Дисертації з теми "Industrial marketing"
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Urbina, Ramírez Daniela Millaray. "Marketing industrial : una revisión bibliográfica." Tesis, Universidad de Chile, 2010. http://www.repositorio.uchile.cl/handle/2250/111769.
Анотація:
Seminario de título Ingeniero Comercial, Mención AdministraciónPor qué es importante el marketing industrial La mayoría de los estudiantes de marketing están mucho más familiarizados con el marketing para el consumidor pues de hecho todos somos consumidores, por lo cual el marketing industrial es nuevo para la mayoría. Ante este escenario es curioso comprender que mas especialistas de marketing encuentran empleo en empresas de B2B que en B2C. Según Dwyer (2007), el marketing entre empresas es “comercializar productos o servicios con otras compañías, cuerpos de gobiernos, instituciones y otras instituciones”. El marketing industrial no es lo mismo que el marketing para el consumidor y hay al menos tres razones por las cuales es relevante estudiarlo: 1. Los especialistas de marketing trabajan en marketing entre empresas: la mayoría de los graduados en las escuelas de negocios trabajarán en empresas B2B. Muchas compañías B2B han despertado al hecho de que debe estar dirigidas al mercado si quieren sobrevivir, de ahí que sea relevante que los especialistas de marketing se preparen para hacer contribuciones positivas en el ambiente de marketing entre empresas. 2. La magnitud del marketing entre empresas: las compras de las organizaciones dan cuenta de más de la mitad de la actividad económica en países industrializados. 3. El marketing entre empresas es único: la forma en que compran las organizaciones es radicalmente distinta de la manera en que compran los consumidores, lo cual da como resultado requisitos de marketing diferentes. En 5 la próxima sección veremos cómo se diferencia el marketing B2B del marketing B2C.
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Vieira, Francisco Manuel Aguiar Azevedo. "Mapeamento Científico de Marketing Industrial." Master's thesis, Faculdade de Economia da Universidade do Porto, 2009. http://hdl.handle.net/10216/56117.
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Vieira, Francisco Manuel Aguiar Azevedo. "Mapeamento Científico de Marketing Industrial." Dissertação, Faculdade de Economia da Universidade do Porto, 2009. http://hdl.handle.net/10216/56117.
4
Santos, Mariana Filipa Vital. "O marketing relacional no contexto industrial." Master's thesis, FEUC, 2016. http://hdl.handle.net/10316/31841.
Анотація:
Relatório de estágio do mestrado em Gestão, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Coelho e Miguel Franco.Hoje em dia verifica-se uma grande mudança nos mercados, muito devido ao desenvolvimento económico, à evolução tecnológica e à crescente concorrência. Estas alterações no meio ambiente levam a que as empresas tenham que se adaptar, de modo a não perderem a sua carteira de clientes. Contudo, as empresas que atuam em mercados complexos, como os industriais, que exigem uma manutenção da relação comprador-fornecedor, devem também preocupar-se com retenção de clientes. Os mercados industriais (B2B) têm caraterísticas específicas e diferenciadoras dos mercados de grande consumo (B2C), o que permite às empresas alargar o seu leque de clientes. No entanto, o facto de as empresas que operam nos mercados industriais terem como objetivo principal a criação de relações de longo prazo, leva a que seja essencial que estas adotem técnicas de marketing relacional. Desta forma, as empresas conseguirão manter a sua relação suportada na lealdade verdadeira do cliente ao mesmo tempo que lhes criam valor, desenvolvendo a sua vantagem competitiva sustentável no mercado, que dificilmente será copiada ou imitada. Este estudo enquadra-se neste relatório de estágio curricular realizado na área de Marketing da ISA – Intelligent Sensing Anywhere, S.A., de 1 de setembro de 2015 a 4 de janeiro de 2016, com vista à obtenção do grau de Mestre em Gestão pela Faculdade de Economia da Universidade de Coimbra. Ao longo deste estágio foi possível desenvolver diversas competências, entre elas a capacidade de comunicação e orientação para o cliente, assim como aprimorar o trabalho em equipa e as relações interpessoais. Pelo que apesar das dificuldades sentidas relativamente à área de negócio da empresa, ultrapassadas em conjunto com a equipa excecional da ISA, o estágio teve como principal resultado um plano de marketing e a criação de melhores conteúdos comunicacionais. Após estas melhorias proporcionadas na empresa com o estágio, é sugerida ainda a implementação, de forma aprofundada, de práticas de marketing relacional, como o CRM, no departamento de marketing.
5
Gástulo, Richie Yadira. "El marketing aplicado a la industria farmacéutica peruana." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/624027.
Анотація:
Expositora: Yadira Gástulo Richie___Gerente de Unidad de Negocios UROGIN en Tecnofarma S.A. Licenciada de la Carrera de Marketing. Candidata a Mágister en Finanzas Corporativas.Conferencia: Marketing Farmacéutico___¿Sabías que las empresas farmacéuticas invierten más en gasto por actividades de Marketing que en la investigación? ¿Que uno de los 4 sectores que gasta más en publicidad en medios es la industria farmacéutica?___ En esta conferencia, se conocerá un poco más sobre la coyuntura y dinámica del mercado y cómo desarrollar estrategias de Marketing Farmacéutico que conduzcan al éxito.
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Carrasco, Aguado César Augusto. "Plan de Marketing para una Empresa Industrial Fabricante de Resistencias Eléctricas Industriales." Tesis, Universidad de Chile, 2008. http://www.repositorio.uchile.cl/handle/2250/101993.
Анотація:
El objetivo general de este estudio es formular un plan de marketing que sirva como una herramienta de gestión estratégica, que ayude a los directivos a mejorar la posición competitiva de Jara Resistencias S.R.L., y que a través de un incremento en el nivel de ventas refleje una mayor participación de mercado.
La empresa se especializa en el diseño, fabricación y comercialización de resistencias calefactoras y sensores de temperatura, La estrategia genérica que emplea es de diferenciación, la cual está basada en su ventaja competitiva. Ha logrado diversificarse y se encuentra posicionada dentro de las empresas líderes que en conjunto tienen una participación cercana al 80%, en un mercado estimado de 4 millones de dólares.
El estudio parte por el análisis de macroentorno, los factores en general que afectan a la empresa y al sector para lo cual se hace uso del modelo de las cinco fuerzas; posteriormente se analiza la situación competitiva, metodología FODA, la situación actual de marketing, y se toman en cuenta los resultados de una investigación de mercado realizada como parte de este trabajo.
Teniendo definida la misión y visión, se establecen los objetivos: general y estratégicos de la empresa, para luego definir los del plan de marketing y metas financieras. El análisis del mercado determinará los sectores objetivos y potenciales: con ayuda de la matriz estratégica se trazan, las acciones de la estrategia comercial. Como corolario se evalúa el costo/beneficio del plan de marketing. También se considera un plan de control y contingencia, que plantea acciones ante cambios en los escenarios.
De esto resulta que para el logro de los objetivos estratégicos, ha de desarrollar un vigoroso crecimiento de dos tipos: fuerte crecimiento intensivo en el mercado y de menor manera desarrollar un crecimiento por diversificación.
La característica de segmentación es por sectores industriales, tamaño y tipo de empresas. En los sectores objetivos, el enfoque es en: alto, mediano, con potencial y con perspectiva de potencial. Se centrará en empresas grandes y medianas.
La estrategia competitiva que se ha de desarrollar es la de empresa retadora que enfrentará no sólo al líder sino también a los seguidores del mercado. Para esto ha de aplicarse tácticas tales como: ataque por los flancos, ataque envolvente y de guerra de guerrillas.
Como conclusión se encuentra que la empresa puede consolidar aún más su liderazgo, fortaleciendo más su diferenciación. Salvaguardando los atributos valorados de los productos y las variables importantes en la decisión de compra.
Con el objeto de maximizar las utilidades, se ha de considerar la rentabilidad por producto. El posicionamiento de precio recomendado, es superior. Es decir ofrecer un producto de alta calidad a un precio alto al promedio cobrado por la competencia.
Como resultado de la evaluación y de los flujos positivos obtenidos: VAN a tres años de US$ 225 000 y TIR de 325%, se puede concluir la rentabilidad y beneficios para la empresa del presente plan de marketing.
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Pape, Peña Constanza Sofía 1991. "Revisión sobre la contribución científica en marketing industrial." Tesis, Universidad de Chile, 2016. http://repositorio.uchile.cl/handle/2250/137591.
Анотація:
Seminario para optar al título de Ingeniero Comercial, Mención AdministraciónDurante las últimas décadas, el marketing industrial o Business-to-Business marketing se ha posicionado como una de las líneas de investigación más importantes en marketing. La creciente necesidad de entender y analizar las relaciones y transacciones entre dos firmas que comercializan entre sí, ha potenciado un campo de investigación y el desarrollo de nuevas teorías y conceptos relacionados al marketing industrial. Así, se han desarrollado líneas de investigación enfocadas al estudio de la percepción de valor del cliente, formas de organización, rol de tecnologías en el desarrollo del marketing industrial, entre otros aspectos. En este contexto, este trabajo analiza el estado en que se encuentra este campo investigativo y presenta un análisis de la evolución de la segunda revista más importante en Business to Business marketing, la ―Journal of Business and Industrial Marketing‖, que destaca por su contribución en la investigación y publicaciones especializadas en marketing industrial y que próximamente cumplirá 30 años desde su primera edición. Se realiza una revisión bibliométrica de JBIM, con el objetivo de analizar y cuantificar aspectos relevantes de la revista como lo son la evolución de publicaciones, artículos importantes y más citados, estructuras de citas, autores y universidades con mayor influencia, entre otras variables. Los resultados de esta investigación muestran que la contribución de JBIM ha crecido de manera destacada, tanto en cantidad de estudios publicados como en las citas recibidas. Deja en evidencia la fuerte influencia de Estados Unidos y Europa en el total de sus publicaciones y evidencia la importancia de sus propios estudios a la hora de hacer nuevas publicaciones, teniendo un alto porcentaje de referencias a publicaciones pasadas hechas por la propia revista.
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Lauga, Dominique Olié. "Essays in behavioral industrial organization, corruption, and marketing." Thesis, Massachusetts Institute of Technology, 2007. http://hdl.handle.net/1721.1/41712.
Анотація:
Thesis (Ph. D.)--Massachusetts Institute of Technology, Dept. of Economics, 2007.Includes bibliographical references.
In Chapter 1, I propose a model in which consumers base their purchasing decisions upon their recollections of the product quality, and in which firms can use persuasive advertising in order to change these recollections. Although consumers are aware that such advertising has occurred and take this into account when updating their beliefs about the product, they cannot prevent their memories from being affected. I analyze which firms engage in persuasive advertising as well as the price level that these firms choose. I show that persuasive advertising may be used in equilibrium even though consumers are fully aware of it, and that persuasive advertising does not always signal high quality products. The model is then extended to incorporate both persuasive and informative advertising, where firms reveal some verifiable information about their products. In that case, persuasive advertising may block the full unraveling of information, and high quality products are not promoted with only one type of advertising - in some cases, persuasive advertising can signal a product of either higher or lower quality than a product promoted with informative advertising. Chapter 2 is the product of joint work with Abhijit Banerjee and develops a model to study the effectiveness of complaints against corruption. A bureaucrat has to decide on a public infrastructure project in a village where a rich and a poor villagers live. A dishonest bureaucrat can be bribed not to choose the surplus maximizing project and instead to choose a project that favors the rich villager. Once the bureaucrat has chosen a project, the villagers can send a costly praising or complaining message to the bureaucrat's supervisor who does not know whether the bureaucrat is honest or dishonest.
(cont.) From his point of view the messages are anonymous; the supervisor does not know who is rich or poor in the village. The only leverage of the supervisor is to transfer the bureaucrat and replace him with another one who will repeat the game in the following period. In any relevant equilibrium no complaints happen and more generally there are no complaints in equilibrium without bribery. We find that complaints will be observed only when they should not be and that the government cannot necessarily get people to complain by cutting the message cost. In addition, lowering that cost may hurt since, when the share of honest bureaucrat is low, the poor are pessimistic about the benefit of complaints while the rich are optimistic and they respond more to a lower cost. Finally, the supervisor cannot fully decide to implement a particular equilibrium as multiple ones coexist. Chapter 3 is the product of joint work with Elie Ofek. We model a duopoly in which ex-ante identical firms need to decide where to direct their innovation efforts. The firms face market uncertainty with respect to consumers' preferences for innovation on two product attributes, and technology uncertainty with respect to the success of their R&D efforts. Firms can conduct costly research to resolve their market uncertainty before setting R&D strategy. We find that the value of market information to a firm depends on whether its rival is also expected to obtain this information in equilibrium. We show that, as a result, one firm may forgo market research even though its rival conducts such research and learns the true state of demand. We examine both vertical and horizontal demand structures. With vertical preferences, firms are a priori uncertain which attribute all consumers will value more.
(cont.) In this case, a firm that conducts market research will always innovate on the attribute it discovers that consumers prefer, and expend more on R&D than a rival that has not conducted market research. With horizontal preferences, distinct segments exist-each cares about innovation on only one attribute-and firms are a priori uncertain how many consumers are in each segment. In this case, a firm that conducts market research may follow a 'niche' strategy and innovate to serve the smaller segment to avoid intense price competition for the larger segment. Consequently, a firm that conducts market research may invest less in R&D and earn lower profits post-launch than a rival that has forgone such research.
by Dominique Olié Lauga.
Ph.D.
9
Detandt-Feys, Brigitte. "La conception des stratégies dans les premières entreprises belges: de la théorie à la pratique." Doctoral thesis, Universite Libre de Bruxelles, 1986. http://hdl.handle.net/2013/ULB-DIPOT:oai:dipot.ulb.ac.be:2013/213561.
10
Foster, Tim. "Industrial marketing communication : An empirical investigation on the use of marketing communication tools." Licentiate thesis, Luleå tekniska universitet, Industriell Ekonomi, 1998. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17689.
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Srikanlayanabuth, Araya. "Marketing and communication programs : (demonstration project) /." Online version of thesis, 1987. http://hdl.handle.net/1850/10306.
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Céspedes, Flores Jorge Humberto. "Factores de éxito en las estrategias de marketing industrial." InnovaG, 2017. http://repositorio.pucp.edu.pe/index/handle/123456789/131497.
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Silva, Marcus Vinicius Costa de Melo e. "A influência da imagem do país de origem de empresas brasileiras de alta intensidade tecnológica sobre consumidores organizacionais internacionais nas suas decisões de compra." Universidade de São Paulo, 2014. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-12112014-120055/.
Анотація:
Empresas brasileiras que desejam conquistar novos mercados exportando precisam estar atentas aos diversos atributos analisados por compradores corporativos internacionais, alavancando sua competitividade em um cenário de disputa acirrada. Um desses atributos é a imagem do país de procedência dos produtos. Apesar de esse tema já ser abordado há quase cinco décadas na literatura mundial, os estudos a respeito da influência da imagem do país nas transações entre empresas (ditas business-to-business, B2B, ou organizacionais) são ainda em pequena quantidade, no Brasil e no mundo. O objetivo desta dissertação foi analisar a influência que a imagem do Brasil pode exercer sobre consumidores organizacionais de outros países, especificamente no segmento de alta intensidade tecnológica - o setor que mais investe em pesquisa e desenvolvimento no Brasil. Esta pesquisa, empregando o método exploratório de estudos multicasos com três empresas, envolveu seus próprios executivos e compradores internacionais, e traz contribuição à literatura acadêmica, que dispõe de poucas fontes sobre negócios B2B associados com o efeito país-de-origem. A pesquisa foi qualitativa e exploratória, e entrevistas em profundidade foram realizadas em duas etapas, com profissionais de empresas brasileiras que exportam e, em seguida, com consultores, agentes de vendas e compradores de outros países. Algumas entrevistas foram pessoais, e outras, via telefone ou internet. Das cinco proposições do estudo, duas foram confirmadas, uma confirmada parcialmente e duas não foram confirmadas. Encontrou-se que a imagem do país traz impacto à decisão de compra, mas com ressalvas, como o fato de a situação ser ou não de recompra, e dependendo de qual país está comprando. O Brasil foi bem visto especificamente no segmento de aviação civil comercial, a ponto de a Embraer trazer, a quem atua neste segmento, uma imagem positiva do Brasil como desenvolvedor de tecnologias aeronáuticas. O país foi visto negativamente no segmento de automação, nas situações de recompra em que houve experiências negativas com empresas brasileiras vendendo na Europa; positivamente em automação pelo mercado colombiano e de forma neutra por compradores que participam de processos complexos no segmento de energia nuclear - desde que, nesse caso, os requisitos técnicos sejam cumpridos. Para alguns entrevistados do segmento de automação, o Brasil precisa divulgar mais suas tecnologias por meio de incentivos das iniciativas pública e privada, e as empresas brasileiras devem participar de grupos de usuários de suas tecnologias, além de desenvolver parceiros no exterior. Caracterizaram-se como limitações da pesquisa o número de casos e segmentos de alta intensidade tecnológica estudados, assim como questões técnicas relacionadas à má compreensão de trechos das entrevistas pelo telefone ou devido à conexão de internet, quando estes meios foram utilizados.Brazilian companies which intend to reach new markets abroad need to be conscious to the several cues analyzed by their international buyers, concerning their products. By taking this care, it is possible to leverage their competitiveness in a fierce market scene. One of these cues is the country of origin of the products. Although this theme had been addressed for almost five decades in the world literature, the research related to the country\'s image influence over the transactions between organizations (business-to-business or B2B transactions) is still narrow - in Brazil and in the whole world. This qualitative research targets the influence of Brazil\'s image over international buyers, specifically in the high-technology industries. It uses the exploratory multi-case technique with three Brazilian companies and in-depth interviews with their executives, external consultants and international customers. Some of the interviews were in person, others by internet or telephone. Five propositions are presented, two of which confirmed, other two not confirmed and one of them confirmed partially. The results show that Brazil\'s image brings impact over the purchasing decision of organizational buyers from abroad, but with reservations. It depends on the purchasing situation, if it is a new process or a repurchase. Depending on the country where the interviews were conducted, different opinions appeared, like negative or neutral ones in countries from Europe, and positives in Colombia. Whether bad experiences in the past happened with European buyers, re-purchasing situations bring a negative image to Brazil. It was founded that in case of more complex situations - like the purchase of nuclear power plants items - technical issues were strongly more important than country\'s image, reducing COO effect or almost making it disappear. In addition, Brazil has a positive image in the aviation industry, and Embraer raises the country\'s evaluation as an aeronautical developer to the eyes of organizational buyers from abroad. For some of the interviewees from the automation industry, Brazil needs to disclose its technologies via public or private agencies, and its companies need to be present at technical groups of study and discussion of other countries. The number of cases and industries studied were limitations to this research, and technical issues like the comprehension of some parts of the interviews made via internet or telephone.
14
Andersson, Per. "Concurrence, transition and evolution : perspectives of industrial marketing change processes." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 1996. http://www.hhs.se/efi/summary/409.htm.
15
Giles, Murray. "The application of marketing concepts to occupational health and safety in an Australian University." Thesis, The Author [Mt. Helen, Vic.] :, 1993. http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/62028.
Анотація:
The dissertation examines the legal, financial and social responsibilities that Universities have in complying with minimum occupational health and safety performance standards.The marketing principles and techniques identified in this project may assist Occupational Health and Safety managers to enhance the service provided.Masters of Applied Science, Occupational Health and Safety
16
Kawaguchi, Kohei. "Essays in industrial economics : applications for marketing and management decisions." Thesis, London School of Economics and Political Science (University of London), 2015. http://etheses.lse.ac.uk/3109/.
Анотація:
IT innovation is allowing enterprises to find new ways to harness the power of information assets for decision making. This thesis presents three econometric method applications to marketing and management decisions. The first chapter empirically studies retail network product assortment decisions under uncertain underlying demand parameters using structural estimation. I use detailed data from a beverage vending machine network in Tokyo and find that agents increase the expected total revenue of the network by 19.6% than the baseline, where 12.3% is attributable to learning from the sales data, and 7.3% is attributable to agents’ informative initial belief. However, it is below the revenue when the demand parameters are known, which is 45.5% higher than the baseline. Furthermore, if the principal company could precisely process the sales data, the expected total revenue could be 39.6% higher even if the initial beliefs are no more informative than the rational expectation. The last observation indicates that there are some costs for the principal associated with the development and utilisation of sales data processing capabilities. The second chapter studies the causal effects of product recommendation by conducting a field experiment using many vending machines in railway stations that programmatically offer recommendations for consumers after recognising their characteristics via a built-in camera. We study the effects of recommending popular products and unpopular products, and ask how the effects differ across times of day and consumer characteristics. We find that both popular and unpopular product recommendations increase vending machine sales and choice probability of recommended products. But unpopular product recommendations cause opposite effects in the morning. The negative effects are mainly from male customers in crowded vending machines. We attribute the decrease in morning vending machine sales to the congestion created by recommendations. We conjecture that the negative effect on choice probabilities in the morning is because of social pressure from the surrounding consumers. In the third chapter, I derive a necessary condition for stochastic rationalisability by a set of utility functions with a unique maximiser, which I name the strong axiom of revealed stochastic preference (SARSP). I propose a test of rationality based on the SARSP that allows for any type of heterogeneity. The test can be implemented at low computational cost. Monte Carlo simulation shows that the test has an empirical size below the nominal level and relatively strong power.
17
Buys, Stefan. "Market needs analysis for Turnkey automation project based organisation in the Eastern Cape." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021170.
Анотація:
Customer value is essentially the perceived value that the customer gains when purchasing a product. The perceived value is the trade-off between the cost of the product and the benefits it provides. If the customer perceives the benefits exceed the costs, then the customer perceives value in the product. A need is defined as a perceived lack of something. Customers across industries consider fulfilment of their unique needs as a key metric in evaluating the effectiveness of a solution. In order for an organisation to successfully provide solutions based on customer needs it is crucial for the organisation to understand the needs of their target market. Market Needs Analysis (MNA) is the investigation that intends to improve knowledge about the needs of the organisation’s target market. Project Based Organisations (PBOs) are organisations who are primarily orientated to execute once-off projects with an organisational structure specially formed for a temporary period tailored to deliver a product that meets the needs of specific customers. This research investigates the value offering of a Turnkey PBO and its alignment to the needs of its market. The organisation is privately owned, operating primarily in the South African automotive industry. The true name of the organisation that will be researched will not be disclosed for confidentiality reasons; instead it will be called My Automation Company (MAC). Until the end of 2010, the core focus of the organisation was the supply and maintenance of specialised electronic and computerised tools and services used mainly for quality assurance and production support. Towards the end of 2010 the organisation shifted its focus to providing a new product and service, Turnkey Industrial Automation Projects, to its existing market. In the rush of introducing new products and services many organisations neglect to analyse the market to ensure that they fully understand and can satisfy its needs. Understanding customer needs is crucial in order for new products to be successful thereby capitalising on the available growth potential. Turnkey Industrial Automation Projects is a new product in the organisation’s existing market. It is therefore important that the organisation investigates the customer needs for this particular product as it will differ significantly from customer needs for Service Level Agreements which the organisation is familiar with. The purpose of this research study is to advance the current understanding of the Customer Value Proposition (CVP) of Turnkey PBOs by performing a systematic analysis of the determinants of customer value. This research is an exploratory quantitative study comprised of literature- and case study components used to test proposed hypotheses. The literature study was performed on secondary sources to establish the key concepts related to the topics of PBOs, Industrial Marketing, Market Needs Analysis and CVP. The empirical study consisted of surveys (questionnaires) completed by various customers and employees of MAC. The questionnaire used in this research consisted of questions regarding demographic data and questions regarding perceived CVP and influencing factors. Descriptive statistics was used to summarise the data into a more compact form which could simplify the identification of patterns in the data. Inferential statistics was used to verify if conclusions made from the sample data can be inferred onto a larger population Recommended business practices based on the statistical analysis of the survey results were identified. It was shown that there exists a relationship between Perceived Value and Product Characteristics, Relational Characteristics, Supplier Characteristics, Benefits and Sacrifices by using Pearson’s product-moment correlation coefficient to measure the linear association between the variables. A significant difference in the perceived performance of MAC in certain aspects was found. There is however no significant difference between the perceived importance’s assigned to CVP factors by High- and Low-level Management customers. It was also found that there is a significant difference in the perceived performance of MAC by Customers and Employees in certain aspects. While there is alignment between the importance Employees and Customers place on the majority of independent variables, there is misalignment with regard to the various Supplier Characteristics. Supplier Commitment was shown to be the factor that requires the most attention as: it has the biggest influence on the perceived value gained from dealing with MAC; Customers rate the organisations performance in this regard lower than Employees do and Employees assign lower importance to this factor than Customers. This study concluded in the development of a hypothesised CVP model that indicated not only which factors influence the CVP of a Turnkey PBO in the Eastern Cape but also the effect that each of the identified factors have on perceived value.
18
Newman, Richard G. (Richard Galloway). "Commercial real estate marketing : an analysis of the use of the marketing theory and practice evolved in the consumer and industrial product industries in the marketing of office buildings." Thesis, Massachusetts Institute of Technology, 1989. http://hdl.handle.net/1721.1/76421.
19
Castro, Luciano Thomé e. "Incentivos em canais de distribuição: um estudo comparativo entre o Brasil e os EUA no setor de defensivos agrícolas." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-13012009-170904/.
Анотація:
Programas de incentivos são um conjunto de benefícios oferecidos por fornecedores a distribuidores conforme distribuidores alcançam objetivos estabelecidos pelos fornecedores. Os incentivos em canais são utilizados para alocar recursos e alinhar interesses. Apesar do seu amplo uso pelas empresas, estes programas carecem de uma análise teórica mais profunda. Esta tese buscou entender como são compostos os programas de incentivo em canais de distribuição e também propor um método para sua construção. São feitas proposições teóricas que combinam diferentes linhas e os colocam como compostos por quatro principais variáveis, sendo o conjunto de metas de desempenho pedidas aos canais, os benefícios oferecidos, a presença de exclusividade no relacionamento entre distribuidor e fornecedor, e finalmente, o nível de formalização alcançado no relacionamento. Além disso, a caracterização dessas variáveis é sugerida como dependente da distribuição de poder entre fabricante e distribuidor. Foi utilizado o método de estudos de casos múltiplos com a inserção do estudo comparativo entre Brasil e EUA. Foram selecionadas três empresas no Brasil e as mesmas três nos EUA no setor de defensivos agrícolas e seus programas de incentivo em canais foram compreendidos e comparados, com o uso de análise documental e entrevistas pessoais. Por fim, a tese faz uso dos conceitos teóricos de diversas linhas em canais de distribuição e dos estudos de caso para propor uma seqüência de etapas para a elaboração de um programa de incentivos em canais. As etapas sugeridas são análise externa e da rede, definição da estratégia de valor, metas de desempenho, benefícios e gestão de canais especiais.Incentive programs are a set of benefits offered by manufacturers to dealers as dealers achieve the objectives established by manufacturers. Incentives in marketing channels are used by manufacturers to allocate resources and to align channel members objectives. Although marketing channel incentive programs have been widely used by different industries, they lack a deeper theoretical analysis. This thesis aimed at understanding how incentive programs are composed and at proposing a method for building an incentive program from a manufacturer perspective. Several different research lines were combined and theoretical propositions were formed to suggest that incentive programs are composed by four main variables, being the set of performance objectives asked to dealers, the set of benefits offered to them, the exclusivity level and finally the formalization of the agreement. Besides, the variables contents were suggested to be dependent on the distribution of power between the dealer and the manufacturer. The method used was a multiple case study approach with the use of a cross country analysis between Brazil and USA. Documental analysis was used along with personal interviews. Three crop protection manufacturers were selected in Brazil and the same three in USA and their incentive programs were compared and analyzed. Finally a method for building a marketing channel incentive program was suggested composed of a sequence of 5 steps. The steps are the external and the network analysis, the value strategy definition, performance objectives, benefits, and the key channel management.
20
Chang, Mary Yabut. "High technology and Macau industrial transformation." Thesis, University of Macau, 1997. http://umaclib3.umac.mo/record=b1636693.
21
Berger, Philipp. "An exploration of customer-based brand equity in industrial markets." Thesis, University of Gloucestershire, 2017. http://eprints.glos.ac.uk/4739/.
Анотація:
Although interest towards the business-to-business (B2B) brand and its equity has increased over the last ten years (Klarmann & Fleischmann, 2014), the elements that have been identified and the models that have been developed appear rather disconnected (Leek & Christodoulides, 2011). One possible reason is that the theory that has been developed is rarely rooted in the B2B context (Keränen, Piirainen, & Salminen, 2012). This leaves a high potential to uncover further elements, their interrelations and underlying patterns by exploration (Keränen et al., 2012). The accomplished multiple case study follows an embedded and a holistic approach (Yin, 2009) by studying the similarities and differences of the cases and the subunits. The four cases represent one larger organisation and three smaller organisations. Three of these organisations purchase standard goods and one organisation purchases highly customised components. Using an adapted critical incident technique, the author accomplished two semi-structured interviews with 18 participants. The elaborated framework and the developed model offer a dynamic view of customer-based brand equity, consider the multifaceted nature of the industrial B2B context and take the multi-headed nature of the buying centre into account. Moreover, the findings have uncovered the buying centre’s general valued factors. The results show further that the characteristics of the assets vary depending on the business context and the business functions’ range of tasks. The fulfilment of the business functions’ task-based value factors appears to offer the possibility to address the selfimage. Furthermore, I propose to determine customer-based brand equity by the three main comprehensive brand assets: the brand’s knowledge, the capability and the attitude (see Figure 23). These assets and their detailed characteristics are valued throughout the business relationship (see Figure 24). A business relationship consists of a pre-contact, evaluation, clarification, survey, foreplay, delivery, proof of credit and a relationship phase. The influence on the brand’s image appears to be particularly strong during the evaluation and clarification phases. The capability and knowledge factors are found to be most influential during the beginning of the relationship and the attitudinal factors during the later phases. The value of an intensive relationship appears to depend on the potential for joint-work optimisation, the contribution towards the customer’s stated added value and the degree of interactivity. Moreover, the relationship begins with the perception— achieved through one-way communication—of the brand as a team. Only later does the business relationship become increasingly interactive and the perception develops towards a focus on the team members. Apart from the sales force, the engineers are found to be one of the most influential team members that contribute to the brand image.
22
Nieuwoudt, Paul. "Industrial marketing : crafting psychological contracts in the presence of iron cages." Diss., University of Pretoria, 2016. http://hdl.handle.net/2263/59741.
Анотація:
Max Weber the famous sociologist coined the term "iron cages" which has become the core metaphor used to describe bureaucracy. Bureaucratic policies make up the bars which combine to form the iron cage. This iron cage is the institutional policy environment in which B2B marketers operate. The question of how these policies affect B2B relationships is the overarching theme of this research. This study made use of a concept from organisational psychology, the psychological contract, which is increasingly gaining recognition as a helpful tool in B2B marketing.
The purpose of this research was to assist business leaders in determining how to manage the policies present in their organisations in order to help them strike a balance between internal control and customer focus.
The research design was quantitative and descriptive in nature. Online questionnaires were completed by 50 industrial marketing professionals from over ten different countries. The questionnaire tested these marketing professionals' perceptions of how six different policies affected their ability to maintain healthy psychological contracts with buyers.
The study found that certain internal company policies have a profound effect on marketing managers' ability to maintain even the most transactional B2B relationships. Furthermore the study proposes a model to assist business leaders in judging which internal company policies will help or hurt customer relationships so that they can exercise judgement in terms of which policies they allow to germinate within their organisations.Mini Dissertation (MBA)--University of Pretoria, 2016.
vn2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Harding, Andreas. "Exploring brand identity practice in video game start-ups : Industrial Marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74485.
Анотація:
The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. Companies in the industry have to professionalize their marketing processes and business strategies in a moreflexible and quickly fashion than before to be able to stay competitive. An overcrowded market with thousands of products released every year creates problems for actors to get recognized. The purpose of this dissertation has been therefore to study small start-ups brand identity in its inception phase within the video game industry to assist their brand strategic approach and be able to strengthen their competitive advantage in a saturated market. The dissertation has adopted the corporate brand identity matrix framework by Urde (2013) and investigated the brand-driven elements in a start-up context; thus, the framework has only been applied incorporation-setting where the companies are large and known. Five indie game developers from northern Sweden participated in the study’s field research. The dissertation shows that the corporate brand identity matrix is adaptable for start-ups and are not dependent on the company size. Findings confirm early signs of brand identity and found correspondence between competence and value proposition, expression and personality and culture and relationship, which address interconnection between its brand-elements and its brand core. The unique findings where they all show signs of social engagements, passion and a fan-centric ambition of doing business and most of all everyone had a “community first” approach and were more inspired to deliver value to its customers rather than how they can achieve value for themselves. A concept model for start-ups in the inception phase of the video game industry has been made based on the empirical results of the study that can be adopted early in a company's start-up process and provide guidance and support for its future brand identity development to address the issues of discoverability.
24
Khogeer, Yusra Khalid. "Brand anthropomorphism : the literary lives of marketing mascots." Thesis, University of Liverpool, 2013. http://livrepository.liverpool.ac.uk/16193/.
Анотація:
There is no end to the brands that lend themselves to anthropomorphic comparison. As an area under researched, the ultimate aim of this thesis is to improve our understanding of the phenomenon of brand anthropomorphism via focusing on one of the most prominent tactics currently being used by industry – the use of marketing mascots. This research begins by theoretically positioning the topic in a rich body of literature. Drawing on branding literature, the multidimensional nature of brands is explored as a starting point for understanding brand mascots. The fundamental theories referred to are integrated to form the Brand Puzzle. Next, the phenomenon of anthropomorphism is examined by referring to literatures from the disciplines of anthropology, animal behaviour, English literature and religion. To complete the extensive literature review, this thesis draws on marketing, advertising, psychology and consumer behaviour literature to reveal any existing classifications for brand anthropomorphism prior to introducing a new typology. Additionally, an investigation into the use of mascots is carried out paying particular attention to their conceptual development and their ‘humanity’. By designing an interpretive case study methodology that relies on a variety of research techniques, including netnography, interviews and photo-essays, as well as a provocative style of presentation, this thesis sets out firstly to explore the development of three marketing mascots on the social media site of Facebook: Aleksandr Orlov mascot for price comparison website CompareTheMarket.com; The M&M’s Spokescandies mascots for Mars’ M&M’s chocolate; and Mr Peanut mascot for Planters peanuts. A literary approach was adopted when tackling this mysterious process of creating marketing mascots. Secondly, this thesis sets out to analyse consumer engagement with the brands via their engagement with the selected marketing mascots. Six forms of consumer engagement were identified which were perceived to have an effect on the narrative of marketing mascots. The discussion section of this thesis creatively links the empirical evidence presented in the findings chapters and the insights from the literature with novels, storytelling and genre reading. The prominence of these have led to the development of a Literary Wheel model that has scope for use by industry and offers a direction for future research. In conclusion, this research contributes to knowledge in the field of brand anthropomorphism. It provides a formula for the creation of captivating marketing mascots that fulfil the needs of our increasingly communication hungry culture, encouraging elevated consumer engagement and the development of stronger consumer-brand relationships.
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Jansen, van Rensburg Charmaine. "Online marketing of commercial and industrial properties and services in a small business." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020988.
Анотація:
In view of the factors influencing and the steps in the design of a Website, building a successful Website will vary from business to business. This study investigates what is required from a small commercial and industrial property and services business to take their business online and create an effective Website. The environment of the property market reflected the role that government plays in the property industry and also the role of the private sector. Marketing in the real estate context indicated that if real estate agents have access to the right type of information, not only can they add value to their own organizations, but they can also capitalize on the same information to create added value for their clients. The elements of the marketing management process include four steps, namely to gather information, to set marketing goals and plan strategy, to organize and implement marketing strategy and to control the marketing activities. Marketing in the online environment showed that the Marketing Mix includes personalisation, privacy, customer services, community, site, security and sales promotion. The principles of online marketing revealed the important role of the customer and customer relationships. An investigation into the difference between e-commerce and online marketing made it clear that online marketing is one component of e-commerce. This study critically analysed the available literature in order to suggest a proposed framework of what should be included in the Website of a small commercial and industrial property and services business. In order to successfully research online marketing of commercial and industrial properties and services in a small business, a basic but thorough understanding of online marketing principles and Website content are important. In this study a qualitative research approach was followed where secondary sources were critically evaluated to design the required framework. Thereafter three Websites of marketing of commercial and industrial properties and services were content analysed to see whether anything else should be added to the framework. This would assist in taking a small business in commercial and industrial properties and services online. The framework suggests that the Website homepage content should include: Business overview/information Products/services What’s new Search Employment opportunities Interactive feedback Customer service/ assistance Index/directory Financial facts Links to other sites Online business services/utilities Guest book Frequently Asked Questions Messages from CEO A purposeful sample of three Websites was then content analysed so as to provide the information necessary to reach the objectives of the study. The following Websites were included in the content analysis: Broll, which operates as a national agency with international associations. The firm renders services (Estate Agency) and does not own property. Bruce McWilliams Industries Pty Ltd is operative in Port Elizabeth, Uitenhage and surrounds. It is a family business that owns property, which it develops and markets itself. Seeff is a national agency. It renders services (estate agency) and does not own property. Lastly, a narrative of a small commercial and industrial property and services business was created by means of document analysis of a specific business. The researcher was allowed to study the documents and diaries of the business in order to provide a narrative for this business. This narrative can be used as part of the envisaged Website for the business.
26
Shahzad, Umer, and Julia Bobicka. "Industrial Relationships in the International Environment : The case of Polish firms exporting to Russia." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5314.
Анотація:
The overall aim of this research is to explore the business relationships among Russian and Polish firms. The research performed is based on the selected literature area of industrial relationships, relationship quality, negotiations, international environment. With exploratory purpose, the embedded single case study strategy is applied in this research. The empirical data is gathered through focus group discussion among five participants and seven interviews. The findings indicate that the nature of relationships among the Polish and the Russian companies is positive, fruitful and beneficial for both sides. Companies are mainly satisfied with cooperation and overall activities are managed at expected level. Problematic issues are solved successfully with the help of negotiations. The environmental factors which are identified as the main barriers and obstacles are the political climate, legal issues and infrastructure. As the Russian market and its law are complex and difficult, the Polish companies are aware of these factors and are trying to follow all demands given by the Russian companies. Finally, negotiations are provided as the measures to strengthen their relationships and to cope with all the factors, which can have negative impact, by mutual agreements and decisions. Based on our analysis and conclusions, the companies are recommended to ensure better code of business practices and to reveal more confidence among each other.
27
Konhäuser, Andreas. "Understanding value in B2B buyer-seller relationships do matching expectations improve relationship strength? : a thesis submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2007." Click here to access this resource online, 2007. http://repositoryaut.lconz.ac.nz/theses/1367/.
Анотація:
Thesis (MBus) -- AUT University, 2007.Primary Supervisor: Prof. Dr. Roger Marshall. Includes bibliographical references. Also held in print (vi, 76 leaves ; 30 cm.) in City Campus Theses Collection (T 658.8040943 KON)
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Windahl, Charlotta. "Integrated Solutions in the Capital Goods Sector : Exploring innovation, service and network perspectives." Doctoral thesis, Linköping : Department of Mangement and Engineering, Linköpings universitet, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-8869.
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Rutherford, Brian Nicholas. "The differing effects of satisfaction, trust, and commitment on buyer's behavioral loyalty a study into the buyer-salesperson and buyer-selling firm relationship in a business-to-business context /." unrestricted, 2007. http://etd.gsu.edu/theses/available/etd-05182007-115358/.
Анотація:
Thesis (Ph. D.)--Georgia State University, 2007.Title from file title page. James Boles, committee chair; Wesley Johnston, Greg W. Marshall, Edward Rigdon, Danny Bellenger, committee members. Electronic text (222 p.) : digital, PDF file. Description based on contents viewed Oct. 29, 2007. Includes bibliographical references (p. 217-221).
30
Clark, J. Dana. "A study of situational variables in an organizational marketing scenario." Diss., This resource online, 1993. http://scholar.lib.vt.edu/theses/available/etd-05222007-091406/.
31
Saldanha, Jorge Alberto Velloso. "Estruturas de cooperação em marketing para clusters de fabricação de calçados." reponame:Repositório Institucional da UFSC, 2012. http://repositorio.ufsc.br/xmlui/handle/123456789/92655.
Анотація:
Tese (doutorado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-24T10:52:01Z (GMT). No. of bitstreams: 1 270187.pdf: 8970257 bytes, checksum: 4e12baea247d6395e693210c2cccb318 (MD5)
O objetivo geral deste estudo foi propor estruturas de cooperação em estratégias de marketing para micro, pequenas e médias empresas de clusters de fabricação de calçados. A pesquisa foi realizada em duas fases distintas, sendo a primeira de abordagem qualitativa e a segunda de abordagem quantitativa. Em relação aos objetivos, a pesquisa foi classificada como descritiva. Pesquisaram-se dois clusters, um localizado no Vale do Rio Tijucas(SC) e o outro localizado no Vale do Rio Paranhana(RS). A primeira fase da pesquisa iniciou-se com a elaboração de um meta estudo. Posteriormente, realizaram-se duas entrevistas exploratórias com os executivos da governança dos clusters. A primeira fase da pesquisa encerrou-se com a elaboração dos instrumentos de pesquisa. Na segunda fase do estudo realizou-se o pré-teste dos instrumentos de pesquisa, a coleta de dados e, finalizando, o processamento e a análise dos dados. A coleta de dados da fase quantitativa foi constituída de vinte e quatro entrevistas aprofundadas, quatro referentes à governança dos clusters, dez realizadas com gestores das empresas do Vale do Rio Tijucas e as outras dez com gestores das empresas do Vale do Rio Paranhana. No estudo foram utilizados dois testes estatísticos, sendo um paramétrico (t de Student) e o outro não paramétrico (Mann-Whitney). O objetivo destes testes foi verificar se a média do grau de cooperação, concorrência e confiança entre as empresas dos clusters do Vale do Rio Tijucas e do Vale do Rio Paranhana eram significativamente diferentes ou se esta diferença era originada somente devido a fatores casuais. Os testes provaram que as médias dos graus de cooperação, concorrência e confiança entre os dois clusters não têm diferença significativa, podendo ser consideradas iguais. Para a elaboração das estruturas de cooperação propostas nos objetivos do estudo, foram pesquisadas doze estratégias de marketing. Como parte dos resultados, obteve-se o percentual de viabilidade destas estratégias poderem ser, ou não, realizadas de forma cooperada e de que maneira estas estratégias deveriam ser geridas. As estruturas de cooperação foram elaboradas baseando-se nestes resultados. Foram consideradas viáveis de serem realizadas de forma cooperada as estratégias e a forma de gestão com mais de 50% de viabilidade, na opinião dos gestores das empresas pesquisadas. Em resposta ao objetivo geral e a um dos objetivos específicos do estudo, elaboraram-se três estruturas de cooperação em marketing para clusters calçadistas. A primeira para ser implantada no cluster do Vale do Rio Tijucas, a segunda para ser implantada no cluster do município de Três Coroas(RS) e a terceira, de abordagem geral, para ser implantado em qualquer cluster de fabricação de calçados. Em resposta aos outros objetivos específicos do estudo, são oferecidos resultados referentes ao perfil das empresas e dos atores entrevistados, além da descrição das características da gestão no setor calçadista. Finalizando, detalham-se quais são as estratégias de marketing utilizadas pelas empresas nos mercados interno e externo, pois 60% das empresas pesquisadas atuam no mercado internacional.
32
Poddar, Amit. "Structure and process of channel program selections retailers choice among parity trade promotions/." unrestricted, 2007. http://etd.gsu.edu/theses/available/etd-08142007-164744/.
Анотація:
Thesis (Ph. D.)--Georgia State University, 2007.Title from file title page. Naveen Donthu, committee chair; Detmar Straub, Dan Bello, James Boles, committee members. Electronic text (152 p. : ill.) : digital, PDF file. Description based on contents viewed Nov. 14, 2007. Includes bibliographical references (p. 142-151).
33
Johansson, Daniel, and Patrik Fredriksson. "Customer Needings : Finding the Relationship Gaps between Rolls Royce and their Industrial Customers." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-4263.
Анотація:
Purpose
The purpose of this thesis is to investigate to what extent Rolls Royce in Kristinehamn manages to fulfil their customer needings. By identifying gaps between offerings and needings, the authors will give recommendations on how Rolls Royce can increase their customers' satisfaction by providing them with what they need.
Method
A qualitative research is used in the form of in-depth face-to-face- and telephone interviews. Eight such interviews have been conducted in this thesis; three interviews with representatives from Rolls Royce and five interviews with representatives from three of their customers.
Findings
Many gaps have been found in the analysis of the empirical study. The most frequently discovered gaps are that; Rolls Royce should have better control over their sub-suppliers and Rolls Royce should agree on higher penalty fees for delay or poor quality. Further gaps have been found in which activities the customer wants to be relieved or enabled of.
Recommendations
A figure of customer specific recommendations have been compiled through the findings. From this figure, general recommendations have been discovered that can, to some extent, represent all of Rolls Royce's customers.
34
Caroço, Sílvia. "O marketing industrial na óptica do mercado global: estudo de caso - Selenis SGPS." Master's thesis, Universidade de Évora, 2006. http://hdl.handle.net/10174/15784.
Анотація:
A presente dissertação efetua uma ligação entre o marketing industrial e o marketing global através da elaboração de um estudo de caso. Considerando que a maior parte dos bens industriais compete em mercados internacionais, é efetuada uma análise dos desafios com que se deparam as empresas industriais em ambientes internacionais, numa ótica de marketing, através de uma revisão bibliográfica dos conceitos associados, quer ao marketing industrial, quer ao marketing global. A análise ao marketing industrial e às suas implicações foi posteriormente aprofundada, direcionando-se para o marketing global, de modo a verificar quais as alterações a efetuar na estratégia de marketing e no marketing mix aquando da entrada nos mercados internacionais das empresas industriais. Para consolidação dos conceitos apresentados é desenvolvido um estudo de caso acerca do grupo Selenis SGPS: um grupo industrial, presente nos mercados internacionais desde sempre, por via da necessidade. Conclui-se que os bens industriais, apesar de, devido às suas características intrínsecas, serem mais propensos à circulação nos mercados internacionais, não têm apesar disso mais facilidades no processo de internacionalização. A empresa analisada no estudo de caso optou por um posicionamento global, consciente dos desafios que se colocam ao pretender abandonar a ótica de produto. Conclui-se que o aprofundamento das relações com os clientes leva a que a orientação para o mercado seja algo de inevitável. Ao estabelecer uma relação mais estreita com o cliente, toda a organização se deverá dedicar à satisfação das suas necessidades. Torna-se portanto fundamental, que todos os colaboradores entendam que é o cliente a razão de existência da empresa e que é para o cliente, ou para a satisfação das suas necessidades, que todos os esforços se deverão dirigir. ***/Abstract - The present dissertation establishes a relationship between industrial marketing and global marketing trough the presentation of a case study. Considering that most industrial goods compete in international markets, it is made an analysis of all challenges industrial companies face in international environments, on a marketing basis, through a literature review of the associated concepts, both to industrial marketing and global marketing. The analysis to industrial marketing and its implications was then directed to global marketing in order to verify which are the necessary changes to be made, by industrial companies, on the marketing strategy and on the marketing mix when entering international markets. ln order to consolidate the presented concepts, it is developed a case study about Selenis SGPS, an industrial group, present in international markets since its foundation lt is concluded that industrial goods, despite the fact that their intrinsic characteristics make them easier to circulate in international markets, the internationalization process isn't easier. The company in study has chosen a global positioning, being aware of the inherent challenges by intending to let go of the product positioning. It is concluded that the strengthening of relationships with customers leads to an inevitable market orientation. By establishing a closer relationship with the customer all organization must dedicate to the satisfaction of his needs. So, it is fundamental that all workers understand that the customer is the reason of the company's existence and that it is for him or for the satisfaction of his needs that all efforts must be directed.
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Dzever, Samuel. "Industrial buyer behaviour in Japan : some conceptual and empirical issues." Thesis, University of Strathclyde, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.260909.
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Álvarez, Santiago César. "Análisis estratégico aplicado a una empresa privada del sector industrial." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2020. http://bdigital.uncu.edu.ar/15750.
Анотація:
En el presente trabajo se aplica un modelo de estrategia a una empresa del sector privado industrial que fabrica pinturas látex y revestimientos en base acuosa, en la orovincia de La Pampa, su nombre de fantasía es Pampacryl. Se analiza su capacidad empresaria, sector de negocios y competencia, para formular estrategias a aplicar como recomendación a dicha empresa y dar una conclusión a ello.Fil: Álvarez, Santiago César. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Kireyev, Pavel. "Essays on the Design and Industrial Organization of Online Markets." Thesis, Harvard University, 2016. http://nrs.harvard.edu/urn-3:HUL.InstRepos:32744398.
Анотація:
The internet has revolutionized marketing. Firms use the internet to procure advertising content, reach consumers, and offer a convenient channel of purchase. Given the growing importance of the internet, marketers must learn to take advantage of new marketplaces and channels. This research examines how the economic design of electronic marketplaces and online channels affects consumer and firm behavior. The first chapter examines the effects of prize structure and entry limits on participant behavior and idea quality in a freelance marketplace where popular advertisers such as P&G and Unilever organize contests to procure ideas for advertising content. It presents a structural model and uses counterfactual simulations to show that although the number of prizes does not appear to affect contest outcomes, prize amount and submission limits may have a significant impact that depends on participant heterogeneity and information. The second chapter uses a structural model and counterfactual simulations to explore how different expiration and pricing policies in a marketplace that offers deeply discounted but expiring deals for products affects the purchase and redemption behavior of consumers and the pricing decisions of merchants. This chapter sheds light on recent marketing regulation that befell the daily deals industry. The third and final chapter studies the decisions of retailers who operate both an online and a store channel to match their own prices across channels in a variety of competitive settings. It uses an analytical game theory model to show that different self-matching configurations may emerge in equilibrium, and that self-matching pricing policies may increase retailer profits.
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Foster, Tim. "Industrial marketing communication : a (r)evolutionary journey from marketplace to marketspace : 1994-2005 /." Luleå : Industrial Marketing and e-Commerce Research Group, Luleå University of Technology, 2006. http://epubl.ltu.se/1402-1544/2006/56/.
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Rodrigues, Filho Lino Nogueira. "A orientação para marketing e a utilização dos modelos de portfolio de produtos : (um estudo junto ao setor da industria mecanica)." reponame:Repositório Institucional da UFSC, 1985. http://repositorio.ufsc.br/handle/123456789/101351.
Анотація:
Dissertação (mestrado) - Universidade de São Paulo. Faculdade de Economia e Administração, Departamento de AdministraçãoMade available in DSpace on 2013-07-15T20:42:10Z (GMT). No. of bitstreams: 0
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Yang, Jun. "Software exclusivity decision in the presence of indirect network externality." Related electronic resource: Current Research at SU : database of SU dissertations, recent titles available full text, 2005. http://wwwlib.umi.com/cr/syr/main.
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Marinho, Bernadete de Lourdes. "Formas organizacionais eficazes para a pesquisa na empresa industrial: um estudo de caso sobre o papel estrategico do marketing." São Paulo (SP), 1985. http://repositorio.ufsc.br/handle/123456789/101359.
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Vargas-Carcamo, Allen Hugo. "Export market selection process by small- and medium-sized mid-western export manufacturers of industrial goods." The Ohio State University, 1986. http://rave.ohiolink.edu/etdc/view?acc_num=osu1261483505.
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Karlsson, Alexander, and Martin Hedengren. "Hur tillverkande företag med distributörer kan förbättra sin marknadsföring av standardiserade produkter : En fallstudie inom ABB Low Voltage Products." Thesis, KTH, Industriell marknadsföring, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169406.
Анотація:
Marknaden för industriella distributörer har upplevt stora förändringar under de senaste decennierna. Trots att industribolag nu har större möjligheter att sälja direkt via internet har distributörerna generellt sett stärkt sin position av flera anledningar. Forskningen har emellertid förespråkat att det är starka samarbeten som skapar värde i distributionskanalen. I huvudsak har detta påvisats med kvantitativa studier och forskare har därför efterfrågat kvalitativa ansatser. Delvis med målet att fylla detta forskningsgap utfördes en fallstudie om ABB Low Voltage Products distributörsförsäljning av produktkategori Pilot Devices, som bland annat innefattar tryckknappar. Pilot Devices valdes eftersom de är typiska distributörsprodukter i flera avseenden. Vad som också är uppenbart för produktkategorin är att den är högst standardiserad, utan tydlig differentiering mot konkurrenterna. Med bakgrund av detta intogs ett speciellt perspektiv i studien: hur kan marknadsföringen genom distributörer förbättras för en standardiserad produktkategori? Elva semistrukturerade intervjuer utfördes med distributörer i Sverige och Storbritannien samt därtill 25 observationsstudier i butiker. För att bättre förstå kundernas behov skedde fem intervjuer med panelbyggare, den typiske kunden för produkterna. Det empiriska materialet visade att distributörers behov skiljer sig åt markant, vilket tidigare modeller inte beaktat. Leverantörer måste förstå de olika distributörstypernas behov för att styra kanalen effektivt. För stora distributörskedjor är monetära incitament, ett åtagande att jobba på slutmarknaden och produktdata för internetförsäljning i fokus. För mindre distributörer, som ofta måste konkurrera med teknisk expertis, är bland annat produktträning och en nära relation av yttersta vikt. Studien bekräftade tidigare forskning som påpekat att en tydlig ansvarsfördelning och effektiv kommunikation är väsentligt för samarbetena. Detta visade sig vara viktigt oavsett typ av distributör. Studien av panelbyggarna visade att dessa generellt hade ett högst repetitivt köpbeteende som ofta styrs av tidigare ritningar eller krav från kunder. Distributörssegmentens värdeskapande aktiviteter och behov samt slutkundernas inverkan summerades i ett ramverk vilket uppfyllde studiens syfte: en vägledning för hur tillverkande industriföretag kan förbättra marknadsföringen via distributörer för standardiserade produkter.The industrial distributor market has experienced great changes during the recent decades. Manufacturers today have better possibilities reaching their customers directly by selling through the Internet, but the distributors have in general strengthened their positions, due to several reasons. Most research concerning the manufacturer-distributor relationship has, however, indicated that collaboration is the key to creating value in the marketing channel. The majority of these studies have been quantitative, and researchers have requested more qualitative studies. Partly with the aim to fill this gap, a case study was conducted to investigate the distributor sales of ABB Low Voltage Products product category Pilot Devices, consisting of for example push buttons. Pilot Devices was chosen as it is a typical distributor product for many reasons. What also is evident is that it is a commoditized product, where it is hard to find differences between brands. With this background, the study was conducted through a certain lens: how can the marketing through distributors be improved for commoditized products? Eleven semi-structured interviews were conducted with distributors in Sweden and the United Kingdom together with 25 observational studies in distributor stores. In order to obtain a deep understanding of the end customer’s need, five interviews with panel builders, a typical customer type, was conducted. The empirical data showed that the distributors’ needs differ significantly, which has been neglect by previous studies. Manufacturers must develop an understanding for these needs in order to manage the channel effectively. For large distributors, monetary incentives, an end-market commitment and product data were priorities. For smaller, technical oriented, distributors, product training and marketing material were distinct needs. The study confirmed previous studies stating that clear allocation of responsibilities and effective communication are important. The study of the panel builders showed that they have a highly repetitive buying behavior, often affected by previous blueprints or by their customer’s requirements. The distributor segments’ value adding activities, their needs and the impact of the end customer were incorporated into a framework that fulfilled the study’s purpose: a guideline how manufacturing companies can improve their marketing through distributors for commoditized products.
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Johansson, Jeanette. "Så skapas ett industriminne : En fallstudie av Sandviken som bruksort & världsföretaget Sandvik AB." Thesis, Uppsala universitet, Institutionen för ABM, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-389558.
Анотація:
My essay aims to illustrate how an industrial memory is created based on Sandvik AB's premises. Industrial heritage and industrial memory are interrelated, but have different characteristics and conditions. I examine what conditions are required to create an industrial memory in the form of a museum. I describe the problems that exist in the various industrial concepts and contribute with an analysis of the different concepts. I am using Sandvik AB as a case study and by using the identified criteria for an industry memory my essay show the process in which an industrial memory can be created. I further investigate whether Sandvik AB can create a museum based on there industrial heritage. My research proves this fact and I finish the essay by proposing how a Sandvik museum in Sandviken can be designed. My research shows that Sandvik AB fulfills the criteria for being able to create an industrial memory from there industrial heritage. My research contribute with interpretations of the concepts of industrial heritage, industrial memory, living industrial memory and industrial history landscape. My essay shows that an industrial memory can represent a living company which shows against the usual view of an industrial memory as a representative of a discontinued production. My essay also examines two consulting firms which give proposals in creating a museum, a market that can be find outside Sweden. The research also contribute with supplementary proposals for the consulting firms different steps in the process of creating a museum. From a Swedish perspective, this study therefore contributes with a first proposal for the Swedish market in creating a museum.
45
Cortés, Guerrero Jorge Antonio. "Empresa OME Industrial S.A.C." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2005. http://hdl.handle.net/10757/604512.
Анотація:
La empresa OME Industrial S.A.C. está orientada a la elaboración, envasado y comercialización de Hipoclorito de Sodio (lejía) al 5% de concentración, para uso doméstico. La unidad de venta es una bolsa de 100 cojines de Lejía, cada cojín contiene 130 gr. y es envasado en cojines de PVC. La empresa inició sus actividades de comercializadora de Lejía frente a la gran demanda anual del producto en Piura, equivalente a 1’546,276 unidades (bolsas de 100 cojínes), de las cuales se pretende capturar el 0.30%, para esto se ha contratado una planta (Outsourcing) para la producción de 3,040 unidades, con la finalidad de satisfacer una venta anual que va desde 122 unidades durante el primer año, hasta alcanzar la capacidad máxima a partir del décimo año. Para esto es necesaria una inversión total de S/. 3 000, siendo el capital de trabajo de S/. 800. El producto esta compuesto en un 95% de agua, las otras dos materias primas básicas son el Cloro gaseoso al 100% y la Sosa Cáustica en solución al 50%, otros materiales utilizados son las mangas de PVC y las bolsas de polietileno que corresponden al envasado del producto. El proceso se puede dividir en 7 partes: Desmineralizado, mezcla, enfriamiento, cloración, inspección, envasado (Llenado de Mangas y Sellado), cortado y empacado. Después de haber fijado un valor de venta unitario de S/. 21 y haber definido el costo total para el año 2005, se determinó el punto de equilibrio equivalente a 147 (147.27 = 147) unidades mensuales, con un ingreso mensual de S/. 3 093. El ingreso es generado por la venta de Lejía con un total que va desde el primer año con S/. 7 671 hasta el décimo año con S/. 98 636; además se tiene un gasto ó egreso total para el primer año equivalente a S/. 7 981 hasta el décimo año con S/. 77 227. Con respecto a la evaluación económica se obtuvo un VAN de S/. 3 230, una TIR de 44.87%, con una relación beneficio - costo de 2,1. Por otro lado, en la evaluación financiera se logró un VAN de S/. 2 677, una TIR de 39.17% y una relación beneficio – costo de 1,9.Tesis
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Gomes, Ricardo Manuel Melo. "Entrada no mercado da grande distribuição: oportunidades e riscos." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/10741.
Анотація:
Mestrado em Engenharia e Gestão IndustrialA criação de valor é o objetivo principal da maioria das empresas, valor esse que, num mercado industrial, nem sempre é mensurável em valor monetário. Muitas vezes um relacionamento com determinado cliente pode ser mais valioso que as restantes trocas económicas. Neste projeto é feita a análise dos benefícios e riscos inerentes ao relacionamento de uma pequena empresa com o setor da grande distribuição. O caso de estudo apresentado centra-se no aproveitamento do relacionamento existente com uma cadeia da grande distribuição para maximizar as oportunidades e minimizar os riscos intrínsecos a este tipo de relacionamento.
Value creation is the main goal of most companies, a value that, in an industrial market, is not always measurable in monetary value. A relationship with a particular customer can often be more valuable than the remaining economic exchanges. In this project it is analyzed the benefits and risks inherent to the relationship of a small company with the large-scale distribution sector. The presented case study focuses on taking advantage of the existing relationship with a large retail chain to maximize the opportunities and minimize the risks intrinsic to this type of relationship.
47
Liljegren, Göran. "Interdependens och dynamik i långsiktiga kundrelationer : industriell försäljning i ett nätverksperspektiv." Doctoral thesis, Handelshögskolan i Stockholm, Marknadsföring, Distributionsekonomi och Industriell Dynamik (D), 1988. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-763.
Анотація:
Denna avhandling anlägger en kritisk syn på den personliga försäljningens normativa beslutsmodeller. Med ett alternativt synsätt i det s.k. nätverkssynsättet får personlig försäljning en delvis annorlunda betydelse än vad som framförs i traditionell försäljnings- och marknadsföringslitteratur. Författarens övergripande syfte med rapporten är att öka förståelsen av försäljarens roll och uppgifter i långsiktiga industriella kundrelationer. I studien ingår en beskrivning av relationen mellan Atlas Copco Svenska Försäljningen och ABV mellan åren 1971-1984. Beskrivningen baseras på ett nätverksperspektiv. Ur det empiriska fallet utvecklas ett antal teser som karakteriserar långsiktiga kundrelationer. Teserna är relaterade till varandra genom interdependens och dynamik. Teserna får praktiska implikationer för industriell försäljning, bl.a. diskuteras konflikter i försäljningsarbetet mellan kortsiktiga affärer och långsiktiga överenskommelser, konsekvenserna av en ökad specialisering, styrning och organiserande av försäljningen i långsiktiga kundrelationer.Diss. Stockholm : Handelshögsk.
48
Standifer, Rhetta Long. "Business-to-business electronic commerce relationships : the impact of B2B structure and other relational antecedents upon conflict and perceived success /." free to MU campus, to others for purchase, 2004. http://wwwlib.umi.com/cr/mo/fullcit?p3137751.
49
Farina, Milton Carlos. "O relacionamento entre as farmácias e drogarias e seu distribuidor: uma modelagem à luz da teoria do comprometimento-confiança do marketing de relacionamento." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-10092009-144922/.
Анотація:
O marketing de relacionamento contribui para a sobrevivência das empresas e para o sucesso dos negócios. Sua meta é desenvolver relacionamentos profundos, duradouros e mutuamente satisfatórios entre fornecedores e clientes. O marketing de relacionamento está associado a uma perspectiva estratégica, de posicionamento da empresa e da necessidade de a empresa se relacionar com outras organizações. Neste estudo são pesquisadas as trocas relacionais que ocorrem entre o distribuidor e o varejista, isto é, entre aquele que oferece vários produtos e serviços e aquele que vende esses produtos e serviços para o consumidor final. O assunto deste estudo trata do relacionamento entre a farmácia e a drogaria, situadas na Grande São Paulo, e o seu distribuidor principal de remédios. Comprometimento e confiança são conceitos importantes neste relacionamento, além de exercerem uma posição mediadora em um conjunto de variáveis existentes no relacionamento. Foi aplicado o modelo da teoria do comprometimento-confiança do marketing de relacionamento (Key mediating variable) de Morgan e Hunt (1994), com a inclusão do constructo poder. Inicialmente, foi realizada uma pesquisa qualitativa, que contribuiu para um maior conhecimento do contexto farmacêutico e uma segunda pesquisa qualitativa para a avaliação dos constructos e seus indicadores. Em seguida foi realizada uma pesquisa quantitativa, que consistiu de entrevistas pessoais com os responsáveis pelas compras de medicamentos das farmácias e drogarias, para a obtenção de dados com o fim de se aplicar o modelo teórico no contexto farmacêutico. A principal técnica estatística utilizada foi a modelagem de equações estruturais com o software SmartPLS. Os resultados indicam que o constructo poder pode fazer parte do modelo, além de confirmarem que confiança e comprometimento são conceitos mediadores do relacionamento. Entre várias descobertas interessantes, foram constatadas: a necessidade de maior comunicação e cooperação entre as partes envolvidas; a relação inversa entre grau de comprometimento e propensão para deixar o relacionamento; a relação direta entre confiança e cooperação e entre confiança e comprometimento entre as partes envolvidas. O modelo utilizado deve ser testado em pesquisas futuras com um maior enriquecimento dos constructos utilizados, tanto no contexto farmacêutico em outras localidades, como em outros setores de atividade em que seja pertinente a análise das ações do marketing de relacionamento. Os profissionais de marketing podem avaliar o relacionamento com seus parceiros de negócios com a aplicação do modelo estudado e identificar orientações estratégicas para o fortalecimento deste relacionamento.The relationship marketing contributes for the survival of companies and for the business success. Its goal is to develop deep, lasting and mutually satisfactory relationships between suppliers and customers. The relationship marketing is associated with a strategic perspective, with the company positioning and with the necessity of relationship of the company with the others organizations. In this study relational exchanges between the distributor and retailer are investigated, that is, between who offers various products and services and who sells these products and services to the final consumers. The subject of this study deals with the relationship between the pharmacy and drugstore, located in the Great São Paulo, and their main distributor of medicines. Commitment and trust are important concepts in this relationship, and play a mediator position within a set of existing variables in the relationship. The model of the commitment-trust theory of relationship marketing (Key mediating variable) of Morgan and Hunt (1994) was applied, with the inclusion of the construct power. Initially it was carried out a qualitative research, which contributed to a greater knowledge of the pharmaceutical context and a second qualitative research to assess the constructs and their indicators. Next, it was carried out a quantitative research, which consisted of personal interviews with those responsible for purchasing the medicines to the pharmacies and drugstores, to obtain data in order to apply the theoretical model in the pharmaceutical context. The main statistical technique used was structural equation modeling with the software SmartPLS. The results indicate that the construct power can be part of the model, and confirm that trust and commitment are mediators constructs of the relationship. Among several interesting findings were noted: the need for greater communication and cooperation between the parties, the inverse relation between the degree of commitment and the propensity to leave the relationship, the relation between trust and cooperation and between trust and commitment between the involved parties. The model should be tested in future research with a greater enrichment of the constructs used, both in the pharmaceutical context in other localities, as in other sectors of activity that is relevant to the analysis of relationship marketing actions. Marketing professionals can assess the relationship with theirs business partners with the application of the studied model and identify strategic guidelines for the strengthening of this relationship.
50
Vanharanta, Markus. "Customer Portfolio Management A Study of Managerial Decision-Making in an Industrial Marketing Context." Thesis, Lancaster University, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.514411.