Die Rolle und Wahrnehmung des World Wide Web in seinen unterschiedlichen Nutzungskontexten ändert sich zunehmend – von einem frühen Fokus auf reine Web-Interaktion mit Kunden, Informationssuchern und anderen Nutzern hin zum Web als eine Komponente in einer mehrkanaligen Informations- und Kommunikationsstrategie. Diese zentrale Entwicklung ermöglicht Firmen, eine wachsende Menge digitaler Konsumenteninformationen zu sammeln, zu analysieren und zu verwerten. Während Firmen von diesen Daten profitieren (z.B. für Marketingzwecke und zur Verbesserung der Bedienungsfreundlichkeit), hat die Analyse und Nutzung von Onlinedaten zu einem signifikanten Anstieg der Datenschutzbedenken bei Konsumenten geführt, was wiederum ein Haupthindernis für erfolgreichen E-Commerce ist. Die Implikationen für eine Firma sind, dass Datenschutzerfordernisse bei der Datenanalyse und -nutzung berücksichtigt und Datenschutzpraktiken effizient nach außen kommuniziert werden müssen. Diese Dissertation erforscht den Grenzbereich zwischen den scheinbar konkurrierenden Interessen von Onlinekonsumenten und Firmen. Datenschutz im Internet wird aus einer Konsumentenperspektive untersucht und Datenschutzanforderungen werden spezifiziert. Eine Gruppe von Geschäftsanalytiken für Webseiten wird präsentiert und es wird verdeutlicht, wie Datenschutzanforderungen in den Analyseprozess integriert werden können. Ein Design zur besseren Kommunikation von Datenschutz wird vorgestellt, um damit eine effizientere Kommunikation der Datenschutzpraktiken einer Firma gegenüber Konsumenten zu ermöglichen. Die vorgeschlagenen Lösungsansätze gestatten den beiden Gegenparteien, widerstreitende Interessen zwischen Datennutzung und Datenschutz auszugleichen. Ein besonderer Fokus dieser Forschungsarbeit liegt auf Mehrkanalhändlern, die den E-Commerce Markt derzeit dominieren. Die Beiträge dieser Arbeit sind im Einzelnen: * Messung von Vorbedingungen für Vertrauen im Mehrkanalhandel Der Erfolg des Mehrkanalhandels und die Bedeutung von Datenschutz werden aus einer Konsumentenperspektive dargestellt. Ein Strukturgleichungsmodell zur Erklärung von Konsumentenvertrauen in einen Mehrkanalhändler wird präsentiert. Vertrauen ist eine zentrale Vorbedingung für die Kaufbereitschaft. Ein signifikanter Einfluss der wahrgenommenen Reputation und Größe physischer Filialen auf das Vertrauen in einen Onlineshop wurde festgestellt. Dieses Resultat bestätigt unsere Hypothese, dass kanalübergreifende Effekte zwischen dem physischen Filialnetzwerk und einem Onlineshop existieren. Der wahrgenommene Datenschutz hat im Vergleich den stärksten Einfluss auf das Vertrauen. Die Resultate legen nahe, Distributionskanäle weiter zu integrieren und die Kommunikation des Datenschutzes zu verbessern. * Design und Test eines Web-Analyse-Systems Der Forschungsbeitrag zu Konsumentenwahrnehmungen im Mehrkanalhandel motiviert die weitere Untersuchung der Erfolgsfaktoren im Internet. Wir präsentieren ein Kennzahlensystem mit 82 Kennzahlen zur Messung des Onlineerfolges von Webseiten. Neue Konversionsmetriken und Kundensegmentierungsansätze werden vorgestellt. Ein Schwerpunkt liegt auf der Entwicklung von Kennzahlen für Mehrkanalhändler. Das Kennzahlensystem wird auf Daten eines Mehrkanalhändlers und einer Informationswebseite geprüft. * Prototypische Entwicklung eines datenschutzwahrenden Web Analyse Services Die Analyse von Webdaten erfordert die Wahrung von Datenschutzrestriktionen. Der Einfluss von Datenschutzbestimmungen auf das Kennzahlensystem wird diskutiert. Wir präsentieren einen datenschutzwahrenden Web Analyse Service, der die Kennzahlen unseres Web-Analyse-Systems berechnet und zudem anzeigt, wenn eine Kennzahl im Konflikt mit Datenschutzbestimmungen steht. Eine syntaktische Erweiterung eines etablierten Datenschutzstandards wird vorgeschlagen. * Erweiterung der Analyse von Datenschutzbedürfnissen aus Kundensicht Eine wichtige Anwendung, die Resultate des beschriebenen Web Analyse Services nutzt, sind Personalisierungssysteme. Diese Systeme verbessern ihre Effizienz mit zunehmenden Informationen über die Nutzer. Daher sind die Datenschutzbedenken von Webnutzern besonders hoch bei Personalisierungssystemen. Konsumentendatenschutzbedenken werden in einer Meta-Studie von 30 Datenschutzumfragen kategorisiert und der Einfluss auf Personalisierungssysteme wird beschrieben. Forschungsansätze zur datensschutzwahrenden Personalisierung werden diskutiert. * Entwicklung eines Datenschutz-Kommunikationsdesigns Eine Firma muss nicht nur Datenschutzanforderungen bei Web-Analyse- und Datennutzungspraktiken berücksichtigen. Sie muss diese Datenschutzvorkehrungen auch effektiv gegenüber den Seitenbesuchern kommunizieren. Wir präsentieren ein neuartiges Nutzer-Interface-Design, bei dem Datenschutzpraktiken kontextualisiert erklärt werden, und der Kundennutzen der Datenübermittlung klar erläutert wird. Ein Nutzerexperiment wurde durchgeführt, das zwei Versionen eines personalisierten Web-Shops vergleicht. Teilnehmer, die mit unserem Interface-Design interagierten, waren signifikant häufiger bereit, persönliche Daten mitzuteilen, bewerteten die Datenschutzpraktiken und den Nutzen der Datenpreisgabe höher und kauften wesentlich häufiger. / The aim of this thesis is to explore the border between the competing interests of online consumers and companies. Privacy on the Internet is investigated from a consumer perspective and recommendations for better privacy management for companies are suggested. The proposed solutions allow the resolution of conflicting goals between companies’ data usage practices and consumers’ privacy concerns. The research is carried out with special emphasis on retailers operating multiple distribution channels. These retailers have become the dominant player in e-commerce. The thesis presents a set of business analyses for measuring online success of Web sites. New conversion metrics and customer segmentation approaches have been introduced. The analysis framework has been tested on Web data from a large multi-channel retailer and an information site. The analysis of Web data requires that privacy restrictions must be adhered to. Thus the impact of legislative and self-imposed privacy requirements on our analysis framework is also discussed. We propose a privacy-preserving Web analysis service that calculates our set of business analyses and indicates when an analysis is not compliant with privacy requirements. A syntactical extension of a privacy standard is proposed. Moreover, an overview of consumer privacy concerns and their particular impact on personalization systems is provided, that is summarized in a meta-study of 30 privacy surveys. A company must not only respect privacy requirements in its Web analysis and usage purposes but it must also effectively communicate these privacy practices to its site visitors. A privacy communication design is presented, which allows more efficient communication of a Web site’s privacy practices directed towards the users. Subjects who interacted with our new interface design were significantly more willing to share personal data with the Web site. They rated its privacy practices and the perceived benefit higher and made considerably more purchases.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-05-14T13:54:01Z No. of bitstreams: 1 JerlianeCruvinelMenezes.pdf: 925710 bytes, checksum: 7c04b5a4127684cb1e27e0332ccd36cd (MD5) / Made available in DSpace on 2015-05-14T13:54:01Z (GMT). No. of bitstreams: 1 JerlianeCruvinelMenezes.pdf: 925710 bytes, checksum: 7c04b5a4127684cb1e27e0332ccd36cd (MD5) Previous issue date: 2010 / IESRIVER - Instituto de Ensino Superior de Rio Verde / O estudo de estratégias de marketing de relacionamento, orientadas para micro e pequenas empresas do setor de comércio e de serviços, pode contribuir como área de investigação devido ao forte papel que desempenham no canal de distribuição e na economia do país. Apesar de não ser um fenômeno novo, percebe-se uma escassez de estudos teóricos com abordagem do marketing de relacionamento desenvolvida no âmbito do comércio varejista e, ainda, julga-se que a maioria das micro e pequenas empresas deste segmento desconhecem a importância do marketing de relacionamento. O tipo de comércio no qual as farmácias e drogarias operam possui algumas peculiaridades em relação aos demais ramos do varejo. Elas, além de serem responsáveis pela distribuição e abastecimento de medicamentos e produtos de higiene e beleza para a população, têm responsabilidade com a saúde pública. É importante salientar que essa atividade comercial coloca à disposição da sociedade basicamente produtos padronizados, ou seja, não há grandes possibilidades de diferenciação. O marketing de relacionamento é, antes de tudo, uma perspectiva de como a empresa pode se relacionar com seus clientes e outras partes interessadas de modo a causar impacto sobre como o negócio é desenvolvido e os clientes são gerenciados. É importante salientar que a estratégia de marketing também tem um papel significativo na criação de uma vantagem competitiva. Diante desse contexto, para atingir o objetivo proposto, identificar como o marketing de relacionamento pode gerar vantagem competitiva para pequenos varejistas do setor farmacêutico na cidade de Goiânia-Goiás, optou-se por realizar uma pesquisa de caráter exploratório, utilizando-se do método qualitativo apoiado em um estudo de casos múltiplos. A partir do levantamento do número de farmácias cadastradas pela Vigilância Sanitária de Goiânia, foram selecionadas por acessibilidade, dezoito drogarias independentes e quatro drogarias pertencentes a redes de farmácias. O método de análise empregado nestes resultados de estudo foi o da análise de conteúdo. Para as entrevistas, utilizou-se um roteiro semiestruturado, fundamentado no referencial teórico e nos modelos de marketing de relacionamento, em seguida seis categorias de análise foram escolhidas de acordo com os objetivos da pesquisa: estratégia; estratégia de marketing; marketing de relacionamento; confiança e comprometimento, satisfação, valor, lealdade; estratégia de marketing de relacionamento e serviços. Os resultados analisados foram divididos em três fases: a primeira referente às drogarias de pequeno porte. A segunda, concernente às drogarias de grande porte. Por último, uma comparação entre os dois resultados analíticos. Pôde-se constatar que diante da competitividade do mercado, principalmente em setores fragmentados, o marketing de relacionamento pode representar um diferencial competitivo importante, através da criação de valor para os clientes, ampliação de serviços de forma customizada e do estabelecimento de relacionamentos sustentáveis entre as partes interessadas no processo de troca. Portanto, o uso correto das ferramentas do marketing de relacionamento é essencial para a sobrevivência das micro e pequenas empresas, pois trata-se de uma alternativa eficaz para minimizar o impacto da guerra de preços determinada pelas grandes empresas ao agregar maior valor na oferta de serviços. / The study of the strategies of relationship marketing targeted to micro and small companies in the sectors of trade and services can add value as a research area because of their strong roles in the distribution and the economy of the country. Besides not being a new phenomenon, a lack of theoretical studies is observed concerning the approach on the relationship marketing developed in the retail trade, and also it is thought that most micro and small companies in this segment are unaware of the importance of the marketing relationship. The type of trade in which pharmacies and drugstores operate has some peculiarities in relation to other branches of retailing. They, besides being responsible for distribution and supply of medicines and hygiene and cosmetic products for the population, have responsibility on public health. It is important to emphasize that this commercial activity offers the company basically standardized products, that is, there aren’t many possibilities for differentiation. The relationship marketing is, above all, a perspective of how the company can connect to customers and other interested people in order to make an impact on how business is developed and customers are managed. It is also hig hlight that the marketing strategy also has a significant role in creating a competitive advantage. Given this context, in order to achieve the proposed objective, identify how relationship marketing can generate competitive advantage for small retailers in the pharmaceutical industry in the city of Goiânia - Goiás, we opted for an exploratory research, using the qualitative method supported in a study of multiple cases. From the survey of the number of pharmacies registered by the Health Surveillance of Goiânia, eighteen independent drug stores and four drug stores belonging to four pharmacy chains were selected by accessibility. The analysis method employed in the results of this study was the content analysis. Forthe interviews, a semi-structured script was used, based on theoretical referential and relationship marketing models, following this, six categories of analysis were chosen according to there search objectives: strategy, marketing strategy, relationship marketing, trust and commitment, satisfaction, value, loyalty, relationship marketing strategy and services. The results analyzed were divided into three phases: the first regarding the small drugstores. The second, concerning the large drugstores. Finally, a comparison between the two analytical results. It could be observed that given the competitiveness of the market, especially in fragmented sectors, the relationship marketing can represent a competitive and important differential by creating value for customers, expansion of services in a customized way and of the establishment of sustainable relationships between people interested in the exchange process. Therefore, the correct use of tools of relationship marketing is vital to the survival of micro and small companies, since it is an effective alternative to minimize the impact of war on prices determined by big ompanies, adding greater value in the services provided services.

La proximité constitue l’une des préoccupations stratégiques actuelles majeures de la distribution alimentaire. Cette recherche porte sur les raisons de la réhabilitation des formats de proximité et s’intéresse aux représentations de la proximité d’un magasin par les distributeurs et par les consommateurs. Il ressort des analyses qualitatives et quantitatives menées auprès des distributeurs et des consommateurs que cette distance spatiale, temporelle, fonctionnelle et social qui unit un magasin et ses clients est multidimensionnelle. Sept dimensions ont été identifiées : la proximité d’accès, la proximité fonctionnelle, la proximité de processus, la proximité relationnelle, la proximité identitaire, la proximité d’intégration et la proximité d’assortiment. Certains points de convergence et divergence apparaissent dans les représentations de la proximité d’un magasin par les distributeurs et les consommateurs. Plus généralement, tous deux perçoivent les aspects symboliques et fonctionnels du magasin de proximité. Les représentations de la proximité d’un magasin du point de vue des distributeurs sont plus complètes et positives ; les consommateurs se concentrent davantage sur les aspects fonctionnels et utilitaires du magasin de proximité. Le test des hypothèses du modèle théorique (PLS) nous amènent finalement à identifier les antécédents de la proximité perçue d’un magasin (positionnement perçu et localisation géographique) et ses conséquences (intentions d’achat futures, évaluation positive et attachement). Nos résultats démontrent que la localisation géographique ne suffit pas à créer une relation entre client et le magasin. Le distributeur ne doit pas se contenter d’être géographiquement près de son client pour être proche de lui ; il doit dépasser la vision géographique de la proximité pour valoriser d’autres aspects fonctionnels et symboliques / Getting close to the consumer is one major concern in retailing. This research tries to understand the rehabilitation of small food stores in the French retailing context and explores the notion of closeness in all in its dimensions from a retailer as well as a consumer perspective. The research involves data collection from both retail companies and consumers. The qualitative and quantitative analysis show that creating closeness with the customer can be defined as the management of the spatial, temporal, functional and social distance that links a store to its customers. Seven dimensions can be identified: the access closeness, the functional closeness, the process closeness, the relational closeness, the identity closeness, the integration closeness and the assortment closeness. Some convergence or difference points between the retailers and the consumers perceptions can be describe. In general, managers and consumers both establish a dichotomy between practical and symbolic aspects of closeness. We can observe that managers see the relationship between the store and its clients in a more positive and global way whereas consumers are more rational and focus on practical elements. The tests of the hypothesis show us that the retailer image and the geographical location of the store have both a positive effect on perceived closeness to a store. Also, perceived closeness to a store increases consumer’s loyalty to the store. Our results demonstrate that location of the store is not enough to create a close relationship between the customer and the store; the closeness between a customer and a store is not only based on a spatial distance but also on a temporal, functional and social distance. Being close to its consumers not only means being close to them geographically. The consumer prefers a broader vision of closeness including practical and symbolic aspects

It is important for fashion companies to be active in e-commerce landscape as it is growing rapidly especially in the apparel sector. As shopping is considered being an experience, it is important for companies to make the shopping experience pleasant for consumers and create positive emotions that lead to positive response behaviors. In online environments, this can be created through using low and high task-relevant atmospheric cues on the website. The purpose of this study is to describe how low task-relevant atmospheric cues affect consumers' emotions and responses in the online retail environment. Furthermore the aim is to analyze which of the examined low task-relevant cues have the strongest impact on consumers’ emotions and responses. To fulfill the purpose, a qualitative research approach has been chosen. The qualitative data was collected through ten semi-structured interviews with fashion interested new or experienced female online consumers in the age between 20-30 years old. This research shows that emotions and response behaviors are strongly connected and influenced by low task-relevant atmospheric cues. A connection within the response categories was also found. Furthermore, when designing a website, certain elements such as layout, color, images together with sales and promotional signage can be designed to achieve desired emotions as these are have the strongest impact on consumers' emotions and responses. / Program: Master programme in Fashion Management

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability.The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle.The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Internet når idag över 8 miljoner människor i Sverige och är en naturlig del av vardagen för många. För företag betyder detta en viktig marknadsföringskanal som inte bör underskattas. Genom att kommunicera med målgruppen via plattformer såsom sociala nätverk, bloggar och mikrobloggar kan företag erbjuda mervärde och bygga relationer online. Genom att utnyttja rätt marknadsföringskanal kan onlinemarknadsföring undvika att uppfattas som påträngande för konsumenten och istället inspirera på ett hjälpfullt sätt.Syftet med studien är att med en kartläggning av fast-fashionkonsumenters nätbeteende och attityder fastställa hur modeföretaget Gina Tricot som har flera försäljningskanaler kan öka besöksfrekvensen till den virtuella butiken genom marknadsföring online. Uppsatsen har en kvalitativ ansats med en fallstudiedesign. De insamlade empiriska data är av både kvalitativ och kvantitativ natur då både en bredd och ett djup har eftersträvats. Datamaterialet består av en webbenkät med 181 respondenter, strukturerade intervjuer på stan med 120 respondenter, två gruppintervjuer samt en personlig intervju med en marknadskoordinator.Det empiriska materialet har analyserats utifrån den teoretiska referensramen bestående av teorier om onlinemarknadsföring, konsumentbeteende samt multi-channel-återförsäljning. Studien har visat att bloggar är en stark marknadsföringskanal för modeföretag då konsumenterna känner en stor tillit till bloggare samt då det hjälper dem att förkorta köpprocessen. Analysen visar även att det genom sociala nätverk är viktigt för modeföretag att bygga relationer samt aktivt kommunicera med målgruppen för att skapa lojalitet. Andra starka kanaler har visat sig vara nyhetsbrev samt banners. För att stärka Gina Tricots webbutik har ett behov observerats av att uppmärksamma det breda sortiment som finns representerat på Internet då större utbud visat sig vara det starkaste motivet till onlineshopping i studien. Resultatet visade även att webbutiken behöver erbjuda en högre visuell upplevelse då exponeringen av produkterna på ginatricot.com idag inte överkommer den stora riskuppfattning som köp av kläder online innebär för konsumenten. Sett utifrån ett marknadsföringsperspektiv kan denna förändring ha en positiv word of mouth effekt samt kan till fördel användas vid exponering av produkter på sociala nätverk.Internet reaches today over 8 million people in Sweden and has become a natural part of the everyday life. For companies this means a marketing channel too important to ignore. By communicating with the target group via social networks, blogs and micro blogs the company is able to offer an added value and to build relationships online. By choosing the right marketing channel and strategy the online marketing is able to avoid being seen as intrusive and the consumer could instead perceive the marketing as inspiring and helpful. When using a multichannel perspective offering e-commerce, marketing online becomes important to manage increased awareness and generate more traffic to the web site.The purpose of the study is by the identification of fast fashion consumer’s behavior and attitudes determine how the fashion company Gina Tricot is able to increase the traffic to their virtual store through marketing online. The paper has a case study design with a qualitative approach. The empirical data are both qualitative and quantitative to ensure a depth and a width to the thesis. The gathering of the data has been made through a web survey which consists of 181 respondents, 120 structured interviews, two group interviews and one interview with a market coordinator. The gathered empirics have been analyzed according to the theoretical framework which consists of theories regarding online marketing, consumer behavior and multi-channel retailing.The findings made in the thesis show that blogs are a strong marketing channel because of the great trust consumers feel towards bloggers and since blogs also help consumers to abbreviate the buying process. The analysis also shows that it is important to build relationships on social networks and to actively keep a two-way communication in order to create loyalty. Other effective marketing channels are companies’ newsletters and banner ads. To strengthen the image of the online store of Gina Tricot we have observed a need to inform the consumer of the wide and more unique assortment they offer online since a larger assortment and uniqueness has shown being the strongest reason for online shopping in this thesis. The result also showed that the web shop needs to provide a higher visual experience since the exposure of today’s products on ginatricot.com do not overcome the consumer’s risk perception of buying clothes online. From a marketing perspective this change can have a positive word of mouth effect among consumers and can be used positively when displaying products on social networks. / Program: Textilekonomutbildningen

La présente thèse traite des chaînes de magasins. Le but est de comprendre comment ces entreprises ont cherché à conquérir les clients (ou consommateurs) des petites villes et des villages, territoires inexplorés de l’histoire du commerce de détail et de la consommation. La notion de « conquête des clients » désigne deux activités fondamentales du commerce de détail. La première est de mettre les marchandises à la disposition des consommateurs : c’est la fonction principale du secteur, selon les économistes. La seconde consiste à capter ces consommateurs. Capter, selon la définition de Franck Cochoy, c’est tenter « d’avoir prise, d’attirer vers soi, de garder ce ou ceux que l’on a attiré(s) » (Cochoy 2004, p. 12). La période considérée court de 1920 à 1960 : ces années voient le développement des chaînes dans les petites localités suisses, et permettent d’aborder la conquête des clients dans des contextes économiques variés, de crise, de guerre et d’abondance. L’ouvrage se base principalement sur l’étude des archives de la société Gonset, active dans la partie occidentale du pays. Il ne s’agit cependant pas seulement d’accumuler des connaissances sur ce détaillant helvétique et ses concurrents. L’objectif est aussi d’enrichir l’histoire du commerce de détail, l’histoire de la consommation et la sociologie économique grâce à l’étude du cas suisse. Ce pays, en effet, est un cadre privilégié pour appréhender la conquête des clients hors des grandes villes : son réseau urbain se compose principalement de petites villes et de villages. / This thesis deals with chain stores. Its goal is to understand how these firms have endeavoured to conquer the customers (or consumers) of small towns and villages, unexplored territories of the history of retail trade and consumption. The concept of “conquest of customers” refers to two basic activities of retail trade. The first is to put the goods at the consumers’ disposal, which is the main function of the sector, according to economists. The second is to “capt” (capter in French) these consumers. To “capt”, according to Franck Cochoy’s definition, means to “try to exert a hold over, or attract to oneself, or retain those one has attracted” (Cochoy 2007, p. 204). The period under examination covers from 1920 through 1960. Those years witness a significant increase of chain stores in small Swiss communities and enable us to approach the conquest of customers in varied economic contexts, in times of crisis, of war and of abundance. This publication is mainly based on the study of Gonset Company’s archives, active in the western part of the country. However, it is not merely a matter of accumulating knowledge about this Swiss retailer and his competitors. The objective is also to enrich the history of retail trade, the history of consumption, and economic sociology thanks to the study of the Swiss case. This country, indeed, is an ideal framework to take account of the conquest of customers outside major cities: its urban network is mainly composed of small cities and villages.

Topic of this thesis is marketing strategy analysis and assessment of toy retail chain Bambule Alltoys, spol. s.r.o. In addition, this paper deals with recommendations, which could strengthen company's position on the market and help it in meeting its strategic objectives. The theoretical part addresses the definition of strategic marketing and characterizes the strategic marketing management process. It also describes the specifics of consumer goods marketing and current trends in the European and Czech toy market. The practical part is focused on situational analysis, and results of marketing research based on analysis of the first and second degree. The results of this part are then used as a basis for recommendations for communications, personnel, product, distribution and pricing policies.

As centrais de carga são um importante mecanismo de coordenação do mercado de fretes, tendo como um de seus objetivos ampliar as informações sobre este mercado, reduzindo a incerteza na obtenção de cargas e os custos de transportes. Com o avanço da internet, a possibilidade de criação de centrais de cargas abrangendo grandes áreas e um grande número de usuários tornou-se uma alternativa atraente, utilizada cada vez com maior freqüência. Entretanto, pouco se conhece sobre a sua utilização em atividades ligadas à área de logística. Assim, este trabalho objetivou caracterizar as centrais de cargas na internet, a sua utilização, por embarcadores e transportadoras, em atividades logísticas e testar a hipótese de que diferentes empresas, trabalhando com diferentes tipos de produtos, terão percepções e necessidades diferentes em relação aos serviços oferecidos. As análises fatorial e de conglomerados foram utilizadas para se atingir esses objetivos. No período estudado observou-se um aumento significativo no número de serviços disponíveis em diversos países e que as empresas possuem uma série de características comuns, como a orientação voltada tanto para embarcadores como transportadores, a formação de preços por meio de leilões e o aumento no número de centrais com participação na transação efetuada por seus usuários. O grupo de empresas estudadas caracterizou-se por transportar/produzir cargas gerais e produtos agrícolas, empregando a internet principalmente nas áreas administrativas, para a contratação de fretes e tomadas de preço. Os serviços oferecidos atualmente pelas centrais foram considerados importantes pelas empresas pesquisadas, que ressaltaram a necessidade de conhecer e identificar os parceiros com que se negocia na rede. A análise fatorial permitiu agrupar as características e serviços que aparecem com mais freqüências nos sites, gerando 6 fatores identificados como: serviços prestados, segurança e tamanho da comunidade de usuários, serviços adicionais, pré-seleção de participantes e abrangência dos serviços, integração e forma de negociação e imparcialidade do site. Esses fatores indicam quais os pontos que devem ser considerados para o estabelecimento de novos sistemas ou na melhoria dos existentes. Na análise de conglomerados foram obtidos 3 grupos de empresas. O grupo 1 apresentou um número equivalente de embarcadores e transportadores, que trabalham principalmente com cargas gerais e agrícolas, estando dividido entre empresas que utilizam, ou não, a internet. Esse grupo apresenta a melhor distinção entre a importância atribuída aos serviços, quando comparado aos outros dois. O conglomerado 2 possui principalmente operadores logísticos e transportadoras, que trabalham com a maior variedade de cargas entre os grupos. No grupo predominam as empresas que não utilizam a internet. Esse conglomerado atribuiu os maiores valores às questões referentes aos serviços oferecidos pelas centrais, considerando-as como importantes. O c onglomerado 3 é formado principalmente por embarcadores, possui o maior número de usuários da internet e atribuiu os menores valores aos serviços avaliados. Com base nesses resultados, pode-se inferir que empresas diferentes, no caso embarcadores e transportadores, atribuem importância diferente aos serviços oferecidos pelas centrais de cargas. Deve -se considerar que os resultados encontrados são válidos apenas para as empresas pesquisadas e focam a realidade de um período determinado, exigindo um acompanhamento de seu desenvolvimento ao longo do tempo. / Load matching services are a ve ry important mechanism for coordination of the freight market and enlarging the information on such market is one of their targets, in order to reduce the uncertainty in the load obtainment and transportation costs. With the advance of the internet, the possibility of creation of load matching services including large areas and a large number of users became an attractive alternative, which is used in larger frequency. Nevertheless its application related to activities in the Logistics is not well known yet. This study aims at the characterization of load matching services in the internet, its use by shippers and carriers in Logistic activities and also the test of the hypothesis that different types of companies dealing with different types of products will have different perceptions and needs on the available services. The factor analyses and cluster analyses were used in order to reach such objectives. During the period the study was conducted it has been observed a significant increase in the number of services available in several countries and that the companies have a series of common characteristics, such as the orientation either to shippers as well as tocarriers; price formation by means of auction and the increase of the load matching services with participation of their users in the transaction. Transporting/producing general cargoes and agricultural products using the internet mainly in the administrative areas for hiring the freights and price checkouts have characterized the group of companies that was studied. The current services offered by the load matching services were considered important by the companies that were surveyed; such companies highlighted the need of knowing and identifying the partners with whom they deal in the web. The factor analyses allowed to group up the characteristics and services that are more common in the sites, generating 6 factors identified as services offered, safety and size of the user's community, additional services, pre-selection of participants and wide ranging of services, integration and negotiation style and impartiality on the site. These factors indicate which aspects must be taken into account in order to establish new systems or to improve the existing ones. In the cluster analyses, three different groups were identified. Group 1 presented an equivalent number of shippers and carriers that deal mainly with general and agricultural cargoes and that are split into companies that use or not the internet. This group shows the best distinction between the importance given to the services when compared with the other groups. Group 2 has mainly logistic operators and carriers that work with the biggest variety of loads among the groups. In this group there is a predominance of companies that do not use the i nternet. This group has attributed the biggest values to aspects referring to the services offered by the load matching services, considering them as very important. Group 3 is made up mainly by shippers, has the largest number of the internet users and has the least values to the evaluated services. Based on these results, one can infer that different companies (in the case shippers and carriers) give different importance to the services offered by the load matching services. One must have in mind that the results obtained are valid only to the companies that were studied and that the research focuses the day-to-day reality of a specific period of time what, in turn, creates the need of its posterior development in time.

O comércio figura entre um dos usos mais relevantes do espaço urbano, pois é parte integrante das condições de vida da sociedade. Entre as modalidades de comércio, o varejo é talvez a atividade econômica que mais se adapta e se modifica com a estrutura urbana das cidades. O estudo destas formas pode trazer elementos da realidade que auxiliam na compreensão da evolução do espaço urbano. A pesquisa que apresentamos se trata de um estudo sobre análise espacial e representação cartográfica das ruas de comércio varejista. O foco deste trabalho são as formas espaciais das ruas de comércio e centros comerciais e como elas se manifestam no espaço urbano. O objetivo foi mapear, analisar e identificar onde estão distribuídos os estabelecimentos de comércio varejista e como estes modelam e caracterizam as ruas de comércio da área estudada. Para se fazer uma representação cartográfica foram empregados os conceitos e as técnicas da cartografia temática e, para a análise espacial foi feito uso dos Sistemas de Informação Geográfica SIG. Foram também revisados e empregados os conceitos que relacionam a estrutura urbana e comércio varejista como fixidez, centralidade, coesão e hierarquia. Como área de estudo e referencial empírico foi escolhido o Distrito da Lapa localizado na zona oeste do município de São Paulo SP. A escolha desta área foi motivada por sua vocação comercial. Foi feito um mapeamento dos estabelecimentos de comércio varejista no qual foram levantadas em campo as lojas de rua em todo o Distrito da Lapa que resultou na elaboração de um mapa temático das ruas de comércio varejistas e dos centros comerciais na nossa área de estudo, que cruzados com os dados da estrutura urbana foi possível se fazer uma análise espacial e identificar uma tipologia das ruas de comércio varejista. Esta análise abre uma perspectiva para outros estudos voltados à compreensão da atividade varejista conforme a dinâmica dos lugares. / Trade figures as one of the most important uses of urban space, since it is an integral part of society\'s living conditions. Among the modalities of commerce, retailing is perhaps the economic activity that most adapts and changes with the urban structure of cities. The study of these forms can bring elements of reality that help in understanding the evolution of the urban space. The research that we present here is a study on spatial analysis and cartographic representation of the streets of retail trade. The focus of this paper is the spatial forms of shopping streets and shopping centers and how they manifest themselves in urban space. The objective was to map, analyse and identify where the retail establishments are allocated and how they model and characterize the commercial streets of the studied area. In order to make a cartographic representation, the concepts and techniques of thematic cartography were used and, for the spatial analysis, the Geographic Information Systems (GIS) was used. The concepts relating to the urban structure and retail trade such as fixity, centrality, cohesion and hierarchy were also reviewed and employed. As a study area and empirical referential the District of Lapa was chosen. This is located in the West part of the city of São Paulo (state of São Paulo). The choice of this area was motivated by its commercial orientation. A mapping of the retail stores was carried out in which the street stores throughout the Lapa District were surveyed, which resulted in the elaboration of a thematic map of the retail trade streets and shopping centers in our area of study, which crossed with the urban structure data made it possible to carry out a spatial analysis and thereby identify a typology of the streets of retail trade. This analysis opens a perspective for further studies aimed at understanding the retail activity according to the dynamics of the places.