O mercado consumidor enseja acirrada competição entre as empresas de bens de consumo nos dias atuais. O grande número de fabricantes inserido no mercado, somado ao grande número de marcas, categorias e subcategorias de produtos faz com que cresça a necessidade da área de Trade Marketing em desenvolver estratégias cada vez mais focadas e específicas para cada canal de distribuição (lojas/varejo). Dessa forma, surge a área de Shopper Marketing com o intuito de proporcionar entendimento do comprador (shopper) de cada canal, compreendendo e desenvolvendo estratégias, por intermédio das pesquisas de shopper, associadas à experiência de compra. Nesse sentido, são considerados os aspectos emocionais relacionados ao momento da compra, e à Jornada de Compra (Path to Purchase) desse shopper. A criação de Conhecimento Organizacional e as inovações provenientes da Tecnologia da Informação são posicionadas como pilares importantes para a difusão do conhecimento desenvolvido na área de Shopper Marketing para toda a organização, potencializado pelo devido alinhamento estratégico entre as áreas e a alta gestão das empresas. Assim, o presente trabalho tem como objetivo compreender como as áreas de Shopper Marketing das organizações estão alinhadas estrategicamente com a área de TI e alta gestão do negócio para a criação de conhecimento organizacional estratégico. / The consumer market entails a fierce competition among consumer goods companies nowadays. The large number of manufacturers, linked to the large number of brands, categories and subcategories of products, increases the necessity of the Trade Marketing\'s area to develop increasingly focused and specific strategies for each distribution channel (stores / retail). Under this line of perspective, the Shopper Marketing\'s area arises with the purpose of providing understanding of the buyer (shopper) of each channel, understanding and developing strategies, through shopper surveys, associated with the experience of these shoppers, apart of considering the emotional aspects at the time of purchase and the Path to Purchase of them. Knowledge creation and innovation provided for Information Technology appears as important pillars for the dissemination of the knowledge developed in the Shopper Marketing area for the whole organization, providing due strategic alignment between the areas and the top managers of the companies. Thus, the present work aims to understand how the Shopper Marketing areas of these organizations are strategically aligned with the IT and the top business management for strategic organizational knowledge creation.

Mobile shopper guide system consists of two parts mainly: mobile map, administrative and user portal. Mobile map consists of Vilnius city map and the points, which shows the location of the shops. Administrative and user portal supports mobile map. In the paper the analysis of documentation templates was done.During this work administrative and user portal was created and analyzed. / Mobiliojo pirkėjo gido sistema susideda iš dviejų dalių: mobilaus žemėlapio, administracinės ir kliento dalies. Mobilus žemėlapis – tai Vilniaus miesto žemėlapis su tam tikrais taškais, reiškiančiai parduotuves.Administracinė ir kliento dalis skirta mobiliam žemėlapiui palaikyti. Darbe buvo analizuojami sistemos dokumentavimo šablonai. Darbe buvo sukurta administracinė ir kliento dalis, kuri turi būti dedama į internetą. Sukurtosios sistemos dalis buvo analizuojama.

The aim of this diploma thesis is to evaluate the quality of the services provided in the selected sales unit by means of mystery shopping. The aim is to identify shortcomings and suggest possible solutions to them. The department store called PRIOR in České Budějovice was chosen for the work. A total of 24 mystery shoppings were made in October, November and December 2017.

The growth in Laos’ economy has been increasingly important in terms of consumption and tourism within Thailand. Currently, however, few studies have attempted to develop a marketing strategy for regional retailers in this emerging nation. This research is concerned with developing an appropriate marketing strategy that balances supply and demand within this regional market. Given that marketing relies heavily on understanding consumer behaviour, the objectives of this study are, first, to develop a cross-border shopper taxonomy in a regional market using benefit segmentation. In order to develop this marketing strategy, the research identified consumer expectations in order to explore how to achieve a competitive advantage that matches consumer needs with the available supplies. This cross-border shopping taxonomy provides a starting point for a holistic evaluation that will assist retailers in making marketing decisions. The study then attempts to understand the current market situations and marketing in practice from the perspective of suppliers. After assessing the correspondence between demand and supply, recommendations on strategic marketing are offered to Thai retailers at the end of the investigation. This study employed both quantitative and qualitative research methods, with 337 questionnaires and seven in-depth interviews. The survey was conducted in Thailand between December 2013 and January 2014. The data were collected from three provinces in the northeast region of Thailand that share a border with Laos: Nongkhai, Mukdahan and Nakorn Phanom. These provinces have high potential in respect to both tourism and retail developments. In addition, the seven interviewees with retailers and policy planners examined the implementation of market segmentation and marketing strategies. The data from the interviews was interpreted and compared with the quantitative data in order to investigate the correspondence between supply and demand. In order to classify cross-border shoppers, the major statistical analyses used were EFA and cluster analysis based on benefits sought. Segments were profiled with travel behaviour, shopping behaviour and demographic variables. ANOVA and MANOVA were employed to test differences between groups. After that, the research explored expectations through the Importance-Performance Analysis (IPA) in order to identify priorities for developing a competitive advantage. The results show that cross-border shoppers in the regional markets of Thailand consist of four segments: the Enthusiastic shoppers, the Leisure-tourist shoppers, the Product-focused shoppers and the Practical shoppers. These segments relate to the benefits sought, and correlate with different demographic variables, shopping activities and consumption patterns. Moreover, they have different expectations towards place attributes which are important for designing a marketing strategy that is suitable to each segment. Unfortunately, the interviewees from the supply side provided less marketing response to the cross-border tourist marketing. The implications of the findings are, first, that benefit segmentation is associated with demographic variables, shopping activities and expenditures. In addition, the evidence suggests some misunderstandings on the part of suppliers in respect to cross-border demand. The evaluation of demand and supply contributed recommendations for the design and management of effective marketing strategies for cross-border shoppers in this emerging nation.

Master's thesis was made due to a lack of culture in sales to final customers. The aim of emerging company is to highlight in these gaps and deliver customer solutions, which affects all processes in the company. Ultimately bringing to our customers improved communication with consumers, enhancing the prestige of the company and increase sales.

No description available.

This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies.

一個品牌所創造的「品牌權益」及所產生的附加價值是指一個品牌能使顧客了解這個品牌所具有的品牌知識及形象並形成聯想，進而引起顧客對品牌認同與適當回應而轉化為實際的購買行動並發展出緊密的忠誠關係，使其他的競爭者不容易取代。 許多的消費品已經證實「品牌權益」對使用者購買行為的影響，但在專業的產品，尤其是藉由「第三者代購模式」決定選購的產品，如：醫藥產品，卻少有此方面的研究。本研究針對台灣醫藥業市場長年位居領導地位，具有相同治療適應症的兩種用藥作「品牌權益」及代購者購買行為的關聯性分析。以北部地區醫師為調查對象，請醫師以問卷方式評估兩種品牌的「品牌權益」並分析的哪些「品牌權益」的因素會影響處方行為，結果發現： 一、品牌權益中「品牌顯著」、「品牌績效」及「品牌形象」對醫師處方行為有顯著影響。醫師對兩種品牌的「品牌權益」看法有明顯的不同，且會視服務的對象(病患)個別情狀況而選擇使用不同的品牌。 二、「品牌聯想」中產品利益的功能性及經驗性對醫師處方行為有顯著的影響。本研究中兩種產品上市時間相近，但醫師還是認知Diovan品牌為一較新品牌而Norvasc則是一個使用廣泛且安全性高產品。 三、Diovan此品牌「品牌顯著」和醫師服務科別有明顯的交互作用。不同服務科別醫師明顯表現出會考慮病人狀況，不會將處方Diovan都列為首選藥物。 四、Norvasc此品牌「品牌績效」和醫師執業年資有明顯的交互作用。執業年資在5 ~10 年間醫師對Norvasc使用後療效最認同。 五、醫師對單一品牌使用趨勢，在最近六個月主要是受品牌權益中「品牌顯著」影響，而在未來繼續使用此品牌則是依據使用後該品牌的品質、可靠度、優越性等因素才決定是否繼續使用該品牌。亦受產品利益象徵性所影響。 六、醫師對兩種品牌選擇使用哪一種品牌的趨勢，在最近六個月主要是受品牌權益中「品牌顯著」與「品牌形象」構面影響，而在未來六個月除了受「品牌顯著」影響外還受「品牌情感」影響。進一步以量化分析，醫師對 Norvasc使用數量在最近 六個月及未來六個月無顯著差異，但對Diovan在未來六個月的使用數量則有顯著 增加。 / A successful brand will lead the consumer to link the brand knowledge and image becoming an associative network memory and drive this memory into consumer’s recognition, and then consumer will transfer the recognition into purchasing action and develop royalty to the brand. This can explain how “Brand Equity” influences consumer behavior and why it can create extra value to minimize competition. Many consumer products have confirmed "Brand Equity" influential power related to the consumers’ purchasing behavior; however, only few studies investigate the professional products, such as: medical products and those will go through "Surrogate-Mediated Shopper” purchasing patterns. Our study selected two prescription products with same therapeutic indications and both maintain leading position among all prescription drugs within pass five years to evaluate the relationship between brand equity and physician's prescription behavior. Our study findings are as follow： 1.“Brand Salience”、“Brand Performance” and “Brand Image ”give influences of physicians’ prescription behavior. Physician can distinguish both brands and will consider individual patient’s status to prescribe different brand. 2. Functional and experimental value of a brand will influence physician’s prescription behavior. In spite less than one year difference of launching time between “Diovan” and “Norvasc”, physician still recognized “Diovan” as a new product while “Norvasc” was a product had been widely used with good safety profile. 3. Physicians serve at different departments showing significant different “Brand Salience” conception of “Diovan”. Physician will depend on patients’ status to choice different anti-hypertensive drugs and “Diovan” is not always the first choice for all hypertensive patients. 4. Physicians have different service years showing significant divergent perception of “Brand Performance” of “Norvasc”. Physicians’ service periods less than 10 years demonstrate most positive recognition of “Norvasc” clinical therapeutic result. 5. Physicians are according to the quality、reliability and superiority of a brand to decide whether continuously using one drug or not. That means “Brand Judgment” is the key influence factor of physician prescription behavior. In addition, it also affected by symbolic value of the brand. 6. Facing two brands trade-off, physicians will base on "Brand Salience” to make decision in the current six months；however, in the future six months,"Brand Feeling” is another key factor that affect physicians’ behavior。Compare with current six months and future six months regarding of prescription quantity, we can find physician will increase prescription quantity of “Diovan” while will not change prescription quantity of “Norvasc”。

Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T13:54:22Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6115288 bytes, checksum: 8a7d99af826e68ad0e5589c5c23a1251 (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Prezada Renata, Somente a numeração das páginas está incorreta, a numeração deve contar da 1 pagina mas só aparecer o numero na introdução. exemplo: introdução pagina 11 na pagina anterior não aparece o numero. Ana Luiza Holme 37993492 on 2016-03-15T14:02:33Z (GMT) / Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T14:28:30Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-03-16T12:18:58Z (GMT) No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Made available in DSpace on 2016-03-16T12:25:34Z (GMT). No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) Previous issue date: 2016-02-22 / As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth. / Hoffmann e Coste-Manière (2012) afirmaram em seu estudo que 'A web e um meio de massa e contrasta completamente com os códigos tradicionais de exclusividade associados a ndústria de luxo, e por isso foi por muito tempo simplesmente rejeitada pelo mercado de luxo por não ser um canal de distribuição legitimo.' Enquanto isso o mercado apresenta um ritmo de crescimento incomparável e gradualmente esta mudando o modelo de negócios existente para o varejo, portanto as empresas precisam estar consciente das mudanças e serem capazes de se adaptarem a elas. A internet e as vendas além-fronteiras já alteraram as formas de competição no varejo e vão aumentar ainda mais e as empresas têm de estar preparadas para enfrentar isso. Internet já mostrou a sua ótima oportunidade para todos os mercados, no entanto os mercados de luxo/premium ainda não estão tirando o total proveito do seu potencial, mas a necessidade de adotar uma estratégia de negocio omnichannel esta crescendo e se mostra fundamental. Esse trabalho apresenta um estudo exploratório baseado em estudo de caso de como as marcas de moda premium brasileiras estão usando a Farfetch, e-commerce, como uma estratégia de entrada de mercado e como isso as afeta. A questão de pesquisa desse estudo é: Como a Farfetch esta ajudando no processo de internacionalização das marcas de moda premium brasileiras?, e para responder essa pergunta foi conduzida uma entrevista em profundidade com a responsável por desenvolvimento de novos negócios da Farfetch, alem de uma extensa pesquisa de dados secundários Conforme esperado, o estudo encontrou uma lista de trade-offs de usar e-commerce, mesmo especializado em luxo, mas com uma estratégia de marketplace, como estratégia de internacionalização para as marcas que assim o desejam. Conforme o estudo da Altagamma e McKinsey (2015) '[…] marcas de luxo não tem mais escolha senão abraçar a era digital e se tornar um verdadeiro canal omnichannel. Isso vai exigir uma atenção redobrada tanto na experiencia do consumidor como na estratégia de engajamento do consumidor.' Com um olhar tanto da perspectiva da Farfetch, tentando entender o porquê oferece essa oportunidade para as marcas, como das próprias marcas para entender se essa e uma abordagem viável. O estudo apresenta contribuições para os dois lados, oferecendo ferramentas para as marcas analisarem as razões e melhor abordagem para internacionalização, assim como a explicação do modelo de negócios da Farfetch, e as vantagens que ele pode trazer, assim como uma analise geral do marcado com suas tendências para a Farfetch

當今社會生活水準不斷提升，民眾對於吃下肚的食材要求，從量的滿足，轉為質的追求，尤其是關注衛生、健康、安全等因素。由此，大眾對於採買生鮮食材的直覺想法為親自上街挑選，經由眼看、鼻嗅、嘴嚐、手觸與食材近距離接觸，除去心理上的疑慮以及對生理上的安心。然而，近年來，網路代購消費模式迅速崛起，並以具有標準化製程的一般商品為主要代買項目，但隨著新加坡代購公司—Honestbee的成立，使非加工的生鮮食材也加入代購的行列。其主打使用者不須花太多時間成本來買菜，亦即不必親自出門，僅須透過滑動電子載具螢幕瀏覽生鮮食材圖片與下單預訂，此時生鮮代購員將至指定商店替使用者選購實體商品，並且快送至家中。而這一新興消費模式的出現，將習見的親臨實體市場購買轉變為代購員代理完成買菜大事，此打破民眾對採買生鮮食材需要親自挑選的想像。 據此，本研究試圖釐清消費者在無法親自接觸欲買商品時，會如何與Honestbee代購業者建立信任關係，並願意將手中的生鮮選購權交付於陌生的代購人員？而這一新興的採買模式與親自前往市場選購方式之間有著什麼樣的異同？對此，藉由深入訪談8位使用過Honestbee代購服務以及具有親臨實體市場（傳統菜市場、超級市場）購買生鮮食材經驗之消費者，並利用半結構式訪談題項掌握個別受訪者對於兩種採購方式的消費動機與體驗，再進一步探詢兩種消費過程中信任關係的建立與維持。由此，本研究發現，雖然受訪者對於兩種購買生鮮食材的動機以及獲得的消費體驗與感受皆有所不同，但產生於兩種消費過程中的信任關係則是具有相互交集的景象，並非獨立各自存在，其是呈現一種多向度的信任關係。因此，生鮮代購業者會建立與實體市場購物相同的信任要素，進而讓消費者能夠安心使用代購服務來獲取生鮮食材。 / In modern society, the living standard is improving. Quality is more important than quantity for the food requirements, especially the food safety. In Taiwan, even though supermarkets are everywhere, where chickens are deboned and packed, and food is certified; many housewives are still keen to visit the traditional markets to buy unprocessed chicken, or fresh vegetables which are shipped directly from the farms. With the rising of the company “Honestbee” in recent times, people don’t need to spend so much time visiting the traditional markets and supermarkets. Instead of going out, they can just buy various kinds of fresh food at home. This brand new consumption pattern has brought large change for the consumers. In this research, the trust relationships between the surrogate shopper and consumers have been discussed. Moreover, we also explored the differences between surrogate shopper and markets from the interviews of eight consumers who had experiences for using the services of “Honestbee”. In conclusion, we could find that whether surrogate shopper or markets, they have the same trust mechanism for the consumers, and make them feel at ease to buy fresh food.