The international marketing strategy of grocery retailers – the strategy of adaptation and standardization

Research question – The research question, that this study attempts to answer, is, what and why grocery retailers, which specifically work with the strategy of standardization, adapt in their marketing mix to the host market. Main adaptations are analyzed with regard to psychic distance in terms of consumer characteristics. Methodology – This study presents a qualitative research design. Secondary data, in-depth interviews and personal observations were used, in order to identify adaptations, which were conducted in a grocery retailer in Germany, which is its home market, and in Sweden, which is considered to be a host market. Findings – The main findings of this research indicate that grocery retailers that specifically work with the strategy of standardization, adopt their core strategy at the host market, in order to keep their economy of scale. However, the standardization strategy may cause negative financial results, which is why adaptations, in order to attract new customers, are required. Conclusively, a mix of both, the adaptation and standardization marketing strategy, has to be utilized.

Planejamento estratégico de canais de marketing: uma aplicação ao franchising no Brasil

Esta pesquisa pretende levantar dados, no mercado brasileiro, que permitam a estruturação de um modelo sobre os critérios de decisão utilizados para a escolha do franchising como estratégia de distribuição tendo como referencial teórico a Teoria da Economia dos Custos de Transação.

Teoria dos custos de transação: o impacto do tipo de investimentos sobre a seleção de canais de marketing

Esse trabalho pretende explorar a bibliografia disponível sobre a Teoria dos Custos de Transação e a partir desse levantamento elaborar um modelo de classificação dos perfis de investimento que determinam as estruturas de governança.

Marketing para jovens consumidores de café: estratégias para o mercado brasileiro

Empresas de diferentes setores, dentro da nova estrutura competitiva, cientes da importância de satisfazer as necessidades dos consumidores, vêm provocando mudanças nos hábitos e costumes da população. Novos alimentos e novas formas de distribuição têm sido introduzidos, acompanhados de agressivas campanhas publicitárias. O setor de café, confiante na sua tradição, não acompanhou o ritmo de modernização e de marketing do setor de bebidas, tendo como conseqüência uma significativa perda de participação no mercado e redução no consumo. Este trabalho tem como objetivo conhecer o consumidor jovem de café no Brasil e sugerir estratégias mercadológicas que possam estimulá-lo a consumir mais o produto. Através da técnica de análise de grupos foram realizados estudos qualitativos na cidade "de São "Paulo e estudos quantitativos na cidade. de Belo Horizonte. Analisados os resultados, e identificado o significado do café para este público jovem, foram sugeridas estratégias genéricas que contribuam para o aumento do consumo de café no mercado interno. Os resultados mostram que predomina, entre os jovens universitários, uma imagem negativa em relação ao café. Muito associado ao cigarro e ao vicio, 54% dos entrevistados não têm o hábito de tomar café, além de associar a imagem do café a uma pessoa adulta, que trabalha muito, estressada e cheia de responsabilidades. Quem toma aprendeu com a família, por um hábito, ou no trabalho. Como aspectos positivos consideram o café como estimulante e muito associado a um intervalo, descanso e relaxamento. Consideram que o café ainda mantém sua postura tradicional, não é um produto prático e adequado ao jovem e as propagandas não falam com o jovem. Estratégias de marketing elaboradas com vistas ao futuro consumidor de café devem descobrir os valores que norteiam os interesses dos jovens de hoje para construir produtos, embalagens, formas de consumo e de comunicação que façam sentido em seu mundo. Pois esse mundo é diferente daquele onde o café tem ou teve um lugar de honra: o lar brasileiro. Da forma como vem sendo percebido hoje pelos jovens, constata-se que é preciso mudar se quiser permanecer.

The economics of climate change in Central America: summary 2010

Includes Bibliography

RP97-362 File It Easy, Find It Fast: A Home Filing System

A home filing system makes important papers readily available when needed. If managed properly, the filing system can get older papers out of the way, making needed records more accessible. A well-organized filing system for your household can pay big dividends when it comes time to find an important paper you need NOW. There is no one best filing system for everyone; what works for you could be a disaster for someone else. Once set up, a filing system helps you to be a more effective and efficient financial manager and decision maker.

RP92-217 #2 Producer Marketing Mangement: Deferred Pricing Alternatives for Grain

Grain producers must make marketing decisions every day. First they must decide whether to price or hold grain. If they decide to price grain, they must then choose the most appropriate method of pricing: cash sale, forward contract, or hedging. If they decide to hold grain (not to price), they must choose the most appropriate method of retaining ownership. This fact sheet presents some guidelines to help producers choose the least costly method of owning grain or speculating on price level changes.

Nebraska NAMA Big XII Champs!

The University of Nebraska-Lincoln National Agri-Marketing Association (NAMA) Marketing Team brought home the Big XII Championship as a national finalist at the 2009 NAMA Annual Conference held April 14-17 in Atlanta, Georgia.

Home care service utilization in British Columbia: Substitute or complement to acute care?

The desire to promote efficient allocation of health resources and effective patient care has focused attention on home care as an alternative to acute hospital service. in particular, clinical home care is suggested as a substitute for the final days of hospital stay. This dissertation evaluates the relationship between hospital and home care services for residents of British Columbia, Canada beginning in 1993/94 using data from the British Columbia Linked Health database. ^ Lengths of stay for patients referred to home care following hospital discharge are compared to those for patients not referred to home care. Ordinary least squares regression analysis adjusts for age, gender, admission severity, comorbidity, complications, income, and other patient, physician, and hospital characteristics. Home care clients tend to have longer stays in hospital than patients not referred to home care (β = 2.54, p = 0.0001). Longer hospital stays are evident for all home care client groups as well as both older and younger patients. Sensitivity analysis for referral time to direct care and extreme lengths of stay are consistent with these findings. Two stage regression analysis indicates that selection bias is not significant.^ Patients referred to clinical home care also have different health service utilization following discharge compared to patients not referred to home care. Home care nursing clients use more medical services to complement home care. Rehabilitation clients initially substitute home care for physiotherapy services but later are more likely to be admitted to residential care. All home care clients are more likely to be readmitted to hospital during the one year follow-up period. There is also a strong complementary association between direct care referral and homemaker support. Rehabilitation clients have a greater risk of dying during the year following discharge. ^ These results suggest that home care is currently used as a complement rather than a substitute for some acute health services. Organizational and resource issues may contribute to the longer stays by home care clients. Program planning and policies are required if home care is to provide an effective substitute for acute hospital days. ^

Applying the fuzzy analytical hierarchy process in digital marketing

The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today’s information overload makes digital marketing optimization, which is needed to continuously improve one’s business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities’ fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.