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Marknadsföringsbegrepp i praktiken: En kvalitativ studie om tillämpningen av priming, upplevelserummet och relationsmarknadsföring i fallet HV71
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
Jönköping University, School of Education and Communication, HLK, Media and communication science.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesisAlternative title
Marketing concepts in practice : A qualitative study about the appliance of priming, servicescape and relationship marketing in the case HV71 (Swedish)
Abstract [en]

The study is based on the pragmatic question whether one can apply the theoretical perspectives priming, experience space and relationship marketing in a practical context. The authors visualize how these concepts appear practical and what advantages and disadvantages can be discerned in the particular case of HV71. The method used is a hypothetico-deductive approach, which is not entirely conventional in the humanistic and social scientific context. Consequently, it has been proven to be particularly suitable as it could expose the theoretical perspectives for a difficult scientific test.

The result of the study demonstrated that a marketer could benefit from using the theoretical perspectives when exercising the profession. It also showed that the object of study applied these perspectives. Furthermore, the study contributes with new knowledge in two areas. First, it was shown that researchers could use the hypothetico-deductive method as tool for humanistic and social scientific studies such as this. Also, the study answered the fundamental questions whether the theoretical perspectives could be identified in practice and how the object of study benefited from applying them.

Abstract [sv]

Studien vilar på den pragmatiska frågan huruvida man kan tillämpa de teoretiska utgångspunkterna priming, upplevelserummet och relationsmarknadsföring i en praktisk kontext. Författarna åskådliggör hur dessa begrepp visar sig rent praktiskt och vilka fördelar och nackdelar som kan urskiljas i det specifika fallet HV71. Som metod används ett hypotetisk-deduktivt angreppssätt som inte är helt konventionellt i humanistiska och samhällsvetenskapliga sammanhang, men som visade sig vara ytterst lämplig då den kunde utsätta de teoretiska utgångspunkterna för hård vetenskaplig prövning.

Resultatet av studien visade att man som marknadsförare kan ha nytta av att använda teoretiska utgångspunkter i sin praktiska yrkesutövning, samt att de tillämpades av studieobjektet. Studien bidrar vidare med ny kunskap på två områden. Dels bevisas att forskare hantverksmässigt kan använda hypotetisk-deduktiv metod för studier inom humanistiska och samhällsvetenskapliga områden som detta, dels besvaras studiens fundamentala frågor huruvida de teoretiska utgångspunkterna kunde identifieras i praktiken och hur studieobjektet dragit fördel av att tillämpa dem.

Place, publisher, year, edition, pages
2010. , 41 p.
Keyword [en]
priming, servicescape, relationship marketing, HV71, hypothetico-deductive method
Keyword [sv]
priming, upplevelserummet, relationsmarknadsföring, HV71, hypotetisk-deduktiv metod
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-14289OAI: oai:DiVA.org:hj-14289DiVA: diva2:386247
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-02-17 Created: 2011-01-12 Last updated: 2011-02-17Bibliographically approved

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Type fulltextMimetype application/pdf

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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
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More styles
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  • de-DE
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Output format
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