (an individual, or stakeholder group’s, identification with the organisation); stakeholder cultural identification (an individual, or stakeholder group’s, identification to a corporate culture); and envisioned identities and identifications (this is a broad category and relates to how an organisation, or group...
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...The Role of Intermediaries in Electronic Marketplaces: Assessing Alternative Hypotheses for the Future George M. Giaglis1 , Stefan Klein2 and Robert M. O’Keefe 1 1 Department of Information Systems and Computing, Brunel University, Uxbridge, UK 2 Institute for Information Systems, University of Munster, Germany Abstract Early research in electronic markets seemed to suggest that E -Commerce transactions would result in decreased costs for buyers and sellers alike, and would therefore ultimately lead to the elimination of intermediaries from electronic value chains. However, a careful analysis of the structure and functions of electronic marketplaces reveals a different picture. Intermediaries provide many value-adding functions that cannot be easily substituted or ‘internalised’ through direct supplier-buyer dealings, and hence mediating parties may continue to play a significant role even in the E-Commerce world. In this paper we provide an analysis of the potential roles of intermediaries in electronic markets and we articulate a number of hypotheses for the future of intermediation in such markets. Three main scenarios are discussed: the disintermediation scenario where market dynamics will favour direct buyer-seller transactions, the reintermediation scenario where traditional intermediaries will be forced to differentiate themselves and re emerge in the electronic marketplace, and the cybermediation scenario where wholly new markets for intermediaries will be...
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...Masarykova univerzita Ekonomicko-správní fakulta Studijní obor: Podnikové hospodářství MARKETING RESEARCH Diplomová práca Vedoucí diplomové práce: Ing. Klára KAŠPAROVÁ Autor: Eva PEŠLOVÁ Brno, duben 2007 Masarykova univerzita Ekonomicko-správní fakulta Katedra podnikového hospodářství Akademický rok 2006/2007 ZADÁNÍ DIPLOMOVÉ PRÁCE Pro: Obor: P E Š L O V Á Eva Podnikové hospodářství Název tématu: Marketingový výzkum Marketing research Zásady pro vypracování Problémová oblast: Marketingový výzkum. Cíl práce: Analýza trhu, popř. trhů pro uvedení produktu na trh. Postup práce: V teoretické části se bude autorka věnovat problematice výzkumu trhu a jeho jednotlivým metodám a technikám relevantním pro tento typ výzkumu. V praktické části bude analyzovat zvolený trh, popř. zvolené trhy, formuluje doporučení pro tvorbu daného produktu a provede ekonomické vyhodnocení jeho zavedení. Použité metody: Analýza sekundárních dat, dedukce, deskripce, komparace, relevantní matematicko-statistické metody. Rozsah grafických prací: Rozsah práce bez příloh: předpoklad cca 15 tabulek a grafů 60 – 70 stran Seznam odborné literatury: BOLDIŠ, P. Bibliografické citace dokumentu podle ČSN ISO 690 a ČSN ISO 690-2 (01 0197): Část 1 – Citace: metodika a obecná pravidla. Verze 3.2 [online]. 1999–2002. Poslední aktualizace 2002-09-03. Dostupné na World Wide Web: HENDL, J. Kvalitativní výzkum – základní metody a aplikace. 1. vyd. Praha : Portál, 2005. 408...
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...Executive Summary Megatrends affect the whole economy over years. In 2014, the new business of streaming started in Europe. People get the chance to influence their own televi-sion program. Most TVs have the ability to install applications, like Netflix. Older screens can be updated by a small hardware player to get this capability. Usually living room video entertainment is done by traditional companies like the RTL group. The customer can switch the channels, but is not able to choose his program by a remote click. Netflix is the pioneer and market leader in the US in streaming and offers shows and movies by video on demand. New streaming companies will mix up the tradi-tional market. A kind of quantum leap infects the television screen. The conver-gence of technologies combines an internet stream on the classic television. Traditional companies, like RTL, should consider following a different another strategic management course than for example Netflix. This assignment analyzes the streaming market, the forces, threats and opportu-nities as a Macro Environment Analysis. It’s a fast growing business and has a huge potential. The company Netflix is screened by a Micro Environment Analysis to show their portfolio and key figures. In the targeting and positioning part, a possible way of a strategic corporate management is developed, by references on the analysis of Porter’s three generic strategies, Ansoff and Mintzberg. For the final conclusion the current strategy...
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...Ingredient Branding Philip Kotler· Waldemar Pfoertsch Ingredient Branding Making the Invisible Visible Professor Philip Kotler Kellogg Graduate School of Management Northwestern University Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Professor Waldemar Pfoertsch China Europe International Business School 699 Hongfeng Rd. Shanghai 201206, China wap@ceibs.edu e-ISBN 978-3-642-04214-0 ISBN 978-3-642-04213-3 DOI 10.1007/978-3-642-04214-0 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010926489 © Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Germany Printed...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...Analyse des Marktes von Tierschutzvereine/-heime: Eine qualitative Studie der Beschreibung von Tierdienstleistungen und Identifikation von Kundentypen Wissenschaftliche Arbeit zur Erreichung des Grades Bachelor of Arts ZUSAMMENFASSUNG DER ARBEIT Der Markt für Tierdienstleistungen von Tierschutzvereinen/-heimen ist unerforscht. Ebenso existieren keine Forschungsergebnisse über das Kundensegment des Zielmarktes von Tierschutzdienstleistungen. Die Arbeit „Analyse des Marktes von Tierschutzvereine/heime und deren Tierdienstleistungen“ legt daher einen besonderen Schwerpunkt auf die Identifizierung von Kundentypen und stellt wichtige Informationen für das Geschäftsmodell des Dienstleisters dar. Die Forschungslücken werden zum einen durch eine Marktanalyse für das Dienstleistungsangebot von Tierschutzvereinen/-heimen geschlossen. Zum anderen werden die Kundentypen durch eine qualitative Interviewstudie und einem induktiv entwickelten Kategoriensystem identifiziert. Insgesamt sind nur drei der sieben bestimmten Kundentypen lukrativ für das Geschäftsmodell des Dienstleisters. Die Kundentypen der bisherigen Forschung bilden in dieser Arbeit lediglich Idealtypen ab. Es bedarf einer feineren Analyse. Diese sollen Aspekte der eigenen Persönlichkeit sowie demographische, geographische und biographische Faktoren berücksichtigen, um die Facetten eines Typen einheitlich zu erfassen. 1 EINLEITUNG UND PROBLEMSTELLUNG Bisher ist wenig bekannt über die Marktstrukturen und dem Dienstleistungsangebot...
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...www.ccsenet.org/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 The Influence of Brand Loyalty on Cosmetics Buying Behavior of UAE Female Consumers Dr. Hamza Salim Khraim Marketing Department, Faculty of Business Middle East University, Amman, Jordan E-mail: hkhraim@meu.edu.jo Received: January 24, 2011 Abstract The worldwide annual expenditures for cosmetics is estimated at U.S. $18 billion, and many players in the field are competing aggressively to capture more and more markets. The purpose of this article is to investigate the influence of brand loyalty on cosmetics buying behavior of female consumers in the Emirate of Abu Dhabi in the UAE. The seven factors of brand loyalty are brand name, product quality, price, design, promotion, service quality and store environment. Questionnaires were distributed and self-administered to 382 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, design, promotion, service quality and store environment) with cosmetics brand loyalty. Keywords: Female buying behavior, Brand loyalty, Cosmetics, UAE 1. Introduction The history of cosmetics spans at least 6,000 years of human history, and almost every society on earth...
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