Volker Schmid – författare

Seminar paper from the year 2004 in the subject Leadership and Human Resources - Miscellaneous, grade: 1.0 (A), University of Teesside (Teesside Business School), course: Career Management, language: English, abstract: Economic and business changes in the industrialised countries are radically altering the world of work (Barner, 1994). The way of career development has dramatically changed over the last decades (Kotler in Executive Female, 1995). The purpose of this paper is to discuss the changing organisational context for careers, the underlying permanent factor of adult development, and the impact this is having on career management and development. Key issues, theories and models by leading researchers such as Super, Levinson and Arthur are reviewed, shaping careers in the contemporary business environment. The final part includes the implications of the aforementioned for a career in Marketing.

Scientific Essay from the year 2004 in the subject Business economics - Banking, Stock Exchanges, Insurance, Accounting, grade: 1,7 (A-), University of Teesside (Teesside Business School), course: Money and Finance - Economics, language: English, abstract: Financial markets have always undergone changes . However since the 70s the speed of change has accelerated enormously . New types of financial instruments, financial markets and techniques have been developed. The most significant innovations have been the financial derivatives, e.g. futures, options and swaps and the development of securitisation which have mainly been created to manage risk and provide liquidity. The market for these instruments has become huge - by some estimates in excess of $100 trillion . History shows that financial innovation has been a critical and persistent part of the economic landscape. But why has it been like that? First of all for a better understanding it is necessary to define the term financial innovation . Financial innovation is described by Van Horne as the life blood of efficient and responsive capital markets . He emphasis that it is part of the bedrock of our financial system. Merton views financial innovation as the engine driving the financial system towards its goal of improving the performance of what economists call the real economy . Other authors define financial innovation as the design of new financial instruments and techniques of financial intermediation, structural change in the financial system, with the appearance of new financial markets and changes in organisation and behaviour of institutions as well as the design of new financial instruments or the packaging together of existing financial instruments . There is a general recognition of the particular importance of financial innovations for the wealth of a society. This paper outlines the nature and main features of innovation in financial markets and suggests what factors may stimulate the apparent increase in the rate of innovation since the 1970s with a particular view on the role of banks. The final part discusses the question if financial innovations have been beneficial for borrowers and lenders?

Document from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (83 percent), University of Teesside, course: Integrated Marketing Communication, language: English, abstract: This report outlines a new IMC strategy for the 'Siemens Mobile' brand, which, despite being a well recognised brand, has yet to make a strong impact within the 16-24 year old age group. It also contains an in depth analysis of the target market, and as well as a breakdown of the current position and image of Siemens Mobile. The target market for this segment has many unique attributes, which make it unusual, but one which is potential very profitable. The 16-24 year old group is very fashionable, sociable, and concerned with social acceptance, but at the same time wishing to display a degree of individualism . Siemens mobile is currently has an image of a focused, efficient, technologically advanced company with a reputation for quality engineering. They are currently positioned towards the older business class clients, who value quality and engineering excellence. In order to appeal to the 16-24 year old market, a re-branding and re-positioning of the Siemens Mobile brand will need to occur. A new, fun, trendy, fashionable, energetic, and youthful brand of Sie Mobile (pronounced see-mobile ) will be introduced which will appeal to younger people. This new brand will be closely correlated to the attitudes and values identified within the 16-24 age group. Sie Mobile will be introduced in several stages, based on the customer s buying process (Holder and Watson pyramid model; IDM, 2004). It will utilise both established and new marketing techniques including television, radio, magazine, internet, SMS, and billboard campaigns. This strategy will emphasise the fun, fashionable, and technological features of the brand, and will cost approximately 8,750,000 to launch.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (73 percent), University of Teesside (Teesside Business School), course: Marketing Management, language: English, abstract: According to the Financial Times, one of Europe's largest department store and mail-order group KarstadtQuelle AG may have to dismiss about 20,000 to 30,000 of its employees and to sell approximately 77 of its smaller warehouses as well as all retail chains including SinnLeffers, Wehmeyer, Runners Point and Golf HousE. The over-the counter segment of the KarstadtQuelle AG dropped by 5 percent from 7.3 in 2002 to 6.9 billion Euro in 2003 which is under performing its sector. In the year 2003 the group generated a total sales of 15.3 billion Euro with 100,956 employees and 2,621,4 thousand square meter sales space. As the current marketing weakness concerns the over-the-counter retail which is one out of KarstadtQuelle AG s four segments, this management report focuses on the warehouses which are under the legal unit called Karstadt AG:The report has the aim to identify and describe the customers of the Karstadt AG, to discuss the marketing strategy of that organisation and to analyse a current marketing weakness within the KarstadtQuelle AG s operations. Finally it provides a plan how that marketing weakness can be resolved. It applies a variety of different marketing concepts and tools such as customer segmentation, Ansoff-matrix, marketing mix, SWOT analysis, and STEP analysis. Finally, the research and the analysis showed that the customers of Karstadt AG are all citizens of Germany from all classes, all age groups, all social milieus. Its overall marketing strategy is to give the customers what they want . The marketing weakness of KarstadtQuelle AG is the usage of the classical warehousing concept which has reached the declining phase of its life cycle, targeting a disappearing customer segment. One solution would be the transformation of the classical warehouses in Shopping-Centres with a large number of specialised shops.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (80 percent), University of Teesside (Teesside Business School), language: English, abstract: According to O'Conner (1998), the impact of technology on marketing is dramatic. The industrial countries of today represent a growing information society which is based on technology. For an organisation "e;information is the most precious of modern corporate resources and its exploitation the key to competitive survival, the spotlight falls on marketing"e; (Mazur, 1994). To gather, handle and analyse the high amount of information, companies rely on technology. 1.5 billion pounds are invested on marketing related IT applications just in the UK (Leverick, 1998), which makes 15 percent of the total amount spent on IT, and this percentage is still increasing. The aim of this paper is to evaluate the impact of all potential technologies on the marketing strategy, using a variety of industry and organisational examples, and addressing the implications and potentials for the future. Therefore, it is necessary to firstly consider the range of current and potential future technologies that may or can be utilised in the company s marketing function. Examples of how real companies use this technology need to be provided and appropriate legal issues have to be discussed. Finally, possible technologies for the fictitious Business Technology PLC s marketing function are suggested including a financial plan. A wide range of technologies could be identified including hardware, software and communication technology. It could be shown that technology has a strong impact on the marketing strategy in terms of collect, handle, interchange, communicate, analyse, personalise and customise information, leading to cost reductions, more effective marketing procedures and improved customer satisfaction. The paper shows the technology-driven changes regarding the marketing mix. The use of technology by marketers is regulated by the national Data Protection Act and European laws. Finally, it is suggested that Business Technology PLC requires an internet presence, a database and a multimedia presentation of its products as a first step to increase sales, estimated set-up cost are approximately 5,500 pounds.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (80 percent), University of Teesside (Teesside Business School), course: Data Management, language: English, abstract: "e;Over the past few years, the Employee Credit Union (ECU) has accumulated a large amount of surplus funds, which have been invested in certificates of deposit. It has also experienced a lower loan/share ratio then other credit unions of similar size. Because of these factors, the credit union's average earnings on its investments have slowly declined and its profit margins have been squeezed"e; (Portfolio Assessment, 2004). The market place of a company changes every few years, and therefore, it needs to be researched and analysed (Kotler, 2001). The ECU decided to conduct a research project to determine how the credit union can solve its problem. The aim of this paper is to: Evaluate the research objectives. Evaluate the research design in light of the stated research objectives. Use SPSS to obtain simple frequencies for the answers to each question. Use SPSS to perform appropriate cross-tabulations. Use SPSS to perform appropriate univariate and bivariate statistical tests after developing hypotheses for these particular tests. The analysis discovers several weaknesses of the research process used by the credit union. Furthermore, many mistakes are found in the research design. The analysis of the survey identifies the strengths and weaknesses of the credit union, which can partly answer the research objectives. The main strengths of the union are its helpful employees, their ability to treat information confidentially, their prompt processing of loan applications, and the way the credit union is managed and operated. Identified weaknesses are the level of the loan rates, the usefulness of their services, and problems associated with the loan application form.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Teesside (Teesside Business School), language: English, abstract: According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand s essence . The aim of this paper is to conclude whether brands in a mortal and bricks environment are different from brands in a click environment, and therefore, if a new theory of branding is required. De Chernatony (2000) believes that a brand is a brand regardless of its environment , which he substantiates by analysing the assumptions about migrating brands to the Internet, and the impact of online communities. In order to test De Chernatony s idea, it is necessary to define and understand a brand , its components and functions. For the consumer, a brand provides orientation in the product jungle , and facilitates the identification of a specific product among competitive ones. Furthermore, it lowers the purchasing risk, as the customer can trust the functional and emotional quality of the brand (Biel, 2000). Lasty, a brand allows the customer to transfer the brand image to himself. Bugdahl (1998) describes this as a personalisation function or snob syndrome , for example, a BMW owner has the physical and emotional experience of being sporty and having friends (Herrmann, 2000). Understanding the meaning of a brand, its components and functions, the following section discusses if the essence of a brand changes in an online environment.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Teesside (Teesside Business School), course: E-Marketing, language: English, abstract: With a total of 81 dealerships and a turnover of 1.3 billion pounds, Reg Vardy is one of the leading motor retail groups in the UK. In order to acquire new customers and maximise customer retention with the help of digital technologies, the company needs to develop an e-marketing strategy. This paper provides a situation analysis of the present e-marketing situation of Reg Vardy, including the competitive environment based on the strengths, weaknesses, threats and opportunities. Furthermore, the aims and objectives of Reg Vardy s e-marketing strategy are formulated. Under the e-strategy section, potential digital technologies and the buying process are outlined to develop a five-phase e-operation strategy . This allows for targeting new and existing customers in all stages of the buying process. Specific e-tactics for customer acquisition and retention are suggested for Reg Vardy. Finally, the paper gives advice on E-CRM issues.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Teesside (Teesside Business School), course: Consumer Behaviour, language: English, abstract: To analyse the consumer behaviour presents an important criteria to be successful in the airline industry. This text gives answers to most relevant questions regarding consumer behaviour, using Air Lingus as an example. Finally, it includes a plan to implement a relationship marketing programme.

Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, language: English, abstract: This paper analysis the case study "e;VW Phaeton"e; by Rohm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not reach their sales forecast, experiencing dramatic financial losses (Weernink, 2002). It comments on the strategy of VW in terms of branding and positioning. It also considers segmentation, niche and mass marketing as essential issues for VW. Various aspects of these issues are discussed as well as their relationship to customer loyalty, and how they contribute to a business success. Finally, it is summarised why the future of the VW Phaeton is considered to be a bleak. It could be shown that positioning is an outgrowth of segmentation, and therefore, presents an integral part of VW s strategy. The paper shows that VW introduced the VW Phaeton to move up-market, and to polish the VW brand. However, the company did underestimate their own brand, which is associated with a people s car. At the same time, Volkswagen missed to serve highly potential segments in the middle-class segment. In order to position the VW Phaeton in the upper-class, a comprehensive marketing campaign was launched, which could not add the missing emotional and prestige value to the VW brand. In the final section, it is argued why the future of the VW Phaeton is a bleak - mainly because of a strategic failure regarding the branding strategy.

Seminar paper from the year 2005 in the subject Business economics - Customer Relationship Management, CRM, grade: A, University of Teesside (Teesside Business School), course: Customer Relationship Management, language: English, abstract: To analyse the consumer behaviour presents an important criteria to be successful in the airline industry. This text gives answers to most relevant questions regarding consumer behaviour, using Air Lingus as an example. Finally, it includes a plan to implement a relationship marketing programme.