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

近年來由於消費者行為以及行銷環境的改變，行銷人員開始試圖從傳統的行銷手法中尋求突破，以獲取企業在行銷上的競爭優勢。藉由資訊及電子通訊科技之助，資料庫行銷可以創造新的行銷機會，並提高行銷績效。在國內，則由外商公司率先引進資料庫行銷技術，而許多企業也逐漸意識到顧客資料的重要性，因此如何建立一套有效的顧客資料庫並將其應用在行銷方面，便成為有心從事資料庫行銷者普遍關切的問題。 　　本研究屬於探索性的研究，藉由對國內外相關文獻的探討，發掘企業在從事資料庫行銷時必須掌握的關鍵因素，並進一步對國內企業進行實證研究，以了解企業之資訊系統、組織特質、行銷組合與資料庫行銷之間的互動關係。 　　經由文獻探討以及對實際個案公司經驗的研究分析，本研究發現企業本身資訊化及系統整合的程度會影響資料庫行銷的成效；企業各分公司之間經驗的轉移可以增進行銷人員的資料庫行銷技術，並提高成功的機率。高階主管對資料庫計劃的支持與承諾及行銷組織結構的配合均是成功的關鍵因素。此外，企業本身之產品或服務的特性以及行銷通路均須與資料庫行銷相配合方能發揮其最大的成效，而資料庫行銷的應用也有助於公司產品的發展及通路的開發。 　　資料庫行銷在國內的發展尚未完全成熟，但是未來將會更為普及，一些較為高層次的應用如資料庫分析的統計模式技術以及資料庫行銷對整合性行銷溝通之影響均為未來相當值得研究之議題。

Os avanÃos na Tecnologia da InformaÃÃo e no desenvolvimento dos Sistemas de InformaÃÃo proporcionam um ambiente propÃcio para a operacionalizaÃÃo dos Sistemas de InformaÃÃo de Marketing que sÃo sistemas capazes de coletar dados, processÃ-los e gerar a partir desses, as informaÃÃes necessÃrias relativas aos ambientes interno e externo da organizaÃÃo. O uso desses sistemas tem se tornado cada vez mais necessÃrio nas organizaÃÃes dado a sua capacidade de gerar informaÃÃes oportunas e dispor os gestores com elementos para tomada de decisÃo. Por meio da aplicaÃÃo de questionÃrio procurou-se conhecer a realidade de uso desses sistemas nas grandes indÃstrias de Fortaleza. A coleta dos dados se deu atravÃs da aplicaÃÃo de um questionÃrio no qual a identificaÃÃo da utilizaÃÃo e da importÃncia das informaÃÃes de marketing foi medida atravÃs de uma escala de Likert buscando analisar o posicionamento do gestor. Procurou-se tambÃm identificar as principais fontes de informaÃÃo utilizadas pelos gestores no processo de tomada de decisÃo e conhecer tambÃm a percepÃÃo do gestor em relaÃÃo aos benefÃcios advindos pela utilizaÃÃo dos Sistemas de InformaÃÃo de Marketing nas organizaÃÃes. Os resultados obtidos indicam que as empresas ainda nÃo possuem Sistemas de InformaÃÃes de Marketing formais implantados, mas indicam que os gestores reconhecem a importÃncia e a necessidade dos mesmos no processo de tomada de decisÃo. Foi possÃvel tambÃm identificar qual o posicionamento das empresas pesquisadas no que diz respeito ao microambiente, macroambiente, de atividades de marketing, registros e sistema de apoio à decisÃo. Adicionalmente, os resultados permitiram gerar uma sÃrie de hipÃteses sobre SIM, merecedoras de apreciaÃÃo em estudos futuros.

The main aim of the thesis is to formulate suggestions and recommendations in the area of the marketing mix. The main focus is directed to the souvenirs for the Information Center „TO JE Brno“. The thesis is devided into three parts. The first part specifies the basic theoretical terms from the point of marketing. The second part deals with the analysis of the marketing mix, customers and competition. The output is the SWOT analysis. The last part of the thesis contains personal suggestions and recommendations.

<p>У&nbsp; докторској&nbsp; дисертацији&nbsp; су&nbsp; кроз&nbsp; девет&nbsp; поглавља&nbsp; представљене&nbsp; могућности&nbsp; које доноси&nbsp; аналитика&nbsp; друштвених&nbsp; мрежа.&nbsp; Конкретно&nbsp; представљене&nbsp; су&nbsp; могућности&nbsp; које доносе друштвене мреже&nbsp; у склопу промотивних активности хотела.&nbsp; Истраживањем је обухваћено&nbsp; утврђивање&nbsp; значаја&nbsp; интернет&nbsp; маркетинга,&nbsp; и&nbsp; у&nbsp; склопу&nbsp; тога&nbsp; маркетинга&nbsp; на друштвеним&nbsp; мрежама&nbsp; за&nbsp; туристички&nbsp; и&nbsp; хотелски&nbsp; сектор,&nbsp; приказан&nbsp; је&nbsp; концепт друштвених&nbsp; мрежа&nbsp; као&nbsp; и&nbsp; карактеристике&nbsp; најактуелнијих&nbsp; друштвених&nbsp; мрежа&nbsp; на глобалном нивоу. Дат је и преглед техника аналитике друштвених мрежа и области и начини&nbsp; примене,&nbsp; са&nbsp; освртом&nbsp; на&nbsp; велике&nbsp; количине&nbsp; података.&nbsp; Такође,&nbsp; истраживањем&nbsp; јеобухваћено и утврђивање фактора који утичу на ангажовање корисника на друштвеним мрежама,&nbsp; као&nbsp; и&nbsp; карактеристике&nbsp; налога&nbsp; и&nbsp; метаподатака&nbsp; објава&nbsp; прикупљених&nbsp; на анализираним&nbsp; налозима.&nbsp; Под&nbsp; основном&nbsp; јединицом&nbsp; посматрања&nbsp; сматрани&nbsp; су&nbsp; сви категорисани&nbsp; угоститељски&nbsp; објекти&nbsp; врсте&nbsp; хотел&nbsp; који&nbsp; се&nbsp; налазе&nbsp; у&nbsp; Републици&nbsp; Србији. Прикупљање података обухватало је комбинацију мануелних и аутоматских метода, уз помоћ којих су прибављени подаци о налозима хотела на најактуелнијим друштвеним мрежама. Истраживање је&nbsp; потврдило&nbsp; прву хипотезу да су хотели у Србији препознали значај&nbsp; друштвених&nbsp; мрежа&nbsp; за&nbsp; промоцију,&nbsp; на&nbsp; нивоу&nbsp; присуства&nbsp; на&nbsp; тренутно&nbsp; водећим платформама на тржишту. У раду је делимично потврђена друга хипотеза која сматра аналитику&nbsp; друштвених&nbsp; мрежа&nbsp; вредним&nbsp; каналом&nbsp; за&nbsp; прибављање&nbsp; информација&nbsp; о потрошачима, а која&nbsp; се могу користити као основа за промотивне активности хотела. Истраживањем је потврђена и трећа хипотеза&nbsp; да различите карактеристике објава које креирају&nbsp; корисници&nbsp; и&nbsp; хотели&nbsp; на&nbsp; друштвеним&nbsp; мрежама,&nbsp; различито&nbsp; утичу&nbsp; на ангажованост корисника, а самим тим и на значај за промоцију. На основу теоретских сазнања о промотивним активностима на друштвеним мрежама и практичних потреба отела&nbsp; у&nbsp; Србији,&nbsp; дат&nbsp; је&nbsp; предлог&nbsp; модела&nbsp; за&nbsp; вршење&nbsp; промотивних&nbsp; активности&nbsp; на друштвеним&nbsp; мрежама.&nbsp; Поред&nbsp; тога,&nbsp; у&nbsp; раду&nbsp; су&nbsp; представљене&nbsp; и&nbsp; могућности&nbsp; за&nbsp; будућа<br />истраживања у овој области.</p> / <p>U&nbsp; doktorskoj&nbsp; disertaciji&nbsp; su&nbsp; kroz&nbsp; devet&nbsp; poglavlja&nbsp; predstavljene&nbsp; mogućnosti&nbsp; koje donosi&nbsp; analitika&nbsp; društvenih&nbsp; mreža.&nbsp; Konkretno&nbsp; predstavljene&nbsp; su&nbsp; mogućnosti&nbsp; koje donose društvene mreže&nbsp; u sklopu promotivnih aktivnosti hotela.&nbsp; Istraživanjem je obuhvaćeno&nbsp; utvrđivanje&nbsp; značaja&nbsp; internet&nbsp; marketinga,&nbsp; i&nbsp; u&nbsp; sklopu&nbsp; toga&nbsp; marketinga&nbsp; na društvenim&nbsp; mrežama&nbsp; za&nbsp; turistički&nbsp; i&nbsp; hotelski&nbsp; sektor,&nbsp; prikazan&nbsp; je&nbsp; koncept društvenih&nbsp; mreža&nbsp; kao&nbsp; i&nbsp; karakteristike&nbsp; najaktuelnijih&nbsp; društvenih&nbsp; mreža&nbsp; na globalnom nivou. Dat je i pregled tehnika analitike društvenih mreža i oblasti i načini&nbsp; primene,&nbsp; sa&nbsp; osvrtom&nbsp; na&nbsp; velike&nbsp; količine&nbsp; podataka.&nbsp; Takođe,&nbsp; istraživanjem&nbsp; jeobuhvaćeno i utvrđivanje faktora koji utiču na angažovanje korisnika na društvenim mrežama,&nbsp; kao&nbsp; i&nbsp; karakteristike&nbsp; naloga&nbsp; i&nbsp; metapodataka&nbsp; objava&nbsp; prikupljenih&nbsp; na analiziranim&nbsp; nalozima.&nbsp; Pod&nbsp; osnovnom&nbsp; jedinicom&nbsp; posmatranja&nbsp; smatrani&nbsp; su&nbsp; svi kategorisani&nbsp; ugostiteljski&nbsp; objekti&nbsp; vrste&nbsp; hotel&nbsp; koji&nbsp; se&nbsp; nalaze&nbsp; u&nbsp; Republici&nbsp; Srbiji. Prikupljanje podataka obuhvatalo je kombinaciju manuelnih i automatskih metoda, uz pomoć kojih su pribavljeni podaci o nalozima hotela na najaktuelnijim društvenim mrežama. Istraživanje je&nbsp; potvrdilo&nbsp; prvu hipotezu da su hoteli u Srbiji prepoznali značaj&nbsp; društvenih&nbsp; mreža&nbsp; za&nbsp; promociju,&nbsp; na&nbsp; nivou&nbsp; prisustva&nbsp; na&nbsp; trenutno&nbsp; vodećim platformama na tržištu. U radu je delimično potvrđena druga hipoteza koja smatra analitiku&nbsp; društvenih&nbsp; mreža&nbsp; vrednim&nbsp; kanalom&nbsp; za&nbsp; pribavljanje&nbsp; informacija&nbsp; o potrošačima, a koja&nbsp; se mogu koristiti kao osnova za promotivne aktivnosti hotela. Istraživanjem je potvrđena i treća hipoteza&nbsp; da različite karakteristike objava koje kreiraju&nbsp; korisnici&nbsp; i&nbsp; hoteli&nbsp; na&nbsp; društvenim&nbsp; mrežama,&nbsp; različito&nbsp; utiču&nbsp; na angažovanost korisnika, a samim tim i na značaj za promociju. Na osnovu teoretskih saznanja o promotivnim aktivnostima na društvenim mrežama i praktičnih potreba otela&nbsp; u&nbsp; Srbiji,&nbsp; dat&nbsp; je&nbsp; predlog&nbsp; modela&nbsp; za&nbsp; vršenje&nbsp; promotivnih&nbsp; aktivnosti&nbsp; na društvenim&nbsp; mrežama.&nbsp; Pored&nbsp; toga,&nbsp; u&nbsp; radu&nbsp; su&nbsp; predstavljene&nbsp; i&nbsp; mogućnosti&nbsp; za&nbsp; buduća<br />istraživanja u ovoj oblasti.</p> / <p>Throughout&nbsp; nine&nbsp; chapters,&nbsp; this&nbsp; PhD&nbsp; dissertation&nbsp; presents&nbsp; possibilities&nbsp; of&nbsp; social&nbsp; network&nbsp; analytics.Precisely,&nbsp; this&nbsp; dissertation&nbsp; presents&nbsp; possibilities&nbsp; of&nbsp; carrying&nbsp; out&nbsp; promotional&nbsp; activities&nbsp; on&nbsp; social network sites. The research study included determining of internet marketing importance, and within that importance of marketing on social network sites&nbsp; tourism and hospitality. Also, the concept of social network sites is presented as well as characteristics of the most current global ones.&nbsp; Within the scope of the reseatch is also a review of the techniques of social network analysis and areas and application modes, with reference to large amounts of data. The survey included determining factors that influence the user engagement on social networks, as well as the characteristics of accounts as well&nbsp; as&nbsp; characteristics&nbsp; of&nbsp; posts&#39;&nbsp; metadata&nbsp; collected&nbsp; on&nbsp; analyzed&nbsp; accounts.&nbsp; All&nbsp; categorized&nbsp; hotel facilities&nbsp; located&nbsp; in&nbsp; the&nbsp; Republic&nbsp; of&nbsp; Serbia&nbsp; were&nbsp; considered&nbsp; the&nbsp; basic&nbsp; unit&nbsp; of&nbsp; observation.&nbsp; Data collection&nbsp; encompassed&nbsp; a&nbsp; combination&nbsp; of&nbsp; manual&nbsp; and&nbsp; automatic&nbsp; methods,&nbsp; through&nbsp; which information&nbsp; about&nbsp; the&nbsp; hotel&#39;s&nbsp; accounts&nbsp; in&nbsp; the&nbsp; most&nbsp; current&nbsp; social&nbsp; networks&nbsp; was&nbsp; obtained.&nbsp; The research confirmed the first hypothesis that the hotels in Serbia recognized the importance of&nbsp; social network sites for promotion, at the level of presence at the current leading platforms in the market. The second hypothesis is partially confirmed that considers the analytics of social network sites a valuable channel for obtaining consumer information, which can be used as the basis for the hotel&#39;s promotional&nbsp; activities.&nbsp; The&nbsp; study&nbsp; also&nbsp; confirmed&nbsp; the&nbsp; third&nbsp; hypothesis&nbsp; that&nbsp; the&nbsp; different characteristics of the posts created by users and hotels on social network sites have different effect on&nbsp; user&nbsp; engagement,&nbsp; and&nbsp; therefore&nbsp; the&nbsp; importance&nbsp; of&nbsp; promotion.&nbsp; Based&nbsp; on&nbsp; theoretical&nbsp; knowledge about&nbsp; promotional&nbsp; activities&nbsp; on&nbsp; social&nbsp; network&nbsp; sites&nbsp; and&nbsp; practical&nbsp; needs&nbsp; of&nbsp; hotels&nbsp; in&nbsp; Serbia,&nbsp; this study proposed&nbsp; the model for performing promotional activities on social network&nbsp; sites. In addition, the paper presents possibilities for future research in this area.</p>

(anglicky) Database vendors and information suppliers are traditional and historically the main components of the information industry. The arrival of internet and its services, including current trends such as social media and networks, has changed and enriched information behaviour, channels and marketing strategies between information suppliers and user. Although the information industry subjects as database vendors are traditional in their marketing strategies, their engagement in social media marketing is proactive and developing. The exploration confirmed that 10 of 12 examined subjects actively develop these channels and support them.

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.

Bc. Julien Dubois Filozofická fakulta Univerzity Karlovy v Praze Diplomová práce Finanční služby v prostředí nových médií Financial services in the new media environment Abstrakt v anglickém jazyku Abstract in English This final thesis deals with the transition of financial services from traditional financial industry in to the new media environment which is mainly created by Internet and its social aspect, social networks and social communities from real and virtual world. At the end of my paper I outline a possible appearance of financial services in the year 2020 with regard to the evolution of new media.