O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Fatores que influenciam a intenção de compra online: aplicação de um modelo adaptado de aceitação da tecnologia para o comércio eletrônico

This research aims to understand the factors that influence intention to online purchase of consumers, and to identify between these factors those that influence the users and the nonusers of electronic commerce. Thus, it is an applied, exploratory and descriptive research, developed in a quantitative model. Data collection was done through a questionnaire administered to a sample of 194 graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and simple and multiple linear regression analysis. The results of descriptive statistics revealed that respondents in general and users of electronic commerce have positive perceptions of ease of use, usefulness and social influence about buying online, and intend to make purchases on Internet over the next six months. As for the non-users of electronic commerce, they do not trust the Internet to transact business, have negative perceptions of risk and social influence over purchasing online, and does not intend to make purchases on Internet over the next six months. Through confirmatory factorial analysis six factors were set up: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust and social influence. Through multiple regression analysis, was observed that all these factors influence online purchase intentions of respondents in general, that only the social influence does not influence the intention to continue buying on the Internet from users of electronic commerce, and that only trust and social influence affect the intention to purchase online from non-users of electronic commerce. Through simple regression analysis, was found that trust influences perceptions of ease of use, usefulness and risk of respondents in general and users of electronic commerce, and that trust does not influence the perceptions of risk of non-users of electronic commerce. Finally, it was also found that the perceived ease of use influences perceived usefulness of the three groups. Given this scenario, it was concluded that it is extremely important that organizations that work with online sales know the factors that influence consumers purchasing intentions in order to gain space in their market

Burocracia e comércio exterior: os desafios à exportação sob a ótica das micro e pequenas empresas exportadoras do rio grande do norte

As micro e pequenas empresas, ao mesmo tempo em que exercem um papel extremamente relevante na estrutura produtiva da economia brasileira pelo grande número de empreendedores existentes e expressivo volume de pessoal ocupado, perdem competitividade ao se deparar com entraves ao seu desenvolvimento, sejam eles em âmbito gerencial, financeiro, burocrático ou estrutural. Com base nesse contexto, o estudo procura identificar em que medida, na percepção das MPEs exportadoras do Rio Grande do Norte, as exigências burocráticas do processo exportador afetam o seu desempenho no comércio exterior. Como exigências burocráticas compreende-se o conjunto de normas, regras e procedimentos e documentos que disciplinam o processo exportador, enquanto desempenho é entendido como os resultados da atividade econômica medido através do crescimento das vendas para o mercado externo; das demandas de produtos exportados não atendidas e da ampliação do mercado internacional. A pesquisa realizada é de caráter censitário, desenvolvida junto a quatorze MPEs do estado, atuantes regularmente no comércio exterior nos últimos três anos (2009-2011), utilizando aplicação de questionário, assim como uma consulta a dados secundários disponíveis. A análise dos dados levantados revelou que, efetivamente, na percepção dos respondentes, fatores externos como o custo do processo de exportação, falta de incentivo do governo, excesso de controle dos órgãos públicos e a infraestrutura logística do estado exercem influência na pequena participação das MPEs nas exportações do Brasil e do Nordeste, enquanto o bom desempenho exportador destas relaciona-se a fatores gerenciais, com destaque para investimentos na estrutura organizacional da empresa, conhecimento do mercado internacional e bom relacionamento com clientes e mercados

Comunicação e imagem organizacional: um estudo de suas relações no comércio varejista de shopping centers

This study shows the results of an exploratory-descriptive research that aimed to identify the latent dimensions of communication, as well as finding relations between such dimensions and organizational image. The sample came to a total of 267 respondents, being 89 managers or owners and 178 salespeople of clothing and footwear stores that are situated in the main five shopping centers located in Natal, capital of Rio Grande do Norte. The collection of the data was made by the use of two structuralized and validated instruments, being the answers measured in the likert scale of 6 points. For the measurement of communication it was used the instrument developed by Downs and Hazen (2002), made up of 8 latent dimensions and 32 indicators. For the image it was used the model of Mael and Ashforth (1992) that contains 5 indicators. The analysis of the data was made through of the use of statistical techniques of factorial analysis and structural equations modeling. The results of the factorial analysis demonstrated communication as being formed by five latent dimensions. The modeling, on the other hand, demonstrated to exist positive relations between communication and organizational image, whose results revealed that the image is influenced by the communication with the supervisor, by the organizational integration and as being stronger explained by the vertical communication

Participação das principais frutas brasileiras no comércio internacional: 1997 a 2008

As tendências do mercado mundial de alimentos apontam para alto crescimento no consumo de produtos naturais, como as frutas e verduras. O mercado mundial de frutas frescas registrou, em 2005, cifra superior a US$ 31,5 bilhões e cresce US$ 1 bilhão ao ano, em média. Tal fato se reproduz no Brasil, onde se observa elevação do consumo de frutas. em termos monetários, o valor bruto da produção de frutas no Brasil atingiu, em 2006, cerca de R$ 16,3 bilhões, 16,5% do valor da produção agrícola brasileira. O presente trabalho buscou analisar características econômicas da participação brasileira no comércio mundial de frutas, entre 1997 e 2008. Ademais, foi analisada a evolução da balança comercial das principais frutas brasileiras, discriminação das exportações em frescas ou processadas, representatividade do comércio externo no valor da produção nacional e participação da exportação de frutas selecionadas na exportação total do agronegócio. Foram utilizados dados da Pesquisa de Orçamento Familiar (POF) do Instituto Brasileiro de Geografia e Estatística; o Sistema de Análise e Levantamento do Comércio Exterior - AliceWeb do Ministério do Desenvolvimento, Indústria e Comércio Exterior e o banco de dados do Ministério da Agricultura, Pecuária e Abastecimento. Após levantamento das frutas que seriam estudadas, constatou-se que o crescimento das exportações foi maior que o crescimento das importações brasileiras de 1997 a 2008. Isso contribuiu para que o seu saldo comercial aumentasse em 112% no período. As exportações de frutas frescas cresceram relativamente mais que as exportações de frutas processadas. Porém houve queda da participação das exportações de frutas nas exportações do agronegócio brasileiro, de 5,8%, em 1997, para 3,9%, em 2008.

Relações internacionais: o comércio exterior do Brasil e Rio Grande do Norte no período de 1999 a 2008

The period post-war promoted several changes in relations economic, political and social world. Since then, a new division international of labor has delineated, with the great growth of Asian countries. In the field of international relations, the world still appears to transition is not completed because the old institutions were not replaced by new ones and the power of the United States as a major capitalist country remains unshaken, even with the emergence and strengthening of new economic global blocs. With globalization, Brazil emerges with more intensity in the face of new issues global, although its share in transactions trade global hasn‟t changed accordingly. In this sense, the objective of this dissertation is to examine, in a descriptive and critical the development of international relations and trade of Brazil and Rio Grande do Norte with the main blocs in the world from 1999 to 2008. As a secondary objective: to identify the assumptions theoretical that underpinned the decisions governments of the FHC and Lula, in particular, the interference of these terms in international relations and foreign trade. Adopted as the procedure methodological the literature review of the subject, as well as collection and processing of the data of foreign trade. During the Cardoso government has undergone the substantial growth in imports, as part of the economic policy of anti-inflationary, generating large deficits trade. From the first to the second term, with the inflection of exchange rate policy the country has resumed surpluses trade. The choice of government of the autonomy participation increased the relative share of the traditional blocks in total foreign trade and reduced the share of MERCOSUL. In the Lula government, there is the maintenance of some elements of the economic policy of the previous government and the partial shift in the conduct of foreign policy, with the option of autonomy through diversification, raising its stake on the blocks and other emerging countries in total foreign trade Brazilian and reducing the contribution of the traditional blocks such as NAFTA and the European Union. A trend observed in the previous government and deepened in the Lula government was the growth in commodity exports and the decline of manufactured products, confirming the model of conservative insertion of Brazilian exports. The Rio Grande do Norte followed the trend Brazilian in the growth of foreign trade, including in participating conservative, given that the products exported by the state are basically coming from horticulture irrigated and agribusiness. However, in the aspect of destination export, the state followed trajectory distinct from that in the Lula government, with the deepening of trade relations with traditional blocks, especially with the European Union and NAFTA

Gestão logística e comércio exterior: um estudo de caso em uma empresa exportadora do setor de alimentos

The thesis argues the importance of the logistic management for the performance of the companies and for the foreign trade. The study is endorsed in construction of one analyses that brings in its essential the underlyng elements for the understanding of the subject. The analyse made from the data of an exporters company of Rio Grande of the Norte, with performance in the branch of candies, allowed to evaluate an efficient of the logistic management, that involving operacional and financial questions, is unavoidable for reduction of costs of the companies and has significant impact is its profitability