Nadia Kassouf Pizzinatto

CRM: CONCEITOS E MÉTODOS DE APLICAÇÃO NO MARKETING DE RELACIONAMENTO

A fidelizacao dos consumidores e considerada, pelas organizacoes modernas, uma questao de sobrevivencia em mercados cada vez mais dinâmicos. Esse estudo tem por objetivo analisar o significado e metodologia de aplicacao de um conjunto de ferramentas administrativas embasadas no marketing de relacionamento, conhecidas sob a sigla CRM. Os resultados coletados permitiram salientar que somente com uma troca constante de conhecimento com o consumidor pode-se entender e oferecer as solucoes mais convenientes atraves de produtos e servicos que satisfacam os desejos dos clientes.

Segmentação no setor turístico: o turista LGBT de São Paulo

The objective of this article is to present the tourism segment LGBT (Lesbian, Gays, Bisexual and Transgender) of Sao Paulo city and gather information about his profile as important support for the tourism sector in defining their marketing strategies. It was carried out an exploratory and statistical data from government and representatives of this public for a description and analysis of data on the composition and profile of this segment, as well as the strategies being used by companies to captivate it and loyalty it. It also composes a Descriptive Study carried out by the Tourism Observatory of Sao Paulo next to the participants of the Sao Paulo Gay Parade in 2011. As results, it appears that LGBT public presents behavioral particularities as buyers of tourist products, providing during their stay, higher investments than others tourism segments, because it comes as a tourist for a longer period of stay in Sao Paulo, thus leaving more financial resources in the city. It also presents as results, examples of effective use of differentiation strategies by organizations, attraction, service and loyalty in this segment.

MARKETING NO ENSINO SUPERIOR: ATRIBUTOS VALORIZADOS PELOS DISCENTES DE CURSO DE ESPECIALIZAÇÃO

The competitive job market and the pursuit for knowledge attract new graduates and graduated professionals to specialize through specialization courses. However, the significant increase in the number of institutions offering this type of service makes studies about education marketing a necessary tool for attracting students. In this sense, the main objective of the present study is to identify the features that lead the students of a private higher education institution of the city of Piracicaba to choose their specialization courses. For this purpose a descriptive survey was carried out with a quantitative approach, by means of applying a questionnaire collecting motivating factors of communication, quality and convenience, e and questioning the demand for other institutions. The results indicate that the students who affirmed comparing the institution and its courses with others offered in the market made their decisions based on the three types of motivational attributes studied. That is, students seek a combination of good information, quality and convenience to define their choices. On this basis, the results can help the definition of higher education institution strategies in terms of education marketing and competitive politics.

Estratégias de marketing: Estudo no setor de agências de viagens e turismo

The tourism sector has an important economic and social role and marketing strategies can help improve the market performance of service organizations. Thus, the study analyzed the marketing strategies applied in the travel agency services sector in the state of Santa Catarina and, therefore, a quantitative, descriptive inconclusive and in the form of field survey (survey) was applied with self-administered questionnaires available in the Google Docs platform for a sample of 109 emissive agencies of small and medium. Statistical analyzes were performed by means, frequency, stand-ard deviation and hypothesis testing as the measurement scales applied. The results show that the vast majority of the surveyed agencies use internal marketing strategies, external, interactive and relationship management with clients and midsize agencies use more often most measured marketing strategies.

Applicability of Unified Theory of Acceptance and Use of Technology Extended to the Consumer Use Context (UTAUT2) in Brazil: An Evaluation of the Model Using a Sample of Internet Users on Smartphones

This study, using a sample of internet users on smartphones, analyzed through UTAUT2 model in order to test the validity of their constructs in Brazil. We sought to thereby expand the understanding of individual acceptance and use of technology in the context of consumption, evaluating a new model in Brazil. The results of this study revealed the impossibility of using some constructs the original model as predictors of intention and consumption behavior. Future studies that include a larger sample, analysis of other technologies and inclusion of moderating variables were suggested.

Efeito país de origem na avaliação de marcas de luxo: um estudo experimental

This study investigates the country of origin effect in luxury brands evaluation, theory that concerns the stereotype developed in the mind of consumers from a negative or positive image of the country where the product was manufactured, influencing product brand evaluation image. The methodological process was conducted with experiments, involving manipulation of variables thought printed advertisings, stimulus, as developed especially for the research, in three different situations: first the negative country of origin effect (with bad manufacture quality stereotyped image); second the positive country of origin effect (with good manufacture quality stereotyped image); e a third without any mention of the country of origin. Data were collected through printed questionnaires, answered by 330 people. Results indicated that luxury brand evaluation is not affected by positive country of origin stimulus, but it can influence positively the non luxury brands. The negative country of origin affects both, luxury and non luxury brands, however the effect is superior in non luxury brands. In the stimulus without mention regarding the country of origin, the brand luxury evaluation was not highly affected. However it improved the evaluation of non luxury brands, when compared with the negative country of origin stimulus.

As Industrias de Produtos Orgânicos, o Marketing de Relacionamento e o Endomarketing: Estudo de Múltiplos Casos

O processo de Marketing de Relacionamento, quando o foco e o cliente interno, exige a busca da melhor relacao custo/beneficio e o investimento em colaboradores motivados e capacitados para atender os clientes. O estudo buscou investigar a aplicabilidade da utilizacao, no agronegocio da ferramenta do marketing de relacionamento os Programas de endomarketing (voltados ao publico interno, os colaboradores). Foram investigadas na pesquisa 12 empresas, tendo assim uma amostra por conveniencia. Pode-se concluir que os objetivos dos Programas de Endomarketing estao direcionados para promover o bem-estar, buscar o comprometimento e a capacitacao, e informar os colaboradores. Este estudo representa a assuncao do Marketing de Relacionamento em 50% das empresas contatadas, ja que a investigacao nos pontos de venda permitiu a verificacao de 24 empresas. Em relacao ao aspecto de abrangencia dos Programas de Endomarketing, detectou-se que e total, ou seja, as informacoes indicaram o envolvimento de todos os colaboradores das organizacoes consultadas.

É Possível Segmentar pelo Valor Percebido? Uma Aplicação em Consumidores do Ensino de Música Erudita

Este trabalho verifica a possibilidade de diferenciar consumidores pelos valores percebidos. Uma amostra de 240 consumidores de musica erudita foi submetida a entrevistas baseado no modelo de Cadeias Meios-Fim. Verificou-se relacoes associativas entre valores pessoais dos consumidores, beneficios e atributos percebidos segundo a Tecnica Padrao de Associacao, resultando em dois grupos: Os sensitivos, com baixa identificacao com musica erudita e os introspectivos, com alta identificacao com o estilo. Os resultados desta aplicacao empirica sugerem que o estudo da segmentacao pelo valor percebido possa ser validado por outras pesquisas e abre caminho para acoes mais especificas de marketing. DOI: 10.5585/remark.v12i3.2311

Consciência ecológica e atitudes dos consumidores: um estudo exploratório sobre seus impactos diante de produtos e marcas. DOI: 10.15600/1679-5350/rau.v10n3p183-198

Resumen pt: A preocupacao ambiental e um tema continuo e relevante para as empresas e sociedade, nao so em razao das crescentes exigencias dos governos atraves de le...

SEGMENTAÇÃO PSICOGRÁFICA DE CONSUMIDORES PAULISTAS DE PRODUTOS DE MARCA PRÓPRIA

E inquestionavel a importância dos produtos de marca propria para a economia mundial. Mesmo diante do crescimento experimentado nos ultimos anos, no Brasil, ainda existe uma grande oportunidade, tanto para fabricantes como para varejistas, em potencializar as vendas deste tipo de produto. Diante disso, o presente estudo teve como objetivo principal identifi car o perfi l psicografi co dos consumidores de produtos de marcas proprias. Para tanto, realizou-se um survey, na qual foram entrevistados 393 consumidores em 14 diferentes pontos de vendas. Por meio da utilizacao da escala VALS (Value and Life Style) foram identifi cados os perfi s psicografi cos dos respondentes, alem de sua atitude em relacao a produtos de marca propria. Apos a analise dos dados, utilizando-se a analise fatorial exploratoria e a analise de correlacao bivariada, foi constatado que os perfi s de maiores recursos, tanto fi nanceiros como intelectuais, sao os mais propensos a utilizar produtos de marca propria e foram sugeridas estrategias para cada segmento identifi cado: os sobreviventes, os crentes, os pensadores e os experimentadores.