Cause-related Marketing är en marknadsföringsmetod vilken har använts flitigt av företag inom olika branscher, en metod som både bemötts av hyllningar och kritik. Studier har gjorts i hur metoden påverkar ett företags varumärkesbild, men då CRM har fått en nyare skepnad fanns det en relevans i att undersöka huruvida den nyare formen av CRM påverkar varumärkesbilden. Studien ämnade mer specifikt att studera Gillettes kampanj “The Best Men Can Be” från januari 2019 och hur den påverkade unga konsumenters varumärkesbild. En kvalitativ studie har utförts där semistrukturerade intervjuer har legat till grund för insamling av data. Respondenterna delades in i två målgrupper - män och kvinnor. Vidare baserades de semistrukturerade intervjufrågorna på Kapferers identitetsprisma. Resultatet visade att konsumenters varumärkesbild påverkades av CRM, mer specifikt av den aktuella kampanjen. Resultatet indikerade att varumärkesbilden förbättrades hos kvinnor men försämrades hos män​.

Este trabalho tem como objetivo a descrição das influências causadas pelos diversos componentes do processo de CRM (Customer Relationship Management) nos resultados de bancos de varejo. O CRM tem sido utilizado pelas empresas como mola propulsora para a revisão de políticas, processos e estratégias, que trazem para as empresas um novo conceito e uma maneira diferente de encarar o mercado. O trabalho é um estudo sobre as soluções de CRM, os processos de seleção de ferramental técnico, o envolvimento entre os diversos provedores de solução, a gestão de projetos e, principalmente sobre os impactos causados por esse fenômeno nos resultados da empresa. Através de levantamento bibliográfico foram identificados fatores relevantes na estruturação do processo de Gestão do Relacionamento com o Cliente, que depois foram agrupados de forma a facilitarem a formulação do modelo conceitual. A pesquisa empírica contou com a participação de dois bancos sediados no estado de São Paulo, com realidades bastante diferentes em relação ao estágio de maturidade do CRM e procurou através do estudo de casos, identificar aspectos do processo de CRM que foram importantes para o alcance dos resultados da empresa. Entre os resultados obtidos destacam-se os principais aspectos da implantação de uma solução de CRM que influenciam os resultados das empresas, além da descrição da influência de cada um deles nos resultados das empresas e nos processos de implantação dessas soluções.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-04-13T16:14:39Z No. of bitstreams: 1 André Filipe Aloise_.pdf: 2050975 bytes, checksum: aefff409cbb3df80118f36f342444a75 (MD5) / Made available in DSpace on 2016-04-13T16:14:39Z (GMT). No. of bitstreams: 1 André Filipe Aloise_.pdf: 2050975 bytes, checksum: aefff409cbb3df80118f36f342444a75 (MD5) Previous issue date: 2016-02-24 / Nenhuma / Este texto propõe um modelo de Sistema de Recomendação Educacional (SRE) para professores e coordenadores de curso que utiliza a predição de reprovação de aprendizes em disciplinas na modalidade de Educação a distância. Considerando o papel da educação na formação do indivíduo, torna-se importante manter o aprendiz até a conclusão do curso buscando também propiciar um bom coeficiente de rendimento. A EaD veio para ampliar as opções das pessoas que buscam uma qualificação, porém para o sucesso dessa modalidade os números, ao término dos cursos, precisam mostrar um aproveitamento positivo. Sistemas de Recomendação Educacional têm sido desenvolvidos para explorar os perfis de aprendizes com o objetivo de detectar suas dificuldades e lhes fazer uma sugestão, a qual pode ser um objeto de aprendizagem, uma revisão de literatura, ou ainda um estudo colaborativo com outros aprendizes. O objetivo desta dissertação é propor o modelo M-SRECP, um modelo de Sistema de Recomendação Educacional que tem como público-alvo professores e coordenadores de curso, os quais recebem dados estatísticos de possibilidade de reprovação de aprendizes em uma disciplina a partir de um sistema de predição e faz recomendações a este público-alvo, a fim de que os mesmos efetuem ações pedagógicas visando reduzir o número de aprendizes reprovados. Técnicas como classificação de perfis de usuários, para delinear a entrega de recomendação, sensibilidade a contextos e Customer Relationship Management (CRM) foram utilizadas neste trabalho, com o intuito de viabilizar um diferencial quanto à recomendação ao público-alvo (professor e coordenador de curso), colocando-o como principal foco do processo (CRM), ao longo de uma disciplina (sensibilidade a contextos). A atuação do público-alvo visa atenuar o quantitativo de aprendizes reprovados em disciplinas na modalidade EaD, oferecendo a estes uma oportunidade de melhorar o seu coeficiente de rendimento, reduzir o tempo matriculado no curso e, consequentemente, acelerar sua certificação. Um protótipo do modelo foi elaborado para a realização do experimento no Instituto Federal de Educação, Ciência e Tecnologia do Amazonas, no programa Universidade Aberta do Brasil, curso de Filosofia da educação, disciplina de Linguagem Brasileira de Sinais, em 2015/2. Coletou-se através de um questionário, os perfis de 30 professores, o que permitiu a classificação do perfil de professor utilizando árvore de decisão com a ferramenta RapidMiner. O perfil do professor da disciplina de Libras também foi coletado, no entanto o mesmo foi submetido à classificação para definir se, além dele, haveria a necessidade da coordenação do curso de Filosofia da Educação receber também a recomendação semanal dos aprendizes com risco de reprovação na disciplina. O protótipo também foi apresentado a um conjunto de 12 professores para que os mesmos realizassem uma avaliação de facilidade de uso percebida e de percepção de utilidade através do Technology Acceptance Model (TAM). Chegou-se à conclusão que o M-SRECP é uma ferramenta computacional que pode auxiliar o professor e o coordenador do curso a resgatar os aprendizes antes que a reprovação ocorra, auxiliando na melhora do desempenho do aprendiz na disciplina ainda em andamento. / This text proposes an Educational Recommendation System (ERS) model for teachers and course coordinators based on prediction of apprentices failure in e-learning courses. Considering the role of education in shaping the individual, it is important to keep the apprentice in the course until it's completion, seeking to provide a good GPA. E-learning has expanded the options of people seeking a qualification, but for it's success the numbers, at the end of the course, need to show a positive performance. Educational Recommender Systems have been developed to explore the profiles of learners in order to detect their problems and to make them a suggestion, which can be a learning object, a literature review, or a collaborative study with other learners. The aim of this work is to propose M-SRECP, an educational recommender system model whose target audience is course coordinators and teachers, who receives statistics of possibility of failure of apprentices in a discipline, from a prediction system, and makes recommendations to this target audience, so they can make pedagogical actions aiming to reduce the number of failed apprentices. Techniques such as user profiles classification that guide the delivery of the recommendation, context awareness and Customer Relationship Manager were used in this work, in order to provide a differential on the recommendation to the target audience (teacher and course coordinator ), putting them in the main focus of the process (CRM), over a discipline (context awareness). The actions of the target audience aims at reducing the failed apprentices in e-learning mode disciplines, offering them an opportunity to improve their GPA, reduction of the time enrolled in the course and thus accelerating their certification. A prototype of the model was developed for an experiment at the Federal Institute of Education, Science and Technology of Amazonas, in the Open University of Brazil program, in the Philosophy of Education course, in discipline Brazilian Language of Signs in 2015/2. It was collected through a questionnaire, 30 teachers profiles, which allowed the classification of teacher's profile using Decision Tree with RapidMiner. The discipline Libras teacher's profile was also collected, however it has been subjected to classification to determine whether, besides him, there would be the need for the coordination's course of Philosophy of Education also receive weekly recommendation of apprentices with failure risk in the discipline. The prototype was also presented to a set of 12 teachers so that they could make an evaluation of perceived ease of use and utility perception through the Technology Acceptance Model (TAM). It was concluded that M-SRECP is a computational tool that can help teachers and course coordinators to rescue apprentices before the failure to occur, helping to improve the learner's performance in a discipline still in progress.

Made available in DSpace on 2016-04-25T16:44:43Z (GMT). No. of bitstreams: 1 Elida Silva Pereira Luz Cembranelli.pdf: 1412881 bytes, checksum: a9c8bb3cc9de5ba109de2e3ef55cf7db (MD5) Previous issue date: 2015-04-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The current marketing context largely contributed finds it difficult to retain customers. In seeking to understand the customer loyalty process, it is important to perform a theoretical study on the influences that affect consumer decision making through marketing tools to meet the needs of it. In this context, the survey aimed to investigate the customer loyalty process for product and service. We sought to further understand the influences of satisfaction, perceived value, trust and relationship marketing in the decision making process involving the purchase of repetition of the same product and service. Therefore, the survey was based on a literature review and a case study with in-depth interview for resources to interpret qualitative research with a focus on company vehicles Sagittarius. Realized the importance of the subject, before the great challenge in retaining customers in a competitive and with similar products market. For customer retention, some attributes were mentioned, such as: quality, perceived value, performance marketing, commitment, trust and satisfaction. Customer satisfaction is just one of the factors that influence the consumer to maintain the link with the company, determining loyalty, and the consumer can be satisfied with the product and service, but migrate to the competition in search of a differential, which can be price, product differentiation, among other variables. Marketing directly influence the consumer in recognition phase of needs, since the company properly use the marketing mix in its strategy, as well as the use of CRM as an ideal management tool for keeping loyal consumers at the stage of post sale. It is noteworthy that, ultimately, customer loyalty is recognized from the repurchase held by consumers, and this action led by a number of factors such as: satisfaction, perceived value, trust and loyalty / O contexto mercadológico atual amplamente concorrido apresenta dificuldade em reter os clientes. Na busca por compreender o processo de fidelização dos clientes, é relevante realizar um aprofundamento teórico sobre as influências que afetam a tomada de decisão consumidor por meio das ferramentas de marketing para satisfazer as necessidades do mesmo. Neste contexto, a pesquisa realizada teve como objetivo investigar o processo de fidelização do cliente por um produto e serviço. Buscou-se ainda compreender as influências da satisfação, do valor percebido, da confiança e do marketing de relacionamento no processo decisório que envolve a repetição de compra de um mesmo produto e serviço. Para tanto, a pesquisa realizada baseou-se em uma revisão teórica e um estudo de caso com entrevista em profundidade para obter recursos para interpretar a pesquisa qualitativa, com enfoque à empresa Sagitário Veículos. Percebeu-se a relevância do assunto, diante do grande desafio em fidelizar clientes em um mercado concorrido e com produtos semelhantes. Para retenção de clientes, alguns atributos foram citados, tais como: qualidade, valor percebido, desempenho do marketing, comprometimento, confiança e satisfação. A satisfação do cliente é apenas um dos fatores que influenciam o consumidor a manter o vínculo com a empresa, determinando a lealdade, podendo o consumidor estar satisfeito com o produto e serviço, mas migrar para a concorrência em busca de um diferencial, que pode ser preço, produto diferenciado, entre outras variáveis. O marketing influência diretamente o consumidor na fase de reconhecimento das necessidades, desde que a empresa utilize corretamente o composto de marketing em sua estratégia, assim como a utilização do CRM como uma ferramenta de gestão ideal para manter e fidelizar os consumidores no estágio de pós-venda. Destaca-se por fim que a fidelização do cliente é reconhecida a partir da recompra realizada pelos consumidores, sendo essa ação conduzida por um conjunto de fatores, tais como: satisfação, valor percebido, confiança e lealdade

The master's thesis focuses on distribution in a selected company. The company has been going through many changes which affect the whole logistic chain. The company is pushed by the current market situation to change processes in the central warehouse and in the costumer distribution. The author analyses all these changes and compares them to the theory. The author also proposes some improvements for efficiency increase in single parts of the logistic chain. There is not only theory used for these proposals. The proposed solutions are based on his own work experience and inspiration from different companies.

Tese de doutoramento. Engenharia Industrial e Gestão. Faculdade de Engenharia. Universidade do Porto. 2012

Historically Black colleges and university managers lack sufficient understanding of customer-relationship management strategies to create high enrollment rates leading to increased financial stability. The focus of this qualitative single case study was to explore customer-relationship management strategies managers use to improve financial performance from historically Black colleges and universities located within the state of Georgia with a student enrollment that exceeds 2,000 students. The conceptual framework for this study was the general system theory. Data were collected using semistructured interviews and employee handbooks. The data analysis consisted of compiling the data, disassembling the data into common codes, reassembling the data into themes, interpreting the meaning, and reporting the themes. The use of member checking and methodological triangulation increased the trustworthiness of the study. Themes that emerged were efficiencies with technology, student retention, and financial performance. Using up to date and effective technology including customer relationship management, and creating strategies to focus on student retention can help educational organizations improve their financial performance. The potential for social change includes the opportunity to increase the graduation and student retention rates to provide more opportunities for local business leaders and enhance the economic sustainability of local communities.

Marketing and advertising practitioners are currently matching up a brand with a cause and broadcasting the association to consumers in a practice called cause related marketing (CRM). Scholars are building a stream of academic research which seeks to understand the relationship between a brand and a cause (a.k.a., alliance) in relation to the final outcome of a CRM campaign. Ostensibly, both partners benefit from this alliance, although many CRM studies seek to understand how to optimize this relationship for each partner. In professional practice and academic research both practitioners and researchers have focused on established, popular, well-known causes in consideration of successful alliances. Less established, unfamiliar, unknown causes have yet to be considered for possible alliances. This research seeks to build a case for the successful alliance between a brand and an unfamiliar cause with an outcome that will outperform an alliance between the same brand and an established, popular, well-known cause. An experiment was conducted in which familiarity with the brand, familiarity with the cause, and vested interest in the cause were manipulated, and their effects on attitude towards the brand, attitude towards the cause, and attitude towards the brand-cause alliance measured. Results indicated that cause vested interest had a significant influence on attitude towards the brand and attitude towards the cause, regardless of brand and cause familiarity.

Resistance to chemotherapeutic drugs is a major obstacle in the treatment of leukemia and multiple myeloma. We have previously found that myeloma and leukemic cells in transition from low-density log phase conditions to high-density plateau phase conditions exhibit a substantial export of endogenous topoisomerase II alpha from the nucleus to the cytoplasm. In order for topoisomerase-targeted chemotherapy to function, the topoisomerase target must have access to the nuclear DNA. Therefore, the nuclear export of topoisomerase II alpha may contribute to drug resistance, and defining this mechanism may lead to methods to preclude this avenue of resistance. In the current report, we have defined nuclear export signals for topoisomerase II alpha at amino acids 1017-1028 and 1054-1066, using FITC labeled BSA-export signal peptide conjugates microinjected into the nuclei of HeLa cells. Functional confirmation of both signals (1017-1028 and 1054-1066) was provided by transfection of human myeloma cells with plasmids containing the gene for a full-length human FLAG-topoisomerase fusion protein, mutated at hydrophobic amino acid residues in the export signals. Of the six putative export signals tested, the two sites above were found to induce export into the cytoplasm. Export by both signals was blocked by treatment of the cells with leptomycin B, indicating that a CRM-1 dependent pathway mediates export. Site-directed mutagenesis of two central hydrophobic residues in either export signal in full-length human topoisomerase blocked export of recombinant FLAG-topoisomerase II alpha, indicating that both signals may be required for export. Interestingly, this pair of nuclear export signals (1017-1028 and 1054-1066) also defines a dimerization domain of the topoisomerase II alpha molecule.

In the last decade, the ever increasing pressure of competition faced by businesses has led to the development of Customer Relationship Management (CRM). In short, CRM is the practice of integrating all aspects of business functions for dealing with customers, with the assistance of technology, and with the intention of boosting company profitability. CRM has been widely promoted as a critical contributor to business survival. However, the high failure rate of CRM projects has also attracted research attention and many factors have been discussed as contributing to the success or failure of CRM implementation. This research argues that CRM is not simply a software package or a computer program. CRM, instead, should be perceived as a strategic issue in order to realize its potential. In addition, this study also argues that CRM implementation is affected by organizational, strategic and cultural factors. In particular, this study was conducted within the context of Chinese small and medium-size enterprises (SMEs), with company size and culture as two major focuses in this study. SMEs were chosen as this segment has been overlooked in CRM study, yet it represents a great potential for growth in CRM adoption. Chinese culture was chosen as most of CRM studies have been conducted within a western cultural background. The Chinese culture has distinctive characteristics different from western culture, and this has strong influences on business operations. A quantitative method was adopted for this study and a mailed survey was used to collect data to examine the relevance of these factors within this context. Research participants were recruited using a systematic sampling technique through a comprehensive Chinese business directory. Results suggest that there are positive associations between a company’s CRM implementation and its practice of organizational, strategic, and cultural issues. In particular, four organizational issues – organizational integration, executive commitment, system readiness, and resource availability; three strategic issues – vision, planning, and customer-centric culture; and one cultural issue – networking, have an impact on a company’s CRM implementation.