Zugl.: Oestrich-Winkel, Europ. Business School, Diss., 2006

Zugl.: Hannover, Univ., Diss., 2009

Atualmente, para obter um melhor desempenho na tomada de decisão, as empresas estão utilizando a informação geográfica, considerada essencial na resolução de problemas, e algumas ferramentas, como o geomarketing, que auxiliam neste processo e minimizam as possibilidades de erros. Mesmo que não utilizem ferramentas computacionais de georreferenciamento, os tomadores de decisão formam uma representação mental da distribuição geográfica de seus clientes e mercados, as quais são utilizadas no processo decisório, principalmente nas empresas cujas decisões estão intimamente relacionadas ao fator geográfico como as que atuam no ramo imobiliário. Assim, o objetivo deste estudo foi confrontar o modelo mental de profissionais do ramo imobiliário acerca da distribuição geodemográfica dos moradores urbanos de Presidente Prudente/SP com um mapa de distribuição, construído a partir do geomarketing, utilizando dados oficiais de escolaridade, renda e local de residência e verificar se existem fatores que expliquem diferenças entre essas representações mentais. Esta pesquisa teve caráter quantitativo descritivo e foi realizada por entrevistas com profissionais que atuam no ramo imobiliário de Presidente Prudente/SP. O mapa com a distribuição geodemográfica foi confeccionado a partir de dados do IBGE e dos softwares AutoCAD Map e ArcGIS e mediu-se o quanto a representação mental dos entrevistados se assemelha a esse mapa de dados oficiais. Por fim avaliou-se a relação entre esse nível de semelhança ou acerto e variáveis de perfil teoricamente relevantes na formação de modelos mentais, constatando-se que a experiência e a formação do indivíduo têm relação significativa com a precisão dos mapas mentais da população pesquisada. / Nowadays, in order to have a better performance in decision making, companies are using geographic information, considered essential in problem solution, as well as some tools, such as geomarketing, which can help in this process and minimize error possibilities. Even if they do not use georreferencing computational tools, the decision makers form a mental representation of the geographic distribution of their clients and markets, which are used in the decision process, especially in companies where decisions are intimately related to the geographic factor, such as real estate agencies. Considering this, the objective of this study was to confront the mental model of real estate agents concerning the geodemographic distribution of the urban population of the city of Presidente Prudente Sao Paulo State (Brazil) and a distribution map, elaborated through geomarketing, using official data about education background, income and place of residence, in order to verify if there are any factors that explain the differences of these mental representations. This research had described quantitative approach and was performed through interviews with professionals that work in the area of real estate agencies in the city of Presidente Prudente/SP. The map with the geodemographic distribution was elaborated using data from IBGE (Brazilian Institute of Geography and Statistics) and the software AutoCAD Map and ArcGIS in order to measure how much of the mental representations of the interviewees and this official data map are alike. Finally, the relation between this level of similitude or correction and the profile variables theoretically relevant in the formation of mental models was analyzed. It was verified that the individual experience and level of instruction have significant relation with the precision of the mental maps of the researched population.

Atualmente, para obter um melhor desempenho na tomada de decisão, as empresas estão utilizando a informação geográfica, considerada essencial na resolução de problemas, e algumas ferramentas, como o geomarketing, que auxiliam neste processo e minimizam as possibilidades de erros. Mesmo que não utilizem ferramentas computacionais de georreferenciamento, os tomadores de decisão formam uma representação mental da distribuição geográfica de seus clientes e mercados, as quais são utilizadas no processo decisório, principalmente nas empresas cujas decisões estão intimamente relacionadas ao fator geográfico como as que atuam no ramo imobiliário. Assim, o objetivo deste estudo foi confrontar o modelo mental de profissionais do ramo imobiliário acerca da distribuição geodemográfica dos moradores urbanos de Presidente Prudente/SP com um mapa de distribuição, construído a partir do geomarketing, utilizando dados oficiais de escolaridade, renda e local de residência e verificar se existem fatores que expliquem diferenças entre essas representações mentais. Esta pesquisa teve caráter quantitativo descritivo e foi realizada por entrevistas com profissionais que atuam no ramo imobiliário de Presidente Prudente/SP. O mapa com a distribuição geodemográfica foi confeccionado a partir de dados do IBGE e dos softwares AutoCAD Map e ArcGIS e mediu-se o quanto a representação mental dos entrevistados se assemelha a esse mapa de dados oficiais. Por fim avaliou-se a relação entre esse nível de semelhança ou acerto e variáveis de perfil teoricamente relevantes na formação de modelos mentais, constatando-se que a experiência e a formação do indivíduo têm relação significativa com a precisão dos mapas mentais da população pesquisada. / Nowadays, in order to have a better performance in decision making, companies are using geographic information, considered essential in problem solution, as well as some tools, such as geomarketing, which can help in this process and minimize error possibilities. Even if they do not use georreferencing computational tools, the decision makers form a mental representation of the geographic distribution of their clients and markets, which are used in the decision process, especially in companies where decisions are intimately related to the geographic factor, such as real estate agencies. Considering this, the objective of this study was to confront the mental model of real estate agents concerning the geodemographic distribution of the urban population of the city of Presidente Prudente Sao Paulo State (Brazil) and a distribution map, elaborated through geomarketing, using official data about education background, income and place of residence, in order to verify if there are any factors that explain the differences of these mental representations. This research had described quantitative approach and was performed through interviews with professionals that work in the area of real estate agencies in the city of Presidente Prudente/SP. The map with the geodemographic distribution was elaborated using data from IBGE (Brazilian Institute of Geography and Statistics) and the software AutoCAD Map and ArcGIS in order to measure how much of the mental representations of the interviewees and this official data map are alike. Finally, the relation between this level of similitude or correction and the profile variables theoretically relevant in the formation of mental models was analyzed. It was verified that the individual experience and level of instruction have significant relation with the precision of the mental maps of the researched population.

[pt] A atividade varejista no Brasil, ao longo dos últimos anos, assumiu importante destaque no ambiente empresarial. Devido à consolidação acelerada que caracterizam as atividades varejistas brasileiras, uma grande quantidade de empresas deste segmento aparece como as maiores do País. A partir da expansão destas empresas, a adoção de avançadas tecnologias de informação e de gestão se faz necessária, contribuindo para a modernização e expansão da economia brasileira. Diante deste contexto, e visando melhores alternativas nas tomadas de decisões, muitos varejistas utilizam informações geográficas. Dentre elas, o geomarketing, para auxiliar no processo de expansão e minimizar a possibilidade de erros. Ainda que muitas empresas não utilizem a tecnologia e suas ferramentas computacionais, os responsáveis pela tomada de decisão possuem uma representação mental da distribuição geográfica de seus clientes e mercados. Estas informações utilizadas no processo decisório estão diretamente ligadas ao fator geográfico. O presente trabalho procura, a partir de um estudo de caso em uma empresa varejista de vestuário feminino, verificar a aplicação do geomarketing e sua utilização na expansão do negócio. Por meio de pesquisa qualitativa, por meio de estudo de caso, observou-se o apoio que esta ferramenta de informações geográficas fornece para a análise e a tomada de decisão visando à instalação de novos pontos comerciais. Os resultados mostram que a utilização do geomarketing contribui e auxilia os gestores no processo de tomada de decisão de localização de novos pontos comerciais. Os resultados também revelam dificuldades de obtenção de dados geográficos atualizados do território brasileiro. Ainda assim, a introdução de técnicas de análise utilizando a combinação de geografia e marketing possibilita um ganho para as empresas varejistas ao reduzir os riscos de erro na escolha de novos pontos comerciais. / [en] The retail sector in Brazil over the past few years, assumed major prominence in the business environment. Because of the accelerated consolidation featuring Brazilian retail activities, a lot of companies in this segment appear as the biggest in the country. From the expansion of these companies, the adoption of advanced information technology and management is necessary, contributing to the modernization and expansion of the Brazilian economy. Given this context, and seeking better alternatives in decision making process, many retailers are using geographical information. Among them, geomarketing, to assist in the expansion process and minimize the possibility of errors. Although many companies do not use the technology and their computational tools, those responsible for making decisions have a mental representation of the geographic distribution of its customers and markets. This information used in decision making process is directly linked to the geographical factor. This dissertation seeks, from a case study in a retailer of women s clothing; verify the application of Geomarketing and its use in expanding the business. By using qualitative research through case study, it was observed that this tool provides geographic information for analysis and decision making aimed at installing new outlets. The results show that the use of Geomarketing contributes and assists managers in decision making process for the location of new outlets process. The results also reveal difficulties in obtaining updated geographic data of the Brazilian territory. However, the introduction of analytical techniques using a combination of geography and marketing enables a gain for retailers to reduce the risk of error in choosing new points.

The aim of this thesis is to provide an insight into theoretical and practical aspects of an analytical tool developed by Ondřej Funiok, Vilém Kalus, Tomáš Rosenberger and Martin Matějka at the University of Economics in Prague. The goal was to develop a tool which could be used for an analysis of human movement within a given place (e.g. retail store) and which could leverage traditional customers' data like age, gender or profession in order to enrich outcomes of conducted analysis, as well as provide a new segmentation of these customers based on their movement. Given that, one of the possible scenarios is that marketers would be able to finely-target their campaigns and use the space more effectively. The thesis contains a short introduction to Location Intelligence as a category of systems which the developed tool belongs to. Further a research of existing theses, articles etc., as well as already available products is conducted. Since a documentation of web services' application interface has proved to be an important aspect of the development, a research and comparison of supporting tools follows. Fourth and fifth chapters are of rather practical nature -- the first of them is about an overall design and architecture of the developed tool, while the second one describes the used application interface and its documentation in detail together with the most important aspects of a backend component -- so called ,,GA-Server``.

The aim of this Master´s Thesis is to evaluate abilities of the ArcGIS geographic information system. It explores the possibility of extending it´s practical application to company purposes in conditions of Czech Republic. Ths thesis explores a practical application of geomarketing, traffic tools, risk analysis, optimization and planning, cartography, 3D visualization and usage of GIS as a map server. Final task is to describe potential and application of geographical information systems at different types of companies, which can be used as a base for distribution to customers from this market segment.

Die Studie untersucht Anwendungsmöglichkeiten und Ertragspotenziale mikrogeografischer Marketinginstrumente im Einsatz bei regionalen Tageszeitungsverlagen. Konkret geht es um die Fragestellung, wie regionale Zeitungshäuser mikrogeografisches Marketing, angewandt auf sublokale Lebens- und Kommunikationsräume, im Verlags- und Redaktionsmarketing erfolgreich als integrierenden Ansatz zur Erschließung von Leser- und Abonnentenpotenzialen umsetzen können. Angesichts des anhaltenden Auflagen- und Reichweitenschwunds und der Fragmentierung des Medienpublikums in zeitungsferne und zeitungsaffine Teile wächst für Zeitungsverlage die Notwendigkeit, strategisch bedeutsame Publikumssegmente räumlich zielgenau zu identifizieren und diese koordiniert von redaktioneller und vertrieblicher Seite anzusprechen, um auf diese Weise Leser zu binden und/oder Abonnementkunden zu gewinnen. Mikrogeografische Marktanalysen können die informationelle Grundlage für entsprechende Marketingstrategien liefern. Die Arbeit gliedert sich in einen theoretischen und einen empirischen Teil. Im theoretischen Teil werden die allgemeinen gesellschaftlichen und intraorganisationellen Rahmenbedingungen, die Tageszeitungsverlage bei der Entwicklung von Strategien zur wirtschaftlichen Zukunftssicherung berücksichtigen müssen, sowie die konzeptionellen Grundlagen des mikrogeografischen Marketings erörtert. Auf dieser Grundlage wird ein integriertes Mikromarketing-Modell für Regionalzeitungen entwickelt, dessen Praxistauglichkeit und Ertragspotenzial im empirischen Teil im Rahmen einer Fallstudie am Beispiel der Frankfurter Neuen Presse untersucht wird. Ergänzend liefert eine Befragung unter Deutschlands Tageszeitungsverlagen Erkenntnisse dazu, wie weit verbreitet Mikromarketing unter den Unternehmen der Branche ist und welche Erfahrungen sie bei dessen Umsetzung gesammelt haben.:A EINLEITUNG B THEORETISCHER TEIL 1 VERLAGSMANAGEMENT IN DER ZEITUNGSKRISE6 1.1 Gesellschaftlicher Rahmen 1.1.1 Die Zeitungskrise: Auflagen- und Reichweitenschwund 1.1.2 Ökonomische Folgen 1.1.3 Gesellschaftliche Hintergründe 1.1.4 Strategieverhalten der Verlage 1.1.5 Terminologischer Exkurs: Hyperlokalität 1.1.6 Nutzung der regionalen Tageszeitung 1.1.7 Bindungswirkung (sub-)lokaler Content-Strategien 1.2 Organisationssoziologischer Rahmen 1.2.1 Marketing- und Managementintegration im Zeitungsverlag 1.2.2 Funktionale Aufgabengliederung 1.2.3 Integration durch Ziele und Handeln 1.2.3.1 Zielgruppe Zeitungsleser 1.2.3.2 Zielgruppe Zeitungsabonnenten 1.2.3.3 Evolutorisches Modell: vom Leser zum Abonnenten 1.2.4 Integration durch Strukturen 1.2.5 Verlagsmarketing als Instrument zur Erschließung von Leser- und Abonnentenpotenzialen 1.2.5.1 Modell „Verlagsmarketing“ 1.2.5.2 Redaktionelles Marketing 1.2.5.3 Redaktionelles Qualitätsmanagement 1.2.5.4 Vertriebsmarketing und Abonnentenmarketing 1.2.5.5 Exkurs: Instrumente der Abonnentenwerbung 1.3 Zwischenfazit 2 INTEGRIERTES MIKROMARKETING IM ZEITUNGSVERLAG 2.1 Das Konzept Mikromarketing 2.2 Stand von Theorie und Forschung 2.2.1 Mikromarketing 2.2.2 Mikrogeografische Marktsegmentierung 2.2.3 Geomarketing 2.2.4 Weitere geografische Marketinginstrumente 2.2.5 Zwischenfazit und Begriffsdefinition „Mikromarketing“ 2.3 Stadtsoziologische Grundlagen 2.3.1 Residenzielle Segregation 2.3.2 Exkurs: Segregation im ländlichen Raum 2.3.3 Ursachen und Dynamik der Segregation 2.3.4 Verhaltenshomogenität 2.3.5 Zwischenfazit 2.4 Die Methode der mikrogeografischen Marktsegmentierung 2.4.1 Prozess der Marktsegmentierung 2.4.2 Prinzipien und Konzepte der Marktsegmentierung 2.4.3 Datenarten und -quellen 2.4.4 Verfahren der mikrogeografischen Segmentbildung 2.4.5 Mikrogeografische Marktanalyse und -bearbeitung 2.4.6 Exkurs: Datenschutz und Aussagekraft von Mikroanalysen 2.4.7 Zwischenfazit 2.5 Nutzung im integrierten Verlagsmarketing 2.5.1 Vertriebsmarketing 2.5.2 Redaktioneller Einsatz 2.5.3 Werbevermarktung 2.5.4 Exkurs: Nutzungspotenziale online 2.6 Zusammenfassung und Hypothesen C EMPIRISCHER TEIL 1 BEFRAGUNG: MIKROMARKETING, LESERBETEILIGUNG UND SUBLOKALE STRATEGIEN 1.1 Erkenntnisinteresse und Stand der Forschung 1.2 Forschungsdesign und Datenerhebung 1.3 Ergebnisse 1.3.1 Mikromarketing in Zeitungsverlagen 1.3.2 Integriertes Verlagsmarketing und -management 1.3.3 Sublokale Angebotsstrategien und Leserbeteiligung 1.4 Zusammenfassung 2 MIKROMARKETING-FALLSTUDIE „FRANKFURTER NEUE PRESSE“ 2.1 Gang der Untersuchung 2.2 Die FNP – Lokalzeitung für Frankfurt 2.2.1 Frankfurt am Main als Berichterstattungsgebiet 2.2.2 Verlagshaus und Zeitung 2.2.3 Lokales und sublokales Informationsangebot in Frankfurt am Main 2.3 Analyse: Leser- und Abonnentenpotenziale der FNP 2.3.1 Sozialraumanalytisches Theoriemodell 2.3.2 Operationalisierung 2.3.2.1 Politisch-kulturelle Prädisposition 2.3.2.2 Biografisch-familiale Prädisposition 2.3.3 Scoring-Instrument 2.3.4 Ergebnisse 2.4 Pilotprojekt: Integrierte Marktbearbeitung 2.4.1 Auswahl Projekt-Stadtteile 2.4.2 Teilprojekt I: Themenmarketing („Leserstammtische“) 2.4.2.1 Untersuchungsanlage 2.4.2.2 Untersuchungsablauf 2.4.2.3 Ergebnisse der Leserstammtische 2.4.2.4 Fazit 2.4.3 Teilprojekt II: Podiumsdiskussion und Direktwerbung 2.4.3.1 Beschreibung Teilprojekt und Untersuchungsanlage 2.4.3.2 Projektverlauf 2.4.3.3 Fazit 2.4.4 Teilprojekt III: Screening der sublokalen Berichterstattung 2.4.4.1 Rahmendaten und Projektverlauf 2.4.4.2 Ergebnisse 2.4.4.3 Fazit 2.4.5 Gesamtfazit Mikromarketing-Pilotprojekt D ERGEBNISSE UND DISKUSSION E LITERATURVERZEICHNIS

Dans le contexte actuel de la mondialisation des marchés, l'évaluation des facteurs marchands peut signifier l’échec ou le succès dans le monde des affaires. En raison de la libre circulation des biens et des services à travers le monde, les effets de la concurrence et des tendances de saturation de marché deviennent de plus en plus perceptibles de nos jours. Synthèse de la cartographie, de la géographie et de la mercatique (en anglais marketing), un important allié apparait dans le scénario de l’analyse de marché pour mieux guider les entreprises. Le géomarketing rassemble des techniques d’analyse spatiale des données marketing à l’aide entre autres, d’un système d’information géographique (SIG). En définition, le géomarketing il s’agit d’une démarche marketing reposant sur l'analyse du comportement du consommateur en tenant compte des notions d'espaces et des nuances de marché qu'une action commerciale ou une campagne marketing peut dégager sur une zone géographique. Cette nouvelle discipline permet de segmenter et qualifier géographiquement la potentialité d’un marché et de déterminer la localisation optimale selon les caractéristiques sociodémographiques, comportementales ou économiques du marché-étude. Parmi les applications du géomarketing, on peut citer l’identification de la compétition, des marchés potentiels, des emplacements optimaux et le développement d’un réseau de distribution d’un produit ou services. Toutes ces activités sont reliées à la compétitivité, que désigne la capacité à occuper une position forte sur un marché. Cette recherche utilisera des techniques d’analyse spatiale géomarketing pour cibler des marchés potentiels à un produit d’isolation innovant produit à partir de résidus forestiers. L’étude propose une méthode basée sur l’analyse géographique et spatiale pour déterminer l’emplacement et la distribution afin de maximiser l’efficacité et la pénétration du marché par le produit. / In the current context of globalization of markets, assessment of market factors may represent the failure or success in today's business world. Due to the free movement of goods and services around the world, the effects of competition and market saturation tendencies become increasingly noticeable nowadays. Synthesis of cartography, geography and marketing, an important ally appears in the scenario of market analyses to guide enterprises. The geomarketing brings a set of spatial analysis techniques on marketing data using, among others, a geographic information system (GIS). This new discipline allows segmenting and qualifying the potential of a market and determine the optimal location according to sociodemographic, behavioral or economic characteristics of the market-study. In definition, geomarketing is a marketing approach based on the analysis of consumer behavior taking into account the notions of spaces and the nuances of market that a commercial action or a marketing campaign can generate on a zone geographical. Among the applications of the geomarketing, the identification of competition, potential markets, optimal locations and development of a distribution network of products or services. All these activities are related to competitiveness, which refers to the ability to occupy a strong position in a market. This research will use geomarketing spatial analysis techniques to target potential markets to an innovative insulation product produced from forest residues. The study proposes a method based on geographic and spatial analysis to determine location and distribution in order to maximize efficiency and market penetration by the product.

The diploma thesis deals to design and develop mobile application for sales promotion in retail chains. Mobile application is created on base of designed service for sales support, that subject and design is written in thesis too. Mobile application uses the most modern technologies, which are now available in mobile devices. This technologies ensuring identification of customer in store, share marketing information to customer and other possibilities gaining detailed information about shopping behavior of customer. Thanks to those data is possible analyze customer by different methods which are in thesis described too. Based on this analyses it can be streamlined sales, shopping and other retail processes. Main aim of thesis is make usable mobile application which promote sales in retail chain. Theoretical part of thesis deals to describe general marketing on which is based analytical marketing resp. Data-Driven Marketing. Next part of this chapters is defining of retail, explaining its specifics and showing interleave to modern technologies. Concrete possibilities of modern technologies is presented in last chapter of theoretical part which is primary focused on mobile application developing in IBM Worklight environment. Practical part of thesis is divided to two chapters where first chapter deals to description designing service for sales promotion. Description is built by architecture, data flows and design of communication interfaces. In second chapter is described design of mobile application based on the service, from user interface to technological architecture. In this part of thesis the mobile application is developed, provided as a OpenSource with all source codes and available online as a demo version. The main output of thesis is mentioned mobile application, which is detailed described in end of practical part. There is specified link to online available version of this application. Mobile application contains diverse functionality for customer and its aims to test usability of modern possibilities in real-life.