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Atividades de marketing diante das interações de consumidores de diferentes idades: um estudo em cursos de idiomas
| Content Provider | Semantic Scholar |
|---|---|
| Author | Bortoli, L. |
| Copyright Year | 2011 |
| Abstract | Consumer’s interaction during the service encounter is part of the service delivery. This interaction is more important in high-contact services. One of the factors that influence the opinion regarding the behavior of other consumers in the service environment is age. This study aimed at identifying and analyzing marketing activities for the service encounter in language courses when dealing with consumers of different ages. To achieve this goal took place first a theoretical framework, covering services, services marketing and the industry of language courses. The method used for the field research was the case study. Given that language courses provide high-contact services, with interaction among consumers of different ages, this research was done in this sector. Three language courses – Instituto Cervantes de São Paulo, Associação Alumni and CNA Pinheiros – were analyzed in view of the following marketing activities: marketing information system, segmentation, positioning and service marketing mix. It was concluded that the activities used by companies to manage the service encounter in which there are consumers of different ages are the same. There is difference in how they perform these activities. There are companies in which marketing activities are complex and similar to the theory, while in others actions are more inductive. It was possible to describe that when companies identify a larger number of segments, marketing activities are most appropriate to meet the needs of consumers of different ages. |
| File Format | PDF HTM / HTML |
| DOI | 10.11606/D.12.2011.tde-28062011-193521 |
| Alternate Webpage(s) | https://teses.usp.br/teses/disponiveis/12/12139/tde-28062011-193521/publico/LuizaVenzkeBortoli.pdf |
| Alternate Webpage(s) | https://doi.org/10.11606/D.12.2011.tde-28062011-193521 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
