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En este artículo de reflexión se plantean estrategias de mercadeo y servicio al cliente para el posicionamiento de marca de los restaurantes que ofrecen comida típica Santandereana en Colombia, usando como ventaja competitiva la calidad del servicio al cliente y estrategias de mercadeo que logren instaurar una conexión entre las emociones del consumidor y la marca. Para ello se realizó una revisión literaria en los motores de búsqueda Taylor Francis, ScienceDirect y Google Scholar. Se encontraron 2937 documentos relacionados de los cuales se analizaron 20 enfocados en la importancia del Servicio al cliente y mercadeo. El Marketing experiencial es vital para el posicionamiento de una marca dentro del sector gastronómico. La lealtad basada en la satisfacción y la relación que se establezca con el cliente generan copras repetitivas y una publicidad orgánica con la voz a voz de los comensales mas que satisfechos, la complicidad entre un producto de calidad, unas instalaciones preparadas para generar experiencia y un excelente servicio al cliente son el camino para el posicionamiento en de una marca. Como conclusión se determina que diseñar e implementar estrategias de marketing experiencial y marketing mix que se estén evaluando y reinventando constantemente junto con una estrategia de calidad en la prestación del servicio al cliente entendiendo cuál es el público objetivo, sus interés, necesidades y costumbres permitirá enfocar todos los esfuerzos de la implementación de las estrategias, que como consecuencia permitirá que un restaurante que ofrece comida típica santandereana sea competitivo en el sector de la gastronomía. In this reflection article, marketing strategies and customer service are proposed for the brand positioning of restaurants that offer typical Santanderean food in Colombia, using as a competitive advantage the quality of customer service and marketing strategies that establish a connection between consumer and brand emotions. For this, a literary review was carried out in the search engines Taylor Francis, ScienceDirect and Google Scholar. 2937 related documents were found, of which 20 were analyzed focused on the importance of customer service and marketing. Experiential Marketing is vital for the positioning of a brand within the gastronomic sector. Loyalty based on satisfaction and the relationship established with the customer generate repetitive purchases and organic advertising with the voice of more than satisfied guests, the complicity between a quality product, facilities prepared to generate experience and a Excellent customer service is the way to brand positioning. As a conclusion, it is determined that designing and implementing experiential marketing strategies and marketing mix that are constantly being evaluated and reinvented together with a quality strategy in the provision of customer service, understanding what the target audience is, their interests, needs and customs will allow focusing all the efforts to implement the strategies, which as a consequence will allow a restaurant that offers typical Santander food to be competitive in the gastronomy sector. Especialización

Submitted by Rui Torres (rtorres@ufp.pt) on 2021-03-08T15:50:57Z No. of bitstreams: 1 Kulak-Torres_AE-IC-Valencia_546-572.pdf: 2643267 bytes, checksum: c0c6f6f8e296d110805cf3004610e4a4 (MD5) Approved for entry into archive by azevedo@ufp.pt (azevedo@ufp.pt) on 2021-03-08T16:52:42Z (GMT) No. of bitstreams: 1 Kulak-Torres_AE-IC-Valencia_546-572.pdf: 2643267 bytes, checksum: c0c6f6f8e296d110805cf3004610e4a4 (MD5) Made available in DSpace on 2021-03-08T16:52:42Z (GMT). No. of bitstreams: 1 Kulak-Torres_AE-IC-Valencia_546-572.pdf: 2643267 bytes, checksum: c0c6f6f8e296d110805cf3004610e4a4 (MD5) Previous issue date: 2021-03 info:eu-repo/semantics/publishedVersion

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Purpose For wine consumers, the country-of-origin effect still exerts significant influence, even though probably differently from what it was earlier, especially for newer consumer segments. Among these, millennials represent the most interesting segment of the present and future, even though studies on millennials’ behaviour are insidious and newer consumer segments are emerging (Generation Z). The paper aims to discuss this issue. Design/methodology/approach This study focusses on this parameter through a comparative analysis of French and Italian wines – first, on the country-of-origin effect on millennials’ wine preferences, and second, on the possibility of managing this influence by adopting a wine marketing mix based on the innovative 4Es model. Findings The outcomes of the experiment on 121 millennials, despite the limitations of the study, highlight interesting changes – compared with the wine consumption behaviours of the past – regarding the country-of-origin effect and the possibility of managing it. Originality/value The results confirm, similar to the literature on the 4Es model, the possibility of wide areas of action for wine educational marketing initiatives that can change or enhance the country-of-origin perception.

Versão Final (Esta versão contém as criticas e sugestões dos elementos do júri) Submitted by Iolanda Valente (ivalente@iscap.ipp.pt) on 2019-03-29T11:34:49Z No. of bitstreams: 1 juliana_soares_MMD_2018.pdf: 4746085 bytes, checksum: 152b17d2f11301c288dec525dd2ac529 (MD5) Made available in DSpace on 2019-03-29T11:34:49Z (GMT). No. of bitstreams: 1 juliana_soares_MMD_2018.pdf: 4746085 bytes, checksum: 152b17d2f11301c288dec525dd2ac529 (MD5) Previous issue date: 2018-12-14

According to the report of the Food and Agriculture Organization of the United Nations (FAO), there is an alarming food waste in the world, causing significant damage to society, and leading to economic losses and damage to the environment. However, these losses may be reduced by combining concepts of sustainability and gastronomy. Based on this premise, this study aimed to investigate the technical, microbiological and sensorial feasibility for the use of fruits, with an advanced degree of ripening and/or with few physical damages, in gastronomic preparation sophisticated and safe for human consumption. A product named guava chutney was developed and later used in a gastronomic preparation called Finger Food, traditionally served in highgastronomy restaurants. For the development of this product, three treatments of chutney were established, as follow: T1, using exclusively red guavas (Psidium guajava) and apples (Malus domestica) in perfect conditions of sale for consumers; T2, using exclusively guavas and apples damaged and/or with a high degree of ripening; and T3, using guavas, apples, and tomatoes (Solanum lycopersicum), also in conditions of damage and/or with high degree of ripening. Finger food was characterized as a gastronomic composition composed of natural fermentation bread, chutney, pulled sun-dried meat and chives (Allium schoenoprasum) as a decoration element. Three types of finger food were made, respectively according to the previously developed chutney preparations. The research was quali-quantitative, divided into nine stages: ethical approval, critical observation, pre-experiment, chutney and finger food development and preparation, chemical analysis, microbiological analysis, semi-structured interviews, sensorial tests, and data statistical analysis. All elaborated chutney treatments showed low microbiological counts of coliforms (

Yüksek Lisans Tezi, Günümüzde sanayi ve hizmet sektörlerinde yaşanan yoğun rekabet ve tüketici beklenti, istek ve ihtiyaçlarının çeşitlenmesiyle pazarlama anlayışında da değişim ve gelişim kaçınılmaz hale gelmiştir. Bu değişim ve gelişimler sonucu ortaya çıkan pazarlama eğilimlerinden birisi de deneyimsel pazarlamadır. Tüketiciye sunulan mal ve hizmetlerin işlevsel yararlarından ziyade, duyusal, duygusal, düşünsel, ilişkisel ve davranışsal boyutlarına önem veren deneyimsel pazarlama kavramı, birçok sektörde olduğu gibi turizm sektöründe de denenmeye başlanmıştır. Bu araştırmada da Konya şehir merkezinde bulunan 4 ve 5 yıldızlı konaklama işletmelerinde uygulanan deneyimsel pazarlama boyutları ele alınmıştır. Araştırmada, Konya şehir merkezinde bulunan 4 ve 5 yıldızlı konaklama işletmelerinde uygulanan deneyim boyutları ile müşterilerin deneyimlemek istediği deneyim boyutlarının neler olduğunu belirlemek, konaklama işletmelerinin hangi temalarla tanımlandığını tespit etmek, işletme yönetici görüşleriyle müşteri görüşlerini karşılaştırarak aradaki farklılıkları belirlemek, deneyim boyutlarının memnuniyet ve sadakate etkilerini ortaya çıkarmak amaçlanmıştır. Araştırmanın amacı kapsamında yer alan müşteri deneyim boyutları, müşteri memnuniyeti ve müşteri sadakati arasındaki ilişkiyi tespit edebilmek için faktörler arasında korelasyon ve regresyon ilişkisi incelenmiştir. Müşteri deneyim alt boyutları ile müşteri memnuniyeti arasındaki ilişkiye bakmak için regresyon analizi yapıldığında bu boyutlardan eğitim, sosyal tatmin ve alturistik değişkenlerinin istatistiksel olarak müşteri memnuniyeti değişkenini anlamlı yönde etkilediği görülmüştür. Yine müşteri deneyim alt boyutları ile müşteri sadakati arasındaki ilişkiye bakıldığında ise eğitim, sosyal tatmin, sosyal etkileşim ve alturistik değişkenlerinin istatistiksel olarak müşteri sadakati değişkenini anlamlı yönde etkilediği belirlenmiştir. Araştırmada son olarak, deneyimsel pazarlamanın özellikle turizm sektöründe daha etkin ve verimli bir şekilde uygulanabilmesi amacıyla çeşitli öneriler geliştirilmiştir., With the intense rivalry in the sectors of industry and service and diversification in expectation, desire and needs of the customers, evolution and development in the percept of marketing is inevitable. One of the marketing trends arising in the results of these evolutions and developments is experimental marketing. The concept of experimental marketing giving importance to the sensual, sentimental, intellectual, associational and behavioural dimensions rather than the functional benefits presented to the consumer like many sectors has been attempted to be applied in the sector of tourism. The purpose of this paper whether revealing experimental dimensions in the city hotels having share in the sector of tourism are effective on satisfaction and loyalty of customer or not. In the first part of the paper, new trends practised in marketing in the recent years are mentioned. In the second part, the definition of marketing, features, aims, dimensions, varieties and practices are mentioned. In the third part, accomodation operations and the samples of experimental marketing in the accomodation operations are explained. In the last part of the paper, a practice for city hotels is included. To confirm the relation between customer experiment dimensions, customer satisfaction and customer loyalty as part of the research target, the correlation and regression link among the factors has been analyzed. When regression analysis has been done to observe the correlation between customer experiment sub-dimensions and customer satisfaction, only education, social satisfaction and alturistic factor have meaningful impact on the customer satisfaction factor statistically. When the correlation between customer experiment sub-dimensions and customer loyalty has been handled, education, social satisfaction, social interaction and alturistic factors impact on the customer loyalty factor statistically. In the coclusion of the paper, some kinds of suggestions have been made to be able to be practiced and managed experimental marketing effectvely in especially city hotels.

Yüksek Lisans Tezi, Hedonizm, hayatta en iyi olan şeyin sürekli olarak hazza yönelmek olduğunu savunan felsefi bir görüştür. Tüketici davranışlarının değişmesiyle birlikte hedonizm, pazarlama alanında önemli bir konu haline gelmiştir. İnsanlar bazen sadece tüketmek için tüketirler. Çoğu zaman neye ihtiyaçları olduklarını bilmezler. Steve Jobs'un da dediği gibi "Ürünleri odak gruplarına göre tasarlamak gerçekten zordur. Çoğu zaman insanlar siz onlara gösterene kadar neye ihtiyaç duyduklarını bilmezler" (http://www.hurriyet.com.tr/). Bu durumda markalar insanlara deneyim yaşama fırsatı sunarak onları ihtiyaçlar doğrultusunda hedonik tüketime yönlendirmektedir. Dolayısıyla tüketici artık üründen çok kendisi için "anlam" ifade eden şeyi satın almayı istemektedir. Çalışmanın birinci bölümünde deneyimsel pazarlama, tüketim-tüketici ve pazarlama ile ilgili, ikinci bölümde hedonik (hazcı) tüketimle ilgili literatür incelemesi yapılmıştır. Üçüncü bölümde ise deneyimsel pazarlamanın hedonik tüketim üzerindeki etkisini değerlendirebilmek adına uygulama yapılmıştır. Bu kısımda elde edilen veriler SPSS İstatistik programında analiz edilmiş olup, sonuçlar raporlanmıştır., Hedonism is a philosophical approach which advocates the case the best thing in life is the thing that constantly aims pleasure. Hedonism has become an important topic in marketing field with the changing of consumer's behaviours. People sometimes consume only to consume. They mostly do not know what exactly they need. As Steve Jobs stated "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them" (www.hurriyet.com.tr/). In this case, brands encourage people for hedonist consumption in direction with their needs by providing them experience opportunity. Thus, consumer prefer buying what is "meaningful" for them rather than the product itself anymore. Literature review related to experimental marketing, consumption-consumer and marketing in is made the first chapter of the study, review of literature for hedonist consumption is made in the second chapter of the study. In the third chapter, application is conducted to evaluate the effect of experimental marketing on hedonist consumption. Data obtained in this chapter is analysed SPSS Statistical software, results are reported

Technological developments and changes in the public profile drive a reconfiguration of the advertising system, including aspects not previously defendants under consumption practices. Recurrence field with artistic strategies that stimulate sensory perception culminate in the realization of communication actions that promote experiences with call for interaction, immersion and enjoyment. The experiential marketing emerges as a possible evolution of marketing concepts towards a society closer to brands and various cultural events. The work aims to observe how the experiential marketing strategies apply in communication actions from the perspective of the creative process and the artistic universe. From the observation of Nivea Live project will be inferred theoretical convergences to demonstrate the growing demand from consumers who crave excitement and experimentation in the actions of interaction with brands. La evolución tecnológica y las transformaciones en el perfil del público impulsan una reconfiguración del sistema publicitario, incluyendo aspectos antes no demandados en el ámbito de las prácticas de consumo. La recurrencia al campo artístico con estrategias que estimulan la percepción sensorial culmina en la realización de acciones de comunicación que promueven experiencias con llamamiento a la interacción, inmersión y placer. El marketing experimental surge como una posible evolución de los conceptos de marketing en favor de una sociedad más cercana a las marcas y de las diversas manifestaciones culturales. Se pretende observar de qué manera las estrategias del marketing experimental se aplican en acciones de comunicación desde la perspectiva del proceso de creación y del universo artístico. A partir de la observación del proyecto Nivea Viva serán depreendidas las convergencias teóricas visando demostrar la demanda creciente de consumidores que desean emoción y experimentalismo en las acciones de interacción con las marcas.La evolución tecnológica y las transformaciones en el perfil del público impulsan una reconfiguración del sistema publicitario, incluyendo aspectos antes no demandados en el ámbito de las prácticas de consumo. La recurrencia al campo artístico con estrategias que estimulan la percepción sensorial culmina en la realización de acciones de comunicación que promueven experiencias con llamamiento a la interacción, inmersión y placer. El marketing experimental surge como una posible evolución de los conceptos de marketing en favor de una sociedad más cercana a las marcas y de las diversas manifestaciones culturales. Se pretende observar de qué manera las estrategias del marketing experimental se aplican en acciones de comunicación desde la perspectiva del proceso de creación y del universo artístico. A partir de la observación del proyecto Nivea Viva serán depreendidas las convergencias teóricas visando demostrar la demanda creciente de consumidores que desean emoción y experimentalismo en las acciones de interacción con las marcas. A evolução tecnológica e as transformações no perfil do público impulsionam uma reconfiguração do sistema publicitário, incluindo aspectos antes não demandados no âmbito das práticas de consumo. A recorrência ao campo artístico com estratégias que estimulam a percepção sensorial culmina na realização de ações de comunicação que promovem experiências com apelo à interação, imersão e prazer. O marketing experimental surge como uma possível evolução dos conceitos de marketing em prol de uma sociedade mais próxima das marcas e das diversas manifestações culturais. Pretende-se observar de que maneira as estratégias do marketing experimental se aplicam em ações de comunicação sob a perspectiva do processo de criação e do universo artístico. A partir da observação do projeto Nivea Viva serão depreendidas as convergências teóricas visando demonstrar a demanda crescente de consumidores que anseiam por emoção e experimentalismo nas ações de interação com as marcas.

Com o comércio electrónico a ganhar destaque, surge a necessidade de repensar a influência do ambiente da loja no comportamento de compra e adequar as técnicas tradicionais de organização do espaço, que desempenham um papel marcante nas decisões dos consumidores. A par de um consumidor mais exigente e informado, esta necessidade deve acompanhar a evolução do mercado e oferecer aos clientes uma proposta de valor mais apropriada. Paralelamente, uma conjuntura competitiva exige formas de diferenciação que conquistem os clientes. No mercado dos bens de consumo, esta capacidade de diferenciação é muitas vezes reduzida, pelo que o despertar das emoções no momento da compra é encarado como um forte aliado. Associando esta ideia ao comércio electrónico, o mesmo deve ser trabalhado no sentido de diminuir a racionalidade subjacente à compra online. Este projecto procura compreender a especificidade do meio online enquanto mediador de compra, utilizando para tal o caso do Continente Online. Numa óptica comparativa entre loja tradicional e loja online, foi realizado um inquérito a 391 pessoas, das quais 83 são utilizadoras de supermercados online. Estas últimas compararam os seus comportamentos e preferências em cada tipo de loja. Concluiu-se que o meio de compra influencia a aquisição de produtos, sendo que a compra online ainda não é percepcionada como algo natural, o que pode influenciar negativamente a experiência dos utilizadores. O estudo permitiu a elaboração de um conjunto de sugestões, que têm em vista o desenvolvimento do Continente Online numa vertente de utilização mais intuitiva e próxima dos seus clientes. With electronic commerce becoming ever more relevant, two specific needs emerge: the need for rethinking influences, played by the store atmosphere over shopping behaviour, and the need to adapt traditional space organisation techniques that play an outstanding role over the customers decision-making process. Along with a more informed and demanding consumer, this need must accompany the market evolution and offer to the clients a more appropriate money-for-value proposal. At the same time, a more competitive conjuncture requires differentiation processes in order to conquer the customers. In the consumer goods market, this differentiation capacity is often reduced, ergo the emotional awakening at the time of purchasing is seen as a strong ally. When merging this idea with electronic commerce, the latter needs working for reducing rationality when shopping online. This project intends to understand the specificity of the online environment as a purchasing mediator, using for such the Continente Online case-study. In a comparative perspective between the traditional store and the online store, a survey was undertaken of 391 people, of which 83 were online supermarket shoppers. The latter referred group of people have compared their behaviours and preferences used in each type of store. It follows that, in conclusion, the environment in which one shops influences the product acquisition, and that the online shopping is not yet perceived as something natural, thus likely to negatively influence their shopping experience. The study allowed to elaborate a set of suggestions aiming at the development of Continente Online towards a more intuitive utilisation perspective and more proximity to their customers.