O turismo é uma atividade em ampla expansão nas suas mais variadas formas, seja por motivos de lazer ou de negócios apresenta estatísticas de crescimento por vezes maiores que o percentual de crescimento da economia. O foco desse estudo são as viagens por motivos de negócios, as quais têm grande importância para o desenvolvimento da atividade turística e hoteleira mesmo em localidades com atrativos turísticos naturais e culturais, como é caso da cidade de São Luís-MA. Dessa forma, o objetivo é estudar as estratégias de segmentação utilizadas pelos hotéis para o desenvolvimento do Marketing Business to Business. Para tanto, realiza-se um estudo de casos múltiplos em dois grandes hotéis da cidade pertencentes a redes hoteleiras Pestana São Luís Resort Hotel e Quality Grand São Luís Hotel por meio de uma pesquisa qualitativa de caráter exploratório. Primeiramente, faz-se um levantamento de publicações e trabalhos relativos ao tema, no qual se observa a escassez de estudos voltados à temática escolhida, bem como é realizado um levantamento de dados estatísticos de órgãos e entidades oficiais do setor. A coleta dos dados primários ocorre por meio de entrevistas com os gerentes de vendas dos respectivos hotéis e com as empresas locais clientes desses hotéis. A análise dos casos baseia-se em quatro pontos principais: a estrutura de marketing dos hotéis, as formas de segmentação utilizadas, as ações voltadas ao público de negócios, e a política de compra de hospedagem das empresas pesquisadas. Observa-se que os hotéis não possuem um setor com a denominação de gerência de marketing e sim gerência de vendas a qual atende às atividades de marketing, possuindo certa autonomia em relação à rede para efetuar suas ações, contudo existe uma gerência de marketing da rede que dá suporte aos hotéis. Sobre a segmentação, nota-se que os casos fazem uso dela utilizando como principais variáveis o volume de vendas atual, potencial de vendas futuro e o canal de vendas. Em relação às ações específicas voltadas ao público de negócios, observa-se que esse mercado é de grande importância para os dois casos possuindo alta representatividade no faturamento dos hotéis, contudo não existem ações pontuais específicas para esse público, segue-se a mesma lógica da segmentação do mercado turístico como um todo, a diferenciação é feita pelo volume de compras. Finalmente, sobre o processo de compra dos clientes empresariais pesquisados nota-se que as compras são feitas diretamente entre empresa e hotel, sem intermediários. Os fatores principais considerados nessa compra são os serviços oferecidos e a localização, além disso, observa-se a importância do usuário, pois este possui certa autonomia na escolha do meio de hospedagem, embora não seja considerado no processo de segmentação. Conclui-se, ressaltando que as estratégias de segmentação para o público BtoB ainda são incipientes, pois considera um número muito reduzido de variáveis o que termina dificultando, entre outras coisas, uma política de relacionamento mais robusta. / Tourism is an activity in high expansion in its more varied forms, either for leisure reason or business-oriented it presents statistics of growth sometimes bigger than the percentage of growth in economy. The focus of this study is the business-oriented trips, which has great importance for the development of tourism and hotel management activity even in localities with natural and cultural attractions like São Luis-MA. This way, the objective is to study the strategies of segmentation used by the hotels for the development of Marketing Business to Business. Therefore, it is fulfilled a study of multiple cases in two large hotels of the city pertaining of hotels nets: Pestana São Luis Resort Hotel and Quality Grand São Luis Hotel through a qualitative research of exploratory character. First an inquiry of what has been published about the subject, where it is observed scarcity of studies directed to the thematic, as well as a statistical data-collecting from agencies and official entities of the sector. The collection of the primary data occurs trough interviews with the sales managers of the respective hotels, and with the local companies which are customers of these hotels. The analysis of the cases is based on four main points: the structure of marketing in the hotels, the used forms of segmentation, business-oriented actions directed to the public, and the policies of purchase of lodging of the searched companies. It observes that the hotels do not have a sector denominated as marketing management but sales management which takes care of the marketing possess and it has a certain autonomy to fulfill its actions of marketing related to the net, however there is a management of marketing in the net that gives support to the hotels. About segmentation it is noticed that the cases make use of it using as main variable the current volume of sales, potential of future and the structure of sales. In relation to business-oriented specific actions to the public it is observed that this market is of great importance for the two cases possessing high representation in the invoicing of the hotels, however there are not specific prompt actions for this public, follows the same logic of the segmentation of the tourist market as a whole, the differentiation is made by the volume of purchases. Finally on process of purchase of the searched enterprise customers it is noticed that the purchases are made directly between company and hotel, without intermediate, the considered main factors in this process are the offered services and the location, moreover, observes the importance of the user, therefore this possess certain autonomy in the choice of the hotel, although he is not considered in the segmentation process. It is concluded, standing out that the strategies of segmentation for the BtoB public still are incipient, therefore considers a very reduced number of variables what it finishes making difficult, among others things, a relationship politicy more robust.

The goal of Master's Thesis on topic Segmentation of antiperspirants and deodorants is to discover differences in consumer's behaviour, determinate and describe segments of consumers based on these differences and propose marketing strategy for the most attractive segments. Theoretical part describes market segmentation in general, process of segmentation and segmentation criteria. Analytic part characterizes Czech market of antiperspirants and deodorants, analyzes ACNielsen market data and discovers marketing communication of key producers. The main part of Thesis focuses on the process of segmentation -- market determination, key segmentation kriteria setting, questionary, segments determination and main characteristics. At the end two most attractive segments are chosen and marketing strategy for them is proposed.

Analysis of the customer's behaviour of the different segments, which are different from each other, as far as planning, organizing and realization of the summer holiday are concerned. The datas will help the author and her profession development in Tourism and Marketing branches, so as the main tourism institutions, such as Czech Tourism or Department of local development.

The advent of digital cameras, including those in smartphones, has caused an upheaval in the photo industry that led to the bankruptcy of Kodak and the closure of most independent photo stores. The purpose of this multiple case study was to explore marketing strategies that specialty photo retailers in the United States have used to grow revenues after the shift to digital imaging technologies. The conceptual framework of this study was Rogers's diffusion of innovations model specifying typical movement of information through communications channels in a social system over time. Data sources included semistructured interviews with 5 photo retailers, photos of facilities and pointof- sales displays, website pages, and social media. Data were analyzed using inductive coding of phrases and words from interviews, followed by identification of common themes. Additional data gleaned from participants' displays, websites, and other documents supported interpretations of themes through methodological triangulation. Strategies that the 5 participating retailers used to grow revenues were manifest in 3 major themes: adoption of new technologies, market segmentation, and marketing communications. Study participants described various strategies to acquire customers including the use of technology (e.g., enterprise-level management systems), defining market segments underserved by competitors, and customizing marketing communications for specific targeted segments. A viable retail channel can produce social change by providing sources of information on new products that can enhance consumers' lives and create economic growth via new jobs.

Tourism as an industry in the 20th and 21st Century has primarily been an international money-making industry which has attracted many governments of less developed countries as a fast mechanism for development. This has often involved a trade-off between the pursuit of economic wealth and support for the social, cultural and natural environments. The negative impacts of mass tourism in these economies are countless and well documented, especially as many of these countries are still trying to deal with impacts caused during colonial occupancy. Consequently, alternative tourism has been presented as a way to manage tourism development which is economically, social and ecologically sustainable. One manifestation of this trend is community-based tourism, which aims to be inclusive of the host communities as they plan for tourism and considers the socio cultural and natural resources and desires of tourists in a more equitable manner. The aim of this thesis is to determine how ecotrekking as a form of community-based tourism can provide a foundation for development for remote rural communities in developing countries. It was conceptually determined that if the needs of the community matched those of the tourists, then a sustainable ecotrekking industry can evolve. To explore this issue contextually, a case study of the Kokoda Track (KT) in Papua New Guinea is presented based around three research questions: 1. What role can market segmentation play in sustainable tourism development in remote rural communities? 2. What outcomes do the Kokoda Track communities envisage for the future of tourism on the Kokoda Track? 3. Do Kokoda tourists meet the outcomes envisaged by the community? A review of the literature found that market segmentation is a tool used in destination planning to assess visitor characteristics and match these to resource capabilities. It was employed in this study to determine the characteristics and needs of Kokoda tourists through a questionnaire survey distributed to trekkers via the tour operators. It was found that the Kokoda tourist is a university educated, middle-aged man who visits the KT for adventure and historical reasons. They have higher-order needs of personal development and knowledge and value the authenticity of the experience. The second research question was approached using secondary data analysis. Notes from Participatory Rural Appraisal workshops with community leaders in 2004 and 2005 were reinterpreted. The key themes to emerge were that the communities have a great need for basic facilities (education, transportation, telecommunications, medical infrastructure and water supplies) and they see tourism as an economic means to develop those facilities. They would like to build more guesthouses and provide food for tourists to increase revenue however, they are unsure of the extent to which this will be supported by trekkers. A comparative analysis of the findings from research questions 1 and 2 was employed to address the third research question. The quantitative needs of the tourist market segment were matched to the qualitative expectations of the communities. It was found that the current Kokoda tourist is in favour of many of the outcomes that the Kokoda communities envisage. These include the provision of locally made food and guesthouses. Further to this, the empirical results from the questionnaire found that ecotourists and cultural tourists are the tourist types that need to be targeted by operators. They indicated a strong match with the desires and needs of the Kokoda communities. For example, they indicated that the KT can cater for a much smaller number of trekkers than the other three pre-determined tourist types (adventure, organised and historic tourists). Additionally, the natural and cultural environments are more important to these tourist types inferring that the protection of these resources is of primary importance. Consequently, it was established that ecotrekking can play an important role in development in less developed countries, if the right market segment is targeted to meet the needs of the community. Generally this can then ensure a slower rate of development, which allows the communities to adjust to the changes that occur at both a socio-cultural level and also in the infrastructure within their communities. In the longer term it also allows them to see how tourism can provide long term benefits not offered in extractive industries such as forestry and mining.

This thesis begins by revisiting and building on themes of labour market segmentation, with particular reference given to Marx's seminal account of segmentation in Capital, Vol.1 (Chapter 25). Marx distinguishes between an active army - the stable full-time employed - and the relative surplus population - the precariously employed reserve army and the residual surplus - and suggests further fragmentation of these main groups into sub-strata. Marx's perspective of segmentation is grounded in fragments of a general theory of employment that, as a long-term tendency, identifies continual advances in constant capital that abolish work and proliferate the reserve army. This thesis builds on these themes by formulating a concept, the 'transference dynamic', which underpins a general theory of employment segmentation. A short history of segmentation under capitalism traces recent phases of development in both developed and lesser-developed nations. Stress is placed on the role of political configurations that regulate capitalism in ways that can either counter the general tendency, such is the case under the Fordist model of capitalism, or strengthen its logic. The theory of employment segmentation and the lessons drawn from the historical account are spliced together with an analysis of the contemporary phase of capitalism, labelled here as the neoliberal model of development. It is demonstrated that the coercive international regulatory dynamic of the neoliberal model reasserts and extends the competitive principle of the capitalist mode of production. Through this extension, nations are transformed into competition-states vying for scarce and globally mobile capital to operate on their shores - the primary source of national prosperity and employment - by implementing capital-friendly neoliberalized policy. This analysis of neoliberal global capitalism reveals an expanding surplus population within a context of deepening international segmentation. This employment crisis is expressed as a hierarchy of nations that is determined in part by their uneven development. Those at the bottom of the hierarchy, comprising a majority portion of the world's population, contain a massive reserve army and residual surplus population unincorporated into wage-based capitalism, without any obvious support of means of life and with little hope for the future. Finally, mainstream solutions are criticized for failing to address either long-run or contemporary drivers of the employment crisis. In response, this thesis pitches a project of multi-faceted radical reform that counter-regulates capitalism by adopting a combination of local, national, regional and global forms of democratic socialist governance.

Tourism as an industry in the 20th and 21st Century has primarily been an international money-making industry which has attracted many governments of less developed countries as a fast mechanism for development. This has often involved a trade-off between the pursuit of economic wealth and support for the social, cultural and natural environments. The negative impacts of mass tourism in these economies are countless and well documented, especially as many of these countries are still trying to deal with impacts caused during colonial occupancy. Consequently, alternative tourism has been presented as a way to manage tourism development which is economically, social and ecologically sustainable. One manifestation of this trend is community-based tourism, which aims to be inclusive of the host communities as they plan for tourism and considers the socio cultural and natural resources and desires of tourists in a more equitable manner. The aim of this thesis is to determine how ecotrekking as a form of community-based tourism can provide a foundation for development for remote rural communities in developing countries. It was conceptually determined that if the needs of the community matched those of the tourists, then a sustainable ecotrekking industry can evolve. To explore this issue contextually, a case study of the Kokoda Track (KT) in Papua New Guinea is presented based around three research questions: 1. What role can market segmentation play in sustainable tourism development in remote rural communities? 2. What outcomes do the Kokoda Track communities envisage for the future of tourism on the Kokoda Track? 3. Do Kokoda tourists meet the outcomes envisaged by the community? A review of the literature found that market segmentation is a tool used in destination planning to assess visitor characteristics and match these to resource capabilities. It was employed in this study to determine the characteristics and needs of Kokoda tourists through a questionnaire survey distributed to trekkers via the tour operators. It was found that the Kokoda tourist is a university educated, middle-aged man who visits the KT for adventure and historical reasons. They have higher-order needs of personal development and knowledge and value the authenticity of the experience. The second research question was approached using secondary data analysis. Notes from Participatory Rural Appraisal workshops with community leaders in 2004 and 2005 were reinterpreted. The key themes to emerge were that the communities have a great need for basic facilities (education, transportation, telecommunications, medical infrastructure and water supplies) and they see tourism as an economic means to develop those facilities. They would like to build more guesthouses and provide food for tourists to increase revenue however, they are unsure of the extent to which this will be supported by trekkers. A comparative analysis of the findings from research questions 1 and 2 was employed to address the third research question. The quantitative needs of the tourist market segment were matched to the qualitative expectations of the communities. It was found that the current Kokoda tourist is in favour of many of the outcomes that the Kokoda communities envisage. These include the provision of locally made food and guesthouses. Further to this, the empirical results from the questionnaire found that ecotourists and cultural tourists are the tourist types that need to be targeted by operators. They indicated a strong match with the desires and needs of the Kokoda communities. For example, they indicated that the KT can cater for a much smaller number of trekkers than the other three pre-determined tourist types (adventure, organised and historic tourists). Additionally, the natural and cultural environments are more important to these tourist types inferring that the protection of these resources is of primary importance. Consequently, it was established that ecotrekking can play an important role in development in less developed countries, if the right market segment is targeted to meet the needs of the community. Generally this can then ensure a slower rate of development, which allows the communities to adjust to the changes that occur at both a socio-cultural level and also in the infrastructure within their communities. In the longer term it also allows them to see how tourism can provide long term benefits not offered in extractive industries such as forestry and mining.

Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2007.

Thesis (M.A. (Tourism))--North-West University, Potchefstroom Campus, 2009.

This paper adds to the understanding and transparency of equity pricing in emerging markets. Its novel contribution is that it empirically investigates the pricing of Country Risk in BRIC markets, using a two-factor intertemporal pricing model. Bridging the gap between academics and practitioners, this paper contributes to the debate as to whether or not it is justified to adjust discount rates for emerging market companies – as given by the CAPM – by including an unconditional country risk premium. In choosing between country risk proxies, the sovereign yield spread adjusted for relative equity volatility appears to supersede the classical sovereign yield spread in explaining return variations. Evidence is presented that country risk is priced in India and China indicating some type of market segmentation; in these markets, the addition of a country risk premium to the discount rate is justified. Moreover, the paper complements the market integration literature in that it is shown that the correlation between the change in country risk premium and the equity risk premium might show signs of market segmentation or market integration, rendering the pricing factor for country risk in specific countries significant or insignificant, respectively. © 2010 Soeriowardojo, G.T. All rights reserved.