[pt] A presente dissertação Fashionismo às avessas: expressão da precarização do trabalho nos bastidores da moda tem como principal objetivo analisar as expressões da precarização do trabalho na indústria da moda, na cidade do Rio de Janeiro, RJ. O tema é abordado a partir da crise do capitalismo e suas estratégias de superação, com destaque para seus rebatimentos no mundo do trabalho, em particular o mundo da moda (fashion). As estratégias adotadas pelo capitalismo, de forma geral, e pela indústria da moda, no que concerne aos interesses mais específicos deste estudo, afetam profundamente a classe trabalhadora e se desdobram em importantes alterações na proteção social do trabalho. A pesquisa desenvolvida versou sobre a superexploração do trabalho e as diversas formas de trabalho precário, tomando como campo empírico o polo da moda da cidade do Rio de Janeiro, onde foi possível observar o trabalho feminino como umas das suas maiores expressões, além de condições e relações de trabalho degradantes. O estudo não pretendeu fazer um resgate histórico sobre o desenvolvimento da moda ou defini-la de forma precisa, mas, sim, entendê-la, especialmente no ramo da produção de vestuário, como um sistema que ganha força em um determinado período histórico, onde trabalho e consumo, no âmbito da sociedade capitalista, são fundamentais para a sua manutenção. Com base nessa contextualização, a pesquisa buscou desvelar como os/as trabalhadores/as de confecções e/ou os que trabalham para confecções e facções que prestam serviços às marcas de vestuário, portanto, sujeitos essenciais na produção das peças comercializadas por renomadas grifes, não estão incluídos no mundo do glamour criado por esse ramo, ou seja, o verso que vem a público. Ao contrário, esses/as trabalhadores/as não participam deste mundo e sofrem com condições aviltantes de trabalho e de vida, ou seja, o avesso (reverso) do fashionismo. Dessa forma, a atenção não esteve voltada para a moda, mas para a indústria da moda e, junto a ela, para as expressões da precarização do trabalho no Brasil atual. / [en] The present dissertation Reversed fashionism: expression of the precariousness of work behind the scenes of fashion has as main objective to analyze the expressions of the precariousness of work in the fashion industry, in the city of Rio de Janeiro, Brazil. The theme is approached from the crisis of capitalism and its strategies of overcoming, with highlight to its refutations in the world of work, in particular the world of fashion. The strategies adopted by capitalism in general and by the fashion industry as far as the more specific interests of this study are concerned profoundly affect the working class and unfold in important changes in the social protection of labor. The research developed was about the overexploitation of work and the various forms of precarious work, taking as an empirical field the fashion center of the city of Rio de Janeiro, where it was possible to observe female work as one of its greatest expressions, besides conditions and degrading labor relations. The study did not intend to make a historical rescue on the development of fashion or define it precisely, but rather to understand it, especially in the field of clothing production, as a system that gains strength in a certain historical period, where labor and consumption, within the framework of capitalist society, are fundamental for its maintenance. Based on this contextualization, the research sought to reveal how clothing workers and / or those working for garments and factions that provide services to clothing brands, therefore, essential subjects in the production of the pieces marketed by renowned brands, are not included in the world of glamor created by this branch, that is, the verse that comes to the public. On the contrary, these workers do not participate in this world and suffer from degrading conditions of work and life, that is, the reverse (reverse) of fashionism. Thus, the focus was not on fashion, but on the fashion industry and, along with it, on the expressions of the precariousness of work in Brazil today.

Made available in DSpace on 2015-04-16T14:48:49Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 952153 bytes, checksum: 22e24b52db336b6b2e3ac3a6a4f050cc (MD5) Previous issue date: 2007-07-02 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / In globalized world, where the competition quickly grows in all sectors of the economy, it was too important to know what yours customers desire and think. Today the consumers, generally, they are more demanding, and to satisfy them, fully, although is a necessary point it is not easy. The satisfaction research can be seen as a system of analysis of information that catches the opinions of the customer through the evaluation organization performance or, specifically, of its products and services and that they assist the companies to identify new chances and monitor yours performance Therefore, the studies about consumer satisfaction, it is today each time more excellent, as much in the academic scope, as in the enterprise. The main objective of this study was to measure the level of customers satisfaction in the gymnastics academies, of size medium located in the city João Pessoa/PB. To reach the considered objectives, the adopted methodology divided the research in two stages: first, a searches qualitative, and, after that, a searches quantitative. The gotten results in this study had demonstrated that the gymnastics academies come obtaining to satisfy the biggest part of its customers, in relation to many aspects but that they exist, still, some vulnerable points that need to be improved, so that the full satisfaction of same the e is reached, consequently, its together retention to the academy. Analyzing, separately, the level of customers satisfaction of the academies of gymnastics searched, is concluded, still, that each one of them has its peculiarities, with points of prominence and others that they need to be changed so, to take care fully of to the necessities, the academies need to make investments that must be directed for the points in which they present deficiencies and the expectations of the customers. / Num mundo globalizado, onde a concorrência cresce rapidamente em todos os setores da economia, tornou-se vital para qualquer empresa saber o que os seus clientes desejam e pensam. Hoje os consumidores, de um modo geral, estão cada vez mais exigentes, e satisfazê-los, plenamente, apesar de ser uma meta necessária não é fácil. As pesquisas de satisfação podem ser vistas como um sistema de análise de informações que capta as opiniões do cliente através da avaliação do desempenho da organização ou, especificamente, de seus produtos e serviços, e que auxiliam as empresas a identificarem novas oportunidades e a monitorarem o seu desempenho. Por isso, os estudos sobre a satisfação do consumidor são hoje cada vez mais relevantes, tanto no âmbito acadêmico, quanto no empresarial. O principal objetivo desse estudo foi medir o nível de satisfação dos clientes das academias de ginástica, de médio porte, localizadas na cidade de João Pessoa/PB. Para alcançar os objetivos propostos, a metodologia adotada dividiu a pesquisa em duas etapas: primeiramente, uma pesquisa qualitativa, e, em seguida, uma pesquisa quantitativa. Os resultados obtidos nesse estudo demonstraram que as academias de ginástica vêm conseguindo satisfazer a maior parte de seus clientes, em relação a muitos aspectos, mas que existem, ainda, alguns pontos vulneráveis que precisam ser melhorados, para que seja alcançada a plena satisfação dos mesmos e, conseqüentemente, a sua retenção junto à academia. Analisando, separadamente, o nível de satisfação dos clientes das academias de ginástica pesquisadas, conclui-se, ainda, que cada uma delas tem suas peculiaridades, com pontos de destaque e outros que precisam ser reformulados. Assim, para atender plenamente às necessidades e as expectativas dos clientes, as academias necessitam fazer investimentos que devem ser direcionados para os pontos nos quais elas apresentam deficiências.

The thema of this diploma work is {\clqq}A policy market of the travel movementservices at the regional level``. The selected region, which I chaose, is region "Lipensko" - the part of Šumava. The work is separate to five main chapters. The first theretical part explains primary questions of tourism. In next chapter I direct to first inform with this region. Follows a part, in which I describe this region from tourism point of view. I deal with prezent requirements for tourism in this region. I analyse the duality and reach of tourism services, mainly accommodation services, commissaryman services, transport services and additional services. I executed questionnaire inquiry for intent this chapter. There is developed analysis SWOT too. In the end of this chapter I plane solutions, which could get better situacion for tourism services and so hold standard on relatively high attendance this region. Marketing policy in chapter synthesis concentrate on the improvement services especially in the housing and commissaryman arrangements. Further were suggested recommendation and possibilities of the new forms tourism services. This ideological suggestions constitute expansion of services of provincial travel movement, services of religious travel movement, congressional services, sociality {--} cultural services, animation services, educational services, security services, wellnes and communal services.

O mercado de idosos tem ganhado cada vez mais expressividade no contexto de consumo contemporâneo. Sendo assim, as empresas de serviços que atendem esse público-alvo devem desenvolver atividades de marketing específicas para alcançar este segmento de consumidores. Este trabalho teve como objetivo identificar quais são as atividades de marketing desenvolvidas e aplicadas por empresas de serviços que têm como público-alvo o mercado de idosos, mais especificamente moradias especializadas em idosos, e verificar se essas empresas seguem as propostas da literatura. Para atingir este objetivo, realizou-se uma profunda revisão da literatura sobre marketing de serviços e o mercado de idosos. Foi realizada, em seguida, uma pesquisa exploratória e qualitativa, que utilizou como método de pesquisa o estudo de casos múltiplos. Para a consolidação da pesquisa empírica, três empresas de serviço que atendem especificamente o público idoso - moradias especializadas - foram estudadas. Analisaram-se as atividades de marketing de serviços desenvolvidas por elas sob a luz da teoria de segmentação, posicionamento e composto de marketing para serviços - produto, processos, pessoas, preço, promoção, praça e evidências físicas. Foi possível concluir que as atividades de marketing de serviços não são elaboradas de forma estruturada, mas sim com base no feeling e na experiência de seus gestores, e que as empresas não possuem um direcionamento competitivo em relação ao desenvolvimento de suas atividades de marketing de serviços. No entanto, percebeu-se que algumas dessas atividades, ainda que desenvolvidas de forma intuitiva, em diversos aspectos corroboram a proposta da literatura. / The elderly market has increasingly gained expression in the context of the contemporary consumer. In consequence, the service companies, which meet the intended target audience, should develop marketing activities in order to reach this segment of consumers. The objective of this study is aimed to identify what the developed and applied marketing activities are by the service companies who possess the elderly market as a target audience, specifically housing specialized for the elderly, and verify if these companies follow the proposals established in the literature. In order to achieve this objective, a profound revision of the literature in regards to marketing services and the elderly market was performed. Subsequently, an exploratory and qualitative survey was completed, which utilized the study of multiple cases as a research method. For the consolidation of the empirical survey, three service companies, which specifically serve the elderly population - specialized housing - were studied. It analyzed the activities of marketing services developed by them in the light of theory of segmentation, positioning and marketing composition for services - product, process, people, price, promotion, place and physical evidence. It was possible to conclude that the activities of marketing services are not elaborated in a structured form, and they follow the feeling and experience of their managers; consequently, the companies do not possess a competitive direction in relation to the development of their activities of marketing services. Nonetheless, it was possible to realize that some of these activities, even developed intuitively, in diverse aspects, corroborate the proposal of the literature.

O setor de serviços no Brasil vem crescendo desde a década de 80 e mostra-se como o setor da economia mais importante em países desenvolvidos. O estudo do marketing de serviços nos Estados Unidos e Europa para esse setor ganhou importância desde então, no entanto estudos realizados por acadêmicos brasileiros ainda são escassos. O objetivo desta dissertação foi estudar o gerenciamento das variáveis de decisão de marketing em serviços de demanda não desejada do ponto de vista conceitual e prático. Para tanto, realizou-se extensa fundamentação teórica sobre o gerenciamento de marketing de serviços, mais especificamente sobre as variáveis de decisão produto, preço, distribuição e comunicação, finalizando essa parte com uma análise critica dos serviços de demanda não desejada. Do ponto de vista prático, realizou-se uma pesquisa de cunho exploratório, utilizando o método do estudo de caso, com o intuito de gerar novas idéias sobre o tema. A pesquisa de campo compreendeu o estudo de duas empresas do setor de seguros, que geraram novas idéias sobre o tema central desta dissertação. As análises obtidas dos casos mostraram que as empresas têm consciência da natureza dos serviços que vendem. Na variável preço não é uma variável de diferenciação, já que os preços são extremamente regulamentados no mercado de seguros. A distribuição é feita de maneira semelhante nas duas organizações estudadas, ou seja, por parceiros de negócio e corretores, que tem o papel de vendas. Treinamentos e campanhas de incentivo absorvem a maior parte dos investimentos das empresas. Por fim, identificou-se que as empresas pesquisadas utilizam elementos de comunicação que ampliam a receptividade do consumidor, além de utilizarem as relações públicas e patrocínios como principais ferramentas de comunicação. / The services industry in Brazil has been growing since the 80´s and is the most important industry in most developed economies. The study of services marketing in the United States and Europe has been becoming increasingly important ever since, however studies by Brazilian researchers are still scarce. The aim of this dissertation is to study the management of decision variables in marketing for negative demand services, both in a conceptual and practical perspective. With that purpose in mind, an extensive theoretical review about services marketing management was carried out, focusing particularly on decision variables related to price, product, distribution and communication and concluding with a critical analysis of negative demand services. From a practical perspective, an exploratory research using case studies was done. Thus, the field research comprised the study of two insurance companies and resulted in fresh ideas on the central subject of this dissertation. The resulting case analyses have shown that both studied companies are aware of the nature of the services they sell. The price variable is not a differentiation variable, since prices in the insurance industry are subjected to regulations. Distribution is similar on both companies and is executed by business partners and brokers that have in fact the sales role. In-house sales training and reward campaigns account for the majority of the investment expenses of the companies. Finally, it was evidenced that the studied companies use communication elements that increase consumers´ receptiveness to their products and employ public relations and sponsorships as their main communication tools.

Este estudo analisa a prática de segmentação, diferenciação e posicionamento de organizações de serviços, do ramo de agências de comunicação, do Estado de Santa Catarina. Os objetivos específicos do trabalho foram: identificar as estratégias recomendadas de segmentação, diferenciação e posicionamento por autores, pesquisadores e especialistas em marketing para as organizações de serviços; identificar a prática de segmentação, diferenciação e posicionamento de agências de comunicação; apontar ações de melhorias para a prática de segmentação, diferenciação e posicionamento das agências de comunicação estudadas. A coleta de dados primários foi realizada através de pesquisa tipo exploratória, de natureza qualitativa e de abordagem direta. O método de coleta usado foi entrevista pessoal, individual, de interação face-a-face, em profundidade, no ambiente natural do entrevistado e aplicada de forma fracionada. O instrumento de coleta utilizado foi roteiro de entrevista semi-estruturado, com perguntas abertas, específicas e de mensuração nominal e ordinal. A amostra foi constituída por oito das principais agências de comunicação do estado, selecionadas pelo método não probabilístico e por julgamento. Os resultados mostram que a maioria das agências de comunicação estudadas aplica estratégias de segmentação de mercado, diferenciação competitiva e posicionamento de marca ou serviços, mas carece de métodos e técnicas mais planejados, estruturados, deliberados e formalizados e de esforço maior na implementação dessas estratégias, para a obtenção de melhorias no desempenho do marketing da organização. / This study analyzes the practice of segmentation, differentiation and positioning of service organizations as they are currently used by communication agencies of the State of Santa Catarina. The specific objectives were to identify the recommended strategies of segmentation, differentiation and positioning by the authors, researchers and specialists in marketing for services organizations; to identify the practice of segmentation, differentiation and positioning of communication agencies; to indicate the means of improving practice of segmentation, differentiation and positioning for the communication agencies studied. The primary data collection was executed applying the exploratory research technique of a qualitative nature and using a direct approach. The method of collecting data employed was that of an in-depth, individual, personal interview, using face-to-face interaction, in the working environment of the interviewee and applied in a protracted way. The instrument for collecting the data employed was a semi-structured interview script, with open questions, specific questions and nominal and ordinal measurement. The sample was composed of eight of the most important communication agencies of the state, selected via the non-probabilistic method and by judgment. The results show that the majority of the communication agencies studied apply strategies of market segmentation, competitive differentiation and brand positioning. However, they lack more structured methods and techniques which are better planned, conceived and formalized, as well as a greater effort in implementing these strategies, in order for the marketing department of the organization to perform more efficiently.

A interação entre consumidores no encontro de serviços é parte de sua prestação. Essa interação é mais importante em serviços de alto contato. Um dos fatores que influencia na opinião quanto ao comportamento de outros consumidores no ambiente de serviço é a idade. Este trabalho teve como objetivo principal identificar e analisar as atividades de marketing referentes ao encontro de serviços quando tratam de consumidores de diferentes idades com verificação de campo em cursos de idiomas. Para atingir esse objetivo, realizou-se, primeiramente, um referencial teórico, abordando serviços, marketing de serviços e o setor de cursos de idiomas. Como método para a pesquisa de campo, utilizou-se o estudo de caso. Tendo em vista que cursos de idiomas é um serviço de alto contato, em que há interação de consumidores de diferentes idades, este trabalho teve aplicação nesse setor. Três cursos de idiomas - Instituto Cervantes de São Paulo, Associação Alumni e CNA Pinheiros - foram analisados, tendo em vista as seguintes atividades de marketing: sistema de informação de marketing, segmentação, posicionamento e composto de marketing de serviços. É possível concluir que as atividades utilizadas pelas empresas para gerenciar o encontro de serviços em que há consumidores de diferentes idades são as mesmas. Há variação em como elas executam essas atividades. Há empresas em que as atividades de marketing são complexas e conforme a teoria, em outras as ações são mais indutivas. Foi possível relatar que, quando as empresas identificam um maior número de segmentos, as atividades de marketing são mais adequadas para atender às necessidades de consumidores de diferentes idades. / Consumer\'s interaction during the service encounter is part of the service delivery. This interaction is more important in high-contact services. One of the factors that influence the opinion regarding the behavior of other consumers in the service environment is age. This study aimed at identifying and analyzing marketing activities for the service encounter in language courses when dealing with consumers of different ages. To achieve this goal took place first a theoretical framework, covering services, services marketing and the industry of language courses. The method used for the field research was the case study. Given that language courses provide high-contact services, with interaction among consumers of different ages, this research was done in this sector. Three language courses - Instituto Cervantes de São Paulo, Associação Alumni and CNA Pinheiros - were analyzed in view of the following marketing activities: marketing information system, segmentation, positioning and service marketing mix. It was concluded that the activities used by companies to manage the service encounter in which there are consumers of different ages are the same. There is difference in how they perform these activities. There are companies in which marketing activities are complex and similar to the theory, while in others actions are more inductive. It was possible to describe that when companies identify a larger number of segments, marketing activities are most appropriate to meet the needs of consumers of different ages.

Master’s thesis deals with the proposal of communication mix for start-up company. This proposals is based on theoretical knowledge of marketing, marketing communications as well as the analysis from the study of external and internal factors of the company. The aim of this thesis is to create a communication mix for a new start-up company and proposal of appropriate communication tools for the entry of start-up company to the market.

Abstract This study explores customer perceived value in the context of emerging technology-intensive business service, in particular a mobile advertising service that is at the application phase of development. The purpose of the study is to conceptualise customer perceived value as a multidimensional concept by exploring 1) the complex interaction between benefits and sacrifices 2) temporality and 3) learning. This way the study contributes to the existing research within services marketing and business relationships. The empirical part of the study is conducted in the form of a qualitative single-case study. The empirical setting organised to acquire data is qualitative real-life experiment. It consists of three field experiments that were organised by the research project to simulate real-life situations and to gain understanding of developing technological services that are not yet in commercial use. Interviews, observations and personal experiences form the main sources of information and are complemented by secondary documental data. In this study the sources of value are first identified, which enhances understanding of what kind of value customers perceive from emerging technological service. In addition, value sub-elements have a complex interaction in service value co-creation, since certain sacrifices made by users may increase the benefits they perceive, whereas some benefits can increase the sacrifices and thus reduce the customer perceived net value. Second, the concepts of expected value, realised value and potential value are identified which enables deeper understanding of the temporality of customer perceived value. Third, learning has an important role in customer perceived value. When looking at learning at the process level, it is a sacrifice, but at the outcome level it turns into a benefit and thus also amplifies the customer perceived net value. Learning is needed from the customer to be able to use the new technological service and utilise it effectively, which in turn leads the customer to perceive higher value from the service. Moreover, the temporal dimensions of value are connected to each other through the customer’s learning that varies according to its type and object at different points of time. For the service providers of new technological services understanding value related to the service and its production is essential. The future success and viability of these kinds of services requires that service providers know what kind of value their customers perceive from the service and especially what kind of future expectations they have for it. This study provides implications for the service providers on how to co-create value with their business customers and thus make technology-intensive business service a profitable business in the future.

In view of the factors influencing and the steps in the design of a Website, building a successful Website will vary from business to business. This study investigates what is required from a small commercial and industrial property and services business to take their business online and create an effective Website. The environment of the property market reflected the role that government plays in the property industry and also the role of the private sector. Marketing in the real estate context indicated that if real estate agents have access to the right type of information, not only can they add value to their own organizations, but they can also capitalize on the same information to create added value for their clients. The elements of the marketing management process include four steps, namely to gather information, to set marketing goals and plan strategy, to organize and implement marketing strategy and to control the marketing activities. Marketing in the online environment showed that the Marketing Mix includes personalisation, privacy, customer services, community, site, security and sales promotion. The principles of online marketing revealed the important role of the customer and customer relationships. An investigation into the difference between e-commerce and online marketing made it clear that online marketing is one component of e-commerce. This study critically analysed the available literature in order to suggest a proposed framework of what should be included in the Website of a small commercial and industrial property and services business. In order to successfully research online marketing of commercial and industrial properties and services in a small business, a basic but thorough understanding of online marketing principles and Website content are important. In this study a qualitative research approach was followed where secondary sources were critically evaluated to design the required framework. Thereafter three Websites of marketing of commercial and industrial properties and services were content analysed to see whether anything else should be added to the framework. This would assist in taking a small business in commercial and industrial properties and services online. The framework suggests that the Website homepage content should include:  Business overview/information Products/services What’s new Search Employment opportunities Interactive feedback Customer service/ assistance Index/directory  Financial facts Links to other sites Online business services/utilities  Guest book Frequently Asked Questions Messages from CEO A purposeful sample of three Websites was then content analysed so as to provide the information necessary to reach the objectives of the study. The following Websites were included in the content analysis: Broll, which operates as a national agency with international associations. The firm renders services (Estate Agency) and does not own property. Bruce McWilliams Industries Pty Ltd is operative in Port Elizabeth, Uitenhage and surrounds. It is a family business that owns property, which it develops and markets itself. Seeff is a national agency. It renders services (estate agency) and does not own property. Lastly, a narrative of a small commercial and industrial property and services business was created by means of document analysis of a specific business. The researcher was allowed to study the documents and diaries of the business in order to provide a narrative for this business. This narrative can be used as part of the envisaged Website for the business.