A segmented market, according to traditional methods, appears increasingly difficult in mature consumer markets. A common explanation is that the mature markets are often characterised by over-supply which results in a great variety of choices for the consumer. Furthermore, the consumer of today has a more complex and flexible purchase behaviour which is difficult to catch. This makes consumer segmentation difficult. International studies indicate that dividing consumers into generation cohorts might be advantageous in understanding consumers of today.

The purpose of this research aims investigate whether front line personell are brand carriers who can affect the customers brand experience. This present study focuses on commercial fitness centers in Kalmar. Like brands, training is taking part in people?s everyday lives; fitness centers are offering the customer a wider range of group training.This thesis is based on a qualitative approach whereby eight interviews have been carried out with two members of the board and six employees of the front line. Additionally, this thesis is also based on three focus groups with four customers, representing the majority of each fitness centers.The research findings highlight that the front line employees are very important as they are seen as the brand; therefore the front line employee?s personality and behaviour will influence the customer?s view of the brand.

The increasing competition is making increasing demands of today's businesses to be changeable. Change projects have therefore become increasingly common in order to satisfy market expectations. These projects have often proved difficult to implement and fail rather than succeed. There are many people who reflect on why this is and theorists are increasingly reasoning about the importance of communication in the change process. This is something that has given rise to a new area of expertise called change management.

The companies of today figures on a hardly competitive market. This makes it necessary for the company to find new way to create competition advantages. Since it is no longer enough to compete with the technical quality of the product the companies are forced to also enhance the functional quality. To accomplish this it becomes necessary for producing companies to be customer oriented. A customer oriented company culture can be reached with the help of internal marketing in which different activities work to inform and teach the employees about the company strategy and also about their own role as part-time marketers.This thesis examines Electrolux, a company which is currently striving to develop a customer oriented company culture.

The purpose of this master thesis is to use marketing theory on the library?s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries? activities can appear in the light of marketing theory.

This thesis aims to identify the building integrated photovoltaic solutions available in the market with respect to general pros and cons of different systems and a technical description of there attachment system. Investigate and provide examples of various building integrated photovoltaic solutions in Sweden and describe the experiences and results of these projects.The methods used to obtain relevant information are interviews with individuals involved in significant projects and a thorough search of different solutions from solar suppliers.The conclusion is that solar energy is needed for a sustainable society. There are endless opportunities regarding BIPV, with many companies with different products and individual solutions. But so far it?s not so customary in Sweden.

This is a qualitative interview study of the importance of the non-verbal communication related to the reference situation at public libraries. The experiences of both librarians and users of the reference service have been explored with regards to non-verbal communication. Eight interviews have been carried out. The results reveal that the users and librarians consider that it is important that the librarian find eye contact as well as give affirmation through nodding and smiling. To demonstrate interest and involvement in the questions through attentive listening is also of great value.

This Thesis deals with the two concepts branding and position, more precisely how companies with a small marketing budget needs to work with these two concepts. The purpose of this thesis is to understand how these companies are able to assert a position  on their specific market. The thesis treats theories and empirical data to be  able to answer the purposes of the thesis and for the authors to be able to give recommendations of how companies in this situation can improve their marketing strategies. To be able to give these recommendations a more in depth study had been made of a carsharing company, Sunfleet. This to be able to se how a specific company works with branding and positioning as well as what can be improved.

Consumers are facing a wide selection of brands trying to get their attention. An increasing amount of corporations are incorporating non-traditional media in their marketing strategies as an attempt to build relationships with their customers. However, along with the new opportunities to enhance consumer emotions about the brand, social media has brought along new risks for corporations to face. This paper investigates the consequences of different ways of handling such electronic word-of-mouth (eWOM) crisis on Twitter. Furthermore, we investigate potential differences depending on the credibility of the source that sent the message.

In advertising, the target has traditionally been aimed towards the product?s advantages.Today the trend is that the advertisers want to create a restless and unsatisfied consumer. Theconsumer on her part is not trying to achieve a goal with her consumption, but experiences theconsumption itself as a goal. Because of this the consumer demands a fast and variedselection.In order to sell their products the companies must create a non-existent need amongst theconsumers. Therefore it is very common in advertising today to use emotions instead ofinformation to attract the customers.

Trots att stress tidigt i livet kan leda till ohälsa i vuxenlivet finns det förhållandevis få studier av psykobiologiska aspekter av stress bland ungdomar i Sverige. Syftet med denna studie var att undersöka sambandet mellan självrapporterad stress (n=412) och salivkortisol (n=278) hos friska skolungdomar i årskurs 8 och 9 i två Stockholmsskolor. Vidare undersöktes könsskillnader och skillnader mellan årskurser i självrapporterad stress respektive salivkortisol. Data samlades in via ett självskattningsformulär som mäter generell stress samt genom salivprover tagna vid fem tillfällen under en dag. Resultaten visade på ett signifikant samband mellan självrapporterad stress och salivkortisol (r=0,29) vid en tidpunkt.

iProspect is a global digital marketing agency and work primarily with search marketing. They were the first search engine marketing agency in the world when the company started up 1996 in Boston, Massachusetts, and the first in Sweden to offer services in search marketing after establishing themselves on the Swedish market the following year. iProspect can be found in the södermalm office in south central Stockholm. They are a comprehensive agency within search and offer everything from search engine optimization and sponsored links to advertising on social media. They?re goal is to lead developments in search marketing and to keep ahead of competition.

 Title:              Not just words, classroom communication about subtraction in year 2Language:      Swedish with summary in English.Keywords:     Communication, mathematics, subtraction, teaching The purpose of this study is to analyze the mathematical communication in a classroom during a lesson in the field subtraction, and to find out how students describe their perception of mathematics that is communicated in the classroom.The study consists of the observations through the videotaping of two lessons in primary school grades 2 and student and teacher interviews related to these lecture occasions.Research indicates that Swedish pupils' mathematical skill continuously deteriorates in a national and international perspective, and that student experiences of mathematics in general are negative. The literature emphasizes the importance of communicating mathematics in various forms to deepen and develop understanding of concepts and mathematical operations. Communication must be generated between teachers and students but also between student and student to have a beneficial impact for the student.Our result demonstrate the different types of communication in the classroom but that communication does not always have a clear mathematical content in spite of teachers' mathematical intentions with teaching. The result also indicates that the mathematical communication that takes place, in essence, is a one-way communication where the teacher has a great opportunity to speak. The teachers perceived as oblivious to their own ways of communicating, but stressed in the interviews with an understanding of the importance of communication learning.

The aim of this study was to gain a better understanding and knowledge of how Cubans living in Sweden experience the Swedish pattern of communication in relation to the Cuban. The questions asked by the authors were: Do the Cubans experience any differences or similarities between the Swedish and the Cuban patterns of communication? If that is the case, what are they and how would they describe them? The questions were answered through a qualitative method, based on interviews with five Cubans who were raised in Cuba and are now living in Sweden. Communication Theory has constituted the fundamental theoretical tool of analysis, complemented by Social Psychological Role theory. The results of the study have been analyzed using both phenomenological and hermeneutical methods.

The aim of this study is to examine which communication channels and communication strategies Umea? municipality could use for information concerning outdoor recreation. To achieve this aim the following theories and views have been applied: social communication, communication strategies, two-way symmetrical communication, social media and uses and gratifications. The study was conducted through four focus group interviews and one informant interview. The focus groups consisted of four groups of outdoor enthusiasts in Umea? municipality: outdoor interested students, organized outdoor enthusiasts, active families and active seniors.