Made available in DSpace on 2015-12-03T18:33:01Z (GMT). No. of bitstreams: 1 Nilza_Aparecida_dos_Santos_Siqueira.pdf: 992313 bytes, checksum: 97a3bf8961129952babbee21e53890c2 (MD5) Previous issue date: 2002-10-07 / The channels of marketing or distribution, that can be seen as an open system formed by a set of interdependent, involved companies in the process to become a product available for use or consumption, if well chose and managed they can be considered as source of competitive advantage to the companies. The present work is focused on the study of the channels of marketing as sustainable competitive strategy for the Brazilian nourishing industry. Being highlighted the results got through the change of distribution channel, with substitution of the proper force of sales for deliverers and by the formation of strategical alliances firmed between the industry and its intermediate, for the rank of the product in the retail market. The research was of exploratory nature, with bibliographical revision on channels of distribution, competitive advantage and on the basis of a study of case in a company of the nourishing branch. The conclusive data on the case study had been collected in internal reports of the organization and carried through discursive interviews with employees who had worked in the searched company, in the period whom they had occurred to the alterations in its channels of distribution. It was verified that, in the case of the searched company, the substitution of its proper sales forces for deliverers, resulted in an increase of the numerical distribution, with bigger covering of the market, considerable increase of the sales volume and making profits of the sales of the products, besides the strengthening of the mark and of the company valuation. / Os canais de marketing ou distribui????o, que podem ser vistos como um sistema aberto formado por um conjunto de empresas interdependentes, envolvidas no processo de tornar um bem dispon??vel para uso ou consumo, desde que bem escolhido e administrado podem ser considerados como fonte de vantagem competitiva ??s empresas. O presente trabalho est?? voltado ao estudo dos canais de marketing como estrat??gia competitiva sustent??vel para a ind??stria aliment??cia brasileira. Destacando-se os resultados obtidos atrav??s da mudan??a de canal de distribui????o, com substitui????o da for??a de venda pr??pria por distribuidores e da forma????o de alian??as estrat??gicas firmadas entre a ind??stria e seus intermedi??rios, para a coloca????o do produto no mercado de varejo. A pesquisa foi de natureza explorat??ria, com revis??o bibliogr??fica sobre canais de distribui????o, vantagem competitiva e com base em um estudo de caso em uma empresa do ramo aliment??cio. Os dados conclusivos sobre o estudo de caso foram coletados em relat??rios internos da organiza????o e em entrevistas discursivas realizadas com funcion??rios que trabalharam na empresa pesquisada no per??odo que ocorreram as altera????es em seus canais de distribui????o. Verificou-se que no caso da empresa pesquisada a substitui????o da sua for??a de vendas pr??pria por distribuidores resultou em aumento da distribui????o num??rica, com maior cobertura do mercado, aumento consider??vel do volume de vendas e gera????o de lucros na venda dos produtos, al??m de fortalecimento da marca e valoriza????o da empresa.

Made available in DSpace on 2014-12-17T13:53:23Z (GMT). No. of bitstreams: 1 GeorgeAOG.pdf: 5538923 bytes, checksum: 36d483843a1b6d01c32a0cf34fd0f3e3 (MD5) Previous issue date: 2009-09-25 / This study examines the complex hotel buyer decision process in front of the tourism distribution channels. Its objective is to describe the influence level of the tourism marketing intermediaries, mainly the travel agents and tour operators, over the hotel decision process by the buyer-tourist. The data collection process was done trough a survey with three hundred brazilian tourists hosted in nineteen hotels of Natal, capital of Rio Grande do Norte, Brazil. The data analysis was done using some multivariate statistic techniques as correlation analysis, multiple regression analysis, factor analysis and multiple discriminant analysis. The research characterizes the hotel services consumers profile and his trip, and identifying the distribution channels used by them. Furthermore, the research verifies the intermediaries influence exercised over hotel buyer decision process, looking for identify causality relations between the influence level and the buyer profile. Verifies that information about hotels available on internet reduces the probability that this influence can be practiced; however it was possible identifying those consumers considers this information complementary and non-substitutes than the information from intermediaries. The characteristics of the data do not allow indentifying the factors that constraint the intermediaries influence neither identifying discriminant functions of the specific distribution channel choice by consumers. The study concludes that consumers don t agree in have been influenced by intermediaries or don t know if they have, still considering important to consult them and internet doesn t substitute their function as information source / O presente estudo trata do complexo processo de decis?o do consumidor de servi?os de hospedagem frente aos canais de distribui??o do turismo. Tem como objetivo descrever o n?vel de influ?ncia dos intermedi?rios de distribui??o de produtos tur?sticos, principalmente das ag?ncias de viagens e das operadoras tur?sticas, exercida sobre o processo de escolha do meio de hospedagem pelo consumidor. A coleta de dados se deu atrav?s da aplica??o de trezentos question?rios em turistas brasileiros, hospedados em dezenove hot?is de Natal, capital do Rio Grande do Norte. A an?lise dos dados desenvolveu-se atrav?s de ferramentas estat?sticas multivariadas como a correla??o entre vari?veis, a regress?o linear m?ltipla, a an?lise fatorial e a an?lise discriminante. A pesquisa caracteriza o perfil dos consumidores de servi?os de hospedagem e sua viagem, al?m de identificar os canais de distribui??o por eles utilizados. Verifica a influ?ncia exercida pelos intermedi?rios sobre os consumidores na escolha do meio de hospedagem, buscando identificar rela??es causais entre esta influ?ncia e as caracter?sticas do consumidor. Constata que as informa??es sobre os meios de hospedagem dispon?veis na internet reduzem a probabilidade de que esta influ?ncia seja exercida, entretanto identifica que os consumidores consideram estas informa??es complementares e n?o substitutas ?quelas fornecidas pelos intermedi?rios. As caracter?sticas dos dados obtidos n?o permitem a identifica??o de fatores que condicionam a influ?ncia dos intermedi?rios, nem a identifica??o de fun??es que discriminem a escolha do consumidor por determinado canal de distribui??o. Conclui que o consumidor n?o concorda em ter sido influenciado pelo intermedi?rio ou n?o tem consci?ncia de que o foi, mesmo considerando que ? importante consult?-los e que a internet n?o substitui sua fun??o de fonte de informa??es