The thesis deals with the CRM system implementation into the company management. It contains an analysis of the current situation, comparison of several selected CRM systems and proposes the best product for the company. The goal of this proposal is to improve marketing management in company and to strengthen relationships with present customers as well as to find new ones within expanding market segments.

The subject of the thesis "Application of marketing in the service sector" is focused on on the analysis of internal and external marketing environment and marketing research customer satisfaction. The first part focuses on theoretical summary of basic marketing concepts, the practical part focuses on the marketing analysis and evaluation of marketing research and the last part introduces own proposals for optimization of customer satisfaction and field marketing activities.

The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.

[pt] Este trabalho investiga, sob a perspectiva do encontro de serviço, como os alunos de baixa renda - bolsistas - lidam com as diferenças e os preconceitos vividos em um ambiente acadêmico de elite. Encontro de serviço é um conceito que tem origem e importância no marketing de serviços e que trás para este trabalho o papel dos alunos como consumidores de um serviço. O trabalho, de cunho prático, introduz no encontro de serviços o que alguns autores, particularmente Sue et al. (2010), chamam de microagressões. Estuda as estratégias de enfrentamento diante das diferenças socioeconômicas e culturais e o modo como lidam com o preconceito. Foram realizadas várias entrevistas com alunos de último período de graduação de universidade privada para identificar os principais temas ligados às dificuldades de integração e de adaptação. Os resultados indicam que a agressão ocorre de forma sutil, velada e indireta e, em muitos casos, o autor sequer tem a consciência de que comete uma ação de discriminação. Após essa etapa, as principais questões foram levantadas e classificadas segundo o tipo de microagressão, seguindo o modelo de análise de Sue et al. (2010), com o objetivo de compreender o nível de consciência de quem pratica a ação, seja ele professor, aluno ou funcionário e o grau de prejuízo causado a esse grupo de consumidores. As principais questões encontradas, como exclusão e isolamento mostram a necessidade de pensar medidas gerenciais que busquem atender as necessidades deste grupo de consumidores em desvantagem, em relação aos demais. Neste sentido, este trabalho pode auxiliar as universidades e seus gestores no entendimento dos preconceitos vividos por esses consumidores e nas possibilidades de solução. / [en] This work investigates how low-income students handle prejudices in a university elite environment. To that end, it adopts two standpoints. First, it supports the perspective of the service encounter as an underlying concept for the role of students as consumers. Second, it introduces the concept of microaggressions (SUE et al, 2010) to the academic scene of service s marketing. This study also acknowledges the socioeconomic and cultural differences of students as the primary cause of the aggressions. Because of this, the study has a particular concern with how students deal with prejudice. Accordingly, it focuses on the coping strategies students adopt in the face of discrimination. This study results from several interviews with undergraduate students to identify the difficulties of integration and adaptation. The findings indicate that aggressions occur in a subtle, veiled and indirect way. In many cases, even the perpetrator is unaware of the discrimination action. Finally, the work presents a classification of microaggressions following the model of Sue et al. (2010). This model addresses two central issues. The first is the level of awareness of who does the action, be it teacher, student or employee. The other is the degree of damage caused to the consumers. Equally important is to add here the concerns with isolation and exclusion. All these questions require proper managerial attention.

A classe média brasileira emergente, quebrando paradigmas e impulsionando a economia brasileira nas últimas décadas por meio do aumento do poder de compra e consequente consumo de produtos e serviços a que antes só eram acessíveis a classes sociais mais abastadas se tornou alvo de várias empresas que reviram suas estratégias de modo a criar uma oferta voltada ao interesse desse público. O presente estudo tem como objetivo identificar e analisar as diferenças e semelhanças nas atividades de marketing de serviços de empresas que criaram e adaptaram sua oferta por meio de novas marcas para atender à ascensão do poder de compra da classe média brasileira em relação às suas marcas já existentes. Com o aumento do poder de compra da classe média brasileira, esse segmento da população se tornou alvo do interesse de empresas que buscaram passar a atender esse segmento por meio, principalmente, da criação de novas marcas, tanto de bens como de serviços, direcionados a este público. Para cumprir com o objetivo proposto, primeiramente buscou definir-se quem é a classe média brasileira tratada pelo presente estudo, à luz dos diversos critérios de classificação disponíveis e suas características. A partir dessa definição, a revisão teórica abordou temas de marketing de serviços: segmentação, posicionamento, as diferenças entre bens e serviços, o composto de marketing aplicado a serviços, noções sobre o desenvolvimento de uma marca para um nível mais baixo e a aplicação do marketing de serviços à classe média brasileira, finalizando com os efeitos da crise econômica nas estratégias das empresas que desenvolveram novas marcas para atender esse público. O método utilizado para a pesquisa de campo foi o estudo de caso e as unidades de análise escolhidas foram o Grupo Fleury, com as marcas Fleury Medicina e Saúde e a+ Medicina Diagnóstica, o Grupo Bio Ritmo, com as marcas Bio Ritmo e Smart Fit e o Grupo Porto Seguro, com a Porto Seguro e a Azul Seguros. A análise dos casos foi feita, primeiramente, de forma individual, fazendo uma comparação com o observado na pesquisa de campo com o a revisão teórica e em seguida, os casos foram comparados entre si. Com a pesquisa, foi possível concluir que as marcas desenvolvidas para a classe média tem como principal segmento alvo a classe C, posicionadas como serviço econômico, eficiente e de boa relação custo-benefício. Além disso, a decisão de passar a atender o público da classe média, de renda inferior ao público já atendido pelas empresas por meio de novas marcas e não extensões de marca foi motivado, principalmente para preservar a reputação, credibilidade e posicionamento premium das marcas originais. A adaptação da oferta das empresas que criaram novas marcas para atender a classe média em ascensão econômica se deu, principalmente, na diferenciação da quantidade, variedade e sofisticação dos serviços suplementares oferecidos para a marca mais econômica serem inferiores em relação à marca original premium. A estrutura de custos das marcas voltada para a classe média se mostrou inferior à das marcas premium, resultando num preço consideravelmente mais baixo. Os efeitos da crise econômica percebidos pelas empresas que criaram marcas para a classe média envolvem a migração de clientes da marca premium para a marca mais econômica, principalmente motivados pela boa relação custo-benefício conseguida por meio da um nível semelhante de qualidade técnica do serviço principal e uma oferta mais simples de serviço total, minimizando a estrutura de custos necessária e, por isso, possibilitando a prática de um nível de preços baixo, muito atrativo em períodos de crise. / The emerging Brazilian middle class, breaking paradigms and boosting the Brazilian economy in recent decades through increased purchasing power and consequent consumption of goods and services that were previously only accessible to more affluent social classes became the target of several companies reviewed their strategies in order to create a directed offer to the interest of this audience. This study aims to identify and analyze the differences and similarities in the marketing activities of the services of companies that created and adapted their offer through new brands to meet the rising purchasing power of the Brazilian middle class in relation to their brands already existing. With increasing purchasing power of the Brazilian middle class, this segment of the population became the target of interest from companies that sought to move to serve this segment through mainly the creation of new brands, both goods and services, aimed at this audience. To meet the proposed objective, first sought to define who is the Brazilian middle class treated in this study, in the light of the vari-ous classification criteria available and their characteristics. From this definition, the theoreti-cal review addressed marketing issues services: segmentation, positioning, differences be-tween goods and services, the marketing mix applied to services, notions about the develop-ment of a brand to a lower level and the application of services to the Brazilian middle class marketing, ending with the effects of the economic crisis in the strategies of companies that have developed new brands to meet the public. The method used for field research was the case study and the studied units were Fleury, a+, Bio Ritmo, Smart Fit, Porto Seguro and Azul Seguros.The case analysis were made, first, individually, making a comparison with data from the field research with the theoretical review and then the cases were compared. Through research, it was concluded that the brands developed for the middle class\'s main tar-get segment the C class, positioned as economic, efficient and cost-effective. Moreover, the decision to serve the public of the middle class, lower public income already served by com-panies through new brands and not brand extensions was motivated mainly to preserve the reputation, credibility and premium positioning of original brands. The adaptation of the offer of companies that created new brands to meet the middle class in economic rise was mainly in the differentiation of the amount, variety and sophistication of additional services for the most economical brand being lower in relation to the original premium brand. The marks of the cost structure facing the middle class was inferior to the premium brands, resulting in a considerably lower price. The effects of the economic crisis perceived by companies that created brands for the middle class involve the migration of premium brand customers to the most cost brand, mainly motivated by cost-benefit achieved through a similar level of technical quality of the main service and a simpler offer full service, minimizing the cost structure required and, therefore, allowing the practice of a low price level, very attractive in times of crisis.

Este trabalho enfoca o campo de atuação do marketing de serviços, setor cada vez mais representativo nas economias mundiais, em que a competitividade igualmente crescente demanda das empresas a capacidade de inovar e se diferenciar continuamente em prol da sobrevivência e crescimento. As características distintivas de marcas de serviços, sobretudo o caráter intangível da prestação, trazem para estas empresas o desafio da transformação dos serviços em benefícios concretos, buscando um posicionamento sólido junto aos consumidores e influenciando o processo de decisão de compra. Assim, é objetivo deste trabalho estudar como o posicionamento de marcas de serviços é gerido quando ocorre a introdução de uma inovação disruptiva, ou seja, quando a empresa decide pela introdução de uma tecnologia de ruptura, com uma proposição de valor consideravelmente diferente da tecnologia vigente. A metodologia adotada envolveu primeiramente a revisão de literatura nos temas de marketing de serviços, segmentação/posicionamento e aspectos da inovação disruptiva, buscando um entendimento da relação entre os construtos. De forma complementar, considerando-se a adequação com a questão de pesquisa, decidiu-se pela condução de um estudo de caso enfocando uma empresa do setor de serviços de telecomunicação móvel brasileiro, a Vivo S/A. A decisão pelo estudo de caso único foi motivada pelo caráter peculiar da situação estudada, representada pela introdução da tecnologia GSM pela empresa no período compreendido entre os anos 2006 e 2007, em caráter disruptivo. Estudou-se a forma como a empresa procedeu no tocante aos processos de segmentação, posicionamento e gestão do composto de marketing frente a este evento. Os resultados apontam para uma influência significativa da mudança tecnológica no posicionamento da marca, com maior impacto nos fatores relacionados a produto, promoção e pessoas, do composto de marketing de serviços. A pesquisa também revelou o poder de tecnologias emergentes em transformar as competências internas de uma empresa, muito além da tecnologia em si. Por fim, os resultados mostram como a empresa conseguiu resultados positivos nas dimensões de negócios e de marca, revertendo uma situação competitiva desfavorável, identificada no contexto que se pôde construir para o caso. / The following dissertation will address the theme of services marketing, a sector that has been increasingly representative in global economies, where competitiveness is constantly growing and demands that companies have the ability to continually innovate and differentiate in favor of their own survival and growth. The distinctive characteristics of service brands, especially the intangible characteristic, bring to these companies the challenge of transforming services into concrete benefits, seeking a solid position among consumers and influencing the purchase decision process. Thus, the objective of this project is to study how the positioning of services brands are managed when there\'s introduction of a disruptive innovation, ie, when the company decides to introduce a disruptive technology, with a value proposition considerably different from the current technology. The adopted methodology involved primarily a literature review in the areas of services marketing, segmentation / positioning and aspects of disruptive innovation, seeking to understand the relationship between the concepts. In a complementary way, considering the suitability to the research question, it was decided to conduct a case study focused on a mobile telecommunications company in Brazil, Vivo S/A. The decision for a single case study was motivated by the peculiar character of the studied situation, represented by the introduction of GSM technology by the company in the period between 2006 and 2007 in a disruptive character. The project sought to understand how the company proceeded regarding the processes of segmentation, positioning and management of the marketing mix, considering this event. The results point to a significant influence of technological change in brand positioning, with the greatest impact on factors related to product, promotion and people of the services marketing mix. The research also revealed the power of emerging technologies to transform the internal competencies of a company, beyond the technology itself. Finally, the results show how the company achieved positive results in the dimensions of business and brand, reversing a competitive disadvantage, identified in the context that could build into the case.

The primary aim of this thesis was to explore the role culture plays in service delivery, more specifically on consumers' perceptions of service quality and its potential impact on complaint behaviour. A key premise of the thesis was that prominent models of service quality are conceptualized largely in western contexts without considering conceptual meaning in various contexts or nuances of meaning. Furthermore, there may indeed be unique aspects of culture in each context not yet identified in the extant literature. With this in mind, a qualitative approach was employed in order to gain an in-depth understanding of consumers' perceptions. The thesis was conducted in three stages culminating in three separate papers. Stage 1 involved a student sample of Trinidad and Tobago nationals currently enrolled at university in the North West region of the UK. Generally this stage served as a pilot for the larger cross-national study. Interview data and subsequent thematic analyses culminated in a holistic, multi-dimensional hierarchical framework labelled Conceptualization of Service Quality in Cultural Context (CSQCC). Within this framework two key cultural triggers called Culture of Closeness and Culture of Servitude where found to have an overarching influence on all variables in the model. As well as uniquely including culture, the CSQCC also encompasses human resources and operational variables not included in traditional service quality models namely Employee Work Ethic/Attitudes, Organizational Responsibility and Customer Responsibility. Stage 2 which included samples of British and Trinidad and Tobago nationals, all currently living in their country of birth were part of the larger study sample. Findings from both country contexts indicate that the general structure of the CSQCC identified in Stage 1 is upheld demonstrating universality in terms of the range of factors consumers utilize in their evaluations of service quality, at least in Britain and the UK. Notwithstanding the similarities, the importance weightings for the universal aspects of the CSQCC framework appear to vary. Furthermore, cultural triggers again were found to have an overarching influence consumers' perceptions, two such triggers were identified for British nationals-British Reserve and Culture of Cordiality, and for Trinbagonian nationals two additional triggers-Festive Culture and Culture of Entitlement. Data for Stage 3 was collected at the same time at Stage 2 and involved a cross-national analysis of consumer complaint behaviour. Based on the empirical data a Cultural Framework of Consumer Complaint Behaviour (CFCCB) was proposed inclusive of consumers' behavioural processes and post-interaction behavioural outcomes. There are four key processes-cognitive, motivational, environmental and emotive-with emotions playing a central role. The unique cultural triggers identified in Stages 1 and 2 were also found to influence these behavioural processes which in turn impact behavioural outcomes. To the best of the researcher's knowledge such a holistic model as the CFCCB has not been previously conceptualized. There is no such thing as "culture-free" behaviour; culture and human behaviour are deeply intertwined, and thus multinationals and global firms need to be environmentally sensitive, identify the cultural triggers in potential markets, and assess their likely impact on service quality delivery.

The main topic of the diploma thesis “Marketing mix of a sports facility” is a detailed analysis related to a marketing strategy of the company that offers services in the area of sports and physical training. The theoretical part is devoted to the general basis that is essential for further elaboration of following practical sections. The analytical part deals with analysis of the current situation within the sport facility. On the basis of the conclusions from analytical part, the specific recommendations are presented to be implemented in the analysed company in order to significantly strengthen its overall marketing strategy.

University of Macau / Faculty of Business Administration / Department of Management and Marketing

Diskussionen inom tjänstemarknadsföring har länge handlat om att klassificera skillnader mellan varor och tjänster i termer om greppbarhet. Senare forskning har visat på klassificeringens irrelevans och presenterat en servicecentrerad logik, där erbjudandet i sig spelar roll för värdet. Filosofin låter varor och tjänster konvergera och ser till icke greppbara aspekter som relationer, dynamik, utbyte och kompetenser. Teorier har visat att kunden är medskapare av värde tillsammans med serviceutövaren och detta synliggörs i interaktionen. Kundens agerande kan således påverka servicesituationen och upplevelsen, vilket leder till en fråga om roller. Vidare är upplevd servicekvalitet subjektiv och grundas i en helhetsupplevelse med emotionella och funktionella inslag. Resonemangen leder vidare till kundens del i serviceupplevelsen och det delade ansvaret.Syftet med denna studie är att utveckla synen kring kundens ansvar i serviceupplevelsen genom att se till aspekter såsom värdeskapande, roller och servicekvalitet.Studiens empiriska del baserades på en kvalitativ intervjuserie med både kunder och serviceutövare i fyra olika branscher samt två introspektioner.Slutligen visar studien på att kundens roll och agerande är av betydelse för värdeskapande i interaktionen. Emotionellt och praktiskt kan kunden bidra såväl positivt som negativt till upplevd servicekvalitet. Kundens ansvar i serviceupplevelsen handlar om möjligheten till att aktivt eller passivt påverka servicesituationen.Nyckelord; service, ansvar, serviceupplevelse, roller, värdeskapande, servicekvalitet, servicecentrerad logik, tjänstemarknadsföring, interaktion. / The theoretical discussion within the area of service marketing has predominantly dealt with how to distinguish the differences between goods and services in terms of tangibility. Later studies have proven its irrelevance by presenting a service-centered logic, in which it is thought the actual offer of the product or service is what matters. This philosophy converges on goods and services, analyzing non-tangible aspects such as relations, dynamics, exchange and competences. Theories have shown that there is a co-production of value between company and customer which can be visible during the service interaction. The behavior and actions of the customer may affect the service situations as well as the experience. This leads to a question about roles. Furthermore, service quality is experienced subjectively. Customers tend to see the whole picture as in an experience, involving both emotional and functional parts.The discussion focuses on the customer’s part in a service experience and shared responsibility.This study aims to develop this discussion and assess the different view points concerning how the customer has a responsibility for the service experience by looking into aspects such as value creation, roles and service quality.The empirical part of the study is based on qualitative interviews from four different branches and two introspections.Conclusively, the study shows the role and acts of the customers are of importance for the value creation and the interaction. Emotionally and functionally, the customer can contribute positively and negatively to experienced service quality. Customer responsibility is about actively or passively using the opportunity to have an effect on the service situation.Key words: service, responsibility, service experience, roles, value creation, service quality, service-centered logic, services marketing, interaction,