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(2007, 6000 words + 2200 words)
This dissertation is aiming to examine the effect of international cosmetic brands among Chinese consumers. The thesis focuses on perception and attitude toward a single color cosmetic brand – Dior. The study uses focus group interview to measure perception and attitude toward Dior. Eight participates are invited to take part in the fieldwork. The subjects are young working class women living in Shanghai. The research result reveals that international have an impact toward buying decision making process. The further study topic is also provided in the final chapter. Proposal of this dissertation is provided in the appendix.
(2007, 2200 words)
The proposal focuses on the perceptions of the international brand Dior in China by Chinese women aged between 20 and 30. The study is devoted to Dior's brand management in the Chinese environment investigating into the ways of gaining high levels of brand recognition in the target market of Dior in Shanghai. The attitudes of young Chinese female consumers toward Dior are investigated with the emphasis on the factors influencing cosmetic buying behaviour. This proposal has a matching dissertation: C/M/512. Dissertation. Christian Dior in China
(2007, 11 000 words)
This dissertation examined the antecedents of customer loyalty at two retailers. In so doing, it highlighted the level of loyalty that customers had towards two retailers across a wide range of measures. However, it was unable to directly answer the research aim because of a lack of inferential statistical analysis. As such, future research would benefit from a larger sample size and increased number of retailers. Nonetheless, the study proved useful in highlighting the main antecedents of customer loyalty that retailers should be concerned with.
(2007, 19 500 words)
This study both examined the reasons why people do and do not click on banner adverts, as well as investigated the relationship between banner advertising and customer loyalty and purchasing intention. In so doing, it had two aims: First, it attempted to validate the findings of previous studies on banner advertising effectiveness. Second, it aimed to understand the effect of banner advertising, for both functional and expressive products, on customer loyalty and purchasing intention.
(2007, 10 000 words)
This dissertation highlights s the importance of cultural factors when developing marketing strategy that is applied to various cultural and national backgrounds. The literature review outlines the nature of culture phenomenon. The discussion explores the paradigms of prolific academics such as Hofstede and Clark. Additionally, the discussion refers to the number of studies that deliver empirical grounds for the analysis of the response to marketing stimuli within a particular cultural context. The methodological part justifies the use of intepretivist paradigm and secondary analysis. The secondary analysis considers the experience of MNCs in food, automotive and hospitality industries.
(2007, 15 000 words)
The dissertation investigates the effectiveness of shock advertising conducting a study of recent advertising campaigns. The review of literature touches on the theory of advertising, the theory of communication, etc. The criticism of Benetton and other companies for the shocking images used in their adverts is reviewed; advertising campaigns of the British Heart Foundation (BHF) are analysed. Research methodology uses qualitative and quantitative data obtained through primary research (questionnaires, sampling) and secondary research of printed and online sources. Conclusions are made about the decrease in the value of shock and the sensitive issues of the shock tactics used by charities.
(2007, 8 000 words)
This dissertation deals with the impact of advertising on the formation consumers' self-concept and its implications for fashion-related industries. The literature review provides a detailed analysis of the roots of self-concept, the way it is shaped through social comparison mechanism, and the role advertising plays in this formation process. The issues of attitudes and beliefs are duly highlighted. The primary purpose of discussion is to explore the way idealised body image is shaped and the way it affects consumers' self-perception. The study is based on the used of mixed philosophical stances with the use of primary and secondary data collection tools. The primary data collected with use of structured questionnaires was analysed against the available secondary findings. The paper outlines the recommendations for marketing practitioners who deal with fashion advertising and closely related to the issues of idealised body image.
(2007, 2000 words)
This research proposal is based on exploring linkages of customer satisfaction with cost reduction, improved quality and customer satisfaction. It includes brief literature review, research aims and objectives, research methodology and ethical considerations.
(2007, 6000 words)
This dissertation is aiming to examine the effect of international cosmetic brands among Chinese consumers. The thesis focuses on perception and attitude toward a single color cosmetic brand – Dior. The study uses focus group interview to measure perception and attitude toward Dior. Eight participates are invited to take part in the fieldwork. The subjects are young working class women living in Shanghai. The research result reveals that international have an impact toward buying decision making process. The further study topic is also provided in the final chapter. This dissertation has a matching proposal: C/M/608. Proposal. Success of Dior brand in China: Does the brand matter when you buy cosmetics?
(2007, 17 000 + 2500 words)
This dissertation is aiming to examine strategic marketing of a hand and power tool company – Bosch. The research also measures the perception and attitude of the target markets toward Bosch's products in order to plan, develop and improve marketing strategy of Bosch. The study adopts focus group interview by inviting target customers of Bosch to participate in the fieldwork. The participants are male aged between 30 and 40 years old living in Eat London area. The analysis of the study is in descriptive pattern. The research result shows that there is a relationship between perception and buying behavior. The factors that have impact on consumers' perception are self-image, brand knowledge, band familiarity, price, advertising, display, international brand, packaging, quality of products, and product variety. SWOT analysis, Ansoff's Intensive strategy, Porter's Generic strategy, Marketing Mix and other strategic management models have been used. The recommendation and further study topics have been discussed.
(2006, 7500 words)
The dissertation investigates the marketing strategy of Nike providing a profile of the company, defining their identity and analysing Nike's approaches in penetrating international markets. The review of literature covers the main areas of the marketing theory including the theory of brand, advertising, consumer behaviour, etc. Qualitative and quantitative research methods are used including the analysis of the primary data collected through questionnaires and interviews. Conclusions are made about Nike's sports products promoting a lifestyle that reflects US cultural values.
(2007, 17 500 words)
The dissertation investigates the issues of service quality (SQ) in modern business focusing on the SQ measurement in the banking industry and examining the gap between the bank customers' expectations and the actual service delivery. A case study of SQ evaluation in a Vietnamese bank is carried out. The review of literature touches on the definitions of service, quality, SQ dimensions, cultural differences in measuring SQ, etc. The methods of research are based on the philosophy of positivism and include secondary data analysis and primary data collection through questionnaires. Conclusions are made about the influence of cultural differences on the effectiveness of the SERVQUAL model in evaluating a bank's SQ.
(2007, 5500 words)
The paper offers a research proposal into the users of the UK national rail network presenting a plan for North East Researchers (NER) to develop the profile of train users, types of trips, etc. The methods of the research are outlined; the research problem and objectives are formulated; the structure and schedule of the questionnaires and interviews are suggested; the limitations of the research design and ethical issues related to its implementation are outlined.
(2007, 1600 words)
This is a research proposal on customer satisfaction among visitors at different South Asian London restaurants in the UK. The three restaurants chosen here are Indian, with reasonably priced meals and located within central London so the number of visitors at these restaurants is quite high, especially during weekends. Questionnaires will be distributed to the customers who will be requested to complete the questions dealing with their satisfaction levels on various aspects of the restaurants. 200 such completed questionnaires will be obtained and this can take at least 1-2 months, within which all data are expected to be collected. Results and findings of the study will be provided along with the recommendations provided to restaurant owners and managers to improve or change their services in accordance with customer expectations and satisfaction levels.
(2007, 17 800 words)
This dissertation examined the concept of employee brand loyalty and its drivers: trust, perceptions of service quality, organizational commitment, and intellectual benchmarks of buy-in and employee satisfaction. In so doing, it focused on an individual firm in which it tested a 54 item questionnaire designed by the researcher and then used the final research instrument to analyse employee brand loyalty levels using both descriptive and inferential statistical analysis. This dissertation would be useful for anyone interested in the concept of employee brand loyalty or a robust research design.
(2007, 3000 words)
The present research proposal suggests focusing on the impact of cultural factors on the perception of advertising messages. The research will be based on the cross-cultural analysis of the perception of certain advertisings. The participants of different cultural backgrounds will be invited to participate in the study. The findings will enable the researcher to make inferences regarding the degree of influence of cultural factors on the consumers' perception.
(2007, 14 000 words + 1600 words)
The current dissertation is focused to provide an analysis of the impact of blogs on the marketing strategy of brands. This aim of the study has been achieved through a number of objectives, which include highlighting the importance of information technology in the marketing function of firms; understand the concept of blogging and its relevance to the business functions; highlighting the usage of blogs to achieve marketing strategies; and describing the effects of emerging technologies on the interaction of marketing and blogging. The research has used tools like strategic alignment for the purpose of analysis of impact of blogging on the marketing function of businesses. It has suggested that generically there are two competencies that can be achieved by companies with the help of tactical usage of blogs. These competencies have been mentioned as effective and efficient communication and knowledge management. The research has also highlighted the impact of blogs on each marketing mix element and concluded that blogs can be source of achieving equilibrium between standardization and adaptation in the light of market segments. Proposal to this dissertation is enclosed.
(2007, 1600 words)
The research proposal has been established in the domain of marketing and the emerging technology of blogs. The basic aim of the proposed research is to understand the impact of blogs on the strategic marketing of brands. The aim of the research has been supported with a background, literature review, research questions and methodology.
(2007, 14 000 words)
The world is changing at a staggering rate and technology is considered to be the key driver for these changes around us. An analysis of technology and its uses shows that it has permeated in almost every aspect of our life. Blogs are considered to be one of the significant new developments in the information world and therefore they have their implications for the increasingly global business world. Blogs are frequently updated websites consisting of dated entries arranged in reverse chronological order so that the most recent appears first. This research is focused on providing an analysis of the impact of blogs on the marketing strategy of brands. This aim of the study has been achieved through a number of objectives, which include highlighting the importance of information technology in the marketing function of firms; understand the concept of blogging and its relevance to the business functions; highlighting the usage of blogs to achieve marketing strategies; and describing the effects of emerging technologies on the interaction of marketing and blogging. The study uses qualitative data from semi structured interviews and secondary data to provide analysis and findings.
(2007, 6500 words)
This research report examined levels of customer loyalty and satisfaction at a small telephony store in London, together with those factors underpinning these dimensions. Drawing on McGoldrick's diamond of loyalty, which segments customers according to the extent to which they frequent a given store(s), four customer profiles were established. These profiles were used to understand what factors should be maintain and/or improved to keep the stores' most profitable customers loyal and satisfied, whilst attempting to change switchers into loyal customers.
(2006, 9000 words)
The dissertation investigates American marketing practices that target at ethnic minorities examining whether the US ethno marketing model could be applied to France. The review of literature touches on the theory and practices of ethno-marketing. The methods of research include the analysis of secondary data and primary data obtained via questionnaires and interviews. Conclusions are made about the possibilities of ethno-marketing in France. Recommendations are suggested about an effective launch of ethnic marketing.
(2006, 12 500 words)
The dissertation reports on the re-launch of bottled water Dasani by Coca Cola in the UK offering a strategic communications plan for Dasani bottled water targeted at younger audience, and analysing the bottled water market, the issues of price, competitors, customers, etc. PEST and SWOT analytical models are used; brand positioning of Dasani is discussed, recommendations about Dasani's promotion campaign are suggested.
(2006, 18 000 words)
There has been wide scale investigation into the growing economy of China and its impacts on global businesses. China has been seen as a source of competitive advantage due to its cheap labour and abundant resources by foreign companies. The current research has therefore been undertaken to understand the issues faced by the foreign invested firms in their marketing strategy and implementation in China. The case study approach has been undertaken and Apple Computer's iPod, which is world's largest selling portable digital music player, has been selected. The aim of the research is to assist the Chinese and American managers within the Sino-foreign Joint Ventures or Chinese subsidiaries of foreign companies to grasp a better understanding of the characteristics of China's market as well as how to enter China's market, and thus to offer a meaningful basis for wise decision-making through systematically studying both the macro-background and the specific organizational characteristics of these Sino-foreign Joint Ventures or the subsidiaries of foreign companies located in China mainland.
(2005, 18 000 words)
The dissertation investigates the implications of the growth of sponsorship as a marketing tool for sporting events, etc. A review of literature is presented on the history of sponsorship since the 17th century, the trends in the present-day sponsorship, the definitions of sponsorship, the types of sponsorship, the issues of fundraising, the theory of event marketing, etc. Positive and negative impacts of sponsorship are identified; strategies of sponsorship are described; the effectiveness of sponsorship is evaluated.
(2005, 29 000 words)
The dissertation investigates the concept of loyalty examining the relationship between customer satisfaction and customer loyalty, and conducting a case study of the success factors behind the Tesco customer loyalty programme (CLP) Clubcard. The background of Tesco is presented focusing on their position in the UK grocers' market and analysing the effects of the Clubcard CLP. Literature is reviewed on the theory of loyalty including types of loyalty, categories of loyalty, business implications of customer loyalty, loyalty-orientated strategies, CLP implementation, etc. Deductive and inductive research approaches are combined triangulating the findings obtained through the analysis of the primary (interviews and questionnaires) and secondary data. Conclusions are made about the effectiveness of CLPs and the level of customer loyalty for Tesco Clubcard members and non-members. Recommendations about sustainable performance of loyalty programmes are suggested.
(2004, 4000 words)
The paper offers a research proposal into the advertising campaign of Green & Black's (G&B), a UK luxury chocolate confectionary, presenting an overview of the company's background, market position, etc. Freud's psychoanalytic theory is reviewed and examined from the perspective of its possible applications in advertising chocolate by G&B.
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