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The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its evaluation. It also describes and analyses meaning of the database marketing team and makes suggestions to improve its functioning.

Internationalizing small and medium sized enterprises are limited in resources in comparison to larger enterprises. Through digitalization, smaller sales organizations have been presented with tools to enable the sales representatives to use time more effectively and focus on reaching organizational goals. This study aims to determine how digital sales and marketing tools should be implemented into the traditional sales process to increase time effectivity of sales representatives. Based on previous literature on related topics, sales representatives of Scanmast were interviewed and insights specific to the implementation of digital sales and marketing tools into complex B2B sales processes was gathered. The analysis of the responses in congestion with previous research demonstrated that certain ways of leveraging digital sales and marketing tools increase the time effectivity of sales representatives. These results were found to be especially present in regard to the parts of the sales process where customer interaction is considered to be low.

Marknadskommunikation har blivit en alltmer viktig och central del inom ett företag. Detta pågrund av att företag erbjuds mer och mer kanaler och tillvägagångssätt att kommunicera motsin marknad. Genom att ingående teoretiskt ramverk visar på många svagheter imarknadskommunikation mot den offentliga sektorn. Svagheter finns även inom denoffentliga sektorn så har en studie genomförts för att belysa om dem problem och det storagap som finns i facklitteratur och forskning stämmer överens i praktiken. Care of Sweden ärett företag som jobbar med trycksårsförebyggande madrasser och deras kunder är offentligaoch privata vårdboenden, sjukhus samt andra vårdinstanser. All försäljning ochkommunikation sker mot den offentliga sektorn via upphandlingar. Denna studie syftar till attlyfta fram dem tillvägagångssätt som finns att utföra marknadsföring ochmarknadskommunikation på idag samt att belysa olika förbättringar man som företag kangöra.Genom utförda intervjuer med olika nyckelpersoner på Care of Sweden samt insamlade faktafrån artiklar och facklitteratur så har författarna skapat sig en bild av den verklighet som råderidag när man idkar kommunikation inför och under pågående upphandlingar. Man har kunnatse tydliga svagheter samt styrkor i det system som råder idag, till exempel att offentlig sektorinte vill ha regelbunden kommunikation. / ompany. This is because the company is offered more and more channels and ways tocommunicate with their market. By a detailed theoretical framework that demonstrates themany weaknesses in marketing to the public sector. Weaknesses are also in the public sector,a study has been conducted to shed light on those problems and the large gap that exists in theliterature and research is consistent in practice. Care of Sweden is a company that works withpressure sore prevention mattresses and their clients are public and private nursing homes,hospitals and other health institutions. All sales and communication takes place on the publicsector through procurement. This study aims to highlight those practices that are to carry outpromotion and marketing of today and to highlight various improvements that the businessescan do.Through interviews conducted with key members at Care of Sweden as well as data collectedfrom articles and literature, the authors created a picture of the reality today when engaged incommunication before and during the ongoing procurement. They have been able to seeclearly the weaknesses and strengths of the systems that exists today, for example, that thepublic sector does not want to have regular communication.

Made available in DSpace on 2015-02-04T21:39:36Z (GMT). No. of bitstreams: 1 Fernando Ribeiro dos Santos.pdf: 1544811 bytes, checksum: 3ec8609a38c936b0fdb67bc2406afc2b (MD5) Previous issue date: 2006-05-26 / O estudo aborda as características do Marketing Business-to-Business (B2B), especificamente a prestação de serviços de transporte marítimo de longo curso sob o ponto de vista dos prestadores de serviços os armadores, que constituem um setor de grande representatividade nos negócios internacionais; tendo como base pesquisa bibliográfica e estudo de casos múltiplos de armadores operando navios porta-contêineres no Porto de Santos. O Porto de Santos se justifica por ser o de maior tráfego de carga conteinerizada no Brasil, considerando os valores de importação e exportação e pelo papel que desempenha nas rotas e linhas marítimas que servem a América do Sul. Os componentes do Marketing dos Armadores do transporte marítimo internacional, ou seja, as definições de produtos/serviços comercializados, as políticas e formas de negociação e estabelecimento de preços, o composto de promoção e como os produtos/serviços são comercializados e por quem, num contexto B2B, são o foco da pesquisa. As conclusões e limitações do estudo indicam que a relevância do tema se apresenta como fundamental para o esforço brasileiro de inserção competitiva no comércio internacional. Indicando a necessidade de se aprofundar a pesquisa acadêmica sobre o tema, principalmente na abordagem de gestão de negócios.

The last thirty years there has been a dramatic change in relationship marketing. The use of computers connected to the Internet at work places has increased over time and social media is widely used in marketing strategies. Social media is a new phenomenon to communicate with each other, it enables market information based on individual consumer’s experiences. Therefore managers are seeking a way to incorporate social media into their strategies, but this is more common within B2C than B2B. The purpose is to investigate the potential for industrial corporations, within the warehousing industry, to use social media for maintaining established relationships within B2B, as a part of their marketing strategy. The primary data is collected by qualitative interviews with relevant corporations. The study includes four corporations within the industrial industry, an illustrative corporation that have issues regarding using social media or not, and one expert interview.  The secondary data is collected from previous research, articles and journals. From the theoretical framework and empirical research, it seems to be more useful for corporations acting in the market of B2C rather than in B2B to use social media. Major of the interviewed corporations were thinking of using social media as a part of their marketing strategy, but almost no one were using it as a tool today. The younger generation, raised in a technological society, seem to generally have a broader knowledge of social media and what advantages and disadvantages the use can lead to. From this thesis it does not seem that one social media is better than another since different social media platforms are used in different ways. Therefore, it is not possible to say that one specific social media suits all corporations. However, if a corporation decides to use social media as a marketing tool, they need to be aware of the time required for it and be prepared for negative effects since they are open platforms, free for everyone to express their feelings. Within B2B, the trend of having a personal relation with customer and supplier is very strong and social media can never replace this personal relationship. The conclusions and recommendations is instead to use social media as an integrated marketing tool within their strategy.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.

The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.

Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados. / Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.

Die Grenzregionen rund um die Zentren Bratislava und Wien gehören zu den am schnellsten wachsenden Regionen in Europa - insbesondere die High-Tech-Industrie betreffend (www.contor-analyse.de). Ein Erfolgsfaktor für kommerziell erfolgreiche High-Tech (Start Up) Unternehmen ist die frühzeitige Identifikation von Nutzeranforderungen und Verkaufsargumenten bei Innovationen. Interdisziplinäre Teams, die technisch und kaufmännisch ausgebildete Arbeitskräfte beinhalten, stellen die Basis für unternehmerische Innovations-Erfolgsgeschichten dar. Im August 2011 ist ein Team aus Forschern der Technischen Universität Wien, der Wirtschaftsuniversität Wien, der Wirtschaftsuniversität Bratislava und des Inkubators INITS angetreten, High-Tech Unternehmen bei deren Markteintritt zu unterstützen und die universitäre Ausbildung von Interessierten an Innovationen im B2B High-Tech-Bereich zu adaptieren. Das Projekt Grenzüberschreitendes HiTECH Center wurde gestartet (Projektlaufzeit 08/2011 bis 12/2013, Förderprogramm ETC, creating the future: Programm zur grenzüberschreitenden Zusammenarbeit SLOWAKEI - ÖSTERREICH 2007-2013, www.hitechcentrum.eu). Zielsetzung war die Entwicklung einer Methodik für einen erfolgreichen Markteintritt in B2 B High-Tech-Märkten. Das Projekt wurde mit sieben Arbeitspaketen konzipiert. Arbeitspaket sechs betrifft eine Publikation der wichtigsten Lernergebnisse. Die vorliegende Arbeit stellt dieses Ergebnis dar und wurde erst durch eine Projektverlängerung bis November 2014 ermöglicht. Die Vorarbeiten zum Projekt und die erste Analysephase innerhalb der Projektlaufzeit zeigen eine Lücke an Forschungsergebnissen zum Thema "Marketing Testbed" und von vergleichbaren interdisziplinären Lehrveranstaltungen an österreichischen Universitäten. Existierende Marketing- und Innovationslehrgänge beschäftigen sich in überwiegender Zahl mit B2C Themen und sind nicht interdisziplinär. Trotz der geografischen Nähe der beiden Länder Österreich und Slowakei ist die zu geringe Transparenz der Märkte - und der damit verbundenen Chancen - derzeit eine Barriere für eine schnellere Entwicklung dieser grenzüberschreitenden Region. Weiters besteht über die Grenzen hinaus ein Mangel an interdisziplinär ausgebildetem Personal, das Marketingaufgaben der High-Tech-Anbieter effizient bearbeiten kann. Dem Projektteam stellten sich daher unter anderem folgende Fragen: Mit welcher Methodik können High-Tech Start Up Unternehmen in frühen Innovationsphasen unterstützt werden, um einen erfolgreichen Markteintritt zu schaffen? Wie stark beeinflusst die Thematik "Multidisziplinäre Kommunikation" den Prozess vom Innovationsimpuls zum Markteintritt? Wie können die Anforderungen der innovierenden High-Tech Firmen in die Universitätslehre integriert werden? Wie können interdisziplinäre Lehrformate - auch grenzüberschreitend - umgesetzt werden? Das Projektteam konnte im Rahmen der Projektlaufz eit ein erstes Regelwerk für Marketing Testbeds entwickeln und dieses Wissen bereits in wissenschaftlichen Arbeiten und ersten Implementierungen anwenden. Insgesamt wurden am Institut für Marketing Management in Wien acht Arbeiten von Studierenden fertiggestellt (davon zwei Dissertationen). An der WU Bratislava wurden 17 studentische Arbeiten abgeschlossen und sechs interdisziplinäre Projekte umgesetzt. Es fand ein intensive Wissensaustausch mit drei Synergieprojekten (INNOVMAT, DUO STARS, SMARTNET) statt und die Zwischenergebnisse des HiTECH Centrum Projekts waren die Basis für ein weiteres europäisches Projekt (Projekt REALITY, Programm ERASMUS MUNDUS). Das Hauptergebnis des Projekts liegt in der Bestätigung der Wichtigkeit der multidisziplinären Kommunikation in allen Bereichen vom Innovationsimpuls zum Markteintritt. Für eine nachhaltige Wirkung der Projektergebnisse wird die Gründung eines HiTECH Center Vereins sorgen, der sich mit den angestoßenen Forschungsthemen beschäftigt und High-Tech Start Ups in deren frühen Markteintrittsphasen unterstützt. (authors' abstract)