A capacidade de o marketing mensurar e comunicar o valor de suas atividades e investimentos tem sido uma das prioridades de pesquisa na área nos últimos anos. Para atingir esse objetivo, a capacidade de mensurar adequadamente os ativos de marketing, como o Customer Lifetime Value e, de forma agregada, o Customer Equity, torna-se essencial, pois esses ativos são considerados os elementos capazes de traduzir em valores monetários o resultado dos diversos investimentos realizados pela área de marketing. Diante da mensuração desses valores, é possível o planejamento e a realização de ações mais precisas por parte dos profissionais de marketing. Sendo assim, no presente estudo objetivou-se construir e aplicar um modelo de estimação de Customer Lifetime Value no modo bottom-up (individual por cliente) em uma amostra de clientes de uma empresa do setor de serviços financeiros. O modelo bayesiano hierárquico aplicado, com três regressões estruturadas conforme o modelo Seemingly Unrelated Regressions (SUR) (ZELNER, 1971), foi construído a partir dos trabalhos de Kumar et al. (2008), Kumar e Shah (2009) e Cowles, Carlin e Connet (1996). Os resultados evidenciaram (1) que o modelo foi capaz de estimar com consistência o valor futuro de 84% dos clientes analisados; (2) que esse valor estimado traduz o potencial de rentabilidade que pode ser esperado futuramente para cada cliente; (3) que a base de clientes pode ser segmentada a partir do Customer Lifetime Value. Diante do conhecimento do valor futuro de cada cliente, se vislumbrou possibilidades de ações que tragam melhorias para gestão de clientes tradicionalmente utilizada, principalmente no que diz respeito à alocação dos recursos de marketing. / The marketing capacity to measure and to communicate the value resultant of its activities and investments has been one of the area top research priorities in the last few years. In order to achieve this objective, the capacity to appropriately measure the marketing assets, as the Customer Lifetime Value and, in aggregate form, the Customer Equity, has been pointed out as essential, because this assets are considered elements capable of translating the result of marketing investments into monetary values. Given the measurement of those values, marketers become able to plan and take more precise actions. Thus, the objective of present study is to build and test a bottom-up Customer Lifetime Value estimation model to a sample of customers from a company of finance services. The bayesian hierarchical model, composed of three regressions structured according to the Seemingly Unrelated Regressions (SUR) model (ZELNER, 1971), was built from the works of Kumar et al. (2008), Kumar and Shah (2009) and Cowles, Carlin and Connet (1996). The results show that (1) the model was capable to estimate with consistency the future value of 84% of the analyzed customers; (2) this estimated future values indicate the potential profitability of each customer; (3) the customer base can be segmented from the Customer Lifetime Value. Given the knowledge obtained about the future value of each customer and the segments established, several actions that can bring improvements to the traditional way of managing customers were suggested, in special those concerning marketing resource allocation.

A capacidade de o marketing mensurar e comunicar o valor de suas atividades e investimentos tem sido uma das prioridades de pesquisa na área nos últimos anos. Para atingir esse objetivo, a capacidade de mensurar adequadamente os ativos de marketing, como o Customer Lifetime Value e, de forma agregada, o Customer Equity, torna-se essencial, pois esses ativos são considerados os elementos capazes de traduzir em valores monetários o resultado dos diversos investimentos realizados pela área de marketing. Diante da mensuração desses valores, é possível o planejamento e a realização de ações mais precisas por parte dos profissionais de marketing. Sendo assim, no presente estudo objetivou-se construir e aplicar um modelo de estimação de Customer Lifetime Value no modo bottom-up (individual por cliente) em uma amostra de clientes de uma empresa do setor de serviços financeiros. O modelo bayesiano hierárquico aplicado, com três regressões estruturadas conforme o modelo Seemingly Unrelated Regressions (SUR) (ZELNER, 1971), foi construído a partir dos trabalhos de Kumar et al. (2008), Kumar e Shah (2009) e Cowles, Carlin e Connet (1996). Os resultados evidenciaram (1) que o modelo foi capaz de estimar com consistência o valor futuro de 84% dos clientes analisados; (2) que esse valor estimado traduz o potencial de rentabilidade que pode ser esperado futuramente para cada cliente; (3) que a base de clientes pode ser segmentada a partir do Customer Lifetime Value. Diante do conhecimento do valor futuro de cada cliente, se vislumbrou possibilidades de ações que tragam melhorias para gestão de clientes tradicionalmente utilizada, principalmente no que diz respeito à alocação dos recursos de marketing. / The marketing capacity to measure and to communicate the value resultant of its activities and investments has been one of the area top research priorities in the last few years. In order to achieve this objective, the capacity to appropriately measure the marketing assets, as the Customer Lifetime Value and, in aggregate form, the Customer Equity, has been pointed out as essential, because this assets are considered elements capable of translating the result of marketing investments into monetary values. Given the measurement of those values, marketers become able to plan and take more precise actions. Thus, the objective of present study is to build and test a bottom-up Customer Lifetime Value estimation model to a sample of customers from a company of finance services. The bayesian hierarchical model, composed of three regressions structured according to the Seemingly Unrelated Regressions (SUR) model (ZELNER, 1971), was built from the works of Kumar et al. (2008), Kumar and Shah (2009) and Cowles, Carlin and Connet (1996). The results show that (1) the model was capable to estimate with consistency the future value of 84% of the analyzed customers; (2) this estimated future values indicate the potential profitability of each customer; (3) the customer base can be segmented from the Customer Lifetime Value. Given the knowledge obtained about the future value of each customer and the segments established, several actions that can bring improvements to the traditional way of managing customers were suggested, in special those concerning marketing resource allocation.

A capacidade de o marketing mensurar e comunicar o valor de suas atividades e investimentos tem sido uma das prioridades de pesquisa na área nos últimos anos. Para atingir esse objetivo, a capacidade de mensurar adequadamente os ativos de marketing, como o Customer Lifetime Value e, de forma agregada, o Customer Equity, torna-se essencial, pois esses ativos são considerados os elementos capazes de traduzir em valores monetários o resultado dos diversos investimentos realizados pela área de marketing. Diante da mensuração desses valores, é possível o planejamento e a realização de ações mais precisas por parte dos profissionais de marketing. Sendo assim, no presente estudo objetivou-se construir e aplicar um modelo de estimação de Customer Lifetime Value no modo bottom-up (individual por cliente) em uma amostra de clientes de uma empresa do setor de serviços financeiros. O modelo bayesiano hierárquico aplicado, com três regressões estruturadas conforme o modelo Seemingly Unrelated Regressions (SUR) (ZELNER, 1971), foi construído a partir dos trabalhos de Kumar et al. (2008), Kumar e Shah (2009) e Cowles, Carlin e Connet (1996). Os resultados evidenciaram (1) que o modelo foi capaz de estimar com consistência o valor futuro de 84% dos clientes analisados; (2) que esse valor estimado traduz o potencial de rentabilidade que pode ser esperado futuramente para cada cliente; (3) que a base de clientes pode ser segmentada a partir do Customer Lifetime Value. Diante do conhecimento do valor futuro de cada cliente, se vislumbrou possibilidades de ações que tragam melhorias para gestão de clientes tradicionalmente utilizada, principalmente no que diz respeito à alocação dos recursos de marketing. / The marketing capacity to measure and to communicate the value resultant of its activities and investments has been one of the area top research priorities in the last few years. In order to achieve this objective, the capacity to appropriately measure the marketing assets, as the Customer Lifetime Value and, in aggregate form, the Customer Equity, has been pointed out as essential, because this assets are considered elements capable of translating the result of marketing investments into monetary values. Given the measurement of those values, marketers become able to plan and take more precise actions. Thus, the objective of present study is to build and test a bottom-up Customer Lifetime Value estimation model to a sample of customers from a company of finance services. The bayesian hierarchical model, composed of three regressions structured according to the Seemingly Unrelated Regressions (SUR) model (ZELNER, 1971), was built from the works of Kumar et al. (2008), Kumar and Shah (2009) and Cowles, Carlin and Connet (1996). The results show that (1) the model was capable to estimate with consistency the future value of 84% of the analyzed customers; (2) this estimated future values indicate the potential profitability of each customer; (3) the customer base can be segmented from the Customer Lifetime Value. Given the knowledge obtained about the future value of each customer and the segments established, several actions that can bring improvements to the traditional way of managing customers were suggested, in special those concerning marketing resource allocation.

Diploma thesis deals with customers' developing potential of language school. The theoretical section specifies the business and strategy of small and medium-sized enterprises in the Czech Republic. It describes customer relationship management, its approaches and concepts related to this issue. Additionally it analyzes customer satisfaction and loyalty. It dedicates to customer value and finally adds other possible indicators of customers' developing potential. In the practical part there is analyzed customer base of the language school Tandem. There exist two types of analysis. One of them is based on the internal resources of the company and the other one is developed based on feedback received from the survey of customer satisfaction. The analysis suggests new ideas for better use of potential of existing and future customers.

[pt] As empresas têm percebido que certos clientes, apesar de consumirem em grande escala, não são lucrativos e demandam grandes esforços de atendimento. Adotar métodos que permitam diferenciar os clientes de acordo a sua participação nos resultados da empresa contribui para o aperfeiçoamento do processo gerencial. O presente estudo visa apresentar a utilização da metodologia de Custo de Servir (CSC) na análise da lucratividade dos clientes e seu uso como ferramenta de estratégia comercial, demonstrando como pode-se aplicá-la em uma carteira de consumidores de uma distribuidora de Gás Liquefeito de Petróleo (GLP) no estado do Rio de Janeiro. O trabalho discorre sobre a forma de calcular o CSC de cada cliente, adotando conceitos derivados do método de custeio por atividade e seu impacto na margem de contribuição. São abordados critérios para a segmentação de clientes e como todos esses conceitos subsidiam as decisões gerenciais considerando as forças de mercado presentes no setor de atuação. O estudo empírico é suportado pela revisão da literatura e está baseado nos dados obtidos da empresa de GLP. A análise do CSC busca melhorar a eficiência da gestão, reduzir custos e aumentar a lucratividade da empresa. As conclusões oferecem um instrumento para a gestão do portfólio da empresa e abordam aspectos logísticos, comerciais, financeiros e competitivos que afetam o mercado de distribuição de GLP. / [en] Companies have realized that certain customers, despite consuming on a large scale, are not profitable and demand great service efforts. Adopting methods that make it possible to differentiate customers according to their share of the company s results contributes to improving the management process. The present study aims to present the use of the Cost of Serving (CSC) methodology in the analysis of customer profitability and its use as a commercial strategy tool, demonstrating how we can apply it in a consumer portfolio of a Liquefied Petroleum Gas distributor (LPG) in the state of Rio de Janeiro. The work discusses how to calculate the CSC of each client, adopting concepts derived from the activity costing method and its impact on the contribution margin. Criteria for customer segmentation are discussed, and all these concepts support managerial decisions considering the market forces present in the sector it operates. The literature review supports the empirical study and is based on data obtained from the LPG company. The CSC analysis seeks to improve management efficiency, reduce costs and increase the company s profitability. The conclusions offer an instrument for the management of the company s portfolio and address logistical, commercial, financial and competitive aspects that affect the LPG distribution market.

Retail work constitutes an estimated 10.5 per cent of the UK workforce (British Retail Consortium, 2011). The literature suggests homogeneity in the nature of HRM in the retail industry with low formal skills, pay and trade union density associated with this context (Skillsmart Retail, 2010; Department for Business Innovation and Skills, 2010). Furthermore, the downward pressure on the working conditions of employees is observed across front-line work in general and this, seemingly does not improve with competitive strategy (Kelliher and Perrett, 2001; Lloyd, 2005; Lloyd, Warhurst and Dutton, 2013). However, the service work literature reveals diversity at the workplace level in the performance of emotional labour (Bolton, 2000) and the different types of customer (Bolton and Houlihan, 2005). Yet there are gaps in the literature related to how the performance of emotional labour compares and contrasts across retail organisations through different management control mechanisms as well as how the employee-customer interaction may explain diversity at the workplace level. The thesis draws on a comparative case approach of four case study organisations in the retail industry each reflecting different market positions in clothing and electrical product markets. A total of 37 semi-structured interviews were conducted with managers and employees across the case study stores. In addition the methodology also included the analysis of the customer perspective which is traditionally missing in the work and employment relations literature (Korczynski, 2009) This included collecting data using eighteen customer shopping reports, a method based on qualitative diaries. The overall aim of the study was to compare and contrast management, employee and customer perspectives across different retail organisation contexts and explore how the nature of HR and the performance of emotional labour are framed and reframed by the dynamics and negotiations that take place between these three actors. The findings reveal homogeneity in the nature of HRM with no improvement in recruitment and selection, training, pay and collective employee involvement going up the quality chain in the retail industry. This confirms other studies in the service industry more generally (Kelliher and Perrett, 2001; Lloyd, 2005; Lloyd et al, 2013). However within this downward pressure on the nature of HRM there were elements of diversity in the management requirements for the performance of emotional labour and the conceptualisation of the customer which shaped the employee-customer interaction in much broader terms than Strategic HR theorists might have assumed. To understand diversity across the retail organisations it was necessary to analyse the nature of employee-customer interactions within the context of management performance strategies. This revealed that many of the nuances between the case study retailers related to the ways the customer shapes, and is shaped, by the performance of emotional labour. The thesis will argue for the continued relevance of the concept of triangular relations which has been recently criticised (Belanger and Edwards, 2013) because it recognises the three actors that shape the performance of emotional labour at the level of workplace relations.

<p>In the best of worlds, all marketing is relevant.</p><p>This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement.</p><p>Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed.</p><p>Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the <em>Long Tail</em> phenomena is shaking the old media houses’ business position.</p><p>Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity.</p><p>From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses <em>Schibsted</em> and <em>Aftonbladet</em>, search engine provider as <em>Google</em> and a marketing agency, <em>Mobiento Mobile Marketing</em>. </p><p>Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “<em>target marketing house concept</em>” points out four significant areas for companies to benefit from the power of target marketing in mobile devices.</p><p>Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.</p>

In the best of worlds, all marketing is relevant. This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement. Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed. Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the Long Tail phenomena is shaking the old media houses’ business position. Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity. From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider as Google and a marketing agency, Mobiento Mobile Marketing.  Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “target marketing house concept” points out four significant areas for companies to benefit from the power of target marketing in mobile devices. Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.

O presente trabalho tem como objetivo central a proposição de ferramentas de gestão do relacionamento com os clientes, tendo como base analítica a utilização da segmentação dos clientes com foco no mercado industrial ou B2B. Para tanto, a metodologia de segmentação pós-fato proposta pelo autor, denominada de Focometria, terá como base de dados o comportamento histórico de compras dos clientes mensurado pelos descritores: valor, recência e frequência. O valor mede a margem de contribuição gerada por cada cliente; a recência mede o tempo transcorrido entre a data de corte estabelecida e a última operação comercial; e a frequência mede o número de operações comerciais realizadas no período de análise. A metodologia propõe a realização de dois estágios classificatórios da carteira de clientes, onde o primeiro estágio definirá os grupos de clientes e o segundo estágio os categorizará a partir de um ranking proposto. Para isso, o trabalho será estruturado em quatro artigos principais, os quais fazem uso das ferramentas propostas, com o objetivo de melhorar e qualificar a tomada de decisão na gestão do relacionamento dos clientes das organizações. Complementando, a Tese faz referência a um quinto artigo que reforça a aplicação da metodologia de segmentação Focometria na gestão orçamentária de vendas das empresas. Com base nos artigos apresentados conclui-se que a metodologia de segmentação de dois estágios a Focometria, é uma ferramenta eficiente para qualificar e focar a gestão comercial da carteira de clientes das empresas. / The present work has as main objective the proposition of relationship management tools with customers, based on the use of analytical customer segmentation with focus on industrial or B2B market. To this end, the methodology proposed by the author pos-fact segmentation, called Focometria, will be based on the data of customer purchase history behavior measured by key words: value, recency and frequency. The value measures the contribution margin generated by each client; the recency measures the elapsed time between the date of court established and the last commercial operation; and frequency measures the number of commercial operations performed during the analysis period. The methodology proposes two qualifying stages of customer, where the first stage will define the customer groups and the second stage will categorize them from a proposed ranking. For that, the work will be structured in four main articles, which make use of the tools proposed, with the goal of improving and qualify the decision-making on customer relationship management of organizations. Complementing the thesis references a fifth article that reinforces the application of the methodology of segmenting Focometria on budget management of enterprises sales. On the basis of articles presented it is concluded that the two-stage segmentation methodology to Focometria, is an efficient tool to qualify and focus on the commercial management of customer businesses.

Title: Marketing strategy of product Xanil application on the Czech pharmaceutical market Objective: Design marketing strategy of product Xanil application on the Czech pharmaceutical market Methods: Written interview, descriptive analysis Results: The result is a design marketing strategies for new drug Xanil. The marketing strategy process segmentation of potential customers, targeted to competition and proposes a structure of the marketing mix. The strategy is the development of the concept of promotion, including the estimated financial costs. Key words: Marketing strategy, marketing mix, customer segmentation, competition, brand positioning, Eli Lilly company, Xanil, promotional strategy