中小環(huán)保型企業(yè)市場營銷模式探究【文獻綜述】

1、<p><b>　　畢業(yè)論文文獻綜述</b></p><p><b>　　工商管理</b></p><p>　　中小環(huán)保型企業(yè)市場營銷模式探究</p><p>　　To match the needs of costumers, consumers and producers, not only in case

2、of private people but of businesses or companies, target marketing is needed. To obtain the particular market firstly a marketer has to prepare a market research, after which he segments the market, and then targets a si

3、ngle segment or series of segments, and finally positions within the segment(s). From these processes, I have chosen Segmentation Analysis as the topic of this essay, because it is a crucial element i</p><

4、;p>　　The objectives of this study are to perform market segmentation for a SME in the frozen food sector. The study could form a basis of segmentation framework for a SME like Eden Farm, the framework once developed f

5、rom academic literature would help to undertake a market segmentation in the frozen food industry with relevant segmentation criteria which would form a basis of targeting strategy for the company.In this Dissertation,

6、the literature on Market Segmentation is reviewed and relevant crite</p><p>　　Product Differentiation and Market Segmentation in Applesauce: Using a Choice Experiment to Assess the Value of Organic, Local, a

7、nd Nutrition Attributes Jennifer S. James, Bradley J. Rickard, William J. Rossman Recently, there has been much interest among horticultural producers concerning the marketing of organic and locally produced food. A

8、consumer survey was administered that asked respondents to choose an applesauce product from a list of products differentiated by price, and by labels </p><p>　　Sales promotion can be defined as a short-term

9、 incentive to encourage the purchase or sale of a product. Marketers in almost all categories of goods and service industries, attempt to build product category needs, create brand awareness, and facilitate purchases thr

10、ough effective communications and sales promotion. Communication is the process of establishing commonness or understanding between a sender and a receiver. Gemmy A. (1999). Integrated marketing communications is th

11、e coordination</p><p>　　Students leant about cellular phone from many sources, mainly from friends and families,through advertisement and from their own experience. Whether a promotion and advertising hurt o

12、r help a brand is under-researched (Mela, Gupta & Lehman, 1997). In the long-run, advertisement help brands by making consumer less price sensitive and more loyal. Exposure of an ad is crucial to be effective in chan

13、ging consumer knowledge, attitude and behavior (Evans,Moutinho & Van Raaj, 1996). And for the ad to b</p><p><b>　　Reference</b></p><p>　　Rogers, Everett M. (1983), Diffusion of I

14、nnovations, New York: The Free Press.</p><p>　　Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management, New York: McGraw-Hill. Rossiter, John R., Larry Percy and Robert J. Donovan (199

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16、du Marketing, 132/133 (2-3),111-118.</p><p>　　Roux, Elyette (1994), "Le Luxe: Entre Prestige et Marche de Masse," Décisions Marketing, 1 (January-April), 15-22. Roux, Elyette (1995), Consumer

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18、de Luxe,"Décisions Marketing, 9 (September-December), 15-23.</p><p>　　Sekora, John (1977), Luxury: The Concept in Western Thought, Eden to Smollett, Baltimore, MD.: John Hopkins University Press.&l

19、t;/p><p>　　Sheth, Jagdish N., Bruce I. Newman, and Barbara L. Gross (1991), "Why We Buy What We Buy: A Theory of Consumption Values," Journal of Business Research, 22 (1), 159-170.</p><p>

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21、uot;Abnormality as a Positive Characteristic: The Development and Validation of a Scale Measuring Need for Uniqueness," Journal of Abnormal Psychology, 86 (5), 518-527.</p><p>　　Solomon, Michael R. (198

22、3), "The Role of Products as Social Stimuli: A Symbolic Interactionist Approach," Journal of Consumer Research, 10 (December), 319-329.</p><p>　　Solomon, Michael R. (1994), Consumer Behavior, (2nd

23、ed.), Boston, MA.: Allyn and Bacon.</p><p>　　Tellis, Gerard J. and Gary J. Gaeth (1990), "Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices,"

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25、ion of Countervailing Cultural Meanings," Journal of Consumer Research, 23 (June), 15-42. Veblen, Thorstein B. (1899), The Theory of the Leisure Class, Boston: Houghton Mifflin.</p><p>　　Verhallen, Theo

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28、iology, 18 (2), 253-280.</p><p>　　Wong, Nancy Y. and Aaron C. Ahuvia (1998), "Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies," Psychology and Marketing, 15 (A