This study aims to find out if differentiation of the features of the 4P of the product milk can create value to customers in a particular customer segment. Creating value is in the core in every company´s actions. Customers buy products and services that create value to them and are willing to pay from the value they get. The more the product creates value, the more the customers are willing to pay. This study focused on the customer segment of young women with academic background who live in the capital region. Milk is a bulk product consumed widely in Finland. The product also has significant role in the nutritional history of the country and has a big role in Finnish nutritional recommendations. However the consumption of milk has decreased over the years. The theoretical background of this study is based on the following theories: marketing strategy and the 4P, customer value and differentiation. These theories formed the theoretical framework which gave the focus to the empirical experiment. The approach of the study was qualitative because qualitative research aims to understand the phenomenon it studies and the approach is more suitable for analysing verbal data. Qualitative research wants to get a deeper understanding and it gives room for individual´s thoughts and experience. The study was executed and a group interview using theme interview methods. For the study chosen features of the 4P of the product milk were differentiated and group interview focused on them. The differentiated features were the following. For product organic milk and milk with added protein, for price milk with a lower price, for place online shopping and for promotion advertising milk on social media. The findings of this study were that in some cases differentiation of the features if the 4P of the product milk can create value for customers but in most cases it does not. The focus group felt that the most valuable differentiated feature of the 4P was organically produced milk and other factors that supported the well-being of the production animals and the environment. If a company selling or producing milk tries to create value to its customers through differentiation of the features of the 4P, it needs to consider carefully which features to focus on.

Increasing number of companion animals and market for companion animal drug products will bring about new challenges to the companion animal drug product marketing. Thus animal health companies have to rethink determinants of companion animal drug launch success so that their products could differ from other similar products. The aim of this study was to examine if the dominant approach of the new product launch (product-centered-, traditional sales and marketing- and strategic orientations approach) also more popular than relationship approach in the animal drug product marketing. The approach was chosen because big differences exist between the animal- and the human drug marketing. In addition it was researched how the recent changes of the animal health field has been effected to animal drug product marketing. The study was addressed to animal health marketing experts in Finland, the United Kingdom, Germany, France, Spain and Italy by electronic questionnaire. A previously generated questionnaire was employed. It was used after slight modifications and repiloting. According to the study it was found that there is dominating the same procedures as generally in industries in the launch of veterinary drug products. However, relationship approach, which emphasizes the importance of customer relationships, is quite important in the launch of a new veterinary drug product. Based on the results, relationship approach complements dominant approach in the launch of veterinary drug product. Based on answers given to the open-ended questions, veterinary drug companies consider current chances positive and aim to take advantage of the changes. Based on this study at least the senior management of veterinary drug companies seems to be aware the importance of relationship activities. From the results it can be seen that the relationship activities have not been utilized in the launches as much as it would be potential. Veterinary drug companies lean too much on that the company's products will be succeed with very low relationship activities because veterinary drug market is small and they have much less competitors than the human drug companies has. In addition there is working primarily high experienced people in the veterinary pharmaceutical industry, which has an impact that marketing practices are not updated easily.

Ready meal market is a mature business sector in Finland where competitive advantage is hard to achieve. When trying to get a foothold of the ready meal category, is it worthwhile to make a packaging redesign? Consumers buying behavior is considered to be rational and utility driven, but the interpretation has been challenged. The thesis uses eye tracking methodologies in studying consumer behavior. With eye tracking, it is possible to quantify consumer’s implicit visual search behavior into measurable and analyzable form, without the interference of conscious interpretation of perceived stimulus. Thus eye tracking data can assist companies in understanding their customer’s behavior and in creating effective and relevant packaging and marketing decisions. This thesis will provide insight on consumer behavior, eye tracking, and packaging and seizes the conducted research data; is it adequate to proceed with brand owners old design or should they consider moving to a new and unconventional, market-disrupting package design?

Scholarship on publics has proliferated during the past two decades, especially in linguistic anthropology. Drawing on Michael Warner's famous formulation, publics are now routinely theorized as a social form predicated on the reflexive circulation of discourse. This article, however, identifies a tension within Warner's conception of publics. On the one hand, Warner levels a critique of liberal publicity, noting its exclusions and contradictions, but on the other hand, he models his own account of publics on the liberal public sphere and assumptions of voluntaristic, free speech. Working from ethnographic research on a government-sponsored nation-branding project undertaken in Macedonia, the article develops a different perspective on publics and their politics. It examines how practices of marketing and strategic communication now pervade public spheres and valorize not voluntaristic participation but discursive engineering, that is, concerted efforts to determine how discourse can and will circulate in some public. When tethered to projects of centralized political control, as happened in Macedonia during Nikola Gruevski's prime ministership (2006-2016), practices of discursive engineering can result in enclosed public spheres. Ultimately, the article asks, what can attention to elite efforts to engineer and enclose public spheres teach about struggles over participation in contemporary contexts of mass publicity?

The thesis focuses on the sociopolitical value promotion by the multinational corporations, which according to the recent research has increased during 1990's. The phenomena is analysed with the help of the concept of 'moral markets', which refers to the continual flux of the contemporary moral values. The moral values are created and enhanced by the actors at the moral markets. The study is the so called pilot study on the phenomena, which has just begun to develop and of which there exists only minimal previous research. The aim of the thesis is to systematically analyse the value promotion of the corporations and the actors and elements related to the phenomena. The system theory, which emphasises the relationship between the organisation and the external environment, is used as a contextual theory. It has been used as a basis in order to form more specific model on the functions of 'the moral markets' and the power hierarchy behind it. The theory of legitimation of power by David Beetham forms the main theory of the study. The thesis is a case study, in which is used both quantitative content analysis and qualitative text analysis. The case corporations are Shell, Nestlé, McDonald's and Nike, which have been and still are on the boycott. The quantitative analysis pointed out that the promotion of values was both relatively extensive and intensive in three of the four case corporations. Also the so called boycott values were in a central position in three of the four cases, which may seem to indicate that boycotts are one essential reason for the value promotion of the case corporations. From the results of the quantitative analysis there was formed the following value promotion profiles: boycott-centric activity (Shell and Nike), 2) symbolic surplus value -centric activity (McDonald's) and 3) boycott-centric passivity (Nestlé). According to the analysis it seems to be that both Shell and Nike are actively involved in the value creation at the moral markets. Also McDonald's seems to participate in the functions of the moral markets. However, in the case of McDonald's the symbolic surplus values and core values seem to be used to direct the attention away from the actual boycotts and its consequences. In the case of Nestlé the corporation is more passive and defensive when regarding the value promotion. Also the legitimation of the corporation is mainly practised by the means of reactive form of control as the legislation and government intervention. The most important sources of the study are the web sites of the case corporations. The other sources of the study are both socio-scientific and economical reviews, journals and books. The material has been achieved also through the Internet.

This thesis investigates the development of the visibility of slavery in the brochures of four Virginia plantations over a time period of 90 years. The four plantations are Monticello, Mount Vernon, Belle Grove, and Long Branch, all of different sizes but with similar pasts as sites of enslavement prior to the abolishment of slavery in 1865. The goal is to discover how and why the narrative of slavery has changed over the years, and if any larger societal changes may have contributed to this development. As tour brochures have the ability to affect a visitor’s interpretation of a site, it is important to understand what type of discourses and images are directing the visitor’s gaze in the brochures. It is equally vital to attempt to understand the reasoning behind those choices of language and imagery. In this thesis, Critical Discourse Analysis (CDA) is used to discover what is being said, what is left unsaid, and why those decisions were made. The primary sources for this thesis are the print brochures collected at each plantation and the plantation websites. The material is primarily analyzed using textual analysis although some image analysis is also included to give a more comprehensive understanding of the content of the brochures. In addition, secondary sources are used to support the historical and conceptual framework of the thesis. The main result of this thesis is that the visibility of slavery in plantation brochures has developed from non-existent or minimal to attempted integration. Until the late 1970s the institution of slavery and the experiences of the enslaved, if mentioned, are trivialized, marginalized, and/or segregated. Slow but steady progress in increasing the presence of slavery in the brochures can be witnessed throughout the years as the general opinion in the United States became more accepting, even demanding, of racial equality. No individual event or phenomenon has had a direct impact on the content of the brochures but a clear development into including slavery can be seen. Based on the results, it is the conclusion of this thesis that the main themes of the brochures have not changed very much since the 1920s. Owner families, prestigious guests, architecture, gardens, and the achievements of the wealthy owners have remained the main focus of attention although some new themes can be found in the more recent brochures. It is also evident that these themes persist at the expense of others, such as slavery, bringing about an interesting discussion of remembering and forgetting. In addition, these conclusions raise an important question about the roles of plantation museums as educators, entertainers, and research facilities.