The objective of this thesis is to examine the pricing of industrial services from a. Engagement areas of measurement with customer buying process 12 figure 7. The effectiveness of cost based pricing stategy marketing essay. Content marketing strategy implementation 10 figure 6. Todd received his bachelor of wife and two daughters. Oddeven pricing involves setting prices that end in either odd or even numbers to convey certain images. Helsinki university of technology department of industrial engineering and management institute of strategy and international business matti jaakkola strategic marketing and its effect on business performance. Moderating effect of countryspecific factors masters thesis submitted in partial fulfillment of the requirements for. Price is one of the most important variables in the marketing mix.
As a result, overpricing or under pricing in the market may occur if cost is to be used as a basis in pricing. The arrival at an appropriate price for a product is a lengthy, considered course that has a dominant effect on the entire future of an enterprise. It can be reached only with a solid digital marketing. For assistance with converting your file, please see our help section. In the first study, i examine a novel hybrid pricing model, featuring both online advertising and digital promotion. Marketing of hotels and resorts, page 1 marketing practices of hotels and resorts in chiangmai.
The thesis will focus on factors of pricing strategies that contribute to the performance of. Impact of marketing strategy on business performance a. This study has focused on marketing strategy and organisational strategy in the context of regional private hospitals located in southern queensland and northern new south wales. Juha munnukka perceptionbased pricing strategies for. In this section, we will consider an exception to that rule when we will look at assets with two specific characteristics. They derive their value from the values of other assets. Assessment of marketing strategies for ecotourism promotion. The main aim of this research is to analyse and identify the marketing potentials of small and medium enterprises in fiji. In my dissertation, i intend to study the impact of digital marketing on firms pricing strategy as well as on consumers intrinsic behaviors in the postinternet era. Thesis guidelines for a research master thesis in marketing. Todd previously served as executive vice president of the ipg media search marketing company into a market leader position.
For a retailer it will be clear what he should express where, which will make the chance of free riders minimal. Pricing strategies and levels and their impact on corporate. Marketing may be viewed as the bridge that connects the management and consumers with the aim of generating profit for the company. It has opened several new pages for is literature as well. Using the company you selected in workshop one, select a product or service from the companys product offering and respond to the following in your weekly marketing analysis paper. Marketing mix is referred to as the controllable marketing tools through which a firm is able to produce a response for the targeted market. The effects of marketing strategies on sales performance. Im interested in how can marketing help companies grow or something similar. Introduction to the pricing strategy and practice liping jiang, associate professor copenhagen business school 14th december, 2016 open seminar of the blue innoship project no.
This study sought to establish the effects of marketing strategies on sales performance of small and medium enterprises in kenya. Digital content, content marketing, online branding, brand equity online. Marketing management is responsible to formulate comprehensive marketing plans indicating objectives to be achieved, and a future course of action to accomplish the predetermined targets. For marketing efforts to be successful, a marketing strategy must be developed, the market segmented and products or services have to be targeted and positioned ridmig, n. Evaluate using clear, insightful critical thinking, the organizations pricing plan on this product. As a result, over pricing or under pricing in the market may occur if cost is to be used as a basis in pricing. The study of green grass is popular among agrostologists. Marketing management has to fulfill the following responsibilities in particular. Explore phd thesis in marketing, marketing projects, advertising project topics or ideas, sales based research projects, latest synopsis examples, samples, structure abstract, base papers, source code, thesis ideas, phd dissertation for mba students, reports in pdf, doc and ppt for final year mba, diploma, bsc, msc, btech and mtech students for the year 2015 and 2016. Pricing strategies and customer retention title of thesis 2. The effectiveness of cost based pricing stategy marketing. Mujtaba nova southeastern university abstract the objective of this research is to explore marketing practices in the hospitality industry. Peter bertalan, phd consumers judgment of marketing communication on milk and dairy products market author.
The study was guided by the marketing mix theory and theory of push and pull. Todd in 2007 with the goal of providing parents and teachers with high quality educational resources. Target population, sample and data collection procedures. Do not try to move heaven and earth, since you time and resources are rather limited. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The marketing plan should be used to generate the best response to the selected entry mode, while focusing on buyer seller relationships. Chapter 5 option pricing theory and models in general, the value of any asset is the present value of the expected cash flows on that asset. Pricing strategy should have to operate under particular economic and climate situation. The projects which he included in all of our study courses really help us and make us able to conduct this research. The pricing strategy should focus on low cost services. Writing a thesis is time and energy consuming, and requires regular efforts. Pricing strategy for products in the healthy fast food sector. We always print on high quality 100gsm white paper. Pricing strategy for products in the healthy fast food.
Accessibility and sample size of the research population is one of the limits due to time. Nevertheless the study will also look at how marketing theory has been developed. Marketing mix, commonly known as the mccarthys 1960 4ps. Marketing practices of hotels and resorts in chiangmai. Marketing strategies of selected business establishments. Peter caesar sales bachelors thesis spring 2011 everything is worth what its purchaser will pay for it publilius syrus latin writer of maxims, first century b. Masters thesis joonas wuollet 20 department of information and service economy aalto university. Strategic approaches fall broadly into the three categories of costbased pricing. Pricing strategies and customer retention the case of airtel. There are a number of valid strategies that can be. Therefore, the function of marketing strategy is to determine the nature, strength, direction, and. Main groups of digital marketing channels 14 figure 8.
Atina georgieva and alexandra djoukanova supervisor. The promotion has a very high level of impact to increase the sales of products. Academic dissertation to be publicly discussed, by permission of the the school of business. Pricing strategies and pricing plan custom phd thesis. Tobias eltebrandt, program head, his teaching skills and valuable knowledge in the field of marketing gave us an academic treasure which we utilize during our thesis and gained a lot of benefits. The case of airtel t ltd bachelors thesis, pages 55 may 2015 this bachelors thesis was done under the consent of airtel t ltd with a major purpose of finding the correlation between pricing strategies and customer retention. Thesis guidelines for a research master thesis in marketing thesis timing this document provides an agenda along with suggested deadlines to maximize the likelihood of defending in june 2nd year of the second bloc. Your dissertation project should contribute to your area of study. Economic conditions doesnot reain stable for the longer period of the time.
Moderating effect of countryspecific factors masters thesis submitted in partial fulfillment of the requirements for the degree of master of science in. The impact of digital marketing on firms strategies and. Bachelor thesis marketing highinvolvement search behaviour l. These are five steps in the marketing planning process. Analyzing the effectiveness of marketing strategies in the. Impact of marketing strategy on business performance a study.
It is based on a psychological principle that odd numbers convey a bargain image, while even numbers convey a quality image. Marketing has to be spread throughout the entire company. They are faced with variety of challenges and opportunities. So that organisation thinks effects of pricing should be the targeted on returns. In simple terms, a product is anything that satisfies human want customers and includes product quality, features, benefits, design, style, colour, brand, services, and warranties. The purpose of this thesis was to study online marketing practices of finnish compa nies. While you may be asked to write on a series of potential topics, there are similarities in all of the possible subjects. This thesis was made possible through the support and help received from a. Sainio and marjakoski describe value based pricing and revenue logic as key determinants of business models, but do not make the connection between these inputs and the goal of building partnerships 2009. Creating the market by understanding price, cost, contracts and financing figure source. Perceived value pricing is defined as the practice of pricing the product in accordance with what customers perceive the product to be worth ge, 2002. Phd thesis kaposvar university faculty of economic science department of marketing and trade head of doctoral school. Goi 2005 define marketing strategy as the set of the marketing tools that firms use to pursue their marketing objectives in the target market.
Pricing strategies and customer retention the case of. Making better pricing decisions with implied priors. Lastly, customer performance that relates to marketing s effect on. These most recent studies already consider national image to be something. Pricing strategy is the policy a firm adopts to determine what it will charge for its products and services. The posterior sample are drawn using mcmc simulation where 100,000 draws were obtained after discarding. Pricing was considered has a process towards achievement and to face the competitors of business. The absence of competition allows firms to bag any amount for their products in the high price.
For this reason it must be steeped in strategy and born of process. Marketing tools or the marketing mix or often referred to as the four ps the four ps of the marketing mix. A sample of such a contract can be found in the annex part. The latest publications follow a new approach, focusing on country image as brand value and country branding. Whether adopted pricing would attract the customer and maximize the profit of business. My thesis on marketing hello guys, so in this semester i need to start working on my marketing thesis. Product, pricing, and passthrough marianne baxter boston university and nber anthony landry federal reserve bank of dallas and the wharton school november 2012 abstract with over 300 stores in 40 countries, ikea is a major international presence in retail housewares and furnishings. This thesis focuses on different aspects of the pricing of industrial services. The application of digital marketing strategies to increase profits of the organization 2 it is obvious that small involvement in the social media marketing, by having a facebook, twitter or instagram page, does not guarantee a digital marketing success. The good distribution of product can effect positively on customer satisfaction. According to marketing theory, price is a component of the 5ps product, positioning. It expands on the body of knowledge by formulating propositions that examine the relationship between marketing strategy and organisational strategy. This study has the objective of investigating whether the price component of the 4ps is the most important. Patil university, school of management, navi mumbai, in partial fulfillment of the.
In the marketing mix, price has its own place which. You can give your pdf to us on a usb key, cd, by using our order form or through email. Busn 39 degree project in global marketing, master thesis authors. Wangondu a research project report submitted to the chandaria school of business in partial fulfillment of the requirement for the degree of masters in business administration mba united states international. However, you need to add something new to make your dissertation notable among all the other e. A marketing plan is a main operational and control document of the marketing department. The findings of this thesis will help traditional retailers to anticipate on the changing buying process of the consumer. The impact of marketingsales relationship on business. Moreover the thesis will also highlight how the industry structure has implications on small and medium businesses marketing which introduces tighter and new challenges for smes. Marketingmix, specifically the 4ps, has long been recognized as the most important marketing decision for a business organization.