Made available in DSpace on 2016-04-25T16:45:00Z (GMT). No. of bitstreams: 1 Lucy de Lira Souza.pdf: 860126 bytes, checksum: 408fa55276e3ce2e9aa9f4e030033de9 (MD5) Previous issue date: 2007-10-23 / The purpose of this study was to study the role and the importance of the point of sale (POS) in the process of brands management. By means of the analysis of models of brand management, the main sources that determine value to the brand have been identified and, from this analysis, it was developed an instrument for the evaluation of POS actions. Thus, in order to reach the goal proposed, a qualitative research was developed, where the POS actions that won the Popai Brasil 2006 Award were assessed, according to the evaluation instrument. The application of the instrument showed that some of the sources that generate equity, such as the brand knowledge and the associations to the brand, can be easily worked on in the supermarket stores. However, the quality noticed and the loyalty to the brand are more complex aspects to be operationalized in the POS actions. The theoretical study and the empirical verification showed that the POS has an impact function in the work of brands management. In spite of the commercial and short term aspect, the POS actions must be seen as a strategic element in the marketing composition. Therefore, given their relevance, it is important that the managers determine if the work of the brands in the POS is in accordance with the positioning and the image that the company intends to convey to its consumers / O presente estudo teve como objetivo estudar o papel e a importância do ponto-de-venda (PDV) no processo de gestão de marcas. Por meio da análise de modelos de gestão de marca foram identificadas as principais fontes que determinam valor à marca e, a partir dessa análise, elaborou-se um instrumento para avaliação de ações de PDV. Assim, para atender o objetivo proposto, desenvolveu-se uma pesquisa qualitativa, na qual foram avaliadas as ações de PDV vencedoras do Prêmio Popai Brasil 2006, conforme o instrumento de avaliação. A aplicação do instrumento mostrou que algumas das fontes geradoras de valor, como o conhecimento da marca e as associações à marca podem ser trabalhadas com facilidade nas lojas de supermercado. Todavia, a qualidade percebida e a lealdade à marca são mais complexas de serem operacionalizadas nas ações de PDV. O estudo teórico e a verificação empírica mostraram que o PDV tem uma função de impacto no trabalho de gestão de marcas. Apesar do aspecto comercial e de curto prazo, as ações de PDV precisam ser consideradas como um elemento estratégico no composto de marketing. Portanto, dada a sua relevância, é importante que os gestores verifiquem se o trabalho das marcas no PDV está de acordo com o posicionamento e a imagem que a empresa pretende transmitir aos seus consumidores

Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: Marketing has long been seen as a qualitative discipline following a rather soft approach. This, in many circumstances, resulted in a loss of marketing's credibility against other more quantitative managerial disciplines. Out of this plight, numerous marketing practitioners and experts during the past two decades have developed ways to prove that marketing can indeed be quantifiable. Born were the theories of marketing metrics as tools to make marketing measurable and, thus, to justify its existence. As can be assumed, in most organisations, the existence of the marketing discipline is not threatened; yet, an increased importance is placed on the fact that marketing expenditure is located wisely and efficiently in order to make a contribution to bottom line. This is particularly significant for small and medium sized enterprises (SMEs) which typically have only small marketing budgets and dispose of limited marketing expertise. The purpose of this study is to examine whether such a medium sized enterprise, the Tepass + Seiz KG, a German group of car dealerships, shows a marketing behaviour typical for that of an SME and does not use a sophisticated system of marketing metrics to measure the efficiency of its marketing activities. Primarily, a literature review was performed to illustrate the role of marketing metrics within large corporations and smaller enterprises and to shed light to the typical marketing behaviour of SMEs. The subsequent examination of the Tepass + Seiz KG and its marketing performance measurement system was built onto the findings of that review. The study was conducted, following a single case study strategy with the use of in-depth interviews to collect the data. The analysis illustrated that the Tepass + Seiz KG, even though conducting numerous different marketing activities, shows a marketing behaviour typical for a medium sized enterprise and that it does not measure its marketing activities efficiently. Consequently, recommendations on how to improve its measurement systems were made and various marketing metrics were introduced and suggested for implementation. The development of a stringent marketing strategy in addition to the metrics recommended was found to be a necessary further step towards a sophisticated marketing management within this enterprise. / AFRIKAANSE OPSOMMING: Bemarking word lank reeds beskou as 'n kwalitatiewe dissipline met 'n taamlike sagte aanslag. Dit het onder vele omstandighede gelei tot 'n verlies aan geloofwaardigheid vir bemarking vergeleke met ander meer kwantitatiewe bestuursdissiplines. As gevolg hiervan het baie bemarkingspraktisyns en bemarkingskundiges oor die afgelope twee dekades maniere ontwikkel om te bewys dat bemarking inderdaad kwantifiseerbaar kan wees. Daaruit is die teorieë van bemarkingsmaatstawwe gebore as 'n instrument om bemarking meetbaar te maak en om sodoende die bestaan daarvan te regverdig. Daar kan aanvaar word dat die bestaan van die bemarkingsdissipline in die meeste organisasies nie bedreig word nie; nogtans word al meer klem gelê op die feit dat bemarkingsuitgawes slim en doeltreffend aangewend moet word om 'n bydrae tot winsgewendheid te lewer. Dit is veral belangrik vir klein en mediumgrootte ondernemings (KMO's), wat gewoonlik oor slegs klein bemarkingsbegrotings en beperkte bemarkingskundigheid beskik. Die doel van hierdie navorsingstudie was om te ondersoek of so 'n mediumgrootte onderneming, die Tepass + Seiz KG, 'n Duitse groep van motorhandelaars, bemarkingsgedrag tipies van 'n KMO toon en nie gebruik maak van 'n gesofistikeerde stelsel van bemarkingsmaatstawwe om die doeltreffendheid van sy bemarkingsaktiwiteite te meet nie. Daar is primêr 'n literatuuroorsig uitgevoer om die rol van bemarkingsmaatstawwe binne groot korporasies en kleiner ondernemings te illustreer en om lig te werp op die tipiese bemarkingsgedrag van KMO's. Die daaropvolgende ondersoek van die Tepass + Seiz KG en die metingstelsel vir sy bemarkingsprestasie is gebou op die bevindings van die literatuuroorsig. Die studie is uitgevoer volgens die strategie van 'n enkele gevallestudie met die gebruik van in-diepte onderhoude om die data in te samel. Die ontleding het aangetoon dat die Tepass + Seiz KG, hoewel daar baie verskillende bemarkingsaktiwiteite uitgevoer word, die tipiese bemarkingsgedrag van 'n mediumgrootte onderneming uitvoer en nie sy bemarkingsaktiwiteite doeltreffend meet nie. Gevolglik is aanbevelings gedoen oor hoe metingstelsels verbeter kan word en verskeie tipes bemarkingsmaatstawwe is voorgestel vir implementering. Daar is bevind dat die ontwikkeling van 'n streng bemarkingstrategie bykomend tot die aanbevole maatstaf 'n noodsaaklike verdere stap is vir gesofistikeerde bemarkingsbestuur binne hierdie onderneming.

The physical sale of music and the effectiveness of traditional media are expected to continue to decline, challenging marketers to develop new methods to create awareness about music. Although music sales are declining, interest in music is healthy, and strongest amongst the American young adult market - between the ages 18-34. This marketing plan uses traditional and innovative techniques to capture the attention of the target market, which is more culturally diverse and technologically advanced than any previous demographic. / by James Rocco Amedeo. / Thesis (M.S.)--Florida Atlantic University, 2009. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2009. Mode of access: World Wide Web.

Made available in DSpace on 2015-02-04T21:38:45Z (GMT). No. of bitstreams: 1 Sheila Ferreira.pdf: 3099826 bytes, checksum: 5067b4517b84c9fb1bdb2e52a003b5e0 (MD5) Previous issue date: 2008-06-03 / Com a evolução dos supermercados brasileiros desde o inicio do Plano Real em 1994, aconteceram muitas transformações nos modelos de operações não apenas com a adoção de recursos tecnológicos e também de formatos, mix de produtos, oferta de serviços, entre outros. Assim o varejo obteve uma forte tendência de concentração, buscando estar próximo ao seu consumidor. Por estar desenvolvendo praticas para melhor se adaptar a este novo cenário essa dissertação dentro dos princípios adotados pelo ECR Efficient Consumer Response, tem como objetivo de pesquisa analisar mais especificamente o processo de gerenciamento por categorias tendo como metodologia um estudo de caso, entre um fabricante da categoria de refrigerados lácteos e um supermercadista com o formato de loja compacta, levando em consideração a parceria e expectativas estabelecidas pelo supermercadista local e a capacitação industria parceira. Os resultados do estudo demonstram que o processo de GC profere resultados positivos na industria e varejo se os mesmos possuírem cultura organizacional alinhada e recursos mínimos necessários.

Typescript (photocopy). / Digitized by Kansas Correctional Industries / Department: Agricultural Economics.

Made available in DSpace on 2016-04-25T16:45:02Z (GMT). No. of bitstreams: 1 Rodrigo Guimaraes Motta.pdf: 390429 bytes, checksum: 97d7cfec535ec24dfb8b8991d874a3e5 (MD5) Previous issue date: 2007-12-14 / The main distribution channel for non-durable consumer goods is the food retail, which is composed of bars, mini markets, bakeries, convenience stores, supermarkets and hypermarkets. In order to sell to these customers, the industries had a marketing department formed by product managers and a sales department that had regional and key account managers. Without bargain power, the retailers had to accept the negotiation terms presented by the industries that possessed strong brands. Through an exploratory-descriptive study made with twenty industries with an income over R$ 100 million per year, this dissertation has found changes that have occurred with the brazilian retailers, namely the globalization of the supermarket chains, the consolidation of the supermarkets, the arrival of new retail models, the strengthening of private labels, the competition of retailers of different formats and the expansion of the on line retail. In this new scenario, the retailers demand better discounts and more services from the industries that ended up loosing profitability. To overcome such losses the industries are now implementing the so called trade marketing department, that aims at adequating the strategy, the structure and the operation to the distribution channel dynamics in such a way customers and consumers are satisfied, in a profitable way to the industry. This paper ends with trade marketing strategies, structures and perspectives in Brazil / O principal canal de distribuição de bens de consumo não-duráveis é o varejo alimentício, que é composto basicamente por bares, mercearias, padarias, lojas de conveniência, supermercados e hipermercados. Para atender a esses clientes, as indústrias possuíam uma estrutura de marketing, composta por gerentes de produtos e de vendas, com responsáveis por áreas e contas-chave. Com baixo poder de barganha, os varejistas eram obrigados a aceitar as condições de negociação apresentadas pelas indústrias detentoras de marcas fortes. Essa dissertação, através de um estudo exploratório-descritivo efetuado com vinte empresas de bens de consumo, com faturamento superior a R$ 100 milhões de reais por ano, levantou as principais mudanças ocorridas no varejo alimentício brasileiro, que são a globalização das redes supermercadistas, o aumento da consolidação dos supermercados, o surgimento de novos formatos varejistas, o fortalecimento das marcas próprias, a competição entre varejistas de formatos distintos e a expansão do varejo on line. Esse novo cenário fez com que as indústrias passassem a ser muito pressionadas pelos seus clientes, que hoje demandam maiores descontos e melhores serviços e consequentemente perdessem sua rentabilidade. O trabalho verificou que uma alternativa para recuperar os negócios dos fabricantes é a implementação do departamento de trade marketing, que tem por objetivo adequar a estratégia, a estrutura e a operação da companhia à dinâmica dos canais de distribuição, com o objetivo de atender melhor e mais rentavelmente seus clientes e através destes, os consumidores. Finalmente, o estudo é concluído com as estratégias, estruturas e perspectivas de trade marketing

International cooperation plays a great role not onlyin the global economy, but in life of every person. Without internationaltrade, we should not even have a half of those products and services that wehave now and human development could be stopped in the Stone Age. Integrationof international management should be seen as an opportunity, from which ispossible to extract knowledge and financial benefits. This final thesis is focused on one aspect ofinternational trade, the integration of the company to EU. In the first part ofthis work there is an examination of business conditions in EU, entry barriersand new strategies for the enterprises in the international market. In thesecond part there is an analysis of Ukrainian company EkoThermoGroup, whichwould like to enter into the market of Czech Republic. This work should be guidance for young companies thatwant to start international business in the EU market.

Thesis (M.A.)--State University of New York at Binghamton, Department of Geography, 2006. / Includes bibliographical references.

Baigiamajame magistro darbe nagrinėjamos elektroninės rinkodaros strategijos rengimo problemos. Išnagrinėtos pagrindinės autorių siūlomos rinkodaros strategijos, pateikti tradicinės ir elektroninės rinkodaros skirtumai ir esminiai bruožai. Taip pat pristatoma elektroninės rinkodaros strategijos modeliui parengti reikalingų priemonių kompleksas, apimantis mokslinės literatūros analizę, apklausos metu surinktos vartotojų nuomonės analizę ir vertinimus, stebėjimo metu surinktos medžiagos apie Lietuvos įmonių interneto svetaines ir naudojamas elektroninės rinkodaros priemones analizė. Išnagrinėjus teorinius ir praktinius elektroninės rinkodaros strategijos rengimo aspektus, pateikiamas rekomendacinis modelis, pagrįstas gautų tyrimų rezultatais. Darbą sudaro 6 dalys: įvadas, 3 dalys teksto, išvados ir siūlymai, literatūros sąrašas. Darbo apimtis – 67 p. teksto be priedų,19 iliustr.., 5 lent., 45 bibliografiniai šaltiniai. Atskirai pridedami darbo priedai. / In this Master’s degree paper is presented analysis of e-marketing strategy creation problems. There are examined main strategies suggested by authors, presented traditional marketing and e-marketing differences and main traits. It also involves tools needed to prepare e-marketing model, covering analysis of academic literature, information gathered in survey of end-users opinion, it is analysis and evaluation. There is presented analysis of data collected in observation of Lithuania’s company’s web pages and tools used for e-marketing. After examination of theoretical and practical e-marketing strategy development aspects there is presented recommendatory model based on research results. Structure: introduction, three chapters, conclusions and suggestions, references. Thesis consist of: 67 p. text without appendixes, 19 pictures, 5 tables, 45 bibliographical entries. Appendixes included.

This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.