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Sexual Appeal in Advertising

Sexual Appeal in Advertising
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The average Western consumer is exposed to some 5000 advertisements every day according to the latest research. But what is it that actually makes an ad successful? Many different strategies and techniques are used by the marketeers as an attempt to beat clutter, one of which is sexual appeal. The author provides an extensive overview of this approach pointing out its cognitive, affective and conative effects on the consumers. In addition, the various benefits and drawbacks of using the approach are discussed. What is also shed light on is how different key variables such as gender, age and culture play a role in the interpretation of the sexual stimuli.

Вес: 501
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Количество страниц: 56
Год выпуска: 2013
Автор на обложке: Adriana Angelova
ISBN: 9783659371776
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Women in Advertisements

Women in Advertisements
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Women in Advertisements book answers a number of questions related to the way women appear in advertisements of an economy in transition. How ads generally portray women in Serbia? What is public opinion about the way women are portrayed in Serbian advertisements? How do men and women react and respond to advertisements that contain stereotypic or offensive portrayal of women? Where do differences in perception of men and women toward gender role portrayal in Serbian advertisements occur and what may be reasons for this to happen? Are Serbian consumers keen to punish companies that are using offensive ad campaigns? Does Serbian context differ from context of Western countries regarding to focal gender issues in advertising?

Вес: 501
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Количество страниц: 136
Год выпуска: 2011
Автор на обложке: Mihajlo Popesku
ISBN: 9783846528747
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

In-flight meals

In-flight meals
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With the increase in air travel for business and leisure, the flight catering sector of the commercial aviation industry has expanding and becoming more challenge as a competitive business. Due to this competitiveness, in-flight food services besides other services are considering a part of marketing strategies for many of the airlines companies. The in flight food services now are seen as part of the package that attracts business travelers or leisure tourists to a particular airlines. The in-flight meal/ food are also considered important to the airlines company in retaining satisfied and attracting new passengers. This monograph highlights the empirical investigation on in-flight meals/food attributes like (taste, freshness, appearance and menu choice),passengers’ level of satisfaction and their re-flying intention.

Вес: 501
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Количество страниц: 132
Год выпуска: 2012
Автор на обложке: Nur Khafizah Muhamad Saleh,Mohd Salehuddin Mohd Zahari and Mohd Zulhilmi Suhaimi
ISBN: 9783659298462
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

An empirical Study of consumption pattern at disaggregate level

An empirical Study of consumption pattern at disaggregate level
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Empirical studies on consumption patterns always explain some important insights about consumer demand through highlighting their changing habits and preferences. As economic growth takes place, the consumer's preferences change accordingly with the increasing monetary as well as real income. A significant increase in the per capita total consumer expenditure (proxy for total income) has been noted in India both at current and constant prices. This increase in per capita income of Indian consumers will lead them to change the consumption of food items. However direction of change in the consumption can only be found if we know the Engel's elasticity for different food items for Indian consumers. The present study makes an attempt to estimate the most accurate Engel elasticity of food items in India by using different demand models. The aggregate level data often provides some misleading information about the consumers' preferences. Therefore in present study we have used the disaggregate level data for estimating the Engel elasticity.

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Количество страниц: 84
Год выпуска: 2011
Автор на обложке: Mukund Kumar
ISBN: 9783843385367
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Premium chocolate

Premium chocolate
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This research work explores the premium chocolate industry, characterized mainly by small artisanal firms located in Italy and France. The main purposes of the research, and the corresponding research questions, are (1) verifying whether sales of premium chocolate increase in spite of the economic downturn, and (2) which marketing strategies allow premium chocolate companies to compete in this scenario. To answer the first research question, empirical analysis of sales data of selected companies is conducted. For the second question, case studies and qualitative surveys constitute the grounding to discover the emerging marketing trends. A comprehensive introduction to the chocolate market is indispensable to understand the industry, while literature surveys and academic frameworks concerning competitive strategies and value chains are provided to sustain the robustness of the research.

Вес: 501
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Количество страниц: 76
Год выпуска: 2011
Автор на обложке: Alfredo Chiaro
ISBN: 9783844390728
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Influence of Culture on the Shopping Intention of consumers

The Influence of Culture on the Shopping Intention of consumers
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Culture is one of the most important aspects of our life, it plays a key role in how people think, behave, interact and all in all adopt and develop life styles. Thus, it influences the behavior of people in markets. It thus is a key aspect of how markets works and when in comes to marketing as a science and art of understanding consumers culture becomes a key determinant of shopping behavior. Building on this thesis, we assume that culture impacts different aspects of consumers such as shopping intention of young students who go shopping in mega malls. Malaysia is a multi-cultural developing country which provides a great context of empirically testing this theory. Further more, it must be noticed that over the past few years the culture of shopping in megs malls has developed expensively in Malaysia due to its economic advancements. these two factors attests that this study could picture an empirically and theoretically plausible view of the impact of culture on shopping intention of consumers.

Вес: 501
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Количество страниц: 132
Год выпуска: 2012
Автор на обложке: Pejman Sheibani Esferjani
ISBN: 9783659159909
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Impact Of Network Marketing On Employment Opportunities

Impact Of Network Marketing On Employment Opportunities
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Multi-level marketing (MLM)or Network Marketing is one of direct selling forms.In this highly competitive business world, it would not be possible to market even popular products without proper network marketing and most of them use facebook for their network marketing.Network marketing as a new marketing strategy, brings more and more broad developing space to Modern Corporation with the advantages of extensive radiation, low investment and quick effect. In addition to sophisticated forms of online marketing like search engines and online advertising, Community, interactive and other new forms of marketing have also emerged. Many Chinese immigrants start their entrepreneurship business by joining major network marketing businesses in Western host countries. MLM has become a very important part of corporate marketing strategy. With the depth and the development of network marketing, how to evaluate the performance of network marketing business has become an important issue. This book focuses on the matter and shows benefits of network and introduces models of MLM business entrepreneurial action and also its benefit such as reducing the cost of advertisements with a success example

Вес: 501
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Количество страниц: 64
Год выпуска: 2012
Автор на обложке: Mina Yazdanipour
ISBN: 9783659298981
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

The Influence of Relationship Marketing on Customer Loyalty

The Influence of Relationship Marketing on Customer Loyalty
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Increasingly, marketing is moving from a focus on individual transactions and towards a focus on building value-laden relationships and partnerships with the customer. The goal is to deliver long-term value and relationship with existing customers and the measure of success is customer loyalty. There are many different relationship marketing tactics implemented for retaining customers. However, some of those tactics do not affect customer loyalty effectively and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the influence of relationship marketing tactics on relationship quality, which in turn influences customer loyalty, by focusing on Kenyan Telecommunication vendor sector. A conceptual framework is developed as a guideline to test the relationships between relationship marketing tactics (service quality, price perception, personalization and value offers), relationship quality constructs (customer satisfaction, customer trust and customer commitment) and finally on customer loyalty.

Вес: 501
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Количество страниц: 72
Год выпуска: 2013
Автор на обложке: Jean Wanjiku Munyaka
ISBN: 9783659484414
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Relationship Marketing in the Banking Industry

Relationship Marketing in the Banking Industry
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After few-decade absence being as a main financial pillar due to the prolonged past civil war, nowadays the banking system in Cambodia has dramatically drawn back public attention as well as trust and that is the reasons why the banking environment has been enhanced significantly. Basically, this book focuses strongly on the customer relationship programmes believed to be the core banking business strategy. In essence, it is obvious that ANZ Royal Bank has been the origin of the problem and the main interest of the research regarding its fabulous achievements as well as its relationship programmes implemented in place. The research is conducted through in-depth interviews with some selective key people in the Bank plus the secondary data refined from Company''s annual reports, textbooks, journals and business magazines. The research''s framework and its analysis should be a light for practitioners wishing to deepen their understanding on the relationship concepts being applied in the banking industry in particular in developing countries i.e. Cambodia.

Вес: 501
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Количество страниц: 80
Год выпуска: 2011
Автор на обложке: Borareaksmey Long
ISBN: 9783843380522
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Hypothetical models of food consumption behaviour by the elderly

Hypothetical models of food consumption behaviour by the elderly
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Aging is not only a challenge for food producers, but also provides a treasure trove of new opportunities for product development and innovations. We have designed a prototype model of food consumption of the elderly with the goal of calling the attention of producers and growers to the specific needs of this growing market segment. However, the food consumption habits of the elderly cannot be compacted into a single model, since this specific age group is not homogenous. By designing hypothetical models we are hoping to facilitate the further research of the issue. In the near future we want to test and try our general models in practice, involving the producers as well as the consumers. The models point at the specific needs of aging populations and their choice of food products based upon reasonable decisions and focusing on the future. Considerations of the future perspective are an important feature of this behavior, since it might significantly improve the quality of life and health awareness of the elderly, their decisions in the field of consumption, and ultimately their general health and welfare conditions.

Вес: 501
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Количество страниц: 72
Год выпуска: 2011
Автор на обложке: Katalin VEGH and Sandor Illes
ISBN: 9783844387483
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Promoting Metal

Promoting Metal
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The research project revolves around the Danish metal culture and maps the processes taking place in the promotion of metal bands’ concerts. The contents and conclusions of this research is with a focus on the Danish metal scene, but it can be applied to other niche genres and other Western countries. The research provides an ethnographic subcultural analysis of metal fans (with charecteristics), a study of online communities and elements of the Internet, and tool assessments for applied usage in subcultural marketing. The title of this book, “Promoting Metal: Digital Promotion of Concerts”, is derived from the original title of the BA project “Metal: A Marketing Perspective on Digital Promotion of the Live Experience”. This BA was written by Stud. Cand.negot in Marketing, Martin Norlev, who holds the title B.Sc. Media Science & Marketing and is currently finishing his master thesis on Social Media Marketing at the University of Southern Denmark.

Вес: 501
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Количество страниц: 72
Год выпуска: 2011
Автор на обложке: Martin Norlev
ISBN: 9783845479781
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Permission Marketing

Permission Marketing
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This book is a result of primary research about customers' Awareness, Perceptions, & Preferences in the six major cities of Gujarat state of India. Attempt has been made to get insight of level of customer awareness about permission marketing, and customers' perceptions and preferences about unwanted marketing communications, particularly, unwanted tele-calling, SMS, Spam, direct mail etc. Suggestions are made to help marketers in designing effective and anticipated marketing communication strategy.

Вес: 501
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Количество страниц: 156
Год выпуска: 2012
Автор на обложке: Chaitanya Vyas and Darshana Dave
ISBN: 9783847336068
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

This Business of Music Marketing and Promotion

This Business of Music Marketing and Promotion
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This Business of Music Marketing and Promotion

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Год выпуска: 2015
Автор на обложке: Tad Lathrop
ISBN: 9780823077298
Язык издания: Английский

Direct Selling For Dummies

Direct Selling For Dummies
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Learn to: Navigate the direct sales industry to pursue independent success Set goals and manage your time effectively Book, sell, and recruit to increase your income Harness the power of social media to grow your business Ready to start your

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Год выпуска: 2015
Автор на обложке: Belinda Ellsworth
ISBN: 978-1-119-07648-3

Post-Harvest Handling and Marketing of Groundnut

Post-Harvest Handling and Marketing of Groundnut
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Groundnut (Arachis hypogaea L) is a dicotyledonous plant which is widely distributed globally. It contains 48-50% oil and 26-28 protein, and is a rich source of dietary fiber, minerals, and vitamins. Poverty reduction and sustained economic growth require, among others, efficient post-harvest and market system, which in turn require identification and improvement in the post-harvest handling and of marketing constraints. This further needs the analysis and understanding of both farm /household and market level constraints impeding the proper functioning of the post-harvest handling and marketing system of groundnut. With this regard, the increased production accompanied by appropriate post-harvest handling and market system of groundnut has a direct effect on farmers'' income level. This study was carried out in Babile district of east Hararghe zone of Oromia region of Ethiopia on smallholder groundnut farmers for the purpose of investigating the post-harvest handling practices and market condition of groundnut in Babile woreda and reducing the information gap on the subject . Hence, this study was taken up to fill this knowledge gap.

Вес: 501
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Количество страниц: 112
Год выпуска: 2011
ISBN: 9783639371376
Язык издания: Английский

The media and consumers' awareness of sustainable products

The media and consumers' awareness of sustainable products
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As we live in a consumer society, people nowadays possess the power to exert great pressure on market supply. The demand of the costumers determines and regulates what kind of products become successful or not. Sustainable products are on the run and constitute a convenient way of expressing one’s ecological mindset, as well as a possibility to satisfy the guilty conscience. The media are an important tool, when it comes to information transmission and trend setting. Therefore they are of vital significance, when it comes to influencing consumer behaviour. This book analyses and assesses the factors affecting ecological awareness and conduct, also in regards to the purchase of sustainable products. The focus is specifically set on the environmental behaviour of adolescents and Fairtrade products, as representatives of sustainable goods; both key points being connected by the media and other factors.

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Количество страниц: 132
Год выпуска: 2014
ISBN: 9783639486346
Язык издания: Английский

Services Marketing Mix

Services Marketing Mix
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The post-globalisation world has brought the customer in to the focus. Almost in all the major economies barring China, services sector is dominating over the traditional manufacturing sector and is growing phenomenally over the years since the concept of liberalization started to sweep the world economy. The traditional method of marketing strategy, i.e. S.T.P. (Segmenting, Targeting and Positioning) has become obsolete in this fast changing global scenario. Services marketing have become the preferred strategy in this modern era. Indian life insurance industry was under monopoly regime since 1956. Only one public sector company, L.I.C. was catering to the entire customer base. It was following the traditional marketing mix to sell its products giving importance to the product elements and ignoring all other aspects. It was specifically neglecting the P for people. But after the privatization, with more competitors, the market is experiencing a good competition and the customer is getting the utmost importance. The modern life insurance industry has adopted the latest marketing mix in its marketing strategies.

Вес: 501
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Количество страниц: 308
Год выпуска: 2016
ISBN: 9783659870309
Язык издания: Английский

Living in a material world

Living in a material world
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Advertising is present in every aspect of our lives: it reaches and persuades consumers through different channels and media. Because advertisements are designed merely with the purpose of influencing our buying behavior, advertising is often pinpointed as the driving force behind creating (unrealistic) desires and luring people into consumption. Hence, the notion that advertising may trigger materialism seems quite obvious and intuitive. The extant evidence, however, is relatively scarce and mostly correlational, precluding causal interpretation. Therefore, this dissertation addresses the question of whether advertising has an effect on the adoption of material values. To this end I look at the concept of materialism from two perspectives. First, materialism is approached as an active construct and as a means to achieve a specific end. More specifically, I examine how materialism (in the form of attaining status goods to enhance one’s prestige) can be utilized to achieve one’s mating goal . Second, I focus on materialism as a passive construct and shed some light on how materialism can be driven or triggered by exposure to images from our environment.

Вес: 501
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Количество страниц: 256
Год выпуска: 2012
Автор на обложке: Kim Janssens
ISBN: 9783659000362
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

How Consumers Make Purchase Decisions?

How Consumers Make Purchase Decisions?
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There are many reasons why consumers decide to buy luxury goods today, some as an investment, some to reflect status and wealth, while others aim to enhance their quality of life by surrounding themselves with desirable objects. This research looks to identify and understand the 'tangible' and 'intangible' trends of buying high-end luxury goods. This work can help practitioners communicate the ‘essence’ of their products and/or services in alignment with the end-consumers 'rationale' for purchasing. Consumer Perceived Value is used to rationalise the characteristic features. This paper looks at the stereotypes of 'luxury' and 'premium' goods as separate categories. This provides a background to the main focus of this research by identifying the complex emotional and pragmatic impulses to buy for 'profit' or for 'pleasure'. Three social workshop experiments have been conducted to explore if providers today have been targeting their audience effectively when it comes to communicating characteristics like material value, rarity, heritage and craftsmanship. Finally, this research gives suggestions for equating prominence of a product when different people perceive luxury in many ways.

Вес: 501
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Количество страниц: 80
Год выпуска: 2013
Автор на обложке: Vilawan Hansaward
ISBN: 9783659322068
Язык издания: Английский
Издательство: LAP Lambert Academic Publishing

Маркетинг образовательных услуг

Маркетинг образовательных услуг
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Маркетинг образовательных услуг - это новая современная технология, позволяющая учитывать разнообразные потребности заказчиков образовательных услуг. Вхождение России в международное образовательное пространство ставит задачи освоения рыночных стратегий развития учебных заведений при сохранении традиционных социокультурных ценностей отечественной высшей школы. Острая потребность отечественных вузов в обеспечении их деятельности современными управленческими технологиями повышает актуальность исследований, связанных с изучением особенностей маркетинга образовательных услуг. В первой главе представлены ведущие характеристики высшего образования, рассмотрены технологии маркетинга в образовании, дан анализ путей модернизации отечественной высшей школы в условиях интернационализации образования. Во второй главе представлены результаты бенчмаркетинга, который достаточно часто используется в опыте зарубежных стран для сравнения деятельности различных учебных заведений с целью выявления лидеров (образцов). Данное исследование может представлять интерес для студентов, обучающихся на направлении "менеджмент организаций", а также для руководителей и преподавателей отечественной высшей школы.

Вес: 170
Ширина упаковки: 150
Высота упаковки: 10
Глубина упаковки: 220
Количество страниц: 120
Год выпуска: 2011
Автор на обложке: Юлия Платонова
ISBN: 9783843321792
Язык издания: Русский
Издательство: LAP Lambert Academic Publishing
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