Angariação e retenção de clientes numa maternidade privada

Este trabalho apresenta o caso de um prestador de saúde privado, com maternidade, da zona da grande Lisboa, cujo número de partos tem vindo a decrescer. Trabalhou-se um conjunto de dados da especialidade de Ginecologia/Obstetrícia (GIN/OBS), a partir do qual se construiu uma metodologia de análise inovadora na aplicação de Customer Relationship Management (CRM) a esta especialidade, e que permite extrair conhecimento útil sobre o seu comportamento. A criação de perfis de utente, através da construção de métricas agregadas, permitiu aferir condicionantes do negócio, como a utilização de Entidades Financiadoras de Referência (EFR’s) e o desempenho de médicos em número de partos, a georreferenciação de utentes, e a segmentação de clientes por valor. Este conhecimento, em conjunto com dados da literatura e da análise do mercado das maternidades privadas, permitiu definir diretrizes de atuação de marketing que podem ser aplicáveis a vários níveis da organização, visando o aumento da quota de mercado de partos do prestador. Organizações de saúde que sigam esta metodologia poderão conhecer melhor os seus clientes, criando uma estratégia de CRM, com vista ao aumento do número de partos.

Der Markt für Paket- und Expressdienste

Die Paket- und Expressdienste, als Teil logistischer Distributionssysteme, sind bedeutende Bestandteile unseres Wirtschaftssystems geworden. Nach der erfolgreichen Einführungsphase der Express- und Paketdienstleistung auf dem westeuropäischen Markt, Mitte der 1980-er, entwickelte er sich rasant bis zum Ende der 1990-er, mit teilweise zweistelligen Wachstumsraten. Doch nach Jahren des Booms sind die Paket- und Expressdienstleister im neuen Jahrhundert in einen Zeitabschnitt mit gedämpften Wachstumssteigerungen übergegangen. Der Markt zeichnet sich aus, durch immer kürzer werdende Laufzeiten, bei permanent sinkenden Preisen. Viele Anzeichen deuten darauf hin, dass sich die KEP-Branche auf dem Weg zur Marktreife befindet. Aufgrund dieser Entwicklungen, sind die Anbieter von Paket- und Expressdienstleistungen zunehmend gefordert, ihre Produkte auf Kundenorientierung zu überprüfen, sowie ihre Bindung zum Kunden in den Fokus zu stellen. Darin liegt der Ansatz der Dissertation. Mittels einer empirischen Erhebung wurden Kundenzufriedenheit, Kundenerwartungen und die daraus entstandene Kundenbindung der Verlader, den Einschätzungen der Paket- und Expressdienstleister gegenübergestellt. Die Marktstudie war offen für alle Nutzer und Anbieter von Paket- und Expressdienstleistungen. Die Arbeit lässt sich in drei grössere Themenbereiche unterteilen. Im ersten Themenbereich werden zunächst Grundlagen der Themen Logistik, Kundenzufriedenheit und Kundenbindung geschaffen. Für die Ermittlung der Kundenbindung wurde die Kundenzufriedenheit als wesentliche Determinante gewählt. Der zweite Themenbereich geht auf die aktuellen Probleme der Paket- und Expressdienstleister ein und erläutert, warum sich die Anbieter von Paket- und Expressdienstleistung verstärkt auf den Kunden ausrichten müssen. Im dritten Teil erfolgt die Herleitung der Thesen sowie die Darstellung der empirischen Ergebnisse. Den Abschluss dieses Abschnitts stellt dann die Verifizierung der Thesen, sowie die Erarbeitung von Handlungsempfehlungen auf der Grundlage der gewonnenen Erkenntnisse dar. Mit der Arbeit sollten im Markt für Paket- und Expressdienstleistung folgende Erkenntnislücken geschlossen werden: Zunächst wurde geklärt, wie Anbieter auf die veränderten Produktanforderungen der Kunden reagiert haben und in welchem Umfang die Nachfrager diese bereits nutzen. Ein weiterer zentraler Bereich klärt, wie zufrieden die Kunden dieses Segments mit ihren Dienstleistern sind und wie zufrieden die Anbieter ihre Kunden einschätzen. Außerdem weist die Marktanalyse auf der Grundlage der ermittelten Kundenzufriedenheit auf, wie hoch die Kundenbindung in diesem Markt ist. Der abschliessende Teil der Arbeit zeigt dann auf, aus welchen Gründen sich Kunden für oder gegen einen Dienstleister entscheiden und wo Kunden und Anbieter die grössten Potentiale sehen, die Geschäftsbeziehungen langfristig vertiefend auszubauen.

Del total e marketing al marketing integral : ¿fuente de ventaja competitiva?

Según Philip Kotler, considerado el padre del mercadeo, (en su libro Principles Of Marketing) la mercadotecnia es «el proceso social y administrativo por el cual los grupos e individuos satisfacen sus necesidades al crear e intercambiar bienes y servicios». La presente investigación tomará como punto de referencia para conceptualizar el marco teórico, la historia y evolución del mercadeo y sus actuales tendencias y rumbos; así como la incidencia que tiene en la planificación del área de mercadeo para las empresas que siguen este tipo de corrientes contemporáneas. Durante el desarrollo de la presente investigación se analizaran las nuevas tendencias de mercadeo basándose en la evolución y su referencia histórica. Ahora, se verá cómo el e-marketing compone una nueva estrategia para el desarrollo de ventaja competitiva entendiéndose ésta como un conjunto de atributos de una empresa que la distinguen de sus competidores. Este nuevo marketing que se quiere presentar, Total e-marketing, se compone del posicionamiento de la organización en la realidad virtual. Se utilizarán como factores claves de éxito en el posicionamiento de la organización en buscadores de internet como redes, wikipedia, google, facebook, etc.

Incremento de la salud financiera mediante la utilización de la relación estratégica comunitaria y marketing.

Debido a las crisis mundiales, la perdurabilidad empresarial se ha convertido en la primera preocupación de las organizaciones, puesto que los problemas económicos en otros países pueden generar un efecto negativo en las condiciones del mercado doméstico, que junto con el entorno empresarial complejo y dinámico en el que se deben desempeñar las empresas hoy en día gracias a la globalización, sumado al aumento en la competitividad nacional e internacional, la perdurabilidad de las empresas se está viendo seriamente comprometida. Lo anterior, ha llevado a las empresas a buscar nuevas formas de mejorar su salud financiera. Para medir la salud financiera empresarial, se pueden usar distintos indicadores como lo es el flujo de caja que está asociado con la rentabilidad, el patrimonio que está asociado a las dificultades financieras, entre otros, o a través de varios modelos de bancarrota, los cuales, por medio de un conjunto de ratios financieros, reflejan el estado actual de la organización y su probabilidad de fracaso en el futuro. Las estrategias comunitarias y el marketing permiten incrementar la salud financiera de las empresas a través de la orientación al cliente y el establecimiento de relaciones gana-gana a largo plazo con las diferentes comunidades con las que se relaciona la organización.

Utilidad de la relación estratégica comunitaria y el marketing en el sector de extracción de petróleo crudo y gas natural

El presente trabajo pretende investigar y analizar la utilidad de las relaciones estratégicas comunitarias y el marketing en el sector de extracción de petróleo crudo y gas natural. El mercadeo juega un papel importante a la hora de vender cualquier tipo de producto o servicio. Dependiendo de las características de cada sector, las estrategias de mercadeo pueden llegar a ser más o menos útiles y/o efectivas que otras. Por esta razón, esta investigación pretende analizar la utilidad de las estrategias de marketing comunitario y marketing en el sector de extracción de petróleo crudo y gas natural. La forma de llegar a esa respuesta, puede hallarse por medio de tres caminos: el primero de ellos es encontrar y analizar las características del sector, el segundo es identificar cuáles son las estrategias que están utilizando las empresas que operan este campo, y por último, consistiría en analizar la utilidad de integrar el concepto de relación estratégica comunitaria y marketing al sector de extracción de petróleo crudo y gas natural, en cuanto a los beneficios que el marketing comunitario le traería al sector de interés. El sector de petróleo crudo y gas natural es uno de los más importantes en la economía global y sus clientes son numerosos y totalmente heterogéneos. El mercadeo se vuelve muy complejo para esta industria ya que al tener tipos de clientes tan distintos se dificulta alcanzar las expectativas de cada uno de ellos con una misma estrategia y por supuesto la forma de vender un producto es más compleja. Estos factores mencionados anteriormente están generando relaciones entre empresas y clientes totalmente transaccionales de corto plazo, y es ahí donde se cree que la inclusión de mercadeo relacional y estrategias de mercadeo relacional pueden ser de utilidad para el sector, generando desarrollo y beneficios mutuos tanto para clientes como empresas.

Measurement of volatile organic compounds and total OH reactivity in the atmosphere

Volatile organic compounds play a critical role in ozone formation and drive the chemistry of the atmosphere, together with OH radicals. The simplest volatile organic compound methane is a climatologically important greenhouse gas, and plays a key role in regulating water vapour in the stratosphere and hydroxyl radicals in the troposphere. The OH radical is the most important atmospheric oxidant and knowledge of the atmospheric OH sink, together with the OH source and ambient OH concentrations is essential for understanding the oxidative capacity of the atmosphere. Oceanic emission and / or uptake of methanol, acetone, acetaldehyde, isoprene and dimethyl sulphide (DMS) was characterized as a function of photosynthetically active radiation (PAR) and a suite of biological parameters, in a mesocosm experiment conducted in the Norwegian fjord. High frequency (ca. 1 minute-1) methane measurements were performed using a gas chromatograph - flame ionization detector (GC-FID) in the boreal forests of Finland and the tropical forests of Suriname. A new on-line method (Comparative Reactivity Method - CRM) was developed to directly measure the total OH reactivity (sink) of ambient air. It was observed that under conditions of high biological activity and a PAR of ~ 450 μmol photons m-2 s-1, the ocean acted as a net source of acetone. However, if either of these criteria was not fulfilled then the ocean acted as a net sink of acetone. This new insight into the biogeochemical cycling of acetone at the ocean-air interface has helped to resolve discrepancies from earlier works such as Jacob et al. (2002) who reported the ocean to be a net acetone source (27 Tg yr-1) and Marandino et al. (2005) who reported the ocean to be a net sink of acetone (- 48 Tg yr-1). The ocean acted as net source of isoprene, DMS and acetaldehyde but net sink of methanol. Based on these findings, it is recommended that compound specific PAR and biological dependency be used for estimating the influence of the global ocean on atmospheric VOC budgets. Methane was observed to accumulate within the nocturnal boundary layer, clearly indicating emissions from the forest ecosystems. There was a remarkable similarity in the time series of the boreal and tropical forest ecosystem. The average of the median mixing ratios during a typical diel cycle were 1.83 μmol mol-1 and 1.74 μmol mol-1 for the boreal forest ecosystem and tropical forest ecosystem respectively. A flux value of (3.62 ± 0.87) x 1011 molecules cm-2 s-1 (or 45.5 ± 11 Tg CH4 yr-1 for global boreal forest area) was derived, which highlights the importance of the boreal forest ecosystem for the global budget of methane (~ 600 Tg yr-1). The newly developed CRM technique has a dynamic range of ~ 4 s-1 to 300 s-1 and accuracy of ± 25 %. The system has been tested and calibrated with several single and mixed hydrocarbon standards showing excellent linearity and accountability with the reactivity of the standards. Field tests at an urban and forest site illustrate the promise of the new method. The results from this study have improved current understanding about VOC emissions and uptake from ocean and forest ecosystems. Moreover, a new technique for directly measuring the total OH reactivity of ambient air has been developed and validated, which will be a valuable addition to the existing suite of atmospheric measurement techniques.

Total OH reactivity measurements at the biosphere-atmosphere interface

The biosphere emits copiously volatile organic compounds (VOCs) into the atmosphere, which are removed again depending on the oxidative capacity of the atmosphere and physical processes such as mixing, transport and deposition. Biogenic VOCs react with the primary oxidant of the atmosphere, the hydroxyl radical (OH), and potentially lead to the formation tropospheric ozone and aerosol, which impact regional climate and air quality. The rate of OH decay in the atmosphere, the total OH reactivity is a function of the atmospheric, reactive compound's concentration and reaction velocity with OH. One way to measure the total OH reactivity, the total OH sink, is with the Comparative Reactivity Method - CRM. Basically, the reaction of OH with a reagent (here pyrrole) in clean air and in the presence of atmospheric, reactive molecules is compared. This thesis presents measurements of the total OH reactivity at the biosphere-atmosphere interface to analyze various influences and driving forces. For measurements in natural environment the instrument was automated and a direct, undisturbed sampling method developed. Additionally, an alternative detection system was tested and compared to the originally used detector (Proton Transfer Reaction-Mass Spectrometer, PTR-MS). The GC-PID (Gas Chromatographic Photo-Ionization Detector) was found as a smaller, less expensive, and robust alternative for total OH reactivity measurements. The HUMPPA-COPEC 2010 measurement campaign in the Finish forest was impacted by normal boreal forest emissions as well as prolonged heat and biomass burning emissions. The measurement of total OH reactivity was compared with a comprehensive set of monitored individual species ambient concentration levels. A significant discrepancy between those individually measured OH sinks and the total OH reactivity was observed, which was characterized in detail by the comparison of within and above the forest canopy detected OH reactivity. Direct impact of biogenic emissions on total OH reactivity was examined on Kleiner Feldberg, Germany, 2011. Trans-seasonal measurements of an enclosed Norway spruce branch were conducted via PTR-MS, for individual compound's emission rates, and CRM, for total OH reactivity emission fluxes. Especially during summertime, the individually monitored OH sink terms could not account for the measured total OH reactivity. A controlled oxidation experiment in a low NOx environment was conducted in the EUPHORE reaction chamber (CHEERS, Spain 2011). The concentration levels of the reactant isoprene and its major products were monitored and compared to total OH reactivity measurements as well as to the results of two models. The individually measured compounds could account for the total OH reactivity during this experiment as well as the traditional model-degradation scheme for isoprene (MCM 3.2). Due to previous observations of high OH levels in the isoprene-rich environment of the tropics, a novel isoprene mechanism was recently suggested. In this mechanism (MIME v4) additional OH is generated during isoprene oxidation, which could not be verified in the conditions of the CHEERS experiment.

Modified 3+3 design for phase I clinical trials

Phase I clinical trial is mainly designed to determine the maximum tolerated dose (MTD) of a new drug. Optimization of phase I trial design is crucial to minimize the number of enrolled patients exposed to unsafe dose levels and to provide reliable information to the later phases of clinical trials. Although it has been criticized about its inefficient MTD estimation, nowadays the traditional 3+3 method remains dominant in practice due to its simplicity and conservative estimation. There are many new designs that have been proven to generate more credible MTD estimation, such as the Continual Reassessment Method (CRM). Despite its accepted better performance, the CRM design is still not widely used in real trials. There are several factors that contribute to the difficulties of CRM adaption in practice. First, CRM is not widely accepted by the regulatory agencies such as FDA in terms of safety. It is considered to be less conservative and tend to expose more patients above the MTD level than the traditional design. Second, CRM is relatively complex and not intuitive for the clinicians to fully understand. Third, the CRM method take much more time and need statistical experts and computer programs throughout the trial. The current situation is that the clinicians still tend to follow the trial process that they are comfortable with. This situation is not likely to change in the near future. Based on this situation, we have the motivation to improve the accuracy of MTD selection while follow the procedure of the traditional design to maintain simplicity. We found that in 3+3 method, the dose transition and the MTD determination are relatively independent. Thus we proposed to separate the two stages. The dose transition rule remained the same as 3+3 method. After getting the toxicity information from the dose transition stage, we combined the isotonic transformation to ensure the monotonic increasing order before selecting the optimal MTD. To compare the operating characteristics of the proposed isotonic method and the other designs, we carried out 10,000 simulation trials under different dose setting scenarios to compare the design characteristics of the isotonic modified method with standard 3+3 method, CRM, biased coin design (BC) and k-in-a-row design (KIAW). The isotonic modified method improved MTD estimation of the standard 3+3 in 39 out of 40 scenarios. The improvement is much greater when the target is 0.3 other than 0.25. The modified design is also competitive when comparing with other selected methods. A CRM method performed better in general but was not as stable as the isotonic method throughout the different dose settings. The results demonstrated that our proposed isotonic modified method is not only easily conducted using the same procedure as 3+3 but also outperforms the conventional 3+3 design. It can also be applied to determine MTD for any given TTL. These features make the isotonic modified method of practical value in phase I clinical trials.^

Internet technologies, ECRM capabilities, and performance benefits for SMEs:An exploratory study

Research on large firms suggests that dedicated customer relationship management (CRM) software applications play a critical role in creating and sustaining customer relationships. CRM is also of strategic importance to small and medium-sized enterprises (SMEs), but most of them do not employ dedicated CRM software. Instead they use generic Internet-based technologies to manage customer relationships with electronic CRM (eCRM). There has been little research on the extent to which the use of generic Internet technologies contributes to SME performance. The present study fills the gap, building upon the literature on organizational capabilities, marketing, and SMEs to develop a research model with which to explore the relationships between generic Internet technologies, eCRM capabilities, and the resulting performance benefits in the SME context. A survey across 286 SMEs in Ireland finds strong empirical evidence in support of the hypotheses regarding these benefits. The study contributes to managerial decision making by showing how SMEs can use generic Internet technologies to advance their customer relationships and contributes to theory development by conceptualizing eCRM capabilities in an SME context.

Data Mining for Software Development Life Cycle Quality Management

Computer software plays an important role in business, government, society and sciences. To solve real-world problems, it is very important to measure the quality and reliability in the software development life cycle (SDLC). Software Engineering (SE) is the computing field concerned with designing, developing, implementing, maintaining and modifying software. The present paper gives an overview of the Data Mining (DM) techniques that can be applied to various types of SE data in order to solve the challenges posed by SE tasks such as programming, bug detection, debugging and maintenance. A specific DM software is discussed, namely one of the analytical tools for analyzing data and summarizing the relationships that have been identified. The paper concludes that the proposed techniques of DM within the domain of SE could be well applied in fields such as Customer Relationship Management (CRM), eCommerce and eGovernment. ACM Computing Classification System (1998): H.2.8.

Is more capability always beneficial for firm performance? Market orientation, core business process capabilities, and business environment

This study examines the role of capabilities in core marketing-related business processes–product development management (PDM), supply chain management (SCM) and customer relationship management (CRM)–in translating a firm’s market orientation (MO) into firm performance. The study is the first to examine the interplay of all three business process capabilities simultaneously, while investigating how environmental conditions moderate their performance effects. A moderated mediation analysis of 468 product-focused firms finds that PDM and CRM process capabilities play important mediating roles, whereas SCM process capability does not mediate the relationship between MO and performance. However, the relative importance of the capabilities as mediators varies along the degree of environmental turbulence, and under certain conditions, an increase in the level of business process capability may even turn detrimental.

Sistema de informação para gestão das atividades e suporte à decisão das equipas comerciais

Esta dissertação enquadra-se na área do Customer Relationship Management (CRM), no domínio aplicacional do Sales Force Automation (SFA), em um operador móvel de telecomunicações no suporte à rede comercial. Assim, esta dissertação investiga de que forma a introdução de uma ferramenta SFA em um operador móvel de telecomunicações poderá resolver a enorme dificuldade que a empresa tem em obter informações fiáveis e atempadas. A incapacidade em obter esta informação não permite aos gestores tomar decisões em resposta a alterações súbitas do mercado. Por outro lado, os seus delegados comerciais que suportam os agentes não têm uma ferramenta que organize as suas agendas, e a disponibilização de informação útil e atualizada nas suas visitas aos agentes. Assim, foi decidido investigar qual o impacto resultante da introdução de uma ferramenta SFA, que em tempo real auxilie os gestores na tomada de decisão, na disponibilização de informação que suporte as reuniões dos delegados com os seus agentes, bem como no planeamento e agendamento dessas mesmas reuniões. Foi demonstrada uma relação positiva entre a utilização do SFA e a produtividade dos delegados. Esta alteração de hábitos comportamentais, bem como a disponibilidade de informação permitindo uma melhor monitorização sobre o desempenho dos agentes, afetou positivamente a capacidade de tomada de decisão, tendo provocado um incremento na eficiência das visitas aos agentes, e resultando na melhoria dos indicadores mais importantes da empresa.

Utveckling av lojalitetsprogram - individanpassade erbjudanden : Marknadsföring genom CRM-strategier

Den ökade konkurrenssituationen mellan företag är ett resultat på att handeln har globaliserats. Konsumenter är idag mer medvetna om vad företag har att erbjuda, och det är lätt att välja alternativa företag om ett specifikt företag inte lever upp till konsumentens förväntningar. Detta ställer krav på att företag ständigt måste arbeta med och utveckla sina strategier för att skapa konkurrensfördelar. Idag arbetar många företag med lojalitetsprogram som är ett typexempel på en CRM-strategi. CRM-strategier och lojalitetsprogram syftar till att göra konsumenten mer lojal, för att möjliggöra att konsumenten skall välja att göra återupprepande och mer frekventa köp. Lojalitetsprogrammen måste dock uppdateras och förändras, för att ständigt kunna vara konkurrenskraftiga. Företag arbetar därmed för att skapa ett mervärde, det vill säga erbjuda en servicelösning som är utöver vad konsumenten förväntar sig att få från företag. Kundlojalitet kan utvecklas genom att företag skapar långsiktiga relationer med konsumenterna, och en relation mellan parterna kan utvecklas genom att företag lyssnar på konsumenterna, för att få reda på dess behov och önskemål. Forskning indikerar att individanpassade erbjudanden kan bidra till att konsumenterna än mer tenderar att bli lojala, detta eftersom individanpassade erbjudanden är erbjudanden som baseras på konsumentens unika köpbeteende, vilket möjliggör för träffsäkerhet och relevans. Syftet med denna studie är att mäta konsumenters efterfrågan på individanpassade erbjudanden, för att undersöka om konsumenterna faktiskt efterfrågar och kommer ta till sig dessa erbjudanden. Frågeställningarna är; på vilket sätt kan efterfrågan på individanpassade erbjudanden bidra till ett företags konkurrensfördelar samt på vilket sätt skiljer sig efterfrågan på individanpassade erbjudanden beroende på butikernas geografiska placering. Studien är baserad på en kvantitativ surveyundersökning riktad till konsumenter, med en kvalitativ semi-strukturerad intervju för att erhålla viktig information vid utformandet av frågeformuläret. Resultatet för studien visade att konsumenter värdesätter att få individanpassade erbjudanden, och att dessa erbjudanden kan bidra till ett företags konkurrensfördelar eftersom erbjudandena möjliggör att servicekvaliteten kan öka vilket innebär att dessa erbjudanden kan upplevas ha ett mervärde. I denna studie återfanns dock inte några skillnader på efterfrågan av individanpassade erbjudanden beroende på butikernas geografiska placering.

CoRE : a context-aware relation extraction method for relation completion

We identify relation completion (RC) as one recurring problem that is central to the success of novel big data applications such as Entity Reconstruction and Data Enrichment. Given a semantic relation, RC attempts at linking entity pairs between two entity lists under the relation. To accomplish the RC goals, we propose to formulate search queries for each query entity α based on some auxiliary information, so that to detect its target entity β from the set of retrieved documents. For instance, a pattern-based method (PaRE) uses extracted patterns as the auxiliary information in formulating search queries. However, high-quality patterns may decrease the probability of finding suitable target entities. As an alternative, we propose CoRE method that uses context terms learned surrounding the expression of a relation as the auxiliary information in formulating queries. The experimental results based on several real-world web data collections demonstrate that CoRE reaches a much higher accuracy than PaRE for the purpose of RC.