Todo o varejista, ao se estabelecer em um determinado ponto comercial, procura atingir suas metas de crescimento e desenvolvimento do negócio. Para tanto, ele irá verificar, nas diferentes possibilidades do estabelecimento, aquela que se ajustar, mais adequadamente, às suas aspirações e objetivos. Por outro lado, os pontos de venda disponíveis podem ser próprios ou locados, dependendo da disponibilidade de propriedade de cada varejista, bem como da disponibilidade de espaços a serem locados para o exercício da atividade. Nem sempre a propriedade de um ponto é o melhor caminho para o estabelecimento, por conta da adequação ao negócio, acesso, condições de tráfego, dentre outros. No processo de escolha de um ponto por meio de locação, os problemas elencados acima são os mesmos. Mas, nesse caso, o varejista pode selecionar o ponto mais adequado em função das características do negócio e das condições objetivas do local. Entre as possibilidades de escolha do ponto, dependendo do tipo de negócio, os shopping centers podem se configurar como uma solução conveniente para o varejista. E nos shopping centers, atualmente, desenvolvem-se diversas atividades comerciais e de prestação de serviços, que foram se consolidando como sendo ajustadas às necessidades do mercado consumidor e por extensão ao varejo que tenciona atendê-los. Os shopping centers caracterizam-se por cederem espaços às atividades de distribuição de bens e serviços aos consumidores finais, mediante a locação de espaços físicos onde o varejista desenvolverá seu negócio. Esses espaços são cedidos de forma onerosa aos varejistas, que arcam com o chamado custo de ocupação . Esse trabalho visa analisar os modelos existentes de precificação de ativos físicos, como o aluguel do metro quadrado do espaço em shopping centers, verificar, empiricamente de que forma estes valores são determinados, bem como desenvolver um modelo de precificação do valor de locação aplicável às condições do mercado brasileiro. Deve-se destacar que este trabalho pretende trazer uma contribuição à sistematização da bibliografia sobre o assunto precificação de espaços locados para o varejo e dar contribuições teóricas para o referencial de processos de escolha de pontos de venda no varejo, com base em modelos de precificação. / All shop owners, when choosing a location in a commercial site, seek to achieve their targeted growth and the development of their businesses. In doing this, they will choose among the many different location possibilities, selecting the one that they believe will most closely achieve their goals and objectives. On the other hand, the selection of a site location may depend on less than ideal circumstances. The businessman may already be the owner of a retail site, he may not have the financial resources to purchase additional retail sites, or retail sites may not be available in commercial developments. Site ownership is not always the best way to choose the location because of the adequacy of business, accessibility, and traffic conditions, among others. In the selection of a site by location, these types of problems are similar. In this case, however, the retailer can select the more suitable site in relation to the characteristics of the business and the objective conditions of the site. Depending on the type of business, shopping malls can provide a convenient solution to the retailer in site selection. Nowadays shopping malls have developed several commercial and service activities to meet the needs of both the consumers and, by extension, the retailers who intend to serve them. Mall developers locate shopping malls in locations which are conducive to the activities of distribution of goods and services to the final consumers, by means of location of physical spaces where the retailer can develop his business. These spaces are offered to prospective tenants for a payment that covers the cost of occupation. This paper intends to analyze the existing models of pricing for these kinds of physical assets, including the cost per square foot in shopping malls, verify empirically the ways these values are settled, and develop a pricing model to fix this value applicable to Brazilian market conditions. It is important to emphasize that this research project intends to make a contribution to the literature dealing with the issue of retail space location and offer some theoretical contributions to the reference process of choosing a retail site, based upon pricing models.

Magister Artium - MA / This study investigates the use of language and signage in and around Parliament of Botswana by drawing from Linguistic Landscapes (LL) found in the area. The main aim of this study is to explore the symbolic and functional values of signs and languages found in and around Parliament of Botswana. Its main objective is to analyse the visual language in display in and around Parliament looking at the visibility and clarity of language and information/ messages on the signage and to interpret the distribution and frequency of each one of the languages in signage. Secondly, considering that embassies, international companies, organizations and one of the oldest and busiest malls are within the vicinity of Parliament, the study explored whether their presence is captured in the LL.Following Gorter (2006), Shohamy and Gorter (2009) and Shohamy, Ben Rafael and Barni(2010), the data used was drawn from the different types of signs in and around parliament and its neighborhood and included signs with municipal and infrastructural discourses as well as commercial discourses. Using descriptive qualitative research and a thematic approach for data analysis, the study captures the distribution, function, composition and size, clarity of intended information or messages of language on multilingual and monophonic signs.The study gives an insight on the dominance of English against other Botswana languages in LL.In terms of language vitality, the linguistic landscape gives the incorrect picture as if English and Setswana are the only languages spoken in Botswana. Interestingly, Chinese is occasionally found in the linguistic landscape. The presence of Chinese in the shops near Parliament, I argue, is a ploy to attract people to ostensibly “cheap” products. The linguistic landscape shows the apparent contradiction in which even monuments of heroes and pictures of past “Dikgosi”(Chiefs) are constructed in English. The study further reveals even where Setswana is used it is always on bilingual signs and the quality of translation is sometimes poor. The study also suggests that most of the signage was constructed in English and then translated to Setswana. It is not surprising then that the information on the Setswana LL is not always as complete as one on English. In some cases, it says something quite unrelated to the intended message. The different signs and discourses analysed clearly show that people are aware of the signs that surround them and the marketing strategies employed. The signage revealed multiplicity and fusion of discourses with types ranging from low budget to the modern visual signs by individuals to established companies. Both the consumers and the authors are aware of the link between the LL and economics. For this reason, signage is placed where it is expected to achieve maximum visibility and for maximum consumer impact. It is not uncommon to find someone placing their LL on someone else’s, and “ambush” marketing is common place. The diversity of signs used in the study have illustrated and given an insight into the contrasting marketing strategies adopted not only by Batswana, but also by foreign investors, all vying for a piece of space in the Botswana landscape.

A number of books deal with the subject of the "Pall Mall Gazette", but none attempts to study in a scholarly way the journalistic, commercial and political evolution of this evening newspaper and review. Neither does the paper receive consideration In most of the official biographies and more common political works that deal with its age, even though the "P.M.G." often exerted an influence second only to that of "The Times". In addition, the "P.M.G." during its first twenty-four years provided a notable and continuous experiment in journalism. This study examines the "Pall Mall" through its first three editorships that extended from 1865 to 1889. Chapter I examines the journal under Frederick Greenwood, editor from the journal's founding until 1880. During this time the paper assumed a consciously impartial character which later gradually changed to a conservative coloration, though Greenwood never became a strict party man. Chapters II and III study the journal in the Radical garb it assumed during the editorship of John Morley, between 1880 and 1883. Chapters IV to VII are devoted to the Liberal-Radical "New Journalism" of William Thomas Stead, and Chapter VIII concludes. With the exception of Greenwood's editorship, for which material has been compiled from numerous memoirs and secondary works, the study draws its materials mainly from the daily record of the newspaper itself. Particular care has been taken to identify both permanent staff as well as contributors during the successive editorships and to relate them to the character of the paper. This activity has met with a good degree of success despite the fact that the paper's official files are lacking. The relation of the journal to other newspapers as well as to party thought are points that receive special attention, especially for the later editorships. The main emphasis remains on politics, but a general attempt is made in addition to relate the entire character of the journal to such a focus. Thus the ever-present literary ingredient is examined at some length. Finally, where monographic studies exist of given "crusades" undertaken during Stead's famous editorship, little attempt is made to retrace well-trodden ground. The present study makes a number of points about the various editorships of the paper. The pioneering work of Greenwood to establish the journalistic vehicle upon which Stead in turn built his "New Journalism," as well as the former's work to establish a strong tradition of independent journalism, are points that receive special emphasis. The study also stresses the "watershed" effect of Morley's short innings. His prestige and recruitment of staff aided the paper's recovery following its change of political banner, and girded it with inherent strengths upon which Stead both drew and built. Under Morley the "P.M.G." became recognized as the ablest supporter of Liberalism among the press. It also directly abetted the rise of the Radical leader, Joseph Chamberlain. The most impressive editorship remained that of Stead's, during which the paper succeeded in its efforts to revive the power of the press and attempted to establish its editor's aspiration of "Government by Journalism." In this way, the paper both preceded as well as guided investigation and legislation on many occasions to right outstanding social abuses. Concurrently, Stead's "Pall Mall" served as a means of educating the upper classes in many of the philosophies and movements that characterized the 'eighties, and that included Socialism in its various manifestations, the women's movement and the work of manifold secular arid religious organizations. The paper also attempted to exert a seminal influence upon Liberal thought, particularly in relation to imperialism and internationalism, and to a lesser extent, the question of Ireland. The "P.M.G." actively promoted programs in these fields in a number of instances. At all times the paper served as both bell-weather and friendly centre to the Liberal party. It was made all the more effective since it was the only newspaper of Liberal sentiment in the Metropolis that led active crusades. Its spirit directly reflected the moral ideals of its mentor, and was conspicuously broad, liberal and humanitarian. While Stead's "P.M.G." lasted, it was a remarkable example of much that was vital and admirable in late-Victorian Liberalism. Despite such a colorful and influential history, the "P.M.G." remained for the period of this study an uneconomic undertaking. This factor provided the motivation from which derived the paper's multitude of distinctive advances in journalistic technique. / Arts, Faculty of / History, Department of / Graduate

La presente investigación es acerca de las estrategias de marketing experiencial que se aplican en centros comerciales y tiene como objetivo validar si el uso de dichas estrategias influye en la decisión del consumidor en acudir a un centro comercial sobre otro. En primera instancia se constituirá el marco teórico del trabajo cuya función será contextualizar al leyente sobre el tema a abordar: centros comerciales en Lima Metropolitana. La composición del marco teórico será de tres temas: experiencia del consumidor, compra en centros comerciales y satisfacción del cliente. Luego, se procederá a hacer el análisis de las herramientas utilizadas. Para la presente investigación se realizarán dos focus group, siete entrevistas a especialistas y doscientas cincuenta encuestas al público objetivo. Por último, con la información recabada, se realizará una discusión dando pie a la parte final del trabajo siendo esta las conclusiones y recomendaciones. / This research is about experiential marketing strategies that are applied in shopping centers and aims to validate whether the use of these strategies influence the consumer's decision to go to one mall over another. In the first instance, the theoretical framework of the work will be constituted, whose function will be to contextualize the reader on the subject to be addressed: shopping centers in Metropolitan Lima. The composition of the theoretical framework will be three themes: consumer experience, shopping in shopping centers and customer satisfaction. Then, we will proceed to the analysis of the tools used. For the present investigation will be conducted two focus groups, seven interviews with specialists and two hundred and fifty surveys to the target audience. Finally, with the information gathered, a discussion will take place giving rise to the final part of the work, this being the conclusions and recommendations. / Trabajo de investigación

This thesis focuses on leisure time activities and places, which are prefered by urban teenagers for spending their leisure time. My first objective is to focus on a new trend in the sphere of spending leisure time of contemporary teenagers, thereby the passive leisure time spending in large shopping malls. Nowadays shopping malls are very fashionable places for realization of leisure time activities, not only among youth. Teenagers play the pivotal role in my work, because this group of population predestines - to a certain degree - the future evolution in a society. The main aim is to understand why teenagers spend their leisure time this way and find out, what leads them to the passivity in realization of their leisure time activities. What brings them this way of spending their leisure time and what is specific for the space of shopping mall, where they spend their leisure time. I want to understand spatial aspects of using in this micro-space of shopping mall and as well as I want to recognize the role of wider social context. I selected two shopping malls in Prague for my research: Centrum Chodov and Palác Flora. Questionnaire survey, participant observation and in-depth interviews were realized. These malls are not selected randomly, but on the basis of the field research, which preceded to...

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As the retail apocalypse is increasing, it is common to face stores without consumers in citycenters. E-commerce is one of the factors that has had a negative impact on physical stores,both in city centers and in shopping malls. It has been easier for shopping malls than forcity centers to fight the increased competition.The purpose of this thesis was to explore who the typical shopping mall consumer was andif this consumer felt excluded from city centers. Four concepts were investigated; consumerstereotype, place image, shopping experience and place attractiveness. A qualitative,method and an exploratory approach were applied, and the data was collected through anonline focus group and interviews.The findings showed that the perceived typical shopping mall consumer had seven traits;social, fun, curious, open, flexible, time thrifty, calm and patient, and four characteristics;young, families with children, females and formal styles/ fashion oriented. Furthermore,this consumer felt excluded as a shopper because of the limited supply and divided citycenter.The implication of this study was to understand who the typical shopping mall consumeris and, if and why he/she felt excluded. Hence, this can provide retailers in city centers withunderstanding of what factors affect the perceived typical shopping mall consumer’s choiceand thus will enable them to make their stores more welcoming also to the typical shoppingmall customer.The original value of this study is an understanding of the perceived typical shopping mallconsumer and if this consumer feels excluded from city centers, which has previously notbeen explored.

This research examines the effects of using 3D virtual shopping malls and shows the user interaction and experience in this type of virtual environments. Technology developments and the use of the Internet made users to expect more services, which help to improve the user's life. Using a 3D virtual environment and adding a shopping idea to it is considered as very interesting, especially if it reflects the real world in a virtual reality that make its users attached to it. Furthermore, the possibility of having an avatar to represent themselves in computer-mediated virtual environment help users to explore the virtual environment. Another advantage is that users have the possibility to invite friends and to navigate inside a 3D Virtual-shopping mall not alone but together, which gives the user the capability to socialise inside the mall. Besides, changing of the customer's profile and chatting with friends is supported, too. Moreover, the transformation process from a two-dimensional environment to a three-dimensional environment is considered to be convenient for both, customers and mall owners.   I have used phenomenology to investigate this new phenomenon. In addition the data was gathered by interviewing several participants from different educational levels as well as business owners of 3D virtual malls. The research will show the potential of using a 3D virtual shopping mall from the user's perspective as well as from the business' owners and having a 3D virtual shopping mall is not only considered entertaining, but also convenient.   As a future work I recommend to interview the merchants in this research to grasp this idea completely.

The aim of the diploma thesis is to design and assessment of the steel structure of shopping mall, which is situated in Brno. Three variants were processed, from which one was selected for more detailed processing. Variants have hexagonal floor plan with maximum dimension 60,0 m, four floors and same structural solution. They differ in plan of secondary beams and columns, in floor plan of glass atrium and used cross-sections. Building´s load-bearing structure consists of pin-supported columns, primary beams, secondary beams and purlins. Rigidity of the structure is enshured by system of vertical bracings and in horizontal direction by composite slab. The structure elements are made of steel S355, except secondary beams, which are made of steel S235.

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