Face à la concurrence de plus en acharnée, aux clients de mieux en mieux informés et aux produits qui se banalisent de jour en jour, il est de plus en plus difficile pour les entreprises de vendre leurs produits et services et de conserver leurs avantages concurrentiels durablement. D’où la nécessité pour elles de disposer d’une bonne perception des évolutions, des mouvements et des pratiques des principaux acteurs de leur environnement. Des outils tels l’intelligence économique et la veille marketing permettent de relever les défis susmentionnés. Parmi les acteurs susceptibles d’assumer un rôle important dans ce domaine figure la force de vente, interface entre le marché et l’entreprise. Bien que le commercial soit de plus en plus considéré comme un véritable vecteur d’information de terrain, l’étude des facteurs qui déterminent sa performance dans ce domaine est encore peu développée. Dans ce contexte, l’objet de cette thèse est de proposer un modèle analysant les principaux facteurs susceptibles d’influencer la performance des commerciaux en matière de veille marketing. L’hypothèse à la base de ce modèle s’appuie sur l’existence de deux grandes catégories de facteurs susceptibles de favoriser la performance des commerciaux en matière de transmission régulière des informations de terrain (veille marketing) : d’une part, des facteurs spécifiques aux commerciaux et, d’autre part, des facteurs liés au management de la force de vente. / In the context of ever stiffer competition, ever better informed customers, and products becoming ever more undistinguishable, it is increasingly difficult for companies to sell their products and services and maintain a sustainable competitive advantage. Hence the need for them to have access to a proper perception of the evolutions, movements and practices of the main actors in their environment. Tools such as economic intelligence and market intelligence make it possible to respond to the aforementioned challenges. Among the actors likely to take on an important role in this field is the sales force, as an interface between the market and the company. Although salespeople are increasingly considered as veritable vectors of information in the field, the study of the factors that determine their performance in that sense has received little attention until now. In this context, the objective of this thesis is to propose a model analyzing the main factors likely to influence the performance of sales people in terms of market intelligence. The basic hypothesis of this model relies on the existence of two main categories of factors likely to favor the performance of sales people in terms of passing on field information on a regular basis (market intelligence): first, factors which are specific to salespeople, and second, factors linked to the management of the sales force.

Tesis para optar al grado de Magíster en Marketing / El presente estudio busca verificar la experiencia de marca y sus componentes. Así como, analizar la relación que existe entre ésta y el capital de marca, la identificación marca-consumidor y comunicación boca-oído. El estudio se aplicó en cinco categorías de productos: automóviles, cerveza, comida rápida, tecnología y redes sociales. Esto con el fin de proponer hallazgos útiles, sobre la percepción de los consumidores hacia las marcas experienciales, para las empresas de dichas industrias. La investigación corresponde a un estudio tipo concluyente realizado en la Región Metropolitana de Chile, su población objetivo fueron estudiantes universitarios. El instrumento construido para la recolección de datos fue una encuesta estructurada, con la cual se obtuvieron 477 observaciones. Con dichos datos se procedió a realizar un análisis factorial exploratorio de fiabilidad y validez de las variables observadas. Posteriormente, se realizó un análisis factorial confirmatorio por medio de la construcción de un modelo de ecuaciones estructurales para medir las relaciones propuestas por el modelo teórico. La originalidad del estudio radica en la evaluación de las relaciones entre la experiencia de marca y sus cinco componentes propuestos, y no sólo las relaciones propuestas por Fernández & Delgado (2011) entre experiencia de marca, capital de marca, identificación marca-consumidor y comunicación boca-oído. Por otro lado, los resultados se examinarán por categoría, es decir, cada una por separado. Esto implica que los resultados, además, de ser generales, son específicos para cada categoría. El estudio concluye en que la experiencia de marca, en efecto, está compuesta por cinco componentes, siendo estos: sensorial, cognitiva, afectiva, de comportamiento y social. Así como, que la experiencia de marca, por ser definida como un conjunto de vínculos emocionales creados en los momentos de contacto con la marca, contribuye positivamente en el capital de marca, la identificación marca-consumidor y comunicación bocaoído.

El presente trabajo titulado El control de inventario y el costo de servicio de la empresa Marketin y participaciones S.A. – Huancayo, tiene como propósito determinar el método de valuación de inventario adecuado para la determinación del costo de servicio en la Empresa Marketin & Participaciones S.A; teniendo en cuenta que es una empresa de servicios que se dedica a la limpieza integral, jardinería, saneamiento ambiental, por lo cual es muy importante contar con un costo de servicios eficiente que permita costear de manera razonable. Mediante una comparación entre el costeo realizado por la empresa de manera empírica y los costos por órdenes de servicio.

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RIBEIRO, Andersson Teixeira. Eventos de corrida de rua em Fortaleza-CE como comunicação de marca. 2009. 74 f. Dissertação (mestrado) - Universidade Federal do Ceará, Faculdade de Economia, Administração, Atuária e Contabilidade, Programa de Pós-Graduação em Administração e Controladoria, Fortaleza-CE, 2009. / Submitted by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-20T17:26:09Z No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Approved for entry into archive by Dioneide Barros (dioneidebarros@gmail.com) on 2016-04-25T14:01:20Z (GMT) No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) / Made available in DSpace on 2016-04-25T14:01:20Z (GMT). No. of bitstreams: 1 2009_dis_atribeiro.pdf: 747186 bytes, checksum: 9b086fe672773a9ac9a958133ab5a64e (MD5) Previous issue date: 2009 / This study had the objective to verify if the events of street race transmit values to brands. Quantitative study of the transversal type, exploratory and descriptive character, developed with practicing individuals of race in the Avenue Side Sea, located in the city of Fortaleza, Ceará. The sample was composed for 153 corridors. The data had been collected by means of form during the may months the july of 2009. The analysis of the data if gave with support of software SPSS 16.0. A predominance of the masculine sex was gotten, in its majority, bachelors, working in integral period and with superior level of the school. These had 34 years on average, and the half of them gained R$4.000 to the month more than. Amongst the events, the Maratona de Revezamento Pão de Açucar was the one that had more adepts between the interviewed ones. The participation of other friends met as bigger incentive to the participation in the events of street race. Already in relation to the representation of the events for the running ones one notices that more than the half considers the participation in these races a welfare sensation. With regard to the propensity the purchases of products of the marks sponsors after to participate of these events, indicated that half of the sample would possibly buy such products. Remembering that little more than the half of the interviewed ones had related to give to attention to the brand sponsors of the events that had participated. / Este estudo teve por objetivo verificar se os eventos de corrida de rua transmitem valores de marcas. Estudo quantitativo do tipo transversal, de caráter exploratório e descritivo, foi desenvolvido com indivíduos praticantes de corrida na Avenida Beira Mar, localizada na cidade de Fortaleza, Ceará. A amostra foi composta por 153 corredores. Os dados foram coletados por meio de formulário durante os meses de maio a julho de 2009. A análise dos dados deu-se com apoio do software SPSS 16.0. Verificou-se uma predominância do sexo masculino, em sua maioria, solteiros, que trabalham em período integral e com nível superior de escolaridade. Estes tinham em média 34 anos, e a metade deles ganhava mais de R$: 4.000 por mês. Dentre os eventos, a Maratona de Revezamento do Pão de Açúcar foi a que teve mais adeptos entre os entrevistados. Encontrou-se como maior incentivo à participação nos eventos de corrida de rua a participação de outros amigos. Já em relação à representatividade dos eventos para os corredores, notou-se que mais da metade considera a participação nessas corridas uma sensação de bem-estar. Com relação à propensão a compras de produtos das marcas patrocinadoras, após participar desses eventos, constatou-se que metade da amostra possivelmente compraria tais produtos. Lembrando que pouco mais da metade dos entrevistados afirmaram prestar atenção às marcas patrocinadoras dos eventos de que participaram.

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Globally tourism is one of the biggest industries and its role is considered key in economic development. In South Africa, tourism is one of the main economic drivers. Thus, tourism contributes to the gross domestic product, generates foreign exchange and provides sustainable employment opportunities. In order to facilitate local economic development (LED), local destination marketing organisations (DMOs) need to ensure that their operations are geared towards optimising the economic advantages related to tourism growth and development. As a result the DMOs must be strategic and well-managed. One way of achieving this is to ensure that the board of directors and specifically the non-executive directors (NEDs) practise good governance. In South Africa, three (3) types of DMOs are found, namely those that are funded by local government and incorporated into the municipality. The second type of DMOs is funded by the private sector. The third type of DMOs is those funded by both the local government and the private sector. In this case, the DMO has an agreement with the local government in terms of what their mandate is and what the agreed outcomes would be. A board of directors, comprising both executive directors (EDs) and nonexecutive directors (NEDs) is responsible for the governance of the local DMO. The main research problem of the study is the attributes and experience of the nonexecutive directors that serve on the boards of DMOs in accordance with developmental standards of best practices. In order to address the main problem, the following research objectives were formulated: To identify best practice by examining the literature as to how NEDs are prepared to serve on boards of both listed and non-listed organisations. To determine whether any policy frameworks provide guidance to NEDs serving on DMOs in South Africa. To examine whether any training or preparatory programmes exist specifically for NEDs in DMOs. To investigate whether NEDs should have specific attributes that would improve their governance of DMOs. To develop a set of recommendations that would assist NEDs to play a more effective role when executing their responsibilities. In order to address these research objectives, a quantitative research methodology was adopted sampling all the DMOs in South Africa that could be identified and were governed by a board of directors. For this purpose, a self-completed questionnaire was distributed to the board of directors of DMOs and specifically the non-executive directors. The results of the study indicated that no guidelines existed that DMOs could follow to better prepare the NEDs of local DMOs. Furthermore, no policy frameworks provide guidance to NEDs serving on local DMOs. The only guidelines that exist are generic guidelines of the King IV Report for NEDs of listed and non-listed organisations. In addition, Pike (2016:108) listed a number of characteristics of good governance. The study also revealed that no training or preparatory programmes exist for the NEDs of local DMOs. Finally, the study highlighted five (5) attributes that NEDs consider as critical in fulfilling their obligations. These include the empowerment of NEDs, the commitment of NEDs, communication with NEDs, job satisfaction of the NEDs and the need for NEDs to understand policy frameworks relevant to their tasks.

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A revisão teórica apontou uma visão geral dos temas de marketing e educação por meio da cronologia histórica, da discussão conceitual, da relevância teórica e prática de cada assunto, dos principais desafios para pesquisa e o desenvolvimento do tema marketing educacional. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas instituições de ensino superior à luz dos fundamentos teóricos. A metodologia abordou os aspectos relacionados ao protocolo do estudo de caso e uma pesquisa exploratória qualitativa sobre as atividades de marketing foi realizada no trabalho empírico. Executou-se estudo de caso múltiplo, com IES privadas da cidade de São Paulo, por meio de entrevistas com os gestores responsáveis pelo composto de marketing. Concluiu-se que devido a competitividade no setor, as atividades de marketing ganharam importância, todavia ainda são elaboradas de forma desestruturada. O departamento de marketing das instituições educacionais atua principalmente no P de promoção, exercendo pouca influência nas decisões relativas aos outros elementos do composto de marketing. / The literature review pointed to an overview of marketing issues and education through the historical chronology of the conceptual discussion of the theoretical and practical relevance of each subject, the main challenges for research and development of the theme of educational marketing. It identified and discussed marketing activities in higher education institutions in light of the theoretical foundations. The methodology addressed the aspects related to case study protocol and a qualitative exploratory research on marketing activities took place in the empirical work. It executed multiple case studies with private higher education institutions in São Paulo, through interviews with the managers responsible for the marketing mix. It concluded that due to competitiveness in the sector, marketing activities have gained importance, however they are still prepared in unstructured form. The marketing departments of educational institutions operate mainly in P - promotion, exerting little influence in decisions relative to other elements of the marketing mix