The de-regulation of commercial air traffic in the early 1990?s lead to that many new airline companies entered the market. Many of these new actors were low budget airlines which meant that the traditional airlines met a new type of competition. This situation contributed to the fact that ticket prices dropped in many countries. It has become more and more common that the traveller prefers to fly with low budget airlines rather than with the traditional airlines.

In this paper, we examine the attitudes of 16- to 19-year olds towards stealth viral marketing in the form of videos posted on websites such as Youtube. Apart from their general attitudes towards the phenomenon, we were also concerned with their views on the ethics involved in this marketing method and how this affects their view on the companies behind the advertising. To accomplish this, we administered a survey to a sample chosen by convenience. Using the Persuasion Knowledge Model and prior research on the subject, we then analyzed the gathered data and reached the conclusion that the respondents in our sample were mainly positive towards stealth viral marketing in this particular form, that they generally did not consider it unethical and that even though most considered the companies to be responsible for such videos, teenagers were not likely to take negative actions against them if they found out that a video that they had seen was in fact a stealth viral video..

Background: The increasing number of actors on the market has led to a more intense competition among superstores. With this, marketing has gotten an even more essential meaning. The marketing activities superstores perform are adapted to the context in which the store is located. Purpose: The purpose of this thesis is to, from different theoretical dimensions, compare superstores? application of marketing strategies in Tokyo with the marketing strategies used by superstores in Stockholm.

This study focuses on the internal marketing and how it affects the complaints by companies? communication control. Our purpose with this subject is to increase the understanding of which components affects the relation between internal marketing, communication control and complaints. We have chosen the subject, internal marketing because it caught our interest in an earlier course. On the basis of the literature of costumer complaint there have not been so much research about it and that is why we have chosen this perspective on internal marketing.This study is based on a qualitative approach.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

The aim of this Master thesis is to make a survey of the public library staff-relations at work and discuss relationship marketing as it applies to public libraries. Relationship marketing involves the establishment, maintenance and development of users and other library-related relationships, including the relations among the library staff itself. Good relations among the library staff is a necessary condition for good relations with others. The focus of relationship marketing is at the user?s needs, wants and demands instead of the library collections and services.

I genomsnitt utsätts vi för 3000 reklambudskap under en dag, men bara cirka 14 % av de okonventionella kampanjerna har någon effekt. Vi har blivit för medvetna om hur reklam påverkar oss och för kritiska mot media för att köpa dessa budskap. Jay Conrad Levinsons grundade för cirka 30 år sedan begreppet gerilla marknadsföring. Den här kreativa marknadsföringsmetoden var till en början tänkt för de företag som hade begränsade resurser. Metoden kan vara väldigt kostnadseffektiv och används idag flitigt bland både stora som små företag.

The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing.The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation?The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest.The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation.

The purpose of this study is to provide a longitudinal examination, within grocery retailing, of four marketing tools and their impact on enhancing customer loyalty. The study examines whether the relationship between the four marketing tools and customer satisfaction has a positive effect on attitude and behavior loyalty. The findings from this study show that the marketing tools have not helped enhancing loyalty between 2004 and 2007. Between these years, service quality has the most affect on loyalty. Self-scanning as an effective marketing tool could be questioned, the relation in this study is not supported.

Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong brand clubs have to put a lot of work into marketing, not only of their own brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger brand and better the marketing communication.

AbstractTitle: The signification of the traditional gender roles in misuse treatment ? the experiences of eight addictsAuthor: Andersson Malin, Gunnarsson AnnelieSupervisor: Lindberg OddThe purpose with this essay is to study if the staff in two LVM treatment facilities do strengthen the traditional gender roles in their daily work and interactions with the clients. The aim was also to study if the staff reconstruct traditional gender roles and if this can be seen as an advantage or disadvantage in the treatment. Finally the aim was to investigate if the staff encouraged the clients to break loose from the traditional gender roles. A qualitative approach using face to face interviews was used.

I ett samhälle där det råder allt större konkurrens mellan företag och produkter, och då kunderna blir allt mer krävande, har Cause Related Marketing (CRM) blivit något av en unik win-win strategi. CRM innebär att ett företag tillsammans med en välgörenhetsorganisation skapar ett samarbete för att marknadsföra och sälja en produkt för välgörande ändamål och därmed nå ömsesidig vinst.Syftet med uppsatsen är att se vilka effekter CRM kan ha i jämförelse med traditionell marknadsföring. Vi har valt att undersöka varför företag väljer att engagera sig i välgörenhet och om man kan använda ett sådant samarbete som ett marknadsföringsverktyg.Den metod vi använt för studien är en kvalitativ metod. Till vår hjälp har vi använt oss av tidigare forskning inom ämnet samt genomfört intervjuer med företag som varit relevanta för studien. Företagen som medverkar är verksamma inom detaljhandel eller dagligvaruhandel och samtliga har valt att engagera sig i Rosa Bandet.Slutsatser som dragits genom studien är att CRM är en strategi som alla företag inom detaljhandel och dagligvaruhandel kan använda sig av.

The increased competition in e-commerce puts pressure on e-businesses which makes it even more important to influence the visitors on their e-commerce sites. An often overlooked marketing tool is atmospherics. With the increased focus on e-commerce from both traditional and new e-businesses this marketing tool becomes even more relevant. The aim of this thesis is to investigate how the atmosphere on an e-commerce site influences the customers' thoughts, emotions and behaviors. We examine the effects the level of stimulus on a website has on the customer's emotions, attitudes, intentions, behaviors as well as the relationship between these variables.

Marketers of today are confronted by the fact that it is increasingly difficult to gain the customer's attention, as they first have to break through the ad clutter. In a landscape where the general attitude towards advertising is negative, one way to successfully deliver the message to the customer involves communicating through personal impact. By using stimuli containing identical information with different senders, this thesis seeks to quantitatively explore whether brands can make use of the personal networks of its employees, in their social media marketing strategy. The purpose of the study is to investigate if communication via the employees could enhance traditional communication effects, such as buying intention and electronic WOM intention. Furthermore, the study aims to examine which role the employee should hold when communicating on behalf of the brand, and if the communication effects vary with the degree of product involvement.

In this thesis the marketing strategies of two public libraries have been explored and studied.The public library of Kalmar participates in the project GÖK which partly is a marketing project. The public library of Kalmar thereby differs from the public library of Trollhättan which is not involved in the project.The main aim of this thesis was to focus on their marketing strategies and see if there were any differences. The thesis was also concerned with the customers and their experiences of the quality of the services offered by the public libraries of Kalmar and Trollhättan, including the customers' perceptions of the operative marketing, and finally if there was a connection between marketing and customer-centered quality. Qualitative methods as well as quantitative methods were used for the collection of information .The preliminary assumption that Kalmar had a more explicit marketing strategy has been confirmed in the study. However, the customers at the public library of Trollhättan were more satisfied with the total quality of the services offered.