Search

Relatório de estágio de mestrado em Negócios Internacionais, Nos dias de hoje, é quase impensável manter e gerir uma empresa com sucesso sem qualquer estratégia de marketing. Essa estratégia de marketing pode ser refletida através da elaboração de um plano de marketing ou apenas através da elaboração de um plano de comunicação integrada de marketing, daí o tema e o motivo de elaboração deste relatório. No entanto, antes da elaboração de qualquer tipo de plano de marketing, torna-se essencial, numa primeira instância, caracterizar e classificar a empresa em questão de acordo com o tipo de produto ou serviço que esta oferece. Torna-se ainda importante conhecer bem as características daquilo que é a oferta da empresa. Tudo isto irá permitir a elaboração de um plano de marketing muito mais específico e orientado, e consequentemente, mais eficaz para a empresa em questão. No caso das empresas de serviços, onde se inclui a Animafest, a elaboração de um plano de comunicação integrada de marketing permitirá delinear uma estratégia comunicativa que considere não só a própria estrutura da empresa, mas também as barreiras que a empresa enfrenta devido às características do tipo de serviço que oferece. A elaboração de esse mesmo plano permitirá contornar essas barreiras e alcançar os objetivos da empresa de forma estruturada, consistente, delineada e mais eficazmente. No entanto, a verdade é que muitas empresas, nomeadamente as empresas mais pequenas, tal como ocorre na Animafest, muitas vezes não têm qualquer tipo de plano de comunicação de marketing e isso, acaba por ter um impacto significativo em qualquer tentativa de crescimento ou desenvolvimento futuro do negócio. Assim sendo, a elaboração deste um plano de comunicação integrada de marketing acaba por ser uma ferramenta valiosa, principalmente numa empresa de pequena dimensão, onde, muitas vezes, se verifica uma comunicação de marketing quase inexistente ou desorganizada e inconsistente., Nowadays, it is almost unthinkable to maintain and run successfully a business without any marketing strategy. This marketing strategy can be evinced through the elaboration of a marketing plan or just through the elaboration of an integrated marketing communication plan, therefore the theme and reason for elaborating this report. However, before elaborating any kind of marketing plan, it is essential, in a first stage, to characterize and classify the company we are talking about according to the type of product or service she offers. It is also important to know well the characteristics of the company offer´s. All of this will help to elaborate a much more specific and orientated marketing plan, that will be consequently, much more effective to the company. In the case of service companies, in which Animafest is included, the elaboration of an integrated marketing communication plan will allow the development of a communicative strategic that will consider not only the company structure itself, but also the barriers that the company faces due to the kind of service that it offers. The elaboration of this plan will allow to go around these barriers and achieve the goals of the company in a more structured, consistent, outlined and more effective way. However, the truth is that many companies, particularly small companies, such as Animafest, often do not have any kind of marketing communication plan and this ends up having a significant impact on any attempt of growth or future development of the business. Thus, the development of an integrated marketing communication plan turns out to be a valuable tool, especially in a small company, where marketing communications are almost non-existent or disorganized and inconsistent.

Mestrado em Finanças A qualidade percebida e a satisfação dos clientes são elementos essenciais para a competitividade das instituições bancárias. Assim, é importante identificar os fatores que confinam a perceção de qualidade e satisfação do ponto de vista dos clientes que utilizam esse tipo de serviço. A realização deste trabalho tem como principal objetivo identificar os fatores mais relevantes para os clientes na avaliação da Qualidade do serviço de uma instituição bancária. Como objetivos secundários pretende-se saber se os atuais clientes se encontram satisfeitos com os serviços que a sua principal instituição bancária lhes oferece, assim como, avaliar de uma forma lata algumas instituições bancárias no que diz respeito aos serviços prestados por estas aos consumidores. Para isso, nesta dissertação foram estudados e identificados alguns teóricos que reflectiram sobre os temas abordados. A fonte de informação utilizada para a realização do trabalho foi um inquérito que visa saber quais os níveis de satisfação dos clientes referentes aos serviços da área da banca, incluindo ainda, a análise às suas perceção de Qualidade de serviços, utilizando o método SERVQUAL. Em conclusão, verificou-se que o estudo respondeu às questões colocadas, identificando como fator de maior importância na Qualidade dos serviços prestados pela área da banca, o acesso à internet e contrariamente, a caraterística que menos importância tem para os clientes é a instalação das sucursais do seu banco. Por outro lado, pode afirmar-se que de uma forma geral, esta amostra se encontra satisfeita com a Qualidade prestada pela sua principal instituição bancária. Perceived quality and customer satisfaction are key elements to competitiveness in the banking industry. Hence, it is important to identify the factors that determine the perception of quality and satisfaction from point of view of clients who use that type of services. The main goal of this study is to diagnose the aspects customers value the most when appraising the quality of banking services. As secondary goals, we intend to assess if customers are satisfied with the services provided by their current banking institutions as well as to inquire after their perception of other players in the sector. For that purpose, we present and discuss some theorical contributions on these subjects. The information source used to conduct this study was a questionnaire designed to quantify customer satisfaction, in what regards banking services, including an analysis of clients? perceived quality through the SERVQUAL method. The sudy was able to give answer to the questions raised a priori, identifying online access as the most important aspect in the quality of banking services and physical premisses as the least importante one. Futhermore, it is possible to conclude that, overall, the interviewed sample is satisfied with the qaulity of the services provided by their current bank.

У статті виокремлений ряд спільних характеристик, властивих усім послугам, та сформульовані основні підходи до розуміння категорії «послуга». Проаналізовано сутність категорії «посередницька послуга». Запропоновано додаткові характеристики послуг, що відображають сучасні тенденції розвитку економіки та суспільства і повинні враховуватися під час планування діяльності підприємства і маркетингу зокрема. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/34330 В статье выделен ряд общих характеристик, присущих всем услугам, и сформулированы основные подходы к пониманию категории «услуга». Осуществлен анализ сущности категории «посредническая услуга». Предложены дополнительные характеристики услуг, которые отображают современные тенденции развития экономики и общества и должны учитываться при планировании деятельности предприятия и маркетинга в частности. При цитировании документа, используйте ссылку http://essuir.sumdu.edu.ua/handle/123456789/34330 The aim of the article. One of the most important trends of our time is the rapid growth of service sector in almost all countries, both developed and developing. Attention should be paid to intermediary services, which have specific characteristics – dualistic nature of needs, satisfaction of the producer and final consumer. Today we can observe transformation of the intermediary’s role. Wholesalers are being replaced by logistics companies. Some functions of wholesalers are being fulfilled by manufacturers and retailers. Retailers, manufacturers and service companies are expanding their sphere of influence and are focusing their efforts on integration and coordination of participants in the value chain to ensure maximum satisfaction of consumer needs. Therefore, we need to make a critical analysis of the category of «intermediary services» and represent the author's understanding of the category of «intermediary services». The results of the analysis. Exploring a wide range of research papers devoted to the marketing of services allows us to conclude that it is difficult to distinguish between goods and services. In domestic and foreign literature, there are many definitions of services which are substantially different. Some definitions attempt to cover most of the features of services, while others can be quite vague, treating the «service» as «a specific type of product». The variation in the definition of the «service» may be due to differences in approaches to understanding the «service». So we have identified four different approaches to the understanding of the service category, taking into account the whole process of consumption of services, ranging from the emergence of the need for a particular service to the satisfaction of this need. The analysis has distinguished the following main characteristics present in the definitions of the «service»: process / result, consumer satisfaction, immateriality, tangibility, relationship. In addition to these characteristics, it is necessary to supplement the list with new ones that should be inherent in all goods and services in the current economic and social conditions. The advent of modern information technologies, changing social values and the transformation of consumption process (from individual ownership to joint consumption) require the following characteristics to be applied to «services»: sustainable development, mass customization and automation, the consumer’s active participation in the production process. Intermediaries are able to implement the mentioned characteristics in the process of production and consumption, taking over the function of coordination and integration in the value chain. Conclusions and directions of further researches. Thus, definition of «service» needs consideration. Firstly, this is due to the dramatic changes in the nature of services. Secondly, the role of service organisation is changing. Thirdly, the actions that can be called «service» are numerous and varied, as well as objects to which these actions are directed. Fourth, the service sector is constantly changing, and the service is a flexible object whose boundaries vary depending on the intentions of the service supplier and / or customer. Fifthly, tangible goods can become a service fairly easily. The traditional role of the intermediary is changing. This is due to large-scale changes in the system of consumption and they have strong impact on the nature of goods and services. The task is becoming more complicated due to the individual character of intermediary services. It increases the risk of poor quality of service. On the other hand, immateriality and variability of services creates opportunities of continuous improvement of the service quality by adapting the procedure of performance. Permanent improvement of the quality of services will ensure a strong producer-middleman-consumer bond and profitable long-term cooperation. It is important to deepen the understanding of the role of the intermediary in coordination and integration in the value creating network. It is necessary to pay attention to the role of intermediary organizations in the new information (electronic) economy. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/34330

Diplomski seminar obravnava marketinški splet storitev (7P). V seminarju so zajete oz. prikazane najpomembnejše teoretične osnove obravnavane tematike in na primeru organizacije prikazan, ter glede na kakovost analiziran oz. raziskovan njihov marketinški splet storitev. V teoretičnem delu seminarja je v celoti predstavljen marketinški splet storitev (7P), saj so v ločenih poglavjih prikazane vse sestavine marketinškega spleta (7P): izdelek, cena, prostor, promocija oz. marketinško komuniciranje, ljudje, procesi in fizični dokazi. Marketinški splet 7P je samo del celotnega procesa (spleta ciljnih aktivnosti) marketinga, zato je v seminarju predstavljen koncept marketinga (pomen in pregled razvoja opredelitve marketinga) s svojimi najpomembnejšimi aktivnostmi med katere sodijo strateška analiza, strateška diagnoza in strateško načrtovanje marketinga pod katero spada tudi marketinški splet. Ker se splet (7P) in tema seminarja nanašata na storitve, je v teoretičnem delu prav tako ustrezno predstavljena opredelitev storitev (management storitev) in njihovih osnovnih značilnosti (generične in izvedene). Marketinški splet storitev (7P) in vse njegove sestavine so v empiričnem delu seminarja predstavljene na primeru Pošte Slovenije in njenega marketinškega spleta paketnih storitev. V zaključku empiričnega dela seminarja so prikazani oz. predstavljeni rezultati anketne raziskave o zadovoljstvu odjemalcev s paketnimi storitvami Pošte Slovenije in rezultati določenih raziskav same organizacije. Na podlagi omenjenih raziskav in literature Pošte Slovenije, ter lastnih izkušenj v organizaciji pa je v sklepu dodana tudi analiza s predlogi o možnih izboljšavah določenih sestavin marketinškega spleta paketnih storitev Pošte Slovenije. This seminar deals with marketing mix services (7P). In the seminar are presented the most important theoretical basis of this topic, shown also with the example based on quality analysis of the marketing mix services. In the theoretical part of the seminar the entire marketing mix service (7P) is presented, divided in separate sections for all components of marketing mix (7P): product, price, place, promotion or marketing communication, people, processes and physical evidences. Marketing mix 7P is only part of the whole process of marketing, therefore this seminar presents also the marketing concept (the meaning and development of marketing) with its major activities, including strategic analysis, strategic planning and strategic diagnosis of marketing, part of which is also the marketing mix. As the mix (7P) and the topic of the seminar relate to services, the theoretical part also presents the definition of services (service management) and their main characteristics (generic and derivative). In the empirical part is presented marketing mix service (7P) with all its components, based on Post of Slovenia and their marketing mix of packet services. In the conclusion of empirical part of the seminar are presented results of survey research conducted on customers satisfaction with the packet services of Post of Slovenia and the results of certain research (which were done by organization itself). There is added also the analysis with suggestions on possible improvements of certain components of marketing mix of packet services of Post of Slovenia, based on these studies and the literature of Post of Slovenia, as well as on my own experience in the organization.