Solution marketing characteristics and practices

The first objective of this master's thesis is to find out how the concepts solution and solution marketing are defined in the literature. In order to do so, solution marketing literature is reviewed widely. Another target is to identify the characteristics of solution marketing and to explain how solution marketing can be carried out. The final objective is to determine how well the described solution marketing practices are executed in the target company, and this will be studied with a survey. A solution can be described as a co-created and customized combination of products and services. Solution marketing aims at developing and anticipating customer's business needs and it involves close collaboration between customer and supplier. Solution marketing communication is targeted to a specific audience. It entails deep customer intimacy and is focused on understanding customer's business problem. Solution marketing also requires close collaboration between sales and marketing as well as customer focused mindset. Solution marketing can be executed by promoting thought leadership, presenting solution offering, creating close customer relationships and treating customers as individuals. Solution provider's whole organization must engage customer focus.

Web-sovellus Google App Engine alustalle

App Engine on lyhenne englanninkielisistä termeistä application, sovellus ja engine, moottori. Kyseessä on Google, Inc. -konsernin toteuttama kaupallinen palvelu, joka noudattaa pilvimallin tietojenkäsittelyn periaatteita ja mahdollistaa asiakkaan oman sovelluskehityksen. Järjestelmään on mahdollista ohjelmoida itse ideoitu palvelu Internet - verkon välityksellä käytettäväksi, joko yksityisesti tai julkisesti. Kyse on siis hajautetusta palvelinjärjestelmästä, jonka tarjoaa dynaamisesti kuormitukseen sopeutuvan sovellusalustan, jossa asiakas ei vuokraa virtuaalikoneita. Myös järjestelmän tarjoama tallennuskapasiteetti on saatavilla joustavasti. Itse kandidaatintyössä syvennytään yksityiskohtaisemmin sovelluksen toteuttamiseen palvelussa, rajoitteisiin ja soveltuvuuteen. Alussa käydään läpi pilvikäsite, joista monilla tietokoneiden käyttäjillä on epäselvä käsitys. Erilaisia kokonaisuuksia voidaan luoda erittäin monella tavalla, joista rajaamme käsittelyn kohteeksi toteuttamiskelpoiset yleiset ratkaisut.

In search of true friendship

The present text proposes a discussion on the concept of true friendship. The argument is grounded mostly on Aristotle's Nicomachean Ethics, Owen Flanagan's ethics as human ecology, and on contemporary authors' works about the Greek philosopher's concept of friendship. Given that human beings flourish through 1) exercising capacities, 2) being moral, and 3) having true friendships, difficulties to establish the level of trust required by true friendships turns the search itself (for them) morally valid.

Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour

The aim of the present dissertation is to investigate the marketing culture of research libraries in Finland and to understand the awareness of the knowledge base of library management concerning modern marketing theories and practices. The study was based onthe notion that a leader in an organisation can have large impact on its culture. Therefore, it was considered important to learn about the market orientation that initiates at the top management and flows throughout the whole organisationthus resulting in a particular kind of library culture. The study attempts to examine the marketing culture of libraries by analysing the marketing attitudes, knowledge (underlying beliefs, values and assumptions), behaviour (market orientation), operational policies and activities, and their service performance (customer satisfaction). The research was based on the assumption that if the top management of libraries has market oriented behaviour, then their marketing attitudes, knowledge, operational policies and activities and service performance should also be in accordance. The dissertation attempts to connect all these theoretical threads of marketing culture. It investigates thirty three academic and special libraries in the south of Finland. The library director and three to ten customers from each library participated as respondents in this study. An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The analysis of the whole dissertation reveals that the concept of marketing has very varied status in the Finnish research libraries. Based on the entire findings, three kinds of marketing cultures were emerged: the strong- the high fliers; the medium- the brisk runners; and the weak- the slow walkers. The high fliers appeared to be modern marketing believers as their marketing approach was customer oriented and found to be closer to the emerging notions of contemporary relational marketing. The brisk runners were found to be traditional marketing advocates as their marketing approach is more `library centred¿than customer defined and thus is in line of `product orientation¿ i.e. traditional marketing. `Let the interested customers come to the library¿ was appeared to be the hallmark of the slow walkers. Application of conscious market orientation is not reflected in the library activities of the slow walkers. Instead their values, ideology and approach to serving the library customers is more in tuneof `usual service oriented Finnish way¿. The implication of the research is that it pays to be market oriented which results in higher customer satisfaction oflibraries. Moreover, it is emphasised that the traditional user based service philosophy of Finnish research libraries should not be abandoned but it needs to be further developed by building a relational based marketing system which will help the libraries to become more efficient and effective from the customers¿ viewpoint. The contribution of the dissertation lies in the framework showing the linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences. The dissertationdelineates the significant underlying dimensions of market-oriented behaviour of libraries which are namely customer philosophy, inter-functional coordination,strategic orientation, responsiveness, pricing orientation and competition orientation. The dissertation also showed the extent to which marketing attitudes, behaviour, knowledge were related and impact of market orientation on the serviceperformance of libraries. A strong positive association was found to exist between market orientation and marketing attitudes and knowledge. Moreover, it also shows that a higher market orientation is positively connected with the service performance of libraries, the ultimate result being higher customer satisfaction. The analysis shows that a genuine marketing culture represents a synthesis of certain marketing attitudes, knowledge and of selective practices. This finding is particularly significant in the sense that it manifests that marketing culture consists of a certain sets of beliefs and knowledge (which form a specific attitude towards marketing) and implementation of a certain set of activities that actually materialize the attitude of marketing into practice (market orientation) leading to superior service performance of libraries.

Älypuhelimien käytettävyys naisnäkökulmasta

Tämän tutkimuksen aiheena oli älypuhelimien käytettävyys naisnäkökulmasta. Aihe nousi esiin kesällä 2010 huomatessani, että älypuhelinmarkkinat ja –mainokset ovat hyvin pitkälle miehille suunnattuja. Etsiessäni materiaalia tuekseni tähän työhön huomasin, että sitä on erittäin vähän saatavilla. Tämän takia päätin toteuttaa työn käytettävyystestausprojektina. Projektin testiryhmä koostui naisista, jonka jäseniä pyydettiin suorittamaan valitsemillaan älypuhelimilla testitehtäviä. Testin jälkeen he vastasivat käytettävyystestauslomakkeissa olleisiin kysymyksiin, jotka koskivat testattuja älypuhelimia. Tutkimustuloksia analysoitaessa nousi esiin vähäinen tarve älypuhelimen ostamiseen. Tässä käytettävyystestausprojektissa lopputulos oli, että testaajat eivät kokeneet tarvetta ostaa vaikeasti hallittavaa sekä turhia sovelluksia sisältävää ja kallista älypuhelinta.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.

Customer reference marketing and utilization of social media as an integral part of customer references

The objective of this Bachelor's Thesis is to find out the role of social media in the B-to-B marketing environment of the information technology industry and to discover how IT-firms utilize social media as a part of their customer reference marketing. To reach the objectives the concepts of customer reference marketing and social media are determined. Customer reference marketing can be characterized as one of the most practically relevant but academically relatively overlooked ways in which a company can leverage its customers and delivered solutions and use them as references in its marketing activities. We will cover which external and internal functions customer references have, that contribute to the growth and performance of B-to-B firms. We also address the three mechanisms of customer reference marketing which are 'status transfer', 'validation through testimonials' and 'demonstration of experience and prior performance'. The concept of social media stands for social interaction and creation of user-based content which exclusively occurs through Internet. The social media are excellent tools for networking because of the fast and easy access, easy interaction and vast amount of multimedia attributes. The allocation of social media is determined. The case company helps clarify the specific characteristics of social media usage as part of customer-reference-marketing activities. For IT-firms the best channels to utilize social media in their customer reference marketing activities are publishing and distribution services of content and networking services.

Pilvisovelluskehitys Google App Engine -pilvisovellusalustalla

Tämä Diplomityö keskittyy tutkimaan pilvisovelluskehitystä Google App Engine – pilvisovellusalustalle perustuen kuusi –vaiheiseen vesiputousmalliin sekä tutkimaan Google App Engine -pilvisovellusalustan tarjoamia mahdollisuuksia ja rajoituksia sovelluskehityksen muodossa. Tutkimuksen perusteella kuusi –vaiheinen vesiputousmalli soveltuu pilvisovelluskehitykseen,mikäli vaatimusmäärittely on tarkka jo sovelluskehityksen alkuvaiheessa. Tutkimuksen tuloksena syntyi vaatimusmäärittely MikkoMail –pilvisovellukselle. Vaatimusmäärittelyn pohjalta luotiin MikkoMail –pilvisovellus Google App Engine –pilvisovellusalustalle. Google App Engine –pilvisovellusalusta tukee vain Python- ja Java –ohjelmointikieliä eikä sisällä lainkaan ulkoista tietokantapalveluiden tukea. Tästä syystä Google App Engine -pilvisovellusalusta soveltuu pieniin, keskisuuriin ja pilottiprojektinomaisiin sovelluskehitysprojekteihin.

The Role of Tactical Marketing Decisions on New Product Performance: The Moderating Effect of Entry Timing

This study focuses on observing how Finnish companies execute their new product launch processes. The main objective was to find out how entry timing moderates the relationship between launch tactics (namely product innovativeness, price and emotional advertising) and new product performance (namely sales volume and customer profitability). The empirical analysis was based on data collected in Lappeenranta University of Technology. The sample consisted of Finnish companies representing different industries and innovation activities. Altogether 272 usable responses were received representing a response rate of 37.67%. The measures were first assessed by using exploratory factor analysis (EFA) in PASW Statistics 18 and then further verified with confirmatory factor analysis (CFA) in LISREL 8.80. To test the hypotheses of the moderating effects of entry timing, hierarchical regression analysis was used in PASW Statistics 18. The results of the study revealed that the effect of product innovativeness on new product sales volume is dependent on entry timing. This implies that companies should carefully consider what would be the best time for entering the market when launching highly innovative new products. The results also depict a positive relationship between emotional advertising and new product sales volume. In addition, partial support was found for a positive relationship between pricing and new product customer profitability.

Marketing plan for a new service concept: case Taksipalvelu MPS Oy

Markkinointisuunnitelmatutkimukset koostuvat pääosin tuotantoalalle tai suurille yrityksille tehdyistä markkinointisuunitelmista. Vaikuttaa siltä, että pienet yritykset tekevät suunnitelmansa ilman nimenomaisesti heille suunniteltua mallia, jos tekevät suunnitelmaa ollenkaan. Kuten sanottu, sovellukset palveluyrityksille ja pk-yrityksille puuttuvat markkinointisuunnitelmiin kohdistuvasta tutkimuksesta, mikä lisää tämän tutkimuksen arvoa keskittyen juuri kyseisiin markkinointisuunnitelman osa-alueisiin. Tutkimusta sovelletaan uuteen palvelukonseptiin, jota case-yritys Taksipalvelu MPS Oy on lanseeraamassa. Palvelu on kohdistettu venäläisille matkailijoille sekä Lappeenrannan alueella eläville venäläisille, ja se perustuu ennen kaikkea korkeaan laatuun. Tutkimus on tärkeä, sillä taksiala on hyvin säännelty, mutta säännöstelyn piirissä on todennäköisesti paljon potentiaalia palveluiden differentaatioon. Segmentointi ja palveluiden kohdistus tiettyihin asiakasryhmiin on taksialalla myös hyvin minimaalista. Tutkimalla kohdistetun palvelun kysyntää ja arvoa saadaan selville olisiko tällainen toiminta kannattavaa vai ei. Venäläisten asiakkaiden määrä on kasvanut Lappeenrannan alueella paljon, minkä potentiaalia ei ole ehkä vielä täysin hyödynnetty. Tutkimuksen tarkoituksena on luoda hyödyllinen markkinointisuunnitelma case-yritykselle kiinnittäen erityisesti huomiota toimialaan ja kohdeasiakasryhmään. Tarkoituksena on antaa suuntaviivoja kuinka lähestyä kohdeasiakkaita ja kuinka markkinoida palvelua oikein. Tavoitteena on myös selvittää onko valitulla asiakassegmentillä kysyntää vai tulisiko kohdistaminen tehdä toisia määritteitä käyttäen.

In search of Lost Childhood

The article is located at the Daily Sun's editorial section's subsection "Post-Log."

Marketing Plan of Electric Vehicle Charging Solutions to USA

The purpose of the Thesis was to evaluate the business environment of electrical vehicle charging equipment (EVSE) in USA, find the key issues of entering the US EVSE markets and to form a marketing plan for possible market entry. The external market research analyzed the environment, customers, competitors and demand of EVSEs. In the internal analysis the focus was on resources and capabilities, offering, performance, business relations and US related issues. The research about the business environment was done using already available information from market studies and seminars. In external analysis there were also two semi-structured interviews from market experts used. The internal analysis was done mostly by interviews, but also company’s internal data sources were used. The interviews were semi-constructed and included eight interviewees from each part of EVSE value chain. The research findings were analyzed using SWOT analysis, which was converted to a so called TOWS matrix for extracting strategies. As a result of the Thesis, valuable information about the US markets and their requirements for EVSEs was gained. By matching the strengths of the case company and market requirements, customer segmentation and targeting were done and a marketing plan was constructed for the case company to help their management to evaluate the feasibility of possible market entry and investments to USA.

Perfomance evaluation of a direct injection engine using different blends of soybean (Glycine max) methyl biodiesel

Diesel fuel is used widely in Brazil and worldwide. On the other hand, the growing environmental awareness leads to a greater demand for renewable energy resources. Thus, this study aimed to evaluate the use of different blends of soybean (Glycine max) methyl biodiesel and diesel in an ignition compression engine with direct injection fuel. The tests were performed on an electric eddy current dynamometer, using the blends B10, B50 and B100, with 10; 50 e 100% of biodiesel, respectively, in comparison to the commercial diesel B5, with 5% of biodiesel added to the fossil diesel. The engine performance was analyzed trough the tractor power take off (PTO) for each fuel, and the best results obtained for the power and the specific fuel consumption, respectively, were: B5 (44.62 kW; 234.87 g kW-1 h-1); B10 (44.73 kW; 233.78 g kW-1 h-1); B50 (44.11 kW; 250.40 g kW-1 h-1) e B100 (43.40 kW; 263.63 g kW-1 h-1). The best performance occurred with the use of B5 and B10 fuel, without significant differences between these blends. The B100 fuel showed significant differences compared to the other fuels.