Made available in DSpace on 2016-04-28T20:19:06Z (GMT). No. of bitstreams: 1 2006-Sandra de Carvalho Brito.pdf: 3293660 bytes, checksum: 0dd07492020402b5274f284e656cc8b7 (MD5) Previous issue date: 2006-01-24 / This study has been carried out in NTC (N?cleo de T?nis City Barra) which is a Tennis Academy whose aim is to provide classes and tennis court rental. It is an organization which consists of an internal staff and one outsourced, working in three shifts. It is situated in Recreio dos Bandeirantes, inside the Novo Rio Country Clube premises. The aim of this research was to show that event promotion in this Academy was the best sport marketing strategy in NTC. This represented one of the most effective means of accumulation of resources as well as a way of establishing the relationship with its target group for this kind of sport business. It was necessary to set up a partnership with an outsourced staff which organizes annual tennis events which are called Circuito de T?nis NTC. It consists of three annual phases and one master at the end of the year. Quantitative as well as qualitative methods were used, based on questionnaire including closed questions, open questions with strong points and actions to be enhanced which enabled a better assessment concerning the NTC performance. Additionally, the following items were analyzed: NTC marketing project, advertisement panel, settlement of account, photo portfolio and flights of the categories of the 1st Tennis Circuit NTC 2005. The answers to the questions in the questionnaire showed that the efficiency and effectiveness of the event management process as the best strategy for the institutional development and business sustainability resulted from the members?s and non-members?s high participation index. Concerning the organization of the events, the high satisfaction index shown by the members confirms that the events are well organized, which denotes that the management of the event organization is another strong point of the advertising process carried out in the Academy. Regarding the means of releasing information used in the promotion and advertising of the events, the ones which represented the best effectiveness were the posters. Other means of publicizing such as internal periodicals, site of the club and mailing list could have been better used and, consequently, increase the efficency and effectiveness of the actions taken to promote the events. One of the main reasons for the success of the events was the award. The strategy used in the promotion of the events by the Academy has shown an efficient marketing tool and, above all in the institutional field. The promotion of events has been successfully used as a sales strategy, new client acquisition, relationship retention and creation of an existing captive customer base. Thus, the case studied The Tennis Adademy NTC presented in this work, enabled the identification of the practice of event promotion as an efficient marketing strategy which provided NTC with support for the publicity of its brand name, financial and economic leverage effect and relationship reinforcement for its variety of clients. So, there is evidence of the main hypothesis of this dissertation, focused by means of its specific secondary objectives. / Este trabalho foi realizado na NTC (N?cleo de T?nis City Barra), uma Academia de T?nis voltada para aulas e aluguel de quadras de t?nis, sendo uma organiza??o com p?blico interno contratado e terceirizado, localizada no Recreio dos Bandeirantes, dentro do Novo Rio Country Clube. A proposta dessa pesquisa foi demonstrar que a promo??o de eventos na Academia, foi a melhor estrat?gia de marketing esportivo na NTC. Para tanto, foi realizada uma parceria com uma equipe terceirizada, que organiza eventos anuais voltados para o t?nis, denominado Circuito de T?nis NTC, que engloba tr?s etapas anuais e um master no final do ano. Foram utilizados m?todos quantitativos e qualitativos, fundamentados em um question?rio, com perguntas fechadas, perguntas em escala e uma pergunta em aberto, com pontos fortes e oportunidades de melhoria, que possibilitaram uma melhor avalia??o quanto ao desempenho da NTC. Adicionalmente foram analisados: o projeto de marketing da NTC, o cartaz de divulga??o, a presta??o de contas, o portfolio de fotos e chaves das categorias da 1? Etapa do Circuito de T?nis NTC 2005. As respostas ?s quest?es do question?rio mostraram que o elevado ?ndice de participa??o de s?cios e n?o s?cio nos eventos demonstra a efici?ncia e efic?cia do processo de gest?o de eventos como melhor estrat?gia para o desenvolvimento institucional e a sustentabilidade do neg?cio. Quanto ? organiza??o dos eventos, o alto ?ndice de satisfa??o mostrada pelos s?cios confirma que os eventos s?o bem organizados, o que mostra que a gest?o de organiza??o dos eventos ? um outro ponto forte do processo promocional realizado na Academia.. Quanto aos meios de divulga??o utilizados na promo??o e divulga??o dos eventos, os de maior efic?cia s?o os cartazes. Outros meios de divulga??o, tais como: peri?dicos internos, site do clube, mala-direta, poderiam ser melhor utilizados e, assim, aumentar a efici?ncia e efic?cia das a??es de divulga??o dos eventos. Um dos principais fatores de sucesso dos eventos, foi a premia??o. A estrat?gia de promo??o de eventos utilizada pela Academia tem-se revelado um eficiente instrumento de marketing, sobretudo no campo institucional. A promo??o de eventos tem sido utilizada com sucesso como estrat?gia de vendas, de capta??o de novos clientes, de reten??o de relacionamento e fideliza??o dos clientes j? existentes. Dessa forma, o caso estudado A Academia de T?nis NTC apresentado neste trabalho, possibilitou a identifica??o da pr?tica da promo??o de eventos como uma estrat?gia de marketing eficiente, que proporcionou para a NTC suporte na divulga??o de sua marca; alavancagem econ?mica e financeira, e o fortalecimento do relacionamento com seus diversos p?blicos. Desta forma, evidenciando-se a comprova??o da hip?tese central desta disserta??o, focada atrav?s dos seus objetivos secund?rios espec?ficos.

Made available in DSpace on 2016-04-28T20:19:17Z (GMT). No. of bitstreams: 1 2006- Daniele de Moura Figueiredo.pdf: 679555 bytes, checksum: eac7ca6365b25cee08b5f3fe7ef8b480 (MD5) Previous issue date: 2006-08-28 / Research work that deals with Relationship Marketing as a fundamental part of competitive strategy in the corporate market, considering the effectiveness of the usage of technological information tools for its viability. The study used as its focus is the Canal Cliente, the ecommerce site of the biggest company in Brazil, Petr?leo Brasileiro S.A. Petrobras. According to literature, among all technological tools, the Internet is the best ambient and the kind of media that best provides a direct channel in real time and very convenient. The case study shows the history of the company, the evolution and spreading process of the Relationship Marketing culture within the organization, the development of the Internet services, the usage of the technological tools to support its model and the other marketing actions that have been used by the company. The research results shows how Petrobras manages the individual relationship with their main clients, offering convenience, personalization, flexibility, control and support, diminishing operational costs by cutting the bureaucratic processes focusing their sales staff in adding value to the relationship process. / Trabalho de pesquisa que trata o Marketing de Relacionamento como parte fundamental da estrat?gia competitiva no mercado corporativo construindo sua viabilidade atrav?s do uso de ferramentas de tecnologias de informa??o, tomando como objeto de an?lise o Canal Cliente, que ? o site de com?rcio eletr?nico da maior empresa do pa?s, a Petr?leo Brasileiro S.A. - Petrobras. E, conforme a literatura, entre todas as ferramentas tecnol?gicas, a Internet ? o ambiente e o tipo de m?dia que melhor proporciona um canal direto de comunica??o, em tempo real e conveniente. O estudo de caso procura apresentar o hist?rico da empresa, a evolu??o e dissemina??o da cultura de Marketing de Relacionamento na organiza??o, a amplia??o dos servi?os no ambiente de Internet, a utiliza??o da ferramenta tecnol?gica para dar sustenta??o ao seu modelo e as demais a??es de marketing que est?o sendo promovidas pela empresa. O resultado da an?lise mostra como a Petrobras gerencia o relacionamento individual com seus principais clientes, oferecendo conveni?ncia, personaliza??o, flexibilidade, controle e suporte, diminuindo custos operacionais com o corte de processos burocr?ticos e liberando sua for?a de vendas para se focar em tarefas que aprofundem e agreguem real valor ao relacionamento.

Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.

The purpose of this research was to gain the perspectives of venue managers and meeting planners on their roles in the meetings industry, their relationship with each other and attributes needed to host a successful meeting. An online survey was conducted involving these two stakeholders to define their roles, assess the strength of their relationship and identify attributes based on their experience with working together and hosting meetings. Results showed that venue managers and meeting planners are essential to the hosting of successful meetings. It also indicated that venue managers are willing to build and maintain stronger relationships with meeting planners and brought to light some attributes such as communication skills, responsiveness and self-competence, which when improved upon, could help achieve this. The study also presents a theoretical model of how stakeholder co-creation activities can drive more successful meetings.

The purpose of this study was to explore the efficacy of using loyalty programs on sport fans’ relationship quality and fan engagement toward sport organizations. This study also sought to explore which relationship quality and fan engagement factors potentially differed as a result of using loyalty programs. Since there are two major defined sport levels, differences were explored across niche and mainstream sport organizations. Using relationship marketing as the theoretical framework, participants (n = 678) were administered a 55-item instrument that included revised relationship quality and fan engagement scales. Quantitative data were used to run confirmatory factor analyses, analyses of covariance, and multivariate analyses of covariance. Results first showed that significant differences existed between mainstream sport fans that have access to a loyalty program and mainstream sport fans that do not have access to a loyalty program. Mainstream sport fans that have access to a loyalty program had higher identification and reciprocity. Mainstream sport fans that do not have access to a loyalty program were found to have higher overall fan engagement, commitment, intimacy, and performance tolerance. Results also showed differences between niche sport fans that have access to a loyalty program and mainstream sport fans that have access to a loyalty program. Mainstream sport fans that have access to a loyalty program were divided into two groups (simple or complex) based on the design of the loyalty programs. Niche sport fans that have access to a loyalty program were found to have higher overall relationship quality, trust, intimacy, management cooperation, and performance tolerance. The findings provide an introduction in to the possibility that loyalty programs could be effective for increasing relationship quality for both niche and mainstream sport organizations. Moreover, for niche sport organizations that have access to fewer resources, it is encouraging that the use of a loyalty program appears to have the capabilities to build stronger relationships and engagement. These results provide several implications for sport organizations and sport marketers and serve as a foundation for which future research on loyalty programs can build.

Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framework for the study. Data were collected through interviews with 8 craft brewery business owners in the Southeastern United States and content collected from the social media pages of each business. Data were analyzed using within-case and cross-case techniques. Themes that emerged from data analysis included the cost-benefit of social media over traditional marketing platforms, the significance of establishing and maintaining relationships, and the importance of constant and continuous contact with customers. SME leaders may benefit from the results of this study by furthering their knowledge and understanding of social media consumer engagement strategies that positively impact brand equity. Findings may provide owners of small businesses with strategies that may result in social and economic benefits including new employment opportunities, increased revenue, and economic stability in local communities.

Social media is increasingly being used by business-to-business (B2B) firms to engage with their customers as they seek to maintain and grow their relationship with their customers. In my dissertation, I examine what communication objectives B2B firms seek to achieve via social media at different stages of the relationship cycle (exploration, expansion, maturity). I then use a panel of social media experts to evaluate the social media efforts of these firms to determine how well these firms achieve their social media objectives. I then contrast how the social media communication objectives of these firms at different stages of the relationship line up with what academic literature suggests as being the most appropriate at the given stage of the relationship and thus highlight the gaps between theory and practice.

Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relationship marketing is not as straightforward as its definition. It requires at the very least a long-term outlook, an embracing of technology and a commitment to a customer focus. If relationship marketing is such a critical element in modern marketing, it follows that its application across industry sectors be examined. Sport is one such industry and has coincidentally emerged as a major business sector in the same time-frame as relationship marketing's maturity. As the markets for sport have grown, so too has the sophistication of the sport marketer. From amateur, myopic beginnings, sport continues to claim a strong grip on the cultural identity of countries such as Australia. Buoyed by strong media interest, attendance at sporting events continues to grow, albeit across a much larger choice-set. The road ahead is not necessarily bountiful however. Information presented in Chapter 1 of this thesis suggests that the frequency of individual attendance at major sports in Australia is declining, despite some positive overall attendance figures. In essence, it appears that loyal customers are being replaced by newer, less committed ones. While this might not be instantly damaging, it does require sport marketers to ensure that strong levels of identification with their products are developed. All of this is supported by the existing literature that has recognised that sport can likely benefit greatly from the implementation and application of relationship marketing, but is in urgent need of further study. These scenarios suggest a need to understand where relationship marketing in sport currently rests and this thesis answers the call and asks the following research questions: RQ1) To what extent do professional sporting organisations in Australia undertake relationship marketing; RQ2) what strategies do they employ and RQ3) what are the issues faced in implementing a relationship marketing approach? This thesis takes an organisational perspective, across multiple-cases in major professional sport and considers the sport-consumer relationship exclusively. It is the first study of its kind in this area and adds significantly to the body of knowledge, both within sport marketing and the broader concept of relationship marketing. It indicates that while relationship marketing is acknowledged and indeed welcomed as a concept by practitioners, their efforts at implementation have been primitive, largely unplanned and generally sporadic. More than often they reflect a reactive rather than proactive strategic approach. A range of barriers are presented and discussed as are some examples of organisations that have incorporated some parts of a relationship marketing philosophy into their structure. A conceptual model in the final chapter of this thesis synthesises the issues extracted from the various cases and existing literature. It depicts a challenging road ahead for professional sport organisations.

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Abstract not available