A compreensão dos efeitos das atividades de marketing nas vendas de produtos de consumo em um ambiente multicanal é de fundamental importância para acadêmicos e executivos. As decisões sobre as variáveis controláveis de marketing para as marcas de consumo nos mercados considerados emergentes, como o Brasil, são desafiadoras porque, no contexto do varejo alimentar, os canais de distribuição nesses mercados variam mais em relação aos mercados maduros em termos de formatos e tipos de varejistas. No Brasil, o varejo é ainda menos concentrado do que em outros países desenvolvidos. Os supermercados de vizinhança e as lojas tradicionais independentes, como mercearias e padarias, ainda são importantes. Por outro lado, os grandes grupos varejistas têm expandido seus negócios. Considerando que esses canais variam em relação ao tamanho da loja e ao formato (autosserviço e full-service), variedade de SKUs (Stock Keeping Unit) oferecidos, propriedade e perfil do público-alvo, o efeito das atividades de marketing da indústria pode ser diferente em cada um desses canais. Nesse contexto, esta pesquisa investiga se os efeitos nas vendas provenientes das atividades de marketing, com foco em gerenciamento de canais e comunicação push (dirigidas aos canais) e pull (dirigidas aos consumidores finais), variam por canal de distribuição, mensurando, assim, quais são os efeitos nas vendas em cada canal. A base de dados utilizada estava disponível por SKU para todas as marcas de bebidas carbonatadas referentes a uma região do Brasil, que representa 16,5% das vendas no varejo alimentar. Os dados, no período de janeiro de 2008 até dezembro de 2011, estavam disponíveis mensalmente incluindo variáveis de produto, preço, cobertura de mercado e atividades promocionais para todos os SKUs de bebidas nos grandes supermercados (AS>5), pequenos supermercados (AS 1-4) e o canal formado pelas lojas full-service, (tradicional). Sobre os investimentos em comunicações de marketing, a base de dados foi disponibilizada por um fabricante de marcas líderes no mercado de bebidas. A metodologia deste trabalho, de abordagem quantitativa, envolveu os testes de validação e a aplicação do método de análise multivariada para séries temporais, seguindo o modelo de Vetores Autorregressivos (VAR). Um ponto de destaque desta pesquisa é a adaptação do modelo VAR para a modelagem das variáveis de marketing em um contexto multicanal, analisando os efeitos das atividades push e pull de maneira integrada com todas as variáveis controláveis de marketing (comunicação, preço, distribuição e produto). Mesmo pesquisas conduzidas em mercados maduros ainda não exploraram totalmente as sinergias entre as atividades push e pull em diferentes canais. Os resultados desta pesquisa indicaram que os efeitos das atividades de marketing variam por canal. As funções de respostas ao impulso, a partir das equações do modelo VAR, são apresentadas para cada atividade de marketing analisada, mensurando seu efeito nas vendas de cada canal. Isso permitiu analisar as hipóteses propostas. Por fim, este estudo contribui com uma metodologia que permite modelar as variáveis de marketing em um contexto multicanal e, ainda, apresenta o efeito das atividades de marketing nas vendas em cada tipo de varejista analisado. / Understanding marketing mix effects on consumer product\'s sales in a multichannel environment is of importance to both scholars and practitioners. Marketing mix decisions for consumer brands in emerging markets, such as Brazil, is challenging because in the grocery retailing, channels in these markets vary more than in the developed markets with regards to their format and type. In Brazil, the level of concentration in grocery retailing is still smaller in than in developed markets. Neighborhood stores and independent mom-and-pop stores are still of importance; however, big retailers\' chains are expanding their businesses. Considering that these channels vary in terms of store size (self-service and full-service), breadth of assortment, value proposition and customers\' profile, effects of manufacturers\' marketing activities might be different in each channel. Under this context, this research analyzes whether effects on sales from the marketing activities vary by channel, with focus on channel management and marketing push and pull. This assessment was possible by measuring what these effects are across channels. Data for the study comes from store audits that spans four years, from 2008 to 2011, for all brands in the carbonated soft-drinks category from a region in Brazil which accounts for 16,5% of sales in food retail. The data was available by channel and SKU, including channel management measures for all SKUs in big supermarkets (AS>5), small supermarkets (AS 1-4) and mom-and-pop stores. Data for the marketing communication spending came from a beverage leading company. The methodology used for this quantitative research included validation tests and the employment of a method for multivariate time series analysis, called Vector Autorregressive Models (VAR). A highlight of the study is the employment of a VAR model in a multichannel context, which makes it possible to analyze the effects of push and pull activities integrated with the others marketing variables (communication, price, distribution and product). Even research conducted in developed markets has not explored synergies between push and pull. Results from this research have indicated that the effects of marketing activities vary by channel. The impulse-reponse functions by each marketing activities and channels are estimated in order to test the hypothesis proposed in this study. Thus, it contributes to creating an understanding of how to model the marketing mix variables in a multichannel environment and to creating an understanding of what marketing activities are more potential to drive higher level of sales by each analyzed channel.

This thesis focuses on the distribution and comparison of different distribution channels, which are used in aviation. Theoretical knowledge is applied to the example of two major European airlines, KLM and Air France, which together form a group of Air France-KLM. The main objective is to compare the various distribution channels and to confirm or to refute the thesis that the vast majority of airline bookings is realized through the travel agencies. The first part focuses on the history of aviation, international organizations active in the aviation and on the actual distribution. Another section is devoted to airlines KLM and Air France. The last part deals with the differences between the various distribution channels and compares them based on specific data.

The main purpose of this thesis is an analysis of pricing strategy of Hotel Imperial and its evaluation, which should results in proposal of changes leading to increase of effectivity and hotel's income. The diploma thesis is divided into four main parts. The first two chapters are devoted to a theoretical description of pricing strategy and distribution channels used in hotel business. The third part is focused on the analysis of hotel itself and its pricing strategy. The final chapter summarises the results and contains the proposal how to improve the pricing strategy based on the results of the previous analysis.

Una empresa de consumo masivo, líder en el sector avícola, presenta una tendencia decreciente en el mercado, en uno de sus giros de negocio del canal de ventas Food Service, el giro Horeca, conforme lo demuestran sus estadísticas. El presente trabajo, parte de esta premisa, y desarrolla un análisis cualitativo y cuantitativo que permite concluir que el problema es la inadecuación del modelo de distribución general de la corporación para el giro Horeca. Se desarrolla una nueva estrategia de negocio para este giro, con un claro enfoque en un modelo de distribución apropiado, que responda a todas las variables críticas, y que tenga sentido dentro del contexto de la empresa que gestiona un negocio en marcha. Se analiza el concepto de respuesta eficiente al consumidor, y dos estrategias son propuestas: la descentralización de almacenes; y la entrega certificada nocturna. Ambas se presentan y son sometidas a una matriz de priorización, concluyéndose que, para efectos del presente trabajo, la opción a implementar es la entrega certificada nocturna que se implementa como un complemento, que agrega valor al sistema de distribución general, y propone una solución al sistema de distribución del giro de negocio Horeca. Implementación que es planteada en su fase inicial, tanto en lo que respecta a una implementación operativa, como al análisis financiero de la misma, que sustenta su viabilidad. / In a leader mass consumption company in the poultry sector, its Horeca business unit, one of the Food Service sales channel, has been showing a decreasing trend in its market position. From this premise as a starting point, a quantitative and qualitative analysis have been developed, to determine the root cause of the Horeca business unit problem. The analysis lead us to conclude that the problem cause is the inadequacy of the corporation's general distribution model applied to the Horeca business unit. A new business strategy is developed for Horeca, focused on an appropriate distribution model to respond to the critical variables of this business unit, and also taking into consideration the company context as an ongoing business which the Horeca unit is part of. To develop an improved distribution model proposal, the efficient consumer response (ECR) concept is analyzed, and two strategies were presented and evaluated: a warehouse decentralization and the certified delivery in late hours. Both were subjected to a prioritization matrix, and as a result, for the purposes of this work, the option to be implemented is the certified delivery in late hours, as an alternative that solves the Horeca distribution model problem and complements the general distribution system as an added value. The implementation of the certified delivery in late hour distribution model, is developed for an initial phase, supported by its viability financial analysis. / Tesis

Peruvian auteur cinema has faced problems of distribution and cinematographic exhibition in the windows of massive scope. Most of the exhibition windows have been monopolized by big Hollywood productions. Currently, the mandatory confinement due to COVID-19 has accelerated and materialized a digital transformation process that was under development. That is why the main objective of the research seeks to analyze how the digital transformation in the distribution and exhibition channels contributes to Peruvian auteur cinema. In order to carry out this objective, an interpretative research was conducted with a qualitative data methodology. The selected categories were: auteur cinema, digital transformation and distribution and exhibition channels. Semi-structured interviews were conducted with specialists in marketing and film production. In conclusion, from the perspective of the specialists, it is indicated that such transformation allows opening markets and serving audiences that were historically neglected before. Finally, there was a lack of specialization in the different areas of distribution and audience development, demonstrating the importance of the participation of professionals specialized in marketing to lead these processes. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

No / Media content is becoming ubiquitous and globally accessible, and can be held and accessed just as easily on a global network as on local devices which are increasingly intelligent and network ready. Digital intelligence is becoming seamless and invisible, enabling more attention to be paid to the content and the user’s interaction with it. The effects of convergence on the media landscape are substantial. Traditional media distribution channels are increasingly in the hands of the consumer rather than the distributor. News information can be generated by the general public by means of mobile devices and have a dynamic global impact via social networking sites. Political elections are being influenced in real time by information circulating on social networks in addition to the more formal statements of policy. This paper explores some of these transformative effects, the disruptive effects on traditional business models, and their implications for the future.

Одним из важнейших направлений деятельности предприятия и необходимым условием успешных продаж производимой продукции/услуг, обеспечения его конкурентоспособности является формирование эффективно функционирующих каналов распределения продукции и услуг предприятия. Цель работы состоит в разработке методического инструментария формирования каналов распределения продукции промышленного предприятия с учетом территориального аспекта доведения продукции до потребителей. Научная новизна результатов исследования: разработан методический подход к формированию каналов распределения продукции промышленного предприятия, основанный на предложенном алгоритме принятия решений о конфигурации каналов распределения по территориям, методике выбора мест расположения звеньев распределительной системы с учетом уточненного состава определяющих выбор факторов, проработке организационно-экономических аспектов размещения и функционирования, что позволяет повысить эффективность распределительной деятельности предприятия. Практическая значимость состоит в том, что разработанный методический подход способствует повышению эффективности распределительно-сбытовой деятельности предприятия. Экономическая эффективность разработанного методического подхода заключается в увеличении таких показателей, как прибыль, выручка, рентабельность продукции, что продемонстрировано апробацией в рамках процесса формирования региональной сети сервисных центров АО «АВТОВАЗ». / One of the most important areas of the enterprise and the conditions for successful sales of products / services. The purpose of the work is to develop a methodological tool for the distribution of products of an industrial enterprise, taking into account the territorial aspect of bringing products to consumers. Scientific novelty of the research results: a methodological approach to the formation of distribution channels for the products of an industrial enterprise was developed, based on the proposed algorithm for making decisions on the configuration of distribution channels by territories, the methodology for choosing the locations of the links of the distribution system, taking into account the clarified composition of the factors determining the choice, working out the organizational and economic aspects of placement and functioning, which makes it possible to increase the efficiency of the distribution activities of the enterprise. The practical significance lies in the fact that the developed methodological approach helps to increase the efficiency of the distribution and marketing activities of the enterprise. The economic efficiency of the developed methodological approach is to increase such indicators as profit, revenue, product profitability, which is demonstrated by testing as part of the process of forming a regional network of service centers of JSC AVTOVAZ.

A experiência dos clientes no ambiente varejista, seja físico ou virtual, ganha destaque na literatura e nas discussões de marketing devido a seu importante papel nos delineadores do comportamento de compras, influenciado por inúmeros fatores, entre os quais as próprias experiências. O estudo das características do varejo experiencial visa compreender as técnicas contemporâneas para a criação e o gerenciamento de experiências atraentes e marcantes para os clientes. Proporcionar experiências positivas de consumo é um dos atuais desafios da gestão de marketing, seja em âmbito estratégico ou operacional, proporcionando diferenciais de mercado perante os concorrentes. Apesar de a literatura apresentar teorias seminais sobre as experiências do consumidor desde a década de 1960, o assunto ganha mais relevância quando as ofertas são comoditizadas; as empresas devem apresentar propostas de valores diferenciadas. O objetivo deste estudo foi identificar como as dimensões da integração dos ambientes off-line e on-line estão presentes no gerenciamento da experiência do cliente, sob a perspectiva de varejo supermercadista. Ressalta-se que se realizou o estudo a partir da perspectiva do varejista, abordando suas implicações gerenciais em um relevante segmento da economia e do cotidiano dos clientes. Essa perspectiva envolve características culturais, capacidades dinâmicas, orientações estratégicas e dificuldades operacionais para integrar os diferentes canais disponíveis aos clientes. Realizou-se uma pesquisa exploratória, com método qualitativo, tendo o estudo de caso como estratégia de pesquisa. Coletaram-se os dados por meio de entrevistas com roteiro semiestruturado, utilizando o modelo de projeto de gerenciamento de experiências dos clientes de Schmitt (2004). Realizou-se o estudo de caso no maior varejo supermercadista do Brasil, considerado o valor de faturamento, com entrevistas da diretora de marketing da operação brasileira e com um diretor de operações de hipermercado. Após as transcrições, os dados foram codificados, gerados atributos específicos também codificados, o que possibilitou a análise de conteúdo. Os resultados foram apresentados seguindo a codificação dos atributos e as etapas do modelo mencionado. Encontraram-se balizadores na literatura e na pesquisa empírica que permitiram confirmar os dois pressupostos iniciais do estudo: (1) a integração dos canais físico e virtual tem levado o cliente a mudar seus comportamentos e (2) o varejo deve agregar serviços às atividades no ambiente físico para melhorar a experiência de consumo. Também apresentou-se um novo constructo envolvendo o gerenciamento das experiências especificamente no varejo supermercadista. Esta concepção implementa o constructo de Terblanche (2018) e, por isso, é nomeada de constructo da experiência ampliada do cliente no supermercado, com uma dimensão adicionada: a integração das operações off-line e on-line. Essa nova dimensão congrega o acesso ou conhecimento dos clientes no canal físico do supermercado, integrando recursos, tecnologias e características do ambiente digital, tendo abrangência de operações dos canais sob a concepção omnichannel. Os principais objetivos desse constructo são: implementar as experiências do cliente no ponto de venda e fornecer vantagem competitiva ao varejista. O trabalho apresenta implicações acadêmicas e contribuições gerenciais que possibilitaram sistematizar aspectos da gestão de varejo, considerando o gerenciamento das experiências dos clientes. / Customer experience in the retail sector, whether physical or virtual, gains prominence in the literature and marketing discussions because of its important role in the delineators of shopping behavior, influenced by many factors, including experience itself. The study of the experiential retail characteristics aims at understanding contemporary techniques for creating and managing attractive and striking customer experiences. Delivering positive customer experiences is one of the current challenges of marketing management, whether strategic or operational in scope, providing market differentials. Although the literature has presented seminal theories on customer experience since the 1960s, the issue becomes more relevant when deals are commoditized; companies must submit differentiated value propositions. The objective of this study was to identify how the dimensions of off-line and online environments integration are present in the management of customer experience, from a supermarket retail perspective. It should be emphasized that the study was carried out from the perspective of the retailer, addressing its managerial implications in a relevant segment of the economy and the customers\' daily lives. This perspective involves cultural characteristics, dynamic capabilities, strategic orientations and operational difficulties in integrating the different channels available to clients. Exploratory research was carried out through a qualitative method, with a case study as a research strategy. Data were collected through semi-structured interviews, using Schmitt\'s (2004) customer experience management project model. The case study was carried out in the largest supermarket retailer in Brazil, considering the billing value, with interviews of the marketing director of the Brazilian operation and an operations director of a single hypermarket. After the transcriptions, the data and the specific attributes generated were coded, which enabled content analysis. The results were presented following the coding of the attributes and the steps of the mentioned model. We have found indicators in the literature and empirical research that allowed us to confirm the two initial assumptions of the study: (1) the integration of the physical and virtual channels has led clients to change their behaviors and (2) the retailer must aggregate services to the activities in the physical environment in order to improve consumer experience. We also presented a new construct involving the management of experiences specifically in the supermarket retail. This conception implements the Terblanche (2018) construct and, therefore, is named the expanded construct of customer experience in the supermarket, with an added dimension: the integration of offline and online operations. This new dimension brings the access or knowledge of the customers together in the physical channel of the supermarket, integrating resources, technologies, and characteristics of the digital environment, covering the operations of the channels under the omnichannel conception. The main objectives of this construct are to implement customer experiences at the point of sale and provide a competitive advantage to the retailer. The study presents academic implications and managerial contributions that enabled systematizing of aspects of retail management, considering the management of client experience.

O marketing relacional tem se apresentado como uma alternativa muito promissora para empresas de diversos setores, pois desenvolve chances maiores de fidelização de clientes e promove a competitividade das organizações envolvidas. Apesar dessas vantagens, a maioria dos estudos encontrados sobre o tema, principalmente no setor do agronegócio e para mercados B2B, não se aprofundou na parte operacional de um relacionamento: as práticas e atividades. Com o intuito de explorar essa lacuna na literatura, o trabalho teve como objetivo identificar as práticas mais utilizadas pelos fornecedores e mais valorizadas pelos distribuidores de defensivos agrícolas em seus relacionamentos. Foi realizada uma pesquisa quantitativa por meio da aplicação de questionários com canais de distribuição de defensivos agrícolas. Esses questionários continham diversas práticas de relacionamento identificadas na literatura, variáveis de satisfação e caracterização das revendas. As práticas mais utilizadas e mais bem avaliadas são provenientes dos fatores comunicação, especificação dos papéis e motivação dos funcionários; por outro lado, as que apresentaram baixas taxas de utilização e de valorização foram a de laços, monitoramento e planejamento. A satisfação com os relacionamentos na amostra é afetada positivamente pelos fatores alinhamento, comunicação, especificação dos papéis e monitoramento. Também foram encontradas outras correlações com a satisfação e o tempo de duração do relacionamento. Concluiu-se que os relacionamentos nesse setor ainda são muito focados e concentrados nas vendas, mediante práticas e programas que estimulam resultados de vendas para os agricultores. Basicamente, dois grupos de práticas foram identificados: um em que as práticas são bastante usadas e valorizadas e, trazem satisfação; e as que não são tão usadas e valorizadas, porém aumentam o grau de fidelidade dos distribuidores e são fontes de poder e controle do fabricante. / Relational marketing has emerged as a very interesting alternative for companies from various industries because as it is more likely to develop customer loyalty and promote the competitiveness of the organizations involved. Nevertheless, most studies found on the subject, particularly in agribusiness and the B2B markets have not deepened on the operationalization of relationships: activities and practices. In order to exploit this gap in the literature, the study aimed to identify practices most used by suppliers and more valued by distributors of agrichemicals in their relationships. A quantitative survey was conducted through questionnaires with distribution channels for crop protection. These questionnaires contained several relationship practices identified in the literature, satisfaction variables and characterization of dealers. The most used and best evaluated practices were from the factors communication, role specifications and motivation of employees, on the other hand the ones with low utilization rates and poorest evaluations were the bonds, monitoring and planning. Satisfaction with relationships in the sample is positively affected by the factors alignment, communication, role specification and monitoring. Other correlations with the satisfaction and the time duration of the relationship were also found. It was concluded that relationships in this sector are still very focused and concentrated on sales, through practices and programs that stimulate sales results for farmers. Basically, two groups of practices were identified: one in which the practices are quite used and valued, and bring satisfaction; and those who are not as used and valued, but increases the degree of loyalty of distributors and are sources of power and control to the manufacturers.

Made available in DSpace on 2016-04-25T16:44:40Z (GMT). No. of bitstreams: 1 Elaine Pinheiro Palmeira.pdf: 2845495 bytes, checksum: b4c089dcbd60ef58e06ef6aca9b357d2 (MD5) Previous issue date: 2014-09-12 / This dissertation has as its theme the Trade Marketing. The need for a realignment on distribution channel members relationship towards greater cooperation in achieving goals did the Trade Marketing arise. The implementation of its concepts to the company gives support and guidance to marketing and sales departments, providing better results for the organization and a solid and lasting relationship with the retailer, for that reason Trade Marketing was implemented in large multinationals. However, there is on the market the participation of small industries that, dispite of its strength and importance, must make great efforts to survive in a highly competitive market and to differentiate at the point of sale in order to win the consumer. In this context, the study investigated the implementation of Trade Marketing in small industry and its effects on the relationship with the retailer through SuaviPan case study, in which the analysis was done on the basis of the six variables of Trade Marketing Mix. It was noticed that even without owning a formalized or even know thoroughly the concept of Trade Marketing, the small industry applies its strategies on their way and within their possibilities, reinforcing the essence of Trade Marketing about operate to adjust the strategy, the structure and operation of the company to the distribution channels dynamics, which results in better service and more cost effective to its customers and, therefore, consumers / Esta dissertação tem como tema o Trade Marketing. A necessidade de um realinhamento das relações entre os membros do canal de distribuição no sentido de uma maior cooperação no alcance de objetivos fez surgir o Trade Marketing. A implementação dos seus conceitos aufere à empresa apoio e orientação ao marketing e às vendas, proporcionando melhores resultados para a organização e um relacionamento mais sólido e duradouro com o varejista, e por isso o Trade Marketing foi implantado em grandes multinacionais. Há no mercado, entranto, a participação de pequenas indústrias que, embora possuam força e importância, precisam fazer grandes esforços para sobreviver em um mercado altamente competitivo e se diferenciar no ponto de venda, de modo que conquiste o consumidor. Nesse contexto, o estudo buscou analisar a aplicação do Trade Marketing na pequena indústria e os seus efeitos na relação com o varejista por meio do estudo do caso SuaviPan, no qual a análise se deu em função das seis variáveis do Trade Marketing Mix. Percebeu-se que mesmo sem possuir um departamento formalizado ou até mesmo conhecer a fundo o conceito de Trade Marketing, a pequena indústria aplica suas estratégias, do seu modo e dentro de suas possibilidades, reforçando a essência de Trade Marketing de operar para adequar a estratégia, a estrutura e a operação da companhia à dinâmica dos canais de distribuição, o que resulta em um atendimento melhor e mais rentável a seus clientes e, por conseguinte, aos consumidores