Made available in DSpace on 2016-04-25T16:45:30Z (GMT). No. of bitstreams: 1 Luciana Marin Faneco.pdf: 3494730 bytes, checksum: 4eb54040053b044cdf44770c3478dac8 (MD5) Previous issue date: 2010-02-24 / This dissertation aims at an analysis of customer satisfaction survey as a measuring tool and not only as a fundamental data bank to measure the efficiency of acts performed by the company which, while feeding and integrating SIM (Marketing Intelligence System), provides relevant support for better decision making. Study methodology used was the study of a simple case, applied according to Yin (2005). In this work, one attempts to analyse, in a critical way, whether customer satisfaction survey is considered to be relevant by decision makers, in what manner this is worked out in the Telefonica corporate segment, and whether the outcome provides timely data to executives for a better decision making and strategic planning. To understand the study, SIM structure and function were analysed, taking as reference Kotler s (2000) theoretical model, and how this model favors intelligently and systematically a better collection, organization, consolidation, analysis, interpretation and distribution of customer satisfaction survey data to decision makers. Concept, role and contributions of customer satisfaction survey were also analysed as an instrument to gather significant information from customers and feed SIM, and how this data is used to provide auxiliary elements to decision makers in their actions. For the study analysis, interviews were carried out with executives, as well as analysis of documentation and reports. Results obtained indicate that, although customer satisfaction survey is worked within a structured, systematic and continuous process, supplying decision makers, this measuring tool is used to provide support to reactive and punctual acts, aimed at reverting customers negative perception vis-à-vis dissatisfaction attributes. It was noted that decision makers use customer satisfaction survey to direct their performance focus more efficiently and better to formulate actions so they generate an immediate response to the company and to dissatisfied customers. It is not possible to ascertain that this kind of survey is integrated in and provides elements to the marketing intelligence process for the performance of a better analysis and interpretation of relevant information about clients, which together with data generated by SIM components supply professionals involved with evidence for a more assertive decision making / O objetivo da presente dissertação é a análise da pesquisa de satisfação de clientes como instrumento de medição e não apenas como um banco de dados fundamental para medir a eficácia das ações realizadas pela empresa, que ao alimentar e integrar o SIM fornece subsídios relevantes para a melhor tomada de decisão. A metodologia de estudo utilizada foi um estudo de caso simples, aplicado de acordo com Yin (2005). Neste trabalho buscou-se analisar de forma crítica se a pesquisa de satisfação de clientes é considerada relevante pelos tomadores de decisão, de que forma esta é trabalhada no segmento corporativo da Telefônica, e se os seus resultados fornecem informações oportunas aos executivos para a melhor tomada de decisão e melhor planejamento estratégico. Para a compreensão do estudo de caso analisou-se a estrutura e função do SIM, tendo como referência o modelo teórico de Kotler (2000), e como este modelo favorece a melhor coleta, organização, consolidação, análise, interpretação e distribuição, de forma inteligente e sistemática, das informações da pesquisa de satisfação de clientes aos tomadores de decisão. Examinou-se também o conceito, papel e contribuições da pesquisa de satisfação de clientes como instrumento que coleta informações relevantes de clientes e alimenta o SIM, e como esta é utilizada para prover subsídios aos tomadores de decisão para realização de ações. Para a análise do estudo de caso foram realizadas entrevistas com executivos, bem como análise de documentações e relatos. Os resultados obtidos indicam que, apesar da pesquisa de satisfação de clientes ser trabalhada em um processo estruturado, sistemático e contínuo alimentando os tomadores de decisão, este instrumento de medição é utilizado para subsidiar ações reativas e pontuais, direcionadas a reverterem a percepção negativa dos clientes em relação aos atributos de insatisfação. Observou-se que os tomadores de decisão utilizam a pesquisa de satisfação de clientes para direcionar o seu foco de atuação de maneira mais eficaz e melhor formular ações que gerem retorno imediato à empresa e aos clientes insatisfeitos. Não é possível constatar que este tipo de pesquisa está integrada e alimenta o processo de inteligência de marketing para a realização de melhor análise e interpretação das informações relevantes sobre os clientes, que juntamente com os dados gerados pelos componentes do SIM fornecem aos profissionais subsídios para tomada de decisão mais assertiva

第一章緒論：包括研究動機與目的、研究方法、研究範圍與假設、本文結構。 第二章行銷資訊系統內容：包括內部會計系統、行銷研究系統、行銷管理系統、行銷 情報系統。 第三章結構化方法：包括結構化系統分析、結構化系統設計。 第四章個案公司介紹：包括個案公司基本資料、現行系統問題。 第五章個案公司行銷資訊系統結構化分析。 今日行銷導向之趨勢，市場情況愈形複雜，迫使管理者依賴持續不斷的消息來源以作 決策，這些消息包括（一）一般環境（政治、經濟、文化科技）。 （二）市場環境（供應商、消費者）。 （三）競爭環境。 （四）內部資訊。 如何將這些資訊整合，以成為對企業有用的資訊來幫助決策者提高決策品質以達成企 業目標為主要內容，並以百貨公司為例加以實證。

在當今競爭激烈的全球性經營環境中，許多企業在經營上均遭遇到某種程度的競爭與壓力，為了解決此種問題，它們必須從全球性經營管理的觀點來採取某些適當的策略，並且藉由資訊科技的使用以獲取關鍵性的資源，進而支援公司的全球性策略活動，以獲取競爭優勢。 　　本研究的主要目的，在於針對國內的多國籍企業，其使用行銷資訊系統的現況，做一個普遍性的調查。調查的內容包括：企業組織之策略目標、資訊部門之架構、行銷資訊系統之架構、開發方式、負責管理之單位部門、行銷資訊系統本身所包含之資訊和資訊的來源、主管常面對的決策問題與行銷資訊系統能夠支援的程度、網路行銷的使用情形.....等。此部份研究的主要目的是希望能夠從現有使用行銷資訊系統的企業中，了解此系統所存在的企業環境與背景為何、主管對於此系統的使用情形與態度等。 　　此外，本研究也將分析目前國內的多國籍企業行銷資訊系統的資訊需求。希望藉由此一深入的研究，能夠歸納出一套適用通則，使得目前與未來想要開發行銷資訊系統的企業能有所參考與依據，以期未來開發的成果能應付企業營運之需，提昇企業的經營績效，進而成為企業的一個競爭利器。 / There are many firms facing operational pressures from the global business environment. For the sake of dealing with such dilemmas, these firms must adopt strategies with a global perspective and utilize information technology to gain competitive advantages. 　　The purpose of this thesis is to determine the overall status of marketing information systems (MkIS) for multinational corporations in Taiwan through empirical study. Several aspects of marketing information system usages are described, including strategic goals, organizational architecture, development of system effectiveness, managing departments, information categories, information sources, decision content, and the scenarios for network marketing utilization. 　　This thesis further attempts to establish feasible recommendations for these marketing information systems' critical information elements by analyzing current marketing information requirements for multinational corporations in Taiwan. It is hoped that multinational corporations seeking to undertake successful MkIS development will benefit from recommendations proposed herein, and that these suggestions will help those companies to eventually establish greater operational effectiveness and competitive advantages.

The thesis deals with the strategic analysis of external and internal environment of Retre, s. r. o., which operates on the czech market in the field of laundering. The main line of business is laundering, smoothing and collecting of textile and clothing for chemical cleaning. The theoretical part describes basic terms necessary for understanding of broader connections. Terms like strategic management, strategy, strategic thinking etc. are defined here. In a separate chapter there is a description of the process of marketing research , of gathering of the necessary information (marketing information system) and the description of the individual analyses of external and internal environment. In the practical part the company Retre, s. r. o -- laundry and drycleaner's is analysed using these individual analyses. Based on the gathered information, its current situation and its position on the market is assesed and suitable measures for improvement are proposed.

The smallholder livestock farmer in South Africa is in a difficult position, not only grappling with a changing global environment, but at the local front, without access to domestic markets. This is due to very limited knowledge of buyer requirements emanating from lack of marketing information. This limits adequate access to livestock markets by smallholder farmers in South Africa and more specifically in the Moretele area of the North West Province, resulting in limited growth and less disposable income. Some of the problems facing the smallholder livestock farmer are a lack of understanding of buyer requirements regarding livestock product characteristics, industry price determination processes, alternative marketing channels and how to promote livestock. Empowerment and equitable access to markets by these farmers can only be realised when knowledge is disseminated and training and capacity building is enhanced. It is especially an understanding of what the market requires, how price determination occurs and how marketing channels and promotional tools are used in the livestock industry that is lacking. / Business Management / M. Com. (Business Management)

The smallholder livestock farmer in South Africa is in a difficult position, not only grappling with a changing global environment, but at the local front, without access to domestic markets. This is due to very limited knowledge of buyer requirements emanating from lack of marketing information. This limits adequate access to livestock markets by smallholder farmers in South Africa and more specifically in the Moretele area of the North West Province, resulting in limited growth and less disposable income. Some of the problems facing the smallholder livestock farmer are a lack of understanding of buyer requirements regarding livestock product characteristics, industry price determination processes, alternative marketing channels and how to promote livestock. Empowerment and equitable access to markets by these farmers can only be realised when knowledge is disseminated and training and capacity building is enhanced. It is especially an understanding of what the market requires, how price determination occurs and how marketing channels and promotional tools are used in the livestock industry that is lacking. / Business Management / M. Com. (Business Management)