Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The success of MPE's (small companies) are intimately linked to the success of the national economy, and it is one of the determinant variables of the maintenance and the growth of a country. In that context, it was noticed in works developed in the central area of Rio Grande do Sul, that many of those companies possess own characteristics of the area, where the marketing concepts are confused and used in practice in a wrong way, because it lacks to a lot of those entrepreneurs, the technical knowledge. Trying to supply that lack, this work had as objectives to develop a model of marketing administration for personal computer and small companies of the central area of Rio Grande do Sul, studying useful tools for marketing administration, to characterize the profile and to identify the critical points of the administration or marketing actions used by those MPE's of the central area of Rio Grande do Sul. Based in that, to propose a model of administration of specific marketing to that company load, facilitating in the electric outlet of decision, in the planning, to the attendance of the customers' needs and the improvement of the quality. This work has a quali-quantitative nature, where was used as method the field research and as techniques, observations in some of the companies delimited by the sample, interviews through the application of the check-list and use of the statistical formula that delimited the size of the sample in 164 companies of a total of 285 that were diagnosed in the period from 2003 to 2005. With the analysis of the data it was possible conclend that most MPE's don't possess an administration of effective marketing, but just some isolated actions, elaborating strategies with empiric base and non-technique. However, some actions developed for those has such positive result as: to use strategies of low price, to invest in promotions and publicity. It was also evidenced that most of those didn't still segment their market, however a great portion exposes their products in the company in a planned way and defined layout. Finally it was verified that MPE's demand adaptations very private to their load and to their business type, detaching the simplicity of the actions in the marketing area and the reduced investment. With that, in a general way, the proposed model was completely directed to aid in the marketing administration and, therefore also in the general administration of the company. That seeks to give support for those companies to discover the market reality they are acting, to drift for them, and above all so that they get to increase the quality of the products and services. / O sucesso das Micro e Pequenas Empresas (MPEs) está intimamente ligado ao sucesso da economia nacional que é uma das variáveis determinantes da manutenção e do crescimento de um país. Nesse contexto, percebeu-se, em trabalhos desenvolvidos na região central do Rio Grande do Sul, que muitas dessas empresas possuem características próprias da região, onde os conceitos de marketing são confundidos, e até mesmo usados de maneira inadequada, pois falta, a muitos empresários, o conhecimento técnico. Procurando suprir essa carência, este trabalho teve como objetivo caracterizar o perfil e identificar os pontos críticos do gerenciamento, ou ações de marketing utilizado pelas MPEs da região central do Rio Grande do Sul. Com base nisso, propor um modelo de gerenciamento de marketing específico a esse porte de empresa, facilitando na tomada de decisão, no planejamento, ao atendimento das necessidades dos clientes e a melhoria da qualidade. Este trabalho é de natureza quali-quantitativo onde utilizou-se, como método a pesquisa de campo e como técnicas, observações em algumas das empresas delimitadas pela amostra, entrevistas por meio da aplicação do check-list e utilização da fórmula estatística que delimitou o tamanho da amostra em 164 empresas de um total de 285 que foram diagnosticadas no período de 2003 a 2005. Com a análise dos dados foi possível concluir que a maioria das MPEs não possuem um gerenciamento de marketing eficaz, mas sim apenas algumas ações isoladas, elaborando suas estratégias com base intuitiva e não técnica. Porém, algumas ações desenvolvidas, por essas, têm resultado positivo, tais como: utilizar estratégias de preço baixo, investir em promoções e propagandas. Evidenciou-se, também, que a maioria dessas não segmentou, ainda, o seu mercado. Entretanto uma grande parcela expõe seus produtos na empresa de forma planejada e layout definido. Por fim constatou-se que as MPE s exigem adaptações bem particulares ao seu porte e a seu tipo de negócio, destacando-se a simplicidade das ações na área de marketing e o investimento reduzido. Com isso, de uma maneira geral, o modelo proposto foi completamente voltado para auxiliar no gerenciamento de marketing e, portanto também no gerenciamento geral da empresa. Esse visa dar suporte para que essas empresas descubram a realidade de mercado em que estão atuando, planejar-se para ele e, acima de tudo para que consigam aumentar a qualidade dos produtos e serviços.

由於個人電腦愈來愈普及，對社會之影響也愈來愈深遠，故有必要對個人電腦消費者 購買動機、購買決策過程、使用情形以及購買後之滿意程度作一探討，以提供企業界 作為其擬定行銷策略之參考。 本研究在文獻探討，主要有三部份，一、市場區隔理論：包含如何選取區隔變數、區 隔市場模式及有效市場區隔之條件。二、生活型態理論：包含生活型態模式以及在行 銷上之應用。三、滿意決定汏素理論：包含認知失調理論（Cognitive Dissonance Theory）、類化理論以及費旭模型（Fishbein Model）。 在研究方法方面，主要應用因素分析（Factor Analysis ）、集群分析（Cluster A- nalysis ）、區別分析（Discriminate Analysis ）、卡方檢定ＡＮＯＶＡ以及數量 化模型Ｉ。 研究結果主要有二： 一、依據生活方式（Life-Style）可將消費者分為五個群體，各個２群體之間在購買 行為變數，如購買動機、資訊來源，以及人口統計變數，如職業有顯著性差異，但某 些項目則無顯著性差異。 二、影響消費者滿意程度之產品屬性，呈現出類似工作滿足理論中之隻因子理論，亦 即對某些產品屬性評價佳，可促成消費者之滿意，但若評價不佳，並不會造成消費者 不滿意；另外有一些產品屬性，若評價佳，並不會促成消費者之滿意，但若評價不佳 ，則會造成消費者之不滿意。

在當今瞬息萬變的商業市場上，許多大企業開始認知到過去那種集製造、行銷、服務於一身的整體經營方式需要因時制宜，將資源集中於具有競爭優勢的企業活動，發展企業的「核心能力」。結合企業本身的核心能力與其他企業之核心能力可以達到一加一大於二的效果，而委外正是發揮這種功效的策略之一。關於委外議題的討論，學界已將近飽和，產業界的實務操作也相當成熟。本研究希望能經由另一種思維模式，以廣泛應用於軟/硬體產品設計的模組化概念，藉由一家國際知名電腦廠商在台分公司之個人電腦售後服務業務委外的實務經驗，探討售後服務模組化委外的可行性。結果顯示，以模組化的概念將個人電腦售後服務委外可以有效地節省公司成本，使得整個運作與管理更有彈性和效率，為客戶、承包商與個案公司創造三贏的局面，讓異業結盟更有成效，組織能更迅速導入新功能、增加更多創新的售後服務項目，節省人員訓練的時間，並讓售後服務委外活動更加容易。最後建議有興趣的產學界，可以針對以模組化的概念將服務業務委外的議題多加探討，以鞏固模組化委外的實證基礎。 / Many large enterprises have realized that their companies cannot be versatile in all business activities in the rapid changing market nowadays. They need to develop their core business which is difficult for their competitors to mimic, allowing the companies to differentiate themselves. Outsourcing is one of the strategies that, by bringing in the outside specialists, the client company is able to redirect or conserve energy directed at the competencies of a particular business. Various dimensions of outsourcing have been explored and discussed academically, and the organizations have already mastered the practice of outsourcing as well. This present research intended to explore the possibilities of applying the concept of modulization, which is widely used in designing computer hardware/software and other physical products, to personal computer after-sale services outsourcing practice carried out by the Taiwan branch office of a famous global company. After exploring the experience of implementing an after-sale outsourcing practice with modular concept, several benefits were reveled: (1) the cost of an organization could be cut down effectively; (2) the operation and management of an organization could be more flexible; (3) a triple-win situation for the end-users, the client company, and the service providers could be accomplished; (4) the inter-industry alliance would be established more effectively; (5) the organization could import newer function and more creative after-sale activities, and save more time in personnel training; and (6) the outsourcing practice was made easier. To solidify the base of applying the concept of modulization on the service outsourcing, interested corporate managers and academic scholars were suggested to discuss and explore more issues on this matter.

v anglickém jazyce Title: How the students of the 9th grades of elementary schools understand the digital versions of texts comparing to the printed ones. Goal: The dissertation aims at drawing the comparaison between the digital and the printed versions of the identical materials. The research was held in a number of selected schools. The materials were presented via personal computers, tablet personal computers and in printed versions. Our goal is to determine the differences among all the three kinds of media in terms of understanding the presented texts. Procedure: The essay is primarily based on the historical and the present days research of comprehensive reading. It also follows the bachelor essay written in 2014. Output: The theoretical processing of basic terms and the review of both the previous and the latest outcomes of the scientific literature. The most important part of the essay were focus on the research and the subsequent assessment of the findings. The research itself was preceded by a pre - research. The essay included the qualitative research which was reached through one of the comprehension test methods. The students were provided with the questionnaire comprising questions. The text was distributed both in the digital and in the printed versions.