Content Marketing: O Poder dos Conteúdos no Marketing Relacional – Estudo Aplicado ao Mercado de Bricolage

A presente investigação pretende demonstrar o poder dos conteúdos no processo de construção de relações entre marcas e consumidores. Se por um lado visa compreender de que forma é que a comunicação integrada de conteúdos – Content Marketing – pode ser uma ferramenta essencial para a empresa ganhar notoriedade, posicionamento e consequentemente receitas, por outro propõese analisar o papel do Content Marketing como uma das dimensões do Marketing Relacional. O estudo foca-se no mercado de bricolage, direccionado para a marca Leroy Merlin. Foi utilizado o método quantitativo através de inquéritos por questionário a uma amostra de 80 consumidores de bricolage em Portugal. Os resultados permitem concluir que no mercado estudado a qualidade intangível é a variável do marketing relacional com impacto na satisfação de clientes, sendo que para efeitos de fidelização, as variáveis significativas são: o compromisso, os factores do meio-envolvente e a notoriedade. O marketing de conteúdos revelou-se pouco significativo para a obtenção de satisfação e fidelização de clientes, no entanto apresentou um impacto indirecto através da notoriedade que depois terá relação com a satisfação e com a fidelização.

O papel das Redes Sociais como ferramenta de Marketing: Um estudo das empresas B2B nacionais

O objetivo deste estudo é explorar o impacto e benefícios das redes sociais no setor business-to-business (B2B) – um fenómeno recente e que, por isso, constituiu uma área ainda pouco explorada em termos académicos, particularmente em Portugal. Com base num inquérito realizado a 100 empresas portuguesas a operar em contexto B2B, este estudo demonstra claramente que os benefícios das redes sociais não são exclusivos das empresas business-to-consumer (B2C), contrariando assim a convicção que a aposta nestas plataformas constitui um desperdício para os mercados B2B. As empresas foram aliás unânimes em reconhecer a importância das redes sociais, contudo, nem todas parecem beneficiar ao máximo destas plataformas. Concluiu-se que, mais do que a área ou setor de atuação, fatores como o planeamento e compromisso determinam os resultados obtidos nas redes sociais. Evidência disso mesmo é o facto de 70% das empresas que atualizam o perfil do Facebook diariamente afirmarem já ter conseguido novas oportunidades de negócio com base em contactos feitos através das redes sociais, sendo que esta percentagem diminui consideravelmente (37%) quando se consideram as restantes empresas, com atualização menos frequente. Contudo, fica claro também que as empresas B2B portuguesas parecem não utilizar as redes sociais como veículo primordial para alcançar novas oportunidades de negócio, mas sim para desenvolver a notoriedade e imagem da marca, bem como aumentar o envolvimento e as experiências positivas com os clientes e potenciais clientes. Este estudo revela assim que, em contexto B2B, as empresas portuguesas encontram-se ativamente a fazer negócios através das redes sociais, embora exista ainda margem para se desenvolverem e tirarem ainda mais partido destas plataformas.

Injuries and envenoming by aquatic animals in fishermen of Coxim and Corumbá municipalities, state of Mato Grosso do Sul, Brazil: identification of the causative agents, clinical aspects and first aid measures

INTRODUCTION: The fishes of continental Brazil have socioeconomic importance due to their potential for sport fishing and commercial and subsistence uses, as seen in the Upper Paraguay River Basin, particularly in the municipalities of the Pantanal region, where it is the second largest economic activity. Injuries caused in professional fishermen are common and poorly studied, as in other regions of the country. METHODS: Data were obtained from questionnaires and interviews with 100 professional fishermen, 50 in each municipality, between December 2008 and October 2009. RESULTS: All the fishermen reported some kind of injury caused by fish stings (78% of injuries) and fish, alligator and snake bites (22%) on the hands (46% of cases) and feet (35% of cases). Most of the patients had mild symptoms. The most severe cases were associated with secondary bacterial infections and required specific treatment and prolonged recovery associated with social and economic losses. CONCLUSIONS: The results of this study indicate that the stressful work conditions, inattention to basic preventive measures and carelessness were factors that contributed to accidents and that the toxicity and ability to inflict mechanical trauma of some aquatic species, plus the ineffective use of first aid and hospital treatment, contributed to the high morbidity and complications in many cases. Data from this study are relevant to the fishing communities of the Pantanal region, since they reveal high rates of accidents, lack of knowledge concerning first aid, initial treatment, injury prevention and lack of medical follow-up of the population.

Improvement of Lipton’s business model through wholesalers and traditional supermarkets channel

Field Lab in Entrepreneurial Innovative Ventures

Social media: The new tool in firms’ marketing strategies

In this work project we discuss the advantages and disadvantages of social media as a marketing tool. Four international cases were analyzed to provide anecdotal evidence of how social and viral marketing have been used by four firms in very different industries. We reviewed empirical evidence on the topic to discuss the main components of viral marketing. We concluded that positive (electronic) word of mouth, short response time and seeding through high network value customers are the main drivers of the success of a viral marketing campaign. We also conducted a study of the Portuguese telecommunications industry, in particular, the mobile segment. We found that the three main players operating in this market have been using social media successfully as a marketing tool in a strategic approach to the 14-25 years old segment.

Use of multi-sensory marketing techniques and its influence on brand experience in retail and HORECA sector

Double degree. A Work Project presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA- School of Business and Economics and Warsaw School of Economics

Marketing plan: How to benefit from the European population ageing and attract the affluent senior segment to choose Lisbon as a tourism destination?

NSBE - UNL

FPC current marketing strategy

Direct Research Internship Course

A marketing plan for an enter into a healthy category: The launch of Lactalis Nestlé bifidus yogurt

Marketing Directed Research

Toyota RAV4 model year marketing plan for the U.K

NSBE - UNL

Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?

This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers’ experiences. Besides, the analysis has also shown a favorable impact on customers’ satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer’s experience and should therefore be considered an important tool in marketing communications.

A marketing plan for Companhia das Quintas to strengthen its position in the Chinese wine market

Companhia das Quintas, Limited Company wishes to conquer the Chinese market with its wines. For that, it decided to enter in a partnership with a local importer and distributor. This project analyses the macroeconomic factors of the country, the local market and the consumer behavior, using on-site research that included interviews with professionals of the industry, unstructured observation of the consumer and existing statistical data analysis. Finally, the project presents a marketing plan to make this partnership a success.

Zara: Marketing in Fast Fashion: A case-study

Zara was founded in 1975 by Amancio Ortega Gaona, soon becoming the largest and most successful chain of the Galician group Inditex (Industria de Diseño Textil) and a pioneer of the rising fashion category of Fast Fashion. Its innovative vertically-integrated strategies, combined with its emphasis on quality and demand-based offer have shaped the world of fashion and brought forth many questions on its future sustainability and growth. Zara has always relied on its store network for advertising its product offer; allowing its garments to “speak for themselves”. With the continued pressure felt in the industry, management has pressed some concerns about future company growth and creative, innovating solutions must be implemented to guarantee Zara’s future growth. The case-study narrative focuses on these issues and leaves readers with an open question regarding what decision to implement.

Trauma and envenoming caused by stingrays and other fish in a fishing community in Pontal do Paranapanema, state of São Paulo, Brazil: epidemiology, clinical aspects, and therapeutic and preventive measures

INTRODUCTION: Accidents caused by fish are common in inland fishing communities in Brazil, being work-related injuries in the majority of cases. These populations have no information on the mechanisms of trauma or envenoming. METHODS: Through a questionnaire administered to fishermen, we obtained clinical and epidemiological data on accidents in Rosana, Pontal do Paranapanema, State of São Paulo, Brazil. These data were analyzed and converted into an easily understood prevention and treatment program for the colony. RESULTS: Thirty-nine fishermen replied to the survey. All of the patients had been hurt by fish. Of those mentioned, the yellow catfish (Pimelodus maculatus) was the main fish species associated with injuries, but others also caused trauma to the fishermen. Six fishermen had been envenomed by stingrays. Pain and ulcers were the main symptoms and were described as intolerable. Approximately half of those injured were treated using traditional folk remedies. CONCLUSIONS: The fishermen suffered multiple accidents with catfish, which are venomous and cause intense pain, as well as trauma due to other fish, such as surubins, traíras, freshwater croakers, and piranhas. Approximately 16% of those interviewed presented with envenomation from stingrays. Our data and previous experience in the area led to the creation of a pamphlet with clear language that can effectively help fishermen in the region, an area in need of health services and disease prevention. This initiative also applies to the whole La Plata River basin, which has similar fauna.