The purpose of this report is to communicate the results of a marketing research on the relationship between consumers, mobile phones and mobile phone service providers in Saudi Arabia. Further this report provides the reader with a comprehensive understanding of the different usage behaviors and attitudes of mobile phone consumers in Saudi Arabia toward mobile phones in general and each service provider. It also study on the relative importance of different attributes of mobile phones and the role mobile phones play in people's life. And it also throws light on the dimensions of satisfaction and dissatisfaction with mobile phones and service providers in Saudi Arabia. Данное издание не является...

ISBN: 978-3-6393-1310-9
Издательство: Книга по требованию
Дата выхода: июль 2011

Cause-related marketing (CRM), a tool of corporate social responsibility, has grown significantly since the beginning of the 1980s. The strategy consists of a contribution to a cause through a purchase of a product/service by consumers. This book proposes a new model combining two known processing models to test the influence of gender and values on CRM message evaluations. Also, by perceiving and processing corporations' intentions as exploitative, consumers may develop resistance toward the company/brand/product and the sponsored cause. Therefore, an experiment divided in three sessions was employed, using a sample of 444 students, to examine consumers' attitudes and purchase intentions toward companies sponsoring causes. As predicted,...

ISBN: 978-3-6392-3046-8
Издательство: Книга по требованию
Дата выхода: июль 2011

The debate on the role of consumers as active or passive agents of the market system continues to preoccupy the scholarly discussions. Through a qualitative inquiry, this study explores the interagency involved in the creation of both consumer desires and fashion trends in mass consumption environments. On one hand, it points at the different forces such as the fashion institutions pushing consumers towards conformity. On the other hand, it also lays out the constraining forces behind producers’ decisions, such as the sales trends in the larger market segments and the actions of other fashion institutions. Rather than declaring one side more dominant than the other, this study shows the tensions and paradoxes created during this...

ISBN: 978-3-6391-1629-8
Издательство: Книга по требованию
Дата выхода: июль 2011

ISBN: 978-3-8383-9287-5
Издательство: Книга по требованию
Дата выхода: июль 2011

This book, Consumer Aesthetic Experience in Retail Atmospherics, suggests a way to integrate the philosophy of aesthetics into the domain of retail marketing. Realizing that research on consumer aesthetic experience must broaden into a diverse sociocultural context, this ethnographic study was conducted in a shopping mall with the goal to develop a theory that explains how a variety of consumer aesthetic experiences is formed, and what the major factors that account for this variety are. As a result, this book illustrates the four dominant categories of consumer aesthetic experiences - pure, popular, modern, and postmodern - and their unique characteristics. This study also extends our understanding of the co-creative experience of the...

ISBN: 978-3-6392-2168-8
Издательство: Книга по требованию
Дата выхода: июль 2011

Advertisements are the key to the success of marketing. Multinational companies invest lots of money in advertisements. The hardest job is done by the advertising agencies that end up with a unique and attractive ad copy. Besides, Pre-Ad Launch Researches are conducted to ensure that advertisements are effective. But sometimes advertisements do not have the desired effect. This book is the outcome of an empirical research conducted on the problem. This project is an earnest effort to suggest sure pathways for companies and advertisers in general and TV and Web Advertisers in particular. The prospective consumer is heavily dependent on the media and might remain intact if his attitude is negative towards the media selected. An advertising...

ISBN: 978-3-8383-7151-1
Издательство: Книга по требованию
Дата выхода: июль 2011

This book is about the in-depth investigation of Asian, African and Caribbean customers' attitudes towards pricing strategies used by remittance industry. Moreover, the book is mainly focus about the academically untouched "Remittance Industry" and its market leader – Western Union. The case study includes the deeply investigation about the customers attitudes towards marketing and pricing strategies of the Western Union that mainly focus Asian, African and Caribbean customers segments in UK. Well, "Customers are the King of Market". However, the company for their consumption easily influences them. Hence, Basic reasons are different. Western Union have many loyal customers, reason for loyalty is might be a different from the company...

ISBN: 978-3-8383-9594-4
Издательство: Книга по требованию
Дата выхода: июль 2011

Price promotion is a very popular and fast-growing promotional tool. In the era of decreased efficiency of mass advertising, retailers rely more and more on this promotional tool. However, research literature provides evidence that price promotions may have both positive and negative effects. Though higher discounts often result in more favorable deal evaluations, consumers’ reactions do not always follow a consistently linear path. Price promotions offering “too high” or “too low” value may adversely affect consumers’ deal evaluations. Consumers ‘penalize’ retailers they perceive to be manipulative. This book presents a comprehensive conceptual framework that incorporates an attributional perspective. The model shows the...

ISBN: 978-3-6391-5778-9
Издательство: Книга по требованию
Дата выхода: июль 2011

An advertisement can appear almost anywhere. In all developed countries, and most of the south, too, by now, there are five main media available: TV, the press, outdoor, radio and cinema. They are important in different proportions in different countries. In case of Nepal; ninety’s onwards many private medias appeared. It is known that TV is very strong and effective media in developed nations. Still 67.85% of the audience mostly watch domestic channels like, NTV, Channel Nepal, Kantipur TV, Image Channel. So the advertisers should select domestic channel to advertise the products besides other channels. Another fact is that, both urban and rural areas preferred ‘TV’ is the strong media that can provide information fast and...

ISBN: 978-3-6391-7935-4
Издательство: Книга по требованию
Дата выхода: июль 2011

An investigation of Swedish consumers’ attitudes towards differently labelled cut and processed pork. The Means-End Chain approach was used to investigate what underlie consumer decision-making process and to identify key factors that influence buying motives. The Means-End Chain model derives the connection between the product and the meaning it plays for the consumer’s life. This gives an understanding about the underlying values and objectives, which is the basis for consumers’ perception of different products, in this case pork. The model suggests a hierarchical illustration of how consumers view products and services. Three levels are used: Attributes, Consequences and Values. The approach is applied to analysis the marketing...

ISBN: 978-3-6392-0737-8
Издательство: Книга по требованию
Дата выхода: июль 2011

This book is trying to describe consumer behavior in terms of how roles in decision-making process are divided among members of households. Results are compared with stereotypes in decision-making process. Because of absence of any similar research, this book is focusing on formulating approach to this problematic. The main objective of the book is to identify and find the way how to describe process of decision making among members of household. Thus, which roles are taken by household's members towards to process of purchasing of specified consumption basket, including general products consumed by households, which were carefully chosen. It would be described how decisions among family member differ according to product categories and...

ISBN: 978-3-8383-5477-4
Издательство: Книга по требованию
Дата выхода: июль 2011

As the number of consumer boycotts grows and as local authorities recognize the economic and political impact of such activities, the multinational corporations (MNCs) and host countries begin to see the historic and cultural perspective of these events besides the conventional consumer behavior perspective. They may also be regarded as crisis-handling issues in public relations which have a considerable and far-reaching economic impacts. To enable boycotting to become less harmful, the MNCs’ management needs to understand what makes local consumers so affronted. This book offers pivotal implications for decision- makers and other managements of those western MNCs who are concerned with increasing their share of the world’s largest...

ISBN: 978-3-8383-8082-7
Издательство: Книга по требованию
Дата выхода: июль 2011

It is hard in a few paragraphs to sum up a doctoral thesis of nearly 500 pages that represents the work of several years, though it is possible to highlight the most notable aspects in scientific and technical terms, especially in the economic and social field. The specific focus of the thesis is an analysis of the effect of the currency changeover on consumer behaviour with regard to prices. As conclusions of this work we may highlight the importance and usefulness of the computer tool for simulating a virtual shopping environment in the analysis of consumer behaviour on the basis of a conceptual and applied study of how certain dimensions of perception and the decision-making process are affected by two factors. The use of the computer...

ISBN: 978-3-6391-0348-9
Издательство: Книга по требованию
Дата выхода: июль 2011

High Quality Content by WIKIPEDIA articles! High Quality Content by WIKIPEDIA articles! Context analysis is a method to analyze the environment in which a business operates. Environmental scanning mainly focuses on the macro environment of a business. But context analysis considers the entire environment of a business, its internal and external environment. This is an important aspect of business planning. One kind of context analysis, called SWOT analysis, allows the business to gain an insight into their strengths and weaknesses and also the opportunities and threats posed by the market within which they operate. The main goal of a context analysis, SWOT or otherwise, is to analyze the environment in order to develop a strategic plan...

ISBN: 978-6-1311-8497-0
Издательство: Книга по требованию
Дата выхода: июль 2011

Consumers now are connected electronically with millions of people and companies around the globe. One important market trend of E-commerce is driving advertisers to use their marketing communication activities wisely. Do consumers process information differently when the information is presented in the content class of a third-party endorsement versus advertising? Is it a desirable strategy to have all content classes 'speak with one voice?' How do factors such as product involvement, subjective knowledge and objective knowledge interact with the message consistency and inconsistency conditions to influence how consumers process product information and make purchase decisions? Based on these questions, this book examines how consumers...

ISBN: 978-3-6391-5166-4
Издательство: Книга по требованию
Дата выхода: июль 2011

The quality of advertisements and its social acceptance are two sides of the same coin. Various problems arise due to this. The dispute is not about having or not having advertisements but about quality and content of advertising art forms. Hence, need for legislation and regulation has been felt worldwide. Considering that the persuasiveness of communication can be increased dramatically by paying attention to the content, an attempt has been made to study the scenario of advertisements on Indian Television by content analysis. To substantiate the results further, the responses and reactions of viewers by consumer research has also been presented. The book tries to understand the current trend in Indian advertisements and the direction...

ISBN: 978-3-6392-2472-6
Издательство: Книга по требованию
Дата выхода: июль 2011

Farmer-owned cooperatives not only serve as a means of providing services and information to producers, but they can provide a mechanism for returning the earnings from marketing activities to producers and farm economies. Given the importance of member participation and member-management relations for the success of a cooperative, a survey was conducted in different four fruit and vegetable cooperatives of Chitwan during January-February, 2009 to assess how members perceive farmer-owned cooperatives in terms of the need for, role, and performance of a cooperative. Cooperative members' beliefs, goals, concerns, and attitudes toward their cooperative organizations were examined. Altogether eighty members from four cooperatives were...

ISBN: 978-3-8443-0754-2
Издательство: Книга по требованию
Дата выхода: июль 2011

In einer stetig „kleiner“ werdenden Welt mit zunehmend steigendem Wettbewerb ist es von grosster Bedeutung ein unverwechselbares und einzigartiges Produkt zu schaffen! Vor allem in touristischen Bereichen, in denen Produkte und Dienstleistungen austauschbar scheinen, mussen Unternehmen Moglichkeiten und Wege finden sich selbst zu organisieren und zu vermarkten. „Corporate Identity fur Tourismusdestinationen“ illustriert anhand des Beispiels der Ferienregion Nationalpark Hohe Tauern in Salzburg die Wichtigkeit der Einfuhrung einer verbindlichen Corporate Identity, um ein hoheres Erkennungs- und Erinnerungslevel am Markt zu erreichen und sich somit von der Masse abzuheben und Marktanteile zu gewinnen. Destinationsmarketingfirmen...

ISBN: 978-3-6391-0264-2
Издательство: Книга по требованию
Дата выхода: июль 2011

Das Kommunikationsinstrument Kundenzeitschrift und ihre Bedeutung im Rahmen der kundenorientierten B2B-Kommunikation in Industriebetrieben ist Kernthema dieses Buches. Besonderheiten der Kommunikation auf Industriegutermarkten werden dem Leistungsspektrum der Kundenzeitschrift gegenubergestellt und mit einer Momentaufnahme der Kommunikationspraxis in osterreichischen Industrieunternehmen sowie deren Erfahrungen und Bewertung dieses Kommunikationsinstruments kombiniert. Daraus abgeleitet ergeben sich wichtige Erkenntnisse in Bezug auf Bedeutung, Ziele und Rahmenbedingungen, die fur eine regelmassige, kundenorientierte Unternehmenspublikation sprechen. Um mit einer Kundenzeitschrift nachhaltige Erfolge zu erzielen, mussen hohe Anspruche an...

ISBN: 978-3-6390-2263-6
Издательство: Книга по требованию
Дата выхода: июль 2011

In our book, we examine corporate PhD awards, i.e. prizes from companies for academics and their research. Based on an analytical framework, we aim at finding out why companies award such prizes and evaluate the benefits on the basis of some selected examples. We use our findings to draw implications of how to improve corporate PhD awards and use them more effectively as instruments for corporate social responsibility, employer branding and knowledge transfer. Additionally, we present the case study of the “Nokia EBF PhD Award” 2007. We were involved in this project and describe the promotional and organizational steps of the prize, as well as a stakeholder analysis considering all groups and persons with a special interest in the...

ISBN: 978-3-6392-0519-0
Издательство: Книга по требованию
Дата выхода: июль 2011

In Zeiten der Informationsuberlastung, globalisierter Markte und freien Marktwirtschaft brauchen Unternehmen eine erfolgreiche Positionierung und Profilierung. Diese kann nur durch eine uberzeugende Identitat geschafft werden. Damit spielt Corporate Identity (CI), die sich aus Corporate Behaviour, Corporate Communication und Corporate Design zusammensetzt, eine wesentliche Rolle. CI unterliegt soziokulturellen und okonomischen Einflussen und kann entscheidend fur den Unternehmenserfolg sein. Die Autorin fuhrt eine literarische Analyse zur polnischen Identitat sowie eine empirische Studie durch. Diese soll einen Uberblick uber die Wahrnehmung der CI in polnischen Unternehmen und die Faktoren, die die CI beeinflussen, geben. Wesentliche...

ISBN: 978-3-6390-7480-2
Издательство: Книга по требованию
Дата выхода: июль 2011

Shell, Nike, Nestle und andere multinationale Konzerne, die sich vorwiegend auf Profitmaximierung konzentrierten, gerieten vor wenigen Jahren ins Kreuzfeuer der offentlichen Kritik. Als Resultat gewann das Konzept der Corporate Social Responsibility (CSR), bei dem sich Betriebe freiwillig dazu verpflichten, Verantwortung auch auf okologischer, okonomischer und sozialer Ebene zu ubernehmen, an Bedeutung. Familienfreundlichkeit ist ein wichtiger Teil dieses Konzepts. Doch kann von Freiwilligkeit die Rede sein? Spiegeln CSR-Massnahmen tatsachliches Verantwortungsbewusstsein wider, oder handelt es sich vielmehr um „kosmetische“ Strategien? In dieser Arbeit wird untersucht, wie Familienfreundlichkeit und CSR umgesetzt, verbunden und...

ISBN: 978-3-6392-0384-4
Издательство: Книга по требованию
Дата выхода: июль 2011

Ist Corporate Identity mehr als ein reines Marketinginstrument? Diese Frage stand zu Beginn dieser Arbeit im Vordergrund. Nach einer Begriffsbestimmung, die in die Komplexitat und Vielschichtigkeit der CI einfuhrt, werden die unterschiedlichen theoretischen Ansatze, Verstandnisweisen und praktischen Zugange zur CI in ihrem geschichtlichen Kontext sowie aus Perspektive der unterschiedlichen Protagonisten der CI (Marketing, Design und Human Resources) dargestellt. Die Corporate Identity erscheint dabei als ein, ,,schillerndes Chamaleon" im Spannungsfeld zwischen Werbung (schoner Schein) und gelebter Identitat (Unternehmenskultur). Welchen Beitrag eine richtig verstandene Unternehmensidentitat fur den Erfolg eines Unternehmens aber auch fur...

ISBN: 978-3-8364-6879-4
Издательство: Книга по требованию
Дата выхода: июль 2011

The staging of small-scale sports events is becoming increasingly popular as a strategy for economic diversification and development, particularly in regional communities where tourism is a key driver of the local economy. In many instances, corporate sponsorship revenue provided by small and medium-sized enterprises (SMEs) is the financial lifeblood of these small-scale events. However, little research has paid attention to the management processes underpinning sponsorship agreements between SMEs and small-scale sport tourism events. This book provides a detailed insight into the management of sponsorship agreements at the local level. The book highlights a number of implications that will be of interest to event managers, sponsors, as...

ISBN: 978-3-8383-1586-7
Издательство: Книга по требованию
Дата выхода: июль 2011

Heutige Entwicklungen zeigen, dass Einzelhandelsunternehmen aus unterschiedlichsten Marktsegmenten sich in den Kopfen der jeweiligen Anspruchsgruppen als Marke positioniert haben und diese Positionierung ausbauen. Durch die Expansion von Einzelhandelsunternehmen zu globalen Handelskonzernen, durch die Veranderung des Konsumentenverhaltens und durch den starken Wettbewerb zwischen den Handelsunternehmen, besteht die Notwendigkeit fur die Unternehmen sich in ihren jeweiligem Marktsegment als “Corporate Retail Brand” zu positionieren. Managing Director von DKS Consulting, Daniel Kloden, stellt in „Corporate Retail Branding“ anhand der klassischen Theorien des Marketing –und Markenmanagement die Notwendigkeit fur den...

ISBN: 978-3-6390-8099-5
Издательство: Книга по требованию
Дата выхода: июль 2011