[pt] A presente tese tem como principal objetivo analisar as expressões da precarização do trabalho na indústria da moda, na cidade do Rio de Janeiro. Partimos da premissa de que as estratégias adotadas pelo capitalismo, de forma geral, e pela indústria da moda, que parecem estar desconectadas, afetam profundamente a classe trabalhadora e se desdobram em importantes alteraçõesnas relações de trabalho. Nos bastidores do mundo da moda há enormes contradições, ações e práticas que não possuem a aparência glamourosa e fantasiosa que a moda geralmente costuma ter e dar às peças que comercializa, a exemplo da exploração da força de trabalho, mercadoria fundamental para sua sustentação e desconsiderada como tal pela indústria da moda. Desta forma, nos aproximar de alguns dos elementos importantes que compõem a forma do mundo da moda, mas que, antes de tudo, fazem parte do desenvolvimento capitalista, como a organização e a divisão do trabalho, juntamente com todas as suas consequências na indústria, na tecnologia, no território e nas relações sociais, é de grande importância para compreendermos melhor a ponta do iceberg, que são as expressões da precarização do trabalho no interior da moda, em especial a moda carioca, objeto desta investigação. Para tanto, como procedimento metodológico foram realizadas: pesquisa bibliográfica, entrevista com pesquisadora sobre o tema e também foi divulgado, em uma rede social, um survey online voltado para as costureiras que fazem parte de grupos online de busca de trabalho. O caminho trilhado nos possibilitou conferir informações que contribuem para reforçar a ideia de que a indústria da moda traz com ela o traço de precarização do trabalho e sua inevitável e profunda articulação com o capitalismo. / [en] The main objective of this thesis is to analyze the expressions of precarious work in the fashion industry in the city of Rio de Janeiro, Brazil. It’s basic premise is that strategies adopted by capitalism in general and by the the fashion industry in particular deeply affects the working class and brings important changes in work relations. In despite of the glamourous facade the fashion world there is a less fanciful side to this industry: the exploitation of the workforce as a fundamental pratice. In this way, we will get closer to some of the important elements that make up the fashion world but which above all are part of capitalist development, such as the organization and division of labor together with all their consequences in industry, technology, territory and social relations. This tip of the iceberg revealed some deep expressions of the precariousness of work in the fashion industry. To this end, bibliographical research was carried out, interviews with researchers on the topic were carried out and an online survey was also published on a social network aimed at seamstresses who are part of online job search groups, which allowed us to check information that contributes to reinforce the idea that the fashion industry brings with it the trait of precarious work and its inevitable and deep articulation with capitalism.

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This dissertation examines the effects of hope and perceptions of control on compliance and satisfaction with medical regimens recommended to patients living with a chronic illness. The present research advances a model that attempts to predict compliance health behaviors and satisfaction with health treatments by incorporating perceptions of control conceptualized using locus of control and self-efficacy, and hope as identified by appraisal theories of emotions and measured using the Herth Hope Index. The proposed model is empirically tested in the context of a lifestyle changing chronic illness: Diabetes Type II. The concept of `perceptions of control' constitutes a central component of most social cognition models and its positive effects on health have been well documented in the literature. However, in health care services, customers experience illness, pain, uncertainty, fear and mainly perceived lack of control. What happens when patients experience loss of control? Does this explain the low compliance levels that we witness today? What if patients experience loss of control, but have high levels of hope? Hope has been associated with higher medical regimen adherence and higher levels of satisfaction. People need hope and manage to have it even in the worst circumstances. In an attempt to answer these questions, the basic premise of the formulation offered here is that the emotion of hope can play an important mediating role between perceptions of control and health behavior and health service evaluation. The empirical findings of this dissertation are mainly based on cross-sectional panel survey data from 222 Diabetes Type II patients, multiple regression analyses, and structural equation procedures following mediation analysis guidelines. The data analyses results from testing three competing models about the dynamics between hope and control support the role of hope as a mediator between perceptions of control dimensions and compliance and satisfaction with the medical treatment. In particular, the results revealed that hope mediates the effects of self-efficacy and doctors health locus of control on compliance and satisfaction. It appears that individuals have higher levels of hope only to the extent that they believe they are capable of performing the actions required by their Diabetes Type II treatment, and/or that their health outcomes are under the control of powerful doctors. These two dimensions of control lead to higher levels of compliance and satisfaction with the treatment regimen through hope. The developed model contributes to transformative consumer research by assisting in solving the challenge of patient compliance with recommended health behaviors. The low levels of compliance across various medical conditions and the increasing rate of people suffering from chronic illnesses constitute pressing research concerns in consumer research. The current research enhances the understanding of compliance behaviors and satisfaction with health services by exploring two of their potential antecedents: hope and perceptions of control; and it represents a step towards enhancing consumer health and well-being. / Business Administration/Marketing

Title: Marketing mix of Classic Ski School in Rokytnice nad Jizerou Objectives: The aim of the diploma thesis is to analyse marketing mix of Classic Ski School in Rokytnice nad Jizerou. The analysis includes comparison of given information with theoretical acknowledgement. The aim of the diploma thesis is to recommend some changes of marketing mix of Classic Ski School in Rokytnice nad Jizerou that could be helpful in following seasons according to the given comparison. Methods: The main method of collecting data needed for this diploma thesis is an interview. Interview was given personally and via mobile phone by management of Classic Ski School in Rokytnice nad Jizerou and by ski school's customers. There is also SWOT analysis provided in the diploma thesis, where internal and external factors of Classic Ski School are being evaluated. Results: While analysing the marketing mix of Classic Ski School in Rokytnice nad Jizerou, an insufficient usage of some parts of marketing mix - for ex. Packages, Programming - was found out. Interview has shown that customers are interested in buying packages of services. Additional partnership would be required for creating these packages. There were other parts of marketing mix shown as insufficient - portfolio of current products, physical evidence and...

Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.

[pt] A indústria hoteleira vem se desenvolvendo significativamente nos últimos anos impulsionada por grandes investimentos privados e do governo no setor de turismo e infraestrutura. Inteiramente vinculada à demanda turística e inserida no setor de serviços, a indústria apresenta um composto variável de bens e serviços, que requer o entendimento das necessidades e dos desejos de seus clientes para adotar as estratégias adequadas. Tal mercado é particularmente sensível à qualidade dos serviços prestados e produtos oferecidos aos hóspedes. A satisfação do consumidor é, portanto, um dos principais objetivos do setor, que busca criar valor para os seus clientes ao antecipar e gerenciar suas expectativas, sejam elas no segmento de turismo de lazer, sejam no segmento de turismo de negócios. Nesta pesquisa alguns atributos apontados como essenciais aos serviços de hotelaria foram utilizados com o objetivo de entender como o mercado percebe um conjunto de hotéis localizados na cidade do Rio de Janeiro. Para tanto, foi realizado um estudo em que se empregou análise de correspondência para desenhar o mapa de percepções relativo a um conjunto pré-definido de atributos e hotéis. O mapa bidimensional indica prevalência dos atributos área de lazer e valor para a dimensão I e de um conjunto de atributos mais voltados para o segmento de negócios no caso da dimensão II, onde localização e restaurante são destaques positivos e qualidade do quarto e limpeza têm relevo negativo. O Othon Palace enfatiza os dois segmentos (as duas dimensões). O hotel Pestana Rio Atlântica prioriza o turismo lazer, enquanto que os outros oito hotéis pesquisados estão mais concentrados em torno da origem (coordenadas normalizadas com valor absoluto inferior a 0,4), o que caracteriza um posicionamento estratégico ambíguo, buscando privilegiar tanto o turismo de negócios quanto o de lazer. / [en] The hotel industry has been developing significantly in the last years, driven by large public and private investments in the tourism and infrastructure sectors. Said industry is entirely related to the demand of tourism activity and is inserted in the service sector. Additionally, it is made up of a variable of good and services, which requires the understanding of the needs and wants of its clients in order to adopt the adequate strategies. Such a market is particularly sensitive to the quality of services rendered as well as to products offered to guests. Therefore, customer satisfaction is one of the main objectives of the sector that strives to create value for its clients by anticipating and managing their expectations, be them in the leisure or business tourism segments. In this research some attributes considered to be essential to the services of the hotel industry were used with the purpose of understanding how the market perceives a group of hotels located in the City of Rio de Janeiro. To this effect, a study was done in which correspondence analysis was implemented to conceptualize the perceptions map concerning a group of predefined attributes and hotels. The bi-dimensional map indicates mostly leisure attributes and value to the Dimension I and a group of attributes pertaining to the business segment in the Dimension II, where location and restaurant stand out as positive factors and room quality and cleanliness have a negative relevance. Othon Palace hotel emphasizes the two segments (the two dimensions). Pestana Rio Atlântica hotel prioritizes leisure tourism, while the other eight hotels that were analyzed are more concentrated due to their origin (normalized coordinates with an absolute value inferior to 0.4), which characterizes an ambiguous strategic positioning, striving to excel both in leisure and business tourism.

Made available in DSpace on 2016-04-25T16:45:27Z (GMT). No. of bitstreams: 1 Luciana Balensifer Pereira.pdf: 1634945 bytes, checksum: 7f75e759f9237d2d217529b88a9f4f46 (MD5) Previous issue date: 2010-05-24 / The objective of this dissertation was to analyze the decision making process of purchase by the consumer, related to the services offered by the small retail. This goal is justified because of the importance of point of sale to the producer, the growing concern over the quality of life, the strength of the retail sector in face of crisis and the growth of small retail offering greater convenience to consumers, making this theme actual and relevant. The nature of the study had a qualitative approach, with empirical collections in the field studied. In addition, and to understand the consumer perspective, a case study was made in Pomar&Cia. with the application of a market research to consumers. The case analyzed had a theoretical basis of four categories of analysis drawn from the previous chapters of this dissertation, in order to relate the company studied with the theory addressed. The results has indicated, through surveys performed, the ranking of the most significant services from which the consumer go to the stores and decide to purchase / O objetivo desta dissertação foi analisar o processo decisório de compra por parte do consumidor, com relação ao serviço prestado no pequeno varejo. Este objetivo justifica-se pelo fato da importância do ponto-de-venda para o produtor, da preocupação crescente com a qualidade de vida, da força do setor varejista diante de crises e do crescimento do pequeno varejo oferecendo maior conveniência ao consumidor, tornando o tema atual e de relevância. A natureza do estudo teve uma abordagem qualitativa, com coletas empíricas de campo. Em complemento e, para se compreender a perspectiva do consumidor, realizou-se um estudo de caso na Rede Pomar&Cia. com a aplicação de uma pesquisa de mercado aos consumidores. O caso analisado teve o embasamento teórico de quatro categorias de análise retiradas dos capítulos anteriores, com o intuito de relacionar a empresa estudada com a teoria abordada. O resultado indicou, através das pesquisas realizadas, o ranking dos serviços mais significativos para a ida do cliente à loja e sua decisão de compra

No intuito de melhor entender a situação atual, objeções, limitações e perspectivas de uso da internet na pós-venda de serviços business-to-business, este estudo objetivou avaliar por que e como a internet está sendo ou não utilizada nas atividades de pós-venda de serviços de impressão corporativa e propor sugestões de melhoria desse uso para o público acadêmico científico e para os praticantes de gestão. Para isso, foi realizada uma pesquisa exploratória usando estudo de casos com duas revendas de serviços de impressão corporativa. Como síntese dos padrões das descobertas, tem-se que: a internet tem sido utilizada para obter maior agilidade na correção de problemas e na leitura dos contadores de impressão nos equipamentos; os recursos mais utilizados são o e-mail, o portal e o acesso remoto a equipamentos do cliente, o que representa um uso básico e, à medida em que se evolui na oferta de serviços de impressão, o uso da internet se torna mais complexo; a mídia social, incluindo as redes sociais, não é utilizada nem existe uma estratégia definida para seu uso; o estilo de venda voltado para a solução de problemas e o planejamento baseado em valor influenciam o uso da internet, enquanto que a venda pessoal gera no cliente uma expectativa de que a pós-venda também seja presencial; esse uso da internet pode impactar positivamente o composto de marketing, apesar de muitos dos benefícios não estarem sendo explorados; por parte dessas revendas, a internet não tem sido melhor utilizada por falta de conhecimento de seus benefícios e de suas restrições e por falta de enfoque estratégico e prioritário dos seus gestores; o próximo passo seria usar melhor o que já existe implementado e expandir esse uso para os demais clientes. Por fim, foram apresentadas sugestões de melhoria desse uso. / In order to better understand the current situation, objections, limitations and perspectives of internet use in the business-to-business after-sales services, this study aimed to evaluate why and how the internet is being used or not in activities of after-sales service in corporate printing and propose suggestions for improvement of such use to the scientific academic public and to the practitioners of management. For such, an exploratory study using case study with two resellers of corporate printing services was conducted. As summary of the findings of the patterns it follows that: the internet has been used to achieve greater agility to correct problems and to read the counters on the printing equipment; the most used resources are e-mail, portal and remote access to customer equipment, which represents a basic use and, as it evolves in offering of printing services, internet usage becomes more complex; social media, including social networks, is not used, nor is there a defined strategy for its use; the selling style oriented to problem solving and the value-based planning influence the use of internet, while the personal selling, used by such resellers, generates an expectation that the after-sales attendance is also a personal one. That use of the internet can positively impact the marketing mix, although many of the benefits are not being exploited; by those resellers, the internet has not been used for lack of better knowledge of its benefits and of its restrictions and lack of strategic and priority focus of its leaders; the next step would be to make better use of what is already in place and expand that use to other customers. Finally, suggestions have been made to improve such use.

Problem: In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business. Purpose: The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed. Method: An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company. Theories: The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc Conclusions: The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.

<p><strong>Problem: </strong>In bid to stay competitive in the industry, SMEs have to apply several  formal marketing techniques which will help them edge past their competitors regardless of the many operational challenges they are facing. Moreover, through the first questionnaire the authors realized that if the case company could appreciate the use of marketing techniques in the market, it would gain more market share hence realizing organic growth. However this entirely depends on the leadership and management teams which also have to be innovative in the market place which will eventually create value for the customers who tend to be loyal and as such purchase the service or product repeatedly. In addition, the management and leadership teams should seek cultural integration and talent which will enable the SMEs to achieve their vision hence survival in the business.</p><p><strong>Purpose: </strong>The issue under investigation during this research will be “the effect of differential pricing and promotion on the growth of SMEs which offer standardized services.” This research will add to the existing knowledge relevant to the SMEs in line with the marketing activities and growth. In addition, this research will help Snowhite Dry Cleaners in particular, to achieve growth if the managerial implications are put into consideration as highlighted in this thesis. For the authors, this thesis is a pre-requisite to the award of a masters‟ degree in marketing with a major in business administration once successfully completed.</p><p><strong>Method:</strong> An inductive approach has been used through out this thesis while we adopted a case study design. In order to fulfill the purpose of this thesis, three unstructured questionnaires were sent to the director of operations of the case company.</p><p><strong>Theories: </strong>The theoretical areas  that were used in this thesis consisted of theories regarding; Competitive strategy,  Pricing of services,  Promotion of services,  Services marketing management, Business growth, Marketing management etc</p><p><strong>Conclusions: </strong>The authors came to a conclusion that promotion strategies induce trial of product or service hence organic growth in the long-run. They also impact on customer choice of product or service and service provider which leads to increased demand hence organic growth. As well, value-adding promotions for services increase the demand and market share arising from less competitor activity due to fear of adverse price wars. In addition, promotions increase perceived customer value which results into repeated purchases of a product or service hence organic growth. However, value-increasing promotions are recommended for product firms otherwise they will have a negative impact on sales save for objectives like margin reduction or tarnishing the competitors‟ image. Notably, if value adding promotions are run for a long time, they risk becoming obsolete to the customers who seek value on a daily basis. In addition, differential pricing has no effect on sales growth for a service firms which offer standardized services  like laundry but rather, it is likely to have a positive impact on firms which sell tangible products as a primary objective and treating the services offered as peripheral.</p>